Maximizing your ROI from Special Events and Promotions: Gear Up to Get More Bang for Your Event Buck!

Maximizing your ROI from Rink events and Promos

Before we dive into revolutionizing our marketing Return on Investment (ROI), let’s level set on what that actually means!

In business terms, ROI measures how much monetary value is generated per dollar you invest into something. So if you gain $2 for every $1 you pump into Facebook ads, you have a 200% ROI. Tracking this helps determine where to put budgets and resources.

And in the wonderful world of rinks, ROI governs special events, theme nights, competitions and promotions of ALL glittery varieties! Minimal spending for maximum memories

So today let’s combine best practices for ideating events AND assessing financial returns afterwards. Then watch participation AND profitability records get smashed this year! ๐Ÿ˜‰

STEP 1: Dig Into Your “Dream Big” Bag of Event Ideas!

Creativity rules this kingdom! What offbeat theme nights can capture attention on the social scene? How might you unleash unexpected wow factors during holidays?


  • Collaborating with influencers and coaches for special workshops ( Such as Jam skating or Shuffle skating workshops)
  • Embracing cultural celebrations from Pride to Cinco de Mayo
  • Using guest DJs to curate special era soundtracks
  • Partnering with community little leagues or cheer teams
  • Deliver fresh fun while exposing new audiences to skating!

STEP 2: Structure With Impactful Intentions

With limitless possibilities stirring, anchor back to ROI by focusing event objectives. Do you aim to:

  • Fill off-peak sessions?
  • Boost Roller Sport team recruitment?
  • Reward loyal members?
  • Generate community awareness?

This informs planning while allowing measurement afterwards. Knowing what goals you are working towards will help you be able to measure your success in a structured way rather than just throwing spaghetti at a wall to see if it will stick and never really knowing if your events were worth the time and money spent on it. (especially in the case of investments were you may not see an immediate return, or where there’s a non-monetary return)

STEP 3: Plan Experiences With Value Adds

Special events grant you temporary attentionโ€ฆbut are you maximizing it? Look for ways to create lasting value such as:

  • Free skate rentals or snack bar vouchers for the first 10 attendees that can be used on their next visit.
  • Stronger school network bonds through spirit night collaborations, which can lead to more return visits or additional events booked
  • Fun branded swag for attendees like light up lanyards, special t-shirts or custom socks that guests might wear time and time again, which will advertise your rink every time they wear them!
  • Bundling events into loyalty programs to increase member perk perception, which can lead to more loyalty members and building super fans who tell their friends and so on and so forth.

STEP 4: Promote Creatively Across Channels

Leave the lackluster announcements behind! By using attention grabbing visibility strategies you can expand the reach of your marketing efforts and grab your audiences attention by:

๐Ÿ“ฃ Creating Teaser trailers to build anticipation on social
๐ŸŽจ Using bold event imagery and typography to grab attention
๐Ÿ’ƒ Themed TikTok dance challenges to get your audience involved
๐Ÿ… Involve the teams and athletes who call your rink home to generate more excitement through videos and bios

Promoting your rink and events is crucial and once you have captured your audience’s attentions, you can wow them by delivering an equally amazing experience!

STEP 5: Capture Feedback Post Event

Before attendees skate off into memory land, prompt them to provide input through:

  • Post event surveys
  • Comment cards soliciting hashtag ideas for social
  • Photo opp walls inspiring organic shares
  • Staff circulating to capture candid thoughts from the attendees

Feedback on events are as important as the attendance. this allows you to see what worked well and what didn’t so that you can make adjustments for future events to cement your future success.

STEP 6: Tally the Tangibles

This is where the ROI magic manifests – tracking dollars gained against dollars spent!

Gather key metrics like:

๐Ÿ’ฐTotal revenue from registrations, concessions and merch
๐ŸŽŸ Number of tickets sold per session type
๐Ÿ“ˆ Website traffic and email sign ups pre/post
๐Ÿ† Number of new team signups

Compare your revenue to your expenses for an accurate ROI.

STEP 7: Course Correct for Next Time

So your event didn’t quite perform as well as you had hoped… Low returns usually signal poor alignment to your goals or community interests. But that doesn’t mean you should give up. Remember that sometimes its not the event itself that fails either, sometimes its not getting enough eyes on your event. You can throw the best party in the world, but its not going to have a great ROI if only two people know about it and no one shows up. Face the failures then redirect using the feedback you’ve received. Doing things such as:

  • Consider better timing if low turnout
  • Replace giveaways with session discounts if costs are high
  • Enhance cross promotion if you need to build more awareness

Each event is another opportunity to continue to improve the outcome and increase your ROI.

PHEW – Who’s Ready to Turn Up the Value Dial?!

Now that you have an understanding of ROI and how to adjust based on the results of your events, this blueprint provides permission to finally pursue those wild theme night dreams with serious returns in mind!

No more hoping people show up. Just relentless creativity blended with overarching strategy. Filling sessions AND achieving financial goals hand-in-hand! 

The beauty of events lies in flexibility too – pivot from pirate parties to prince and princess soirees without derailing your whole biz!

So what’s one NEW event angle you’re adding to calendars this year? Let the ROI enhancing ideas flow! ๐Ÿ˜Ž๐Ÿ’ฐ

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