TutuTix is pleased to announce the addition of content from The Dance Exec into its content library. For several years, The Dance Exec (www.thedanceexec.com) has been an excellent source of training and knowledge for dance studio owners as they grow their business and strive to provide excellence in dance training. As Chasta Hamilton Calhoun, the founder of The Dance Exec, directs her focus to her thriving dance studios, the incredible studio owner resources that the site has offered through the years will find a new home as part of the TutuTix blog, which covers topics of interest to dance studio owners and teachers in particular, and the dance community in general. From time to time, Chasta will continue to contribute to the blog in her ongoing role as a studio owner (and TutuTix client!). The addition of these incredible resources is just one more way TutuTix can help dance studio owners build a successful business. Check out the first article from The Dance Exec archives today: 101 Marketing Ideas & Strategies for Dance Studios
Students today receive a lot of conflicting advice about their educational paths and their career goals. Idealists urge students to find what makes them happy and pursue that, no matter what the obstacles. Others take a more practical stance and tell students to look at the job market and just focus on earning a degree for any in-demand field to guarantee job security. Each side just wants today’s youth to make good decisions that will lead them to successful lives, but they believe there are drastically different methods for achieving them. So the question becomes: should you get a dance degree?
In reality, the options don’t need to be so black and white. It’s entirely possible for students to follow their passions to create a meaningful career while still considering the realities of the job market. With the right plan, today’s dance enthusiasts can earn their dance degree in the arts and create successful careers for themselves.
Creating a Plan for Your Dance Degree
A person who loves dance so deeply that she wants to dedicate her career to it needs to start by knowing what her options are. According to Career Igniter, a good place to start in the world of dance is by examining all the roles that go into making a ballet production. Dancers who are drawn to designing movements and routines may enjoy becoming a choreographer, which the source said can sometimes offer greater job security than being a dancer. The ability to be both expands a student’s chances of landing a job after graduation.
Some entrepreneurial types may want to forge their own place in the dance industry by creating and running a new studio or production on their own. These students will want to also take business classes or even earn a separate business degree to understand how to get their company off the ground and keep it operational. Dance administrators are crucial members of the industry, and the role of administrator can make an excellent careers for the dancers very interested in business.
Every dance student should take the time to consider where they would really fit in and enjoy their role in the industry. You know that you love dance, but ask yourself why you love it and which aspects of it in particular make you the happiest. Realizing this while you’re still in school allows you to supplement your dance degree with other classes or certifications that you’ll need to make your desired career a reality. The more well-rounded a dancer you are, the more marketable you’ll be when you graduate.
Working in Dance Education
It takes a great teacher to make a great performer. Talent needs to be trained, energy tempered, form polished before a performer can rise to his/her full potential. As a teacher, many dancers have a unique opportunity to practice their art while also sharing their passion for dance with others.
Shape America reported that dance teachers may be able to enter the field without separate teaching credentials. That means that professional performers retiring from the stage can find ways to begin teaching without needing an additional professional degree. That being said, there are a number of national and international dance organizations that offer additional training and certifications, and many in the dance community recommend or expect teachers to have some level of higher education before teaching classes on their own. Information about three of the larger organizations is available below:
Knowing early that a career as a teacher might be an option can help young dancers to take beneficial classes or volunteer at their studio for extra teaching experience.
Combining Dance With Other Industries
Some students may decide that though they love dance, they may want a career that combines elements of other industries. For those with a wide range of artistic skills, becoming a dance critic or reporter can keep them close to the dancing action as they build their jobs around the written word. Most professional writers have a particular area of interest that they focus their pieces on. Dance writers are able to use the knowledge they gained with their dance degree to publish and share their thoughts on the industry.
The dance therapy industry is another sector that combines dance with other disciplines. Growing in popularity, dance therapy is used to treat physical and mental conditions in the same way as traditional psychotherapy. The American Dance Therapy Association frequently cites studies that support the practice’s role in treating anxiety and depression, among other ailments.
Whatever path you decide, you should know that there are plenty of ways to turn your love of dance and your dance degree into a realistic and enjoyable career, especially if you can start planning for it early.
Dance studio owners must fill many roles to keep their classes running. It can be very rewarding to build a career out of dance and to have the opportunity to foster a love for the art in a new generation of dancers. However, studios are businesses, and running a business requires payment from clients in the form of dance tuition and other fees.
Discussing finances can be an uncomfortable topic, even for seasoned business owners. However, in order to keep a dance studio running, owners need to be able to collect dance tuition on time from their students. When those payments aren’t coming through when they’re supposed to, studio owners will have to have conversations with their students or with parents to rectify the situation.
Fortunately, there are steps that dance studio owners can take early on to mitigate some of these conversations and problems related to late payments. With the right planning and communication, studio owners can create a system that works for everyone involved.
State Expectations Early
One of the most important things for any business owners to do before providing a service is make their expectations known from the start. Studios should have their prices and policy information clearly visible on their websites. When students enquire about classes or programs they should be given an information packet that has a clear, direct section dedicated to dance tuition payments.
While that should be more than enough to help keep students informed, the fact of the matter is that some people simply won’t read those kind of documents carefully. They’ll skim the parts that appeal to their interests and miss what they really need to know.
