Rays Launch Sunburst Entertainment Group To Drive New Revenue

The Rays have launched a subsidiary unit, Sunburst Entertainment Group (SEG), as a "way to drive new revenue and create business challenges for its sales, marketing and fan-experience operations squads," according to Alexis Muellner of the TAMPA BAY BUSINESS JOURNAL. The team "believes it can now formally export its intellectual capital and become a sports and entertainment consulting company that can offer clients brand management, sales and sponsorship support, promotions and event management." Several sports franchises including the Cavaliers, Red Sox and MLB Giants have "explored such a marketing model." The Red Sox ownership group formed Fenway Sports Group in '04 to be a "'game changer' in sports marketing and leverage its internal skill sets." Tropicana Field "hosts a quarter of the events it could, and part of Sunburst's charge is to double that in the near term" (TAMPA BAY BUSINESS JOURNAL, 8/31 issue). In St. Petersburg, Robert Trigaux notes Rays execs are "eager to funnel more concerts, exhibitions, NCAA playoff games, Cirque du Soleil," charity events and UFL Tuskers games at Tropicana Field. Rays President Matt Silverman said SEG's goal is to become the "go-to source for sports and entertainment consulting, investment and event management -- regionally at first, with an eye toward an even broader reach in the future." The Rays "quietly established Sunburst Entertainment in July," but did not unveil details until this week. Rays Senior VP & Chief Sales Officer Mark Fernandez said, "Sunburst indicates how far things have come. A lot needed to change to reinvent the (Rays) brand and reputation in this community. Now people are coming to us and asking, 'How did you do that?'" Rays Senior VP/Business Operations Brian Auld: "We've always wanted to be more than a sports team" (ST. PETERSBURG TIMES, 9/4).

TATTLE TALE: In St. Petersburg, Lane DeGregory reports the Rays this week started "text tattling" at Tropicana Field, as they Wednesday began running a message on the signboard behind third base that reads, "Need Help? Unruly Fans? Text Rays issue and location to 41513." Miami-based In Stadium Solutions "sells the service," provides the stadium a "texting code and sets up a software program." Rays Senior Manager of Customer Service Eric Weisberg would not disclose how much the service costs the team, only saying it is "extremely affordable" and "invaluable." Weisberg during Wednesday's Red Sox-Rays game received 25 messages, though they were "mostly jokes." Below is a list of text messages Rays management received during Wednesday's game (ST. PETERSBURG TIMES, 9/4).

TEXT MESSAGES RECEIVED BY RAYS MANAGEMENT DURING WEDNESDAY NIGHT GAME
"Please help, so many Boston fans, Everywhere!"
"Issue 142 Boston fan making trouble."
"It's freezing in here. Can we lay off the AC?"
"Ugly Red Sox player on third base. 3rd base."
"Annoying kid with yellow wig yelling and harassing players."

ALL FOR NOTHING? The Red Sox-Rays series this week at Tropicana Field averaged crowds of about 18,000, and in Boston, Sean McAdam writes it is "shocking how little bounce the Rays got from their pennant-winning season last year." McAdam: "Gone are the partisan, noisy assemblies of a year ago, when the cowbells and a honest-to-goodness homefield advantage for the first time in the history of the franchise" (BOSTON HERALD, 9/4). ESPN's Bill Simmons wrote, "Tampa's love for the Rays seems to have lasted about as long as a fat guy's New Year's resolution to hit the treadmill" (TWITTER.com, 9/3).