While the late Ewing Kauffman thought the way to sell
tickets was to produce victories, new Royals VP/Marketing and
Communications Mike Levy says baseball in Kansas City is now in a
"new age," and it is time to move on with a new marketing
program, according to the K.C. STAR. Royals GM Herk Robinson
said the team has "pretty much given [Levy] the green light" to
implement marketing plans he thinks will put fans in the seats.
Levy plans to introduce a new team mascot next season and he has
been talking to the paper about a naming contest. Under
Kauffman's control, the team never used its stars as marketing
tools. But Levy said the team will now use George Brett, former
star and now team VP, to help in marketing. The Royals drew
1,233,296 last season, the lowest total since '75. With the
Indians in their division, the Royals' best hope is to develop
"wild-card" fever with marketing to "heat the thermometer." As
merchandising sales have slipped the past few years, Levy notes
part of his strategy may include new-look uniforms, although
that won't happen in '96. Levy also notes there will be more
advertising in Kauffman Stadium. He said the team is willing to
try anything to "enhance the game and experience" for the fans
(Dick Kaegel, K.C. STAR, 1/23).
