The 4th annual National Sports Forum concluded
yesterday at the World Golf Village in St. Augustine, FL.
After Seaver Marketing Group President RON SEAVER welcomed
approximately 250 to 260 attendees on Sunday, Magic Senior
Exec VP PAT WILLIAMS addressed issues facing the industry.
Williams then spoke with THE DAILY about the NBA's re-entry
strategy after the lockout. Williams: "The league can fix
some things, but I think primarily it's going to have to
come at the club level. And specifically, several of the
players can do it faster than anybody. If the players will
truly reach out to the public." Williams stressed that
players have to become more media-friendly: "Over the years,
I think NBA players have slipped in that area. ... that's
got to change." Williams added that if the NBA and NBPA
"truly are partners" coming out of the labor dispute, then
the "union has to be very, very aggressive about their
behavior, and how they deal with the media and the public."
BIG PLANS IN BIG D: On Monday, Mavericks President &
CEO TERDEMA USSERY discussed the challenges facing that
franchise as it strives to become the "best organization in
a very competitive Dallas marketplace." Ussery said the
team will target 50,000 youths in the Dallas-Ft. Worth area
via a variety of grass-roots initiatives. In looking to
develop a "positive feeling about the Mavericks brand," the
team will undergo a complete logo and brand image overhaul
in 2000 to introduce consistent marks, colors and logos to
the marketplace. Referring to the team's 44-120 record over
the past two seasons, Ussery said, "We are going to
communicate honestly with our consumer. ... We are going to
improve our core product." This season, the team will
utilize a new ad campaign with the tag, "One Fan At A Time."
All the brand-building initiatives are leading up to the
opening of a state-of-the-art facility as part of a total
urban development plan in Dallas targeted for 2000-2001.
Ussery: "We have a strategic plan and we are going to stick
with it. We think the future is very bright" (THE DAILY).