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OPERATE YOUR FACILITY LIKE IT’S 2017!


by Mark Vaughan H


AVE YOU DIVERSIFIED your building recently? Some arenas are not changing with the demands of their clientele and are missing out on opportunities to generate revenue.


You may ask, “How do I diversify my building?” My first


answer is, “Do you have the support from your supervisors and/ or ownership?”


If you have the support, start the process immediately. It


won’t happen overnight, but your first step is to take inventory of your building’s features and functions as well as its potential. Start at the front door and think like a patron, not an operator.


Following this audit, the next step is to review the budget and


begin the education process necessary to successfully introduce your findings to the key decision makers at your facility.


I have traditionally used pie charts to show where


opportunities exist, but it’s important to use caution when presenting. Using percentages rather than hard numbers will be more effective when sharing your findings. It’s all right to use comparisons, but I recommend not focusing on them as you are charged with planning future operations, not past. Search for ways to diversify your revenue, being sure to not have all ideas in one basket; keep in mind the Return on Investment (ROI) on staff labor time and expenses.


Rental and Merchandise


2%


Programs 27%


RENTAL SKATES


Investing in rental skates is a must.


Since you’re in the ice skating business, your facility should offer rental skates. If you don’t already do so, I highly recommend investing in rental equipment. Te current trend shows that skaters are choosing not to own their own ice skates since it’s easier and more affordable to rent. At my facility, we spend $5,000 every five years for about 50 pairs of rental skates – we are grossing sales of nearly $10,000 a year in skate/helmet/aid rentals!


Merchandise sales is one area in which I recommend caution


on investment. I’m not implying to not offer merchandise but watch inventory levels, shipping prices and loss due to theft. Product does need to be offered to be part of your service equation but think bigger — try to get some bulk sales from teams at the beginning of the season or offer specials to move some products quickly. It’s important to have storage space and shelving for display.


CLUB SK8


The Club Sk8 concept brings the roller skating atmosphere to your rink.


Ice skating is our product, so why not capitalize on the experience? Fellow industry member Rob Lopez introduced the Club Sk8 concept to Eagan Civic Arena, and I believe more arenas should offer it. Te best way to describe it? It brings the roller skating atmosphere — disco lighting and energetic, dance music — to ice rinks. With social media, it’s easy to promote this concept to kids and once you get them to the rink, the atmosphere will sell it. Try offering it on


Friday and Saturday nights when kids, especially pre-teens, are looking for something social to do with friends.


Once you create the roller skating atmosphere for your ice


skaters, the parties and other revenue will follow. Do not take the easy way out — cake and “no clean-up for the patron” sells. Also, offer the full package with food. Part of taking the risk is putting in the work (offering full service) to receive the reward.


CONCESSIONS


Ice Rental 58%


Concessions/ Vending


10%


Advertisements 3%


Inventory your building’s features and functions and share your findings in a pie chart when presenting to key decision makers.


Concessions can be a great revenue source.


Concession stands can be difficult to operate for profit, but the more events, parties and services you offer, the more revenue you generate for your building. While you need to watch inventory, hours of operations, staffing and handling outside food and beverage brought into your building, this can be a great revenue source. If you are in the concession


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