Ice is nice ... even in trying times

Covid-19 put a spanner in a lot of people's plans. Many establishments were forced to adjust, adapt and be accustomed to something they have never ever experienced before. We were no different from many leisure/ sports facilities in Singapore and around the world. Surprisingly though, we were presented with opportunities during a difficult period as well. With the capacity limited to 50 skaters per session, restrictions and measures to find the spread of the virus, the team had to be far more creative in order to maximise the returns on this limitation. And since travel was at a standstill, inbound tourism, leisure pursuits and sporting activities took on greater prominence.

The initial stage was slow, as there was some inertia, people hanging back and taking a wait and see approach to the situation. But once the reality of a prolonged epidemic struck, the behaviour of consumers changed. The Rink took advantage of this and over the 9 months since coming out of lock-down, the business from ice skating lessons increased by 29% year-on-year and a whopping 71% increase if 12 months was taken into consideration. Unbelievable but it is clear Singaporeans do really look for ways and means to engage their children. Throw in the scorching heat and humidity on this little island, it's no wonder ice is nice .... even in trying times.

#iceskating #sportsmanagement #sportsbusiness #sports #figureskating #sportsfacilities @sportsingapore @capitaland