Angels Owner Transformed Club Into One Of MLB's Most Valuable
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Moreno Has Changed Team
Culture Since Taking Over |
Since buying the Angels in '03, Owner Arte Moreno has "turned what had been a team with a small-market mentality into one of the sport's most valuable franchises," according to Matthew Craft of FORBES. Moreno has "changed the team's image and become in many ways its face." Almost "everything Moreno has done has been in the service of winning over fans." The Angels "offer the third-cheapest visit to the park," as Moreno has "cut ticket and food prices at Angel Stadium and dropped the price of draft beer from $8.50 to $6.50." Most teams "charge $20 or more for souvenir caps," while the Angels "charge $7." Attendance at Angel Stadium was 2.3 million in '02, while last year's 3.4 million "put them second to the Yankees" in the AL. Moreno "commutes to Anaheim from his home in Phoenix for most games," and during games he "wanders the stands, mingles with fans." Under Moreno the Angels' payroll has "climbed from $79[M] in 2003, twelfth in the league, to $119[M], sixth" in MLB. The team also "might start a series of cable shows or create a southern California version" of the Yankees' YES Network, though neither idea is a "priority right now." By late March the team had sold "only 2.3 million tickets," and Moreno is "already cranking up group specials like $3 tickets for kids on Tuesdays and lower prices for games against teams that rarely pack the stadium" (FORBES, 5/11 issue).
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