ARLINGTON HOPES ALL-STAR GAME ESTABLISHES IDENTITY FOR CITY
Mayor Richard Greene and other local officials of Arlington,
TX, are aiming to use MLB's 66th All-Star Game to create an image
for the city, according to Christopher Ave in the FORT WORTH
STAR-TELEGRAM. Greene: "We want to use the All-Star event as an
opportunity to firmly establish ourselves as an All-Star-caliber
city." Officials from Pittsburgh, site of last year's All-Star
Game, say the game will help Arlington achieve its goals. Eric
Wright, VP of Joyce Julius & Associates, a MI-based sports-
marketing research firm, said Arlington will gain exposure that
will translate into "significant" ad time: "If Arlington is
mentioned 15 times and there's graphics up for 35 or 40 seconds
or so at the start of the ballgame, and here and there for a
total of four or five minutes, that a tremendous amount of value"
(FT. WORTH STAR-TELEGRAM, 6/10).