That’s why owners will need to verbally reiterate the structure to people as they sign up, and possibly even make a quick reminder announcement on the first day of class about payments or any other key policies that they don’t want anyone to miss. Remind students of where they can find this information so they can look back to it when they need to.
Dance tuition information should also be emphasized in class contracts. Use a bold emphasis for the numbers and make sure that the client signs all the right paperwork. If you want, you can even go a step further and ask that they specifically initial next to the payment due date information. If you say it enough and put it in writing your clients won’t be able to use “I didn’t know” as an excuse to try and shirk their responsibilities.
Give People Options
Providing payment options for your students can encourage them to pay on time. Many times people who pay late aren’t trying to do anything malicious but are simply busy and lose track of the date easily. By making it as convenient as possible for people to pay, you can avoid the well-meaning “Oh, I meant to do that!” from your students and their parents.
An easy way to do this is to accept different methods of payment. Invest in mobile payment technology, like card swipers that can be plugged into a smartphone or tablet. According to a Bankrate survey, 9 percent of Americans report that they don’t carry cash on a regular basis. An additional 40 percent don’t carry more than $20 in paper money. Forgetful students who are forced to remember a trip to the ATM may be more prone to late payments than if they could just slide their card when they come in.
Though checks are decreasing in popularity, you should still accept them. Most banks will allow you to deposit a check right through your smart phone, so it doesn’t need to be an inconvenience for you.
Another way to provide options is to give people a choice of how much they pay and when. You could reward people who pay for a full year’s worth of classes upfront by offering a small discount for a lump sum payment instead of paying month to month, or even for paying six or three months in advance. This could benefit you in a few ways.
For one thing, it can help stop those forgetful payers. They can write one check and not have to think about it again. It will also give you some extra cushioning in case several students stop paying on time during the year. Having that safety net from early payers can help keep late payments from doing any damage to your business while you work to collect from them. They may need that little incentive to do so, though, so small discounts that won’t break your bank can help incentivize them.
You can also use websites that will allow people to automate their payments. Some of these programs will send out due date alerts on your behalf, or you can also choose to send an email to all of your students yourself.
How to Collect Dance Tuition When They’re Late
It can be awkward to confront late payers, because sometimes people just can’t afford it. If a student starts the year with a good job and then suddenly gets her hours cut, she may find herself suddenly unable to hold to her agreements on time.
There are a few ways to handle people in those circumstances. If you’re willing to be lenient and allow students to continue classes even if their economic position changes, you should write that into your payment policy. If they know they can come to you and explain why they may be late with some of their payments you can deal with the situation early and not have to chase them down or guess why their payments have stopped.
You should decide before a session starts what the qualifications are for being allowed to pay late without penalty or before they need to suspend their involvement with the program. If you have to enforce either of those consequences, it will be easier and less awkward if you can point to a standing policy that’s been written out, Inc.com noted.
For students who can pay and just can’t seem to stay organized, you may want to implement a short grace period and then a late fee. Remind people with another written message that a fee is coming if they don’t pay, and then enforce it if they still don’t. People who can pay but routinely refuse to should have their access to school resources limited until they either start paying, or at least offer a viable reason for their lateness.
Your dancers could be able to perform their choreography perfectly in their sleep, but without volunteers, a recital just won’t be a success. There are so many moving parts involved with putting on a dance recital, from selling tickets to managing dancers backstage. The dancers, of course, are the stars of the show, but the event volunteers are the vital gears that turn to make the recital a true showstopper.
However, the combination of recruiting, organizing and handling volunteers during recital season is no easy matter. Maybe you have a hard time finding people interested in helping out, or conversely, maybe you have too many people lending a hand and don’t know how to effectively manage them all. And how do you make sure you make the experience enjoyable enough for volunteers that they’ll be eager to help out next year? Read on for some tips that will help you have success with recital volunteers this spring and beyond.
Who Makes the Best Event Volunteers?
Your first instinct might be to ask parents to work as volunteers at the recital. However, this approach can ultimately make the volunteer recruitment process more difficult for you. Parents already spend a large amount of money and time sending their students to your studio, noted studio owner Kathy Blake for DanceTeacher magazine, so it’s important to shift your idea of how parents can lend a hand.
The magazine suggested that you instead ask parents to be “parent helpers,” instead of traditional volunteers. Ask parents to help out with duties that involve helping get the kids ready for the show, since the fact that they get to watch their own children dance from the best seats in the house can be a big incentive for volunteering their time. Great jobs for parents include escorting the dancers to and from the stage or helping out with makeup and costumes.
For the rest of the volunteers that you’ll need, check in with community service organizers at local schools and community groups. Alumni of your dance studio also make great volunteers, since they already know the ins and outs of putting on a recital and are usually eager to return to the studio and see some friendly faces.
For all types of volunteers, the best recruitment approach is to spread the word that you need volunteers through multiple channels. Create an online form that parents and other individuals can fill out that includes what tasks they would be interested in doing, what hours they would be available and their contact information. Link to this form on your studio’s website, and send it to parents, alumni and other people who you think may be interested via email.
Also, be sure to take advantage of social media to spread the word that you are looking for volunteers for the upcoming recital. Create posts about how you’re looking for volunteers and encourage your followers to share them, recommended VolunteerSpot. And, as the recital approaches, make sure you send out reminders via email or even mobile to volunteers about their commitments.
