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Dave Buck ’86, vice president for advertising sales of the Philadelphia Phillies, played a key role in negotiating the Phillies’ 25-year, $95 million agreement with Citizens Bank announced June 17. Under the deal the Phillies will receive $57.5 million to name their new ballpark Citizens Bank Park and $37.5 million for a marketing package guaranteeing Citizens Bank will be the sole financial services company advertising on Phillies radio and TV broadcasts. The following article appeared in The Morning Call (Allentown, Pa.) Feb. 23:
The Morning Call Inc., Copyright 2/23/03
By Don Bostrom Of The Morning Call
PHILADELPHIA — Dave Buck said one of the best parts of his Lafayette experience was having fabled basketball coach Butch van Breda Kolff end up at his fraternity house after several games.
It also included a friendship with Bill Casey, who gave him some direction and encouragement he’ll never regret.
“I’m passionate about sports,” said Buck, Lafayette Class of 1986. “I really didn’t know what to do at graduation. Bill was a year ahead of me and became a banker. I didn’t want to do that. He said, ‘You love sports and you love Philadelphia. Why don’t you write to all of the teams to see if they have any openings.’”
The Phillies did, and Buck got in on the ground floor in the sales department right after graduation. He was overwhelmed by how friendly everyone was to him.
He soon became a little suspicious when the royal treatment went above and beyond the call of duty.
It turned out William, Alexander and Mahlon Buck — three brothers known as Tri-Play Associates — were limited partners in ownership of the club. William (1950) and Alexander (1953) also attended Lafayette. A lot of people tried to put two and two together.
“It was several years before they learned there was no relation,” Buck said. “Some people still think there is. They’ll announce a birthday on the radio, and people will tell me to make sure I wish my dad the best.”
Buck has made a name for himself in the organization with his keen insights and vision. Today he is vice president of advertising sales in the marketing department.
He is one of the point men in the task of finding a sponsor for the new ballpark that will open in April 2004.
The Phillies hope to meet the goal of having the deal — 20 years at a minimum of $3 million per season — in place by the All-Star break.
So much for Eat At Joe’s Park.
That also scuttles the romantic notion that the venue would be known as Richie Ashburn Field in honor of the club’s most popular icon.
There won’t be a compromise arrangement either. You won’t be seeing Richie Ashburn Field at Joe’s Rubbish Removal Park.
“That wouldn’t be fair to Richie, and it wouldn’t be fair to the sponsor,” Buck said.
Buck said the club will announce in April something that will honor Ashburn in a special manner. Perhaps the centerfield concourse area will be named Richie Ashburn Way.
The name game for the park itself has been a four-step process. Hiring Envision, a California-based marketing firm that helped arrange marriages that resulted in the Staples Center, Target Center and the Home Depot Center, got things rolling last summer.
Phase two involved soliciting prospective candidates. The Phillies would love to have a local institution step up to the plate, but they are entertaining national brands, too.
Phase three was sorting out and following up on those that showed interest. Phase four is a full-blown presentation on the benefits of having a state-of-the-art ballpark named for you.
“That’s where we are right now,” Buck said. “Fifty percent of my time has been devoted to that the past couple of months.”
Comcast seemed to be a logical possibility, but it is already happy with the level of commitment and rewards from holding broadcast rights.
Many top banking firms are already tied to other venues.
“We have several candidates that are looking into how serious they want to be right now,” Buck said.
Buck is also working on selling the various advertising signs that will be available on the fences, scoreboard and other spots around Philadelphia’s new baseball home.
“It’s a real juggling act,” Buck said.
For example, the Phillies want to ensure exclusivity. Only one beer and one soda company will have its logo on display. Teams that have advertised with the club in the past get first crack.
“We want to be loyal,” Buck said. “So far, many who have been with us in the past want to be with us in the future.”
Buck uses the stunning Preview Center on 7th Street to full advantage. Video clips, the 1980 World Championship trophy, the voice of Harry Kalas, portraits of Hall of Famers, signed baseballs and conceptual art of what the new park will look and feel like are all part of an alluring package.
Buck compares this to a giant jigsaw puzzle.
“Things could not be better right now,” Buck said. “This is an awesome place to be right now. The team is really coming together. The park is becoming more of a reality every day. It really gets you fired up.”
Just as in the days when VBK would talk about the latest Leopards’ win.
donald.bostrom@mcall.com