Marketing is a vital part of operating and sustaining your business, but figuring out what works best for your studio requires creativity and trial and error. The good news is that today—thanks to technology—it's easier than ever to use DIY marketing. Below, learn from the experiences of four studio owners: how they tackled different marketing strategies and what did (and didn't) translate into paying customers—plus, advice from an expert on how to up your game.
You know how some people lust over the interiors of beautiful homes? Scandinavian aesthetics, marble countertops, chrome appliances? That's how I feel when I look at images of gorgeous dance studios. And I'm willing to bet you feel the same—which is why I've been drooling over photos of the University of Southern California's Glorya Kaufman International Dance Center.
I recently watched your YouTube video on exercises for the intrinsic muscles of the feet. I have a question about the doming exercise. When doing the movement, I find it impossible to keep my toes long. The same is true for when I point my feet. I have a hard time lengthening my toes, and I feel a limited range of motion in the front of my ankle. Is there anything I can do to fix this?
Starting this Saturday, the Children's Museum of Manhattan on the Upper West Side will have an interactive dance exhibit called "Let's Dance!" Basically every facet of dance is featured in the exhibit: kids can explore lighting design with a special child-friendly lighting box; choreograph with the use of props, signs and costumes; create accompaniment with percussion instruments; manipulate posable figures; see incredible dance photography and video; and, best of all, interact with the dance portal, where they can watch, learn and interact with professional and student dance companies like Alvin Ailey American Dance Theater, Dancing Classrooms, Mark Morris Dance Group and Martha Graham Dance Company. Whew. That's a LOT of great stuff.
Kathleen Kelbe, Pembroke School of Performing Arts | Pembroke, MA
Total budget: $100,000
Project timeline: 3 months (ongoing)
Kelbe expanded from 1,600 to 6,000 square feet. She used Rosco's SubFloor and Adagio vinyl and broke her extensive renovation into three phases.
Ellen Marshall, Off Broadway Dance Center | Fulton, NY
Total budget: $60,000
Project timeline: 3 months
Marshall renovated a Methodist church into a 4,000-square-foot studio, with Stagestep Flooring Solutions' marbleized gray Timestep in her two studios.
Diana Griffin, Fusion Dance Company | Palm Harbor, FL
Total budget: $40,000
Project timeline: 45 days
From restaurant to studio! The checkerboard ceilings were a restaurant leftover that Griffin decided to keep. Her O'Mara sprung floors were self-installed in her 7,000-square-foot space.
Barclay Gibbs, Dance Conservatory of Maryland | Bel Air, MD
Total budget: $10,000
Project timeline: 2 days
Gibbs chose Gerstung Floor Systems' AirBase 600 for her 2,000-square-foot studio. This semi-permanent flooring will travel with her, should she change locations in the future.
Nigel Burgoine, Ballet Theatre of Toledo | Toledo, OH
Total budget: $4,000
Project timeline: 1 day