by Christina Raymond
Smart studio owners are always looking for ways to reach an untapped market. Babywearing dance classes—in which the dancers take class with baby on board, via a front-pack or sling—provide parents with the earliest possible introduction to your school as well as a heartwarming experience.Read More
Many school owners, when they think of hiring non-teaching support staff, want someone to run the front desk. However, in the 21st century, operating a dance studio requires not only a website but also a social media presence, marketing skills, and, often, offerings beyond dance classes, such as birthday parties and competition teams. Studio owners who limit their employee roster to teachers and receptionists may be missing out on creative ways to boost revenue. Read on to explore how some studio owners are delegating important roles, freeing themselves to focus on teaching and their school’s overall health.Read More
If Houston Ballet’s Nutcracker Market is any example, things really are bigger in Texas. The annual fundraiser generated $6.5 million in gross revenue in 2015 and contributed $5 million to the company’s Foundation, which supports the general fund, academy, and scholarship programs.
Now in its 36th year, the Houston Ballet (HB) Nutcracker Market is a regional tradition that draws more than 100,000 visitors to the massive NRG Center. Along with shopping nearly 300 merchant booths filled with home decor, toys, crafts, and gourmet food, attendees can enjoy a preview party, fashion shows, and raffles.
A Nutcracker-themed market can be a fantastic fundraiser for local companies and small studios too, even when done on a fraction of the HB event’s scale. HB Nutcracker Market CEO Patsy Chapman and associate director Daisy Perez share their experience and tips for making any marketplace a very merry event.Read More
“What will my child need?” may be the most common question studio owners are asked by new students’ parents. What style and color leotard? A ballet skirt or not? What about tap or jazz or hip-hop?
Some studio owners send customers to retail stores or fill clients’ needs from a stash in a supply closet. Others create small boutiques in the lobby or run full-inventory retail stores as part of or separate from the studio. Still others partner with dancewear suppliers that serve their clients and offer incentives to studios. Here, we take a look at both sides of that equation, with both dancewear companies and the studio owners who partner with them chiming in.Read More
Ballet, jazz, tap, lyrical, and hip-hop—every dance teacher knows these are dance school staples. Many schools also offer something they call “contemporary,” often a blend of styles. Modern dance, or contemporary dance that derives from a particular codified form of modern, is less common among dance curriculums, but it can be an asset to students’ overall dance education. Let’s consider some key questions to ask as you consider how to expand your school’s offerings with modern dance.Read More
Looking for financing advice and mentorship, Van de Nes approached Lesley Holmes, a local businesswoman and the mother of two daughters who trained with Van de Nes. Brainstorming sessions ensued. The women bounced around ideas for financing the estimated $150,000 it would take to open the studio, including renovations of a 2,500-square-foot space to include three classrooms, an office, and a lobby. One of the brainstorming sessions led to a breakthrough idea: a Founders’ Club consisting of families who would earn benefits if they made an up-front investment in the studio.Read More
The trifold brochure is the little black dress of printed pieces: a marketing staple that can be both elegant and useful. More spacious than a postcard or business card, less wordy than a booklet or website, a brochure can unfold alluringly, offering a tasty arrangement of essential information and photos. Then it folds up neatly to be stuffed into a handbag, a reminder, later, of how fun it would be to sign up little Carlos for boys’ ballet.Read More
Ofelia de la Valette was in the gym, fighting off some post-pregnancy pounds. Hard work, but then she knows plenty about work. What she didn’t know, that day at the gym, was that she was about to experience something that would change her life.Read More
Dance school owners often start out as jacks-of-all-trades, doing everything from answering the phone to cleaning the mirrors. As the fledgling school grows, however, it becomes impossible for one person to handle all the tasks, especially the administrative ones, and owners who try to do so will limit their businesses’ growth. Adding staff helps to relieve the owner’s workload, of course, but it’s not the whole answer. To maximize efficiency and profit, you’ll need to adopt technology that makes certain tasks easier and takes a smaller bite out of your budget.Read More
In this business series we’ve taken a comprehensive look at the process of launching a dance school: the business plan, the facility, branding and advertising a studio in the digital age, and forecasting cash flow. In the fifth and final installment, we’ll focus on strategies for maximizing enrollment.Read More
In this installment of our business series for aspiring school owners, we explore the basic elements and purposes of a cash flow projection. Forecasting income and expenses might not be the most exciting part of starting a school, and for some, it may be the most intimidating part of the process. But without a clear (and realistic) understanding of those figures, it’s impossible to know what it will take to open a dance studio and make it profitable.Read More
Consider how frequently you use the internet—including search engines, online review sites, and social media—to find or research businesses. To develop and maintain a customer base in today’s market, dance studios need to have a strong, credible online presence. In this installment of our series for aspiring school owners, we explore best practices for naming, branding, and advertising a new studio in the digital age.Read More
Next in our business series on opening a dance school, we cover the search for a location and facility. The questions that follow will guide prospective studio owners in the process of picking a location that works for their students and a facility that’s right for their business goals. We’ll hear from several studio owners about how they found their facilities and ways they saved money on start-up costs.Read More
This month, Dance Studio Life kicks off a multi-part business series on opening a new school. We’ll take a comprehensive look at each step in the process, exploring best practices and hearing from studio owners about the successes they’ve enjoyed as well as the challenges they’ve faced.
