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BLAZERS STIR THE POT TO COME UP WITH POTION FOR NEW REVENUES
Published October 31, 1997
After a "slow start," the Trail Blazers' corporate division that sells advertising at Portland Int'l Airport (PDX) is turning a profit and selling 96% or more of the PDX ad sites during any one month, according to Robert Goldfield of the PORTLAND BUSINESS JOURNAL. Gross revenues from PDX sales will exceed $1M this year, officials said. Moreover, the Blazers' ad division has since signed a contract for the airport in Burbank, CA, "and is a finalist for the job at the San Diego airport." Steve MacKelvie, Dir of the Blazers' Airport Division: "We've proven that a themed concept to airport advertising and design works. We're starting to get calls from around the country" (BUSINESS JOURNAL, 10/24). ROSE GARDEN DEALS: Goldfield also reports that the Blazers "recently scored on corporate sponsorship deals that promise to deliver an extra" $2.5M annually. Coors Brewery agreed to use the fourth and final "media totem" on the concourses of the Rose Garden and five companies will place their names on new rotating signs that will ring the arena's seating bowl. Coors joins Coca-Cola, Panasonic and Visa on the media totem. The totems' original price are $395,000 a year over 10 years, with 10% jumps in the fourth and seventh years, but Visa and Coors are paying "slightly less" each year in five-year deals "largely" because they lack exclusivity agreements with the arena. Thomason Auto Group, Airtouch Cellular, Henry Weinhard's, Southwest Airlines and Godfather's Pizza appear on the rotating signs. Blazers VP/ Sponsor Sales & Client Services Erin Hubert said that the sign system will generate $1-1.5M in ad revenue this fiscal year and could produce more than $2M in succeeding years (Portland BUSINESS JOURNAL, 10/24 issue).