TODAYS DISCUSSION

1
TODAYS DISCUSSION
An overview of the challenges and opportunities
associated with the long-term stability of Major
League Baseball in the Tampa Bay area

• Market conditions how the Tampa Bay area
  compares to other MLB markets
• Current situation at Tropicana Field day-by-day
  attendance comparison vs. other MLB teams and
  opportunities for both short- and long-term
  improvement
• Long-term impact of a new ballpark on team
  stability
• Site selection important criteria to consider
  in determining a site for a Major League ballpark

2
TODAYS DISCUSSION
An overview of the challenges and opportunities
associated with the long-term stability of Major
League Baseball in the Tampa Bay area

• Market conditions how the Tampa Bay area
  compares to other MLB markets
• Current situation at Tropicana Field day-by-day
  attendance comparison vs. other MLB teams and
  opportunities for both short- and long-term
  improvement
• Long-term impact of a new ballpark on team
  stability
• Site selection important criteria to consider
  in determining a site for a Major League ballpark

3
TAMPA BAY AREA IS LARGE AND GROWING
Tampa-St. Petersburg-Clearwater CBSA
County Hillsborough Pinellas Pasco Hernando
2005 population 1,110,500 935,300 399,600 147,400
total 43 36 15 6
Total Population 2,592,800
Sarasota-Bradenton-Venice CBSA
County Manatee Sarasota
2005 population 297,000 357,400
total 45 55
Total Population 654,400
Combined Total 2005 Population 3,247,200
4
BUT IS STILL SMALLER THAN MOST MLB MARKETS
Population Statistics - MLB Markets (U.S.
Based) Sorted by 2005 Population
CBSA Population
Rank
Market
Team
2005
Est. 2010
CAGR
1
New York
Mets, Yankees
21,935,000
22,528,100
0.5
2
Los Angeles/Anaheim
Angels, Dodgers
17,663,700
19,007,600
1.5
3
Chicago
Cubs, White Sox
9,649,900
10,000,500
0.7
4
San Francisco/Oakland
A's, Giants
7,256,600
7,424,400
0.5
5
Dallas
Rangers
5,986,200
6,659,200
2.2
6
Philadelphia
Phillies
5,967,400
6,114,900
0.5
7
Boston
Red Sox
5,846,800
5,969,100
0.4
8
Detroit
Tigers
5,439,000
5,520,400
0.3
9
Miami
Marlins
5,379,500
5,778,500
1.4
10
Houston
Astros
5,341,300
5,894,400
2.0
11
Washington
Nationals
5,239,100
5,704,900
1.7
12
Atlanta
Braves
5,093,900
5,658,700
2.1
13
Seattle
Mariners
3,796,900
3,995,100
1.0
14
Phoenix
Diamondbacks
3,730,600
4,238,200
2.6
15
Minneapolis/St. Paul
Twins
3,458,000
3,645,700
1.1
16
St. Pete/Tampa/Sarasota
Rays
3,247,200
3,526,800
1.7
17
San Diego
Padres
2,998,600
3,190,800
1.3
18
Cleveland
Indians
2,944,300
2,944,100
0.0
19
St. Louis
Cardinals
2,815,000
2,878,700
0.4
20
Baltimore
Orioles
2,644,900
2,740,400
0.7
21
Denver
Rockies
2,630,500
2,802,900
1.3
22
St. Pete/Tampa
Rays
2,592,800
2,803,600
1.6
23
Pittsburgh
Pirates
2,495,400
2,467,600
-0.2
24
Cincinnati
Reds
2,105,900
2,166,600
0.6
25
Kansas City
Royals
2,002,200
2,108,100
1.0
26
Milwaukee
Brewers
1,711,300
1,734,700
0.3
