How long has it been since Italy has sold a car in the U.S.A. which was affordable to the masses? Answer: a very long time. With the merger of Fiat and Chrysler, Fiat now has a new distribution channel and a team that has launched their return. The first offering is the 2012 Fiat 500, a small four-passenger spirited bite-size of a car that is so fun to drive.

This little car is about the size of a Mini, minus about six-inches. I lost count on the number of people who commented on how cute the car was. When the first lady started her sentence with “oh how cute…” I thought she was talking about me until I realized the 500 out staged my new shirt! This time around, Fiat opted for rounded features and a retro interior to create its splash into this pint-size car market. I think I personally increased traffic to chiropractors with the constant wrenching of necks checking out this foreign micro-car whizzing by!

The 2012 Fiat 500 is available in three trims (Pop, Sport, and Lounge), with two body styles (hatchback and convertible). The convertible version or as Fiat calls it “Cabrio,” consists of a contemporary solution to the famous canvas roof of the original Cinquecento. The 500c features a premium dual layer multi-position power retractable cloth top that runs on rails between the edges of the roof. When you press the power button once it opens to a sunroof for the front occupants; press it again and it expands to include the rear passengers. One more click and it folds back to offer a full open-air view.

The base model is the Pop Hatchback starting at $15,500, which includes air conditioning, power windows and door locks, fabric seats, AM/FM/CD/MP3 radio, power heated mirrors, cruise control, 15-inch steel wheels and a five-speed manual transmission. An optional 6-speed automatic transmission is available for a $1,000. The Pop convertible jumps to $19,500.

The Sport trim ($17,500) adds a load of sporty features including firmer springs, rocker panel cladding, slightly flared fenders, tighter steering, 16-inch aluminum wheels, roof spoiler and more. Inside the Fiat 500 Sport the interior carries a Gray/Black color scheme, leather wrapped steering wheel with audio controls, six-speaker subwoofer, Bose sound system and hands-free Bluetooth ™ technology.

The Lounge hatchback version at $19,500 is the upscale version of the 500 which comes standard with the 6-speed automatic transmission with manual mode, a fixed glass roof, Sirius satellite radio, premium fabric seats, 15-inch aluminum wheels, and a lot of chrome trim. The Lounge Cabrio version starts at $23,500.

For a small car I never felt shoe-horned or cramped. The cabin had a very open feel and the front legroom was fine. Jumping in and out of the back seat to buckle my 3-year old son into his car seat wasn’t an issue; even though I did have to reposition the driver seat each time.

The Fiat 500 proves that inexpensive cars aren’t required to have economical looking interiors. The touch points, (steering wheel, seats, buttons, and gear shift), were soft and pleasing on contact. Some of the non-touch points (areas that you don’t frequently feel-like the dash), looked good but felt of the quality you would expect from a car priced in this range. The trunk, although small, is adequate for a few bags of groceries or packages. If the Cabrio top is in the full down position which hangs over the trunk top, any attempts to open the trunk, will result in the top automatically adjusting the canvas top upward, creating the clearance needed to open the trunk.

At 140-inches long, the Fiat 500 is more than one and one half feet shorter than the Ford Fiesta, and 11-inches shorter than the Toyota Yaris. With comparisons like these, math is more fun and stylish with the 500. All three trim levels have different driving characteristics. The Sport has a firm ride and quicker steering. The Pop with its standard manual transmission delivers a softer ride but is still fun. The Lounge also has a softer ride compared with the Sport and is easier to steer.

All three models are equipped with the same 1.4-liter engine that produces 101 horsepower and 98 foot-pounds of torque. Fiat’s famed MultiAir system is complex and helps increase fuel mileage (30 city / 38 Highway) but does require premium fuel. Being that the car is so light the 101 horses really keep the 500 running!
Room for improvement:

• When the Cabrio top is in its full down position it blocks your view and makes it pretty difficult to see behind you

Cool Features:

• Unique styling
• Italian sport performance

The Fiat 500 might be small, but it still includes seven air bags, electronic stability control, reactive head restraints, ABS brakes and has earned a 5-star safety rating.