Emphasize the Benefits
Recital season is incredibly stressful, but don’t forget that parents, friends and alumni are all dealing with their own busy lives. To successfully recruit – and retain – volunteers, it’s important to keep a positive, upbeat attitude. It makes the experience better for everyone! Begging for volunteers or saying negative statements like volunteering “isn’t really that bad” or that “it’s hard to get help” sends out bad vibes and may turn off some individuals from helping out, noted PTO Today.
Instead, make sure you emphasize the benefits of volunteering to help with the recital, like the fact that parents can have a larger role in the action and can watch their kids and that you’re all working together to help the hard-working dancers shine in the spotlight.
Recognize Your Event Volunteers
In addition to highlighting the positive aspects of volunteering, providing perks for helping out goes a long way. Blake suggested that studio owners give volunteers a small gift like a 10 percent discount off purchases in the dance shop or a free ticket to the recital. You could also offer discounts on photos or flowers, or gift cards to local restaurants, cafes or day spas. During the recital, make sure you have snacks, water and coffee available for volunteers and check in with them throughout the event.
And above all, make sure you thank them. Your event volunteers are doing you a huge favor by helping run your recital, so make sure you acknowledge that you appreciate their time and effort. After your dancers are done performing, you could call up the volunteers onto the stage to thank them, or consider sending out handwritten thank you cards as soon as possible after the event.
Taking the time to thank volunteers reinforces strong relationships and makes them feel more inclined to help out again at next year’s recital and other studio events.
You’ve probably been here before – hunched over your laptop late at night, playing the same four seconds of music over and over again on your editing software trying to get it exactly right. Maybe a transition is too clunky, a background instrument is too loud or the fade out is too sudden. No matter the issue, music editing is a recipe for stress and frustration. Music editing apps for your phone are designed to help reduce some of the stress so you can get back to focusing on your students. The apps have streamlined, easy-to-use interfaces that simplify the editing process and make it conveniently portable, so you can tackle any editing issues or make quick adjustments whenever and wherever you are.
Try any – or all – of these music editing apps for using on-the-go:
Audacity is one of the most popular music editing software programs that dance teachers use, and Audacity Portable, the mobile app, means that you can take advantage of all of its useful functionality anywhere. Audacity is an open source software program that means that any developer can use the code to create their own versions of the original program, which is how the mobile app was created. Its layout is easy to get a grasp on, allowing you to make basic adjustments to tracks or “zoom in” for more intricate editing, and best of all, it’s free!
One of the leading music production programs for Macs, also has an app version for iPhones and iPads. GarageBand allows you to create your own songs with a variety of realistic-sounding digital instruments, but you can also easily edit imported tracks and add effects in seconds. For those that are new to GarageBand, The Dance Buzz gave a great tutorial on using the program here.
Hokusai Audio Editor
While Audacity and GarageBand were originally created for desktops, Hokusai was designed with smartphones in mind. The interface is optimized for use on touchscreens, meaning you can make music edits with just a swipe. You can use tools to normalize volume levels and fade-in and fade-out, and can alter the resonance or echoes. The app also features a neat “scrubbing effect” that means you can hear what the music sounds like as you move your finger down a track. And you can edit without worrying about making mistakes, since any changes can be easily undone.
WavePad Audio Editor
WavePad is a free app that contains the basic features needed for editing music. You can record and edit your own sounds and songs, and the app also works with third-party tracks. Your tracks are clearly organized for easy access and it comes with tools like filters that will make sounds clearer. However, WavePad is best for short choreography, between 3-5 minutes, since it does not have a zoom function that allows you to make more minute edits.
Notetracks is not part of the collection of music editing apps, but it is incredibly useful for dance teachers working with choreography, and is recommended by Dance Teacher Connect. With the app, you can easily make notes anywhere in a song and can clearly see the notes marked on the track, making it very helpful for when you’re creating a new routine. Notetracks also makes it easy to share your notes and ideas with others.
Music editing tips
Your expertise is dance, not music mixing, though effective editing will help your dancers perform at their very best. Dance Advantage offered several helpful tips for great music editing. Make sure the volume level is consistent throughout the track, since any discrepancies – even subtle ones – are distracting to both the dancers and audience.
Cutting and pasting is a common way to edit tracks, but it’s not always suitable – the site noted that mixing tracks and adding effects are very noticeable in stripped-down musical pieces with few instruments, so the cut-and-paste method is most effective for acoustic songs.
There are several options for those who want to share their love of dance with others – they can open a private, for-profit dance studio, teach at several different venues or host dance classes at local public schools. Another option to consider is running a non-profit dance studio. Depending on your goals, funding opportunities and community needs, operating a nonprofit dance studio may be the best choice for you.
What Is a Non-Profit Dance Studio?
A nonprofit is generally classified as a “charitable” or 501(c)(3) organization, according to IndependentSector.org. To be recognized by the Internal Revenue Service, nonprofits must demonstrate that they are not just operating for the financial gain of its owners, but instead exists to serve and improve the community.
