Home > Content > Six from Six - Tampa Bay Devil Rays
Six from Six: Gameops.com Team Reviews In 2006 Gameops.com will feature six game reviews from six teams around sports. We have selected teams across different sports, leagues, levels and markets to hopefully give readers a good variety of subjects.
For these game reviews we visited each team for a game with one goal: Find six things each team is doing well and discuss how other teams can find similar success by following their lead.
Game Notes
The Tampa Bay Devil Rays faced the Boston Red Sox in their 110th game of the season. Attendance was 27,871.
The Devil Rays are currently focusing on being fan friendly and making decisions based on putting that put the Fan’s First. This includes several changes at the ballpark. Tailgating is now not only allowed, but its encouraged. Parking is free around the stadium (the only MLB team to offer that on all team lots). Fans are allowed to bring their own food into the park. The atmosphere is open, friendly and loud (although that was enhanced greatly by Sox fans and cowbells.) The Rays ownership clearly understands the importance of building a fan base through goodwill and “fan-first” decisions. Attendance is up 30% and game presentation was at the top of a fans approval rankings in a recent survey.
There are lots of transplants and tourists in the area so on this night game director John Franzone predicted that it would be 70/30 Red Sox to Rays fans.
Early in the game a ”Let’s go Red Sox” chant broke out….Boos and Cowbells drown it out.
The end of the sixth inning Curt Shilling struck out the final out with men in scoring position and the pro-Sox crowd exploded making it very clear which fan base had the numbers on this night.
The back-and-forth chants between the fans made the environment something very memorable. Probably not something you could repeat every night, but certainly one that fans in attendance won’t soon forget.
Game was reviewed by Gameops.com Editor Jon Cudo with staff photographer Isaac Wood on August 4, 2006.
John Franzone – Director of Game Presentation
10 years with the New York Yankees, a quick stop at Disney and he started during the Rays 1998 inaugural season.
Becky Shultz – Field Manager
Responsible for the entertainment team, anthem, and getting people on and off the field
Kimberly Kolinski – On-field host
Former Buccaneers dancer who now handles the MC duties
The Rays doubled the number of giveaways this year from last year, and tripled the average number of items given away on most games. Tonight they provided one of the loudest giveaway items, the cowbell. Made famous by the “cow town” Sacramento Kings, the Tampa Bay Devil Rays have found their own connection with the “cownose rays” (wiki type of fish)….actually the team admitted the cowbell connection was a “happy accident”.
Classic Cowbell clips and Homespun” I need more cowbell” video was used to emphasize and lead the fans. Homer Simpson and Friends clips shown. Apparently Saturday Night Live contacted the team earlier in the year instructing them not to use the famous copyrighted SNL skit starting Will Ferrell and Christopher Walken. The team had enough material to keep the night interesting, but the piece seemed odd in its exclusion.
The Rays really went all out on this. Giving clear instructions on when to use the bells, and instructing fans “Not to use the cowbell for no reason.” Video board instructions were played through out the game and the pre-game included a video piece with a team broadcaster giving two fans clear instructions on when to use the bells and when not to. Well done, since cowbells have the potential to be more obnoxious than any other giveaway.
The bells got off to a great start when the first three batters went to two strikes (which is one of the times fans are instructed to use them).
Note: The reporter next to me in the press box just labeled this “the most annoying promotion ever”…and it’s only the top of the first inning.
The team also featured songs through out the game with cowbells (Mississippi Queen, Don’t Fear the Reaper, Down on the Corner) to further connect the giveaway to the game. Mascot had several props tied into the cowbell and used it effectively to drive the crowd. Completely woven into the game experience at every level.
Lesson 2: Make your building as interesting as possible
The Devil Rays recently added a 10,000 gallon interactive touch tank which hosts 22 cow-nosed devil rays. It's a fantastic display and the fans were very excited to experience the new addition.
People enter at 10 minute intervals to limit the number of people. You can sign up for a time later in the game. People arriving early can walk right in typically or after a 5-10 min wait. Training on how to feed and pet is done for safety (of the fish not the fans), along with helpful and interesting information from a trained host.
