Anyone ever been to a 3-hour skating school exhibition?
How about an 8-hour one, where your skater is at 10:30, her best friend is at 11:15, her synchro team is at 1:30, her tot class is at 3 and her best-friends-group is at 6:30. So you have to sit there all day, because heaven-forbid you should miss a single precious moment.
How about the ones that front-load the tots and beginners, and lump all the high level skaters who can actually skate in a single flight starting at 9 p.m., so that the only people left in the stands are the other skaters (even the parents have gone home, let alone the little kids).
It's time for a revolution.
First, if your exhibition goes 2 hours or under, suck it up and sit through the whole thing-- the kids deserve an audience, even the tot who just sits on the ice and cries (there's always one). Personally, I think that "free" exhibitions should have a refundable ticket fee-- but it only gets refunded if you stay through the whole thing. If you come late or leave early, you've just made a donation to the rink.
If your exhibition lasts more than 2 hours, it's time for some creative thinking, because even with a refundable fee, no one is going to sit through three hours of alpha level skaters performing to "Let It Go".
An exhibition can be made interesting, like anything else, by mixing it up. Make sure each flight (defined however you want-- by number of skaters, or by time), has a nice range of skating, and no repeated music. For instance, segments of 15 (two warm ups), with at least 2 high level skaters and one or two group
numbers in each flight to guarantee audience and give people something
to watch. Then people can choose which hour to attend.
Put in some tots, both solo and group, in each flight for the awwww factor.
Make sure there are boys. If you don't have any boys, invite a hockey team to demonstrate drills, or speed skaters to stage a race. (Do this even if you do have boys.)
If you've got Special Skaters, give them a spot as well.
Finish each couple of flights with a local star, to entice people to come, and to stay. And by star, I mean someone that non-affiliated people would want to see-- the kid who made it to Senior Nationals; the coach who is a former international medalist (if s/he's still skating), the award-winning synchro team. The definition of "star" should be decided by the skating staff, or else every coach is going to want their own "star" to be the "star" even if they're not a "star" and no one cares to see them any more than they want to watch the tots cry.
If you've got a small unusual program-- theater on ice, special disciplines like pairs or ice dance, make sure you highlight them, as well. These kids don't get a lot of credit, and you might help build the program (which is the reason you do exhibitions in the first place).
Sell tickets. Seriously folks, stop with the free exhibitions. Make it $5 for a single flight (at least 45 minutes), and a discount for multiple flights. If you need to make it palatable, use the money to fund skating scholarships.
People will stay and your program will grow.
And no one will want to poke their eyes out.