Ha! This is spectacular. I like the body in the distance; the double images imparts a drunk buddy, not quite sure how he is going to rescue his mate out on the ice.
the only thing i get from this shot is that you moved the camera. nothing interesting about this shot whatsoever.
if you are trying to go for drama, then i would suggest a longer exposer with a black piece of board, then have the sign going down adn down and down, now that would make it appear as though something was falling. Apart from that , nothing really I can think of would help or hinder this shot