Treating Fans Like Kings - basketball

Basketball Digest, Nov, 2001 by Brett Ballantini

Far, friendly owners Joe and Gavin Maloof are looking to bring an NBA title to Sacramento--and have a ball doing it

LETS FACE IT: THERE WAS ONE free agent this summer. No offense, Allan Houston or David Robinson, but Chris Webber was it. And in what many observers found a monumental upset, the Sacramento Kings fended off all bidders, with nary a whiff of a sign-and-trade threat to contest.

While owners Joe and Gavin Maloof don't deny that the first (and easiest) step toward making money in the sports business is winning, it's the winning approach all their Kings employees take to the court that makes the franchise stand out. In a recent independent survey of 22 basketball cities done for the NBA, Sacramento finished first in 17 of 24 fan appreciation categories.

Thrust into NBA ownership after the death of their father, Joseph, the Maloofs led the Houston Rockets to their first NBA Finals appearance in the 1980-81 season (Gavin was appointed team president at age 24, making him the youngest owner in major professional sports history).

Twenty years later, on their second go-through in the NBA, the Maloofs not only are ready to win big, but are as eager as the rest of us to see how the new rules will affect NBA play this season. In fact, my argument that offense is the very best defense in this zone era ["From Courtside," Summer 2001] convinced Joe that his team would thrive this season. ("I feel better now, I really do.")

The Maloof Companies also have found success in a variety of other endeavors in the banking, hotel, liquor distribution, and casino industries. And ultimately, they measure success with the Kings the same way they do in those other businesses.

"Every year there's progress," Gavin Maloof says. "When we open a new business, we ask ourselves: `Are we doing better this year?' You're looking for improvement."

With Webber back in the fold and the Kings fielding arguably the finest team in their 53-year history, Sacramento fans are due for even more improvement, perhaps to the tune of an NBA title.

BASKETBALL DIGEST: When I asked Chris Webber if he thought you two would lay in front of the moving vans if he decided to leave, he just laughed. [Joe Maloof laughs] Was there any contingency plan had Chris been leaning toward another team?

JOE MALOOF: We didn't really have a plan. We had a 55-win season and really couldn't enjoy it. There was always that cloud of uncertainty over the team, wondering what Chris was going to do. But we didn't have a backup plan. There was never any thought of anything but keeping him.

GAVIN MALOOF: Some people made it out like he stayed with us because we could pay him the most, but there was always the possibility of a sign-and-trade. He never came to us and asked for that. It wasn't really about the money. It was about his happiness, where he wanted to be for the rest of his career, and where he felt comfortable. And he felt comfortable with us.

BD: What does it mean to have Chris back, both on and off the court?

GM: You can't believe the confidence booster it's been for us personally, and for the franchise. To know that a person of his magnitude has picked us over a lot of great teams is a great boost. It was a confidence boost for the entire city: Here's a world-class athlete, one of the most recognizable names in sports, who wants to stay in Sacramento.

BD: In the pit of your stomach, did you feel like Chris might ask for a trade?

GM: Sure, we were worried the whole year. It was trying on us, It was trying on Chris and his family. We wanted to give him space: "Whatever you decide, we're behind you." Everybody was giving him advice, and he needed to make up his own mind. And he made the right decision. [Laughs]

JM: There were ups and downs. We were never sure. It was the toughest decision Chris had to make in his life. We weren't going to be calling him every two minutes, begging him: "Are you gonna stay?" He's a grown man.

GM: He called us the Tuesday before the deadline. We told him he's the reason the Kings are where they are, and we wanted him to end his career with us. He sounded relieved. Then he called back at 10 p.m. and said, "I want to be with you guys." Joe and I thanked him, then we got off the phone quick. My dad taught us that when you make a sale, get off the phone quick. Don't talk yourself out of it. [Laughs.] So when he said he was staying, we said, "Thank you very much. Bye."

BD: Many NBA players, Chris included, have had some personal troubles in the past. Sacramento has provided some refuge for him. Jason Williams seemed to take less refuge in what you provided. Do you try to treat players no differently than your other employees?

JM: Maybe you have negative circumstances with some players. That's going to take a higher priority with the media than the good things. But there are players who understand we're all here for the fan. The fan pays our salaries. The fan allows us to keep the doors open in the arena. Before training camp starts, we always have a meeting, just me and Gavin and the players and coaching staff, and we talk about how you cater to a customer. You say hello, you sign an autograph. You thank fans for coming to a game--it doesn't hurt to show them they're appreciated.