In Summary: Fiat is re-entering the U.S.market with one of the first 2012 models. The Fiat 500’s fresh new styling should help it do well in the new mini-compact car category against the likes of the Mini Cooper, and Smart Car. Fiat has come a long way since its previous offerings from years ago. This is a great car at a great price. If you’re looking for small, check out the big reasons to own a 2012 Fiat 500.


Specifications:
2012 Fiat 500c Pop Cabrio
 
Base price: $19,500 as driven: $21,750 (including destination)
Engine: 1.4-liter 4-cylinder
Horsepower: 101 @ 6500
Torque: 98 foot pounds @ 4000
Transmission: 5-speed manual
Drive: Front Wheel-Drive
Seating: 4-passenger
Turning circle: 30.5 feet
Cargo space: 5.4 cubic feet
Curb weight: 2,363 pounds
Fuel capacity: 10.5 gallons
EPA mileage: City 30 / Highway 38
Wheel Base: 90.6 inches
Warranty: 4 years/50,000 miles bumper to bumper
Also consider: Mini Cooper, Smart for two

As I wander around this great planet of ours, I am fascinated by the various architectural styles we individuals choose for our homes. Not only are they extremely diverse, they also tell us something about the culture and ambiance of the region. I could spend a little time talking about our own California style, but I’d probably not say anything you haven’t said yourself. So, instead, let me select a spot in my travels which I found somewhat unique.

The people of Malta have a balcony fetish! Before I go too deeply into this unique observation, let me refresh your knowledge about Malta. We start with Italy. As we all know Italy is shaped a bit like a big boot. Down near the toe sits the island of Sicily which is often compared to a soccer ball that the leg of Italy is driving into a net. I assume that the Italians’ interest in soccer comes from their geographic manifestations, although I doubt Sicily likes being booted around by its neighbor.

Now that you have these objects firmly fixed in your mind, I need you to go south in the Mediterranean and you will find a couple of other little islands – Malta and Gozo. I suppose if you have a vivid imagination you could think of them as divots picked up by the Italian boot as it sends Sicily off. But, in any event, that’s where Malta sits.

Now Malta is a very proud nation. It has a history of monoliths which predates Stonehenge and boasts of being included in many of the empires that thrived in the millenniums before and after the birth of Christ.

The island is even mentioned in the Biblical book of Acts when John was shipwrecked on his way to Rome. In fact, he had a major influence on the island by baptizing a little gang which eventually grew until it covered the island. But, I’m straying away from balconies, and that’s what this is all about.

Almost all of the buildings in Malta have balconies. They are not huge balconies, actually they are quite small. My brief investigation indicates they are only about three feet wide and in most cases take in just the equivalent of the one room they front. But, they have a great deal of character. For example, some are totally enclosed which defeats the purpose of a balcony. The Maltese love to express their individuality by painting their balconies in various hues ranging from bright to subdued. The color also is important. They love either green or blue but avoid orange and red balconies. Some years ago inexpensive aluminum balconies were introduced but a speedily-enacted law made them illegal, and the wood and iron one prevailed. One finds adornments on most of these exterior porches, such as chairs and colorful flower pots.

Within the last year the Maltese Housing Authority spent about one hundred thousand dollars on balcony renovations. Some criticism was directed at the Housing Authority for this use of its limited funds. But the Minister of Housing, who incidentally is a lady, said “it is not always easy to repair or replace balconies, but they are part of the Maltese heritage and we must preserve them.” She is also lobbying to combine the Housing Authority and the Planning Authority to pool their resources in dealing with balconies. It was a bit strange that I never saw anyone sitting on or in these enclosures. Perhaps the time of year is important.

The island of Malta is a beautiful place. The weather is pleasant, the people are prosperous, and appear quite happy. The entire ambience is of one of pleasure and contentment. I’m going to start a referendum in California demanding more balconies. Who knows? It may be the answer to all of our problems. Down with patios and back yard entertainment areas. Let’s start putting our barbeques on balconies. It may help to regenerate the housing market.

Q. I finally planted several Jalapeño Peppers and I’ve been pleasantly surprised on how well they have grown but disappointed that the flavor has been quite mild instead of hot. My wife thinks I picked them too soon. What do I need to do to increase the heat?

