19 20 10383 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/22abdfa9bf2b8902545501f2523e8aab.pdf 6207fb9ac264fd1e576a046e45901cb1 Scripto Transcription A written representation of a document. April 19, 1967 Mr. G . D . Houa r Arthur Andersen & Co. 34 P achtr e Street, N. W. Atlanta, Georgi 30303 D ar Mt' . Houser: I appr c:iate t Georgia T ch Economic Im ct r port about th · Br: ve . I bad een thi but ppreciate . Ying n ddditional copy~ With b st wishe • I m Sineer ly your • IvnAUn,Jr. Mayor lAJ:r/br � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document April 19, 1967 Mr. G. D. Houser Arthur Andersen & Co. 34 Peachtree Street, N. W. Atlanta, Georgia 30303 Dear Mr. Houser: I appreciate the Georgia Tech Economic Impact report about the Graves. I had seen this but appreciate having an ddditional copy. With best wishes, I am Sincerely yours, Ivan Allen, Jr. Mayor lAJr/br  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 18, Document 13 Box 21 Box 21 Folder 18 Folder topic: Atlanta Braves | 1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/2f879c2bfff93ab4da843ae707af7c53.pdf 1fd3ca25147f2cb955114b2f61d1e1ba Scripto Transcription A written representation of a document. r Ma 4 , 1967 Mr • Donald B . Connell Rout l William on, Georgia D r Mrs. C Plea if y011r plan incl thu •ummer f r bi.In to ee the Bra With t i• , lam Sincerely yOQra, I - n Aile , Jr. Mayor lAJr/br CC: Mr. Jerry S chs v1,·, y. � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document May 4, 1967 Mrs. Donald B. Connell Route #1 Williamson, Georgia Dear Mrs. Connell: Iam so glad you wrote me about your nephew and I am very sorry he is so seriously ill. Iam forwarding your letter to Mr. Jerry Sachs of the Atlanta Braves and wish to assure you that he will see that Skipper receives an autographed baseball. Please let me know if your plans include a visit this summer for him to see the Braves play. With best wishes, I am Sincerely yours, Ivan Allen, Jr. Mayor tAIr/br cc: Mr. Jerry Sachs  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 18, Document 12 Box 21 Box 21 Folder 18 Folder topic: Atlanta Braves | 1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/bf9b7adfb5e1e84056fda0fa6db4ae2d.pdf d086296a0a92441fedcc0a94833503f1 Scripto Transcription A written representation of a document. May 10 , 1967 Master Skipper Thompson 350 N. W. 54th Street Fort Lauderdale, Florida Dear Skipper: We understand that you are quite a baseball fan but are presently laid up in the hospital. All the Braves want to extend our very best wishes for a speedy recovery . You should be receiving a very special package in the very near future from us and we hope you will enjoy the contents. Just as soon as you get well, we would like to invite you and your family to come up and see us play in Atlanta. Have your dad contact Mr. Jerry Sachs at the above telephone number and he will be delighted to leave tickets for you. Stay in there pitching. Cordially, THE ATLANTA BRAVES BCC: v Mayor Ivan Allen, Jr. Mrs. Donald B. Connell � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document May 10, 1967 Master Skipper Thompson 350 N. W. 54th Street Fort Lauderdale, Florida Dear Skipper: We understand that you are quite a baseball fan but are presently laid up in the hospital. All the Braves want to extend our very best wishes for a speedy recovery. You should be receiving a very special package in the very near future from us and we hope you will enjoy the contents. Just as soon as you get well, we would like to invite you and your family to come up and see us play in Atlanta. Have your dad contact Mr. Jerry Sachs at the above telephone number and he will be delighted to leave tickets for you. Stay in there pitching. Cordially, THE ATLANTA BRAVES BCC: Mayor Ivan Allen, we.” Mrs. Donald B. Connell COPY eee ie  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 18, Document 11 Box 21 Box 21 Folder 18 Folder topic: Atlanta Braves | 1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/356d52df5461b6001ee9151648fc6567.pdf c07ee394b2d51cf3d24815e6de270c21 Scripto Transcription A written representation of a document. 56?0 Kendall Drive Na shville, Tennessee 24 May 1967 F,Ionorable Mayor Ivan Allen, Jr. City Hall Atlanta, Georgia Dear Mayor Allen: I live in Nashville, Tennessee and I am a n avid Braves fan. Durin g the year of 1966 I was at Atlanta Sta dium for seven ball games and this year I have viewed five games there and hop e to be back soon. I am enclosing an a rticle from the Nashville Tennes s ean "Sports Scope " which I would appreciate very much you reviewing it, esp ecia lly the t wo par agraphs I have circl ed in ink. Mr. F . M. Williams I think is tak ing too much for gr anted when he says that the Braves ca nnot win t he National League pennant . I think his conclu s ions are premature a nd unjustified. In my own pe rsona l opinion I think the Brave s can win, and if they do I will be there watching t h em p lay. I t ho ught I wo uld pas s this a l ong to you and thanking you for your time, I am, Sincerely yours, Cf ~ c.m~ Russell C. Moore 0 � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document 5670 Kendall Drive Nashville, Tennessee 24 May 1967 Honorable Mayor Ivan Allen, Jr. City Hall Atlanta, Georgia Dear Mayor Allen: I live in Nashville, Tennessee and I am an avid Braves fan. During the year of 1966 I was at Atlanta Stadium for seven ball games and this year IT have viewed five games there and hope to be back soon. I am enclosing an article from the Nashville Tennessean "Sports Scope" which I would appreciate very much you review- ing it, especially the two paragraphs I have circled in ink. Mr. FP. M, Williams I think is taking too much for granted when he says that the Braves cannot win the National League pennant. I think his conclusions are premature and unjusti- fied. In my own personal opinion I think the Braves can win, and if they do I will be there watching them play. I thought I would pass this along to you and thanking you for your time, I am, Sincerely yours, (, Lessee £ Whoere \ Russell C. Moore  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 18, Document 10 Box 21 Box 21 Folder 18 Folder topic: Atlanta Braves | 1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/edbfd47690e656fdcc3e5fc11b381c69.pdf cc522042f1f507195f8f60e73a9f5575 Scripto Transcription A written representation of a document. June 5, 1967 Mr . Russell C . Moore 5670 Kendall Drive Na hville, Tennessee· Dear Mr. Mooze : Thank you for your letter of May 24th and I certainly ppreeiate your upport of the Brave . I mu t gr that with little pitching e can cert inly win th pennant. I hope you ·u have n opportunity to com to Atlanta often to ee the Brav play. Sincerely your , Ivan Allen. Jr. Mayor IAJr/b:r � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document June 5, 1967 Mr. Russell C. Moore 5670 Kendall Drive Nashville, Tennessee Dear Mr. Moore: Thank you for your letter of May 24th and I certainly appreciate your support of the Braves. I must agree that with a little pitching we can certainly win the pennant. I hope you will have an opportunity to come to Atlanta often to see the Braves play. Sincerely yours, Ivan Allen, Jr. Mayor 1AJr/br  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 18, Document 9 Box 21 Box 21 Folder 18 Folder topic: Atlanta Braves | 1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/0c38017bd2e2d8af76d2185625f2c13d.pdf 94c75294bb5a53b75aff6fc11cd60889 Scripto Transcription A written representation of a document. ll October 16, 1967 ATLANTA STAD I UM ATLANTA, GA. 30312 AC 404- 522 - 7630 Dear Season Ticket Holder: I want to thank you for the magnificent support you once again gave the Braves during the 1967 season. We are now in the process of formulating our season ticket campaign and before beginning our sale to the general public, we want to offer you the opportunity to renew your tickets and to purchase season parking privileges for the 1968 season. Season parking permits will again be available only to Braves' season ticket holders. As a season ticket holder, you have an option on your seat locations for World Series and pre-season games played in Atlanta; Stadium Club membership at lower dues; Soccer season tickets at a reduced price, and charge account privileges for individual game tickets. Information regarding these will be sent to you shortly. Many companies have asked us to make arrangements for early payment of season tickets for their budgetary purposes. Therefore, when your order is renewed we will forward a statement immediately and it can be paid at any time prior to the beginning of the season. However, I would like to point out that there is a possibility that the Federal Admissions Tax will be reinstated for the 1968 season and consequently we would be required to add this amount to our ticket prices. Any season tickets bought prior to that time will not be subject to this tax if it is reinstated. Our public sale of season tickets will begin on November 1, 1967, so we would appreciate your advising us about reservations for your present tickets prior to that date. We intend to field a hustling and aggressive team in 1968. We expect considerable help from our top minor league team in Richmond, who won the International League Pennant this year, and we have made some trades which should strengthen our position. It is my hope that the Braves can jump back into contention and we are doing all in our power to make this possible. It has been a thrilling experience for our entire organization to have welcomed more than three million people to Braves games during our first two seasons in Atlanta. I hope that we can have the pleasure of including you among our season ticket holders again in 1968 . 1J:;;;::~ ( fi ~Jti William C. Bartholomay Chairman and President ~ � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document October 16, 1967 ATLANTA STADIUM ATLANTA, GA. 30312 AC 404—522-7630 Dear Season Ticket Holder: I want to thank you for the magnificent support you once again gave the Braves during the 1967 season. We are now in the process of formulating our season ticket campaign and before beginning our sale to the general public, we want to offer you the opportunity to renew your tickets and to purchase season parking privileges for the 1968 season. Season parking permits will again be available only to Braves’ season ticket holders. As a season ticket holder, you have an option on your seat locations for World Series and pre-season games played in Atlanta; Stadium Club membership at lower dues; Soccer season tickets at a reduced price, and charge account privileges for individual game tickets. Information regarding these will be sent to you shortly. Many companies have asked us to make arrangements for early payment of season tickets for their budgetary purposes. Therefore, when your order is renewed we will forward a state- ment immediately and it can be paid at any time prior to the beginning of the season. However, I would like to point out that there is a possibility that the Federal Admissions Tax will be reinstated for the 1968 season and consequently we would be required to add this amount to our ticket prices. Any season tickets bought prior to that time will not be subject to this tax if it is reinstated. Our public sale of season tickets will begin on November 1, 1967, so we would appreciate your advising us about reservations for your present tickets prior to that date. We intend to field a hustling and aggressive team in 1968. We expect considerable help from our top minor league team in Richmond, who won the International League Pennant this year, and we have made some trades which should strengthen our position. It is my hope that the Braves can jump back into contention and we are doing all in our power to make this possible. It has been a thrilling experience for our entire organization to have welcomed more than three million people to Braves games during our first two seasons in Atlanta. I hope that we can have the pleasure of including you among our season ticket holders again in 1968. Sincerely, Y/ Mean CB tA, William C. Bartholomay Chairman and President  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 18, Document 8 Box 21 Box 21 Folder 18 Folder topic: Atlanta Braves | 1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/6c2079d9e959a3afc133055a8f5a8f96.pdf 1373d675220d1e967120f37b29fa14a2 Scripto Transcription A written representation of a document. Press Be/ease FOR IMMEDIATE RELEASE October 19, 1967 CHANGES SET IN FARM DEPARTMENT AND ON BRAVES COACHING STAFF Vice President Paul Richards announced today a realignment of duties in the Braves organization. Jim Fanning, who served as farm director in 1967, will join manager Luman Harris' coaching staff for the 1968 season. Eddie Rob i nson, formerly associated with the Kansas City Athletics, will become Braves Farm Director. Joining Fanning on the coaching staff will be pitching coach Harry Dorish, Ken Silvestri, Bob Uecker and Jim Busby. Whitlow Wyatt, last year's pitching coach will become minor league pitching coach. Fanning, 40, has served the Braves in numerous capacities since joining the organi zation in 1960. He has been a minor l e a gue manager and has served a s assis t ant to the gen e ral man~ger bef ore a s s uming duties as farm director. Dorish, 45, managed the Braves' Jamestown team in the New York-Penn League during the past season. As a major league pitcher he perf ormed for the Bos ton Red Sox , the St. Louis Browns , Chicago White Sox and Balt i more Orioles. Bus by, 38 , comes to the Braves from the Houston Astros. As a player he perfor me d f or the Chicago Whi t e Sox, Washington Sena to rs, Cleveland I ndians, an d Bal timore Or ioles. Si l vestri , 51, who served as i nterim manager f or t he l ast three games of the 1967 season, will retu rn to his b~ll pen du ties. Uecker, 32, will have special assignments. Robinson, 47, has served as administrative assistant and farm director for the Athletics, during which time the A's have built up a farm system recognized as one of the finest in baseball. 111111 � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document FOR IMMEDIATE RELEASE October 19, 1967 CHANGES SET IN FARM DEPARTMENT AND ON BRAVES COACHING STAFF Vice President Paul Richards announced today a realignment of duties in the Braves organization. Jim Fanning, who served as farm director in 1967, will join manager Luman Harris' coaching staff for the 1968 season. Eddie Robinson, formerly associated with the Kansas City Athletics, will become Braves Farm Director. Joining Fanning on the coaching staff will be pitching coach Harry Dorish, Ken Silvestri, Bob Uecker and Jim Busby. Whitlow Wyatt, last year's pitching coach will become minor league pitching coach. Fanning, 40, has served the Braves in numerous capacities since joining the organization in 1960. He has been a minor league manager and has served as assistant to the general manager before assuming duties as farm director. Dorish, 45, managed the Braves’ Jamestown team in the New York-Penn League during the past season. As a major league pitcher he performed for the Boston Red Sox, the St. Louis Browns, Chicago White Sox and Baltimore Orioles. Busby, 38, comes to the Braves from the Houston Astros. As a player he performed for the Chicago White Sox, Washington Senators, Cleveland Indians, and Baltimore Orioles. Silvestri, 51, who served as interim manager for the last three games of the 1967 season, will return to his bullpen duties. Uecker, 32, will have special assignments. Robinson, 47, has served as administrative assistant and farm director for the Athletics, during which time the A's have built up a farm system recognized as one of the finest in baseball. iit  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 18, Document 7 Box 21 Box 21 Folder 18 Folder topic: Atlanta Braves | 1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/3691a8ba4189a6a80ee99157b3a4bc1a.pdf e181988314d70126d862a89220016bab Scripto Transcription A written representation of a document. ~ongress of tbe Wniteb ~tates J!,ouse of 1'.epresentatibt.s •a:~bington. 119.~. January 24, 1967 Honorable Ivan Allen, Jr. Mayor City of Atlanta City Hall Atlanta , Georgia Dear Mr. Mayor: Apparently those people in Wisconsin never give up! I am enclosing a copy of a bill introduced last week by Mr. Davis o f Wisconsin which would place organized baseball under the Anti-Trust Act. I have already written Bill Bartholamay about this and assured him of my opposition to a similar bill. I just wanted you to know about this bill and that I sha ll wo rk to have it "laid to rest 11 in the Committee on the Judiciary. Wi th kindest regards, I am FT/m cc: Sinc.eirely your s, Mr. Furman Bishes Spo r ts Editor At l a nta Journal Atlanta , Georgia Mr. Jesse Outlar Sports Edit or Atlanta Constitution Atlanta, Georgia Mr. Sid Scarborough Ma n a ger Atlanta Stadium Atlanta, Georgia ~ THOMPSON Member of Congress � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document Conaress of the Anited States House of Representatives Washington, B.C. January 24, 1967 Honorable Ivan Allen, Jr. Mayor City of Atlanta City Hall Atlanta, Georgia Dear Mr. Mayor: Apparently those people in Wisconsin never give up: I am enclosing a copy of a bill introduced last week by Mr. Davis of Wisconsin which would place organized baseball under the Anti-Trust Act. I have already written Bill Bartholamay about this and assured him of my opposition to a similar bill. I just wanted you to know about this bill and that I shall work to have it "laid to rest" in the Committee on the Judiciary. With kindest regards, I am FT/n Sincerely yours, cc: Mr. Furman Bishes bf} Sports Editor Vi Atlanta Journal / #LETCHER THOMPSON Atlanta, Georgia Member of Congress Mr. Jesse Outlar Sports Editor Atlanta Constitution Atlanta, Georgia Mr. Sid Scarborough Manager Atlanta Stadium Atlanta, Georgia  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 18, Document 6 Box 21 Box 21 Folder 18 Folder topic: Atlanta Braves | 1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/c71edf84cc5b37a802218cd3948a388f.pdf e28661acf017658fee6137412b12e4d1 Scripto Transcription A written representation of a document. I - ' ,. 90TH CONGRESS lsT SESSION ,. j '· H. R. 467 IN THE HOUSE OF REPRESENTATIVES 10,1~67 Mr. DA vrs of Wisconsin introduced the following bill; which was referred to the Committee on the Judiciary JANUARY A BILL To amend the .Act of July 2, 1890, to make the antitrust laws and the Federal Trade Commission .Act applicable to the business of organized professional baseball. 1 Be it enacted by the Senate and House of Representa- 2 tives of the United States of America in Congress assembled, 3 That the .Act entitled ".An .Act to protect trade and commerce 4 against unlawful restraints and monopolies", approved J uly 2, 5 1890, as amended (26 Stat. 209; 15 U.8.O. 1-7), is 6 amended by adding at the end thereof the following new 7 section : 8 "SEC. 9. The words 'trade', 'commerce', and 'trade or 9 commerce' as used in this .Act, the .Act entitled '.An .Act to 10 supplement existing laws against unlawful restraints and I �2 1 monopolies, ,a nd for other purposes', approved October 15, 2 1914, and the Federal Trade Commission .Act, shall include 3 the interstate business of professional baseball, and this .Act, 4 the .Act of October 15, 1914, and the Federal Trade Com5 mission .Act shall be applicable according to their terms to 6 such business." ~ ~ ..., ..., (1) 0:, P., ,.,. ~ 0 & I>-~ (1) ~ ~ ~- ~ ,.,. .... I-" 0 (1) (1) - g ,.,. 0, (1) ~ .:: e (') iii' ..., ~ ~ ~ 0 >-l I" li;'lil ~ ..... 1-j ~ (t) r:n mo t.<1z ~o cr'poa fn' ~ 13 u, ~- (t) (1) ·l'.:f s I" 0 I-" co ~ ~ ~ i::l Ill ¢ H> $j ..... u, 0 0 ~ u, s· ~- § .:: >-lO p.., s~ Zt;:I e+ p..,>c+P" "1:jOp;"CP 1-j 0 c+ ~ po u, > o [ '"C po c+ '"C ;::j 0 5· :=-: p.., H> j (';) c+ < ...i po P" .:: "-' ~ ('.t) i,..... b" O"(t)lzj~ E;g(t)~t:,O (t) p.., f-l O" c+ (t) 00 ~ P" 1-j <:O F (D ~P O" ~ c11-j 0 gi, j (t) I" .:: is gi O (t) I>,' Ul 0 0 H> S I c+ P" CP > :c to • rtl rtl ~ -0 • ~ en ~ � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document 901 CONGRESS | ese" HR. 467 : ° @ IN THE HOUSE OF REPRESENTATIVES January 10,1967 Mr. Davis of Wisconsin introduced the following bill; which was referred to the Committee on the Judiciary A BILL To amend the Act of J uly 2, 1890, to make the antitrust laws and co warns a FP WO WD - _ o the Federal Trade Commission Act applicable to the business of organized professional baseball. Be it enacted by the Senate and House of Representa- tives of the United States of America in Congress assembled, That the Act entitled “An Act to protect trade and commerce against unlawful restraints and monopolies”, approved July 2, 1890, as amended (26 Stat. 209; 15 U.S.C. 1-7), is amended by adding at the end thereof the following new section: “Src. 9. The words ‘trade’, ‘commerce’, and ‘trade or commerce’ as used in this Act, the Act entitled ‘An Act to supplement existing laws against unlawful restraints and I a oO - Ww 2 monopolies, and for other purposes’, approved October 15, 1914, and the Federal Trade Commission Act, shall include the interstate business of professional baseball, and this Act, the Act of October 15, 1914, and the Federal Trade Com- mission Act shall be applicable according to their terms to such business.’ Tid V LOv “NH ‘[[vqeseq [wuotssezoid pezruvs.10 FO ssouIsng ey} 0} s[quvorjdde yoy uorsstur UISUODSIMA JO SIAVG “Ay, Aq -WO0X) OpBIy, [elope oy} pus sav] ysn44T}Ue AIGTIPNL dy} WoO 9a}{TWUIOD 9y} 0} pPsI1ojay LOGT “OT AavVONVE oy} exvur 04 “OggT ‘SZ ATUL Jo JOY oYY pucUIe OT, NOISSTY LST SSHUDNOD HL06  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 18, Document 5 Box 21 Box 21 Folder 18 Folder topic: Atlanta Braves | 1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/1cccee0916ed70e43d333d48774c6709.pdf ea37b23055784dc9a57e6a9526ea424b Scripto Transcription A written representation of a document. THE WESTMINSTER S C HOOLS ATLANTA, GEORGIA OFF I CE OF THE P RESIDEN T June 23, 1967 The Honorable Ivan Allen, Jr. Mayor of Atlanta, Atlanta, Georgia 30303 Dear Ivan: Tonight the boys and girls of the dormitory go down to see the Braves play. I wish you could see how excited they are about it. If this enthusiasm lasts, I think every game this summer is going to see 60 or 70 of our boarding students returning. You were most thoughtful to arrange for us to be able to give them this initiation to professional baseball. Knowing how very busy you are, I am deeply appreciative of your help. Cordially, WLP:k William L. Pressly � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document THE WESTMINSTER SCHOOLS ATLANTA, GEORGIA OFFICE OF THE PRESIDENT June 23, 1967 The Honorable Ivan Allen, Jr. Mayor of Atlanta, Atlanta, Georgia 30303 Dear Ivan: Tonight the boys and girls of the dormitory go down to see the Braves play. I wish you could see how excited they are about it. If this en- thusiasm lasts, I think every game this summer is going to see 60 or 70 of our boarding students returning. You were most thoughtful to arrange for us to be able to give them this initiation to professional baseball. Knowing how very busy you are, I am deeply appreciative of your help. Cordially, WLP :k William L. Pressly  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 18, Document 4 Box 21 Box 21 Folder 18 Folder topic: Atlanta Braves | 1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/cc86c4fee09e642621a87107aaf57838.pdf d467195ee6b2c682361f1f2902181164 Scripto Transcription A written representation of a document. �T E L E P HONE 088 - 6838 GE ORGE DAVI D HOUSER A RTH UR .AND E R S E N & CO . 34 P EACHTREE STRE E T, N . W. • ATLANTA :J0 :303 THE ECONOMIC IMPACT OF THE BRAVES ON ATLANTA: 1966 by William A. Schaffer· George D. Houser· Robert A. Weinberg FEBRUARY, 1967 Industrial Management Center GEORGIA INSTITUTE OF TECHNOLOGY Atlanta, Georgia �ACKNOWLEDGMENTS The authors wish to express their thanks to the many people who worked on this study, and particularly to the Atlanta Braves whose whole-hearted cooperation made this study possible. 3 ... �CONTENTS ACKNOWLEDGMENTS 3 LIST OF TABLES 5 LIST OF FIGURES 5 I. INTRODUCTION AND SUMMARY OF FINDINGS II. PROCEDURES . Sampling, 9 Interviews, 10 Reliability, 10 Representativeness, 12 7 9 Ill. CHARACTERISTICS OF FANS General, 13 Local Fans, 16 Out-of-Town Fans, 17 · · · · . . . . . . . . . . 13 IV. ANALYSIS OF EXPENDITURES · · · · · · · . . . . . . . . . 20 Sources of Expenditures, 20 Expenditures of Local Fans, 22 Expenditures of Out-of-Town Fans, 23 Expenditures of Baseball Teams, 25 Summary of Direct Expenditures, 25 V. THE MULTIPLIER EFFECT . . . . . VI. THE NONECONOMIC IMPACT OF THE BRAVES APPENDICES . . . . . . . . . . . . . A. Questionnaire, 32 B. Computer Print-Out of Survey Results, 33 C. Interview Schedule and Attendance Summaries, 36 D. Estimation of Number of Different Persons Attending Games, 37 E. Confidence Limits of Sample, 38 F. Expenditures of Local Fans, 39 G. Expenditures of Out-of-Town Fans, 40 H. Expenditures of Baseball Teams, 42 I. Calculation of the Economic Base Multiplier, 42 4 . 27 . 31 . 32 �LIST OF TABLES 1. Confidence Intervals for Selected Questions 11 2. Comparison of Population and Sample 12 3. Makeup of Attendance at Games 14 4. Radio Following . . . 15 5. Mode of Transportation 15 6. Seat Preference . . . 16 7. Attendance Expectations of Local Fans 16 8. Estimated Distance Traveled by Local Fans 17 9. Reasons for Visit to Atlanta by Out-of-Town Fans 18 10. States from Which Out-of-Town Fans Were Drawn . 18 11. Distances Traveled by Out-of-Town Fans to See Game . 19 12. Organized Group Ticket Sales, by State . 19 13. Summary of Expenditures . . . . . . 22 14. Lodging Preferences of Out-of-Town Fans . 24 15. Estimates of Metropolitan Atlanta Employment Producing for Export, 1954 and 1964 . . . . . . . . . . . . . . . . 30 LIST OF FIGURES 1. Expenditures of Fans . . . . . . . . . . . . . . . . 26 2. Th e Mu ltiplier Effect for Braves Related Income in Atlanta . 28 0 5 �I I INTRODUCTION AND SUMMARY OF FINDINGS THE purpose of this study is to assess the economic impact of the Atlanta Braves baseball team on Atlanta. In addition, the study includes a variety of information, ranging from game starting times to hot dog expenditures, which will help the Braves management better understand their fans and provide Atlanta with a closer and more up-to-date look at the economic importance of major league baseball in Atlanta. A similar study is being conducted t o assess the impact of the Falcons on the city. The combined reports should serve to underline the contributions of professional sports to a growing Atlanta. The study is divided into six parts. A summary is provided in this section. Then the survey technique is briefly described. Third, the characteristics of the fans are outlined. Fourth, an analysis of expenditures made in connection with the Braves is presented, followed by an examination of the flow of income as these expenditures are spent and respent. Finally, the noneconomic impact of the Braves on Atlanta and Georgia is discussed. (A technical appendix is also provided to supplement findings summarized in the text.) In summary, the Braves had a significant economic impact on 7 �the city of Atlanta in 1966. Over 9 million dollars were spent in Atlanta in direct connection with the baseball season. As this money circulates, up to 30 million dollars in income for Atlantans will be generated. Two-thirds of the initial expenditures were made by the 174,000 different visitors to Atlanta who made up 41 per cent of the official attendance of 1,539,801. Over half of the expendit ures by out-of-towners went for food, entertainment and lodging, although significant amounts were also spent at the game itself, for gasoline, and on transportation. Attendance by an estimated 107,000 Atlantans reached over 905,000. In contrast to the pattern set by out-of-town fans, twothirds of the expenditures of local fans were made at the St adium itself, with food and entertainment, parking, gasoline, shuttle bus and other transportation expenditures following in importance. A hard core of baseball fans has been uncovered in Atlanta. The typical local fan expected to see 16 to 25 games while the out -oftown fan expected t o see four games over the season. While 82 per cent of season attendance was drawn from wit hin 150 miles of Atlanta, over half of the out-of-town fans came from 23 other states, primarily Alabama, Tennessee, South Carolina and N orth Carolina. A majority of the fans came with t heir families, although a large number of fans came in organized groups from as far as Los Angeles, Chicago, and Ottawa, Canada. And no matter where their homes, the Braves fans were loyal both in and out of the Stadium, with 73 per cent of all fans admitting to regularly following the Braves on t he radio. While the economic impact has been substantial, the noneconomic contribution of the Braves to Atlanta is no less important. Some partial indicators of this contribution are available. Thus, Atlanta was mentioned over 280,000 times in daily newspapers, four games were televised nationally from Atlanta, 20 games were t elevised over the Southeast, and 39 regional radio stations carried regular broadcasts of the Braves. If other teams have similar networks, then t he Atlanta Braves played before millions across the nation every week of the season. Further, Braves personnel appeared over 395 times as speakers throughout the state and made preseason visits to 24 major cities in the Southeast. Finally, the Braves have contributed substantially to programs at schools in the neighborhood of the Stadium. 8 �II / PROCEDURES THIS study describes the characteristics of Atlanta Braves fans through the application of standard sampling procedures. The analysis of a small, carefully selected segment of a population will yield information almost as accurately as if the entire population had been studied. The technique used is outlined here; details are presented in the Appendix. Sampling THE population for this study is defined as all persons who attended an ~tlanta Braves game in the Atlanta Stadium. Since seating by section appeared to be proportionately stable from game to game, the proportional method of sampling was chosen. That is, the size of the sample for each section was proportional to its population. These proportions, initially based on the first 13 home games, were adjusted as necessary later in the summer. Within each section of the stadium the sampling was random. Each member of the population in a section had an equal chance of being interviewed. Locations for interviews were based on a mathematical formula and the interviewers were not permitted to make decisions based on their own desires and observations. This insured a reasonable objectivit y in the survey results. The sample games were selected to include each team, day of 9 �the week and starting time and were played over a three-month period from mid-May to mid-August. The sample itself consisted of a total of 1479 fans interviewed at 16 games. 1 Interviews APPROXIMATELY 90 to 100 interviews were conducted at each sample game by carefully trained students and members of the faculty of Georgia Tech. Each interviewer carried an identification card indicating the purpose of the interview and authorizing his presence in the Stadium. The interviews were conducted according to a preset format and usually could be completed in less than two minutes each. Interviews were begun 30 minutes before game time and stopped before play commenced. As a technique for data collection, personal interviewing yields good results. It allows the respondent to relax, requires a minimum of effort in answering questions and provides a larger proportion of usable replies than other methods. The interview form was carefully constructed to avoid bias, and each question was selected for a specific purpose. 2 The questions did not probe into the personal background of the respondents; as a result, there was little or no reluctance in answering them. Several interviews were conducted wit h t he quest ionnaire in a rough-draft form to insure that each question was easily answerable. Once the format was established, t he questions and answers were number-coded so that responses could be keypunched directly from the questionnaire. This facilitated analysis of the results through the Rich Electronic Computer Center at Georgia Tech. Many questions were eliminated prior to the start of the study because of the availability of information from other sources; were it not for access to t hese sources, the time involved would have become excessive and both fans and interviewers would have suffered unnecessarily. Throughout the survey, the cooperation and willingness of fans to participate in the study greatly simplified the interview task. Reliabil ity W HILE the nature of the questionnaire prevents the determination of a degree of accuracy for the questionnaire as a whole, an 1 2 The schedule of games sampled is presented in sectum C of the appendix. The interview questionnaire is reproduced in section A of the appendix. 10 �expected error can be stated for selected questions. Computations based on standard statistical techniques indicate that there is 95 per cent probability that the population means will lie within the intervals shown in Table 1.3 Where only a yes or no answer is involved (i.e., where the distribution is binomial), the per cent of the population possessing the characteristic in question is expected to differ no more than 4 per cent from the corresponding per cent of the sample. Where the answer is subject to more variation ( e.g., distance from Stadium, expenditures, length of stay, etc.), the maximum expected error rises, particularly when the number of observations is small. Thus, the mean entertainment expenditure of all out-of-town parties may vary from the mean based on our sample by as much as $6.61. In general, the usual cautions in the interpretation of survey results apply, but estimates based on this sample should reasonably approximate the characteristics of fans of the Atlanta Braves m 1966. Table 1: Confidence Intervals for Selected Questions Maximum expected error Topic of question Confidence interval Lower limit Upper limit Asked of everyone: Desirability of starting t ime (proportion) Number in party . . . . . . . . . Loca l or out-of-town resi dent (proportion) .01 .48 .03 .90 4.29 .56 ,92 5.25 .62 .37 .03 .61 1.34 8.00 .27 4.64 22.53 8.74 .33 5.86 25.21 11.02 .04 6.61 .04 .50 .04 .54 .15 .81 150.00 .37 27.71 .43 2.47 .49 6.68 1.48 7.11 172.00 .41 40.93 .51 3.47 .57 7.76 1.78 Asked of local fans: Distance of home from Stadium (miles) Game-connected entertainment (proportion) Entertainment expenditure (dollars) Number of games expect t o see . . . Asked of out-of-town fans: Distance of home from Atlanta (miles) Game-connected entertainment (proportion) Entertainment expenditu re (dollars) . . . Overnight visit (proportion) . . . . . . . Number of nights stayed . . . . . . . Gas and oil purchase in Atlanta (proportion) Gas and oil expenditure (dollars) Games expect t o see this trip . Games expect t o see for season 3 See sectwn E of the appendix. 11 8.73 �Representativeness To demonstrate its representativeness, the sample is compared with the population in several key areas in Table 2. The sample and population proportions according to these classifications are very close. Most of the relatively high differences in attendance proportions in the population and sample for the various teams played can be explained by an inability to adjust the survey schedule to account for changes in the popularity of teams as the season progressed. But even these are slight enough to be disregarded. Thus, the survey appears to be adequate in size and composition to yield reasonably accurate results. Table 2: Comparison of Popu lation and Sam pl e Classification Attendance, by day of week Week game . Weekend game Attendance, by opposing team Los Angeles Philadelphia New York Cincinnati Houston St. Louis . San Francisco Chicago Pittsburgh Attendance, by section of Stadiums General admission Field level Loge Pavilion Upper level Games scheduled, by day of weekb Weekday afternoon Weekday evening Friday evening Saturday aftern oon Saturday evening Sunday afternoon Per cent of populatio n Pe r cent of sampl e 56 57 44 43 21 20 8 11 8 8 8 7 11 6 18 7 12 13 13 14 11 4 21 24 34 3 39 5 7 35 28 1 45 17 11 4 0 44 19 12 9 6 17 19 Not es : a. The po pul ation percenta ges in secti o ns of t he Stad i um a re based o n actua l attendance f or t he first 13 hom e games. b. Doub le head ers are counted as o ne game. 12 �Ill/ CHARACTERISTICS OF FANS AN expected outcome of any survey of baseball fans would be a description of the average fan. Unfortunately, much of the information required to draw a good fan profile is confidential (age, income, education, etc.) and a direct query into these topics is likely to be answered in an exaggerated or biased manner. To protect answers more pertinent to the central purpose of the study, questions of this type were eliminated during the initial testing of the questionnaire. But several items of general interest were compiled and are presented below. The next two sections then provide discussions of the characteristics of local and out-oftown fans. General A'ITENDANCE. There is little doubt that the 1966 baseball season has been highly successful. Official season attendance was 1,539,801, and the highest for the Braves since 1959. Playing in the smallest metropolitan area with a National League team and spending most of the season in the lower division, the team still ranked sixth in total attendance ahead of Pittsburgh, Philadelphia, Cincinnati, and Chicago. Attendance at home games appears to have depended in part on the standing of opponents, 13 �with Los Angeles (first place) drawing over 330,000 followed by San Francisco (second place) with over 270,000 and Pittsburgh (third place) with over 200,000. This stands in contrast with attendance of less than 100,000 for games with Chicago (tenth place) and 111,000 with Cincinnati (seventh place). Average attendance also varied by month, with games played in July and August drawing large crowds. While those are vacation months, school, football and other activities tend to reduce baseball attendance in May and September.4 According to the survey, roughly two out of every five fans were from out of town and accounted for a total attendance of Table 3: Makeup of Attendance at Games Type of game Week . . . Weekend Total Per cent local fans Per cent out-of-town fans in Atlanta for: Ball game Other reasons 62 27 55 59 11 6 9 39 32 634,398. Table 3 shows that most out-of-town fans (78 per cent) were in Atlanta primarily to see a game and attended more games on weekends than otherwise.5 Per cent of total: August 10 Survey A ugust 8 A uto registration ( or home) Other states Other Georgia counties Metropolitan Atlanta Counties (Fulton Co.) (DeKalb Co.) ( Cobb, Clayton, Gwinnett Cos.) 24 14 62 (37) (16) ( 9) 19 16 65 (33) 22 16 62 (21 ) ( 11) The tag counts did not include fans arriving by shuttle bus; our interviewers (when asked) defined A tlanta as within 15 miles of downtown. If these differences counterbalance each other, the results are virtually identical. •See section C of the appendix for details. 5 Our results are remarkably close to those of surveys conducted by the R esearch Department of the A tlanta Chamber of Commerce. While their complete study is not y et available, they have provided preliminary results of two counts of automobile license plates in the Stadium parking lots. B oth counts were conducted on week nights with the Los A ngeles Dodgers as the opposing team. The first (1,814 cars) was on August 8 and the second (4,967 cars) on August 10. Compared with our survey, the results are as follows: 14 �As evidenced by the interest with which fans follow the Braves on radio, baseball is not just a sport of passing fancy. One of the questions asked of fans was designed to determine whether they followed the Braves by radio regularly, occasionally, or not at all. As Table 4 indicates, a large proportion of fans follows the Braves regularly. While most of the regular RADIO FOLLOWING. Table 4: Radio Following Type of fan Per cent of attendance following radio broadcasts: Regularly Occasionally Never 82 59 73 Local fans Out-of-town fans . All fans 12 22 19 16 11 6 listeners are local fans, the out-of-town following is still substantial (81 per cent) and is probably closely associated with the 78 per cent of out-of-town fans in Atlanta primarily to see a ball game. PARKING. Anyone who attended a game during the 1966 season was reminded of Atlanta's parking problems and expressway traffic jams. The Atlanta Transit Company established a convenient shuttle bus service from downtown to the Stadium to supplement the limited number of parking spaces at the Stadium. Nevertheless, as shown in Table 5, 81 per cent of the fans inter- Table 5: Mode of Transportation Mode Per cent of attendance 81 1 7 1 Drove car to Stadium . . . . Drove car t o t own and walked . Drove car t o town and took bus Drove car t o other and took bus Took bus on ly Charter bus 4 2 2 2 Taxi . . Walked viewed chose to drive their cars and either park in the Stadium lots or use one of the bootleg parking facilities which have sprung up around the Stadium. Some 12 per cent of the fans elected to use t he shuttle bus service; this figure was generally lower during 15 �games with smaller attendance and increased markedly as attendance approached sellout proportions. 6 SEAT PREFERENCE. One of the interviewers' tasks was to code each questionnaire according to section of the Stadium and type of fan (local or out-of-town). This was done as an interest item to determine out-of-town seat preferences. As Table 6 indicates, there were no sharply drawn preferences, with the exception that Table 6: Seat Preference Section of Stadium Loge . . . . . Upper level . . General admission Field level Pavilion . . . . Per cent local fans Per cent out· of-town fa ns 50 50 40 30 48 32 60 70 52 68 70 per cent of the general admission tickets was sold to local fans and that the out-of-town fans, in general, tended to gravitate toward the more expensive reserved seats. All it ever took during the season was a glance at ·the grandstand area with its "Hammering Hank" and "Go Joe" banners to know that the hard-core baseball fan was firmly entrenched in the grandstands. Local Fans ATTENDANCE. Baseball is not just a novelty for Atlanta fans: the typical fan expected to see 16 to 25 games, and 16 per cent of the local fans planned to see 40 or more games before the season was over. Attendance expectations are presented in Table 7. If Table 7: Attendance Expectations of Local Fans Number of games Pe r cent Less than 3 3 to 6 6 to 11 11 to 16 16 to 26 26 to 41 41 or more 6 4 10 19 15 22 14 16 While offici,al figures are not available from the Atlanta Transit Com-pany, their estimates parallel ours. 16 �these expectations held true, over 107,000 different Atlantans had attended a game by the end of the season for a local season attendance of over 905,000.7 RESIDENCE. While 40 per cent of local fans live in the Northeast section of the city, the remainder are drawn fairly evenly from the other quadrants of·the city (20 per cent from the Northwest, 19 per cent from the Southeast, and 21 per cent from the Southwest) . The average distance traveled from home to Stadium was 8.4 miles. As Table 8 shows, this average is heavily weighted by Table 8: Estjmated Distance Traveled by Local Fans Miles traveled (one way) Per cent of local fans 18 Less than 4 4 7 10 13 23 to 7 to 10 . to 13 . 26 or more 20 14 the large proportion of fans traveling ten miles or more. The most frequently estimated distance traveled was 10 to 13 miles. GROUP COMPOSITION. Baseball is a family sport in Atlanta. 52 per cent of the local fans attended games with their families, 30 per cent with friends, 16 per cent by themselves, and 2 per cent with an organized group. The average group size was four. Out-of-Town Fans ATIENDANCE. In measuring t he impact of the out -of-town fan, this study has directed its attention to the out-of-town fan who was in Atlanta primarily t o see a ball game. 78 per cent of the out -oftown fans (or 32 per cent of all fans ) interviewed were in this category. As shown in Table 9, the remainder were in town for a variety of different reasons and simply selected the ball game as one form of entertainment. By t he time the season ended approximately 634,000 out-of-town visitors had been to a Braves game. This total includes a number of fans who came to several 7 For computation, see section D of the appendix. 17 �Table 9: Reasons for Visit to Atlanta by Out-of-Town Fans Per cent of out-of-town f ans Reason 78 To see a baseball game On business On vacation . . . . Visiting friends . . Just passing through Conventioneering . Other . . . . . . 7 6 4 1 1 3 different games (the average out-of-town fan planned to see four games during the season). On a non-repeat basis, approximately 174,000 different out-of-towners were drawn to Atlant a by the Braves.8 STATES REPRESENTED. Of this 174,000 total, 75,000 came from other towns and cities in Georgia, and the remaining 99,000 came from 23 other states. While the greatest number of out-of-state fans came from Alabama and Tennessee, it was quite common t o encounter fans from Florida, North Carolina and South Carolina. Table 10 shows the attendance breakdown for the major contributing states.9 Table 10: States from Which Out-of-Town Fans Were Drawn State Per cent of out-of-town fa ns Georgia Alabama Tennessee . . South Carolina North Carolina Florida Other . . . . 43 13 11 9 9 5 10 DISTANCE TRAVELED. Although more t han half of the out-of-town fans live within 150 miles, the average one-way distance traveled by out-of-town fans in Atlant a primarily to see a game was 161 miles. According to Table 11, the median dist ance traveled is 100 to 150 miles. 92 per cent of these fans traveled by car, 5 per cent BFor computation, see sectwn D of the appendix. 9 The 17 other states from which fans interviewed came were (in order of frequency ) Mississippi, Ohw, Texas, Kentucky, Pennsylvania, Virginia, West Virginia, Indiana, Louisiana, South Dakota, Maryland, Illinois, California, Minnesota, New Jersey, Nebraska, and Missouri. 18 �Table 11: Distances Traveled by Out-of-Town Fans to See Game Distance Per cent of out-of-town fans Less than 50 miles 50 to 100 miles 100 to 150 miles 150 to 200 miles 200 to 300 miles 300 miles or more 16 21 18 12 16 12 by bus, 1 per cent by airplane, and the remaining 2 per cent used some other means of travel. (One fan insisted that he had driven from Alabama in the family truck and flatly refused to have it classified as anything but "other.") Baseball for the out-of-town fan is also a family occasion: 55 per cent of the fans interviewed were with their families, 33 per cent were with friends, 7 per cent were by themselves, and 6 per cent were with organized groups. A tabulation of group ticket sales provides an interesting aside, in addition to confirming our survey results. Table 12 shows that, GROUP COMPOSITION. Table 12: Organized Group Ticket Sales, by State State Cities Geor.gia Alabama South Carolina Tenn essee North Carolina Fl orida Kentucky Louisiana Mississippi Ohio California Illinois Ontario (Canada) Total 95 46 30 24 23 6 4 2 1 1 1 1 1 235 Number of Groups 246 152 91 86 77 15 5 2 4 2 1 1 2 684 Fans 17,546 9,420 4,375 3,388 6,507 441 539 68 293 800 50 130 33 43,590 excluding groups from Metropolitan Atlanta, a total of 684 groups from 235 cities ordered tickets to games this season, representing 6.9 per cent of estimated out-of-town attendance. This compares favorably with survey results (6 per cent), even though the distribution among states is not the same as for all out-of-town fans. T he average organized group size was 64. 19 �IV/ ANALYSIS OF EXPENDITURES THE study now turns to the monetary impact of the Braves on Atlanta. The discussion will show the effect of the Braves on funds flowing through Atlanta's economy, the sources of these funds and where, specifically, they entered Atlanta's economic stream. In addition to new funds from other areas, locally-held funds spent due to the presence of the Braves will be considered. Sources of Expenditures LET us first consider new money introduced into the economy 20 �from outside of Atlanta. There are several possible sources of these funds: 1. Money spent by out-of-town fans on tickets to games; 2. Money spent by out-of-town fans (in Atlanta for the specific purpose of seeing the Braves) on transportation, food, entertainment, lodging, shopping, parking, concessions, etc.; 3. Money earned by the Braves outside of Atlanta (The Braves receive remuneration for playing in other cities based on attendance.) ; 4. Money spent by other baseball teams in Atlanta; 5. Money spent by baseball scouts, reporters and other support personnel in Atlanta. All money spent by out-of-town fans on tickets and at the games represents an inflow to the economy of Atlant a directly attributable t o the Braves. But it is reasonable to consider any other expenditures made by out-of-town fans attributable to t he Braves only if the out-of-town fan was in Atlanta primarily t o see a game. The enumeration of induced local expenditures is more difficult. Local expenditures are simply the sum of local ticket expenditures, local moneys spent prior to or following games on meals or entertainment, and moneys spent at games on concessions, programs, etc. But would this direct spending on entertainment have existed without the Braves? If t he Braves were not in Atlanta, would the local fan have selected a movie or local theater group to provide his entert ainment for the evening? This issue cannot be resolved with complete satisfaction. The questionnaire was designed, in so far as possible, t o limit the measurement of local expenditures to those directly attributable to the Braves. Since it is a purpose of this section to point out the tremendous pmchasing power of one and a half million fans, we have assumed that local expenditures made in connection with baseball were induced by the presence of the Braves. While some error might be involved, we feel that the exclusion of local expenditures would be even more erroneous. Table 13 delineates sources of expenditures and indicates their points of entry into the economic stream. The following comments briefly explain the summary amounts provided in the table. 21 �Expenditures of Local Fans As pointed out earlier, over 107,000 Atlantans attended games at the Stadium more than 905,000 times. These local fans introduced funds directly into Atlanta's economic stream through their ticket purchases and expenditures on food and entertainment before and after games, on concessions, on transportation, and on parking.10 Table 13: Summary of Expenditures Source of expenditure Object of expenditure Game (tickets) Food and entertainment Concessions Gasoline Parking Buses Taxis Lodging Other Total . Local fans Out•Of• town fans . $1,576,000 $1,195,000 202,000 905,000 56,000 115,000 54,000 35,000 2,276,000 634,000 473,000 63,000 38,000 9,000 1,479,000 2,943,000 6,167,000 Visiting teams Visiting scouts Total $2,771,000 41,000 8 ,000 14,000 31,000 41,000 127,000 5,000 4,000 17,000 2,527,000 1,539,000 529,000 178,000 106,000 44,000 1,515,000 45,000 9,254,000 While Atlantans spent over $2,078,000 for admission to games, only $1,576,000 has been included in the tabulation of direct expenditures. 11 This is the share of expenditures of the Braves which is attributable to local attendance. About 24 per cent of ticket revenue leaves Atlanta in partial support of the farm system (four clubs, each of which requires a substantial subsidy) , spring training, and other activities. TICKETS. FOOD AND ENTERTAINMENT. 30 per cent of all local fans attending a game stopped on their way to or from the game for food and entertainment. Specifically, 4.5 per cent of these fans attended the games by themselves and spent an average of $3.63 per person, 14.1 per cent were with their families (average size of 3) and spent a total of $5.41, and 11.4 per cent attended the games with Most of the calculations for this section are reproduced in section F of the appendix. 11 This statement is based on our estimate of ticket sales. The Braves provided a summary of their expenditures in Atlanta which has been prorated on the basis of the proportion of local fans. 10 22 �friends and spent an average of $5.73 on two persons. The total food and entertainment expenditures (not including concessions) of local fans for the season is estimated at over $202,000. CONCESSIONS. According to Automatic Retailers of America, the concessionaires at the Stadium, the typical fan spent about $1 per game on refreshments for a total of $905,000 from local fans. GASOLINE, PARKING AND OTHER TRANSPORTATION. The sample indicates that the local fan lived an average distance from the Stadium of 8.4 miles. Further, 89 per cent of those interviewed drove t o the Stadium or parked in town and took a bus. As a result, over 2,400,000 miles were driven by local fans in connection with a game. Ignoring depreciation, oil consumption, tire wear and other measurable (but important) expenses and using informat ion supplied by the American Petroleum Institute, the total expenditure by local fans on gasoline alone is estimated at over $56,000. 89 per cent of the Atlanta fans parked either downtown or at the Stadium with an average of 3.5 fans per car. Assuming a fee of $0.50 per car, over $115,000 was spent by local fans for parking. 12 per cent of the local fans used a bus at some point in their trip to the Stadium. At $0.50 per round trip, the Atlanta Transit Company took in over $54,000 due to the presence of the Braves in Atlanta. 2 per cent of the fans arrived at the Stadium by taxi. Assuming an average of 3.5 fans in each party traveling 8 miles ( oneway) and using rates of $0.50 for the first ¾ miles and $0.10 per addit ional ¼ mile, the expenditure for taxis by Atlantans was over $35,000. Expendit ures of Out-of-Town Fans THE 174,000 different out-of-t own fans attending Braves games in Atlanta introduced new money into the local economy in several different ways. But expenditures of these fans on such things as food and entertainment and gasoline may properly be, and are, attributed to the Braves only when the out-of-town fans came to Atlanta primarily to see a game (78 per cent of outof-town attendance, or 494,830, were in that category) . TICKETS. By our estimates, out-of-town fans spent over $1,576,000 23 �for tickets to games. But, as explained for local fans, only $1,195,000 should be included as first-round spending. This is the portion of direct expenditures by the Braves in Atlanta attributable to out-of-town fans. FooD AND ENTERTAIN:MENT. 37 per cent of the out-of-town fans here to see a game spent money on food and entertainment. Of this group, 4 per cent were by themselves and spent an average of $13.75 each, 55 per cent were with their families (average size of 4) and spent $35.97 per family, and 41 per cent were with friends and spent an average of $33.84 on two people. These figures include all food and entertainment expenses (excluding concessions) for the entire length of an out-of-town fan's visit. For the season, out-of-town fans spent over $2,276,000 on food and entertainment in Atlanta. CONCESSIONS. With an average expendit ure of $1.00 per fan, outof town fans spent over $634,000 on concessions. LODGING. A large number of visitors stayed overnight. Many came for several days or a weekend to see more than one game. Specifically, 37 per cent of the out-of-town fans stayed overnight; the average visit extended over two nights and the average size of party was five. As shown in Table 14, visitors most frequently stayed downtown. Using rates provided by the Georgia HotelTable 14: Lodging Preferences of Out-of-Town Fans Location Per ce nt Downtown hotel or motel . . . . Motel in outlying or suburban areas Home of friend or relative . . . . Elsewhere (campers, etc.) . . . . 51 6 41 2 Motel Association (downtown-$13.00 for double and $10.00 for single room; suburban area-$11.00 for double and $8.50 for single room), out-of-town fans here to see a game spent about $1,479,000 for lodging. GASOLINE, PARKING, AND OTHER TRANSPORTATION. 53 per cent of out-of-town fans in Atlanta to see a game spent money on gasoline. The average amount spent per party of four was $7.22 for a 24 �season total of over $473,000. While this amount may seem high, it should be remembered that many fans stayed in Atlanta for more than a single day and may have purchased gasoline on several occasions. 89 per cent of all out-of-town fans paid parking fees in connection with a game. With an average of 4.5 persons per car, over $63,000 was shared by the downtown parking lots and the Atlanta Stadium Authority. 12 per cent of all out-of-town fans traveled to the Stadium by bus at $0.50 per round trip for a total of $38,000. 2 per cent of all out-of-town fans arrived at the Stadium by taxi. Assuming their trips started in the downtown area and were $1.40, one way, out-of-town fans spent about $9,000 for taxi transportation. Expenditures of Baseball Teams DIRECT expenditures were made in Atlanta not only by fans and the Braves but also by visiting teams and scouts. The total firstround spending by baseball clubs (including the Braves) is estimated at $2,914,000. This figure is based on estimates provided by members of the staff of the Atlanta Braves. The Braves spent about $2,771,000 in Atlanta for such items as salaries and wages, utilities, local sales taxes, public relations, supplies and equipment , the Stadium Club, travel, aI1d rent. Visiting teams are estimated to have spent about $127,000 for lodging, food, entertainment, transportation, miscellaneous personal items, and tips for clubhouse personnel. Visiting baseball scouts spent about $17,000 for similar items. Summary of Direct Expenditures FIGURE 1 contrasts the spending patterns of local and out-of-town fans. The local fan clearly spends most of his money at the Stadium itself, while the out-of-town fan spends substantial amounts in other parts of the city for food, entertainment and lodging. A total of $9,254,000 in first-round expenditures may be credited to the presence of the Braves in Atlanta. Of this amount, 68 per cent was new money introduced into Atlanta's economy by sources outside of the city, and 32 per cent was induced local spending attributable to the presence of the Braves. But to say 25 �that total first-round spending represents t he economic impact of the Braves on Atlanta is not entirely correct. To det ermine the total impact, consideration must be given to the multiplier effect which occurs as this money is spent and respent. Figure t Expenditures of Fans EXPENDITURES OF LOCAL FANS Concessions $905,000 31 % $2,943,000 Food and Entertainment $202,000 7% Game $1,576,000 53% EXPENDITUR ES BY OUT-OF-TOWN FANS Lodging $1,515,000 24% Game $1,195,000 19% Food and Entertainment $2,325,000 36% �V / THE MULTIPLIER EFFECT A commonly-held theory of urban growth states that a city must export goods and services if it is to prosper economically. Called economic base theory, it depends on a division of the city's economy into two sectors, the export ( or basic) sector and the local (or support) sector.12 Exporters such as automobile and aircraft manufacturers, hotels, restaurants, service stations, department stores and recreation centers obtain income from customers outside the city. This export income then enters the local economy in the form of wages and salaries, purchases of materials, dividends, etc., and becomes income to other local citizens. But unless t he economy is entirely self-sufficient, a portion of this circulating income leaks out of the local economy with each transaction in payment for other goods, supplies and services which are imported. Wit h each round of expenditures, local incomes increase in a continuing but diminishing chain. The impact of the original export sale tends to decrease with each successive round of expenditures as leakages cont inue. The series of events following the initial injection of income is known as the "multiplier effect" and traces the indirect effects of the injection. A crude estimate of this effect can be made by calculating the local and export employment ( income figures would be better HFor details of economic base studies, see Charles M. Tiebout, The Community Economic Base Study (Washington: Committee for E conomic Development, 1962), and W alter Isard, Methods of R egional Analysis: an Introduction to Regional Science (New Y ork : John Wiley and Sons, Inc., 1960), chapter 6. E conomic base multipliers have been replaced in recent years by more sophisticated, and more costly, inputoutput studies and can be justified " ... only when crude, hurried research is required . .." (ibid., p.221). The multiplier computed here is of the crude and hurried sort. More detailed work is in progress and will be included in the study of the economic impact of the Falcons. But a more sophisticated multiplier for the Atlanta area is not available and awaits adequate funding. 