by

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.

24,269 thoughts on “The Marina Bay Sands Ice Skating Rink”

  1. I can’t consider centering enough long to inspect; incredibly less makes such an article. You’ve achieved something unprecedented for yourself with this material positively. It is maybe the best substance…I was fundamentally surveying along and staggered over your blog. Just expected to confer a decent blog and this article truly enabled me 토토사이트

  3. Hello! I could have sworn Iíve visited this website before but after going through a few of the posts I realized itís new to me. Regardless, Iím certainly delighted I came across it and Iíll be bookmarking it and checking back regularly! 먹튀

  4. Great post, please keep on sharing amazing article like this! It makes me happy reading your post..Interesting and interesting information can be found on this topic here profile worth to see it.You are so intriguing! I don’t assume I’ve genuinely perused anything like that previously. So extraordinary to discover someone for certain authentic considerations on this issue. Truly.. much obliged to you for firing this up. 바카라사이트

  5. Thank you for the auspicious writeup. It in fact was a amusement account it…Look advanced to far added agreeable from you! .This is very interesting, You’re a very skilled blogger.Watching a good girls guide to kinky sex…honestly horrendously made show. 먹튀사이트

  7. I think this is one of the most significant info for me. And i am glad reading your article.But wanna remark on some general things, The web site style.is wonderful, the articles is really nice : D. Good job, cheers.I read this paragraph fully about the comparison of latest and previous technologies, 먹튀검증커뮤니티

  10. Magnificent items from you, man. I have consider your stuff prior to and you’re. just too excellent. I actually like what you have bought right here,I read this post fully regarding the difference of most recent and preceding technologies, it’s awesome article.I cant wait to learn far more from you. That is actually a terrific website. 안전놀이터

  11. Lottery SambadLottery Sambad Outcome Right now 11:55 am, four pm pm Nagaland state lottery..After reading your article I was amazed. I know that you explain it very well. And I hope that other readers will also experience how I feel after reading your article 메이저사이트

  13. การเดิมพันจะเต็มไปด้วยความสุข ไม่มีการเดิมพันปลอม รีวิวเกมสล็อต
    ไม่ว่าแจ็คพอตจะใหญ่หรือโบนัสฟรีใดๆ เว็บไซต์ของเรา

  14. ออนไลน์ เล่นเกมบนโทรศัพท์ของคุณอย่างรวดเร็ว ไม่ว่าคุณจะอยู่ที่ไหนจากนั้นเยี่ยมชมไซต์สล็อตแมชชีนระดับพรีเมียมที่ให้บริการตลอด 24 ชั่วโมง สล็อตทั้งหมด
    เราขอเสนอเกม

  15. รับเครดิตฟรีเพื่อเล่นสล็อตแมชชีน แจ็คพอตสล็อต
    PG GAME ใหม่ ได้อย่างง่ายดายเพียงปลายนิ้วสัมผัส เราอัปเดตเกมใหม่ทุกสัปดาห์ คุณจะได้สนุกไร้ขีดจำกัด กราฟิกที่ไม่ซ้ำใคร เรา

  16. บล็อคบัสเตอร์ พนักงานจัดเต็ม ไม่มีว่าง! ลงทะเบียนเพื่อเดิมพันเกมสล็อต จุดอ่อนบาคาร่า
    ด้วยเว็บไซต์ใหม่ที่มาแรงในขณะนี้ นอกจากเครดิตฟรีไม่จำกัดที่เรามอบให้ทุกช่วงเวลาแล้ว

  17. บทความสล็อต
    บทความสล็อต สมัครสมาชิก เว็บสล็อตออโต้ pgslot 9เทคนิคบาคาร่า
    รวบรวมความสนุกให้เลือกเล่นแบบไม่ต้องกังวลอะไร
    #บทความสล็อต

  18. การเดิมพันจะเต็มไปด้วยความสุข ไม่มีการเดิมพันปลอม สูตรไพ่บาคาร่า
    ไม่ว่าแจ็คพอตจะใหญ่หรือโบนัสฟรีใดๆ เว็บไซต์ของเราพร้อมสำหรับการแจกของรางวัลไม่จำกัด เพียงสมัครรับโบนัสฟรีก็เต็ม 100%

