23. Where possible, install a separate meter on the water to the cooling tower to avoid
paying unnecessary sewer charges on evaporated moisture.
24. Create session themes to add variety and stimulate interest, such as seasonal or
holiday themes, or make up your own. In the past, several ISI member facili- ties offered free admission for mothers on Mother’s Day and fathers on Father’s Day to stimulate family business. Offer a Father’s Day or Mother’s Day hockey clinic. Remember, healthy public sessions drive repeat business in the form of lessons and future visits.
25. Be sure that all independent contractors are paying rent or commission for use of the
facility.
26. Use the ISI recreational test and competition program to stimulate continued interest and
participation from skaters of all ages and abilities.
27. Provide incentives for class re-enrollment, such as an early re-enrollment discount,
a bring-a-friend offer or a multi-family member discount.
28. Make sure your website is current, func- tional and user-friendly. It should project a
positive facility and staff image, promote your programs and services, announce sched- ules and events, and offer the convenience of online class registration. Be sure there is no old information on it!
29. Have staff coaches available to provide free introductory classes and impulse
private lessons during busy public ses- sions.
30. Regulate lighting based on the programs under way on the ice and have parking lot
lights on photo sensors.
31. Use a costumed character during busy sessions to entertain on the ice. Colored
and mirrored balls, artificial snow (in warm climates) and other fun props add to the entertainment value.
32. No rink should still be without a computer- ized point-of-sale/inventory management
system for tracking customer information.
33. Schedule resurfacing every 45 minutes during busy public sessions to drive busi-
ness throughout the facility. This also turns over the use of rental skates and lockers. (Most skaters will stay through one resur- face; few will stay through two.)
24 SPRING 2019
34. Be aware of peak electricity demand charges and use time-delay switches
to stagger compressor motor starts accordingly.
35. Schedule skating and hockey exhibitions after resurfacing during public sessions to
spotlight students’ achievements and promote your programs.
36. Gain a better trained and educated man- agement staff — and possibly even reduce
insurance premiums — by enrolling key employees in ISI University certification classes offered online and at the annual ISI conference.
37. Support other inter-rink competitions in your area so that yours will be supported in
return.
38. Take advantage of the free class manage- ment software program to help you more
effectively and efficiently administer your learn-to-skate program.
39. Develop an email list of ice rental custom- ers and people who might rent ice. Send
an email periodically with a list of open ice slots to sell.
40. Utilize a marketing coordinator to increase group sales.
41. Send your instructors to ISI Instructor Training seminars, which result in better
and more productive teachers, boost the reputation of your skating school and help increase re-enrollment.
42. Offer your own in-house ancillary services rather than contracting them to others: vend-
ing, concessions, lockers, arcade games, etc.
43. Use the ISI recreational hockey program. Hockey membership allows rinks to use the
program to run their own youth and adult house leagues with greater flexibility and more competitive fees and insurance cover- age. What’s more, rinks can register team jerseys, rather than individuals, allowing them the flexibility to add, remove or adjust players as needed during the season.
44. Use a water treatment in the evaporative condenser to prevent scale buildup on
tubes.
45. Drive business to your concession stand with Family Four packages (admission,
rental, popcorn, small drink). It will look like a great deal and customers will spend more money at the concessions — guaranteed!
46. Give figure skaters the chance to par- ticipate in a team sport by using the ISI
synchronized skating program.
47. Utilize gas-powered radiant heaters over seating areas rather than attempting to
heat the entire rink area.
48. Use incentive compensation to reward pro- gram directors for productivity and efficient
management practices.
49. Explore the use of power conversion to reduce cost of electricity.
50. Conduct a focus group to see what your arena is doing well and to find out what
your customers want.
51. Have solar panels installed on your roof and experience savings on your energy bills.
52. When hosting tournaments, work with hotels to get a rebate on every hotel room
booked.
53. Take advantage of “free” marketing pro- grams like Facebook, Twitter, Instagram and
Pinterest to promote your business. Offer prizes to people who share your posts or “like you.”
54. Promote your programs and services on your dasher boards.
55. Sell advertising on your website, dasher boards and ice resurfacer.
56. Hold birthday parties during your public skating sessions to increase revenue
and introduce new people to your arena programs.
57. Offer camp and hockey clinics during the holidays and slower seasons to increase
revenue and fill unused ice.
58. Find out how much you pay for credit card processing. Shop around and get better
deals; the savings will surprise you.
59. Evaluate your concession prices to make sure every item has a 100 percent mark-up
over your cost of goods. When factoring in cost of goods, make sure you include deliv- ery charges and soft charges, such as cups, stirrers, straws, milk and condiments.
60. Maximize your ISI membership! Take full advantage of the full spectrum of ISI
programs, materials, educational seminars and certifications, affordable insurance programs and staff resources. Not sure what’s included in membership? Call the ISI office at 972-735-8800.
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