Attendance down at Woodlands' new $5.5 million ice rink facility

The House of Blues and event center at The Cynthia Woods Mitchell Pavilion Oct. 20 in The Woodlands. The 21,000-square-foot facility is a joint project between the pavilion and The Woodlands Township. The two entities forged an agreement to each pay half of the $5.5 million in building costs and share the use of the building. less The House of Blues and event center at The Cynthia Woods Mitchell Pavilion Oct. 20 in The Woodlands. The 21,000-square-foot facility is a joint project between the pavilion and The Woodlands Township. The two ... more Photo: Jason Fochtman, Staff Photographer Photo: Jason Fochtman, Staff Photographer Image 1 of / 3 Caption Close Attendance down at Woodlands' new $5.5 million ice rink facility 1 / 3 Back to Gallery

This winter, The Woodlands Township debuted its new permanent ice rink facility after 15 years of housing the attraction in a tent. However, it is not attracting as many skaters as in previous years.

Attendance at the ice rink is down 39 percent compared with the first three weeks last year, according to John Powers, assistant general manager for Community Services. This drop in attendance could be a combined result of the ice rink opening later than last year and a lack of awareness of the new location, Powers said.

In previous years, the ice rink has had an average season attendance of 50,000. The new facility was a joint project between The Woodlands Township and The Cynthia Woods Mitchell Pavilion. The two entities split the $5.5 million cost to build the 21,000-square-foot building on the Pavilion's property, off of Lake Robbins Drive, and share use of it. The Pavilion uses it as the House of Blues during the summer, while the township transforms it into an ice rink in the winter.

The decision to move from the tent ice rink model to the permanent structure was partly influenced by the costs to build and tear down the tent at the corner of Lake Robbins and Six Pines each year, as well as the fact that the land on which it was built is slated for future commercial development.

The Woodlands Township staff hopes attendance will pick up once more community members are aware of the change of location.

"People don't know that we have the ice rink anymore because we're all creatures of habit and they don't see the white tents yet, so therefore, the ice rink's not open yet," said board member Laura Fillault.

"We're working with the ice rink production company and the (Convention and Visitors Bureau) and community relations to try to figure out ways to improve visibility as well as marketing promotion," Powers said.

Board Chairman Gordy Bunch suggested that they put A-frame signs in The Woodlands Mall and around Town Center advertising the ice rink. Powers said they are looking into adding the ice rink to the way finding signs around town.

The ice rink is located at 2005 Lake Robbins Drive, on the northwest side of the Pavilion. For more information about hours and ticket prices, visit thewoodlandstownship-tx.gov/1376/the-ice-rink.