Make Technology Work Technology  for you

by Jamie Baringer

When I started working in the ice industry almost 20 years ago, arenas that used technology/computer software to run their business were few and far between. The future is now! Regardless of the size of your arena — one sheet or eight, seasonal or year-round — everyone should be using technology and computers to help run their business.

Most arenas are operating on lean budgets, doing more with less and demanding increased efficiencies. Technology can help us streamline all of the functions we need to successfully run our business and allow us to better focus on customer needs.

Today’s software is far more than just a point-of-sale or scheduling system. It can manage all of the following arena functions:

  •  Class enrollments
  •  Facility scheduling
  •  Contracts • Admissions tracking
  •  Website updates
  •  Video displays
  •  Databases
  •  Concession and retail sales
  •  Inventory
  •  Accounting/budgeting
  •  Energy use
  •  Social media
  •  Advertising

Scheduling The paper-and-pencil method with the overstuffed white binder (known in many facilities as “The Ice Bible”) is a thing of the past. Facility management software can help with scheduling the ice time for private rentals and arena programs, avoiding the risk of double bookings. Single-schedule viewing in multiple places in the facility is more efficient when multiple staff members need to see the schedule. Once the ice is scheduled, customer schedules and contracts can be issued and emailed immediately. Live data can then be sent to websites for calendar updates and to lobby displays that show the daily schedule, locker room schedule, special announcements and arena program advertisements. This point of interest also offers sponsorship opportunities for additional revenue generation.

In our “need to know NOW” society, the online packages will inform your current and potential customers about ice availability, class and league offerings and program registration, and can even sell those miscellaneous hours when the manager may not be available to book the ice.

Enrollment The enrollment management component of software takes what used to be a multi-step/multi-person process down to one easy step and a click of the mouse. The person entering the data has all session dates and times, and can see if classes are full or still open, register customers and take payment — all in one smooth step. Once the data is entered, a click of the mouse allows you to complete class lists, create certificates, easily move students from class to class and send confirmation, program updates and targeted email.

Point-of-Sale Even today, the ice arena business is a cash business, with a shrinkage rate of about 5 to 10 percent annually. This can be from concessions, retail, public admissions or unauthorized ice sales. It happens everywhere, so do not be so naive as to think it cannot happen to you! Having a computerized point-of-sale (POS) station can help reduce shrinkage. POS modules can track all transaction and inventory, allowing for spot audits and flagging variance. Public admission can be controlled by printing unique sticker or wristbands with date and time, session type and when the transition was completed. Managers control who can do what within the POS module. If you want part-time staff to only have the ability to register or ring up transactions, that can all be controlled behind the scenes. Managing all business activity from a single point in a facility is not only convenient but also efficient when we have to do more with less.

Building Automation We are in the ice business. Without ice, we do not operate. So why not integrate your building automation system (BAS) into your computer software? Manage your ice plant, chiller system, HVAC, desiccant dehumidification system and lighting all from one location, all based on what is scheduled on the ice or in a particular room within the facility. With your entire mechanical system on a BAS, your facility can operate more efficiently and cost-effectively.

Choosing Your System The use of technology can help streamline business activities and raise overall profit margins. Several companies produce software designed specifically for ice arenas, and some will custom-build a system based on your arena’s individual business needs. Before purchasing a system, management should consider the following:

  •  What do you want and need to get out of the software?
  •  Limited application or total integration?
  •  Front-desk operation needs (scheduling, POS, accounting, shrinkage, program management, reporting)
  •  Cost of software vs. what it can do • Will it eliminate excess or redundant work?
  •  Does it allow all staff who have access to the software to:
    • See available ice and book it?
    • Find out how much a group owes for ice time?
    • Access class information and register skaters?
    • See the particular needs of a group or event in advance to prepare?

Once management has a clear picture of what is wanted and needed in their system, it’s time to shop the market. For smaller operations, basic packages are available that include everything needed to run an efficient operation without requiring an IT department.

And finally, once you have decided on your software, make sure all staff is fully trained on its use. Remember: technology can only make our lives easier if we use it correctly.

Jamie Baringer is director of the Bowling Green State University Ice Arena in Bowling Green, Ohio, and is the schools/colleges/universities representative on the ISI board of directors.