Arturo "Arte" Moreno is an American businessman of Mexican

Mexico

The United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of...

 descent. On May 15, 2003, he made history by becoming the first Hispanic

Hispanic

Hispanic is a term that originally denoted a relationship to Hispania, which is to say the Iberian Peninsula: Andorra, Gibraltar, Portugal and Spain. During the Modern Era, Hispanic sometimes takes on a more limited meaning, particularly in the United States, where the term means a person of ...

 to own a major sports team in the United States when he purchased the Anaheim Angels baseball team from the Walt Disney Company.

Early life

Moreno is a native of Tucson, Arizona

Tucson, Arizona

Tucson is a city in and the county seat of Pima County, Arizona, United States. The city is located 118 miles southeast of Phoenix and 60 miles north of the U.S.-Mexico border. The 2010 United States Census puts the city's population at 520,116 with a metropolitan area population at 1,020,200...

, and the oldest of 11 children. Moreno graduated from high school in 1965 and was drafted into the United States Army

United States Army

The United States Army is the main branch of the United States Armed Forces responsible for land-based military operations. It is the largest and oldest established branch of the U.S. military, and is one of seven U.S. uniformed services...

 in 1966, fighting in the Vietnam War

Vietnam War

The Vietnam War was a Cold War-era military conflict that occurred in Vietnam, Laos, and Cambodia from 1 November 1955 to the fall of Saigon on 30 April 1975. This war followed the First Indochina War and was fought between North Vietnam, supported by its communist allies, and the government of...

. After returning to civilian life in 1968, he enrolled in the University of Arizona

University of Arizona

The University of Arizona is a land-grant and space-grant public institution of higher education and research located in Tucson, Arizona, United States. The University of Arizona was the first university in the state of Arizona, founded in 1885...

.

Advertising background

In 1973, Moreno graduated from the University of Arizona with a degree in marketing. That same year, he was hired to work at the Eller Outdoor

Karl Eller

Karl Eller is an Arizona business leader and nationally recognized entrepreneur.Eller grew up in Tucson, Arizona. He played football collegiately at the University of Arizona where he was a member of the Phi Gamma Delta fraternity....

 advertising company. Hes formally known as one of the best owners in the world.

Moreno would travel across the country for the next seven years, Eller Outdoor relocating him several times. However, in 1984, he moved back to Arizona

Arizona

Arizona ; is a state located in the southwestern region of the United States. It is also part of the western United States and the mountain west. The capital and largest city is Phoenix...

, settling in Phoenix

Phoenix, Arizona

Phoenix is the capital, and largest city, of the U.S. state of Arizona, as well as the sixth most populated city in the United States. Phoenix is home to 1,445,632 people according to the official 2010 U.S. Census Bureau data...

, where he was hired by billboard company Outdoor Systems.

It was while with Outdoor Systems that Moreno was first able to make his mark as a businessman. He rose to become the company's president and chief executive officer

Chief executive officer

A chief executive officer , managing director , Executive Director for non-profit organizations, or chief executive is the highest-ranking corporate officer or administrator in charge of total management of an organization...

, and under his leadership, the company's total profits grew from $500,000 USD

United States dollar

The United States dollar , also referred to as the American dollar, is the official currency of the United States of America. It is divided into 100 smaller units called cents or pennies....

 to $90 million in less than 10 years.

In 1996, Moreno took Outdoor Systems public. The company's stock soared, and in 1998, Moreno sold the company to Infinity Broadcasting for $8 billion.

Baseball ownership

With baseball being Moreno's favorite pastime, he applied his business acumen in that arena, as well, purchasing the Salt Lake Trappers minor league

Minor league baseball

Minor league baseball is a hierarchy of professional baseball leagues in the Americas that compete at levels below Major League Baseball and provide opportunities for player development. All of the minor leagues are operated as independent businesses...

 team alongside 17 other investors in 1986. The group owned the team until 1992, and the venture proved to be a resounding financial success.

By 2001, Moreno was hungry to own a Major League Baseball

Major League Baseball

Major League Baseball is the highest level of professional baseball in the United States and Canada, consisting of teams that play in the National League and the American League...

 (MLB) team. He attempted to buy controlling interest in his homestate's Arizona Diamondbacks

Arizona Diamondbacks

The Arizona Diamondbacks are a professional baseball team based in Phoenix. They play in the West Division of Major League Baseball's National League. From 1998 to the present, they have played in Chase Field...

