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re you prepared to capitalize on the excitement surrounding the 2018 Winter Games? Every four years, the ice rink industry gets a shot in the arm from the immense interest, 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 mass media coverage and primetime television programming. The last event in Sochi was no exception, as most rinks in the U.S. experienced higher public skate attendance and increased skating and hockey lesson participants compared to the previous year. The 2018 Winter Games in PyeongChang, South Korea, this coming February will most definitely receive the same amount of media attention, and likely much more due to the ever-increasing integration of social media in our daily lives. With all of this free publicity and excitement generated for ice sports, it would be foolish not to do everything in our power to capitalize on this opportunity. Most ice rinks offer public skating and lesson programs for skating and hockey as part of their regular programming to capture new customers. However, during an Olympic year, interest in other sports such as curling and speed skating is also very high. 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 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 and programs that your rink offers. If you haven't already started, now is the time to get your programs, marketing and staff ready to capture Olympic Fever. Will your rink be ready? I wish you a great summer and prosperous fall/winter season. — Jeff Theiler, Chief Operating Officer, United States Ice Rink Association Opening ADDRESS Welcome from Jeff Theiler 12 / JULY.AUGUST.2017 USICERINKS.COM Olympic Opportunity , If you haven't already started, now is the time to get your programs, marketing and staff ready to capture Olympic Fever. THE OFFICIAL PUBLICATION OF THE UNITED STATES ICE RINK ASSOCIATION JULY/AUGUST 2017 // VOL. 20, 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 D E S I G N E R S Brandon Favre, Karli Seman, Annie Gernes 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 C O O R D I NAT O R , M E M B E R S H I P & M A R K E T I N G Matthew Wagoner 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 Susi Wehrli McLaughlin, Jeff Theiler, Matthew Wagoner, Emily Zak E D I T O R I A L B OA R D Mike Bauer, T.C. Lewis, Craig Petersen, Ben Ruggles, Dave Wescott D E S I G N E R S Mike DeArmond, Karli Seman, Brandon Favre, Annie Gernes A