Miami Hurricane, January 17, 1984

              Volume 60 Number 28
W VI II	CHANGES FORMAT — PAGE 8
Miami ijarrirattr
Tuesday, January 17, 1984
Beers War Brews Big Bucks for UM
By RONNIE RAMOS
Hurricane Editor in Chief
Which beer you drink tomorrow could be determined by which student activity you enjoy at the University of Miami today.
That is the philosophy of several beer distributors that have given nearly $40,000 to sponsor different student activities at UM for this school year. They will also spend nearly $19,000 this academic year advertising these events, as well as beer and alcohol, in the Miami Hurricane alone.
It's part of a nationwide trend. Distributors have poured hundreds of thousands of dollars onto college campuses this year In an effort to develop brand loyalties among college students.
Distributors hope that the students who were attracted to Miller's Midday Recess or Budweiser's Supersports will be attracted to that beer when deciding which they want to drink. Companies do not make money off these ventures, but rather invest in the future, when brand loyalty, they hope, lasts a lifetime.
“We lose money in the college market,” a Miller beer official told the Washington Post. “We're into short-term losses and hopefully long-run gains. We're trying to create brand awareness."
According to the Washington Post, the idea is to get as many student activities as possible centered around the beer can.
The last eight years have seen a major escalation in beer-sponsored promotions on campuses. In 1976, Anheuser-Busch sponsored seven sports events around the country. Last year, the number topped 300.
Other distributors have joined in the campaign and the Beers War — the competition between companies for the most exposure — on campuses around the country has escalated dramatically in the past decade.
The battle on campuses is a reflection of the battle in society. The per-capita alcohol consumption rose 31 percent (six gallons) per year between 1970 and 1980.
The increase, it can be argued, can be attributed to the escalation in advertising by the beer companies. During the same time period, advertising budgets increased by 203 percent, and in 1981, the combined budgets surpassed $1 billion.
At UM, Miller beer hired its first campus representative in 1979. The campus rep, a UM student, represents the company on campus and is responsible for promoting that company's product (in the case of Beverage Distributors of Miami Inc. it’s Miller High Life, Lite, and Lowenbrau).
This year, there are five college reps, one each for Miller beer, Pabst, Stroh’s, Coors and Budweiser. Reps are hired part-time, and pay differs, depending on the company. Miller employs reps on 550 campuses and pays $50 a week. Coors has reps on 182 campuses and pays between $150 and $200 a month.
But this is just the beginning. At UM, Miller beer has started its own publication, Miller Times, which is concerned only with Miller and its activities on campus.
Two of the campus reps have increased their visibility on campus by hiring extra students to help with their beers' sponsored activities. Miller calls its group the Sunset Gang; Budweiser's is named the Bud Girls. According to the Miller Times, the purpose of this “auxiliary” group is to assist at the Miller-sponsored events "to enhance the visibility of all brands.”
Miller has gone even further. The Miller Rock Series, which funds concerts on campuses, is expanding to 75 campuses this semester, said Ritchie Lucas, the company’s national special events and program coordinator and former UM student who started with Miller as a campus rep.
Lucas said that in addition to the rock series program at UM, Miller sponsors a concert “mini-series'' at Florida International University and it has plans pending for rock series at the University of South Florida in Tampa, the University of Central Florida in Orlando, and the University of Florida.
The Beers War at UM involves big bucks. Miller beer spent about
$16,000 on the rock series, which included the Midday Recess, for 1982-83. Budweiser spends $4,500 for each Supersports it sponsors. Ronri-co Rum spent $1,500 on its sports tournament last semester
Who are the big winners? Thus far it has been the University of Miami. Student organizations are getting huge fundings which otherwise the university pays for or does without.
Coors gave the Homecoming Committee $5,500, nearly the same amount it receives from students through the Activity Fee (the Homecoming Committee gets about $6,000 from the Student Activity Fee). About $3,000 went to pay for the fireworks show, which would not have been possible without the money from Coors.
Stroh's gave $2,500 for Greek Week, and Budweiser has given $2,000 to Carni Gras to pay for the printing of the tickets.
UM. at least, has not suffered from major alcohol abuse problems among students, a problem opponents to the Beers War say Is prevalent on many college campuses.
