LehighWeek Volume 11, Issue 19

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Volume 11, Issue 1
Lehigh University Campus Weekly
February 4,1998
United Way campaign exceeds goal
Lehigh raised $85,532 for the United Way in the 1997
fund-raising campaign. The results were reported by Mary
Wagner, coordinator in the development office, who headed
up the campaign.
A total of 454 professors and staff members made contributions. Donations were either given as cash or out of employee
pay-checks. The amount raised was slightly higher than the
set goal of $85,000.
Prizes were also awarded to those who donated:
Gift certificate to the Manor House: David Williams
Gift certificate to the Inn of the Falcon: Claire Kleppinger
Gift certificate to Patti's Petals: Terry Delph
Gift certificate to New Street Bridgeworks: Jane Gilbert
Gift certificate to New Street Bridgeworks: Gisela Nansteel
Gift certificate to the Aspen Inn: Tony Corallo
One pair of Nike Cross Trainers : Roslyn Weiss
(from Bethlehem Sporting Goods)
One-night stay at Sayre Mansion: Jim Tiefenbrunn
One-night stay at Comfort Suites, Bethlehem: Denise Blew
Gourmet Dinner for four (Wood Company): Anne Thomas
Free parking for one year: Barbara Malt
The following staff members will receive a day off with
pay:
Peggy Dilliard
Dorothy Radzelovage
Margaret Misinco
Janet Michael
Jo Engel
Marty Snyder
Sharon Yaszewski
Michelle Valentin
Shirley Ratushny
Janice Csrnko
Sign in, please!
Anson Ferguson, a
freshman guard with
the men's basketball
team, signs a toy
basketball for
Nicholas Reinbold,
son of Michael '81, at
a"Fast Break"
reception after
Saturday's basketball
games. The Alumni
Association event
drew 180 people,
including alums and
their children, a local
Cub Scout troop, and
basketball players
and their parents.
The event was
organized by Amy
Costello, assistant
director of the Alumni
Association.
Elizabeth Keegin Colley
From Lehigh, he went on to Clown College
Although running away to join
the circus may seem like a dream
come true to young children, college
graduates may not think of the Big
Tent as an ideal employer. For Feld
Entertainment executive Steve
Yaros '90, the decision he made
seems to have been the right one.
"When I was a senior, I was
confused," said Yaros, vice president
for marketing of Ringling Bros.
Barnum and Bailey. "I had a great
job offer from International Paper,
great pay, benefits, the works. Then
there was Feld Entertainment, the
circus. After I made my decision,
my parents asked 'We paid how
much money for your education,
and now you're going to run away
with the circus?'"
Last Thursday, Yaros returned to
Lehigh to talk about his circus
career with a Marketing 316 class
taught by Jim Maskulka, associate professor of marketing. He told
the students how his internship
with Feld during his senior year
had helped lead him to his present
position with the company.
Initially, Yaros said, he thought
his internship would be with Walt
Disney, whose World On Ice show
was seeking interns to promote its
visit to Stabler Arena. Little did he
know that the shows were run by an
official licensee of the Disney Corporation, Feld Entertainment.
Lucky for Yaros, Feld was hiring
at the time, and offered him a full-
time position as a regional marketer
after he graduated. For his first
assignment, he promoted "The
Greatest Show on Earth" in Los
Angeles.
"That was a huge change for me,"
Rob Upton
Yaros said. "I grew up on a potato
farm in New Jersey. That and Lehigh
was all the life I had ever known."
Yaros would soon learn about
other parts of the country as well,
traveling not only to large metropolises like New York City, Dallas and
Los Angeles, but also to smaller
towns like East Lansing, Mich., and
Augusta, Ga.
Yaros also discussed marketing
with the class. He said Ringling
Luring them softly: Steve Yaros
'90 tells students about the circus'
new marketing strategy.
Bros, was trying to draw an upper-
class crowd that would spend the
money to see a circus performance,
but also had a negative view of the
circus as a "carnie" act. Instead of
shouting out that the circus is
coming to town, Yaros said, the
marketing group has tried to use a
softer, more emotional approach.
"The way that consumers view
'live' entertainment has changed
dramatically over the last two
decades," said Maskulka. "Consumers now face a multitude of entertainment options; and not surprisingly, competition for the
consumer's 'entertainment' dollar
has intensified."
"We found that our new target
audience has many alternatives to
live entertainment," said Yaros.
"They would go see a Broadway
production or even a Disney On Ice
production. We are trying to show
them that the circus is not just
clowns and jugglers, but that it is a
true theatrical performance that the
whole family can enjoy."
— Greg LaPlant '97
m LEHIGH
^w    University
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