Los Angeles is the land of the automobile. Public transportation isn’t what it is in eastern cities, and people drive everywhere; fans arriving late and leaving early for Dodgers games has been made fun of by visiting team broadcasters everywhere.

That’s why the announcement at the first news conference by the Dodgers’ new ownership that parking fees would be reduced from $15 to $10 brought this reaction from our SB Nation Dodgers blog:

That’s straight out of the Arte Moreno playbook. Lower prices of something on first day and fans will be on their knees for a decade

— Eric Stephen (@truebluela) May 2, 2012

There’s truth to that, too, especially after the Frank McCourt ownership years turned many Dodger fans off to the team. New ownership knows it has to do things to bring fans back to the ballpark — new team president Stan Kasten also announced that the team would open gates earlier so fans could watch batting practice.

The team also bought a full-page ad in today’s Los Angeles Times, which reads, in part:

We will preserve yesterday’s traditions and create tomorrow’s memories. Our leadership team will work tirelessly to make our great fans feel appreciated — whether you come to Dodger Stadium or whether we come to you in the community.

It helps, too, that the Dodgers have a possible MVP in Matt Kemp, who is tearing up the major leagues right now, and the National League’s best record at 17-7. The group headed by Kasten and Magic Johnson and backed by billionaires is off to a rousing start.