Non-profit dance studios, like other charitable organizations, are different from for-profit studios in several ways. To register with the IRS, non-profit dance studios must submit a mission statement that guides their operation. All of the revenue generated by a non-profit dance studio goes back into the organization and is used to further the studio’s mission. As such, there is no “owner” of the studio but rather a founder or director. Non-profit studios do not have shareholders and instead are required to have a board of directors made up of community members that advise the studio on its direction, fundraising and budget, among other areas.
It is a common misconception that non-profits don’t make a profit. While it sounds counterintuitive, non-profits are still allowed to charge tuition. However, any profits must be put back toward the operation of the studio and the execution of its mission, and the board of directors has a sizeable control over how profits are used.
Why Should You Consider Being a Non-Profit Dance Studio?
Non-profit dance studios, like other charitable organizations, are exempt from many state and federal taxes, such as income, property and sales taxes. Non-profits also qualify for government funding and can apply for grants from arts foundations and other community organizations. These financial incentives can help ease some of the burdens that for-profit studios face.
Being a non-profit also allows you to focus on responding to a certain need in the community and give back. You may want to build a non-profit studio to help make sure that all children can dance, regardless of the income levels of their families, or to help teach troubled kids confidence and life skills through dance. With the revenue you earn through the studio, you can offer scholarships and other forms of financial assistance to students who can’t afford full tuition, shoes or costumes.
As Larisa Hall, owner of Tap Fever Studios in California, told Dance Studio Life why she decided to make her studio a non-profit:
“I didn’t want to have to say no to anybody. Anybody who wants to dance should be able to, even people with disabilities or who can’t afford it.”
Ways to Fund a Non-profit Studio
There are several funding methods available to non-profit studio owners, and they all benefit from a strong relationship between your studio and the local community. Research the wealth of grants available online – DanceUSA.org maintains a great list of current opportunities, and seek out grants from community and state-level arts foundations and non-profits, too.
Beyond grants, fundraising is very important for non-profits. Anyone who makes a donation, whether they’re parents or community members, can deduct their contribution when they file for their taxes. By staying dedicated to your mission and highlighting the ways that your studio benefits the community, you can strengthen your fundraising efforts and clearly demonstrate the value of donating and working together between students, parents, board members and the local community.
Volunteering is also vital to a non-profit dance studio. Involve parents as much as possible, and look for strategic partnerships in your community that will be mutually beneficial. For example, have your studio teach classes at a fitness center in exchange for free access to its programs.
Finally, be sure to take advantage of modern fundraising techniques enabled by the Internet. Crowdfunding sites like Kickstarter, GoFundMe and IndieGoGo can help fund some of the costs of building and running your non-profit studio. IndieGoGo cited the American Tap Dance Foundation, which exceeded their goal to raise $5,000 for a lighting system in a new facility it had recently moved to.
While building a non-profit studio can be a difficult process, there are many success stories. Just one is Dancing in the Streets AZ, a non-profit studio started in 2008 by Joseph Rodgers and his wife Soleste Lupu. They created their studio from money they had received at their wedding with the mission to provide dance education to high risk children and youth. The accessible dance education the studio provides steers children away from unhealthy situations and activities and instead gives them a place to make positive connections and learn the value of discipline and hard work.
Dance Studio Life profiled the success story of Nela Niemann, artistic director of Blue Ridge Studio for the Performing Arts in Virginia. She runs the studio herself and teaches 140 students along with a small number of part-time teachers. She started her non-profit studio to make dance affordable to every child, and in one season distributed nearly $20,000 in scholarship to children in need.
For the second year in a row, we are excited to present the survey results collected from our most recent survey. We asked dance studio owners to answer questions about their dance studio management software. This year we’ve definitely noticed some recurring trends about how studio owners choose their dance studio management software, how they utilize it, and what they like and dislike about it.
The percentage of studio owners that are using dance studio management software increased 8% last year, from 67% in 2014 to 75% in 2015.
The three most important features of studio management software are still billing and payment processing, class management, and email or text communication, and online registration is gaining in importance.
Studios that fully embrace credit card payments see a vast majority of student payments come in via that method, though studios across the country vary widely in their ability to process credit card payments.
Overall satisfaction with dance studio management software has increased by 7%, with 82% indicating that they were either “extremely satisfied” or “somewhat satisfied”.
Read the In-Depth Report on Survey Results
To see the full summary of the survey results, please enter your email below.
A dance studio is a large, open space suitable for a variety of activities, so why not get the most out of it? Dance studio rental is a fantastic way to maximize revenue. But don’t hand over the keys just yet – read our guide below to get started.
Why Rent out Your Studio?
Renting out your dance studio is a great way to generate extra income, especially during the slower summer months. Once you secure trustworthy renters, the effort on your end is minimal – you make money simply from letting someone use your space. Renting is especially helpful if you need to travel to attend a conference, perform in a show or even just take that well-earned vacation you’ve been putting off for years – with other people using your space, you can rest easy knowing that the power won’t be shut off at your studio while you’re away.
Dance studio rental also generates additional income by exposing your classes and services to new clients. Everyone that attends events held by renters at your studio will see firsthand the programs you offer and the space’s atmosphere, which can lead to new students. This type of exposure can sometimes be more effective than traditional marketing methods.
Who Can You Rent To?