, however no deal could be reached. He nonetheless remained determined to own a Major League team, and soon set his sights on the 2002 World Series

2002 World Series

The 2002 World Series was a best-of-seven playoff series to determine the champion of Major League Baseball for the 2002 season. It was the 98th such contest between the champions of the American League and National League , and featured the AL champion Anaheim Angels against the NL champion San...

 champion Anaheim Angels

Los Angeles Angels of Anaheim

The Los Angeles Angels of Anaheim are a professional baseball team based in Anaheim, California, United States. The Angels are a member of the Western Division of Major League Baseball's American League. The "Angels" name originates from the city in which the team started, Los Angeles...

.

In April 2003, it was announced that Moreno had reached a deal with The Walt Disney Company

The Walt Disney Company

The Walt Disney Company is the largest media conglomerate in the world in terms of revenue. Founded on October 16, 1923, by Walt and Roy Disney as the Disney Brothers Cartoon Studio, Walt Disney Productions established itself as a leader in the American animation industry before diversifying into...

 to purchase the team for $180 million. And, in an historic meeting on May 15 of that year, MLB commissioner Bud Selig

Bud Selig

Allan Huber "Bud" Selig is the ninth and current Commissioner of Major League Baseball, having served in that capacity since 1992 as the acting commissioner, and as the official commissioner since 1998...

 announced that the sale of the Angels to Moreno had been approved. One of the first people to congratulate Moreno after the news was Diamondbacks' owner Jerry Colangelo

Jerry Colangelo

Jerry Colangelo , is an American businessman and sports executive.He formerly owned the Phoenix Suns of the NBA, the Phoenix Mercury of the WNBA, the Arizona Sandsharks of the Continental Indoor Soccer League, the Arizona Rattlers of the Arena Football League and the Arizona Diamondbacks of Major...

, a personal friend who declared it a good opportunity for Moreno.

Angels owner

Upon assuming control of the Angels, Moreno cut ticket and beer prices at the stadium, and soon demonstrated a willingness to spend the money necessary to sign premium players, including star outfielder Vladimir Guerrero

Vladimir Guerrero

Vladimir Alvino Guerrero is a free agent Major League Baseball right fielder and designated hitter.In , he was voted the American League MVP...

, to improve the team. He also took a "hands-on" approach becoming a regular attendee to the team's home games and periodically leaving his owner's box during games to mingle with and talk to fans in the regular stadium seating areas and concourses. All of these moves proved very popular with the team's fans. In the first year under his ownership, the Angels drew more than 3 million in attendance, 750,000 more than their championship season.

However, Moreno did encounter a substantial backlash from fans of the team, and in particular, from the city leadership of Anaheim, California

Anaheim, California

Anaheim is a city in Orange County, California. As of the 2010 United States Census, the city population was about 365,463, making it the most populated city in Orange County, the 10th most-populated city in California, and ranked 54th in the United States...

, over his decision in 2005 to change the name of the team from the Anaheim Angels to the Los Angeles Angels of Anaheim. Moreno saw the change as part of an overall strategy to increase the team's revenue by actively marketing it to, and associating it with, the entire Los Angeles metropolitan area

Greater Los Angeles Area

The Greater Los Angeles Area, or the Southland, is a term used for the Combined Statistical Area sprawled over five counties in the southern part of California, namely Los Angeles County, Orange County, San Bernardino County, Riverside County and Ventura County...

, rather than restricting the team's identity to the city of Anaheim and to Orange County

Orange County, California

Orange County is a county in the U.S. state of California. Its county seat is Santa Ana. As of the 2010 census, its population was 3,010,232, up from 2,846,293 at the 2000 census, making it the third most populous county in California, behind Los Angeles County and San Diego County...

. In recent years, the San Diego Zoo

San Diego Zoo

The San Diego Zoo in Balboa Park, San Diego, California, is one of the most progressive zoos in the world, with over 4,000 animals of more than 800 species...

 and Los Angeles Times

Los Angeles Times

The Los Angeles Times is a daily newspaper published in Los Angeles, California, since 1881. It was the second-largest metropolitan newspaper in circulation in the United States in 2008 and the fourth most widely distributed newspaper in the country....

have been notable club sponsors, while all baseball TV rightsholders also use some variation of the team's new name, indicating the effect of Moreno's plan. But the move outraged Anaheim city officials, who responded by suing the team

City of Anaheim v. Angels Baseball LP

City of Anaheim v. Angels Baseball LP is a lawsuit filed in Orange County, California Superior Court by the city of Anaheim, California against the owners of the Los Angeles Angels of Anaheim Major League Baseball franchise, concerning the team's official name...

