Introduction to the Attendance Issue
The most densely packed section inside the Rose Bowl on Saturday was filled with fans wearing the colors of the visiting team. Swathed in red and white, they crammed into one corner of the century-old stadium for what amounted to a nightlong celebration. Fans cheering for the home team were more subdued and scattered throughout a stadium that seemed about one-third full, outnumbered by empty seats, visiting fans and those massive blue-and-gold tarps covering most of each end zone. Deliberately or not, Fox cameras inside the stadium showed those watching from home only wide shots filled with graphics that obscured the paltry crowd.
The Discrepancy in Attendance Figures
By late in the third quarter, the only suspense remaining in UCLA’s 43-10 blowout loss to Utah was waiting for the announced attendance. Reporters in the press box were given a figure of 35,032, which seemed inflated given so many empty seats below them. The scan count, a tally of people actually inside the facility, was 27,785, according to athletic officials. Creative accounting is the norm in college football given there are no standardized practices for attendance reporting. The Big Ten and other conferences leave it up to individual schools to devise their own formulas. UCLA defines its announced attendance as tickets distributed — including freebies — plus non-ticketed and credentialed individuals such as players, coaches, staff, vendors, cheerleaders, band members, performers and even media.
Comparison with Other Schools
Across town, USC’s announced attendance includes only tickets distributed, according to an athletic department spokesperson, which was 62,841 for the season opener against Missouri State. In recent seasons, UCLA’s announced attendance was sometimes more than double the scan count, according to figures obtained by The Times through a public records request. For UCLA’s home opener against Bowling Green on a sweltering September day in 2022, the announced attendance was 27,143, a record low for the team since moving to the Rose Bowl before the 1982 season. The actual attendance was much lower. UCLA’s scan count, which represented people who entered the stadium (including the aforementioned non-ticketed and credentialed individuals) was 12,383 — 14,760 fewer than the announced attendance.
Impact of Low Attendance
Empty seats aren’t just a game day buzzkill given their correlation to lost revenue. “Since we are now in the era of NIL and revenue sharing, where cash is king,” said David Carter, an adjunct professor of sports business at USC, “every school hoping to play competitive big-time football needs to generate as much revenue and excitement around its program as possible. But since empty seats don’t buy beer or foam fingers, let alone merchandise and parking, any and all other forms of revenue are needed to offset these chronic game day losses in revenue.” Declining revenue is especially troublesome at a school whose athletic department has run in the red for six consecutive fiscal years.
Historical Context and Challenges
Low attendance is a deepening concern. UCLA’s five worst home season-attendance figures since moving to the Rose Bowl in 1982 have come over the last five seasons not interrupted by COVID-19, including 46,805 last season. That figure ranked 16th among the 18 Big Ten Conference teams, ahead of only Maryland and Northwestern, which was playing at a temporary lakeside stadium seating just 12,023. Recent attendance numbers remind some longtime observers of the small crowds for UCLA games in the late 1970s at the Coliseum, which was part of the reason for the team’s move to Pasadena. During their final decade of calling the Coliseum home, the Bruins topped 50,000 fans only six times for games not involving rival USC.
Efforts to Improve Attendance
UCLA faces several unique challenges, particularly early each season. Its stadium resides 26 miles from campus and students don’t start classes until late September. Other explanations for low turnouts have included late start times such as the 8 p.m. kickoff against Utah, lackluster nonconference opponents and triple-digit heat for some September games. Quarterback Nico Iamaleava said he appreciated those who did show up Saturday, including a throng of friends and family from his hometown Long Beach. “Fan base came out and showed their support, man,” Iamaleava said. “You know, it felt great going out there and playing in front of them. Obviously, we got to do our part and, you know, get them a win and make them enjoy the game.”
Conclusion
The issue of low attendance at UCLA’s Rose Bowl games is a complex one, influenced by a variety of factors including the distance of the stadium from campus, late start times, and the appeal of nonconference opponents. While the school has made efforts to improve attendance, such as creating a new fan zone and planning a concert, the challenge remains significant. The discrepancy between announced attendance figures and actual scan counts highlights the need for more transparent and standardized reporting practices in college football.
FAQs
Q: What is the main reason for the low attendance at UCLA’s Rose Bowl games?
A: The main reason for the low attendance is a combination of factors including the distance of the stadium from campus, late start times, and the appeal of nonconference opponents.
Q: How does UCLA calculate its announced attendance?
A: UCLA defines its announced attendance as tickets distributed — including freebies — plus non-ticketed and credentialed individuals such as players, coaches, staff, vendors, cheerleaders, band members, performers and even media.
Q: What is the scan count and how does it differ from announced attendance?
A: The scan count is a tally of people actually inside the facility, which can be significantly lower than the announced attendance due to creative accounting practices.
Q: What efforts is UCLA making to improve attendance?
A: UCLA is creating a new fan zone outside the stadium and planning a concert, among other ventures, to attract more fans and generate revenue.
