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).
