The Los Angeles Angels of Anaheim’s most prominent landmark is getting a makeover and digital upgrade.
The “Big A” alongside the Orange (57) Freeway in the parking lot of Angel Stadium of Anaheim is getting a $1 million facelift, largely in preparation for Major League Baseball’s 2010 All-Star Game next summer in Anaheim.
This week, workers hoisted by a crane were applying a fresh coat of red paint to the faded 230-foot tall structure.
A full-color high-definition video display board,similar to the one in the parking lot of neighboring Honda Center,is set to be installed in the center of the Big A.
The guts of the Big A are being improved to support the weight of the new video board along with a complete electronic overhaul.
The overhaul is expected to be done by year’s end.
The new video display will serve as an electronic billboard for advertisers and stadium events. It’s set to be larger than the video board installed in late 2006 at Honda Center, home to hockey’s Anaheim Ducks.
Angels owner Arte Moreno is putting up the team’s money to renovate the Big A.
Moreno, who made a fortune in billboards before buying the team in 2003, has transformed much of Angel Stadium into prime advertising space.
The team hasn’t lined up advertisers yet for the Big A, spokesman Tim Mead said. Advertising rates haven’t been announced yet either, he said.
The Angels and the city of Anaheim are expecting a big boost from the All-Star Game in July.
Two years ago, when the All-Star Game was held in New York, it brought nearly $150 million in business to the city. Even in the midst of the downturn this year, the midseason classic brought an estimated $60 million to St. Louis.
“We’re looking to have a triple-digit number, if possible, given our proximity to the greater Los Angeles area,” said Thomas Morton, convention center, sports and entertainment executive director for Anaheim.
For more on this story, see the Aug. 31 edition of the Business Journal.
