Ty Taffe Case 1 - Case Study Taffe’s Ice Land Taffe’s...

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Unformatted text preview: Case Study: Taffe’s Ice Land Taffe’s Ice Land is an ice skating rink that formerly only offered its services to hockey programs. Due to the untapped benefits of offering a public skating session the owner, Ty Taffe, has attempted to expand Taffe’s Ice Land’s to more than just hockey and incorporate public skating. This has proved to be a difficult fete as marketing attempts have not yielded what Mr. Taffe had hoped. 1.) Taffe’s Ice Land SWOT Analysis Strengths • Taffe’s Ice Land is the only indoor ice rink in a northern U.S. City of about 450,000. • Taffe’s already runs a successful ice hockey program. • Saturday and Sunday afternoon public skating sessions have been successful, with an average of 200 people during the winter season. • A fairly loyal group congregate for the Saturday and Sunday afternoon sessions. Weaknesses • Public skating programs must be scheduled just right in order to yield profits and only a few prime times seem likely. • Scheduled public skating programs thus far have not attracted as many people as Ty Taffe had hoped, and have only generated a little more revenue than a hockey program. • Marketing efforts, such as the local radio DJ and social networking sites, have not had an effect on attendance. Opportunities • A public skating session could yield as many as 700 people in a session at one time (compared to hockey program which yields 12-24 in one session). • A public skating session could yield up to $3,500 for a two-hour period (charging $5/person) plus concession sales. • Ty brought in a local rock radio DJ to broadcast from Taffe’s Ice Land. • Ty’s son set-up social networking pages for the business. • Ty has considered the possibility of limiting the Friday and Saturday evening sessions to people 14 and over to change the environment. Threats • Youth ranging from 8-14 yrs. old tend to race around the rink during public skating sessions which dampers the atmosphere for dating couples and older patrons. Therefore, maintaining an ambiance and mood is difficult. • Industry newsletters suggest that few ice-rinks have any success turning ice-skating sessions into social activities by adapting a roller-skating format with games and music to appeal to a mix of different skaters. • Patrons have complained over Ty’s attempts to liven up the atmosphere: youth complained about “old” music and young boys complained about “couples skating” time/music. • Ty has invested over $3,000 in lighting changes and $9,000 promoting the public skating sessions over the rock radio station with very disappointing results as he has not been successful reaching the teen and young-adult market....
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Ty Taffe Case 1 - Case Study Taffe’s Ice Land Taffe’s...

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