Efforts to cultivate a larger, more energetic fan base for professional soccer in Denver is proving to be a slow process.

The Colorado Rapids, who play home games at Dick’s Sporting Goods Park in Commerce City, have increased attendance in recent years, but still lag behind other teams in Major League Soccer. This year, the team has drawn about 15,225 spectators per game, which ranks 14th among 19 MLS teams.

Some of that has to do with the size of the stadium, said Tim Hinchey, president of the Colorado Rapids. Dick’s Sporting Goods Park has a capacity of 17,400, while other MLS stadiums can seat up to 67,000.

“I don’t think it’s a good barometer for what we’re doing,” Hinchey said.

Hinchey also noted the team has steadily increased attendance, going from an average of 13,329 in 2010 to 15,175 in 2012.

“We’re in a good place,” he said. “We’ve consistently grown our product and I think it’s only going to get better.”

Team officials are working to create a more exciting product for the fans, both on the pitch and in the stands. The Rapids in 2012 hired a new coach, Oscar Pareja, who is implementing a more aggressive style of play.

That move is already paying off, at least to some degree. The Rapids are riding a nine-game undefeated streak, the longest such streak in team history, and are ranked third in the Western Conference.

Still, some longtime Rapids fans are finding it difficult to get excited about the club. Season-ticket owner Ben McKee has attended just half of the Rapids’ home games this season after growing frustrated with the overall atmosphere at the stadium.

“You have a supporters section that is really into the game and the rest of the stadium feels very disconnected,” McKee said. “When I go to a Rapids game, I always feel very isolated and alone.”

The location of the stadium is also an issue, McKee said. Though fans tailgate before games, there aren’t any bars, restaurants or entertainment venues nearby.

As such, it’s often difficult to persuade friends to come out to games with him, McKee said.

“We’re kind of stuck out in the middle of nowhere,” McKee said. “I’d like to have an experience associated with going to the game.”

Other fans see it differently, including Matt Baumgartner, who sits on the board for Centennial 38, the team’s official supporters group. He said enthusiasm among fans this year is “sky high.”

“This is a really exciting, young team,” Baumgartner said. “I think it could really take off this year.”

Baumgartner, however, said he shares concerns over the lack of retail near the stadium.

“I do agree that it would help to bring people out here before and after the games,” he said.

Development around Dick’s Sporting Goods Park has been virtually nonexistent since the stadium opened in 2007. Both the city and private developers have developed a marketing plan — dubbed Victory Crossing — to stimulate development around the park.

The clock, however, is ticking on the timetable for development. Though Commerce City owns the land around the park, Kroenke Sports Enterprises has first right of development refusal until Oct. 25, 2014.

After that date, the city can begin marketing the area without approval from Kroenke, said city spokeswoman Michelle Halstead.

Joey Kirchmer: 303-954-2650 or jkirchmer@denverpost.com