Tag Archive | "Los Angeles Angels"

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Understanding the Hispanic Community

Posted on 19 July 2011 by matt

Jackie Autry (Owner – California (now “Los Angeles”) Angels) . . . Not satisfied with having attendance stalled, win or lose, at the 2.5 million level, Autry retained us to understand the decision making dynamics of light and heavy attending Angels fans, including focused attention on Hispanic communities,  in order to increase marketing and ticket sales effectiveness and productivity. Her customer service consciousness, bred of her experience in banking, was among the highest in the entire pro sports industry.

The structure of the Hispanic community, reinforcing what we had learned when working with the Houston Astros, highlighted the importance of engaging community leaders, informal and formal, including religious, political and small business principals. A key hurdle we discovered that had to be overcome was the issue of “trust” and “commitment to diversity” reflected in the team’s and playing facility’s hiring practices.

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