27 �Figure 2-The Multiplier Effect for Braves-Related Income in Atlanta $9.25 M $6.31 M $6.42 M Outoftown fans t--.:) 00 $4.46 M $4.37 M $3.10 M $3.03 M I $2.15 M $2.10 M $2.94 $1.49 M Local fans $1.46M $1.03 M $2.05 M $1.43 M 2 3 $1.01 M $1.00 M 4 $0.72 M $0.70 M $0.69 M 5 Rounds of Spending ' $0.48 M 6 7 j'+ . . . = $30.5 ,4 $0.49 M 0 total �but are :riot available) in the city and using them to determine the proportions in which support and export activities tend to exist. Table 15 shows the proportion of Metropolitan Atlanta's employment in 1964 and in 1954 which may be considered exportoriented. The estimates are based on the assumption that employees of Atlanta industries which are concentrated here in heavier proportions than are employees in either Georgia or Atlanta are employed in the production of goods or services for export to state or national markets. 13 In 1964 Atlanta relied heavily on the transportation equipment, wholesale trade, printing and publishing, and finance, insurance and real estate industries for its export income. Approximately 3 out of every 10 workers were employed in export production. In 1954 the primary metals and other durable industries were also prominent in the city's export base but have declined in importance. But the proportion of workers producing for export was about the same. With these data, the economic base multiplier ie computed as follows: Multiplier, 1964 = Multiplier, 1954 = Total employment Basic employment 445.3 = 3.4 131.9 --- Total employment 303.3 = - - = 3.4 88.5 Basic employment . . Change in total employment 142.0 Change Multiplier, 1954-64 = Ch . b . t = 43 4 = 3.3 1 ange m as1c emp oymen . If the multiplier ratio tends to remain constant (as it apparently has) and if it applies to income as well as employment, then a one unit increase in export activities will tend to increase total activities 3.3 times as successive rounds of expenditures are made and the Atlanta economy adjusts to accommodate the additional expenditures. This means that about 70 per cent of each dollar spent is retained within the economy to be recirculated, with 30 per cent immediately leaving the local area. Figure 2 illustrates this process. 13 The computations are roughly based on a method described in Gerald E . Thompson, "An Investigation of the Local Employment Multiplier," Review of Economics and Statistics, XLI (1959), pp. 61-7. For details, see section I of the appendix. 29 �Table 15: Estimates of Metropolitan Atlanta Employment Producing for Export, 1954 and 1964 (in thousands) 1 954 Total employment Industry . 16.0 Contract construction 2.9 4.2 1.0 2.7 Lumber Furniture and fixtures Stone, clay, and glass products Primary metal industries Fabricated metal products Machinery, except electrical Transportation equipment Other durables 2.5 2.5 . 22.1 3.7 Food and kindred products Textile mill products Apparel and other textile products Paper and allied products . 10.9 8.3 7.4 3.0 Printing and publishing Chemicals and allied products Leather and leather products other nondurables 1964 Export employment .32 Total employm ent 29.3 Export employment 7.56 2.37 2.2 3.5 3.8 2.6 .87 .94 .31 21.19 2.16 4.2 3.9 28.3 5.1 .44 24.28 .46 13.1 6.1 8 .0 5.9 .91 2.70 1.84 4.8 2.9 .4 .2 1.92 .29 . 32.0 .88 6.6 3.5 2.1 1.0 3.96 12.99 4 1.4 18.26 81.1 22.46 48.2 69.3 34.37 4.85 Finance, insurance, and real estate . 21.4 13.87 32.3 16.83 Service, miscellaneous, and mining . . 37.8 5.14 62.4 13.85 2 1.2 41.3 3.54 445.3 131.90 Transportation and public utilities Wholesale trade Retail trade Federal government State and local government . 35.5 Total . . 303.3 88.50 .84 The additional income brought into Atlanta by t he Braves in 1966 has been estimated at $9,254,000. As this income is spent and respent, the total income accruing t o citizens in the Metropolitan Atlanta area should approach 3.3 times this amount, or $30,538,000.14 1 4/f only expenditures by out-of-town fans were included in the "new money" category, their expenditures of $6,311,000 would mean up to $20,826,000 in additional incomes for Atlantans. 30 �VI/ THE NONECONOMIC IMPACT OF THE BRAVES WHILE this study is specifically devoted to an examination of the impact of the Braves on Atlanta in terms of measurable monetary outlays, it would be remiss if some of the noneconomic :impact of the Braves were not included. The :impact of the Braves in terms of public relations is perhaps more :important than that measured in terms of dollars and cents. In 1966 there were over 1,750 daily newspapers in the United States. If these papers reported scores for baseball games, then Atlanta was mentioned over 280,000 t:imes during the course of the season. The Braves TV Network, composed of 21 stations in the Southeast, telecasted 20 games during the season and 4 home games were carried on the NBC network. Further, 39 radio stations in the Southeast regularly carried Braves games. And as the Braves traveled to other parts of the nation, an undetermined number of stations broadcasted their games. Braves personnel from both the front office and the playing field appeared on over 395 occasions as speakers at service clubs, church groups, athletic banquets, etc. The majority of these functions took place in the state of Georgia. In addition, many personal visits by players were made to hospitals, children's homes and other charitable institutions. In February a Caravan of Braves personnel traveled throughout the Southeast. In each city, with the help of local people, a press luncheon, a sports night, and visits to children's and veterans' hospitals were conducted. Cities visited included: Nashville, Knoxville, and Chattanooga in Tennessee; Asheville, Greensboro, Charlotte, Salisbury, D urham, and Gastonia in North Carolina; Charleston, Columbia, Greenville, and Anderson in South Carolina; Birmingham, Mobile, and Montgomery in Alabama; Jacksonville, Florida; and Augusta, Savannah, Dalton, Athens, Columbus, Albany, and Rome in Georgia. It is apparent that this aspect of the Braves' presence is :important but cannot clearly be quantified. 31 �- - - - - - -- - - - - -- APPENDICES A. Questionnaire Questions for Out-of-Towners What state are you from? 01-Georgia, 02-Alabama; 03-Tennessee, 04-South Carolina, 05-North Carolina, 06-Flor. ida. Other stat es-see Instructions. How far do you live from Atlanta (miles)? 0001-less than 50, 0002-50100, 0003-100-150, 0004-150-200, 0005200-300. Over 300 enter actual distance. How did you travel to Atlanta? 1-car, 2-airplane, 3-bus, 4-train, 5-other Are you in Atla nta primarily to 1-see a ball game, 2-vacation, 3-passing through, 4-business, 5-convention, 6shopping, 7-visiting friends, 8-other Do you plan to t ake advantage of any other forms of entertainment while in the Atlanta area? 1-yes, 2-no If yes, can you estimate your anticipated expenditures? 1-0-5, 2-$5-$10, 3$10-$15, 4-$15-$20, 5-$20-$50, 6-$50 or m ore, 7-no estimate Do you intend to stay overnight? lyes, 2-no If yes, how many nights? If yes, are you staying in I-downtown hotel or motel ; 2-su burban hotel or motel; 3-with friends or relatives; 4other Questions for Everyone Do you follow the Braves on radio? I -regularly, 2-occasionally, 3-seldom Are you pleased with the starting time for this game? 1-yes, 2-should start earlier, 3-should start later With whom did you come to the game? I-yourself, 2-friends, I-family, 4-organized group How many are in your party? How did you get to the stadium? 1-car, parked at stadium; 2-car to town, shuttle bus; 3-car to town, walked; 4-car to other, bus; 5-taxi; 6-charter bus; 7-busses only; 8-walked Do you live within the greater Atla nta area (within a 15-mile radius of town)? 1-yes, 2-no Questions for Locals How far do you live from the stadium (in miles)? (00-less than one mile ) In what quadra nt of the city do you live? 1-NE, 2-NW, 3-SE, 4-SW Did you stop for food or some form of entertainment on the way to the stadium or do you expect to after the game? 1-yes, on way to game; 2-yes, after game; 3-yes on way to and after game; 4-no Do you think you 'll need to buy gas and oil while in town: 1-yes, 2-no If yes, can you give u s some idea of how much you expect to spend, not including what you will spend a t the stadium? 1-0-$5; 2-$5-$10; 3-$10-$15; 4-$15-$20; 5-$20 or more; 6-no estimate How many games do you expect to see in total this season? 32 If yes, can you estimate how much you will spend? 1-0-$3, 2-$3-$6, 3-$6$9, 4-$9-$15, 5-$15 and over, 6-no estimate How many games do you expect to see this trip? (00-no estimate) How many games in total do you expect to see this season? (00-no estimate) �B. Computer Print-Out of Survey Results 1. Out-of-town fans are fro!Il the fol- lowing states: Georgia . ... . ... .. ... .. , 262 Florida . . . . . . . . . . . . . . . . . 32 Alabama . . . . . . . . . . . . . . . . 80 Tennessee . . . . . . . . . . . . . . . 66 South Carolina . . . . . . . . . . 53 North Carolina . . . . . . . . . . 53 Other Out-of-town fans .. 59% Local fans .... .... 82% All fans . . . . . . . . . . 73% 3. Starting time: Night Game Starting time okay Local fans . . . ....... .. . .. .. . . 460 88% Out-of-town fans .......... . . 298 93% Should start earlier Local fans ...... .. .......... . 55 11% Out-of-town fans ..... . .. .. . . 22 7% S hould start late r Local fans . . . ............. . . 8 2% Out-of-town fans . . ... . ... . . . 2 1% 4. Group composition: Self Drove to stadium .. ... ..... . . 81 % Drove car to town and took bus 7 % Drove car to town and walked . . 1 % Drove car to other and took bus 1 % Took taxi . . . . . . . . . . . . . . . . . . . . 2 % Charter bus . . . . . . . . . . . . . . . . . . 2% Took bus only . . . . . . . . . . . . . . . . 4% Walked . . . . . . . . . . . . . . . . . . . . . . 2% local fans live 10% 22% 12% 16% Day Game Sun DH 195 92% 65 88% 199 97% 34 92% 19% 6% 11% Sat Ngt. 55 89% 44 98% 9 3 4% 1% 5 2 7% 5% 7 1 11% 2% 0 0% 1% 4 1 5% 3% 0 0 0% 0% ~ Fans came to e-ame withFriends Family Org. Gp. 34 19 6% 2% 7. Draw from qu adrants of the Northeast . . ..... .. . .. .... . ... Northwest . . . . .. . . ....... . .. . Southeast . .. . . .............. . Southwest . . . . . . . . . . . . . . . . . . . city : 40% 20% 19% 22% 7% 16% 5. Modes of transportation : 6. Distances stadium: 63 2. Frequency with which fans follow Braves on radio: Reg. 0cc. Never 43% 5% 13% 11% 9% 9% Out-of-town fans . . . . . . . . . . . . 42 Local fans . . . . . . . . . . . . . . . . . . 138 .................. 198 260 33% 30% 335 453 55% 52% 8. Number of games local fans expect to see : Less than 3 . . . . . . . . . . . . 33 4% 3 to 5 . . . . . . . . . . . . . . . . . . 86 10% 6 to 10 . . . . . . . . . . . . . . . . 168 19% 11 t o 15 . . . . . . . . . . . . . . . . . 131 15% 16 to 25 .. . ........ _ . . 188 22% 26 to 40 .......... . ... .. 125 14% More than 40 . . . . . . . . . . . . 139 16% (Average number of games a local fan expects to see is 24. ) from Less than one mile 16 2 % One mile . . . ............ . 13 1% Two miles .......... ... . . 50 6% Three miles .. . ... . . . .. . . . 74 9% Four miles . . ..... . . . .... . 57 7 % 9. Distances out-of-town fans traveled Five miles .... . .... . . . . . . 75 9% primarily to see a game: Six miles ... . . . ..... . .. . . 57 7% Less than 50 miles ........ 74 16% Seven miles .. . .... . . ... . 47 5% Eight miles .. . ... . . . . .. . . 71 8% · 50 to 99 miles .......... 99 21 % 100 to 149 miles ........ 87 18% Nine mil!iS ...... . . . . .. . . 11 1% 150 to 199 miles . . . . . . . . . . 57 12% Ten miles .. . .... . ..... . . 128 15% 200 to 300 miles . . ...... 74 16% Eleven miles . .. .. . ... . . . 14 2% More than 300 miles . . . . . . 58 12% Twelve miles .. . .. ...... . 81 9% (Average distance traveled by an outThirteen miles . ... . . . .. . . . 20 2% of-town fan primarily to see a game is Fourteen miles .. ..... . . . 10 1% 161 miles.) Fifteen miles ... . ... . 146 17% 33 �13. Number of games out-of-town fans primarily in Atlanta to see a game expect to see: Games This Trip F or Season 1 297 62% 40 8% 2 95 20% 39 8% 3 50 11% 41 9% 4~7 31 7% 177 37% 8-15 l 0% 115 24% 16-25 1 0% 42 9% 26-50 1 0% 15 3% Over 50 0 0% 7 1% 10. Out -of-town fans interviewed were m Atlanta for the following reasons : To see a game . . . . . . . . . . 476 78% On vacation . . . . . . . . . . . . 38 6% Passing through . . . . . . . . 4 1% On business . . . . . . . . . . . . 41 7% For a convention . . . . . . 5 1% On a shopping t rip . . . . . . 1 0% 4% Visiting friends . . . . . . . . . . 22 Other . . . . . . . . . . . . . . . . . . 22 4% 11. Out-of-town fans in Atlanta primarily to see a game traveled by the following means to Atlanta: Car . .... . ... ...... . .... 440 Bu s . . . . . . . . . . . . . . . . . . . . 24 Airplane . . . . . . . . . . . . . . . . 6 Train . . . . . . . . . . . . . . . . . . 0 Other . . . . . . . . . . . . . . . . . . 6 14. Number of games out-of-town fans not primarily in Atlanta to see a game expect to see : Games This Trip F or Season 1 69 52% 28 21% 20% 2 27 25 19% 3 12 9% 11 8% 4-7 23 17% 48 36% 8-15 2 2% 16 12% 16-25 0 0% 2 2% 26-50 0 0% 1 1% Over50 0 0% 2 2% 92% 5% 1% 0% 1% 12. Of the out-of-town fans in Atlanta primarily to see a game, 253 or 53% spent an average of $7.22 on gas and oil. This accounted for a party of average size = 4. 15. Makeup of attendance at games : Out-of-Town Fans in Atla nta To For Local S ee Ot her Game Fans Game R e ason Week, .. .. . . . 62% 27% 11% W eekend .... 55% 39% 6% A rough breakdown of these expenditures is as follows : $0 to $3 . . . . . . . . . . . . . . . . . 11 4% $3 to $6 . . . . . . . . . . . . . . . . . 113 46% $6 to $9 . . . . . . . . . . . . . . . . . 68 28 % $9 to $15 . . . . . . . . . . . . . . . . 28 11% $15 and over . . . . . . . . . . . . . 26 11 % 16. Per cent of ou t-of-town fans in Atlanta primarily to see a game, classified by lodging p reference, length of stay and section of stadiwn Length of stay (in nights) One Two Three Stadium Section More Total DOWNT OWN HOTEL OR MOTEL 1 2 3 4 5 TOTAL 0 13 7 26 1 47 0% 38% 19% 28% 50% 27% 0 6 5 13 1 25 0% 18% 14% 14% 50% 14% 1 3 1 5 0 10 11% 9% 3% 5% 0% 6% 1 0 1 5 0 7 11% 0% 3% 5% 0% 4% 2 22 14 49 2 89 22% 65% 39% 53% 100% 51% 0% 0% 0% 1% 0% 0% 2 1 22% 3% 6% 5% 0% 6% SU BURBAN HOTEL OR MOTEL 1 2 3 4 5 TOTAL 1 1 2 3 0 7 11% 3% 6% 3% 0% 4% 1 0 0 0 0 0 11% 0% 0% 0% 0% 0% 34 0 0 0 1 0 0 0% 0% 0% 1% 0% 0% 0 0 0 1 0 0 2 5 0 10 �H OME 0 F FRIEND OR RELATIVE 1 3 4 5 TOTAL l 7 7 20 0 35 11% 21% 19% 22% 0% 20% 2 2 5 11 0 20 1 2 3 4 5 TOTAL 0 0 3 0 0 3 0% 0% 8% 0% 0% 2% 0 0 0 0 0 0 2 22% 6% 14% 12% 0% 11% 0 0 2 6 0 8 ELSEWHERE 0 0% 0 0% 0 0% 0 0% 0 0% 0 0% 0% 0% 6% 6% 0% 5% 2 1 3 2 0 8 22% 3% 8% 2% 0% 5% 5 71 56% 29% 47% 42% 0% 41% 0% 0% 0% 0% 0% 0% 0 1 0 0 0 1 0% 3% 0% 0% 0% 1% 0 1 3 0 0 4 0% 3% 8% 0% 0% 2% 10 17 39 0 (302 or 63 per cent of those in Atlanta primarily to see a game did not stay overnight.) 17. Average number of persons in parties interviewed Organized Friends Family Group Local fans . . . . . . . . 3.50 3.43 27.63 Out-of-town fans here to see game 6.88 3.93 33.39 Out-of-town fans here to see game and staying overnight . . . . . . . 5.50 3.96 32.25 Out-of-town fans here for other reasons .. .. . . ... 4.75 3.98 56.50 (Of those who came to see a game and stayed overnight, 7% were by themselves.) 18. Overnight stays in connection with a game: 37% of the people here to see a game stayed overnight. The average length of time stayed was 2 nights. This accounted for a party of average size = 5. 19. Food and entertainment expenditures of local fans: 30% of the local fans spent money on 35 the way to or from the game on food and entertainment. T he average amount spent was $5.25. 15% of these people were by themselves and spent an average of $3.63. 47% of these people were with family and spent an average of $5.41. T his accounted for a party of a verage size = 3. 37% of these people were with friends or a group and spent an average of $5.73. This accounted for a party of average size= 2. 20. Food and entertainment expenditures of out-of-town fans : 37% of the out-of-town fans here to see a game spent money on other entertainment in the Atlanta area. The average amount spent was $34.32. 3% of these people were by themselves and spent an average of $13.75. 55% of thse people were with family and spent an average of $35.97. This accounted for a party of average size = 4. 41 % of these people were with friends or a group and spent an average of $33.84. This accounted for a party of average size = 2. �21. Standard error of the mean for selected questions: Mean or Standard ProporError of tion the mean GENERAL QUESTION 3. 6. 8. 9. 12. 13. 14. 15. 17. 18. 19. 20. Starting time okay . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .91 Distance traveled, local fan . . . . . . . . . . . . . . . . . . . . . . 8.37 Number of games, local fan . . . . . . . . . . . . . . . . . . . . . . . . 23.87 Distance, out-of-town fan . . . . . . . . . . . . . . . . . . . . . . . . 161.00 Stopped for gas and oil . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53 gas and oil expenditure . . .. . .. . . . .... .. .. .. . .. . . . . . 7.22 Number of games this trip .. ......... .. . . . . .. .. . . . 1.63 Number of gamea for season, out-of-town fan ... .. .. . 7.92 Local residence . . ........ .. . .. . . . ... . ... .. .. ... ... . .59 Number in party .. .. ....... . . ........ . ..... . ... . 4.77 Stayed overnight [all fans] .. . ....... . . .. .. . . ..... . .47 number of nights ... . . .. . . .. .. . . .. . .. ..... . . . . . .. . . 2.97 Stopped for entertainment, local fan . .. . . . . . . . . . . . . . .30 entertainment expenditure, local fan ... ... . . . . . .... . 5.25 Stopped for entertainment, out-of-town fan .. . .. . . . .36 entertainment expenditure, out-of-town fan . . . . . . . . 34.32 .007 .191 .682 5.620 .021 .276 .074 .411 .013 .245 .021 .258 .016 .312 .020 3.367 C. Interview Schedule and Attendance Summaries 1. Interview schedule D a te May 22 May 31 June 4 June 15 June 16 June 19 June 26 June 'X7 J uly 15 July 16 J uly 17 July 26 J uly 29 J uly 30 Au g. 10 Au g. 12 Day Opposing te am Sunday Tuesday Sa turday evening W ednesday Thursday Sunday Sunday M onday Friday Saturday a fternoon Sunday Tuesday Friday Saturday afternoon W ed nesday Friday Chicago Los Angeles S t. Louis N ew York N ew York P ittsbu rgh Los Angeles Chicago Houston Houston Cincinnati St. Louis San Francisco San Francisco Los An geles Philadelphia 1. G ame played September 2. Attendance : 9,145 . 2. Game played A ugust 13. Attendance: 27,770. 36 Attendance! 24,302 27,310 11,298 14,842 15,514 17,758 51,632 10,517 (Rain) 1 14,208 37,782 18,101 31,716 30,365 28,824 (Rain) 2 �2. Average game attendance, by month 4. Attendance at home games for Na- tional League teams, 1966 Month Average att. April . . . . . . . . . . . . . . . . . . . . . . . 25,464 May ... .. .... .. . ........... 17,077 June . . . . . . . . . . . . . . . . . . . . . . . 21,204 July .. . ... . ... ... .... . . .. . . 25,167 August . . . . . . . . . . . . . . . . . . . . . 23,503 September ..... .. .. . ..... . : .. 16,242 City 3. Attendance at Braves games, by opposing team Attendance In On Opp. team Atlanta road Chicago (10th).... 99,162 57,739 Cincinnati (7th) . . 110,999 58,769 Houston (8th) . . . . 120,181 209,818 Los Angeles (1st).. 332,483 263,225 New York (9th) ... 160,897 211,705 Philadelphia (4th). 118,917 119,908 Pittsburgh (3rd) . . . 200,081 107,679 St. Louis (6th) . . . 124,606 197,034 San Francisco (2nd) 272,475 172,491 T otal ..... . . . 1,539,801 1,398,368 D. Att. Met. Aree pop. , 1960 Los Angeles 2,617,029 6,038,771 New York 1,932,693 10,694,633 Houston ..... 1,872,108 1,243,158 St. Louis .... 1,712,980 2,104,669 San Francisco 1,657,192 2,648,762 ...... 1,539,801 1,017,188 . .. 1,196,618 2,405,435 Philadelphia . . 1,108,201 4,342,897 ... . .. . . 742,958 1,268,479 635,891 6,220,913 Atlanta Pittsburgh Cincinnati Chicago 5. Miscellaneous Season ticket sales: 3,000 Children's tickets: 41,716 Passes (press, clergy, teachers, police, and other special nights): 105,665 Estimation of Number of Different Perso ns Attend ing Games and Average Number of Games Seen To begin, several summary figures are computed based on survey r esult s: Total number of Atlantans at games .588 (1,539,801) = 905,403 = Total out-o f- town fans at games .412 (1,539,801) = 634,398 = Calculation of the number of different persons seeing a game over the season is best explained with an example. Suppose a team plays before 10,000 fan s at each of 4 games and 30 per cent of those attending see all 4 games, 50 per cent see 2 games, and 20 per cent see just 1 game. Then 3,000 hardcore fans will see each game, 10,000 different fans will see 2 games, and 8,000 will see only 1 game, for a total of 21,000 different fans. A pictorial representation is as follows: Out-o f-town fans in Atlanta to see game = .78(634,398) = 494,830 Average attendance by Atlantans 905,403/78 = 11,608 = Average attendance by out-of-town fans = 634,398/78 = 8,133 Pe r cent of attendance 100 80 new at each g ame 2,000 I 2,000 2, 000 I 2,000 10,000 10,000 30 0 I 3,000 I I Ga me I Game II Game Ill Ga me IV 37 �Number of different Georgia (other than Atlanta) fans = 74,881 [ = .43 (174,143)] Thus, the number of different fans attending games can be computed as average attendance times the sum of the per cent of attendance in each category multiplied by the number of games at which the category was new. Using this method, proportions from section A, and midpoints for each of the attendance categories, the number of different Atlantans and out-oftown fans attending games can be estimated: W e should note t hat these estimates are based upon the plans of fans. If the fans were optimistic in their responses to our questions, then the numbers of different persons attending games should be greater t han our estimates. The number of games seen by the t y pical out-of-town fan is approximated by the weighted average of their expectations as 8.3 games [ .11(1) + .09(3) +.37(6) + .22(11) + .07 (20) + .03 (38) + .01 (50) ]. Number of different Atlantans attending a game = 107,561 [ = 11,608[.04 (78) + .10(19.5) + .19(9.75) + .15(6) + .22(3.9) + .14(2.36) + .16(1.60)]] Number of different out-of-town fans attending a game = 174,143 [= 8.133 [.11 (78) + .10(39) + .09 (26) + .37 (13) + .22(6.5) + .07(3.9) + .03(2.1) + .01(1.6)] ] The number of games seen by the t y pical Atlanta fan is estimated in section B. E. Confidence Limits of Sample The confidence intervals for statistics in this study are based on standard statistical procedures. W e assume that the amount of bias in the sample is so small as to have a n egligible effect on the precision of the sample and that the sampled population is distributed about its arithmic:tic m ean in an approxil;nately normal m anner. The assumption of normality is safe wh ere prop ortions are involved, since the binomial distribution approaches a normal form as sample size increases. For items su ch as distance traveled or entertainment expenditures, the distributions may be skewed, but this deviation from n ormality should not seriously affect our r esults. In the case of proportions, the stan dard error of the proportion is computed as s.=t;[ , wh ere p is the propor tion of item s in the sample possessing the characteristic in question, q is the proportion not possessing the. cha racteristic, and N is t h e numof i tem s in the sample. In the case of va riables which m ay take on several values, the standard error of t h e sample mean is com pu ted 5 x-/f, as , wh ere V is the sample variance. F or continuous variables, V = (~x2 - N x.0 ) I (N - 1): for grouped data, V = [~ (x"f ) - N x' ] / (N - 1), where x is the class midpoint, f is the number of obser vations in each class, a nd x is a simple weighted m ean. When a class inte rval is not closed , we h ave arbitrarily assigned a mid point. Thus, we h ave assu m ed that expenditures for gas a n d oil in excess of $15 a verage $17.50, that entertainment exp endit u res by local fans in excess of $20 average $35, and that entertainmen t exp enditures by ou t-of-town fans in excess of $50 average $60. For distances t raveled by ou t-of-town fans in excess of 300 miles, the actual m ean for the category is used . The confidence limits for a confidence coefficient of 95 per cent are t h e sample mean plus or minus 1.96 times the standard error of the sample mean. These limits are reported in Table 1 of the text and are interpreted 38 �to mean that, for a large number of samples, the chances are that the true mean will be within the stated interval 95 per cent of the time. For example, the survey indicates that 59 per cent of the fans are Atlantans, but if a large number of similar samples had been taken, we would expect their conclusions to range between 56 and 62 F. per cent for 95 per cent of the samples. References: Ferber, Robert. Statistical Techniques in Market Research. New York: McGraw-Hill Book Co., 1949, chapter 6. Tintner, Gerhard. Mathematics and Statistics for Economists. New York: Holt, Rinehart and Winston, Inc., 1953, pp. 245-51. Expenditures of Local Fans 1. Estimate of ticket purchases 3 In the following, the first figure is the per cent of those in a section who were Atlantans, the second is the per cent of total attendance sitting in the section, the third is total attendance (excluding children's admissions, which are listed separately), and the fourth is the price of a seat in the section. Field level: 52 X 34.3 X 1,539,801 X $3.50 Loge level : 50 X 2.4 X 1,539,801 X $3.50 $ 961,236 64,672 Upper level: 60 X 36.2 X 1,539,801 X $2.00 668,455 P avilion: 68 X 7.1 X 1,539,801 X $2.00 148,683 General admission: 69 X 21.0 X 1,539,801 X $1.00 41 ,716 X $0.50 39 X 100. X Children: Total expenditure by local fans on tickets 223,117 12,360 $2,078,523 a game. Using this and the proportions reported in the text, the following calculations show expenditures on food and entertainment by local fans: 2. Food and entertainment 271,621, or 30 per cent of local attendance, spen t money on food and entertainment while t raveling to or from Individuals: .045 X 271,621 X $3.63 Families : .141 X 271,621 X $5.41 / 3 .114 X 271,621 X $5.73 I 2 Friends: Tot al food and en tertainment expenditure by local fans $ 44,369 68,937 89,024 $202,330 4. Gasoline, parking and other transportation According to the survey, 89 per cent of local fans either drove to the Stadium or parked downtown and arrived at th e game by foot, bus or taxi. Further , local fans lived an average of 8.37 miles from the St adium and the average number of people per car was 3. This resulted in 2,248,206 driven 3. Concessions The estimate of $1.00 per person in concession expenditures used in the text was provided by M r . Ray Carr of Automatic Ret ailers of America. 3. We asked the Atlanta Braves staff to provide only summary expen ditu re fig ures for our use and avoided requests for revenue figures which might be of confi dential nature. 39 �Gasoline prices in Atlanta area (1965): premium, $0.379 per gallon; regular, $0.339, and sub-regular, $0.319. miles [.89 x (905,403 local attendance / 3 fans per car) x 8.37 miles per car] in direct connection with the Braves. Mr. John E. Hodges, Director, Department of Statistics, American Petroleum Institute, provided the following statistics: 4 Average gasoline consumption (1964): 14.34 miles per gallon Premium-grade sales in Atlanta as proportion of total sales: .54 On the basis of averages provided by the regional offices of several oil companies, we have assumed that 30 per cent of local sales were of r egular grade and 16 per cent of sub-regular grade. Gasoline expenditures for local fans are computed as follows: Premium grade: .54 x $0.379 x 2,248,806 I 14.34 = Regular grade: .30 x $0.339 x 2,248,806 I 14.34 Sub-regular: .16 X $0.319 X 2,248,806 / 14.34 = Total gasoline expenditure by local fans With the average taxi fare in Atlanta set at $0.50 for the first ¾ mile and $0.10 for each additional ¼ mile, and with the average local fan living 8 miles from the Stadium, we have estimated his round trip taxi fare at $6.80. If 2 per cent of local fans were transported by taxi in parties of average size of 3.5, taxi expenditures in connection with games should equal $35,325 [ = .02 x 905,403 x $6.80 / 3.5]. 12 per cent of local fans used a bus at some point in their journey to the $32,095 15,949 8,004 $56,048 Stadium. With one-wa y fare at $0.25, expenditures by local fans for bus transportation should amount to $54,335 [ = .12 X 905,403 X $0.50). 89 per cent of fans had to pay for parking facilities either downtown or at the Stadium. Assuming a uniform rate of $0.50 per car with an average of 3.5 fans per car, parking fees should total $115,239 [ = .89 x 905,403 x $0.50 I 3.5]. 4. In a personal letter dated August 12, 1966. G. Expenditures of Out-of-Town Fans 1. Estimate of ticket purchases As in section F.l, ticket purchases of out-of-town fans can be estimated as follows: Field level: Loge level: Upper level: Pavilion: .48 X .345 X 1,539,801 X $3.50 .50 X .024 X 1,539,801 X $3.50 .40 X .362 X 1,539,801 X $2.00 445,949 .32 X .071 X 1,539,801 X $2.00 69,969 = General admission: .31 x .21 x 1,539,801 x $1.00 Children: .41 X 1.00 X 1,539,801 X $0.50 Total expenditure by out-of-town fans for tickets 40 $ 887,295 64,672 100,241 8,551 = $1,576,676 �2. Food and entertainment 183,087, or 37 per cent of out-of-town attendance, spent money on food and entertainment. Proceeding as in section F .2, their expenditures are estimated as follows: · Individuals: .04 X 183,087 X $13.75 Families: .55 x 183,087 x $35.97 I 4 .41 X 183,087 X $33.84 / 2 Friends: Total food and entertainment expenditure by out-of-town fans 3. Concessions (As in section F .3) .51 X 183,087 Downtown: .06 X 183,087 Suburban: Total lodging expenditure and 1,270,112 $2,276,336 of the Georgia Hotel-Motel Association, we assume that the average rate for a double room in the downtown area is $13.00 and in a suburban area is $11.00, and that the average rate for a single room is $10.00 in the downtown area and $8.50 in a suburban area. Thus for a party of five, the cost of lodging for two days (average length of stay) is $72.00 in the downtown area and $61.00 in a suburban area. Estimates of expenditures are as follows: 4. Lodging Several assumptions are necessary to estimate lodging expenditures of out-of-town fans. Since the average size of parties staying overnight was 5, we assume that each party occupied two double rooms and one single. On the basis of several inquiries of hotels and motels which are members 5. Gasoline, parking transportation $ 100,698 905,526 X X $72.00 / 5 $61.00 / 5 $1,344,592 134,020 $1,478,612 Using the same percentages as in the computation of the expenditures of local fans for bus and taxi service (separate percentages for out-of-town fans were not calculated), these expenditures for out-of-town fans are computed, along with parking costs, as follows: other With 53 per cent of out-of-town attendance spending for gasoline a total of $7.22 for a party of four, their total expenditure amounts to $473,379 [ = .53 X 494,830 X $7.22 / 4 ] . Bus: .12 X 634,398 X $0.50 $38,064 Taxi: .02 X 634,398 X $2.80 / 4 $ 8,882 Parking: .89 X 634,398 X $0.50 / 4.5 $62,735 (The average taxi fare from a downtown hotel or motel to the Stadium is assumed to be $1.40 each way) 41 �H. Expenditures of Baseball Teams 1. The Atlanta Braves utilities, local sales taxes, public relations, supplies and equipment, Stadium Club, and Stadium rental. Since the details are not necessary for a study of this level, they were not requested. According to a statement provided by the Atlanta Braves, their expenditures in Atlanta over the baseball season will exceed $2,771,000. This total includes salaries and wages, 2. Visiting teams Estimates by members of the Braves staff indicate that visiting t eams should spend the following in Atlanta: Hotel (26 rooms/day at $16/ day for 75 days) Meals (40 men/day at $12/ day for 75 days) Miscellaneous personal expenditures (40 men/ day at $10/day for 75 days) Transportation for baggage, equipment and t eam ($500/trip for 27 trips) Miscellaneous entertainment expenditures ($200/ trip for 27 trips) Tips for clubhouse personnel ($400/ trip for 27 trips) $ 31,200 36,000 Total expenditures in Atlanta by visiting teams $126,900 30,000 13,500 5,400 10,800 3. Visiting scouts Similar estimates for visiting scouts are as follows : Hotel (5 rooms/ day at $14/ day for 75 days) M eals and entertainment (5 scouts at $20/ d ay for 75 days) Miscellaneous p ersonal expenditures (5 scouts at $10/ day for 75 days) Total expenditures in Atlanta by visiting scouts $ 5,250 7,500 3,750 $16,500 I. Calculation of the Economic Base Multiplier The m ethod used to compute the economic base multiplier for this study roughly corresponds to the m ethod described in G. E. Thom pson, "An Investigation of the Local Employm ent Multiplier," R eview of E conom ics and S tatistics, vol. X L I (1959) , p p. 61-7. T h e m ethod is also outlined in the M onthly R eview, F ederal Reserve Bank of Kansas City, M arch, 1960, and m ay be called the " prim ary market area" m ethod. We describe below the st eps involved in constructing T able 15. 42 1. Employment in 1954 and 1964 in each industry for Atlanta, Georgia less Atlanta, and t he continental United S ta tes less Atlanta is obtained from U .S. D epartment of Labor, B ureau of L abor Statistics, Employm ent and Earnings Statistics for State& and A reas, 1939-65, BLS Bulletin No. 1370-3, and Employ ment and Earnings Statistics for the United States, 1909-65, BLS Bulletin N o. 1312-3. 2. Location quotients for each of the industries are compu ted as follows: �Location quotient Industry employment as per cent of total in Atlanta Industry employment as per cent of total in primary market area candidate The primary market area candidate is defined first for Georgia less Atlanta and t h en for the U.S. minus Atlanta. 3. Loca tion quotients are c0mpared. If t he location quotient for either prima ry market area candidate is greater than one, the industry is considered to have some export employm ent and the area with the largest location quotient is designated the benchmark economy. 4. The specialization ratio for each export industry is then computed using the location quotient for the benchmark economy as : Specialization r atio = 1 - I/location quotient . This ratio indicates the proportion of employment in the industry in Atlant a producing for export. 5. Employment in each export ind ustry in Atlanta is multiplied by its specialization ratio and summed. The resulting figure is export employment in Atlanta. As indicated in t he text, this method yields an estimate of the economic base multiplier fo r Atlanta of 3.3. Other variations on t his m ethod show different results. One variation (used by Thompson) computes t he location quotients with the benchmark economies including the subject a reas (in this case, simply Georgia and the U.S.). This approach leads to a multiplier of 5.03 for Atlanta and m eans that 80 per cent of each dollar spent would remain in the area for recirculation. Another variation uses the United States as the benchmark economy in each case, and results in a multiplier of 4.2. In this case the propensity to spend locally would be 76 per cent. But the primary market area approach, with a propensity to spend locally of less than 70 per cent, not 43 only appears to be the most appropriate of this techniques-it also yields a multiplier in keeping with estimates for other cities. Thus, quoting from various sources, Isard and Czamanski report the following multipliers as typical of economic base studies: 0 City Year Multiplier New York Chicago Detroit Pittsburgh New York 1944 1950 1950 1950 1950 3.2 2.99 3 .16 3 .55 3.91 1950 1950 1950 1950 1950 3 .93 3.97 4.16 4.18 4.35 1950 1950 1952 1961 1963 4.89 5.47 2.60 2.80 2.50 .. ... .. San Francisco Cleveland Boston Los Angeles Balti more .. .. St. Louis Philadelphia Wichita Los Angeles Wilmington .. While the above multipliers are taken from a variety of sources and may be computed in completely different ways from ours, they still indicate reasonable limits for our conclusions. For a discussion of the conceptual basis, application, limitations and criticisms of the economic base multipliers, the interested reader is referred to Charles M. Tiebout, The Community Economic Base Study (Washington : Committee for Economic Development, 1962 ) and Walter Isard, Me thods of R egional Analysis: an Introduction to R egional S cience (New Yor k : J ohn Wiley and Sons, Inc., 1960) . 5. Walter I sard and Stanislaw Czamanski, " Techniq ues for Estimating Local and Regional Multiplier Effects of C hanges in the L evel of Major Governmenta l P rograms," Peace Research Society, Papers, vol. III (I 965 ), p. 22. � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document �T E L E P HONE 088 - 6838 GE ORGE DAVI D HOUSER A RTH UR .AND E R S E N & CO . 34 P EACHTREE STRE E T, N . W. • ATLANTA :J0 :303 THE ECONOMIC IMPACT OF THE BRAVES ON ATLANTA: 1966 by William A. Schaffer· George D. Houser· Robert A. Weinberg FEBRUARY, 1967 Industrial Management Center GEORGIA INSTITUTE OF TECHNOLOGY Atlanta, Georgia �ACKNOWLEDGMENTS The authors wish to express their thanks to the many people who worked on this study, and particularly to the Atlanta Braves whose whole-hearted cooperation made this study possible. 3 ... �CONTENTS ACKNOWLEDGMENTS 3 LIST OF TABLES 5 LIST OF FIGURES 5 I. INTRODUCTION AND SUMMARY OF FINDINGS II. PROCEDURES . Sampling, 9 Interviews, 10 Reliability, 10 Representativeness, 12 7 9 Ill. CHARACTERISTICS OF FANS General, 13 Local Fans, 16 Out-of-Town Fans, 17 · · · · . . . . . . . . . . 13 IV. ANALYSIS OF EXPENDITURES · · · · · · · . . . . . . . . . 20 Sources of Expenditures, 20 Expenditures of Local Fans, 22 Expenditures of Out-of-Town Fans, 23 Expenditures of Baseball Teams, 25 Summary of Direct Expenditures, 25 V. THE MULTIPLIER EFFECT . . . . . VI. THE NONECONOMIC IMPACT OF THE BRAVES APPENDICES . . . . . . . . . . . . . A. Questionnaire, 32 B. Computer Print-Out of Survey Results, 33 C. Interview Schedule and Attendance Summaries, 36 D. Estimation of Number of Different Persons Attending Games, 37 E. Confidence Limits of Sample, 38 F. Expenditures of Local Fans, 39 G. Expenditures of Out-of-Town Fans, 40 H. Expenditures of Baseball Teams, 42 I. Calculation of the Economic Base Multiplier, 42 4 . 27 . 31 . 32 �LIST OF TABLES 1. Confidence Intervals for Selected Questions 11 2. Comparison of Population and Sample 12 3. Makeup of Attendance at Games 14 4. Radio Following . . . 15 5. Mode of Transportation 15 6. Seat Preference . . . 16 7. Attendance Expectations of Local Fans 16 8. Estimated Distance Traveled by Local Fans 17 9. Reasons for Visit to Atlanta by Out-of-Town Fans 18 10. States from Which Out-of-Town Fans Were Drawn . 18 11. Distances Traveled by Out-of-Town Fans to See Game . 19 12. Organized Group Ticket Sales, by State . 19 13. Summary of Expenditures . . . . . . 22 14. Lodging Preferences of Out-of-Town Fans . 24 15. Estimates of Metropolitan Atlanta Employment Producing for Export, 1954 and 1964 . . . . . . . . . . . . . . . . 30 LIST OF FIGURES 1. Expenditures of Fans . . . . . . . . . . . . . . . . 26 2. Th e Mu ltiplier Effect for Braves Related Income in Atlanta . 28 0 5 �I I INTRODUCTION AND SUMMARY OF FINDINGS THE purpose of this study is to assess the economic impact of the Atlanta Braves baseball team on Atlanta. In addition, the study includes a variety of information, ranging from game starting times to hot dog expenditures, which will help the Braves management better understand their fans and provide Atlanta with a closer and more up-to-date look at the economic importance of major league baseball in Atlanta. A similar study is being conducted t o assess the impact of the Falcons on the city. The combined reports should serve to underline the contributions of professional sports to a growing Atlanta. The study is divided into six parts. A summary is provided in this section. Then the survey technique is briefly described. Third, the characteristics of the fans are outlined. Fourth, an analysis of expenditures made in connection with the Braves is presented, followed by an examination of the flow of income as these expenditures are spent and respent. Finally, the noneconomic impact of the Braves on Atlanta and Georgia is discussed. (A technical appendix is also provided to supplement findings summarized in the text.) In summary, the Braves had a significant economic impact on 7 �the city of Atlanta in 1966. Over 9 million dollars were spent in Atlanta in direct connection with the baseball season. As this money circulates, up to 30 million dollars in income for Atlantans will be generated. Two-thirds of the initial expenditures were made by the 174,000 different visitors to Atlanta who made up 41 per cent of the official attendance of 1,539,801. Over half of the expendit ures by out-of-towners went for food, entertainment and lodging, although significant amounts were also spent at the game itself, for gasoline, and on transportation. Attendance by an estimated 107,000 Atlantans reached over 905,000. In contrast to the pattern set by out-of-town fans, twothirds of the expenditures of local fans were made at the St adium itself, with food and entertainment, parking, gasoline, shuttle bus and other transportation expenditures following in importance. A hard core of baseball fans has been uncovered in Atlanta. The typical local fan expected to see 16 to 25 games while the out -oftown fan expected t o see four games over the season. While 82 per cent of season attendance was drawn from wit hin 150 miles of Atlanta, over half of the out-of-town fans came from 23 other states, primarily Alabama, Tennessee, South Carolina and N orth Carolina. A majority of the fans came with t heir families, although a large number of fans came in organized groups from as far as Los Angeles, Chicago, and Ottawa, Canada. And no matter where their homes, the Braves fans were loyal both in and out of the Stadium, with 73 per cent of all fans admitting to regularly following the Braves on t he radio. While the economic impact has been substantial, the noneconomic contribution of the Braves to Atlanta is no less important. Some partial indicators of this contribution are available. Thus, Atlanta was mentioned over 280,000 times in daily newspapers, four games were televised nationally from Atlanta, 20 games were t elevised over the Southeast, and 39 regional radio stations carried regular broadcasts of the Braves. If other teams have similar networks, then t he Atlanta Braves played before millions across the nation every week of the season. Further, Braves personnel appeared over 395 times as speakers throughout the state and made preseason visits to 24 major cities in the Southeast. Finally, the Braves have contributed substantially to programs at schools in the neighborhood of the Stadium. 8 �II / PROCEDURES THIS study describes the characteristics of Atlanta Braves fans through the application of standard sampling procedures. The analysis of a small, carefully selected segment of a population will yield information almost as accurately as if the entire population had been studied. The technique used is outlined here; details are presented in the Appendix. Sampling THE population for this study is defined as all persons who attended an ~tlanta Braves game in the Atlanta Stadium. Since seating by section appeared to be proportionately stable from game to game, the proportional method of sampling was chosen. That is, the size of the sample for each section was proportional to its population. These proportions, initially based on the first 13 home games, were adjusted as necessary later in the summer. Within each section of the stadium the sampling was random. Each member of the population in a section had an equal chance of being interviewed. Locations for interviews were based on a mathematical formula and the interviewers were not permitted to make decisions based on their own desires and observations. This insured a reasonable objectivit y in the survey results. The sample games were selected to include each team, day of 9 �the week and starting time and were played over a three-month period from mid-May to mid-August. The sample itself consisted of a total of 1479 fans interviewed at 16 games. 1 Interviews APPROXIMATELY 90 to 100 interviews were conducted at each sample game by carefully trained students and members of the faculty of Georgia Tech. Each interviewer carried an identification card indicating the purpose of the interview and authorizing his presence in the Stadium. The interviews were conducted according to a preset format and usually could be completed in less than two minutes each. Interviews were begun 30 minutes before game time and stopped before play commenced. As a technique for data collection, personal interviewing yields good results. It allows the respondent to relax, requires a minimum of effort in answering questions and provides a larger proportion of usable replies than other methods. The interview form was carefully constructed to avoid bias, and each question was selected for a specific purpose. 2 The questions did not probe into the personal background of the respondents; as a result, there was little or no reluctance in answering them. Several interviews were conducted wit h t he quest ionnaire in a rough-draft form to insure that each question was easily answerable. Once the format was established, t he questions and answers were number-coded so that responses could be keypunched directly from the questionnaire. This facilitated analysis of the results through the Rich Electronic Computer Center at Georgia Tech. Many questions were eliminated prior to the start of the study because of the availability of information from other sources; were it not for access to t hese sources, the time involved would have become excessive and both fans and interviewers would have suffered unnecessarily. Throughout the survey, the cooperation and willingness of fans to participate in the study greatly simplified the interview task. Reliabil ity W HILE the nature of the questionnaire prevents the determination of a degree of accuracy for the questionnaire as a whole, an 1 2 The schedule of games sampled is presented in sectum C of the appendix. The interview questionnaire is reproduced in section A of the appendix. 10 �expected error can be stated for selected questions. Computations based on standard statistical techniques indicate that there is 95 per cent probability that the population means will lie within the intervals shown in Table 1.3 Where only a yes or no answer is involved (i.e., where the distribution is binomial), the per cent of the population possessing the characteristic in question is expected to differ no more than 4 per cent from the corresponding per cent of the sample. Where the answer is subject to more variation ( e.g., distance from Stadium, expenditures, length of stay, etc.), the maximum expected error rises, particularly when the number of observations is small. Thus, the mean entertainment expenditure of all out-of-town parties may vary from the mean based on our sample by as much as $6.61. In general, the usual cautions in the interpretation of survey results apply, but estimates based on this sample should reasonably approximate the characteristics of fans of the Atlanta Braves m 1966. Table 1: Confidence Intervals for Selected Questions Maximum expected error Topic of question Confidence interval Lower limit Upper limit Asked of everyone: Desirability of starting t ime (proportion) Number in party . . . . . . . . . Loca l or out-of-town resi dent (proportion) .01 .48 .03 .90 4.29 .56 ,92 5.25 .62 .37 .03 .61 1.34 8.00 .27 4.64 22.53 8.74 .33 5.86 25.21 11.02 .04 6.61 .04 .50 .04 .54 .15 .81 150.00 .37 27.71 .43 2.47 .49 6.68 1.48 7.11 172.00 .41 40.93 .51 3.47 .57 7.76 1.78 Asked of local fans: Distance of home from Stadium (miles) Game-connected entertainment (proportion) Entertainment expenditure (dollars) Number of games expect t o see . . . Asked of out-of-town fans: Distance of home from Atlanta (miles) Game-connected entertainment (proportion) Entertainment expenditu re (dollars) . . . Overnight visit (proportion) . . . . . . . Number of nights stayed . . . . . . . Gas and oil purchase in Atlanta (proportion) Gas and oil expenditure (dollars) Games expect t o see this trip . Games expect t o see for season 3 See sectwn E of the appendix. 11 8.73 �Representativeness To demonstrate its representativeness, the sample is compared with the population in several key areas in Table 2. The sample and population proportions according to these classifications are very close. Most of the relatively high differences in attendance proportions in the population and sample for the various teams played can be explained by an inability to adjust the survey schedule to account for changes in the popularity of teams as the season progressed. But even these are slight enough to be disregarded. Thus, the survey appears to be adequate in size and composition to yield reasonably accurate results. Table 2: Comparison of Popu lation and Sam pl e Classification Attendance, by day of week Week game . Weekend game Attendance, by opposing team Los Angeles Philadelphia New York Cincinnati Houston St. Louis . San Francisco Chicago Pittsburgh Attendance, by section of Stadiums General admission Field level Loge Pavilion Upper level Games scheduled, by day of weekb Weekday afternoon Weekday evening Friday evening Saturday aftern oon Saturday evening Sunday afternoon Per cent of populatio n Pe r cent of sampl e 56 57 44 43 21 20 8 11 8 8 8 7 11 6 18 7 12 13 13 14 11 4 21 24 34 3 39 5 7 35 28 1 45 17 11 4 0 44 19 12 9 6 17 19 Not es : a. The po pul ation percenta ges in secti o ns of t he Stad i um a re based o n actua l attendance f or t he first 13 hom e games. b. Doub le head ers are counted as o ne game. 12 �Ill/ CHARACTERISTICS OF FANS AN expected outcome of any survey of baseball fans would be a description of the average fan. Unfortunately, much of the information required to draw a good fan profile is confidential (age, income, education, etc.) and a direct query into these topics is likely to be answered in an exaggerated or biased manner. To protect answers more pertinent to the central purpose of the study, questions of this type were eliminated during the initial testing of the questionnaire. But several items of general interest were compiled and are presented below. The next two sections then provide discussions of the characteristics of local and out-oftown fans. General A'ITENDANCE. There is little doubt that the 1966 baseball season has been highly successful. Official season attendance was 1,539,801, and the highest for the Braves since 1959. Playing in the smallest metropolitan area with a National League team and spending most of the season in the lower division, the team still ranked sixth in total attendance ahead of Pittsburgh, Philadelphia, Cincinnati, and Chicago. Attendance at home games appears to have depended in part on the standing of opponents, 13 �with Los Angeles (first place) drawing over 330,000 followed by San Francisco (second place) with over 270,000 and Pittsburgh (third place) with over 200,000. This stands in contrast with attendance of less than 100,000 for games with Chicago (tenth place) and 111,000 with Cincinnati (seventh place). Average attendance also varied by month, with games played in July and August drawing large crowds. While those are vacation months, school, football and other activities tend to reduce baseball attendance in May and September.4 According to the survey, roughly two out of every five fans were from out of town and accounted for a total attendance of Table 3: Makeup of Attendance at Games Type of game Week . . . Weekend Total Per cent local fans Per cent out-of-town fans in Atlanta for: Ball game Other reasons 62 27 55 59 11 6 9 39 32 634,398. Table 3 shows that most out-of-town fans (78 per cent) were in Atlanta primarily to see a game and attended more games on weekends than otherwise.5 Per cent of total: August 10 Survey A ugust 8 A uto registration ( or home) Other states Other Georgia counties Metropolitan Atlanta Counties (Fulton Co.) (DeKalb Co.) ( Cobb, Clayton, Gwinnett Cos.) 24 14 62 (37) (16) ( 9) 19 16 65 (33) 22 16 62 (21 ) ( 11) The tag counts did not include fans arriving by shuttle bus; our interviewers (when asked) defined A tlanta as within 15 miles of downtown. If these differences counterbalance each other, the results are virtually identical. •See section C of the appendix for details. 5 Our results are remarkably close to those of surveys conducted by the R esearch Department of the A tlanta Chamber of Commerce. While their complete study is not y et available, they have provided preliminary results of two counts of automobile license plates in the Stadium parking lots. B oth counts were conducted on week nights with the Los A ngeles Dodgers as the opposing team. The first (1,814 cars) was on August 8 and the second (4,967 cars) on August 10. Compared with our survey, the results are as follows: 14 �As evidenced by the interest with which fans follow the Braves on radio, baseball is not just a sport of passing fancy. One of the questions asked of fans was designed to determine whether they followed the Braves by radio regularly, occasionally, or not at all. As Table 4 indicates, a large proportion of fans follows the Braves regularly. While most of the regular RADIO FOLLOWING. Table 4: Radio Following Type of fan Per cent of attendance following radio broadcasts: Regularly Occasionally Never 82 59 73 Local fans Out-of-town fans . All fans 12 22 19 16 11 6 listeners are local fans, the out-of-town following is still substantial (81 per cent) and is probably closely associated with the 78 per cent of out-of-town fans in Atlanta primarily to see a ball game. PARKING. Anyone who attended a game during the 1966 season was reminded of Atlanta's parking problems and expressway traffic jams. The Atlanta Transit Company established a convenient shuttle bus service from downtown to the Stadium to supplement the limited number of parking spaces at the Stadium. Nevertheless, as shown in Table 5, 81 per cent of the fans inter- Table 5: Mode of Transportation Mode Per cent of attendance 81 1 7 1 Drove car to Stadium . . . . Drove car t o t own and walked . Drove car t o town and took bus Drove car t o other and took bus Took bus on ly Charter bus 4 2 2 2 Taxi . . Walked viewed chose to drive their cars and either park in the Stadium lots or use one of the bootleg parking facilities which have sprung up around the Stadium. Some 12 per cent of the fans elected to use t he shuttle bus service; this figure was generally lower during 15 �games with smaller attendance and increased markedly as attendance approached sellout proportions. 6 SEAT PREFERENCE. One of the interviewers' tasks was to code each questionnaire according to section of the Stadium and type of fan (local or out-of-town). This was done as an interest item to determine out-of-town seat preferences. As Table 6 indicates, there were no sharply drawn preferences, with the exception that Table 6: Seat Preference Section of Stadium Loge . . . . . Upper level . . General admission Field level Pavilion . . . . Per cent local fans Per cent out· of-town fa ns 50 50 40 30 48 32 60 70 52 68 70 per cent of the general admission tickets was sold to local fans and that the out-of-town fans, in general, tended to gravitate toward the more expensive reserved seats. All it ever took during the season was a glance at ·the grandstand area with its "Hammering Hank" and "Go Joe" banners to know that the hard-core baseball fan was firmly entrenched in the grandstands. Local Fans ATTENDANCE. Baseball is not just a novelty for Atlanta fans: the typical fan expected to see 16 to 25 games, and 16 per cent of the local fans planned to see 40 or more games before the season was over. Attendance expectations are presented in Table 7. If Table 7: Attendance Expectations of Local Fans Number of games Pe r cent Less than 3 3 to 6 6 to 11 11 to 16 16 to 26 26 to 41 41 or more 6 4 10 19 15 22 14 16 While offici,al figures are not available from the Atlanta Transit Com-pany, their estimates parallel ours. 16 �these expectations held true, over 107,000 different Atlantans had attended a game by the end of the season for a local season attendance of over 905,000.7 RESIDENCE. While 40 per cent of local fans live in the Northeast section of the city, the remainder are drawn fairly evenly from the other quadrants of·the city (20 per cent from the Northwest, 19 per cent from the Southeast, and 21 per cent from the Southwest) . The average distance traveled from home to Stadium was 8.4 miles. As Table 8 shows, this average is heavily weighted by Table 8: Estjmated Distance Traveled by Local Fans Miles traveled (one way) Per cent of local fans 18 Less than 4 4 7 10 13 23 to 7 to 10 . to 13 . 26 or more 20 14 the large proportion of fans traveling ten miles or more. The most frequently estimated distance traveled was 10 to 13 miles. GROUP COMPOSITION. Baseball is a family sport in Atlanta. 52 per cent of the local fans attended games with their families, 30 per cent with friends, 16 per cent by themselves, and 2 per cent with an organized group. The average group size was four. Out-of-Town Fans ATIENDANCE. In measuring t he impact of the out -of-town fan, this study has directed its attention to the out-of-town fan who was in Atlanta primarily t o see a ball game. 78 per cent of the out -oftown fans (or 32 per cent of all fans ) interviewed were in this category. As shown in Table 9, the remainder were in town for a variety of different reasons and simply selected the ball game as one form of entertainment. By t he time the season ended approximately 634,000 out-of-town visitors had been to a Braves game. This total includes a number of fans who came to several 7 For computation, see section D of the appendix. 17 �Table 9: Reasons for Visit to Atlanta by Out-of-Town Fans Per cent of out-of-town f ans Reason 78 To see a baseball game On business On vacation . . . . Visiting friends . . Just passing through Conventioneering . Other . . . . . . 7 6 4 1 1 3 different games (the average out-of-town fan planned to see four games during the season). On a non-repeat basis, approximately 174,000 different out-of-towners were drawn to Atlant a by the Braves.8 STATES REPRESENTED. Of this 174,000 total, 75,000 came from other towns and cities in Georgia, and the remaining 99,000 came from 23 other states. While the greatest number of out-of-state fans came from Alabama and Tennessee, it was quite common t o encounter fans from Florida, North Carolina and South Carolina. Table 10 shows the attendance breakdown for the major contributing states.9 Table 10: States from Which Out-of-Town Fans Were Drawn State Per cent of out-of-town fa ns Georgia Alabama Tennessee . . South Carolina North Carolina Florida Other . . . . 43 13 11 9 9 5 10 DISTANCE TRAVELED. Although more t han half of the out-of-town fans live within 150 miles, the average one-way distance traveled by out-of-town fans in Atlant a primarily to see a game was 161 miles. According to Table 11, the median dist ance traveled is 100 to 150 miles. 92 per cent of these fans traveled by car, 5 per cent BFor computation, see sectwn D of the appendix. 9 The 17 other states from which fans interviewed came were (in order of frequency ) Mississippi, Ohw, Texas, Kentucky, Pennsylvania, Virginia, West Virginia, Indiana, Louisiana, South Dakota, Maryland, Illinois, California, Minnesota, New Jersey, Nebraska, and Missouri. 18 �Table 11: Distances Traveled by Out-of-Town Fans to See Game Distance Per cent of out-of-town fans Less than 50 miles 50 to 100 miles 100 to 150 miles 150 to 200 miles 200 to 300 miles 300 miles or more 16 21 18 12 16 12 by bus, 1 per cent by airplane, and the remaining 2 per cent used some other means of travel. (One fan insisted that he had driven from Alabama in the family truck and flatly refused to have it classified as anything but "other.") Baseball for the out-of-town fan is also a family occasion: 55 per cent of the fans interviewed were with their families, 33 per cent were with friends, 7 per cent were by themselves, and 6 per cent were with organized groups. A tabulation of group ticket sales provides an interesting aside, in addition to confirming our survey results. Table 12 shows that, GROUP COMPOSITION. Table 12: Organized Group Ticket Sales, by State State Cities Geor.gia Alabama South Carolina Tenn essee North Carolina Fl orida Kentucky Louisiana Mississippi Ohio California Illinois Ontario (Canada) Total 95 46 30 24 23 6 4 2 1 1 1 1 1 235 Number of Groups 246 152 91 86 77 15 5 2 4 2 1 1 2 684 Fans 17,546 9,420 4,375 3,388 6,507 441 539 68 293 800 50 130 33 43,590 excluding groups from Metropolitan Atlanta, a total of 684 groups from 235 cities ordered tickets to games this season, representing 6.9 per cent of estimated out-of-town attendance. This compares favorably with survey results (6 per cent), even though the distribution among states is not the same as for all out-of-town fans. T he average organized group size was 64. 