Average (Excl. Tampa/St. Pete)
5,588,800
5,882,200
1.0
Median (Excl. Tampa/St. Pete)
4,445,400
4,879,300
0.9
Average (Excl. TSP, New York, L.A., and Chicago)
4,042,100
4,268,400
1.0
Note Toronto excluded from the demographic
analysis due to the unavailability of consistent
demographic data for Canadian markets
Source Sales Marketing Management, 2005.
5
TAMPA BAY AREA RANKS IN THE BOTTOM HALF OF MLB
MARKETS ON MOST DEMOGRAPHIC INDICATORS
Demographics Summary - MLB Markets (U.S.
Based) Based on 2005 data
St.Pete/
St. Pete/Tampa/
MLB
MLB
MLB
MLB
(1)
(1)
(2)
(2)
Demographic Variable
Tampa
Rank
Sarasota
Rank
High
Average
Median
Low
Population
2,592,800
22
3,247,200
16
21,935,000
5,588,800
4,445,400
1,711,300
Population Growth
1.6
22
1.7
16
2.6
1.0
0.9
-0.2
(3)
Population per Franchise
864,300
23
1,082,400
16
2,944,000
1,331,600
1,291,700
570,400
Households
1,090,200
18
1,382,600
14
8,003,600
2,043,600
1,670,600
675,500
Median Household EBI
37,000
25
37,600
24
55,200
44,300
44,200
35,000
Adjusted Median Household EBI
38,100
17
38,700
15
49,100
39,300
40,200
22,100
Cost of Living Index
97.2
7
97.2
7
87.7
117.1
103.0
202.1
Retail Sales per Household
35,800
23
35,300
25
51,700
40,600
40,200
32,000
Unemployment Rate
3.3
1
3.3
1
6.9
4.8
4.8
3.3
(4)
Corporate Inventory
3,900
21
4,800
18
23,100
7,600
5,700
3,000
(4)
Corporate Inventory per Franchise
1,300
23
1,600
18
3,850
1,900
1,800
1,000
(5)
Corporate Inventory per Suite
11.7
26
14.5
23
65.8
23.8
21.3
11.7
(1) Rank out of 26 U.S. markets. (including St.
Pete/Tampa and St. Pete/Tampa/Sarasota)
(2) Averages and medians exclude St. Pete/Tampa
(3) Includes MLB, NFL, NBA and NHL franchises.
(4) Includes all corporate headquarters with at
least 25 employees and 5 million in annual
sales, and all corporate branches with at least
25 employees.
(5) Includes all suites at MLB, NFL, NHL and NBA
facilities within each market
6
TAMPA BAYS CORPORATE BASE LAGS ITS POPULATION
Corporate Base Statistics - MLB Markets (U.S.
Based)
(1) Includes corporate headquarters with at least
25 employees and 5 million in annual sales.
(2) Includes corporate branches with at least 25
employees.
Source Dun Bradstreet, 2006.
7
WHILE THE AREAS SUPPLY OF PREMIUM SEATING
INVENTORY IS RELATIVELY LARGE
Private Suites Corporate Penetration
Total suites
Total corporations
Corporations per suite
Rank
Market
1
Los Angeles
351
23,100
65.8
2
New York
355
18,300
51.5
3
Boston
234
8,500
36.3
4
Kansas City
99
3,400
34.3
5
Chicago
502
14,300
28.5
6
San Diego
158
4,400
27.8
7
Seattle
198
5,300
26.8
8
Minneapolis/St. Paul
235
5,600
23.8
9
Atlanta
350
8,100
23.1
10
Baltimore
165
3,800
23.0
11
San Francisco-Oakland-San Jose
445
10,000
22.5
12
Houston
339
7,600
22.4
13
Milwaukee
138
3,000
21.7
14
Philadelphia
368
7,700
20.9
15
Washington
429
8,800
20.5
16
Denver
268
4,800
17.9
17
Miami
331
5,700
17.2
18
St. Louis
253
4,300
17.0
19
Detroit
482
8,100
16.8
20
Cincinnati
206
3,400
