Columns

Yes, folks, he means it

Be skeptical the plan can work. But there's no reason to doubt Sternberg's sincerity.

By JOHN ROMANO
Published November 13, 2007

Stuart Sternberg, Principal Owner of the Tampa Bay Rays, has handled the franchise exactly the way he said he would when he took over, and he has been up-front every step of the way.
	[James Borchuck | Times (2005)]

Soon, you will see an artist's rendering of a make-believe stadium.

You will be given economic proposals you don't quite understand, and you will hear voices of those who don't matter.

But, in the end, the concept for a new Rays stadium really comes down to this:

Do you believe in Stuart Sternberg?

Do you have faith in his business acumen, and do you trust in his word?

You may be upset with how the Rays owner handled the Elijah Dukes situation. You may not like his choice of uniform colors. And, based on my e-mails, you probably don't agree with his patient approach to building a ballclub.

But the man is no fool. Considering his portfolio, I would suggest he's pretty darn astute.

And with the money he sank into buying the franchise and the $150-million he will supposedly offer toward the building of a stadium, Sternberg will have something like a quarter-billion-dollar investment in this deal.

If a smart businessman is willing to risk that much, he's got my attention.

So, okay, Sternberg has not exactly been Rambo-with-a-checkbook when it comes to saving the day. He has been more prudent than fervent in his baseball business model.

But, as far as I can tell, the man has never lied. He has handled the franchise exactly the way he said he would when he took over, and he has been up-front every step of the way.

And he has offered his share of goodwill gestures.

I would suggest today that Sternberg has earned some goodwill in return. He has earned the right to be heard.

Now, will there be stumbling blocks along the way? Only about a million.

You can start with the location. It's not ideal. It may not even be preferable.

But here's the thing:

What location is ideal?

Downtown St. Petersburg is too far from North Tampa. Eastern Hillsborough is too far from North Pinellas. And the Cheesecake Factory is too far from my house. The point is, Pinellas needs Hillsborough. And Hillsborough needs Pinellas. So someone is going to have to drive, that much is inevitable.

The key is to give them a reason to drive. The best way is to produce a team that wins 100 games a year. The next-best way is to make the stadium a destination point, and a waterfront location is an interesting concept.

Of course, it could forever remain a concept. The Rays still have to get this passed by St. Petersburg voters. They still have to get the state to kick in a $60-million share. They still have to get a developer to invest heavily in the Tropicana site. They still have to convince Major League Baseball that a giant umbrella over a stadium can work. And, while they're at it, maybe they can find some new hamstrings for Rocco Baldelli.

In other words, this is not going to be easy to pull off.

For instance, they say no NEW taxes will be needed. I think that's great. I think that's the way it should be. I also think it's a bit of a dodge. Somehow, some way, tax money is going to be included. I will be astonished if it turns out otherwise.

The key is deciding whether this idea is worth whatever dollars end up being diverted. If a waterfront stadium keeps the Rays competitive, and keeps them in Tampa Bay, and a development project sprouts out of the Tropicana site, then I think it's worth a significant investment for St. Petersburg.

How significant? That's a sliding scale we must all reconcile ourselves.

But, before deciding, look at what Coors Field did in Denver. It revitalized a crime-ridden area in lower downtown known as LoDo. Look at what a waterfront ballpark did in San Francisco. It saved a team that was once on its way to St. Petersburg and now is one of the most profitable franchises around.

None of this means a new stadium guarantees success. Heck, you need only look at Tropicana and the empty storefronts all around it to know that. But a new stadium in the right place, at the right time with the right people at the helm can be a catalyst for a city. It was in Baltimore. It was in Cleveland. It was in Denver.

But, you ask, why do the Rays even need a new stadium? Basically, to keep up with the Joneses. And the Steinbrenners.

A new stadium will mean new revenue streams with additional suites, club seats, sponsorships, etc. It should, in theory, goose interest in the team, which means more money in tickets and concessions.

I hate to break this to you, but Tampa Bay is not a great sports market. It never has been. We have too many transplants and not enough corporations. Too many fixed incomes and no population density.

The Bucs, as a franchise, floundered until getting into Raymond James. The Lightning was similarly inept until enjoying the revenues of the St. Pete Times Forum.

A new stadium will not mean free-agent splurges, but it could elevate Tampa Bay's payroll structure. Instead of being stuck with Florida, Pittsburgh and Kansas City at the bottom of the league, the Rays could have a payroll similar to Detroit or Cleveland or Arizona. Tampa Bay would not be a heavyweight, but it could be a contender.

And, while it seems too soon to be looking for a new home, the timing is right. The waterfront site is available now and might not be in a few years. Having Charlie Crist in the governor's office is probably a help, too.

So spare me the conspiracy theories. So they removed "Tampa Bay" from the road uniforms. Is that like the "Paul is dead" rumors because the Beatles bass player was barefoot on the Abbey Road album cover?

The idea that a uniform change is some kind of hint the team is preparing to move is absurd. This isn't pee wee baseball where they have to use the same uniforms for 10 years. If the Rays move, I'm pretty sure they'll spring for new uniforms when they reach their next destination. In other words, one has nothing to do with the other.

As far as the stadium proposal being some giant con that will give the Rays the escape hatch they need to move? That would be a fairly elaborate and risky bluff because Sternberg will be committed to a $150-million investment if voters approve the deal. And, if the Rays are voted down, they would still be bound to the lease.

Look, I'm not being naive. I have no doubt the Rays have considered the possibility, if a new stadium is not built, of moving to Hillsborough County. Or moving to another state. Or exploring a buyout through contraction.

Sternberg has said he will not demand a new stadium, but he has said Tropicana is not a viable option long-term. So, yes, something would have to give. This is just the first step in the process. It's still a long walk out of town.

You may complain that Sternberg should be investing in pitchers and hitters, and not bricks and mortar. The point is valid but shortsighted. Think of it this way:

Somewhere, someone is considering giving Alex Rodriguez a $300-million contract.

Would you rather the Rays have a temporary third baseman or a permanent home?

I know one isn't a bargain.

I'm willing to listen on the other.

[Last modified November 12, 2007, 23:20:51]