Issue link: http://read.uberflip.com/i/1395674
Start your Olympic Games exposure now Every four years, ice sports interest gets a significant boost from the enthusiasm and inspiration the Olympic Winter Games generates around the world. Historically, the U.S. ice rink industry has had its best years during and following the Winter Olympics, due in part to the sheer volume of media coverage and television programming leading up to and during the Games. The 2020 Games in PyeongChang were no exception, as most rinks in the U.S. experienced higher public skating attendance and registrations for ice skating and hockey lesson programs compared to the previous year. The February 2022 Winter Olympics in Beijing will likely receive even more media attention than the 2020 Games, due to the ever-increasing integration of social media into our daily lives, and the proliferation of video streaming services. Kids and adults will be looking for opportunities to experience what they see on their televisions, computers and their mobile devices, so it is imperative that we are ready to provide those experiences for them. Traditionally, rinks expand their skating and hockey 'Try For Free' promotions, add more public skating sessions, and expand learn to skate and learn to play hockey classes as a way to capture new customers during an Olympic year. However, interest in curling and speed skating will also be high, so give some thought to offering 'Try For Free' and introductory lessons for these sports also. Whatever programs your rink chooses to offer, they will need to be exceptional and readily available in order to take full advantage of the increased public interest. First impressions are vital to turning a prospect into a regular customer. Just as any other day or time of the year, creating a great customer experience should be a top priority for you and your staff before, during and after the Olympics. You and your staff will need to be prepared to interact with a greater number of customers who have no previous knowledge or experience with the sports/programs that your rink offers. If you haven't already started putting your plans together, get going or your rink will miss out on the 'Olympic Fever' that only comes around every four years. Will your rink be ready? — Jeff Theiler, Chief Operating Officer, United States Ice Rink Association Opening ADDRESS Welcome from Jeff Theiler THE OFFICIAL PUBLICATION OF THE UNITED STATES ICE RINK ASSOCIATION JULY/AUGUST 2021 // VOL. 24, NO. 4 USICERINKS.COM // INFO@USICERINKS.COM C E O Steve Farbman P R E S I D E N T James McEwen S E N I O R V I C E P R E S I D E N T David Jensen C O N T R O L L E R Mike Schwarz C R E AT I V E D I R E C T O R Rob Johnson A RT D I R E C T O R Mike DeArmond S E N I O R D E S I G N E R Brandon Favre D E S I G N E R Kelsey Cherwinka A D S A L E S Bryan Nelson M A R K E T I N G & AC C O U N T M A NAG E R Jessica Disch E D I T O R S : Aaron Paitich, Jessi Pierce M A R K E T I N G C O O R D I NAT O R Elizabeth Boger RINK Magazine is the definitive business publication for professionals in the ice rink industry and is the leading source for information on facility management, operations and programming. PUBLISHING PARTNER 505 North Highway 169, Suite 100, Minneapolis, MN 55441 P H : (763) 595-0808 FA X : (763) 595-0016 E - M A I L : info@touchpointmedia.com W E B S I T E : touchpointmedia.com Mission: "To advance the ice rink industry through membership, world-class education, training, resources and events." C H I E F O P E R AT I N G O F F I C E R Jeff Theiler D I R E C T O R , E D U CAT I O N John Monteleone O F F I C E A S S I S T A N T Tom Wacker P H : ( 719) 538-1149 FA X : (719) 538-7838 E - M A I L : info@usicerinks.com W E B S I T E : usicerinks.com A P R O G R A M O F E D I T O R Aaron Paitich M A NAG I N G E D I T O R Jessi Pierce C O N T R I B U T I N G W R I T E R S Brian Bott, John Monteleone, Jeff Theiler, Nate Wells E D I T O R I A L B OA R D T.C. Lewis, John Monteleone, Craig Petersen, Jeff Theiler D E S I G N E R S Mike DeArmond, Brandon Favre, Kelsey Cherwinka 16 / JULY.AUGUST.2021 USICERINKS.COM Are You Ready to Capitalize on the Winter Olympics? PHOTOS: RINK ARCHIVES , Are you prepared to welcome the next generation of stars to your rink?