The blackout curtains that surround ESPN’s new hotel in San Diego will be taken off by the end of the year, ESPN’s vice president of entertainment, Nick Solares, said Wednesday.
The move comes as the company looks to bolster its marketing efforts with a brand-new ad campaign for the 2020 Olympics and beyond.
ESPN, which announced last week it was buying The CW in a $5.7 billion deal, has also been exploring other options to further diversify its revenue stream.
“This is something that we have looked at for a number of years, but it is the right thing to do at this time,” Solares told reporters.
The changes come as ESPN’s revenue is falling at a time when it has been looking for new ways to expand its reach.
In the third quarter of 2018, the company’s total advertising revenue fell 15.5% to $5,932 million, according to The Wall Street Journal.
ESPN also reported a $300 million loss for the third-quarter of fiscal year 2019, which ends in December.
“We believe this is a good time to bring the blackout curtains back to their original position,” Solases said.
ESPN has said that it has no plans to change the curtains for 2019, 2020 or 2021.
The company did not say whether the curtains would be pulled in 2018 or 2019.