Dead last in attendance in the MLB for the year 2017, this team drew a mere 15,670 on average, and even that number is probably inflated. The Tampa Bay Rays and their fan base continue to struggle at the same rate as the on-field product. It is no secret that the Rays need a new stadium, and it appears that ownership is lacking in finances, ambition and local fan approval to get a deal done.
Does Rays ownership along with Major League Baseball continue to throw money at something that looks to be unmarketable? The answer is yes.
The Tampa Bay Rays ownership and the stadium in St. Petersburg has failed local fans. The truth of the matter is, Florida is a melting pot with migrants from all over the country coming for one reason or another. Tampa Bay has had difficulty building a loyal base of season ticket holders and casual fans alike. Most of these potential fans are already loyal to a different team from the area their family is originally from. There is no problem here, but the Tampa Bay area needs more than twenty years to develop a true loyalty between team and fan. On the field, the Rays have not been consistently good enough for the migrant fan to want to root for the local team. Loyalty is not totally missing per say, it just is not widespread like we see in other cities. It can’t be denied that there is a similar amount of general “baseball fans” in this area in comparison to other very successful baseball towns. There is a potential market to draw fans and generate revenue, however, it is a lot more complex than originally thought. In some cases, there is competition from fans that come from and are raised in rich baseball tradition. Since the inception of the Devil Rays in 1998, it has proved very difficult to convince migrant based fans to go from rooting on a team that is geared toward winning a championship year in and year out, to a team with lackluster tradition that endures more losing than winning. Regardless of the marketing strategy, losing will never draw fans.
Does Rays ownership along with Major League Baseball continue to throw money at something that looks to be unmarketable? The answer is yes. Although fan optimism seems to be dipping at an unpromising rate, the future in Tampa Bay is bright. The recent boom in the Downtown St. Pete area to go along with a solid metropolitan area shows that opportunity is abundant.
Once the potential of the second-generation fan is realized along with a few other key demographic and social factors, keeping the team in Tampa Bay becomes a lot more reasonable.
Imagine a different perspective to the situation baseball fans see in Tampa Bay. The fact is that the generation growing up alongside the Rays has been through thick and thin with the team. This sacrifice will make the wait to consistently win worth it. The key element here, of course, is the word win. The Rays and its fan base have seen flashes and peaks of what winning will do to the fan base. Flashes of this boom were realized as recently as last season, when the Rays were in contention early on and offered a Friday night special through 7/11.
These $7.11 tickets were especially popular with the millennial demographic as they provided a way to have fun and socialize at an event for a price that doesn’t compromise on the wallet. The Everglades Brewhouse in centerfield becomes swollen with fans, while attendance in general shoots up on these event nights. This particular offer shows the potential of the fan base to create a fun and attractive atmosphere for all spectators to enjoy. Combine this with a winning on-field product, and the Rays are in business, while staying in Tampa Bay.
Once the potential of the second-generation fan is realized along with a few other key demographic and social factors, keeping the team in Tampa Bay becomes a lot more reasonable. The most glaringly obvious factor is the weather that not only allows for baseball nearly year-round, but allows for the area to be a hub for teams and their spring training affiliates. There are only a few other areas in the country that allow for this sort of fan exposure. Again, once an established winning product is put forth, increased exposure only adds fuel to the fire. This sunny area should have the potential to become a baseball mecca, not only for Rays fans, but casual and migrants fan as well.
Another unobserved trend that could potentially benefit the future of the Rays, if they were indeed granted a new stadium in the St. Pete/Tampa area, is that both cities are becoming hotspots for millennials in Florida. Younger generations are being drawn to St. Pete due to the city’s affordable cost of living and outdoor recreational opportunities. The downtown area in St. Pete has quickly established itself as an attractive destination to this generation including the second-generation fan.
Downtown Tampa is quickly following suit, as the city is also rapidly developing into a trendy destination for young people It becomes clear how the culture of the Rays, its fan base and ownership can be completely flipped. It is certain the opportunity for a prosperous baseball organization in this area can’t be surpassed somewhere else. Despite the grim numbers, there is substantial potential for this diverse, up and coming area.
Once the mindset is changed at the management level, it triggers a domino effect to the coaches, players and fans alike.
Whether it be Pinellas or Hillsborough County, is a solution viable to keep the Rays in Tampa Bay area? The answer is yes, a solution is certainly possible.
The first issue that needs to be resolved is money. Simply put, ownership has never poured enough cash flow into baseball operations to make it work. Resources must be readily available. The Rays need an owner willing to invest to win and set the tone for the potential fans. Once the mindset is changed at the management level, it triggers a domino effect to the coaches, players and fans alike. Once resources become more plentiful to those running the organization, a new stadium, or at the very least, substantial renovations to Tropicana Field are needed.
Either proposal would be best suited at a maximum capacity of 25,000-30,000 seats for the fans. The main focus should be fan experience. A smaller and more compact stadium will allow the fans to be closer to the action also making “sellouts” realistic. Who doesn’t want to watch a game in a packed house with fans everywhere cheering for the same end result? The Rays have never been known for a great “fan experience.” As a local myself, I can say that every other MLB stadium I have ever been to fosters a better fan atmosphere. The reduced capacity will also, in theory, cause an exclusivity effect in which a ticket to a game becomes more of a main attraction due to scarcity. A stadium also needs to be centered around the idea of tourism and connecting with the new age fan. Money is obviously needed to make a stadium attractive to both of these groups of people. How much money will it take to get this done?
Ownership, whether it be Stuart Sternberg or a new group, would have to pony up at least $400 million to $500 million with either the county coming close to matching this number. This is a hefty asking price of fans who have not yet grown accustomed to a winning product in coming on 20 years. The solution becomes crystal clear. With relocation looming, it is crucial to either find an owner wholly committed to putting a winning product on the field ASAP, or have Mr. Sternberg substantially change his ways. Taxpayers will not waste money on a lost cause. Unless the Rays start winning and establish a winning culture, no solutions will be possible, and relocation will be imminent.