The Royals have cranked up an ambitious promotion campaign for 2012 a year in which theyll host the All-Star Game at Kauffman Stadium.
Beyond the buzz over that midsummer event, however, the Royals theme has been aimed directly at what may happen on the field.
The two-word catchphrase for the coming season: Our Time.
Unless youve been watching the Royals from up close, that seems like a fairly ambitious boast especially for a team that finished 24 games from the top of the AL Central in 2010, and has scraped out just one winning season in 17 years.
There are no guarantees in sport, of course, but the Royals suddenly appear to have re-invented themselves.
Theyve created one of the best farm systems in baseball, and the talent developed through all that work and financial investment has begun to produce victories and some goose bumps around the American League.
An army of gifted young players appeared last year, and a few of the clubs earlier high draft picks guys like Alex Gordon and Luke Hochevar also began to blossom alongside the kids.
Our final record (71-91) was deceiving, insisted Eric Hosmer, the often-magical first baseman who finished third in Rookie of the Year balloting despite missing the first month of the season.
Hosmer hit .293 with 19 homers and 78 RBIs after arriving in the big leagues on May 6, and he was so spectacular defensively that it seems certain there will be Gold Gloves in the future.
Talk to the teams we played against, especially in the second half of the year when a lot of the guys in our system got to the big leagues, Hosmer said. Believe me, they were taking us seriously.
Once Hosmer had been joined in mid-season by fellow prospects Mike Moustakas, Salvador Perez, Johnny Giavotella, Danny Duffy and Everett Teaford complementing rookie relievers Louis Coleman, Aaron Crow, Greg Holland, Tim Collins and Nate Adcock, all of whom started the season in Kansas City the long-awaited wave of talent finally had reached Kauffman Stadium.
Perez was awesome behind the plate and hit a stunning .331 in 148 at-bats. Third baseman Moustakas got off to a slow start, then found his stride and was the second-leading hitter in MLB from Aug. 15 through the end of the season.
The Royals went 15-10 in September and most hated to see the season end.
We proved we can play with anybody, Hosmer said. Now we want to show it over some full seasons. We want to win championships.
Yes, that sounds a bit ambitious at least for 2012.
General manager Dayton Moore conceded there is a lot of ground that must be made up.
We were 24 games behind Detroit, he said. Obviously, we feel weve brought a lot of talent to the big leagues, and we have more prospects who are a year or two or maybe less away from making their own impact.
But we still have to go from 71 wins to a whole lot more. To make that jump in just one year is a big challenge.
Having issued a few words of caution, however, Moore is happy to point out that the Arizona Diamondbacks rebounded from a 97-loss season to win the National League West a year ago.
Moores personnel moves indicate hes pretty optimistic about the Our Time. slogan, as well.
The GM traded center fielder Melky Cabrera to the Giants for starting pitcher Jonathan Sanchez who will be a free agent after 2012.
Former Dodger All-Star Jonathan Broxton was signed as a free agent to bolster the bullpen, and hes another potential contributor who could leave after one season.
Moore found lefty relief specialist Jose Mijares and some solid back-up infielders Yuniesky Betancourt and Kevin Kouzmanoff to help win close games.
Its exciting, Hosmer said. The club is making moves to win right now, and thats what were all about.
Look at all the young guys on our roster, and Im including Gordo (Alex Gordon) and Billy (Butler). Then you have the guys whove come up about the same time I did, like Moose (Moustakas) and Perez and a few of our pitchers.
The Royals have been drafting talent, but weve also been making sure to draft winners. And thats what the minor-league history has been with this group.
There have been league championships at (Class) AA and then at AAA. Everyone here now expects to win.
Several scouts around the major leagues have suggested that the Royals ultimately will be a playoff team, but that they might have to wait another year or two as young players reach their prime.
Hosmer isnt buying that theory.
Asked if hed accept a giant step forward say, something like 90 wins and second place in the division Hosmer dismissed the notion as though it were a disease.
Second place is the same as last place to us, he said. Ask somebody like Moose if hed like to finish second. Hes a winner, and he wouldnt want anything to do with it.
Our goal is really simple. Were here to win a World Series for Kansas City and then win another one.
Despite the bravado, Hosmer claims to be realistic.
Sure, we understand some other teams are really good, he said. This is the highest level of baseball in the world.
Nobodys going to give us anything. But we have the talent in the organization now to achieve anything if we work hard enough.
Hosmer laughed when reminded that Royals fans have been asked to be patient while all of the clubs young prospects take time to develop.
Im not asking our fans to be patient, he said. Theyve waited long enough. They want to win now, and so do we.
You wont find much patience in our clubhouse.
Last season may have been about development, or planning for the future.
But this year is the future. This year is about winning.