The versatile design of a dance studio makes it a great fit for a wide range of activities. You can rent out the space for children’s birthday parties, and, if you have the resources, parents can hire one of your instructors to lead the party. The wood floors, high ceilings, sound systems and mirrored walls make dance studios a great fit for hosting fitness classes, like pilates and yoga.
If there’s a gym located near your studio, ask if they need extra space to hold their classes. Community groups and children’s scout troops are always looking for open spaces where they can hold events and meetings, too, along with local small businesses searching for an open space for team-building activities, retreats and training seminars.
Another creative way you can rent out your studio is by using it as a theater. Hanging black curtains on rods, adding seat risers and installing a few extra lights on the ceiling can transform a practice space into one fitting for performance. Dance Studio Life interviewed one studio owner who made an area of her studio workable as both a teaching space and a theater on a budget.
“You don’t have to have a large pocketbook to do the things you want to do. You just have to have a mission and share it—if you build it, they will come,” said Jonna Maule of Company Ballet School and Performing Arts Center in Spokane, Washington, in an interview with the site.
Once you’ve equipped your space with the basic theater equipment, you can rent it out to local performance groups, schools, dance troupes and bands. An added bonus is that your dancers now have a performance space in their studio, too.
“Successful renting depends on preparation and research.”
Liabilities to Consider
Successful and profitable renting depends on adequate preparation and research. Your first step should be to check whether your lease agreement for your facility allows you to rent out the space to other people, according to Dance Teacher magazine.
Safety is also another important consideration. Read up on your existing insurance policies and what they cover for outside renters and create a rental agreement outlining the risks the renter is responsible for that you can share with each client. It’s also necessary for the renter to have their own liability insurance so that you are not held responsible if they injure themselves during their classes or events.
Building a dance studio from the ground up is an exciting endeavor, but it’s also an intimidating one. There’s a lot involved in transforming an empty lot into a gleaming dance studio. It’s important to spend time researching all the steps involved in the process so there are as few surprises along the way as possible. Failing to consider certain requirements or design standards can cause problems later down the road, and adding on components after your studio is already built is complicated, costly and time-consuming.
So, make sure to head into the building process confident and informed. Here’s a quick guide to building a dance studio the right way.
Before you break ground on building a dance studio, you need to familiarize yourself with local zoning and construction regulations and any operating permits you’ll need to acquire. Zoning laws dictate that certain types of businesses can only be built in specific areas, for example, commercial properties cannot be located within a certain distance from residential neighborhoods. Zoning laws vary by community, so the U.S. Small Business Administration recommended contacting your local planning agency to figure out the property laws in your area.
Your dance studio will likely also need a series of permits and certifications, including a “CO,” which is a certificate of occupancy. To receive a CO, your building will need to pass building inspections and receive fire safety and health permits, and the Houston Chronicle noted that some areas require dance studios to pass additional measures. So, make sure the design plans of your studio are compliant with the health and safety standards of your state and community.
You’ve probably danced in a studio that was too dark, had a floor that was too stiff or ceilings that didn’t seem quite tall enough. For your students to dance their best, they need to be in a comfortable and open environment that’s designed with them in mind, so it’s important to make sure every aspect of your studio is optimally designed. Consider these main components of a dance studio:
For the most effective practice, a dance studio space should be designed to mirror a performance venue, which means a wide, rectangular area. It may seem creative or cost-effective to design a rounded space, but irregular shapes like these make it difficult for dancers to easily determine the front of the room. A large area allowing for uninhibited diagonal movement is vital.
Think about how many students your studio space will need to accommodate at one time, as well. The British National Dance Teachers Association recommended providing a minimum of three square meters of space for every young dancer of preschool or elementary school age and five square meters for every older dancer. Specifically, it advised dance spaces for children to be at least 150 square meters and adult spaces to be a minimum of 10 x 9 meters. And think about your ceiling, too – it should be tall enough for dancers to lift one another without worrying about smacking their heads on a beam!
The wrong type of floor has serious consequences for dancers, and can damage joints and muscles. It’s important to consider your bottom floor layer and top it with ample padding and support. Wooden, sprung floors are the ideal type for a dance studio. Cement floors are always avoided, however if you’re building your studio from the ground up, it’s hard to avoid using cement as at least the bottom layer of the floor. Consider building a wooden, sprung dance floor slightly above the ground to ensure dancers are fully supported. Harlequin Floors provides a comprehensive, in-depth flooring guide that is a great resource for those building their own studios.
No dance studio is complete without mirrors, which are essential for perfecting form and technique. They should be installed seamlessly, so one single smooth image is presented, and dancers should be able to see their feet on the ground when looking into them. You can install barres in front of some of the mirrors, but make sure you have one wall with mirrors that are completely unobstructed.
Don’t leave figuring out your lighting until after your studio is built. As NDTA noted, the cost of installing wiring and sockets is much more expensive later on – after the studio is finished – than it is at the beginning of the construction process. Overhead lighting should be soft and florescent and evenly spread out across the room. Windows can be great for letting in bright, natural light, but make sure they are positioned higher up on the walls so as not to be distracting to the dancers.
Other necessary components for building a dance studio include lobby and office areas, ventilation and climate-control systems, sound insulation and security systems.
“It’s well worth spending the time to vet the best contractor to build your studio.”