A. Your wife is correct. You’re harvesting the peppers too early. When mature, Jalapeño Peppers should be three-inches long and two-inches wide. The color will cycle from a green to a darker almost blackish green color. Some varieties of hot peppers do turn a blackish red. If left on the plant long enough, all the varieties will turn a red color. Red Jalapeños have a wonderfully sweet/hot taste. Once you think maturity has been reached, harvest a few and check their flavor. If the taste is suitable, then you’ll no you can pick the rest when they reach that stage. If they’re not quite spicy enough for you, wait a few more days and try again. You’ll need to keep trying the peppers at different stages until the taste suits you. The Scoville Scale measures the spicy heat or pungency of each pepper variety. This scale runs from 2,500 to over 500,000. Jalapeño is in the low range of hot peppers while Cayenne, Serrano, and Habanero are near the top of the scale. The heat and flavor does increase as they mature; however, geography plays a role, as the mature chili pepper is more intense the closer they’re grown to the equator. Hence, Jalapeno Peppers growing in Orange County will be hotter than those in San Jose or Portland Oregon. When you harvest hot or chili peppers, you should carefully snap each pepper from the plant. Better yet, use a pair of sharp garden shears to cut the stem an inch or so above each pepper. It’s highly recommended to wear a pair of rubber gloves to protect your hands especially those with nicks and cut from any juice that might leak out during harvesting and for whatever reason don’t touch your eyes as you will encounter sever and intense discomfort.

Q. I have several beautiful rose bushes, but they’re developing small red flowers on some aggressive growth that in some cases is over eight feet tall. The growth is taking over the rose bushes. What can I do to prevent this from happening?

A. Most of the modern day roses are not growing on their own roots. Instead, they are budded on to a second type of rose known as the rootstock. They are joined together at the bud union. The bud union is the large knot near the ground. Any shoots or growth from below the bud union is growing off the rootstock. This plant produces a single, cherry red flower, which is what I think you are describing. These rogue shoot are commonly referred too as suckers. Roses sucker naturally, so it’s impossible to prevent them from reoccurring. All you can do is be observant and prune off the shoots as they develop.

Hast thou given the horse his strength? Hast thou clothed his neck with thunder? Was Secretariat a freak of nature or an animal nurtured to grow to his full potential? I pondered the question and came to the conclusion that every once in a while there comes a specimen so pure in his purpose that he literally outruns everyone around him.

Secretariat is a movie about just such a magnificent creature. While the movie focuses primarily on the horse, as it should, the stories of the people are a huge part of the story.

Secretariat is a horse that dramatically affected the people around him. The story opens with the death of the Chenery family matriarch. Everyone comes home for the services and to figure out what to do next with the family’s horse farm which hasn’t turned a profit in a while. Penny Chenery Tweedy (Diane Lane) is married to a Denver attorney and is “Suzy Homemaker.” Her brother, the professor, wants nothing to do with the farm but Penny can’t quite pull the plug on their ailing father’s dream.

Penny decides to stay for a little while to figure out what to do. While she is still going back and forth from Virginia to Colorado she finds that she has a passion for the new foal born shortly after her mother’s death. Penny fires the trainer who has been scamming the family during her father’s illness and hires Lucien Lauren (John Malkovich). Lucien had retired but after some coaxing takes on the young horse. Penny sees in Lucien a man who is good but more importantly, desperately needs a “win” in his life. It’s amazing how someone who carries a pocketful of newspaper clippings of his failures reacts when given one more big chance!

Named Secretariat by the farm’s secretary, because a big race was coming up; he needed an official name and no one could decide what to name him. Everyone still called him Big Red, even his fans. There’s lots of speculation about him being a short distance runner only, but “Big Red” proved them all wrong. He went on to win the Triple Crown! The last of the three races, the Belmont Stakes was the longest and the hardest of the races, yet he won it by 31 lengths; a record that has not been matched in the 37 years since.

So, I wondered about Secretariat as I’ve wondered about a few others, like Lance Armstrong. Does God, once in a while create a Job or a Lance or a Big Red, or does it come from being placed in a situation where we are given the tools, the nurturing and the grit to excel?

Secretariat is a wonderful, well cast, family movie. After doing some research I learned that there was some literary license taken with the story but the result was the same—Big Red was gifted with guts, heart, determination and as we all eventually experienced, endurance.

