Ep 5: Keeping It Cool: How The Ice Factory Turns Ice into an FEC Experience
- Clint Novak
- Jun 1
- 3 min read
Running a Family Entertainment Center (FEC) usually brings certain images to mind: arcades, laser tag, or go-karts. But what happens when your primary attraction is 21,000 square feet of ice in the heart of Florida?
We recently sat down with Keith Smith from The Ice Factory in Kissimmee, Florida, to discuss the unique challenges and opportunities of operating an ice rink as a high-engagement, modern FEC.
More Than Just Skating in Circles
While many ice rinks focus strictly on the sporting aspects of hockey and competitive figure skating, Keith has pivoted his facility toward a total entertainment-first model. By focusing on public skating, birthday parties, and group events, the rink becomes a vibrant social hub rather than just a cold training facility.
Keith’s background as an entertainer—specifically providing DJ services for major Orlando theme parks—heavily influences how the rink operates today. He emphasizes controlling the environment to create a memorable experience:
Interactive On-Ice Programming: Every 10 to 15 minutes, staff lead on-ice activities like hula hoops or classic elementary school "parachute games" to keep the energy high and engage guests.
Immersive Ambiance: Utilizing his professional background in lighting and sound, Keith has turned the rink into a full sensory experience. By sourcing rental-house lighting fixtures and adding snow machines, fog, and special effects, the rink can completely shift its vibe to keep guests entertained.
A "Bougie" Customer Service Touch: The rink famously features a "skate fitting and tying" service. Staff actively help guests get into the correct size and tie their skates tightly. This simple service drastically improves comfort (and retention) on the ice, while significantly reducing uneven wear and tear on the rental fleet.
The Logistics of Ice in Florida
Keeping a 21,000-square-foot sheet of ice frozen in Florida is a massive, behind-the-scenes mechanical feat. Keith notes that they aren't actually cooling the room; they are absorbing heat and rejecting it outside.
The biggest challenge in a hot, humid environment? Condensation. Without a powerful dehumidification system—which extracts a staggering 250 pounds of moisture per hour from the air—the building would quickly turn into a "cold rainforest" with dripping ceilings and a heavy, low-lying cloud of fog blanketing the ice.
Innovation Through Automation: FEC Playbook
Beyond managing ice temperatures, Keith is passionate about business efficiency. On the podcast, he shared the journey of developing his software platform, FEC Playbook (formerly Bookmore), a sales and marketing automation suite.
Born out of his own struggle to get busy staff to consistently follow up on leads and confirm party details, Keith built a system to automate the entire customer journey. By integrating with popular FEC point-of-sale systems and automating text/email confirmations, cart abandonment follow-ups, and customer feedback loops, Keith's rink managed to double its birthday party bookings and grow its skating school from 125 to 400 students in just one year.
The Takeaway
The Ice Factory proves that with an entertainment-first mindset, even a single-attraction facility can thrive under the FEC umbrella. Whether it’s transforming a rink into a cozy "winter chalet" during the holidays or using automated systems to streamline your operations, success comes down to managing the guest experience with precision.
Listen to the Full Episode
Want to hear the full conversation with Keith? Tune in to hear us discuss the art of the Zamboni, adult skating trends, and the growing world of recreational ice sports! 🎧 Watch or listen to Episode 4 of The FEC Masterminds Podcast right here:
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