Choosing a Contractor
With all the other things you have on your plate, you may be tempted to just hire the first contractor that pops up in a Google search. But it’s well worth spending the time to find the best contractor to build your studio. Make sure to thoroughly check the credentials of any contractor you’re considering hiring. G2 Builders recommended calling at least three previous clients as references for each company, asking for a copy of their licenses and making sure their insurance is comprehensive and at minimum includes liability and workers compensation.
Building a dance studio is a big undertaking, but with some research, planning and preparation you can have the studio of your dreams. A successful dance studio requires a strong foundation, so make sure you keep in mind the considerations above to build your studio the right way.
With the chilly temperatures and few hours of daylight, summer seems ages away. While it’s hard to imagine lazy days of sun during not-so-fun January, it’s a good time to start thinking about how you will generate revenue for your studio during the summer months. Since many families go on vacation, ensuring your dance studio has an income from May to September takes some creativity. There are many summer dance ideas that your studio can keep revenue up during the summer months, including camps, intensives and workshops, and by renting out your facility.
During the summer, we’re all guilty of spending a few too many minutes daydreaming about the beach while we’re supposed to be working. But keep in mind that kids are even more susceptible to laziness and distraction during these dog days. To remain profitable over the school break, dance studios need to offer creative programs that keep students engaged and entertained.
Here are some summer dance ideas your studio can generate income this summer:
Summer camps are a win-win for everyone: Kids get out of the house, parents get some more time for themselves and dance studios get increased visibility. Camps can take place over a few days, a week or even a full month. Whichever duration you choose, the important thing is that your attendance policy is flexible. Since families have vacations and other commitments during the summer, letting students drop in and avoiding scheduling camp on Fridays and weekends makes the program convenient for parents. Also, allowing parents to pay for a total number of days, as opposed to one set fee for the entire camp, accommodates summer plans and reduces stress, which ultimately means greater profits for your studio.
Camps are especially great for young children, who are typically at home during summer break with lots of energy to spare! While your camp should include some elements of dance, it’s important to keep in mind that kids are raring to let loose and have fun. A creative camp theme that combines movement with crafts and other activities will garner the most interest and keep kids engaged.
Here are some easy theme ideas:
Princess Party: Kids will love living out their fairy tale dreams with this theme. Have them wear their favorite costumes to camp and spend the day dancing to songs from princess movies. Kids can decorate crowns as a fun craft, and lunchtime can be transformed into a royal tea-time!
Fairy/Butterfly Garden: Have the kids don sparkly wings for a day of fluttering fun. After learning some simple choreography, campers can “fly” around the room, maneuvering their way past some easy obstacles. The fairies or butterflies can pair up and learn a dance routine together that they then present for their friends. For a craft, the fairies can decorate wands and the butterflies can draw or paint colorful butterfly friends.
Pirates: A great idea from Dance Studio Life is offering camps that are geared more toward boys at the same time as your other camps, since parents are then more likely to enroll siblings. Mini-mateys will love a swashbuckling pirate camp, where they can learn simple dance-inspired “sword fight” routines (with foam cutlasses, of course!) and watch scenes from their favorite pirate films.
Intensives appeal especially to teenage and young adult dancers and are a great chance for students to dive into subjects that they may not have a chance to learn about during the school year. Try to make them as creative and in-depth as possible to attract the most students. To give your intensive an extra draw, hire “guest teachers” from local universities or big city-studios. Another idea is to focus your intensives on unique specialty subjects that expand students’ experience with dance. For example, Juilliard’s three-week summer intensive includes classes in yoga and improvisation, and collaborates with the music program. Another creative idea is the Dance College Preparation Intensive offered by Cornish College of the Arts, which provides students with technique classes in several styles along with lectures in helpful areas like essay writing.
One-day workshops are flexible and low-commitment, which makes them perfect for the summer months. To attract the most students, keep the purpose of the workshop ultra-specific. Dedicate the day to improving a specific set of moves, or focus on other useful skills, like choreography or improvisation. Think about an area that’s important for a dancer to learn in order to improve and grow, but that isn’t usually offered in regular classes. For example, Skidmore College’s Summer Dance Workshop includes a course in Performance Techniques.
“Rent out your studio for birthday parties or town recreation programs.”
Rent Out Your Studio
In addition to offering the programs above, renting out your studio will help you garner a higher income during the summer. Rent out the studio for birthday parties and town recreation programs or to school teams and fitness instructors. Consider the demographics and specific needs of your community to generate the most revenue from renting out your facility. DanceTeacher magazine profiled the owners of Downtown Dance Factory in New York City, who began offering birthday parties after noticing that there was a space in the local market.
“We knew from our own experience as moms that there was a demand for interesting, well-run birthday parties, and in downtown Manhattan, hardly anyone has room for that type of party at home,” said Hanne Larsen, one of the owners, in an interview with the magazine.
Beyond creating additional income, renting out your facility introduces new dancers to your programs. The more people that come into your studio, the better, and many parents whose kids attend events or parties at your studio will enroll them for classes come autumn.
Keep your studio hot this summer with these creative income generators.
Well-developed studio policies are essential to keeping your dance studio running smoothly. Not only that, they also help keep your sanity intact! If your policies are poorly drawn up, or don’t cover what they need to, then your classes will be disorganized and inefficient, dealing with parent and student issues will be a headache and you may not even receive the tuition payments that you deserve.
