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Devil Rays exec calls business outlook bright

By SCOTT BARANCIK
Published October 4, 2006

ST. PETERSBURG - The Tampa Bay Devil Rays finished their first season under new ownership Sunday with a 61-101 win-loss record, Major League Baseball's worst. The team had "significant cash losses" and anticipates at least two more seasons in the red, according to management.

And if management decides to end its popular free-parking promotion - a decision will be announced next week -- it's unclear what impact that might have on attendance next season.

These arguably are nerve-wracking days at Tropicana Field. You might expect to find president Matt Silverman nursing an oversized beer in the bleachers with manager Joe Maddon. But in an interview Tuesday, the young executive confidently rattled off the team's 2006 accomplishments:

Attendance rose 20 percent or more, with season-ticket sales up 20 to 25 percent. TV ratings rose 12 percent. Despite allowing patrons for the first time to bring some food and beverages into the stadium, concessions were up on a per-customer basis. The number of new stadium visitors rose, but the number of repeat visits rose faster.

"We're fortunate that our owners have a long-term perspective and outlook, and that they have the patience to make the proper investments and wait for the returns," said Silverman, whose customer-focused approach contrasted sharply with that of former managing partner Vince Naimoli and won plaudits from fans and the local business establishment alike.

But can the Devil Rays - which spent less than all but one major league team on player salaries this year - deliver another winning business season in 2007, even if its players don't prevail on the field? Absolutely, said Silverman and Mark Fernandez, the team's senior vice president for business affairs.

Despite their team's dismal record, the pair said they expect another increase in attendance in 2007; early deposits on season tickets already are up, they added. Management will work on attracting fans elsewhere in Central Florida and on creating more advertising sponsorships that drive traffic to retailers, such as Budweiser's Power Alley pub. The Rays are shopping for a named sponsor for the 300-seat club level they added in 2006.

Silverman said payroll spending would grow at an annual pace of 10 to 15 percent a year, depending on market conditions and the talent at hand.

He said Devil Rays fans won't hold the team's poor record against it because "they understand that if there were a quick fix on the baseball side, we'd take advantage of it."

Likewise, there will be no revolt if the Rays choose not to renew their free-parking promotion, which saved each vehicle owner $10 per game. Fans knew it was intended to be a first-year treat only, Silverman said, but a final decision has not been made.

So which baseball team does Rays' management aspire to imitate? None really, Silverman said. "We look to successful companies, whether it's Disney or Apple, who have pristine and strong brands, and model ourselves after them more than we would other major league baseball teams."

Scott Barancik can be reached at barancik@sptimes.com or (727) 893-8751.

[Last modified October 3, 2006, 23:30:51]