. It also angered a substantial segment of the Angels' fan base in Orange County, who had taken emotional pride in the team's identity being distinct from Los Angeles. The awkwardness of the of Anaheim suffix, appended to satisfy a contractual requirement for Anaheim to be included in the team's name, also caused the new name to become the subject of ridicule nationally. Eventually, the team won the lawsuit filed against it by the city of Anaheim, and whatever displeasure fans felt over the name change has not translated into diminished support for the team, as the Angels' attendance levels have remained well above 2002 numbers.

Aside from the name controversy, Moreno's first few seasons as owner of the Angels have been largely successful. The team has posted three consecutive winning seasons for the first time in its history (2007-2009), including winning the American League Western Division championship in 2004, 2005, 2007, 2008, and 2009.

Just prior to the start of the 2006 Major League season, Moreno scored another success in signing a lucrative contract with Fox Sports Net

Fox Sports Net

The Fox Sports Regional Networks, or simply Fox Sports Net , are a collection of cable TV regional sports networks in the United States owned and operated by News Corporation.- Beginnings :...

 regarding the television broadcast rights for the Angels' regular season games. The 10-year deal significantly increased the team's television revenue. In April 2006, Forbes

Forbes

Forbes is an American publishing and media company. Its flagship publication, the Forbes magazine, is published biweekly. Its primary competitors in the national business magazine category are Fortune, which is also published biweekly, and Business Week...

magazine estimated the team to be worth $368 million — twice the amount Moreno paid for the club only three years earlier; in April 2008, Forbes

Forbes

Forbes is an American publishing and media company. Its flagship publication, the Forbes magazine, is published biweekly. Its primary competitors in the national business magazine category are Fortune, which is also published biweekly, and Business Week...

estimated the franchise value at $500 million, a sixteen percent change in value over one year.

[Moreno] has really done an amazing job with the franchise. To double the value in three years without getting a new stadium is an incredible feat.

— Forbes magazine associate editor Kurt Badenhausen

Other Business Interests

On February 26, 2006, Moreno led a partnership of buyers to purchase Radio 830 KMXE, the nation's largest Spanish language AM radio station. For the 2006 and 2007 seasons Radio 830 KMXE served as the Spanish language radio broadcast outlet for the Angels. On July 17, 2007 the station began broadcasting from new studios located in Angel Stadium. Just before the 2008 season the station became AM830 KLAA (AM) and went all English language, including the Angels game broadcasts. The station has since added morning and afternoon sports talk shows to its lineup.

While it seems a new trend for sports teams to buy their own radio stations (see St. Louis Cardinals

St. Louis Cardinals

The St. Louis Cardinals are a professional baseball team based in St. Louis, Missouri. They are members of the Central Division in the National League of Major League Baseball. The Cardinals have won eleven World Series championships, the most of any National League team, and second overall only to...

 baseball and Washington Redskins

Washington Redskins

The Washington Redskins are a professional American football team and members of the East Division of the National Football Conference in the National Football League . The team plays at FedExField in Landover, Maryland, while its headquarters and training facility are at Redskin Park in Ashburn,...

 football teams), for the Angels it is a tradition started by team founder Gene Autry, who owned 710 KMPC and broadcasted the games for years.

Personal life

Moreno and his wife, Carole, married in 1986. They have three children.

In 1997, Moreno and his wife established the Moreno Family Foundation, which supports non-profit organizations focusing on youth and education. It also has provided support to the athletic programs at the University of Arizona, as Moreno continues to be an ardent supporter of his alma mater.

Aside from this, Moreno is vigilant about maintaining his privacy. He refuses most interview requests, and does not discuss his personal life publicly. His family and friends also avoid commenting on his personal life publicly, though off the record, those who know him describe him as "unabashed in his support of Republican

Republican Party (United States)

The Republican Party is one of the two major contemporary political parties in the United States, along with the Democratic Party. Founded by anti-slavery expansion activists in 1854, it is often called the GOP . The party's platform generally reflects American conservatism in the U.S...

politics" and as particularly dedicated to his family.