
The Orlando Magic face the Cleveland Cavaliers in game 6 of the NBA playoffs tonight in Orlando, and their winning streak couldn't come at a better time.
Next year, the basketball organization opens a new $480 million events center in Orlando, and they have to fill those seats. Everybody loves a winning team, and fans may be more willing to fork over hard-earned money for season tickets than ever before.
The Magic organization is banking on it, based on a clever piece of marketing that arrived in my home recently. It's an 8-inch by 12-inch plastic "postcard" that must have cost a pretty penny to mail, given its unusual size. Magic center Dwight Howard grimaces as he goes to shoot the ball, hovering like a 50 foot giant over a rendering of the new arena.
"Be there," it states next to a Magic swoosh. "The New Orlando Events Center Opening 2010." The flip side hustles special season ticket sections starting at $13 for upper bowl seats. If you hurry, you may win an autographed Dwight Howard ball.
The Magic organization can't take any chances when it comes to the new events center, which barely got a thumbs up from Central Floridians. It's been a highly contentious project from the start. A big chunk of Orlando residents were against the investment of any public funds in the arena, be it in the form of tax breaks, revenue bonds or any other financial vehicle, if the Magic organization didn't put up more of its own cash. Many people do not perceive the Magic organization as a good corporate citizen of Central Florida.

Of course, the dissidents lost. The city and county believe the new events center is critical to the revival of downtown Orlando, plus they are salivating over potential sales tax revenues and more at a time when revenue is hard to come by. (The city of Orlando is making noises about laying off more than 300 people, including some police and firefighters.) Officials sold the new center as part of a package that includes a new performing arts center; otherwise, it was going down. As a result, the new arena is going up in downtown Orlando even as I write.
Hard feelings between Orlando and the team go way back. Orlando soured on the team after a series of setbacks dating to the 1990s: Shaq left, Grant Hill hobbled onto the team and never got his groove and there were many embarrassing losing seasons. Absent the current hot streak, the Magic couldn't count on Orlando to come out for the team--new sports venue or not.
In previous years, the arena has been sadly empty. And even when Orlandoans did show up, they weren't necessarily rooting for the Magic. Because most Floridans come from someplace else, fans could just as well be cheering the opposing team. Florida is funny that way.
But whether by serendipity or by design, this year's winning season comes just in the nick of time. It certainly will help fill lots of seats, and I'll bet that ticket holders very likely will be Magic fans come the opening of the new events center in 2010. Go Magic!
Photo credits: NBA.com, Orlando Magic photo gallery; orlandomagic.com, new venue.





