Swan Ice Arena - Case Study Example

Running Head: CASE STUDY- SWAN ICE ARENACase Study- Swan Ice Arena Swan Ice Arena is an indoor ice rink that primarily catered to hockey groups. However, in the recent months, the manager, David Swan has opened the ice rink for public skating. Even though public skating was supposed to increase the revenues for Swan but at this point Swan has been unable to profit from the venture despite heavy investment in making the rink public. Public attendance in the rink is low despite Swan’s best effort.

Swan has noticed that families and young children visit the area during the weekends and young couples are more eager to visit the rink during Fridays. However, Swan cannot limit the rink to these groups for specific days since he realizes that young children also visit during Fridays. The presence of young children during couple days discourages the couples to visit more often. At this time, Swan is unable to increase the visits and thus revenues have not increased for him despite his investments on the rink.

Evaluating the situation, a few recommendations could be made. Swan would benefit by limiting Fridays for young couples by restricting the age limit to 14 years. Even though at this point of time, young couples do not visit the area much but when the place becomes known as a couple hangout joint, more people would be willing to visit and revenues would definitely increase. Since Generation Y that Swan at this time is trying to cater relies on word-of-mouth promotion (Perreault and Mc Carthy), Swan would benefit from it.

Also Swan could allow these young couples to make song requests so that they are able to participate more fully in the area. He should complement the rink by providing soft lights with an area reserved for just sitting alone. For the kids’ session on Saturdays and Sundays, Swan could allow them weekly or monthly passes on a paid subscription on those particular days so that they come more often and even attract other kids and families to visit. ReferencesPerreault, W. D. and McCarthy, E. J. (2006) Basic Marketing 15E, New York: Tata McGraw-Hill Education