As always feel free to give me your thoughts and opinions at chastings@rockcliff.com

The thought of wearing a corset or an old-fashioned girdle is unthinkable in the year 2011, but just say the word “Spanx,” and women get a look on their faces like they’re in on the best secret ever. They smile and nod their heads, “Oh, yeah, I know what you’re talking about.” If you don’t know, then keep reading. Shapewear has become one of the most important components of a wardrobe. Just because you can’t see it, doesn’t mean it isn’t there and working wonders. Here are a few foundation essentials:

• If your last bra fitting is a distant memory, then it is time for another. A professional bra fitter, available at most department and bra specialty stores, can put your girls where they should be; at the midway point between your shoulder and your elbow. The center of your bra should touch your sternum, and the closure should fit comfortably at the middle set of hooks. The most basic bra in your drawer should be a t-shirt bra—one that has a smooth fit, without lace or fussy details that create bumps. Make sure it’s nude colored as white is unpleasantly visible, especially under a white blouse or t-shirt.
• Everyone knows that a VPL (visible panty line) is a fate worse than death, mostly because there are so many products on hand that alleviate this affliction. If a thong is not your scene, then a laser-cut boy short or panty can provide coverage without revealing its whereabouts. The laser cut pieces have no elastic bands at the leg or waistband, and provide a smooth, clean line. If you’d like more coverage, a shaper (most commonly, the brand, Spanx) in a bike short style, or one that goes down to the calf, are great options.
• The term “muffin top” refers to spillage of mid-section flesh over the top of jeans, and no one likes to see it or have it. An industrial strength camisole, worn under your blouse or body-skimming top, will magically lessen rolls, and since it usually comes in a longer length to tuck in your slacks, it won’t roll up your tummy. Problem solved.
• Another favorite product, created by a couple of East Bay curvy girls, is The Perky Lift (www.theperkylift.com). This all-in-onesie smoothes back fat bulges and muffin tops, supports a sagging bust-line, and eliminates VPL…and it’s pretty to boot! Full-busted women love the wide straps that ease shoulder pressure, and the “down under” front closure makes trips to the Ladies Room easy and sanitary.
• Gentlemen can also benefit from shapewear. Wearing a compression crew neck t-shirt or tank will firm the chest (no more “man boobs”), slim abs, and provide extra lumbar support. Fabrics are lightweight and comfortable, and some are even treated to wick away perspiration. Men should get to experience the “joy” of shapewear, just like we do, right, ladies?

If you’re not convinced that these products are as comfortable as they are revolutionary, I challenge you to try one on. Who knows? You may convert, and wear them daily as many women (and men) do. They are available everywhere, at all price points. My only suggestion is: Go up a size …that way, they’re a little easier to get on and off. At least, that’s my experience!

In 2004, Align Healing Center began using laser therapy to help patients relieve their muscle, joint and nerve pain. Due to the near miraculous results that laser can provide to a sprain, strain or chronic pain, our patients began to ask “what else can laser help heal?” Wondering the same thing, we began to branch out and use laser on any and all injuries and wounds that our patients were presented with. We have literally watched the healing process occur right before our very eyes. Swelling reduces within minutes, severe bruises dissipate with no visible sign within a day or two and surgical wounds become painless, with minimal scarring and redness. We have had patients that have had knee surgery and hip replacements, shoulder surgery, spinal surgery, breast augmentation and reconstruction, rhinoplasty, face-lifts and c-sections that heal in a fraction of the time typical without the use of laser therapy. If you are intending on having surgery or have a stubborn injury that has taken longer to heal than you would have expected it is worth your while to explore the benefits of Class IV K-Laser therapy.

How Laser Therapy Speeds Tissue Healing
Injuries and surgery cause tissue damage and inflammation which reduces the circulation to the injured tissue thereby impeding the nutrition and energy available to the damaged area. Laser therapy is the application of low levels of laser light to areas of the body that have been injured or damaged. Therapeutic lasers do not cut or burn, but instead, supply energy to the body in the form of photons of light. Light is transmitted through the skin’s layers (the dermis, epidermis and the subcutaneous tissue under the skin). The wavelength of the Class IV Laser allows these photons to travel deep into the body; up to 8-9 inches. When laser light penetrates into the body, it stimulates damaged cells to start producing ATP. ATP is the “fuel” or energy source that all cells need to function and repair. When damaged cells have the energy they need to function properly they can immediately start the repair process. Laser therapy accelerates the healing of injured areas, decreases inflammation, and eliminates pain allowing patients to quickly return to normal activities.

