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Sternberg brings chance for image overhaul

By JOHN ROMANO
Published October 3, 2005

ST. PETERSBURG - There were no tears. No warm embraces. He walked quietly, barely noticed, out of the stadium without even a glance backward.

For Vince Naimoli, there was no reason to hang around.

His reign as managing general partner is all but done. He has swapped his title for cash, and it is the best trade this franchise has ever made.

In return for Naimoli, the Devil Rays have hope to be named later.

In other cities, they buy a third baseman in the offseason. Maybe a starting pitcher or two. Here, the new owner has purchased the promise of better days. And, for now, that is good enough.

We are days away from Stuart Sternberg's formal takeover of the Rays, and it is difficult to overstate the importance of this transaction.

Not since the franchise was awarded in a swank Palm Beach hotel 10 years ago has there been a deal as momentous as this.

For the first time in years, there is a chance for reconciliation between a franchise and a community. Between business leaders and team officials. Between common sense and sanity.

If he brings nothing more than a warm smile to the table, Sternberg will have already advanced the cause of the Rays.

To say this ballclub is in desperate need of a makeover is to state the obvious. We tend to focus on the product in front of us, but there is much more to be done than making up 25 games or so in the standings.

The business office needs a plan beyond how much money can be stuffed in the register today. The scouts need to know their input is important. The players need to know there is a commitment to success.

Sternberg has been quiet throughout this ownership transfer, but there are whispers of plans being made. Of philosophies being developed.

Before buying out Naimoli's partners last year, Sternberg spent a good deal of time studying Major League Baseball as an investment. Now he has had most of two seasons to get an insider's view of the business.

He understands the need to reconnect with the community. He recognizes Tropicana Field needs upgrades in both the physical and spiritual sense.

You may be disappointed initially when you learn the payroll is not going to make a quantum leap forward, but at least there is a rational explanation.

Sternberg has paid dearly for this clean break. It is costing millions to get Naimoli to walk away ahead of schedule. There are also the millions still owed Greg Vaughn and others in deferred payments. And the millions being paid to buy out Lou Piniella and Chuck LaMar.

In all, it could cost Sternberg as much as $20-million on top of the normal costs of running the franchise next season.

Consider it a gesture of good faith. An indication that the new owner is in this for the long haul. Had he wanted to hang on to his money, Sternberg could have sat back and allowed Naimoli to continue running the show in 2006. He could have snickered while Naimoli was treated like a pinata.

Instead, Sternberg opted to take control of his investment. The implication is that moving forward was worth the cost of cleaning house.

Look for Sternberg to begin by mending fences. With you. With the small businesses Naimoli tried to strong-arm. With government officials. With Delmon Young and with B.J. Upton.

Look for the Rays to begin negotiating long-term deals with their younger players. With Rocco Baldelli. And Jorge Cantu. And Scott Kazmir. Look for Aubrey Huff to be dealt for a young pitcher.

Look for younger faces in the management circle. Look for office lights to be burning a little longer. Look for fresh, and unconventional, thinking.

Basically, you should be looking for moves based on long-term stability and not short-term windfalls.

We have no reason yet to believe Sternberg will be a terrific steward, but it's not like Naimoli will be a difficult act to follow. We've already lived through rumors of contraction. Of unpaid bills and struggles to make payrolls. Of fights within the ownership group, and with just about everyone outside.

We know what a change in ownership can bring. We have seen it here before. The Buccaneers were a joke under their original ownership. The Lightning had to endure the fiasco of two inept owners before finding its footing.

This is a unique market. In some ways, a very tough market. There is not enough money, loyalty or bodies to make this a slam-dunk market for major-league sports. For a franchise to survive in Tampa Bay, it cannot afford too many missteps. And for the past decade, that is all we have seen.

So look forward to this. Greet the change with an open mind.

In a few days, Sternberg will stand before you. He may have Naimoli by his side and they may talk about how they will work closely to grow this team.

But understand, a torch will have been passed.

Naimoli's time is finally done.

This is Sternberg's show.

And our dream.

[Last modified October 3, 2005, 01:15:16]