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AP Radio Station Tunes Into Rays

WFHT 1390 AM LOOKS TO EXPAND LINEUP WITH HOCKEY, FOOTBALL

Kathy Waters/Highlands Today

Ron Zimmer is the general manager of WFHT 1390 AM in Avon Park, one of 19 stations in Florida that broadcasts the Rays baseball team.

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By Christopher  Hoffman | Highlands Today

Published: June 7, 2008

AVON PARK — Ron Zimmer talked with the exuberance of a teenager going to his first baseball game when asked about his decision to bring the Tampa Bay Rays to WFHT 1390 AM.

"I really wanted to bring the Rays home to Highlands County," Zimmer said. "This can't be anything but good for the community and for the Rays. We couldn't be happier with the response we've already been getting from people turning the dial to listen."

WFHT is now one of 19 stations in the state of Florida to broadcast every Rays regular season game. Now that Tampa Bay is knocking on the door of first place in the American League East, Zimmer has his own reasoning for the team's seemingly meteoric rise.

"I tell everyone it's because we joined the Rays family," joked Zimmer.

Zimmer, who's the general manager of the Avon Park radio station, went looking to add sports to the station that has been broadcasting adult standards (Frank Sinatra, Lou Rawls, Tony Bennett and Ray Charles) since the mid-1990's.

"We've been looking for about a year, and I'm a fan of the Rays, so I inquired on the prospect of broadcasting their games," Zimmer said. "Come to find out that the Rays were very receptive, and they invited us to join the Rays broadcast family.

"I really felt that there was a void in Highlands County for professional sports. We're so close to Tampa, but there were no radio broadcasts of any of the games from the professional sports teams. I think Highlands County deserves to be a part of those teams, and this is the first step."

Zimmer said the Rays' Director of Radio Operations Rich Herrera had been looking for new outlets to expand their broadcast reach and a meeting in Tampa with the executive solidified the partnership and also produced a surprising bonus.

"Rich had asked if I wanted anything, and all I wanted was a game-used baseball," Zimmer said. "He just so happened to have one and gave it to me. But when I went outside, I came face to face with [Tampa Bay senior advisor] Don Zimmer. We talked for a bit and he signed my baseball.

"That is definitely a memory I'm going to hold on to."

Baseball isn't the only sport that Zimmer has his sights on for Highlands County.

A lifelong hockey fan, the WFHT general manager has announced that in the fall, 1390 AM will become the Highlands County home for the Tampa Bay Lightning, and he's also in negotiations for an NFL Sunday Game of the Week broadcast and college football on Saturdays.

"We want to give the people of Highlands County a place they can cheer on their local teams," Zimmer said. "I know the Lightning draw a lot of fans from this area to games, and this way they can enjoy the games on the radio when they can't make it.
"The Rays or the Lightning just might earn some new fans from listening to the broadcast."

Zimmer said WFHT is gaining new listeners ever day since the Rays have been on the air, something that Herrera said could be a by-product of the affiliation.

"Rich said that people will come for the Rays but stay for the music," Zimmer said. "This definitely increased the station's profile."

The Rays have given Zimmer and his staff all the support needed to promote the games on WFHT. During the Avon Park Mall Festival in March, the Rays Street Team was down with giveaways, and 1390AM broadcast the event live to generate a buzz in the community. The Rays donated a package for the Red Cross that included passes to be on the field for batting practice.

The station, which signed a three-year broadcast contract with the Rays, has been bombarded with many on-air giveaway items from the team, including signed bats, balls and tickets, and the team has done promos from the likes of B.J. Upton and Don Zimmer that are heard throughout the day on the air.

"The Rays have been nothing but outstanding to us," Zimmer said. "They've given us every avenue to be successful and this experience has shown us a road map in what to expect in the future.
"I hope for a long-lasting relationship."

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