19 �IV/ ANALYSIS OF EXPENDITURES THE study now turns to the monetary impact of the Braves on Atlanta. The discussion will show the effect of the Braves on funds flowing through Atlanta's economy, the sources of these funds and where, specifically, they entered Atlanta's economic stream. In addition to new funds from other areas, locally-held funds spent due to the presence of the Braves will be considered. Sources of Expenditures LET us first consider new money introduced into the economy 20 �from outside of Atlanta. There are several possible sources of these funds: 1. Money spent by out-of-town fans on tickets to games; 2. Money spent by out-of-town fans (in Atlanta for the specific purpose of seeing the Braves) on transportation, food, entertainment, lodging, shopping, parking, concessions, etc.; 3. Money earned by the Braves outside of Atlanta (The Braves receive remuneration for playing in other cities based on attendance.) ; 4. Money spent by other baseball teams in Atlanta; 5. Money spent by baseball scouts, reporters and other support personnel in Atlanta. All money spent by out-of-town fans on tickets and at the games represents an inflow to the economy of Atlant a directly attributable t o the Braves. But it is reasonable to consider any other expenditures made by out-of-town fans attributable to t he Braves only if the out-of-town fan was in Atlanta primarily t o see a game. The enumeration of induced local expenditures is more difficult. Local expenditures are simply the sum of local ticket expenditures, local moneys spent prior to or following games on meals or entertainment, and moneys spent at games on concessions, programs, etc. But would this direct spending on entertainment have existed without the Braves? If t he Braves were not in Atlanta, would the local fan have selected a movie or local theater group to provide his entert ainment for the evening? This issue cannot be resolved with complete satisfaction. The questionnaire was designed, in so far as possible, t o limit the measurement of local expenditures to those directly attributable to the Braves. Since it is a purpose of this section to point out the tremendous pmchasing power of one and a half million fans, we have assumed that local expenditures made in connection with baseball were induced by the presence of the Braves. While some error might be involved, we feel that the exclusion of local expenditures would be even more erroneous. Table 13 delineates sources of expenditures and indicates their points of entry into the economic stream. The following comments briefly explain the summary amounts provided in the table. 21 �Expenditures of Local Fans As pointed out earlier, over 107,000 Atlantans attended games at the Stadium more than 905,000 times. These local fans introduced funds directly into Atlanta's economic stream through their ticket purchases and expenditures on food and entertainment before and after games, on concessions, on transportation, and on parking.10 Table 13: Summary of Expenditures Source of expenditure Object of expenditure Game (tickets) Food and entertainment Concessions Gasoline Parking Buses Taxis Lodging Other Total . Local fans Out•Of• town fans . $1,576,000 $1,195,000 202,000 905,000 56,000 115,000 54,000 35,000 2,276,000 634,000 473,000 63,000 38,000 9,000 1,479,000 2,943,000 6,167,000 Visiting teams Visiting scouts Total $2,771,000 41,000 8 ,000 14,000 31,000 41,000 127,000 5,000 4,000 17,000 2,527,000 1,539,000 529,000 178,000 106,000 44,000 1,515,000 45,000 9,254,000 While Atlantans spent over $2,078,000 for admission to games, only $1,576,000 has been included in the tabulation of direct expenditures. 11 This is the share of expenditures of the Braves which is attributable to local attendance. About 24 per cent of ticket revenue leaves Atlanta in partial support of the farm system (four clubs, each of which requires a substantial subsidy) , spring training, and other activities. TICKETS. FOOD AND ENTERTAINMENT. 30 per cent of all local fans attending a game stopped on their way to or from the game for food and entertainment. Specifically, 4.5 per cent of these fans attended the games by themselves and spent an average of $3.63 per person, 14.1 per cent were with their families (average size of 3) and spent a total of $5.41, and 11.4 per cent attended the games with Most of the calculations for this section are reproduced in section F of the appendix. 11 This statement is based on our estimate of ticket sales. The Braves provided a summary of their expenditures in Atlanta which has been prorated on the basis of the proportion of local fans. 10 22 �friends and spent an average of $5.73 on two persons. The total food and entertainment expenditures (not including concessions) of local fans for the season is estimated at over $202,000. CONCESSIONS. According to Automatic Retailers of America, the concessionaires at the Stadium, the typical fan spent about $1 per game on refreshments for a total of $905,000 from local fans. GASOLINE, PARKING AND OTHER TRANSPORTATION. The sample indicates that the local fan lived an average distance from the Stadium of 8.4 miles. Further, 89 per cent of those interviewed drove t o the Stadium or parked in town and took a bus. As a result, over 2,400,000 miles were driven by local fans in connection with a game. Ignoring depreciation, oil consumption, tire wear and other measurable (but important) expenses and using informat ion supplied by the American Petroleum Institute, the total expenditure by local fans on gasoline alone is estimated at over $56,000. 89 per cent of the Atlanta fans parked either downtown or at the Stadium with an average of 3.5 fans per car. Assuming a fee of $0.50 per car, over $115,000 was spent by local fans for parking. 12 per cent of the local fans used a bus at some point in their trip to the Stadium. At $0.50 per round trip, the Atlanta Transit Company took in over $54,000 due to the presence of the Braves in Atlanta. 2 per cent of the fans arrived at the Stadium by taxi. Assuming an average of 3.5 fans in each party traveling 8 miles ( oneway) and using rates of $0.50 for the first ¾ miles and $0.10 per addit ional ¼ mile, the expenditure for taxis by Atlantans was over $35,000. Expendit ures of Out-of-Town Fans THE 174,000 different out-of-t own fans attending Braves games in Atlanta introduced new money into the local economy in several different ways. But expenditures of these fans on such things as food and entertainment and gasoline may properly be, and are, attributed to the Braves only when the out-of-town fans came to Atlanta primarily to see a game (78 per cent of outof-town attendance, or 494,830, were in that category) . TICKETS. By our estimates, out-of-town fans spent over $1,576,000 23 �for tickets to games. But, as explained for local fans, only $1,195,000 should be included as first-round spending. This is the portion of direct expenditures by the Braves in Atlanta attributable to out-of-town fans. FooD AND ENTERTAIN:MENT. 37 per cent of the out-of-town fans here to see a game spent money on food and entertainment. Of this group, 4 per cent were by themselves and spent an average of $13.75 each, 55 per cent were with their families (average size of 4) and spent $35.97 per family, and 41 per cent were with friends and spent an average of $33.84 on two people. These figures include all food and entertainment expenses (excluding concessions) for the entire length of an out-of-town fan's visit. For the season, out-of-town fans spent over $2,276,000 on food and entertainment in Atlanta. CONCESSIONS. With an average expendit ure of $1.00 per fan, outof town fans spent over $634,000 on concessions. LODGING. A large number of visitors stayed overnight. Many came for several days or a weekend to see more than one game. Specifically, 37 per cent of the out-of-town fans stayed overnight; the average visit extended over two nights and the average size of party was five. As shown in Table 14, visitors most frequently stayed downtown. Using rates provided by the Georgia HotelTable 14: Lodging Preferences of Out-of-Town Fans Location Per ce nt Downtown hotel or motel . . . . Motel in outlying or suburban areas Home of friend or relative . . . . Elsewhere (campers, etc.) . . . . 51 6 41 2 Motel Association (downtown-$13.00 for double and $10.00 for single room; suburban area-$11.00 for double and $8.50 for single room), out-of-town fans here to see a game spent about $1,479,000 for lodging. GASOLINE, PARKING, AND OTHER TRANSPORTATION. 53 per cent of out-of-town fans in Atlanta to see a game spent money on gasoline. The average amount spent per party of four was $7.22 for a 24 �season total of over $473,000. While this amount may seem high, it should be remembered that many fans stayed in Atlanta for more than a single day and may have purchased gasoline on several occasions. 89 per cent of all out-of-town fans paid parking fees in connection with a game. With an average of 4.5 persons per car, over $63,000 was shared by the downtown parking lots and the Atlanta Stadium Authority. 12 per cent of all out-of-town fans traveled to the Stadium by bus at $0.50 per round trip for a total of $38,000. 2 per cent of all out-of-town fans arrived at the Stadium by taxi. Assuming their trips started in the downtown area and were $1.40, one way, out-of-town fans spent about $9,000 for taxi transportation. Expenditures of Baseball Teams DIRECT expenditures were made in Atlanta not only by fans and the Braves but also by visiting teams and scouts. The total firstround spending by baseball clubs (including the Braves) is estimated at $2,914,000. This figure is based on estimates provided by members of the staff of the Atlanta Braves. The Braves spent about $2,771,000 in Atlanta for such items as salaries and wages, utilities, local sales taxes, public relations, supplies and equipment , the Stadium Club, travel, aI1d rent. Visiting teams are estimated to have spent about $127,000 for lodging, food, entertainment, transportation, miscellaneous personal items, and tips for clubhouse personnel. Visiting baseball scouts spent about $17,000 for similar items. Summary of Direct Expenditures FIGURE 1 contrasts the spending patterns of local and out-of-town fans. The local fan clearly spends most of his money at the Stadium itself, while the out-of-town fan spends substantial amounts in other parts of the city for food, entertainment and lodging. A total of $9,254,000 in first-round expenditures may be credited to the presence of the Braves in Atlanta. Of this amount, 68 per cent was new money introduced into Atlanta's economy by sources outside of the city, and 32 per cent was induced local spending attributable to the presence of the Braves. But to say 25 �that total first-round spending represents t he economic impact of the Braves on Atlanta is not entirely correct. To det ermine the total impact, consideration must be given to the multiplier effect which occurs as this money is spent and respent. Figure t Expenditures of Fans EXPENDITURES OF LOCAL FANS Concessions $905,000 31 % $2,943,000 Food and Entertainment $202,000 7% Game $1,576,000 53% EXPENDITUR ES BY OUT-OF-TOWN FANS Lodging $1,515,000 24% Game $1,195,000 19% Food and Entertainment $2,325,000 36% �V / THE MULTIPLIER EFFECT A commonly-held theory of urban growth states that a city must export goods and services if it is to prosper economically. Called economic base theory, it depends on a division of the city's economy into two sectors, the export ( or basic) sector and the local (or support) sector.12 Exporters such as automobile and aircraft manufacturers, hotels, restaurants, service stations, department stores and recreation centers obtain income from customers outside the city. This export income then enters the local economy in the form of wages and salaries, purchases of materials, dividends, etc., and becomes income to other local citizens. But unless t he economy is entirely self-sufficient, a portion of this circulating income leaks out of the local economy with each transaction in payment for other goods, supplies and services which are imported. Wit h each round of expenditures, local incomes increase in a continuing but diminishing chain. The impact of the original export sale tends to decrease with each successive round of expenditures as leakages cont inue. The series of events following the initial injection of income is known as the "multiplier effect" and traces the indirect effects of the injection. A crude estimate of this effect can be made by calculating the local and export employment ( income figures would be better HFor details of economic base studies, see Charles M. Tiebout, The Community Economic Base Study (Washington: Committee for E conomic Development, 1962), and W alter Isard, Methods of R egional Analysis: an Introduction to Regional Science (New Y ork : John Wiley and Sons, Inc., 1960), chapter 6. E conomic base multipliers have been replaced in recent years by more sophisticated, and more costly, inputoutput studies and can be justified " ... only when crude, hurried research is required . .." (ibid., p.221). The multiplier computed here is of the crude and hurried sort. More detailed work is in progress and will be included in the study of the economic impact of the Falcons. But a more sophisticated multiplier for the Atlanta area is not available and awaits adequate funding. 27 �Figure 2-The Multiplier Effect for Braves-Related Income in Atlanta $9.25 M $6.31 M $6.42 M Outoftown fans t--.:) 00 $4.46 M $4.37 M $3.10 M $3.03 M I $2.15 M $2.10 M $2.94 $1.49 M Local fans $1.46M $1.03 M $2.05 M $1.43 M 2 3 $1.01 M $1.00 M 4 $0.72 M $0.70 M $0.69 M 5 Rounds of Spending ' $0.48 M 6 7 j'+ . . . = $30.5 ,4 $0.49 M 0 total �but are :riot available) in the city and using them to determine the proportions in which support and export activities tend to exist. Table 15 shows the proportion of Metropolitan Atlanta's employment in 1964 and in 1954 which may be considered exportoriented. The estimates are based on the assumption that employees of Atlanta industries which are concentrated here in heavier proportions than are employees in either Georgia or Atlanta are employed in the production of goods or services for export to state or national markets. 13 In 1964 Atlanta relied heavily on the transportation equipment, wholesale trade, printing and publishing, and finance, insurance and real estate industries for its export income. Approximately 3 out of every 10 workers were employed in export production. In 1954 the primary metals and other durable industries were also prominent in the city's export base but have declined in importance. But the proportion of workers producing for export was about the same. With these data, the economic base multiplier ie computed as follows: Multiplier, 1964 = Multiplier, 1954 = Total employment Basic employment 445.3 = 3.4 131.9 --- Total employment 303.3 = - - = 3.4 88.5 Basic employment . . Change in total employment 142.0 Change Multiplier, 1954-64 = Ch . b . t = 43 4 = 3.3 1 ange m as1c emp oymen . If the multiplier ratio tends to remain constant (as it apparently has) and if it applies to income as well as employment, then a one unit increase in export activities will tend to increase total activities 3.3 times as successive rounds of expenditures are made and the Atlanta economy adjusts to accommodate the additional expenditures. This means that about 70 per cent of each dollar spent is retained within the economy to be recirculated, with 30 per cent immediately leaving the local area. Figure 2 illustrates this process. 13 The computations are roughly based on a method described in Gerald E . Thompson, "An Investigation of the Local Employment Multiplier," Review of Economics and Statistics, XLI (1959), pp. 61-7. For details, see section I of the appendix. 29 �Table 15: Estimates of Metropolitan Atlanta Employment Producing for Export, 1954 and 1964 (in thousands) 1 954 Total employment Industry . 16.0 Contract construction 2.9 4.2 1.0 2.7 Lumber Furniture and fixtures Stone, clay, and glass products Primary metal industries Fabricated metal products Machinery, except electrical Transportation equipment Other durables 2.5 2.5 . 22.1 3.7 Food and kindred products Textile mill products Apparel and other textile products Paper and allied products . 10.9 8.3 7.4 3.0 Printing and publishing Chemicals and allied products Leather and leather products other nondurables 1964 Export employment .32 Total employm ent 29.3 Export employment 7.56 2.37 2.2 3.5 3.8 2.6 .87 .94 .31 21.19 2.16 4.2 3.9 28.3 5.1 .44 24.28 .46 13.1 6.1 8 .0 5.9 .91 2.70 1.84 4.8 2.9 .4 .2 1.92 .29 . 32.0 .88 6.6 3.5 2.1 1.0 3.96 12.99 4 1.4 18.26 81.1 22.46 48.2 69.3 34.37 4.85 Finance, insurance, and real estate . 21.4 13.87 32.3 16.83 Service, miscellaneous, and mining . . 37.8 5.14 62.4 13.85 2 1.2 41.3 3.54 445.3 131.90 Transportation and public utilities Wholesale trade Retail trade Federal government State and local government . 35.5 Total . . 303.3 88.50 .84 The additional income brought into Atlanta by t he Braves in 1966 has been estimated at $9,254,000. As this income is spent and respent, the total income accruing t o citizens in the Metropolitan Atlanta area should approach 3.3 times this amount, or $30,538,000.14 1 4/f only expenditures by out-of-town fans were included in the "new money" category, their expenditures of $6,311,000 would mean up to $20,826,000 in additional incomes for Atlantans. 30 �VI/ THE NONECONOMIC IMPACT OF THE BRAVES WHILE this study is specifically devoted to an examination of the impact of the Braves on Atlanta in terms of measurable monetary outlays, it would be remiss if some of the noneconomic :impact of the Braves were not included. The :impact of the Braves in terms of public relations is perhaps more :important than that measured in terms of dollars and cents. In 1966 there were over 1,750 daily newspapers in the United States. If these papers reported scores for baseball games, then Atlanta was mentioned over 280,000 t:imes during the course of the season. The Braves TV Network, composed of 21 stations in the Southeast, telecasted 20 games during the season and 4 home games were carried on the NBC network. Further, 39 radio stations in the Southeast regularly carried Braves games. And as the Braves traveled to other parts of the nation, an undetermined number of stations broadcasted their games. Braves personnel from both the front office and the playing field appeared on over 395 occasions as speakers at service clubs, church groups, athletic banquets, etc. The majority of these functions took place in the state of Georgia. In addition, many personal visits by players were made to hospitals, children's homes and other charitable institutions. In February a Caravan of Braves personnel traveled throughout the Southeast. In each city, with the help of local people, a press luncheon, a sports night, and visits to children's and veterans' hospitals were conducted. Cities visited included: Nashville, Knoxville, and Chattanooga in Tennessee; Asheville, Greensboro, Charlotte, Salisbury, D urham, and Gastonia in North Carolina; Charleston, Columbia, Greenville, and Anderson in South Carolina; Birmingham, Mobile, and Montgomery in Alabama; Jacksonville, Florida; and Augusta, Savannah, Dalton, Athens, Columbus, Albany, and Rome in Georgia. It is apparent that this aspect of the Braves' presence is :important but cannot clearly be quantified. 31 �- - - - - - -- - - - - -- APPENDICES A. Questionnaire Questions for Out-of-Towners What state are you from? 01-Georgia, 02-Alabama; 03-Tennessee, 04-South Carolina, 05-North Carolina, 06-Flor. ida. Other stat es-see Instructions. How far do you live from Atlanta (miles)? 0001-less than 50, 0002-50100, 0003-100-150, 0004-150-200, 0005200-300. Over 300 enter actual distance. How did you travel to Atlanta? 1-car, 2-airplane, 3-bus, 4-train, 5-other Are you in Atla nta primarily to 1-see a ball game, 2-vacation, 3-passing through, 4-business, 5-convention, 6shopping, 7-visiting friends, 8-other Do you plan to t ake advantage of any other forms of entertainment while in the Atlanta area? 1-yes, 2-no If yes, can you estimate your anticipated expenditures? 1-0-5, 2-$5-$10, 3$10-$15, 4-$15-$20, 5-$20-$50, 6-$50 or m ore, 7-no estimate Do you intend to stay overnight? lyes, 2-no If yes, how many nights? If yes, are you staying in I-downtown hotel or motel ; 2-su burban hotel or motel; 3-with friends or relatives; 4other Questions for Everyone Do you follow the Braves on radio? I -regularly, 2-occasionally, 3-seldom Are you pleased with the starting time for this game? 1-yes, 2-should start earlier, 3-should start later With whom did you come to the game? I-yourself, 2-friends, I-family, 4-organized group How many are in your party? How did you get to the stadium? 1-car, parked at stadium; 2-car to town, shuttle bus; 3-car to town, walked; 4-car to other, bus; 5-taxi; 6-charter bus; 7-busses only; 8-walked Do you live within the greater Atla nta area (within a 15-mile radius of town)? 1-yes, 2-no Questions for Locals How far do you live from the stadium (in miles)? (00-less than one mile ) In what quadra nt of the city do you live? 1-NE, 2-NW, 3-SE, 4-SW Did you stop for food or some form of entertainment on the way to the stadium or do you expect to after the game? 1-yes, on way to game; 2-yes, after game; 3-yes on way to and after game; 4-no Do you think you 'll need to buy gas and oil while in town: 1-yes, 2-no If yes, can you give u s some idea of how much you expect to spend, not including what you will spend a t the stadium? 1-0-$5; 2-$5-$10; 3-$10-$15; 4-$15-$20; 5-$20 or more; 6-no estimate How many games do you expect to see in total this season? 32 If yes, can you estimate how much you will spend? 1-0-$3, 2-$3-$6, 3-$6$9, 4-$9-$15, 5-$15 and over, 6-no estimate How many games do you expect to see this trip? (00-no estimate) How many games in total do you expect to see this season? (00-no estimate) �B. Computer Print-Out of Survey Results 1. Out-of-town fans are fro!Il the fol- lowing states: Georgia . ... . ... .. ... .. , 262 Florida . . . . . . . . . . . . . . . . . 32 Alabama . . . . . . . . . . . . . . . . 80 Tennessee . . . . . . . . . . . . . . . 66 South Carolina . . . . . . . . . . 53 North Carolina . . . . . . . . . . 53 Other Out-of-town fans .. 59% Local fans .... .... 82% All fans . . . . . . . . . . 73% 3. Starting time: Night Game Starting time okay Local fans . . . ....... .. . .. .. . . 460 88% Out-of-town fans .......... . . 298 93% Should start earlier Local fans ...... .. .......... . 55 11% Out-of-town fans ..... . .. .. . . 22 7% S hould start late r Local fans . . . ............. . . 8 2% Out-of-town fans . . ... . ... . . . 2 1% 4. Group composition: Self Drove to stadium .. ... ..... . . 81 % Drove car to town and took bus 7 % Drove car to town and walked . . 1 % Drove car to other and took bus 1 % Took taxi . . . . . . . . . . . . . . . . . . . . 2 % Charter bus . . . . . . . . . . . . . . . . . . 2% Took bus only . . . . . . . . . . . . . . . . 4% Walked . . . . . . . . . . . . . . . . . . . . . . 2% local fans live 10% 22% 12% 16% Day Game Sun DH 195 92% 65 88% 199 97% 34 92% 19% 6% 11% Sat Ngt. 55 89% 44 98% 9 3 4% 1% 5 2 7% 5% 7 1 11% 2% 0 0% 1% 4 1 5% 3% 0 0 0% 0% ~ Fans came to e-ame withFriends Family Org. Gp. 34 19 6% 2% 7. Draw from qu adrants of the Northeast . . ..... .. . .. .... . ... Northwest . . . . .. . . ....... . .. . Southeast . .. . . .............. . Southwest . . . . . . . . . . . . . . . . . . . city : 40% 20% 19% 22% 7% 16% 5. Modes of transportation : 6. Distances stadium: 63 2. Frequency with which fans follow Braves on radio: Reg. 0cc. Never 43% 5% 13% 11% 9% 9% Out-of-town fans . . . . . . . . . . . . 42 Local fans . . . . . . . . . . . . . . . . . . 138 .................. 198 260 33% 30% 335 453 55% 52% 8. Number of games local fans expect to see : Less than 3 . . . . . . . . . . . . 33 4% 3 to 5 . . . . . . . . . . . . . . . . . . 86 10% 6 to 10 . . . . . . . . . . . . . . . . 168 19% 11 t o 15 . . . . . . . . . . . . . . . . . 131 15% 16 to 25 .. . ........ _ . . 188 22% 26 to 40 .......... . ... .. 125 14% More than 40 . . . . . . . . . . . . 139 16% (Average number of games a local fan expects to see is 24. ) from Less than one mile 16 2 % One mile . . . ............ . 13 1% Two miles .......... ... . . 50 6% Three miles .. . ... . . . .. . . . 74 9% Four miles . . ..... . . . .... . 57 7 % 9. Distances out-of-town fans traveled Five miles .... . .... . . . . . . 75 9% primarily to see a game: Six miles ... . . . ..... . .. . . 57 7% Less than 50 miles ........ 74 16% Seven miles .. . .... . . ... . 47 5% Eight miles .. . ... . . . . .. . . 71 8% · 50 to 99 miles .......... 99 21 % 100 to 149 miles ........ 87 18% Nine mil!iS ...... . . . . .. . . 11 1% 150 to 199 miles . . . . . . . . . . 57 12% Ten miles .. . .... . ..... . . 128 15% 200 to 300 miles . . ...... 74 16% Eleven miles . .. .. . ... . . . 14 2% More than 300 miles . . . . . . 58 12% Twelve miles .. . .. ...... . 81 9% (Average distance traveled by an outThirteen miles . ... . . . .. . . . 20 2% of-town fan primarily to see a game is Fourteen miles .. ..... . . . 10 1% 161 miles.) Fifteen miles ... . ... . 146 17% 33 �13. Number of games out-of-town fans primarily in Atlanta to see a game expect to see: Games This Trip F or Season 1 297 62% 40 8% 2 95 20% 39 8% 3 50 11% 41 9% 4~7 31 7% 177 37% 8-15 l 0% 115 24% 16-25 1 0% 42 9% 26-50 1 0% 15 3% Over 50 0 0% 7 1% 10. Out -of-town fans interviewed were m Atlanta for the following reasons : To see a game . . . . . . . . . . 476 78% On vacation . . . . . . . . . . . . 38 6% Passing through . . . . . . . . 4 1% On business . . . . . . . . . . . . 41 7% For a convention . . . . . . 5 1% On a shopping t rip . . . . . . 1 0% 4% Visiting friends . . . . . . . . . . 22 Other . . . . . . . . . . . . . . . . . . 22 4% 11. Out-of-town fans in Atlanta primarily to see a game traveled by the following means to Atlanta: Car . .... . ... ...... . .... 440 Bu s . . . . . . . . . . . . . . . . . . . . 24 Airplane . . . . . . . . . . . . . . . . 6 Train . . . . . . . . . . . . . . . . . . 0 Other . . . . . . . . . . . . . . . . . . 6 14. Number of games out-of-town fans not primarily in Atlanta to see a game expect to see : Games This Trip F or Season 1 69 52% 28 21% 20% 2 27 25 19% 3 12 9% 11 8% 4-7 23 17% 48 36% 8-15 2 2% 16 12% 16-25 0 0% 2 2% 26-50 0 0% 1 1% Over50 0 0% 2 2% 92% 5% 1% 0% 1% 12. Of the out-of-town fans in Atlanta primarily to see a game, 253 or 53% spent an average of $7.22 on gas and oil. This accounted for a party of average size = 4. 15. Makeup of attendance at games : Out-of-Town Fans in Atla nta To For Local S ee Ot her Game Fans Game R e ason Week, .. .. . . . 62% 27% 11% W eekend .... 55% 39% 6% A rough breakdown of these expenditures is as follows : $0 to $3 . . . . . . . . . . . . . . . . . 11 4% $3 to $6 . . . . . . . . . . . . . . . . . 113 46% $6 to $9 . . . . . . . . . . . . . . . . . 68 28 % $9 to $15 . . . . . . . . . . . . . . . . 28 11% $15 and over . . . . . . . . . . . . . 26 11 % 16. Per cent of ou t-of-town fans in Atlanta primarily to see a game, classified by lodging p reference, length of stay and section of stadiwn Length of stay (in nights) One Two Three Stadium Section More Total DOWNT OWN HOTEL OR MOTEL 1 2 3 4 5 TOTAL 0 13 7 26 1 47 0% 38% 19% 28% 50% 27% 0 6 5 13 1 25 0% 18% 14% 14% 50% 14% 1 3 1 5 0 10 11% 9% 3% 5% 0% 6% 1 0 1 5 0 7 11% 0% 3% 5% 0% 4% 2 22 14 49 2 89 22% 65% 39% 53% 100% 51% 0% 0% 0% 1% 0% 0% 2 1 22% 3% 6% 5% 0% 6% SU BURBAN HOTEL OR MOTEL 1 2 3 4 5 TOTAL 1 1 2 3 0 7 11% 3% 6% 3% 0% 4% 1 0 0 0 0 0 11% 0% 0% 0% 0% 0% 34 0 0 0 1 0 0 0% 0% 0% 1% 0% 0% 0 0 0 1 0 0 2 5 0 10 �H OME 0 F FRIEND OR RELATIVE 1 3 4 5 TOTAL l 7 7 20 0 35 11% 21% 19% 22% 0% 20% 2 2 5 11 0 20 1 2 3 4 5 TOTAL 0 0 3 0 0 3 0% 0% 8% 0% 0% 2% 0 0 0 0 0 0 2 22% 6% 14% 12% 0% 11% 0 0 2 6 0 8 ELSEWHERE 0 0% 0 0% 0 0% 0 0% 0 0% 0 0% 0% 0% 6% 6% 0% 5% 2 1 3 2 0 8 22% 3% 8% 2% 0% 5% 5 71 56% 29% 47% 42% 0% 41% 0% 0% 0% 0% 0% 0% 0 1 0 0 0 1 0% 3% 0% 0% 0% 1% 0 1 3 0 0 4 0% 3% 8% 0% 0% 2% 10 17 39 0 (302 or 63 per cent of those in Atlanta primarily to see a game did not stay overnight.) 17. Average number of persons in parties interviewed Organized Friends Family Group Local fans . . . . . . . . 3.50 3.43 27.63 Out-of-town fans here to see game 6.88 3.93 33.39 Out-of-town fans here to see game and staying overnight . . . . . . . 5.50 3.96 32.25 Out-of-town fans here for other reasons .. .. . . ... 4.75 3.98 56.50 (Of those who came to see a game and stayed overnight, 7% were by themselves.) 18. Overnight stays in connection with a game: 37% of the people here to see a game stayed overnight. The average length of time stayed was 2 nights. This accounted for a party of average size = 5. 19. Food and entertainment expenditures of local fans: 30% of the local fans spent money on 35 the way to or from the game on food and entertainment. T he average amount spent was $5.25. 15% of these people were by themselves and spent an average of $3.63. 47% of these people were with family and spent an average of $5.41. T his accounted for a party of a verage size = 3. 37% of these people were with friends or a group and spent an average of $5.73. This accounted for a party of average size= 2. 20. Food and entertainment expenditures of out-of-town fans : 37% of the out-of-town fans here to see a game spent money on other entertainment in the Atlanta area. The average amount spent was $34.32. 3% of these people were by themselves and spent an average of $13.75. 55% of thse people were with family and spent an average of $35.97. This accounted for a party of average size = 4. 41 % of these people were with friends or a group and spent an average of $33.84. This accounted for a party of average size = 2. �21. Standard error of the mean for selected questions: Mean or Standard ProporError of tion the mean GENERAL QUESTION 3. 6. 8. 9. 12. 13. 14. 15. 17. 18. 19. 20. Starting time okay . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .91 Distance traveled, local fan . . . . . . . . . . . . . . . . . . . . . . 8.37 Number of games, local fan . . . . . . . . . . . . . . . . . . . . . . . . 23.87 Distance, out-of-town fan . . . . . . . . . . . . . . . . . . . . . . . . 161.00 Stopped for gas and oil . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53 gas and oil expenditure . . .. . .. . . . .... .. .. .. . .. . . . . . 7.22 Number of games this trip .. ......... .. . . . . .. .. . . . 1.63 Number of gamea for season, out-of-town fan ... .. .. . 7.92 Local residence . . ........ .. . .. . . . ... . ... .. .. ... ... . .59 Number in party .. .. ....... . . ........ . ..... . ... . 4.77 Stayed overnight [all fans] .. . ....... . . .. .. . . ..... . .47 number of nights ... . . .. . . .. .. . . .. . .. ..... . . . . . .. . . 2.97 Stopped for entertainment, local fan . .. . . . . . . . . . . . . . .30 entertainment expenditure, local fan ... ... . . . . . .... . 5.25 Stopped for entertainment, out-of-town fan .. . .. . . . .36 entertainment expenditure, out-of-town fan . . . . . . . . 34.32 .007 .191 .682 5.620 .021 .276 .074 .411 .013 .245 .021 .258 .016 .312 .020 3.367 C. Interview Schedule and Attendance Summaries 1. Interview schedule D a te May 22 May 31 June 4 June 15 June 16 June 19 June 26 June 'X7 J uly 15 July 16 J uly 17 July 26 J uly 29 J uly 30 Au g. 10 Au g. 12 Day Opposing te am Sunday Tuesday Sa turday evening W ednesday Thursday Sunday Sunday M onday Friday Saturday a fternoon Sunday Tuesday Friday Saturday afternoon W ed nesday Friday Chicago Los Angeles S t. Louis N ew York N ew York P ittsbu rgh Los Angeles Chicago Houston Houston Cincinnati St. Louis San Francisco San Francisco Los An geles Philadelphia 1. G ame played September 2. Attendance : 9,145 . 2. Game played A ugust 13. Attendance: 27,770. 36 Attendance! 24,302 27,310 11,298 14,842 15,514 17,758 51,632 10,517 (Rain) 1 14,208 37,782 18,101 31,716 30,365 28,824 (Rain) 2 �2. Average game attendance, by month 4. Attendance at home games for Na- tional League teams, 1966 Month Average att. April . . . . . . . . . . . . . . . . . . . . . . . 25,464 May ... .. .... .. . ........... 17,077 June . . . . . . . . . . . . . . . . . . . . . . . 21,204 July .. . ... . ... ... .... . . .. . . 25,167 August . . . . . . . . . . . . . . . . . . . . . 23,503 September ..... .. .. . ..... . : .. 16,242 City 3. Attendance at Braves games, by opposing team Attendance In On Opp. team Atlanta road Chicago (10th).... 99,162 57,739 Cincinnati (7th) . . 110,999 58,769 Houston (8th) . . . . 120,181 209,818 Los Angeles (1st).. 332,483 263,225 New York (9th) ... 160,897 211,705 Philadelphia (4th). 118,917 119,908 Pittsburgh (3rd) . . . 200,081 107,679 St. Louis (6th) . . . 124,606 197,034 San Francisco (2nd) 272,475 172,491 T otal ..... . . . 1,539,801 1,398,368 D. Att. Met. Aree pop. , 1960 Los Angeles 2,617,029 6,038,771 New York 1,932,693 10,694,633 Houston ..... 1,872,108 1,243,158 St. Louis .... 1,712,980 2,104,669 San Francisco 1,657,192 2,648,762 ...... 1,539,801 1,017,188 . .. 1,196,618 2,405,435 Philadelphia . . 1,108,201 4,342,897 ... . .. . . 742,958 1,268,479 635,891 6,220,913 Atlanta Pittsburgh Cincinnati Chicago 5. Miscellaneous Season ticket sales: 3,000 Children's tickets: 41,716 Passes (press, clergy, teachers, police, and other special nights): 105,665 Estimation of Number of Different Perso ns Attend ing Games and Average Number of Games Seen To begin, several summary figures are computed based on survey r esult s: Total number of Atlantans at games .588 (1,539,801) = 905,403 = Total out-o f- town fans at games .412 (1,539,801) = 634,398 = Calculation of the number of different persons seeing a game over the season is best explained with an example. Suppose a team plays before 10,000 fan s at each of 4 games and 30 per cent of those attending see all 4 games, 50 per cent see 2 games, and 20 per cent see just 1 game. Then 3,000 hardcore fans will see each game, 10,000 different fans will see 2 games, and 8,000 will see only 1 game, for a total of 21,000 different fans. A pictorial representation is as follows: Out-o f-town fans in Atlanta to see game = .78(634,398) = 494,830 Average attendance by Atlantans 905,403/78 = 11,608 = Average attendance by out-of-town fans = 634,398/78 = 8,133 Pe r cent of attendance 100 80 new at each g ame 2,000 I 2,000 2, 000 I 2,000 10,000 10,000 30 0 I 3,000 I I Ga me I Game II Game Ill Ga me IV 37 �Number of different Georgia (other than Atlanta) fans = 74,881 [ = .43 (174,143)] Thus, the number of different fans attending games can be computed as average attendance times the sum of the per cent of attendance in each category multiplied by the number of games at which the category was new. Using this method, proportions from section A, and midpoints for each of the attendance categories, the number of different Atlantans and out-oftown fans attending games can be estimated: W e should note t hat these estimates are based upon the plans of fans. If the fans were optimistic in their responses to our questions, then the numbers of different persons attending games should be greater t han our estimates. The number of games seen by the t y pical out-of-town fan is approximated by the weighted average of their expectations as 8.3 games [ .11(1) + .09(3) +.37(6) + .22(11) + .07 (20) + .03 (38) + .01 (50) ]. Number of different Atlantans attending a game = 107,561 [ = 11,608[.04 (78) + .10(19.5) + .19(9.75) + .15(6) + .22(3.9) + .14(2.36) + .16(1.60)]] Number of different out-of-town fans attending a game = 174,143 [= 8.133 [.11 (78) + .10(39) + .09 (26) + .37 (13) + .22(6.5) + .07(3.9) + .03(2.1) + .01(1.6)] ] The number of games seen by the t y pical Atlanta fan is estimated in section B. E. Confidence Limits of Sample The confidence intervals for statistics in this study are based on standard statistical procedures. W e assume that the amount of bias in the sample is so small as to have a n egligible effect on the precision of the sample and that the sampled population is distributed about its arithmic:tic m ean in an approxil;nately normal m anner. The assumption of normality is safe wh ere prop ortions are involved, since the binomial distribution approaches a normal form as sample size increases. For items su ch as distance traveled or entertainment expenditures, the distributions may be skewed, but this deviation from n ormality should not seriously affect our r esults. In the case of proportions, the stan dard error of the proportion is computed as s.=t;[ , wh ere p is the propor tion of item s in the sample possessing the characteristic in question, q is the proportion not possessing the. cha racteristic, and N is t h e numof i tem s in the sample. In the case of va riables which m ay take on several values, the standard error of t h e sample mean is com pu ted 5 x-/f, as , wh ere V is the sample variance. F or continuous variables, V = (~x2 - N x.0 ) I (N - 1): for grouped data, V = [~ (x"f ) - N x' ] / (N - 1), where x is the class midpoint, f is the number of obser vations in each class, a nd x is a simple weighted m ean. When a class inte rval is not closed , we h ave arbitrarily assigned a mid point. Thus, we h ave assu m ed that expenditures for gas a n d oil in excess of $15 a verage $17.50, that entertainment exp endit u res by local fans in excess of $20 average $35, and that entertainmen t exp enditures by ou t-of-town fans in excess of $50 average $60. For distances t raveled by ou t-of-town fans in excess of 300 miles, the actual m ean for the category is used . The confidence limits for a confidence coefficient of 95 per cent are t h e sample mean plus or minus 1.96 times the standard error of the sample mean. These limits are reported in Table 1 of the text and are interpreted 38 �to mean that, for a large number of samples, the chances are that the true mean will be within the stated interval 95 per cent of the time. For example, the survey indicates that 59 per cent of the fans are Atlantans, but if a large number of similar samples had been taken, we would expect their conclusions to range between 56 and 62 F. per cent for 95 per cent of the samples. References: Ferber, Robert. Statistical Techniques in Market Research. New York: McGraw-Hill Book Co., 1949, chapter 6. Tintner, Gerhard. Mathematics and Statistics for Economists. New York: Holt, Rinehart and Winston, Inc., 1953, pp. 245-51. Expenditures of Local Fans 1. Estimate of ticket purchases 3 In the following, the first figure is the per cent of those in a section who were Atlantans, the second is the per cent of total attendance sitting in the section, the third is total attendance (excluding children's admissions, which are listed separately), and the fourth is the price of a seat in the section. Field level: 52 X 34.3 X 1,539,801 X $3.50 Loge level : 50 X 2.4 X 1,539,801 X $3.50 $ 961,236 64,672 Upper level: 60 X 36.2 X 1,539,801 X $2.00 668,455 P avilion: 68 X 7.1 X 1,539,801 X $2.00 148,683 General admission: 69 X 21.0 X 1,539,801 X $1.00 41 ,716 X $0.50 39 X 100. X Children: Total expenditure by local fans on tickets 223,117 12,360 $2,078,523 a game. Using this and the proportions reported in the text, the following calculations show expenditures on food and entertainment by local fans: 2. Food and entertainment 271,621, or 30 per cent of local attendance, spen t money on food and entertainment while t raveling to or from Individuals: .045 X 271,621 X $3.63 Families : .141 X 271,621 X $5.41 / 3 .114 X 271,621 X $5.73 I 2 Friends: Tot al food and en tertainment expenditure by local fans $ 44,369 68,937 89,024 $202,330 4. Gasoline, parking and other transportation According to the survey, 89 per cent of local fans either drove to the Stadium or parked downtown and arrived at th e game by foot, bus or taxi. Further , local fans lived an average of 8.37 miles from the St adium and the average number of people per car was 3. This resulted in 2,248,206 driven 3. Concessions The estimate of $1.00 per person in concession expenditures used in the text was provided by M r . Ray Carr of Automatic Ret ailers of America. 3. We asked the Atlanta Braves staff to provide only summary expen ditu re fig ures for our use and avoided requests for revenue figures which might be of confi dential nature. 39 �Gasoline prices in Atlanta area (1965): premium, $0.379 per gallon; regular, $0.339, and sub-regular, $0.319. miles [.89 x (905,403 local attendance / 3 fans per car) x 8.37 miles per car] in direct connection with the Braves. Mr. John E. Hodges, Director, Department of Statistics, American Petroleum Institute, provided the following statistics: 4 Average gasoline consumption (1964): 14.34 miles per gallon Premium-grade sales in Atlanta as proportion of total sales: .54 On the basis of averages provided by the regional offices of several oil companies, we have assumed that 30 per cent of local sales were of r egular grade and 16 per cent of sub-regular grade. Gasoline expenditures for local fans are computed as follows: Premium grade: .54 x $0.379 x 2,248,806 I 14.34 = Regular grade: .30 x $0.339 x 2,248,806 I 14.34 Sub-regular: .16 X $0.319 X 2,248,806 / 14.34 = Total gasoline expenditure by local fans With the average taxi fare in Atlanta set at $0.50 for the first ¾ mile and $0.10 for each additional ¼ mile, and with the average local fan living 8 miles from the Stadium, we have estimated his round trip taxi fare at $6.80. If 2 per cent of local fans were transported by taxi in parties of average size of 3.5, taxi expenditures in connection with games should equal $35,325 [ = .02 x 905,403 x $6.80 / 3.5]. 12 per cent of local fans used a bus at some point in their journey to the $32,095 15,949 8,004 $56,048 Stadium. With one-wa y fare at $0.25, expenditures by local fans for bus transportation should amount to $54,335 [ = .12 X 905,403 X $0.50). 89 per cent of fans had to pay for parking facilities either downtown or at the Stadium. Assuming a uniform rate of $0.50 per car with an average of 3.5 fans per car, parking fees should total $115,239 [ = .89 x 905,403 x $0.50 I 3.5]. 4. In a personal letter dated August 12, 1966. G. Expenditures of Out-of-Town Fans 1. Estimate of ticket purchases As in section F.l, ticket purchases of out-of-town fans can be estimated as follows: Field level: Loge level: Upper level: Pavilion: .48 X .345 X 1,539,801 X $3.50 .50 X .024 X 1,539,801 X $3.50 .40 X .362 X 1,539,801 X $2.00 445,949 .32 X .071 X 1,539,801 X $2.00 69,969 = General admission: .31 x .21 x 1,539,801 x $1.00 Children: .41 X 1.00 X 1,539,801 X $0.50 Total expenditure by out-of-town fans for tickets 40 $ 887,295 64,672 100,241 8,551 = $1,576,676 �2. Food and entertainment 183,087, or 37 per cent of out-of-town attendance, spent money on food and entertainment. Proceeding as in section F .2, their expenditures are estimated as follows: · Individuals: .04 X 183,087 X $13.75 Families: .55 x 183,087 x $35.97 I 4 .41 X 183,087 X $33.84 / 2 Friends: Total food and entertainment expenditure by out-of-town fans 3. Concessions (As in section F .3) .51 X 183,087 Downtown: .06 X 183,087 Suburban: Total lodging expenditure and 1,270,112 $2,276,336 of the Georgia Hotel-Motel Association, we assume that the average rate for a double room in the downtown area is $13.00 and in a suburban area is $11.00, and that the average rate for a single room is $10.00 in the downtown area and $8.50 in a suburban area. Thus for a party of five, the cost of lodging for two days (average length of stay) is $72.00 in the downtown area and $61.00 in a suburban area. Estimates of expenditures are as follows: 4. Lodging Several assumptions are necessary to estimate lodging expenditures of out-of-town fans. Since the average size of parties staying overnight was 5, we assume that each party occupied two double rooms and one single. On the basis of several inquiries of hotels and motels which are members 5. Gasoline, parking transportation $ 100,698 905,526 X X $72.00 / 5 $61.00 / 5 $1,344,592 134,020 $1,478,612 Using the same percentages as in the computation of the expenditures of local fans for bus and taxi service (separate percentages for out-of-town fans were not calculated), these expenditures for out-of-town fans are computed, along with parking costs, as follows: other With 53 per cent of out-of-town attendance spending for gasoline a total of $7.22 for a party of four, their total expenditure amounts to $473,379 [ = .53 X 494,830 X $7.22 / 4 ] . Bus: .12 X 634,398 X $0.50 $38,064 Taxi: .02 X 634,398 X $2.80 / 4 $ 8,882 Parking: .89 X 634,398 X $0.50 / 4.5 $62,735 (The average taxi fare from a downtown hotel or motel to the Stadium is assumed to be $1.40 each way) 41 �H. Expenditures of Baseball Teams 1. The Atlanta Braves utilities, local sales taxes, public relations, supplies and equipment, Stadium Club, and Stadium rental. Since the details are not necessary for a study of this level, they were not requested. According to a statement provided by the Atlanta Braves, their expenditures in Atlanta over the baseball season will exceed $2,771,000. This total includes salaries and wages, 2. Visiting teams Estimates by members of the Braves staff indicate that visiting t eams should spend the following in Atlanta: Hotel (26 rooms/day at $16/ day for 75 days) Meals (40 men/day at $12/ day for 75 days) Miscellaneous personal expenditures (40 men/ day at $10/day for 75 days) Transportation for baggage, equipment and t eam ($500/trip for 27 trips) Miscellaneous entertainment expenditures ($200/ trip for 27 trips) Tips for clubhouse personnel ($400/ trip for 27 trips) $ 31,200 36,000 Total expenditures in Atlanta by visiting teams $126,900 30,000 13,500 5,400 10,800 3. Visiting scouts Similar estimates for visiting scouts are as follows : Hotel (5 rooms/ day at $14/ day for 75 days) M eals and entertainment (5 scouts at $20/ d ay for 75 days) Miscellaneous p ersonal expenditures (5 scouts at $10/ day for 75 days) Total expenditures in Atlanta by visiting scouts $ 5,250 7,500 3,750 $16,500 I. Calculation of the Economic Base Multiplier The m ethod used to compute the economic base multiplier for this study roughly corresponds to the m ethod described in G. E. Thom pson, "An Investigation of the Local Employm ent Multiplier," R eview of E conom ics and S tatistics, vol. X L I (1959) , p p. 61-7. T h e m ethod is also outlined in the M onthly R eview, F ederal Reserve Bank of Kansas City, M arch, 1960, and m ay be called the " prim ary market area" m ethod. We describe below the st eps involved in constructing T able 15. 42 1. Employment in 1954 and 1964 in each industry for Atlanta, Georgia less Atlanta, and t he continental United S ta tes less Atlanta is obtained from U .S. D epartment of Labor, B ureau of L abor Statistics, Employm ent and Earnings Statistics for State& and A reas, 1939-65, BLS Bulletin No. 1370-3, and Employ ment and Earnings Statistics for the United States, 1909-65, BLS Bulletin N o. 1312-3. 2. Location quotients for each of the industries are compu ted as follows: �Location quotient Industry employment as per cent of total in Atlanta Industry employment as per cent of total in primary market area candidate The primary market area candidate is defined first for Georgia less Atlanta and t h en for the U.S. minus Atlanta. 3. Loca tion quotients are c0mpared. If t he location quotient for either prima ry market area candidate is greater than one, the industry is considered to have some export employm ent and the area with the largest location quotient is designated the benchmark economy. 4. The specialization ratio for each export industry is then computed using the location quotient for the benchmark economy as : Specialization r atio = 1 - I/location quotient . This ratio indicates the proportion of employment in the industry in Atlant a producing for export. 5. Employment in each export ind ustry in Atlanta is multiplied by its specialization ratio and summed. The resulting figure is export employment in Atlanta. As indicated in t he text, this method yields an estimate of the economic base multiplier fo r Atlanta of 3.3. Other variations on t his m ethod show different results. One variation (used by Thompson) computes t he location quotients with the benchmark economies including the subject a reas (in this case, simply Georgia and the U.S.). This approach leads to a multiplier of 5.03 for Atlanta and m eans that 80 per cent of each dollar spent would remain in the area for recirculation. Another variation uses the United States as the benchmark economy in each case, and results in a multiplier of 4.2. In this case the propensity to spend locally would be 76 per cent. But the primary market area approach, with a propensity to spend locally of less than 70 per cent, not 43 only appears to be the most appropriate of this techniques-it also yields a multiplier in keeping with estimates for other cities. Thus, quoting from various sources, Isard and Czamanski report the following multipliers as typical of economic base studies: 0 City Year Multiplier New York Chicago Detroit Pittsburgh New York 1944 1950 1950 1950 1950 3.2 2.99 3 .16 3 .55 3.91 1950 1950 1950 1950 1950 3 .93 3.97 4.16 4.18 4.35 1950 1950 1952 1961 1963 4.89 5.47 2.60 2.80 2.50 .. ... .. San Francisco Cleveland Boston Los Angeles Balti more .. .. St. Louis Philadelphia Wichita Los Angeles Wilmington .. While the above multipliers are taken from a variety of sources and may be computed in completely different ways from ours, they still indicate reasonable limits for our conclusions. For a discussion of the conceptual basis, application, limitations and criticisms of the economic base multipliers, the interested reader is referred to Charles M. Tiebout, The Community Economic Base Study (Washington : Committee for Economic Development, 1962 ) and Walter Isard, Me thods of R egional Analysis: an Introduction to R egional S cience (New Yor k : J ohn Wiley and Sons, Inc., 1960) . 5. Walter I sard and Stanislaw Czamanski, " Techniq ues for Estimating Local and Regional Multiplier Effects of C hanges in the L evel of Major Governmenta l P rograms," Peace Research Society, Papers, vol. III (I 965 ), p. 22. � Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 18, Document 3 Box 21 Box 21 Folder 18 Folder topic: Atlanta Braves | 1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/1fef4d25059e11737f7591edc16a412a.pdf 447e0197c80d9a2ed601149cb4acd277 Scripto Transcription A written representation of a document. L l ' ' Honorable Ivan Allen, Jr. Mayor of the City of Atlanta City Hall Atlanta, Georgia � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document WINSTON, STRAWN, SMITH & PATTERSON First NaTIONAL Bank BUILDING CHICAGO, ILLINOIS 60603 Jieper| == QB I PRéeeissl l SA SN SR a 77ir / Honorable Ivan Allen, Jr. Mayor of the City of Atlanta City Hall Atlanta, Georgia a ey Zz C= LZ B= PE B= LZ BZ BD BZ LE PZ  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 18, Document 2 Box 21 Box 21 Folder 18 Folder topic: Atlanta Braves | 1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/5ad132bdd4ee86b432bf3b2ad3e38b62.pdf d184884e495495fba7eb67b36f39c36a Scripto Transcription A written representation of a document. s;llfDc»lla..-s; . tS'eops W h e n H a n k Get s Riled, He Really H a mme r s 'Em A 'l143.215.248.55k~Ahl!1ap~~c:a~~ni~!u~~ ~~:~i:e143.215.248.55 16:51, 29 December 2017 (EST)1gvi~li~~-.- I~~ baseball, b u t he h as a way of doing it tha t avoids per - sonalities. He is by far t h e mos t accessibl e of a ll t h e so-called Super Stars in baseb a ll. He has a keen sense o f hu m o.r, Jau.a-hs eas ily at his own expense, and is p os::;essed with so mu5,:h talent that al m ost everything h e d oes appears effortless, s on1etirnes lazy . There . are those who say h is -major league career is being prolonged by such firm. control of his emotions, and there are others who say lac1c of fire in Aaron's makeup deprives the Atlanta Braves of the . on-the-field leadership so vi tal to championship ath- letic teams. So it was w ilh somewh a t mixed fee lin·gs t h at peoff!JJ~!rfr~~t3d h\l~e c\1:,~ ~~;a~tpw~!~/hs~\n1!e~!'/m~~-t: made at a booster c lub banquet by Milo Hamilton , U1e Atlanta radio a nnouncer. MANAGER BILLY HITCHCO CK, rushing q u i ck ly to Aaron's defense, could not h elp but be s ecrelly happy over Urn contr o ver sy. In two ga,111es t h ereafte r , H a nk ~:r. s~r~;1 ~t!~ i1~./!i~: t143.215.248.55s ; ~ s howed 1n o re aggr essiveness t h a n anyon e in these parts h as ever seen h i m display. ft was in jest, but w'ith some semblance of truth, that a wag com-niented after Sunday's tremendous exhibition by Aaron that it would be a good investment to hire a h a nd to visit H enry each day with just one re?nark : « Robe-rto Clem.ente' s a b e tter outfie lder t/ian you are." Act u a lly, t h at is not w h at Hank Aaron Ham ilt o n said. nor w h ~t Aar on got angry a bou t . M ilo's remark was to the effect t h at l ast yea r·, in the All-St ar game. Aaorn was s h ifted lo left field to m ake room for Cl emente in right, i mplyin g that b aseba ll pl ayers f.ivorcd CJemente. AARON'S DISPLEASURE was in being broug h t into verbal testimonial to C le m e n te, in t he first place, and to Hamilton's ig norance of t h e facts. Aaron got n1a,,·e v ote;; for o utfielde r i n the A U-Star game than did Cle111e nte a .fear ago, and coutd h-avc -s-tactcd in right H h e had insist e d upon lt. He s hifted to Jeft at the r equest of Al l-Star Manager Walter Alston. Duroch er Set OfAi C o n trove rsy A year ago down here th e r e was a big c ontroversy going over whether Aar on was as good a n outfielder as Willie Mays. L eo Durocher s e t tha t o ne off, and coincidentally, h e d id it in a s peech at a nother Atlant a Booster n1eetin g. L e o took Mays , of course. c.Actually, I 'm flattered to be -nientioned with Willie Mays or Clernente when people get to talking about who's the b est outfielder playing today/' said Hank. '"I 'm.. perfectly wilting f or rny re cord to s p eak for rne . The record s p ea ks loudly . H e has a life t ime b atting average of .317 . To d ate h e has h it 453 h o n1.e runs, ha·s batted in 1 ,461 men . I-Ie is r egard e d , w ith Mays, as the very best base r u nne r in the Nat ion a l League, not becau se of the bases h e stea ls, b u t because h e- seld om ever gets th row n out t a k ing an extra base. He has a great arm , h e has 1nore tha n adequate speed. And w hen h e gets mad, h e's viciou s a t the right place-at h o me pl a te. w ith a base ball bat ln hi s han d. The 1,irob!.em ~s k;e ping hi m mad . It Takes Ho(l1ers To Draw Fans The Braves, w ho o pen a t hree-ga me series ~fa143.215.248.55t 2Jh3at!~ a\0h~:n;143.215.248.55tha~!e 1d:1w~0 143.215.248.55 16:51, 29 December 2017 (EST)J2o 1~ evo~ pie. That's s ome 22.000 less than at a c orres pon d ing time d uring their firs.t season i n the South . Almost all the difference can be traced r igh t b a ck to o pe nit1g day. aron and Joe Torre are the main reasons that fans are flocking through the turnstiles in suc h great numbers . They h i t ho'm-e runs, Still the greatest at- · traction baseball has to o s 11 Torr nine Al'm.ost anyone who has ever seen a base all: game knows t hat Atlanta cannot win the National League pennant--yet i t is an interesting team an excitin espi e mJunes an 1 n esses a a epri ved him of his two best p itc h e1·s, Tony C loninger and Ken Johnson, for much of the ea r l y goin g, Manager Hitch- cock has the cJub p laying a t a 1nu c h be tte r pace t ha n a year ago . W ith a record of 18-16, t h e Braves a r e two games above the .500 m a rk. A year ago t h ey were two games under the break-eve n poi nt. .. Unpopular Walke r o n W ay O ut? Harr.v \Valker, the talkatiVe A l abaman man aging the P ittsburgh Pirates, is as unpopul a r w it h his players as was Bobby Bra_gan with t he Braves a year ago. Sources c lose to the Pirates say only a p e nna nt can save \.Valker's job 1 a nd they add, the penna nt will never be won with him as 1nanager. Admittedly, Walker is one of baseball's keenest stu6'ents especially in the art of hitting. His problem with the players , it seems, is that he never knows when to leave t h em, alone. I-I arn1 is a stickl er for per- h16:51, 29 December 2017 (EST)~· 143.215.248.55 16:51, 29 December 2017 (EST)lk~oc:i~~1¢i7fatf::i c~~e~~=n~~y:vitntelZ,_~ t~0 at a time when the h?tter.<; sf10ulcl be practicing that, as well as their hitting. One report ci rcnl::t.ti.ng in t h e lobby of the hote l where the Pirates lived du r in g their fonr ga m es w it h the Braves h ad \.Valker e nforc ing a b e d check on V e rnon Law, a d eacon in t he Mormon Churc h a n d perhaps the most devout baseb a ll pl aye r i n the m ajor leagues. True or not, it m a kes the point of w h y hi s players do not like him. � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document When Hank Gets Riled, He Really Hammers ‘Em y by FM, Williams TLANTA—Hank Aaron is no shrinking violet.” He speaks his piece on issues concerning him, or baseball, but he has a way of doing it that avoids per- sonalities. He is by far the most accessible of all the so-called Super Stars in baseball. He has a keen sense of humor, | inn easy) at his own expense, and is possessed | wi © much talent that almost everything he does appears effortless, sometimes lazy. here are those who say his major league career | is being prolonged by such firm. control of his emo- | tions, and there are others who say lack of fire in i Aaron's makeup deprives the Atlanta Braves of the on-the-field leadership so vital to championship ath- letic teams. 5 So it was with somewhat mixed feelings that peo- se here greeted the news last week that Henry (The ammer) had his dander up over some remarks made at a booster club banquet by Milo Hamilton, | the Atlanta radio announcer. i MANAGER BILLY HITCHCOCK, rushing quickly to Aaron’s defense, could not help but be secretly happy over the controversy. In two games thereafter, Hank had seven hits in ee times at | bat, plus two walks, and he | showed more aggressiveness than anyone in these parts has _ ever seen him display. It was in jest, but with some semblance of truth, that a wag commented after Sun-, day's tremendous exhibition by Aaron that it would be a good investment to hire a hand to | visit Henry each day with just one remark: ‘“‘Roberto Cle- mente’s a better outfielder than you are.” . Aetially tae is nebewhet Hamilton said, nor what Aaron pi aes Sei got angry about. Milo's re-— mark was to the effect that last year, in the All-Star game, Aaorn was shifted to left field to make room or Clemente in right, implying that baseball players favored Clemente. AARON’S DISPLEASURE was in being brought into verbal testimonial to Clemente, in the first place, and to Hamilton's ignorance of the facts. Aaron got More votes for outfielder in the All-Star game than did Ghemente a -yearoago,,and could-heave-started in right if he had insisted upon it. He shifted to left at he request of All-Star Manager Walter Alston. *~ * ” Durecher Set Off Controversy A vear ago down here there was a big contro- versy going over whether Aaron was as good an out-) fielder as Willie ee Leo Durocher set that one off, and coincidéntally, he did it in a speech at an- other Atlanta Booster meeting. Leo took Mays, of course. ; ; “Actually, I’m flattered to be mentioned with Wiilie Mays or Clemente when people get to talking about who's the best nenes, playing today,’’ said Hank. “I'm perfectly willing for my record to speak jor me.” _ The record speaks loudly. He has a lifetime bat- ting average of .317. To date he has hit 453 home runs, has batted in 1,461 men. He is regarded, with Mays, as the very best base runner in the National League, not because of the bases he steals, but be- cause he seldom ever gets thrown out taking an ex- tra base. He has a great arm, he has more than ade- Aue speed. And when he gets mad, he’s vicious at the right place—at home plate, with a baseball bat in his hand, The problem 1s keeping him mad. ae lt Takes Homers To Draw Fans The Braves, who open a three-game series against the St. Louis Cardinals here tonight, have Played 20 dates at home and have drawn 367,520 peo- ple. That's some 22,000 less than at a corresponding time during their first season in the South. Almost an the difference can be traced right back to v. faron and Joe Torre are the main reasons that fans are flocking through the turnstiles in such great numbers. They hit home runs, stil the greatest at- traction baseball has to_o i 5 Torrg Almost anyone who has ever seen a baseball ame knows that Atlanta cannot win the National League pennant—yet it is an interesting team and exciting. @ Injuries an sen that & him of his two best pitchers, Tony Cloninger and Ken Johnson, for much of the early going, Manager Hitch- cock has the club playing at a much better pace than a# year ago. With a record of 18-16, the Braves are two games above the .500 mark. A year ago they were two games under the break-even point. a Unpopular Walker on Way Out? _ _ Harry Walker, the talkative Alabaman manag- ing the Pittsburgh Pirates. is as unpopular with his players as was Bobby Bragan with the Braves a year _ ago. Sources close to the Pirates say only a pennant can save Walker's job, and they add, the pennant will never be won with him as manager. | Admittedly, Walker is one of baseball's keenest stueents, especially in the art of hitting. His prob- lem with the players, it seems, is that he never knows when to leave them alone. Harry is a stickler for per- ction, he ddesn’t even like raeplay around the atting cage. He says it tends to break concentration ot a time when the hitters should be practicing that, as kell as their pepe dter One report circulating in the lobby of the hotel where the Pirates lived during their four games with the Braves had Walker enforcing a bed check on Ver- non Law, a deacon in the Mormon Church and per- haps the most devout baseball player in the major leagues. True or not, it makes th int of why his pl v da not like him. Ph tak era  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 18, Document 1 Box 21 Box 21 Folder 18 Folder topic: Atlanta Braves | 1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/fcb3e76f2325a8483475c6480671542b.pdf f3ea0acbd7b861d132484645e5189997 Scripto Transcription A written representation of a document. s;llfDc»lla..