Johnson used networking and free skate parties to attract schools and now holds parties that double as fundraisers for the PTAs. The partnerships have been so succesful that the parties now account for about 45 percent of his business and have allowed him to double his staff-from 10 to 18-within two years.

Broken Arrow Roller Sports, which averages about 1,200 customers per week, was built in August 2005. Johnson purchased the skating center two years ago, fulfilling a life-long dream of becoming a skating center owner. A self-described "rink-rat" while growing up in Rockford, IL, Johnson has always wanted to own a skating center because of the good times he had there with friends. After spending a vacation in Maui, he realized that it was his time to make his dreams a reality.

"While we were on vacation in Maui I really liked the skateboard shops," Johnson said. "But my wife and I wanted [to own] something where kids could actually come and spend time there rather than just buy stuff from. We thought about different family entertainment centers, but be cause of my background as a 'rink-rat,' we decided to go the roller skating rink route."

Although skating is a hobby of his, Johnson knew full well that entering the entertainment business would not be all fun and games.

"There are just not enough hours in the day to get everything done," he said. "There are more things I want to do than there's time in the day-I have so many ides but not enough time."

Forming Solid Relationships

Time was not the only obstacle Johnson faced. The former owner of Broken Arrow Roller Sports was a convicted criminal, which led to a severe falling out with many loyal customers. Johnson said these customers were not quick to frequent Broken Arrow Roller Sports once he claimed ownership.

"We tried to repair the relationships and we were somewhat unsuccessful," he said. "A couple schools came back after meeting me. It took almost a year to get most back and some of them still have not come back."

Johnson knew in order for him to have a successful business he needed to mend relationships with parent-teacher associations (PTAs). He invited all the school PTA presidents and principals to a free skate party for their spouses and children. While their families were busy enjoying themselves in the skating center, Johnson networked with them in hopes they could trust him as a skating center owner and eventually return to Broken Arrow Roller Sports for skate parties. Johnson said he hosts these free skate parties every year because of the turnover in the PTA-allowing him to meet the newcomers and show them what his skating center is all about.

Profitable Partnerships

Not only do the PTA parties increase skate rentals, skate fees, pro shop and food sales, the word-of-mouth advertising Johnson receives from the parties have led to even more revenue.

"I can't begin to count the number of birthday parties that we have booked because of these [PTA] parties," Johnson said. "At almost every birthday party I have, I recognize someone from a school party."

The PTAs are profiting from the parties as well, making about $125 per party.

"There are some schools that have never tried skating parties," he said. "And my goal is to get them in here and see how easy it is than other fundraisers like wrapping gifts and cookie dough sales. It requires very little effort for a pretty large return."

Johnson has built such solid relationships with the locals PTAs in the past two years that recently he was awarded the outstanding PTA supporter award. Besides the monetary benefits of the collaboration, Johnson said he was honored by being chosen for the award because it spoke a lot about the relationships he has formed.

"I was almost brought to tears when I was accepting this award because it has only been two years," he said. "Within two years I was able to regain the trust and build strong enough relationships to get the award which was only given to one business a year...I'm very proud of what we've been able to accomplish in such a short amount of time."

Because he has been so successful with the PTAs, Johnson encourages other skating center owners to take the initiative to establish relationships with local schools.

"The first thing I always recommend is that if [rink owners] don't already know somebody on a PTA board, is to ask your regular customers that frequent the rink how they are involved with the PTA," he said.

In addition to networking, Johnson recommends that all skating centers have a high-quality Web site.

"If you're not computer saavy, find someone who is," he said. "I hired someone to handle building our site and our Facebook and MySpace profiles. You have to have a presence in those areas because that's what the kids talk about."

For those who cannot afford to hire a Web master, Johnson recommends using free sites such as www.rinktime.com where skating centers can create their own profile with photos, rate information and more.

He also encourages owners to get in touch with him if they have any questions or want advice to be more successful in the market.

"I invite [rink owners] to call me-even local rinks in the [Tulsa] metropolitan area," he said. "The more skaters there are the better it is for all of us. The more we promote skating together, the better we inprove our industry."