Wednesday, April 1, 1998 | 9:02 a.m.
PHOENIX -- It greets fans as they file into Arizona's new Bank One Ballpark, a sign in the middle of the stadium's massive center field scoreboard emblazoned with two simple words: Las Vegas.
The advertisment, purchased by the Las Vegas Convention and Visitors Authority, is physical proof of the expansion Diamondbacks' budding relationship with Nevada's largest city. But it's only the beginning of what the new baseball team hopes will be a long-lasting bond between the two.
"There's always been a connection between Las Vegas and Phoenix," Diamondbacks vice president of sales Blake Edwards said. "It's a one-hour drive, a five-hour flight. It seems like across the board, we have a relationship with the city."
Already, the franchise has attempted to make itself the team of choice for Las Vegans, making a winter trip to the city with stars like UNLV graduate Matt Williams in tow and running full page ads in local newspapers complete with a full schedule and ticket information.
The team also has negotiated deals to broadcast all 162 of its games locally on KSFN 1140-AM and a partial schedule on KFBT Channel 33.
"They're considering themselves a regional team," KSFN sports director Dave Recher said. "This is the biggest market closest to Phoenix, even bigger than Tucson. So there was a natural fan base."
Added Edwards: "If you look at Arizona, Phoenix in particular, we have one of the smallest television audiences of any of the major league cities. "So it was important to regionalize, to get people in places like Las Vegas and Albuquerque involved."
Locals visiting Las Vegas-area Circle K convenient stores should also expect to get a heavy dose of Diamondbacks fever, with employees slated to wear Arizona team jerseys as part of an upcoming promotion.
Las Vegas Circle Ks already are offering a "Diamondbacks Dog," the same hot dog available at the club's new stadium. And, according to Emily Lines, a public relations director for Riester-Robb (the firm which represents Circle K), the chain plans to unveil a promotion tying in its 76 brand gasoline with the team.
"Because they're the closest major league team, it was a good fit for their Las Vegas stores," Lines said.
Still, it remains to be seen how many local baseball fans actually buy into the Diamondbacks' "regionalization" concept and travel to games or purchase team merchandise.
As Edwards pointed out, the cancellation of last weekend's two scheduled exhibition Diamondbacks contests at Cashman Field due to inclement weather hurt the franchise's attempts to gain new fans in Las Vegas.
But he remains confident the club will continue to increase its fan base in the country's fastest growing city.
"We want to build a relationship," Edwards said. "We don't just want to make a splash and go away. We want to be there for the duration."
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