Issue link: https://read.uberflip.com/i/850186
24 / JULY.AUGUST.2017 USICERINKS.COM PHOTOS: RINK ARCHIVES THREAT • Unfavorable environment • Entrance of new competition • Slow market growth • Uncontrollable expense Strengths could be a state-of-the-art sound system or an especially clean facility. Weaknesses could be worn-out rental skates or no snack bar in your facility. Opportunities could be hiring a D.J. for sessions or creating a new marketing partnership with a local business. Threats could be poor ice conditions or a new rink opening up close by. Some of the things you identify could fit into more than one category, and that is fine. The next step is to determine whether you do, or do not, have any control over the areas you identified in the SWOT analysis, and what impact they will have on the success or failure of your public session program. The areas you do have control over will need the most focus, and a plan to address them must be created. Once you have put together your public skating plan for the season, you will need a way to evaluate whether the plan is working. A great way to do this is with customer surveys. You can create a short survey that covers the areas you feel are most important to the success of your public skating program. Distribute this survey to customers at every public skating session and offer a coupon for future skating, or create a prize drawing to entice them to fill out your survey. The results of these surveys will give you a pretty good idea of what is and is not working. The survey results will also help you easily identify current small problems that may inflate to bigger problems in the future if not addressed right away. Remember that our customers expect to have a great time when they come to our rinks, so it is our job to deliver that experience at every public skating session. As they say, "you only get to make a first impression once." J Inspect Rental Skates: • Make repairs • Replace laces and foot beds • Sharpen • Purchase replacements Inspect sound system: • Replace or repair defective equipment • Purchase additional equipment Inspect specialty lighting system: • Replace or repair defective equipment and bulbs • Purchase additional equipment • Staffing • Hire additional ice hosts, skate rental attendants, and cashiers • Hire or contract with D.J. Training: • Customer service • First aid • Safety • Emergency procedures • Crowd management • Conflict resolution Marketing Plan: • Media (radio, TV, print) advertising contracts • Calendar of special events and promotions • Coupons and discounts • Hand bills • Direct mail • Email blasts • Web page and search engines • Internal PA announcements • Newsletter • Cross promotions with local area businesses • In-rink program promotional materials Operations: • Procure prizes for on-ice competitions/games • Repair or replace supplies for on-ice competitions/games • Decorations for special events and promotions • Policies and procedures Make sure your rental skates are sharpened and ready to go. ON public Display checklist checklist upcoming skating season