Box 19, Folder 15, Document 47

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Box 19, Folder 15, Document 47

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ATLANTA BRAVES OPENING
ATLANTA STADIUM
April 12, 1966
An Operations Manual
on the Job to be Done
Prepared for The Atlanta Chamber
of Commerce and The Atlanta
Braves by Bell & Stanton, Inc.
February 20, 1966
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CONTENTS
OBJECT IVES ••••••••....•••••••.•••••••••• .•••••••••• 1
INTRODUCTION .••••...••.••.•••.•.•..••••••••••••••• 2
SUMMARY OF RECOMMENDATIONS •••••••••••••••••••••••• 4
DETAILED PLANS ••••.•.••.•.•••••••.•.•••.•••••••••. 9
_SEASON TICKET SALES ..•.•.•••.•••..•••.••••••••••• 10
ADVERTISING SUPPORT .•••.•••••.••••.••••.••••••••• 13
DOWNTOWN OFFICES, HOTEL S, RESTAURANTS,
POLICE .••• 16
NATIONAL PRESS PREVIEW ..••••••••••••••••.•••••••• 1 7
PERSON-TO-PERSON VISITS •••••••••••••••••••••••• : .19
POLITICAL GUESTS .•••..••..••..•••.••.•••••••••••• 21
CELEBRITIES AND BASEBALL LEADERS .•••••••••••••••• 22
GAIN SUPPORT OF PRIVATE CLUBS •..•.•.••..••••••••• 23
THE MAYOR 'S DINNER .• • .••••••••••••.•••••••••••••• 24
THE OPENING DAY PARADE •••
~
•••••.•••• • •••••••••••• 2 6
NATIONAL AND LOCAL TELEVISION AND RADI0 •••••••••• 28
THE "AWAY" GAMES WITH METS AND CARDINALS ••••••••• 30
APPENDICES • •.. • •...•.•. • •.•••••• • ••••.•••••••••• •• I


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OBJECTIVES
1. To fill Atlanta Stadium opening night, April 12.
2. To sell a maximum number of season tickets.
3. To obtain maximum interest in the Atlanta Braves -locally, statewide, regionally through the entire
market area, and nationally, It is this year's biggest
baseball story.
4. Gaining momentum from all that is done, this operation
is a prime generator of max imum favorable attention
for Atlanta.
Our major objective, then, is to pivot
this exciting baseball team and its home city on a
360 degree swing of visibility surpassing any attention
a ny city has received in the past .
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INTRODUCTION
Atlanta and the Braves are linked together~ what
helps one on opening day supports the other.
We have a
brief period of time in which to build a strong local
sense of this joint destiny.
We have a brief period of
time to help the entire Atlanta metropolitan area
re-capture and put on a continuing basis, the sense of
active pride in the Braves they had when the team signed
to come here, and which was so manifest as the Stadium
itself was completed and opened.
All of that was preparation.
It was passive,
as far as the entire populace .was concerned.
them to beam with pride, and they did.
move into effective action:
We asked
Now we ask them to
to talk up the Braves, to
support the Braves, to realize in so doing that all of
this effort demonstrates to the nation at large that
Atlanta is the city of spirit and "can-do" in th~ entire
United States .
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As in every good thing that has transformed
this town, the lead has to come from the business
community.
The business community is in City Hall.
It
is in office with the largest plurality ever given a
Mayor of a major city.
Now that Mayor needs votes again
-- in the form of an all-out effort in behalf of Atlanta's
reputation when the eyes of the nation are on this city
opening night, April 12.
Essentially, that is what the plan of action
on the following pages is all about.
Bell & Stanton, Inc.
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SUMMARY OF RECOMMENDATIONS
To put across the biggest opening day baseball
ever has seen, we can think no little thoughts.
However,
big thoughts are a futile exercise in mental gymnastics
unless supported with practical follow-through . .. We need
the help of all concerned to make certain we have both,
for only the thorough execution of this big job in the
end will win the day for Atlanta and for the Braves.
1.
It is urgent that we get Atlanta into action
on season ticket sales.
