Old School Retailers

Cable World, Sept 11, 2000 by K.C. Neel

"At the end of the day, we want to be wherever a sports fan wants to be," ESPN's Daly says. "We're not just a sports network; we're a sports fan, as well."

Each ESPN Zone has its own marketing department, which works closely with local tourism organizations.

ESPN parent Walt Disney actually runs the stores, but ESPN shares in the revenues. Having Zones scattered around the country also gives ESPN a local flair it hasn't had in the past.

The network can now have a ready-made venue for things like press conferences and events. ESPN is beginning to work with local operator affiliates to hold events and promotions at the local Zones, Daly says.

"The Zones help our relationships with the leagues we work with and with affiliates," she says. "We can hold press conferences at the Zones, and operators in our markets are starting to take advantage of the spaces, as well."