GAME-LOSING FUMBLE; LOCAL SKIRMISHES RUINING L.A.'S CHANCES FOR GETTING NFL FRANCHISE.

Byline: David Carter 

FOOTBALL season is approaching rapidly and once again Los Angeles finds itself without an NFL team to call its own. However, since Cleveland has been awarded its replacement franchise, will the NFL now shift its expansion focus solely to Southern California?

Or has the region, which has been without professional football since 1995, relinquished its front-runner position to other communities seeking pro football such as Houston?

With the National Football League tentatively scheduled to meet this fall to discuss the addition of a 32nd franchise, Los Angeles finds itself mired in a local battle over where, why, how soon and to whom a franchise should be awarded in the nation's second-largest media market.

The struggle to return professional football has been an epic one in Los Angeles as competing business, political, and community factions have all jockeyed for favorable position with various NFL committees while simultaneously attempting to embrace local taxpayers and football fans.

For the NFL, this skirmish has reinforced the fact that Los Angeles appears divided over how best to return the sport to the region. Consequently, the NFL, which is clearly reluctant to become involved in local politics, must begin considering alternative expansion cities.

What community and business leaders in Los Angeles have failed to accept is that the pursuit of NFL football resembles a national political election. Unfortunately for Los Angeles, it has been unable to submit or elect its candidate for the national election. Rather, the various factions have spent approximately two years undermining the image and reputation of candidates, tarnishing them in the eyes of the NFL electorate.

This development has allowed other candidates with little competition in the political primaries, such as Houston, to make significant headway with the NFL. Moreover, other troubling issues compound Los Angeles' dilemma.

For example, the region must overcome the perception that its fans remain apathetic. To overcome this concern, it must educate, if not convince, - cynical taxpayers, fans (who have lost both the Rams and the Raiders) and the media about the importance and true economic impact of having a franchise in Los Angeles. Until this is accomplished to the satisfaction of area residents, Los Angeles will be unable to present a cohesive and compelling case to the NFL.

Rather than concern itself with local politics and related issues, the NFL methodically and continually evaluates the merits of each expansion candidate based upon five criteria that will maximize the league's financial and marketing opportunities.

First, the NFL seeks organized local business, political and community leadership that can swiftly and deftly negotiate a mutually beneficial public- and private-sector partnership.

Next, it requires a demonstrated and committed fan base.

Significantly, this fan support would include a willingness to purchase tens of millions of dollars of personal seat licenses or fees to reserve the right to buy season tickets.

Third, the NFL demands a state-of-the-art stadium, one boasting amenities that will optimize cash flow to all business parties involved.

Fourth, a sizeable commitment of local regional tax revenue, perhaps in excess of $100 million, is necessary to ensure payment of escalating franchise values.

Finally, the NFL mandates that an ownership group is both financially secure and committed for the long run.

Examining these NFL criteria one by one, it is easy to see why Los Angeles remains in its quagmire. Presently, the region's collective leadership remains fragmented. This splintering has hindered Los Angeles' ability to make a compelling argument to its football fans. Without this compelling argument, an insufficient fan base will exist. This may not only limit the community's willingness to purchase personal seat licenses, but could also undermine the ability of the venue to generate hefty cash flows.

Without these guaranteed cash flows, both the public sector and potential ownership groups grow increasingly reluctant at the prospect of staking their business or political careers on professional football in Los Angeles.

It is truly ironic that Southern California's numerous business and community strengths are contributing to its inability to quickly restore NFL football to the region. Routinely, this entertainment capital leverages its diversity, size, and economic viability to its advantage, securing complicated and creative deals that remain elusive to most communities.

However, when it comes to NFL football, Southern California's traditional strengths have had little positive impact to date. And as long as the region's pursuit remains locally fragmented, the NFL must consider alternative locations for expansion.

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PHOTO no caption (Aerial view of the Los Angeles Memorial Coliseum)