Faux Ice Rink Pilot

FAUX ICE RINK PILOT

HAMILTON TOWN CENTER, MALL OF GEORGIA, AND PLAZA CAROLINA HOLIDAY 2018

RESULTS – EXPENSES VS REVENUE

EXPENSES

REVENUE

HAMILTON TOWN CENTER: Operating Expenses (including payroll) Marketing Expenses (signage, promotion) PLAZA CAROLINA: Operating Expenses (including payroll) Marketing Expenses (signage, promotion) Total

$14,314 $9,660 $23,974

Sales STL Total Sales SBV Total Sales SBV Total

$4,507

$600

$5,107

$7,000 $2,878 $9,878

$10,954 $7,150 $18,104 $28,631 $22,500 $51,131

Total

THE MALL OF GEORGIA: Operating Expenses (including payroll, OT) $37,141

Marketing Expenses (signage, promotion)

$2,892 $40,033

Total

Total Net Profit for all 3 centers was basically flat or + $457.00

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RESULTS – CAPITAL EXPENSES

CAPITAL EXPENSES HAMILTON TOWN CENTER: Rink, Shed and Installation

$78,863 $5,370 $84,233 $56,312 $17,570 $73,882

Additional Components

Total

PLAZA CAROLINA: Rink and Installation Additional Components

Total

THE MALL OF GEORGIA: Capital Expenses

$54,000 $54,000

Total

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SALES TRENDS – MALL OF GEORGIA

9,550 total visits 13.8% of total sales are $2 Tuesday 78% Children / 22% General Admission

% Sales by Day of Week • Sunday 27% • Monday 7% • Tuesday 9% • Wednesday 8% • Thursday 6% • Friday 9% • Saturday 33%

14%

12% 11%

12%

11%

10%

8% 9%

5%

3%

2%

1%

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SALES TRENDS – HAMILTON TOWN CENTER

4,514 total visits 57% Children / 43% General Admission

% Sales by Day of Week • Sunday 20% • Monday 6% • Tuesday 5% • Wednesday 13% • Thursday 5% • Friday 19% • Saturday 32%

13% 13%

10% 10% 12% 12%

8% 9%

7%

3%

3%

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SALES TRENDS – PLAZA CAROLINA

Sales by day of the week Sundays - 18% Mondays - 4% Tuesdays - 6% Wednesdays - 13% Thursdays - 12% Fridays - 19% Saturdays - 28%

72% kids 28% adults

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SBV SPONSOR – MALL OF GEORGIA KIA MOTORS

Objective: • To create awareness of Stinger Salon by Kia through sponsorship of “The Rink” at Mall of Georgia Campaign Elements: • Presenting sponsor of The Rink • Auto display at The Rink with brand ambassadors • Exterior standee • Clings on the panels surrounding The Rink • 8’x14’ Sky Banner • 200 complimentary ice rink tickets • Sponsorship of Tree Lighting

Term: Six weeks Revenue: $22,500

STL DEAL – HAMILTON TOWN CENTER CELTIC PRETZEL

● Net Sales were $4,507.25 including special events.

The special events sales were: • Sweets With Santa (11/17) = $537.40 • Pet Photos With Santa (11/18) = $187.03 • Indy Fuel @ The Rink (12/12) = $66.05

●

● *Note: Charge $1 less for Pretzels and Beverages when at HTC because rent is so low and it makes the products more affordable as a splurge for parents with young children. ● Hands down, the top seller was The Classic Pretzel (Butter & Salt) with Nacho Cheese - That is always the best seller. The ratio of Salty vs. Sweet Pretzels was 3:1, which is on par with usual sales. ● This was their first time offering Hot Beverages and it was a success. They sold 378 Hot Beverages with Hot Cocoa outselling Hot Coffee by almost 4:1.

