Wichita Skating Program Grows with Groupon

by Joanne Vassallo Jamrosz, special to U.S. Figure Skating Online

Wichita Basic Skills Skaters pose with coaches after Basic Skills competition. (Photo courtesy of Gia Witmer)

Many people are familiar with Groupon, a website that features discounted gift certificates for restaurants, shops, vacation destinations and more for both local and national companies. However, many did not know that the Wichita Ice Center in Wichita, Kan. recently collaborated with Groupon for a unique offer for a six-week Basic Skills session package, and according to skating director Gia Witmer, the response was amazing.

"I came up with the idea of running a Groupon for discounted Basic Skills lessons while brainstorming ways to get our name and our programs highlighted out to the Greater Wichita area," Witmer said. "It came to me with a bright flashing light. What better way than to try running a discount session for Basic Skills with Groupon?"

The feature offered new skaters a 50 percent off discount for Basic Skills classes from the end of July to the beginning of September. The offer was available for skaters ages 2 1/2 to adult and what came with it was fantastic results.

"We had 67 new skaters purchase the Groupon Basic Skills classes," Witmer said. "It was phenomenal."

Groupon advertised online, which made presenting the offer very easy. "We also announced it within our facility during public sessions while the Groupon deal was running and we also posted it on our website and Facebook page," Witmer said.

Each skater received six 30-minute group lessons and six 30-minute practice times during one of three weekly sessions offered. The cost also included skate rental, helmet (if needed), a Basic Skills membership card, record book with stickers, member patch, year patch and a patch for the highest level completed during the six week session.

The best part of the Groupon offer, however, was the 76 percent return enrollment following the Groupon session.

"All of the customers were so pleased to be able to come and learn how to skate," Witmer said. "The skaters were excited to learn all about skating, to include new skills as well as how to stay safe while skating. The coaches were excited to share their sport with new faces, and the parents were pleased to try out a new sport at a reduced rate."

Skaters proudly show off their Basic Skills trophies during Wichita Ice Center's Basic Skills Competition. (Photo courtesy of Gia Witmer)

Susi Wehrli-McLaughlin, senior director of membership at U.S. Figure Skating, thinks the Groupon partnership is a great growth idea.

"The turnout proved to be one more way to grow involvement in both the hockey and figure skating programs that are already established in their facility," Wehrli-McLaughlin said. "Additionally, the Wichita Ice Center is looking forward to more opportunities in the future to offer further discounts for community members to participate in the wonderful sport of skating."

The Wichita Ice Center is considering a similar deal for the spring Basic Skills classes.

"I know of one Groupon skater that registered to be a part of our club as a Basic Skills member," Witmer said. "Others purely benefitted the Ice Center's registration numbers for Basic Skills which in the end will bump up the number of skaters that will register in the next few years to be a part of the club."

In the end, Witmer found that using Groupon was the perfect way to bring in local skaters and encourages clubs to look within their specific cities to help them determine where to go and how to market themselves for their local area.

"For us, we found many people use Groupon to find discounted ways to enjoy activities and it certainly worked to pull new skaters into our program," Witmer said. "We were very pleased with the program."