Almost every center we audit reports revenue as a daily number. It is the easiest thing for a POS to produce and the least useful thing for a marketer to receive, because it averages away the only detail that matters: which lane hours are working.
Build the map first
Take twelve months of transactions, bucket them by hour and day of week, and divide by lanes available in that hour. What comes back is a grid, and the grid nearly always has the same shape: a hot weekend block, a warm league block, and a large cold region that ownership has quietly accepted.
That cold region is the entire opportunity. It is also where discounting does the most damage, because it is the easiest lever to pull and the least likely to create new demand.