Issue link: https://read.uberflip.com/i/850186
USICERINKS.COM JULY.AUGUST.2017 / 23 t's that time of year again, folks: Summer is coming to an end and the busiest time of year in the rink industry will be ramping up to full speed. Before you know it our facilities will start to fill up with new and current customers. So I must ask, have you taken the time to review your public skating program lately? Public skating is one of the most important programs we offer in our rinks. It generates large revenues and is the main feeder for Learn to Skate and Learn to Play Hockey programs. Oftentimes we take public skating for granted, just assuming that once the weather starts to get colder, people will come to our rinks in droves to ice skate. We must approach public skating with the same attention to detail that we do with any other program. Your public skating attendance may have been outstanding last year, or it may have declined. Either way, you need to know why so you can build a plan for success this year. If you haven't already done so, it is a good idea to start with a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis of your public skating program. Make sure you get all of your staff involved in this analysis. They are a valuable resource for information. You will want to look at every aspect of the customer experience from the time they pull into the parking lot to the time they leave. STRENGTH • Resource, skill, advantage • Financial resource • Image • Relationships • Employees WEAKNESS • Limitation or lack of resources, skills, capabilities • Limited facilities • Reputation/image OPPORTUNITIY • Favorable environment • Key trends • Changes in competition • Improved relationships • Technological change I