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.

32,615 thoughts on “The Marina Bay Sands Ice Skating Rink”

  5. Dewatogel Situs judi toto live games slot online terbesar indonesia customer service 24 jam support mobile phone dengan program afiliasi link login alternatif domain dewa togel 88 asia me co fun today https://dewatogel88.life/

  7. Playing at online casinos can be very rewarding in that you can enjoy all the games you’d find in conventional land based casinos but from the comfort and privacy of your own home or office. Enjoy playing games such as slots, video poker, blackjack, roulette, craps and many other games. We offer a selection of the top most trusted and reputable online gambling sites from which to choose from and play. Each and every online casino we feature here are casinos that we too play at and thus trust.

    카지노사이트

  8. Toto is a game that matches the result of a sports game and is commonly referred to as a game in which the resulting dividend yield is earned. Sports Toto is also called Sports Toto, Private Toto, Major Site, Private Toto Site, Overseas Toto etc.

    바카라사이트

  9. We have introduced safety-proven Toto Sites and useful sports Toto information. If you want to watch a thrilling sporting event, come to the world of proven Toto Betting!

    바카라사이트

  14. UFADRAGON168 แทงบอลออนไลน์กับเว็บของเราที่เป็นเว็บตรงจากค่าย ยูฟ่า168 มีระบบ ฝาก-ถอน ออโต้ ภายใน 1 นาที UFA DRAGON168 เว็บพนันออนไลน์ อันดับ 1 ในตอนนี้ ท่านสามารถ แทงบอลออนไลน์ , แทงบอลสเต็ป , แทงบอลสด เล่นบาคาร่าออนไลน์ เล่นสล็อตออนไลน์ หรือแทงหวยออนไลน์ ได้หมดทุกประเภท UFADRAGON168 ถือเป็น เว็บพนันออนไลน์ เว็บตรงไม่ผ่านเอเย่นต์ ที่มีระบบดีที่สุดในตอนนี้เนื่องจากมีเกมต่างๆ มากมายให้คุณเลือกได้แบบครบทุกเกมพนันกันเลยที่เดียว โดยคุณจะไม่พลาดทุกการสนุกและการเดิมพัน พร้อมพนักงานแอดมินบริการตลอด 24 ชั่วโมง ที่สำคัญคุณสามารถมาทดลองเล่นระบบของเราก่อนได้ฟรี

  15. cse.google.bturl?sa=i&url=https://ufadragon168.cc
    cse.google.byurl?sa=i&url=https://ufadragon168.cc
    cse.google.caurl?sa=i&url=https://ufadragon168.cc
    cse.google.caturl?sa=i&url=https://ufadragon168.cc
    cse.google.cdurl?sa=i&url=https://ufadragon168.cc
    cse.google.cfurl?sa=i&url=https://ufadragon168.cc
    cse.google.cgurl?sa=i&url=https://ufadragon168.cc
    cse.google.churl?sa=i&url=https://ufadragon168.cc
    cse.google.ciurl?sa=i&url=https://ufadragon168.cc
    cse.google.clurl?sa=i&url=https://ufadragon168.cc
    cse.google.cmurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.aourl?sa=i&url=https://ufadragon168.cc
    cse.google.co.bwurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.ckurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.crurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.idurl?q=https://ufadragon168.cc
    cse.google.co.idurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.ilurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.inurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.jpurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.keurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.krurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.lsurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.maurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.mzurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.nzurl?q=https://ufadragon168.cc
    cse.google.co.nzurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.thurl?q=https://ufadragon168.cc
    cse.google.co.thurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.tzurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.ugurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.ukurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.uzurl?sa=i&url=https://ufadragon168.cc
    cse.google.co.veurl?sa=i&url=https://ufadragon168.cc

  21. Language Studio is a renowned institute that offers comprehensive Spanish language courses Patiala. Their courses are designed to cater to learners of all levels, from beginners to advanced speakers. With experienced teachers and a well-structured curriculum, Language Studio provides an immersive learning experience that helps students develop their Spanish language skills quickly and effectively. Whether you want to learn Spanish for personal or professional reasons, Language Studio has a course that suits your needs.

