Re: [新聞] Baseball's Best Boss 富比士雜誌封面故事

看板Angels作者ACE1013 (艾斯)時間15年前 (2009/05/03 18:06)推噓10(10推 0噓 1→)

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※ 引述《mjhsieh (錯字特攻隊)》之銘言： : 原文 http://0rz.tw/EqBay : 封面故事 : 標題 Baseball's Best Boss : 作者 Matthew Craft, 04.22.09, 06:00 PM EDT Forbes Magazine dated May 11, 2009 : 圖 http://0rz.tw/ppmEG : 附標 How billboard magnate Arturo (Arte) Moreno turned around the : moneylosing Angels by remaking his team's image. : After a spring training game in march between the Los Angeles Dodgers : and the Los Angeles Angels of Anaheim, a half-dozen fans were waiting : outside in the warm Arizona afternoon sun to catch autographs from : players heading to the parking lot. Back inside Tempe's Diablo Stadium : a crowd, six wide and eight rows deep, waited for Arturo Moreno, the : Angels' owner, to sign baseballs and hats and pose for pictures. : Moreno told his wife, Carole, he should be finished within minutes so : they could drive home together. He stayed for another hour, signing : almost as many autographs for Dodgers fans as he did for Angels fans. : Not very often does a professional baseball team owner get more fan : attention than his star athletes, and even less often does the owner : give it back, especially to fans of another team. Moreno is not your : typical owner, save for the fact that he's wealthy (worth $800 million : by forbes estimates). From the day he bought the Angels from Walt : Disney Co. in 2003, he has changed the team's image and become in many : ways its face. In the process he has turned what had been a team with : a small-market mentality into one of the sport's most valuable : franchises. 這段的大意是，天使隊的老闆很受球迷歡迎，他對球迷很有耐心，而且他對他隊（本文舉的是三月和道奇的春訓比賽，故這裡提到的是道奇球迷）的球迷也一視同仁。很少有一個職業棒球隊的老闆會比他的球星還獲得更多球迷的注意，特別還是其他隊的球迷。莫雷諾不是你想像中那種典型的老闆，除了他很有錢這件事實（根據富比士估計，身價約八億美金）。在2003年他從迪士尼手中接手天使隊之後，他從很多地方改變了這隻球隊的形象，就在他把天使從小市場的球隊變成一隻很有價值的球隊（指的應該是天使隊的價值上升了三倍這件事） : Almost everything Moreno has done has been in the service of winning : over fans and, as he says, "putting butts in seats." The Angels, with : the best record in baseball last year, offer the third-cheapest visit : to the park. He has cut ticket and food prices at Angel Stadium and : dropped the price of draft beer from $8.50 to $6.50. Most teams charge : $20 or more for souvenir caps. The Angels charge $7. In his first : spring training in Tempe, Moreno couldn't understand why a section of : great seats between third base and left field always remained vacant : while people crowded into the section farther out in left field. : Moreno walked over to the ticket vendors, who told him that people : always asked for the cheapest seats. The outer section was $6. So : Moreno cut the empty $12 seats to $6. "Now they're the first to go. : Should it have been $8? Maybe. But now their butts are in there. : They'll go buy a beer or a dog. We got them in the stadium." : Attendance at Angel Stadium in Anaheim was 2.3 million in 2002, the : year they turned a wild card into a World Series victory over the San : Francisco Giants. The stadium has cleared 3 million a season ever : since. Last year's 3.4 million put them second to the Yankees in the : American League. 雖然莫雷諾做的這些事是為了贏得更多的球迷，天使這隻去年戰績最好的球隊，票價卻是第三便宜的，他砍了不只票價，還有啤酒的價錢。大多數球隊的紀念帽需要20塊美元，但天使隊只要7塊。在他們在天普球場的第一個春訓，莫雷諾很好奇為什麼在三壘和左外野中間很棒的位置總是空的？他問了售票員才知道人們來總是直接要求最便宜的票。所以莫雷諾把那塊區域的票價從12塊砍到6塊。他說 "現在那裡會變成他們的首選了，需要變成8塊嗎？或許吧？但是現在球迷的目標會擺在那邊，他們會去買啤酒和熱狗。而我們也得到了讓他們進來的目的。" 在2002年的時候，進入天使球場看球的總共大約有兩百三十萬，那年他們以外卡身分在世界大賽擊敗舊金山巨人隊。自此之後每年都大約有三百萬，去年更是達到了三百四十萬，在美聯僅次於洋基隊。 : By charging fans less, Moreno makes more everywhere else. The team has : gone from a $5.5 million operating loss in 2003 to an operating profit : (in the sense of earnings before interest, taxes and depreciation) of : $10.3 million. Revenue has gone from $127 million to $212 million. The : team now has an enterprise value of $509 million, almost three times : what Moreno paid for it. In that time the Angels have more than : doubled stadium sponsorship revenue to $26 million and cut a $500 : million, ten-year deal with Fox Sports Network to put all 162 Angels : games on television, up from 90 before. 