The Marina Bay Sands Ice Skating Rink

Background

The skating rink at the Marina Bay Sand’s Integrated Resort in Singapore is located inside the retail complex on the Canal Level, next to the Rasapura Masters Food Court.  Operating hours are 10am to 10pm daily (closed 5pm-6pm for maintenance). http://www.marinabaysands.com/Singapore-Shopping/Skating-Rink/

 

The Marina Bay Sands Integrated Resort

 

It is pretty small, measuring only about 600 SM. The rink shape isn’t your typical elongated oval (an Olympic hockey rink comes in at about 1830 SM.  Given its small size it is mainly used just for recreational skating.  It is a good way to keep the kids happy since the rest of the integrated resort is geared for adults (lots of gaming, nightlife options, upscale shopping, celebrity chef restaurants, etc). 

While I’m focusing only on the rink at MBS, in case you’re curious and want to go ice skating in hot and humid Singapore, the MBS rink is one of only two operating ice skating rinks.  It came online with the opening of the integrated resort in 2010.  The only other rink is Kallang Ice World which opened in 2007 as part of the Kallang Leisure Park, located near the Stadium MRT.  At 975.5 SM, the Kallang rink is much bigger but still nowhere near Olympic size.  Nevertheless as Singapore’s larger rink, Kallang is the preferred practice rink for figure skaters and hockey players. Some more trivia that is sure to improve your life…the NTU figure skating club uses Kallang’s rink.  A third rink, Fuji Ice Palace, ceased operations in 2008.

Me at the MBS rink

Defining Space

Space in an ice skating rink is sold implicitly but not as implicitly as a hotel where space is split up into guest rooms or restaurants where space is divided into different types of seats.  The customer doesn’t know that they are being sold a piece of space which in this case would be the amount of space they are allocated based on the maximum safe capacity that the rink can handle.  

Defining Time

At the MBS rink, time is sold explicitly in hour-long blocks.    The pricing is as follows: S$7 for the first hour for adults (S$5 for additional hours), and S$6 for kids for the first hour (S$3 for additional hours).  This makes it easy to predict duration. 

Most other rinks in the industry (the kind that I’m more used to seeing) sell time in a more implicit manner using a flat rate that allows the skater to skate all day.  This sort of pricing scheme makes it hard to predict duration.

If MBS sticks with an explicit definition of time, it could consider splitting time up into the half hour, perhaps offering a 0.5 hour “quickie” or a 1.5 hour option.  The rink is small so I think most people will get bored pretty quickly and decide to leave before a full hour is up.  Thus a quickie may be an enticing offer.  They can do a few laps, take the necessary “victory” sign picture and move on with their day. 

For a rink that chooses to define time implicitly, another way is to split it into perhaps morning (10:00-noon), afternoon (noon-17:00), and evening sessions (17:00-closing). 

A night photo that I found online

Rate Fences

Rate fencing is not really utilized at the MBS skating rink except to divide the adult rate classes and child rate classes (a non-physical rate fence).  Age is used to prevent jumping to the lower rate class, though the cutoff age is not clear from the website.

Presently there doesn’t seem to be any real physical rate fence used.  There are no amenities (though I guess MBS can bundle in some equipment if they were to be more creative with managing the ice rink).  There are no “fancy ice skates” that can be rented at a premium over the regular ugly ones, and that can be used to differentiate a premium customer from a regular one.

Also since it is a small ice rink and people move around, there really isn’t a sweet spot that would allow you to sell a particular piece of it at a premium as you might be able to do for better seats in a movie theater or a nicer table in a restaurant.

The rink can consider rate fences to aid in RM efforts but it should probably approach it in a more back of the scenes approach (as in keep the pricing board at the ticketing counter as simple as possible).  The last thing you want to do is confuse the customer when they stare at the prices.  Here’s some ideas for rate fences.

