THRILL (OR CHILL) OF SOUTH BEND TOO MUCH FOR HALL OF FAME?

          The College Football Hall of Fame, which was
     constructed for $14M in South Bend, IN, drew only 71,700 in
     '98, its third full year of operation, according to Kathleen
     McKernan of the INDIANAPOLIS STAR-NEWS.  That's a "fraction
     of the admissions originally projected," as some felt the
     facility would draw 200,000 visitors annually.  But McKernan
     reported that "attendance isn't the only problem" for the
     Hall of Fame, as sponsorships have dropped from a "hoped-
     for" $825,000 to $536,000 or less in '98.  Coca-Cola and
     Burger King have pulled out as a sponsors, and others "are
     in limbo."   But Hall of Fame Exec Dir Bernie Kish said that
     reasons for "optimism" include increased revenue from the
     museum's banquet facilities, a series of speakers during the
     winter and the hiring of a new sports marketing firm to help
     in brand-building (INDIANAPOLIS STAR-NEWS, 1/19).