The moment you are through with the construction of your ice arena, you will have to start struggling with the issue of getting clients for it.
As a first step, you need to have a proper sign put up, showing that what you have in there is an ice arena (and explicitly listing the things that can be done there).
As a second step, you need to buy advertising space in local publications, letting people know about the new ice arena.
As a third step (if you can afford), you need to buy ad spots on TV and radio, and through these, tell even more people that you have an ice arena that they can make use of.
Beyond this, you can venture into direct marketing, and into trying to get endorsements for the facility. If, for instance, you are familiar with a given counselor who offers counseling services locally, you can tell her to mention the facility in her counseling sessions (where relevant). You can even give her a branded calendar of the facility, and tell her to hang it in her office. The idea is to get people to know about the facility and you can then be sure that, soon or later, they will be visiting it.