Schaatsbaan Rotterdam is the world's largest pop-up ice rink, with over 250,000 visitors annually. With these impressive visitor numbers, it is one of Rotterdam's top attractions. Looking back on the past season, we would like to reflect on a number of highlights that the ice rink has achieved this year.
More online tickets sold compared to tickets at the door
This season, Schaatsbaan Rotterdam has seen a 13% increase in online ticket sales compared to ticket sales at the door, compared to the previous season. They were really able to achieve this through their effective marketing strategy, which emphasized the advantages of buying online: faster, cheaper and easier. In addition, a surcharge was also levied on sales at the door. While many organizations are reluctant to promote online ticket sales, Schaatsbaan Rotterdam proves the benefits.
For Schaatsbaan Rotterdam, the focus on online ticketing brought benefits for both visitors and the organization. It reduced queues, improved efficiency and collected valuable data, while saving staff costs.
Online ticketing makes it easier for visitors, as they can avoid long queues at the cash registers. This makes it possible to use less staff at the cash registers, which reduces operational costs. Furthermore, the process of online ticket sales is more efficient and faster than at the door, resulting in a smoother flow upon arrival. In addition, online ticketing makes it possible to collect valuable customer data, which can be used for marketing campaigns and improving the overall visitor experience. Focusing on online sales is a win-win situation for both parties.
Branding mailings and tickets
Another success of Schaatsbaan Rotterdam last season was the branding and integration with their own house style in mailings and tickets. By consistently using colours, logos and designs that are characteristic of Schaatsbaan Rotterdam, the brand experience was strengthened. This attention to detail ensured that every interaction with the visitor throughout the entire customer journey offered a recognisable experience. This is not only positive for the brand's visibility, but also ensures that the visitor feels connected to the brand from the first contact until their visit to the ice rink.
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