  • If MBS begins to do reservations (i.e. for peak periods), a credit card guarantee against arrival uncertainty could be used to justify a discount for booking ahead.   
  • If MBS were to consider launching targeted promotions, adding in value adding amenities (i.e. souvenirs, equipment bundling, or some sort of special service like helping to clear the ice for a few minutes so a man can propose to his girlfriend) could be a physical rate fence. 
  • With discount promotions, restrictions on usage become a non-physical rate fence. 
  • If MBS were to introduce discounted pricing onto their pricing board based on time of day, day of week, weekday/weekend & public holiday, then these factors become non-physical fences
  • If MBS were to do group sales (more on that later), then the group affiliation becomes the non-physical fence.

 

Factors appropriate for Revenue Management

Fixed Capacity: The MBS rink has a fixed capacity.   It’s not going to get any bigger. There’s probably also a maximum limit of people who can be on the ice at any one time for safety reasons.

Perishable Inventory:  This is valuable real estate inside a busy retail complex.  If the space isn’t being utilized as efficiently as possible (i.e. not a lot of skaters) throughout the operating timeframe each day then there are lost revenue generating opportunities.

Appropriate Cost Structure: high fixed cost (to build it) and relatively low variable cost to run it (probably just some staff to sell tickets, handle the shoe rental, someone to watch for safety, and someone to drive the zamboni)

Varying Customer Price Sensitivity: maybe…Ice skating at MBS is pretty expensive.  I’m used to paying a flat rate back in the States which is something like $10 all day.  At MBS there is a fixed pricing scheme of S$7 for the first hour for adults (S$5 for additional hours), and S$6 for kids for the first hour (S$3 for additional hours).  While I’m sure there are tons of rich, price insensitive people who come to MBS, there are probably lots of poor people like me who just visit from time to time to walk around.  I might be more inclined to want to skate (on an impulsive whim) if they offer a variable pricing scheme with promotions for off-peak periods.

Predictable Demand and Time Variable Demand: MBS probably has the data to forecast customer arrival patterns by time of year, DOW, and TOD.  I don’t think they do reservations so you’re not going to really have an exact on-the-books kind of demand picture at the start of the day, but there might be a correlation of ice rink customer volume with occupancy patterns, particularly if drilled down to certain customer segments in house?

What Quadrant?

Currently the MBS ice rink is likely at quadrant 1.  It has a predictable duration (customer is charged based on how many hours they want to skate), and a fixed price (though they get a little discount after the first hour).  The rink would have to move towards a more dynamic pricing scheme in order to advance towards quadrant 2.

Measurement

Similar to a restaurant where customers start and end their meals at different times, the MBS ice rink has people starting and ending their time blocks at different times.  Additionally there is a limit to how many people who can safely be on the ice at one time. Although I’m not sure what the best way to measure success is, I’ve got two ideas.

One way is to use revenue per available square meter (RevPASM) since you know the rink dimension.  You can look at RevPASM hour by hour (to be more accurate you can look into prorating the revenue from each customer based on when they start and finish arriving at a total hourly revenue figure for the rink) and try to maximize it without overcrowding the rink. 

Another idea that I’m more inclined to attempt is that I’d take into account the maximum safe capacity of the rink based on company policy (or regulation?) and do an imaginary compartmentalization of space so that it can be sold more implicitly.  This would be analogous to dividing up a restaurant dining room into seats.  Instead of restaurant seats, you’d have skater-space (the amount of space you’d allocate for the skater on the rink).  So if I say 10 SM per skater, then I can safely put 60 skaters on the 600 SM rink.  Doing so, I can use a measurement similar to revenue per available seat hour (RevPASH) that incorporates both a space and time element: revenue per available skater-space hour, which abbreviates to RevPASSH (threw in the extra “S” to avoid confusion)

Ancillary Revenue

 Skate rental $3 (you’re forced to rent; cannot bring your own skates), socks $6 (probably b/c a lot of people probably make a last minute decision to skate and don’t have crew socks high enough to protect your ankles from chafing), gloves $10 (maybe if you fall a lot).  People who skate probably also spend some money on food (hot chocolate?) at the adjacent food court.  Additionally, they (especially the parents) probably are going to spend money in other parts of the integrated resort as well.