  23. เว็บตรง UFABETEAZY นิยมแล้วทั่วเอเชีย ด้วยความเสถียร คุณภาพ รวดเร็ว ทั้งแอพและผ่านเว็บ – เกมนิยมมากมาย บาคาร่า เสือมังกร ฝาก-ถอน อัตโนมัติที่ ufabeteazy.com ufabet

  28. Staking (or “baking” in Tezos) a ledger in order to receive rewards for enhancing network security. It is said that staking is a well-known method for holders to generate passive revenue. Staking is compared, for ease of comparison, to the interest that banks pay on the money in your bank account. Ledger staking has further information about staking if you want to learn more about it.
    Ledger staking

  29. Took me time to read all the comments, but I really enjoyed the article. It proved to be Very helpful to me and I am sure to all the commenters here! It’s always nice when you can not only be informed, but also entertained! 401k gold IRA rollover

  35. Sildigra 100 pill is supposed just for men. It’s now not not compulsory to be used in women and teens. However, you may be able to also take it as much as four hours earlier than intercourse. This remedy will simplify your get/keep the erection imparting that you’re sexually moved. Don’t take similarly drugs for hasty effects.

    https://www.genericday.com/sildigra-100-mg.html

  36. gclub เว็บบาคาร่าและสล้อตที่ดีที่สุด ปรับปรุงใหม่เกมเยอะภาพสวย gclub royal888 ระบบ ฝาก-ถอน ออโต้ ใช้แค่เบอร์โทรล้อคอินระบบง่ายๆ ที่สำคัญเราคืนยอดเสีย 10% ทุกวันจันทร์ ไม่ติดเทริน์ถอนออกได้เลยค่ะ

  40. เกมไพ่ยอดฮิตรู้ผลเร็ว ทำเงินเร็ว สร้างรายได้มหาศาลแค่ไม่กี่นาที SA ป๊อกเด้ง เดิมพันขั้นต่ำ 10 บาท เกมไพ่ที่กำลังเป็นที่นิยมสูงในไทย ณ เวลานี้ สำหรับท่านที่ชื่นชอบการเดิมพันแบบทุนต่ำ หรือทุนน้อย สามารถเลือกเดิมพันไม่มีขั้นต่ำผ่านเว็บไซต์ของเราได้ไม่มีปัญหา เปิดให้บริการ 24 ชั่วโมง เล่นผ่านโทรศัพท์มือถือ รองรับทั้ง iOS และ Android ฝากถอนเงินด้วยระบบออโต้

  42. webmigrates Technology is the best web development company in India, we develop mobile applications, web applications and website development, and more.

  43. While enrolling in an MBA From Canada is a smart way to get a good job more quickly, it may be difficult for students to pass and receive an “A.” Our knowledgeable experts are helping students from all over the world, and we have built our company on their trust. From your online quizzes until your final exam, we will take care of everything for you. We promise that you will pass with flying colors. In case you are not getting admission despite a lot of hard work, you can get Canadian assignment help online from us and get a better college for MBA in Canada.

  48. Bimaspin adalah situs slot online yang sudah dipercaya sebagai situs terbaik di Indonesia sehingga situs ini sangat populer di kalangan pemain profesional. Hal ini pun dikarenakan situs Bimaspin selalu memberikan pelayanan terbaik bagi para member setianya, tak jarang pula situs kami memberikan bonus tanpa syarat sebagai hadiah spesial bagi para member setia Bimaspin.

    Slot Gacor Dapatkan pengalaman baru dalam bermain slot dengan POLA GACOR MAXWIN.
    Klaim ID PRO anda dengan kode khusus untuk mendapatkan hadiah jutaan Rupiah.
    Promo bonus bisa Anda dapatkan sebagai keuntungan lain di situs gacor Bimaspin
    Berlaku seumur hidup tanpa limit!! Rutin dibagikan setiap hari ke masing masing user ID yang terdaftar. Menang atau kalah pun tetap akan mendapatkan bonus, kaena bonus yang kami bagikan rata ke masing masing akun terdaftar.

    bocoran slot gacor Anda pun bisa mendapatkan bocoran slot gacor dengan rating kemenangan hingga 97%. Dijamin akan banyak scatter yang bisa Anda temukan dan Anda pun dengan mudah bisa mencapai maxwin dalam permainan slot Bimaspin sekarang.
    Kemenangan berapapun dijamin langsung kami bayarkan dengan lunas dan cepat, Anda tidak perlu menunggu waktu yang lama dalam melakukan penarikan dana kemenangan.

  50. The Indian School Certificate annual Public Examination tests (ISC) Conducted by the Council for the Indian School Certificate Examinations will be announced Schedule for Class 12th Standard Indian School Certificate( for General Candidates) and Certificate of Vocational Education Annual final Examination tests. onepost.in The Indian School Certificate annual Public Examination tests (ISC) Conducted by the Council for the Indian School Certificate Examinations will be announced Schedule for Class 12th Standard Indian School Certificate.

Leave a Reply

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