by John M. Curtis
(310) 204-8700

Copyright March 19, 2002
All Rights Reserved.

reathing new life into LA's NFL future, Staples Center builder and billionaire Philip Anschutz created a buzz at the league's winter meetings in Orlando, Fla. When Michael Ovitz's Carson project and Ed Roski Jr.'s Coliseum plan fell flat in 1999, LA lost its bid for an expansion team, and its NFL future looked bleak. But with the stunning success of Staples Center reinvigorating downtown LA, it only makes sense to build on success. While there's nostalgia for the Coliseum, it can't really add to LA's urban renewal. Taking 55 acres of dilapidated real estate around Staples Center begins to look like Philadelphia where Veterans Stadium and Reunion Arena stand as proud monuments to a great American city. With plans already in the works to build a 4-star hotel, 7,000-seat theater, restaurants and shops around Staples Center, Anschutz clearly sees ahead to the next great sports Mecca. "We're working on Los Angeles," said NFL senior vice president Joe Browne, hinting at the NFL's return to LA. "We like to think that we'll leave no stone unturned when it comes to LA."

      Adding muscle to the plan, Anschutz formed a powerful investment group including Tim Leiweke, president of Anschutz Entertainment and Staples Center, Casey Wasserman, grandson of Hollywood mogul Lou Wasserman, owner of the arena football LA Avengers, billionaire grocery magnate Ron Burkle, and real estate tycoon Ed Roski Jr., all of whom see only good in bringing the NFL back to Los Angeles. Gone are the old voices of doom and gloom, unable to see the bigger picture. Signaling a change of spirit, LA's new mayor James K. Hahn accepted NFL Commissioner Paul Tagliabue's invitation to attend the Super Bowl in New Orleans. While demure, Hahn met recently with Leiweke and Wasserman about their new NFL plans. Hahn speculated that the NFL would return to LA within the next 5 years—if not sooner. Despite the hurdles, the league won't let the nation's No 2 media market go unattended much longer. With the Super Bowl coming to San Diego's Qualcomm Stadium in 2003, the league will devote energy to solving the LA's NFL conundrum. While not officially on the league's agenda, discussions have already begun.

      For too long, elected officials opposed the NFL's return on purely financial grounds. Unwilling to dip into the public till, LA was at loggerheads with the NFL until recently—that is, until Anschutz's brainstorm. Earlier plans, calling for Carson or the Coliseum, couldn't dramatically improve Los Angeles. With Staples' stunning success, it only makes sense to build a stadium in downtown. Joining elite franchises like the Lakers and Dodgers, the next NFL team will dream about the Super Bowl in Los Angeles. "The issue in Los Angeles is not the passion of the fans," said Browne, dismissing the mistaken idea that LA isn't a football town. "The issue is where to play. The market is not the No. 1 challenge; the stadium is the No. 1 challenge," correctly identifying the major stumbling block to attracting a new team. With a new downtown stadium, LA should have its pick of franchises looking to relocate.

      Teams like the San Diego Chargers, Buffalo Bills, New Orleans Saints, Indianapolis Colts and, yes, the Oakland Raiders, would chomp at the bit to play at a new downtown stadium. Founder of Qwest Communications, Anschutz already owns the Kings, part of the Lakers, and 4 European hockey clubs. He is exactly the right person to spearhead the NFL's return to LA. Anschutz recently won LA City Council approval in September to build a $1-billion dollar, 4-million square foot, 27-acre development around Staples Center, including a hotel and theater. City officials need to get out of Anschutz's way and welcome him with open arms. While some still cling to the Coliseum, it can't accomplish—even with massive rebuilding—the economic resuscitation of a new downtown stadium. "The commissioner is being very aggressive," said Browne. "He has been aggressive on that front, going back to the late 1990s when the 32nd franchise went to Houston," implying that Tagliabue's been working quietly behind the scenes.

      Give Anschutz the credit for pushing the envelope and coming up with a new plan. Despite working hard in 1999, Ovitz and Burkle couldn't out bid Houston billionaire Bob McNair, whose $700 million won him the NFL's 32nd franchise slated to kickoff when the season opens in September. At the time, Tagliabue just couldn't get excited about a new team in Carson, encouraging Ovitz and Burkle to pursue Hollywood Park—despite doubts about Inglewood. Though complicated, Anschutz's plan to build a new stadium near Staples Center wins a lot more applause. With the area around Staples Center already slated for expansion, it makes perfect sense to put the new stadium close by. Despite traffic congestion, nothing could be better for downtown Los Angeles than expanding the Staples Center entertainment complex to include a football stadium. "They would be taking a bite out of our business with Carson, and a downtown stadium would be an additional bite," said Pat Lynch, general manager of the Coliseum, ignoring the real fate of the Coliseum.

      Looking at the big picture, Anschutz proved he's LA's best urban planner. Using Staples Center as its hub, he creates the nation's premier sports' Mecca and reasserts LA's supremacy in the entertainment world. With Hollywood's spectacular Kodak Theater hosting the next Academy Awards, LA stands proud, making a strong case against looming secession movements, threatening to fracture one of America's great cities. Endorsing Anschutz's plan makes the best case against secession—not just scare tactics about adverse economic consequences. Bringing the NFL back to Los Angeles adds the kind of excitement and prestige few communities want to miss. Together with improving schools and city services, transforming downtown Los Angeles into a kind of urban Disneyland benefits all residents, not just those privileged enough to afford NFL tickets. With Anschutz's plan, Mayor Hahn has the grand vision needed to discourage disgruntled communities from bailing out and making a colossal mistake. Anschutz's plan is about much more than getting NFL football—it's about restoring LA's greatness.

About the Author

John M. Curtis is editor of OnlineColumnist.com and columnist for the Los Angeles Daily Journal. He's director of a Los Angeles think tank specializing in political consulting and strategic communication. He's author of Dodging The Bullet and Operation Charisma.

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