This will take personal contact
from the highest levels of the Atlanta business community,
directed toward the highest levels of the Atlanta business
community, plus efforts at that same level aimed at
business leaders in other market cities.
2.
We need to start the ball rolling so that
every ad carried in the early part of Opening Week refers
to the Braves; every downtown office building takes on
the challenge of creating banners; every local theatre
enters the act; every school and college hereabouts
becomes involved., as does every tax idriv er, every bus
d r i v e r, every membe r o f t he polic e f orc e .
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(Summary of Recommendations
continued)
In addition to the regularly assigned sports
writers covering the ~
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March 26, 27 and 2&;
-Braves exhibition series
Bell
&
Stanton will invite travel
and general feature writers to Atlanta at that time.
Plans call for them to see a game, be given personalized
tours of the city, and be guests at a superb dinner hosted
by Atlanta Newspapers, Incorporated and Jack Tarver.
We have already begun working with the national
magazines; Look Magazine will be here on assignment right
after Washington's Birthday as a first step.
We need to
get national television, including network news shows. The
"Today" Show should broadcast from Atlanta opening day, on
the day after, or both.
We need more press association
series on Atlanta and its team; the hassle with Milwaukee
has made this the biggest sports yarn in years.
4.
We need to have the cream of Atlanta's business
community take on the task of personally inviting the very
top leaders of the nation to be their house guests over Opening Day .
Every branch of a national firm should have its
national president here.
game .
This is far more than a baseball
It is Atlanta's day in the court of public opinion
when everything that makes this town great is on display.


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(Summary of Recommendations
continued)
5.
We need help in pulling our loftiest
national political l e aders here, and that need goes
right to the top.
We need all southern governors and .
many mayors here.
6.
We need to get glittering celebrities
here, and we shall call on BiJl Bartholomay personally
to guide and help us on that.
We will call on Georgia
advertisers who use p ersonalities in their campaigns to
have those celebrities here.
And of course baseball's
offi cialdom is a vit a l part of the program.
7.
We need to mount
a
Mayor's Dinner on the
eve of the Big Game which will show the greatest outpouring of Atlant a ·• s e lite-- and the nation's well-known
figures--that Atlanta has seen since the 1939 premiere
of "Gone With The Wind " .
. 8.
We need a p arade Open i ng Da y aft ernoon
which will be unfor g e ttable in Atlanta's annals .
We
see this as f eaturin g e v e r y high school a nd c olleg~
band in the area, e ach band sponsored by an Atlantaarea business firm; Braves and P i rates s t ars; the Mayor;
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The Governor; celebrities.
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(Summary of Recommendations
continued)
The bands later go to the game with tickets paid for
by their sponsors.
Who ever heard of such generosity
and spirit on the part of business leaders?
It takes
Atlanta to put this over.
9.
We need to coordinate with Pittsburgh
leaders to get a representative Pittsburgh group here.
We need to get plans started as well for the Atlanta
leadership to be in New York Friday, April .15, when the
Braves open the Mets' home season, and in St. Louis,
Thursday, May 12, when the Braves open the new St. Louis
stadium.
This is the essence of the bold but simple
program which we ask Atlanta to support.
As we write
today, we cannot estimate costs precisely.
If all who
come to the Mayor's Dinner pay substantially more than
the $7.50 cost per head of the affair, we can obtain
part of the needed funds at that time.
Atlanta will spend
what is needed, regardless of where the funds come from,
we are confident of that.
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(Summary of Recommendations
continued)
At Bell
&
Stanton we will not spend any significant
amount without prior clearance from the Chamber.
thing must be clear:
One
this over all is Atlanta's challenge,
for in saluting the entry of the Braves, Atlanta salutes
itself and she shows the nation once and for all, the kind
of fibre that makes up this remarkable community.

















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DETAILED PLANS
In the s e ction that f ollows; we list specific
plans, with complete assignments.
The Bell & Stanton
public relations orga nization is c h arged with working
closely with the Chambe r, wi t h t he Braves, and with all
other involved groups and individuals.
We must see to
the action of each committee.
Overall supervision will be the responsibility
of the firm's presiden t, Alan Bel l , from New York, and
of Seni or Vice-President George Goodwin from the Atlanta
office.