-s; . tS'eops W h e n H a n k Get s Riled, He Really H a mme r s 'Em A 'l143.215.248.55k~Ahl!1ap~~c:a~~ni~!u~~ ~~:~i:e143.215.248.55 16:51, 29 December 2017 (EST)1gvi~li~~-.- I~~ baseball, b u t he h as a way of doing it tha t avoids per - sonalities. He is by far t h e mos t accessibl e of a ll t h e so-called Super Stars in baseb a ll. He has a keen sense o f hu m o.r, Jau.a-hs eas ily at his own expense, and is p os::;essed with so mu5,:h talent that al m ost everything h e d oes appears effortless, s on1etirnes lazy . There . are those who say h is -major league career is being prolonged by such firm. control of his emotions, and there are others who say lac1c of fire in Aaron's makeup deprives the Atlanta Braves of the . on-the-field leadership so vi tal to championship ath- letic teams. So it was w ilh somewh a t mixed fee lin·gs t h at peoff!JJ~!rfr~~t3d h\l~e c\1:,~ ~~;a~tpw~!~/hs~\n1!e~!'/m~~-t: made at a booster c lub banquet by Milo Hamilton , U1e Atlanta radio a nnouncer. MANAGER BILLY HITCHCO CK, rushing q u i ck ly to Aaron's defense, could not h elp but be s ecrelly happy over Urn contr o ver sy. In two ga,111es t h ereafte r , H a nk ~:r. s~r~;1 ~t!~ i1~./!i~: t143.215.248.55s ; ~ s howed 1n o re aggr essiveness t h a n anyon e in these parts h as ever seen h i m display. ft was in jest, but w'ith some semblance of truth, that a wag com-niented after Sunday's tremendous exhibition by Aaron that it would be a good investment to hire a h a nd to visit H enry each day with just one re?nark : « Robe-rto Clem.ente' s a b e tter outfie lder t/ian you are." Act u a lly, t h at is not w h at Hank Aaron Ham ilt o n said. nor w h ~t Aar on got angry a bou t . M ilo's remark was to the effect t h at l ast yea r·, in the All-St ar game. Aaorn was s h ifted lo left field to m ake room for Cl emente in right, i mplyin g that b aseba ll pl ayers f.ivorcd CJemente. AARON'S DISPLEASURE was in being broug h t into verbal testimonial to C le m e n te, in t he first place, and to Hamilton's ig norance of t h e facts. Aaron got n1a,,·e v ote;; for o utfielde r i n the A U-Star game than did Cle111e nte a .fear ago, and coutd h-avc -s-tactcd in right H h e had insist e d upon lt. He s hifted to Jeft at the r equest of Al l-Star Manager Walter Alston. Duroch er Set OfAi C o n trove rsy A year ago down here th e r e was a big c ontroversy going over whether Aar on was as good a n outfielder as Willie Mays. L eo Durocher s e t tha t o ne off, and coincidentally, h e d id it in a s peech at a nother Atlant a Booster n1eetin g. L e o took Mays , of course. c.Actually, I 'm flattered to be -nientioned with Willie Mays or Clernente when people get to talking about who's the b est outfielder playing today/' said Hank. '"I 'm.. perfectly wilting f or rny re cord to s p eak for rne . The record s p ea ks loudly . H e has a life t ime b atting average of .317 . To d ate h e has h it 453 h o n1.e runs, ha·s batted in 1 ,461 men . I-Ie is r egard e d , w ith Mays, as the very best base r u nne r in the Nat ion a l League, not becau se of the bases h e stea ls, b u t because h e- seld om ever gets th row n out t a k ing an extra base. He has a great arm , h e has 1nore tha n adequate speed. And w hen h e gets mad, h e's viciou s a t the right place-at h o me pl a te. w ith a base ball bat ln hi s han d. The 1,irob!.em ~s k;e ping hi m mad . It Takes Ho(l1ers To Draw Fans The Braves, w ho o pen a t hree-ga me series ~fa143.215.248.55t 2Jh3at!~ a\0h~:n;143.215.248.55tha~!e 1d:1w~0 143.215.248.55 16:51, 29 December 2017 (EST)J2o 1~ evo~ pie. That's s ome 22.000 less than at a c orres pon d ing time d uring their firs.t season i n the South . Almost all the difference can be traced r igh t b a ck to o pe nit1g day. aron and Joe Torre are the main reasons that fans are flocking through the turnstiles in suc h great numbers . They h i t ho'm-e runs, Still the greatest at- · traction baseball has to o s 11 Torr nine Al'm.ost anyone who has ever seen a base all: game knows t hat Atlanta cannot win the National League pennant--yet i t is an interesting team an excitin espi e mJunes an 1 n esses a a epri ved him of his two best p itc h e1·s, Tony C loninger and Ken Johnson, for much of the ea r l y goin g, Manager Hitch- cock has the cJub p laying a t a 1nu c h be tte r pace t ha n a year ago . W ith a record of 18-16, t h e Braves a r e two games above the .500 m a rk. A year ago t h ey were two games under the break-eve n poi nt. .. Unpopular Walke r o n W ay O ut? Harr.v \Valker, the talkatiVe A l abaman man aging the P ittsburgh Pirates, is as unpopul a r w it h his players as was Bobby Bra_gan with t he Braves a year ago. Sources c lose to the Pirates say only a p e nna nt can save \.Valker's job 1 a nd they add, the penna nt will never be won with him as 1nanager. Admittedly, Walker is one of baseball's keenest stu6'ents especially in the art of hitting. His problem with the players , it seems, is that he never knows when to leave t h em, alone. I-I arn1 is a stickl er for per- h16:51, 29 December 2017 (EST)~· 143.215.248.55 16:51, 29 December 2017 (EST)lk~oc:i~~1¢i7fatf::i c~~e~~=n~~y:vitntelZ,_~ t~0 at a time when the h?tter.<; sf10ulcl be practicing that, as well as their hitting. One report ci rcnl::t.ti.ng in t h e lobby of the hote l where the Pirates lived du r in g their fonr ga m es w it h the Braves h ad \.Valker e nforc ing a b e d check on V e rnon Law, a d eacon in t he Mormon Churc h a n d perhaps the most devout baseb a ll pl aye r i n the m ajor leagues. True or not, it m a kes the point of w h y hi s players do not like him. �L l ' ' Honorable Ivan Allen, Jr. Mayor of the City of Atlanta City Hall Atlanta, Georgia ��T E L E P HONE 088 - 6838 GE ORGE DAVI D HOUSER A RTH UR .AND E R S E N & CO . 34 P EACHTREE STRE E T, N . W. • ATLANTA :J0 :303 THE ECONOMIC IMPACT OF THE BRAVES ON ATLANTA: 1966 by William A. Schaffer· George D. Houser· Robert A. Weinberg FEBRUARY, 1967 Industrial Management Center GEORGIA INSTITUTE OF TECHNOLOGY Atlanta, Georgia �ACKNOWLEDGMENTS The authors wish to express their thanks to the many people who worked on this study, and particularly to the Atlanta Braves whose whole-hearted cooperation made this study possible. 3 ... �CONTENTS ACKNOWLEDGMENTS 3 LIST OF TABLES 5 LIST OF FIGURES 5 I. INTRODUCTION AND SUMMARY OF FINDINGS II. PROCEDURES . Sampling, 9 Interviews, 10 Reliability, 10 Representativeness, 12 7 9 Ill. CHARACTERISTICS OF FANS General, 13 Local Fans, 16 Out-of-Town Fans, 17 · · · · . . . . . . . . . . 13 IV. ANALYSIS OF EXPENDITURES · · · · · · · . . . . . . . . . 20 Sources of Expenditures, 20 Expenditures of Local Fans, 22 Expenditures of Out-of-Town Fans, 23 Expenditures of Baseball Teams, 25 Summary of Direct Expenditures, 25 V. THE MULTIPLIER EFFECT . . . . . VI. THE NONECONOMIC IMPACT OF THE BRAVES APPENDICES . . . . . . . . . . . . . A. Questionnaire, 32 B. Computer Print-Out of Survey Results, 33 C. Interview Schedule and Attendance Summaries, 36 D. Estimation of Number of Different Persons Attending Games, 37 E. Confidence Limits of Sample, 38 F. Expenditures of Local Fans, 39 G. Expenditures of Out-of-Town Fans, 40 H. Expenditures of Baseball Teams, 42 I. Calculation of the Economic Base Multiplier, 42 4 . 27 . 31 . 32 �LIST OF TABLES 1. Confidence Intervals for Selected Questions 11 2. Comparison of Population and Sample 12 3. Makeup of Attendance at Games 14 4. Radio Following . . . 15 5. Mode of Transportation 15 6. Seat Preference . . . 16 7. Attendance Expectations of Local Fans 16 8. Estimated Distance Traveled by Local Fans 17 9. Reasons for Visit to Atlanta by Out-of-Town Fans 18 10. States from Which Out-of-Town Fans Were Drawn . 18 11. Distances Traveled by Out-of-Town Fans to See Game . 19 12. Organized Group Ticket Sales, by State . 19 13. Summary of Expenditures . . . . . . 22 14. Lodging Preferences of Out-of-Town Fans . 24 15. Estimates of Metropolitan Atlanta Employment Producing for Export, 1954 and 1964 . . . . . . . . . . . . . . . . 30 LIST OF FIGURES 1. Expenditures of Fans . . . . . . . . . . . . . . . . 26 2. Th e Mu ltiplier Effect for Braves Related Income in Atlanta . 28 0 5 �I I INTRODUCTION AND SUMMARY OF FINDINGS THE purpose of this study is to assess the economic impact of the Atlanta Braves baseball team on Atlanta. In addition, the study includes a variety of information, ranging from game starting times to hot dog expenditures, which will help the Braves management better understand their fans and provide Atlanta with a closer and more up-to-date look at the economic importance of major league baseball in Atlanta. A similar study is being conducted t o assess the impact of the Falcons on the city. The combined reports should serve to underline the contributions of professional sports to a growing Atlanta. The study is divided into six parts. A summary is provided in this section. Then the survey technique is briefly described. Third, the characteristics of the fans are outlined. Fourth, an analysis of expenditures made in connection with the Braves is presented, followed by an examination of the flow of income as these expenditures are spent and respent. Finally, the noneconomic impact of the Braves on Atlanta and Georgia is discussed. (A technical appendix is also provided to supplement findings summarized in the text.) In summary, the Braves had a significant economic impact on 7 �the city of Atlanta in 1966. Over 9 million dollars were spent in Atlanta in direct connection with the baseball season. As this money circulates, up to 30 million dollars in income for Atlantans will be generated. Two-thirds of the initial expenditures were made by the 174,000 different visitors to Atlanta who made up 41 per cent of the official attendance of 1,539,801. Over half of the expendit ures by out-of-towners went for food, entertainment and lodging, although significant amounts were also spent at the game itself, for gasoline, and on transportation. Attendance by an estimated 107,000 Atlantans reached over 905,000. In contrast to the pattern set by out-of-town fans, twothirds of the expenditures of local fans were made at the St adium itself, with food and entertainment, parking, gasoline, shuttle bus and other transportation expenditures following in importance. A hard core of baseball fans has been uncovered in Atlanta. The typical local fan expected to see 16 to 25 games while the out -oftown fan expected t o see four games over the season. While 82 per cent of season attendance was drawn from wit hin 150 miles of Atlanta, over half of the out-of-town fans came from 23 other states, primarily Alabama, Tennessee, South Carolina and N orth Carolina. A majority of the fans came with t heir families, although a large number of fans came in organized groups from as far as Los Angeles, Chicago, and Ottawa, Canada. And no matter where their homes, the Braves fans were loyal both in and out of the Stadium, with 73 per cent of all fans admitting to regularly following the Braves on t he radio. While the economic impact has been substantial, the noneconomic contribution of the Braves to Atlanta is no less important. Some partial indicators of this contribution are available. Thus, Atlanta was mentioned over 280,000 times in daily newspapers, four games were televised nationally from Atlanta, 20 games were t elevised over the Southeast, and 39 regional radio stations carried regular broadcasts of the Braves. If other teams have similar networks, then t he Atlanta Braves played before millions across the nation every week of the season. Further, Braves personnel appeared over 395 times as speakers throughout the state and made preseason visits to 24 major cities in the Southeast. Finally, the Braves have contributed substantially to programs at schools in the neighborhood of the Stadium. 8 �II / PROCEDURES THIS study describes the characteristics of Atlanta Braves fans through the application of standard sampling procedures. The analysis of a small, carefully selected segment of a population will yield information almost as accurately as if the entire population had been studied. The technique used is outlined here; details are presented in the Appendix. Sampling THE population for this study is defined as all persons who attended an ~tlanta Braves game in the Atlanta Stadium. Since seating by section appeared to be proportionately stable from game to game, the proportional method of sampling was chosen. That is, the size of the sample for each section was proportional to its population. These proportions, initially based on the first 13 home games, were adjusted as necessary later in the summer. Within each section of the stadium the sampling was random. Each member of the population in a section had an equal chance of being interviewed. Locations for interviews were based on a mathematical formula and the interviewers were not permitted to make decisions based on their own desires and observations. This insured a reasonable objectivit y in the survey results. The sample games were selected to include each team, day of 9 �the week and starting time and were played over a three-month period from mid-May to mid-August. The sample itself consisted of a total of 1479 fans interviewed at 16 games. 1 Interviews APPROXIMATELY 90 to 100 interviews were conducted at each sample game by carefully trained students and members of the faculty of Georgia Tech. Each interviewer carried an identification card indicating the purpose of the interview and authorizing his presence in the Stadium. The interviews were conducted according to a preset format and usually could be completed in less than two minutes each. Interviews were begun 30 minutes before game time and stopped before play commenced. As a technique for data collection, personal interviewing yields good results. It allows the respondent to relax, requires a minimum of effort in answering questions and provides a larger proportion of usable replies than other methods. The interview form was carefully constructed to avoid bias, and each question was selected for a specific purpose. 2 The questions did not probe into the personal background of the respondents; as a result, there was little or no reluctance in answering them. Several interviews were conducted wit h t he quest ionnaire in a rough-draft form to insure that each question was easily answerable. Once the format was established, t he questions and answers were number-coded so that responses could be keypunched directly from the questionnaire. This facilitated analysis of the results through the Rich Electronic Computer Center at Georgia Tech. Many questions were eliminated prior to the start of the study because of the availability of information from other sources; were it not for access to t hese sources, the time involved would have become excessive and both fans and interviewers would have suffered unnecessarily. Throughout the survey, the cooperation and willingness of fans to participate in the study greatly simplified the interview task. Reliabil ity W HILE the nature of the questionnaire prevents the determination of a degree of accuracy for the questionnaire as a whole, an 1 2 The schedule of games sampled is presented in sectum C of the appendix. The interview questionnaire is reproduced in section A of the appendix. 10 �expected error can be stated for selected questions. Computations based on standard statistical techniques indicate that there is 95 per cent probability that the population means will lie within the intervals shown in Table 1.3 Where only a yes or no answer is involved (i.e., where the distribution is binomial), the per cent of the population possessing the characteristic in question is expected to differ no more than 4 per cent from the corresponding per cent of the sample. Where the answer is subject to more variation ( e.g., distance from Stadium, expenditures, length of stay, etc.), the maximum expected error rises, particularly when the number of observations is small. Thus, the mean entertainment expenditure of all out-of-town parties may vary from the mean based on our sample by as much as $6.61. In general, the usual cautions in the interpretation of survey results apply, but estimates based on this sample should reasonably approximate the characteristics of fans of the Atlanta Braves m 1966. Table 1: Confidence Intervals for Selected Questions Maximum expected error Topic of question Confidence interval Lower limit Upper limit Asked of everyone: Desirability of starting t ime (proportion) Number in party . . . . . . . . . Loca l or out-of-town resi dent (proportion) .01 .48 .03 .90 4.29 .56 ,92 5.25 .62 .37 .03 .61 1.34 8.00 .27 4.64 22.53 8.74 .33 5.86 25.21 11.02 .04 6.61 .04 .50 .04 .54 .15 .81 150.00 .37 27.71 .43 2.47 .49 6.68 1.48 7.11 172.00 .41 40.93 .51 3.47 .57 7.76 1.78 Asked of local fans: Distance of home from Stadium (miles) Game-connected entertainment (proportion) Entertainment expenditure (dollars) Number of games expect t o see . . . Asked of out-of-town fans: Distance of home from Atlanta (miles) Game-connected entertainment (proportion) Entertainment expenditu re (dollars) . . . Overnight visit (proportion) . . . . . . . Number of nights stayed . . . . . . . Gas and oil purchase in Atlanta (proportion) Gas and oil expenditure (dollars) Games expect t o see this trip . Games expect t o see for season 3 See sectwn E of the appendix. 11 8.73 �Representativeness To demonstrate its representativeness, the sample is compared with the population in several key areas in Table 2. The sample and population proportions according to these classifications are very close. Most of the relatively high differences in attendance proportions in the population and sample for the various teams played can be explained by an inability to adjust the survey schedule to account for changes in the popularity of teams as the season progressed. But even these are slight enough to be disregarded. Thus, the survey appears to be adequate in size and composition to yield reasonably accurate results. Table 2: Comparison of Popu lation and Sam pl e Classification Attendance, by day of week Week game . Weekend game Attendance, by opposing team Los Angeles Philadelphia New York Cincinnati Houston St. Louis . San Francisco Chicago Pittsburgh Attendance, by section of Stadiums General admission Field level Loge Pavilion Upper level Games scheduled, by day of weekb Weekday afternoon Weekday evening Friday evening Saturday aftern oon Saturday evening Sunday afternoon Per cent of populatio n Pe r cent of sampl e 56 57 44 43 21 20 8 11 8 8 8 7 11 6 18 7 12 13 13 14 11 4 21 24 34 3 39 5 7 35 28 1 45 17 11 4 0 44 19 12 9 6 17 19 Not es : a. The po pul ation percenta ges in secti o ns of t he Stad i um a re based o n actua l attendance f or t he first 13 hom e games. b. Doub le head ers are counted as o ne game. 12 �Ill/ CHARACTERISTICS OF FANS AN expected outcome of any survey of baseball fans would be a description of the average fan. Unfortunately, much of the information required to draw a good fan profile is confidential (age, income, education, etc.) and a direct query into these topics is likely to be answered in an exaggerated or biased manner. To protect answers more pertinent to the central purpose of the study, questions of this type were eliminated during the initial testing of the questionnaire. But several items of general interest were compiled and are presented below. The next two sections then provide discussions of the characteristics of local and out-oftown fans. General A'ITENDANCE. There is little doubt that the 1966 baseball season has been highly successful. Official season attendance was 1,539,801, and the highest for the Braves since 1959. Playing in the smallest metropolitan area with a National League team and spending most of the season in the lower division, the team still ranked sixth in total attendance ahead of Pittsburgh, Philadelphia, Cincinnati, and Chicago. Attendance at home games appears to have depended in part on the standing of opponents, 13 �with Los Angeles (first place) drawing over 330,000 followed by San Francisco (second place) with over 270,000 and Pittsburgh (third place) with over 200,000. This stands in contrast with attendance of less than 100,000 for games with Chicago (tenth place) and 111,000 with Cincinnati (seventh place). Average attendance also varied by month, with games played in July and August drawing large crowds. While those are vacation months, school, football and other activities tend to reduce baseball attendance in May and September.4 According to the survey, roughly two out of every five fans were from out of town and accounted for a total attendance of Table 3: Makeup of Attendance at Games Type of game Week . . . Weekend Total Per cent local fans Per cent out-of-town fans in Atlanta for: Ball game Other reasons 62 27 55 59 11 6 9 39 32 634,398. Table 3 shows that most out-of-town fans (78 per cent) were in Atlanta primarily to see a game and attended more games on weekends than otherwise.5 Per cent of total: August 10 Survey A ugust 8 A uto registration ( or home) Other states Other Georgia counties Metropolitan Atlanta Counties (Fulton Co.) (DeKalb Co.) ( Cobb, Clayton, Gwinnett Cos.) 24 14 62 (37) (16) ( 9) 19 16 65 (33) 22 16 62 (21 ) ( 11) The tag counts did not include fans arriving by shuttle bus; our interviewers (when asked) defined A tlanta as within 15 miles of downtown. If these differences counterbalance each other, the results are virtually identical. •See section C of the appendix for details. 5 Our results are remarkably close to those of surveys conducted by the R esearch Department of the A tlanta Chamber of Commerce. While their complete study is not y et available, they have provided preliminary results of two counts of automobile license plates in the Stadium parking lots. B oth counts were conducted on week nights with the Los A ngeles Dodgers as the opposing team. The first (1,814 cars) was on August 8 and the second (4,967 cars) on August 10. Compared with our survey, the results are as follows: 14 �As evidenced by the interest with which fans follow the Braves on radio, baseball is not just a sport of passing fancy. One of the questions asked of fans was designed to determine whether they followed the Braves by radio regularly, occasionally, or not at all. As Table 4 indicates, a large proportion of fans follows the Braves regularly. While most of the regular RADIO FOLLOWING. Table 4: Radio Following Type of fan Per cent of attendance following radio broadcasts: Regularly Occasionally Never 82 59 73 Local fans Out-of-town fans . All fans 12 22 19 16 11 6 listeners are local fans, the out-of-town following is still substantial (81 per cent) and is probably closely associated with the 78 per cent of out-of-town fans in Atlanta primarily to see a ball game. PARKING. Anyone who attended a game during the 1966 season was reminded of Atlanta's parking problems and expressway traffic jams. The Atlanta Transit Company established a convenient shuttle bus service from downtown to the Stadium to supplement the limited number of parking spaces at the Stadium. Nevertheless, as shown in Table 5, 81 per cent of the fans inter- Table 5: Mode of Transportation Mode Per cent of attendance 81 1 7 1 Drove car to Stadium . . . . Drove car t o t own and walked . Drove car t o town and took bus Drove car t o other and took bus Took bus on ly Charter bus 4 2 2 2 Taxi . . Walked viewed chose to drive their cars and either park in the Stadium lots or use one of the bootleg parking facilities which have sprung up around the Stadium. Some 12 per cent of the fans elected to use t he shuttle bus service; this figure was generally lower during 15 �games with smaller attendance and increased markedly as attendance approached sellout proportions. 6 SEAT PREFERENCE. One of the interviewers' tasks was to code each questionnaire according to section of the Stadium and type of fan (local or out-of-town). This was done as an interest item to determine out-of-town seat preferences. As Table 6 indicates, there were no sharply drawn preferences, with the exception that Table 6: Seat Preference Section of Stadium Loge . . . . . Upper level . . General admission Field level Pavilion . . . . Per cent local fans Per cent out· of-town fa ns 50 50 40 30 48 32 60 70 52 68 70 per cent of the general admission tickets was sold to local fans and that the out-of-town fans, in general, tended to gravitate toward the more expensive reserved seats. All it ever took during the season was a glance at ·the grandstand area with its "Hammering Hank" and "Go Joe" banners to know that the hard-core baseball fan was firmly entrenched in the grandstands. Local Fans ATTENDANCE. Baseball is not just a novelty for Atlanta fans: the typical fan expected to see 16 to 25 games, and 16 per cent of the local fans planned to see 40 or more games before the season was over. Attendance expectations are presented in Table 7. If Table 7: Attendance Expectations of Local Fans Number of games Pe r cent Less than 3 3 to 6 6 to 11 11 to 16 16 to 26 26 to 41 41 or more 6 4 10 19 15 22 14 16 While offici,al figures are not available from the Atlanta Transit Com-pany, their estimates parallel ours. 16 �these expectations held true, over 107,000 different Atlantans had attended a game by the end of the season for a local season attendance of over 905,000.7 RESIDENCE. While 40 per cent of local fans live in the Northeast section of the city, the remainder are drawn fairly evenly from the other quadrants of·the city (20 per cent from the Northwest, 19 per cent from the Southeast, and 21 per cent from the Southwest) . The average distance traveled from home to Stadium was 8.4 miles. As Table 8 shows, this average is heavily weighted by Table 8: Estjmated Distance Traveled by Local Fans Miles traveled (one way) Per cent of local fans 18 Less than 4 4 7 10 13 23 to 7 to 10 . to 13 . 26 or more 20 14 the large proportion of fans traveling ten miles or more. The most frequently estimated distance traveled was 10 to 13 miles. GROUP COMPOSITION. Baseball is a family sport in Atlanta. 52 per cent of the local fans attended games with their families, 30 per cent with friends, 16 per cent by themselves, and 2 per cent with an organized group. The average group size was four. Out-of-Town Fans ATIENDANCE. In measuring t he impact of the out -of-town fan, this study has directed its attention to the out-of-town fan who was in Atlanta primarily t o see a ball game. 78 per cent of the out -oftown fans (or 32 per cent of all fans ) interviewed were in this category. As shown in Table 9, the remainder were in town for a variety of different reasons and simply selected the ball game as one form of entertainment. By t he time the season ended approximately 634,000 out-of-town visitors had been to a Braves game. This total includes a number of fans who came to several 7 For computation, see section D of the appendix. 17 �Table 9: Reasons for Visit to Atlanta by Out-of-Town Fans Per cent of out-of-town f ans Reason 78 To see a baseball game On business On vacation . . . . Visiting friends . . Just passing through Conventioneering . Other . . . . . . 7 6 4 1 1 3 different games (the average out-of-town fan planned to see four games during the season). On a non-repeat basis, approximately 174,000 different out-of-towners were drawn to Atlant a by the Braves.8 STATES REPRESENTED. Of this 174,000 total, 75,000 came from other towns and cities in Georgia, and the remaining 99,000 came from 23 other states. While the greatest number of out-of-state fans came from Alabama and Tennessee, it was quite common t o encounter fans from Florida, North Carolina and South Carolina. Table 10 shows the attendance breakdown for the major contributing states.9 Table 10: States from Which Out-of-Town Fans Were Drawn State Per cent of out-of-town fa ns Georgia Alabama Tennessee . . South Carolina North Carolina Florida Other . . . . 43 13 11 9 9 5 10 DISTANCE TRAVELED. Although more t han half of the out-of-town fans live within 150 miles, the average one-way distance traveled by out-of-town fans in Atlant a primarily to see a game was 161 miles. According to Table 11, the median dist ance traveled is 100 to 150 miles. 92 per cent of these fans traveled by car, 5 per cent BFor computation, see sectwn D of the appendix. 9 The 17 other states from which fans interviewed came were (in order of frequency ) Mississippi, Ohw, Texas, Kentucky, Pennsylvania, Virginia, West Virginia, Indiana, Louisiana, South Dakota, Maryland, Illinois, California, Minnesota, New Jersey, Nebraska, and Missouri. 18 �Table 11: Distances Traveled by Out-of-Town Fans to See Game Distance Per cent of out-of-town fans Less than 50 miles 50 to 100 miles 100 to 150 miles 150 to 200 miles 200 to 300 miles 300 miles or more 16 21 18 12 16 12 by bus, 1 per cent by airplane, and the remaining 2 per cent used some other means of travel. (One fan insisted that he had driven from Alabama in the family truck and flatly refused to have it classified as anything but "other.") Baseball for the out-of-town fan is also a family occasion: 55 per cent of the fans interviewed were with their families, 33 per cent were with friends, 7 per cent were by themselves, and 6 per cent were with organized groups. A tabulation of group ticket sales provides an interesting aside, in addition to confirming our survey results. Table 12 shows that, GROUP COMPOSITION. Table 12: Organized Group Ticket Sales, by State State Cities Geor.gia Alabama South Carolina Tenn essee North Carolina Fl orida Kentucky Louisiana Mississippi Ohio California Illinois Ontario (Canada) Total 95 46 30 24 23 6 4 2 1 1 1 1 1 235 Number of Groups 246 152 91 86 77 15 5 2 4 2 1 1 2 684 Fans 17,546 9,420 4,375 3,388 6,507 441 539 68 293 800 50 130 33 43,590 excluding groups from Metropolitan Atlanta, a total of 684 groups from 235 cities ordered tickets to games this season, representing 6.9 per cent of estimated out-of-town attendance. This compares favorably with survey results (6 per cent), even though the distribution among states is not the same as for all out-of-town fans. T he average organized group size was 64. 19 �IV/ ANALYSIS OF EXPENDITURES THE study now turns to the monetary impact of the Braves on Atlanta. The discussion will show the effect of the Braves on funds flowing through Atlanta's economy, the sources of these funds and where, specifically, they entered Atlanta's economic stream. In addition to new funds from other areas, locally-held funds spent due to the presence of the Braves will be considered. Sources of Expenditures LET us first consider new money introduced into the economy 20 �from outside of Atlanta. There are several possible sources of these funds: 1. Money spent by out-of-town fans on tickets to games; 2. Money spent by out-of-town fans (in Atlanta for the specific purpose of seeing the Braves) on transportation, food, entertainment, lodging, shopping, parking, concessions, etc.; 3. Money earned by the Braves outside of Atlanta (The Braves receive remuneration for playing in other cities based on attendance.) ; 4. Money spent by other baseball teams in Atlanta; 5. Money spent by baseball scouts, reporters and other support personnel in Atlanta. All money spent by out-of-town fans on tickets and at the games represents an inflow to the economy of Atlant a directly attributable t o the Braves. But it is reasonable to consider any other expenditures made by out-of-town fans attributable to t he Braves only if the out-of-town fan was in Atlanta primarily t o see a game. The enumeration of induced local expenditures is more difficult. Local expenditures are simply the sum of local ticket expenditures, local moneys spent prior to or following games on meals or entertainment, and moneys spent at games on concessions, programs, etc. But would this direct spending on entertainment have existed without the Braves? If t he Braves were not in Atlanta, would the local fan have selected a movie or local theater group to provide his entert ainment for the evening? This issue cannot be resolved with complete satisfaction. The questionnaire was designed, in so far as possible, t o limit the measurement of local expenditures to those directly attributable to the Braves. Since it is a purpose of this section to point out the tremendous pmchasing power of one and a half million fans, we have assumed that local expenditures made in connection with baseball were induced by the presence of the Braves. While some error might be involved, we feel that the exclusion of local expenditures would be even more erroneous. Table 13 delineates sources of expenditures and indicates their points of entry into the economic stream. The following comments briefly explain the summary amounts provided in the table. 21 �Expenditures of Local Fans As pointed out earlier, over 107,000 Atlantans attended games at the Stadium more than 905,000 times. These local fans introduced funds directly into Atlanta's economic stream through their ticket purchases and expenditures on food and entertainment before and after games, on concessions, on transportation, and on parking.10 Table 13: Summary of Expenditures Source of expenditure Object of expenditure Game (tickets) Food and entertainment Concessions Gasoline Parking Buses Taxis Lodging Other Total . Local fans Out•Of• town fans . $1,576,000 $1,195,000 202,000 905,000 56,000 115,000 54,000 35,000 2,276,000 634,000 473,000 63,000 38,000 9,000 1,479,000 2,943,000 6,167,000 Visiting teams Visiting scouts Total $2,771,000 41,000 8 ,000 14,000 31,000 41,000 127,000 5,000 4,000 17,000 2,527,000 1,539,000 529,000 178,000 106,000 44,000 1,515,000 45,000 9,254,000 While Atlantans spent over $2,078,000 for admission to games, only $1,576,000 has been included in the tabulation of direct expenditures. 11 This is the share of expenditures of the Braves which is attributable to local attendance. About 24 per cent of ticket revenue leaves Atlanta in partial support of the farm system (four clubs, each of which requires a substantial subsidy) , spring training, and other activities. TICKETS. FOOD AND ENTERTAINMENT. 30 per cent of all local fans attending a game stopped on their way to or from the game for food and entertainment. Specifically, 4.5 per cent of these fans attended the games by themselves and spent an average of $3.63 per person, 14.1 per cent were with their families (average size of 3) and spent a total of $5.41, and 11.4 per cent attended the games with Most of the calculations for this section are reproduced in section F of the appendix. 11 This statement is based on our estimate of ticket sales. The Braves provided a summary of their expenditures in Atlanta which has been prorated on the basis of the proportion of local fans. 10 22 �friends and spent an average of $5.73 on two persons. The total food and entertainment expenditures (not including concessions) of local fans for the season is estimated at over $202,000. CONCESSIONS. According to Automatic Retailers of America, the concessionaires at the Stadium, the typical fan spent about $1 per game on refreshments for a total of $905,000 from local fans. GASOLINE, PARKING AND OTHER TRANSPORTATION. The sample indicates that the local fan lived an average distance from the Stadium of 8.4 miles. Further, 89 per cent of those interviewed drove t o the Stadium or parked in town and took a bus. As a result, over 2,400,000 miles were driven by local fans in connection with a game. Ignoring depreciation, oil consumption, tire wear and other measurable (but important) expenses and using informat ion supplied by the American Petroleum Institute, the total expenditure by local fans on gasoline alone is estimated at over $56,000. 89 per cent of the Atlanta fans parked either downtown or at the Stadium with an average of 3.5 fans per car. Assuming a fee of $0.50 per car, over $115,000 was spent by local fans for parking. 12 per cent of the local fans used a bus at some point in their trip to the Stadium. At $0.50 per round trip, the Atlanta Transit Company took in over $54,000 due to the presence of the Braves in Atlanta. 2 per cent of the fans arrived at the Stadium by taxi. Assuming an average of 3.5 fans in each party traveling 8 miles ( oneway) and using rates of $0.50 for the first ¾ miles and $0.10 per addit ional ¼ mile, the expenditure for taxis by Atlantans was over $35,000. Expendit ures of Out-of-Town Fans THE 174,000 different out-of-t own fans attending Braves games in Atlanta introduced new money into the local economy in several different ways. But expenditures of these fans on such things as food and entertainment and gasoline may properly be, and are, attributed to the Braves only when the out-of-town fans came to Atlanta primarily to see a game (78 per cent of outof-town attendance, or 494,830, were in that category) . TICKETS. By our estimates, out-of-town fans spent over $1,576,000 23 �for tickets to games. But, as explained for local fans, only $1,195,000 should be included as first-round spending. This is the portion of direct expenditures by the Braves in Atlanta attributable to out-of-town fans. FooD AND ENTERTAIN:MENT. 37 per cent of the out-of-town fans here to see a game spent money on food and entertainment. Of this group, 4 per cent were by themselves and spent an average of $13.75 each, 55 per cent were with their families (average size of 4) and spent $35.97 per family, and 41 per cent were with friends and spent an average of $33.84 on two people. These figures include all food and entertainment expenses (excluding concessions) for the entire length of an out-of-town fan's visit. For the season, out-of-town fans spent over $2,276,000 on food and entertainment in Atlanta. CONCESSIONS. With an average expendit ure of $1.00 per fan, outof town fans spent over $634,000 on concessions. LODGING. A large number of visitors stayed overnight. Many came for several days or a weekend to see more than one game. Specifically, 37 per cent of the out-of-town fans stayed overnight; the average visit extended over two nights and the average size of party was five. As shown in Table 14, visitors most frequently stayed downtown. Using rates provided by the Georgia HotelTable 14: Lodging Preferences of Out-of-Town Fans Location Per ce nt Downtown hotel or motel . . . . Motel in outlying or suburban areas Home of friend or relative . . . . Elsewhere (campers, etc.) . . . . 51 6 41 2 Motel Association (downtown-$13.00 for double and $10.00 for single room; suburban area-$11.00 for double and $8.50 for single room), out-of-town fans here to see a game spent about $1,479,000 for lodging. GASOLINE, PARKING, AND OTHER TRANSPORTATION. 53 per cent of out-of-town fans in Atlanta to see a game spent money on gasoline. The average amount spent per party of four was $7.22 for a 24 �season total of over $473,000. While this amount may seem high, it should be remembered that many fans stayed in Atlanta for more than a single day and may have purchased gasoline on several occasions. 89 per cent of all out-of-town fans paid parking fees in connection with a game. With an average of 4.5 persons per car, over $63,000 was shared by the downtown parking lots and the Atlanta Stadium Authority. 12 per cent of all out-of-town fans traveled to the Stadium by bus at $0.50 per round trip for a total of $38,000. 2 per cent of all out-of-town fans arrived at the Stadium by taxi. Assuming their trips started in the downtown area and were $1.40, one way, out-of-town fans spent about $9,000 for taxi transportation. Expenditures of Baseball Teams DIRECT expenditures were made in Atlanta not only by fans and the Braves but also by visiting teams and scouts. The total firstround spending by baseball clubs (including the Braves) is estimated at $2,914,000. This figure is based on estimates provided by members of the staff of the Atlanta Braves. The Braves spent about $2,771,000 in Atlanta for such items as salaries and wages, utilities, local sales taxes, public relations, supplies and equipment , the Stadium Club, travel, aI1d rent. Visiting teams are estimated to have spent about $127,000 for lodging, food, entertainment, transportation, miscellaneous personal items, and tips for clubhouse personnel. Visiting baseball scouts spent about $17,000 for similar items. Summary of Direct Expenditures FIGURE 1 contrasts the spending patterns of local and out-of-town fans. The local fan clearly spends most of his money at the Stadium itself, while the out-of-town fan spends substantial amounts in other parts of the city for food, entertainment and lodging. A total of $9,254,000 in first-round expenditures may be credited to the presence of the Braves in Atlanta. Of this amount, 68 per cent was new money introduced into Atlanta's economy by sources outside of the city, and 32 per cent was induced local spending attributable to the presence of the Braves. But to say 25 �that total first-round spending represents t he economic impact of the Braves on Atlanta is not entirely correct. To det ermine the total impact, consideration must be given to the multiplier effect which occurs as this money is spent and respent. Figure t Expenditures of Fans EXPENDITURES OF LOCAL FANS Concessions $905,000 31 % $2,943,000 Food and Entertainment $202,000 7% Game $1,576,000 53% EXPENDITUR ES BY OUT-OF-TOWN FANS Lodging $1,515,000 24% Game $1,195,000 19% Food and Entertainment $2,325,000 36% �V / THE MULTIPLIER EFFECT A commonly-held theory of urban growth states that a city must export goods and services if it is to prosper economically. Called economic base theory, it depends on a division of the city's economy into two sectors, the export ( or basic) sector and the local (or support) sector.12 Exporters such as automobile and aircraft manufacturers, hotels, restaurants, service stations, department stores and recreation centers obtain income from customers outside the city. This export income then enters the local economy in the form of wages and salaries, purchases of materials, dividends, etc., and becomes income to other local citizens. But unless t he economy is entirely self-sufficient, a portion of this circulating income leaks out of the local economy with each transaction in payment for other goods, supplies and services which are imported. Wit h each round of expenditures, local incomes increase in a continuing but diminishing chain. The impact of the original export sale tends to decrease with each successive round of expenditures as leakages cont inue. The series of events following the initial injection of income is known as the "multiplier effect" and traces the indirect effects of the injection. A crude estimate of this effect can be made by calculating the local and export employment ( income figures would be better HFor details of economic base studies, see Charles M. Tiebout, The Community Economic Base Study (Washington: Committee for E conomic Development, 1962), and W alter Isard, Methods of R egional Analysis: an Introduction to Regional Science (New Y ork : John Wiley and Sons, Inc., 1960), chapter 6. E conomic base multipliers have been replaced in recent years by more sophisticated, and more costly, inputoutput studies and can be justified " ... only when crude, hurried research is required . .." (ibid., p.221). The multiplier computed here is of the crude and hurried sort. More detailed work is in progress and will be included in the study of the economic impact of the Falcons. But a more sophisticated multiplier for the Atlanta area is not available and awaits adequate funding. 27 �Figure 2-The Multiplier Effect for Braves-Related Income in Atlanta $9.25 M $6.31 M $6.42 M Outoftown fans t--.:) 00 $4.46 M $4.37 M $3.10 M $3.03 M I $2.15 M $2.10 M $2.94 $1.49 M Local fans $1.46M $1.03 M $2.05 M $1.43 M 2 3 $1.01 M $1.00 M 4 $0.72 M $0.70 M $0.69 M 5 Rounds of Spending ' $0.48 M 6 7 j'+ . . . = $30.5 ,4 $0.49 M 0 total �but are :riot available) in the city and using them to determine the proportions in which support and export activities tend to exist. Table 15 shows the proportion of Metropolitan Atlanta's employment in 1964 and in 1954 which may be considered exportoriented. The estimates are based on the assumption that employees of Atlanta industries which are concentrated here in heavier proportions than are employees in either Georgia or Atlanta are employed in the production of goods or services for export to state or national markets. 13 In 1964 Atlanta relied heavily on the transportation equipment, wholesale trade, printing and publishing, and finance, insurance and real estate industries for its export income. Approximately 3 out of every 10 workers were employed in export production. In 1954 the primary metals and other durable industries were also prominent in the city's export base but have declined in importance. But the proportion of workers producing for export was about the same. With these data, the economic base multiplier ie computed as follows: Multiplier, 1964 = Multiplier, 1954 = Total employment Basic employment 445.3 = 3.4 131.9 --- Total employment 303.3 = - - = 3.4 88.5 Basic employment . . Change in total employment 142.0 Change Multiplier, 1954-64 = Ch . b . t = 43 4 = 3.3 1 ange m as1c emp oymen . If the multiplier ratio tends to remain constant (as it apparently has) and if it applies to income as well as employment, then a one unit increase in export activities will tend to increase total activities 3.3 times as successive rounds of expenditures are made and the Atlanta economy adjusts to accommodate the additional expenditures. This means that about 70 per cent of each dollar spent is retained within the economy to be recirculated, with 30 per cent immediately leaving the local area. Figure 2 illustrates this process. 13 The computations are roughly based on a method described in Gerald E . Thompson, "An Investigation of the Local Employment Multiplier," Review of Economics and Statistics, XLI (1959), pp. 61-7. For details, see section I of the appendix. 29 �Table 15: Estimates of Metropolitan Atlanta Employment Producing for Export, 1954 and 1964 (in thousands) 1 954 Total employment Industry . 16.0 Contract construction 2.9 4.2 1.0 2.7 Lumber Furniture and fixtures Stone, clay, and glass products Primary metal industries Fabricated metal products Machinery, except electrical Transportation equipment Other durables 2.5 2.5 . 22.1 3.7 Food and kindred products Textile mill products Apparel and other textile products Paper and allied products . 10.9 8.3 7.4 3.0 Printing and publishing Chemicals and allied products Leather and leather products other nondurables 1964 Export employment .32 Total employm ent 29.3 Export employment 7.56 2.37 2.2 3.5 3.8 2.6 .87 .94 .31 21.19 2.16 4.2 3.9 28.3 5.1 .44 24.28 .46 13.1 6.1 8 .0 5.9 .91 2.70 1.84 4.8 2.9 .4 .2 1.92 .29 . 32.0 .88 6.6 3.5 2.1 1.0 3.96 12.99 4 1.4 18.26 81.1 22.46 48.2 69.3 34.37 4.85 Finance, insurance, and real estate . 21.4 13.87 32.3 16.83 Service, miscellaneous, and mining . . 37.8 5.14 62.4 13.85 2 1.2 41.3 3.54 445.3 131.90 Transportation and public utilities Wholesale trade Retail trade Federal government State and local government . 35.5 Total . . 303.3 88.50 .84 The additional income brought into Atlanta by t he Braves in 1966 has been estimated at $9,254,000. As this income is spent and respent, the total income accruing t o citizens in the Metropolitan Atlanta area should approach 3.3 times this amount, or $30,538,000.14 1 4/f only expenditures by out-of-town fans were included in the "new money" category, their expenditures of $6,311,000 would mean up to $20,826,000 in additional incomes for Atlantans. 30 �VI/ THE NONECONOMIC IMPACT OF THE BRAVES WHILE this study is specifically devoted to an examination of the impact of the Braves on Atlanta in terms of measurable monetary outlays, it would be remiss if some of the noneconomic :impact of the Braves were not included. The :impact of the Braves in terms of public relations is perhaps more :important than that measured in terms of dollars and cents. In 1966 there were over 1,750 daily newspapers in the United States. If these papers reported scores for baseball games, then Atlanta was mentioned over 280,000 t:imes during the course of the season. The Braves TV Network, composed of 21 stations in the Southeast, telecasted 20 games during the season and 4 home games were carried on the NBC network. Further, 39 radio stations in the Southeast regularly carried Braves games. And as the Braves traveled to other parts of the nation, an undetermined number of stations broadcasted their games. Braves personnel from both the front office and the playing field appeared on over 395 occasions as speakers at service clubs, church groups, athletic banquets, etc. The majority of these functions took place in the state of Georgia. In addition, many personal visits by players were made to hospitals, children's homes and other charitable institutions. In February a Caravan of Braves personnel traveled throughout the Southeast. In each city, with the help of local people, a press luncheon, a sports night, and visits to children's and veterans' hospitals were conducted. Cities visited included: Nashville, Knoxville, and Chattanooga in Tennessee; Asheville, Greensboro, Charlotte, Salisbury, D urham, and Gastonia in North Carolina; Charleston, Columbia, Greenville, and Anderson in South Carolina; Birmingham, Mobile, and Montgomery in Alabama; Jacksonville, Florida; and Augusta, Savannah, Dalton, Athens, Columbus, Albany, and Rome in Georgia. It is apparent that this aspect of the Braves' presence is :important but cannot clearly be quantified. 31 �- - - - - - -- - - - - -- APPENDICES A. Questionnaire Questions for Out-of-Towners What state are you from? 01-Georgia, 02-Alabama; 03-Tennessee, 04-South Carolina, 05-North Carolina, 06-Flor. ida. Other stat es-see Instructions. How far do you live from Atlanta (miles)? 0001-less than 50, 0002-50100, 0003-100-150, 0004-150-200, 0005200-300. Over 300 enter actual distance. How did you travel to Atlanta? 1-car, 2-airplane, 3-bus, 4-train, 5-other Are you in Atla nta primarily to 1-see a ball game, 2-vacation, 3-passing through, 4-business, 5-convention, 6shopping, 7-visiting friends, 8-other Do you plan to t ake advantage of any other forms of entertainment while in the Atlanta area? 1-yes, 2-no If yes, can you estimate your anticipated expenditures? 1-0-5, 2-$5-$10, 3$10-$15, 4-$15-$20, 5-$20-$50, 6-$50 or m ore, 7-no estimate Do you intend to stay overnight? lyes, 2-no If yes, how many nights? If yes, are you staying in I-downtown hotel or motel ; 2-su burban hotel or motel; 3-with friends or relatives; 4other Questions for Everyone Do you follow the Braves on radio? I -regularly, 2-occasionally, 3-seldom Are you pleased with the starting time for this game? 1-yes, 2-should start earlier, 3-should start later With whom did you come to the game? I-yourself, 2-friends, I-family, 4-organized group How many are in your party? How did you get to the stadium? 1-car, parked at stadium; 2-car to town, shuttle bus; 3-car to town, walked; 4-car to other, bus; 5-taxi; 6-charter bus; 7-busses only; 8-walked Do you live within the greater Atla nta area (within a 15-mile radius of town)? 1-yes, 2-no Questions for Locals How far do you live from the stadium (in miles)? (00-less than one mile ) In what quadra nt of the city do you live? 1-NE, 2-NW, 3-SE, 4-SW Did you stop for food or some form of entertainment on the way to the stadium or do you expect to after the game? 1-yes, on way to game; 2-yes, after game; 3-yes on way to and after game; 4-no Do you think you 'll need to buy gas and oil while in town: 1-yes, 2-no If yes, can you give u s some idea of how much you expect to spend, not including what you will spend a t the stadium? 1-0-$5; 2-$5-$10; 3-$10-$15; 4-$15-$20; 5-$20 or more; 6-no estimate How many games do you expect to see in total this season? 32 If yes, can you estimate how much you will spend? 1-0-$3, 2-$3-$6, 3-$6$9, 4-$9-$15, 5-$15 and over, 6-no estimate How many games do you expect to see this trip? (00-no estimate) How many games in total do you expect to see this season? (00-no estimate) �B. Computer Print-Out of Survey Results 1. Out-of-town fans are fro!Il the fol- lowing states: Georgia . ... . ... .. ... .. , 262 Florida . . . . . . . . . . . . . . . . . 32 Alabama . . . . . . . . . . . . . . . . 80 Tennessee . . . . . . . . . . . . . . . 66 South Carolina . . . . . . . . . . 53 North Carolina . . . . . . . . . . 53 Other Out-of-town fans .. 59% Local fans .... .... 82% All fans . . . . . . . . . . 73% 3. Starting time: Night Game Starting time okay Local fans . . . ....... .. . .. .. . . 460 88% Out-of-town fans .......... . . 298 93% Should start earlier Local fans ...... .. .......... . 55 11% Out-of-town fans ..... . .. .. . . 22 7% S hould start late r Local fans . . . ............. . . 8 2% Out-of-town fans . . ... . ... . . . 2 1% 4. Group composition: Self Drove to stadium .. ... ..... . . 81 % Drove car to town and took bus 7 % Drove car to town and walked . . 1 % Drove car to other and took bus 1 % Took taxi . . . . . . . . . . . . . . . . . . . . 2 % Charter bus . . . . . . . . . . . . . . . . . . 2% Took bus only . . . . . . . . . . . . . . . . 4% Walked . . . . . . . . . . . . . . . . . . . . . . 2% local fans live 10% 22% 12% 16% Day Game Sun DH 195 92% 65 88% 199 97% 34 92% 19% 6% 11% Sat Ngt. 55 89% 44 98% 9 3 4% 1% 5 2 7% 5% 7 1 11% 2% 0 0% 1% 4 1 5% 3% 0 0 0% 0% ~ Fans came to e-ame withFriends Family Org. Gp. 34 19 6% 2% 7. Draw from qu adrants of the Northeast . . ..... .. . .. .... . ... Northwest . . . . .. . . ....... . .. . Southeast . .. . . .............. . Southwest . . . . . . . . . . . . . . . . . . . city : 40% 20% 19% 22% 7% 16% 5. Modes of transportation : 6. Distances stadium: 63 2. Frequency with which fans follow Braves on radio: Reg. 0cc. Never 43% 5% 13% 11% 9% 9% Out-of-town fans . . . . . . . . . . . . 42 Local fans . . . . . . . . . . . . . . . . . . 138 .................. 198 260 33% 30% 335 453 55% 52% 8. Number of games local fans expect to see : Less than 3 . . . . . . . . . . . . 33 4% 3 to 5 . . . . . . . . . . . . . . . . . . 86 10% 6 to 10 . . . . . . . . . . . . . . . . 168 19% 11 t o 15 . . . . . . . . . . . . . . . . . 131 15% 16 to 25 .. . ........ _ . . 188 22% 26 to 40 .......... . ... .. 125 14% More than 40 . . . . . . . . . . . . 139 16% (Average number of games a local fan expects to see is 24. ) from Less than one mile 16 2 % One mile . . . ............ . 13 1% Two miles .......... ... . . 50 6% Three miles .. . ... . . . .. . . . 74 9% Four miles . . ..... . . . .... . 57 7 % 9. Distances out-of-town fans traveled Five miles .... . .... . . . . . . 75 9% primarily to see a game: Six miles ... . . . ..... . .. . . 57 7% Less than 50 miles ........ 74 16% Seven miles .. . .... . . ... . 47 5% Eight miles .. . ... . . . . .. . . 71 8% · 50 to 99 miles .......... 99 21 % 100 to 149 miles ........ 87 18% Nine mil!iS ...... . . . . .. . . 11 1% 150 to 199 miles . . . . . . . . . . 57 12% Ten miles .. . .... . ..... . . 128 15% 200 to 300 miles . . ...... 74 16% Eleven miles . .. .. . ... . . . 14 2% More than 300 miles . . . . . . 58 12% Twelve miles .. . .. ...... . 81 9% (Average distance traveled by an outThirteen miles . ... . . . .. . . . 20 2% of-town fan primarily to see a game is Fourteen miles .. ..... . . . 10 1% 161 miles.) Fifteen miles ... . ... . 146 17% 33 �13. Number of games out-of-town fans primarily in Atlanta to see a game expect to see: Games This Trip F or Season 1 297 62% 40 8% 2 95 20% 39 8% 3 50 11% 41 9% 4~7 31 7% 177 37% 8-15 l 0% 115 24% 16-25 1 0% 42 9% 26-50 1 0% 15 3% Over 50 0 0% 7 1% 10. Out -of-town fans interviewed were m Atlanta for the following reasons : To see a game . . . . . . . . . . 476 78% On vacation . . . . . . . . . . . . 38 6% Passing through . . . . . . . . 4 1% On business . . . . . . . . . . . . 41 7% For a convention . . . . . . 5 1% On a shopping t rip . . . . . . 1 0% 4% Visiting friends . . . . . . . . . . 22 Other . . . . . . . . . . . . . . . . . . 22 4% 11. Out-of-town fans in Atlanta primarily to see a game traveled by the following means to Atlanta: Car . .... . ... ...... . .... 440 Bu s . . . . . . . . . . . . . . . . . . . . 24 Airplane . . . . . . . . . . . . . . . . 6 Train . . . . . . . . . . . . . . . . . . 0 Other . . . . . . . . . . . . . . . . . . 6 14. Number of games out-of-town fans not primarily in Atlanta to see a game expect to see : Games This Trip F or Season 1 69 52% 28 21% 20% 2 27 25 19% 3 12 9% 11 8% 4-7 23 17% 48 36% 8-15 2 2% 16 12% 16-25 0 0% 2 2% 26-50 0 0% 1 1% Over50 0 0% 2 2% 92% 5% 1% 0% 1% 12. Of the out-of-town fans in Atlanta primarily to see a game, 253 or 53% spent an average of $7.22 on gas and oil. This accounted for a party of average size = 4. 15. Makeup of attendance at games : Out-of-Town Fans in Atla nta To For Local S ee Ot her Game Fans Game R e ason Week, .. .. . . . 62% 27% 11% W eekend .... 55% 39% 6% A rough breakdown of these expenditures is as follows : $0 to $3 . . . . . . . . . . . . . . . . . 11 4% $3 to $6 . . . . . . . . . . . . . . . . . 113 46% $6 to $9 . . . . . . . . . . . . . . . . . 68 28 % $9 to $15 . . . . . . . . . . . . . . . . 28 11% $15 and over . . . . . . . . . . . . . 26 11 % 16. Per cent of ou t-of-town fans in Atlanta primarily to see a game, classified by lodging p reference, length of stay and section of stadiwn Length of stay (in nights) One Two Three Stadium Section More Total DOWNT OWN HOTEL OR MOTEL 1 2 3 4 5 TOTAL 0 13 7 26 1 47 0% 38% 19% 28% 50% 27% 0 6 5 13 1 25 0% 18% 14% 14% 50% 14% 1 3 1 5 0 10 11% 9% 3% 5% 0% 6% 1 0 1 5 0 7 11% 0% 3% 5% 0% 4% 2 22 14 49 2 89 22% 65% 39% 53% 100% 51% 0% 0% 0% 1% 0% 0% 2 1 22% 3% 6% 5% 0% 6% SU BURBAN HOTEL OR MOTEL 1 2 3 4 5 TOTAL 1 1 2 3 0 7 11% 3% 6% 3% 0% 4% 1 0 0 0 0 0 11% 0% 0% 0% 0% 0% 34 0 0 0 1 0 0 0% 0% 0% 1% 0% 0% 0 0 0 1 0 0 2 5 0 10 �H OME 0 F FRIEND OR RELATIVE 1 3 4 5 TOTAL l 7 7 20 0 35 11% 21% 19% 22% 0% 20% 2 2 5 11 0 20 1 2 3 4 5 TOTAL 0 0 3 0 0 3 0% 0% 8% 0% 0% 2% 0 0 0 0 0 0 2 22% 6% 14% 12% 0% 11% 0 0 2 6 0 8 ELSEWHERE 0 0% 0 0% 0 0% 0 0% 0 0% 0 0% 0% 0% 6% 6% 0% 5% 2 1 3 2 0 8 22% 3% 8% 2% 0% 5% 5 71 56% 29% 47% 42% 0% 41% 0% 0% 0% 0% 0% 0% 0 1 0 0 0 1 0% 3% 0% 0% 0% 1% 0 1 3 0 0 4 0% 3% 8% 0% 0% 2% 10 17 39 0 (302 or 63 per cent of those in Atlanta primarily to see a game did not stay overnight.) 17. Average number of persons in parties interviewed Organized Friends Family Group Local fans . . . . . . . . 3.50 3.43 27.63 Out-of-town fans here to see game 6.88 3.93 33.39 Out-of-town fans here to see game and staying overnight . . . . . . . 5.50 3.96 32.25 Out-of-town fans here for other reasons .. .. . . ... 4.75 3.98 56.50 (Of those who came to see a game and stayed overnight, 7% were by themselves.) 18. Overnight stays in connection with a game: 37% of the people here to see a game stayed overnight. The average length of time stayed was 2 nights. This accounted for a party of average size = 5. 19. Food and entertainment expenditures of local fans: 30% of the local fans spent money on 35 the way to or from the game on food and entertainment. T he average amount spent was $5.25. 15% of these people were by themselves and spent an average of $3.63. 47% of these people were with family and spent an average of $5.41. T his accounted for a party of a verage size = 3. 37% of these people were with friends or a group and spent an average of $5.73. This accounted for a party of average size= 2. 20. Food and entertainment expenditures of out-of-town fans : 37% of the out-of-town fans here to see a game spent money on other entertainment in the Atlanta area. The average amount spent was $34.32. 3% of these people were by themselves and spent an average of $13.75. 55% of thse people were with family and spent an average of $35.97. This accounted for a party of average size = 4. 41 % of these people were with friends or a group and spent an average of $33.84. This accounted for a party of average size = 2. �21. Standard error of the mean for selected questions: Mean or Standard ProporError of tion the mean GENERAL QUESTION 3. 6. 8. 9. 12. 13. 14. 15. 17. 18. 19. 20. Starting time okay . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .91 Distance traveled, local fan . . . . . . . . . . . . . . . . . . . . . . 8.37 Number of games, local fan . . . . . . . . . . . . . . . . . . . . . . . . 23.87 Distance, out-of-town fan . . . . . . . . . . . . . . . . . . . . . . . . 161.00 Stopped for gas and oil . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53 gas and oil expenditure . . .. . .. . . . .... .. .. .. . .. . . . . . 7.22 Number of games this trip .. ......... .. . . . . .. .. . . . 1.63 Number of gamea for season, out-of-town fan ... .. .. . 7.92 Local residence . . ........ .. . .. . . . ... . ... .. .. ... ... . .59 Number in party .. .. ....... . . ........ . ..... . ... . 