Thanks so much for the suggestions. A little more about our club. We use ice at a private school and it is exclusively for club use, although we do allow guests to visit up to three times per season. If they decide to join, their guest fees go towards their membership. Membership fees entitle you to skate on the ice for the entire year, so basically you are pre-paying for a year's worth of ice fees.
I would say primarily our adult skaters are ice dancers, although we do have one skater who is returning to freestyle as an adult after a break to have children. Although the club does have a LTS program, most of our adult skaters already know how to skate. There is one class for adults interested in learning ice dance.
Advertising is something we have done with limited success. We offer two open houses per year and those are advertised in several places, but mainly targeted towards families. I will admit that we haven't advertised targeted to adult skaters yet.
We have two adult skaters on the board this year, so hopefully they can reach out to their peers about advertising via word of mouth. I will ask them about the idea of having a social event on one of the adult ice sessions where they can bring friends to try it out.