How long does it take to work?
95% of our patients notice improvement after the very first treatment. However, some conditions may take a few treatments to respond. Each laser treatment is cumulative, meaning that each successive treatment builds on the previous. The doctors at Align personally work with you each visit to ensure that you are progressing as quickly as possible.

What People Are Saying about K-Laser at Align Healing Center

“I cannot thank you enough for the “miracle healing” of my knee! It was such a bad fall and yet after the first treatment I have never had any more pain and I have been able to be on my feet all day. Thank you so much for your great laser and your caring treatment.” J. Frank, Walnut Creek

“I’m entirely pain free this morning…You’re a magician!! I’ll encourage my patients to consider laser therapy for their pain. Thanks again.” Dr. Navolanic, MD

“6 months after my hip replacement I was still in debilitating pain when I walked any distance. After K-Laser therapy I am able to live a normal life, which for me includes hiking and biking without pain!” J. Franco, Danville

For more information about how laser therapy may be helpful to you contact Align Healing Center to schedule a free consultation (925)362-8283. Visit us on the web at www.AlignHealingCenter.com.

Dr. Niele Maimone, DC of Align Healing Center in Danville, CA has been active in natural health & wellness for 11 years. For more information or to set up a consult call 925.362.8283 or visit www.alignhealingcenter.com

Revive Your Wardrobe and Brighten Your Face

With the changing seasons I always look forward to the new color palates. It’s a way to have a fresh new start and exciting to try some new colors. Some of us get bored using the same color make-up and some of us just like to stick to the same cosmetic style. If you are one of those people that love change and like to try different trends in make-up then take advantage of the fresh new looks. If you haven’t changed your look since high school, it might be time for a fresh new start, because this season is beaming with great new looks. It’s time to update!
 
This season brings us a brand new style in eye application techniques and creativity. Cosmetic palates are equipped to make the eyes sultry, big and gorgeous. Using colors with nude tones and rich deep matte navy shades, the eyes will pop with delicate sophistication, but at the same time being real and natural. Delicate nude pinks are in the forecast, combined with soft, shimmery taupe’s, for contour and defining the eyes. Applying Meteor (Dark Green with shimmer) eyeliner on top, it will enhance the eye giving it depth, beauty and a youthful look. Adding a layer of sparkle will give the eyes a beautiful effect and enhance your “ahh” appeal for drama and a radiant glow. Dark navy mascara is back and they are here for the bold, “ooh la la” lush eye effect.
 
CHEEKS AND SMOOTH SKIN
 
This fall cheeks are smooth and glowing. Light pink blush shimmers are on the horizon as this year’s most popular shade. This stroke of genius takes your complexion from dull to radiant in seconds. Bronzers continue to be a staple for California girls to keep the skin looking fresh and warm. The sun kissed look is always in season. By adding a beautiful highlighting pink blush it will give your skin that nice dewy smooth glow.
 
LIPS THAT HAVE MOISTURE GIVE POWER TO THE POUT
 
Latest lip textures have Vitamin E and Vitamin C added to the formula. It is a treatment that you can wear daily, to build power and fullness to the pout and it will give the lips more hydration. Lip colors are bold this season. Many shades of reds are in the forecast this fall, along with beautiful plum tones and juicy pinks. Lips glosses are perfect to give you a finished look. Use glosses that are bold with sheer color, like reds, plums and bold pink tones. They are trendy and fun!
 
MAKE-UP UDATES
 
Make-up should be fun, exciting and bring out the creativity inside one’s soul. With years of experience and having an eye for color and the love and appreciation of art, we pride ourselves in giving each and everyone their own personal look and experience. We help choose styles that fit your own personal lifestyle, whether it be ultra natural (maybe one eye shadow color and a gloss) to a Modern Trend-look, Vogue Chic’, or Full-Out-Glam-Run-way look.
 
Fall trends start August 17th and anytime you are ready. So make your appointment today and discover what cosmetic wardrobe is best for your style. 

A significant and truly wonderful aspect of the entertainment scene in America is the American Musical Theater. Gifted and creative composers and lyricists have created many memorable shows over decades bringing joy, excitement, fantasy and the love of music to millions.

