Early response by Tampa Bay Rays’ fans to a major Tropicana Field renovation with many new and innovative amenities has been excellent, Melanie Lenz, the team’s Vice President of Development, told Paradise News. “The project cost well over $1 million and builds on the more than $20 million the Rays have invested in the Trop since 2006,” she said.
“Populous was the architect with Falcon International as contractor for all the upgrades.”
Lenz has been with the Rays for seven years after working with the New York City Economic Development Corporation, and was responsible for overseeing the entire renovation project. “This was our latest fan enhancement,” she continued. “Our customers are most important and our bottom line was to increase their enjoyment of the game. They can now travel around the entire lower bowl to take in the game from many vantage points and enjoy Rays baseball at its best.
The improvements have been very warmly received. Fans have already shown their appreciation with a total of 277,509 for the first 14 home games, with one sellout of the new 31,042 seating capacity and an average of over 19,800 per game.
Biggest change is the 360-degree pedestrian circulation that has been created around the lower seating bowl. The improved circulation is providing easier access to and from ballpark gates, concessions and activity areas throughout the facility. Existing cross-aisles in the lower bowl have been extended from the left and right field foul poles to create a walkway lined with drink rails as it winds toward center field.
The renovations also create a more dynamic experience in the area just above the center field wall previously occupied by the Everglades BBQ Smokehouse. It is no longer a walled-in and glassed-in space set apart from the game. Working with concessionaire Centerplate, it has been transformed into “The Porch in Center Field,” a unique patio with open views of the playing field and new food and beverage areas easily accessible to all ballpark patrons. A new deck overlooking the Rays Touch Tank connects the patio to the new walkway at its right field entrance. In addition, a more traditional Batter’s Eye structure, meeting all MLB specifications, has also been installed.
As a result of the renovation project, visitors to the ballpark are now able to access the entire lower seating bowl directly from the escalators located at the main rotunda entrance of Tropicana Field.
There are a few new food offerings at Tropicana Field this year. The Everglades BBQ Restaurant and the Brewhouse have become the Everglades Brewhouse featuring BBQ, bourbon and beer. The menu features traditional smoked BBQ offerings as well as new items like Bangin’ Shrimp, the Redneck Reuben and a new libation, ¨Everglades Moonshine,” a bourbon-based lemonade served in a souvenir mason jar with a bacon stirrer. Lenz cited Centerplate Executive Chef Marc Spooner as the talent behind the new menu items, noting, “He is very talented with a lot of creative touches. Not many know that he was a contestant and won on the Food Network’s second season of ‘Chopped.’” In addition, there’s also a new Grilled Cheese stand that is one of the most popular portable concessions – “one of those homespun treats for fans,” said Lenz.
Giveaways, Concerts & Flex Packs
In its Franchise Issue last September, ESPN the Magazine wrote: “No one did giveaways better than Tampa Bay (in 2013). Action figures! Garden gnomes! Utility belts! The Rays send fans home with more free goods than just about anyone.” The Rays 2014 promotion schedule features premium giveaway items on 18 Saturdays and Sundays throughout the season.
Highlights for May:
– Rays Ladies Wristlet, May 9 vs. Cleveland with Tampa Bay Times Ticket Tandem
– DJ Kitty Plush Hat, May 10 vs. Cleveland, first 20,000 fans, presented by Bright House Networks
– Rays Sun Hat, May 11 vs. Cleveland, first 10,000 women, presented by Bayfront Health;
– Alex Cobb Military-themed Bobblehead, May 23 vs. Boston with Tampa Bay Times Ticket Tandem
– David Price & Astro Dog Tags, May 25 vs. Boston, all kids 14 & under while supplies last, presented by Tampa Bay Times.
A returning tradition with new complimentary features in 2014 is Family Fun Days presented by the Tampa Bay Times. Every Rays Sunday home game features:
– Free parking for cars with four or more passengers;
– Giveaways for kids 14 and under; Variety of activities for kids on the concourse, all now free courtesy of the Tampa Bay Times;
– Two special Sundays feature a postgame concert: Imagination Movers “Christmas in July” July 27 vs. Boston, at 1:40 pm; and The Wiggles, Sunday, September 7 vs. Baltimore, at 1:40 pm.
Other confirmed dates in the Rays 2014 Summer Concert Series include:
– Weezer, Saturday, June 7 vs. Seattle, 4:10 pm
– Joan Jett and the Blackhearts, Saturday, June 12 vs. Toronto, at 4:10 pm
– The O’Jays, Saturday, June 21 vs. Houston, 4:10 pm
Lenz explained the newest Rays’ concept to continue to engage their fans: “Our Flex Pack program is fast catching on with fans. You can now purchase a three, six or nine-game package and select and load any games you like onto your Rays Card, with prices starting at $49. Your Rays Card is not only your ticket, but you can also add dollar value for payments for food and beverage, and merchandise. All you need to bring to the Trop is your Rays Card, and by using it as the main form of payment, you get bonuses during the season such as credit toward other purchases.”
TradeWinds Game Watch Parties
To reach their many Gulf Beaches fans for select weekend afternoon away games, the Rays have partnered with the TradeWinds Island Resorts since April 2009 to host Rays Watch Parties.
Jim Rausch, TradeWinds Island Resorts Assistant Director of Catering & Convention Services, told Paradise News, “We previously hosted them at our Island Grand property, but over the past year or so, we’ve migrated them up to our Guy Harvey Outpost property with much success! We think they will be even more popular with the recent renovations of our beachfront area. It’s now called The SandBox, which includes posh serpentine lounge furniture, fire pits, poolside cabanas, games and a special Kids’ Zone.
“The Street Team from the Rays joins us for each watch party to do a live radio broadcast of the game, with the giant HD TV screen set up on the beach. They also host interactive games and give away Rays-themed prizes throughout the event. Prizes include autographed baseballs, game tickets and miscellaneous Rays swag. We also give away several one-night stays at TradeWinds Island Resorts.
“Watch Parties are free and open to the public. Parking on-site at either property is
$10 for the day, unless you’re a guest staying at TradeWinds Island Resorts, with your parking included in your resort amenity fee. On the nights of our watch parties, there’s a discounted hotel rate available at Guy Harvey Outpost starting at $99.
“We offer specialty cocktails, usually sponsored by Captain Morgan or Naked Turtle Rum, and discounted buckets of beer during our parties. We also host a cookout featuring grilled hamburgers, hotdogs, veggie kabobs and more.”
This season’s Watch Parties kicked off April 27 vs Chicago White Sox.
Upcoming dates include
– Sunday, June 1, 1:35pm vs Boston Red Sox
– Sunday, July 20, 2:10 vs Minnesota Twins
– Sunday, August 10, 2:20 vs Chicago Cubs
– Saturday, August 24, 1:07 vs Toronto Blue Jays
– Saturday, September 28, 1:05 vs Cleveland Indians, last game of the regular season.
For more details about Watch Parties, go online to www.tradewindsresort.com/rays.
The Rays’ Lenz emphasized, “Our top management is very positive about fan reaction to the newest Trop enhancements and to this new Flex Pack program. We look forward to growing this program in the future.”
[Editor’s Note: Special thanks to George Pappas and Melanie Lenz of the Tampa Bay Rays, and Leni Hall and Jim Rausch of the TradeWinds Island Resorts for their excellent input and photos.]
[Steve Traiman is President of Creative Copy by Steve Traiman in St. Pete Beach, offering freelance business writing services. He can be reached via email at straiman@mindspring.com.]
Written by Steve Traiman
Photos courtesy of the Tampa Bay Rays
Date: May 2014