Ornelas' Goal: Light Burn's Fire

Stepping up efforts to reach its core fan base, Major League Soccer franchise the Dallas Burn has contracted Ornelas & Associates here to front its first Hispanic-targeted marketing effort.
The Burn, which previously worked with Levenson & Hill in Dallas, selected Ornelas after an undisclosed review of area Hispanic specialists. Billings are estimated at less than $1 million.
“In 1997, our attendance [average] was 10,900, as opposed to 16,000 in 1996. The biggest drop-off was with Hispanics,” said Andy Swift, director of the professional soccer team’s newly formed Hispanic marketing and community development department.