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The #1 Dance Studio Owner Recipe for Success!


Studio Owner Article


Improve Staff and Customer Communication

“The more I know, the more I realize I know nothing.”  Socrates

Dance Studio Owners please take stock of the above quote! After 34 years of running a successful dance studio we have tried to live by these words. Yes, there are many things we do right but there are many things we have improved upon because we were open to change and because we know we don't know eveything. Even when we think we do! I know and understand that many of us do not like change because there is a comfort level in how we do the things we do. But when we move forward and revamp or change all together, we find that our Dance Studio and most importantly our customers will benefit greatly.

The #1 Dance Studio Owner Recipe for Success is: Embrace Change!

This past year a long-time staff member and our studio manager decided to move on. We hired two new people to take over the jobs she had done. While we were concerned initially about replacing her it has turned out to be an amazing move for our business. Bringing in a fresh set of eyes has opened our eyes on how we can do things better. The best part is our customers have also seen the difference and they like it! Sometimes change will happen without us even wanting it to happen and it is all for the best. The key here is to embrace change and even invite it into your dance studio. Be on the lookout and ask how you can do things better. Not all ideas and suggestions will work for you but knowledge is power. And you don’t know what you don’t know…

“And I say unto you, Ask, and it shall be given you; seek, and ye shall find; knock, and it shall be opened unto you.” Luke 11:9

Here are a few more success principals to add to your dance studio owner recipe!

  • Keeping in constant touch with your customers so you are constantly in their minds. Ways to do this are by sending out birthday cards to students, having a parent get together party at your studio either in small groups or perhaps using a tent outside, sending out surveys to find out what they like and don't like about the studio. Newsletters and e-mail blasts are a great way to promote upcoming events. Do some simple customer appreciation events at the studio like having an ice cream welcome party where you can show parents how to make their children's buns for class or do face painting
  • Make sure your students’ progress every year. If you can show people that you are an institution of advancement you will build a great loyal clientele. Build or use an established syllabus that can be followed by your faculty. Your reputation is very important and while we can't make everyone happy, if we are training the students and they are progressing in all ages and levels, plus you make it a pleasant experience for the parents and students when they walk into the studio, the word will get around quickly!
  • Don't let the parents run the ship, let them have input not power! I have seen a number of studios that have been run into the ground because of parents having too much involvement in the daily operations, so much so, that they believe they are running the place! Don't let them know how much money you make, how decisions are made and what all of your plans are. Be careful of parents that are working for you. Especially if they are at the front desk or as managers. If they start to tell you what you should do or what you are doing wrong, you may have a problem. I highly recommend that you try to hire people that are not your customers.
  • Get your entire staff to share your vision. Once you have acquired the right people it should not be a problem for them to share your vision. Help them see your vision by giving them written manuals and by working with them hand in hand to help them succeed. Make sure that your front desk person is a friendly, outgoing person who knows your program inside and out and is great on the phone.

If this whole pandemic has taught us anything, it is that we need to be adaptable. And part of being adaptable is embracing change. Remember the slogan the US Marines use and dance studio owners can and should use it as well: "Improvise, Adapt, and Overcome."

So, there you have it. Use this dance studio owner recipe for success and watch your business prosper and grow!

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Steve Sirico

Steve Sirico

Steve is co-founder of Dance Teacher Web the number one online resource for dance teachers and studio owners worldwide.He is Co-Director of the very successful D'Valda and Sirico Dance and Music Center in Fairfield, CT for the past thirty plus years. His students have gone on to very successful careers in dance, music and theater. Originally from Norwalk, Ct, Steve excelled in track and football. He attended the University of Tennessee at Martin on a sports scholarship. Deciding to switch and make his career in the world of dance, he studied initially with Mikki Williams and then in New York with Charles Kelley and Frank Hatchett. He has appeared in a number of theatre productions such as Damn Yankees, Guys and Dolls and Mame in New York and around the country and in industrials and television shows. He was contracted to appear as the lead dancer in the Valerie Peters Special a television show filmed in Tampa, Florida. After meeting Angela DValda during the filming they formed the Adagio act of DValda & Sirico appearing in theatres, clubs and on television shows such as David Letterman, Star Search and the Jerry Lewis Telethon. In 1982 they were contracted to Europe and appeared in a variety of shows in Spain, Portugal, Sweden, Finland, Switzerland and Italy before going to London, England where they appeared as Guest Artists for Wayne Sleep (formerly of the Royal Ballet) in his show Dash at the Dominium Theatre. Author of his Jazz Dance syllabus and co-author of a Partner syllabus both of which are used for teacher training by Dance Educators of America, He has also co-authored two books one for dance teachers and one for studio owners in the "It's Your Turn" Book series. He is available for master classes, private business consulting and teacher training development

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