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Feature
Skating Into An Open Market
by Elisabeth Pena
The only place to go for skateboarding.
That’s the goal 360 SkateSpot, Inc. founder and president, Joseph Smith, has set
for his 360 SkateSpot Extreme Sports Entertainment Centers. Seeing an
unsatisfied market of skateboarders, Smith seized the opportunity to create a
brand and a destination for the sport’s underserved fans and athletes.
The father of a nine-year old boy, Smith found that when his son wanted to go
skateboarding there was nowhere nearby that he felt safe taking him and local
authorities did not want kids skateboarding on the streets. Smith realized how
widespread the problem was after he built a half pipe in his backyard and had
all the kids in the neighborhood coming over to skate.
This situation is not unique to Smith’s neighborhood. According to Board-Trac,
skateboarding participation in the United States increased 49.2% between 1999
and 2000. The National Sporting Goods Association reports that more than 9.1
million people seven years old and older skateboarded more than once in 2000, up
from 4.7 million in 1996. Despite these numbers, Smith estimates that there are
only about 350 official skateparks in the United States (official meaning more
than a ramp in a backyard). Seeing the need in the market for a place for the
growing number of skateboarders to go, Smith, the former president of a
telecommunications company, researched the sport and decided to form a company
to build a chain of skateparks.
The company decided to locate the first skatepark near his home at a former
American Appliance warehouse location in Willow Grove, PA. The 40,000 sq.ft.
indoor skatepark, which was slated to open this week, consists of 22,000 sq.ft.
of skating space; a 2,500 sq.ft. pro shop selling apparel, skateboards and
accessories; a 3,000 sq.ft. arcade; 1,000 sq.ft. of locker space and 4,000 sq.ft.
of concession space and party rooms, as well as common areas with seating for
spectators.
The park is free to enter. Skateboarders can buy different packages depending on
the amount of time they plan to skate. In addition to the retail shop, the
company has teamed up with Cingular Wireless to sell phones at the skateparks.
The phones will be branded by professional skateboarders and only will be
available at 360SkateSpot locations. Other unique features at the parks include
the audio and video systems that allow viewers in the park to watch other
skateboarders through close-circuited televisions and a Webcam system that will
allow people to view skateboarders at the park through the Internet.
Of the estimated 350 skateparks in the United States, about 75% are outdoor.
Smith found that outdoor parks could only be used 30% of the time because of
weather and safety conditions and decided to build his chain of parks indoors.
Safety was a big consideration in the design of 360SkateSpot. All the poles in
the park are padded and all the skateboarders are required to wear protective
pads, which can be rented at the park if the skater doesn’t own them. In
addition, the park will have one spotter for every 25 skateboarders on the
floor.
Marketing efforts will include appearances by professional and local skaters on
the weekends, as well as having bands play at the park as the skateboarders
skate. In addition, the ESPN-sponsored X-Games will be held in Philadelphia, PA
during August. Last year, the event was attended by more than 450,000 people and
is expected to be a big draw for 360SkateSpot, which is located about 30 miles
from the event.
The company plans to have five parks operating in the region within 16 to 18
months. In addition to the Willow Grove, PA location, the company currently is
negotiating property acquisitions or leases for facilities in Delaware, Chester,
Montgomery and Philadelphia Counties, PA. The company expects to open its second
360SkateSpot location by mid-Summer. If the skateparks are successful, the
company plans to go public and expand along the East Coast through franchising.
Long-term plans include nationwide expansion.
For more information, contact Joseph Smith, 360 SkateSpot, Inc., 1150 Easton
Road, Willow Grove, PA 19090; 866-SK8-SPOT; Email:
jsmith@360skatespot.com; Web site:
www.360skatespot.com.
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