Dolphins Attempting To Remake Image, Appeal To Younger Fans

Dolphins Owner Stephen Ross Will Announce Three New Limited Partners Next Week

Dolphins Owner Stephen Ross' is attempting to turn each game at Land Shark Stadium into an "entertainment-laden 'Sunday party,'" according to Neal & Hanks of the MIAMI HERALD. The "game-day glitz is part of a multipronged strategy to remake the franchise into what he sees as South Florida's multiethnic, glamorous image; rebuild a season ticket base that has sunk almost 20[%] since 2006; and to lure younger fans from around the state -- especially from Miami-Dade County." Ross said of the Dolphins' previous marketing and community efforts, "In my mind, I always felt they neglected Miami." Adding the game-day entertainment, "which will soon include The Black Eyed Peas' Fergie, is part of a drive to attract fans in Generation Y." Dolphins CEO Mike Dee: "There is a push to get younger. Two-thirds of our hard-core fans became fans prior to 1987."  The Dolphins next Tuesday will "announce three more limited ownership partners," and Ross indicated that at least one of them "will be African-American." Ross "already has added producers/performers Emilio and Gloria Estefan, longtime Miami Beach residents, and singer Marc Anthony." Meanwhile, Ross said that improvements to Land Shark Stadium are "necessary to keep pace with other teams' facilities," despite the $250M "face lift the stadium received" in '06. Ross: "It's how you spend the money. You would've thought for that money, it would have a bigger impact" (MIAMI HERALD, 8/19). In Miami, Madeleine Marr notes Dolphins execs yesterday hinted that "yet another celeb -- 'who represents Miami's diverse community' -- could soon be on board." Marr guesses that celebrity could be Fergie, entertainers Will Smith or Beyonce, rappers T-Pain or Sean Combs or boxing promoter Don King (MIAMI HERALD, 8/19).