When local advertisers are looking for one of the least expensive ways to reach families as well as adult hockey players and hockey fans alike, they often look to their local ice facility. Typically the highest concentration at our facilities are adult recreational ice hockey, youth and high school hockey teams, figure skating clubs and people attending open skating sessions. Advertisers are typically most interested in reaching the parents of children participating in activities at the rink or families or teenagers attending a public skating session.
Cost per viewer, advertising at our skating facilities is very inexpensive compared to other advertising solutions out there. Most of our inventory is priced at less than $1.50 per day (minus printing and design costs). This is a great way for our advertisers to increase their reputation locally as well as embed their brand name in thousands of photographs taken at the rink annually.
Types of Opportunities
The advertising you see going around the inside of the rink. These are typically our most popular advertising choice of local businesses and the Cincinnati Cyclones. We offer a broad range of dasher ad sizes depending on your budget.
We also offer hanging banners at our rinks. These can be placed on the arena walls or hung from the rafters. Location and size of the banners depends on the customers budget.
You can advertise on the ice surface itself. This is a two to three year advertising opportunity. The first layer of ice is painted white. Then the ad is painted on top of that, along side of the hockey markings needed for games. Another layer of clear ice is added on top for protection. This is only done every two years or so when the floor is repainted.
Ads in the middle of the ice typically measure 20-by-20 feet. Smaller ads can also be placed around it.
The Ice Resurfacer (Zamboni)
Our studies show that potentially the most effective advertisement on the ice is the Zamboni Ad! If you don't know why, arrive at any ice rink before they resurface the ice for a public skating session and watch what people are doing. When you notice what happens with 80% of the crowd you'll know why advertising on the Zamboni is one of the most powerful places to start advertising!
This especially applies to events, in particular youth and high school hockey games and tournaments. This machine comes out to clean up the ice at intermissions and are seen by everyone in attendance.
Advertising at ice skating rinks can be done in any market that has a rink, and that means a number of small markets in all parts of the country.
There are more than 2,000 ice rinks in the U.S.
Most of the people who frequent the rinks are youth hockey players and figure skaters.
There are 474,592 registered hockey players in the U.S., according to the International Ice Hockey Federation. Of those, 119,706 are men, 61,612 are women and 293,274 are juniors. The organization says there are 1,800 indoor hockey rinks and 150 outdoor rinks in the U.S.
The United States Figure Skating Association says it has more than 140,000 members.
How it is measured
Ice rinks track how many people use the facility and also how many people attend events such as youth hockey games.
What product categories do well
Frequent ice rink advertisers include local businesses such as insurance providers, real estate agencies, restaurants, supermarkets, newspapers and auto dealers.
There’s very little demographic data available on ice skaters, but there is data for the two most popular on-ice activities, hockey and figure skating.
Among adult hockey fans, 63 percent are male and 37 percent female, according to Scarborough Research. Figure skating fans are 75 percent female and 25 percent male.
For hockey fans, 13 percent are ages 18-24, 20 percent 25-34, 22 percent 35-44, 21 percent 45-54, 13 percent 55-64 and 11 percent are age 65 or over.
For figure skating, 65 percent of women over 18 consider themselves fans, according to an ESPN Sports Poll, while 75 percent of women over 55 say they’re fans.
Ten percent of hockey fans have an annual household income less than $25,000, according to Scarborough, with 9 percent between $25,000 and $35,000, 16 percent between $35,000 and $50,000, 19 percent between $50,000 and $75,000, 18 percent between $75,000 and $100,000 and 28 percent at $100,000 or more.
According to the ESPN poll, the median household income of figure skating fans is $90,000, with 34 percent having an annual household income of $100,000 or more and 52 percent at $75,000 or more.
Making the buy
Advertising on dasher boards and banners can be turned around in three or four weeks, while ads on the ice can take longer since rinks are only repainted once every two years or more.
Dasher board ads start at $300 per year, while in-ice ads can cost up to $4,000 per year.
Who’s already at ice rinks
Recent or current ice rink advertisers include McDonald’s, Great Clips, Cincinnati Cyclones, Dairy Queen, Audi and local banks.
What they're saying
I think people understand that it supports the community. The dollars we can bring in from local companies help offset operational budgets. It’s just kind of a community pride thing. People really enjoy having their sign up and letting people know they support these programs.