4.77 Stayed overnight [all fans] .. . ....... . . .. .. . . ..... . .47 number of nights ... . . .. . . .. .. . . .. . .. ..... . . . . . .. . . 2.97 Stopped for entertainment, local fan . .. . . . . . . . . . . . . . .30 entertainment expenditure, local fan ... ... . . . . . .... . 5.25 Stopped for entertainment, out-of-town fan .. . .. . . . .36 entertainment expenditure, out-of-town fan . . . . . . . . 34.32 .007 .191 .682 5.620 .021 .276 .074 .411 .013 .245 .021 .258 .016 .312 .020 3.367 C. Interview Schedule and Attendance Summaries 1. Interview schedule D a te May 22 May 31 June 4 June 15 June 16 June 19 June 26 June 'X7 J uly 15 July 16 J uly 17 July 26 J uly 29 J uly 30 Au g. 10 Au g. 12 Day Opposing te am Sunday Tuesday Sa turday evening W ednesday Thursday Sunday Sunday M onday Friday Saturday a fternoon Sunday Tuesday Friday Saturday afternoon W ed nesday Friday Chicago Los Angeles S t. Louis N ew York N ew York P ittsbu rgh Los Angeles Chicago Houston Houston Cincinnati St. Louis San Francisco San Francisco Los An geles Philadelphia 1. G ame played September 2. Attendance : 9,145 . 2. Game played A ugust 13. Attendance: 27,770. 36 Attendance! 24,302 27,310 11,298 14,842 15,514 17,758 51,632 10,517 (Rain) 1 14,208 37,782 18,101 31,716 30,365 28,824 (Rain) 2 �2. Average game attendance, by month 4. Attendance at home games for Na- tional League teams, 1966 Month Average att. April . . . . . . . . . . . . . . . . . . . . . . . 25,464 May ... .. .... .. . ........... 17,077 June . . . . . . . . . . . . . . . . . . . . . . . 21,204 July .. . ... . ... ... .... . . .. . . 25,167 August . . . . . . . . . . . . . . . . . . . . . 23,503 September ..... .. .. . ..... . : .. 16,242 City 3. Attendance at Braves games, by opposing team Attendance In On Opp. team Atlanta road Chicago (10th).... 99,162 57,739 Cincinnati (7th) . . 110,999 58,769 Houston (8th) . . . . 120,181 209,818 Los Angeles (1st).. 332,483 263,225 New York (9th) ... 160,897 211,705 Philadelphia (4th). 118,917 119,908 Pittsburgh (3rd) . . . 200,081 107,679 St. Louis (6th) . . . 124,606 197,034 San Francisco (2nd) 272,475 172,491 T otal ..... . . . 1,539,801 1,398,368 D. Att. Met. Aree pop. , 1960 Los Angeles 2,617,029 6,038,771 New York 1,932,693 10,694,633 Houston ..... 1,872,108 1,243,158 St. Louis .... 1,712,980 2,104,669 San Francisco 1,657,192 2,648,762 ...... 1,539,801 1,017,188 . .. 1,196,618 2,405,435 Philadelphia . . 1,108,201 4,342,897 ... . .. . . 742,958 1,268,479 635,891 6,220,913 Atlanta Pittsburgh Cincinnati Chicago 5. Miscellaneous Season ticket sales: 3,000 Children's tickets: 41,716 Passes (press, clergy, teachers, police, and other special nights): 105,665 Estimation of Number of Different Perso ns Attend ing Games and Average Number of Games Seen To begin, several summary figures are computed based on survey r esult s: Total number of Atlantans at games .588 (1,539,801) = 905,403 = Total out-o f- town fans at games .412 (1,539,801) = 634,398 = Calculation of the number of different persons seeing a game over the season is best explained with an example. Suppose a team plays before 10,000 fan s at each of 4 games and 30 per cent of those attending see all 4 games, 50 per cent see 2 games, and 20 per cent see just 1 game. Then 3,000 hardcore fans will see each game, 10,000 different fans will see 2 games, and 8,000 will see only 1 game, for a total of 21,000 different fans. A pictorial representation is as follows: Out-o f-town fans in Atlanta to see game = .78(634,398) = 494,830 Average attendance by Atlantans 905,403/78 = 11,608 = Average attendance by out-of-town fans = 634,398/78 = 8,133 Pe r cent of attendance 100 80 new at each g ame 2,000 I 2,000 2, 000 I 2,000 10,000 10,000 30 0 I 3,000 I I Ga me I Game II Game Ill Ga me IV 37 �Number of different Georgia (other than Atlanta) fans = 74,881 [ = .43 (174,143)] Thus, the number of different fans attending games can be computed as average attendance times the sum of the per cent of attendance in each category multiplied by the number of games at which the category was new. Using this method, proportions from section A, and midpoints for each of the attendance categories, the number of different Atlantans and out-oftown fans attending games can be estimated: W e should note t hat these estimates are based upon the plans of fans. If the fans were optimistic in their responses to our questions, then the numbers of different persons attending games should be greater t han our estimates. The number of games seen by the t y pical out-of-town fan is approximated by the weighted average of their expectations as 8.3 games [ .11(1) + .09(3) +.37(6) + .22(11) + .07 (20) + .03 (38) + .01 (50) ]. Number of different Atlantans attending a game = 107,561 [ = 11,608[.04 (78) + .10(19.5) + .19(9.75) + .15(6) + .22(3.9) + .14(2.36) + .16(1.60)]] Number of different out-of-town fans attending a game = 174,143 [= 8.133 [.11 (78) + .10(39) + .09 (26) + .37 (13) + .22(6.5) + .07(3.9) + .03(2.1) + .01(1.6)] ] The number of games seen by the t y pical Atlanta fan is estimated in section B. E. Confidence Limits of Sample The confidence intervals for statistics in this study are based on standard statistical procedures. W e assume that the amount of bias in the sample is so small as to have a n egligible effect on the precision of the sample and that the sampled population is distributed about its arithmic:tic m ean in an approxil;nately normal m anner. The assumption of normality is safe wh ere prop ortions are involved, since the binomial distribution approaches a normal form as sample size increases. For items su ch as distance traveled or entertainment expenditures, the distributions may be skewed, but this deviation from n ormality should not seriously affect our r esults. In the case of proportions, the stan dard error of the proportion is computed as s.=t;[ , wh ere p is the propor tion of item s in the sample possessing the characteristic in question, q is the proportion not possessing the. cha racteristic, and N is t h e numof i tem s in the sample. In the case of va riables which m ay take on several values, the standard error of t h e sample mean is com pu ted 5 x-/f, as , wh ere V is the sample variance. F or continuous variables, V = (~x2 - N x.0 ) I (N - 1): for grouped data, V = [~ (x"f ) - N x' ] / (N - 1), where x is the class midpoint, f is the number of obser vations in each class, a nd x is a simple weighted m ean. When a class inte rval is not closed , we h ave arbitrarily assigned a mid point. Thus, we h ave assu m ed that expenditures for gas a n d oil in excess of $15 a verage $17.50, that entertainment exp endit u res by local fans in excess of $20 average $35, and that entertainmen t exp enditures by ou t-of-town fans in excess of $50 average $60. For distances t raveled by ou t-of-town fans in excess of 300 miles, the actual m ean for the category is used . The confidence limits for a confidence coefficient of 95 per cent are t h e sample mean plus or minus 1.96 times the standard error of the sample mean. These limits are reported in Table 1 of the text and are interpreted 38 �to mean that, for a large number of samples, the chances are that the true mean will be within the stated interval 95 per cent of the time. For example, the survey indicates that 59 per cent of the fans are Atlantans, but if a large number of similar samples had been taken, we would expect their conclusions to range between 56 and 62 F. per cent for 95 per cent of the samples. References: Ferber, Robert. Statistical Techniques in Market Research. New York: McGraw-Hill Book Co., 1949, chapter 6. Tintner, Gerhard. Mathematics and Statistics for Economists. New York: Holt, Rinehart and Winston, Inc., 1953, pp. 245-51. Expenditures of Local Fans 1. Estimate of ticket purchases 3 In the following, the first figure is the per cent of those in a section who were Atlantans, the second is the per cent of total attendance sitting in the section, the third is total attendance (excluding children's admissions, which are listed separately), and the fourth is the price of a seat in the section. Field level: 52 X 34.3 X 1,539,801 X $3.50 Loge level : 50 X 2.4 X 1,539,801 X $3.50 $ 961,236 64,672 Upper level: 60 X 36.2 X 1,539,801 X $2.00 668,455 P avilion: 68 X 7.1 X 1,539,801 X $2.00 148,683 General admission: 69 X 21.0 X 1,539,801 X $1.00 41 ,716 X $0.50 39 X 100. X Children: Total expenditure by local fans on tickets 223,117 12,360 $2,078,523 a game. Using this and the proportions reported in the text, the following calculations show expenditures on food and entertainment by local fans: 2. Food and entertainment 271,621, or 30 per cent of local attendance, spen t money on food and entertainment while t raveling to or from Individuals: .045 X 271,621 X $3.63 Families : .141 X 271,621 X $5.41 / 3 .114 X 271,621 X $5.73 I 2 Friends: Tot al food and en tertainment expenditure by local fans $ 44,369 68,937 89,024 $202,330 4. Gasoline, parking and other transportation According to the survey, 89 per cent of local fans either drove to the Stadium or parked downtown and arrived at th e game by foot, bus or taxi. Further , local fans lived an average of 8.37 miles from the St adium and the average number of people per car was 3. This resulted in 2,248,206 driven 3. Concessions The estimate of $1.00 per person in concession expenditures used in the text was provided by M r . Ray Carr of Automatic Ret ailers of America. 3. We asked the Atlanta Braves staff to provide only summary expen ditu re fig ures for our use and avoided requests for revenue figures which might be of confi dential nature. 39 �Gasoline prices in Atlanta area (1965): premium, $0.379 per gallon; regular, $0.339, and sub-regular, $0.319. miles [.89 x (905,403 local attendance / 3 fans per car) x 8.37 miles per car] in direct connection with the Braves. Mr. John E. Hodges, Director, Department of Statistics, American Petroleum Institute, provided the following statistics: 4 Average gasoline consumption (1964): 14.34 miles per gallon Premium-grade sales in Atlanta as proportion of total sales: .54 On the basis of averages provided by the regional offices of several oil companies, we have assumed that 30 per cent of local sales were of r egular grade and 16 per cent of sub-regular grade. Gasoline expenditures for local fans are computed as follows: Premium grade: .54 x $0.379 x 2,248,806 I 14.34 = Regular grade: .30 x $0.339 x 2,248,806 I 14.34 Sub-regular: .16 X $0.319 X 2,248,806 / 14.34 = Total gasoline expenditure by local fans With the average taxi fare in Atlanta set at $0.50 for the first ¾ mile and $0.10 for each additional ¼ mile, and with the average local fan living 8 miles from the Stadium, we have estimated his round trip taxi fare at $6.80. If 2 per cent of local fans were transported by taxi in parties of average size of 3.5, taxi expenditures in connection with games should equal $35,325 [ = .02 x 905,403 x $6.80 / 3.5]. 12 per cent of local fans used a bus at some point in their journey to the $32,095 15,949 8,004 $56,048 Stadium. With one-wa y fare at $0.25, expenditures by local fans for bus transportation should amount to $54,335 [ = .12 X 905,403 X $0.50). 89 per cent of fans had to pay for parking facilities either downtown or at the Stadium. Assuming a uniform rate of $0.50 per car with an average of 3.5 fans per car, parking fees should total $115,239 [ = .89 x 905,403 x $0.50 I 3.5]. 4. In a personal letter dated August 12, 1966. G. Expenditures of Out-of-Town Fans 1. Estimate of ticket purchases As in section F.l, ticket purchases of out-of-town fans can be estimated as follows: Field level: Loge level: Upper level: Pavilion: .48 X .345 X 1,539,801 X $3.50 .50 X .024 X 1,539,801 X $3.50 .40 X .362 X 1,539,801 X $2.00 445,949 .32 X .071 X 1,539,801 X $2.00 69,969 = General admission: .31 x .21 x 1,539,801 x $1.00 Children: .41 X 1.00 X 1,539,801 X $0.50 Total expenditure by out-of-town fans for tickets 40 $ 887,295 64,672 100,241 8,551 = $1,576,676 �2. Food and entertainment 183,087, or 37 per cent of out-of-town attendance, spent money on food and entertainment. Proceeding as in section F .2, their expenditures are estimated as follows: · Individuals: .04 X 183,087 X $13.75 Families: .55 x 183,087 x $35.97 I 4 .41 X 183,087 X $33.84 / 2 Friends: Total food and entertainment expenditure by out-of-town fans 3. Concessions (As in section F .3) .51 X 183,087 Downtown: .06 X 183,087 Suburban: Total lodging expenditure and 1,270,112 $2,276,336 of the Georgia Hotel-Motel Association, we assume that the average rate for a double room in the downtown area is $13.00 and in a suburban area is $11.00, and that the average rate for a single room is $10.00 in the downtown area and $8.50 in a suburban area. Thus for a party of five, the cost of lodging for two days (average length of stay) is $72.00 in the downtown area and $61.00 in a suburban area. Estimates of expenditures are as follows: 4. Lodging Several assumptions are necessary to estimate lodging expenditures of out-of-town fans. Since the average size of parties staying overnight was 5, we assume that each party occupied two double rooms and one single. On the basis of several inquiries of hotels and motels which are members 5. Gasoline, parking transportation $ 100,698 905,526 X X $72.00 / 5 $61.00 / 5 $1,344,592 134,020 $1,478,612 Using the same percentages as in the computation of the expenditures of local fans for bus and taxi service (separate percentages for out-of-town fans were not calculated), these expenditures for out-of-town fans are computed, along with parking costs, as follows: other With 53 per cent of out-of-town attendance spending for gasoline a total of $7.22 for a party of four, their total expenditure amounts to $473,379 [ = .53 X 494,830 X $7.22 / 4 ] . Bus: .12 X 634,398 X $0.50 $38,064 Taxi: .02 X 634,398 X $2.80 / 4 $ 8,882 Parking: .89 X 634,398 X $0.50 / 4.5 $62,735 (The average taxi fare from a downtown hotel or motel to the Stadium is assumed to be $1.40 each way) 41 �H. Expenditures of Baseball Teams 1. The Atlanta Braves utilities, local sales taxes, public relations, supplies and equipment, Stadium Club, and Stadium rental. Since the details are not necessary for a study of this level, they were not requested. According to a statement provided by the Atlanta Braves, their expenditures in Atlanta over the baseball season will exceed $2,771,000. This total includes salaries and wages, 2. Visiting teams Estimates by members of the Braves staff indicate that visiting t eams should spend the following in Atlanta: Hotel (26 rooms/day at $16/ day for 75 days) Meals (40 men/day at $12/ day for 75 days) Miscellaneous personal expenditures (40 men/ day at $10/day for 75 days) Transportation for baggage, equipment and t eam ($500/trip for 27 trips) Miscellaneous entertainment expenditures ($200/ trip for 27 trips) Tips for clubhouse personnel ($400/ trip for 27 trips) $ 31,200 36,000 Total expenditures in Atlanta by visiting teams $126,900 30,000 13,500 5,400 10,800 3. Visiting scouts Similar estimates for visiting scouts are as follows : Hotel (5 rooms/ day at $14/ day for 75 days) M eals and entertainment (5 scouts at $20/ d ay for 75 days) Miscellaneous p ersonal expenditures (5 scouts at $10/ day for 75 days) Total expenditures in Atlanta by visiting scouts $ 5,250 7,500 3,750 $16,500 I. Calculation of the Economic Base Multiplier The m ethod used to compute the economic base multiplier for this study roughly corresponds to the m ethod described in G. E. Thom pson, "An Investigation of the Local Employm ent Multiplier," R eview of E conom ics and S tatistics, vol. X L I (1959) , p p. 61-7. T h e m ethod is also outlined in the M onthly R eview, F ederal Reserve Bank of Kansas City, M arch, 1960, and m ay be called the " prim ary market area" m ethod. We describe below the st eps involved in constructing T able 15. 42 1. Employment in 1954 and 1964 in each industry for Atlanta, Georgia less Atlanta, and t he continental United S ta tes less Atlanta is obtained from U .S. D epartment of Labor, B ureau of L abor Statistics, Employm ent and Earnings Statistics for State& and A reas, 1939-65, BLS Bulletin No. 1370-3, and Employ ment and Earnings Statistics for the United States, 1909-65, BLS Bulletin N o. 1312-3. 2. Location quotients for each of the industries are compu ted as follows: �Location quotient Industry employment as per cent of total in Atlanta Industry employment as per cent of total in primary market area candidate The primary market area candidate is defined first for Georgia less Atlanta and t h en for the U.S. minus Atlanta. 3. Loca tion quotients are c0mpared. If t he location quotient for either prima ry market area candidate is greater than one, the industry is considered to have some export employm ent and the area with the largest location quotient is designated the benchmark economy. 4. The specialization ratio for each export industry is then computed using the location quotient for the benchmark economy as : Specialization r atio = 1 - I/location quotient . This ratio indicates the proportion of employment in the industry in Atlant a producing for export. 5. Employment in each export ind ustry in Atlanta is multiplied by its specialization ratio and summed. The resulting figure is export employment in Atlanta. As indicated in t he text, this method yields an estimate of the economic base multiplier fo r Atlanta of 3.3. Other variations on t his m ethod show different results. One variation (used by Thompson) computes t he location quotients with the benchmark economies including the subject a reas (in this case, simply Georgia and the U.S.). This approach leads to a multiplier of 5.03 for Atlanta and m eans that 80 per cent of each dollar spent would remain in the area for recirculation. Another variation uses the United States as the benchmark economy in each case, and results in a multiplier of 4.2. In this case the propensity to spend locally would be 76 per cent. But the primary market area approach, with a propensity to spend locally of less than 70 per cent, not 43 only appears to be the most appropriate of this techniques-it also yields a multiplier in keeping with estimates for other cities. Thus, quoting from various sources, Isard and Czamanski report the following multipliers as typical of economic base studies: 0 City Year Multiplier New York Chicago Detroit Pittsburgh New York 1944 1950 1950 1950 1950 3.2 2.99 3 .16 3 .55 3.91 1950 1950 1950 1950 1950 3 .93 3.97 4.16 4.18 4.35 1950 1950 1952 1961 1963 4.89 5.47 2.60 2.80 2.50 .. ... .. San Francisco Cleveland Boston Los Angeles Balti more .. .. St. Louis Philadelphia Wichita Los Angeles Wilmington .. While the above multipliers are taken from a variety of sources and may be computed in completely different ways from ours, they still indicate reasonable limits for our conclusions. For a discussion of the conceptual basis, application, limitations and criticisms of the economic base multipliers, the interested reader is referred to Charles M. Tiebout, The Community Economic Base Study (Washington : Committee for Economic Development, 1962 ) and Walter Isard, Me thods of R egional Analysis: an Introduction to R egional S cience (New Yor k : J ohn Wiley and Sons, Inc., 1960) . 5. Walter I sard and Stanislaw Czamanski, " Techniq ues for Estimating Local and Regional Multiplier Effects of C hanges in the L evel of Major Governmenta l P rograms," Peace Research Society, Papers, vol. III (I 965 ), p. 22. �THE WESTMINSTER S C HOOLS ATLANTA, GEORGIA OFF I CE OF THE P RESIDEN T June 23, 1967 The Honorable Ivan Allen, Jr. Mayor of Atlanta, Atlanta, Georgia 30303 Dear Ivan: Tonight the boys and girls of the dormitory go down to see the Braves play. I wish you could see how excited they are about it. If this enthusiasm lasts, I think every game this summer is going to see 60 or 70 of our boarding students returning. You were most thoughtful to arrange for us to be able to give them this initiation to professional baseball. Knowing how very busy you are, I am deeply appreciative of your help. Cordially, WLP:k William L. Pressly �I - ' ,. 90TH CONGRESS lsT SESSION ,. j '· H. R. 467 IN THE HOUSE OF REPRESENTATIVES 10,1~67 Mr. DA vrs of Wisconsin introduced the following bill; which was referred to the Committee on the Judiciary JANUARY A BILL To amend the .Act of July 2, 1890, to make the antitrust laws and the Federal Trade Commission .Act applicable to the business of organized professional baseball. 1 Be it enacted by the Senate and House of Representa- 2 tives of the United States of America in Congress assembled, 3 That the .Act entitled ".An .Act to protect trade and commerce 4 against unlawful restraints and monopolies", approved J uly 2, 5 1890, as amended (26 Stat. 209; 15 U.8.O. 1-7), is 6 amended by adding at the end thereof the following new 7 section : 8 "SEC. 9. The words 'trade', 'commerce', and 'trade or 9 commerce' as used in this .Act, the .Act entitled '.An .Act to 10 supplement existing laws against unlawful restraints and I �2 1 monopolies, ,a nd for other purposes', approved October 15, 2 1914, and the Federal Trade Commission .Act, shall include 3 the interstate business of professional baseball, and this .Act, 4 the .Act of October 15, 1914, and the Federal Trade Com5 mission .Act shall be applicable according to their terms to 6 such business." ~ ~ ..., ..., (1) 0:, P., ,.,. ~ 0 & I>-~ (1) ~ ~ ~- ~ ,.,. .... I-" 0 (1) (1) - g ,.,. 0, (1) ~ .:: e (') iii' ..., ~ ~ ~ 0 >-l I" li;'lil ~ ..... 1-j ~ (t) r:n mo t.<1z ~o cr'poa fn' ~ 13 u, ~- (t) (1) ·l'.:f s I" 0 I-" co ~ ~ ~ i::l Ill ¢ H> $j ..... u, 0 0 ~ u, s· ~- § .:: >-lO p.., s~ Zt;:I e+ p..,>c+P" "1:jOp;"CP 1-j 0 c+ ~ po u, > o [ '"C po c+ '"C ;::j 0 5· :=-: p.., H> j (';) c+ < ...i po P" .:: "-' ~ ('.t) i,..... b" O"(t)lzj~ E;g(t)~t:,O (t) p.., f-l O" c+ (t) 00 ~ P" 1-j <:O F (D ~P O" ~ c11-j 0 gi, j (t) I" .:: is gi O (t) I>,' Ul 0 0 H> S I c+ P" CP > :c to • rtl rtl ~ -0 • ~ en ~ �~ongress of tbe Wniteb ~tates J!,ouse of 1'.epresentatibt.s •a:~bington. 119.~. January 24, 1967 Honorable Ivan Allen, Jr. Mayor City of Atlanta City Hall Atlanta , Georgia Dear Mr. Mayor: Apparently those people in Wisconsin never give up! I am enclosing a copy of a bill introduced last week by Mr. Davis o f Wisconsin which would place organized baseball under the Anti-Trust Act. I have already written Bill Bartholamay about this and assured him of my opposition to a similar bill. I just wanted you to know about this bill and that I sha ll wo rk to have it "laid to rest 11 in the Committee on the Judiciary. Wi th kindest regards, I am FT/m cc: Sinc.eirely your s, Mr. Furman Bishes Spo r ts Editor At l a nta Journal Atlanta , Georgia Mr. Jesse Outlar Sports Edit or Atlanta Constitution Atlanta, Georgia Mr. Sid Scarborough Ma n a ger Atlanta Stadium Atlanta, Georgia ~ THOMPSON Member of Congress �Press Be/ease FOR IMMEDIATE RELEASE October 19, 1967 CHANGES SET IN FARM DEPARTMENT AND ON BRAVES COACHING STAFF Vice President Paul Richards announced today a realignment of duties in the Braves organization. Jim Fanning, who served as farm director in 1967, will join manager Luman Harris' coaching staff for the 1968 season. Eddie Rob i nson, formerly associated with the Kansas City Athletics, will become Braves Farm Director. Joining Fanning on the coaching staff will be pitching coach Harry Dorish, Ken Silvestri, Bob Uecker and Jim Busby. Whitlow Wyatt, last year's pitching coach will become minor league pitching coach. Fanning, 40, has served the Braves in numerous capacities since joining the organi zation in 1960. He has been a minor l e a gue manager and has served a s assis t ant to the gen e ral man~ger bef ore a s s uming duties as farm director. Dorish, 45, managed the Braves' Jamestown team in the New York-Penn League during the past season. As a major league pitcher he perf ormed for the Bos ton Red Sox , the St. Louis Browns , Chicago White Sox and Balt i more Orioles. Bus by, 38 , comes to the Braves from the Houston Astros. As a player he perfor me d f or the Chicago Whi t e Sox, Washington Sena to rs, Cleveland I ndians, an d Bal timore Or ioles. Si l vestri , 51, who served as i nterim manager f or t he l ast three games of the 1967 season, will retu rn to his b~ll pen du ties. Uecker, 32, will have special assignments. Robinson, 47, has served as administrative assistant and farm director for the Athletics, during which time the A's have built up a farm system recognized as one of the finest in baseball. 111111 �ll October 16, 1967 ATLANTA STAD I UM ATLANTA, GA. 30312 AC 404- 522 - 7630 Dear Season Ticket Holder: I want to thank you for the magnificent support you once again gave the Braves during the 1967 season. We are now in the process of formulating our season ticket campaign and before beginning our sale to the general public, we want to offer you the opportunity to renew your tickets and to purchase season parking privileges for the 1968 season. Season parking permits will again be available only to Braves' season ticket holders. As a season ticket holder, you have an option on your seat locations for World Series and pre-season games played in Atlanta; Stadium Club membership at lower dues; Soccer season tickets at a reduced price, and charge account privileges for individual game tickets. Information regarding these will be sent to you shortly. Many companies have asked us to make arrangements for early payment of season tickets for their budgetary purposes. Therefore, when your order is renewed we will forward a statement immediately and it can be paid at any time prior to the beginning of the season. However, I would like to point out that there is a possibility that the Federal Admissions Tax will be reinstated for the 1968 season and consequently we would be required to add this amount to our ticket prices. Any season tickets bought prior to that time will not be subject to this tax if it is reinstated. Our public sale of season tickets will begin on November 1, 1967, so we would appreciate your advising us about reservations for your present tickets prior to that date. We intend to field a hustling and aggressive team in 1968. We expect considerable help from our top minor league team in Richmond, who won the International League Pennant this year, and we have made some trades which should strengthen our position. It is my hope that the Braves can jump back into contention and we are doing all in our power to make this possible. It has been a thrilling experience for our entire organization to have welcomed more than three million people to Braves games during our first two seasons in Atlanta. I hope that we can have the pleasure of including you among our season ticket holders again in 1968 . 1J:;;;::~ ( fi ~Jti William C. Bartholomay Chairman and President ~ �June 5, 1967 Mr . Russell C . Moore 5670 Kendall Drive Na hville, Tennessee· Dear Mr. Mooze : Thank you for your letter of May 24th and I certainly ppreeiate your upport of the Brave . I mu t gr that with little pitching e can cert inly win th pennant. I hope you ·u have n opportunity to com to Atlanta often to ee the Brav play. Sincerely your , Ivan Allen. Jr. Mayor IAJr/b:r �56?0 Kendall Drive Na shville, Tennessee 24 May 1967 F,Ionorable Mayor Ivan Allen, Jr. City Hall Atlanta, Georgia Dear Mayor Allen: I live in Nashville, Tennessee and I am a n avid Braves fan. Durin g the year of 1966 I was at Atlanta Sta dium for seven ball games and this year I have viewed five games there and hop e to be back soon. I am enclosing an a rticle from the Nashville Tennes s ean "Sports Scope " which I would appreciate very much you reviewing it, esp ecia lly the t wo par agraphs I have circl ed in ink. Mr. F . M. Williams I think is tak ing too much for gr anted when he says that the Braves ca nnot win t he National League pennant . I think his conclu s ions are premature a nd unjustified. In my own pe rsona l opinion I think the Brave s can win, and if they do I will be there watching t h em p lay. I t ho ught I wo uld pas s this a l ong to you and thanking you for your time, I am, Sincerely yours, Cf ~ c.m~ Russell C. Moore 0 �May 10 , 1967 Master Skipper Thompson 350 N. W. 54th Street Fort Lauderdale, Florida Dear Skipper: We understand that you are quite a baseball fan but are presently laid up in the hospital. All the Braves want to extend our very best wishes for a speedy recovery . You should be receiving a very special package in the very near future from us and we hope you will enjoy the contents. Just as soon as you get well, we would like to invite you and your family to come up and see us play in Atlanta. Have your dad contact Mr. Jerry Sachs at the above telephone number and he will be delighted to leave tickets for you. Stay in there pitching. Cordially, THE ATLANTA BRAVES BCC: v Mayor Ivan Allen, Jr. Mrs. Donald B. Connell �r Ma 4 , 1967 Mr • Donald B . Connell Rout l William on, Georgia D r Mrs. C Plea if y011r plan incl thu •ummer f r bi.In to ee the Bra With t i• , lam Sincerely yOQra, I - n Aile , Jr. Mayor lAJr/br CC: Mr. Jerry S chs v1,·, y. �April 19, 1967 Mr. G . D . Houa r Arthur Andersen & Co. 34 P achtr e Street, N. W. Atlanta, Georgi 30303 D ar Mt' . Houser: I appr c:iate t Georgia T ch Economic Im ct r port about th · Br: ve . I bad een thi but ppreciate . Ying n ddditional copy~ With b st wishe • I m Sineer ly your • IvnAUn,Jr. Mayor lAJ:r/br �& Co. ARTHUR AN D ERSEN 34 PEACHTREE STREET, N. W. ATLANTA, GEORGIA 30303 April 17, 1967 Honorable Ivan Allen Mayor of the City of Atlanta City Hal l Atlanta, Georgia Dear Mayor Al l en : Several months ago I wrote you and told you of Georgia Tech's study of the economic impact of the Braves on the City of Atlanta. With usual academic speed , it has j ust now been published and I thought it might be helpful to your staff . Durin g the early months of this study we were concerned that wh ile the Braves were having a s i gn i ficant impact on th e bus in ess co mm unity, their contribution to city revenue was relatively insignificant. Perhaps the ne wly proposed Bu s in ess Lic ense Tax will divert some of this money to the city. I wou ld lik e to take this opportunity to tell you how intensely pro ud I am to be a n Atlan tan; I nev e r miss a n opport unity to si n g the praises of o ur city. If I can ever be of any assistance to you or your staff, I wou ld be delighted to help sustain the progress which ha s characterized Atlanta during your admin istr ation . Wit h best wis h es, ~ l y ~ G. Enclosure D. Hous er �A BRAVES .ilOOCLUB OFFICERS April 11, 1967 PRESIDENT- STEVE SCHMIDT P. 0 . Box 72 (30301) BUSINESS HOME 522-8883 631,-7777 VICE-PRES IDENT-J . L. JERDEN 319 Te n Pryor St. Bldg. (30303) 523-650 4 237-2438 VICE-PRESIDENT- BILL BASS P.O. Dra we r 1734 (30301) 875-3411 938-6509 TREASURER- ED HARRIS 523 Wh;te holl St., S.W. (30303) 521-3366 344-5672 SECRETARY- ELMER MORROW 2494 Woodridge Dr., Decatur (30033) 443-9 120 fayor I van Allen Atlanta City Ha ll Atlanta , Geor gi a Dear Mayor Allen, 634-0703 Please j oin us at our f irst 1967 Braves DIRECTORS CHARLIE BROWN P. O. Box 30, Atlanta (30301) 761-8821 753-8680 ART COLLIER 1611 W. Pea chtree St. (30308) 8 72-114 1 938-8241 JOE GERSON 739 W. Peachtree St. (30308) 875-7396 355-71 27 BILLY GIBSON 2000 Fulton No t' I Bonk Bldg. (30303) 522-3865 237-3413 EDDIE GLENNON Atlanta Sta dium (303 12) 525-7636 252-1824 HUBERT JACKSON Peachtree 7th Bldg. (30323) 5 2lr5293 794-61 29 McCREADY JOHNSTON 710 Rhodes-Haverty Bldg. (30303) 237-2445 5 22-4771 GENE McDERMOTT 600 Worchester Dr., N .E. (30306) 873-19 16 633-1042 BOB MONTAG 1365 Peachtree St., N.E. (30305) 874-9762 252-1896 JOE PITTARD 853 Northcl;ff Dr., N.W. (30318) 875-6661 355-2366 SIDNEY SCARBOROUGH 4610 Club Te rrace, N.E. (30319) 237-2445 522-4771 AL THOMPSON and p143.215.248.55 16:51, 29 December 2017 (EST):_~d find copy of Head Table Guests "Jf/ We would like to call on y ou for t he fir s t ~ pit ch. At that t i me y ou and all head t able .oP gue sts will be gi ven a styro ph ome Ball and we 1f'Jt..f'oY will joi n you in t hrowing a ball into the V audience . y -J We a r e most pleased that you take such an a ctive part in t h e Braves 400 Club affairs. ive look forward to seeing you Friday at the Ma rriott. Sincerely, ~~ Peachtree Center Bldg. (30303) 526-6594 794-1874 F. JOE VINING 2 170 P;edmont Rd., N.E. (30324) 875-4541 636-3479 ARCHIE YAWN Southern Airways, President Atlanta Airport (30320) 761,-5321 -/4 400 l uncheon . 766-2829 SJ S/ as �BRAVES•.,00Cll OFFICERS PIISIDENT- STEVE SCHMIDT P. 0 . Box 972 (30301 ) IUSINESS HOME 522-$883 631>-7777 YICl-f'IESIDENT-J. l . JEIDEN 319 Ton Pryor S1. Bldg. (30303) 523-650• 237-2•38 YICE-PIESIDINT_.lll IASS P. 0 . Drow• • 173• (30301 ) 875-3• r1 938-6509 TIIASUllll-1D HAIIIIS 523 Wh;1eholl S1., 5.W. (30303) 521-3366 3'•-5672 SICfflAIIY--llMEll MOIIIOW 2,9, Woodridge Dr., Decolur (30033) 443-9120 634-0703 DIRECTORS CHAILII lllOWN P. 0 . Box 30, Atlonto (30301) 761-8821 753-8680 AllT COlllEI 1611 W. Peachtree s,. (30308) 872-11,1 93M2•1 JOI OlllSON 739 W. Pea chtre e S1. (30308) 875-7396 355-71 27 IIUY OIISON 2000 Fuhon No!'I 8onk Bldg. (30303) 522-3865 237-3,13 - • OUNNON A1lonta Stadium (30312) 525-7636 252-182' IIUNln JACKSON Peodlt' " 71h 81dg. (30323) 521>-5293 79•-61 29 McCIIIADY JOHNSTON 710 Rhode1-Hoverty Bldg. (30303) 522-477 1 237-24'5 - M d l llMOTT 600 Worc:he1ter Or., N.E. (30306) 873-19 16 633-10'2 -MONTAG 1365 Pooch1ree St., N.E. (30305) 87"-9762 252-1896 JOI PITTAID 853 Northcliff Dr., N.W. (303 18) 875-6661 355-2366 IIDNIY SCAI IOI OUOH '610 Club Terra ce, N.E. (303 19) 522-4n1 237-24'5 Al ntOMPSON Peod,t, - Con••• Bldg. (30303) 526-659• 79, . 187, f . JOI VINING 2170 Piedmonl Rd ., N.E. (3032') 875-15• 1 636-3'79 AKN• YAWN Southern Airways, · Atlanta Airport (30320} 766-5321 766-2829 Fr:..day April l /;, - ·-tari ot t I,Totor I nn 12 ; 1 5 Luncheon Pr ogram •f,Tect 1 tho il ev1 Dr ave s ' Head Table Guests Hayor I van .All en Bill Bar thol omay Bi lly Hitchc oclt Paul Ric ha r ds Eddie Glennon J oe Tor re Her man Frank s Hor ace Stonehar.i Steve Schmidt '\:Ji llie May s Bi ll Ba s s J t, L. Jerden Ed Ha rris Efmer IIorrow Dean Collins Dixie Bott ler Re presentat ive Program Si lent Pr ayer f or former members Jack Wi l l iams and Harvey Hester and ot her dec ea s ed members fo llowed by invocation bir Dean Collin s . First Pit ch by -Tayor All en Introduc e Head Ta ble Gue sts I nt r oduce Pr ess Radi o TV by Charlie Roberts Introduc e Lunche on Sponsor and hi s ~~e st s Braves f ront office by Bi l l Barthol om~ or Paul Ri c hards Billy Hitchc ock Int r oduce players, tell a bout nm·1 Erave s Present Billy !Ii t chcock v-li th Pi ct nre Glennon introduce Herman Franks Joe Torre prese nts trophy to Clay Carroll I ntroduce umpi r e s · J . L. Gerden membershi p chairman Conclude/--See you at the Ball GAme �February 13, 1967 Mr g Bill Bartholomay Atlanta. Braves AUanta Stadium Atlanta, Georgia D 30312 r Bill: Thank you fo-r the rticl by Al Kv.ettner which I had not e n. I am certainly looking forward to · eing you in W t Palm Bea.eh during Spr.i ng Tr ,tmng. Sincerely your , lvan Allen, Ir. M . yor l}Jr/br �ATLANTA STADIUM ATLANTA, GA . 30312 AC 404- 522 - 7630 MEMO TO: Mayor Ivan Allen FROM: Bill Bartholomay, Chairman & President February 8, 1967 Thought this article in the December issue of PACE magazine published in Los Angeles, California might be of interest to you. �I,.. PLAY BALL-Atlanta's Mayor Ivan Allan tosses out first ball with assist from Governor Carl Sanders. Brave New World By FURMAN BISHER Atlanta f oumal I T wasn't a good year, really. The manager was fi red. Some of the coaches got along like old hens clucking around the same rooster. The town hero, the player who stood as the symbol of the Braves, was traded like you trade a horse. As much ink was devoted to lawsuits and courtroom play, and to Grobschmidt and Roller, as to Alou and Aaron , Cloninger and Torre. People complained about (a) parking, (b) price of hot dogs, ( c) price of anything, ( d) salt on the peanuts, ( e) no salt on the peanuts, ( f) no tickets at the reservation window, (g) wrong tickets at the reservation window, (h) why there weren't more seats when Sandy Koufax pitched, and ( i) Bobby Bragan. Several people in places of authority picked the Braves to win the pennant, or to be up there in September. They finished fifth. They had to come fast out of the shadows to do this . For years, transient experts had been saying, "Atlanta is a major league city." Now we knew that Atlanta officially was a major league city. We had all the aches and pains that other major league cities had . We fired managers. We had dissension in the clubhouse. We had fans who groused like hell. We were picked high and finished among the average. We had everything you want in the major leagues, from the saddle sores to the satin. Dixie The reason we know it was fo r the good of all was that 1,540,000 came out to Atlanta Stadium to see what was going on. People who had never seen a baseball thrown caught the shuttle bus, or had brunch or dinner at the club and rode out on a charter. Baseball became "society" again in Atlanta. To be seen in a box seat, or on the club level, or in the Stadium Club was the thing. The night we knew it was "big" was the night that Sandy Koufax pitched against Denver Lemaster. That was the night that Billy Hitchcock succeeded Bobby Bragan as manager. At least 10,000 people were turned away, but that wasn 't point of proof that this was "b ig." In the middle of the game, rai n came, and it rained for two hours . People standing around the outfield fence huddled there for an hour before surrendering their places and find ing shelter. Over 40,000 of an original crowd of 54,000 wanted to see the finis h, which fina lly came at 12 : 3 5 a.m., when Ed Mathews, the symbolic Brave, knocked a home run over the rightfield fence on a 3-2 count with two men out in the ninth inning. No one event has had as much impact on the national image of Atlanta in 25 years as the building of the stadium and the arrival of the Braves. It brought business to the city and industry to the city and prestige to the city, and it was a thing of value to every facet of life in the city. There was a time of political crisis last fall when we had no Governor. We could do without one far more easily than we could do without the Braves. 69 �TWA u(§!j[}[J!J moaa DIRECi FLIGHTS TO BIS LEAGUE CITIES WIDE-SCREEN MOVIE,S ON THE WAY* As a reporter, you do a lot of traveling during the season. That's why you'll appreciate TWA's one-airline service to most major league cities, and top training camps in Arizona, California, Florida. And if you're crossing the country non-stop, TWA's wide-screen movies make your trip seem even shorter. Call the nearest TWA office or your travel agent. ,:,sy Nationwide Worldwide depend on lnflight Motion Pictures, Inc., on most coast-to-coast jets. Greetings From LEONARD J. SIMON FORT LAUDERDALE OF Training Home of the New York Yankees WESTON'S SHOPPERS CITY, INC. THE PLACE TO GO IN FLORIDA 70 J �January 30, 1967 Mr . Thomas A . Reynolds Winston, Strawn, Smith & Patterson 1400 First National Bank Building Chicago, Illinois 60603 Dear Tom: Thank you SQ :much for your letter nd the Suprerne Coul."t Deci ion. Looking forwa..l"d to Spring Training and hope to be able to accept yol.ll' invitation to cOine to Palm Bea.ch. Sine rely your , lvan Allen, Jr. Mayor lAJr/br �HAROLD A. S M ITH GRI E R D . PATT E RSON CHAR L ES J . CALDERINI G E ORGE 8 . C HR ISTENSEN A RTH UR 0. W ELTON~J R . TH OMAS A . RE YN O L DS BR"C E L. HA M I LTON REUBEN A . BORSCH ALBERT W. POTTS JAME S D.H E AO T H O M AS S . TY L ER DOUG LAS C . "'10 1R FRA N K B . G ILM E R ROB ERT M<;DO U GAL , JR G E RARD E. ~ RASHORN N E AL J.Mc;AULIFFE EDWARD J . WENDROW CHAR L ES F . MARQU I S A L EXANDER J - MOODY B . M ICHAE L PAL LASCH JO H N DO N OVAN BIX L ER CHARLES J . CALD E R I Nl,,JR . BRUC E L. BOWER FREDER I CK G .ACKER ROB ERT 8 . G O LDIN G G . BRADFO R D COOK RICHARD J.BR E NNAN M . FINLEY MAXSON ARTH U R I.GOU L D NORMAN WAI T E .JR B R U CE M . SM I T H CRANE C. H AUSER EARL A.JIN KINSON E DMUND J.KENNY CALV I N P. SAWY I ER J .ARDEN REARICK RICHARD J.FAL ETTI FRANK D.KENNEY F RED H.DAUGHERTY R .LAWR E NCE S T ORMS T H OMAS A.REYN O LDS . JR. DAVID C. KE EGA DON M . SOW ER S JAM E S L. PERK I NS EDWARD L. FOOTE DAVID J.HARDY RICHARD H . CAIN FRANKO . WETMORE IC RI CHARD W . AUSTIN WINSTON, STRAWN, SMITH & PATTERSON 1400 F I RST NATIONAL BANK BUILDING CHICAGO 60603 FREDERICK H. W I NSTON (1853-1886) FR EDERICK 5. W IN S TON (1878 - 1909) S I LAS H. S T RAWN (189 1-1946) ( 31 2) Fl N A N CIA L 6 ·3 600 CABLE ADD RE SS January 25, 1967 ROBERT G . LANE D . S IONEY CONDIT JOHN W.STACK JAMES J . NACK W ILLIAM 0.M ULLI KEN WA LTER L .CROWL EY GEORGE E . LEO N ARDfil FRANK L. BUTLER JOHN H.DAVIES S TANLEY A . WA LTON m Dear Ivan, I thought you would like Order of the Supreme Court of the ending the Braves litigatione It hard and expensive battle, but we some s olace fr om the fa ct t h at we a copy of the United States has been a can obtain won! The Alstons, Hodgsons , Alexanders , et al are all planning on spending a few da ys at Spr ing Tra ining th i s y ear, a nd I sincere l y hope that th e All e ns will f ind it conv e nient t o do l ikewise. We would lov e to h a v e y ou down a t Pa lm Beach any time a ft e r Feb r uary 2 4 th an d if you think you c a n make it , even on the shortest notic e, ple a se gi v e me or Bill a telephone call an d we 'll mee t you t here. Wit h warmes t perso na l regar ds. Honorab l e Ivan All en, Jr. Mayor o f the City of Atlanta City Hall Atlant a, Georgi a - -· W I NST ON C HIC AGO �OFFICE OF THE CLERK SUPREME COURT OF THE UNITED STATES WASH IN GTO N, D . C ., 20543 January 23, 1967 RE: WISCONSIN v. MILWAUKEE BR.AVES, INC., ET AL., No. 659, Oct. Term, 1966 Dear Sir: The Court today entered the following order in the above-entitled case: The petition for a rehearing is denied. Mr. Justice Fortas took no part in the consideration or decision of this petition. Very truly yours, / =t/ L-- · JOHN r. DAVIS, Clerk By I ssist;./ · !,I .(/.-L Earl A. Jinkinson, Esq. Winston, Strawn, Smith & Patters on 38 South Dearborn St. Chicago, Ill. AIRMAIL ..... - �.January 26, 1967 Honorable Fletcher Thompson Congre s of the United S tes House of Repre entatives Washington, D . C e De r Fletcher: Thank you for your letter and the positi<'.m you ha.ve taken regarding rganized ba ebaU Wlde.r the· Anti• Tru t A<:t. 1 am mo t grateful £or your effoz in Si.nc rely your , 1 n Allen, Jr. Mayor lAJr/br · matter. �1967 ATLANTA BRAVES ROSTER MANAGER 8 Hitchcock, Billy B T HT. WT. BORN BIRTHPLACE RESIDENCE 1966 CLUB R R 6-2 190 Jul y 31 , 1916 Inverness , Ala. Opelika, Ala. Atlanta R R L-R R R R R R 5-10 6-2 6-1 6-0 180 193 200 210 Oct, 10 , 1917 Aug. 18, 1920 May 3, 1916 ~ -t_:_1_~ 1907 Mobile, Ala. Chicago, I l l . Chicago, Ill. Kensington, Ga. Montg omery, Ala. Mesa, Ariz . Chicago, Ill. BuchanE,n, Ga. Richmond Albuquerque Atlanta Atlanta B T HT. WT. BORN BIRTHPLACE RESIDENCE 1966 CLUB Deming, N. M. Fresno, Calif. COACHES 9 4 3 5 Adair, Bill K8nned y, Bob Silvestri, Ken Wya t __!: _,_Whg_low PITC:HERS (17) Jfi Bl a s ingame, Wade L L 6-1 185 Nov. 22 , 1943 39 42 20 40 33 Britton, Jim Bruce, Bob Carroll, Clay Cl oninger, Tony Jarvis, Pat R R R R R R R R R R 6-4 6- 3 6-1 6-0 5-10 215 208 190 200 180 Mar. 25, 1944 May 16, 1933 May 2, 1941 Aug. 13, 1940 Mar. 18, 1941 47 Hernand2z, Ramon R L-L 5-11 165 Aug. 31, 1940 30 22 Johnson , Ken Kelley, Dick R R R L 6-4 6-0 222 175 June 16, 1933 Jan. 8, 1940 23 35 Lemaste r, Denver Niekro, Phil R R L R 6-1 6-1 185 180 Feb. 25, 1939 Apr. 1, 1939 38 Reed, Ron R R 6-6 216 Nov . 2, 19,": ~ 26 Ritchie, Jay R R 6-4 190 Nov. 30, 1936 37 Schwall , Don R R 6-6 200 Mar. 2, 1938 34 Upshaw, Cec il R R 6- 6 185 Oct. 22, 1942 25 Vaughan, Charles R L 6-1 175 Oct. 6 , 1947 49 Williams, Ear l R R 6-5 195 J uly 14, 1948 Atlanta Richmond Tonawanda, N. Y. Tonawanda, N.Y. Richmond Detroit, Mich. Livonia, Mich . Houston Clanton, Ala. Atlanta, Ga. Atlanta Lincoln, N.C. Iron Station,N.C. Atlanta Carlyle, Ill. Atlanta, Ga. Atlanta Richmond Carolina, P.R. Carolina, P.R. El Paso Seattle w. Palm Beach, Fla. w. Palm Beach,Fla. Atlanta Boston, Mass. Brighton, Mass. Atlanta Richmond Atlanta Caroria, Calif. Oxnard, Calif. Blaine, Ohio Lansing, Ohio Atlanta Richmond Atlanta LaPorte, Ind. LaPorte, Ind. Kinston Austin Richmond Atlanta Salisbury, N.C. Salisbury, N.C. Richmond Atlanta Wilkes-Barre, Pa. Pittsburgh, Pa. Pittsburgh Shreveport, La. Bossier City, La. Atlanta Richmond Austin Mercedes, Texas Atlanta Brownsville,Tex. Austin Newark, N.J. Montclair, N.J. Sara sota IP 67.2 2 90 130 144.1 257.2 62.1 102 121 12 215.2 81 143 171 50.1 54 8.1 51 30 87 35.1 73 45 . 1 41. 2 3 94 65 7 83.1 61 w 3 0 3 3 8 14 6 6 9 0 14 7 9 11 4 3 1 5 3 5 0 4 3 3 0 5 4 l 2 1 L BB so ERA 7 0 5 13 7 11 2 5 7 2 8 5 7 8 3 4 1 2 1 2 1 1 3 2 0 5 5 0 7 0 25 1 53 29 29 116 12 40 35 3 46 21 47 41 23 16 4 12 7 26 12 23 19 19 3 30 14 3 39 22 34 2 87 5 . 29 4.50 3.80 5 . 33 2.38 4.12 2.32 3.88 2.16 5.25 3.29 3.33 2.08 3.74 4.14 3.67 2.25 1. 76 1. 20 3.52 4.11 1. 73 3.31 2 . 18 0 . 00 2.87 2. 77 2. 57 2.92 3 . 10 71 67 178 41 94 94 8 105 50 123 139 17 36 6 39 22 68 33 62 27 24 2 53 55 6 71 32 �CATCHERS (2) B T HT . WT . BORN BIRTHPLACE -~-.-.--..·---- RE SIDENCE --·- - 1966 CLUB AB 12 15 R R R R 6- 2 6- 1 215 205 Mar. 22, 1935 July 18, 1940 Moline , I l l. Brookl yn, N. Y. Rock Island, I l l . Brooklyn N. Y. At l anta Atlan t a R 5- 9 150 Oct. 19 , 1943 Sal inas , P. R. Atla n ta Richmond Santo Domingo , P . R. At l anta Richmond Grove, Okla . Ne w York (A) Tulsa, Ok la. Barquisime to , Venz. Kinston Austin Oakland, Cal if. Atlanta At lanta , Ga. Denver Kansas City, Mo. Atlanta At lanta, Ga. Rio Piedras, P. R . Atlant a Richmond Amaril l o Ponce, Puerto Ri co Richmon d Webster Grove , Mo. Aust i n Cora l Gables , Fla . Atlan ta Oliver, Ge ne Torre, Joe H HR RBI AVG . 191 546 37 172 8 36 24 101 .194 .3 15 44 395 666 414 500 55 4 365 110 307 454 91 170 460 243 104 455 4 96 218 132 120 170 96 24 96 114 25 52 122 0 5 31 25 14 0 7 2 0 15 0 6 2 12 0 0 2 26 74 57 29 44 7 32 60 5 29 42 37 8 43 .0 91 . 243 . 327 .31 9 .240 .307 . 263 .218 . 313 .251 .275 .306 .265 .206 .250 .264 6 \. , ~ INFIELDERS (13) 16 Al omar , Santos R 29 28 6 11 Al ou, Felip e Beauchamp, Jim Boye r, Clete Camb ero, Al Connoll y , Bob de l a Hoz , Mike Mart i n ez, Or l and o Menke , De nis Mi llan, Felix R R 6- 1 R R 6- 2 R R 6- 0 R R 5- 10 R R 6-0 R R 5- 11 R L-R 6-1 R R 6- 0 R R 6- 1 195 205 183 165 185 175 17 5 182 1 72 May 12 , 1935 Aug. 21 , 1 939 Feb. 8, 1937 Aug. 2?- ' 1944 Jan . l. , 1945 Oc t . 2 :; 939 ? ', , 1941 Aug . ~J uly 21 , 1940 , Au g . -? .l' 1943 Ciudad, Tr ujillo Vinita, Okla. Cassville, Mo . Barquisimeto, Ven z. Oak land, Calif . Hav ana, Cuba Havana, Cu ba Bancroft , I owa Yabucoa , ? . R. 18 45 Pacheco, Ed Southworth, Bill R R 5-11 6- 2 155 205 De c . 24, 1944 Nov . 10 , 1945 Ponce, Puerto Rico Madison, Wis. so 51 7 46 19 14 Woodward, _Wo o!iY R R Sa l inas, P . R. R R 6- 2 18 5 Se p t. 23, 1942 Miami, Fl a.___ __ _ R c; Fe b. ~' 1934 J an. 31, 1946 Sep t . l.- ' 1939 Mob ile, Ala. Mequon, Wis. Los Angeles, Cal if . Lo s An ge l es , Cal if . San Ped ro De Mar co s i , San Pedro Puerto Ri co De Marcosi , P. R. Hampton , s . c. Cha rleston , s . C. so 26 120 77 OUTFIELDERS (8) 44 52 43 Aar on, Henr y Bashor e , Ted Car t y, Ri c o R L L 6- 0 5-ll R R 6- 2 180 185 19 0 27 C":line, Ty L L t- 0 168 june :i.5' 1939 53 Ga st on, Cl are nce R R 6- 4 19 5 Mar . ' ' 31 48 Ge i ger, Ga ry Jones, Ma ck Lum, Mike L L L R R L 6-0 6-1 5-11 170 180 180 Apr . ~' 1937 Nov. 6, 1938 Oct . 27 , 1945 l7 Trainer - Harvy Stone Equipm e nt Mana ger - Dave Pursley Team Phys i c ian - Dr . Charles Harrison Ground s keeper - Wa lly Hi ggins ..!. I ' ._944 San Antonio, Texas San An to ni o , Tex as Sand Ri dge, Ill. Atlanta, Ga. Honolulu ,yawaii _ _ Murphysboro, I l l . Atlanta, Ga. Honolulu, Hawaii Atlan t a Kinston 168 44 Ll 0::: 100 11 12 7 53 . 279 .24 7 Atlanta Atl a nta Richmond Bat avfr. Austin Atlanta Atlanta Austin 521 71 214 433 10 1 26 417 541 170 18 58 143 .J " 33 110 144 15 0 2 28 0 4 23 6 76 6 22 104 4 10 66 48 .3 26 .273 .2 71 . 330 .300 .2 62 .264 .266 �~ongrt~~ of tfJt Wntttb ~tatt~ J,oust of l\tprtsentatibts lllaB'bington, ]&.~. J anu a r y 1 0, 1967 Mr . Wi l liam Ba rtholomay At l anta Brave s Commerc e Bu i ld ing At l anta, Ge orgia De a r Bi ll: I n ot i c ed t h e enclosed a r t i l e fr om the Wash i n g t o n Post and rath e r than h a ve y ou wr i te me concerning i t , I thoug h t I wou ld wr i t e you and l et y o u know that I am comple t ely oppos ed to this p iec e o f leg i s la tion . With my v e r y be st r eg ards Since r el y yours, FLETCHER THOMPSON Member of Congre ss FT/lg cc : Mr . S i d Scarborough Manage r , Atl a nt a Stadium Iv an Al len , J r . Mayor , City of Atlan ta �Zabloekl Plans J.,eglslatl~n House Bill Would Strip Baseball of Exemptio~ Ai!-OClaTtd P'r ('U Rep. Clement J. Zablocki (D Wis.) said last night he will introduce legislation to strip nrgan izecl professional baseball f its· pl'esent exemptio n fro m the Nation 's antitrust Jaws . Za bl<><:ld and othe r me mbers of Congress from Wisconsin were strong ly o pposed to t he mo e of t he Milwaukee Brave! to Atlanta, which came in• - - pite of ef forts by t he stzte of Wisconsin to prevent the lie and Congressional opinior transfer. that base ball's "high-bandec "Now that t he Supreme flaunting of the public interr · Court has re/used to review the muSt be stopped." adve rse decision in t he Braves Passage o( his ·bill , Zablurk case," Zablocki said in a state- said. would not mean return 01 ment, "new legislation appear the Braves t~ Milwauk~e. How to be a lmost the only hope of ever. he said be believes r breaking the arbitr;iry power of would expedite the for mat ior baseball owne rs and restoring or a new major league or rapic th.e game to the fans." expansion of the p re s e n 1 Similar legi lation was intro 1 agues duced by Zal;llockl at the be- rr ba eba ll is stripped of it! ginning of the 89th Congre~s. prP ent exemption from anti 1The bill was sent to the lfot1se t r u t la\1 s, he aid, it is proba Judicia ry Committee , \l-h1ch ble that feat ures of the present took no action. v trm, such as territo ria i Stating he is hopeful of a·greement s and the reserV£ action on his p roposal 111 th!' ddl1'P binding a plc1yer to one 90th Congress, Zablo('ki -,11u hP learn until he is sold or re ~lieves there is gro\\ 1n ::: p11h- ll'asl·d. would be struck clown � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document s;llfDc»lla..-s; . tS'eops W h e n H a n k Get s Riled, He Really H a mme r s 'Em A 'l143.215.248.55k~Ahl!1ap~~c:a~~ni~!u~~ ~~:~i:e143.215.248.55 16:51, 29 December 2017 (EST)1gvi~li~~-.- I~~ baseball, b u t he h as a way of doing it tha t avoids per - sonalities. He is by far t h e mos t accessibl e of a ll t h e so-called Super Stars in baseb a ll. He has a keen sense o f hu m o.r, Jau.a-hs eas ily at his own expense, and is p os::;essed with so mu5,:h talent that al m ost everything h e d oes appears effortless, s on1etirnes lazy . There . are those who say h is -major league career is being prolonged by such firm. control of his emotions, and there are others who say lac1c of fire in Aaron's makeup deprives the Atlanta Braves of the . on-the-field leadership so vi tal to championship ath- letic teams. So it was w ilh somewh a t mixed fee lin·gs t h at peoff!JJ~!rfr~~t3d h\l~e c\1:,~ ~~;a~tpw~!~/hs~\n1!e~!'/m~~-t: made at a booster c lub banquet by Milo Hamilton , U1e Atlanta radio a nnouncer. MANAGER BILLY HITCHCO CK, rushing q u i ck ly to Aaron's defense, could not h elp but be s ecrelly happy over Urn contr o ver sy. In two ga,111es t h ereafte r , H a nk ~:r. s~r~;1 ~t!~ i1~./!i~: t143.215.248.55s ; ~ s howed 1n o re aggr essiveness t h a n anyon e in these parts h as ever seen h i m display. ft was in jest, but w'ith some semblance of truth, that a wag com-niented after Sunday's tremendous exhibition by Aaron that it would be a good investment to hire a h a nd to visit H enry each day with just one re?nark : « Robe-rto Clem.ente' s a b e tter outfie lder t/ian you are." Act u a lly, t h at is not w h at Hank Aaron Ham ilt o n said. nor w h ~t Aar on got angry a bou t . M ilo's remark was to the effect t h at l ast yea r·, in the All-St ar game. Aaorn was s h ifted lo left field to m ake room for Cl emente in right, i mplyin g that b aseba ll pl ayers f.ivorcd CJemente. AARON'S DISPLEASURE was in being broug h t into verbal testimonial to C le m e n te, in t he first place, and to Hamilton's ig norance of t h e facts. Aaron got n1a,,·e v ote;; for o utfielde r i n the A U-Star game than did Cle111e nte a .fear ago, and coutd h-avc -s-tactcd in right H h e had insist e d upon lt. He s hifted to Jeft at the r equest of Al l-Star Manager Walter Alston. Duroch er Set OfAi C o n trove rsy A year ago down here th e r e was a big c ontroversy going over whether Aar on was as good a n outfielder as Willie Mays. L eo Durocher s e t tha t o ne off, and coincidentally, h e d id it in a s peech at a nother Atlant a Booster n1eetin g. L e o took Mays , of course. c.Actually, I 'm flattered to be -nientioned with Willie Mays or Clernente when people get to talking about who's the b est outfielder playing today/' said Hank. '"I 'm.. perfectly wilting f or rny re cord to s p eak for rne . The record s p ea ks loudly . H e has a life t ime b atting average of .317 . To d ate h e has h it 453 h o n1.e runs, ha·s batted in 1 ,461 men . I-Ie is r egard e d , w ith Mays, as the very best base r u nne r in the Nat ion a l League, not becau se of the bases h e stea ls, b u t because h e- seld om ever gets th row n out t a k ing an extra base. He has a great arm , h e has 1nore tha n adequate speed. And w hen h e gets mad, h e's viciou s a t the right place-at h o me pl a te. w ith a base ball bat ln hi s han d. The 1,irob!.em ~s k;e ping hi m mad . It Takes Ho(l1ers To Draw Fans The Braves, w ho o pen a t hree-ga me series ~fa143.215.248.55t 2Jh3at!~ a\0h~:n;143.215.248.55tha~!e 1d:1w~0 143.215.248.55 16:51, 29 December 2017 (EST)J2o 1~ evo~ pie. That's s ome 22.000 less than at a c orres pon d ing time d uring their firs.t season i n the South . Almost all the difference can be traced r igh t b a ck to o pe nit1g day. aron and Joe Torre are the main reasons that fans are flocking through the turnstiles in suc h great numbers . They h i t ho'm-e runs, Still the greatest at- · traction baseball has to o s 11 Torr nine Al'm.ost anyone who has ever seen a base all: game knows t hat Atlanta cannot win the National League pennant--yet i t is an interesting team an excitin espi e mJunes an 1 n esses a a epri ved him of his two best p itc h e1·s, Tony C loninger and Ken Johnson, for much of the ea r l y goin g, Manager Hitch- cock has the cJub p laying a t a 1nu c h be tte r pace t ha n a year ago . W ith a record of 18-16, t h e Braves a r e two games above the .500 m a rk. A year ago t h ey were two games under the break-eve n poi nt. .. Unpopular Walke r o n W ay O ut? Harr.v \Valker, the talkatiVe A l abaman man aging the P ittsburgh Pirates, is as unpopul a r w it h his players as was Bobby Bra_gan with t he Braves a year ago. Sources c lose to the Pirates say only a p e nna nt can save \.Valker's job 1 a nd they add, the penna nt will never be won with him as 1nanager. Admittedly, Walker is one of baseball's keenest stu6'ents especially in the art of hitting. His problem with the players , it seems, is that he never knows when to leave t h em, alone. I-I arn1 is a stickl er for per- h16:51, 29 December 2017 (EST)~· 143.215.248.55 16:51, 29 December 2017 (EST)lk~oc:i~~1¢i7fatf::i c~~e~~=n~~y:vitntelZ,_~ t~0 at a time when the h?tter.<; sf10ulcl be practicing that, as well as their hitting. One report ci rcnl::t.ti.ng in t h e lobby of the hote l where the Pirates lived du r in g their fonr ga m es w it h the Braves h ad \.Valker e nforc ing a b e d check on V e rnon Law, a d eacon in t he Mormon Churc h a n d perhaps the most devout baseb a ll pl aye r i n the m ajor leagues. True or not, it m a kes the point of w h y hi s players do not like him. �L l ' ' Honorable Ivan Allen, Jr. Mayor of the City of Atlanta City Hall Atlanta, Georgia ��T E L E P HONE 088 - 6838 GE ORGE DAVI D HOUSER A RTH UR .AND E R S E N & CO . 34 P EACHTREE STRE E T, N . W. • ATLANTA :J0 :303 THE ECONOMIC IMPACT OF THE BRAVES ON ATLANTA: 1966 by William A. Schaffer· George D. Houser· Robert A. Weinberg FEBRUARY, 1967 Industrial Management Center GEORGIA INSTITUTE OF TECHNOLOGY Atlanta, Georgia �ACKNOWLEDGMENTS The authors wish to express their thanks to the many people who worked on this study, and particularly to the Atlanta Braves whose whole-hearted cooperation made this study possible. 3 ... �CONTENTS ACKNOWLEDGMENTS 3 LIST OF TABLES 5 LIST OF FIGURES 5 I. INTRODUCTION AND SUMMARY OF FINDINGS II. PROCEDURES . Sampling, 9 Interviews, 10 Reliability, 10 Representativeness, 12 7 9 Ill. CHARACTERISTICS OF FANS General, 13 Local Fans, 16 Out-of-Town Fans, 17 · · · · . . . . . . . . . . 13 IV. ANALYSIS OF EXPENDITURES · · · · · · · . . . . . . . . . 20 Sources of Expenditures, 20 Expenditures of Local Fans, 22 Expenditures of Out-of-Town Fans, 23 Expenditures of Baseball Teams, 25 Summary of Direct Expenditures, 25 V. THE MULTIPLIER EFFECT . . . . . VI. THE NONECONOMIC IMPACT OF THE BRAVES APPENDICES . . . . . . . . . . . . . A. Questionnaire, 32 B. Computer Print-Out of Survey Results, 33 C. Interview Schedule and Attendance Summaries, 36 D. Estimation of Number of Different Persons Attending Games, 37 E. Confidence Limits of Sample, 38 F. Expenditures of Local Fans, 39 G. Expenditures of Out-of-Town Fans, 40 H. Expenditures of Baseball Teams, 42 I. Calculation of the Economic Base Multiplier, 42 4 . 27 . 31 . 32 �LIST OF TABLES 1. Confidence Intervals for Selected Questions 11 2. Comparison of Population and Sample 12 3. Makeup of Attendance at Games 14 4. Radio Following . . . 15 5. Mode of Transportation 15 6. Seat Preference . . . 16 7. Attendance Expectations of Local Fans 16 8. Estimated Distance Traveled by Local Fans 17 9. Reasons for Visit to Atlanta by Out-of-Town Fans 18 10. States from Which Out-of-Town Fans Were Drawn . 18 11. Distances Traveled by Out-of-Town Fans to See Game . 19 12. Organized Group Ticket Sales, by State . 19 13. Summary of Expenditures . . . . . . 22 14. Lodging Preferences of Out-of-Town Fans . 24 15. Estimates of Metropolitan Atlanta Employment Producing for Export, 1954 and 1964 . . . . . . . . . . . . . . . . 30 LIST OF FIGURES 1. Expenditures of Fans . . . . . . . . . . . . . . . . 26 2. Th e Mu ltiplier Effect for Braves Related Income in Atlanta . 28 0 5 �I I INTRODUCTION AND SUMMARY OF FINDINGS THE purpose of this study is to assess the economic impact of the Atlanta Braves baseball team on Atlanta. In addition, the study includes a variety of information, ranging from game starting times to hot dog expenditures, which will help the Braves management better understand their fans and provide Atlanta with a closer and more up-to-date look at the economic importance of major league baseball in Atlanta. A similar study is being conducted t o assess the impact of the Falcons on the city. The combined reports should serve to underline the contributions of professional sports to a growing Atlanta. The study is divided into six parts. A summary is provided in this section. Then the survey technique is briefly described. Third, the characteristics of the fans are outlined. Fourth, an analysis of expenditures made in connection with the Braves is presented, followed by an examination of the flow of income as these expenditures are spent and respent. Finally, the noneconomic impact of the Braves on Atlanta and Georgia is discussed. (A technical appendix is also provided to supplement findings summarized in the text.) In summary, the Braves had a significant economic impact on 7 �the city of Atlanta in 1966. Over 9 million dollars were spent in Atlanta in direct connection with the baseball season. As this money circulates, up to 30 million dollars in income for Atlantans will be generated. Two-thirds of the initial expenditures were made by the 174,000 different visitors to Atlanta who made up 41 per cent of the official attendance of 1,539,801. Over half of the expendit ures by out-of-towners went for food, entertainment and lodging, although significant amounts were also spent at the game itself, for gasoline, and on transportation. Attendance by an estimated 107,000 Atlantans reached over 905,000. In contrast to the pattern set by out-of-town fans, twothirds of the expenditures of local fans were made at the St adium itself, with food and entertainment, parking, gasoline, shuttle bus and other transportation expenditures following in importance. A hard core of baseball fans has been uncovered in Atlanta. The typical local fan expected to see 16 to 25 games while the out -oftown fan expected t o see four games over the season. While 82 per cent of season attendance was drawn from wit hin 150 miles of Atlanta, over half of the out-of-town fans came from 23 other states, primarily Alabama, Tennessee, South Carolina and N orth Carolina. A majority of the fans came with t heir families, although a large number of fans came in organized groups from as far as Los Angeles, Chicago, and Ottawa, Canada. And no matter where their homes, the Braves fans were loyal both in and out of the Stadium, with 73 per cent of all fans admitting to regularly following the Braves on t he radio. While the economic impact has been substantial, the noneconomic contribution of the Braves to Atlanta is no less important. Some partial indicators of this contribution are available. Thus, Atlanta was mentioned over 280,000 times in daily newspapers, four games were televised nationally from Atlanta, 20 games were t elevised over the Southeast, and 39 regional radio stations carried regular broadcasts of the Braves. If other teams have similar networks, then t he Atlanta Braves played before millions across the nation every week of the season. Further, Braves personnel appeared over 395 times as speakers throughout the state and made preseason visits to 24 major cities in the Southeast. Finally, the Braves have contributed substantially to programs at schools in the neighborhood of the Stadium. 