addressed her detractors during her first press conference saying, "There are some who feel there are two different kinds of people — human beings and women." Her inheritance came as a surprise to many fans (though not to close friends and family) who thought Steve Rosenbloom, the former owner's son from a previous marriage and the Rams' vice-president, would take a leadership role in the team's management. However, Frontiere couldn't navigate the conflicts between General Manager Don Klosterman and Steve Rosenbloom and fired Rosenbloom after four months. During the 1970s, the Rams were a perennial contender, but a championship or a Super Bowl appearance eluded them. Yet, without Carroll, the team lacked organizational direction, which Frontiere sought to establish. During preseason, Frontiere drafted a position paper where she asserted her role as the team's boss. Believing that a lack of direction was responsible for the Rams' inability to win a championship (despite fielding talented teams), she told Sports Illustrated, "Right now, we don't have much leadership. Oh, they played well—they're trying to earn their positions—and I'm not talking about the coaching. We have good coaching. I'm talking about the top. There are some things that have to be ironed out." That next season, the Rams finally reached Super Bowl XIV but lost to the three-time champion Pittsburgh Steelers 31-19 After the Super Bowl, Frontiere increased her national profile appearing on the cover of Sports Illustrated and in an American Express commercial with the Rams players. By the mid-1980s, Frontiere had passed much of the Rams' daily financial and football management responsibilities on to key executives. According to ESPN, "When it came to football matters, Mrs. Frontiere delegated to longtime team President John Shaw, to whom she granted considerable autonomy." As the decade began, the '70s Rams players gradually retired, but the team still reached the playoffs seven times between 1980 and 1989. In 1980, the team moved out of the Los Angeles Memorial Coliseum (a severely outdated facility that was too big to sell out for most games and resulted in frequent blackouts) and into the California Angels' Anaheim Stadium. In the early 1990s, the Rams franchise suffered from poor attendance. Average attendance had fallen to 45,000 fans per game, well below a peak of 62,000. Because of this, the Rams' finances suffered as well. In 1994, the Rams claimed to have lost $6 million, and made only $7.6 million