How to Boost Revenue Performance

For the MBS ice rink, probably the easiest way to boost revenue performance and get closer to Quadrant 2 is to examine RevPASSH and figure out the hot/cold periods throughout the day.  Then attempt to implement variable pricing to maximize revenue.  They can launch promotions and discounts to drive demand on the cold periods (i.e. through targeting their Premium Advantage member card holders).  Actually if they’re more concerned with a total RM approach, I want to put it out there that I’m a Premium Advantage card holder and I’m a sucker for free things.  So if they gave me a free skate hour I’d probably use it, and end up staying and blowing money in the casino after.  This suggests that if you can do something to get kids to beg their parents to take them to the rink, MBS stands a good chance of getting one parent to venture into the casino while the other watches the kids.     

MBS can make more money by selling ice rink souvenirs and enticing people to eat at the food court next to the rink.  You can have your hot chocolate.  And, since it’s Asia, there’s dim sum!

mmm.....dim sum!

Another thing MBS can do is to consider selling to small groups as part of their meeting package.  It could be marketed as a “quick fun break” where meeting goers can all go down and have a few minutes of fun.  But MBS must do this carefully and target the cold periods.  MBS is a large MICE facility.  The last thing you want is a few hundred meeting goers all demanding to use the rink at once.  The poor rink attendant will get slaughtered.

Additionally they can look into streamlining the procedures to get people off the ice quickly once their time is up and to clean and turn over the ice skates. This will help to enforce the predictable duration and also reduce time between customers.

115 thoughts on “The Marina Bay Sands Ice Skating Rink

  1. What I see as what will cause the interesting scenes in Family Law #3 is the interaction of different species that hardly know each other different reactions to what they run into during the fleet return via a different route.Personal Injuries

  2. Fire security measures incorporate those that are proposed to forestall start of an uncontrolled fire, and those that are utilized to constrain the improvement and impacts of a fire after it starts.Sections may build up the necessities for acquiring licenses and explicit precautionary measures required to stay in consistence with an allow. For instance, a firecrackers presentation may require an application to be documented by an authorized pyrotechnician, giving the data important to the issuing specialist to decide if security prerequisites can be met. When an allow is issued, a similar specialist (or another designated expert) may assess the site and screen wellbeing amid the presentation, with the ability to end tasks, when unapproved rehearses are seen or when unanticipated dangers emerge. for more info http://www.nifsindia.net/

  3. Fire safety is the arrangement of practices planned to decrease the obliteration caused by fire. Fire safety measures incorporate those that are expected to forestall start of an uncontrolled fire and those that are utilized to restrain the advancement and impacts of a fire after it begins.
    Fire Prevention Officers. The Chief Fire Prevention Officer or Chief of Fire Prevention will regularly prepare newcomers to the Fire Prevention Division and may likewise lead assessments or make introductions. For more Info: – https://www.nifsindia.net/

  4. Fire safety is the course of action of practices wanted to decrease the destruction caused by fire. Fire codes direct such requirements as the most outrageous inhabitance for structures, for instance, theaters or restaurants, for example. Fire codes may require smaller fire quenchers inside a building or may require perpetually presented fire revelation and disguise adapts, for instance, a fire sprinkler structure and a fire ready system. For more Info: – https://www.nifsindia.net/

  5. Fire safety is the course of action of practices wanted to decrease the destruction caused by fire. Fire codes direct such requirements as the most outrageous inhabitance for structures, for instance, theaters or restaurants, for example. Fire codes may require smaller fire quenchers inside a building or may require perpetually presented fire revelation and disguise adapts, for instance, a fire sprinkler structure and a fire ready system. For more Info: – https://www.nifsindia.net/

