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Until The Rays' Image Changes, They Won't Make Many Players' Lists

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By JOE HENDERSON | The Tampa Tribune

Published: November 2, 2007

Curt Schilling unveiled the list of 13 teams he'd be willing to pitch for next season and the Rays formerly known as Devil didn't make the cut. Normally this would be a "dog bites man" story, polished off with a giant "so what?" as we turn to the latest Bucs news.

But this became at least a little bit of a local story because of what Schilling said last summer. He was open about his willingness - at the time - to sign on with the Rays for what surely will be the final season of his career. He even said, "I love the team." He saw himself as the veteran sage who could help lead a talented but inexperienced rotation.

Now that he truly is a free agent though, it's a different story. All the teams he listed are playoff contenders. They play before actual crowds in cities where baseball interest is high. The seasons don't end in those cities when summer camp opens for the local NFL team.

That's the biggest obstacle for the Rays to overcome.

The question isn't whether Curt Schilling would look good next season in one of those new Rays uniforms. It isn't even whether owner Stu Sternberg will pay the price to get someone like Schilling to sign on for a season in the shadow of the catwalks.

Nope. For once, I don't think it's totally about an unwillingness to pay premium prices. The real problem remains convincing players like Schilling to give the Rays a serious look at all. Too often they aren't even on the list, like now for instance. The Rays are frozen out before they even get to make a pitch.

Executive vice president Andrew Friedman speaks bravely of turning the Rays into "a destination spot" and that all sounds good. It's exactly what he should say. He's a bright guy who has done a marvelous job at finding hidden talents like Carlos Pena.

But he also is hamstrung a bit by history.

Those are my words, by the way - not his.

An Image Problem

Think of all the highlight clips you've seen from Tropicana Field. What's the abiding image?

Empty blue seats.

You see 'em every night on TV. A double bounces off the right-field wall and the shot on ESPN sends out the image of unsold seats. It sends the subliminal message that nobody cares about baseball in this town.

There are facts to back that up, by the way.

Baseball has never had a chance here.

The Rays were last in the American League for the seventh consecutive season in attendance and 29th overall this season. They have averaged 97 losses during their 10 years of existence. The Rays have played at a .392 winning percentage under Sternberg's two seasons of ownership.

Yes, we see the young talent.

Yes, we know more is coming.

Yes, we think the record will get better. But how soon that happens may depend how quickly the Rays can convince free agents this is a good place to be. Those guys don't always chase the biggest check.

The Rays can talk about their potential all day, shout the joys of no state income tax, and show free agents all the available beachfront property they can pick up real cheap these days. What's their answer, though, when the talk turns to winning? When the talk turns to excitement at the ol' ballpark?

Current Rays players will even admit they like playing on the road because the crowds make it feel more like a big-league ballgame. That's a problem. Players talk. Players see for themselves when they come to the Trop.

Selling The Rays

Full-blown free agency is almost upon us and the Rays say they'll be looking. We know they need bullpen help. They need an everyday shortstop.

There are guys out there who could make a difference at a reasonable price. Relievers like Troy Percival. Shortstops like Omar Vizquel or David Eckstein. Even starting pitchers like Kenny Rogers are likely on the Rays' wish list.

But look again at what Schilling said. Teams on his list have "the potential to go into October next year." The Rays aren't there yet. Even finishing .500 would require winning 15 more games in 2008 than they did this season.

To be that "destination point," they have to convince somebody that winning really isn't that far away - history aside. It won't be easy. They have to sell that something might be real good in two or three years. And then, pay no attention to those empty blue seats.

Do that, and those wins might come. Those seats have a chance to be filled.

And a player like Curt Schilling might mean it the next time he says the Rays are on his list.

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