8 �II / PROCEDURES THIS study describes the characteristics of Atlanta Braves fans through the application of standard sampling procedures. The analysis of a small, carefully selected segment of a population will yield information almost as accurately as if the entire population had been studied. The technique used is outlined here; details are presented in the Appendix. Sampling THE population for this study is defined as all persons who attended an ~tlanta Braves game in the Atlanta Stadium. Since seating by section appeared to be proportionately stable from game to game, the proportional method of sampling was chosen. That is, the size of the sample for each section was proportional to its population. These proportions, initially based on the first 13 home games, were adjusted as necessary later in the summer. Within each section of the stadium the sampling was random. Each member of the population in a section had an equal chance of being interviewed. Locations for interviews were based on a mathematical formula and the interviewers were not permitted to make decisions based on their own desires and observations. This insured a reasonable objectivit y in the survey results. The sample games were selected to include each team, day of 9 �the week and starting time and were played over a three-month period from mid-May to mid-August. The sample itself consisted of a total of 1479 fans interviewed at 16 games. 1 Interviews APPROXIMATELY 90 to 100 interviews were conducted at each sample game by carefully trained students and members of the faculty of Georgia Tech. Each interviewer carried an identification card indicating the purpose of the interview and authorizing his presence in the Stadium. The interviews were conducted according to a preset format and usually could be completed in less than two minutes each. Interviews were begun 30 minutes before game time and stopped before play commenced. As a technique for data collection, personal interviewing yields good results. It allows the respondent to relax, requires a minimum of effort in answering questions and provides a larger proportion of usable replies than other methods. The interview form was carefully constructed to avoid bias, and each question was selected for a specific purpose. 2 The questions did not probe into the personal background of the respondents; as a result, there was little or no reluctance in answering them. Several interviews were conducted wit h t he quest ionnaire in a rough-draft form to insure that each question was easily answerable. Once the format was established, t he questions and answers were number-coded so that responses could be keypunched directly from the questionnaire. This facilitated analysis of the results through the Rich Electronic Computer Center at Georgia Tech. Many questions were eliminated prior to the start of the study because of the availability of information from other sources; were it not for access to t hese sources, the time involved would have become excessive and both fans and interviewers would have suffered unnecessarily. Throughout the survey, the cooperation and willingness of fans to participate in the study greatly simplified the interview task. Reliabil ity W HILE the nature of the questionnaire prevents the determination of a degree of accuracy for the questionnaire as a whole, an 1 2 The schedule of games sampled is presented in sectum C of the appendix. The interview questionnaire is reproduced in section A of the appendix. 10 �expected error can be stated for selected questions. Computations based on standard statistical techniques indicate that there is 95 per cent probability that the population means will lie within the intervals shown in Table 1.3 Where only a yes or no answer is involved (i.e., where the distribution is binomial), the per cent of the population possessing the characteristic in question is expected to differ no more than 4 per cent from the corresponding per cent of the sample. Where the answer is subject to more variation ( e.g., distance from Stadium, expenditures, length of stay, etc.), the maximum expected error rises, particularly when the number of observations is small. Thus, the mean entertainment expenditure of all out-of-town parties may vary from the mean based on our sample by as much as $6.61. In general, the usual cautions in the interpretation of survey results apply, but estimates based on this sample should reasonably approximate the characteristics of fans of the Atlanta Braves m 1966. Table 1: Confidence Intervals for Selected Questions Maximum expected error Topic of question Confidence interval Lower limit Upper limit Asked of everyone: Desirability of starting t ime (proportion) Number in party . . . . . . . . . Loca l or out-of-town resi dent (proportion) .01 .48 .03 .90 4.29 .56 ,92 5.25 .62 .37 .03 .61 1.34 8.00 .27 4.64 22.53 8.74 .33 5.86 25.21 11.02 .04 6.61 .04 .50 .04 .54 .15 .81 150.00 .37 27.71 .43 2.47 .49 6.68 1.48 7.11 172.00 .41 40.93 .51 3.47 .57 7.76 1.78 Asked of local fans: Distance of home from Stadium (miles) Game-connected entertainment (proportion) Entertainment expenditure (dollars) Number of games expect t o see . . . Asked of out-of-town fans: Distance of home from Atlanta (miles) Game-connected entertainment (proportion) Entertainment expenditu re (dollars) . . . Overnight visit (proportion) . . . . . . . Number of nights stayed . . . . . . . Gas and oil purchase in Atlanta (proportion) Gas and oil expenditure (dollars) Games expect t o see this trip . Games expect t o see for season 3 See sectwn E of the appendix. 11 8.73 �Representativeness To demonstrate its representativeness, the sample is compared with the population in several key areas in Table 2. The sample and population proportions according to these classifications are very close. Most of the relatively high differences in attendance proportions in the population and sample for the various teams played can be explained by an inability to adjust the survey schedule to account for changes in the popularity of teams as the season progressed. But even these are slight enough to be disregarded. Thus, the survey appears to be adequate in size and composition to yield reasonably accurate results. Table 2: Comparison of Popu lation and Sam pl e Classification Attendance, by day of week Week game . Weekend game Attendance, by opposing team Los Angeles Philadelphia New York Cincinnati Houston St. Louis . San Francisco Chicago Pittsburgh Attendance, by section of Stadiums General admission Field level Loge Pavilion Upper level Games scheduled, by day of weekb Weekday afternoon Weekday evening Friday evening Saturday aftern oon Saturday evening Sunday afternoon Per cent of populatio n Pe r cent of sampl e 56 57 44 43 21 20 8 11 8 8 8 7 11 6 18 7 12 13 13 14 11 4 21 24 34 3 39 5 7 35 28 1 45 17 11 4 0 44 19 12 9 6 17 19 Not es : a. The po pul ation percenta ges in secti o ns of t he Stad i um a re based o n actua l attendance f or t he first 13 hom e games. b. Doub le head ers are counted as o ne game. 12 �Ill/ CHARACTERISTICS OF FANS AN expected outcome of any survey of baseball fans would be a description of the average fan. Unfortunately, much of the information required to draw a good fan profile is confidential (age, income, education, etc.) and a direct query into these topics is likely to be answered in an exaggerated or biased manner. To protect answers more pertinent to the central purpose of the study, questions of this type were eliminated during the initial testing of the questionnaire. But several items of general interest were compiled and are presented below. The next two sections then provide discussions of the characteristics of local and out-oftown fans. General A'ITENDANCE. There is little doubt that the 1966 baseball season has been highly successful. Official season attendance was 1,539,801, and the highest for the Braves since 1959. Playing in the smallest metropolitan area with a National League team and spending most of the season in the lower division, the team still ranked sixth in total attendance ahead of Pittsburgh, Philadelphia, Cincinnati, and Chicago. Attendance at home games appears to have depended in part on the standing of opponents, 13 �with Los Angeles (first place) drawing over 330,000 followed by San Francisco (second place) with over 270,000 and Pittsburgh (third place) with over 200,000. This stands in contrast with attendance of less than 100,000 for games with Chicago (tenth place) and 111,000 with Cincinnati (seventh place). Average attendance also varied by month, with games played in July and August drawing large crowds. While those are vacation months, school, football and other activities tend to reduce baseball attendance in May and September.4 According to the survey, roughly two out of every five fans were from out of town and accounted for a total attendance of Table 3: Makeup of Attendance at Games Type of game Week . . . Weekend Total Per cent local fans Per cent out-of-town fans in Atlanta for: Ball game Other reasons 62 27 55 59 11 6 9 39 32 634,398. Table 3 shows that most out-of-town fans (78 per cent) were in Atlanta primarily to see a game and attended more games on weekends than otherwise.5 Per cent of total: August 10 Survey A ugust 8 A uto registration ( or home) Other states Other Georgia counties Metropolitan Atlanta Counties (Fulton Co.) (DeKalb Co.) ( Cobb, Clayton, Gwinnett Cos.) 24 14 62 (37) (16) ( 9) 19 16 65 (33) 22 16 62 (21 ) ( 11) The tag counts did not include fans arriving by shuttle bus; our interviewers (when asked) defined A tlanta as within 15 miles of downtown. If these differences counterbalance each other, the results are virtually identical. •See section C of the appendix for details. 5 Our results are remarkably close to those of surveys conducted by the R esearch Department of the A tlanta Chamber of Commerce. While their complete study is not y et available, they have provided preliminary results of two counts of automobile license plates in the Stadium parking lots. B oth counts were conducted on week nights with the Los A ngeles Dodgers as the opposing team. The first (1,814 cars) was on August 8 and the second (4,967 cars) on August 10. Compared with our survey, the results are as follows: 14 �As evidenced by the interest with which fans follow the Braves on radio, baseball is not just a sport of passing fancy. One of the questions asked of fans was designed to determine whether they followed the Braves by radio regularly, occasionally, or not at all. As Table 4 indicates, a large proportion of fans follows the Braves regularly. While most of the regular RADIO FOLLOWING. Table 4: Radio Following Type of fan Per cent of attendance following radio broadcasts: Regularly Occasionally Never 82 59 73 Local fans Out-of-town fans . All fans 12 22 19 16 11 6 listeners are local fans, the out-of-town following is still substantial (81 per cent) and is probably closely associated with the 78 per cent of out-of-town fans in Atlanta primarily to see a ball game. PARKING. Anyone who attended a game during the 1966 season was reminded of Atlanta's parking problems and expressway traffic jams. The Atlanta Transit Company established a convenient shuttle bus service from downtown to the Stadium to supplement the limited number of parking spaces at the Stadium. Nevertheless, as shown in Table 5, 81 per cent of the fans inter- Table 5: Mode of Transportation Mode Per cent of attendance 81 1 7 1 Drove car to Stadium . . . . Drove car t o t own and walked . Drove car t o town and took bus Drove car t o other and took bus Took bus on ly Charter bus 4 2 2 2 Taxi . . Walked viewed chose to drive their cars and either park in the Stadium lots or use one of the bootleg parking facilities which have sprung up around the Stadium. Some 12 per cent of the fans elected to use t he shuttle bus service; this figure was generally lower during 15 �games with smaller attendance and increased markedly as attendance approached sellout proportions. 6 SEAT PREFERENCE. One of the interviewers' tasks was to code each questionnaire according to section of the Stadium and type of fan (local or out-of-town). This was done as an interest item to determine out-of-town seat preferences. As Table 6 indicates, there were no sharply drawn preferences, with the exception that Table 6: Seat Preference Section of Stadium Loge . . . . . Upper level . . General admission Field level Pavilion . . . . Per cent local fans Per cent out· of-town fa ns 50 50 40 30 48 32 60 70 52 68 70 per cent of the general admission tickets was sold to local fans and that the out-of-town fans, in general, tended to gravitate toward the more expensive reserved seats. All it ever took during the season was a glance at ·the grandstand area with its "Hammering Hank" and "Go Joe" banners to know that the hard-core baseball fan was firmly entrenched in the grandstands. Local Fans ATTENDANCE. Baseball is not just a novelty for Atlanta fans: the typical fan expected to see 16 to 25 games, and 16 per cent of the local fans planned to see 40 or more games before the season was over. Attendance expectations are presented in Table 7. If Table 7: Attendance Expectations of Local Fans Number of games Pe r cent Less than 3 3 to 6 6 to 11 11 to 16 16 to 26 26 to 41 41 or more 6 4 10 19 15 22 14 16 While offici,al figures are not available from the Atlanta Transit Com-pany, their estimates parallel ours. 16 �these expectations held true, over 107,000 different Atlantans had attended a game by the end of the season for a local season attendance of over 905,000.7 RESIDENCE. While 40 per cent of local fans live in the Northeast section of the city, the remainder are drawn fairly evenly from the other quadrants of·the city (20 per cent from the Northwest, 19 per cent from the Southeast, and 21 per cent from the Southwest) . The average distance traveled from home to Stadium was 8.4 miles. As Table 8 shows, this average is heavily weighted by Table 8: Estjmated Distance Traveled by Local Fans Miles traveled (one way) Per cent of local fans 18 Less than 4 4 7 10 13 23 to 7 to 10 . to 13 . 26 or more 20 14 the large proportion of fans traveling ten miles or more. The most frequently estimated distance traveled was 10 to 13 miles. GROUP COMPOSITION. Baseball is a family sport in Atlanta. 52 per cent of the local fans attended games with their families, 30 per cent with friends, 16 per cent by themselves, and 2 per cent with an organized group. The average group size was four. Out-of-Town Fans ATIENDANCE. In measuring t he impact of the out -of-town fan, this study has directed its attention to the out-of-town fan who was in Atlanta primarily t o see a ball game. 78 per cent of the out -oftown fans (or 32 per cent of all fans ) interviewed were in this category. As shown in Table 9, the remainder were in town for a variety of different reasons and simply selected the ball game as one form of entertainment. By t he time the season ended approximately 634,000 out-of-town visitors had been to a Braves game. This total includes a number of fans who came to several 7 For computation, see section D of the appendix. 17 �Table 9: Reasons for Visit to Atlanta by Out-of-Town Fans Per cent of out-of-town f ans Reason 78 To see a baseball game On business On vacation . . . . Visiting friends . . Just passing through Conventioneering . Other . . . . . . 7 6 4 1 1 3 different games (the average out-of-town fan planned to see four games during the season). On a non-repeat basis, approximately 174,000 different out-of-towners were drawn to Atlant a by the Braves.8 STATES REPRESENTED. Of this 174,000 total, 75,000 came from other towns and cities in Georgia, and the remaining 99,000 came from 23 other states. While the greatest number of out-of-state fans came from Alabama and Tennessee, it was quite common t o encounter fans from Florida, North Carolina and South Carolina. Table 10 shows the attendance breakdown for the major contributing states.9 Table 10: States from Which Out-of-Town Fans Were Drawn State Per cent of out-of-town fa ns Georgia Alabama Tennessee . . South Carolina North Carolina Florida Other . . . . 43 13 11 9 9 5 10 DISTANCE TRAVELED. Although more t han half of the out-of-town fans live within 150 miles, the average one-way distance traveled by out-of-town fans in Atlant a primarily to see a game was 161 miles. According to Table 11, the median dist ance traveled is 100 to 150 miles. 92 per cent of these fans traveled by car, 5 per cent BFor computation, see sectwn D of the appendix. 9 The 17 other states from which fans interviewed came were (in order of frequency ) Mississippi, Ohw, Texas, Kentucky, Pennsylvania, Virginia, West Virginia, Indiana, Louisiana, South Dakota, Maryland, Illinois, California, Minnesota, New Jersey, Nebraska, and Missouri. 18 �Table 11: Distances Traveled by Out-of-Town Fans to See Game Distance Per cent of out-of-town fans Less than 50 miles 50 to 100 miles 100 to 150 miles 150 to 200 miles 200 to 300 miles 300 miles or more 16 21 18 12 16 12 by bus, 1 per cent by airplane, and the remaining 2 per cent used some other means of travel. (One fan insisted that he had driven from Alabama in the family truck and flatly refused to have it classified as anything but "other.") Baseball for the out-of-town fan is also a family occasion: 55 per cent of the fans interviewed were with their families, 33 per cent were with friends, 7 per cent were by themselves, and 6 per cent were with organized groups. A tabulation of group ticket sales provides an interesting aside, in addition to confirming our survey results. Table 12 shows that, GROUP COMPOSITION. Table 12: Organized Group Ticket Sales, by State State Cities Geor.gia Alabama South Carolina Tenn essee North Carolina Fl orida Kentucky Louisiana Mississippi Ohio California Illinois Ontario (Canada) Total 95 46 30 24 23 6 4 2 1 1 1 1 1 235 Number of Groups 246 152 91 86 77 15 5 2 4 2 1 1 2 684 Fans 17,546 9,420 4,375 3,388 6,507 441 539 68 293 800 50 130 33 43,590 excluding groups from Metropolitan Atlanta, a total of 684 groups from 235 cities ordered tickets to games this season, representing 6.9 per cent of estimated out-of-town attendance. This compares favorably with survey results (6 per cent), even though the distribution among states is not the same as for all out-of-town fans. T he average organized group size was 64. 19 �IV/ ANALYSIS OF EXPENDITURES THE study now turns to the monetary impact of the Braves on Atlanta. The discussion will show the effect of the Braves on funds flowing through Atlanta's economy, the sources of these funds and where, specifically, they entered Atlanta's economic stream. In addition to new funds from other areas, locally-held funds spent due to the presence of the Braves will be considered. Sources of Expenditures LET us first consider new money introduced into the economy 20 �from outside of Atlanta. There are several possible sources of these funds: 1. Money spent by out-of-town fans on tickets to games; 2. Money spent by out-of-town fans (in Atlanta for the specific purpose of seeing the Braves) on transportation, food, entertainment, lodging, shopping, parking, concessions, etc.; 3. Money earned by the Braves outside of Atlanta (The Braves receive remuneration for playing in other cities based on attendance.) ; 4. Money spent by other baseball teams in Atlanta; 5. Money spent by baseball scouts, reporters and other support personnel in Atlanta. All money spent by out-of-town fans on tickets and at the games represents an inflow to the economy of Atlant a directly attributable t o the Braves. But it is reasonable to consider any other expenditures made by out-of-town fans attributable to t he Braves only if the out-of-town fan was in Atlanta primarily t o see a game. The enumeration of induced local expenditures is more difficult. Local expenditures are simply the sum of local ticket expenditures, local moneys spent prior to or following games on meals or entertainment, and moneys spent at games on concessions, programs, etc. But would this direct spending on entertainment have existed without the Braves? If t he Braves were not in Atlanta, would the local fan have selected a movie or local theater group to provide his entert ainment for the evening? This issue cannot be resolved with complete satisfaction. The questionnaire was designed, in so far as possible, t o limit the measurement of local expenditures to those directly attributable to the Braves. Since it is a purpose of this section to point out the tremendous pmchasing power of one and a half million fans, we have assumed that local expenditures made in connection with baseball were induced by the presence of the Braves. While some error might be involved, we feel that the exclusion of local expenditures would be even more erroneous. Table 13 delineates sources of expenditures and indicates their points of entry into the economic stream. The following comments briefly explain the summary amounts provided in the table. 21 �Expenditures of Local Fans As pointed out earlier, over 107,000 Atlantans attended games at the Stadium more than 905,000 times. These local fans introduced funds directly into Atlanta's economic stream through their ticket purchases and expenditures on food and entertainment before and after games, on concessions, on transportation, and on parking.10 Table 13: Summary of Expenditures Source of expenditure Object of expenditure Game (tickets) Food and entertainment Concessions Gasoline Parking Buses Taxis Lodging Other Total . Local fans Out•Of• town fans . $1,576,000 $1,195,000 202,000 905,000 56,000 115,000 54,000 35,000 2,276,000 634,000 473,000 63,000 38,000 9,000 1,479,000 2,943,000 6,167,000 Visiting teams Visiting scouts Total $2,771,000 41,000 8 ,000 14,000 31,000 41,000 127,000 5,000 4,000 17,000 2,527,000 1,539,000 529,000 178,000 106,000 44,000 1,515,000 45,000 9,254,000 While Atlantans spent over $2,078,000 for admission to games, only $1,576,000 has been included in the tabulation of direct expenditures. 11 This is the share of expenditures of the Braves which is attributable to local attendance. About 24 per cent of ticket revenue leaves Atlanta in partial support of the farm system (four clubs, each of which requires a substantial subsidy) , spring training, and other activities. TICKETS. FOOD AND ENTERTAINMENT. 30 per cent of all local fans attending a game stopped on their way to or from the game for food and entertainment. Specifically, 4.5 per cent of these fans attended the games by themselves and spent an average of $3.63 per person, 14.1 per cent were with their families (average size of 3) and spent a total of $5.41, and 11.4 per cent attended the games with Most of the calculations for this section are reproduced in section F of the appendix. 11 This statement is based on our estimate of ticket sales. The Braves provided a summary of their expenditures in Atlanta which has been prorated on the basis of the proportion of local fans. 10 22 �friends and spent an average of $5.73 on two persons. The total food and entertainment expenditures (not including concessions) of local fans for the season is estimated at over $202,000. CONCESSIONS. According to Automatic Retailers of America, the concessionaires at the Stadium, the typical fan spent about $1 per game on refreshments for a total of $905,000 from local fans. GASOLINE, PARKING AND OTHER TRANSPORTATION. The sample indicates that the local fan lived an average distance from the Stadium of 8.4 miles. Further, 89 per cent of those interviewed drove t o the Stadium or parked in town and took a bus. As a result, over 2,400,000 miles were driven by local fans in connection with a game. Ignoring depreciation, oil consumption, tire wear and other measurable (but important) expenses and using informat ion supplied by the American Petroleum Institute, the total expenditure by local fans on gasoline alone is estimated at over $56,000. 89 per cent of the Atlanta fans parked either downtown or at the Stadium with an average of 3.5 fans per car. Assuming a fee of $0.50 per car, over $115,000 was spent by local fans for parking. 12 per cent of the local fans used a bus at some point in their trip to the Stadium. At $0.50 per round trip, the Atlanta Transit Company took in over $54,000 due to the presence of the Braves in Atlanta. 2 per cent of the fans arrived at the Stadium by taxi. Assuming an average of 3.5 fans in each party traveling 8 miles ( oneway) and using rates of $0.50 for the first ¾ miles and $0.10 per addit ional ¼ mile, the expenditure for taxis by Atlantans was over $35,000. Expendit ures of Out-of-Town Fans THE 174,000 different out-of-t own fans attending Braves games in Atlanta introduced new money into the local economy in several different ways. But expenditures of these fans on such things as food and entertainment and gasoline may properly be, and are, attributed to the Braves only when the out-of-town fans came to Atlanta primarily to see a game (78 per cent of outof-town attendance, or 494,830, were in that category) . TICKETS. By our estimates, out-of-town fans spent over $1,576,000 23 �for tickets to games. But, as explained for local fans, only $1,195,000 should be included as first-round spending. This is the portion of direct expenditures by the Braves in Atlanta attributable to out-of-town fans. FooD AND ENTERTAIN:MENT. 37 per cent of the out-of-town fans here to see a game spent money on food and entertainment. Of this group, 4 per cent were by themselves and spent an average of $13.75 each, 55 per cent were with their families (average size of 4) and spent $35.97 per family, and 41 per cent were with friends and spent an average of $33.84 on two people. These figures include all food and entertainment expenses (excluding concessions) for the entire length of an out-of-town fan's visit. For the season, out-of-town fans spent over $2,276,000 on food and entertainment in Atlanta. CONCESSIONS. With an average expendit ure of $1.00 per fan, outof town fans spent over $634,000 on concessions. LODGING. A large number of visitors stayed overnight. Many came for several days or a weekend to see more than one game. Specifically, 37 per cent of the out-of-town fans stayed overnight; the average visit extended over two nights and the average size of party was five. As shown in Table 14, visitors most frequently stayed downtown. Using rates provided by the Georgia HotelTable 14: Lodging Preferences of Out-of-Town Fans Location Per ce nt Downtown hotel or motel . . . . Motel in outlying or suburban areas Home of friend or relative . . . . Elsewhere (campers, etc.) . . . . 51 6 41 2 Motel Association (downtown-$13.00 for double and $10.00 for single room; suburban area-$11.00 for double and $8.50 for single room), out-of-town fans here to see a game spent about $1,479,000 for lodging. GASOLINE, PARKING, AND OTHER TRANSPORTATION. 53 per cent of out-of-town fans in Atlanta to see a game spent money on gasoline. The average amount spent per party of four was $7.22 for a 24 �season total of over $473,000. While this amount may seem high, it should be remembered that many fans stayed in Atlanta for more than a single day and may have purchased gasoline on several occasions. 89 per cent of all out-of-town fans paid parking fees in connection with a game. With an average of 4.5 persons per car, over $63,000 was shared by the downtown parking lots and the Atlanta Stadium Authority. 12 per cent of all out-of-town fans traveled to the Stadium by bus at $0.50 per round trip for a total of $38,000. 2 per cent of all out-of-town fans arrived at the Stadium by taxi. Assuming their trips started in the downtown area and were $1.40, one way, out-of-town fans spent about $9,000 for taxi transportation. Expenditures of Baseball Teams DIRECT expenditures were made in Atlanta not only by fans and the Braves but also by visiting teams and scouts. The total firstround spending by baseball clubs (including the Braves) is estimated at $2,914,000. This figure is based on estimates provided by members of the staff of the Atlanta Braves. The Braves spent about $2,771,000 in Atlanta for such items as salaries and wages, utilities, local sales taxes, public relations, supplies and equipment , the Stadium Club, travel, aI1d rent. Visiting teams are estimated to have spent about $127,000 for lodging, food, entertainment, transportation, miscellaneous personal items, and tips for clubhouse personnel. Visiting baseball scouts spent about $17,000 for similar items. Summary of Direct Expenditures FIGURE 1 contrasts the spending patterns of local and out-of-town fans. The local fan clearly spends most of his money at the Stadium itself, while the out-of-town fan spends substantial amounts in other parts of the city for food, entertainment and lodging. A total of $9,254,000 in first-round expenditures may be credited to the presence of the Braves in Atlanta. Of this amount, 68 per cent was new money introduced into Atlanta's economy by sources outside of the city, and 32 per cent was induced local spending attributable to the presence of the Braves. But to say 25 �that total first-round spending represents t he economic impact of the Braves on Atlanta is not entirely correct. To det ermine the total impact, consideration must be given to the multiplier effect which occurs as this money is spent and respent. Figure t Expenditures of Fans EXPENDITURES OF LOCAL FANS Concessions $905,000 31 % $2,943,000 Food and Entertainment $202,000 7% Game $1,576,000 53% EXPENDITUR ES BY OUT-OF-TOWN FANS Lodging $1,515,000 24% Game $1,195,000 19% Food and Entertainment $2,325,000 36% �V / THE MULTIPLIER EFFECT A commonly-held theory of urban growth states that a city must export goods and services if it is to prosper economically. Called economic base theory, it depends on a division of the city's economy into two sectors, the export ( or basic) sector and the local (or support) sector.12 Exporters such as automobile and aircraft manufacturers, hotels, restaurants, service stations, department stores and recreation centers obtain income from customers outside the city. This export income then enters the local economy in the form of wages and salaries, purchases of materials, dividends, etc., and becomes income to other local citizens. But unless t he economy is entirely self-sufficient, a portion of this circulating income leaks out of the local economy with each transaction in payment for other goods, supplies and services which are imported. Wit h each round of expenditures, local incomes increase in a continuing but diminishing chain. The impact of the original export sale tends to decrease with each successive round of expenditures as leakages cont inue. The series of events following the initial injection of income is known as the "multiplier effect" and traces the indirect effects of the injection. A crude estimate of this effect can be made by calculating the local and export employment ( income figures would be better HFor details of economic base studies, see Charles M. Tiebout, The Community Economic Base Study (Washington: Committee for E conomic Development, 1962), and W alter Isard, Methods of R egional Analysis: an Introduction to Regional Science (New Y ork : John Wiley and Sons, Inc., 1960), chapter 6. E conomic base multipliers have been replaced in recent years by more sophisticated, and more costly, inputoutput studies and can be justified " ... only when crude, hurried research is required . .." (ibid., p.221). The multiplier computed here is of the crude and hurried sort. More detailed work is in progress and will be included in the study of the economic impact of the Falcons. But a more sophisticated multiplier for the Atlanta area is not available and awaits adequate funding. 27 �Figure 2-The Multiplier Effect for Braves-Related Income in Atlanta $9.25 M $6.31 M $6.42 M Outoftown fans t--.:) 00 $4.46 M $4.37 M $3.10 M $3.03 M I $2.15 M $2.10 M $2.94 $1.49 M Local fans $1.46M $1.03 M $2.05 M $1.43 M 2 3 $1.01 M $1.00 M 4 $0.72 M $0.70 M $0.69 M 5 Rounds of Spending ' $0.48 M 6 7 j'+ . . . = $30.5 ,4 $0.49 M 0 total �but are :riot available) in the city and using them to determine the proportions in which support and export activities tend to exist. Table 15 shows the proportion of Metropolitan Atlanta's employment in 1964 and in 1954 which may be considered exportoriented. The estimates are based on the assumption that employees of Atlanta industries which are concentrated here in heavier proportions than are employees in either Georgia or Atlanta are employed in the production of goods or services for export to state or national markets. 13 In 1964 Atlanta relied heavily on the transportation equipment, wholesale trade, printing and publishing, and finance, insurance and real estate industries for its export income. Approximately 3 out of every 10 workers were employed in export production. In 1954 the primary metals and other durable industries were also prominent in the city's export base but have declined in importance. But the proportion of workers producing for export was about the same. With these data, the economic base multiplier ie computed as follows: Multiplier, 1964 = Multiplier, 1954 = Total employment Basic employment 445.3 = 3.4 131.9 --- Total employment 303.3 = - - = 3.4 88.5 Basic employment . . Change in total employment 142.0 Change Multiplier, 1954-64 = Ch . b . t = 43 4 = 3.3 1 ange m as1c emp oymen . If the multiplier ratio tends to remain constant (as it apparently has) and if it applies to income as well as employment, then a one unit increase in export activities will tend to increase total activities 3.3 times as successive rounds of expenditures are made and the Atlanta economy adjusts to accommodate the additional expenditures. This means that about 70 per cent of each dollar spent is retained within the economy to be recirculated, with 30 per cent immediately leaving the local area. Figure 2 illustrates this process. 13 The computations are roughly based on a method described in Gerald E . Thompson, "An Investigation of the Local Employment Multiplier," Review of Economics and Statistics, XLI (1959), pp. 61-7. For details, see section I of the appendix. 29 �Table 15: Estimates of Metropolitan Atlanta Employment Producing for Export, 1954 and 1964 (in thousands) 1 954 Total employment Industry . 16.0 Contract construction 2.9 4.2 1.0 2.7 Lumber Furniture and fixtures Stone, clay, and glass products Primary metal industries Fabricated metal products Machinery, except electrical Transportation equipment Other durables 2.5 2.5 . 22.1 3.7 Food and kindred products Textile mill products Apparel and other textile products Paper and allied products . 10.9 8.3 7.4 3.0 Printing and publishing Chemicals and allied products Leather and leather products other nondurables 1964 Export employment .32 Total employm ent 29.3 Export employment 7.56 2.37 2.2 3.5 3.8 2.6 .87 .94 .31 21.19 2.16 4.2 3.9 28.3 5.1 .44 24.28 .46 13.1 6.1 8 .0 5.9 .91 2.70 1.84 4.8 2.9 .4 .2 1.92 .29 . 32.0 .88 6.6 3.5 2.1 1.0 3.96 12.99 4 1.4 18.26 81.1 22.46 48.2 69.3 34.37 4.85 Finance, insurance, and real estate . 21.4 13.87 32.3 16.83 Service, miscellaneous, and mining . . 37.8 5.14 62.4 13.85 2 1.2 41.3 3.54 445.3 131.90 Transportation and public utilities Wholesale trade Retail trade Federal government State and local government . 35.5 Total . . 303.3 88.50 .84 The additional income brought into Atlanta by t he Braves in 1966 has been estimated at $9,254,000. As this income is spent and respent, the total income accruing t o citizens in the Metropolitan Atlanta area should approach 3.3 times this amount, or $30,538,000.14 1 4/f only expenditures by out-of-town fans were included in the "new money" category, their expenditures of $6,311,000 would mean up to $20,826,000 in additional incomes for Atlantans. 30 �VI/ THE NONECONOMIC IMPACT OF THE BRAVES WHILE this study is specifically devoted to an examination of the impact of the Braves on Atlanta in terms of measurable monetary outlays, it would be remiss if some of the noneconomic :impact of the Braves were not included. The :impact of the Braves in terms of public relations is perhaps more :important than that measured in terms of dollars and cents. In 1966 there were over 1,750 daily newspapers in the United States. If these papers reported scores for baseball games, then Atlanta was mentioned over 280,000 t:imes during the course of the season. The Braves TV Network, composed of 21 stations in the Southeast, telecasted 20 games during the season and 4 home games were carried on the NBC network. Further, 39 radio stations in the Southeast regularly carried Braves games. And as the Braves traveled to other parts of the nation, an undetermined number of stations broadcasted their games. Braves personnel from both the front office and the playing field appeared on over 395 occasions as speakers at service clubs, church groups, athletic banquets, etc. The majority of these functions took place in the state of Georgia. In addition, many personal visits by players were made to hospitals, children's homes and other charitable institutions. In February a Caravan of Braves personnel traveled throughout the Southeast. In each city, with the help of local people, a press luncheon, a sports night, and visits to children's and veterans' hospitals were conducted. Cities visited included: Nashville, Knoxville, and Chattanooga in Tennessee; Asheville, Greensboro, Charlotte, Salisbury, D urham, and Gastonia in North Carolina; Charleston, Columbia, Greenville, and Anderson in South Carolina; Birmingham, Mobile, and Montgomery in Alabama; Jacksonville, Florida; and Augusta, Savannah, Dalton, Athens, Columbus, Albany, and Rome in Georgia. It is apparent that this aspect of the Braves' presence is :important but cannot clearly be quantified. 31 �- - - - - - -- - - - - -- APPENDICES A. Questionnaire Questions for Out-of-Towners What state are you from? 01-Georgia, 02-Alabama; 03-Tennessee, 04-South Carolina, 05-North Carolina, 06-Flor. ida. Other stat es-see Instructions. How far do you live from Atlanta (miles)? 0001-less than 50, 0002-50100, 0003-100-150, 0004-150-200, 0005200-300. Over 300 enter actual distance. How did you travel to Atlanta? 1-car, 2-airplane, 3-bus, 4-train, 5-other Are you in Atla nta primarily to 1-see a ball game, 2-vacation, 3-passing through, 4-business, 5-convention, 6shopping, 7-visiting friends, 8-other Do you plan to t ake advantage of any other forms of entertainment while in the Atlanta area? 1-yes, 2-no If yes, can you estimate your anticipated expenditures? 1-0-5, 2-$5-$10, 3$10-$15, 4-$15-$20, 5-$20-$50, 6-$50 or m ore, 7-no estimate Do you intend to stay overnight? lyes, 2-no If yes, how many nights? If yes, are you staying in I-downtown hotel or motel ; 2-su burban hotel or motel; 3-with friends or relatives; 4other Questions for Everyone Do you follow the Braves on radio? I -regularly, 2-occasionally, 3-seldom Are you pleased with the starting time for this game? 1-yes, 2-should start earlier, 3-should start later With whom did you come to the game? I-yourself, 2-friends, I-family, 4-organized group How many are in your party? How did you get to the stadium? 1-car, parked at stadium; 2-car to town, shuttle bus; 3-car to town, walked; 4-car to other, bus; 5-taxi; 6-charter bus; 7-busses only; 8-walked Do you live within the greater Atla nta area (within a 15-mile radius of town)? 1-yes, 2-no Questions for Locals How far do you live from the stadium (in miles)? (00-less than one mile ) In what quadra nt of the city do you live? 1-NE, 2-NW, 3-SE, 4-SW Did you stop for food or some form of entertainment on the way to the stadium or do you expect to after the game? 1-yes, on way to game; 2-yes, after game; 3-yes on way to and after game; 4-no Do you think you 'll need to buy gas and oil while in town: 1-yes, 2-no If yes, can you give u s some idea of how much you expect to spend, not including what you will spend a t the stadium? 1-0-$5; 2-$5-$10; 3-$10-$15; 4-$15-$20; 5-$20 or more; 6-no estimate How many games do you expect to see in total this season? 32 If yes, can you estimate how much you will spend? 1-0-$3, 2-$3-$6, 3-$6$9, 4-$9-$15, 5-$15 and over, 6-no estimate How many games do you expect to see this trip? (00-no estimate) How many games in total do you expect to see this season? (00-no estimate) �B. Computer Print-Out of Survey Results 1. Out-of-town fans are fro!Il the fol- lowing states: Georgia . ... . ... .. ... .. , 262 Florida . . . . . . . . . . . . . . . . . 32 Alabama . . . . . . . . . . . . . . . . 80 Tennessee . . . . . . . . . . . . . . . 66 South Carolina . . . . . . . . . . 53 North Carolina . . . . . . . . . . 53 Other Out-of-town fans .. 59% Local fans .... .... 82% All fans . . . . . . . . . . 73% 3. Starting time: Night Game Starting time okay Local fans . . . ....... .. . .. .. . . 460 88% Out-of-town fans .......... . . 298 93% Should start earlier Local fans ...... .. .......... . 55 11% Out-of-town fans ..... . .. .. . . 22 7% S hould start late r Local fans . . . ............. . . 8 2% Out-of-town fans . . ... . ... . . . 2 1% 4. Group composition: Self Drove to stadium .. ... ..... . . 81 % Drove car to town and took bus 7 % Drove car to town and walked . . 1 % Drove car to other and took bus 1 % Took taxi . . . . . . . . . . . . . . . . . . . . 2 % Charter bus . . . . . . . . . . . . . . . . . . 2% Took bus only . . . . . . . . . . . . . . . . 4% Walked . . . . . . . . . . . . . . . . . . . . . . 2% local fans live 10% 22% 12% 16% Day Game Sun DH 195 92% 65 88% 199 97% 34 92% 19% 6% 11% Sat Ngt. 55 89% 44 98% 9 3 4% 1% 5 2 7% 5% 7 1 11% 2% 0 0% 1% 4 1 5% 3% 0 0 0% 0% ~ Fans came to e-ame withFriends Family Org. Gp. 34 19 6% 2% 7. Draw from qu adrants of the Northeast . . ..... .. . .. .... . ... Northwest . . . . .. . . ....... . .. . Southeast . .. . . .............. . Southwest . . . . . . . . . . . . . . . . . . . city : 40% 20% 19% 22% 7% 16% 5. Modes of transportation : 6. Distances stadium: 63 2. Frequency with which fans follow Braves on radio: Reg. 0cc. Never 43% 5% 13% 11% 9% 9% Out-of-town fans . . . . . . . . . . . . 42 Local fans . . . . . . . . . . . . . . . . . . 138 .................. 198 260 33% 30% 335 453 55% 52% 8. Number of games local fans expect to see : Less than 3 . . . . . . . . . . . . 33 4% 3 to 5 . . . . . . . . . . . . . . . . . . 86 10% 6 to 10 . . . . . . . . . . . . . . . . 168 19% 11 t o 15 . . . . . . . . . . . . . . . . . 131 15% 16 to 25 .. . ........ _ . . 188 22% 26 to 40 .......... . ... .. 125 14% More than 40 . . . . . . . . . . . . 139 16% (Average number of games a local fan expects to see is 24. ) from Less than one mile 16 2 % One mile . . . ............ . 13 1% Two miles .......... ... . . 50 6% Three miles .. . ... . . . .. . . . 74 9% Four miles . . ..... . . . .... . 57 7 % 9. Distances out-of-town fans traveled Five miles .... . .... . . . . . . 75 9% primarily to see a game: Six miles ... . . . ..... . .. . . 57 7% Less than 50 miles ........ 74 16% Seven miles .. . .... . . ... . 47 5% Eight miles .. . ... . . . . .. . . 71 8% · 50 to 99 miles .......... 99 21 % 100 to 149 miles ........ 87 18% Nine mil!iS ...... . . . . .. . . 11 1% 150 to 199 miles . . . . . . . . . . 57 12% Ten miles .. . .... . ..... . . 128 15% 200 to 300 miles . . ...... 74 16% Eleven miles . .. .. . ... . . . 14 2% More than 300 miles . . . . . . 58 12% Twelve miles .. . .. ...... . 81 9% (Average distance traveled by an outThirteen miles . ... . . . .. . . . 20 2% of-town fan primarily to see a game is Fourteen miles .. ..... . . . 10 1% 161 miles.) Fifteen miles ... . ... . 146 17% 33 �13. Number of games out-of-town fans primarily in Atlanta to see a game expect to see: Games This Trip F or Season 1 297 62% 40 8% 2 95 20% 39 8% 3 50 11% 41 9% 4~7 31 7% 177 37% 8-15 l 0% 115 24% 16-25 1 0% 42 9% 26-50 1 0% 15 3% Over 50 0 0% 7 1% 10. Out -of-town fans interviewed were m Atlanta for the following reasons : To see a game . . . . . . . . . . 476 78% On vacation . . . . . . . . . . . . 38 6% Passing through . . . . . . . . 4 1% On business . . . . . . . . . . . . 41 7% For a convention . . . . . . 5 1% On a shopping t rip . . . . . . 1 0% 4% Visiting friends . . . . . . . . . . 22 Other . . . . . . . . . . . . . . . . . . 22 4% 11. Out-of-town fans in Atlanta primarily to see a game traveled by the following means to Atlanta: Car . .... . ... ...... . .... 440 Bu s . . . . . . . . . . . . . . . . . . . . 24 Airplane . . . . . . . . . . . . . . . . 6 Train . . . . . . . . . . . . . . . . . . 0 Other . . . . . . . . . . . . . . . . . . 6 14. Number of games out-of-town fans not primarily in Atlanta to see a game expect to see : Games This Trip F or Season 1 69 52% 28 21% 20% 2 27 25 19% 3 12 9% 11 8% 4-7 23 17% 48 36% 8-15 2 2% 16 12% 16-25 0 0% 2 2% 26-50 0 0% 1 1% Over50 0 0% 2 2% 92% 5% 1% 0% 1% 12. Of the out-of-town fans in Atlanta primarily to see a game, 253 or 53% spent an average of $7.22 on gas and oil. This accounted for a party of average size = 4. 15. Makeup of attendance at games : Out-of-Town Fans in Atla nta To For Local S ee Ot her Game Fans Game R e ason Week, .. .. . . . 62% 27% 11% W eekend .... 55% 39% 6% A rough breakdown of these expenditures is as follows : $0 to $3 . . . . . . . . . . . . . . . . . 11 4% $3 to $6 . . . . . . . . . . . . . . . . . 113 46% $6 to $9 . . . . . . . . . . . . . . . . . 68 28 % $9 to $15 . . . . . . . . . . . . . . . . 28 11% $15 and over . . . . . . . . . . . . . 26 11 % 16. Per cent of ou t-of-town fans in Atlanta primarily to see a game, classified by lodging p reference, length of stay and section of stadiwn Length of stay (in nights) One Two Three Stadium Section More Total DOWNT OWN HOTEL OR MOTEL 1 2 3 4 5 TOTAL 0 13 7 26 1 47 0% 38% 19% 28% 50% 27% 0 6 5 13 1 25 0% 18% 14% 14% 50% 14% 1 3 1 5 0 10 11% 9% 3% 5% 0% 6% 1 0 1 5 0 7 11% 0% 3% 5% 0% 4% 2 22 14 49 2 89 22% 65% 39% 53% 100% 51% 0% 0% 0% 1% 0% 0% 2 1 22% 3% 6% 5% 0% 6% SU BURBAN HOTEL OR MOTEL 1 2 3 4 5 TOTAL 1 1 2 3 0 7 11% 3% 6% 3% 0% 4% 1 0 0 0 0 0 11% 0% 0% 0% 0% 0% 34 0 0 0 1 0 0 0% 0% 0% 1% 0% 0% 0 0 0 1 0 0 2 5 0 10 �H OME 0 F FRIEND OR RELATIVE 1 3 4 5 TOTAL l 7 7 20 0 35 11% 21% 19% 22% 0% 20% 2 2 5 11 0 20 1 2 3 4 5 TOTAL 0 0 3 0 0 3 0% 0% 8% 0% 0% 2% 0 0 0 0 0 0 2 22% 6% 14% 12% 0% 11% 0 0 2 6 0 8 ELSEWHERE 0 0% 0 0% 0 0% 0 0% 0 0% 0 0% 0% 0% 6% 6% 0% 5% 2 1 3 2 0 8 22% 3% 8% 2% 0% 5% 5 71 56% 29% 47% 42% 0% 41% 0% 0% 0% 0% 0% 0% 0 1 0 0 0 1 0% 3% 0% 0% 0% 1% 0 1 3 0 0 4 0% 3% 8% 0% 0% 2% 10 17 39 0 (302 or 63 per cent of those in Atlanta primarily to see a game did not stay overnight.) 17. Average number of persons in parties interviewed Organized Friends Family Group Local fans . . . . . . . . 3.50 3.43 27.63 Out-of-town fans here to see game 6.88 3.93 33.39 Out-of-town fans here to see game and staying overnight . . . . . . . 5.50 3.96 32.25 Out-of-town fans here for other reasons .. .. . . ... 4.75 3.98 56.50 (Of those who came to see a game and stayed overnight, 7% were by themselves.) 18. Overnight stays in connection with a game: 37% of the people here to see a game stayed overnight. The average length of time stayed was 2 nights. This accounted for a party of average size = 5. 19. Food and entertainment expenditures of local fans: 30% of the local fans spent money on 35 the way to or from the game on food and entertainment. T he average amount spent was $5.25. 15% of these people were by themselves and spent an average of $3.63. 47% of these people were with family and spent an average of $5.41. T his accounted for a party of a verage size = 3. 37% of these people were with friends or a group and spent an average of $5.73. This accounted for a party of average size= 2. 20. Food and entertainment expenditures of out-of-town fans : 37% of the out-of-town fans here to see a game spent money on other entertainment in the Atlanta area. The average amount spent was $34.32. 3% of these people were by themselves and spent an average of $13.75. 55% of thse people were with family and spent an average of $35.97. This accounted for a party of average size = 4. 41 % of these people were with friends or a group and spent an average of $33.84. This accounted for a party of average size = 2. �21. Standard error of the mean for selected questions: Mean or Standard ProporError of tion the mean GENERAL QUESTION 3. 6. 8. 9. 12. 13. 14. 15. 17. 18. 19. 20. Starting time okay . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .91 Distance traveled, local fan . . . . . . . . . . . . . . . . . . . . . . 8.37 Number of games, local fan . . . . . . . . . . . . . . . . . . . . . . . . 23.87 Distance, out-of-town fan . . . . . . . . . . . . . . . . . . . . . . . . 161.00 Stopped for gas and oil . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53 gas and oil expenditure . . .. . .. . . . .... .. .. .. . .. . . . . . 7.22 Number of games this trip .. ......... .. . . . . .. .. . . . 1.63 Number of gamea for season, out-of-town fan ... .. .. . 7.92 Local residence . . ........ .. . .. . . . ... . ... .. .. ... ... . .59 Number in party .. .. ....... . . ........ . ..... . ... . 4.77 Stayed overnight [all fans] .. . ....... . . .. .. . . ..... . .47 number of nights ... . . .. . . .. .. . . .. . .. ..... . . . . . .. . . 2.97 Stopped for entertainment, local fan . .. . . . . . . . . . . . . . .30 entertainment expenditure, local fan ... ... . . . . . .... . 5.25 Stopped for entertainment, out-of-town fan .. . .. . . . .36 entertainment expenditure, out-of-town fan . . . . . . . . 34.32 .007 .191 .682 5.620 .021 .276 .074 .411 .013 .245 .021 .258 .016 .312 .020 3.367 C. Interview Schedule and Attendance Summaries 1. Interview schedule D a te May 22 May 31 June 4 June 15 June 16 June 19 June 26 June 'X7 J uly 15 July 16 J uly 17 July 26 J uly 29 J uly 30 Au g. 10 Au g. 12 Day Opposing te am Sunday Tuesday Sa turday evening W ednesday Thursday Sunday Sunday M onday Friday Saturday a fternoon Sunday Tuesday Friday Saturday afternoon W ed nesday Friday Chicago Los Angeles S t. Louis N ew York N ew York P ittsbu rgh Los Angeles Chicago Houston Houston Cincinnati St. Louis San Francisco San Francisco Los An geles Philadelphia 1. G ame played September 2. Attendance : 9,145 . 2. Game played A ugust 13. Attendance: 27,770. 36 Attendance! 24,302 27,310 11,298 14,842 15,514 17,758 51,632 10,517 (Rain) 1 14,208 37,782 18,101 31,716 30,365 28,824 (Rain) 2 �2. Average game attendance, by month 4. Attendance at home games for Na- tional League teams, 1966 Month Average att. April . . . . . . . . . . . . . . . . . . . . . . . 25,464 May ... .. .... .. . ........... 17,077 June . . . . . . . . . . . . . . . . . . . . . . . 21,204 July .. . ... . ... ... .... . . .. . . 25,167 August . . . . . . . . . . . . . . . . . . . . . 23,503 September ..... .. .. . ..... . : .. 16,242 City 3. Attendance at Braves games, by opposing team Attendance In On Opp. team Atlanta road Chicago (10th).... 99,162 57,739 Cincinnati (7th) . . 110,999 58,769 Houston (8th) . . . . 120,181 209,818 Los Angeles (1st).. 332,483 263,225 New York (9th) ... 160,897 211,705 Philadelphia (4th). 118,917 119,908 Pittsburgh (3rd) . . . 200,081 107,679 St. Louis (6th) . . . 124,606 197,034 San Francisco (2nd) 272,475 172,491 T otal ..... . . . 1,539,801 1,398,368 D. Att. Met. Aree pop. , 1960 Los Angeles 2,617,029 6,038,771 New York 1,932,693 10,694,633 Houston ..... 1,872,108 1,243,158 St. Louis .... 1,712,980 2,104,669 San Francisco 1,657,192 2,648,762 ...... 1,539,801 1,017,188 . .. 1,196,618 2,405,435 Philadelphia . . 1,108,201 4,342,897 ... . .. . . 742,958 1,268,479 635,891 6,220,913 Atlanta Pittsburgh Cincinnati Chicago 5. Miscellaneous Season ticket sales: 3,000 Children's tickets: 41,716 Passes (press, clergy, teachers, police, and other special nights): 105,665 Estimation of Number of Different Perso ns Attend ing Games and Average Number of Games Seen To begin, several summary figures are computed based on survey r esult s: Total number of Atlantans at games .588 (1,539,801) = 905,403 = Total out-o f- town fans at games .412 (1,539,801) = 634,398 = Calculation of the number of different persons seeing a game over the season is best explained with an example. Suppose a team plays before 10,000 fan s at each of 4 games and 30 per cent of those attending see all 4 games, 50 per cent see 2 games, and 20 per cent see just 1 game. Then 3,000 hardcore fans will see each game, 10,000 different fans will see 2 games, and 8,000 will see only 1 game, for a total of 21,000 different fans. A pictorial representation is as follows: Out-o f-town fans in Atlanta to see game = .78(634,398) = 494,830 Average attendance by Atlantans 905,403/78 = 11,608 = Average attendance by out-of-town fans = 634,398/78 = 8,133 Pe r cent of attendance 100 80 new at each g ame 2,000 I 2,000 2, 000 I 2,000 10,000 10,000 30 0 I 3,000 I I Ga me I Game II Game Ill Ga me IV 37 �Number of different Georgia (other than Atlanta) fans = 74,881 [ = .43 (174,143)] Thus, the number of different fans attending games can be computed as average attendance times the sum of the per cent of attendance in each category multiplied by the number of games at which the category was new. Using this method, proportions from section A, and midpoints for each of the attendance categories, the number of different Atlantans and out-oftown fans attending games can be estimated: W e should note t hat these estimates are based upon the plans of fans. If the fans were optimistic in their responses to our questions, then the numbers of different persons attending games should be greater t han our estimates. The number of games seen by the t y pical out-of-town fan is approximated by the weighted average of their expectations as 8.3 games [ .11(1) + .09(3) +.37(6) + .22(11) + .07 (20) + .03 (38) + .01 (50) ]. Number of different Atlantans attending a game = 107,561 [ = 11,608[.04 (78) + .10(19.5) + .19(9.75) + .15(6) + .22(3.9) + .14(2.36) + .16(1.60)]] Number of different out-of-town fans attending a game = 174,143 [= 8.133 [.11 (78) + .10(39) + .09 (26) + .37 (13) + .22(6.5) + .07(3.9) + .03(2.1) + .01(1.6)] ] The number of games seen by the t y pical Atlanta fan is estimated in section B. E. Confidence Limits of Sample The confidence intervals for statistics in this study are based on standard statistical procedures. W e assume that the amount of bias in the sample is so small as to have a n egligible effect on the precision of the sample and that the sampled population is distributed about its arithmic:tic m ean in an approxil;nately normal m anner. The assumption of normality is safe wh ere prop ortions are involved, since the binomial distribution approaches a normal form as sample size increases. For items su ch as distance traveled or entertainment expenditures, the distributions may be skewed, but this deviation from n ormality should not seriously affect our r esults. In the case of proportions, the stan dard error of the proportion is computed as s.=t;[ , wh ere p is the propor tion of item s in the sample possessing the characteristic in question, q is the proportion not possessing the. cha racteristic, and N is t h e numof i tem s in the sample. In the case of va riables which m ay take on several values, the standard error of t h e sample mean is com pu ted 5 x-/f, as , wh ere V is the sample variance. F or continuous variables, V = (~x2 - N x.0 ) I (N - 1): for grouped data, V = [~ (x"f ) - N x' ] / (N - 1), where x is the class midpoint, f is the number of obser vations in each class, a nd x is a simple weighted m ean. When a class inte rval is not closed , we h ave arbitrarily assigned a mid point. Thus, we h ave assu m ed that expenditures for gas a n d oil in excess of $15 a verage $17.50, that entertainment exp endit u res by local fans in excess of $20 average $35, and that entertainmen t exp enditures by ou t-of-town fans in excess of $50 average $60. For distances t raveled by ou t-of-town fans in excess of 300 miles, the actual m ean for the category is used . The confidence limits for a confidence coefficient of 95 per cent are t h e sample mean plus or minus 1.96 times the standard error of the sample mean. These limits are reported in Table 1 of the text and are interpreted 38 �to mean that, for a large number of samples, the chances are that the true mean will be within the stated interval 95 per cent of the time. For example, the survey indicates that 59 per cent of the fans are Atlantans, but if a large number of similar samples had been taken, we would expect their conclusions to range between 56 and 62 F. per cent for 95 per cent of the samples. References: Ferber, Robert. Statistical Techniques in Market Research. New York: McGraw-Hill Book Co., 1949, chapter 6. Tintner, Gerhard. Mathematics and Statistics for Economists. New York: Holt, Rinehart and Winston, Inc., 1953, pp. 245-51. Expenditures of Local Fans 1. Estimate of ticket purchases 3 In the following, the first figure is the per cent of those in a section who were Atlantans, the second is the per cent of total attendance sitting in the section, the third is total attendance (excluding children's admissions, which are listed separately), and the fourth is the price of a seat in the section. Field level: 52 X 34.3 X 1,539,801 X $3.50 Loge level : 50 X 2.4 X 1,539,801 X $3.50 $ 961,236 64,672 Upper level: 60 X 36.2 X 1,539,801 X $2.00 668,455 P avilion: 68 X 7.1 X 1,539,801 X $2.00 148,683 General admission: 69 X 21.0 X 1,539,801 X $1.00 41 ,716 X $0.50 39 X 100. X Children: Total expenditure by local fans on tickets 223,117 12,360 $2,078,523 a game. Using this and the proportions reported in the text, the following calculations show expenditures on food and entertainment by local fans: 2. Food and entertainment 271,621, or 30 per cent of local attendance, spen t money on food and entertainment while t raveling to or from Individuals: .045 X 271,621 X $3.63 Families : .141 X 271,621 X $5.41 / 3 .114 X 271,621 X $5.73 I 2 Friends: Tot al food and en tertainment expenditure by local fans $ 44,369 68,937 89,024 $202,330 4. Gasoline, parking and other transportation According to the survey, 89 per cent of local fans either drove to the Stadium or parked downtown and arrived at th e game by foot, bus or taxi. Further , local fans lived an average of 8.37 miles from the St adium and the average number of people per car was 3. This resulted in 2,248,206 driven 3. Concessions The estimate of $1.00 per person in concession expenditures used in the text was provided by M r . Ray Carr of Automatic Ret ailers of America. 3. We asked the Atlanta Braves staff to provide only summary expen ditu re fig ures for our use and avoided requests for revenue figures which might be of confi dential nature. 39 �Gasoline prices in Atlanta area (1965): premium, $0.379 per gallon; regular, $0.339, and sub-regular, $0.319. miles [.89 x (905,403 local attendance / 3 fans per car) x 8.37 miles per car] in direct connection with the Braves. Mr. John E. Hodges, Director, Department of Statistics, American Petroleum Institute, provided the following statistics: 4 Average gasoline consumption (1964): 14.34 miles per gallon Premium-grade sales in Atlanta as proportion of total sales: .54 On the basis of averages provided by the regional offices of several oil companies, we have assumed that 30 per cent of local sales were of r egular grade and 16 per cent of sub-regular grade. Gasoline expenditures for local fans are computed as follows: Premium grade: .54 x $0.379 x 2,248,806 I 14.34 = Regular grade: .30 x $0.339 x 2,248,806 I 14.34 Sub-regular: .16 X $0.319 X 2,248,806 / 14.34 = Total gasoline expenditure by local fans With the average taxi fare in Atlanta set at $0.50 for the first ¾ mile and $0.10 for each additional ¼ mile, and with the average local fan living 8 miles from the Stadium, we have estimated his round trip taxi fare at $6.80. If 2 per cent of local fans were transported by taxi in parties of average size of 3.5, taxi expenditures in connection with games should equal $35,325 [ = .02 x 905,403 x $6.80 / 3.5]. 12 per cent of local fans used a bus at some point in their journey to the $32,095 15,949 8,004 $56,048 Stadium. With one-wa y fare at $0.25, expenditures by local fans for bus transportation should amount to $54,335 [ = .12 X 905,403 X $0.50). 89 per cent of fans had to pay for parking facilities either downtown or at the Stadium. Assuming a uniform rate of $0.50 per car with an average of 3.5 fans per car, parking fees should total $115,239 [ = .89 x 905,403 x $0.50 I 3.5]. 