  6. Fire and safety strategies apply at the development of a building and all through its working life. Building regulations are instituted by neighborhood, sub-national, or national governments to guarantee such highlights as sufficient fire ways out, signage, and development subtleties, for example, fire stops and fire appraised entryways, windows, and dividers. Fire and safety is likewise a target of electrical codes to forestall overheating of wiring or gear, and to shield from start by electrical shortcomings Sections may set up the prerequisites for acquiring licenses and explicit safety measures required to stay in consistence with an allow. For instance, a firecrackers’ show may require an application to be documented by an authorized pyrotechnical, giving the data important to the issuing expert to decide if wellbeing necessities can be met. When an allow is issued, a similar expert (or another assigned specialist) may review the site and screen security amid the show, with the ability to stop tasks, when unapproved rehearses are seen or when unexpected perils emerge. for more info http://www.nifsindia.net/

  7. EventBH has a powerful software brings together all the online event registration and management, marketing, onsite check-in, evaluation, and attendee feedback reports, databases integration, online payment processing tools you need into a single place. It made easy for you. It is best in the organization. It has an app called event registration app that simplifies the process of ticketing and registrations. Some of its unique features are custom branding, CRM integration, smart registrations, attendee management, invite management & custom badge printing. It is cost effective and easy to understand in nature. For more Info:- http://www.eventbh.com/attendee-management-software/

  8. Diploma in Fire Engineering and Safety Management, a program for working professionals and students, is a Government of India-recognized course offered by NIFS, National Institute of Fire Engineering and Safety Management. Fire & Safety Course enables individuals to acquire a wide range of critical knowledge and skills to perform fire safety professional roles such as fire safety manager, fire safety specialist and fire investigation officers/specialist in the fire and rescue service department. Since workers need to access buildings’ fire safety preparedness and design a strategy to avoid hazards and incidents due to fire, the course focuses on the understanding of fire engineering science and safety. For more Info: – https://www.nifsindia.net/

  9. Сіз жазған жұмысыңызда өз тәжірибеңізді көре аласыз. Әлем сізді қалай сендіретіндерін айтудан қорықпайтын, сізді неғұрлым тартымды жазушыларға үміт артады. Әрқашан жүрегіңнен кейін жүріңдер. SEO Expert

  10. Saya benar-benar terkesan dengan keterampilan menulis Anda serta dengan tata letak di weblog Anda. Apakah ini tema berbayar atau apakah Anda mengubahnya sendiri? Pokoknya terus menulis kualitas yang sangat baik, sangat jarang untuk melihat blog yang hebat seperti ini saat ini. Wedding Favors

  11. NIFS Institute of Safety Training is a registered training organization dedicated to providing quality education, training for organizations and individuals. NIFS Institute of Safety Training stands apart from its competition in the marketplace for a number of reasons. This institute is build with objective to provide quality safety training and to give trained safety professionals to industries. NIFS believe Best Safety Training in Hyderabad. For more Info: – https://www.nifsindia.net/

  12. EventBH has a powerful software brings together all the online event registration and management, marketing, onsite check-in, evaluation, and attendee feedback reports, databases integration, online payment processing tools you need into a single place. It made easy for you. It is best in the organization. It has an app called event registration app that simplifies the process of ticketing and registrations. Some of its unique features are custom branding, CRM integration, smart registrations, attendee management, invite management & custom badge printing. It is cost effective and easy to understand in nature. For more Info:- http://www.eventbh.com/attendee-management-software/

  13. DESCRIPTION:Τα τελευταία χρόνια επεκτείναμε σταδιακά τις δραστηριότητες μας εκτός τις Αποφράξεις αποχετευτικών αγωγών και εκκενώσεις βόθρων, τώρα αναλαμβάνουμε υπεύθυνα απολυμάνσεις κτηρίων και έκδοση κοινοχρήστων, θέλοντας να προσφέρουμε ολοκληρωμένες υπηρεσίες στις κτηριακές ανάγκες.αποφραξεις