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MARKETING SUPPORT

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MARKETING SUPPORT – BRANDING

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MARKETING SUPPORT – ON MALL

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MARKETING SUPPORT – ON MALL

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MARKETING SUPPORT - SOCIAL

SOCIAL MEDIA RESULTS HAMILTON TOWN CENTER: Facebook Event Posts Reach

103,000 19,800

Other Posts Reach Total Engagements PLAZA CAROLINA: Reach

1,204

288,000 14,000

Reactions

Total Engagements

2,259

THE MALL OF GEORGIA: Reach

167,100 334,700

Impressions

Total Engagements

2,782

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MARKETING SUPPORT - SOCIAL

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MARKETING SUPPORT - DIGITAL

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MARKETING SUPPORT - EVENTS & PR

• Events » Disney Jr. Playdates, Sweets with Santa, Pet Photos with Santa, Tree Lighting, National Cookie Day, Indy Fuel Night, Family at Simon VIP Event, The Ultimate Family Tailgate, Ugly Sweater Day, $2 Tuesdays » Mall of Georgia – Media Deliverables to 20 media outlets – Ad Value: $108,594 – Impressions: 103,538,000 » Hamilton Town Center – Ad Value: 24,573 – Impressions: 3,329,000 • PR Coverage

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MARKETING SUPPORT - BLOGGERS

• On November 28 th , Hamilton Town Center hosted 3 Indianapolis bloggers and their families! The VIP guests were able to skate for free and have a behind the scenes look at The Rink at Hamilton Town Center. Celtic Pretzel opened for the evening to give the guests a chance to purchase hot cocoa, coffee and pretzels. Following their time at The Rink, bloggers and their families were invited to enjoy a free meal at Chuy’s! Bloggers averaged nearly 27,000 impressions on their websites .

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RECOMMENDATIONS

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RECOMMENDATIONS - OVERALL

• Have a third party manage the rink, similar to seasonal photo operations » All local HR responsibilities were completed by mall management staff, which impeded their ability to focus on core responsibilities during the peak holiday season » Mall personnel had to work The Rink when coverage wasn’t available » Need minimum two staffers on weekend, could consider 1 person on weekdays • Weather had a stronger impact on operations than anticipated at launch » Rink could not operate during rainy, snow, icy conditions » Because of white glare/reflection, rink would be too hot on warm weather days (look at shade structures) » Any amount of moisture greatly slowed down skaters » Recommended tarp to cover rink when not in use to limit moisture • Rink size most applicable to children (75% of skaters), so would recommend larger to get adults/millennials more interested • Increase ticket prices to a minimum of $5 for children and $7 for adults; area rinks range from $7 - $15 for children and $9 - $18 for adults • Reduce weekday (Mon-Thu) hours to evenings only as over 60% of traffic occurred Friday through Sunday • Add skating lessons (also potential sponsorship opportunity)

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RECOMMENDATIONS - OPERATIONS

• Add secured storage options for guests for shopping bags and personal items • Find alternative skate assists as they were too heavy for children • Look for ways to enclose rubber flooring » Guests walked off the rubber mats onto brick pavers which damaged skate blades » Get a sign “Keep Skates on Rubber” • Continue with the iPad/Square POS – very user-friendly and credit/debit only is recommended again • Provide shoe covers (adult & kid sizes) – some customers wanted to go on the rink, but not skate (assist their child or child too small for skates) • Megaphone – communicate rink closure or other messages from the shed • Radio – skate associates to communicate with Mall Office, Security, Maintenance, etc. • Add add outdoor heater • Misc. Supplies - Band-Aids, alcohol wipes, ice packs, and towels to wipe skates • Sharpen adult skates each time; kid skates every 3 rd time

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RECOMMENDATIONS – CUSTOMER FEEDBACK

• “Great rink for beginners” • “Great price!”

• “Never seen anything like this before” • “Nice break from shopping for kids”

• Some customers put off by the faux ice/not slick enough (note: real ice rinks in HTC and MOG primary trade area). Look at emphasizing that ice is synthetic • “Rink is too small” • “Glad we added it” • “The tree really sparkled in the center. What a great location to place The Rink” • “The ice was not easy to skate on and was not as fast as real ice”

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RECOMMENDATIONS – POTENTIAL FUTURE LOCATIONS

• The Domain • Del Amo Fashion Center • Fashion Valley • Shops at Clearfork • North East Mall • La Plaza • Lakeline Mall • Shops at Nanuet

• The Falls • Haywood

• SouthPark • St. Johns • Mills Centers – investigate further

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