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To top it all off, the team won big in its first few years, winning its league's championship game in 2000. Attendance averaged 300,000 a year.

But then the excitement faded. Attendance slipped, the team's play faltered, and what was once Jackson's exciting new entertainment venue became just another thing to do.

Enter new General Manager Jeff Parker and new owner Bob Lozinak, who took control for the 2003 season.

While they did not improve the attendance figures last year--197,000 was the lowest season attendance number in the club's five-year his tory--they did invest $1.5 million in renovating the stadium.

Much of 2003 was an adjustment for Parker, who was GM at Lozinak's other team, the Altoona Curve in Pennsylvania. He says the Jaxx had to re-learn how to excite and educate fans about baseball.

"We have to work much harder here than we did in Pennsylvania," Parker says.

One reason for the extra effort--baseball is less popular as a spectator sport in the South than elsewhere. Parker attributes this in part to the fact that major league baseball has been in the South only since the 1960s, when the Milwaukee Braves moved to Atlanta.

But 2003 may not be the best measure of the community's interest in the Jaxx. A tornado blew through in May, killing 11 and causing millions of dollars of damage in Madison and surrounding counties.

"The tornado definitely impacted spending on entertainment all over the city," says Ron Barry, director of workforce enrichment for the City of Jackson, who has tracked the Jaxx attendance since the club began. "People had to spend money on other things."

Parker hopes 2004 will be different as the Jaxx try to capitalize on the stellar year the Cubs had in 2003. For the first time since 1908, the Cubs won a game in the postseason. They played the Florida Marlins in the National League Championship Series, losing four games to three.

And when the Jaxx open April 8 on the road, hot prospects likely will emerge to energize the hardcore baseball fans even more.

But what about the casual fans who make or break a minor league team¹s success? The Jaxx are hoping new ticket packages, low prices, re-tooled promotions and revamped entertainment will give fans a "nine inning vacation" whenever they come to the park.

"Fans should be able to come to the park and forget about the 9-to-5," Parker says. "We're working hard to make sure we satisfy them."

Jackson city officials certainly hope the team is successful. The city owns the park and leases it to the team. But more importantly, having the park is a great tool for economic development, and officials say it has raised the quality of life for rural West Tennessee.

"To be the smallest city in the Southern League, yet lead the League in attendance in the initial years and still retain the largest season ticket base, sends a big message" about Jackson, says Jackson Mayor Charles Farmer.

And Jaxx games offer local businesses a unique way to market their products. For example, Jackson restaurant Buffalo Wild Wings gained publicity from a popular in-between-inning wing-eating contest. Also, local munitions maker Milan Arsenal sponsors the popular T-shirt launcher, where Jaxx shirts are shot into the crowd with an air cannon.

"How perfect is that?" Parker says.

Prices for entrance this year will remain low--about $9 for the best seat and $4 for the cheapest.

"It's the best entertainment deal around," says six-time season ticket subscriber Jimmy Duke. "I wish more people would come back. It's a quality product and well-run. It's a safe place for people with kids."

And that, Parker says, is the Jaxx's strongest selling point--family values. Promotions that cater to church groups and a promotion for fathers and sons to play catch fit this goal.

"We sell a positive experience here," Parker says.

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