OPERATE YOUR FACILITY LIKE IT’S 2017!

business, you need to be in the vending business as well. It offers a nice solution to a closed concession stand, and vending sells itself if displayed correctly. Just watch your inventory levels and service calls; it can dramatically reduce your profits.

ADVERTISING

Advertising is the most missed opportunity by arenas for added revenue. Tracking attendance each year has been the most successful sales advantage that Eagan Civic Arena has implemented.

If you understand your users and how to reach them

with the most effective advertising channel, you will reap the rewards. Do your homework before you advertise and identify the target audience for each of your sales promotions.

SKATE SCHOOL

Going back to skate rentals and ice skating — every arena should have a skate school, period. All participants need to know how to skate before they try figure skating, hockey or any other skating sports. Your job is to advise kids and adults on how to get involved in the sport of ice skating. Be sure that your staff is prepared to first upsell the skate school then pass on information about your hockey and figure skating club. Always conclude a skating season with an ice show — guaranteed ROI on the time and talent of staff and volunteers.

OTHER

Other revenue opportunities include adult leagues, private lessons, capitalizing on large events and utilizing other arena spaces for activities (i.e.: dry-land training, weight rooms,

meeting rooms and gathering spaces if your facility offers). Lastly, do your homework and justify having ice installed year-round or in the off-season. We have had great success with installing indoor turf and offering other sports rentals, show space and large events.

What does the future hold for our industry? Watch for

automation of tasks, be prepared to protect your users and data, and streamline your operations. Te challenge is there; our industry can learn from other industries and we can grow together.

Mark Vaughan manages the Eagan Civic Arena and Cascade Bay water park for the City of Eagan, Minn. He also owns Arena Concepts, which assists arenas in planning and operations. For assistance with your audit, contact him at 651-331-8939 or mvaughan@ arenaconcepts.com.

Best for your skaters! Best value for your money!

A New Generation of Injection Rental Skates Better Ankle Support and More Durable

Installing indoor turf and renting the space for other sports and activities, such as karate, can be profitable.

Offer the full-party package — cake and “no clean-up for the patron” sells.

* leather insole coated with rubber

* leather for comfort * rubber for support and waterproof

* choice of laces or buckle * made in Hong Kong

26 FAL L 2 017

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