ANGELS ARE TRYING TO LOOK ON BRIGHT SIDE.

Byline: KEVIN MODESTI

It's a sign of the times. All of the lights on the big ``A'' in the right-field parking lot at Edison International Field of Anaheim have been switched off.

If you've driven by on the Orange Freeway (57) and noticed this, you might have wondered what's up.

You might have said, I knew the Angels had no pitching, but now they have no power either?

You might have said, I thought all the Angels' dim bulbs were in the front office.

You might have longed for the days when the big ``A'' was routinely lit up and Troy Percival wasn't.

Of course, you're a hopeless cynic. Or a seasoned Angels fan. Or both.

You might also have wondered if this has anything to do with the fact the 230-foot-tall haloed initial carries - in addition to a scrolling marquee for stadium events - an advertisement (``Feel the Energy'') for Edison International.

The name of the parent company of troubled Southern California Edison isn't one you'd choose to put in lights during the California energy crunch.

In fact, it probably isn't the name you'd choose to hang all over your ballpark if Edison International weren't paying you a reported $50 million over 20 years to do so.

But isn't this just the Angels' luck?

Back in 1998, as they unveil the fabulously remodeled Anaheim Stadium, they join the sports-industry trend and rename the park after a generous corporation. Edison Field (for short), or The Big Ed (for laughs), takes its place on the Southern California sports map with the Great Western Forum, the Arrowhead Pond and Staples Center.

This sounds like a great deal for the Angels, who are always acting as if money is tight. Then, this winter, the Golden State begins to go dark and Southern California Edison develops an image problem as the company asks energy consumers to pay higher rates to bail it out of debt.

The company's contract obligation to the Angels apparently isn't an immediate concern. Edison International's annual naming-rights payment, due this month, is in the mail, spokesmen say. Both the energy provider and the team point out that the cash for this doesn't come specifically from Southern California Edison.

But it looks funky to consumer advocates. As Bob Finkelstein of The Utility Reform Network told Sports Business Journal: ``They are giving a higher priority to naming rights than to keeping the lights on.''

An analyst of the sponsorship business told the magazine this is the risk of naming-rights deals: ``The two (the team and the stadium's namesake) do become linked. When both are doing well, great. When one is not doing well, it isn't a positive.''

This brings satisfied smiles to those who rue the way old-fashioned stadium and arena names like Memorial, Veterans or Jack Murphy have been papered over by 3Com, GM, MCI, PNC, RCA, ARCO, PSINet, ALLTEL, Compaq, Comerica, Qualcomm and Network Associates. No consumer group ever raised a picket sign against ``Tiger Stadium.''

Meanwhile, the Angels and Edison International scramble to make more positives out of what could be a long, un-air-conditioned summer.

Which brings us back to that big ``A'' in the parking lot.

Ironically, by switching off its most visible advertisement, the Angels say, they hope to send a message about the need for energy conservation.

``We turned that board off not to protect Edison but to send a message and to save money,'' said Angels vice president Tim Mead. ``We hope it's something that sparks conversation: 'There's a community leader that's doing its part.' ''

In addition, Mead said, Angels staffers have been asked to turn off unnecessary lights in their offices, working by window light when possible. It must have been a cloudy day when general manager Bill Stoneman looked over the roster and concluded the starting rotation is contender-quality.

During practice sessions for a recent motocross event at Edison Field, the stadium lights were dimmed by 10 percent. Maybe that could be repeated in visitors' half of every inning this season.

Edison International project manager Charlie Basham, who works with Anaheim Sports on the stadium arrangement, said of the contract that is entering its fourth year: ``We're not going to get out of it. We're not even looking to get out of it at this point. Yeah, there is a financial bump in the road now. People from outside are saying, 'What about Edison Field, isn't that affecting my rate?' But the answer is, 'No. This is being paid for by shareholders.' ''

Basham, speaking Tuesday from his Rosemead office, admitted his approach to marketing the Edison name through the Angels will be different in 2001. No more ads on the back of the media guide showing an Angels batting helmet, an Edison hard hat and the slogan: ``The Power Hitters Are Back on the Field.''

``We see the field as a unique opportunity to talk to our customers this summer, particularly with a message of energy conservation and load management,'' Basham said. ``I don't see it as a negative.''

Don't be surprised if Edison and the Angels offer free or cut-rate tickets to people who cut their electricity consumption. Or a contest that lets the champion conserver throw out a first ball.

So far, the Angels say, they're aware of no fan backlash caused by the Edison connection. But if anybody complains, they can always point out the bright side:

This could be the year the scoreboard burns out before the bullpen.