Rink

I ce Arenas that are constructed with a concrete floor should have a plan to sell dry floor space. Traditionally, our rink experiences about a 33% decrease in ice use during the spring and summer months. After calculating the cost to run the arena, we have to make decisions about whether or not to keep ice in. If the decision is made to remove the ice, there are obligations to the community and/or owner to make sure the facility is being used to its fullest potential. The next step, then, is "selling the space" and marketing the facility for "non-ice" events. To effectively sell space, determine what space in your facility can be sold for multi- purpose use, what competitors are charging and what your price point will be. Key points that should be in your sales pitch to potential renters are: 1. Promote the square feet of open air space that is available for rent (not having support poles in this area is marketable and separates us from warehouses). 2. Facilities have sprinkler systems and are rated for recreational use. 3. Restrooms are sized for recreational use and large groups. 4. Concession stands are present and up to code. 5. The facilities are up to code for large events and zoned for recreational use. 6. Garage doors are usually present to assist with loading and unloading. 7. Parking lots can accommodate large crowds. These are some of the primary things potential renters are looking for. Other marketable items that most rinks may have include locker rooms, bleacher seating, electrical outlets, meeting rooms, tables, chairs, heat, lifts, garbage cans, cleaning equipment and staff. Now that you have recognized that you have a marketable product and supplies, a pricing chart needs to be set for selling. Supply and demand will determine this, so make sure to do some research to determine who your competition is and who potential partners are. For example, be a partner with the schools as they likely do not want rentals in their gyms and can present your facility as an option. At the same time, understand what the local Armory is charging because they will be your direct competitor. There are two ways to price your facility, one being a flat rate that includes the use of the main arena and minimal staff, e.g., $500 per day includes the facility use and one staff member. This usually does not include clean-up fees (I recommend not charging for this to start a dry-floor rental program). With this, if the renter wants the use of chairs and tables that you have in the building, offer them, depending on availability. The demand for the space will largely determine the price for use, plus service fees, e.g., electrical hook-ups, boards removed, table and chair rental. I recommend adding an ala carte menu for "extras." If you go this route, make sure you do not allow outside vendors to provide these items; require that the users rent them from you. If you choose a flat fee, try not to nickel and dime the renter, and include what you can with the understanding that you are building a client base. We always let our renters know that prices are subject to change each year. When setting your price structure, put yourself in the shoes of the renter. If you were at a restaurant and you ordered a meal and asked for extra ketchup, you would not expect to be charged for it. Do the same for your users — if they need extra garage cans, do not charge for them. 44 R INK MAGAZ INE may/June 2008 show me the money! ■ Showcasing an idea that can save ice facilities money. Hosting dry-floor events like trade shows or conferences can generate a positive revenue stream. Selling Space by MARK VAUGHAN Off-season rink use is sellable and marketable MARK VAUGHAN

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