  19. บทความสล็อต member pgslot แจกฟรีไม่อั้น
    บทความสล็อต สมัครสมาชิก เล่นเว็บไซต์ สูตรบาคาร่าที่แม่นที่สุด
    PGSLOT รับเงินฟรี เล่นสล็อตไม่จำกัด เราพัฒนาเทคโนโลยีที่ทันสมัยเพื่อให้ผู้เล่นได้สนุกกับเกมอย่างเต็มที่ผ่านเกม

  20. Yes! We have subscribed to the goal to make you look good with our exceptional clothing line. However, just like a two-edged sword, we are also innovatively inscribing relevant scriptures on strategic sections of our clothing. Christian Clothing Brands

  21. ได้เลือกเกมสล็อตมาเป็นพิเศษเพื่อเอาใจนักพนัน สูตรสแกนบาคาร่า
    เกมทั้งหมดของเราได้รับการสนับสนุนโดยโปรโมชั่นที่ยอดเยี่ยมในทุกเกม และคุณสามารถรับเครดิตฟรีเพื่อทดลองใช้สล็อตแมชชีนได้ฟรี ถอนได้ไม่จำกัด กดสนุก

  22. ทำได้เองง่ายๆ เมนูพิเศษกว่า รีวิวเกมสล็อตเสนอจุดที่น่าสนใจ ในทุกเกมสล็อต คุณสามารถดูช่องกำไรเพิ่มเติม เทคนิคบาคาร่าที่ดีที่สุด
    หรือหากคุณเป็นมือใหม่และไม่มีประสบการณ์ คุณสามารถลองสล็อตแมชชีนฟรีหรือทำความคุ้นเคยกับเกมก่อน .

  23. ทดลองเล่นสล็อต PGSLOTGAME 👈
    Add Line : ทดลองเล่นสล็อต PGSLOTGAME 👈
    บทความสล็อต สมัครสมาชิก เว็บสล็อตออโต้ pgslot รวบรวมความสนุกให้เลือกเล่นแบบไม่ต้องกังวลอะไร สล็อตแจ็คพอต

  24. คุณจะอยู่ที่ไหนจากนั้นเยี่ยมชมไซต์สล็อตแมชชีนระดับพรีเมียมที่ให้บริการตลอด 24 ชั่วโมง เราขอเสนอเกม PG ที่มีธีมหลากหลายให้คุณเดิมพัน สล็อตแตกง่าย
    ไม่ว่าจะเป็นสล็อตแมชชีนฝ่าวงล้อม เกมเก่าหรือใหม่ มีการเดิมพันมากมายให้คุณเลือก นอกจากนี้ยังเปิดให้ผู้เล่น ลองสล็อต

  25. บทความสล็อต การเข้าสู่เกมสล็อต pg สล็อตเครดิตฟรี
    รวมถึงสล็อตค่าย pg ใหม่มากมายให้เล่น!
    เกมสล็อตสมาชิก PG กดเพื่อสนุกกับโทรศัพท์ของคุณ รับเครดิตฟรีเพื่อเล่นสล็อตแมชชีน PG GAME ใหม่ ได้

  26. Financial management is a constant struggle between spending, saving and investingg2grich888 Money is essential for running a household or a business. Every country uses money to buy goods and services- and to pay their employees. Therefore, managing money is essential for running an organization successfully. Understanding how to manage money is essential for everyone.

  28. Here at SXSpartshouse, we pride ourselves in offering you the highest quality side by side/UTV parts & accessories. With our fast shipping and shared shipping program, pricing and outstanding service four wheeler accessories. You are sure to be pleased with products & service that you receive from SXSpartshouse.

  29. Neinstein Personal Injury Lawyer Toronto ‘ Medical Malpractice Group is evidence of the firm’s commitment to helping seriously injured accident victims. In Canada, medical malpractice law is notoriously complex and lawsuits against doctors, nurses, and medical facilities often require significant financial commitment. Even in these challenging cases, Neinstein’s team works exclusively on a contingency basis, which means you will not be asked to pay legal fees until your suit is successfully resolved.

    https://neinstein.com/personal-injury-lawyers-areas-of-expertise/personal-injury-lawyers

  30. Motchill – Xem phim mới online miễn phí, nhiều phim hay mới và hấp dẫn nhất như phim lẻ, phim bộ, phim chiếu rạp chất lượng cao Full HD Vietsub.

