Issue link: https://read.uberflip.com/i/777717
So how do facilities get dry-floor programs off the ground? A plan that worked for us was to run our own home and leisure show. This allowed us to make the mistakes and learn from ourselves before we approached outside renters. The word will spread once you start selling dry floor space, so it wasn't long before we hosted a circus. During that show I was approached by two potential renters who just happened to be looking for space. While word of mouth is great advertising and events can feed off of themselves, you can't sit back and wait for renters to walk through your door. We began approaching athletic organizations that held tournaments and offering the facility under the flat-rate scenario, realizing that we could keep profits from all of the concessions. It worked out well, as some of these tournaments figured to be our largest events of the year. Utilizing your space for dry-floor events will not only benefit your facility, but also the community. While it may be obvious to you, others in the community will begin to realize that ice arenas are multi-function facilities: hosting dry-floor events will allow the community to better understand the value of the facility. Your advertisers and sponsors will also have their messages in front of many new faces, which can equate to more customers for them! While there are many great reasons for hosting dry-floor events, perhaps the best is that your bottom line will benefit from the additional use. The expenses related to a dry-floor event drop drastically compared with ice events as there are no compressors running, the resurfacer is parked, and there is less staff involvement. Dry-floor events will attract a segment of the population to your facility that may not have been through your doors in the past. This new user group may turn into ice sports customers, and they certainly, as taxpayers or other user groups, will appreciate that revenue is coming in during all months! ★ Mark Vaughan is the owner of Arena Concepts and the manager of the Eagan Civic Arena in Eagan, MN. If you need assistance with your dry floor plans and operations please contact Mark at mvaughan@arenaconcepts.com or 651-331-8939. 46 R INK MAGAZ INE may/June 2008 show me the money! Hosting athletic events and tournaments brings added exposure. ■ Dry-Floor Events MARK VAUGHAN