Studio Owners

How to Make Your Business Grow Without Breaking Your Bank Account

Thinkstock

How's business? Are you slowing down, holding your own, or growing? The first step in facing tight economic times is not to panic. Many bankers, real estate experts and business forecasters are saying that our greatest problem is fear. The more fearful you are, the worse the future looks. Instead, ask the question: How will I manage and grow my studio during the next 12–24 months?


A good place to begin is with your marketing. With other businesses going into "hunker-down" mode, your efforts will get more exposure. You won't be spending lots of money; you will be spending time and energy. Here are five ways to get started.

Make a date.

Pull out a calendar to use as the basis for your two-year marketing plan. Mark notable dates from dance history; note birthdays of dance legends you love and admire, like Nureyev, Balanchine, Graham, Joffrey. Write down the anniversary of your studio or group. Create at least one date every quarter that will be a student, parent, family or school appreciation day. You can use these celebrations to create promotions and gain publicity.

Show 'em some love!

Retention is key in difficult times, so over-serve your current students. Do a better job of encouraging students and parents and say "thank you" more often. Are there low-cost incentives you could offer current students to raise the value of their experience? Extra classes, information about other learning opportunities, and giving them the chance to teach/demonstrate are all ways you can add value. This may especially help parents—who may be asking the "Is dance an expense or investment?" question—decide in your favor.

Also, give your students an incentive to reach out to their friends. Offer a discount to families in specific neighborhoods, or to families with more than one child taking class at your studio. The discount does not have to be monetary. It could be, again, additional classes, or other opportunities to be engaged.

Expand your reach.

Identify individuals and groups who have a need for your service. You don't have to convince them of the need; simply persuade them that you are one to fill it. A percentage of the people you contact will enroll. Remember, sales is all about the numbers.

Once you have identified potential students, find low-cost ways to expose them to your message. Post flyers on a bulletin board in an office building. Make a short presentation to a parents' group about the fact that dance can improve students' grades. Or, demonstrate to a business how they can use dance as an energy pick-me-up. The key is to hit as many individuals and groups as possible.

If you offer ballroom classes, think about promoting an evening as an opportunity for singles—different promotions for different ages—to meet. Or, market a "Cheap Date" night for couples.

Go where the money is.

Look for potential groups and individuals who do not seem to be affected by the economic downturn. For instance, health care is not taking as big a financial hit as banks. Creating a special promotion for doctors and nurses and their families is a creative way to target a new market.

Offer dance as a solution.

When people have a problem, they are in psychological pain. Can you offer adult dance classes as a creative solution? What about dance as an escape, a way to feel better about oneself, an economic way to get out and have some fun?

Look back at your marketing from the last few years. What message were you trying to send to current and potential students? Devising a new message—dance as a way to ease pain and have fun—not only makes you new in the minds of your current students, it creates awareness in the minds of potential students.

Dance Teachers Trending
Roshe (center) teaching at Steps on Broadway in New York City. Photo by Jacob Hiss, courtesy of Roshe

Although Debbie Roshe's class doesn't demand perfect technique or mastering complicated tricks, her intricate musicality is what really challenges students. "Holding weird counts to obscure music is harder," she says of her Fosse-influenced jazz style, "but it's more interesting."

Keep reading... Show less
Sponsored by Dean College
Amanda Donahue, ATC, working with a student in her clinic in the Palladino School of Dance at Dean College. Courtesy Dean College

The Joan Phelps Palladino School of Dance at Dean College is one of just 10 college programs in the U.S. with a full-time athletic trainer devoted solely to its dancers. But what makes the school even more unique is that certified athletic trainer Amanda Donahue isn't just available to the students for appointments and backstage coverage—she's in the studio with them and collaborating with dance faculty to prevent injuries and build stronger dancers.

"Gone are the days when people would say, 'Don't go to the gym, you'll bulk up,'" says Kristina Berger, who teaches Horton and Hawkins technique as an assistant professor of dance. "We understand now that cross-training is actually vital, and how we've embraced that at Dean is extremely rare. For one thing, we're not sharing an athletic trainer with the football players, who require a totally different skillset." For another, she says, the faculty and Donahue are focused on giving students tools to prolong their careers.

After six years of this approach, here are the benefits they've seen:

Keep reading... Show less
Dance Teacher Tips
Thinkstock

Dance teachers are just as apt to fall into the trap of perfectionism and self-criticism as the students they teach. The high-pressure environment that is the dance world today makes it difficult to endure while keeping a healthy perspective on who we truly are.

To help you quiet your inner critic, and by extension set an example of self-love for your students, we caught up with sports psychologist Caroline Silby. Here she shares strategies for managing what she calls "neurotic perfectionism." "Self-attacking puts teachers and athletes in a constant state of stress, often making them rigid, inflexible and ultimately fueling high anxiety rather than high levels of performance," Silby says. "Perfectionistic teachers, dancers and athletes can learn to set emotional boundaries. They can use doubt, frustration and worry about missing expectations as cues to take actions that align with what they do when teaching/performing well and feeling in-control. Being relentless about applying a solution-oriented approach can help the perfectionist move through intense emotional states more efficiently."