The specific Be ll
&
Sta nton executive under them
will be David Pearson of Atlanta.
Already the Ch amber has o f fered t o l end the
firm extra manpower as evidence of strong support.
Extra
people as needed will be employed o n a temporary basis
if t h e pac e builds up t oo s wiftl y.
In any event ,
addi tional staff from the New York Bell & Stanton o ff ice,
headed by Exec u t ive Vice-President Edward S t a nton a nd by
the New York acc o u nt e x e c uti ve for "Forward Atlanta, "
Margaret Larson, will be c lo s e ly involved at all times.
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SEASON TICKET SALES
The Assistant General Manager of the Braves,
Jim Fanning, has led a task force which already has sold
some 3,000 season tickets during the course of an intense
area campaign over months.
It is only now, after Fulton
Superior Court Judge McKenzie has spoken, that it is
possible for anyone to be able to go all-out on this.
Season tickets should be sold to every business organization
in this area, for use of its employees and customers.
This sales need comes at a time when the Braves organization
must turn its attention more and more to spring training.
The community can -- and we $Uggest, must -- help put
across this sales effort.
1.
We suggest that Mayor Allen assemble in his
office a group of leading businessmen ·to take over on this
project as they would on any eme rgency, for we approach
crisis when we have s old so few se ason tickets this close
to Opening Day of our first Big League season.
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(Season Ticket Sales
continued)
2.
3.
Let the group that meets with the Mayor include:
A.
The five major bank presidents
B.
The president of the Sales
Executives Association
C.
'!'he Chamber prcsidcn-:t-
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ThQ Chamber exectttiue-vi ce- presi den:!:_
&
Marketing
If the Mayor agrees, the banks should be
asked to use their contact officers, both from the main
office and from branches.
These officers should contact
all corporate customers, urging those customers to buy
season tickets to be used by their executives, by their
employees, and by their customers.
The contact officers should take specific
ticket orders -- with no money _changing hands.
A s e nior
officer in each bank should receive these orders and
should relay them to Mr. Fanning of the Braves, who will
fill the orders a nd b ill the pur chase r direct.
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(Season Ticket Sales
continued)
(NOTE:
Bell & Stanton will provide all banks with lists
broken down by categories of the firms and individuals
who already have purchased season tickets.)
Mr. Fanning, for his part, will supply daily
lists of new purchasers to all bank supervisory officers
involved.
Mr. Fanning will supply all contact officers
with adequate supplies of season ticket brochures and
ticket order blanks.
He also will see that ticket sales
personnel is available at the Stadium to serve purchasers
who want to select seats in person.
As a final poI t:
e should be constant
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ADVERTISING SUPPORT
Tucker Wayne
&
Co.,
as advertising agency for
"Forward Atlanta" and for the Braves, is requested to
assemble at the earliest moment a gathering of all
agencies, all advertising managers, all sales managers
of newspapers, radio and TV, all retail sales promotion
directors, newspaper representatives and the Georgia
Association of Broadcasters to consider the following
points:
A.
Insofar as is feasible,
every advertising
message placed locally beginning with Easter Sunday, and
continuing through Opening Day (the following Tuesday)
should salute the Braves, or otherwise speak of them.
B.
We would hope all concerned would explore
the possibility of a special section to be run in both
newspapers on opening day.
be pulled out and saved.
This would be something to
It would be filled with news
and advertising material suitable for such a special
section, commemorating the day Atlanta Goes Big League.
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(Advertising Support
continued)
c.
Every store in and around should have special
windows and in-store displays to salute the opening of the
first season.
Tucker Wayne is requested to assign one staff
member to stay with this, working separately with the sales
promotion department of each major store, and working with
managers of others.
The Braves will make some display
material available, but basically all of this should be put
together as the contribution of the stores involved.
1.
As a subpoint, stores are urged to
consider tying their sales which start on Monday after Easter
to the debu t o f the team.
Why not call the events:
"Braves
Day Sales?"
D.
We ask that Tucker Wa yne work with the Georgia
.>'
Association of Broadcasters to prepare a special one-minute
promotional film for the Opening Day, and these would be
made available at no cost to all TV stations in the entire
market area, as well as to as many motion picture theatres
as seems feasible (all those in greater Atlanta at least).
