Jan 24, 2008

Clean slates await Giants and Athletics

By Rick Hurd / MediaNews

Need to get away? OK, as an advertising slogan, the popular Southwest Airlines campaign won't do Jim Leahey much good. For one, plagiarism can result in many things, none of them good. For two, the catchphrase really doesn't apply.

After all, sitting in that mostly empty concrete bowl known as McAfee Coliseum rooting for laundry - or, to be more precise, Oakland A's uniforms being worn mostly by strangers - probably isn't anyone's picture of the ideal get-away.

But as a matter of practicality? After watching the face of the franchise - a.ka. Nick Swisher - discarded by general manager Billy Beane without warning? After that move followed a collective "See You Later" to Dan Haren, the team's only 2007 All-Star representative and No. 1A when it came to the team's Q-rating? After those moves signaled the A's will indeed be getting away -far away - from a pennant chase? Then yeah, Need to Get Away? probably works perfectly.

"Yes, I am over it,'' Leahey said last week. "It was a shock to everyone involved, no question about it. You're talking about a great player, a great guy in the community and a great guy to have as part of your brand. But you know what? You move on.''

So he is, and by that, the Oakland A's vice president of sales and marketing doesn't mean he's scurrying for the Southwest Airlines reservation site. Leahey's boss, Quick-Scheme Mc-Beane, may have sent Nick Swisher to the Chicago White Sox on Jan. 3 (and All-Star Game starter Dan Haren to the Arizona Diamondbacks three weeks before that), but to this point he hasn't bartered the brand name for another half-dozen prospects, so Leahey still has some familiarity with which to work.

Now, whether that last fact ultimately will make him more or less successful in achieving his objective - convincing the entertainment-seeking public to spend its dollars on all things green and gold - could create an unending debate, and the arguments would have the same ebb and flow as any season. But for now, let's just say, selling the A's is, um, interesting.

"I would hope that the fans would have some faith in what the front office is trying to do,'' Leahey said. "It is one thing to say, 'Trust us,' and 'Believe in us,' when you have no background to back it up. But this process is not new to the franchise, and the important components have not changed. The management is the same. The support from the ownership is the same. And the other thing to remember is that our marketing campaign goes beyond a person, and that's important.''

It is at this point of the conversation that the other brand by the Bay is worth mentioning, if only because the opportunity to place the A's and San Francisco Giants in the same boat must be seized before a constitutional amendment is passed forbidding it. And Leahey's words, as aptly as they describe the state of times for his employers, are just as suitable in defining the marketing moment for the Barry-no-longer-works-here's.

Only in the Giants' case, it really is like getting away. "We look at it as a different opportunity ... and it's really like a breath of fresh air to have this chance to introduce some new players for a change,'' said Staci Slaughter, the team's senior vice president of communications. "It's energized us.''

In other words, the removal of a certain presence is already having the desired effect. The Giants spent 15 years bending rules, ignoring ethics and selling souls for Barry Bonds, so it's a wonder they didn't sew an interlocking "BB'' on their uniform.

After all that, the concept of marketing a team and all the team concept entails would seem to be like waking up with a beach staring back at you through your hotel window.

"We're working,'' Slaughter said, "with a clean slate.''

All of which would suggest you bone up on your earthquake preparedness because the last time the A's and Giants had this much in common, Loma Prieta shook. What's shakin' now? Well, the Giants are celebrating the 50th anniversary of their move from New York; the A's are observing the 40th anniversary of their move from Kansas City. The A's are facing a fan base disgusted by the moves that have disrupted their team; the Giants are facing a fan base disgusted by the lack of moves for an offense that needs to be disrupted. The Giants are staring at last place in the National League West. The A's may finish last in the entire American League.

All of that and no free beer (though the A's will give free food in three sections of the partially reopened upper deck). Could make for some challenging days ahead for the marketing whizzes behind the scenes.

Here's suggesting they don't look at the standings. In all likelihood, it will only make them long for a vacation.