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.

24,448 thoughts on “The Marina Bay Sands Ice Skating Rink”

  1. I think this is an informative post and it is very useful and knowledgeable. therefore, I would like to thank you for the efforts you have made in writing this article. plombier

  4. If the age is visible on your skin and you feel at home, care does not have the needed result, let the magic of our professionals bring in the contrast you have been looking ahead to in your life, let’s come massage near to me chennai for glow your body skin thank you

  5. Sunglasses Right to Style Your Look
    Sunglasses are the most comfortable accessory that you wear not just to style yourself but also to protect your eyes. From such a wide collection, choose to buy sunglasses that are right for your face shape and skin tone to make them look the best on you! There are thousands of sunglasses frames available in unique patterns, designs, and colors but there are some that will enhance your overall look.
    Sunglasses

  10. Thank you so much as you have been willing to share information with us. We will forever admire all you have done here because you have made my work as easy as ABC. canlı casino siteleri

  11. Based on scientific research, body massage spa in koyambedu provides various health benefits to the body, it is effective for chronic back pain and chronic tension headache, it can help manage depression, anxiety, stress, pain, and inflammation, in addition, it can help to improve the quality of sleep

  18. สล็อต gclub เว็บหลัก เว็บตรง จ่ายหนัก จ่ายเต็ม ไม่มีอั้น จีคลับ888 รับรางวัลแจ็คพอตใหญ่ไปเลย บริการเกมสล็อตออนไลน์ที่ผู้เล่นสามารถทำรายการฝาก-ถอนได้ด้วยตนเอง ไม่ต้องเสียเวลาไปธนาคารให้ยุ่งยาก

  21. Nice blog and absolutely outstanding. You can do something much better but i still say this perfect.Keep trying for the best. Alpilean

  22. Wow, this post is so insightful and well-written. I learned a lot from reading it, thank you for sharing!

  26. fill your mind with once in a lifetime fun with the body massage in nungambakkam we offer so don’t late come fast our center for best services thank you

  28. In the prickless diabetes meter category, the most innovative and groundbreaking prickless diabetes prickless diabetes meter advancements in the medical field are brought to our readers, as well as the use of Artificial Intelligence in medicine.

  29. This article is an engaging abundance of enlightening information that is intriguing and elegantly composed. I praise your diligent work on this and thank you for this data. You have what it takes to get consideration. 
    iptv for firestick

  31. leather jackets and coats for men and women. Shop online for high-quality, designer, and exotic leatherwear tailored to your unique style. Elevate your wardrobe with timeless pieces from Leather Coat

  34. kunjungi situs lagu korea online terpercaya Dan mudah untuk di unduh hanya dengan membuka situs matikiri yang merupakan salah satu situs terbaik untuk mengunduh lagu Korean terbaru dengan kualitas terbaik.

  36. Do you mind if I quote a couple of your posts as long as I provide credit and sources back to your site? My blog is in the exact same area of interest as yours and my visitors would truly benefit from some of the information you provide here. Please let me know if this ok with you. Thanks! Acknowledges for paper such a beneficial composition, I stumbled beside your blog besides decipher a limited announce. I want your technique of inscription.. Only aspire to mention ones content can be as incredible. This clarity with your post is superb and that i may think you’re a guru for this issue. High-quality along with your concur permit me to to seize your current give to keep modified by using approaching blog post. Thanks a lot hundreds of along with you should go on the pleasurable get the job done. 카지노

  37. So lot to occur over your amazing blog. Your blog procures me a fantastic transaction of enjoyable.. Salubrious lot beside the scene. Your web log isn’t just valuable however it is also truly imaginative as well. There have a tendency to be very few individuals who can absolutely Nice information, valuable and excellent design, as share good stuff with good ideas and concepts, lots of great information and inspiration, both of which I need, thanks to offer such a helpful information here. Astonishing learning and I get a kick out of the chance to impart this sort of data to my companions and expectation they like it they why I . This is actually the kind of information I have been trying to find. Thank you for writing this information. 먹튀폴리스

  38. Wohh just what I was looking for, thanks for posting. Positive site, where did u come up with the information on this posting?I have read a few of the articles on your website now, and I really like your style. Thanks a million and please keep up the effective work. Surprising article. Hypnotizing to analyze. I genuinely love to analyze such a good article. Much regarded! keep shaking. I was truly thankful for the useful info on this fantastic subject along with similarly prepare for much more terrific messages. Many thanks a lot for valuing this refinement write-up with me. I am valuing it significantly! Preparing for an additional excellent article 토토

