1. GENERAL

Stadium: Dodger Stadium
Capacity: 56,000
Built: 1962 / $18M USD
Head office: 1000 Elysian Park Avenue Los Angeles, CA 90012-1199
Phone: (323) 224-1500
Fax: (323) 224-1459
Website: Los Angeles Dodgers
E-Mail:
Radio flagship: 980 KFWB-AM
Local television: FSN Prime Ticket
Corporate partners/sponsors: Anheuser-Busch, Bank of America, Chevrolet, Coca-Cola, Time Warner.
Mascot: None

2. HISTORY
Established: 1883 (National League since 1890 and in LA since 1958)
Franchise ancestry: Brooklyn Dodgers (1932-1957)
Brooklyn Robins (1914-1931)
Brooklyn Dodgers (1913)
Brooklyn Trolley Dodgers (1911-1912)
Brooklyn Superbas (1899-1910)
Brooklyn Grooms (1891-1895)
Brooklyn Bridegrooms (1888-1890 & 1896-1898)
Brooklyn Greys (1885-1887)
Brooklyn Atlantics (1883-1884)

3. BUSINESS OF WINNING
World Series titles: Six (1988, 1981, 1965, 1963, 1959, 1955)
National League pennants: 21 (1988, 1981, 1978, 1977, 1974, 1966, 1965, 1963, 1959, 1956, 1955, 1953, 1952, 1949, 1947, 1941, 1920, 1916, 1900, 1899, 1890)
American Association pennants: 1 (1889)
NL West Division titles: 10 (2008, 2004, 1995, 1988, 1985, 1983, 1981, 1978, 1977, 1974)
Wild cards: Two (2006, 1996)

4. OWNERSHIP AND MANAGEMENT
Owner: Frank McCourt
Acquisition date/price: 2004 / $355M USD
General Manager: Ned Colletti
Manager: Joe Torre
Stadium: Owned and operated by LA Dodgers Baseball Club
Concessions: Levy Restaurants
5. PLAYER PAYROLL
Player costs: $132M USD (2007)

6. FRANCHISE FINANCIALS
2008 Franchise value: $694M USD
2008 Franchise value ranking: #2 in National League / #4 in Major League Baseball
2008 Franchise value increase: 10%
2008 Debt/Value ratio: 61%
2007 Revenues: $224M USD
2007 Operating Income: $20.0M USD
Source: Forbes.com

7. CONSUMER PRICING
2008
Average ticket price / ranking: $29.66 USD / #3 in NL and #6 in MLB
Fan Cost Index*/ranking: $229.14 USD / #3 in NL and #6 in MLB
Source: Team Marketing Report

* FCI refers to the price of four average tickets, two small beers, four small sodas, four hot dogs, parking for one car, two game programs and two adult-sized caps.

8. ATTENDANCE
2008
Home Dates: 81
Home Attendance Average: 46,056
Home Attendance Drawing Capacity: 84.8%
Home Attendance Total: 3,730,553
Home Attendance Rank: #2 in National League/#3 in Major League Baseball

Road Dates: 81
Road Attendance Average: 34,709
Road Attendance Drawing Capacity: 77.8%
Road Attendance Total: 2,811,429
Road Attendance Rank: #4 in NL / #6 in MLB

Regular Season Dates: 162 dates
Regular Season Average: 40,383
Regular Season Drawing Capacity: 80.3%
Regular Season Total: 6,541,982
Total Attendance Rank: #2 in NL / #3 in MLB
Source: ESPN.com and TheSportMarket.biz

Estimated Gate Receipts: $103M USD
Source: Forbes.com

9. TELEVISION RATINGS
Average # of households: 113,000 (FSN Prime Ticket)
Increase: 4.6%
Rating: 2.00
Increase: 5.3%
Source: Street & Smith’s SportsBusiness JOURNAL

Estimated revenues from television¹: USD (2007)

10. CORPORATE SPONSORSHIP
Estimated revenues from sponsorship²: $ M USD (2007)
11. MERCHANDISE SALES
Estimated revenues from merchandising and licensing³: $ M USD (2007)
12. CONCESSION AND ANCILLARY SALES
Estimated revenues from concession sales: $ M USD (2007)

