ARTE MORENO’S over-reaching on a name change is beginning to Look self-destructive.
Vladimir Guerrero’s American League Most Valuable Player award,only the second for an Angels player and the first time in 25 years,got half the media attention it would have received if the Moreno-Anaheim feud wasn’t consuming news space.
More lastingly, Moreno’s stubborn attempt to break his contract with Anaheim and adopt the Los Angeles name threatens to weaken his core Orange County fan base, which until now has almost universally applauded his efforts to attract new fans from throughout the Southland.
A few other observations:
The Anaheim Angels are L.A. if you say they are,just like the Burbank studios are L.A., the Pasadena Rose Bowl is L.A. and, ahem, Disneyland is L.A.
If a name has value to Moreno, doesn’t it have value to Anaheim, too?
Arte’s marketing strategy is working fine without a name change. The Los Angeles Times reported that the Angels’ ratings were up 29% on Channel 9 and up 62% on Fox Sports Net this year. When contracts are renewed, those numbers will talk.
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Guerrero: MVP award overshadowed by name row |
Trying to bamboozle Anaheim apparently isn’t going to work. Getting around a contract requires a lot of time, money and negative energy,and it might fail.
Arte should channel his efforts into doing what other OCers in the communications and entertainment businesses have to do: Educate advertisers with a tailored message that we are L.A., or we are part of L.A. or even that we are the best part of L.A.
,Rick Reiff
