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PHOTOS: COURTESY OF U.S. FIGURE SKATING REAL PROGRAMS Successful programs to consider adopting REAL PROGRAMS Successful programs to consider adopting Marketing Learn to Skate Programs 3 ways to give your classes and on-ice programming a boost BY ERIKA LEHMAN, DIRECTOR OF MARKETING, U.S. FIGURE SKATING W hile the act of learning to skate hasn't changed much over the years, the manner in which people are introduced to ice skating lessons has changed drastically over the course of the last decade. Advancements in technology, shifting customer expectations and a rise in experiential marketing has altered the way potential customers encounter beginner skating programs, and keeping track of all these changes can be overwhelming at times. Fortunately, learning how to ice skate is a fun and enjoyable experience that will never go out of style, and a few simple adjustments to websites, registration processes and marketing tactics is all that's needed to give new customers the experiences they crave. Give your learn to skate classes and other on-ice programming a boost with these three marketing tips: Don't neglect your website With so much happening on the ice and inside the ice rink, it's easy to forget about your website and other aspects of your business that you don't encounter on a day-to-day basis. Your website, however, is one of your most important marketing assets and should not be ignored. In the late 1990s into the early 2000s, when a potential customer had a question, he/she would contact the facility via phone (usually landline) and make inquiries 46 / JULY.AUGUST.2020 USICERINKS.COM