I don't see why it's at all advantageous to keep your lounge from being appealing to the broadest number of travelers. Even though yes the lounge is only used by a very small % of Alaska's customers, you still want to be able to use that lounge as a selling point for people to potentially fly in F or buy a day pass when they have a layover or delayed/canceled flight.

And it could be just the times I'm in there, but I see what seems to be a pretty diverse set of travelers in the Board Rooms. Sure there are lots of single business types in there, as there are in every airport lounge, but also lots of couples (especially older folks) and even parents with young children sometimes.

Honestly I think the best thing that any airline can do is make its lounges feel like they're a little more accessible. Sure there's some benefit of having them feel exclusive and all, but that doesn't mean it has to feel stuffy and businesslike with a name like "Board Room" attached.

Ha! I do agree the name is a bit uninspired compared to something like the "British Airways Galleries Lounge," "Delta Sky Club" or "American Airlines Admirals Club" ... but not sure how many will make the same association that you have