bar. “We just got our liquor license,” Tammy gushes. Named the Hole in the Wall because they literally cut a hole in the wall to make space, it features a “smart bar” to keep the footprint small. The couple’s three sons all worked at the Pryor rink and still occasionally help out, but the youngest is in college, and the other two have full-time jobs.
Something for everyone They don’t do derby or hockey because Tammy wants to preserve their $40,000 painted walls, but they have a speed team. There are also special sessions, such as Adult Night, Dance Night, Christian Music Night, and Teen Night. There’s no ball pit because Tammy considered sanitation an issue, but there’s a glow room, arcade, and multi-level, themed laser tag with special effects. There’s the Playzone for young children, with its impact-absorbing playground, bounce house, and two double slides. For the
dads, the Johnson's added five TVs near the seating areas. They host New Year’s Eve balloon drops, Easter egg hunts – which saw 200 toddlers attend during the last spring break – and birthday parties, focusing on families. Tammy points out that most rinks don’t have birthday parties until the kids can skate, but A FULL ARCADE AND PLAY the Playzone at Wheels & ZONE MEANS SOMETHING Thrills offers opportunities FOR EVERYONE. for younger children. Tammy “We do lots of costumes: says. They princess, superhero, and Paw Patrol themes.” market Her favorite is the Tiny Tots program for on social kids under six years old. Toddlers play with media and pony cycles, beach balls, and push toys. There’s the radio a game to help them learn colors and shapes. and do TV They can drive little cars under the limbo bar, spots on play in the bounce house, and skate. What Discover started as a Thursday Oklahoma. morning activity has Schools become so popular from other that Tammy added states come Tiny Tot sessions one for skating Saturday morning parties. and one Monday Through it all, Tammy is still living the dream. night a month. As the “It’s all about people and relationships.” Several children age out of of their original employees still work there. She the program, many says they’re like family – quite literally for some return to skate. of them. One pair got married, and two other couples are engaged. Overseeing it all is Tammy, surrogate mom to employees and skaters alike. “I wouldn’t know what to do otherwise.”
Building a community
A NEW LIQUOR LICENSE ALLOWED WHEELS AND THRILLS TO OPEN THEIR NEW "HOLE IN THE WALL" WITH A SMART BAR.
Some of the newness has worn off after five years. “Now we’re getting known,”
15 Tips for Aspiring Rink Owners 1.
Develop a business plan.
2.
Write down your goals.
3.
Form a legal entity, such as an LLC, to protect your assets.
11. Make sure your prices are competitive.
4.
Apply for an EIN for tax purposes.
5.
Calculate your expenses – including insurance, marketing, equipment, operating expenses, inventory, and staff.
12. Hire the right people, train them, and develop an employee handbook.
6.
Identify your target market.
7.
Open a business bank account.
8.
Obtain any necessary permits and licenses, such as music licensing (at a discount through your RSA membership) and liquor.
9.
Publicize what makes your rink unique.
10. Check out the competition. Don’t limit your competitors
to only roller skating centers. Visit other FECs in the area. Know the bowling alleys, movie theaters, and sporting facilities in your area.
13. Define your brand, choose a name, and design a logo that professionally and consistently represents it. 14. Design a website and secure your social media presence on Facebook, Instagram, TikTok. 15. Market and promote your rink through advertising, social media, and other means. Hold a grand opening and invite local officials or celebrities to it. Send out mailers. Pass out fliers. Build relationships with schools, churches, and other local organizations.
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