SBD/31/Facilities Venues

DISNEY LOOKS FOR A LITTLE MAGIC WITH EDISON FIELD REOPENING

          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).   

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