4. In a personal letter dated August 12, 1966. G. Expenditures of Out-of-Town Fans 1. Estimate of ticket purchases As in section F.l, ticket purchases of out-of-town fans can be estimated as follows: Field level: Loge level: Upper level: Pavilion: .48 X .345 X 1,539,801 X $3.50 .50 X .024 X 1,539,801 X $3.50 .40 X .362 X 1,539,801 X $2.00 445,949 .32 X .071 X 1,539,801 X $2.00 69,969 = General admission: .31 x .21 x 1,539,801 x $1.00 Children: .41 X 1.00 X 1,539,801 X $0.50 Total expenditure by out-of-town fans for tickets 40 $ 887,295 64,672 100,241 8,551 = $1,576,676 �2. Food and entertainment 183,087, or 37 per cent of out-of-town attendance, spent money on food and entertainment. Proceeding as in section F .2, their expenditures are estimated as follows: · Individuals: .04 X 183,087 X $13.75 Families: .55 x 183,087 x $35.97 I 4 .41 X 183,087 X $33.84 / 2 Friends: Total food and entertainment expenditure by out-of-town fans 3. Concessions (As in section F .3) .51 X 183,087 Downtown: .06 X 183,087 Suburban: Total lodging expenditure and 1,270,112 $2,276,336 of the Georgia Hotel-Motel Association, we assume that the average rate for a double room in the downtown area is $13.00 and in a suburban area is $11.00, and that the average rate for a single room is $10.00 in the downtown area and $8.50 in a suburban area. Thus for a party of five, the cost of lodging for two days (average length of stay) is $72.00 in the downtown area and $61.00 in a suburban area. Estimates of expenditures are as follows: 4. Lodging Several assumptions are necessary to estimate lodging expenditures of out-of-town fans. Since the average size of parties staying overnight was 5, we assume that each party occupied two double rooms and one single. On the basis of several inquiries of hotels and motels which are members 5. Gasoline, parking transportation $ 100,698 905,526 X X $72.00 / 5 $61.00 / 5 $1,344,592 134,020 $1,478,612 Using the same percentages as in the computation of the expenditures of local fans for bus and taxi service (separate percentages for out-of-town fans were not calculated), these expenditures for out-of-town fans are computed, along with parking costs, as follows: other With 53 per cent of out-of-town attendance spending for gasoline a total of $7.22 for a party of four, their total expenditure amounts to $473,379 [ = .53 X 494,830 X $7.22 / 4 ] . Bus: .12 X 634,398 X $0.50 $38,064 Taxi: .02 X 634,398 X $2.80 / 4 $ 8,882 Parking: .89 X 634,398 X $0.50 / 4.5 $62,735 (The average taxi fare from a downtown hotel or motel to the Stadium is assumed to be $1.40 each way) 41 �H. Expenditures of Baseball Teams 1. The Atlanta Braves utilities, local sales taxes, public relations, supplies and equipment, Stadium Club, and Stadium rental. Since the details are not necessary for a study of this level, they were not requested. According to a statement provided by the Atlanta Braves, their expenditures in Atlanta over the baseball season will exceed $2,771,000. This total includes salaries and wages, 2. Visiting teams Estimates by members of the Braves staff indicate that visiting t eams should spend the following in Atlanta: Hotel (26 rooms/day at $16/ day for 75 days) Meals (40 men/day at $12/ day for 75 days) Miscellaneous personal expenditures (40 men/ day at $10/day for 75 days) Transportation for baggage, equipment and t eam ($500/trip for 27 trips) Miscellaneous entertainment expenditures ($200/ trip for 27 trips) Tips for clubhouse personnel ($400/ trip for 27 trips) $ 31,200 36,000 Total expenditures in Atlanta by visiting teams $126,900 30,000 13,500 5,400 10,800 3. Visiting scouts Similar estimates for visiting scouts are as follows : Hotel (5 rooms/ day at $14/ day for 75 days) M eals and entertainment (5 scouts at $20/ d ay for 75 days) Miscellaneous p ersonal expenditures (5 scouts at $10/ day for 75 days) Total expenditures in Atlanta by visiting scouts $ 5,250 7,500 3,750 $16,500 I. Calculation of the Economic Base Multiplier The m ethod used to compute the economic base multiplier for this study roughly corresponds to the m ethod described in G. E. Thom pson, "An Investigation of the Local Employm ent Multiplier," R eview of E conom ics and S tatistics, vol. X L I (1959) , p p. 61-7. T h e m ethod is also outlined in the M onthly R eview, F ederal Reserve Bank of Kansas City, M arch, 1960, and m ay be called the " prim ary market area" m ethod. We describe below the st eps involved in constructing T able 15. 42 1. Employment in 1954 and 1964 in each industry for Atlanta, Georgia less Atlanta, and t he continental United S ta tes less Atlanta is obtained from U .S. D epartment of Labor, B ureau of L abor Statistics, Employm ent and Earnings Statistics for State& and A reas, 1939-65, BLS Bulletin No. 1370-3, and Employ ment and Earnings Statistics for the United States, 1909-65, BLS Bulletin N o. 1312-3. 2. Location quotients for each of the industries are compu ted as follows: �Location quotient Industry employment as per cent of total in Atlanta Industry employment as per cent of total in primary market area candidate The primary market area candidate is defined first for Georgia less Atlanta and t h en for the U.S. minus Atlanta. 3. Loca tion quotients are c0mpared. If t he location quotient for either prima ry market area candidate is greater than one, the industry is considered to have some export employm ent and the area with the largest location quotient is designated the benchmark economy. 4. The specialization ratio for each export industry is then computed using the location quotient for the benchmark economy as : Specialization r atio = 1 - I/location quotient . This ratio indicates the proportion of employment in the industry in Atlant a producing for export. 5. Employment in each export ind ustry in Atlanta is multiplied by its specialization ratio and summed. The resulting figure is export employment in Atlanta. As indicated in t he text, this method yields an estimate of the economic base multiplier fo r Atlanta of 3.3. Other variations on t his m ethod show different results. One variation (used by Thompson) computes t he location quotients with the benchmark economies including the subject a reas (in this case, simply Georgia and the U.S.). This approach leads to a multiplier of 5.03 for Atlanta and m eans that 80 per cent of each dollar spent would remain in the area for recirculation. Another variation uses the United States as the benchmark economy in each case, and results in a multiplier of 4.2. In this case the propensity to spend locally would be 76 per cent. But the primary market area approach, with a propensity to spend locally of less than 70 per cent, not 43 only appears to be the most appropriate of this techniques-it also yields a multiplier in keeping with estimates for other cities. Thus, quoting from various sources, Isard and Czamanski report the following multipliers as typical of economic base studies: 0 City Year Multiplier New York Chicago Detroit Pittsburgh New York 1944 1950 1950 1950 1950 3.2 2.99 3 .16 3 .55 3.91 1950 1950 1950 1950 1950 3 .93 3.97 4.16 4.18 4.35 1950 1950 1952 1961 1963 4.89 5.47 2.60 2.80 2.50 .. ... .. San Francisco Cleveland Boston Los Angeles Balti more .. .. St. Louis Philadelphia Wichita Los Angeles Wilmington .. While the above multipliers are taken from a variety of sources and may be computed in completely different ways from ours, they still indicate reasonable limits for our conclusions. For a discussion of the conceptual basis, application, limitations and criticisms of the economic base multipliers, the interested reader is referred to Charles M. Tiebout, The Community Economic Base Study (Washington : Committee for Economic Development, 1962 ) and Walter Isard, Me thods of R egional Analysis: an Introduction to R egional S cience (New Yor k : J ohn Wiley and Sons, Inc., 1960) . 5. Walter I sard and Stanislaw Czamanski, " Techniq ues for Estimating Local and Regional Multiplier Effects of C hanges in the L evel of Major Governmenta l P rograms," Peace Research Society, Papers, vol. III (I 965 ), p. 22. �THE WESTMINSTER S C HOOLS ATLANTA, GEORGIA OFF I CE OF THE P RESIDEN T June 23, 1967 The Honorable Ivan Allen, Jr. Mayor of Atlanta, Atlanta, Georgia 30303 Dear Ivan: Tonight the boys and girls of the dormitory go down to see the Braves play. I wish you could see how excited they are about it. If this enthusiasm lasts, I think every game this summer is going to see 60 or 70 of our boarding students returning. You were most thoughtful to arrange for us to be able to give them this initiation to professional baseball. Knowing how very busy you are, I am deeply appreciative of your help. Cordially, WLP:k William L. Pressly �I - ' ,. 90TH CONGRESS lsT SESSION ,. j '· H. R. 467 IN THE HOUSE OF REPRESENTATIVES 10,1~67 Mr. DA vrs of Wisconsin introduced the following bill; which was referred to the Committee on the Judiciary JANUARY A BILL To amend the .Act of July 2, 1890, to make the antitrust laws and the Federal Trade Commission .Act applicable to the business of organized professional baseball. 1 Be it enacted by the Senate and House of Representa- 2 tives of the United States of America in Congress assembled, 3 That the .Act entitled ".An .Act to protect trade and commerce 4 against unlawful restraints and monopolies", approved J uly 2, 5 1890, as amended (26 Stat. 209; 15 U.8.O. 1-7), is 6 amended by adding at the end thereof the following new 7 section : 8 "SEC. 9. The words 'trade', 'commerce', and 'trade or 9 commerce' as used in this .Act, the .Act entitled '.An .Act to 10 supplement existing laws against unlawful restraints and I �2 1 monopolies, ,a nd for other purposes', approved October 15, 2 1914, and the Federal Trade Commission .Act, shall include 3 the interstate business of professional baseball, and this .Act, 4 the .Act of October 15, 1914, and the Federal Trade Com5 mission .Act shall be applicable according to their terms to 6 such business." ~ ~ ..., ..., (1) 0:, P., ,.,. ~ 0 & I>-~ (1) ~ ~ ~- ~ ,.,. .... I-" 0 (1) (1) - g ,.,. 0, (1) ~ .:: e (') iii' ..., ~ ~ ~ 0 >-l I" li;'lil ~ ..... 1-j ~ (t) r:n mo t.<1z ~o cr'poa fn' ~ 13 u, ~- (t) (1) ·l'.:f s I" 0 I-" co ~ ~ ~ i::l Ill ¢ H> $j ..... u, 0 0 ~ u, s· ~- § .:: >-lO p.., s~ Zt;:I e+ p..,>c+P" "1:jOp;"CP 1-j 0 c+ ~ po u, > o [ '"C po c+ '"C ;::j 0 5· :=-: p.., H> j (';) c+ < ...i po P" .:: "-' ~ ('.t) i,..... b" O"(t)lzj~ E;g(t)~t:,O (t) p.., f-l O" c+ (t) 00 ~ P" 1-j <:O F (D ~P O" ~ c11-j 0 gi, j (t) I" .:: is gi O (t) I>,' Ul 0 0 H> S I c+ P" CP > :c to • rtl rtl ~ -0 • ~ en ~ �~ongress of tbe Wniteb ~tates J!,ouse of 1'.epresentatibt.s •a:~bington. 119.~. January 24, 1967 Honorable Ivan Allen, Jr. Mayor City of Atlanta City Hall Atlanta , Georgia Dear Mr. Mayor: Apparently those people in Wisconsin never give up! I am enclosing a copy of a bill introduced last week by Mr. Davis o f Wisconsin which would place organized baseball under the Anti-Trust Act. I have already written Bill Bartholamay about this and assured him of my opposition to a similar bill. I just wanted you to know about this bill and that I sha ll wo rk to have it "laid to rest 11 in the Committee on the Judiciary. Wi th kindest regards, I am FT/m cc: Sinc.eirely your s, Mr. Furman Bishes Spo r ts Editor At l a nta Journal Atlanta , Georgia Mr. Jesse Outlar Sports Edit or Atlanta Constitution Atlanta, Georgia Mr. Sid Scarborough Ma n a ger Atlanta Stadium Atlanta, Georgia ~ THOMPSON Member of Congress �Press Be/ease FOR IMMEDIATE RELEASE October 19, 1967 CHANGES SET IN FARM DEPARTMENT AND ON BRAVES COACHING STAFF Vice President Paul Richards announced today a realignment of duties in the Braves organization. Jim Fanning, who served as farm director in 1967, will join manager Luman Harris' coaching staff for the 1968 season. Eddie Rob i nson, formerly associated with the Kansas City Athletics, will become Braves Farm Director. Joining Fanning on the coaching staff will be pitching coach Harry Dorish, Ken Silvestri, Bob Uecker and Jim Busby. Whitlow Wyatt, last year's pitching coach will become minor league pitching coach. Fanning, 40, has served the Braves in numerous capacities since joining the organi zation in 1960. He has been a minor l e a gue manager and has served a s assis t ant to the gen e ral man~ger bef ore a s s uming duties as farm director. Dorish, 45, managed the Braves' Jamestown team in the New York-Penn League during the past season. As a major league pitcher he perf ormed for the Bos ton Red Sox , the St. Louis Browns , Chicago White Sox and Balt i more Orioles. Bus by, 38 , comes to the Braves from the Houston Astros. As a player he perfor me d f or the Chicago Whi t e Sox, Washington Sena to rs, Cleveland I ndians, an d Bal timore Or ioles. Si l vestri , 51, who served as i nterim manager f or t he l ast three games of the 1967 season, will retu rn to his b~ll pen du ties. Uecker, 32, will have special assignments. Robinson, 47, has served as administrative assistant and farm director for the Athletics, during which time the A's have built up a farm system recognized as one of the finest in baseball. 111111 �ll October 16, 1967 ATLANTA STAD I UM ATLANTA, GA. 30312 AC 404- 522 - 7630 Dear Season Ticket Holder: I want to thank you for the magnificent support you once again gave the Braves during the 1967 season. We are now in the process of formulating our season ticket campaign and before beginning our sale to the general public, we want to offer you the opportunity to renew your tickets and to purchase season parking privileges for the 1968 season. Season parking permits will again be available only to Braves' season ticket holders. As a season ticket holder, you have an option on your seat locations for World Series and pre-season games played in Atlanta; Stadium Club membership at lower dues; Soccer season tickets at a reduced price, and charge account privileges for individual game tickets. Information regarding these will be sent to you shortly. Many companies have asked us to make arrangements for early payment of season tickets for their budgetary purposes. Therefore, when your order is renewed we will forward a statement immediately and it can be paid at any time prior to the beginning of the season. However, I would like to point out that there is a possibility that the Federal Admissions Tax will be reinstated for the 1968 season and consequently we would be required to add this amount to our ticket prices. Any season tickets bought prior to that time will not be subject to this tax if it is reinstated. Our public sale of season tickets will begin on November 1, 1967, so we would appreciate your advising us about reservations for your present tickets prior to that date. We intend to field a hustling and aggressive team in 1968. We expect considerable help from our top minor league team in Richmond, who won the International League Pennant this year, and we have made some trades which should strengthen our position. It is my hope that the Braves can jump back into contention and we are doing all in our power to make this possible. It has been a thrilling experience for our entire organization to have welcomed more than three million people to Braves games during our first two seasons in Atlanta. I hope that we can have the pleasure of including you among our season ticket holders again in 1968 . 1J:;;;::~ ( fi ~Jti William C. Bartholomay Chairman and President ~ �June 5, 1967 Mr . Russell C . Moore 5670 Kendall Drive Na hville, Tennessee· Dear Mr. Mooze : Thank you for your letter of May 24th and I certainly ppreeiate your upport of the Brave . I mu t gr that with little pitching e can cert inly win th pennant. I hope you ·u have n opportunity to com to Atlanta often to ee the Brav play. Sincerely your , Ivan Allen. Jr. Mayor IAJr/b:r �56?0 Kendall Drive Na shville, Tennessee 24 May 1967 F,Ionorable Mayor Ivan Allen, Jr. City Hall Atlanta, Georgia Dear Mayor Allen: I live in Nashville, Tennessee and I am a n avid Braves fan. Durin g the year of 1966 I was at Atlanta Sta dium for seven ball games and this year I have viewed five games there and hop e to be back soon. I am enclosing an a rticle from the Nashville Tennes s ean "Sports Scope " which I would appreciate very much you reviewing it, esp ecia lly the t wo par agraphs I have circl ed in ink. Mr. F . M. Williams I think is tak ing too much for gr anted when he says that the Braves ca nnot win t he National League pennant . I think his conclu s ions are premature a nd unjustified. In my own pe rsona l opinion I think the Brave s can win, and if they do I will be there watching t h em p lay. I t ho ught I wo uld pas s this a l ong to you and thanking you for your time, I am, Sincerely yours, Cf ~ c.m~ Russell C. Moore 0 �May 10 , 1967 Master Skipper Thompson 350 N. W. 54th Street Fort Lauderdale, Florida Dear Skipper: We understand that you are quite a baseball fan but are presently laid up in the hospital. All the Braves want to extend our very best wishes for a speedy recovery . You should be receiving a very special package in the very near future from us and we hope you will enjoy the contents. Just as soon as you get well, we would like to invite you and your family to come up and see us play in Atlanta. Have your dad contact Mr. Jerry Sachs at the above telephone number and he will be delighted to leave tickets for you. Stay in there pitching. Cordially, THE ATLANTA BRAVES BCC: v Mayor Ivan Allen, Jr. Mrs. Donald B. Connell �r Ma 4 , 1967 Mr • Donald B . Connell Rout l William on, Georgia D r Mrs. C Plea if y011r plan incl thu •ummer f r bi.In to ee the Bra With t i• , lam Sincerely yOQra, I - n Aile , Jr. Mayor lAJr/br CC: Mr. Jerry S chs v1,·, y. �April 19, 1967 Mr. G . D . Houa r Arthur Andersen & Co. 34 P achtr e Street, N. W. Atlanta, Georgi 30303 D ar Mt' . Houser: I appr c:iate t Georgia T ch Economic Im ct r port about th · Br: ve . I bad een thi but ppreciate . Ying n ddditional copy~ With b st wishe • I m Sineer ly your • IvnAUn,Jr. Mayor lAJ:r/br �& Co. ARTHUR AN D ERSEN 34 PEACHTREE STREET, N. W. ATLANTA, GEORGIA 30303 April 17, 1967 Honorable Ivan Allen Mayor of the City of Atlanta City Hal l Atlanta, Georgia Dear Mayor Al l en : Several months ago I wrote you and told you of Georgia Tech's study of the economic impact of the Braves on the City of Atlanta. With usual academic speed , it has j ust now been published and I thought it might be helpful to your staff . Durin g the early months of this study we were concerned that wh ile the Braves were having a s i gn i ficant impact on th e bus in ess co mm unity, their contribution to city revenue was relatively insignificant. Perhaps the ne wly proposed Bu s in ess Lic ense Tax will divert some of this money to the city. I wou ld lik e to take this opportunity to tell you how intensely pro ud I am to be a n Atlan tan; I nev e r miss a n opport unity to si n g the praises of o ur city. If I can ever be of any assistance to you or your staff, I wou ld be delighted to help sustain the progress which ha s characterized Atlanta during your admin istr ation . Wit h best wis h es, ~ l y ~ G. Enclosure D. Hous er �A BRAVES .ilOOCLUB OFFICERS April 11, 1967 PRESIDENT- STEVE SCHMIDT P. 0 . Box 72 (30301) BUSINESS HOME 522-8883 631,-7777 VICE-PRES IDENT-J . L. JERDEN 319 Te n Pryor St. Bldg. (30303) 523-650 4 237-2438 VICE-PRESIDENT- BILL BASS P.O. Dra we r 1734 (30301) 875-3411 938-6509 TREASURER- ED HARRIS 523 Wh;te holl St., S.W. (30303) 521-3366 344-5672 SECRETARY- ELMER MORROW 2494 Woodridge Dr., Decatur (30033) 443-9 120 fayor I van Allen Atlanta City Ha ll Atlanta , Geor gi a Dear Mayor Allen, 634-0703 Please j oin us at our f irst 1967 Braves DIRECTORS CHARLIE BROWN P. O. Box 30, Atlanta (30301) 761-8821 753-8680 ART COLLIER 1611 W. Pea chtree St. (30308) 8 72-114 1 938-8241 JOE GERSON 739 W. Peachtree St. (30308) 875-7396 355-71 27 BILLY GIBSON 2000 Fulton No t' I Bonk Bldg. (30303) 522-3865 237-3413 EDDIE GLENNON Atlanta Sta dium (303 12) 525-7636 252-1824 HUBERT JACKSON Peachtree 7th Bldg. (30323) 5 2lr5293 794-61 29 McCREADY JOHNSTON 710 Rhodes-Haverty Bldg. (30303) 237-2445 5 22-4771 GENE McDERMOTT 600 Worchester Dr., N .E. (30306) 873-19 16 633-1042 BOB MONTAG 1365 Peachtree St., N.E. (30305) 874-9762 252-1896 JOE PITTARD 853 Northcl;ff Dr., N.W. (30318) 875-6661 355-2366 SIDNEY SCARBOROUGH 4610 Club Te rrace, N.E. (30319) 237-2445 522-4771 AL THOMPSON and p143.215.248.55 16:51, 29 December 2017 (EST):_~d find copy of Head Table Guests "Jf/ We would like to call on y ou for t he fir s t ~ pit ch. At that t i me y ou and all head t able .oP gue sts will be gi ven a styro ph ome Ball and we 1f'Jt..f'oY will joi n you in t hrowing a ball into the V audience . y -J We a r e most pleased that you take such an a ctive part in t h e Braves 400 Club affairs. ive look forward to seeing you Friday at the Ma rriott. Sincerely, ~~ Peachtree Center Bldg. (30303) 526-6594 794-1874 F. JOE VINING 2 170 P;edmont Rd., N.E. (30324) 875-4541 636-3479 ARCHIE YAWN Southern Airways, President Atlanta Airport (30320) 761,-5321 -/4 400 l uncheon . 766-2829 SJ S/ as �BRAVES•.,00Cll OFFICERS PIISIDENT- STEVE SCHMIDT P. 0 . Box 972 (30301 ) IUSINESS HOME 522-$883 631>-7777 YICl-f'IESIDENT-J. l . JEIDEN 319 Ton Pryor S1. Bldg. (30303) 523-650• 237-2•38 YICE-PIESIDINT_.lll IASS P. 0 . Drow• • 173• (30301 ) 875-3• r1 938-6509 TIIASUllll-1D HAIIIIS 523 Wh;1eholl S1., 5.W. (30303) 521-3366 3'•-5672 SICfflAIIY--llMEll MOIIIOW 2,9, Woodridge Dr., Decolur (30033) 443-9120 634-0703 DIRECTORS CHAILII lllOWN P. 0 . Box 30, Atlonto (30301) 761-8821 753-8680 AllT COlllEI 1611 W. Peachtree s,. (30308) 872-11,1 93M2•1 JOI OlllSON 739 W. Pea chtre e S1. (30308) 875-7396 355-71 27 IIUY OIISON 2000 Fuhon No!'I 8onk Bldg. (30303) 522-3865 237-3,13 - • OUNNON A1lonta Stadium (30312) 525-7636 252-182' IIUNln JACKSON Peodlt' " 71h 81dg. (30323) 521>-5293 79•-61 29 McCIIIADY JOHNSTON 710 Rhode1-Hoverty Bldg. (30303) 522-477 1 237-24'5 - M d l llMOTT 600 Worc:he1ter Or., N.E. (30306) 873-19 16 633-10'2 -MONTAG 1365 Pooch1ree St., N.E. (30305) 87"-9762 252-1896 JOI PITTAID 853 Northcliff Dr., N.W. (303 18) 875-6661 355-2366 IIDNIY SCAI IOI OUOH '610 Club Terra ce, N.E. (303 19) 522-4n1 237-24'5 Al ntOMPSON Peod,t, - Con••• Bldg. (30303) 526-659• 79, . 187, f . JOI VINING 2170 Piedmonl Rd ., N.E. (3032') 875-15• 1 636-3'79 AKN• YAWN Southern Airways, · Atlanta Airport (30320} 766-5321 766-2829 Fr:..day April l /;, - ·-tari ot t I,Totor I nn 12 ; 1 5 Luncheon Pr ogram •f,Tect 1 tho il ev1 Dr ave s ' Head Table Guests Hayor I van .All en Bill Bar thol omay Bi lly Hitchc oclt Paul Ric ha r ds Eddie Glennon J oe Tor re Her man Frank s Hor ace Stonehar.i Steve Schmidt '\:Ji llie May s Bi ll Ba s s J t, L. Jerden Ed Ha rris Efmer IIorrow Dean Collins Dixie Bott ler Re presentat ive Program Si lent Pr ayer f or former members Jack Wi l l iams and Harvey Hester and ot her dec ea s ed members fo llowed by invocation bir Dean Collin s . First Pit ch by -Tayor All en Introduc e Head Ta ble Gue sts I nt r oduce Pr ess Radi o TV by Charlie Roberts Introduc e Lunche on Sponsor and hi s ~~e st s Braves f ront office by Bi l l Barthol om~ or Paul Ri c hards Billy Hitchc ock Int r oduce players, tell a bout nm·1 Erave s Present Billy !Ii t chcock v-li th Pi ct nre Glennon introduce Herman Franks Joe Torre prese nts trophy to Clay Carroll I ntroduce umpi r e s · J . L. Gerden membershi p chairman Conclude/--See you at the Ball GAme �February 13, 1967 Mr g Bill Bartholomay Atlanta. Braves AUanta Stadium Atlanta, Georgia D 30312 r Bill: Thank you fo-r the rticl by Al Kv.ettner which I had not e n. I am certainly looking forward to · eing you in W t Palm Bea.eh during Spr.i ng Tr ,tmng. Sincerely your , lvan Allen, Ir. M . yor l}Jr/br �ATLANTA STADIUM ATLANTA, GA . 30312 AC 404- 522 - 7630 MEMO TO: Mayor Ivan Allen FROM: Bill Bartholomay, Chairman & President February 8, 1967 Thought this article in the December issue of PACE magazine published in Los Angeles, California might be of interest to you. �I,.. PLAY BALL-Atlanta's Mayor Ivan Allan tosses out first ball with assist from Governor Carl Sanders. Brave New World By FURMAN BISHER Atlanta f oumal I T wasn't a good year, really. The manager was fi red. Some of the coaches got along like old hens clucking around the same rooster. The town hero, the player who stood as the symbol of the Braves, was traded like you trade a horse. As much ink was devoted to lawsuits and courtroom play, and to Grobschmidt and Roller, as to Alou and Aaron , Cloninger and Torre. People complained about (a) parking, (b) price of hot dogs, ( c) price of anything, ( d) salt on the peanuts, ( e) no salt on the peanuts, ( f) no tickets at the reservation window, (g) wrong tickets at the reservation window, (h) why there weren't more seats when Sandy Koufax pitched, and ( i) Bobby Bragan. Several people in places of authority picked the Braves to win the pennant, or to be up there in September. They finished fifth. They had to come fast out of the shadows to do this . For years, transient experts had been saying, "Atlanta is a major league city." Now we knew that Atlanta officially was a major league city. We had all the aches and pains that other major league cities had . We fired managers. We had dissension in the clubhouse. We had fans who groused like hell. We were picked high and finished among the average. We had everything you want in the major leagues, from the saddle sores to the satin. Dixie The reason we know it was fo r the good of all was that 1,540,000 came out to Atlanta Stadium to see what was going on. People who had never seen a baseball thrown caught the shuttle bus, or had brunch or dinner at the club and rode out on a charter. Baseball became "society" again in Atlanta. To be seen in a box seat, or on the club level, or in the Stadium Club was the thing. The night we knew it was "big" was the night that Sandy Koufax pitched against Denver Lemaster. That was the night that Billy Hitchcock succeeded Bobby Bragan as manager. At least 10,000 people were turned away, but that wasn 't point of proof that this was "b ig." In the middle of the game, rai n came, and it rained for two hours . People standing around the outfield fence huddled there for an hour before surrendering their places and find ing shelter. Over 40,000 of an original crowd of 54,000 wanted to see the finis h, which fina lly came at 12 : 3 5 a.m., when Ed Mathews, the symbolic Brave, knocked a home run over the rightfield fence on a 3-2 count with two men out in the ninth inning. No one event has had as much impact on the national image of Atlanta in 25 years as the building of the stadium and the arrival of the Braves. It brought business to the city and industry to the city and prestige to the city, and it was a thing of value to every facet of life in the city. There was a time of political crisis last fall when we had no Governor. We could do without one far more easily than we could do without the Braves. 69 �TWA u(§!j[}[J!J moaa DIRECi FLIGHTS TO BIS LEAGUE CITIES WIDE-SCREEN MOVIE,S ON THE WAY* As a reporter, you do a lot of traveling during the season. That's why you'll appreciate TWA's one-airline service to most major league cities, and top training camps in Arizona, California, Florida. And if you're crossing the country non-stop, TWA's wide-screen movies make your trip seem even shorter. Call the nearest TWA office or your travel agent. ,:,sy Nationwide Worldwide depend on lnflight Motion Pictures, Inc., on most coast-to-coast jets. Greetings From LEONARD J. SIMON FORT LAUDERDALE OF Training Home of the New York Yankees WESTON'S SHOPPERS CITY, INC. THE PLACE TO GO IN FLORIDA 70 J �January 30, 1967 Mr . Thomas A . Reynolds Winston, Strawn, Smith & Patterson 1400 First National Bank Building Chicago, Illinois 60603 Dear Tom: Thank you SQ :much for your letter nd the Suprerne Coul."t Deci ion. Looking forwa..l"d to Spring Training and hope to be able to accept yol.ll' invitation to cOine to Palm Bea.ch. Sine rely your , lvan Allen, Jr. Mayor lAJr/br �HAROLD A. S M ITH GRI E R D . PATT E RSON CHAR L ES J . CALDERINI G E ORGE 8 . C HR ISTENSEN A RTH UR 0. W ELTON~J R . TH OMAS A . RE YN O L DS BR"C E L. HA M I LTON REUBEN A . BORSCH ALBERT W. POTTS JAME S D.H E AO T H O M AS S . TY L ER DOUG LAS C . "'10 1R FRA N K B . G ILM E R ROB ERT M<;DO U GAL , JR G E RARD E. ~ RASHORN N E AL J.Mc;AULIFFE EDWARD J . WENDROW CHAR L ES F . MARQU I S A L EXANDER J - MOODY B . M ICHAE L PAL LASCH JO H N DO N OVAN BIX L ER CHARLES J . CALD E R I Nl,,JR . BRUC E L. BOWER FREDER I CK G .ACKER ROB ERT 8 . G O LDIN G G . BRADFO R D COOK RICHARD J.BR E NNAN M . FINLEY MAXSON ARTH U R I.GOU L D NORMAN WAI T E .JR B R U CE M . SM I T H CRANE C. H AUSER EARL A.JIN KINSON E DMUND J.KENNY CALV I N P. SAWY I ER J .ARDEN REARICK RICHARD J.FAL ETTI FRANK D.KENNEY F RED H.DAUGHERTY R .LAWR E NCE S T ORMS T H OMAS A.REYN O LDS . JR. DAVID C. KE EGA DON M . SOW ER S JAM E S L. PERK I NS EDWARD L. FOOTE DAVID J.HARDY RICHARD H . CAIN FRANKO . WETMORE IC RI CHARD W . AUSTIN WINSTON, STRAWN, SMITH & PATTERSON 1400 F I RST NATIONAL BANK BUILDING CHICAGO 60603 FREDERICK H. W I NSTON (1853-1886) FR EDERICK 5. W IN S TON (1878 - 1909) S I LAS H. S T RAWN (189 1-1946) ( 31 2) Fl N A N CIA L 6 ·3 600 CABLE ADD RE SS January 25, 1967 ROBERT G . LANE D . S IONEY CONDIT JOHN W.STACK JAMES J . NACK W ILLIAM 0.M ULLI KEN WA LTER L .CROWL EY GEORGE E . LEO N ARDfil FRANK L. BUTLER JOHN H.DAVIES S TANLEY A . WA LTON m Dear Ivan, I thought you would like Order of the Supreme Court of the ending the Braves litigatione It hard and expensive battle, but we some s olace fr om the fa ct t h at we a copy of the United States has been a can obtain won! The Alstons, Hodgsons , Alexanders , et al are all planning on spending a few da ys at Spr ing Tra ining th i s y ear, a nd I sincere l y hope that th e All e ns will f ind it conv e nient t o do l ikewise. We would lov e to h a v e y ou down a t Pa lm Beach any time a ft e r Feb r uary 2 4 th an d if you think you c a n make it , even on the shortest notic e, ple a se gi v e me or Bill a telephone call an d we 'll mee t you t here. Wit h warmes t perso na l regar ds. Honorab l e Ivan All en, Jr. Mayor o f the City of Atlanta City Hall Atlant a, Georgi a - -· W I NST ON C HIC AGO �OFFICE OF THE CLERK SUPREME COURT OF THE UNITED STATES WASH IN GTO N, D . C ., 20543 January 23, 1967 RE: WISCONSIN v. MILWAUKEE BR.AVES, INC., ET AL., No. 659, Oct. Term, 1966 Dear Sir: The Court today entered the following order in the above-entitled case: The petition for a rehearing is denied. Mr. Justice Fortas took no part in the consideration or decision of this petition. Very truly yours, / =t/ L-- · JOHN r. DAVIS, Clerk By I ssist;./ · !,I .(/.-L Earl A. Jinkinson, Esq. Winston, Strawn, Smith & Patters on 38 South Dearborn St. Chicago, Ill. AIRMAIL ..... - �.January 26, 1967 Honorable Fletcher Thompson Congre s of the United S tes House of Repre entatives Washington, D . C e De r Fletcher: Thank you for your letter and the positi<'.m you ha.ve taken regarding rganized ba ebaU Wlde.r the· Anti• Tru t A<:t. 1 am mo t grateful £or your effoz in Si.nc rely your , 1 n Allen, Jr. Mayor lAJr/br · matter. �1967 ATLANTA BRAVES ROSTER MANAGER 8 Hitchcock, Billy B T HT. WT. BORN BIRTHPLACE RESIDENCE 1966 CLUB R R 6-2 190 Jul y 31 , 1916 Inverness , Ala. Opelika, Ala. Atlanta R R L-R R R R R R 5-10 6-2 6-1 6-0 180 193 200 210 Oct, 10 , 1917 Aug. 18, 1920 May 3, 1916 ~ -t_:_1_~ 1907 Mobile, Ala. Chicago, I l l . Chicago, Ill. Kensington, Ga. Montg omery, Ala. Mesa, Ariz . Chicago, Ill. BuchanE,n, Ga. Richmond Albuquerque Atlanta Atlanta B T HT. WT. BORN BIRTHPLACE RESIDENCE 1966 CLUB Deming, N. M. Fresno, Calif. COACHES 9 4 3 5 Adair, Bill K8nned y, Bob Silvestri, Ken Wya t __!: _,_Whg_low PITC:HERS (17) Jfi Bl a s ingame, Wade L L 6-1 185 Nov. 22 , 1943 39 42 20 40 33 Britton, Jim Bruce, Bob Carroll, Clay Cl oninger, Tony Jarvis, Pat R R R R R R R R R R 6-4 6- 3 6-1 6-0 5-10 215 208 190 200 180 Mar. 25, 1944 May 16, 1933 May 2, 1941 Aug. 13, 1940 Mar. 18, 1941 47 Hernand2z, Ramon R L-L 5-11 165 Aug. 31, 1940 30 22 Johnson , Ken Kelley, Dick R R R L 6-4 6-0 222 175 June 16, 1933 Jan. 8, 1940 23 35 Lemaste r, Denver Niekro, Phil R R L R 6-1 6-1 185 180 Feb. 25, 1939 Apr. 1, 1939 38 Reed, Ron R R 6-6 216 Nov . 2, 19,": ~ 26 Ritchie, Jay R R 6-4 190 Nov. 30, 1936 37 Schwall , Don R R 6-6 200 Mar. 2, 1938 34 Upshaw, Cec il R R 6- 6 185 Oct. 22, 1942 25 Vaughan, Charles R L 6-1 175 Oct. 6 , 1947 49 Williams, Ear l R R 6-5 195 J uly 14, 1948 Atlanta Richmond Tonawanda, N. Y. Tonawanda, N.Y. Richmond Detroit, Mich. Livonia, Mich . Houston Clanton, Ala. Atlanta, Ga. Atlanta Lincoln, N.C. Iron Station,N.C. Atlanta Carlyle, Ill. Atlanta, Ga. Atlanta Richmond Carolina, P.R. Carolina, P.R. El Paso Seattle w. Palm Beach, Fla. w. Palm Beach,Fla. Atlanta Boston, Mass. Brighton, Mass. Atlanta Richmond Atlanta Caroria, Calif. Oxnard, Calif. Blaine, Ohio Lansing, Ohio Atlanta Richmond Atlanta LaPorte, Ind. LaPorte, Ind. Kinston Austin Richmond Atlanta Salisbury, N.C. Salisbury, N.C. Richmond Atlanta Wilkes-Barre, Pa. Pittsburgh, Pa. Pittsburgh Shreveport, La. Bossier City, La. Atlanta Richmond Austin Mercedes, Texas Atlanta Brownsville,Tex. Austin Newark, N.J. Montclair, N.J. Sara sota IP 67.2 2 90 130 144.1 257.2 62.1 102 121 12 215.2 81 143 171 50.1 54 8.1 51 30 87 35.1 73 45 . 1 41. 2 3 94 65 7 83.1 61 w 3 0 3 3 8 14 6 6 9 0 14 7 9 11 4 3 1 5 3 5 0 4 3 3 0 5 4 l 2 1 L BB so ERA 7 0 5 13 7 11 2 5 7 2 8 5 7 8 3 4 1 2 1 2 1 1 3 2 0 5 5 0 7 0 25 1 53 29 29 116 12 40 35 3 46 21 47 41 23 16 4 12 7 26 12 23 19 19 3 30 14 3 39 22 34 2 87 5 . 29 4.50 3.80 5 . 33 2.38 4.12 2.32 3.88 2.16 5.25 3.29 3.33 2.08 3.74 4.14 3.67 2.25 1. 76 1. 20 3.52 4.11 1. 73 3.31 2 . 18 0 . 00 2.87 2. 77 2. 57 2.92 3 . 10 71 67 178 41 94 94 8 105 50 123 139 17 36 6 39 22 68 33 62 27 24 2 53 55 6 71 32 �CATCHERS (2) B T HT . WT . BORN BIRTHPLACE -~-.-.--..·---- RE SIDENCE --·- - 1966 CLUB AB 12 15 R R R R 6- 2 6- 1 215 205 Mar. 22, 1935 July 18, 1940 Moline , I l l. Brookl yn, N. Y. Rock Island, I l l . Brooklyn N. Y. At l anta Atlan t a R 5- 9 150 Oct. 19 , 1943 Sal inas , P. R. Atla n ta Richmond Santo Domingo , P . R. At l anta Richmond Grove, Okla . Ne w York (A) Tulsa, Ok la. Barquisime to , Venz. Kinston Austin Oakland, Cal if. Atlanta At lanta , Ga. Denver Kansas City, Mo. Atlanta At lanta, Ga. Rio Piedras, P. R . Atlant a Richmond Amaril l o Ponce, Puerto Ri co Richmon d Webster Grove , Mo. Aust i n Cora l Gables , Fla . Atlan ta Oliver, Ge ne Torre, Joe H HR RBI AVG . 191 546 37 172 8 36 24 101 .194 .3 15 44 395 666 414 500 55 4 365 110 307 454 91 170 460 243 104 455 4 96 218 132 120 170 96 24 96 114 25 52 122 0 5 31 25 14 0 7 2 0 15 0 6 2 12 0 0 2 26 74 57 29 44 7 32 60 5 29 42 37 8 43 .0 91 . 243 . 327 .31 9 .240 .307 . 263 .218 . 313 .251 .275 .306 .265 .206 .250 .264 6 \. , ~ INFIELDERS (13) 16 Al omar , Santos R 29 28 6 11 Al ou, Felip e Beauchamp, Jim Boye r, Clete Camb ero, Al Connoll y , Bob de l a Hoz , Mike Mart i n ez, Or l and o Menke , De nis Mi llan, Felix R R 6- 1 R R 6- 2 R R 6- 0 R R 5- 10 R R 6-0 R R 5- 11 R L-R 6-1 R R 6- 0 R R 6- 1 195 205 183 165 185 175 17 5 182 1 72 May 12 , 1935 Aug. 21 , 1 939 Feb. 8, 1937 Aug. 2?- ' 1944 Jan . l. , 1945 Oc t . 2 :; 939 ? ', , 1941 Aug . ~J uly 21 , 1940 , Au g . -? .l' 1943 Ciudad, Tr ujillo Vinita, Okla. Cassville, Mo . Barquisimeto, Ven z. Oak land, Calif . Hav ana, Cuba Havana, Cu ba Bancroft , I owa Yabucoa , ? . R. 18 45 Pacheco, Ed Southworth, Bill R R 5-11 6- 2 155 205 De c . 24, 1944 Nov . 10 , 1945 Ponce, Puerto Rico Madison, Wis. so 51 7 46 19 14 Woodward, _Wo o!iY R R Sa l inas, P . R. R R 6- 2 18 5 Se p t. 23, 1942 Miami, Fl a.___ __ _ R c; Fe b. ~' 1934 J an. 31, 1946 Sep t . l.- ' 1939 Mob ile, Ala. Mequon, Wis. Los Angeles, Cal if . Lo s An ge l es , Cal if . San Ped ro De Mar co s i , San Pedro Puerto Ri co De Marcosi , P. R. Hampton , s . c. Cha rleston , s . C. so 26 120 77 OUTFIELDERS (8) 44 52 43 Aar on, Henr y Bashor e , Ted Car t y, Ri c o R L L 6- 0 5-ll R R 6- 2 180 185 19 0 27 C":line, Ty L L t- 0 168 june :i.5' 1939 53 Ga st on, Cl are nce R R 6- 4 19 5 Mar . ' ' 31 48 Ge i ger, Ga ry Jones, Ma ck Lum, Mike L L L R R L 6-0 6-1 5-11 170 180 180 Apr . ~' 1937 Nov. 6, 1938 Oct . 27 , 1945 l7 Trainer - Harvy Stone Equipm e nt Mana ger - Dave Pursley Team Phys i c ian - Dr . Charles Harrison Ground s keeper - Wa lly Hi ggins ..!. I ' ._944 San Antonio, Texas San An to ni o , Tex as Sand Ri dge, Ill. Atlanta, Ga. Honolulu ,yawaii _ _ Murphysboro, I l l . Atlanta, Ga. Honolulu, Hawaii Atlan t a Kinston 168 44 Ll 0::: 100 11 12 7 53 . 279 .24 7 Atlanta Atl a nta Richmond Bat avfr. Austin Atlanta Atlanta Austin 521 71 214 433 10 1 26 417 541 170 18 58 143 .J " 33 110 144 15 0 2 28 0 4 23 6 76 6 22 104 4 10 66 48 .3 26 .273 .2 71 . 330 .300 .2 62 .264 .266 �~ongrt~~ of tfJt Wntttb ~tatt~ J,oust of l\tprtsentatibts lllaB'bington, ]&.~. J anu a r y 1 0, 1967 Mr . Wi l liam Ba rtholomay At l anta Brave s Commerc e Bu i ld ing At l anta, Ge orgia De a r Bi ll: I n ot i c ed t h e enclosed a r t i l e fr om the Wash i n g t o n Post and rath e r than h a ve y ou wr i te me concerning i t , I thoug h t I wou ld wr i t e you and l et y o u know that I am comple t ely oppos ed to this p iec e o f leg i s la tion . With my v e r y be st r eg ards Since r el y yours, FLETCHER THOMPSON Member of Congre ss FT/lg cc : Mr . S i d Scarborough Manage r , Atl a nt a Stadium Iv an Al len , J r . Mayor , City of Atlan ta �Zabloekl Plans J.,eglslatl~n House Bill Would Strip Baseball of Exemptio~ Ai!-OClaTtd P'r ('U Rep. Clement J. Zablocki (D Wis.) said last night he will introduce legislation to strip nrgan izecl professional baseball f its· pl'esent exemptio n fro m the Nation 's antitrust Jaws . Za bl<><:ld and othe r me mbers of Congress from Wisconsin were strong ly o pposed to t he mo e of t he Milwaukee Brave! to Atlanta, which came in• - - pite of ef forts by t he stzte of Wisconsin to prevent the lie and Congressional opinior transfer. that base ball's "high-bandec "Now that t he Supreme flaunting of the public interr · Court has re/used to review the muSt be stopped." adve rse decision in t he Braves Passage o( his ·bill , Zablurk case," Zablocki said in a state- said. would not mean return 01 ment, "new legislation appear the Braves t~ Milwauk~e. How to be a lmost the only hope of ever. he said be believes r breaking the arbitr;iry power of would expedite the for mat ior baseball owne rs and restoring or a new major league or rapic th.e game to the fans." expansion of the p re s e n 1 Similar legi lation was intro 1 agues duced by Zal;llockl at the be- rr ba eba ll is stripped of it! ginning of the 89th Congre~s. prP ent exemption from anti 1The bill was sent to the lfot1se t r u t la\1 s, he aid, it is proba Judicia ry Committee , \l-h1ch ble that feat ures of the present took no action. v trm, such as territo ria i Stating he is hopeful of a·greement s and the reserV£ action on his p roposal 111 th!' ddl1'P binding a plc1yer to one 90th Congress, Zablo('ki -,11u hP learn until he is sold or re ~lieves there is gro\\ 1n ::: p11h- ll'asl·d. would be struck clown � Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 18, Complete Folder Box 21 Box 21 Folder 18 Folder topic: Atlanta Braves | 1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/274c183e60b4cd0dc7c73a678b5b01e1.pdf 84f9cfceda0bf04717eb3000caa9a160 Scripto Transcription A written representation of a document. F ATLANTA OF COMPTROLLER CITY HALL Atlanta, Georgia 30303 Dec ember 5, 1967 CHARLES L . DAVIS COMPTROLLER EDGAR A. VAUGHN, JR. DEPUTY COMPTROLLER MEMORANDUM TO: Mro R. Ear l Landers FROM: Char les L. Davis 4)_ I am enclos i ng a c opy of a draft report made by Mr . Phi l Hammer f or Rapid Transit under date of J uly 19 , 196 7, as wel l as a c opy of a revised report made under date of Jul y 31 , 196 70 I have had several conferences with Mr . Hammer ; and in his original report , he was proposing to charge the citizens of Atlanta 2 mills at the very outset for Rapid Transit and increasing to 3 mills by 1971 . By a like token , he also proposed to charge DeKalb County 2 mills in 1969 and increasing to a high of 2. 8 mills in 1971 , then descending for the remainder of the life of the bonds o In the case of Fulton County , he was proposing to charge 1 mill at the very outset and increasing to a high of 1 . 9 mills in 1971 , then decreasing for the remaining life of the bonds . Mr . Hammer stat ed that this allocation would take into consideration such things as the ability of a government to pay the increase in tax digest of an area as the result of Rapid Transit and other factors . In our discussion , I pointed out that this was not a true yardstick , and I felt the millage should apply county-wide ; and in the future if this could be accomplished, this would not be a hindrance to us an others in annexing other areaso In his revised report , Mr . Hammer is proposing a county-wide levy , which can be f ound on Page 43 , of 1 mill for DeKalb County and 1.5 mills for Fulton County . These will increase in 1975 to 3 mills in Fulton County and 1.6 mills in DeKalb County . I have also noticed in the paper recently that Rapid Transit is proposing to amend the Transit Act by some eighteen points. Some of these points I am in full agreement with; such as, clarification between the maximum amount of dollars approved in the referendum and the millage rate that will be needed to raise the necessary funds. There are other points I think should be further pursued, particularly those relating to the investment of Rapid Transit funds and perhaps the right of eminent domain. It seems as if this has been a very hot point ever since the Rapid Transit Act was enacted. � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document : an F ATLANTA FICE OF COMPTROLLER CITY HALL Atlanta, Georgia 30303 ee, Hl ti a ih He December 5, 1957 CHARLES L. DAVIS COMPTROLLER EDGAR A. VAUGHN, JR. DEPUTY COMPTROLLER MEMORANDUM TO: Mr. R. Earl Landers FROM: Charles L. Davis QQ I am enclosing a copy of a draft report made by Mr. Phil Hammer for Rapid Transit under date of July 19, 1967, as well as a copy of a revised report made under date of July 31, 1967. I have had several conferences with Mr. Hammer; and in his original report, he was proposing to charge the citizens of Atlanta 2 mills at the very outset for Rapid Transit and increasing to 3 mills by 1971. By a like token, he also pro- posed to charge DeKalb County 2 mills in 1969 and increasing to a high of 2.8 mills in 1971, then descending for the remainder of the life of the bonds, In the case of Fulton County, he was proposing to charge 1 mill at the very outset and increasing to a high of 1.9 mills in 1971, then decreasing for the remaining life of the bonds, Mr, Hammer stated that this allocation would take into con- sideration such things as the ability of a government to pay the increase in tax digest of an area as the result of Rapid Transit and other factors. In our discussion, I pointed out that this was not a true yardstick, and I felt the millage should apply county-wide; and in the future if this could be accomplished, this would not be a hindrance to us an others in annexing other areas, In his revised report, Mr. Hammer is proposing a county-wide levy, which can be found on Page 43, of 1 mill for DeKalb County and 1,5 mills for Fulton County. These will increase in 1975 to 3 mills in Fulton County and 1,6 mills in DeKalb County. I have also noticed in the paper recently that Rapid Transit is proposing to amend the Transit Act by some eighteen points. Some of these points I am in full agreement with; such as, clarification between the maximum amount of dollars approved in the referendum and the millage rate that will be needed to raise the necessary funds. There are other points I think should be further pursued, particularly those relating to the investment of Rapid Transit funds and perhaps the right of eminent domain, It seems as if this has been a very hot point ever since the Rapid Transit Act was enacted,  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 6, Document 68 Box 21 Box 21 Folder 6 Folder topic: Rapid Transit | 1966-1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/bae512a289d3eedae153946726051754.pdf 7ecbc59dd60503466af3a610f3841bb7 Scripto Transcription A written representation of a document. RAPID TRANSIT ss METROPOLITAN ATLANTA RAPID TRANSIT AUTHORITY "]Y.[ARTA REPORTS TO THE PEOPLE IT SERVES . . . " DECEMBER 1967 VOLUME 2, No.12 ENGINEERS SUBMIT REVISED RAPID TRANSIT PLAN The Metropolitan Atlanta Rapid Transit Authority (MARTA) has officially received from the engineers, Parsons BrinckerhoffTudor-Bechtel, an updated report covering a rapid transit system for Metropolitan Atlanta. The report was publicly released December 3. Richard H. Rich, MARTA Chairman, stated, "The report brings up to date a similar one prepared in 1962 for the Atlanta Transit Study Commission, a predecessor group to MARTA. As submitted to the Authority, the new report includes a financial feasibility study made by the economic consulting firm of Hammer, Greene, Siler Associates." "It should be clearly understood that this is not MART A's report," Rich continued. "Rather, it is a report of the engineers and the economic consultants to MARTA." "The engineers have been working on their updating for well over a year," he said. "Their report reflects changes that have occurred in population, employment, economy, land use , physical characteristics, travel demand, transit vehicle design and costs in the last five years. It proposes certain changes in previously proposed rapid transit routes and station locations to meet the changes in Atlanta itself." "The Authority and its staff have been working with the engineers and have studied the report. Generally, we think it looks good, and it would become the skeleton of a balanced transportation system for Metropolitan Atlanta." "MARTA expects to make a more comprehensive report to the people of Georgia, especially those living in the Metropolitan Atlanta Area, sometime in 1968," he said. "We anticipate that report will cover an overall, balanced mass transit system for Atlanta. Coordinated with existing transit and transportation facilities, rapid transit will thus be a part of a total balanced transportation system which will meet immediate travel demands, as well as those anticipated in the future." "MARTA is beginning now a series of additional studies, consultations and, eventually, public hearings aimed at developing a plan for such a balanced transportation system. In this process we recognize that coordination with the Atlanta Transit System and the State Highway Department and the full cooperation and approval of Metropolitan Atlanta Area governments will be required. Toward this end, copies of the Engineers' report have been given in advance to these agencies," he concluded. While distribution of the full report is necessarily limited, the 16-page "Special Summary Report" is available to the public. Copies can be picked up at no cost at the MARTA offices, 808 Glenn Building, 120 Marietta Street. Additional stories on Pages 2, 3 and 4. �GUEST EDITORIAL METROPOLITAN ATLANTA RAPID TRANSIT AUTHORITY (The fallowing editorial and cartoon on next page appeared in the ATLANTA JOURNAL-CONSTITUTION, Sunday, December 3, 1967, and are reprinted with permission.) 808 GLENN BLOG . • 120 MARIETTA ST . . N. W . A TL ANTA . GA . 30303 • PHONE 524-57 11 "DIRECTED BY THE GEORGIA STATE LEGISLATURE TO DEVELOP A RAPID 1983-RAPID TRANSIT OR DOUBLE TRAFFIC TRANSIT SYSTEM FOR THE S-COUNTY METROPOLITAN ATLANTA AREA . " Edited by KING ELLIOTT BOARD OF DIRECTORS OFFICERS: RICHARD H. RI CH, Chairman RoY A. BLOUNT, Vic e Chairman HERBERT J. DICKSON, Treasurer GLENN E. BENNETT, S ecr etary CITY OF ATLANTA: ROB ERT F . ADAMSON L. D. MILTON RI CHARD H. RI CH RAWSON HAVERTY CLAYTON COUNTY: EDGAR BLALOCK · DEKALB COUNTY: ROY A . BLOUNT DR. SANFORD ATWOOD w. A . FULTON COUNTY: PULVER MITCHELL C. BISHOP GWINNETT COUNTY: K. A. McMILL9N * * COBB COUNTY (Obs erver) OTIS A. BRUMBY, JR. MARTA STAFF: HENRY L. STUART, Gen eral Manager EARL w. NELSON, Chief Engineer KING ELLIOTT, Direc tor of Public Information H. N . JOI·INSON, S ecretary to General Manag_er ROLE OF BUS TO BE STUDIED "The study of the role of buses in connection with rapid transit is entirely consistent with the philosophy and current programs of the Metropolitan Atlanta Rapid Transit Authority, and we will cooperate fully with the Atlanta Region Metropolitan Planning Commission in the pursuanc.e of such a study," says Henry L. Stuart, MART A General Manager. The Atlanta Region Metropolitan Planning Commission on December 11 approved a resolution to "undertake a study to determine the proper and feasible role which surface buses can logically play in an interim, permanent, or combined rail-bus j mass transit system for Metropolitan Atlanta." Such a study had been recommended by the Atlanta Board of Aldermen on December 4. "As I understand it," Stuart continued, "the study will be 'of sufficient depth' to determine the proper role of the bus in a mass transit system to serve Metropolitan Atlanta. I hope such a study will address itself to all possible uses of the bus in connection with rapid transit and will examine proposals for reserved lanes for buses in expressways; reserved lanes on surface streets; paved lanes on railroad rights-of-way; 'Hy-Rail' buses which can operate on streets and also run on flanged steel wheels on railroad tracks; 'Heli-buses', which can be picked up by large helicopters and flown from one location to another; electric buses on elevated concrete roadways; 'Hover-Craft' air-cushion -vehicles; 'Mini-Buses'; and any other applications of buses now in use or under experimentation." "The results of such a study can be of considerable assistance to MARTA in the determination of a final proposal for a balanced transportation system," Stuart concluded. Yet to be decided are the cost and scope of the study and who is to perform it. - - -- - - - - -- - - - - - There is nothing more maddening for a man than to have 300 horses under his hood and nothing but a half-mile of good road and 300,000 cars between him and where he wants to go. When Andrew Jackson was President it took him a month to get from the Hermitage in Nashville to his office in Washington. Almost a century and a half of progress later, Atlantans on their way to work make just about that kind of time. And Rhett and Scarlett thought THEY had trouble getting out of town. The traffic situation in Atlanta, in short, is intolerable, and the number of cars in town is supposed to double by 1983. The only thing that can save us from devoting half our days to getting back and forth _slowly is a new transportation system. The system that can move the most people fastest, and get them in each other's way least, is rapid rail transit. - - - - - " UNLESS WE MOVE TO MEET TRANSPORTATION needs on a balanced and comprehensive basis, we will continue to be confronted with such ironies as new aircraft, already in production, capable of flying from New York to Seattle in about the same time it takes a Manhattan taxicab to go crosstown." - Dr. William J. Ronan, Chairman, Metropolitan Commuter Transportation Authority (New York). A new plan for such a system has been presented by engineers to the Metropolitan Atlanta Rapid Transit Authority , which has been working since 1965 to carry out the mandate by which Metropolitan Atlanta approved rapid transit in 1964. The plan specifies exactly where the full 65-mile system eventually will go. The plan includes specifications and aerial photos showing what the new system will be like. It also tells us about how much it will cost-$479 million, at least, for the first 54 miles. This includes everything that is planned except the line that will go into Cobb County when and if that county' s citizenry realizes its value. (Only Cobb, of all the metropolitan counties, elected not to join MARTA.) * * Considerable impetus for the implementation of these plans (as for the travels of Scarlett and Rhett) is expected from the federal government. Some money is also expected from the State of Georgia. But more than half of it will probably have to come from the people of the Metropolitan area . Sometime next year the people of Fulton and DeKalb Counties, in which the first 21 miles will be laid, will vote on a bond issue to finance that first line, on which travel could begin by 1975. We not only hope but pray they will approve the issue. Every year construction of the system is delayed means it will cost more. It will be a big job, and won't be finished until 1985. * * It is either do this job, so that we can get to the central station under Broad Street from Brookhaven in 14 minutes, or from Forest Park in 17 minutes, or from Emory in 12-or else learn to tolerate that 1985 traffic, which is going to consist, you remember, of twice as many cars. "THE SUBWAY IS THE BACKBONE of our transit system. It has given our downtown core the assurance of stability and permanence. Without doubt it has been and will continue to be the catalyst for a whale of a lot of new development and the redevelopment of older, uneconomic areas in our city ." Ralph C. Day, Toronto Transit Commission Chaimzan " THE DEPARTMENT OF TRANSPORTATION looks at the transit industry as the best means immediately at hand fo r solving the problem of peak hour commuting and downtown congestion." -A lan S. Boyd, Secretary of Transportation �STATION STOPS FORfST PARK ANYONE FOR RAPID TRANSIT ? RAPID TRANSIT BRIEFS MARTA DIRECTOR Sanford Atwood has been reappointed by the DeKalb County Commission to a new, four-year term which will begin January 1, 1968. The term of Roy A. Blount, the other director from DeKalb County will expire December 31, 1969. DEKALB COUNTY COMMISSION at its December 12 meeting adopted a resolution commending "MARTA for its approach to the problems and carrying out the wishes of the people" in the development of a rapid transit proposal. The motion was made by Commissioner Tom Callaway and was adopted unanimously. NEW YORK STATE voters overwhelmingly approved a $2.5 billion transportation bond issue November 7. The vote was 2,743,431 to 1,965,558, or about 3 to 2. As one observer put it, "Governor Nelson Rockefeller has shown that mass transportation is good politics." A ROME MAN h as ordered the first ticket for a rapid transit ride. Following a speech to the Rome Kiwanis Club, MARTA General Manager Henry L. Stuart received a letter from Mr. Dean Covington, a Rome lawyer, asking for the first ticket and enclosing a check for 25 cents. At this point, Stuart hasn't decided whether to deposit the check and open up a new account, or simply to frame the check and hang it on the office wall. MARTA CHIEF ENGINEER, Earl Nelson, was one of 500 transit experts who attended a one-day Washington conference on "New Approaches to Urban Transportation" on November 29. The conference was sponsored by the U.S. Department of Housing and Urban Development. A RAPID TRANSIT EXTENSION to O' Hare International Airport was suggested in a consultant's report on needs for virtually doubling the airport's facilities pending the development of a third major airport for the Chicago area. The need for a rapid transit extension to the O'Hare airport was based on anticipations that highway routes would be "saturated" with traffic to that busy location by 1975. The report estimated that additional terminal facilities at O'Hare would cost $280 million and the rapid transit extension$60 million. GENERAL MANAGER STUART was a guest on an opening day of WRNG Radio Atlanta when the Station began its broadcasting operations Monday, December 4. Stuart discussed rapid transit with host, Art Bradley, and answered questions phoned in by the listening audience. HOW FAST TO DOWNTOWN? The map above shows the travel times from the various proposed rapid transit stations to Transit Center near Five Points. This is one of many maps, charts, and tables contained in "A Special Summary Report," a layman's version of the 1967 engineering report released December 3rd. Copies may be picked up at the MARTA offices, 808 Glenn Building. Several architectural sketches show how stations might be constructed in various situations. The picture below is of an embankment station. The report contains a proposal for a financing plan which would use funds from local, state, and federal sources. The 30mile basic system could be built, 1mder this plan, for about $332 million. The proposed plan suggests a combination of $199 million local funds; $33 million from the State of Georgia, and $100 million from federal sources for the basic system. Assuming the local share would be paid from ad valorem taxes, this would amount to a maximum of 3 mills in Fulton County and 1.6 mills in DeKalb County. The 52-mile regional system would cost about $479 million, and would be based on an additional $100 million or more fe deral funds, and about 1.5 mills from Clayton and Gwinnett Counties. The report concludes. "The owner of a $20,000 home, for example, in 1978 would pay $18.00 more if his home was in Fulton County and $9.60 if his property was in DeKalb County. Such costs- no more than 35 cents per week and less in non-peak years- make rapid transit a good investment. I "' �MARTAnswers QUESTION: How does the 1967 report differ from the 1962 report? ANSWER: Many significant changes in population, employment, housing and traffic have occurred in the Metropolitan Atlanta area since the 1962 rapid transit report was completed. Comparison of the new planning report with that published in 1962 reveals how the amended rapid transit plan directly reflects changes in the Atlanta region which have occurred in the same period of time. The revisions in the rapid transit plan include : Rearrangement of lines to make Pershing Point the northern terminus of the central distribution line, providing a Central Line station adjoining Atlanta's new Memorial Center. Relocation of Transit Center Station to the south side of the "gulch" opposite the new First National Bank Building to better allow for planned utilization of railroad air rights. Addition of a new station on the East Line to serve the State Capitol area and the mushrooming campus of Georgia State College. Extension of subway along the entire Central Line from Broad Street at Garnett Street on the south to Interstate 85 north of Pershing Point. Relocation of the South Line between East Point and Mountain View to provide direct service to the proposed new airport terminal complex. Introduction of numerous changes to improve station access, to assure a harmonious relationship between stations and the surrounding areas, and to impose higher standards of operation and comfort. QUESTION: Is the 1967 plan the official plan of how the system will actually be built? ANSWER: No. The 1967 report simply brings up to date the system propose d in 1962. It does not include, for example, extensions on the East and West lines to I-285 ; these ex tensions are part of a preliminary engineering work now under way under a separate contract. The new 1967 plan will be modified considerably befo re a plan is developed to present to the public. Then, a series of public meetings and formal public hearings will be held, at which the public will be able to express their opinions of the plans and to submit their ideas. After these meetings and hearings are concluded, the ideas and comments will be evaluated, and the Board of Directors will then make final decisions and develop a final plan and program. This final plan and program will then be submitted to the voters who will ultimately decide whether rapid transit will be built. -,-~-• QUESTION: When will the referendum be held? ANSWER: No final decision has been made , but MART A planning at this point is looking toward a referendum in November 1968. Given a successful referendum in 1968, first rapid transit service could begin in 1974, with the entire 30-mile basic system in operation in 1975 or 1976. -Hemy L. Stuart, MARTA General Manager MARTAcTION At its December meeting the MARTA Board of Directors approved a budget and work program of $1.5 million for 1968. A more detailed explanation and breakdown of the $750,000 element for the preliminary design of the transit center was requested, and the budget was adopted subject to a satisfactory review of this item. In other action the Board of Directors authorized the General Manager to sign the contracts between MARTA and the State Department of Industry and Trade concerning the use of the state's appropriation of $500,000 for rapid transit; and reappointed Arthur Andersen Company as auditor for 1968. The Directors tentatively set the date for the nex t meeting for January 5 subj ect to confirmation by letter. The Board mee ting will be held in Room 619, Glenn Building, 120 Marietta Street, N.W., Atlanta. ELSEWHERE ... BILLION DOLLAR PLANS for a rapid transit system are being developed for Sea ttle, Los Ange les, and Washington, D.C. A Seattle study calls for a 45-mile system at an eventual cost of $1.5 billion to build. Los Angeles has a preliminary report calling for a 62-mile system priced at $1.5 billion. And Washington, D.C. is now building a 25-mile system, proposing that it eventually be 95.3 miles with an eventual cost for the total sys tem of $2. 