Riley Rink at Hunter Park
Community Meeting
September 16, 2014
Agenda
Background & Current State
Business Plan Highlights
Introduction - General Manager Jon Larson
Questions
Background
1997 - 2005 Business Model
 Rink & turf operations
 High profit concerts underwritten by donors
 Active donor group funding capital projects & select operating expenses
 Fundraising Letter
 An endowment was established for operating expenses & scholarship; The
board established an endowment for plant & equipment replacement
2006 - 2011 Business Model
 Rink & turf operations
 High profit concerts underwritten by donors
 Active donor group funding capital projects & select operating expenses
 Fundraising Letter
 The endowment for operating expenses & scholarship was stable; No longer
enough cash to contribute to the plant & equipment fund
 Added: tradeshows, events, ice programming, summer ice
2011-2013 Business Model
 Rink & Turf Operations
 High Profit Concerts underwritten by donors
 Active donor group funding capital projects select operating expenses
 Fundraising Letter
 Tradeshows, events, ice programming, summer ice
 The endowment for operating expenses & scholarship was stressed; No longer enough cash to
contribute to the plant & equipment fund
 Added: Hunter Fairgrounds project to grow revenue
 Workforce & expense base grew to support strategy
2003 – 2019 Financial Overview
900,000.00
800,000.00
700,000.00
600,000.00
500,000.00
400,000.00
Operating Revenue
Operating Expenses
300,000.00
200,000.00
100,000.00
-
But… the revenue did not grow.
The yearly operating deficit,
funded by annual fund,
investment performance, grants
& other donations, significantly
increased. Endowment earnings
were overwhelmed & our line of
credit began to swell.
2013-2014 Business Model
 Reduced expenses
 Staff reduced from 5 full time employees to 2 full time employees
 Line item cuts – every line trimmed or eliminated
 Solar panels came on line to reduce electric expense
 Summer Ice cancelled at last minute due to soft enrollment & other mitigating factors
 Short term revenue measures taken
 Attempted to increase ice time usage by decreasing ice price 10%
 Added Last Minute ice program
 Customers bought same or less ice than previous year
 Revenue stream reduced by lower prices, snowy winter & difficult holiday calendar which decreased
budgeted public skate revenue by 31%
In 2013-2014 we were just
holding on…
All tactics, no direction, no fun
In short – could not go
forward without a plan
2014-2019 Business Plan Components
 Move to a sustainable break-even operating budget
 Document standard operating procedures for arena operations, programming, marketing &
technology
 Recruit & hire staff & board with skill sets to execute the plan. Set forth specific responsibilities for
which staff & board are accountable
 Create specific action steps to achieve plan goals
 Re-imagine the vision … roadmap for the future
2014-2019 Business Plan
Specific Action Steps - The Top 3
① Core operations focus
 Aggressively seek to break-even by controlling expenses and growing revenue
 Grow participants… increased programming / support for youth skaters
② Improve fundraising
 Directed giving – floor, cooler, youth focused programs
 Annual Fund Letter plus
③ Take action on Hunter Fields. Create revenue source from non-performing asset
2014-2019 Business Plan
Context to achieve The Top 3
 Service: We will go the extra mile to meet our customers needs
 Resourceful: We will find solutions to customer problems
 Well-Being: Our facility will be a wholesome & safe place for our customers
 Environment: We will be dedicated to sustainable operating practices
 Integrity: We will work as a team & deal fairly and honestly
2014-2019 Business Plan
Operating Principles to achieve
The Top 3
 SIMPLE. Simple drives costs down
 Incremental, not “all in” – Can’t do everything at once; more importantly, small steps are a lot less
expensive and reduce risk
 Strategy drives tactics – If an idea does not support the top 3, we do not provide resources
2014-2019 Business Plan
Communications to achieve The Top 3
 Email
 Weekly newsletter – The Hunter Park Hump Day Howler. The hot seat, weekly announcements, around town.
 Website
 Program marketing, calendar, donor opportunities & acknowledgement.
 Integrate video & photos.
 Work toward online registration
 Social
 Facebook
 Future….. mobile App

Investigate low-cost way to talk directly to customers. Push schedule reminders, sign-up opportunities, event
marketing, public ice schedules, financial support opportunities, etc.
