5 Steps to Ensure Your Students Return

It’s Time to Prepare for Next Season’s Enrollment! 

By Paul Henderson

Everywhere we go this question inevitably comes up – “How do you get your students to re-enroll for next season’s classes?” Seems odd to be thinking about this in February, right? But, this might just be the most important topic and the most important article you will read this season. Here’s why. 

The bulk of a dance studio’s revenue comes from tuition. Also, it’s common knowledge that, for any business, it’s much less expensive and easier to service existing customers than to recruit new ones. And, whether you like it or not, your business is competing for students with other dance studio businesses in your area.

So, it makes sense that the most important long-term financial concern of your business, other than a great faculty and an excellent curriculum, is year-over-year student retention. One could argue that a great curriculum and fantastic teachers will guarantee that most students will re-enroll, but there are other forces working against your studio at all times. You need to be aware of these forces that cause attrition and act decisively to counteract them.  

Forces you must acknowledge and deal with:

  • Other activities, such as soccer, gymnastics, softball, music lessons, etc.
  • Economic/financial pressures on parents
  • School
  • Vacations
  • Other dance studios in your area!

Knowing that you need to act decisively to retain your students is the first step. Implementing and carrying out a good plan is a different issue. Here is the plan that we use at our seven studios.

1.    Give written or electronic “evaluations” to each and every single dancer for each of their classes in your studio. The dancer evaluations are like a report card. They make your studio more professional and they make the dancer and their parents feel special. They help each student feel valued and noticed, and they help with student improvement and focus. Yes, they take time, but isn’t each student worth about four to five extra minutes each season to ensure they return next season? Just do the math. Would you spend three to four minutes to earn $500-600 in tuition? Of course you would! We hand these evaluations to the dancers a few weeks before the schedule is published.

2.    Be the first studio in your area to publish your summer and fall schedules. For us that means February for the summer schedule and late March for the Fall schedule. Some studio owners fear that publishing their schedule before the other studios in their area exposes the schedule to the very people they are competing with. That’s okay! Remember, you are going for RETENTION here, not new students yet. You must make sure that your existing students commit to your schedule first. This means beating everyone else to the punch. It’s absolutely critical. Plus, it makes you appear more prepared and professional.  

3.    Aggressively promote a “Registration Day” to your existing clientele. Registration Day is the first day where you will accept registrations for the new season(s). This internal promotion via email, posters, signs, social media and instructor’s in-class announcements starts the dancer’s parents thinking about next season.  

4.    Provide a special discount for students who re-enroll. For us this means that on Registration Day only, the registration fee is waived. For brand new students, the registration fee is discounted, but not free. You will be shocked to see that 50-60 percent of your students will all enroll on the first day that registration is open and a lot of new students will register because they’ve heard via word-of-mouth from their friends who are already enrolled. Since classes are “limited” in size, the first day of registration is the only way some students can ensure they get the teacher and the class day and time that they want.

5.    To reduce/eliminate the possibility of a student enrolling in the wrong class level do two things: A) Manually enroll your “performing company” dancers into their ideal classes, but don’t charge them until they’ve given you the go-ahead. B) Provide “recommended classes” for each student in which to enroll next season. The best way to deliver this information is via the “dancer evaluation form” mentioned in Step 1 above. Simply list each class that you offer on the form and then “check mark” each class in which the student could/should enroll. Also, on the form, provide clear instructions on how a student can re-enroll. For us, this means reminding them of the first day of registration, the “call-to-action” promotion (i.e. Registration Fee Waived on such and such date), and a link to a page on our website where enrollment and payment is handled via our studio management software online/automatically.

With some planning, you too can ensure next season is your best ever, but you have to start now.

Paul Henderson

Paul Henderson

About Paul Henderson
Paul Henderson is an expert on administrative technologies for the dance industry and has been around the business for almost 30 years. His sisters were elite state champion gymnasts and dancers and his mother owned a dance studio and eventually a dancewear store. He managed the dancewear store for a few years before moving to the San Francisco Bay Area. He and his wife, Tiffany, currently own and operate Twinkle Star Dance™ – an online choreography and curriculum system for recreational dancers ages 2-11; seven successful dance studios in Northern California (www.tiffanydance.com) and one in Southern California. Tiffany’s Dance Academy’s annual enrollment of over 4,500 students caused Paul to invent ways to automate most of the day-to-day business transactions that take up so much of a studio owner/instructor’s time. Paul’s goal has always been to smooth out the business side of the dance studios so that his wife can spend more time in the studio doing what she loves…teaching. Automating online registration and monthly automatic tuition payments was achieved eight years ago but perhaps the most revolutionary invention is his web-based application – CostumeManager.com.

