How Rotterdam's winter destination keeps 250,000 seasonal visitors informed and engaged with connected data, marketing and service.
In just three months, Schaatsbaan Rotterdam welcomes 250,000 visitors – from families and recreational skaters to corporate groups. With CM.com, the organization connects visitor data, marketing, and service to reach them with relevant information at the right moment.
No visitor thinks about what happens behind the scenes. They think about the ice. The fun. Whether they'll fall. What to wear.
Rotterdam Ice Rink thinks about all of it, before visitors arrive and after they leave.
We believe the anticipation actually starts the moment visitors receive their ticket. We make sure they get enough information upfront and know what fun activities and events are coming.
Brand Manager, Schaatsbaan Rotterdam
That attention to the visitor isn't just good hospitality. It's the result of the right data, communication, and service coming together around the visitor.
Rotterdam Ice Rink is no ordinary ice rink. While traditional ice rinks often focus mainly on serious skaters, Rotterdam Ice Rink has a broader mission: introduce as many people as possible to ice skating.
Families, recreational and competitive skaters, and corporate groups all come to the same place, but they don't all need the same things.
Different target groups have different interests, questions, and reasons for visiting. The challenge isn't just reaching lots of visitors - it's reaching the right visitor at the right moment with relevant information.
Relevant communication starts by knowing who you're talking to. Rotterdam Ice Rink uses CM.com's marketing solutions to manage visitor data, newsletters, and WhatsApp campaigns from one central hub. By connecting the ticketing system to CM.com's Customer Data Platform, Rotterdam Ice Rink can segment visitors based on both ticket data and interests.
We connected our ticketing system to the Customer Data Platform, which makes it really easy to build segments. We also ask visitors about their interests. Do they like coming with kids, for example? Or do they want to book a corporate curling activity? That gives us a clear picture of our target groups, and we can communicate directly with the right people.
Brand Manager, Schaatsbaan Rotterdam
Families get communication that's relevant to them. Corporate groups receive information about their arrangement. Serious skaters can be targeted about specific skating sessions.
The right message for the right audience, exactly when it matters.
For group bookings, WhatsApp has transformed how Rotterdam Ice Rink prepares visitors for their visit.
"For corporate visits and curling groups, we send two types of messages. Before their visit, we send the full program, practical information, and what to wear. After, we send a link to give feedback. Before, all of that went through email. Now it lands on their phone five days and one day before the visit. That way we know everything is clear. And when they arrive, they're much better prepared." - Jelle Bolijn, Sales & Bookings, Schaatsbaan Rotterdam
The principle is simple: give visitors the information they need through a channel they already have in their pocket.
The result: visitors arrive better prepared, with the right information already on their phone. And the communication doesn't stop once the visit is over. A feedback request keeps the conversation going after visitors leave the ice.
Good visitor communication isn't just about what you send. Visitors have their own questions, too. With CM.com's customer service solutions, communication from different channels comes together in one place. The team maintains overview, can distribute the workload, and handle recurring questions more efficiently. That's especially valuable during busy periods.
For Jelle, who handles sales and bookings for curling, dinner arrangements, and celebrations, that makes a huge difference.
Before, I'd sometimes miss an email or completely overlook something. Now I have everything from different channels in one place. That makes it really easy to stay on top of things. It works like a good to-do list: people get fast answers and always stay informed.
Sales & Bookings, Schaatsbaan Rotterdam
For common questions, the team uses templates for curling, dinners, skate rental, and general visitor information. That way Jelle can respond faster without having to rephrase the same answers over and over.
Internally, the messaging function also helps the team move faster. Does a question need input from the food and beverage team, an ice master, or a curling instructor? Jelle can easily bring in the right colleague without losing the context of the conversation. For the visitor, everything happening behind the scenes stays invisible. They mostly notice the result: a quick, clear answer to their question.
When visitors get the right information at the right time, they notice the difference immediately. Because Rotterdam Ice Rink knows its target groups, the team can communicate quickly and specifically when plans change. If a skating session gets canceled or starts later, only visitors for whom that change is relevant get a message. That way visitors know what to expect, and the team can adapt quickly when needed.
“Thanks to CM.com, we can communicate fast and targeted. That means we end up with fewer complaints, fewer frustrated visitors - and people simply have more fun during their visit.” - Phebe ten Cate, Brand Manager, Schaatsbaan Rotterdam
For a venue that welcomes 250,000 people in just three months, the impact is in all those moments around the visit: relevant information before, an important update when something changes, and quick answers to questions. Small interactions that together make the difference in the visitor experience.
For Rotterdam Ice Rink, the partnership with CM.com isn't just about technology. It's also about being able to adapt quickly when needs change.
A recent WhatsApp integration is a good example. Jelle wanted to add his business number to get better overview of all incoming messages. Working with CM.com, that was set up quickly, so he could maintain better control from the start of the season.
A great example of our partnership with CM.com is the WhatsApp integration. We recently wanted to add an extra WhatsApp number — Jelle's business number. CM.com helped us get it done fast, so we could adapt right away and he can now communicate with everyone through WhatsApp.
Brand Manager, Schaatsbaan Rotterdam
It's a practical example of a partnership that keeps growing with the organization.
“CM.com doesn't just make it easy for us to communicate in a targeted way with the right people. Thanks to CM.com, we also know which channel works best for which audience and how to get the most out of it.” - Phebe, Brand Manager, Schaatsbaan Rotterdam
The visitor experience begins before someone even laces up their skates. It starts with knowing who your visitors are. Giving them the information they need before they arrive. Reaching them fast when something changes. Making sure help is there when they need it.
By bringing data, marketing, and service together, the technology at Rotterdam Ice Rink can stay in the background - while visitors focus on what really matters: a great day on the ice. Because behind every visit is a visitor. And every moment around that visit counts.
Curious how CM.com can help your venue or experience connect data, marketing, and service throughout the entire visitor journey?
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