  39. Hello, This is a very interesting blog. this content is written very well This is an amazing post, keep blogging. thanks for sharing. Anyways I am here now and could just like to say thank for a tremendous post and a all round entertaining website. Please do r this write-up, I seriously think this fabulous website needs a great deal more consideration. I’ll likely to end up once more to study additional, thank you that info. 먹튀

  40. Good post. Thanks for sharing with us. I just loved your way of presentation. I enjoyed reading this .Thanks for sharing and keep writing. I think this is an informative post and it is very useful and knowledgeable. therefore, I would like to thank you for the efforts you have made in writing this article. Pretty good post. I just stumbled upon your blog and wanted to say that I have really enjoyed reading your blog posts. Any way I’ll be subscribing to your feed and I hope you post again soon. Big thanks for the useful info. I would like to say that this blog really convinced me to do it! Thanks, very good post 먹튀패스 먹튀검증업체

  41. Thanks for writing this simple and interesting Blog. It is very easy to understand. I am really inspired and want to appreciate your efforts. I found a huge content in this Blog which is very attractive and new for me as a regular reader. I loved it. Moreover, I liked the tips that you have shared in it. Please come up with new and exciting ideas as well as I can’t wait to read more exciting ideas from you. Great job you did as I saw your new blog which gives positive feelings and encourages me in my future steps. Thanks for uploading this detailed post. This blog is easy to capture subscribers and attract the reader. I am feeling proud to be your subscriber; your post is so amazing. Keep it up. 토토빅검증업체

  42. I am always searching online for articles that can help me. There is obviously a lot to know about this. I think you made some good points in Features also. Keep working, great job ! Two full thumbs up for this magneficent article of yours. I’ve really enjoyed reading this article today and I think this might be one of the best article that I’ve read yet. Please, keep this work going on in the same quality. Such an amazing and helpful post this is. I really really love it. It’s so good and so awesome. I am just amazed. I hope that you continue to do your work like this in the future also. 토토하이 먹튀검증커뮤니티

  45. I expected to make you the little comment just to express profound gratitude a ton indeed about the striking assessments you’ve recorded in this article. It’s truly charitable with you to supply straightforwardly exactly what numerous individuals may have promoted for a digital book to get some benefit for themselves, particularly considering the way that you might actually have done it on the off chance that you wanted. Those focuses additionally served like a decent method to be certain that the rest have comparable longing actually like my own personal to see a lot of additional as far as this issue. I’m certain there are significantly more lovely meetings front and center for individuals who investigate your blog. I’m very intrigued with your composing abilities and furthermore with the design on your blog. Is this a paid subject or did you modify it yourself? Whichever way keep up the amazing quality composition, it is uncommon to see an extraordinary blog like this one these days.. I think other site owners should accept this site as a model, spotless and fabulous client friendly style and plan, not to mention the substance. You are a specialist in this theme! 먹튀

  46. I recently came across your article and have been reading along. I want to express my admiration of your writing skill and ability to make readers read from the beginning to the end. I would like to read newer posts and to share my thoughts with you. You have a real ability for writing unique content. I like how you think and the way you represent your views in this article. I agree with your way of thinking. Thank you for sharing. i’ve been waited for so long. I will need this post to total my assignment in the college, and it has exact same topic together with your write-up. Thanks, good share . 토토안전나라

  47. This is a great inspiring article.I am pretty much pleased with your good work.You put really very helpful information. Keep it up. Keep blogging. Looking to reading your next post. This is just the information I am finding everywhere. Thanks for your blog, I just subscribe your blog. This is a nice blog. Thanks for taking the time to discuss this, I feel strongly about it and love learning more on this topic. If possible, as you gain expertise, would you mind updating your blog with more information? It is extremely helpful for me. Your work is very good and I appreciate you and hopping for some more informative posts. Thank you for sharing great information to us. 안전지대 토토

  48. Way cool! Some extremely valid points! I appreciate you penning this post and also the rest of the site is also very good. Wow! This can be one particular of the most beneficial blogs We have ever arrive across on this subject. Actually Great. I am also a specialist in this topic so I can understand your effort. It’s really a nice and useful piece of info. I’m glad that you shared this helpful info with us. Please keep us up to date like this. Thank you for sharing. 토토매거진 검증업체

  49. Wonderful article. Thanks too much for the breakdown you have presented here. I am still sort-of an illiterate on this topic. So this post was really helpful to me personally. My husband just launched his own ebook on this issue and I think some things learned from your post would enable me personally to give him the necessary support. I don t have the time at the moment to fully read your site but I have bookmarked it and also add your RSS feeds. I will be back in a day or two. thanks for a great site. You completed certain reliable points there. I did a search on the subject and found nearly all persons will agree with your blog. 먹튀연구실검증업체

Leave a Reply

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