May 10, 2008

Thinking Out Loud: Rays' Missing A Beat On In-house Fun

ST. PETERSBURG - When I first heard the Rays' director of Event Productions' John Franzone had left the team after the 2007 season my first question was, "How are they going to replace him."

They haven't.

There is no sizzle to the steak, no jazz in the pizzazz, just a shell of what once was. Even the pregame music has fallen on generic times.

Franzone was the conductor of a second-by second orchestra that kept fans informed and entertained. He was hands-on everything, and I do mean everything. If you walked out of Tropicana Field talking about something other than the game, you can bet it was something John the Maestro had done.

John the Maestro is not the singer Johnny Maestro who fronted a group called the Brooklyn Bridge even though Franzone was from New York and actually worked for George Steinbrenner and the Yankees. Nor should he be mistaken for John the Baptist. However, he should be sainted just for working for "The Boss" and Vince Naimoli in a single lifetime.

There was a rhyme and reason for everything that was done, from the subliminal messages sent out over the speakers to gnaw at the visiting team or having something produced for the big screen in the outfield that was fall down funny. And each game, each bit and each minute was scripted and delivered to absolute perfection.

Franzone wore his work on his sleeve, when things were right you knew it. When it wasn't, you really knew it. A perfectionist personified.

Maybe that is why he walked away.

Some would call it burnout; others say he needed the time away to gather his bearings and not the ones Presidential candidate John McCain allegedly lost. Either way, the Rays are absent one of the great minds in in-house entertainment.

John and I got to know each other in year one of the franchise and at first he must have thought I was just another New Yawker trying to stick my nose in his business. Over time, he came to acknowledge me more frequently and when saw him up close and personal, I was astounded how he could keep it all together and flowing seamlessly.

Those who run things now are too Plain Jane. Then again, we are kind of spoiled here, aren't we?

That still doesn't explain away some missteps that include bringing the Chevy truck loaded with tee-shirt shooters and ball throwers stopping at the base of the bullpen while Scott Kazmir is warming up for his game. As if that wasn't bad enough, two flag carriers appeared out of the right field corner and ran right past the lefty mid-delivery. Talk about distractions?

It's not common sense, its baseball sense and Franzone would never have made that kind of tactical error. If you want to do it, circle the truck clockwise and stop in front of the other guys. Rattle them.

For years Franzone worked on a budget that would have made minimum wage checks blush and he did so much with so very little. He hired some of the most talented individuals to work in his department and when the new owners came aboard it had to be like a bank vault had opened.

I am willing to bet a lot of things he did went over the heads of most but if you did catch his subtle messages it was nothing short of pure genius.

Every year John threatened to quit and I reminded him that I heard that - every year. It was a running joke with us. When he did quit, the sound you may have heard was similar to when you open a can of coffee. Whoosh! Tropicana Field was no longer hermetically sealed.

I never get to spend someone else's money but I would like to open Stu Sternberg's checkbook and hand John a blank check and beg him to return. If he accepts, give him complete autonomy and let him hire a "1-A" so he can last another ten years - or more.

It's just my opinion but I think I'm right.

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When the Rays had their big stadium announcement on the grass at Al Lang Field, one member of the crew was wearing a tee-shirt bearing just the new starburst logo. It was sharp, clean and on the dark blue background, made a statement.

So why then are they still not for sale in the Trop shops?

How about a matching cap while we're at it?

Could it be there is the plan already in the works for an alternate jersey and cap sometime this season?

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Earth to the marketing department, how can you get fans hooked on the Rays when you never see them in ads?

One of the things John Franzone tried to sell and was able to do was get the players to appear in commercial spots and did so with a comedic edge. It appears it was a one-and-done because the only time you see them are in PSA's about chewing tobacco or smoking.

Public service announcements are very valuable however that is not the selling of the Rays. It has to go beyond the "We Are One Team" theme.

For years the White Sox, Mariners and Athletics found a way to integrate the players into ticket selling or laughing at themselves when a bobblehead in their likeness came out. Self-deprecation is always endearing to fans and in the long term a connection is made between them and players, especially those who expect to be around for a number of years.

It's time to put a face on this franchise.

And keep it there.