Here's the challenge facing the 2008 Orioles: How do you sell fans on a team that has had 10 straight losing seasons, has traded two of its biggest stars and has seen attendance dwindle with the club's on-field fortunes?
You stress that you play in Camden Yards - still one of the best stadiums in baseball - and focus on the team's future with new management and young players. And, with the home opener just hours away, you hope the strong traditional ties between the franchise and its fans remain.
That's the basis of the team's 2008 marketing slogan, "This is Birdland." But is it enough to draw fans back to the ballpark and renew interest in the Orioles?
"Change always benefits an organization," said John Moag, founder of Moag & Co., a Baltimore-based investment banking firm that specializes in sports. "Having said that, you still have to produce. There's a temporary benefit from people wanting to check out the new thing. But in the end, if you don't produce wins, it's only temporary."
The Orioles could see an early bump in attendance from hopeful fans, said Kirk Wakefield, a professor at Baylor University who studies team sports marketing. "The problem with trying to market hope," he said, "is that it only takes a little while for fans to find out how that's going to go for you."
Asked if the Orioles are worried about skeptical fans, team spokesman Greg Bader said, "I think we have an advantage in that Andy [MacPhail, the club president] and Dave [Trembley, the manager] have been so clear in communicating their plan."
MacPhail, who has said this year will be a potentially painful yet necessary step toward a better future, also sounded unconcerned.
"I'm not in charge of marketing, but we do want to stamp a certain characteristic to the team and we've talked about it," he said. "The fans will be remarkably forgiving if you give them energy, if you give them effort and if you give them enthusiasm. If you do those things, in my experience, they'll pretty much stick with it."
O's fan Randy Lotz, a Baltimore songwriter who penned a protest song about the Orioles that caught on during the fan walkout in late 2006, said he is encouraged that MacPhail is in charge of the rebuilding effort. But he remains wary of owner Peter Angelos' involvement.
"I think fans should be optimistic with a lot of pessimism mixed in," Lotz said. "Optimism is a first step, but I'm not jumping on this because who knows what will happen? They might need to make a trade in July and Angelos might get in the way. It's a fragile situation."
