Let’s get something straight right off
the top: Aside from having an appropriate venue and enough skates to rent to
all your customers, there is absolutely nothing that is more important to your
rink than music.
Consider what would happen if your
rink’s main amplifier failed and your DJ was left with just a radio or an iPod
and his own microphone/amp to pump the tunes out? Your skaters would abandon
the rink pretty quickly (maybe a few stalwart dancers and kids taking advantage
of the extra room on the rink will stay), and they’ll either head to the
restaurant to grab a snack—or they’ll just pack up and head home.
No music means no fun!
At your rink, your DJs are probably your
greatest asset, and if they’re any good, they naturally have a sixth sense for reading
the mood of the crowd and responding by playing a complementary music selection
or knowing when it’s time for a lights-out dance. They know when to pick up the
tempo and when it’s time to slow it down—and they know that the right songs,
played in the right order, make for a great presentation. There’s an old adage
among DJs that goes, “The only song more important than the one you’re playing
now is the one that comes next.” A good DJ uses music to bring all the elements
of your rink together, creating an entertainment experience that will bring
people back to your venue over and over again.
Crafting
a Playlist is a Strategic Process
From start to finish, playlists are
crafted, not stumbled upon. When music is used to create an entertaining user
experience, crafting a playlist becomes a strategic process, especially when
your venue hosts different groups with different ages and themes. Your Family Fun Skate playlist will be very different from the playlist you craft
for your 80s Night Glowstick Dance!
Understand
Your Audience and Build Your List Appropriately
- Identify your target demographic: All other factors being equal,
your playlists have the potential to either attract customers (“I love the
music they play!”) or drive them away (“The music was all over the place and I
just couldn’t get into the vibe.”) For each type of skate session you host,
identify the likely music tastes of the average customer you want to appeal to,
and build your different playlists appropriately.
- Plan for your wave: Roller skating is clearly a physical activity—it’s
“fun you can feel.” Early in the session, you start to slowly get everyone
warmed up, advancing the tempo of the music to get the skaters moving, then
later lowering the tempo so your skaters don’t get exhausted. Use your music to
manage flow and intensity of the skating. Your customers will thank you for it,
and will more often stay at your rink for the whole session.
Tip: In the FEC sk8 player, you can use all of the
information provided for each song to help you make appropriate selections. A song
rating (PG, Mom-approved, Adult, etc.), beats per minute (BPM) value, energy
rating, song length, and the categories the song belongs to are examples of the
information that’s available.
Plan to mix up the music: Themed skates appeal to all groups! An
unexpected song can mix things up for your skaters, while injecting them with a
renewed sense of fun. For example, a Frank Sinatra tune plugged into a typical
Teen Skate playlist might seem out of place, but for those 16-year-olds who are
trying to learn how to be romantic, it might create an “Unforgettable” moment
they’ll remember forever. Plus, who says you can’t waltz to Coldplay or One
Direction!
Entertain, educate and… influence: Incorporating promotional messages
in your playlists let people know about upcoming events, food or drink specials
at your concession, and help introduce the different segments of your skate
session. Ideally, you want to help guide your customers through their skate and
serve them appropriate messaging throughout. At the start of the skate,
schedule safety messages and operating principles, then move into food and
beverage messages at about 30 minutes into the session. Schedule “upcoming
events” messages closer to the end of the session.
Tip: Visits to your concession stand normally peak
between 35 and 55 minutes into your session, so it’s smart to start promotions
at the end of the first half-hour and keep them constant until about the
55-minute mark to maximize their effectiveness. Keep messages short and to the
point, with a clear call-to-action at the end.
Tip: In the FEC sk8 player, you can build both audio
and video promotions into
your playlist via the Schedule feature.
Your venue is a unique place and your
specialty might be “Disco Saturday Night” or “Big Band Sunday.” Regardless,
music is the one thing that brings it all together, creating an
entertaining—and memorable—experience for your customers each and every time.
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