Report: Temporary ice rink sees uptick in revenue

Rainy winter weather may have been a welcome visitor to deal with the state’s ongoing drought in recent months, but it also may have kept some other visitors away from a temporary ice rink in downtown Burbank.

However, revenues at the holiday attraction were up more than $20,000 this year compared to its inaugural season last year, but the first year the rink wasn’t open as long.

That’s according to a staff report published on the city’s website last week. The rink, which was located in the parking lot behind Burbank City Hall from Nov. 28 to Jan. 19, saw a modest bump in traffic over the holidays — about 18,000 people came out during the eight-week season, compared to roughly 17,700 for last winter’s six-week season.

Attendance was lower than expected, said Mary Hamzoian, the city’s economic development manager. She said 10 days of rain — including one day during the rink’s opening weekend — kept some would-be skaters at bay.

But she said downtown businesses were still thrilled with the attraction, part of an effort by the Business Improvement District, also known as the Downtown Burbank Partnership, to draw shoppers and diners to the area. In feedback to the partnership, several business owners raved.

“Opening night was great,” said Brian Slaught, owner of Story Tavern. “We saw about 40 people in the restaurant because of the rink.”

Funded by businesses in the downtown area, the partnership paid Los Angeles-based Ice America about $95,000 to set up the rink. The company then ran it for a share of the revenue, and the partnership paid for water, electricity, decorations and other expenses.

The first year, the rink cost about $221,000 to operate, Hamzoian said, but this year’s costs were 30% lower because some infrastructure improvements that were one-time expenses paid for in the first year.

The benefit of the rink is that it didn’t require street closures or other issues to “impede the hustle and bustle” of the holidays, Hamzoian said. Having it open two weeks longer this season also attracted more visitors during an otherwise slow post-holiday period.

The attraction had a lot of buzz going into its second year and, to build even more excitement, planners decided to incorporate themed skate sessions three nights a week: Ugly Sweater Mondays, ’80s Night Wednesdays and Thursday Night Fever.

There were also performances by the Los Angeles Ice Theater every Saturday in December and skating lessons offered by instructors from Pickwick Gardens Ice Skating Rink, as well as an appearance by Santa and live events with local radio stations.

Some business owners who provided feedback to the partnership said measuring the business impact was not always easy.

Slaught suggested giving skaters wristbands in future years to identify them when they go to dinner or shop afterward.

Others said they measured positive results. Robert Moore, owner of Moore’s Delicatessen across the street from the rink, said he saw a 20% increase in business because of it.

“It’s a great draw,” said Moore, before offering a suggestion. “How about a roller rink in the summer?”