Strong, clear-cut studio policies are the gears that make the dance studio machine turn. However, creating policies is not as simple as just jotting a few basic rules down. Read on to learn how you can create the best policies for your business.
The Bottom Line
Suzanne Blake Gerety of DanceStudioOwner.com told listeners in a recent webinar that studio policies are the terms of a business transaction. Keep this thought at the forefront of your mind when creating your rules.
“When someone becomes a student, it’s easy for us to get caught in the warm welcome, without realizing that you’re doing a business exchange: tuition for education,” said one of the hosts.
You can’t continue to operate your dance studio and share your passion with students if you can’t make a profit. While emphasizing payment requirements may seem uncouth or harsh, it’s absolutely necessary to make sure they’re clearly communicated in your policies. Your time and expertise is valuable, so don’t be afraid to strongly express payment requirements – and stick with them. If a parent has an issue with tuition or other financial expectations, you can then point to the policies that were agreed upon ahead of time.
Keep It Snappy
Another factor to keep in mind when drafting your dance studio’s policies is that, like it or not, people have short attention spans in this digital age. That doesn’t mean you should skimp on creating comprehensive policies or leave things out, however, it’s worth it to think about how you can most effectively communicate your policies. Parents deal with demanding schedules and a million different responsibilities, not to mention how they have many forms to sign and disclaimers to read over for their children on a daily basis.
“They have messages coming at them from 8 million different directions and it’s getting more and more challenging to deliver and get the message into their hand, not only get it to them, but make them clearly understand it,” said one of the webinar hosts.
Keep policies clear and concise, and use images wherever you can to dynamically convey information. Bullet point lists break up longer blocks of content so parents can digest it more quickly. Put the most important information at the top, and bold, use color font, use all capital letters – or do all three – to make important deadlines stick out, or otherwise they will be missed. Also, post your policies in as many places as possible, so it’s easily accessible and never more than a few clicks away. Upload them on your website and email them to parents, and make sure you’re constantly regularly reminding students and parents about them.
Topics to Include
DanceStudioOwner.com provided a helpful checklist of which topics should be covered in your policies. These include:
Tuition and fee general information
Tuition & fees due date
Releases, consent forms and privacy policies
Attendance expectations and minimum participation policy
Dress code, class attire, student/parent conduct, studio rules and regulations
The most well-crafted policies in the world, however, don’t matter if they can’t be enforced. As one of the hosts of the policies webinar said:
“This is the hard part: imposing the late fee, kicking the kid out of class, not letting them perform in the recital. We agonize over this. Let me tell you, your policies do not carry any weight if you’re not ready to enforce them.”
Making sure your policies are followed ensures that you can provide the best dance education and experience for your students.
You’ve put together your class schedule and written your studio policies, but one of the most important tasks still has to be done: deciding how you will process payments. As using cash and checks has fallen by the wayside, credit cards have become the preferred form of payment. Her are some tips for secure credit card processing for your dance studio!
Why you Should Accept Credit Cards
Accepting credit cards helps ensure your studio generates as much revenue as possible. One way it does this is by making it convenient for parents to pay tuition and other fees. Paying with a credit card takes just seconds and, depending on your system, can take place almost anywhere, whether online or from a mobile phone. Parents are already using credit cards for their children’s other activities and expenses, and by accepting credit cards you make sure parents can pay the way they prefer and don’t see your studio as that one difficult business they have to deal with.
As more and more dance studios accept credit cards, it’s important that your business remains competitive. Jon Koerber, software expert for dance studios and gymnastics classes, cited that online credit card transactions increased from $2.8 billion to $4.8 billion between 2006 and 2012, and they are only set to grow even more. Credit card processing is no longer weighed down to a clunky machine – they’ve been released online and in mobile applications. As Koerber wrote in a blog post for Capterra:
“You’ll also be losing business to your competitors if you not are doing business around the clock … And all the more so if [parents] can go ahead and sign up for classes from their living room after dinner. If your competitors have online registration and payment processing but you don’t, guess which dance studio will get the new customer after hours.”
Beyond providing convenience for your clients, accepting credit cards also makes everything easier for you. All the payment information will be stored in one place, which makes it simple to view or print revenue reports and quickly access the payment history of certain customers. All the complicated tasks involved with handling and depositing funds is left to the credit card service, which leaves you more time to run your studio.
What You Need to Get Started
You first need to identify which credit card providers you want to accept. Most business accept Visa and MasterCard, while some choose to also accept American Express. Then, you need to select a merchant account service. DanceExec explained a merchant account as “a kind of bank account designed to enable your business to accept payments by debit cards or credit cards. Your merchant account establishes an agreement between you the merchant and the merchant account bank on how to settle money you receive in the form of payment card transactions.”
Make sure the merchant account service you select enables you to accept credit card payments in multiple ways – ideally in-studio, online, over the phone and via smartphones. This way, parents can have a variety of payment methods available to them and can choose the one that’s most convenient for them, wherever they are.
Once you have chosen a merchant account and bank and have been verified, you can begin accepting credit card payments. While you can track and manage credit card payments on a separate system, most major dance studio management software companies enable credit card transactions in their overall system. This is a great option because the credit card transaction program is already fully integrated into the rest of your studio’s systems, which saves you time and headaches!
