Dolphins Owner Looks To Enhance Team's Business Strategies

Ross Wants To Expand Dolphins' Fan Base

ENTERTAINMENT ATTRACTION: In Miami, Darlington & Salguero write Ross "plans to make the scene at Dolphin Stadium hippier and glitzier and more reflective of the personality that makes this area such a coveted destination." Ross: "What is this area about? It's about entertainment; it's about lifestyle." A source Thursday said that Ross has been "speaking to several people in the entertainment industry," including musicians Jimmy Buffett and Emilio Estefan, "about potentially becoming involved with the team." For "some of the more fiscally sound celebrities, it even could include talks about becoming part of the ownership group." Ross "plans to reach out to representatives of the entire community, including blacks, Hispanics, older fans, younger fans, a hipper crowd and families of every economic class." Ross said of the team not having a Web site in Spanish, "That's one of the first things I said: 'How can we not have this?' Pittsburgh has one. San Diego has one. How can Miami not have a Hispanic website?" Darlington & Salguero note that Web site -- "along with a newly designed main website -- are in the works and are expected to be completed well before the start of this season" (MIAMI HERALD, 4/17).

HOME IMPROVEMENTS: Dolphin Stadium already has undergone a $250M renovation, and Ross said that he has "more changes planned." However, Ross does not "envision developing the surrounding land, which he says is needed for parking." Ross: "I have ideas for that stadium, I don't think it's done being improved. It's a work in [progress]. You'll see it this year. We'll be spending money this year and doing things that are somewhat unique." Meanwhile, Ross said that he "hasn't yet discussed a new lease for the Marlins, whose lease at Dolphin Stadium expires next year, before their ballpark is set to open in 2012." But he "knows the team needs a place to play." Ross: "What am I going to do? All of a sudden they can't play there? They're a utility like we are. You have to respect that. We're not going to squeeze them or anything" (SUN-SENTINEL.com, 4/16). Ross also admitted that it is a "tough time to sell the naming rights to the stadium" (South Florida SUN-SENTINEL, 4/17).

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