Issue link: http://read.uberflip.com/i/774279
USICERINKS.COM JANUARY.FEBRUARY.2017 / 17 erving The American Rinks (STAR) is ushering in the new year with a new name and new look, but with the same commitment to keeping ice rinks operating as safely and efficiently as possible. As we begin our 17th year of operation, STAR will now be referred to as the United States Ice Rink Association. Our name change, along with a new logo, is part of a four-year organizational strategic plan that was implemented in 2016. The decision to re-brand our organization came out of our board of directors strategic planning meetings held in June and September of 2015. At that time our board wanted to refocus our priority on serving our membership and establish our organization as the 'go to' for anything related to ice rinks. According to Ray Ferry, president of the United States Ice Rink Association's board of directors, the purpose of the name change is to better communicate the organization's mission and purpose within the ice rink and ice sports industries. "Our goal, as we move into the future, is to reach a greater number of facilities in this country and the professionals they employ," Ferry said. "This broad outreach and resulting education of more facility professionals will ensure a safer and more enjoyable skating experience for USA Hockey and U.S. Figure Skating member participants. "Clean, safe, friendly and professionally run facilities will attract more participation, and new skaters will experience the personal benefits skating and ice sports provides." In 2015, our board of directors looked at our existing brand and business operations and believed that these did not seem to reflect this focus, or align with our Mission, Vision, Core Beliefs and Main Goals. Over the next 18 months, our staff and board worked on these items extensively. It's through their collective efforts that the United States Ice Rink Association will strive to accomplish these main goals: 1. Promote the sustainability and growth of the ice rink industry. 2. Raise the level of professionalism amongst ice rink industry members by becoming the undisputed leader in education, training and resources. 3. To provide our members with exclusive networking, educational and professional development opportunities. While our organizational core beliefs haven't changed, our board has worked to more clearly define them: • Our partnership with USA Hockey, U.S. Figure Skating and the Ontario Recreation Facilities Association (ORFA) have been instrumental in the development and continued evolution of our organization. • All of us—industry professionals, facilities, vendors, allied associations, national governing bodies (NGBs), organization leaders, staff and volunteers—must work together if we are to achieve our mission and vision. • We advance facility operations, management and safety by providing educational and training opportunities that raise the level of professionalism in the ice rink industry. • It is important to make education affordable and accessible for all in the industry. CHANGE S [OUR NEW LOGO] ALSO MAINTAINS A CONNECTION TO OUR HISTORY, INCLUDING THE COMPANY TAGLINE THAT IS AN HOMAGE TO OUR PREVIOUS NAME.