除了在獲得球迷之外，莫雷諾也讓球隊的價值在和他接手時相比上升了三倍另外也和Fox Sports Network簽下一筆十年的轉播權利金來轉播天使隊全年 162場比賽，而在這次簽約之前只有90場。 : Moreno commutes to Anaheim from his home in Phoenix for most games. : He wanders the stands, mingles with fans and occasionally checks to : see how well the restrooms were cleaned. Scot Shields, a relief : pitcher who has been with the team since 2001, recalls his second : encounter with Moreno. During spring training in 2004 he asked about : Shields' 2-year-old daughter. "There's not too many owners who'd do : that," he says. After pitcher Nick Adenhart was killed in a car : accident in April, Moreno flew coaches and players to the funeral in : Maryland between games. 這段說的是莫雷諾會從他在鳳凰城的家通勤到安納罕來看大部分的比賽。他和球迷混在一起，且會注意諸如廁所有沒有乾淨之類的問題。Scot Shields回憶他第二次老闆碰面的時候，老闆問起了他兩歲大的女兒， Shields說很少有老闆會這麼做（這麼關心球員的意思）。在Nick Adenhart死於車禍之後，莫雷諾和教練和球員飛到馬里蘭去參加Nick Adenhart的喪禮 : At the Dodgers spring training game Moreno sat a row back from : Angels manager Mike Scioscia, with a cooler of cold beer beneath his : seat. He leaned in between innings to ask Scioscia how many pitches : Dustin Moseley had thrown. When the Angels' Robb Quinlan smacked a : home run in that Dodgers game, Moreno stood up to clap and looked : around for Quinlan's father, who had made the drive down to Arizona : from Minnesota. 當和道奇隊進行春訓比賽的時候，莫雷諾坐在說蝦後一排，手中拿一杯冷啤酒。他在換局的時候關心了Dustin Moseley投了幾球。當Robb Quinlan轟了一發全壘打，莫雷諾站起來鼓掌，看著Quinlan從明尼蘇達開到亞歷桑納來看兒子打球的老爸。 : Moreno, according to former team general manager William Stoneman, : sees costly free agents as an investment, not a corporate expense. : Under Moreno the Angels' payroll has climbed from $79 million in 2003, : twelfth in the league, to $119 million, sixth. : Stoneman put the payroll over budget when he signed Kelvim Escobar, : Bartolo Colón and Jose Guillen in 2004. Then Vladimir Guerrero's : agent called. Stoneman thought the Montreal Expos' rising star was out : of reach but told Moreno anyway. "We didn't talk for even ten minutes. : He said, 'We've got a chance to get Guerrero? Go for it.' It was the : quickest negotiation I've ever seen." 莫雷諾把簽球員視為一種投資而非花費，在他接手之後天使的薪資總額從第12名變成了第6名。接著舉了幾個例子像是在簽艾斯科巴、昆蘭和卡倫（2005賽揚獎那位）的時候都毫不手軟。和主炮簽約的時候甚至只花了十分鐘，Stoneman說這是他看過最快的一次協商。 : Moreno, 62, grew up in Tucson, the oldest of 11 children. Arte and his : brothers were Yankee fans because that was the only team on TV in the : 1950s. He played baseball in high school, did a stint in Vietnam and : got a bachelor's degree in marketing from the University of Arizona. : His first job was with billboard mogul Karl Eller. Moreno left in 1984 : for a Phoenix upstart, Outdoor Systems, and, together with Outdoor : founder William Levine, built it into the nation's largest billboard : company. It was sold to Infinity for $8.7 billion in stock in 1999. : Moreno got his first taste as a baseball team owner in 1985 with the : Salt Lake City Trappers, then an independent league team. The group : that bought the Trappers for $180,000 had a blast running it and sold : it in 1992 for $3 million. In 1998 a much wealthier Moreno helped : launch the Arizona Diamondbacks and eventually wound up with the : second-largest stake but failed in his attempt to take it over. He : perked up when Disney hired Lehman Brothers to shop the Angels during : the 2002 season. Moreno followed the team throughout the year and was : Disney's guest at the playoffs and World Series. For $184 million, it : was his. 這段在介紹一下莫雷諾的童年，像是以前是洋基迷，因為在1950電視上只看的到洋基的比賽，中學的時候打過棒球，在亞歷桑納大學獲得行銷學位。幫助公司變得更好。然後很想要自己的一支球隊，投資過鹽湖城的的一支小球隊。最後他決定要擁有一支自己的大聯盟球隊，他首先看上的他家鄉的亞歷桑納響尾蛇，但是他的意圖失敗了。但他的機會很快又來到，當迪士尼雇了萊曼兄弟來幫他們兜售天使隊，莫雷諾以1億8千4百萬買下了天使。 : Early on he saw a clear opportunity to apply the principles of the : advertising business to baseball. Repetition and reach work wonders. : Here was a baseball team in the middle of the country's second-largest : media market of 17 million people that had put itself in a small box : labeled "Anaheim." Moreno and the executives in the Angels' front : office, many of whom he brought over from his ad days, seared that : Angels red logo into the minds of fans across swaths of southern : California. That meant crimson-red advertisements on billboards and : bus stops and ridding the team store of other clubs' merchandise. On : the field they replaced the "Anaheim" spread across players' chests : with "Angels." : Before he had considered making a bid for the team Moreno checked with : his attorneys to make sure the stadium lease with Anaheim allowed for : a name change. They assured him it would be fine. (After all, the team : was born as the Los Angeles Angels in 1961 and played as the : California Angels until Disney bought it in 1996.) : In 2005 he switched the name to the Los Angeles Angels of Anaheim. The : city of Anaheim sued, saying the change violated the spirit of the : lease agreement. Fans showed up to games with T-shirts reading "We are : not L.A." and "The Anaheim Angels of Anaheim." This past January, two : court rulings and three years later, the city dropped its fight, : leaving the Angels with the unwieldy Anaheim at the end of its name. : Moreno will be free to do what he wants when the stadium lease allows : him to opt out in 2016. Moreno says he'll be happy as long as the team : continues to pull 3 million a year into Angel Stadium. The club might : start a series of cable shows or create a southern California version : of the New York Yankees' Yes Network. : Neither idea is a priority right now, with the economy challenging the : Angels' ability to draw 3 million fans a year. By late March the club : had sold only 2.3 million tickets. Moreno is already cranking up group : specials like $3 tickets for kids on Tuesdays and lower prices for : games against teams that rarely pack the stadium, like the Kansas City : Royals and Baltimore Orioles. "Our goals are no longer financial," he : says. : The Angels had a 100--62 record last year and have dominated their : division, but they have yet to return to the World Series. Moreno says : his goal now is another championship. "Make that championships," he : says, correcting himself. : Those aspirations took a blow this off-season when first baseman Mark : Teixeira signed with the Yankees and closer Francisco Rodriguez, one : of baseball's best relief pitchers, joined the New York Mets. Tony : Reagins, general manager, and others in the front office say the : club's minor league depth and free agent additions should ease the : loss of Teixeira and Rodriguez. The Angels picked up Brian Fuentes : from the Colorado Rockies to fill Rodriguez's spot and then signed : Bobby Abreu, a 35-year-old outfielder from the Yankees, for $5 million : for one year. : At the spring training game against the Dodgers, three young women : dressed in a mix of Dodgers blue and Angels red posed for a picture : with Moreno. Michelle and Ericka Carrizal and their cousin Giselle : Gonzales made the six-hour drive that morning from Los Angeles to see : the two teams they have rooted for since they were children. The : closest they get to pinpointing why they say they love Moreno is that : the centimillionaire seems "like one of us." That he has Mexican : ancestry has little to do with it. By making games affordable and : taking an obvious delight in mingling with fans, Moreno has broadened : both the Angels' popularity and his own. Thanks to him, Michelle says, : she can drive to Angel Stadium on a whim. "Dodgers games are : superexpensive" in comparison. : "You can wake up on a Saturday morning and think, 'What's going on : today? Hey, the Angels are playing, let's go,'" she says. "It's that : affordable." : Moreno's true competition, he says, is the sunshine. 基於是天使迷，所以也想讓大家多了解一下老闆，但實在有點長因為還要考托福，所以先翻到這邊，第一次翻譯，有錯請見諒。以後如果有空，再繼續把它翻出來。 -- ※ 發信站: 批踢踢實業坊(ptt.cc) ◆ From: 61.216.7.44

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