Sun Prairie Ice Arena

What Sun Prairie Ice Arena does

Sun Prairie Ice Arena is a 501(c)(3) nonprofit community ice facility operated by SP-Ice, Inc. in Sun Prairie, Wisconsin, opened on January 17, 2014. The 91,000 sq. ft. building houses two NHL-sized rinks — Cardinal Rink (1,100 spectator capacity) and the Tom & Rita Tubbs Rink (600 spectator capacity) — along with mezzanine seating, board room, lobby expo, and a co-located dance studio operated by Monona Academy of Dance. The facility's physical plant incorporates energy-efficient systems including waste heat reclaim for domestic hot water preheat, desiccant dehumidifiers, occupancy sensors, and improved insulation; it is outfitted with ~375 pairs of rental skates (225 hockey, 150 figure) and offers skate sharpening, public skating, and event hosting.

The arena's program portfolio includes public skating sessions, the Learn to Skate USA-affiliated Skating Academy (subscription classes from $96 for 4-week sessions to $168 for 7-week sessions), a comprehensive figure skating program with USFS/PSA-certified coaches and freestyle contract ice, and a full hockey stack — youth hockey through the Sun Prairie Youth Hockey Association (SPYHA), the Sun Prairie Rage women's hockey club competing in the Women's Central Hockey League (WCHL), the Old Buzzard Hockey League (OBHL) for adults ($252/skater, $50/goalie), drop-in Stick & Puck sessions ($10), and seasonal camps and clinics. Additional offerings include birthday party packages, private ice rentals for events and corporate groups, and concessions operated by SPYHA.

The business model is direct-to-consumer and event-driven, monetizing ice time through unit-priced drop-in fees, seasonal subscriptions, private rentals, tournament hosting, and sponsorship/donation income. Registration runs through the Dash by DaySmart Recreation platform with a mobile app; freestyle ice is managed via MaxGalaxy; and LiveBarn provides streaming access. Governance is by a 7-member Board of Directors (Dave Batterman, President), with a lean staff of approximately 9 including a Programming Director (Larry Clemens), Marketing Director (Sandy Brendemuehl), Building and Grounds Supervisor (Beau Bingham), and Arena Admin Assistant (Jodi Scherer). The arena is funded through program fees, sponsor partnerships (Kwik Trip, Banyan Hotel Group, North Central Utility, and 30+ local sponsors), and ongoing community fundraising, including a 10th Anniversary campaign.

Name

Sun Prairie Ice Arena

Legal name

SP-Ice, Inc.

Website

https://sunprairieice.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Sun Prairie Ice Arena is a 501(c)(3) nonprofit operating a 91,000 sq. ft., two-NHL-sheet community ice facility in Sun Prairie, Wisconsin, serving recreational skaters, figure skaters, and youth/adult/women's hockey players across the greater Madison area.

Ownership category

akta.pro rank

Product category

Ice Skating & Hockey Facilities

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Ice Rinks & Winter Sports Facilities (MPAKAEAG)

akta.pro secondary industry

Arenas & Indoor Sports Centers (MPAKAEAB)

Keywords

• Ice skating facility
• Recreational ice rinks
• Hockey league programs
• Figure skating instruction
• Skate rental services

Headquarters

HQ city

Sun Prairie, Wisconsin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Public Skating: Revenue from open/public skating sessions, themed events, and birthday parties open to all skill levels
2. Program Registrations: Revenue from figure skating classes, youth hockey (via SPYHA), adult hockey leagues (OBHL), women's hockey, Learn to Skate USA programs, and camps and clinics
3. Private Ice Rentals: Private ice rentals for hockey, skating, group functions, corporate events, team meetings, and private events
4. Skate Rentals and Services: Revenue from skate rentals, skate sharpening ($7.00), and skating aid rentals
5. Freestyle Contract Ice: Pre-purchased freestyle ice time for figure skaters via MaxGalaxy system
6. Concession Stands: Multiple concession stands operated by SPYHA within the facility
7. eGift Cards: Electronic gift cards for arena skating program on-line registration only

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Sun Prairie Ice Arena is a 91,000 sq. ft. nonprofit ice facility operating two NHL-sized rinks (Cardinal Rink with 1,100-seat capacity and Tubbs Rink with 600-seat capacity). It sells public skating sessions, skating lessons through the Skating Academy (Learn to Skate USA), figure skating instruction and freestyle ice, youth hockey (SPYHA), adult hockey leagues (OBHL), women's hockey (Sun Prairie Rage), open hockey and stick-and-puck drop-in sessions, hockey camps and clinics, birthday party packages, skate rentals, skate sharpening, and private ice rentals.

Product overview

Sun Prairie Ice Arena is a 91,000 sq. ft. two-rink ice facility operated as a nonprofit 501(c)(3), featuring Cardinal Rink (1,100 spectator capacity) and Tubbs Rink (600 spectator capacity). The facility offers a comprehensive range of skating programs including public ice skating, Learn to Skate USA lessons through the Skating Academy, figure skating instruction with professional coaches, and hockey programs spanning youth hockey (SPYHA), adult hockey leagues (OBHL), women's hockey (Sun Prairie Rage), and open hockey/stick and puck sessions. Additional services include skate rental (375 pairs), skate sharpening, birthday party packages, and a dance studio operated by Monona Academy of Dance. Registration for programs is handled through DaySmart Recreation's Dash platform, with freestyle ice booked via MaxGalaxy.

