Anaheim Aims to Score With Stadium Play : Development: City’s strategy is to keep the Rams in town or lure another team by renovating the Big A and revitalizing the surrounding area. Cost analysis is the first step.

City officials, determined to either keep the Los Angeles Rams at Anaheim Stadium or lure a new professional football team to town, will formally begin plans to refurbish the stadium and revitalize its surrounding area, officials said Friday.

When the City Council meets Tuesday, it is expected to hire an accounting firm to analyze the cost of stadium renovation and begin a search for a consultant to develop a new land-use strategy for the entire stadium area.

City officials said plans for the area, which also includes Anaheim Arena, need to be developed regardless of whether the Los Angeles Rams decide to stay in Anaheim.

“These actions are independent of efforts being taken to keep the Rams in Orange County,” said City Manager James D. Ruth. “However, they may assist in either keeping the Rams or possibly attracting another NFL team.”

The Rams exercised a 15-month escape clause in their stadium contract in May and are being courted by several cities, including Baltimore and St. Louis.

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Anaheim officials said the council on Tuesday will be taking the first step in enhancing the long-term economic viability of the area.

“Frankly, this needs to be done,” Mayor Tom Daly said. “We need an updated strategy for the two major assets that the city has: the stadium and the arena, and the area around them.”

Daly said a “fresh look” at the area is needed because of the successful addition of the arena last year and the dwindling demand for high-rise office buildings in the area.

City officials declined to discuss any specifics but have worked on plans to overhaul Anaheim Stadium to make it more profitable for the Rams and the California Angels baseball team, and have also examined ways to finance construction of a new stadium.

By hiring a consultant, the city plans to explore land uses that would be complementary to both the arena and the stadium.

They also want to explore transit possibilities--such as the widening of the Santa Ana Freeway--that would make the area more accessible and are looking at ways to link the stadium and arena with Anaheim resort areas, such as Disneyland, according to a city staff report.

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City officials said they would like the revitalization to take place at no cost to taxpayers.

The accounting firm of Deloitte & Touche, which assisted in the renegotiation of the stadium lease with the Angels, is expected to be hired for $120,000 to establish and evaluate ways to generate money to pay for the improvements.

Rams spokeswoman Heidi Sinclair said Friday that it would be premature for the team to comment on the city’s plans.

“If it ends up having a positive effect on the Rams, great,” Sinclair said. “But it doesn’t really impact the Rams in any way at this point.”

Save the Rams, the group of 45 local political and business people working to keep the team in Orange County, reacted positively Friday to the city’s announcement.

“None of this is inconsistent with the work of the Save the Rams committee and, in fact, enhances it,” said County Supervisor William G. Steiner, a member of the committee.

The Rams have no timeline for when the team will announce its plans. An announcement related to the possible move will not be made before the football season begins in September, officials said.

Save the Rams hopes to unveil its proposal at the annual Rams booster luncheon Sept. 19.