About CostumeManager.com
For the past six years, Paul Henderson has worked tirelessly with most of the major costume and dancewear manufacturers to consolidate their catalogs into one searchable website. Developing relationships with these companies has been crucial to the success of CostumeManager.com and his efforts have paid off for studios all across the United States and Canada. By creating one searchable website, it is possible for a studio owner to browse all catalogs simultaneously, assign items that they like to a dance class, establish their profit margin, create an online store or print a color worksheet for dancers explaining how they can order their required and or/optional items online or via toll free telephone. Dancers purchase their items securely online and CostumeManager.com orders, receives, sorts and ships the individually packaged items to the studio owner. The studio owner or instructor cashes their “commission” check, hands the bags of goods to the dancer and goes back to teaching. CostumeManager.com eliminates 90% of the work and all the worry associated with distributing costumes and dancewear to dancers while preserving all of the profit margin…if not more.

To connect with Paul Henderson and CostumeManager visit www.CostumeManager.com, www.TwinkleStarDance.com, or www.TiffanyDance.com.

Photo (top): © Antoniodiaz | Dreamstime.com.

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Must Read Broadway Biographies

By Mary Callahan of Dance Informa.

What exactly does it mean to be a smart dancer?  You show up to class, give one hundred and ten percent, and even practice more once you get home.  But do you really understand what you’re dancing—what the style is, when it was created, and by whom?  Learning the history behind dance – of any genre – will not only enlighten you but also make you a more knowledgeable and engaged performer.

Musical theatre can sometimes be the hardest style of dance because you’re forced to take on a different persona from another time and place.  Ballerinas often struggle to perform the hunch-backed, pigeon-toed steps of Bob Fosse while heavy tappers have to practice the grace and ease of Fred Astaire’s phrase work.  You wouldn’t turn in a book report without reading the book.  So why would you perform a dance without studying where it came from?  By researching these Broadway dance legends you’re essentially doing your homework outside of the studio.

Wondering where to begin?  Dance Informa picked out a few stellar biographies to help you get in touch with some of the signature styles of musical theatre.

Steps in Time: An Autobiography – Fred Astaire

We all know Fred Astaire, one of the greatest entertainers of American history who effectively revolutionized the movie musical.  However, at one of his early screen tests, a studio executive commented that Astaire, “Can’t sing.  Can’t act.  Slightly balding. Can dance a little.”  It’s a good thing Astaire didn’t let that get to him!  Astaire’s film career finally took off when he was paired to dance with Ginger Rogers (take a look at her autobiography, Ginger: My Story).  With his debonair style, quick feet, and classic charm, Astaire starred in Hollywood films and Broadway musicals such as “Funny Face,” “Swing Time,” “Royal Wedding,” and “Easter Parade.”  Astaire’s own autobiography gives us a glimpse of the man behind all the fancy steps.  And his writing style is as sweet and sophisticated as his tap dancing.  While he suffered the typical highs and lows of show business, Astaire handled it all with class.  Noted by George Balanchine as “the greatest dancer of the 20th century,” Fred Astaire’s chic and stylized movement is still ever-present in the dance world today.

Before the Parade Passes By: Gower Champion and the Glorious American Musical – John Anthony Gilvey

With beloved hits like Hello, Dolly!, Bye Bye, Birdie, and 42nd Street, Gower Champion was surely one of the kings of Broadway’s Golden Age.  In fact, Gilvey argues that Broadway’s Golden Age spanned from Champion’s Bye Bye, Birdie in 1960 to Champion’s 42nd Street in 1980.  He won five Tony Awards for his choreography and three others for his direction of musicals. Nevertheless, Champion is surprisingly often left out of the list of the greatest Broadway choreographers.  Gilvey’s biography strives to preserve Champion’s legacy.  He recounts Champion’s early television and film career with his wife and dance partner, Marge Champion.  The pair performed for New York’s hottest nightclubs and hotels as well as in a number of Hollywood films.  This book highlights what made Broadway’s Golden Age so glorious and why Gower Champion deserves to be a remembered name.

Dance with Demons: The Life of Jerome Robbins – Greg Lawrence

Jerome Robbins was notoriously one of the toughest director-choreographers of all time.  Though he made a lasting mark on Broadway through legendary shows such as West Side Story, Fiddler on the Roof, Gypsy, and The King and I, Robbins has left a controversial legacy.  While shooting the film of “West Side Story,” Robbins rehearsed the dancers to complete exhaustion, demanding so many hundreds of takes that he was eventually fired from the project.  In Dance with Demons, Lawrence digs deep into Jerome Robbins, the man—off-stage.  Like so many others, Robbins suffered from his own private demons, feeling tortured by his overwhelming perfectionism, his bisexuality, his relationship with his parents, his religion, and his participation in the McCarthy hearings of the 1950s.  During his life, Robbins dealt with his demons through hostility and aggression.  But in Dance with Demons, Lawrence peels away Robbins’ layers of anger to uncover the true genius within.

