Seeking Exposure, D-Rays are Going to Disney World

KISSIMMEE, Fla. (AP) – Matt Silverman speaks confidently when he talks about the future of the Tampa Bay Devil Rays. The 30-year-old Harvard-educated team president is entrusted to help principal owner Stuart Sternberg make good on a pledge to transform a struggling organization into a hit on and off the field. He believes in his boss's vision. New team colors and a name change are on the horizon, and the club embarks this week on a plan to try to reposition itself into a regional franchise by playing three games against the Texas Rangers at Disney World, starting Tuesday. In addition to increasing the team's exposure in the Orlando area, the Devil Rays are hoping to bolster television ratings across Central Florida and eventually lure fans about 90 miles southwest to their regular home in St. Petersburg. The 9,500-seat stadium at Disney's Wide World of Sports complex is about 20 miles southwest of downtown Orlando and will be the smallest ballpark to host a major league game since the Athletics opened the 1996 season with six "home" dates at 9,000-seat Cashman Field in Las Vegas while improvements were made at Oakland Coliseum. With temporary stands and outfield berm seating, capacity can be expanded to 13,000 at Disney, which has been the spring training base for the Atlanta Braves since 1997. Although advance ticket sales have been slow, officials remain optimistic that cooperative weather will spur a strong walk-up gate. NASCAR legend Richard Petty will throw out the ceremonial first pitch for one of the games. Fans attending the games will receive a voucher for admission for select dates in St. Petersburg, where Sternberg has extended free parking for a second season and introduced other fan-friendly features such as a 10,000-gallon tank containing 30 cownose rays that can be touched and fed. Additional image-shaping changes are on the way, beginning with a slight modification of team's nickname for 2008. Although Silverman insisted it's "not a done deal," the club faces a May 31 deadline to notify major league baseball of plans to change logos, uniforms, colors and likely drop the word "Devil" from a moniker many have opposed since the franchise's inception nine seasons ago.