Artorn Techatantiwong, chief bowling business officer, said yesterday that Sub-Zero Ice Skate Club was entertainment-oriented while the other two rinks in Imperial Lat Phrao and Imperial Sam Rong were "pure sports" venues.

Sub-Zero's target customers are international-school students, aged six to 18, during the daytime, and teenagers and young professionals - particularly first-jobbers - at night.

Artorn said the segment was very small. A one-hour lesson by Ice Skating Institute Asia-certified coaches costs Bt900 for beginners and Bt3,600 for advanced skaters.

About 200,000 customers are expected this year, generating revenues of Bt40 million, with 70 per cent coming from ice skating and the remaining 30 per cent from auxiliary services such as food and drink and karaoke.

The company will spend Bt20 million to publicise the brand, relying heavily on events to draw in customers. Direct marketing will also be used to target students.

At night, the skate club turns into an ice bar, with DJs spinning pop and house music.

Artorn said Major Cineplex had always seen itself as an entertainment company and the lifestyle ice-skating rink, the company's first attempt, was a strategic extension. However, there is no plan for a second such rink.

Artorn said the project was likely to break even in two years. Its success hinges upon other businesses within the group.

Major Cineplex often bundles its various businesses together. It has only two stand-alone bowling alleys, for instance. And recently, the bowling alleys in its cineplexes saw more customers as the result of the two "King Naresuan" movies, he said.

The group on Monday reported a Bt695.18-million net profit for fiscal 2006.

Kim Eng Securities expects the group's net profit to rise by 24 per cent this year.

Ki Nan Tsui

The Nation