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DISNEY LOOKS FOR A LITTLE MAGIC WITH EDISON FIELD REOPENING
Published March 31, 1998
In reopening Edison Int'l Field following Disney's $117M renovation of Anaheim Stadium, the Angels "would like nothing more than to exorcise its ghosts," according to Bill Shaikin of the L.A. TIMES. Anaheim Sports President Tony Tavares: "Re-marketing the Angels from a public perspective is one of the toughest things we face. While I think we've done a good job of putting a quality product on the field, convincing the marketplace we're for real -- overcoming 30 years of skepticism -- is not easy." Tavares: "It's not like Disney can come in and sprinkle a little pixie dust and wave a magic wand and, all of a sudden, 2.5 million people appear." Since the team was bought in '96, the Angels have "been immune" to Disney's marketing "magic." But this year, Disney "is sparing no expense or expertise." Its "stadium marketing blitz," valued by one source at $3M-4M, includes direct mail, billboards, bus signs and shelters and radio/ TV spots in English and Spanish. Disney also furnished a "Grand Slam Van" -- an advertisement on wheels, with games, exhibits and a ticket window. Angels VP/Sales & Marketing Ken Wachter: "[I]n some ways, the ballpark will sell itself if we can get people in here" (L.A. TIMES, 3/31).