“Knock on wood," said Bill Sheeder, dean of students. Sheeder, who sits on the Rathskeller Advisory Board, said the Rat — along with UM — is very concerned about alcohol abuse on campus and has worked hard to prevent such abuse.
“I'm not concerned with these kind of things [beer promotions] influencing behavior," Sheeder said. “T-shirts do not make people drunk."
Sheeder also said the Rathskeller is not run as a money-making venture. "We stay open at times when, if we were a business, we'd be closed. It is not run as a beer hall, and it would be unfair to characterize the Rat as a profit-making pub."
Last year, the Rathskeller made more money from food sales (51 percent) than beer sales (49 percent). The Rathskeller is licensed as a nonprofit educational corporation. The reason, Sheeder said, is because of the alcohol awareness and educational programs the Rathskeller sponsors.
Please turn to page 3/BEER
Edward Teller
to speak here
By LOURDES FERNANDEZ
Hurricane News Editor
The first public lecture in a series given by the Center for Theoretical Studies this year will begin with a bang — for the father of the hydrogen bomb will be the lecturer.
Edward Teller, the principle architect of the bomb, will visit the UM campus once again — this Wednesday at 8 p.m. In Learning Center 110. He was here last year when the Center began the lecture series.
The theoretical physicist is now at the Hoover Institution at Stanford University. Born in Budapest, Hungary, he received his doctor's degree In physics from the University of Leipzig, Germany, in 1932.
After teaching in London and Washington, D.C., he joined the wartime atomic bomb project in 1941. He later worked at the Los Alamos. N.M., Laboratory until 1952.
The Center also offers the popular Nuclear War/Nuclear Peace class, which this year has an enrollment of about 300 students. The class was first offered last year.
This year, the course received much local media attention, both in television and print media.
"An enlightened youth is one of the most important solutions to the global problem of nuclear war,” Behram Kursunoglu, director of the Center, has said. “We are taking a step toward that enlightenment.
Senior Richard Alsina, a major in politics and public affairs, took the class because he wanted to "see what the real facts are without getting into the political issues around it. We have to find a way to reduce nuclear weapons."
The course covers the beginning of the nuclear age with the Manhattan project up to the current status of nuclear arms and peaceful uses of nuclear energy.
Objectives of the Center for Theoretical Studies include bringing together scientists and other thinkers interested in the fundamental questions of science, culture and society.
Besides basic theoretical research in physics, biology, chemistry, mathematics, and the history and philosophy of science, one of the Center’s principal purposes is to "foster the development of younger scientists and to help broaden the scope of their interests."
Nuclear War-Nuclear Peace Public Lecture Series
The Center for Theoretical Studies is sponsoring the second annual evening lecture series associated with the Nuclear War-Nuclear Peace class. The public is invited to attend the free Wednesday lectures at 8 p.m. in Learning Center 110.
The following is the schedule of lecturers and topics:
Jan. 18 — Edward Teller: “Is it Not Better to Save Lives than to Avenge Them?"
Jan. 25 — Stanislaw Ulam and Joseph Lehman: “New Possibilities in the Political and Technological Approach."
Feb. 1 — Abraham S. Friedman: "Nuclear Nonproliferation — The Development of a Policy.”
Feb. 8 — George Wald: “Survival in a Lethal Society.”
Feb. 15 — Eugene P. Wigner: “Desirable Objectives of Government: Power or People's Happiness?"
Feb. 22 — C. Pierre Zaleski: “The French Perspectives on Nuclear Power and Nuclear Weapons."
Feb. 29 — Leon Goure: “The Possible Structures of Strategic Defense."
March 28 — Leo Sartori: "Why is Arms Control So Difficult?” April 4 — John S. Foster: title to be announced.
April 18 — Alexander Zotov: "Arms in Europe.'
April 25 — Behram N. Kursunoglu: "A World without Nuclear Weapons."
Inside
Needed: RAs
Residence halls is once again seeking applications for resident assistants. News takes a look at what is needed to become an RA /PAGE 3
Thank-you letter
Coach Howard Schnellenberger writes a letter of thanks to the University of Miami /PAGE 6
Times are a changin’
WVUM undergoes a format change. More on the change in Pulse /PAGE 8
Ticker tape
Photos and an article on the parade given to the Hurricanes by the Miami community /PAGE 13
Lechiara
leaves UM
By LOURDES FERRER
Hurricane Associale News Editor
After 12 years with the Universi-' ty of Miami, the chaplain to the No.