The display is very impressive. Being new, it wasn't’t as connected to the game as I think it will be in the future. What it may lack in direct game entertainment power it makes up for as a very memorable visit for kids and adults, with the obvious and powerful connection to the team.
There is a chance a player can reach the tank with a home run, and for every home run hit into the tank during a game, the Rays will donate $5,000 to charity -- $2,500 to the Florida Aquarium, which maintains the tank and cares for the rays, and $2,500 to a charity of the player's choice. The tank is presented by the St. Petersburg/Clearwater Convention and Visitor's Bureau. The tank was installed about 3 weeks prior to our visit and no player had hit one in the tank yet.
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Lesson 3: REAL fans get the good stuff
With 10,000 cowbells and an expected crowd of 25-35,000 the Devil Rays had a choice to make: Who gets the goods. Many teams opt for the “first 10,000”, or “kids under 12”, instead the Rays rewarded their most loyal and enthusiastic fans: Those wearing Rays’ gear got the cowbells, the Red Sox fans did not. In a market with so many visiting fans this was a critical decision and one that could be used in any market to promote fans wearing team gear.
This not only rewards fans who support the team and buy the merchandise, but you encourage your fans to be fans…wear the gear, support the team, and make noise.
I suppose fans could be upset that they have to “buy a shirt” or something, but coming in any fan with any Rays gear was rewarded with a bell.
(Photo: Sox fans walk away empty handed at the turnstiles)
Lesson 4: The pre-game matters
In an unusual move, Director John Franzone plans the pre-game block of spots, bumpers, ads, and drops down to the second. The result it a more deliberate show that feels more “live”. Also, he values the time. For example many teams play league supplied videos like This Week in Baseball (TWIB), but Franzone elects not to, since he would rather feature his own team, opting rather to play Devil Rays magazine (in-house TV show)
Shifting customers into a loyal fan base is a very deliberate focus in Tampa. Shown both here with the selection of the videos in pre-game to the rule that you have to wear Devil Ray gear to get a cowbell, the team is focusing on building a fan base through each decision.
Lesson 5: Introduce your teams
The Devil Rays introduced a new team of interactive performers this season called the “Ray Team”. The team is used both in simple operations and as entertainers.
Pregame the team created a video package around the “A-Team” TV show and theme. The solid video makes the team feel like an important part of the game. They also use the A-Team music bumper to intro the team each time they take the field. Very effective packaging, puts the team in a position to succeed.
Your elements are only as important as you make them. I often tell the story about the Famous Chicken who travels with a huge array of Chicken merchandise. If you watch his stand or ask the sellers you can see that he doesn't’t sell a huge amount of merchandise, but one thing is clear….the Chicken is a huge star. Perception becomes reality. If fans don’t perceive your entertainers to be important, they probably wont react to them. Telling the fans they are important is easy to do (and those elements are part of their entertainment value).
Lesson 6: Keep an eye on the future
Eye for the future, what are you doing next year, year after. Helps isolate what needs to be special this year. Team is aggressively planning new enhancements.
2006 updated a lot of building elements, changing what was an unused hallway into an interactive area for fans. Also added were a Museum covering the physics of baseball, a Karaoke machine, an arts center with painting, Mom’s rest area, Raymond’s Room (mascot interactive area), and a Hitters Museum. Building upgrades like new bathrooms, a new sound system, flat screen TV’s, improved seats, updated wall coverings and directional signage were also visible al around the stadium. As you can see in the photo gallery above the new interactive areas have turned a storage area in 2005 into a destination for fans in 2006.
In 2007 Franzone notes the team is moving toward a new scoreboard and control room with additional editing suits. He noted with enthusiasm minor alterations on how the show will be tweaked for next season with new entertainment staff and tools. It not only showed that he was constantly striving to improve, but he had a checklist of ideas to work through.
John noted that Rays ownership understood the importance of the entertainment experience and was backing the efforts to enhance the overall entertainment value and upgrade the tools to make it possible.
I thought this eye toward the future did several positive things for Franzone and the Rays. Knowing now where you want to go allowed him to prioritize this year’s show. For example knowing a new scoreboard would be the focus next year, it seemed like he was more engaged with music this year.
Also when you are planning a year or two in the future, along with making the case to your ownership for new projects and increased you can track your progress and your teams interest in supporting those efforts.