Dating back many centuries, even before Christ, the musical drama or musical theater was a part of ancient Greek life, as evidenced by their tragedies and comedies. However, the American Musical Theater had its beginning in the late 19th and early 20th centuries in England.

Progenitors of the American Musical were music dramas and comedies by British composers and writers such as Gilbert and Sullivan and others. The French composer, Jacques Offenbach, composer of the “Can-Can,” was very popular. Most of the early musicals came from Europe. Our American composers had many models to study and improve upon when writing their own musicals. The first successful original American show was the Black Crook which premiered in New York in 1866. it included what was to become part of the American Musical—chorus girls, production numbers, costuming, dance numbers and songs.

Not withstanding the European influences, Americans wanted to create their own style of original musical theater. Early examples of this expression were somewhat similar to the British models. The March King, John Philip Sousa, penned an operetta El Capitan in 1896. George M. Cohan (1878-1942) in 1904 produced Little Johnny Jones. Cohan was an important contributor in the early 20th century to a uniquely adaptation of the British style. He believed that almost any storyline will work if the proper songs, dances, routines and comic episodes were present.

Victor Herbert (1859-1924) was a giant in terms of early American Operettas. His most famous were the Fortune Teller produced in 1898, Babes in Toyland in 1903, The Red Mill in 1906 and Naughty Marietta in 1910. Jerome Kern (1885-1945) was another influential composer after the turn of the century. “Kern’s later works demonstrated that a musical could combine light, popular entertainment with continuity between its story and songs” said John Jones in his book Our Musicals, Our Selves. Kerns influence on musical theater can still be felt to this day.

In 1927, the production of Show Boat by Jerome Kern and Oscar Hammerstein II was a breakthrough in the development of musical theater. This show was termed a musical play where book and music were equal partners thus distinguishing it from musical comedy.

The 1930’s brought the musical to a different type of storyline. In 1935 George Gershwin wrote Porgy and Bess setting the stage for a new era of political and social storylines. These plots were later developed in West Side Story in 1957 by Leonard Bernstein and Sweeney Todd in 1979 by Stephen Sondheim.

The 1940’s through the 1960’s ushered in what is known as the Golden Age of Musicals. Rogers and Hammerstein’s Oklahoma in 1943 is still considered a blockbuster musical today. With this show, a significant American art form was born. After Oklahoma ran for 2,212 performances it was made into a film. Other smash hits by Rogers and Hammerstein followed: Carousel in 1945, South Pacific in 1949, The King and I in 1951 and The Sound of Music in 1959. Many other great shows were produced during this period including Guys and Dolls, Paint Your Wagon, My Fair Lady, and Music Man.

In the 1960’s Fantastics was first produced off-Broadway. Hit shows from this era include Funny Girl, Man of La Mancha, Cabaret, Company, A Little Night Music, Hello Dolly, Mame, and Hair.

The 1970’s saw the rock musical rise in number and popularity. Notable shows were Jesus Christ Superstar, Godspell, The Rocky Horror Show, Two Gentlemen of Verona, Chorus Line, and Chicago.

Mega musicals and pop operas emerged in the 80’s and 90’s with smash hits such as Andrew Lloyd Webber’s Evita and The Phantom of the Opera. Claude-Michel Schonberg and Alain Boublil’s Les Miserables is still a long-running international hit. The Disney Company produced the popular Lion King and Beauty and the Beast.

John Kenrick in his book, History of Stage Musicals, sums up this genre of music very well when he writes, “Is the musical dead? Absolutely not. Changing? Always! Change is the clearest sign that the musical is still a living, growing genre. Will we ever return to the so called ‘Golden Age’ with musicals at the center of popular culture? Probably not. Public taste has under gone fundamental changes, and the commercial arts can only flow where the paying public allows.”

We, the fortunate public, have been blessed by the plethora of outstanding musicals in our lifetime to enjoy and preserve for future generations of theater-goers.

Please submit your questions and comments to banddirector01@comcast.net. Visit our website at www.danvilleband.org for up-to-date information about the Danville Community Band.