1 football team in the country and pastor to the university parish of St Augustine left last week
He is Father Frank Lechiara — a special man who's not an ordinary priest. He’s himself
Lechiara. 51, is a comedian with a terrific sense of humor, a man who enjoys cooking (his lasagna is great) and loves to dance.
So it is with no wonder that when rumor of his leaving began to spread, many asked if it was for real.
"His leaving didn't hit me until this past Sunday, when he wasn't here," said Carol Klock, music minister and youth director at St. Augustine's. “It was kind of a shocker
"For the choir, he was a fun uncle. He was a co-conspirator to all the crazy things we would do."
Lechiara will be teaching at the seminary in Boynton Beach. His new parish will be St. Thomas More, where he will be pastor.
Though transfers in the priesthood are common, Lechiara at first had mixed emotions about his move.
Nevertheless, he is glad of the new challenge.
"Distance does not change love," he said. “You carry people with you in your heart wherever you go."
But what will he miss the most from UM? Students.
"I had a good rapport with the kids." said Lechiara He enjoyed talking to students and would often go to the Rathskeller to get a beer.
Please turn to page 2/LECHIAR A
Miami Hurricane/JEFF GOTTUEB
At the top
Coach Howard Schnellenberger and wife Beverlee wave to fans at the ticker tape parade held for the Hurricanes last Thursday. For more Information and photos, see page 13.	__________________________________________________
Businesses benefit from OB victory
By LOURDES FERNANDEZ
and
LOURDES FERRER
of the Hurricane Staff
The athletics department is not the only organization benefitting from the Orange Bowl victory Jan. 2 over Nebraska. (UM received $1.8 million from the Orange Bowl Committee for appearing in the game.)
Local businesses have also benefited from the national championship.
Charles Canfield, manager of the UM Bookstore, said the Hurricanes’ win has brought people from all over Miami — "something that didn't happen before."
"People from the community, even with the crowds the first week of class, have stood in line,” said Canfield.
He added that the Bookstore has ordered about eight to ten styles of championship T-shirts. “All week long we've been selling. As soon as we get something in, we sell out," he said.
"The Saturday before classes began,” he said,'‘they opened at 10 a m. By 3 p.m., they had sold out all the championship T-shirts they had.” More paraphernalia came in the next week. Whereas on the first day of classes, the Bookstore usually makes about $300-$500, this year it grossed $5,200, said Canfield.
He said he expects this high level of activity to continue through January and most of February, although T-shirts will be sold throughout the year.
“It’s amazing what a championship will do," he said. “Even with the baseball [championship in 1982], we didn't have these sales. But football has some mystique and a lot of hype.
“It's good for the university and certainly good for the Bookstore."
Metro-Sports, at 1596 S. Dixie Hwy., opened about a month ago and the Orange Bowl Classic boosted the store's sales.
“It has helped our business get established." said Louise McAlpin,
Metro-Sports sales representative.
“After the Orange Bowl our stock [T-shirts and UM paraphernalia] was depleted." Since the Orange Bowl Metro-Sports has sold more than 3,000 T-shirts to students and diehard UM fans.
In fact, McAlpin said that the store's new national championship T-shirts "go as fast as we get them."
Lewis Yagodnik, manager of the Rathskeller, said the Hurricanes'
win has "definitely helped business."
The Rathskeller implemented a new food special honoring the Hurricanes — “The Schnellenburger," — a i/3-pound bacon and provolone cheeseburger.
Since last Tuesday, Yagodnik said, the Rathskeller has sold more than 800 Schnellenburgers.
Yagodnik is also excited about the “unbelievable" media coverage which the Rathskeller has received
All Sports, at 5831 Ponce de Leon Blvd., has dedicated a corner of the shop to UM paraphernalia for the past four years. All Sports is also doing brisk sales, according to manager Brian Mullowney.
The store is doing about three times as much as it usually does this time of the year, he said. Items that are selling the most include T-shirts, caps and jackets.
Miami Hurricane/GINA MOL1SARO
Brad Maher compares championship T-shirts at the UM bookstore before making a ¡«election