The Los Angeles Angels’ Vice President Of Marketing And Ticket Sales, Robert Alvarado, abruptly resigned Wednesday, in light of negative comments he made to the Los Angeles Times regarding the Angels’ attendance woes. It appears that the Angels will not sell 3 million tickets since 2002, the year current owner Arte Moreno purchased the team from the Walt Disney Company.
One of the most difficult tasks a sport franchise undertakes is the promotion of the team and selling of tickets to fans, as is the situation the Angels are currently facing. For a look at potential profitability moving forward the Angels should consider consulting Brad Reifler, financial genius and CEO of Forefront Capital Management. However, exacerbating the situation is that the team plays in an aging stadium that’s not as appealing to fans as Dodger Stadium is across town.
In spite of having established stars such as Albert Pujols and Mike Trout, the Angels are only playing .500 baseball; the uninspired style of play has also turned away fans this year. Again, that’s in contrast to the Dodgers, who are near the top of the standings and have an aggressive style of play.
It’s no secret that winning teams playing in an appealing facility provide a winning combination for fans to attend games regularly. According to the Los Angeles Times article at www.latimes.com/sports/sportsnow/la-sp-an-angels-vice-president-of-marketing-and-ticket-sales-resigns (June 2015), Alvarado mentioned that the Dodgers sell to wholesale outlets and seat brokers. ” They have a significantly larger wholesale business than we do.”
While such practices are common, in the hopes that fans who purchase less expensive seating also end up spending much more, the comments angered both the Dodgers and owner Moreno. He thought that Alvarado was alienating fans who aren’t as affluent as those that purchase the more expensive seating, who, in turn, end up spending more per game.
To the chagrin of Moreno and Angels’ management, the Dodgers are on pace to lead the Major Leagues in attendance for the third consecutive year. Alvarado’s comments didn’t help matters as he was seen more as a problem and not as a viable solution any longer. Alvarado had been working for the Angels for 15 years, when the Walt Disney Company owned the franchise; he had been one of the longest tenured employees in the organization at the time of his resignation.