The legacy of the Los Angeles Lakers was significantly shaped by the vision of former owner Dr. Jerry Buss, who sought to expand the team’s brand through innovative broadcasting strategies. Buss co-founded Prime Ticket, one of the first dedicated cable channels for sports, allowing fans to watch Lakers games live. This initiative not only transformed how basketball was consumed but also established the Lakers as a global powerhouse.
Buss’s ambition extended beyond broadcasting; he recognized the potential of the Hawaiian market for Lakers fans. As former trainer Gary Vitti shared on Byron Scott’s show, the team’s decision to hold training camps in Hawaii was driven by the realization that “everybody in Hawaii was a Laker fan.” The first camp took place in 1988, marking the beginning of a tradition where the team would visit Hawaii 15 times until 2015.
The training camps served a dual purpose. They not only provided the team with a unique setting for preparation but also promoted the sale of cable television in Hawaii, where fans could watch every Lakers game. Buss understood that by bringing the Lakers directly to fans, he could enhance the team’s visibility and market presence. Vitti recalled that they often invited other West Coast teams, like the Kings or Warriors, to join in the exhibition games, further solidifying the Lakers’ brand in the region.
Despite the apparent advantages, there were concerns about the impact of travel on player performance. Vitti expressed doubts about the physiological benefits of such trips, citing issues like jet lag and subpar training facilities compared to what the team was accustomed to. During a dinner conversation, he conveyed these concerns to Buss, who, according to Vitti, was less than pleased. The legendary Jerry West humorously warned Vitti, saying, “Don’t tell him that, he won’t let us come over here anymore!”
The Lakers continued their Hawaiian tradition until 2015, after which they shifted their training location to a new state-of-the-art facility that opened in 2017. The last camp in Hawaii was preceded by a stop at UC Santa Barbara in 2016. Since then, the NBA has seen other teams, including the Clippers and Warriors, visit Hawaii for training camps and exhibitions, demonstrating the enduring appeal of the location.
Buss’s innovative spirit and marketing acumen were pivotal in elevating the Lakers to their current status. The story of the team’s trips to Hawaii and the creation of Prime Ticket exemplify his forward-thinking approach. Now, with Mark Walter having taken over majority ownership from the Buss family, the challenge remains to maintain and build upon that legacy. Buss’s influence continues to resonate, reminding fans and stakeholders alike of the transformative power of vision in sports.
