SOLAR BEARS REAPING COOL FINANCIAL REWARDS

     The financial success of the IHL Solar Bears is examined in
the ORLANDO SENTINEL.  Gene Yasuda writes the Solar Bears have
exploited "the soaring popularity and success of hockey on all
levels" by offering affordable ticket prices -- $11 on average --
 and by appealing to family crowds.  Not only do low prices mean
families can afford to attend games, but the demographics attract
a new type of advertiser, such as Circle K.  Jack Swope, Exec VP
of Business Operations for the Magic:  "We used to hear all the
time from people that they couldn't afford to see a sporting
event at the O-rena.  With the Solar Bears, we're reaching
another demographic audience, and that opens doors to another
type of sponsor."  The Bears have also reaped rewards from their
sunglass-wearing, stick-toting Bear logo and the fact that Solar
Bears merchandise is sold at Magic-owned FanAttic stores (ORLANDO
SENTINEL, 5/9).