More Than Ice
Like many Minnesotans, we love spending time at the rink. And today, the rink is so much more than a place to skate.
At HTG, we're passionate about helping our clients realize the benefits of a multipurpose facility so they can leverage the investment they've made. Offering more than ice opens opportunities for generating revenue, co-branding and becoming the true heart and centerpiece of the community.
We're seeing more and more of these facilities move beyond the typical rink and step toward "recre-tainment." We truly believe combining recreation and entertainment can help improve the experience for guests, and it can be as simple as adding a bar, restaurant or party room to the space.
Consider the seasons
Stepping beyond the ice can also be a great way for your rink to increase revenue and even generate that revenue year-round. For example, holding off-season training camps or dryland training can help draw familiar faces back during the summer months. Or think about adding a pro shop, providing a space for birthday parties or offering concessions at your rink.
During the warmer seasons, think about converting your second sheet of ice, turf, roller hockey, or event space. Expanding beyond hockey is a simple yet effective way we help our clients maximize their facilities.
Share the Space
Co-branding should also be a consideration for anyone building a facility. When we talk about co-branding, we're talking about bringing two or more businesses together under one roof to elevate the customer experience and cater to a wider audience than just the ice sports community. Think about adding a coffee shop to your ice arena. By bringing these two together, you're not only meeting the customer's needs, but you're also elevating the experience.
It's important to discuss co-branding early in the process because it can have a big impact on the design. Any co-branding business wants good visibility and a connection to the front door. Think of it like a food court in the mall. When you walk in, you should be able to see everything that is being offered to you.
When people go to a rink, they're typically there for a minimum of two hours and they're probably bringing the whole family along. Co-branding helps you serve that entire family well, appeal to the broader community and create a great experience that keeps people coming back.
Find the Right Fit
When you think about the right fit for co-branding and your arena, start by thinking about what services your customers are looking for. Is it food? Equipment? Fitness? How can you make their experience better? If you're not sure where to start, HTG can help. Through market data, analytics, and public survey services, we can identify what your specific community is looking for and point you toward the right partners.
Oftentimes, we work with our clients to help balance the needs and goals of multiple brands in a co-branded project. We really strive to create a design that exceeds the goals for each tenant. We look for ways to create overlap in the needs and goals and then elevate them. We're also always looking for efficiencies — where does overlap exist, and how can we take advantage of that in our design?
At HTG, we have deep experience facilitating these partnerships. Our team includes three restaurant and foodservice experts on staff, with hands-on experience spanning national brands like Starbucks and Dunkin to local restaurants, breweries, pubs, and eateries. Collectively, our team has contributed to well over 1,000 foodservice projects, and we have active restaurant and coffee shop projects underway right now. Once a business is identified, we work directly with that tenant to design their space to meet their specific needs.
At the end of the day, you want to find a good partner to help you build your rink. At HTG, we're confident that we can see our clients' visions through while offering guidance and expertise to help them maximize the space.