A Chorus Line and the Musicals of Michael Bennett – Ken Mandelbaum

Though Michael Bennett’s life was short (he died of AIDS at the age of forty-four), his impact on the dance world is legendary.  While Bennett is often grouped together with choreographers like Jerome Robbins and Bob Fosse, he did not have a signature style to his name.  Nevertheless, with shows like Promises, Promises, Company, Dreamgirls, Follies, and A Chorus Line, Bennett won seven out of the eighteen Tony Awards he was nominated for his choreography.  He dropped out of high school and began his professional career as Baby John in the national and international tours of West Side Story.  He appeared on Broadway and in NBC’s pop music show, “Hullabaloo” before breaking into the industry as a choreographer.  Bennett’s work with A Chorus Line was monumental: documenting the life of a chorus dancer, weaving real stories of his friends and colleagues into the quintessential dance (or, rather, dancer) musical.  Mandelbaum’s book takes a backstage look at the making of A Chorus Line and the genius that brought the life of each chorus girl and boy to center stage.

Time Steps: My Musical Comedy Life – Donna McKechnie

Known by many as “the sweetest person in show business,” Donna McKechnie is renowned for her unforgettable role as “Cassie” in Michael Bennett’s A Chorus Line.  But McKechnie’s autobiography talks about the real woman behind Cassie, behind the signature red dress, the standing ovations, and the Tony Awards.  Infected by the “dance bug” at a young age, McKechnie ran away from home to pursue a professional dance career at just fifteen.  And while she ascended Broadway in shows like How to Succeed in Business…, Promises, Promises, Company, and, of course, A Chorus Line, McKechnie admits that her fame was not as beautiful as it appeared on stage.  But even after divorce, depression, and a nearly debilitating case of rheumatoid arthritis, McKechnie’s passion for dance triumphed.  Just as the classic songs goes, McKechnie’s biography illustrates how she can’t forget or regret what she did for love.

Push Comes to Shove – Twyla Tharp

Along with over one hundred and thirty concert pieces under her belt, Twyla Tharp has also conquered film, television, and the Broadway stage.  She directed and choreographed such shows as Singin’ in the Rain, Come Fly Away, and the Tony Award-winning Movin’ Out.  From the start, Tharp’s work pushed boundaries by combining the balletic with the edgy, the technical with the lay, and the serious with the witty.  Movin’ Out was a successful dance musical where the dancers acted out the entire story onstage through movement.  Tharp’s autobiography is as beautifully crafted as her dances, combining in anecdotes with illustrations of her creative process.  She recounts personal experiences – both painful and joyous – that inspired and shaped her canon of choreography.  Tharp also authored two other books, The Creative Habit: Learn It and Use It for Life and The Collaborative Habit, that are staples for any young artist or creative thinker.

Fosse – Sam Wasson

Nearly every dancer knows the signature jazz hands, back bumps, and pigeon-toed walks of Bob Fosse.  The genius behind shows like Chicago, Sweet Charity, and Pippin, Fosse created an entirely new dance vocabulary that eventually won him the Triple Crown in 1973 (a Tony Award for Pippin, an Oscar for “Cabaret,” and an Emmy for “Liza with a Z”).  Sam Wasson’s recently released “Fosse” is not a “throw-in-your-dance-bag-and-read-between-classes” kind of a book.  This 600 page hardcover text is chock full of interviews and anecdotes yet reads like a tantalizing docu-drama.  But unlike earlier biographies on Bob Fosse, Wasson reveals the man beneath his scandalous history of sex, drugs, and depression. A dedicated father, revered director-choreographer, and compassionate friend, Bob Fosse’s fervent strive for perfection simultaneously led to his fame and his demise.

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Dance Quiz – Dancing Popstars

By Rain Francis of Dance Informa.

1. Which single by Kylie Minogue became the highest-selling of the decade?

a) I Should Be So Lucky

b) The Loco-motion

c) Can’t Get You Out of My Head

d) Spinning Around

2. Which pop princess began her career in gospel music?

a) Katy Perry

b) Rihanna

c) Cheryl Cole

d) Danni Minoque

3. In December Beyonce made mega-news by doing what?

a) adopting twins from West Africa

b) announcing her plans to retire

c) renewing her vows to Jay-Z

d) releasing a ‘secret’ album

4. What is the name of Madonna’s most recent tour?

a) Drowned World Tour

b) Sticky & Sweet Tour

c) Confessions Tour

d) MDNA Tour

5. Jennifer Lopez was once a backup dancer for which boy band?

a) New Kids on the Block

b) Backstreet Boys

c) ‘N Sync

d) Westlife

6. Which recently released movie does Justin Timberlake star in?

a) Runner, Runner

b) Step Up 5

c) Man of Steel

d) The Lone Ranger

7. Michael Jackson would have turned how old in August?

a) 39

b) 47

c) 56

d) 61

8. Which of the following was not a judge on American reality TV show The Voice in 2013?

a) Usher

b) Adam Levine

c) Christina Aguilera

d) Shakira

9. Which pop princess’ real name is Stefani Joanne Angelina Germanotta?

a) Madonna

b) Lady Gaga

c) Ke$ha

d) Britney Spears

10. What was the name of the Spice Girls’ debut single?

a) Wannabe

b) Say You’ll Be There

c) 2 Become 1

d) Spice Up Your Life

Answers: 1 – b; 2 – a; 3 – d; 4 – d; 5 – a; 6 – a; 7 – c; 8 – c; 9 – b; 10 – a

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