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Devil Rays deliver new pitch

Aim is to build on attendance, ratings rise.

By Tom Zucco
Published February 14, 2007

ADVERTISEMENT Related links: Hear the new Rays ad [Times photo: James Borchuck] Second-year owner Stuart Sternberg will have the lowest payroll in baseball.

The view from the top looks amazingly good for now.

As a new artificial playing surface was being installed Tuesday inside Tropicana Field, Tampa Bay Devil Rays officials gathered in a sky box to install a new slogan for the 2007 season.

"More Than Just a Game" will appear on billboards and in print advertising starting this week, along with a new version for radio and TV of the baseball classic song: Take Me Out to the Ball Game.

"Ball" is changed to "Rays" and there's a distinct Red Hot Chili Peppers flavor to the music.

Why the optimism? Attendance and TV ratings for Rays games last year were both up about 10 percent, and the team hit well - at least in cyberspace. Visits to devilrays.com were up 25 percent.

Team officials also say corporate sponsorship is up more than 20 percent. Even the Rays Touch Tank, the outfield pool where visitors can achieve oneness with manta birostris, received 30,000 visitors.

"If the fans believe the owners and the players are trying, then they're with you," said Rays senior vice president Mark Fernandez. "I'm excited about where we're going."

But it's where the Rays have been that makes marketing the team a challenge.

The Rays have never finished higher than fourth, the team has lost more than 100 games three times in its nine-year history, and it suffered through a miserable second half last season, going 22-51. The club also set a record by losing 59 games in which it had the lead. Team officials have said the club had "significant cash losses" last season and they anticipate at least two more seasons in the red.

As a result, the Rays are projected to open the 2007 season with a payroll of about $24-million, likely the lowest in the majors and about a 30 percent reduction from last year's $35-million.

But this team, with its second-year owner Stuart Sternberg, is a work in progress, Fernandez said. Despite the worst record in the majors last season 61-101, the team still managed to attract 1.37-million fans.

At least some of that could be attributed to a winning record at home. But team officials said free parking, allowing fans to bring snacks into the stadium, and an emphasis on families and young people helped.

The parking and snacks policies will stay the same this year, officials said, and the team will keep the "devil" portion of its name, at least for this season.

Although the overall average ticket increase is less than $1 - from $22.35 to $23.19 - prices increased in 14 of the 18 ticket categories.

It will cost more, in some cases nearly 20 percent more, to watch "prime" games against the Yankees, Red Sox and Dodgers.

The Rays also will play three games in Orlando this season, and are spending increased advertising dollars in Orange, Polk, Sarasota and Manatee counties.

"We have to be a regional brand to be successful," Fernandez said. "This is not about moving to Orlando. Why can't we be their team?

"I can't control the wins and losses. What I can do is let the fans who come to the games know something: 'Thanks for coming. Hope we see you again.' "

Tom Zucco can be reached at zucco@sptimes.com or (727) 893-8247.

[Last modified February 13, 2007, 21:31:14]