Introduction
Skate parks are beloved places for skaters to get together and perform tricks, hone their skills and enjoy their passions. As a business, they provide a unique opportunity to measure their progress and understand their customer base. To do this, skate parks need to track the right Key Performance Indicators (KPIs). In this blog post, we will discuss the top seven skate park KPIs should be tracked and how to calculate them.
Average Customer Satisfaction Score
Definition
The average customer satisfaction score is a measure of overall customer satisfaction with a skate park. This is a metric that is used to track customer loyalty and evaluate how well a skate park delivers its services and products.
Benefits of Tracking
Tracking the average customer satisfaction score can help a skate park determine how well it delivers its services and products to its customers. It can also be used to identify areas for improvement and measure the effectiveness of any changes that have been implemented. Additionally, tracking customer satisfaction scores can help a skate park build customer loyalty and increase customer retention rates.
Industry Benchmarks
The industry benchmark for average customer satisfaction scores for skate parks is typically around 80-90%. This indicates that customers are generally satisfied with the services and products provided by skate parks.
How to calculate
The average customer satisfaction score is calculated by taking the sum of all customer feedback scores and dividing it by the total number of feedback scores collected. The formula is:
Calculation example
For example, if a skate park has collected 10 customer feedback scores with the following ratings: 5, 8, 9, 10, 8, 7, 9, 10, 8, 10, the average customer satisfaction score can be calculated as follows:
Tips and Tricks for KPIs
- Gather customer feedback regularly to track customer satisfaction scores.
- Analyze customer feedback to identify areas for improvement.
- Implement the changes and measure the effectiveness of the changes.
- Use customer satisfaction scores as a measure of customer loyalty.
Average revenue per visitor
Definition
Average revenue per visitor (ARV) is a key performance indicator (KPI) that measures the average amount of money a customer spends in a parking lot over a given time period.
Benefits of Tracking
Tracking average revenue per visitor is important because it provides insight into how profitable your skate park is. By tracking ARV, you can more accurately gauge how much money you’re making per customer, which can help you better manage your resources and make strategic decisions about how to increase revenue.
Industry Benchmarks
Industry benchmarks for average revenue per visitor vary by skate park type, geographic location, and customer demographic. Generally, a higher average revenue per visitor indicates a more profitable skate park. However, it is important to note that these benchmarks should be used as general guidelines and not strict targets.
How to calculate
The average revenue per visitor is calculated by dividing the total revenue by the total number of visitors during a given period.
Calculation example
For example, if a skate park generates ,000 in total revenue in a month and has 500 visitors, the average revenue per visitor would be .
Tips and tricks
- Regularly track average revenue per visitor to ensure you’re consistently hitting your targets.
- Analyze average revenue per visitor for different customer segments, such as age and gender, to better understand your customer base and identify areas of opportunity.
- Compare your average revenue per visitor to industry benchmarks to gauge your skate park’s performance.
- Consider offering customer discounts or incentives to increase your average revenue per visitor.
Average income per skater
Definition
Average revenue per skater (ARPS) is a key performance indicator (KPI) used to measure the average amount of money a skater earns from each skater. This metric can help a skate park track the effectiveness of their pricing strategy and also allow them to adjust their prices accordingly.
Benefits of Tracking
- It can help a skate park make more informed pricing decisions.
- It can provide insight into the most profitable skaters.
- It can be used to identify customer spending trends.
Industry Benchmarks
The average revenue per skater in the skate park industry is around per visit. Skate parks that are able to generate higher arps than the industry average are likely doing more to maximize the value they offer their customers.
How to calculate
To calculate arps, divide the total revenue earned by the total number of skaters:
Calculation example
For example, if a skate park earns a total of ,000 in revenue and 200 skaters visited the park in a month, the arps would be :
Tips and tricks
- Monitor the arps of certain demographic groups to identify opportunities to raise prices.
- Compare arps to other skate parks in the area to determine if you are pricing competitively.
- Analyze the arps of different packages to identify which are the most profitable.
- Run promotions and discounts to boost arps and attract more skaters.
Average session duration
Definition
Average Session Duration is a key performance indicator (KPI) used to measure the time visitors spend at a skate park in a single visit. It is used to measure the value of the skate park experience and can be used to understand visitor behavior and preferences.
Benefits of Tracking
- Measures the value of the skate park experience for visitors
- Provides insight into visitor behavior and preferences
- Helps identify areas to improve the skate parking experience
Industry Benchmarks
The average session length for a skate park is usually between two and four hours. However, this can vary depending on factors such as the location of the park, the type of skate park and the time of year.
How to calculate
The average session duration is calculated by dividing the total number of hours spent at the skate park by the total number of visitors. This can be calculated using the following formula:
Calculation example
For example, if a skate park had 12 visitors and they spent a total of 24 hours at the skate park, the average session length would be calculated as follows:
Tips and tricks
- Track average session duration regularly to identify trends and areas for improvement.
- Analyze average session duration in combination with other KPIs such as visitor satisfaction and engagement to better understand the Skate Park experience.
