In a pioneering move that shaped the landscape of sports broadcasting, former Los Angeles Lakers owner Dr. Jerry Buss initiated a series of training camps in Hawaii starting in 1988. This strategy not only aimed to strengthen the Lakers’ brand but also sought to tap into the large fanbase in the islands, demonstrating Buss’s vision to transform how fans engage with the team.
During a time when most NBA games were broadcast on tape delay and viewing options were limited, Buss co-founded Prime Ticket, a cable channel that allowed every Lakers game to be aired live. This initiative significantly boosted the team’s popularity, making the Lakers one of the most recognized franchises in sports globally. Former trainer Gary Vitti emphasized the importance of this move, stating, “Everybody in Hawaii was a Laker fan.”
Buss realized that promoting cable television in Hawaii could be immensely beneficial. He believed that if the local fans could watch every Lakers game live, it would solidify their loyalty to the franchise. The team’s trips to Hawaii included not only training camps but also exhibition games, creating a festive atmosphere for fans who were eager to see their idols play in person. Buss’s first trip to Hawaii marked the beginning of a tradition that lasted until 2015, with the Lakers returning 15 times over those years.
The Lakers’ training camps in Hawaii also involved collaboration with other West Coast teams like the Kings and Warriors, who were invited to host their camps there as well. This unity among franchises helped promote Prime Ticket while providing fans with additional opportunities to experience NBA action in a unique setting. Vitti noted that Buss was so enthusiastic about the initiative that he often disregarded concerns raised by staff regarding player fatigue and travel discomfort.
Despite Vitti’s reservations about the impact on player performance due to jet lag and inadequate training facilities compared to those on the mainland, the Lakers continued to embrace the Hawaii tradition. “Physiologically, it didn’t make any sense at all,” Vitti remarked, recalling a humorous exchange with Buss. During a dinner, when Buss briefly left the table, fellow Lakers icon Jerry West jokingly warned Vitti not to upset their owner, fearing it might end their Hawaiian excursions.
The Lakers held their last training camp in Hawaii in 2015, prior to the opening of their new state-of-the-art training facility in 2017. In the interim, UC Santa Barbara served as their training camp location in 2016. Since then, Hawaii has still attracted NBA teams, with the Clippers and Warriors holding training camps in Oahu and playing exhibition games in 2024.
Dr. Jerry Buss’s innovative approach to expanding the Lakers’ reach through strategic marketing and fan engagement in Hawaii exemplifies his legacy as an influential figure in sports. As the new owner, Mark Walter faces the challenge of upholding Buss’s pioneering spirit while navigating the evolving landscape of sports entertainment. The story of Buss’s vision and the Lakers’ Hawaiian adventures offers a glimpse into how creativity and market awareness can redefine a franchise’s identity.