  32. You must be insolvent, (insolvency means you are unable to pay your debts as they come due, or the value of your property is less than your debts) owe between $1,000 and $250,000, and be a resident of Canada in order to file a consumer proposal. Winnipeg residents, and all Canadians, owing more than $250,000 can still file a proposal, just not a consumer proposal.

    https://caplandebtsolutions.ca/consumer-proposal/

  34. It’s the same topic , but I was quite surprised to see the opinions I didn’t think of. My blog also has articles on these topics, so I look forward to your visit. casinocommunity

  37. เว็บพนันออนไลน์เต็มรูปแบบ สมัครเล่น บาคาร่า สล็อต และเกมคาสิโนออนไลน์ ครบวงจร ระบบฝาก-ถอน ออโต้ล่าสุด โปรเด็ดเพียบ เซ็กซี่บาคาร่า

  38. PGSlot สดใหม่ด้วยระบบฝาก-ถอน ออโต้ รวดเร็วทันใจไม่ต้องรอนานใครก็ถามหา สล็อตpg สมัครใหม่วันนี้รับโบนัสฟรี 50% ที่พีจีสล็อต สล็อตpg

  40. Dewapoker adalah web site poker online pokerdewa dan domino 99 paling fair play di Indonesia. Dewapoker juga merupakan web terbesar bersama permainan.domino qq, poker online, bandarq, bandar sakong, poker88 , aduq, capsa susun online terbesar, paling baik.teraman dan terpercaya yang dulu tersedia di Indonesia bersama dengan uang orisinil. Mengenakan platform keamanan terbaru dan juga server tercepat, akan memicu permainan Kamu lebih seru

  41. Dewapoker adalah web site poker online pokerdewa dan domino 99 paling fair play di Indonesia. Dewapoker juga merupakan web terbesar bersama permainan.domino qq, poker online, bandarq, bandar sakong, poker88 , aduq, capsa susun online terbesar, paling baik.teraman dan terpercaya yang dulu tersedia di Indonesia bersama dengan uang orisinil. Mengenakan platform keamanan terbaru dan juga server tercepat, akan memicu permainan Kamu lebih seru

  42. Dewapoker adalah suatu web judi poker online kartupoker terpercaya 2022. Bermain judi online di web dewapoker online, di mana segudang style permainan yang sanggup dimainkan bersama minimal deposit 20rb. Dikarenakan tersebut, Web site dewapoker Dimainkan oleh tak terhitung pemain di Asia dan sekarang mampu bermain bersama dengan online, sekedar membutuhkan komputer atau smartphone dan juga koneksi internet.

  43. Dewapoker adalah suatu web judi poker online kartupoker terpercaya 2022. Bermain judi online di web dewapoker online, di mana segudang style permainan yang sanggup dimainkan bersama minimal deposit 20rb. Dikarenakan tersebut, Web site dewapoker Dimainkan oleh tak terhitung pemain di Asia dan sekarang mampu bermain bersama dengan online, sekedar membutuhkan komputer atau smartphone dan juga koneksi internet.

  46. PGSLOT.IO สล็อตออนไลน์ชั้นนำ แตกง่ายสุดในไทย PG SLOT เว็บตรง เล่นเกมค่ายดัง สล็อตPG เปิดใหม่ ได้เงินจริง ไม่เชื่อต้องลองดู สล็อต

  47. DOWNLOAD PG SLOT 2022 เล่นได้ทุกระบบ เล่นง่าย ที่ไหนก็เล่นได้
    DOWNLOAD PGSLOT เกมส์ สล็อตออนไลน์ PGSLOT ดาวโหลด PG SLOT AUTO Download เกมส์ สล็อตออนไลน์ SLOT PG WALLET Android & iOS
    เล่นได้แล้ววันนี้! ดาวน์โหลด PG SLOT เวอร์ชั่นล่าสุด Android iOS ทั้งมือถือสมาร์ทโฟน และแท็บเล็ต รองรับทุกระบบปฏิบัติการ iPhone, Samsung, Huaweii, Windows, Mac
    สามารถดาวน์โหลด Appg slot และติดตั้ง Application ได้ง่ายๆ เพียงคลิกเดียว ดาวโหลด PG SLOT

  50. This is a amazing post, I can’t imagine how good is your writing, like all are written very well.
    I had a great time reading your essay and am eager to read more from you in the future.
    I have found a great game Click this ➡

    제이나인 카지노 가입 쿠폰
    제이나인 카지노 게임
    제이나인 꽁 머니 토토
    제이나인 토토 검증
    제이나인 토토 구인 구직
    https://www.j9korea.com

Leave a Reply

Your email address will not be published. Required fields are marked *