NFL IN ANAHEIM? NEW STADIUM COULD BE READY FOR 2008 SEASON.

Byline: Billy Witz Staff Writer

Dissatisfied with the course of negotiations with the Los Angeles Memorial Coliseum, the National Football League has turned its efforts to bring a team to the Southern California area to Anaheim and a site next to Angel Stadium, officials said Wednesday.

The sudden turn of events after 16 months of efforts has left the Coliseum, the Rose Bowl in Pasadena and Carson in the background while attention is focused on Anaheim.

Anaheim's stadium plans - part of a long-shelved sports, entertainment and retail development - have already cleared the environmental review process, leaving the city able to satisfy the NFL's desire to have a Los Angeles area stadium ready for the 2008 season.

NFL spokesman Greg Aiello maintained that the league's interest in Anaheim is no reflection on the other three sites' prospects.

``Until you have what you want, why wouldn't you keep looking around?''

Anaheim Mayor Curt Pringle said his city, unlike the other sites, which have struggled with environmental issues and term agreements, will be able to close a deal.

``Frankly, I think the NFL is concerned about the other sites and the decision-making process,'' Pringle said. ``If Anaheim works for (the NFL), we're a place that can get things done.''

The news of Anaheim's addition to the race was not welcomed by proponents of the other three sites, particularly since top NFL executives made no mention of it in Wednesday morning phone conversations with officials at the Rose Bowl and the Coliseum. They learned of it later in the day.

Los Angeles Councilman Bernard Parks, whose 8th District includes the Coliseum, said: ``We'll do the best we can, then let this project rise and fall on its merits.''

``It's a free country,'' said commission member Zev Yaroslavsky, often one of the NFL's harshest critics. ``Speculation over these things only raises people's blood pressure - and needlessly.''

Coliseum officials, who may have the most to lose with Anaheim's involvement considered, kept their disappointment in check.

``This is very much a surprise for us,'' Coliseum general manager Pat Lynch said. ``They're going to do whatever they have to do to get something done in L.A. We don't agree that that's the way to do things, but we don't dictate things. If all our leaders think there's a legitimate competition, the introduction of what I'd call a wild card doesn't help folks to keep their focus.''

In Pasadena, the unpleasant emotions of being stunned by the NFL's decision last year to commit $10 million to exploring Carson were rekindled.

``It demonstrates once again that the NFL does not really understand the Los Angeles market,'' said Bill Thomson, vice president of the Rose Bowl Operating Co. ``After we've gotten the discussions back on track, yet again we are faced with the unexpected and unexplained steps by the NFL that's going to cause ourselves and many others to reconsider just how realistic it is to work with the league.''

John Moag, the Baltimore consultant who is leading the Rose Bowl's effort, declined comment.

``This indicates something, doesn't it?'' Carson Mayor Jim Dear said. ``You can speculate all you want, but it's going to come down to economics and what's most feasible for the NFL.''

That makes Anaheim formidable, according to David Carter, a sports marketing analyst who has done consulting work for the Rose Bowl and Coliseum projects in recent years.

Anaheim has lots of available land, plenty of hotels and thanks to Disneyland is a worldwide destination, making it a good fit for future Super Bowls. There are also potential investors in the neighborhood in Angels owner Arte Moreno and Internet billionaire Henry Samueli, who runs The Pond, the arena that is across the 57 Freeway from Angels stadium.

``Let's face it: Buzz is people's money,'' Carter said. ``If Orange County can support an NFL franchise and sell sponsorships and suites, it's delivering the same TV audience. It would have the same shot, especially when you consider that the public sector is less difficult to negotiate.''

To that end, the Anaheim City Council on Tuesday approved rezoning the mostly industrial area around Angel Stadium, easing the path toward commercial and residential development.

The plans for a football stadium have been in place since 1996, the year after the Rams left for St. Louis and Anaheim came close to luring the Seattle Seahawks south. As part of an ambitious sports-entertainment complex called Sportstown Anaheim, an environmental impact report was approved for a 70,000-seat football stadium to go in the northwest or southeast corner of the lot that is anchored by the since-renovated baseball stadium where the Angels play.

Anaheim's next task is to reach a term-sheet agreement with the NFL by Oct. 15, in advance of the NFL owners meeting in Detroit on Oct. 26-27. City Manager Dave Morgan said any deal would protect the city's taxpayers.

Anaheim's ambitions have grown over time.

``We've encouraged them to think big,'' Pringle said of his discussions with the NFL.

``This would be the NFL stadium in the country.''

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Possible stadium site