JETHAWKS UPDATE: JETHAWKS ATTENDANCE FALLING PERCENTAGE DECLINE IS LEAGUE'S GREATEST.

Byline: Gideon Rubin Staff Writer

LANCASTER - Attendance, considered the lifeblood of minor-league baseball, is down significantly throughout the California League this season, and the JetHawks have been hit particularly hard.

Entering Thursday night's game against the Modesto A's, the JetHawks average reported attendance was 2,425, a 12.5 percent decline from last season's 2,773 per-game average.

JetHawks attendance has steadily declined since the team's 1996 inaugural season, when the team averaged 4,520. Attendance has dropped just over 11.3 percent on average each season since 1996. Their most dramatic decline came in 1998, when attendance dropped 19 percent, from 298,465 to 238,173.

In the California League, attendance has declined from last season's numbers in eight of 10 markets. Rancho Cucamonga has seen the largest net drop in its attendance numbers, from 4,462 last season to 4,001 this year, a decline of 461 fans per game. The JetHawks percentage decline is the league's greatest.

California League president Joe Gagliardi attributes the decline in the league's attendance in part to a waning interest in youth baseball, and that the California market is tough to compete in.

``There are so many (other) things to do (in California),'' Gagliardi said, noting that teams in the Southern Division are competing against everything from Disneyland to the beaches.

JetHawks general manager Kevin Younkin said several factors, including a declining economy, have contributed to the sagging attendance numbers in Lancaster, and throughout the league this season.

He said the JetHawks traditionally draw much better in the second half of the season and he believes the numbers will improve. The JetHawks will be at home for nine of the season's last 14 Friday and Saturday nights, when they draw their biggest crowds. They have several promotional giveaways, including JetHawks logo balls, which will be distributed at tonight's game. Saturday night is cap night, one of the team's most popular giveaways.

The team's poor play this season hasn't helped either. The JetHawks are coming off a horrific month of June, in which they lost 25 of 27 games.

The recent additions of more experienced players have helped the team improve. The JetHawks were 8-8 in July entering Thursday night, and Younkin is hoping a more competitive team on the field will help the JetHawks at the gate.

He said the JetHawks are trying to improve their group sales with pregame picnics and theme nights, including Lawyers Appreciation Night, at which attorneys pay double with a portion of the proceeds from ticket sales benefiting the United Way.

Other theme nights include Scouts Night, in which Boy and Girl Scouts camp out in the outfield overnight.

The JetHawks have also returned ``The Hawkettes'' cheerleading crew, which they hope will add to fans entertainment experience.

Members of the Ellis family ownership group will represent the JetHawks at seminars after the season to help the team develop better promotions. But according to Younkin, there's no substitute for working the phones.

``The bottom line is we need to sell more groups and we need to get more people to the ballpark whether the team wins or loses,'' he said.

The prevailing belief among those in the business of running minor-league teams is that winning and losing is not as much of a factor in attendance as in the major leagues.

As Younkin put it: ``Winning doesn't help you (in the minor leagues) as much as losing hurts you.''

The fact that Lake Elsinore is thriving on the field while struggling at the gate supports Younkin's assertion. Attendance in Lake Elsinore is down 9.7 percent from last year despite having the league's best record.

Bucking the trend this season are the San Jose Giants and High Desert Mavericks, who are experiencing 4.5 and 2.9 percent respective increases in attendance this season.

Mavericks general manager Rick Janac attributes his team's increase in attendance to the development of unique promotions and an aggressive sales staff.

``A lot of the things we did last year have built a foundation for this year,'' Janac said. ``We've focused on customer service and the overall fan experience and I think that's why we've been successful.''