※ 引述《mjhsieh (错字特攻队)》之铭言： : 原文 http://0rz.tw/EqBay : 封面故事 : 标题 Baseball's Best Boss : 作者 Matthew Craft, 04.22.09, 06:00 PM EDT Forbes Magazine dated May 11, 2009 : 图 http://0rz.tw/ppmEG : 附标 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. 这段的大意是，天使队的老板很受球迷欢迎，他对球迷很有耐心，而且他对他队（本文 举的是三月和道奇的春训比赛，故这里提到的是道奇球迷）的球迷也一视同仁。很少有 一个职业棒球队的老板会比他的球星还获得更多球迷的注意，特别还是其他队的球迷。 莫雷诺不是你想像中那种典型的老板，除了他很有钱这件事实（根据富比士估计，身价 约八亿美金）。在2003年他从迪士尼手中接手天使队之後，他从很多地方改变了这只球 队的形象，就在他把天使从小市场的球队变成一只很有价值的球队（指的应该是天使队 的价值上升了三倍这件事） : 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. 虽然莫雷诺做的这些事是为了赢得更多的球迷，天使这只去年战绩最好的球队， 票价却是第三便宜的，他砍了不只票价，还有啤酒的价钱。大多数球队的纪念帽 需要20块美元，但天使队只要7块。在他们在天普球场的第一个春训，莫雷诺很 好奇为什麽在三垒和左外野中间很棒的位置总是空的？他问了售票员才知道人们 来总是直接要求最便宜的票。所以莫雷诺把那块区域的票价从12块砍到6块。他说 "现在那里会变成他们的首选了，需要变成8块吗？或许吧？但是现在球迷的目标 会摆在那边，他们会去买啤酒和热狗。而我们也得到了让他们进来的目的。" 在2002年的时候，进入天使球场看球的总共大约有两百三十万，那年他们以外卡 身分在世界大赛击败旧金山巨人队。自此之後每年都大约有三百万，去年更是达 到了三百四十万，在美联仅次於洋基队。 : 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. 除了在获得球迷之外，莫雷诺也让球队的价值在和他接手时相比上升了三倍 另外也和Fox Sports Network签下一笔十年的转播权利金来转播天使队全年 162场比赛，而在这次签约之前只有90场。 : 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. 这段说的是莫雷诺会从他在凤凰城的家通勤到安纳罕来看大部分的比赛。他和 球迷混在一起，且会注意诸如厕所有没有乾净之类的问题。Scot Shields回忆 他第二次老板碰面的时候，老板问起了他两岁大的女儿， Shields说很少有老 板会这麽做（这麽关心球员的意思）。在Nick Adenhart死於车祸之後，莫雷诺 和教练和球员飞到马里兰去参加Nick Adenhart的丧礼 : 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. 当和道奇队进行春训比赛的时候，莫雷诺坐在说虾後一排，手中拿一杯冷啤酒。 他在换局的时候关心了Dustin Moseley投了几球。当Robb Quinlan轰了一发全垒 打，莫雷诺站起来鼓掌，看着Quinlan从明尼苏达开到亚历桑纳来看儿子打球的 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." 莫雷诺把签球员视为一种投资而非花费，在他接手之後天使的薪资总额从第12名 变成了第6名。接着举了几个例子像是在签 艾斯科巴、昆兰 和卡伦（2005赛扬奖 那位）的时候都毫不手软。和主炮签约的时候甚至只花了十分钟，Stoneman说这 是他看过最快的一次协商。 : 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. 这段在介绍一下莫雷诺的童年，像是以前是洋基迷，因为在1950电视上只看的到 洋基的比赛，中学的时候打过棒球，在亚历桑纳大学获得行销学位。帮助公司变 得更好。然後很想要自己的一支球队，投资过盐湖城的的一支小球队。最後他决 定要拥有一支自己的大联盟球队，他首先看上的他家乡的亚历桑纳响尾蛇，但是 他的意图失败了。但他的机会很快又来到，当迪士尼雇了莱曼兄弟来帮他们兜售 天使队，莫雷诺以1亿8千4百万买下了天使。 : 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，所以也想让大家多了解一下老板，但实在有点长 因为还要考托福，所以先翻到这边，第一次翻译，有错请见谅。 以後如果有空，再继续把它翻出来。 --

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