We would hope these would be run as public service gestures .
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(Advertising Support
continued)
E.
We specially ask that the adve~tising
agencies of the four sponsors of the Braves -- CocaCola, Pure Oil, P. Lorillard, and Falstaff -- work
closely with the coordinating committee.
Their active
help in mounting promotional spot campaigns, advance
advertising, and banners, cards, and giveaways would
be of great worth to all concerned.


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DOWNTOWN OFFICES, HOTELS, RESTAURANTS, POLICE
We ask the Chamber of Commerce to assign a staff
executive to work closely with all employers of office staffs
in the downtown to arrange for display material in the f orm
of banners or window painting. to evidence enthusiasm f or the
start of baseball .
This would be appropriate activity for members of
the Junior Chamber to take on, under direction of the "Forward
Atlanta" group at the Chamber.
Further , t he Chamber s h ould contact the Rest aurant
Association,the Mot el Association and individual major hotels
to arrange for lob b y di s pl a ys, spe ci a l menus keyed to Ope n i ng
Day, s p e ci a l r oom not ices t o be in eve ry guest room eac h d ay
of the Opening We ek.
No group is mor e imp o rtant to Big League b a s eb a ll
o n a c o ntinuing b as i s than the Police De partment .
We s u ggest
an immediat e meet ing he ld with Che i f Jenkins by t h e executive
vice-pr e side nt o f t he Chambe r, and by r e presentative s o f Be ll
&
St a n t on, to discu ss a ll mat ters pl a nne d, a nd to solicit
coop eration .




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NATIONAL PRESS PREVIEW
Two weekends before Easter is, under the
circumstances, an appropriate time for having the nation's
top travel ar.d general writers come to Atlanta, with their
wives, as guests of the city.
It would be inappropriate to
ask them to be away from their homes on Easter weekend, and
the
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while not ideal, would permit their schedule
in Atlanta to include attending the exhibition game Sunday,
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This tour would be low in key, and would give us
an opportunity to show Atlanta during the dogwood time, and
at the same time let the visitors soak up the baseball flavor.
They would be supplied with press kits
material on all the
lures of Atlanta, latest material on the Braves and on the
stadium -- would be taken to our major attractions here .
they would not be rushed.
But
They should have time for golf,
Stone Mountain, the Cyclorama or for a trip to Lake Lanier's
Yacht Club for houseboating and for Saturday lunch .
We suggest they have a Spring Weekend in Atlanta
beginning with Friday evening departure from New Yor k,
return ing to New York Sunday evenin g , following the ball
game .
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(National Press Preview
continued)
We would show these people Atlanta and the
surrounding areas on Saturday, with the high point being
a fine dinner at which the Cox newspapers would be the
host.
Talks would be given by Mayor Allen and by Ralph
McGill, who of course is known and respected by all the
journalists attending.
The quality of Atlanta that will
appeal to the visitors will include their exposure to
Atlanta's springtime loveliness, and the Sunday highlight
of the stadium and the ball game.
We will have perhaps 80 people in all, 40 writers
and 40 wives .
We will need hotel rooms; we suggest they all
be at one hotel such as the Marriott.
We propose that we be given permission to establish
a committee to e xplore this proposal thoroughly.
On this
committ ee should be offi c ial s fr om De lta, f r om the Mar r i ott,
from the Chamber, from Cox newspapers, from the Braves and
of cours e Be ll
&
Stanton .
This is d e signed t o h a ve maj o r trav e l sto ries break
in key n ewspapers around ope n i ng week of the s e ason, at a t ime
when, h opefully , s o much els e wil l be appearing o n t h e new
b as eb a ll t e am a nd i t s city. This adva nce expo s ur e is need e d to
g a i n t h e f u l l p r ess cov e r ag e .
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PERSON-TO-PERSON VISITS
We ask the president of the Chamber and the
head of "Forward Atlanta" to take on the task of
coordinating with the business and cultural elite of
Atlanta an unprecede n t ed "Red carpet" invitation to their
peers nationally, to come to Atlanta for the Opening Day
festivities.