- Monitor average session length to ensure visitors are spending enough time at the Skate Park to get the most out of their experience.
Average number of visitors per month
Definition
The average number of visitors per month is a key performance indicator (KPI) that measures the average monthly visitors to a skate park over a specified period. This metric is important because it can provide insight into the popularity of the skate park, the effectiveness of marketing efforts, and the overall health of the park.
Benefits of Tracking
Tracking the average number of visitors per month can provide valuable insight into a skate park’s performance. It can help identify trends in customer behavior, identify potential areas for improvement, and track progress over time. Plus, it can be used as a benchmark for comparison with other skate parks in the industry.
Industry Benchmarks
The average number of visitors per month for skate parks can vary greatly depending on the location, size and type of park. Generally, larger parks and parks located in more populated areas can expect higher average visitor numbers. Additionally, parks that offer more features and attractions may also have higher visitor numbers.
How to calculate
The average number of visitors per month can be calculated by dividing the total number of visitors over a given period (month, quarter, year, etc.) by the number of months during this period.
Calculation example
For example, if a skate park had 1,000 visitors in June and 1,200 visitors in July, the average number of visitors per month would be calculated as follows:
Tips and tricks
- Track the average number of visitors per month over a longer period (quarterly or annually) to get a more accurate picture of park performance.
- Look at trends in visitor numbers on a monthly basis to identify potential areas for improvement.
- Compare the average number of visitors per month to industry benchmarks to measure the park’s performance against other skate parks.
Average equipment cost
Definition
Average Equipment Costs (AEC) is an important KPI used to measure the total cost of skate park equipment over a period of time. This metric is used to calculate the cost of all equipment used in the skate park, such as skateboards, ramps, rails, and other related items.
Benefits of Tracking
Tracking the AEC is important because it helps determine the amount of money spent on skate park gear. This information can be used to inform budgeting and purchasing decisions, as well as identify areas where costs can be reduced.
Industry Benchmarks
It is important to benchmark the AEC against other skate parks to ensure costs stay within industry standards. This will help ensure the skate park stays competitive and doesn’t overspend on gear.
How to calculate
The AEC is calculated by taking the total cost of all equipment used in the skate park over a given period and dividing it by the number of items purchased. The resulting figure is the average cost of each piece of equipment.
AEC = total equipment cost / number of items purchased
Calculation example
For example, if a Skate Park purchased 10 skateboards for 0 each, five rails for each, and three ramps for 0 each, the total cost of all equipment purchased is ,000. If we divide that by the total number of items purchased (18), the AEC is .56.
Aec = (0 x 10) + ( x 5) + (0 x 3) / 18 = ,000 / 18 = .56
KPI Tips and Tricks
- Track the AEC regularly to ensure it stays within industry standards.
- Analyze AEC over time to identify any unexpected changes in cost.
- Use AEC to inform budgeting and purchasing decisions.
Average Skater Retention
Definition
Average Skater Retention (ASR) is a metric used to measure the average rate at which skaters return to a skate park over time. This is an important metric for Skate Park owners and managers because it provides insight into the effectiveness of marketing efforts and customer service.
Benefits of Tracking
Tracking ASR is important for Skate Park owners and managers because it helps them measure the success of their marketing and customer service efforts. By tracking the rate at which skaters return to the park, owners and managers can identify areas for improvement, such as reducing wait times, improving facilities or offering discounts. ASR tracking also helps owners and managers identify trends and anticipate customer needs.
Industry Benchmarks
The average ASR for skate parks is usually around 60-70%. However, this number may vary depending on the location, size and amenities of the park. Generally, larger parks with more amenities and better customer service will have higher ASR than smaller parks with fewer amenities and poorer customer service.
How to calculate
To calculate ASR, you will need to track the number of skaters who have returned to the park within a certain time frame. For example, if you tracked the number of skaters who returned to the park in a month, you could calculate the ASR as follows:
Calculation example
For example, if there were 100 skaters who visited your skate park last month and 30 of them returned, you could calculate the ASR as follows:
Tips and tricks
- Track ASR over time and monitor trends.
- Offer discounts or other incentives to encourage skaters to return.
- Make sure you have a good customer service system in place.
- Constantly look for ways to improve your skate park.
- Analyze ASR alongside other metrics to better understand your Skate Park’s performance.
Conclusion
Skate parks offer a unique opportunity to measure progress and understand their customer base and they can do this by tracking the right KPIs. In this blog post, we discussed the top seven KPI stats that skate parks should track and how to calculate them: Average Customer Satisfaction Score, Average Revenue Per Visitor, Average Revenue Per Skater, Average Session Duration , average number of visitors per month, Average equipment costs and average skater retention. By understanding these KPIs, skate parks can better understand their customer base and make data-driven decisions to improve customer experience and increase customer satisfaction.
- Home
- Average Customer Satisfaction Score
- Average revenue per visitor
- Average income per skater
- Average session duration
- Average number of visitors per month
- Average equipment cost
- Average Skater Retention