Differentiator

Problem solved

Functional benefit

Products and services

• Cardinal Rink Primary NHL-sized rink surface with seating capacity of 1,100 spectators, all-glass boards, protective netting, and mezzanine seating; used for hockey games, tournaments, figure skating, and large events.
• Tom & Rita Tubbs Rink (Tubbs Rink) Secondary NHL-sized rink with 600 spectator seats plus standing-room viewing platforms; used concurrently for lessons, practices, and games.
• Public Ice Skating Open public skating sessions for all skill levels from professionals to novice enthusiasts, with themed events and birthday party options.
• Skating Academy (Learn to Skate USA) Group ice skating lessons following the Learn to Skate USA progressive curriculum, from Snowplow Sam/Basic 1 through Freestyle levels; multi-week class registrations include skate rental.
• Figure Skating Program Comprehensive figure skating instruction including private lessons, freestyle practice ice, moves in the field, and competition preparation with professional USFS/PSA-certified coaches.
• Old Buzzard Hockey League (OBHL) Adult Hockey Adult co-ed hockey league with B, C, D and potential A divisions across six skill levels; seasonal registration at $252/skater and $50/goalie with skill ratings and evaluation skates.
• Open Hockey / Stick & Puck Drop-in format hockey sessions at $10 per session where players practice skills without league commitment; cash payment required at cashier.
• Sun Prairie Rage Women's Hockey Women's hockey club competing in the Women's Central Hockey League (WCHL), with D1–D7 divisions for players of all skill levels from beginners to advanced.
• Youth Hockey (SPYHA) Sun Prairie Youth Hockey Association programs at the arena including In-House ADM teams (Mini Mites/U6, Mites/U8) and Travel Teams (Squirts/U10, Pee Wee/U12, Bantam/U14, Midget/U16&18).
• Hockey Camps and Clinics Seasonal hockey development programs including on-ice and off-ice training, the Girls Hockey Clinic, and skill development sessions for youth and adult players.
• Birthday Party Packages Private party reservations combining ice time with use of the board room and lobby expo space, with multiple options available.
• Skate Rental Rental of approximately 225 pairs of hockey skates and 150 pairs of figure skates; $3.00 per session per person or $10 family pack (up to four people).
• Skate Sharpening Professional skate sharpening at $7.00, available for drop-off with the cashier during public skate times.
• Monona Academy of Dance Studio Dance studio operated by Monona Academy of Dance inside the facility offering ballet, tap, and jazz classes for various age groups.
• eGift Cards Electronic gift cards redeemable for arena skating program online registration only, not valid for public skates or on-site purchases.
• Private Ice Rentals Private ice rentals for hockey, skating, group functions, corporate events, team meetings, and private events.

Quantifiable outcome

• One of the best skating facilities in the Midwest
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

39 partnerships are on record, tiered core, major and minor.

