In Signature Style, Lerners Strive To Make Ballpark Fan-Friendly

"We're always trying to make as much [money] as we can to make this enterprise work," Kasten said.

As Mark Lerner led a ballpark tour this week, he said: "We need people to break the habit of coming at 7:05 for a 7:05 game. . . . It's our responsibility to do exciting things to get them to come early."

While the Lerners are focused on the fan experience, city officials view the ballpark as an economic catalyst for Southeast Washington and a key to revitalization along the Anacostia River. The dual missions and conflicting styles have created tension.

To try to control the ballpark's image, the Lerners have responded in their trademark way: with tough negotiating, a supreme sense of confidence and an attention to detail that they hope will ensure that the experience will be unequaled for fans and lucrative for them.

Image management is important to the billionaire family, whose properties include Tysons Corner buildings in Virginia, White Flint Mall in Bethesda and Washington Square in the District.

The family angered D.C. Council members for refusing to put a sign in the ballpark protesting the District's lack of a vote in Congress and because the team foundation held its fundraising gala in Prince George's County instead of the District.

Such decisions have strained the relationship between the city and the Lerners, who were virtually unknown to D.C. political leaders before they bought the team. The Lerners have also caused bruised feelings by pushing arbitration on smaller costs. At one point, the family tried to get the District to pay for the team's uniforms.

"The city paying for uniforms is ridiculous. The city made its contribution with a $611 million stadium," said council member Kwame R. Brown (D-At Large). He praised the Lerners for sponsoring programs for city youths, but he said the family doesn't seem to understand the importance of the vote-protest sign and of holding events in the District.

"The politicians, they have their agenda. We have our agenda. Sometimes you meet in the middle," Mark Lerner said.

How long the tension will last remains to be seen. On Sunday, the Lerners and city officials will focus on the capacity crowd of 41,888 fans expected for Opening Day.

The crowd will find a spanking-new facility and a variety of music, food and family activities unheard of at RFK.

From the paint colors in the high rollers' bars to redesigns of the women's restrooms, the Lerners have engaged in the smallest details.

Walking along the main concourse, Mark Lerner pointed at neon signs marking the concession stands, which include Nats Dogs, Boardwalk Fries and Noah's Pretzels. He said that signs at the exits thanking fans for attending are in English and Spanish.

"Those are the little touches that, when you put them together, make the difference between a regular ballpark and a great ballpark," Lerner said. "That comes from our mall background. We're always reviewing plans for stores. Everything that went into the stadium we reviewed so it fit the image we want."

Theodore Lerner has reviewed plans for parking. And his children, who help run the development business and manage the family's finances, have been involved in the ballpark and the team. His daughter Marla Tanenbaum runs the team's foundation, and his sons-in-law, Robert Tanenbaum and Edward Cohen, have been involved in negotiations with the city and in arranging for parking around the ballpark.

Team ownership has thrust the Lerners into the limelight in a way they say they are not comfortable with. "I don't think any of us are that way personality-wise," Marla Tanenbaum said. "We knew we didn't want to be upfront with it. We wanted [Kasten] to be the voice of the team. My father is not a public person."

Although the Lerners might be reticent about publicity, they view the team and ballpark as a responsibility. "This is a trust," Mark Lerner said. "It's an important thing for the city, and we take it seriously."

It is also meant to be fun. "I want to position myself near the gates on Opening Day," Lerner said. "Just to see the faces."