2014-2019 Business Plan
RRHP Seasons to achieve
The Top 3
RINK
Ice:
Late October to early Mar
Turf:
Early March to late April
Outsourced Events: Late April – Early October
Fall
Winter
EVENT
Summer
*Summer ice IF fully
subscribed
Spring
EVENT /
RINK*
RINK/
TURF
Minimize changeovers,
leverage seasonal demand
2014-2019 Business Plan
Rink Season
Operations & Retail
 Rink
 Disciplined planned maintenance program; continuous improvements for efficiencies, reducing costs
& ensuring a quality ice surface
 Housekeeping
 Clutter free, organized, clean facility; Everything the customer sees works
 Grounds
 Maintained on a schedule; No clutter; Everything works
 Concession
 Outsourced or Rink operated at high value times
 Pro Shop - Keep it simple
 Swap shop - Free used hockey & skating equipment
2014-2019 Business Plan
Rink Season
Customers & Programming
 Youth Skaters
 Revitalize programs for youth skaters. Create, market and run new entry programs & camps
 Middle school ice dances & fun events, Improved school skate programming & coaching
 Partner with NHA to propel graduates to high school hockey
 Tournaments & events
 Partner with customers to develop, market and run hockey tournaments, Bonspiels, & figure skating
competitions
 Group customers
 Create standard operating procedures manual to ensure year to year consistency
 Adult hockey
 Organized & well communicated for participants; Each program has a volunteer coordinator
 Program marketing – standard, exciting, timely
2014-2019 Business Plan
Rink Season
Pricing
 Simplified pricing
 Punch Passes in place of season passes
 Skate rental price reduced
 Family nights to be added to reduce cost of local public skates
 Holding ice sheet & program rates flat (or slight increase) from 2013-2104
2014-2019 Business Plan
Turf Season
 Short season with multiple customers
 Difficult & relatively costly changeover
 Tactical revenue opportunity
 Turf mat needs replacing…
 Feasibility analysis to be conducted
 ROI on new turf investment will never break-even – opportunity for directed donation.
 May not be able to continue Turf Season without new mat after 2016
2014-2019 Business Plan
Event Rental Season
 Operations plan developed for facility rentals focused on extremely limitedRRHP staff involvement
 Indoor Event Rentals
 Southern Vermont Antique Show ( October)
 Shiners Bingo (April, June, July, October)
 Vermont Symphony Orchestra (June)
 Vermont Brewers Festival c0-sponsored with Mainstreet Hockey (TBD – September)
 Exhibitions: Consumer Shows & Events (start: 2016)
 Outdoor Event Rentals
 Run & Bike race host site
The Endowment funds have been sustained
Year
Operations
Endowment
Scholarship
Endowment
PP&E
Endowment
Hunter Park
Capital Campaign
1997
800,000
200,000
0
0
2014*
836,826
379,674
173,431
312,580
*Fiscal Year End 2014
Making Ends Meet 2014-2015
Operating Revenue / Expense
Budgeted Operating Revenue 20142015
Budgeted Operating Expense 20142015
100%
100%
90%
90%
Ice Rink
80%
Proshop
70%
Turf
60%
Indoor Rental
50%
Utilites, waste & fees
80%
70%
60%
Equipment Repair, Supplies &
Materials
50%
Insurance
40%
Dasherboard
40%
30%
Concesson
30%
20%
Disc Golf
20%
10%
Payroll & Taxes
Office
Administration/Technology
Marketing
10%
0%
0%
Tournament & Connections
1
1
Operating Revenue
Operating Expense
Operating Income/(Loss)
$368,080
( $462,839)
($ 94,759)
Making Ends Meet 2014-2015
Non - Operating Revenue / Expense
Budgeted Non-Operating Revenue
2014-2015
100%
Budgeted Non-Operating Expense
2014-2015
100%
90%
90%
80%
80%
70%
70%
60%
Annual Fund
60%
50%
Investment Performance
50%
40%
West Property
40%
30%
Connections
30%
Scholarships
Fundraising
West Property
Interest Expense
Investment fees
20%
20%
10%
10%
0%
0%
1
1
Non- Operating Revenue
Non- Operating Expense
Non-Operating Income/(Loss)
Add: Operating Income/ (Loss)
Net Income/ (Loss) Before Depreciation
$128,800
($ 44,050)
$ 84,750
($ 94,759)
($ 10,009)
Human Resources
Community Volunteers
RRHP Staff
Board of Directors
Staff
2014-2015
General Manager
