Around the NFC West: Vernon Davis' rise

Matt Maiocco of CSNBayArea.com says Vernon Davis' low-keyed approach toward his contract situation is refreshing and one reason the 49ers are taking him to London as a representative of the organization. Davis has always worked hard. He just needed to become more consistent in his demeanor and in his catching. Maiocco: "In 2007, then-offensive coordinator Jim Hostler did one thing well: He made it a priority to get the ball into Davis' hands. The 49ers' passing game was horrendous that season. The team's combined passer rating was an abysmal 64.3. Davis caught 52 passes. Sure, he had a few drops along the way. But 52 receptions from a second-year tight end on a team that struggled to complete a pass was quite an accomplishment. The next season, Mike Martz came in with a different approach. Because seven-step drops were such a large portion of his approach, Martz kept Davis in as a blocker in a lot of passing situations. There were games in which he was involved in the pass route fewer than 50 percent of the time. As a result, Davis was targeted for fewer passing attempts than he caught the previous season under Hostler. How did Davis react? He did not complain publicly."

Matt Barrows of the Sacramento Bee says Davis has become a face of the franchise. Barrows: "Davis, it seems, has become the 49ers' go-to player not only when they need a touchdown on the field but when they need to sell the team and the league off of it. And why not? He's confidant (just ask him), he's good-looking (just ask him), he's eager to please and he has a seemingly inexhaustible supply of energy. Patrick Willis may have received a whopping contract extension through 2016 that makes him the face of the franchise this offseason. But it's Davis, whose contract expires after the 2010 season, who has been showing his face around the globe this year. He's not only an offensive MVP, he's a PR MVP."

Taylor Price of 49ers.com says Tom Rathman and Joe Staley are among those offering expertise to youth football campers.

Howard Mintz of the San Jose Mercury News updates the 49ers' efforts to build a new stadium in Santa Clara.

Danny O'Neil of the Seattle Times passes along a chat transcript featuring these thoughts on whether Seattle overpaid for quarterback Charlie Whitehurst: "Actually, this particular dead horse called me personally last week to request -- politely of course -- that the beatings stop. I can understand your point, Chuck, and particularly when you compare it to what Philadelphia got McNabb, I certainly agree that there's a compelling case to be made the Seahawks overpaid. But the package didn't come out of left field, either. It was similar to the packages that Green Bay got in trading backups who were seen as potential starters. Guys like Mark Brunell, Aaron Brooks and this Hasselbeck character, too. Ultimately, the measure of whether it was worth it is Whitehurst's performance on the field. Is he capable of being an NFL starting quarterback? If the answer turns out to be no, then, yes, Seattle gave up too much."

Clare Farnsworth of seahawks.com profiles special-teams coach Brian Schneider. Farnsworth: "No matter what positions he coached, Schneider always has been involved with special teams. It happened at USC last season. It has happened again with the Seahawks. It's a strange twist for the former linebacker from Pomona High School in Arvada, Colo., and Colorado State, because he had not played special teams since his freshman year in college."

John Morgan of Field Gulls says the Seahawks' interest in 3-4 defensive personnel comes amid great demand for such players across the league, making it harder to find good ones. Also from Morgan: "Long story short, I think Seattle will allow a lot of passing yards. If the formula works, Seattle will counter that weakness with a strong run defense and a rapacious secondary. The linebackers will neutralize the underneath passing game and the safeties will keep big plays in check. The Seahawks will attempt a bend but don't break defense, and this time next year, have hopefully reloaded at pass rusher."

John Hageman of the Minnesota Daily reports from Larry Fitzgerald's camp through the eyes of former University of Minnesota receiver Eric Decker. Hageman: "The camp is modeled on Cris Carter’s FAST program, which was co-founded by Fitzgerald’s trainer Bill Welle and has been held on the Minnesota campus for two years. In addition to the immense amount of conditioning involved in the camp, Decker said he has been learning some of the technical aspects of being a receiver."

Darren Urban of azcardinals.com provides a link to download the Cardinals' 2010 media guide.

Also from Urban: Four Cardinals players were born the year the team moved to Arizona from St. Louis. John Skelton, A.J. Jefferson, Andre Roberts and Beanie Wells couldn't tell Roy Green from Neil Lomax. Urban: "The Cardinals have been around since 1898 and are charter members of the NFL that emerged 22 years later. But these days, for these four players, the history is a little more shallow than that. For Wells, his first thoughts of the franchise are Emmitt Smith’s arrival in 2003. Same with Skelton, who grew up in New Mexico, where the Cardinals are geographically the closest team but where everyone was a Cowboys’ fan. Lomax? No. Roy Green? Nah. Roberts does know about former Cardinals’ running back Stump Mitchell, but even that is sort of cheating -- Roberts attended The Citadel, from where Mitchell is the highest-profile NFL product."

Jeff Gordon of stltoday.com offers a chat transcript featuring some Rams-related thoughts. Gordon: "Chris Long made nice strides last season, but I believe the Rams could really maximize his production by moving him around with different looks up front this year. Perhaps they can find a pure speed rusher in the pile of DE prospects they are bringing to camp."

Turf Show Times' VanRam provides a transcript from an interview with Rams quarterback Sam Bradford. Bradford: "I feel very good with where I'm at right now. I feel like I made a lot of progress during OTAs and minicamp. I feel like I've become a lot more comfortable in the huddle calling plays from the line of scrimmage, going through my reads. But I think it's just like anything else -- the more you do it, the more comfortable you become. I expect that as training camp comes, and as we get into two-a-days, the more reps I get, the more comfortable I'll become. So I look forward to getting to training camp and getting those reps."