The Red Sox recently hired BSMG Worldwide to develop a
communications strategy for the team's new ballpark, and
Joan Vennochi of the BOSTON GLOBE writes that while the two
BSMG principals, Micho Spring and Kathryn Murray St. John,
are "naturally ... competent," it is "no accident that they
are also female." Red Sox consultant John Sasso recently
said that "the key to the club's success in advancing a new
ballpark proposal 'could be women.'" St. John: "Women make
up key constituencies. They are fans, neighbors, political
leaders. They are moms taking their kids to games." The
Red Sox are hoping "female fans will look favorably upon the
improved amenities offered by a new ballpark," including
better restrooms and a children's play section. Vennochi:
"Beyond hiring female consultants, it remains to be seen how
far outside the old boy network the Red Sox plan to reach."
Vennochi "believes" the Red Sox have "plenty of questions to
answer about their ownership [and] direction" before winning
political support for a new ballpark (BOSTON GLOBE, 3/30).
