Issue link: http://read.uberflip.com/i/1142200
34 / JULY.AUGUST.2019 USICERINKS.COM not include clean-up fees (I recommend not charging for this to start a dry-floor rental program). With this, if the renter wants the use of chairs and tables that you have in the building, offer them, depend- ing on availability. The demand for the space will largely determine the price for use, plus service fees, e.g., electrical hook-ups, boards removed, table and chair rental. I recommend adding an a la carte menu for "extras." If you go this route, make sure you do not allow out- side vendors to provide these items; require that the users rent them from you. If you choose a flat fee, try not to nickel and dime the renter, and include what you can with the understanding that you are building a client base. We always let our renters know that prices are subject to change each year. When setting your price structure, put yourself in the shoes of the renter. If you were at a restaurant and you ordered a meal and asked for extra ketchup, you would not expect to be charged for it. Do the same for your users—if they need extra garbage cans, do not charge for them. So how do facilities get dry-floor pro- grams off the ground? A plan that worked for us was to run our own home and leisure show. This allowed us to make the mistakes and learn from ourselves before we approached outside renters. The word will spread once you start selling dry floor space, so it wasn't long before we hosted a circus. During that show I was approached by two potential renters who just happened to be looking for space. While word of mouth is great advertis- ing and events can feed off of themselves, you can't sit back and wait for renters to walk through your door. We began approaching athletic organizations that held tournaments and offering the facility under the flat-rate scenario, realizing that we could keep profits from all of the concessions. It worked out well, as some of these tourna- ments figured to be our largest events of the year. Utilizing your space for dry-floor events will not only benefit your facility, but also the community. While it may be obvious to you, others in the community will begin to realize that ice arenas are multi-function facilities: hosting dry-floor events will allow the community to better understand the value of the facility. Your advertisers and sponsors will also have their messages in front of many new faces, which can equate to more customers for them. While there are many great reasons for hosting dry-floor events, perhaps the best is that your bottom line will benefit from the additional use. The expenses related to a dry-floor event drop drastically com- pared with ice events as there are no com- pressors running, the resurfacer is parked, and there is less staff involvement. Dry-floor events will attract a segment of the population to your facility that may not have been through your doors in the past. This new user group may turn into ice sports customers, and they certainly, as taxpayers or other user groups, will appreciate that revenue is coming in dur- ing all months! J Mark Vaughan is the manager at Eagan Civic Arena in Eagan, Minnesota. DOLLARS DRY SEASON DO TO EFFECTIVELY SELL SPACE, DETERMINE WHAT SPACE IN YOUR FACILITY CAN BE SOLD FOR MULTIPURPOSE USE, WHAT COMPETITORS ARE CHARGING AND WHAT YOUR PRICE POINT WILL BE. , The Schwan Super Rink in Blaine, Minnesota has hosted plays and musicals.