16.5
21
Dallas
634
9,500
15.0
Tampa Bay area has more suites per corporation
than most other MLB markets
22
Pittsburgh
247
3,700
15.0
23
St. Pete/Tampa/Sarasota
332
4,800
14.5
24
Phoenix
363
5,200
14.3
25
Cleveland
367
4,800
13.1
26
St. Pete/Tampa
332
3,900
11.7
Average (excluding Tampa/St. Pete/Sarasota)
312
7,600
24.7
Average (excluding TSP, LA and NY)
308
6,400
21.6
Includes NBA, NHL, MLB and NFL facilities
8
MANY OF THE AREAS CONSUMER INDICATORS ARE ALSO
AT OR BELOW THE MLB AVERAGE
2005 median household effective buying income
(EBI)
9
MANY OF THE AREAS CONSUMER INDICATORS ARE ALSO
AT OR BELOW THE MLB AVERAGE
2005 median household adjusted EBI
Cost of
Median
Adjusted
Living Index
Household
Household
Rank
Market
Team
EBI
EBI
1
Houston
Astros
43,100
87.7
49,100
2
Denver
Rockies
48,500
99.6
48,700
3
Dallas
Rangers
45,100
93.3
48,300
4
Atlanta
Braves
46,200
97.7
47,300
5
Cincinnati
Reds
41,700
92.8
44,900
6
Kansas City
Royals
42,300
95.5
44,300
7
Chicago
Cubs, White Sox
45,600
103.3
44,100
8
St. Louis
Cardinals
40,500
92.6
43,700
9
Minneapolis/St. Paul
Twins
47,700
109.3
43,600
10
Phoenix
Diamondbacks
42,500
99.0
42,900
11
Detroit
Tigers
43,200
102.6
42,100
12
Milwaukee
Brewers
40,400
100.3
40,300
Tampa Bay EBI is closer to the MLB average when
adjusted for cost of living
13
Seattle
Mariners
46,300
115.8
40,000
14
Cleveland
Indians
39,100
101.1
38,700
15
St. Pete/Tampa/Sarasota
Rays
37,600
97.2
38,700
16
Baltimore
Orioles
44,600
117.0
38,100
17
St. Pete/Tampa
Rays
37,000
97.2
38,100
18
Pittsburgh
Pirates
35,000
93.2
37,600
19
Washington
Nationals
54,700
145.9
37,500
20
Philadelphia
Phillies
43,800
125.4
34,900
21
Boston
Red Sox
47,900
138.9
34,500
22
Miami
Marlins
38,800
115.4
33,600
23
San Francisco/Oakland
A's, Giants
55,200
174.8
31,600
24
San Diego
Padres
44,500
150.6
29,500
25
Los Angeles/Anaheim
Angels, Dodgers
42,200
157.4
26,800
26
New York
Mets, Yankees
44,700
202.1
22,100
Average (Excl. Tampa/St. Pete)
44,300
117.1
39,300
Median (Excl. Tampa/St. Pete)
44,200
103.0
40,200
10
MANY OF THE AREAS CONSUMER INDICATORS ARE ALSO
AT OR BELOW THE MLB AVERAGE
2005 retail sales per household
Tampa Bay area has the second lowest retail sales
per household amongst all MLB markets
Source Sales Marketing Management, 2005.
11
COMPOUNDING THESE CHALLENGES, TROPICANA FIELD IS
LOCATED AT A DISTANCE FROM THE CENTER OF THE
REGIONS EMPLOYMENT AND POPULATION
Source www.demographicsnow.com.
Less than 1/5 of the Tampa Bay areas population
is within a 30-minute drive of Tropicana Field
12
ALTERNATE SITES IN PINELLAS COUNTY ARE LOCATED
CONSIDERABLY CLOSER TO THE CENTER OF THE REGIONS
EMPLOYMENT AND POPULATION
Pinellas County sites commonly mentioned as
candidates for a new ballpark
Source www.demographicsnow.com.
13
TODAYS DISCUSSION
An overview of the challenges and opportunities
associated with the long-term stability of Major
League Baseball in the Tampa Bay area