Sometimes it is difficult to remember that the Bay Area has two major league baseball teams. The task of making sure we don’t forget about the team that did not win the World Series last year falls on veteran sports public relations professional Bob Rose, who has 30 years experience working for teams and leagues at the college and professional levels and is now Director of Public Relations for the Oakland A’s.

“We take pride in providing great value to our customers,” Rose said. “We think our promotions and pricing include everyone under the baseball tent.”

Indeed, the A’s go far beyond the traditional giveaways to make attending their games as affordable as possible. Guests on Tuesdays can park for free at the Coliseum, on Wednesdays thousands of tickets are priced at $2, and on Thursdays there are free hot dogs available for the first 10,000 fans.

“The value we provide should resonate more than ever before,” Rose said. “We are sensitive to people who might be struggling with the recession, with unemployment, with underemployment and with just deciding if they can afford to go to a game. We try and be one of the best live entertainment options by remaining affordable.”

Affordability is one thing, but people must also be entertained. A huge advantage held by the A’s is that baseball’s two primary glamour franchises, the New York Yankees and the Boston Red Sox visit the Coliseum at least once each every season. The Giants also visit once a year, making it an easier trip for fans in Alive East Bay territory to see a team many of them followed from childhood.

As the clear second team in this market, Rose has challenges most of his colleagues across major league baseball do not face. The big local sports radio station, the largest Bay Area sports cable TV channel are both dedicated to the Giants, and the ballpark in San Francisco is newer and more picturesque. This forces Rose to get creative in disseminating his message.

“We work extra hard at servicing the media to make sure they have our messages and can provide them to our audience. We also work with our broadcast partners (the radio and TV stations that cover the A’s games) to use the three hours of air time to communicate our story to our fans. Social media is a big part of our strategy. We have thousands of friends on Facebook and we tweet to reach out.” Rose also mentioned that the A’s have a traditional ad campaign with TV, radio, print ads and billboards throughout the region.

Winning of course is the biggest factor in a team’s success, and the A’s have not done a great deal of that lately. The team has not been to the post season since 2006 and has struggled most years to win half its games. “Winning and star players drive free media coverage,” Rose said. “There is no doubt about that.”

Since winning has been a challenge, the A’s have relied on promotions, and being relentless with the media when there is a story. They promote the players who achieve outstanding individual success (like making the All Star team or the perfect game Dallas Braden pitched) or seize upon a fresh young star like new second baseman Jemile Weeks.

“We have to be more aggressive than the Giants because we do not get half their coverage,” Rose said. “We try to be the more organic baseball organization and try to sell the product that is on the field.”

For ALIVE East Bay fans the A’s provide a much lower cost alternative and in some ways a more attractive schedule. Oakland’s ballpark is a shorter ride and there is no bridge to cross to get to a game. We are fortunate to have two teams within easy driving distance and we should remember that both deserve our support, especially if we want to see all the teams from both the American and National League continue to visit the Bay Area.

                                                   TRIVIA
 
Some random posers to pass away the summer:

1. Who played Miles Archer, Sam Spade’s murdered partner, in “The Maltese Falcon?”
2. Who was the second baseman Charles Finley attempted to fire after he made two errors in the 1973 World Series?
3. What songwriting team wrote “Over The Rainbow?”
4. Who played the Joker on the “Batman” TV series?
5. Who was the star of the radio show “Restless Gun?”
6. What was the name of the Cuban boy that had to be returned to his Cuban home under the Clinton administration?

JULY ANSWERS:

1. The chalice from the palace, the flagon with the dragon and vessel with the pestle
2. Todd Helton
3. Bob Oscar
4. Ira Gershwin lyrics, but not George Gershwin music
5. Jack Lemmon
6. Tom Lehrer

JULY WINNER:
SORRY, MR. NOBODY WINS AGAIN! 

WIN LUNCH ON BEN!
The first person to email or mail, no calls please, the correct answers to all of the above questions will win a $25 gift certificate at The Uptown Cafe in downtown Danville, compliments of Ben Fernandez!
Entries must be received by August 20, 2011. In the event of a tie, the winner will be drawn at random. Please email your answers to info@aliveeastbay.com, or mail to ALIVE East Bay, 199 East Linda Mesa Avenue, Suite 10, Danville, CA 94526. Employees and family members of employees of ALIVE East Bay are not eligible.
Restaurant may be changed without notice.