Studio Owners
Shanna Kirkpatrick. Photo by Meghan McCluskey, courtesy of Chara Christian Dance Academy

For Shanna Kirkpatrick, owner of Chara Christian Dance Academy, the key to retaining 96.5 percent of her 1,000-student enrollment through COVID-19 has been communication: regular e-mail updates, mass studio text messages, personal phone calls and—perhaps most significantly—following up with Zoom no-shows.

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Studio Owners
Rachel Arnold (top center) and her students. Photo courtesy of Dance Prodigy Studio

Rachel Arnold is a studio owner who knows how to transform lemons into lemonade. Rather than viewing stay-at-home orders as something to just power through at her Greenville, TX–based school, Dance Prodigy Studio, she's turned online education into a chance to offer students and staff alike enrichment activities and community-building content. "I wanted great ideas that would help bring the parents and kids back each week—an add-on, versus 'OK, I have to Zoom again,'" says Arnold, whose 10-year-old studio enrolls 100 students in 49 classes a week.

Her investment has paid off. Arnold reports a 97 percent enrollment retention rate since COVID-19 came into the picture, with 101.5 percent revenue retention, since a few students have even added classes. She doesn't have any plans to slow down, either, because she knows the offerings she sets up today will have a big effect on her business' health, particularly if online classes are a mainstay for studios for the next few months. "This next year, people will be looking for extracurricular activities that will step up and create interactions that are worthwhile for their children," she says.

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