As Major League Baseball’s Rays make their latest fitful pursuit to build a new Tampa Bay home, an Orlando group is feverishly working to develop a fanbase, win political support, and perhaps gain a chunk of tourism dollars for a ballpark in the event opportunity comes its way.
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In recent months the so-called Orlando Dreamers have opened office space in the heart of downtown, with a roughly 1,000-pound sign reading “Orlando baseball” fronting the northwest corner of Lake Eola Park. They’ve secured public endorsements from the region’s tourism marketing arm and one of its best-known politicians. And they’ve been a regular presence at Little Leagues and breweries across Central Florida, with an effort that in some ways resembles a political campaign.
“Whatever happens in Tampa, happens in Tampa,” Chief Marketing Officer Andy Herdliska said, reflecting the group’s careful stance since the Rays found new ownership late last year. “We’ve stayed out of that because it’s just not our job to meddle there. Our job is to make sure Orlando is positioned as the most attractive MLB city for the next team, whether that is a relocation like Tampa, or expansion.”
This week both Hillsborough County and the City of Tampa approved a non-binding memorandum of understanding with Rays owners, which lays out a rough sketch of how a stadium at Hillsborough Community College would be funded with a public contribution of $976 million. Most of that would come from Hillsborough County, whose commissioners voted 5-2 in support of it Wednesday, but financial contributions from Tampa and the state of Florida are also part of the deal.
The city narrowly advanced the plan 4-3 on Thursday, but elected officials there also signaled they were unlikely to give final approval to the deal in its current form, citing concerns about the use of a Community Investment Tax, a half-percent levy renewed by voters in 2024 which has been used to build roads, bridges, schools and renovations to Raymond James Stadium. What that means for the Rays’ Tampa stadium prospects is not clear, but Orlando already finds itself being used to prod the process along.
“I know Orlando wants it,” Gov. Ron DeSantis said on May 12, as he reiterated his own support for the Tampa plan in advance of the local votes and the state legislature’s consideration, expected next week. “They would plow a lot of money into this. There’s no question Orange County would, and Charlotte would too, Nashville would. I mean, there’s a lot of places around the country who would like to have an MLB franchise.”
Another opportunity for the Dreamers as well as those other cities could emerge as soon as next year, if MLB Commissioner Rob Manfred begins his long-sought expansion pursuit. The commissioner has said he wants to add two teams to the league by the time he retires in 2029. In addition to Orlando, Nashville and Charlotte, other markets thought to be in contention are Raleigh, Salt Lake City and Portland.
Between now and then, the Orlando team hopes to set itself apart.
“One of the things we’ve heard from Major League Baseball is that they want to be wanted,” Herdliska said. “We want to present a case that is so powerful that it dwarfs everyone else.”
So the Dreamers have made an effort to be fixtures at local little leagues in places like Maitland, Azalea Park and Oviedo, as well as other community events. David Eckstein, the former St. Louis Cardinals infielder and 2006 World Series MVP from Sanford, said they’re trying to mirror MLB’s effort to attract young fans. They’ve also sold fan packs with merchandise which also allow for priority on future ticket packages if they land a team.
“MLB is trying to attract the younger fans, so that’s one of the reasons we’re going out to the community,” said Eckstein, who is boosting the group’s community outreach. “Because if you attract a young fan, the chance of them playing Major League Baseball is very low, but the chance of them being a fan for life is very high, and that’s what we’re trying to do.”
It’s also playing politics.
In February, the Dreamers were the presenting sponsor of the Governor’s Baseball Dinner in West Palm Beach, where the group’s ambassador, Hall-of-Fame shortstop Barry Larkin, spoke to DeSantis about hopes to bring pro ball to Orlando. DeSantis’ office didn’t respond to questions about the conversation.
And in April, Anna Eskamani, the Democratic state representative who is the leading candidate for Orlando Mayor next year, publicly endorsed the effort.
While supporting public funding for a stadium would be anathema to many progressives, Eskamani, a supporter of broader uses of the county’s Tourist Development Tax, said given the current state restrictions on that tax, she’d rather it be spent on a ballpark than another expansion of the Orange County Convention Center.
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“Everyone I talk to, all ages and backgrounds are excited about this opportunity,” she said. “It’s important to not close your mind to ideas that have private investment and popular support.”
She also said she’s interested in how taxpayers could benefit from such a stadium – such as by breaks on tickets or concessions.
Many obstacles remain. The Dreamers have no true owner lined up for an expansion franchise. Last year the group had said it had letters of intent worth $1.5 billion toward acquiring a team, and $1 billion toward stadium construction.
But then its previous “anchor investor” Rick Workman left to join the Rays new ownership team, though that’s a possible plus if that team sets its sights on Orlando. Personal Injury Attorney John Morgan also stepped away after from the Dreamers following the Rays’ sale, after promising hundreds of millions of dollars to the baseball effort in Orlando. But recently, Morgan said he’d still be interested in backing a baseball team in his hometown.
The Dreamers say they’re in talks with several other potential investors, and they hope to secure one ahead of a potential presentation to Major League Baseball down the line. Mike Repole, who founded sports drink brands Vitaminwater and BodyArmor, said this week he’d be interested in buying a piece of the team.
Another obstacle is that the group hasn’t secured a stadium site. For years, the Dreamers have preferred a plot of 35 acres of county-owned land next to SeaWorld’s Aquatica in the tourism corridor south of State Road 528 and east of International Drive.
But the Dreamers and the county haven’t made any sort of public agreement on the property, nor have there been negotiations about it.
The land was a substantive part of a presentation the Dreamers made in 2023 – led by the now-deceased legendary sports executive Pat Williams – to a panel making recommendations to county leaders on how to spend Tourist Development Tax money. The group was seeking roughly $1 billion from the fund to help build a 45,000-seat domed stadium
At the time, the panel and county leaders took a pass — but the Dreamers may get another crack at it soon.
In recent weeks, Mayor Jerry Demings has said he intends to empanel another such task force before he leaves office this year. A spokesperson said county staff are still working on details, but it will be comprised of community members and structured similarly to the 2023 effort.
It’s unclear how much money will be on the table, and when it will begin. But the Dreamers intend to be in pursuit.
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“We’ll be ready,” Herdliska said.