3 billion. In addition, the $1.2 billion San Francisco system is now under constru ction. MEXICO CITY is well under way in construction of its new subway sys tem. Plans call for all 22 miles of its 3 lines to be in operation by 1970. A NEW TYPE RAIL-BUS was demonstrated by Red Arrow Lines on the Philadelphia and Western Railway between Bryn Mawr and Bridgeport. The 49-seat diesel-powered bus has been equipped with retractable steel wheels for travel on railways as well as highways. Merritt H. Taylor, Jr., President of the Philadelphia Suburban Transportation Company, the parent firm of Red Arrow, said that if the bus tests out as expected, they _will be used to replace the company's 50 trolleys and trains operating in Delaware and Montgomery counties. RAPID TRANSIT BULK RATE U. S. Postage PROGRESS Atlanta, Ga. Perm it No. 20 PA ID METROPOLI TAN ATL A N TA RAPI D TRAN S IT AUTHO R ITY BOB GLENN BLDG. · 120 MARI E TTA S T .. N.W . PHONE 524 - 5711 (AREA CODE 404) • ATLANTA . GE O RGIA 30303 DECEMBER 1967. VOLUME 2, NO. 12 Mr . R. Earl Landers Co mp troller City of Atlanta 501 City Ha 11 Atlanta, Ga. ~l ~O~O~ � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document RAPID TRANSIT PROGRESS METROPOLITAN ATLANTA RAPID TRANSIT AUTHORITY “MARTA REPORTS TO THE PEOPLE IT SERVES...” DECEMBER 1967 VOLUME 2, No,12 ENGINEERS SUBMIT REVISED RAPID TRANSIT PLAN | The Metropolitan Atlanta Rapid Transit Authority (MARTA) has officially received from the engineers, Parsons Brinckerhoff- Tudor-Bechtel, an updated report covering a rapid transit system for Metropolitan Atlanta. The report was publicly released De- cember 3. Richard H. Rich, MARTA Chairman, stated, “The report brings up to date a similar one prepared in 1962 for the Atlanta Transit Study Commission, a predecessor group to MARTA. As submitted to the Authority, the new report includes a financial feasibility study made by the economic consulting firm of Ham- mer, Greene, Siler Associates.” “It should be clearly understood that this is not MARTA’s report,” Rich continued. “Rather, it is a report of the engineers and the economic consultants to MARTA.” “The engineers have been working on their updating for well over a year,” he said. “Their report reflects changes that have oc- curred in population, employment, economy, land use, physical characteristics, travel demand, transit vehicle design and costs in the last five years. It proposes certain changes in previously pro- posed rapid transit routes and station locations to meet the changes in Atlanta itself.” “The Authority and its staff have been working with the engi- neers and have studied the report. Generally, we think it looks eit eon on ch ae PLANNING POL good, and it would become the skeleton of a balanced transpor- tation system for Metropolitan Atlanta,” “MARTA expects to make a more comprehensive report to the people of Georgia, especially those living in the Metropolitan Atlanta Area, sometime in 1968,” he said. “We anticipate that report will cover an overall, balanced mass transit system for At- lanta. Coordinated with existing transit and transportation facil- ities, rapid transit will thus be a part of a total balanced trans- portation system which will meet immediate travel demands, as well as those anticipated in the future.”’ “MARTA is beginning now a series of additional studies, con- sultations and, eventually, public hearings aimed at developing a plan for such a balanced transportation system. In this process we recognize that coordination with the Atlanta Transit System and the State Highway Department and the full cooperation and approval of Metropolitan Atlanta Area governments will be re- quired. Toward this end, copies of the Engineers’ report have been given in advance to these agencies,” he concluded. While distribution of the full report is necessarily limited, the 16-page “Special Summary Report” is available to the public. Copies can be picked up at no cost at the MARTA offices, 808 Glenn Building, 120 Marietta Street. - Additional stories on Pages 2, 3 and 4.  METROPOLITAN ATLANTA RAPID TRANSIT AUTHORITY 808 GLENN BLOG.*120 MARIETTA ST.. N.W, ATLANTA, GA, 30303 *PHONE 524-5711 “DIRECTED BY THE GEORGIA STATE LEGISLATURE TO DEVELOP A RAPID TRANSIT SYSTEM FORTHE 5-COUNTY METROPOLITAN ATLANTA AREA." Edited by Kinc E..iort BOARD OF DIRECTORS OFFICERS: Ricnagp H. Ricw, Chairman Roy A. Blount, Vice Chairman Henrnert J. Dickson, Treasurer GLENN E. BENNETT, Secretary CITY OF ATLANTA: Rosert F. ADAMSON L. D. MiLton Ricnarp H. Ricw Rawson Haverty CLAYTON COUNTY: Encar BLaLock DEKALB COUNTY: Roy A. BLounT Dr. SANFoRD ATWoop FULTON COUNTY: W. A. PuLVER MITCHELL C. BIsHor GWINNETT COUNTY: K. A. McMILten COBB COUNTY (Observer) Otis A. Brumpy, JR. MARTA STAFF: Henry L. Stuart, General Manager EARL W. Netson, Chief Engineer Kine Evt.ott, Director of Public Information H. N, Jounson, Secretary to General Manager ROLE OF BUS TO BE STUDIED “The study of the role of buses in connection with rapid transit is entirely consistent with the philosophy and current programs of the Metropolitan Atlanta Rapid Transit Authority, and we will cooperate fully with the Atlanta Region Metropoli- tan Planning Commission in the pursuance of such a study,” says Henry L. Stuart, MARTA General Manager. The Atlanta Region Metropolitan Planning Commission on December 11 approved a resolution to “undertake a study to de- termine the proper and feasible role which surface buses can lo- gically play in an interim, permanent, or combined rail-bus, mass transit system for Metropolitan Atlanta.” Such a study had been recommended by the Atlanta Board of Aldermen on December 4. “As | understand it,” Stuart continued, “the study will be ‘of sufficient depth’ to determine the proper role of the bus in a mass transit system to serve Metropolitan Atlanta. 1 hope such a study will address itself to all possible uses of the bus in connec- tion with rapid transit and will examine proposals for reserved lanes for buses in expressways; reserved lanes on surface streets; paved lanes on railroad rights-of-way; ‘Hy-Rail’ buses which can operate on streets and also run on flanged steel wheels on rail- road tracks; “Heli-buses’, which can be picked up by large heli- copters and flown from one location to another; electric buses on elevated concrete roadways; ‘Hover-Craft’ air-cushion vehicles; “Mini-Buses’; and any other applications of buses now in use or under experimentation.” “The results of such a study can be of considerable assistance to MARTA in the determination of a final proposal for a bal- anced transportation system,” Stuart concluded. Yet to be decided are the cost and scope of the study and who is to perform it. “UNLESS WE MOVE TO MEET TRANSPORTATION needs on a balanced and comprehensive basis, we will continue to be confronted with such ironies as new aircraft, already in produc- tion, capable of flying from New York to Seattle in about the same time it takes a Manhattan taxicab to go crosstown.” —Dr. William J. Ronan, Chairman, Metropolitan Commuter Transportation Authority (New York). GUEST EDITORIAL (The following editorial and cartoon on next page appeared in the ATLANTA JOURNAL-CONSTITUTION, Sunday, December 3, 1967, and are reprinted with permission. ) 1983-RAPID TRANSIT OR DOUBLE TRAFFIC There is nothing more maddening for a man than to have 300 horses under his hood and nothing but a half-mile of good road and 300,000 cars between him and where he wants to go. When Andrew Jackson was President it took him a month to get from the Hermitage in Nashville to his office in Washington. Almost a century and a half of progress later, Atlantans on their way to work make just about that kind of time. And Rhett and Scarlett thought THEY had trouble getting out of town. The traffic situation in Atlanta, in short, is intolerable, and the number of cars in town is supposed to double by 1983. The only thing that can save us from devoting half our days to getting back and forth slowly is a new transportation system. The system that can move the most people fastest, and get them in each other’s way least, is rapid rail transit. * &¢ * A new plan for such asystem has been presented by engineers to the Metropolitan Atlanta Rapid Transit Authority, which has been working since 1965 to carry out the mandate by which Metropolitan Atlanta approved rapid transit in 1964. The plan specifies exactly where the full 65-mile system even- tually will go. The plan includes specifications and aerial photos showing what the new system will be like. It also tells us about how much it will cost—$479 million, at least, for the first 54 miles. This in- cludes everything that is planned except the line that will go into Cobb County when and if that county’s citizenry realizes its value. (Only Cobb, of all the metropolitan counties, elected not to join MARTA.) wet ok Considerable impetus for the implementation of these plans (as for the travels of Scarlett and Rhett) is expected from the federal government. Some money is also expected from the State of Georgia. But more than half of it will probably have to come from the people of the Metropolitan area. Sometime next year the people of Fulton and DeKalb Coun- ties, in which the first 21 miles will be laid, will vote on a bond issue to finance that first line, on which travel could begin by 1975. We not only hope but pray they will approve the issue. Every year construction of the system is delayed means it will cost more. It will be a big job, and won’t be finished until 1985, * ¢ It is either do this job, so that we can get to the central sta- tion under Broad Street from Brookhaven in 14 minutes, or from Forest Park in 17 minutes, or from Emory in |2—or else learn to tolerate that 1985 traffic, which is going to consist, you remember, of twice as many cars. “THE SUBWAY IS THE BACKBONE of our transit system. It has given our downtown core the assurance of stability and permanence. Without doubt it has been and will continue to be the catalyst for a whale of a lot of new development and the re- development of older, uneconomic areas in our city.” Ralph C. Day, Toronto Transit Commission Chairman “THE DEPARTMENT OF TRANSPORTATION looks at the transit industry as the best means immediately at hand for solv- ing the problem of peak hour commuting and downtown con- gestion.” -Alan S. Boyd, Secretary of Transportation  ANYONE FOR RAPID TRANSIT ? RAPID TRANSIT BRIEFS MARTA DIRECTOR Sanford Atwood has been reappointed by the DeKalb County Commission to a new, four-year term which will begin January 1, 1968. The term of Roy A. Blount, the other director from DeKalb County will expire December 31, 1969. DEKALB COUNTY COMMISSION at its December 12 meet- ing adopted a resolution commending “MARTA for its approach to the problems and carrying out the wishes of the people” in the development of a rapid transit proposal. The motion was made by Commissioner Tom Callaway and was adopted unanimously. NEW YORK STATE voters overwhelmingly approved a $2.5 billion transportation bond issue November 7. The vote was 2,743,431 to 1,965,558, or about 3 to 2. As one observer put it, “Governor Nelson Rockefeller has shown that mass transporta- tion is good politics.” A ROME MAN has ordered the first ticket for a rapid transit ride. Following a speech to the Rome Kiwanis Club, MARTA General Manager Henry L. Stuart received a letter from Mr. Dean Covington, a Rome lawyer, asking for the first ticket and enclos- ing a check for 25 cents. At this point, Stuart hasn’t decided whether to deposit the check and open up a new account, or sim- ply to frame the check and hang it on the office wall. MARTA CHIEF ENGINEER, Earl Nelson, was one of 500 transit experts who attended a one-day Washington conference on “New Approaches to Urban Transportation” on November 29. The conference was sponsored by the U.S. Department of Housing and Urban Development. A RAPID TRANSIT EXTENSION to O’Hare International Airport was suggested in a consultant’s report on needs for virtu- ally doubling the airport’s facilities pending the development of a third major airport for the Chicago area. The need for a rapid transit extension to the O’Hare airport was based on anticipa- tions that highway routes would be “‘saturated” with traffic to that busy location by 1975. The report estimated that addition- al terminal facilities at O'Hare would cost $280 million and the rapid transit extension $60 million, GENERAL MANAGER STUART was a guest on an opening day of WRNG Radio Atlanta when the Station began its broad- casting operations Monday, December 4, Stuart discussed rapid transit with host, Art Bradley, and answered questions phoned in by the listening audience. 23 oe rae) COMAVILLE MARIETTA (FB Fain cans le) TRAVEL TIME vommm tN MINUTES FROM vw TRANSIT CENTER 2 INCLUDING STATION STOPS HOW FAST TO DOWNTOWN? The map above shows the travel times from the various pro- posed rapid transit stations to Transit Center near Five Points. This is one of many maps, charts, and tables contained in “A Special Summary Report,” a layman’s version of the 1967 engi- neering report released December 3rd. Copies may be picked up at the MARTA offices, 808 Glenn Building. Several architectural sketches show how stations might be constructed in various situations. The picture below is of an em- bankment station. The report contains a proposal for a financing plan which would use funds from local, state, and federal sources. The 30- mile basic system could be built, under this plan, for about $332 million. The proposed plan suggests a combination of $199 mil- lion local funds; $33 million from the State of Georgia, and $100 million from federal sources for the basic system. Assuming the local share would be paid trom ad valorem taxes, this would amount to a maximum of 3 mills in Fulton County and 1.6 mills in DeKalb County. The 52-mile regional system would cost about $479 million, and would be based on an additional $100 million or more fed- eral funds, and about 1.5 mills from Clayton and Gwinnett Counties. The report concludes. “The owner of a $20,000 home, for example, in 1978 would pay $18.00 more if his home was in Fulton County and $9.60 if his property was in DeKalb County. Such costs—no more than 35 cents per week and less in non-peak years—make rapid transit a good investment. MART Answers QUESTION: How does the 1967 report differ from the 1962 report? ANSWER: Many significant changes in population, employment, housing and traffic have occurred in the Metropolitan Atlanta area since the 1962 rapid transit report was completed. Compari- son of the new planning report with that published in 1962 re- veals how the amended rapid transit plan directly reflects changes in the Atlanta region which have occurred in the same period of time. The revisions in the rapid transit plan include: Rearrangement of lines to make Pershing Point the northern terminus of the central distribution line, providing a Central Line station adjoining Atlanta’s new Memorial Center. Relocation of Transit Center Station to the south side of the “gulch” opposite the new First National Bank Building to better allow for planned utilization of railroad air rights. Addition of a new station on the East Line to serve the State Capitol area and the mushrooming campus of Georgia State Col- lege. Extension of subway along the entire Central Line from Broad Street at Garnett Street on the south to Interstate 85 north of Pershing Point. Relocation of the South Line between East Point and Moun- tain View to provide direct service to the proposed new airport terminal complex. Introduction of numerous changes to improve station access, to assure a harmonious relationship between stations and the sur- rounding areas, and to impose higher standards of operation and comfort. QUESTION: Is the 1967 plan the official plan of how the sys- tem will actually be built? ANSWER: No. The 1967 report simply brings up to date the sys- tem proposed in 1962. It does not include, for example, exten- sions on the East and West lines to I-285; these extensions are part of a preliminary engineering work now under way under a separate contract. The new 1967 plan will be modified consider- ably before a plan is developed to present to the public. Then, a series of public meetings and formal public hearings will be held, at which the public will be able to express their opinions of the plans and to submit their ideas, After these meetings and hear- ings are concluded, the ideas and comments will be evaluated, and the Board of Directors will then make final decisions and de- velop a final plan and program. This final plan and program will then be submitted to the voters who will ultimately decide whether rapid transit will be built. 6806 GLENN BLDG. - 120MARIETTA ST.. N.W. + PHONE 524-5711 (AREA CODE 404) DECEMBER 1967 , VOLUME 2, NO, 12 RAPID TRANSIT PROGRESS METROPOLITAN ATLANTA RAPID TRANSIT AUTHORITY QUESTION: When will the referendum be held? ANSWER: No final decision has been made, but MARTA plan- ning at this point is looking toward a referendum in November 1968. Given a successful referendum in 1968, first rapid transit serv- ice could begin in 1974, with the entire 30-mile basic system in operation in 1975 or 1976, —Henry L, Stuart, MARTA General Manager MART ActTIon At its December meeting the MARTA Board of Directors ap- proved a budget and work program of $1.5 million for 1968. A more detailed explanation and breakdown of the $750,000 element for the preliminary design of the transit center was requested, and the budget was adopted subject to a satisfactory review of this item. In other action the Board of Directors authorized the General Manager to sign the contracts between MARTA and the State De- partment of Industry and Trade concerning the use of the state’s appropriation of $500,000 for rapid transit; and reappointed Arthur Andersen Company as auditor for 1968. The Directors tentatively set the date for the next meeting for January 5 subject to confirmation by letter. The Board meeting will be held in Room 619, Glenn Building, 120 Marietta Street, N.W., Atlanta. ELSEWHERE... BILLION DOLLAR PLANS for a rapid transit system are being devel- oped for Seattle, Los Angeles, and Washington, D.C, A Seattle study calls for a 45-mile system at an eventual cost of $1.5 billion to build. Los An- geles has a preliminary report calling for a 62-mile system priced at $1.5 billion, And Washington, D.C, is now building a 25-mile system, propos- ing that it eventually be 95,3 miles with an eventual cost for the total system of $2.3 billion. In addition, the $1.2 billion San Francisco system is now under construction, MEXICO CITY is well under way in construction of its new subway system. Plans call for all 22 miles of its 3 lines to be in operation by 1970, A NEW TYPE RAIL-BUS was demonstrated by Red Arrow Lines on the Philadelphia and Western Railway between Bryn Mawr and Bridgeport. The 49-seat diesel-powered bus has been equipped with retractable steel wheels for travel on railways as well as highways. Merritt H. Taylor, Jr, President of the Philadelphia Suburban Transportation Company, the parent firm of Red Arrow, said that if the bus tests out as expected, they will be used to replace the company’s 50 trolleys and trains operating in Delaware and Montgomery counties. BULK RATE U.S. Postage PAID Atlanta, Ga. Permit No. 20 ATLANTA, GEORGIA 30303 Mr. R. Earl Landers Comptroller City of Atlanta 501 City Hall Atlanta, Ga. 30303  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 6, Document 67 Box 21 Box 21 Folder 6 Folder topic: Rapid Transit | 1966-1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/e84acf0c738b9a5ad03f23e26952aaba.pdf 572b4d151101c0d56239f87c84d42c42 Scripto Transcription A written representation of a document. RAPID TRANSIT F OGR~SS METROPOLITAN ATLANTA RAPID TRANSIT AUTHORITY "MARTA REPORTS TO THE PEOPLE IT SERVES . . . " SEPTEMBER 1967 VOL. 2 . NO. 9 FINANCIAL PLAN OFFERED PROPOSES "HAMBURGER-A-WEEK"COST TO LOCAL CITIZEN Rapid transit can be built at a maximum cost to the taxpayer of 3 mills in Fulton County and 1.6 mills in DeKalb County, according to economic consultants of the Metropolitan Atlanta Rapid Transit Authority. The figures are contained in the final draft of a report by Hammer, Greene, Siler Associates prepared as part of the revision of the 1962 plan for rapid transit for Metropolitan Atlanta. The 1967 revision of the plan is expected to be completed in the next few weeks. , The report shows that the basic 30-mile system, which will cost about $332 million, can be built with local funds of $199 million, state funds of $33 million, and federal funds of $ 100 million. The Fulton County share would be $146,265,000 (73.5%) and the DeKalb County share $52,735,000 (26,5%). Clayton and Gwinnett Counties would not contribute to the capital construction costs until work is begun on the extensions to complete the 52-mile system when additional federal funds are expected to become available. The Clayton and Gwinnett f,inancial support would include a pro rata share of the costs of the basic system. "This report shows that the maximum cost of rapid transit in Fulton County to the owner of a $15,000 house would be $12.00; the same person in DeKalb County would pay about $6.40 maximum," MARTA General Manager said. "In Fulton County, this amounts to the price of a hamburger a week, or two or three cups of coffee a week," he told the MARTA Board of Directors at their regular meeting today. "And these amounts would be paid only for about 5 years; the rest of the time the costs would be even lower," he continued. "When Clayton and Gwinnett counties assume their share of the costs, their rate would be a maximum of 1.5 mills, or about $6.00 a year to the owner of a $ 15,000 house," Stuart explained. • "The report of our financial consultants proposes what appears to be a practical and feasible approach to financing construction of the rapid transit system," he said. "Our final plans are taking shape and preliminary engineering is developing well. · If a successful referendum can be held in November 1968, we would begin construction in Spring of 1969. If this program develops in this manner," he stated, "we would have the first line operating about the end of 1973 and the basic 30-mile system in service in 1975. The entire 52-mile system could well be in operation before 1980, or in about the same length of time it is taking to complete the perimeter expressway. "We need to begin construction as early as possible," he concluded, "since every year's delay costs us $18 to $20 million thru inflation and increased construction costs. The basic 30-mile system would have 24 stations and would run from Brookhaven to College Park and from Decatur to Lynhurst Drive near i-285 on the west, with a northwest stub to Northside Drive. The electrically-driven, air-conditioned cars would operate at maximum speeds of 70 miles per hour, averag(Continued on Page 2, Col. 1) FEDERAL STATE STATE FULTON DeKALB FULTON FEDERAL $332 MILLION (30 Miles) $479 MILLION (52 Miles) �THIS MANY CARS PARKED HERE ... (Co ntinued fro m Page 1) ing about 40 miles per hour including station stops. Trains would run as often as every 90 seconds du ring rush hours. The commuter will ride to Transit Center, just a block fro m Five Poin ts, in about 13 minutes from Brookhaven, 9 minutes fro m Decatur , and about 13 minutes from College Park . ... COULD REMOVE MANY CARS FROM HERE American Transit Association Convention-October 22-26, 196 7, Regency-Hyatt House, Atlanta. The ATA has as members only those operating transit systems (railroads, bus lines, rapid transit, etc.) METROPOLITAN ATLANT A RAPID TR A NSIT AUTHORITY 8 08 GLENN BLD G. • 1 20 M AR I ETTA S T . . N . W . ATLANTA , GA . 30 3 03 · PHONE 524-57 1 1 " DIREC T ED B Y THE GEO R GIA STATE LEGISL A TURE TO DE V ELOP A RA PID T RANSI T S YS TE M FOR THE 5 -COUN T Y ME TRO P OL IT AN A TL AN T A A RE A." Edited by KING ELLIOTT BOARD OF DIRECTORS OFFICERS: RICH ARD H. RI CH, Chairman Roy A. BLOUNT, Vic e Chairman J. DI CKSON, Treasurer GLENN E. BENNETT, Secretary HERBERT CITY OF ATLANTA: L. D. M ILTO N ROBERT F. ADAMSON RAWSON HAVERTY RI CHARD H. RICH CLAYTON COUNTY: EDGAR BLALOCK DEKALB COUN T Y: DR. SANFORD ATWOOD ROY A. BLOUNT w. FULTON COUNTY: A. PULVER MITCHELL C . BISHOP GWINNETT COUNTY: K. A . M CMILLON COBB COUNTY (Obs erver) OTIS A . BRUMBY, JR. MARTA STAFF: HENRY L . STUART, Gen eral Manager EARL W . NELSON , Chief Engineer KING ELLIOTT, Director of Public lnfor·m ation H . N. JOH NSON, Sccrct«ry to General Manag_c r An important factor in attracting commuters from their cars to rapid transit is the "Park-N-Ride Prin ciple," according to a noted transportation expert. George L. DeMent , Chairman of the Board of the Chicago Transit Authority, recently discussed the importance of parking facilities in connectio n with rapid transit stations. Referring to the new Skokie Swift exte nsion to the Chicago rapid transit system, he said , "The 522 Park-N-Ride spaces provided at the outer Dempster Street terminal has proved to be a major factor in the success of Skokie Swift. This Park-N-Ride is used to 100 per ce nt capacity every weekday . It is obvious to the Ch icago Transit Authority that the patronage of the highly successful Skokie Swift operation would be increased automatically if additional parking spaces could be provided at the Dempster Term in al. Simila r examples could be cited for the Park-N-Ride lots along other Ch icago lines." DeMe nt noted that " the Cleveland Tra nsit System has given emphasis to Park-N-Ride . Seven 'Rap id' stations have been provided with 5,2 18 free parking spaces ...Additional parking spaces soon will be provided along the air port rapid tran sit exte nsion now under construction ." He quoted a survey which " indicated that parking spaces are being used at a rate of 1.3 ca rs per day. and that each car carries an average of 1. 2 passengers. He says further that "the Toro nto Tra nsit Commission will provide parking spaces for 3,000 cars at t hree stations along the Bloo r Street subway extension now unde r construction. with (Co11 ri1111ed 0 11 Page 3. Col. I I �CITY PLANNING AND RAPID TRANSIT The American Institute of Planners has a strong interest in the development of a rapid transit system for the Atlanta Metropolitan. Area. The specific interest in MARTA and its proposed system is related to the "balance" and relationship of the transit network to the rest of the metropolitan area and to the total transportation system of the metropolitan area- as it exists and is planned. The planner is concerned with the relationships that will be an outgrowth of the system. What impact will MART A lines have on public and private property? Which areas will be likely to develop because_ of a MARTA installation-a station, for instance? Will the system be sensitively related to neighborhoods and business areas, or industrial areas? How? Will the system put stations in places where other planning and development activities provide an opportunity to "multiply" the effect of the investment in transit by an investment in urban renewal, or a college, or a new business area, or a special school? Can better relationships be established between elements of the transit system and the environment? The planning profession is interested in the general and the comprehensive dimensions of the city and the metropolitan area. Therefore, the planning interest in the transit system will extend beyond the tracks and the stations, into a concern for nearby property- and, more important, property that is not so near. The planning concern for all of the Atlanta area is oriented to maximizing the livability of our "place," and deals equally with the areas impacted and not impacted. In the areas being served (giving the word "impact" a positive tone) the planner is likely to seek to make the favorable impact more favorable , more utilitarian, more significant to the area in terms of its present and future role in the city , whether this role is related to change, redevelopment, more intensive developRichard M. Forbes ment, new uses or no change. The planning attitude about any pubEc or private investment is based on what the facility will mean to people in their environment. What will it mean to citizens as they travel to and from work, to recreation, to shopping? This is one level of concern. What it will mean to people at home , if they live near the transit line, is another concern. For example, will it cause an unpleasant industry to develop nearby? The planning concern reduces itself to a concern for our city, our place , our environment. The planner wishes to make Greater ' Atlanta the best possible place in which to live and work. He consequently sees transit as a marvelous opportunity to use a large public investment as one of the elements that will help to do that. However, transit will make a positive contribution only if it is very carefully related to each part of the area and to other projects and plans so that the system is balanced. This relationship to the whole is o( prime importance. _________ MARTA TALKS ... AND LISTENS The story of rapid transit plans for Metropolitan Atlanta is finding interested audiences throughout this area. Between the first of June and mid-September, the MARTA directors and staff talked to some 1700 members or more than 30 civic and other groups, illustrating the MARTA story with slides or motion picture films. In addition, many other discussions were held with city and county officials, planning departments, state legislators, and citizen groups such as Chambers ofCommerce 1 and Central Atlanta Progress. After the formal presentations, the meetings were generally opened for questions. In_the picture below, Henry L. Stuart, MARTA General Manager, is listening to a question being asked by a member of the Atlanta Civitan Club. 1 Richard M. Forbes, Assistan t Professor of Real Estate and Urban Af fairs at Georgia State College, is a member of the MARTA Advisory Committee, representing the planning prof ession. He is a member of the A merican Institute of Planners, and other professional groups. (Continued froin Page 2, Col. 2) additional spaces planned for the Yonge Street Subway Extensio n just authorized. The new 10-mile extension in South Jersey will provide nearly 5,000 parking spaces at six locations with provision for fu ture expansio n. Over 16,000 parking spaces ·at 23 statio ns will be provided along th.e . 75-mile rapid transit system being built in San Francisco. Quoting DeMent , "There is no longer a question of the need for such facilities. It is o nly a question of how much parking should be provided fo r any given rapid transit installat ion ." The system being designed fo r the Atlanta area will include adequate parking facilities at suburban stations. A MARTA display depicting progress in the development of rapid transit was part of the fifth Annual Fall Sale at J amestown Shopping Center in College Park recently. The event was sponsored by the College Park Jaycees in cooperation with merchants at the shopping center. The MARTA display shows the location of Transit Center in downtown Atlanta, and the various lines considere d for rapid transit routes. The display back of College Park Jaycee President Paul Green shows in the upper left corner a cutaway view of how Transit Center might be designed, with escalators connecting the two levels of trains with the sidewalks above. The lower left corner contains typical site development plans for the four levels of Transit Center while in the lower right corner is a map locating Transit Center in relation to downtown streets. The map in the upper right corner shows the areas in wh.ich the routes and stations will be located. Routes as planned in 196 1, 1962, an d 1966-7 are variously indicated. The display back of Joan Eschenbrenner, MARTA secretary , feat ures a large aerial photo of downtown Atlanta and pictures of various major building developments now under way near rap id transit stations. The MARTA exhibit aroused many enthusiastic comments from those who viewed it. �MARTAnswers MARTA ACTION QUESTION : Why is MARTA planning to use the old-type steelwheel and steel-rail system instead of something new, like monorail? ANSWER: In the first place, monorail is not new or modern . As shown in the picture below, monorail has been around a long time- 70 years or so. A short monorail line has been operating across a river in Germany since 1906. The major reason for not using monorail, however, is simply that no monorail system has ever been a commercially successful operation in moving numbers of commuters. In recent years, short, relatively simple monorail systems have been built in Paris and Tokyo, and others have been used in World's Fairs in Seattle and New York, and at Disneyland. These small operations, however, do not meet MART A's design requirements to transport commuters at 70 miles per hour in capacities approaching 30,000 passengers per hour. T_here are other problems relating to cost, engineering, construction, and route location : Both the top-supported (suspended) and bottom-supported monorail systems are more expensive to construct system-wide than the conventional steel-wheel steel rail system . The topsupported monorail requires the support structure throughout the system, whereas MARTA's plans call for only 3½ miles of aerial structure. The top-supported monorail requires a much larger tunnel for subway where subway is essential. Trying to .eliminate the monorail subway brings us back to the problem MART A faced all along- where to put the routes through downtown Atlanta without using subway . There is no feasible surface route for either system. MEIGS COLLECTION, Yale University Library - MONORA IL , 188 7 VERSION - Joe Vin cent Meigs (second row, six th from right) patented this early "monorail" in 1873. Th e running wheels were tilted at 45 degree angles; horizon tally -mounced steam-driven wheels ru nn ing on an up- The Board of Directors at its September 5 meeting heard a report on a financial study by Hammer, Greene, Siler Associates, Inc. No action was taken on the report. No official action was taken by the Board since a quorum was not present. The next meeting of the MARTA Board of Directors will be Tuesday, October 3, 1967, 3:30 p.m., Room 619, Glenn Building, 120 Marietta St. , N.W. The bottom-supported system would be somewhat more expensive for grade and aerial structure than the steel-wheel steel rail system, and considerably more expensive for subway because of the larger tunnel required. If expense were not the major factor it is , the question then arises, "what would monorail give you that the conventional system would not provide?" The answer is "nothing." The monorail is slower, has higher operational costs, and does not provide as comfortable ride. During the past 70 years, engineering problems relating to monorail have not been satisfactorily resolved. These include switching, high speeds (70 to 80 MPH), sway , and other technical problems. · These and other disadvantages may eventually be resolved, but no solution is in sight. By contrast , the dual rail system solved these and many other engineering and operational problems years ago. The dual-rail system will definitely provide what is needed in this area: 70 MPH speeds, safety, comfort, and convenience at less cost than any type monorail. Using a known and proven technology means MART A will be able to bring the system into operation at the earliest possible time . This is our goal. - Henry L. Stuart, MARTA General Manager per set of rails provided propulsion. Th e Philadelphia City Council visited th e 1, 114-foo t long test track in East Ca mbridge, Mass., in 188 7. Th e revolutionary Meigs railway did no t gain acceptance, however; and the company fa iled a few years later. RAPID TRANSIT BULK RATE U. S. Postage PROGRESS Atlanta, Ga. Permit No. 20 METROPOLITA N ATLANTA RAPID TRANSIT AUTHORITY 808 GLE N N BLDG . · 1 20 MARIETTA ST . . N . W . P H O N E 52 4• 57 11 ( AR E A CODE 4 0 4) · ATLANTA , GEORGIA 30303 SEPTEM BER 1967 . VOL . 2, NO . 9 Mr. R. Earl Landers AJm1n. Asst. to the Mayor 206 Cl ty Ha 11 Atla~ta. Ga. 3030, PA ID � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document “MARTA REPORTS TO THE PEOPLE IT SERVES...” RAPID TRANSIT PROGRESS METROPOLITAN ATLANTA RAPID TRANSIT AUTHORITY SEPTEMBER 1967 VOL.2. NO.9 FINANCIAL PLAN OFFERED PROPOSES “HAMBURGER -A-WEEK”COST TO LOCAL CITIZEN Rapid transit can be built at a maximum cost to the taxpayer of 3 mills in Fulton County and 1.6 mills in DeKalb County, ac- cording to economic consultants of the Metropolitan Atlanta Rapid Transit Authority. The figures are contained in the final draft of a report by Hammer, Greene, Siler Associates prepared as part of the revision of the 1962 plan for rapid transit for Met- ropolitan Atlanta. The 1967 revision of the plan is expected to be completed in the next few weeks. The report shows that the basic 30-mile system, which will cost about $332 million, can be built with local funds of $199 million, state funds of $33 million, and federal funds of $100 million. The Fulton County share would be $146,265,000 (73.5%) and the DeKalb County share $52,735,000 (26.5%). Clayton and Gwinnett Counties would not contribute to the cap- ital construction costs until work is begun on the extensions to complete the 52-mile system when additional federal funds are expected to become available. The Clayton and Gwinnett finan- cial support would include a pro rata share of the costs of the basic system. “This report shows that the maximum cost of rapid transit in Fulton County to the owner of a $15,000 house would be $12.00; the same person in DeKalb County would pay about $6.40 maximum,” MARTA General Manager said. “In Fulton County, this amounts to the price of a hamburger a week, or two or three cups of coffee a week,” he told the MARTA Board of Directors at their regular meeting today. “And these amounts would be paid only for about 5 years; the rest of the time the costs would be even lower,” he continued. FEDERAL $332 MILLION (30 Miles) “When Clayton and Gwinnett counties assume their share of the costs, their rate would be a maximum of 1.5 mills, or about $6.00 a year to the owner of a $15,000 house,” Stuart explain- ed “The report of our financial consultants proposes what ap- pears to be a practical and feasible approach to financing con- struction of the rapid transit system,” he said. “Our final plans are taking shape and preliminary engineering is developing well. : If a successful referendum can be held in November 1968, we would begin construction in Spring of 1969. If this program de- velops in this manner,” he stated, “we would have the first line operating about the end of 1973 and the basic 30-mile system in service in 1975. The entire 52-mile system could well be in oper- ation before 1980, or in about the same length of time it is tak- ing to complete the perimeter expressway. “We need to begin construction as early as possible,’ he con- cluded, “since every year’s delay costs us $18 to $20 million thru inflation and increased construction costs. The basic 30-mile system would have 24 stations and would run from Brookhaven to College Park and from Decatur to Lyn- hurst Drive near I-285 on the west, with a northwest stub to Northside Drive. The electrically-driven, air-conditioned cars would operate at maximum speeds of 70 miles per hour, averag- (Continued on Page 2, Col. 1) GWINNETT CLAYTON $479 MILLION (52 Miles)  (Continued from Page 1) ing about 40 miles per hour including station stops. Trains would run as often as every 90 seconds during rush hours. The commuter will ride to Transit Center, just a block from Five Points, in about 13 minutes from Brookhaven, 9 minutes from Decatur, and about 13 minutes from College Park. American Transit Association Convention—October 22-26, 1967, Regency-Hyatt House, Atlanta. The ATA has as members only those operating transit systems (railroads, bus lines, rapid trans- it, etc.) METROPOLITAN ATLANTA RAPID TRANSIT AUTHORITY 808 GLENN BLOG. ‘120 MARIETTA ST.. N.W ATLANTA, GA. 30303* PHONE 5324-5711 “DIRECTED BY THE GEORGIA STATE LEGISLATURE TO DEVELOP A RAPID TRANSIT SYSTEM FORTHE S-COUNTY METROPOLITAN ATLANTA AREA,” Edited by King EuLiott BOARD OF DIRECTORS OFFICERS: Ricuarp H. Ricu, Chairman Roy A. Blount, Vice Chairman Hersert J. Dickson, Treasurer GLENN E. BENNETT, Secretary CITY OF ATLANTA: Rosert F, ADAMSON L. D. Mitton RicHarp H. Ricw Rawson HAVERTY CLAYTON COUNTY: Epcar BLALocK DEKALB COUNTY: Roy A. BLount Dr. SANFORD ATWwoopD FULTON COUNTY: W. A. PULVER MircHent C, BisHor GWINNETT COUNTY: K, A. McMILLeNn COBB COUNTY (Observer) Otis A. Brumey, Jr. MARTA STAFF: Henry L. Stuart, General Manager Eart W. Neuson, Chief Engineer Kine Eus.iott, Director of Public Information H. N. Jounson, Seeretary to General Manager An important factor in attracting commuters from their cars to rapid transit is the “Park-N-Ride Principle,” according to a noted transportation expert. George L. DeMent, Chairman of the Board of the Chicago Transit Authority, recently discussed the importance of parking facilities in connection with rapid transit stations. Referring to the new Skokie Swift extension to the Chicago rapid transit sys- tem, he said, ‘““The 522 Park-N-Ride spaces provided at the outer Dempster Street terminal has proved to be a major factor in the success of Skokie Swift. This Park-N-Ride is used to 100 per cent capacity every weekday. It is obvious to the Chicago Trans- it Authority that the patronage of the highly successful Skokie Swift operation would be increased automatically if additional parking spaces could be provided at the Dempster Terminal. Similar examples could be cited for the Park-N-Ride lots along other Chicago lines.” DeMent noted that “the Cleveland Transit System has given emphasis to Park-N-Ride. Seven ‘Rapid’ stations have been pro- vided with 5,218 free parking spaces...Additional parking spaces soon will be provided along the airport rapid transit extension now under construction.” He quoted a survey which “indicated that parking spaces are being used at a rate of 1.3 cars per day, and that each car carries an average of 1.2 passengers. He says further that “the Toronto Transit Commission will provide parking spaces for 3,000 cars at three stations along the Bloor Street subway extension now under construction, with (Continued on Page 3, Col. | CITY PLANNING AND RAPID TRANSIT The American Institute of Planners has a strong interest in the development of a rapid transit system for the Atlanta Met- ropolitan. Area. The specific interest in MARTA and its propos- ed system is related to the “balance” and relationship of the transit network to the rest of the metropolitan area and to the total transportation system of the metropolitan area—as it exists and is planned. The planner is concerned with the relationships that will be an outgrowth of the system. What impact will MARTA lines have on public and private property? Which areas will be likely to develop because of a MARTA installation—a station, for in- stance? Will the system be sensitively related to neighborhoods and business areas, or industrial areas? How? Will the system put stations in places where other planning and development activi- ties provide an opportunity to “multiply” the effect of the in- vestment in transit by an investment in urban renewal, or a col- lege, or a new business area, or a special school? Can better re- lationships be established between elements of the transit sys- tem and the environment? The planning profession is interested in the general and the comprehensive dimensions of the city and the metropolitan area. Therefore, the planning interest in the transit system will extend beyond the tracks and the stations, into a concern for nearby property—and, more important, property that is not so near. The planning concern for all of the Atlanta area is oriented ae _ to maximizing the livability of our “place,” and deals equally with the areas impacted and not impacted. In the areas being served (giving the word “im- f pact” a positive tone) the planner is likely to seek to make the favorable im- pact more favorable, more utilitarian, more significant to the area in terms of its present and future role in the city, whether this role is related to change, redevelopment, more intensive develop- Richard M. Forbes ment, new uses or no change. The planning attitude about any public or private investment is based on what the facility will mean to people in their en- vironment. What will it mean to citizens as they travel to and from work, to recreation, to shopping? This is one level of con- cern. What it will mean to people at home, if they live near the transit line, is another concern. For example, will it cause an un- pleasant industry to develop nearby? The planning concern reduces itself to a concern for our city, our place, our environment. The planner wishes to make Greater Atlanta the best possible place in which to live and work, He consequently sees transit as a marvelous opportunity to use a large public investment as one of the elements that will help to do that. However, transit will make a positive contribution only if it is very carefully related to each part of the area and to other projects and plans so that the system is balanced. This re- lationship to the whole is of prime importance. Richard M. Forbes, Assistant Professor of Real Estate and Urban Af- fairs at Georgia State College, is a member of the MARTA Advisory Com- mittee, representing the planning profession, He is a member of the American Jnstitute of Planners, and other professional groups, nS (Continued from Page 2, Col. 2) additional spaces planned for the Yonge Street Subway Exten- ‘ sion just authorized. The new 10-mile extension in South Jersey will provide nearly 5,000 parking spaces at six locations with provision for future expansion. Over 16,000 parking spaces at 23 stations will be provided along the 75-mile rapid transit sys- tem being built in San Francisco. Quoting DeMent, “There is no longer a question of the need for such facilities. It is only a question of how much parking should be provided for any given rapid transit installation.” The system being designed for the Atlanta area will include adequate parking facilities at suburban stations. MARTA TALKS...AND LISTENS The story of rapid transit plans for Metropolitan Atlanta is finding interested audiences throughout this area. Between the first of June and mid-September, the MARTA directors and staff talked to some 1700 members or more than 30 civic and other groups, illustrating the MARTA story with slides or mo- tion picture films. In addition, many other discussions were held with city and county officials, planning departments, state legislators, and citizen groups such as Chambers of Commerce and Central Atlanta Progress. After the formal presentations, the meetings were generally opened for questions. In the picture below, Henry L. Stuart, MARTA General Manager, is listening a a question being asked by a member of the Atlanta Civitan lub, = A MARTA display depicting progress in the development of rapid transit was part of the fifth Annual Fall Sale at Jamestown Shopping Center in College Park recently. The event was spon- sored by the College Park Jaycees in cooperation with mer- chants at the shopping center. The MARTA display shows the location of Transit Center in downtown Atlanta, and the various lines considered for rapid transit routes. The display back of College Park Jaycee President Paul Green shows in the upper left corner a cutaway view of how Transit Center might be designed, with escalators connecting the two levels of trains with the sidewalks above. The lower left corner contains typical site development plans for the four levels of Transit Center while in the lower right cor- ner is a map locating Transit Center in relation to downtown streets. The map in the upper right corner shows the areas in which the routes and stations will be located, Routes as planned in 1961, 1962, and 1966-7 are variously indicated. The display back of Joan Eschenbrenner, MARTA secretary, features a large aerial photo of downtown Atlanta and pictures of various major building developments now under way near rapid transit stations. The MARTA exhibit aroused many enthusiastic comments from those who viewed it. MART <Anewers QUESTION: Why is MARTA planning to use the old-type steel- wheel and steel-rail system instead of something new, like monorail? ANSWER: In the first place, monorail is not new or modern. As shown in the picture below, monorail has been around a long time—70 years or so. A short monorail line has been operating across a river in Germany since 1906. The major reason for not using monorail, however, is simply that no monorail system has ever been a commercially success- ful operation in moving numbers of commuters. In recent years, short, relatively simple monorail systems have been built in Paris and Tokyo, and others have been used in World’s Fairs in Seattle and New York, and at Disneyland. These small operations, however, do not meet MARTA’s design requirements to transport commuters at 70 miles per hour in ca- pacities approaching 30,000 passengers per hour. There are other problems relating to cost, engineering, con- struction, and route location: Both the top-supported (suspended) and bottom-supported monorail systems are more expensive to construct system-wide than the conventional steel-wheel steel rail system. The top- supported monorail requires the support structure throughout the system, whereas MARTA’s plans call for only 3% miles of aerial structure. The top-supported monorail requires a much larger tunnel for subway where subway is essential. Trying to eliminate the monorail subway brings us back to the problem MARTA faced all along—where to put the routes through down- town Atlanta without using subway. There is no feasible surface route for either system. n= = oe - — —— Pal) MEIGS COLLECTION, Yale University Library — MONORAIL, 1887 VERSION — Joe Vincent Meigs (second row, sixth from right) patented this early “monorail” in 1873. The running wheels were tilted at 45 de- sree angles; horizontally -mounted steam-driven wheels running on an up- 806 GLENN BLDG. - 120 MARIETTA ST.. N.W. - PHONE 524-5711 (AREA CODE 404) SEPTEMBER 1967. VOL. 2, NO.9 RAPID TRANSIT PROGRESS METROPOLITAN ATLANTA RAPID TRANSIT AUTHORITY MARTA ACTION The Board of Directors at its September 5 meeting heard a re- port on a financial study by Hammer, Greene, Siler Associates, Inc. No action was taken on the report. No official action was taken by the Board since a quorum was not present. The next meeting of the MARTA Board of Directors will be Tuesday, October 3, 1967, 3:30 p.m., Room 619, Glenn Building, 120 Marietta St., N.W. The bottom-supported system would be somewhat more ex- pensive for grade and aerial structure than the steel-wheel steel rail system, and considerably more expensive for subway be- cause of the larger tunnel required. If expense were not the major factor it is, the question then arises, “what would monorail give you that the conventional system would not provide?” The answer is “nothing.” The monorail is slower, has higher operational costs, and does not provide as comfortable ride. During the past 70 years, engineer- ing problems relating to monorail have not been satisfactorily resolved. These include switching, high speeds (70 to 80 MPH), sway, and other technical problems. These and other disadvantages may eventually be resolved, but no solution is in sight. By contrast, the dual rail system solved these and many other engineering and operational prob- lems years ago. The dual-rail system will definitely provide what is needed in this area: 70 MPH speeds, safety, comfort, and con- venience at less cost than any type monorail. Using a known and proven technology means MARTA will be able to bring the system into operation at the earliest possible time. This is our goal.—Henry L. Stuart, MARTA General Manager 4 | SSS 0So Soo en +k a ee Deb |e |e | A Pid a Fi va per set of rails provided propulsion. The Philadelphia City Council visited the 1,114-foot long test track in East Cambridge, Mass., in 1887, The re- volutionary Meigs railway did not gain acceptance, however; and the company failed a few years later, BULK RATE U.S. Postage PAID Atlanta, Ga. Permit No. 20 ATLANTA, GEORGIA 30303 Mr. R. Earl Landers Aimin. Asst. to the Mayor 206 City Hal! Atlanta, Ga. 30303  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 6, Document 66 Box 21 Box 21 Folder 6 Folder topic: Rapid Transit | 1966-1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/e0a38f2bd3eefc9e27d831b86c5baa18.pdf c085400d43e4f6fac4ddc048caab36dd Scripto Transcription A written representation of a document. /yJ J nuary 11, 1967 . I' 1),, t f Mr. Arm nd May P . O. Bo 4056 Atl nta, Georgia 30302 Dear Annand: Thank you so mu.ch for your letter and th information from the City of Montreal bo their trans trta.tio y tem. I am forwarding this to the Tr it Authozity aa I am au it will be of great intere t to them. Sincerely your•, Ivan All a, Jr. yor 'JA.Jr/br CC: Mr. H. L. Stewart /~ � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document January ll, 1967 Mr. Armand May P. O. Box 4056 Atlanta, Georgia 30302 Dear Armand: Thank you so much for your letter and the information from the City of Montreal about their transportation system. Iam forwarding this to the Transit Authority as l am sure it will be of great interest to them. Sincerely yours, Ivan Allen, Jr. Mayor 1AJdr/br cc: Mr. H. L. Stewart  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 6, Document 65 Box 21 Box 21 Folder 6 Folder topic: Rapid Transit | 1966-1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/9820a64a5851189731ac370e8685267d.pdf 2598e724decaa274e78faf19d00a524b Scripto Transcription A written representation of a document. I I, I I - .. o,.u1 0:,1-~ ·1:< .f..Otl.0·--,n:,d .._ iI ' . ,J - -- - - -- . - - L: ._.}l A,H·,.,i;;; ·----Q tl ,I)( I' .. ., I I . I' 'I i January 4, 1967 ' i Hro Jesse Hill Atlan:.a Life Insurance co~ 148 Auburn J\venue , No E .. A~lanta, Ga o 11. 'I Dear Nro Hill : ' Enclosed is a copy of a letter I ·h ave sent t.Q Dr.. Sam "'~- '1 l' Williams .. The letter grew out of a conversa·i:ion I had with Dr" Williams after publication of a news story in 'I'he Atlanta ou n 1:.:: Constitution, Sunday, Dec~mber 11, 1966,. It was my imp·css:lon that m mb!:!rs of the Atlanta St.'\r.mit Le~dership Conference .~d not h::..d access to the .. os t recent plans of the -fetropoli tan .tlanta :::ta::,id Transit: Authority and th:3.t a meeting mi3ht be arranged for p~csentation of. these plans.. Dr. Willi~ms agz:ced tha t a r:l;:!eting, with a presentation by lv"ir .. Henry L., Stuart, !"..'\.:1TA General -Ianager, ;ould be beneficial. He suggested that ue t:.-y to set up such a meeting after the holidays , and th.is is the purpose of my letter to him and to you .. If you feel such a meeting and presentation would be 'helpful., I will be happy to '\,-or - with you in setting up the arrang0monts . Also, I would like to invite you and Dr. Williams to vi~i· our offices to meet Mr . Stua~tG He cun brief you on our plans b~fore the meeting o and you could outline to him some of the specific questions you would like to hrive diocuoscd o Mr .. Ben Perry, ne:,·s Director of Radio station WAOK, talked with Mr. Stuart last .we.:.k about soo-.e questions you had rai ocd about anploy.nent practiceD, job raquire."ents , etc. in a recent speech. These questions deserve answers, ana ·we will be happy to discuss thera with you .. Our offices are locat.ed et 808 Glenn .Building, 120 Marietta Street, N.. w.. If you will give me a call , we can discuss detail!l of the ttro meetings referred to above Sincerely yours , ': cc, Dr. Samuel Williams Blind Copy: • Tl' ..... Mro King Elliott, Public Information Director a L. D. Hilton ·· -~~---......... � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document i. | gu) de oe) Toate =i ane g.. roo fs : A ae * a Fite 4 0,58 eS ? eo RY naar e onax ae ee el oT. wee January 4, 1967 Mr. Jesse Hill Atlanta Life Insurance Co. 148 Auburn Avenue, Ne Be | Atlanta, Gae Dear Mr. Hill: Enclosed is a copy of a letter I have sent to Dr. Samuel Williams. The letter grew out of a conversation I had with Dr. Williams after publication of a news story in The Atlanta Journal Constitution, Sunday, December 11, 1966. It was my impression that members of the Atlanta Summit Leadership Conference had not had access to the most recent plans of the Metropolitan Atlanta Rapid Transit Authority and that a meeting might pe arranged for presen- tation of these plans. Dr. Williems age eed that a meeting, with a presentation by Mr. Henry L. Stuart, MARTA General Manager, would be beneficlal. He suggested that we try to set up such a meeting after the holidays, and this is the purpose of my letter to him end to you, If you feel such a meeting and presentation would be help~ ful, I will be happy to work with you in ee up the arrangeo-= ments. Also, I would like to invite you and Dre Williams to visit our offices to meet Mr. Stuart. He can brief you on our plans be~ fore the meeting, and you could outline to him some of the specific questions you would like to have discussed. Mr. Ben Perry, News Director of Radio Station WAOK, talked with Mr. Stuart last week about some questions you had raised about employment practices, job requirements, etc. in & recent speech. ‘Thase questions deserve answers, and we will be happy to discuss them with you. Our offices are located at 808 Glenn Building, 120 Marietta Street, Ne. We. If you will give me a call, we can discuss details of the two meetings referred to aboves Sincerely yours, King Elliott, Publie Information Director. ccs Dr, Samuel Williams Blind Copy: Mr. Le D. Milton  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 6, Document 64 Box 21 Box 21 Folder 6 Folder topic: Rapid Transit | 1966-1967 https://ivanallen.iac.gatech.edu/mayoral-records/traditional/files/original/2a933c8d7008117e836936aa02a91136.pdf 73dc77e19acc3e2face8a4284fa5b33c Scripto Transcription A written representation of a document. _;________ w ,1, .10 :>I -·- .l - - -- L~-. J anuary 4, U ..·==-~,,_-=- -- A,H) , 1'1 ·-==-=· OtJ ' I )\'. I QtJ-.1)( 967 ' I Dr... Samuel h":llliams -r;,riendsr>.ip Baptist Ci. urch 437 iV. i tchell S treet# So w.. I I I IiI,I Atlanta , Georgia .. Dear Dr. Williams : , I ·',: II ,, ' 'I' I I ,I As we agreed in o ~ rece nt telep tone conver~e.t.ion, it ould be helpful for the Atleni:.a su.-r..mit Leadership Conie:::-e:::1ce and other leaders of the:! ~i•c.gro Coxr.munity· t(..:i have the b 0.n 0 fit .-!: recent chi- ngea i 1 t. e r a pid transit plan f.or ~etropolitan Atlanta l!eaz- ng the mos If a meetirig of leading Negro citiz€ns can l>e sot up, n'l.i TA Ge neral Mana.ger, could ex9lo.in the 1..1r,. Henry L . Stuart, original plan £or rupid tre.nsit aid could posed chunges no· utline chii:lnges and p re-- being con.side:-ed by the engi 1ocr·· n g consul t;z;.nto ., He ~rould use slides and other visual ai<ls in discuzsing this 2lan and its effect on the p e ople nnd governr.ients involved If you will l e t me knm-1 when you might like to hQve s uch a meeting, I will wo.rk it into Mr. Stua·t 1 s schedule. Also, I would like to irivito yon. and !r .. Jesse Hil_ a s Co--Chairmen of the Sumi-nit Conferenc~, to visit our office.;; b oforo such a meeting in order that you might meet. .Mr. Stuart.. .:Ie ca n brie f you on the detail5 of the rapid tr~nsit plans, and you c~n out-ine to him some of the specific ·tonics you would like to , ave diecus3ed at the meeting~ (· lf you will gi.ve rr a call, we can discuss the details involved in the two meetings referred to abm,e. Since rely yours , Ring 1-·. aJ.iott, Public Information Oirecto.: .. cc: Mr. Jesse Hill Blind Copy: Mr. L. D. Milton � Text A resource consisting primarily of words for reading. Examples include books, letters, dissertations, poems, newspapers, articles, archives of mailing lists. Note that facsimiles or images of texts are still of the genre Text. Text Any textual data included in the document | iy ‘ as Fe] Die a Sas scores a ee eet ; aloof AOD Aloe 4 MOK \oucx ou —— a al ——— January 4, 1967 Dr, Samuel Willians Friendship Baptist Church 437 Mitchell Street, Se. We Atlanta, Georgias Dear Dr. Williams: As we agree@ in our recent telephone conversation, it woulG be helpful for the Atlanta Summit Leadership Conference and other leaders of the Negro Community to have the benefit of hearing the most recent changes in the rapid transit plan for Metropolitan Atianta. i£ a meeting of leading Negro citizens can be set up, Mr. Henry L. Stuart, MARTA General Manager, could exolain the original plan for rapid transit and could outline changes and pro~- posed changes now being considered by the engineering consultents, He would use slides and other visual aids in discussing this plan ang its effect on the people and governments involved. If you will let me know when you might like to have such a meeting, I will work it into Mr, Stuart's schedule. Also, I would like to invite you and Mr. Jesse Hill, as Co-Chairmen of the Summit Conference, to visit our offices before such a meeting in order that you might meet Mr. Stuart. He can orie= you on the details of the rapid transit plans, and you can outline to him some of the specific topics you would like to have discussed at the meeting. If you will give me a call, we can discuss the details involved in the two meetings referred to above, Sincerely yours, King Elliott, Public Information Director. ec: Mr. Jesse Hill Blind Copy: Mr. L. D. Milton wena jouux  Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Box 21, Folder 6, Document 63 Box 21 Box 21 Folder 6 Folder topic: Rapid Transit | 1966-1967