If you’re accepting credit card payments, you’re dealing with sensitive financial and personal information. So, you need to make sure you’re following the highest measures for security and privacy. Make sure the merchant account service you select has a strong record of PCI, or the Payment Card Industry Data Security Standard, compliance.
Another security consideration is where the credit card payment information is stored. The information should not be kept on your computer or on servers owned by credit card transaction software that you use – instead, the data should be stored securely on an independent server.
Costs to Be Aware Of
Accepting credit card payments comes with several fees. One is gateway fees, which are the fees that merchant accounts charge each month for verifying that the credit card used in each transaction is in good standing. Other merchant account fees include a monthly fixed management fee and PCI compliance fee.
Additionally, there are small fees placed on every individual credit card transaction. These include an interchange fee, which depends on the type of credit card used, discount fees and per-transaction fees. The specific fee amounts vary from provider to provider, so make sure you compare these figures when choosing a merchant account to get the best value for your money.
Though setting up secure credit card processing requires some initial research, the benefits for your dance studio make it well worth the time.
You’ve jumped and soared to incredible heights throughout your dance career, but now it’s time to make your biggest leap yet. With a love of dance and a passion for sharing it with others, you’ve decided to open your own brand new studio.
Editor’s Note: Since the publication of this article, TutuTix has created an even more in-depth resource for studio owners looking to take their studios to the next level. You can download the official TutuTix E-Book for FREE by following this link!
Starting a dance studio involves considering a wide variety of categories that concern everything from advertising methods to payment processing systems. It’s a lot to think about, but following a checklist will help make the process a little less stressful. We’ve outlined the major categories involved in how to start a dance studio, and the smaller tasks that they encompass:
Of course, after passion and determination, the most important thing you need to open a dance studio is money! While you can’t predict every expense, try to prevent surprises. Hiring a financial advisor is a smart move to make sure that you have sufficient savings to not only start your dance studio but continue operating it for the long-term. An advisor can also help you determine if you need to take out loans to help finance your business.
The first category you need to consider when starting a dance studio is location. You need to reconcile your studio’s ideal location with the facility size and layout that best suits your needs. A studio located in a populated, busy area that’s visible to passing traffic will get you noticed the most and draw in more customers. The location should also be in a neighborhood that’s safe for children. Research the demographics of the area and how many other dance studios are located in the proximity. When looking at building layout, consider how many rooms you want the studio to have and the number of office spaces, storage rooms and bathrooms needed. Make sure the lobby and reception area is spacious enough to be comfortable. Your studio will also need to have more than enough parking spots to accommodate not only the daily class load but the added influx of parents and students during performances and other special events.
A strong, well-developed brand communicates who you are and what you have to offer to clients. Branding involves a range of duties, including choosing the decor of the studio, deciding on a name and creating a unique logo and sign. You should create a business plan early on, and in this plan outline your mission statement, values and goals. Think about what makes you and your teaching style unique and valuable to students. Make sure you dedicate ample resources to advertising, because you will have to rely on it as a new and unknown studio. Create business cards, brochures, a company website and advertising campaigns on social media sites. Contact local schools and community groups to investigate opportunities for partnerships and collaboration, and see if you can participate set up a table at at town events like festivals and parades. Hold an open house day, and consider offering incentives for signing up for classes on the day, like studio-branded dance gear or a discounted tuition rate. A strong brand helps customers recognize the value of your services, so don’t skimp on getting your name out there.
Starting any kind of business is a confusing and taxing process that gets even more complicated when you add in all the legal mumbo jumbo. Consider hiring a lawyer to help you deal with these complexities. A lawyer can read over and advise you on the lease of your building, and can help you make sure that you register your business correctly. Take out an insurance policy and draw up waivers and other necessary forms to help protect and support your studio. Enlist the help of other legal and business professionals to ensure that your studio complies with all health, safety and environmental standards and that you possess all necessary permits. You may also need to determine if you are required to pay music licensing fees.
Order and install the big pieces of your studio, like padded or marley floors, floor-to-ceiling mirrors and barres. Buy a sound system for the studio, and sound-proof each studio room as much as you can to cut down on excess noise and distraction. Is there sufficient lighting in classrooms, throughout the building and in parking lots? Beyond dance equipment, you also need the basic equipment required for running a business, like a computer system, studio-management software and payment processing system. In order to accept credit card payments, you’ll have to register merchant accounts with the major providers. Install locks and a security system in the studio to help ensure it is safe and protected. You’ll need to maintain your studio, too, so set up regular shipments of cleaning supplies and restroom products. And don’t forget WiFi!
“Establish your studio policies early on.”
Think about all the things that will be necessary for you to successfully run your new studio. Establish your studio policies early on, including tuition rates and attendance and discipline rules. Create your schedule, deciding when the registration period for classes will be, how many and which types of classes you will offer each week and when and where performances will be held throughout the year. Create a document including your policies and calendar and make copies of this. Determine how many instructors and staff you will need to cover all your classes and what experience and skills you require, and hire those that are a good fit with the culture and attitude of your studio.
Follow this checklist to on how to start a dance studio and get started on the right foot.