Best show in town: In USC win over LSU, Colonial Life Arena was ‘loudest that it’s been’

It was about the time that the Apple watches buzzed in unison the “loud environment” alerts that you started looking toward the rafters of Colonial Life Arena, wondering what sort of Frank Gehry magician could design a place to hold so much noise.

“It’s really incredible. Like genuinely,” said Gamecocks guard Bree Hall. “It gets so, so loud. And I always tell my teammates, I want to ask somebody else what it’s like to be on the other side of the stick where you’re playing here at our games. Because boy, it has to be hard.”

When buildings become deafening, people like to say, “It’s so loud, I can barely hear myself think,” which is simply a ridiculous adage. Humans do not stop consuming their own thoughts. Just like on Friday evening, as No. 2 South Carolina dominated late to grab a 66-56 win over No. 5 LSU, as the decibels inside Colonial Life Arena rose and rose.

If you were inside the building, inside the noise, thoughts were rattling around your head. Perhaps about early 2000s architecture. Or maybe you were thinking, 1: How on Earth does a recruit come to this place and not want to be a part of it? And 2: Is it possible that South Carolina never loses another home game? Like, ever? Well, forever is a long time. Still, it might never happen.

“That’s probably the loudest that it’s been,” USC coach Dawn Staley said of Friday’s environment.

When the first quarter ended, LSU was up one. ESPN’s Holly Rowe grabbed ever-confident coach Kim Mulkey for an interview — which would have felt like the time for the four-time national champion to use some of her bravado. But, well, it was like deja vu just washed over her.

“I’ve been in this building down a hell of a lot more,” Mulkey said.

So has everyone else.

Think about this: South Carolina only won by 10 on Friday. Only.

Just one other time across the past two seasons has South Carolina played in Colonial Life Arena and won by fewer points. As far as actually losing a game — you’ve got to go back over 1,000 days, when the Gamecocks fell to N.C. State in 2020. And even that deserves a massive asterisk considering the COVID pandemic limited capacity to 3,500.

The actual real last time South Carolina lost on its home floor was March 3, 2019, when Mississippi State edged USC by four points. The Gamecocks starters that afternoon: Doniyah Cliney, Te’a Cooper, Alexis Jennings, Biana Cuevas-Moore and Tyasha Harris.

That feels like a million years ago. And in reality, not much has changed. South Carolina is still winning. Still out for national championships. Still making its case as the top college basketball program of this generation.

The only difference? Attendance.

The season when South Carolina last fell in a “real” home game, the Gamecocks were averaging over 11,500 fans a game. That figure held pretty true for years — between 2014-15 and 2022-23, Staley’s squad was attracting an average crowd between about 12,000 and 14,000 folks.

Then came last year. A squad with a brand-new starting lineup. A team that Staley seemed unsure of all preseason. That team captivated people. During its 38-0 undefeated run to a national championship, the Gamecocks drew over 16,000 people a game.

And that rolled over to this year. Through 10 games this season — with opponents ranging from LSU and Texas to Wofford and Coppin State — over 16,800 folks are packing inside Colonial Life Arena to watch South Carolina dominate its opponents.

“If you wanna give a sixth man award,” said guard Raven Johnson, “give it to the FAMs.”

And, yes, South Carolina is not winning solely because of its crowd. That is naive for a program that has stacked its roster with the best talent in America year after year. For a program that has a talent advantage almost every night — regardless of where they’re playing.

But it would also be easy to use some chicken-or-the-egg philosophy. If you were one of the best women’s basketball players in the country, wouldn’t you want to play in Colonial Life Arena, too?