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Making Rays A St. Pete Brand Would Be Error, Mayor Baker

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The Tampa Tribune

Published: June 16, 2008

In seven years as mayor of St. Petersburg Rick Baker has championed economic development, especially in depressed areas, and been the city's biggest promoter. He deserves credit for helping make the city more attractive and livable.

But at the same time, Baker can act like an overprotective father, scurrying to contend with any perceived slight to his city.

He got upset two years ago when area U.S. Postal Service officials announced plans to discontinue the St. Petersburg postmark in favor of a Tampa-only. He was almost giddy when the agency instead decided to create a St. Petersburg-Tampa postmark.

The latest example of his obsession with labels is his effort to get the Tampa Bay Rays, who are pushing for a new ballpark, to jettison the regional moniker in favor of St. Petersburg. It's an unnecessary slap to the Tampa Bay area and contrary to the much-improved team's regional approach.

Tampa Bay is not just a body of water between Pinellas and Hillsborough counties. It is a thriving region of nearly 4 million people and the 13th-largest television market in the United Sates. A regional reference doesn't diminish the characteristics and qualities of individual communities.

Many groups, organizations and entities embrace the name, using it in their formal titles to reflect a regional view and spirit of unity. The Tampa Bay Buccaneers, Lightning and Storm sports teams; and Tampa Bay Water, Regional Planning Council, Partnership, Performing Arts Center, Library Consortium and Rays are just a few examples.

"Tampa Bay" was in the name when the franchise was born in 1995, and Baker shouldn't make an issue about it.

Many sports teams throughout the country use broad geographical references in their names - even broader than a region. Nashville's football team is called the Tennessee Titans. Charlotte's is called the Carolina Panthers. But both cities are delighted to have their NFL teams.

And Baker shouldn't forget that the team that joined Major League Baseball the same year as the Rays is called the Arizona Diamondbacks. They're based in Phoenix, whose residents don't feel slighted.

Another issue is the timing of Baker's latest request to amend the team's name. It was only in November that the Rays dropped the "Devil" and changed their colors and logo to reflect Florida's abundant sunshine and blue skies. Team executives smartly kept "Tampa Bay" because it conveys the team's connection to the entire region.

So far, Baker has not made adding "St. Petersburg" to the name a condition of supporting the franchise's proposal to build a new waterfront ballpark at the site of Al Lang Field. But he has yet to signal his support and done little to suggest he is intent on keeping Major League Baseball in St. Petersburg.

Still, you have to wonder whether pushing for a name-change will be part of Baker's game plan, considering the Florida Marlins agreed to change their name to the Miami Marlins as a part of a deal with Miami and Miami-Dade County for a new ballpark in that city.

Linking support for the ballpark with a name change would be a mistake. Rays executives are working hard to expand the Rays' appeal not only in the region but in the central and southwestern parts of the state, and they shouldn't be thrown a parochial curve.

Besides, the team's name doesn't have anything to do with whether the tandem proposal is feasible and financially responsible, and it shouldn't be used in bargaining.

Baker needs to be careful about what he wishes for, too. Surely he wouldn't want a name as ridiculous as the "Tampa Bay Rays of St. Petersburg." People are still stumbling - and snickering - over the "Los Angeles Angels of Anaheim," another American League team. And if he overplays his hand, he might someday be reading about the "Orlando Rays."

So lighten up, mayor. Enjoy the Tampa Bay Rays, whose success is generating excitement throughout the region and bringing fans and publicity to your city.

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