Rams’ Season-Ticket Sales Off 30% : Football: Management projects a loss of $5 million or more. Team officials see little hope for economic success in Anaheim.

The search for long-term financial gains in other cities apparently will throw the Rams for a substantial loss this year: Season-ticket sales are off more than 30% from last season, and the Rams say they project a loss of $5 million to $8 million.

“Season tickets are slightly under 24,000,” said John Shaw, Ram executive vice president. “The deadline for selling season tickets is well passed, and it is what it is.

“There are a lot of reasons we haven’t sold tickets the last number of years. We’ve had a steady decrease compounded by the uncertainty of what we’re doing. I’m disappointed that it’s not more, but not terribly surprised.”

The Rams’ ticket office reported that the team distributed 37,055 season tickets last season. In 1990, following an 11-5 finish in 1989 and an appearance in the conference championship game, 49,428 were sold.

Shaw said the Rams lost money during the 1987 NFL strike and would have incurred a small loss last season had they not received an expansion payment from Charlotte and Jacksonville.

A drop in attendance, a higher payroll because of the introduction of the National Football League salary cap and reduced radio revenue have contributed to the Rams’ projected loss in 1994.

Officials say the team has little chance for economic success if it remains in Anaheim Stadium and has positioned itself for a move in time to play elsewhere in 1995. Shaw said he has met with representatives from Baltimore, St. Louis, Hartford, Conn., Memphis, Tenn., Toronto and San Antonio.

“If Anaheim maintains its present posture, I would personally recommend to ownership that we move,” Shaw said, “but I don’t have the final say.”

Shaw, however, has the ear of owner Georgia Frontiere and the expertise to put together an attractive deal elsewhere.

Peter Angelos, majority owner of baseball’s Baltimore Orioles, said recently that a deal with the Rams could be concluded as soon as six to eight weeks.

“I heard that, and frankly, I’m surprised by it,” Shaw said. “I feel we’re in the process of negotiating with Angelos as we are in the process of negotiating with the city of St. Louis, the city of Hartford and other ownership groups in Baltimore.

“It’s totally untrue that we’ve narrowed it down to Baltimore. To be honest with you, I’m not even sure they are the front-runner.”

Shaw said there remain six or seven unresolved major issues with Angelos, as well as with other pursuers.

“I’m surprised by Mr. Angelos’ statement because I don’t feel we’re very far along,” Shaw said.

One of the major issues that threaten to block a move to Baltimore revolve around Frontiere’s reluctance to sell controlling interest in the Rams. She has said she is willing to sell a minority share of the team to facilitate a move, but Ram suitors are demanding complete control in time.

“Majority ownership passing to a minority buyer and when that will be done is one of the larger issues,” Shaw said. “It’s Georgia’s wishes that she would just like to sell a straight minority interest, and that’s our current position. I kind of expect it to stay that way.

“It’s not inconceivable that there could be a move without the sale of a minority interest. It happens in a lot of situations. I think this is a large issue whether she sells a portion of the team or not, but I don’t think it’s a large issue of whether she moves or not.”

There have been reports that Shaw has been urging Frontiere to sell to local investors and allow them to deal with the present poor economic conditions in Southern California.

But Shaw said Frontiere remains adamant about not selling.

“Nothing has changed,” he said. “We have been approached by a number of people from cities elsewhere who want to buy a majority control, but there is no interest in doing that at this time.

“Nobody locally has stepped forward and (they) probably won’t because they know she will not entertain a majority sale. We’re looking for a solution where she maintains control of the team.”

Shaw identified Baltimore, St. Louis and Hartford as the most aggressive cities vying for the Rams’ attention. He said two or three local investors have talked about building a stadium for the team, but those discussions are now “on the back burner.”

“We are doing what we said we were going to do, and that is exploring everything. If it’s the perception that we are close to something with Baltimore, it’s an inaccurate one,” Shaw said.

“We are looking at all deals now and are not close to making a deal anywhere. I’d say I have spent more time with another ownership group than with Angelos.”

Shaw wouldn’t be more specific, but the Baltimore Sun newspaper has identified the second group as being headed by attorney Robert Schulman.