Both the MLB Giants and the A's are spending millions
of dollars on advertising and marketing "aimed at boosting
attendance, which has been mediocre since" the '93 season,
according to Charlie McCollum of the SAN JOSE MERCURY NEWS.
A majority of the teams' marketing efforts have targeted the
Silicon Valley because of its "booming population, high
disposable income and growing corporate muscle." A's Senior
Dir of Sales & Marketing David Alioto: "We're making our
pitch to Silicon Valley companies that we feel are not tied
in to either team right now." Giants VP/Marketing & Sales
Mario Alioto (no relation) agrees: "There's absolutely no
question that Silicon Valley is very important to us. More
and more, people are going to have to decide: Do I go up the
east side or the west side of the bay?" The A's "have been
most aggressive in marketing" to Silicon Valley, where they
have spent a "significant portion" of their $3M budget, an
increase of more than 20% over '98. Almost a third of the
A's outdoor ads this year -- 18 displays overall -- are
located in the area. The Giants are running two campaigns
this year, with a budget of around $4M. One will focus on
the team's top players, while the other will focus on the
new Pac Bell Park (SAN JOSE MERCURY NEWS, 3/14).
