Skateland owners to retire after 33 years; new family plans to keep business rolling in Rockford
By Kevin Haas
Rock River Current
Get our mobile app
ROCKFORD — The owners of Skateland on the city’s south side have sold the business after more than three decades of helping families create memories and traditions around roller skating.
Susie and Phil Smalley have announced their plans to retire after 33 years of running Skateland, 4843 Stenstrom Road. The couple has spent their whole lives in the roller skating industry, with Susie starting in the coat check room of her parent’s rink in Michigan at age 8 and Phil working in his first rink at age 12.
They say they’ll be cheering on the Goldstein family, who take over ownership of the space Dec. 1 and will host their opening night on Dec. 5.
“It’s amazing how much Skateland means not just to the Smalleys but the whole community,” said Tommy Goldstein, who will own the rink along with his parents, Justin and Maribel Goldstein. “We’re really grateful and hoping to continue the great traditions that the Smalleys have created.”
Customers can be assured that the rink will continue to operate as usual and that all parties that have been booked will go forward as scheduled, both families said.
Tommy Goldstein, who has been working at the rink since May to shadow the Smalleys, said his family will eventually add its own touches to the business. That will include new hours, some potential renovations and new themed skate nights. For example, they have a K-Pop skate night planned for Dec. 14, a Christmas skate on Dec. 21 and a Latin music skate on Dec. 28.
More business: Brothers behind Olivo Taco debut new carryout chicken restaurant in Rockford
“They’re venturing where we didn’t dare,” Phil Smalley said. “We’re looking forward to seeing all the neat things that they’re going to bring.”
The Smalleys are staying in Rockford, and they said you may even see them in the future at the rink where their children Brad, Alexa, Axandra, and Zane grew up. They may even teach their grandchildren how to skate on the same hardwood floor.
“Our oldest together has a 1-year-old now,” Susie Smalley said. “She’s not quite walking yet, but we’ll get her skates on and teach her eventually.”
The Smalleys’ retirement announcement Friday on Facebook drew hundreds of comments and shares from people across the Rockford region. Skateland has drawn customers from across Rockford to Durand, Freeport, Marengo, Belvidere, Mendota and Janesville, Wisconsin, among other places.
“Thanks for being a huge part of my life growing up. You did absolutely amazing,” Nyruck Syphommarath wrote on Skateland’s Facebook post. “From the kid birthday parties where I learned how to skate to Friday night skates as a teen with friends — thank you so much.”
Skateland is what brought the Smalleys to Rockford in 1992. Susie’s mom and stepfather, Bev and Adolph Wacker, had owned the rink on the other side of town and encouraged her and Phil to buy Skateland. The couple moved here from Michigan to take over Skateland in July 1992, and they were married in November 1992.
“From the very beginning, Rockford and the surrounding communities welcomed us with open arms,” the Smalleys wrote in a message to customers. “You showed up for Kinderskate and other class lessons, home school skates, New Years Eve celebrations, roller hockey, birthday parties, school fundraisers, open skates, and just plain fun. You brought your kids and grandkids. You cheered us on, supported us, and made Skateland feel like home. For that we are truly grateful.”
Over the years, the couple said they’ve seen patrons propose at the rink, return for wedding photos and then come back with their own children.
“We have a lot of adopted kids throughout the years,” Susie Smalley said.
They said they’ll miss the employees and regulars who have become like a second family.
“It’s just a joy,” Susie Smalley said. “You see the kids come in and they’re like, oh my gosh, with the lights or the games and they’re just having a great time.”
The couple thanked their customers for “every smile, every memory, and every moment you’ve shared with us.”
“You’ve given us more than we ever imagined, and we are deeply grateful for your love and support over the years,” they wrote in their message to customers.
That’s the tradition that the Goldsteins hope to carry on for years to come.
“Skateland is a really special place. … Watching people have fun, you’ll never work a day in your life,” Tommy Goldstein said. “We really appreciate the tradition that Phil and Susie have created and we’re looking forward to honoring that tradition and continuing to keep Skateland as the fun, great place that people know.”
Skateland | info
Where: 4843 Stenstrom Road, Rockford
Facebook: @skatelandrocks
Phone: 815-874-6500
Online: skatelandrocks.com
This article is by Kevin Haas. Email him at khaas@rockrivercurrent.com or follow him on X at @KevinMHaas or Instagram @thekevinhaas and Threads @thekevinhaas