13. MARKET SIZE
City Population: 3,847,059
Metropolitan Area Population: 12,875,587
Greater Metro Area Population: 16,373,645
City size ranking: #2 in US / #2 in NL / Tied #3 in MLB
Metro area size ranking: #2 in US / #2 in NL / Tied #3 in MLB
Greater Metro area size ranking: #2 in US / #2 in NL / Tied #3 in MLB
Source: US Census Bureau 2005 and 2007

Designated Market Area (DMA): 5,654,260 TV homes / 4.94% of US
DMA ranking: #2 in US / #2 in NL / Tied #3 in MLB
Source: Nielsen 2008

14. MARKET ECONOMICS
Economic Description: Seaport, trade centre, general and diversified – International trade, entertainment (television, motion pictures, recorded music), aerospace, technology, petroleum, fashion, apparel, tourism.
Major companies: Six Fortune 500 in City of Los Angeles (Northrop Grumman – aerospace, Occidental Petroleum, Health Net, KB Home, Reliance Steel & Manufacturing, CB Richard Ellis – real estate); Other major companies in LA County: 20th Century Fox, Latham & Watkins, Univision, Paramount Pictures, Fox Sportsnet, Sunkist Growers, Walt Disney, Warner Brothers, DirecTV, Mattel, Dreamworks, Cunard Line, Princess Cruises, RAND (Walt Disney is largest employer in Anaheim, whose economy is driven by tourism and conventions).
City per capita income (ranking): LA $20,671 USD (#8 NL / #18 MLB)
Metro area per capita income (ranking): $41,875 USD (#42 US / #10 NL / #18 MLB)
State per capita income (ranking): $39,626 USD (#9 US / tied #3 in NL / tied #6 MLB)

15. MARKET DEMOGRAPHICS

Ethnicity (City of Los Angeles): Race – White 46.9%, Black 11.2%, 10.5% Asian, 31.9% Other (46.5% Hispanic of any race).
Ethnicity (City of Anaheim): Race – White 53.72%, Black 3.70%, Asian 11.98%, Other 31% (46.76 Hispanic of any race).
Language: 42.2% English, 41.7% Spanish, 2.4% Korean, 2.3% Filipino, 1.7% Armenian, 1.5% Chinese, 1.3% Persian.
Median Age: 32 years.
Political Leadership: Mayor of Los Angeles – Antonio Villaraigosa (Democrat); Governor of California – Arnold Schwarzenegger (R); U.S. Senators – Dianne Feinstein (D), Barbara Boxer (D); U.S. Representatives – 34 Democrat, 19 Republican: Mike Thompson (D), Wally Herger (R ), Dan Lungren (R ), Tom McClintock (R), Doris Matsui (D), Lynn Woolsey (D), George Miller (D), Nancy Pelosi (D – Speaker of the House), Barbara Lee (D), Ellen Tauscher (D), Jerry McNerney (D), Jackie Speer (D), Pete Stark (D), Anna G. Eshoo (D), Mike Honda (D), Zoe Lofgren (D), Sam Farr (D), Dennis Cordossa (D), George Radanovich (R ), Jim Costa (D), Devin Nunes (R), Kevin McCarthy (R), Lois Capps (D), Elton Gallegly (R), Howard McKeown (R), David Greier (R), Brad Sherman (D), Howard L. Berman (D), Adam Schiff (D), Henry Waxman (D), Xavier Solis (D), Diane E. Watson (D), Lucille Roybal-Allard (D), Maxine Waters (D), Jane Harman (D), Laura Dickson (D), Grace Napolitano (D), Linda Sanchez (D), Edward Royce (R), Jerry Lewis (R), Gary Miller (R), Joe Baca (D), Ken Calvert (R), Mary Bono Mack (R), Dona Rohrabacher (R), Loretta Sanchez (D), John Campbell (R), Darrell Issa (R), Brian Bilbray (R), Rob Filner (D), Duncan Hunter (R), Susan A. Davis (D).