Issue link: https://read.uberflip.com/i/1000673
44 / JULY.AUGUST.2018 USICERINKS.COM their idea originally and we just ended up continuing it." The Drive-In adds an old-school twist to your standard movie theater. The parking lots open to cars at 7:30 p.m. with movies starting around dusk, which generally sets in at 9 p.m. The first row is reserved for the smaller sedans, with trucks and SUVs lined up behind them with their trunks open. To complete the ambiance, a concession stand sits between Screen 1 and Screen 2 for every snacking need. There is also a 'Dinner and a Movie' option from C.J.'s Brewing Company which is located at and run by USA Hockey Arena. Moviegoers can order food from the restaurant and servers in a golf cart will deliver it to the car. "It's a wonderful business opportunity for us," said Henry. "Historically it's a slow time for a hockey rink and the Drive-In gives us several different opportunities. It's well received in the community and gets the arena in front of the community in a different way than a hockey game does. It helps us bring in revenue in an off- peak season." The Drive-In not only helps bring in revenue for the building in the offseason but also can bring in new fans come hockey season. "Patrons that come to see a movie can get involved in our winter avenues then as well," he continued. "They learn about our Learn to Skate and Learn to Play programs for their kids, they learn about becoming season ticket holders, becoming host families, the birthday parties we can host and potential field trips during the season." "It's great for our different partnerships in that same way, we can get them in the building in the summer and then hopefully they continue those relationships into the hockey in the season." A win-win for all drivers, turning empty space into a packed house year-round. J PHOTOS: COURTESY OF USA HOCKEY ARENA Other ways to use parking lot space to your advantage in the offseason… • DRYLAND TRAINING • CARNIVAL • USED CAR SALE • FARMER'S MARKET • CAR SHOW • HAUNTED HOUSE • FLEA MARKET A CASE FOR THE SPACE "HISTORICALLY IT'S A SLOW TIME FOR A HOCKEY RINK AND THE DRIVE-IN GIVES US SEVERAL DIFFERENT OPPORTUNITIES. IT'S WELL RECEIVED IN THE COMMUNITY AND GETS THE ARENA IN FRONT OF THE COMMUNITY IN A DIFFERENT WAY THAN A HOCKEY GAME DOES. IT HELPS US BRING IN REVENUE IN AN OFF-PEAK SEASON." , The Drive-In shows movies seven days per week from Memorial Day through Labor Day.