• Monona Academy of DancecoreStrategic or Co-development PartnerMonona Academy of Dance operates a dance studio within the Sun Prairie Ice Arena facility, offering ballet, tap, and jazz classes. The academy provides dedicated instructors including Sabra Michelle and Megan Schimke, with classes held in the facility's dance studio space.
• Sun Prairie Youth Hockey Association (SPYHA)coreStrategic or Co-development PartnerSPYHA operates youth hockey programs at the arena including In-House Teams and Travel Teams. SPYHA also operates the concession stands within the facility. The arena opened with considerable assistance from SPYHA.
• Learn to Skate USAcoreStrategic or Co-development PartnerThe Sun Prairie Skating Academy is a proud member of Learn to Skate USA, following their progressive curriculum. All students must register for Learn to Skate USA membership before enrolling in Skating Academy classes.
• Women's Central Hockey League (WCHL)coreStrategic or Co-development PartnerSun Prairie Rage women's hockey team participates in the WCHL, an 18+ recreational ice hockey league with over 40 member teams from Illinois, Wisconsin, Iowa, Michigan, Missouri and Indiana.
• North Central UtilitymajorGTM or Marketing PartnerContinues support of the Sun Prairie Ice Arena and youth, high school, and adult hockey. Recognizes the facility as the best in the Midwest, bringing more visitors to the community than any other business in town.
• Kwik TripmajorGTM or Marketing PartnerProud sponsor of Sun Prairie Ice Arena, supporting the facility that hosts adult and youth hockey, figure skating, and hockey camps and clinics.
• Banyan Hotel Group (Courtyard by Marriott, Fairfield Inn and Suites, Hampton Inn)majorGTM or Marketing PartnerProud sponsors of Sun Prairie Ice Arena, recognizing ROI from hockey tournaments bringing visitors to the area, while supporting a facility that brings families together.
• Marketing Director Sandy BrendemuehlminorGTM or Marketing PartnerMarketing Director handles advertising packages, glass block campaign sales for engraved commemorative blocks, and banner/dasher advertising on the rinks.
• DaySmart RecreationcoreTechnology or IntegrationThird-party scheduling and programming platform providing arena scheduling, online registration, and mobile app for program management.
• MaxGalaxycoreTechnology or IntegrationOnline platform for freestyle ice sign-up and payment processing for figure skating practice ice.
• Fairfield by MarriottminorGTM or Marketing PartnerPremier lodging partner for visitors to the arena from out of town.
• Courtyard by MarriottminorGTM or Marketing PartnerPremier lodging partner for visitors to the arena from out of town.
• Hampton by HiltonminorGTM or Marketing PartnerPremier lodging partner for visitors to the arena from out of town.
• Culvers of Sun PrairieminorGTM or Marketing PartnerPreferred food partner for the arena.
• Buck & Honeys RestaurantminorGTM or Marketing PartnerPreferred partner for team celebrations and private events with dine-in, carryout, and catering options.
• American Family InsuranceminorOthersGeneral sponsor of the Sun Prairie Ice Arena.
• Bank of Sun PrairieminorOthersLocal banking sponsor supporting the arena.
• Prairie Athletic ClubminorOthersFitness partner sponsor.
• Stevens Construction Corp.minorOthersConstruction industry sponsor.
• Heartland Credit UnionminorOthersFinancial institution sponsor.
• TRICOR LLC and Auto OwnersminorOthersInsurance industry sponsor.
• Parkview Dental AssociatesminorOthersHealthcare services sponsor.
• Smart MotorsminorOthersAutomotive dealer sponsor.
• CANNERY Wine & SpiritsminorOthersBeverage industry sponsor.
• Hallman Lindsay PaintminorOthersPaint industry sponsor.
• North Central UtilityminorOthersUtility services sponsor.
• Cardinal HVACminorOthersHVAC services sponsor.
• Wind River PaymentsminorOthersPayment processing sponsor and platinum level donor.
• Sondel Family Veterinary ClinicminorOthersVeterinary services sponsor.
• MBE WealthminorOthersWealth management sponsor.
• US CellularminorOthersTelecommunications sponsor.
• Peak Garage DoorsminorOthersGarage door services sponsor.
• LSM ChiropracticminorOthersHealthcare services sponsor.
• Kestrel Ridge Golf CourseminorOthersGolf industry sponsor.
• The Oaks Golf CourseminorOthersGolf industry sponsor.
• The Goddard SchoolminorOthersEarly childhood education sponsor.
• Shine Med SpaminorOthersMedical spa sponsor and new sponsor.
• Visit Sun PrairieminorOthersTourism organization sponsor and new sponsor.
• One Community BankminorOthersBanking sponsor.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Regional players

• Nagawaukee Ice Arena: Nagawaukee Ice Arena is a county-operated Wisconsin indoor rink hosting skating and hockey programs. It provides another regional benchmark for facility utilization and community programming.
• Oregon Ice Arena: Oregon Ice Arena is a Wisconsin indoor ice facility serving recreational skating, hockey, lessons and organized events. It competes for overlapping regional participants and event demand.
• Hartmeyer Ice Arena: Hartmeyer Ice Arena is a municipal indoor skating facility in the same Greater Madison market. It is comparable through its public skating, hockey and skating-program offering, although it is publicly operated.
• McFarland Family Ice Arena: McFarland Family Ice Arena operates a community-oriented indoor ice facility near the Greater Madison market. Its skating, hockey and event use cases are directly comparable to Sun Prairie's.
• Blue Line Family Ice Center: Blue Line Family Ice Center is an Eau Claire facility centered on public skating, youth and adult hockey, lessons and events. Its community recreation and ice-rental model is comparable to Sun Prairie's.
• Kettle Moraine Ice Center: Kettle Moraine Ice Center is a Wisconsin indoor venue for hockey, skating lessons and public recreation. Its participant-oriented programming and event model are comparable to Sun Prairie Ice Arena.

Broad incumbents

• Canlan Ice Sports: Canlan Ice Sports is a scaled operator of multi-purpose ice and sports facilities. It is comparable in ice rentals, leagues, instruction, tournaments and ancillary recreation, though at substantially greater breadth and scale.
• Rink Management Services: Rink Management Services manages and operates ice facilities for public and private-sector clients. It is relevant as a scaled operator and potential strategic benchmark for rink programming, events and facility management.

Direct peers

• Madison Ice Arena: Madison Ice Arena is a nearby multi-sheet indoor ice facility serving public skating, hockey, figure skating, lessons and events. Its product mix and regional customer base closely overlap with Sun Prairie Ice Arena.
• Pettit National Ice Center: Pettit National Ice Center is a major multi-sheet Milwaukee ice venue supporting hockey, figure skating, public use and competitions. It is relevant as a scaled operator of the same core facility and programming category.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Customer concentration

• Xx.com/Sunprairie_ice
• Facebookfacebook.com/sunprairieice
• Instagraminstagram.com/sp_ice_arena
• LinkedInlinkedin.com/company/sun-prairie-ice-arena

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sun Prairie Ice Arena