Check out those strategies below!

Keep reading... Show less
Sponsored by Alternative Balance
Courtesy Alternative Balance

As a dance teacher, you know more than anyone that things can go wrong—students blank on choreography onstage, costumes don't fit and dancers quit the competition team unexpectedly. Why not apply that same mindset to your status as an independent contractor at a studio or as a studio owner?

Insurance is there to give you peace of mind, even when the unexpected happens. (Especially since attorney fees can be expensive, even when you've done nothing wrong as a teacher.) Taking a preemptive approach to your career—insuring yourself—can save you money, time and stress in the long run.

We talked to expert Miriam Ball of Alternative Balance Professional Group about five scenarios in which having insurance would be key.

Keep reading... Show less
Dance Teacher Tips
Thinkstock

Since the dawn of time, performers have had to deal with annoying, constant blisters. As every dance teacher knows (and every student is sure to find out), blisters are a fact of life, and we all need to figure out a plan of action for how to deal with them.

Instead of bleeding through pointe shoes and begging you to let them sit out, your students should know these tricks for how to prevent/deal with their skin when it starts to sting.

You're welcome!

Keep reading... Show less
Dance Teachers Trending
Photo by Brian Guilliaux, courtesy of Coudron

Eric Coudron understands firsthand the hurdles competition dancers face when falling in love with ballet. Now the director of ballet at Prodigy Dance and Performing Arts Centre in Frisco, Texas, Coudron trained as a competition dancer when he was growing up. "It's such a structured form of dance that when they come back to it after all of the other styles they are training in, they don't feel at home at the barre," he says.

Keep reading... Show less
Sponsored by Turn It Up Dance Challenge
Courtesy Turn It Up

With back-to-back classes, early-morning stage calls and remembering to pack countless costume accessories, competition and convention weekends can feel like a whirlwind for even the most seasoned of studios. Take the advice of Turn It Up Dance Challenge master teachers Alex Wong and Maud Arnold and president Melissa Burns on how to make the experience feel meaningful and successful for your dancers:

Keep reading... Show less
Dance Teachers Trending
Kendra Portier. Photo by Scott Shaw, courtesy of Gibney Dance

As an artist in residence at the University of Maryland in College Park, Kendra Portier is in a unique position. After almost a decade of performing with David Dorfman Dance and three years earning her MFA from the University of Illinois at Urbana-Champaign, she's using her two-year gig at UMD (through spring 2020) to "see how teaching in academia really feels," she says. It's also given her the rare opportunity to feel grounded. "I'm going to be here for two years," she says, which offers her the chance to figure out the answers to some hard questions. "What does it mean to not dance for somebody else?" she asks. "What does it mean to take my work more seriously? To realize I really like making work, and figuring out how that can happen in an academic place."

Keep reading... Show less
Sponsored by The Studio Director

As a studio owner, you're probably pretty used to juggling. Running a business is demanding, with new questions and challenges pulling your attention in a million different directions each day.

But there's a solution that could be saving you time and money (and sanity!). Studio management systems are easy-to-use software programs designed for the particular needs of studio owners, offering tools like billing, enrollment, inventory and emails, all in one place. The right studio management system can help you handle the day-to-day tasks that bog you down as a business owner, leaving you more time for the most important work—like connecting with students and planning creative curriculums for them. Plus, these systems can keep you from spending extra money on hiring multiple specialists or using multiple platforms to meet your administrative needs.

So how do you make sure you're choosing a studio management system that offers the same quality that your studio does? We talked to The Studio Director—whose studio management system provides a whole host of streamlined features—about the must-haves for any system, and the bonuses that make an excellent product stand out:

Keep reading... Show less
Dancer Health
Deanna Paolantonio leads a workshop. Photo courtesy of Paolantonio

Deanna Paolantonio had been interested in body positivity long before diabetes ever crossed her mind. As a Zumba and Pilates instructor who had just earned her master's degree in dance studies, she focused her research on the relationship between fitness and body image for women and young girls. Then, at age 25, just as she was accepted into the PhD program at York University in Toronto, she was diagnosed with type 1 diabetes (T1D).

Keep reading... Show less
Dance Teacher Tips
Robin Nasatir (center) with Peter Brown and Vicki Gunter. Photo by Christian Peacock

On a sunny Thursday morning in Berkeley, California, Robin Nasatir leads her modern class through a classic seated floor warm-up full of luscious curves and tilts to the soothing grooves of Bobby McFerrin. Though her modern style is rooted in traditional José Limón and Erick Hawkins techniques, the makeup of her class is far from conventional. Her students range in age from 30 all the way to early 80s.

Keep reading... Show less

mailbox

Get DanceTeacher in your inbox