Revitalizing Lakers’ Home Game Attendance: Challenges, Strategies, and Future Directions

From 2020 to 2024, attendance at the Lakers' home arena diminished as a result of the epidemic. The objective of this study was to examine the causes contributing to this situation and propose feasible remedies to resolve this issue for the Lakers. This study employs qualitative analysis and case study methodologies to identify attendance difficulties, examine possible constraints encountered by the Lakers, and determine the reasons for the reduction. The research will then provide solutions to each specific problem. The investigation revealed that a potential decrease in the impact of the all-star player could be a contributing factor, which could potentially be addressed by acquiring another exceptional player. Secondly, insufficient imaginative advertising may result in diminished attendance; nevertheless, creating a mascot might serve as a feasible remedy. Ultimately, evolving consumer behaviors adversely impact the Lakers' attendance; hence, the Lakers should prioritize stadium advertising. This research aims to offer advice to the Lakers' management or marketer regarding the decline in attendance at their home arena.