Jon Larson
Connections
Coordinator
Martha Stearns
Office Manager
Vanessa Beattie
Operations
Seasonal Ice
Maintenance
Jim Harrison + Others
Seasonal Building &
Grounds
TBD
Retail
Seasonal Cashiers
TBD
Skating Director
Book Keeper
Martina Dvorak-Grattan
Pam Badger
Coaches /
Instructors
TBD
Board of Directors
President
Adria Schozer
Secretary
Bruce Welsh
Marketing
Board Position
(1 Open)
Committee
Member
(2 Open)
Treasurer
Governance
Bob Thompson
Barry Brown
Board Position
(1 Open)
Committee
Member
Bill Hadden
Development
Chair
Facilities Chair
Paul Tegen
Pat Zilkha
Board Position
Board Position
(1 Open)
(1 open)
Committee
Members
Board Members
(2 Open)
Bruce Welsh
Jim Hand
Vice President
Field Project
Andy King
Board / Staff Team Work
RRHP Business Plan Design
Mentoring Staff
Governance
Investment Portfolio
Recruit Board Members
Financial Stewardship
Marketing
Development
Sponsorships
volunteer recruitment
Arena Operations
Customer Service
Staff Hire & Management
Financial Management
Program design & development
Development
Why development matters
 Riley Rink at Hunter Park is a private, non-profit Rink &
grounds
 RRHP does not receive funds from local government
 Price to play does not cover operating costs
 Financial commitments from the community help to
ensure our sustainability
Development
Annual Fund for operations gap
 Lobby Kiosk
 Donor information kiosk; Donation envelopes with fund names; Cash drop; Dedicated computer
with website donation screen
 Website
 Provide reason the need to give; Add suggested donation amounts; Scrolling list of supporters
 Consistent sign-off
 End of all ads, press releases; community support to continue operations; Go to website to donate.
 Annual Fund Blitz
 Last 90 days of the calendar year; Annual fund letter; donor sell card; in-rink poster; press releases;
progress
 Annual Newsletter
 Claim victories and tell success stories; list donors
Development
Directed Giving
 General Endowment Fund
 Help to grow the endowment for sustainability
 Facility Fund
 Critical to ensure that large building and equipment update projects have funding
 Warming room floor
 Cooling tower
 Gardens Fund
 Beautification of our grounds
 Turf Season Fund
 Equipment and improvements for indoor field sports
Roadmap for future…..
2020 Idea: Fitness & Hockey Training Center
 Supports the mission, synergistic with the operation
 Enrolls more people to the cause; increases involvement, more participants
 Brings more people and attention to facility; Year-round traffic.
 Gives parents an activity during practices; games (especially if window to rink)
 Advances athletic performance of players; which makes it more fun and aspirational
Jon Larson
 Extensive knowledge of rink operations – refrigeration, ice maintenance, Zamboni, skate sharpening, employee scheduling, pro shop, public
relations, marketing, advertising, fund raising, dasher board ad sales, group sales, budget & cost management.
 At the Aspen Ice garden, Increased revenue 18% since arriving in 2008. Generated $70K in dry-floor rentals utilizing Aspen Ice Garden as multipurpose facility.
 At the Greely Colorado Ice Haus , Designed and implemented first ever Rec Hockey program. Founded the Greeley Youth Hockey Association &
developed & implemented the first In-house Adult Hockey league..
 First on-ice instructor at Oilers Ice center in Tulsa, Oklahoma and Ice Haus in Greeley, Colorado. Professional power skating instructor. Guest
instructor for several pro hockey camps
 Designed syllabus & offered first ever Learn to Skate program at the college level at the Ice Haus & Oilers ice center.
 Initiated the adult hockey league at the Oilers Ice center. Grew program from 4 to 32 teams.
 State coordinator – U.S.A. Hockey. CEP – Coaches Education Program.
 Participated in the building and management the Oilers Ice center in Tulsa, it’s first indoor ice rink. C0-founder of Tulsa Youth Hockey Association
 5 Star Operator. CIRM certification with the STAR organization.
Questions & Answers