Sponsored by Harlequin Floors

The current pandemic has studio owners everywhere rethinking business as usual. One dirty little secret that's been exposed? Before COVID-19, many of us weren't giving our floors nearly enough attention. As Derryl Yeager, founder and artistic director of Odyssey Dance Theatre in Draper, UT, says, "A lot of times, the floor wouldn't be deep-cleaned more than once a month—and dance floors can get pretty gross!"

This new era is a perfect opportunity to start taking better care of your studio flooring—which, in turn, will help ensure a healthy, supportive surface for your dancers and teachers. We turned to two studio owners and Harlequin Floors, the global leader in advanced technology dance flooring, for advice on keeping your dance studio floors in top shape this season.

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Studio Owners
Misty Lown delivers a seminar in Austin. Photo courtesy of More Than Just Great Dancing

Business leader Misty Lown convened (remotely) more than 700 dance studio owners to create an action plan in response to COVID-19 studio closures. ICYMI, here are the takeaways:

  • Studios can deliver value to customers with online content.
  • Owners can preserve enrollment with caring communication.
  • The federal stimulus package is a strong short-term safety net.
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Studio Owners
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Q: What tips do you have for beginning studio owners on recruiting students? I'm just starting out and am not sure where to begin.

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Teaching Tips
Jessica Kubat (center) with her studio staff. Photo by Vincent Alongi, courtesy of Kubat

Jessica Kubat's path to becoming a studio owner wasn't typical or glamorous or the product of a family business, handed down. When she opened MJ's House of Dance in Lindenhurst, New York, this past summer, she had just turned 40, was a mom of three, and had worked at two different studios long-term. Over the last two and a half years, she'd painstakingly saved up $25,000 and had gone to the Small Business Development Center at a local college on Long Island for help creating her business plan. Her area was moderately saturated with studios, so she spent considerable time planning what would set her school apart—live musical accompaniment, for one—and hired a marketing director nine months before the business even opened. It was a methodical, careful approach—Kubat calls it "the old-fashioned way"—to opening a studio, and it's paid off: She started summer classes with 75 students and is well on her way to reaching her first-year enrollment goal of 250 dancers. "When I turned 40, I decided that it was time to do something bigger," says Kubat. "I always wanted to own a studio—it was just never financially available to me."

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Q: What policies do you put in place to encourage parents of competition dancers to pay their bills in a timely manner?

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Studio Owners
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Enrollment is an issue that plagues brand-new and veteran studio owners alike. Without a steady stream of revenue from new students coming through your doors, your studio won't survive—no matter how crisp your dancers' technique is or how well-produced your recitals are.

Enrollment—in biz speak, customer acquisition and retention—depends on your business' investment in marketing. How effectively you get the word out about your studio will directly influence the number of people who register. Successful businesses typically use certain tried-and-true marketing strategies to recruit and retain clients or customers. These four studio owners' tricks for kicking enrollment into high gear are modeled after classic marketing techniques.

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Studio Owners
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Dance teachers have a lot of strengths (communicating corrections, choreographing gorgeous movement, planning excellent recitals, cleaning technique—just to name a few) but when it comes to interior design—talent isn't exactly a given. So when studio owners remodel or build, worrying about the decor can feel a little overwhelming (you've got just a few too many other things to worry about, don't you?).

No need to fear! In 2019 we have Pinterest, which shows us all the latest trends we should know about. To help you make the best design decisions for your studio, we've compiled a list of public Pinterest pins we think you'll love.

You're welcome!

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Studio Owners

At Brookfield Center for the Arts, owner Mandy Winiecki gives parents what she calls a "five-diamond experience." Her Wisconsin–based studio caters to an affluent community, and she takes advantage: "Instead of trying to be the cheapest," she says, "we are the most expensive. But we deliver the best of the best." Here are her suggestions for taking customer experience to the next level.

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