Sternberg seeks attendance boost

Just hearing the word come out of Stuart Sternberg's mouth sounded strange, given all the Rays' principal owner has accomplished by the age of 49. But he used it just the same Monday afternoon as he spoke about his expectations for his team's attendance this season.

"I want to be average," Sternberg said. "I don't aspire to be average in life or in anything, but this year, 2009, coming off a World Series appearance, I'm aspiring to be average. By that I mean I want our attendance to be league average at the very least. And that's a moving target."

MLB's average attendance last season was 32,528, but many believe that number will fall this season given the state of the economy. That would help in Sternberg's quest, as the Rays averaged only 22,259 last season to rank 26th among MLB teams.

Not surprisingly, Tampa Bay is off to a good start at the gates this season. The home opener featured a full house of 36,973, and tonight's game, which will feature the unveiling of the Rays' AL championship rings, sold out Monday.

Those advance sellouts are crucial to the Rays, who want to have as solid a grasp as they can on how many people will enter Tropicana Field on a given night so they can staff the venue more efficiently and have a better idea about long-range revenue projections. They have attempted to change the mind-set of area fans, most notably by adding a $2 surcharge beginning last season to same-day tickets purchased less than five hours in advance.

"Walk-up is extraordinarily important, don't get me wrong," Sternberg said, "but that can't be the engine that drives this operation."

Even in a tough economic climate, it seems likely the Rays will get some sort of bounce at the turnstiles. Anecdotal evidence suggests the same.

"You look in the stands right now and you see a lot more Rays gear," Manager Joe Maddon said. "I think we have a legitimate, more devoted fan base right now. A group that maybe was wondering whether they should root for the Rays in the past know now that they can and should. So I think it's an entire different outlook from the fans toward us."

Izzy or isn't he?

Jason Isringhausen has been commuting between Tropicana Field and Port Charlotte as he continues to get his work in while on the disabled list. The veteran reliever is slated for two innings in an extended spring training game today and said his arm feels good.

"I'll come out of this two innings and then hopefully sit down and talk to them about going to Triple-A or something like that," he said.

Trying to tune in

Monday's home opener was televised by Sun Sports, which also will air the remaining two games in the Yankees series. The network's package of Rays games remains unavailable to Knology cable customers, but network officials still hope to reach a deal with the provider.

"We're continuing to reach out, and as of last week the answer has come back as no, but that doesn't mean that we're still not trying," said Steve Liverani, senior vice president and general manager of Sun Sports and Fox Sports Florida. "Right now it's disappointing for the fans, and that's really the key."

Though the 75-game Sun Sports package already is in progress, Liverani said a resolution is still possible and "we're hopeful that it's going to get done."

Riggans on DL

Following Monday's game the Rays placed Shawn Riggans on the 15-day disabled list with right shoulder tendinitis, retroactive to April 10. The Rays selected the contract of catcher Michel Hernandez from Durham and he is expected to join the team today.

Marc Lancaster