Semoran Skateway sits on Cassel Creek Boulevard in Casselberry, a few exits north of downtown Orlando. Seven nights a week, one maple floor, a snack bar that knows your order.
The doors opened on January 31, 1978. The flyers were already printed.
Plenty of the parents dropping kids off tonight skated on that floor themselves — the same elementary schools still run the same nights. Tony Berger took the rink over from the founding family and never left the sport: elite USA Roller Sports coach, US Olympic Committee Developmental Coach of the Year, running the Skating School of Orlando out of the same building. National champions learned on this floor.
The rink never stopped.
The website did.
What the old site was saying
COVID-era copy was still live on the homepage. Six years old, and the first thing a parent read.
Hours were buried. The events that fill the floor — glow nights, holiday sessions, school skate nights — were the hardest thing to find on a site whose job was announcing them.
That's not neglect. It's what happens to every small business site eventually. You launch it, you run your business, and five years later it's describing a company that no longer exists.
A fresh start, not a factory reset
Most redesigns treat a new beginning as permission to throw everything out — new logo, new colors, new voice — and the business comes back online looking like a business nobody recognizes.
Semoran Skateway didn't need to be reinvented. It needed to be legible.
So the wordmark stayed. Drawn by hand in the seventies, never redrawn. That's not a liability to clean up, it's forty-eight years of equity. What changed is everything underneath: hand-coded static pages, no page builder, no plugin stack. Hours you can find in one tap. Prices stated plainly. Real answers to the question every parent is actually asking, which is can I drop my kid off here and stop worrying.
The best page on the site is the oldest thing in the building
Tony kept the flyers.
A folded November calendar from the rink's first years, every line of it typed or drawn by hand. We scanned both sides and built a page around it.
The phone number on it is 834-9106. It's still (407) 834-9106 — only the area code was ever added. Admission ran $1.75 to $3.75, rental was fifty cents, and Friday night ran 7:30 to 11:30, still the busiest session of the week. The floor is listed as "maple wood floor." Same floor.
The session names are all real, all from that one month: Toilet Paper Nite. Flashlight Party. Wishbone Skate. All Night Skate, 7:30pm to 7am. Live Organ Music Night — played on a Hammond, printed right there in the Thursday column.
The inside of the original flyer. A session every day, drawn by hand.
That's Central Florida history, and it was sitting in a filing cabinet. Most Orlando businesses this old have a box like it somewhere. Almost none of them put it online. It costs nothing, and it's the one thing a competitor who opened last year can't manufacture.
Staff post it. It's live.
Two separate models, because staff think about them separately and parents read them separately. Sessions are the recurring weekly schedule. Events are the one-offs — glow skate, holiday hours, the nights booked three weeks out.
Staff stage them in advance and publish. It's live immediately. No emailing the web guy, no waiting on a rebuild. The people who know the schedule control the schedule.
What Tony said
Working with Richard at each.life was a great experience. He was able to take the information and ideas we provided and turn them into a professional, efficient website that truly met our needs. His attention to detail and ability to understand what we were looking for made the process smooth and straightforward. The turnaround time was impressive, and he did an excellent job bringing everything together quickly without compromising on quality. We would definitely recommend him to anyone looking for someone who can take a vision and turn it into a well-designed, functional website.
— Tony Berger, owner and operator, Semoran Skateway
If your site is describing a business you used to be
This is the work we like most: custom website development in Orlando for businesses that are genuinely good at what they do, sitting behind a website that undersells them by a decade.
A refresh isn't a rebrand. Usually it's the opposite — the older the business, the more there is worth pulling forward, and the more the site should sound like the place actually sounds when you walk in.
If that's your business, let's talk.
