Great moments in public relations
You’ll probably recall when, a few weeks ago, a high-ranking Angels executive opined that the organization wasn’t really concerned about falling attendance, because there are just as many wealthy folks showing up, and they’ll spend more money if there aren’t as many non-wealthy folks cluttering up the ballpark. Especially since it’s impossible to completely "segregate" the non-wealthy from the wealthy.*
* Note to ballpark designers: You need to think about this for the next generation of stadiums. I mean, more than you have already, with your moats and whatnot.
Well, it took a while but that poor fellow is finally out of a job:
Owner Arte Moreno was known to be displeased by particular comments Alvarado made in the articles. In the Times story, Alvarado was quoted discussing the ticketing strategies of the Dodgers, which angered the Dodgers.
Alvarado explained in both stories how the Angels could avoid losing revenue even as they lost attendance by focusing on selling higher-priced tickets. The Angels could push discount tickets too, he said, but fans buying lower-priced tickets tended not to spend very much on concessions and merchandise, lowering the so-called âper-capâ figure that accounts for a fanâs total spending at the ballpark.
"We may not be reaching as many of the people on the lower end of the socioeconomic ladder," Alvarado told the Register, "but those people, they may enjoy the game, but they pay less, and weâre not seeing the conversion on the per-caps."
The OC Weekly highlighted that quote when it followed with a story entitled "Anaheim Angels: We Don’t Need Poor Fans, and We Don’t Want Them."
I’ll go ahead and be rude about this: It strikes me as highly unlikely that Alvarado is gone, not because of what he thinks, but rather because of what he said. It’s awfully hard to believe that his words don’t perfectly reflect the feelings of his employers, including his owner.
The mistake Alvarado made? Honesty.