Minnesota- Minnesota Vikings owner Zygi Wilf hailed Friday as the beginning of a “new era” for the beleaguered franchise, saying he planned to rebuild the team into one “known for its class, integrity and character.”

In his first comments since allegations surfaced of a sex party involving players on Lake Minnetonka, Wilf vowed to implement new standards of discipline throughout the organization. He expressed his personal embarrassment, promised to levy “appropriate action” against any player who participated and spent Friday apologizing to state leaders, NFL officials and fans of the team.

“The behavior exhibited lately by members of this organization does not reflect the values of this community,” Wilf said, his body shaking as he spoke in his Winter Park office. “I am embarrassed. My family is embarrassed. My partners are embarrassed.”

Wilf spoke Friday to NFL Commissioner Paul Tagliabue and Gov. Tim Pawlenty, among others, and said he will move his $790 million Anoka County stadium project into the background. He also held two carefully orchestrated sessions with members of the local media and said the Jewish holiday of Yom Kippur prevented him from speaking out sooner.

“But if there was any sense that we would look the other way regarding this type of behavior,” Wilf said, “I want to make it extremely clear that this behavior will never be tolerated again. I will build a first-class franchise both on and off the field.”

Wilf would provide no details of that vision or his team’s new code of conduct, which he said he implemented Friday. People who attended meetings he conducted with the Vikings players and staff members agreed that his message was more about tone than specifics. Several players said on the condition of anonymity that Wilf delivered a harsh message during a 9:30 a.m. meeting at the team’s Winter Park headquarters.

Of that meeting, Wilf said: “I expressed my anger and my embarrassment.” During a second gathering of nonfootball personnel, Wilf said, he apologized to the “many good people that work for the Vikings who deserve to work for a class organization.”

Wilf specifically apologized to longtime receptionist Mary Nevers, who has taken hundreds of calls this week from fans angered by the alleged sex party. The moment was emotional, and several employees began crying.

While Wilf promised tough discipline, it was unclear Friday what options he has. According to the NFL’s Collective Bargaining Agreement, only the league can issue suspensions and major fines for criminal activities. Those punishments come only after a conviction or a guilty plea, and as of Friday none of the 17 players alleged to be on the boats had been charged.

Internally, teams can impose minimal fines according to a preset league standard. Any player, however, can be benched or deactivated for games. Players receive their normal paycheck in those situations.

Nevertheless, Wilf said the “allegations alone cause me embarrassment” and said the Vikings “will set a higher standard than the NFL” in its disciplinary code. “When the investigation is completed,” Wilf said, “we will take the appropriate action against any player – be it a reserve or be it a 20-year MVP. There will be no exceptions.”

Wilf said he will hold “everyone who was involved responsible for his own actions” rather than their supervisors, adding that he would neither discipline nor hold coach Mike Tice responsible if charges are filed.

Citing a gag order from the organization, players refused to comment on their meeting with Wilf. Tice also declined to comment. “Let’s talk about Chicago,” Tice said of his team’s opponent Sunday.

Several minor changes were visible Friday; most notably, players were informed of a new dress code for road games that prohibits jeans and T-shirts. Eventually coats and ties will be required.

Wilf said he learned of the allegations as he drove to the airport Tuesday after a two-day retreat of his ownership group. Four months after he took control of the team, Wilf said he has not second-guessed the decision.

“Absolutely not,” Wilf said. “This is a multi-generational investment, a lifelong investment. This is an embarrassing moment, but I certainly have no regrets.”

The allegations came a month after Wilf unveiled plans for his stadium project, one that asks for $510 million in public money. The proposal, Wilf said, remains important but has slipped in priority.

“We have to focus on the rebuilding of our team,” Wilf said. “And that is my focus as of this moment as in the weeks ahead. I’ve worked hard to ensure that the best facility would be built for the fans and be a place where we can be proud to be fans of the Minnesota Vikings. But right now we have to focus on these important concerns.”