These would be friends inviting friends,
and the guests for the most part would be houseguests.
Essentially, we seek to have a significant
number of the nation's decision makers in Atlanta, not
just for the ball game, but primarily to sample Atlanta's
atmosphere in springtime and its spirit in general.
To do this properly , we need help from Lockheed
to fly in certain of the guests.
Others of course will
have their own corporate aircraft or will fly commercially.
But the availability o f J etStar help from Lockheed would
be of the greatest help, and would be of worth to Lockheed
as well in its role as the greatest single industry in
Georgia .
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(Person-To-Person Visits
continued)
The guests would come on Monday after Easter, in
time for the Mayor's Dinner.
If they cannot come until
Tuesday, they will see the downtown parade, see the ball
game, see the first class facilities in the Stadium and
catch the way Atlanta is on the move.
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POLITICAL GUESTS
With the active help of Mayor Allen and the
Governor, it is hoped that political guests of the first
rank will converge on Atlanta, both for the Mayor's
Dinner on Monday, and for the game and all that goes with
it on Tuesday.
How appropriate it would be if it is the
President who throws out the first ball.
We know thought
is being given to all of this.
On other lev e l s , thi s occ a sion is an opport uni t y
for all the Governors of the South, and the . mayors of the
largest citi es o f the South, to c ome to Atlanta o f ficially .
Bell & S tanton sug g e sts it work with the Ma yor,
and with the Gove rnor , on all aspects of this obj e ctive .
It f i ts Atl a nta ' s role o f lea dership f or the entire South ,
howe ver; f or h e r to t hink in just such t e rms as she puts
t o gether t he o f f icial i nvitation l i st.
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CELEBRITIES AND BASEBALL LEADERS
Top Hollywood and public personalities who also
are baseball fans would add much to the excitement and
Mr. Bartholomay will be very
impact of Opening Day.
helpful in this area.
He already has offered to help.
We'll call on him for an all-out effort to entice to
Atlanta the Danny Kayes, the Natalie Woods, and other
stars who are red-hot fans.
The Commissioner of baseball, the presidents of
both leagues, all team owners, and other such luminaries
comprise an obvious invitation list which will be worked
out with the Braves, both for the Mayor's Dinner and for
Opening Day.
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GAIN SUPPORT OF PRIVATE CLUBS
We suggest Mayor Allen appoint private club
co-chairmen, one white and the other Negro, to gain the
support of all the social organizations serving Atlanta.
The men chosen for these roles should be impressed with
the need to get on with the task of rallying every social
club in Atlanta behind the Opening Day program.
This would include more than decorating the
clubs, although that and canvassing the membership in
behalf of the events is important.
We believe a need exists for an early buffet
the night of the game and that arrangements should be
made for buses to take members to the stadium.

















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THE MAYOR'S DINNER
We see the Monday n_ight, black-tie dinner for
1,200 at the Marriott as representing Atlanta's official
statement in behalf of the Braves.
finest of affairs.
long,
.~a
It should be the very
The list of speakers should be not too
we &iggest >i t m:igt!I 3,e 11n approprj ate place for
t 175tr:We r-t-s--wd t er s of W; a, ii a Lv:.::,mark the i r deb l!ti:: as
eFJ-t--ert ainerc,
j"
c:4-in.nerJL ~
t he tradition
othm- citjes.
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annual baseball.._
In e=CCect, '.3 the Ma:l"or!s ~
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i=-.e se;r;ics of afinua:r dilrli'e~hat
It may be that one of the celebrities under
discussion could entertain at the dinner.
In every way, it should be an affair at which
the most polished guest would feel comfortable.
Although the dinner, as we see it, should be at
the Marriott, that is only because it has the largest room
for the purpose.
We would hope all hotels in Atlanta, in
their realization of how much the presence of baseball will
mean to them, would cooperate in all aspects of the event,
and have the menus so publicly state.
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(Mayor's Dinner continued)
Therefore, we suggest the Mayor appoint a
Dinner Committee which would cut across the hotel community
of Atlanta, and which also would include representatives of
the Braves, of the Chamber, both sports editors, and the
general managers of all radio and TV stations.