This eye for the future extended beyond the building tools, it was at the core of his whole production. He spoke often about the use of kids in the show. He wanted to building tomorrow’s fans by creating experiences and memories for younger fans today.
Big thanks to John Franzone and the Devil Rays for hosting our final Six From Six. I also want to thank the many teams how have called specifically to comment on the Six From Six series. It has been a great experience to go see these great teams and staff do their thing live. What started as a fun idea to shake up the content on Gameops.com quickly grew into a very popular and anticipated series. We won't be doing another "Six from Six" next year, but we are finalizing another game review series for 2007. Thanks again to all the teams and our readers.
Lesson 1: Build around a Theme (Blue Jackets)
Lesson 2: Great Script Writing Makes a Great Show (Blue Jackets)
Lesson 3: Listen to the fans (Blue Jackets)
Lesson 4: Use Pre-Game to enhance your show (Blue Jackets)
Lesson 5: Use time wisely (Blue Jackets)
Lesson 6: Honor fan participation (Blue Jackets)
Lesson 7: Music ties the show together (Blazers)
Lesson 8: Multiple openings keep the games fresh (Blazers)
Lesson 9: Allow flexibility in your game script (Blazers)
Lesson 10: Connect with the sport and league (Blazers)
Lesson 11: Use simple effects for bright results with lighting effects (Blazers)
Lesson 12: Position Yourself for Success (Blazers)
Lesson 13: Careful placement of elements (Shock)
Lesson 14: Be creative with your premium Items (Shock)
Lesson 15: Setting up powerful moments (Shock)
Lesson 16: Cultivate your staff into your best fans (Shock)
Lesson 17: Stand until you score, bonding your fans (Shock)
Lesson 18: Using Different Voices When Talking to Your Fans (Shock)
Lesson 19: Know your fans and connect with them (Rangers)
Lesson 20: Tell your fans about your players (Rangers)
Lesson 21: Shock your fans (Rangers)
Lesson 22: Customize the music you use the most (Rangers)
Lesson 23: Play off your competition (Rangers)
Lesson 24: Have a back-up plan for EVERY contest (Rangers)
Lesson 25: Spice up your most reoccuring elements (Pirates)
Lesson 26: Use different combinations of technology, performers and sponsorship (Pirates)
Lesson 27: Have fun with your contestants (Pirates)
Lesson 28: Sell yourboard first, then sell everything else (Pirates)
Lesson 29: Buidling on your success (Pirates)
Lesson 30: Profit from your elements (Pirates)
Lesson 31: Premiums that make a difference (Devil Rays)
Lesson 32: Make your building as interesting as possible (Devil Rays)
Lesson 33: REAL fans get the good stuff (Devil Rays)
Like the Pittsburgh Pirates, the Rays have an interactive race in-game. Tampa Bay's is with Pepsi brand bottles. We captured the race and have it for your here on video. Or you can see the race on YouTube. Gameops.com also keeps a bunch of YouTube clips related to game operations and entertainment on our Gameops.com Tube page. It's hard to see, but the bullpen players are throwing ice at the bottles, which the fans thought was pretty funny....
Game Notes
The Rays doubled the number of giveaways this year from last year, and tripled the average number of items given away on most games. Tonight they provided one of the loudest giveaway items, the 
The Rays really went all out on this. Giving clear instructions on when to use the bells, and instructing fans “Not to use the cowbell for no reason.” Video board instructions were played through out the game and the pre-game included a video piece with a team broadcaster giving two fans clear instructions on when to use the bells and when not to. Well done, since cowbells have the potential to be more obnoxious than any other giveaway.
In an unusual move, Director John Franzone plans the pre-game block of spots, bumpers, ads, and drops down to the second. The result it a more deliberate show that feels more “live”. Also, he values the time. For example many teams play league supplied videos like This Week in Baseball (TWIB), but Franzone elects not to, since he would rather feature his own team, opting rather to play Devil Rays magazine (in-house TV show) 
The Devil Rays introduced a new team of interactive performers this season called the “Ray Team”. The team is used both in simple operations and as entertainers. 
Eye for the future, what are you doing next year, year after. Helps isolate what needs to be special this year. Team is aggressively planning new enhancements. 