Issue link: http://read.uberflip.com/i/774279
Hook Them • No, not like that—we don't want you to spend two minutes in the box. Hook them in with your messaging. In other words, capitalize on the buzz of PyeongChang. • Certain athletes, trends or events will undoubtedly capture the media's attention before and during the Winter Games. Get clever and creative and find a way to incorporate these instances into your advertising and communications. Plan and Prioritize • However you decide to promote your rink and its activities, make sure to be deliberate about it. Plan, prioritize, execute, and then adjust. • Start your plan 12 months out and break it down month by month and week by week so you stay on track throughout the year. Guest Experience Guest experience is always a crucial phase in the customer-acquisition cycle, especially in an Olympics year. The great migration of new (or returning) participants to your rink will stress various aspects of your facility more than normal. From instructors, to concessions, to facility maintenance, your rink and staff should be a well-oiled machine by the time Olympics- traffic starts streaming in. MUST-HAVES FOR A GREAT GUEST EXPERIENCE Information and Registration • Publish critical rink information (hours, classes, prices, etc.) in highly visible locations: your website, social media, and flyers and posters around your facility. • Create a seamless registration process, whether online or in-person, that's easy and pain-free for guests. Staffing • As Olympic fever heats up, be prepared to grow your rink's staff, from concessions workers to facility maintenance employees. • Make sure that you have adequately staffed your facility for peak times. Additional staff can help direct guests, teach participants and keep your facility in top shape. Interacting with Guests • Interactions with staff can make or break a guest's experience. Friendly, knowledgeable and helpful staff go a long way in cultivating a great experience for guests. • Staff should have answers to questions such as, "Where do I register?" "What size skates do I need?" "Where is the locker room?" or "How do I get medical attention?" Facility • Increased traffic will mean increased wear and tear on your facility. Make sure your staff is vigilant, proactive and prepared to deal with the effects of higher usage. • Sanitary locker rooms and restrooms, clean concessions, and tidy grounds can truly enhance a guest's experience. If you were a customer, how would you grade the state of your facility? Classes • Adequately staff classes with qualified, experienced and motivated instructors. • Properly teach and coach all participants, and make sure they're having fun! The more fun participants have, the more likely it is that they'll return. Get Them to Come Back • Make sure to thank guests and encourage their progress. • Distribute proper information about follow-on classes, other programs and any additional helpful information. J GUEST EXPERIENCE IS ALWAYS A CRUCIAL PHASE IN THE CUSTOMER- ACQUISITION CYCLE, ESPECIALLY IN AN OLYMPIC YEAR. 22 / JANUARY.FEBRUARY.2017 USICERINKS.COM PHOTO: US SPEEDSKATING/MELISSA MAJCHRZAK