• Market conditions how the Tampa Bay area
  compares to other MLB markets
• Current situation at Tropicana Field day-by-day
  attendance comparison vs. other MLB teams and
  opportunities for both short- and long-term
  improvement
• Long-term impact of a new ballpark on team
  stability
• Site selection important criteria to consider
  in determining a site for a Major League ballpark

14
DESPITE ON-FIELD SUCCESS, THE RAYS RANKED 26th IN
MLB ATTENDANCE IN 2008
Stadiums opened since 1990
Source Sports Business Journal
15
RAYS ATTENDANCE RANKED SIGNIFICANTLY BELOW THE
MLB AVERAGE FOR EVERY DAY OF THE WEEK IN 2008
16
RAYS RANKED IN THE BOTTOM 3 OF MLB DAILY
ATTENDANCE FOR 48 OF 81 HOME GAMES IN 2008
bottom 3 in MLB daily attendance
Frequency
Last
Attendance ranking distance from last
17
OPPORTUNITIES FOR IMPROVEMENT ALIGN WITH THE
MISSION OF THE ABC COALITION

• Increase Fan Support through efforts to increase
  awareness of the team, its community efforts, the
  entertainment value it provides, and its overall
  importance to the quality of life in the entire
  Tampa Bay region
• Increase Corporate Support with a primary focus
  on increasing season ticket sales
• Evaluate potential options for a new ballpark
  with a potential focus on locations that are more
  proximate to the majority of the areas
  businesses and residents

18
TODAYS DISCUSSION
An overview of the challenges and opportunities
associated with the long-term stability of Major
League Baseball in the Tampa Bay area

• Market conditions how the Tampa Bay area
  compares to other MLB markets
• Current situation at Tropicana Field day-by-day
  attendance comparison vs. other MLB teams and
  opportunities for both short- and long-term
  improvement
• Long-term impact of a new ballpark on team
  stability
• Site selection important criteria to consider
  in determining a site for a Major League ballpark

19
NEW FACILITIES GREATLY IMPROVE THE LONG-TERM
OUTLOOK FOR MOST MLB CLUBS
Impact on Attendance of New Ballparks Opened
Since 2000
Average per-game attendance during last three
seasons at former ballpark
Average per-game attendance during first
season at new ballpark
Average per-game attendance during first three
seasons at new ballpark
Source Sports Business Journal
20
NEW FACILITIES GREATLY IMPROVE THE LONG-TERM
OUTLOOK FOR MOST MLB CLUBS
Impact on Attendance of New Ballparks Opened
Since 2000
Last 3 Years at Former Ballpark____

Average per-game attendance during last three
seasons at former ballpark.
Average per-game attendance during first season
at new ballpark.
Source Sports Business Journal
21
TODAYS DISCUSSION
An overview of the challenges and opportunities
associated with the long-term stability of Major
League Baseball in the Tampa Bay area

• Market conditions how the Tampa Bay area
  compares to other MLB markets
• Current situation at Tropicana Field day-by-day
  attendance comparison vs. other MLB teams and
  opportunities for both short- and long-term
  improvement
• Long-term impact of a new ballpark on team
  stability
• Site selection important criteria to consider
  in determining a site for a Major League ballpark

22
CRITERIA FOR EVALUATING POTENTIAL BALLPARK SITES
In order to create a successful and sustainable
long-term home for the Rays, potential sites for
a new ballpark should be evaluated according to
the following criteria

• Proximity Connectivity to the Regional Market
  is well-connected to regional population and
  employment growth centers and transportation
• Access, Parking, and Transit is easily
  accessible from throughout the region, provides
  multiple automobile access routes and entry
  points, is surrounded by plentiful parking, and
  can serve as a future node for regional mass
  transit
• Timing and Availability for Development
  requires relatively minor site assemblage and/or
  regulatory approvals
• Enhances the Identity of the Team and Region
  presents opportunity to highlight what is best
  about the Tampa Bay region through architecture,
  views, amenities, and overall identity of the
  ballpark
• Creates a Unique Destination Surrounding the
  Stadium offers chance to create a sense of
  place surrounding the facility and develop a
  come early/stay late culture around home games
• Creates an Exciting and Dynamic Fan Experience
  accommodates fan needs outside of the facility,
  including welcoming plazas and wide sidewalks,
  pedestrian gateways, shaded gathering areas, fan
  services for guests with special needs, and
  convenient parking and drop-off areas.
• Supports Sustainable Development Principles,
  Including Use of Existing Infrastructure in a
  Built Environment utilizes existing
  infrastructure and creates opportunities for
  future mass transit access while focusing growth
  and investment on infill sites