Early Life
Arturo "Arte" Moreno was born on August 14, 1946, in Tucson, Arizona, to Mexican-American parents. He was the oldest of 11 children. His father ran a small print shop, and his grandfather owned Tucson's first Spanish-language newspaper. Moreno graduated from high school in 1965. In 1966, he was drafted into the United States Army and served in the Vietnam War.
Rise to Success
After returning from the war in 1968, Moreno enrolled at the University of Arizona, earning a bachelor's degree in marketing in 1973. His career began in advertising, where he worked for Eller Outdoor before moving to Outdoor Systems in 1984. Moreno and his partner Wally Kelly attempted to buy the firm from the owner, William S. Levine. Moreno later became president and CEO of Outdoor Systems. He took Outdoor Systems public in 1996, and it was acquired by Infinity Broadcasting for $8 billion in 1998. In 2003, he purchased the Anaheim Angels from The Walt Disney Company for $180 million, becoming the first Mexican-American to own a major U.S. sports team.
Key Business Strategies
Moreno’s key business strategy involved expanding the Los Angeles Angels' marketability and revenue by marketing them to the entire Los Angeles metropolitan area. He was known for signing star players and enhancing the fan experience.
Philanthropy
In 1997, Moreno and his wife established the Moreno Family Foundation, which supports education, youth programs, and community services. The Angels Baseball Foundation has gifted nearly $9 million to charitable programs. They also founded the Angels Scholars Program in 2016.