In this initial installment, we examine four questions every prospective studio owner should consider when brainstorming a vision for her school. These questions will aid in identifying the purpose, goals, and defining qualities of a school—all of which are key elements of a mission statement and business plan.Read More
For small-business owner Hillary Parnell, business is anything but small. The owner and artistic director of Academy for the Performing Arts (APA) in Apex, North Carolina, a suburb of Raleigh, Parnell has grown her school from a 4,000-square-foot dance-focused facility to one with 10,000 square feet and multiple programs.Read More
As school owners know, running a business can be extremely time-consuming and overwhelming. A profitable business does not happen by chance; being successful takes dedication, hard work, and innovation. There are formulas, tactics, skills, and practices that business owners must implement to increase their profit margins; however, these take time to develop. Goal setting and long-range planning of curriculum, class offerings, camps, master classes, and events are essential, but there are steps school owners can take on a monthly basis that will boost profits and lay the groundwork for sustainable revenue. The simple but effective actions outlined here will create a solid foundation for your school’s long-term health.Read More
Dance teacher Marisa Rotter’s weekly schedule reads like a tour of the Minneapolis suburbs. If it’s Monday it’s time to go to Farmington. If it’s Tuesday she’s shuttling between Burnsville, Apple Valley, and Northfield. On Thursday it’s back to Farmington.Read More
Boost profits and fun with kid-cool dance parties By Megan Donahue Birthday parties can be big business, but not every child is interested in princesses or pirates. For the high-energy boys and girls at your studio and beyond, consider an addition to your birthday party list: hip-hop. Downtown Dance Factory (DDF) in New York City…Read More
Hosting Project Ballet Coffee Hour is one of Ana Marsden Fox’s favorite things to do. The executive director of State Ballet of Rhode Island (SBRI), Marsden Fox stands off to the side as everyone settles in, beaming at their eager faces, her excitement palpable.Read More
Building a winning competition team requires hard work, commitment, and cash. Competition expenses are formidable—there’s no way to avoid the fees, nor the costs of costumes and travel. But Marjorie Taylor, the artistic director of CMC Dance Company in Cicero, New York, has created an eerily effective fundraising event that makes competition expenses more manageable—and less “frightening”—for parents: a haunted house. Every October, the event attracts customers from all over the Central New York area.Read More
4 directors on the realities and rewards of running a nonprofit school By Misty Lown What do a former IBM executive, a former professional dancer, a dance parent, and a community advocate have in common? Each is running a successful nonprofit dance program. They’ve moved beyond the first steps, and they know well the challenges…Read More
When Stacey Dimberio walked into Chester Park United Methodist Church in Duluth, Minnesota, in the spring of 2013, it was as if her prayers had been answered. Tammy Tropeau of Saskatoon, Saskatchewan, became a convert early on: at age 19 she opened her first school in a defunct neighborhood church.Read More
Dance studio owners face the ever-present challenge of managing cash flow and turning a profit—to pay rent, pay teacher and staff salaries, and, hopefully, to pay themselves. Nick Waynelovich and his daughter Kimberly Williams have not only found a way to build a profitable dance and performing-arts organization, they have developed two additional income streams that keep the organization on top of its bills.Read More
To keep a studio running, an owner must constantly make decisions based on the perceived value of services. Is that master teacher worth her pricey salary? Will a costly renovation be worth the time and effort? How much of a return will a professional marketing campaign yield? But many owners neglect to consider the value of one critical ingredient of business success—their own time.Read More