We suggest the possibility of charging $15 per
ticket, rather than the actual cost of $7.50, in order to
obtain promotional funds to go toward meeting the City's
and Chamber's special April expenses.

















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THE OPENING DAY PARADE
Think of a parade, ·wending its way down
Peachtree Street from the area of the Capital City Club
to Five Points and ending at Hunter Street; a parade
bursting with the music of every high school and college
band in the Atlanta area -- plus every ball player on the
Braves roster, all the Pirates, Mayor Allen, Bobby Bragan,
and celebrities.
We think such a parade would be fresh, would
symbolize better than anything else the way young Atlanta
is taking Big League baseball to heart, and would make great
pictures for the national press.
We suggest this be held in the afternoon of the
Opening Day game.
We see it as being held from 4 to 6 P.M.,
presenting of course problems of traffic, but with the parade
carefully confined to the h e art of the city, thus out of the
way of home- bound vehicles to a gr eat e x tent .
All of downtown would be decorated -- if the
v a rious committees h a ve done their jobs .
I t would be Atl anta ' s
gre a t tic k e r - tap e parade , fi l led with y ou th and mu s ic and h e roes .
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Atlanta Braves Opening
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(Opening Day Parade
continued)
We suggest that each marching band be the
respopsibility of an Atl anta business organization which
can make as much of the relationship as it wishes.
The
possibilities for generating good will are considerable.
At the least, all members of the marching bands should be
given free tickets to the opening game, courtesy of their
sponsoring business firm.
tickets.
In some schools this means 100
The students would sit in special sections, still
.\
in their marching uniforms.
They would check their instru-
ments at the end of the parade of course, then would have
two hours to eat and get to the stadium.
We suggest Mayor Allen appoint a parade committee,
to consist of the people who know most in Atlanta about
parades.
That includes WSB staff, department stores, and of
r
course representatives of the Braves.
It would seem to us
that Arthur Montgomery, as chairman of the Stadium Authority,
might assume responsibility for lining up the sponsoring
business organizations.
He could be helped in this by Chamber
staff, and by committee members from the Board of Education
and other school groups including the colleges.

















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NATIONAL AND LOCAL TELEVISION AND RADIO
We ask that Mayor Allen appoint a broadcasting
committee to meet as soon as possible, to lay plans and
thereafter to work with Bell & Stanton on all aspects of
network TV and radio coverage of the festivities
surrounding opening day.
The objective would be to use
the event itself as the possible news peg which could
lead to significant national TV and radio attention to the
city of Atlanta.
We would like to call on the active help of all
local broadcasters to get this exposure.
Further, we would like the help of WSB in
particular in seeing about getting the "Today" show either
to originate the morning after the game from Atlanta, or
to have a part of the show with an Atlanta dateline.
If
it is necessary to pay for this, we should find out the
costs involved, and then see about obtaining the funds.
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(National and Local Television
and Radio continued)
·
Generally, the networks would cover the event
as news, but we should stay flexible in order to help in
every way possible.
What kind of town is this Atlanta
where Big League baseball is making its debut?
That is
the story underlying the big event itself, and we feel
I
this will have interest to broadcasters.
On local TV and radio exposure, we ask that the
committee work with all stations, definitely including
those serving all ethnic audiences, to arrange for spring
training interviews with play ers, and then for interviews
as the season is about to open.
Much of this will flow
spontaneously from the Braves own public relations effort
but the special broadcast committee should try to be
helpful.
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THE "AWAY" GA.MES WITH METS AND CARDINALS
The Atlanta Braves will open the season for the
Mets April 15 and the new St. Louis Stadium for the
cardinals May 12.
We shall work with the Mayor, with the
Chamber, and with the Braves, on coordinating all aspects
of this.
Several officials should go to each opening.
How helpful it would be if Lockheed could supply a JetStar
which would be the official plane flying to both cities.
We shall stay in touch with the Mayor, the
Chamber, and the Braves on this, and will approach Lockheed
if given permission.
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