Huge San­ford ad that irked Twin Cities is com­ing down

Modern Healthcare - - OUTLIERS -

San­ford Health won’t be loom­ing over the Min­nesota Twins’ right field any more. For the past year, the health sys­tem, with dual head­quar­ters in Fargo, N.D., and Sioux Falls, S.D., has had a 2,800-square-foot, il­lu­mi­nated ad on the out­side of the Tar­get Cen­ter (home of the Min­nesota Tim­ber­wolves NBA fran­chise) that’s all-too-vis­i­ble across the street at Tar­get Field, where the Twins play base­ball.

The ad that’s on the side of Tar­get Cen­ter drew crit­i­cism from the Twins and civic lead­ers when it ap­peared last year—just in time for the Twins’ play­off games. The ad is about 10 times the size of a typ­i­cal bill­board.

But now it’s up to Tar­get Corp. to de­cide what will re­place the ad for San­ford. When Tar­get Corp. re­newed nam­ing rights to the Tim­ber­wolves arena in Septem­ber, the re­tailer also gained ac­cess to that space. Tim­ber­wolves Pres­i­dent Chris Wright tells the Min­neapo­lis Star Tri

bune the San­ford sign will be down Oct. 31. Tar­get spokes­woman Jes­sica Carl­son says the re­tailer is “con­tin­u­ing to eval­u­ate that space.” An­drew Richburg, San­ford’s ex­ec­u­tive vice pres­i­dent of mar­ket­ing, told the Min­neapo­lis Star-Tri­bune he un­der­stands why Tar­get would want the space. “It’s great real es­tate,” he says. “We’ll fig­ure out an­other creative and un­ex­pected way to con­nect with the Twin Cities.”

AP PHOTO

In this file photo, work­ers in early Oc­to­ber 2010 fin­ish putting up the San­ford sign dur­ing a Twins and Toronto Blue Jays play­off game.

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