  14. Fire protection engineers study the causes of fires and how architecture and design influence the prevention and suppression of fires. They work to save lives before fires occur. In the course of the day, a fire protection engineer may inspect building plans and structures to evaluate which fire detection, fire alarm, and fire-fighting equipment will keep occupants and property from catastrophic damage. For more Info: – https://www.nifsindia.net/

  15. Event Management Companies in EventBH does basically everything of arranging, executing and sorting out the event. They take up all the obligation of overseeing and taking care of the minutest subtle elements that an event requires. With a group of gifted experts, they furnish you with the best administration at your stride in your assigned spending plan. For more info:- http://www.eventbh.com/mobile-event-check-in-app/

  16. Fire safety trailer can take your education program to a whole new level by providing students with hands-on learning opportunities that build upon what they learn in the classroom. The Fire Safety Trailer Curriculum offers you an “out-of-the-box” way to use a fire safety trailer to teach students of all ages about fire safety. For more Info: – https://www.nifsindia.net/

  17. Fire Safety Education is your preferred source for fire prevention and public safety education materials and the best way to alert all ages about the importance of fire safety. We offer a full-line of pamphlets, coloring books, activity books, videos, advertising specialties and promotional items to assist you in getting your fire safe message out to your community. Almost all of our materials may be custom imprinted with your personalized message to increase community support and awareness of your fire department program. For more Info: – https://www.nifsindia.net/

  18. Fire is a serious threat to a college student’s safety. Unlike crimes or personal attacks that typically only harm one victim, fire usually affects all people living in a residence hall. Fire has no conscience. It does not discriminate or select its victims. You can’t negotiate with it. For more Info: — https://www.nifsindia.net/

  19. Fire & Safety Engineer spots safeguard measures to prevent, control and diminish hazards related to fire. A fire engineering graduate would largely work on designing building plans with fire safety norms. They identify possibilities of disasters due to fire and find out solutions to prevent the same. These engineers have good scope of employment with rise in high rise buildings and industries across the nation. For more Info: — https://www.nifsindia.net/

  20. Fires affect thousands of companies each year resulting in injury, lost customer trust and building damage. By establishing a fire prevention and preparedness program, you can help avoid injuries to your employees and visitors, costly damages, and potential fines to your business. For more Info: — https://www.nifsindia.net/

  21. The business matchmaking app users can score buyer/seller profiles score, buyers/ seller profile by built-in social sharing feature. Improve exhibitor ROIs and keep them coming back next year real time surveys & analytics reporting to exhibitors, to improve ROI. Exhibitors can track which attendees make the best prospects track prospective attendee with full profile display.
    for more info:- http://www.eventbh.com/business-matchmaking-app/

  22. EventBH event management software solution is an innovative tool to run a successful event. It provides a powerful platform to manage all event related tasks effectively and empowers users to manage everything from event registration, ticketing, budgeting, analysis, etc. This eases up event organizers tasks a lot and it is an ultimate tool to promote, sell and manage ticket sale in real time. It is a cloud-based technology which enables you to access data in real time.
    For more info:- http://www.eventbh.com/event-management-software/

  23. Miejsca pracy dla polskich pracowników Londyn. Praca szefa kuchni w Anglii. Praca opiekuna z zakwaterowaniem. Praca gospodyni w Irlandii.
    You can find skating rinks in London as well not expensive to go to.Considering the current exorbitant value of land in London , I am not sure the Marina bay sands financial model will apply.

  24. As we all know about the NEET exam, and everyone wants to secure their seat in this medical sector. This entrance test required an excellent platform for preparing and Neet Made Easy Institute is the perfect arena to choose for this purpose.

    Best neet coaching centre in delhi

Leave a Reply

Your email address will not be published.