|
 Short,
Sweet,
and
Tempting
By Rhee
Gold
Flexible mini-programs offer year-round enrollment options
Every year,
come January, thousands of dance school owners close
enrollment in their programs, telling prospective new students
to wait until summer or fall to sign up for classes. At first
glance their reasoning seems sound. In beginner programs, new
students who have missed the basics would find it difficult to
catch up; plus, new students can’t be in the recital because
costumes typically have already been ordered. But that kind of
thinking limits options, for both the school and its
prospective students. New students can be welcomed to dance
schools all year long if studio owners are willing to get
creative about programming. Forget about that all-inclusive
approach to the recital, and don’t send prospective new
students, who might not be willing to wait for your next
enrollment period, knocking on other schools’ doors. Instead,
meet the needs of mid-season new clients by offering short
programs that cycle throughout the year.
Introductory programs
Introductory classes can run all season long, in six- or
eight-week increments. These “sampler” classes are an
enticing, no-risk way for families to find out what your
school has to offer. Tailor them to meet the demand of certain
age levels. If you’ve received an onslaught of inquiries for
the 7- to 9-year-old or 10- to 12-year-old levels, don’t turn
them away because it is the wrong time of year. Get them
hooked on dance (and your school) through short introductory
programs.
These
classes are an especially good way to boost your school’s
enrollment of preschool children, who, as the population that
will potentially stay with you through high school, provide
the base for your school’s future. Preschool parents may be
hesitant about having to purchase a recital costume that their
child might never use and often appreciate not having to make
a full-year commitment to dance lessons. They may be concerned
that their children might choose not to continue to dance,
leaving them with financial obligations to a school they are
no longer involved with.
Don’t
forget about the summer months, when parents need activities
for their out-of-school youngsters. An introductory preschool
program (even one as short as four weeks) during the summer
could be just what they need to convince them to enroll in the
fall.
Innovative programs
Short-term
programs allow you to try something new or out of the
ordinary. Since there’s no long-term investment of time and
money, you suffer no great loss if a program doesn’t work. And
programs that fail may well lead to new, more successful ideas
that will generate income in the future. Here are some
concepts to consider.
“I’m a
Ballerina”
Many
preschoolers d ream
of being a ballerina. An eight-week program can help make
their dreams come true while they’re having fun. Open this
session to children ages 2 to 4 who want to explore ballet.
Teach basic steps and variations and allow all children to
perform in tutus at the end of each class. Welcome parents to
observe class and enjoy the weekly performance as they watch
their children’s joy in ballet come to life.
This
program is one more way to keep a healthy flow of new
preschool students coming through your doors year-round.
“Hip-Hop
Star”
Although
some people might think hip-hop doesn’t have the same prestige
as ballet, jazz, tap, or modern (as some felt about
 jazz
dance
30 years ago), it has been a boon to dance schools. No other
dance form has attracted more young people (not to mention
guys) to classrooms everywhere. A hip-hop program attracts
students who might never have registered for dance classes
otherwise. And once there, those students are
exposed to other styles of dance—many teachers are surprised
at how many
of them end up signing on for ballet or jazz classes. So, why
not give a workshop in which students
learn the latest hip-hop, funk, and urban dance moves? It’s a
great workout and makes kids feel
like hip-hop stars! Consider
offering three levels: ages 10 to 12, ages
13+, and an adult
class for parents and others.
Increase
the appeal of this mini-program by
·
not having
a dress code;
·
handing out
coupons for a free class in another style of dance;
·
concluding
the workshop with a performance for family and friends.
Also
consider adding a “rep” program, a final eightweek session in
which students learn choreography to be performed at the
school’s annual recital. Hip-hop always gets audiences excited
and its presence in the recital will attract students to
future hip-hop programs.
 Cheer
and Drill Team Prep
One of the
biggest frustrations among dance school owners is the loss of
students to cheerleading squads or high school drill and dance
teams. Why not offer classes specifically for those students?
An eight-week program for cheerleaders and drill
team dancers could be the way to build partnerships with these
programs and retain your students who are thinking of joining
them. Design the classes to enhance the skills they need for
their activity, whether it’s improving strength or flexibility
or developing a solid technical base. Include basic knowledge
about proper placement and posture and injury avoidance, along
with material that will increase their understanding of how to
execute drills with precision.
Also
consider an ongoing class (as part of your school’s general
curriculum) as an alternative or supplement to the eightweek
program. However, don’t forget to accommodate the commitments
these students have during the cheer or drill team’s busy
season.
“Dancin’
Like a Star”
Take
advantage of the surge in interest in social dancing that the
hit TV show Dancing With the Stars has generated.
Thousands of
people across the country are flocking to dance schools to
learn the moves like they’ve seen on the show. Join the crowd,
and teach the basics of ballroom dance. Emphasize that no
experience is necessary and that they’ll be signing up to have
a great time.
This
program works best for adults. You can charge a set rate for
individuals and offer a small discount for couples.
You might
want to offer a repertory session like the one for hip-hop
that will enable the ballroom students to be part of your
school’s recital. The audience will love it and the exposure
will help to market your future “Dancin’ Like a Star”
programs.
Choreography 101
Offer an
eight-week program for intermediate and advanced students who
want to learn choreography basics.
Students work together to create choreography that will be p erformed
in the annual recital. Each member of the class has input into
the creative process and the opportunity to have their work
critiqued by the school’s staff. Students learn how to preplan
choreography and make notes, improve music skills in counting
and phrasing, explore how various formations or patterns can
enhance their work, and discover which parts of the stage and
angles work best from the audience’s perspective.
This
program gives your current students the chance to experiment
and push themselves in a new direction. Many teachers are
surprised to learn that students who are not the strongest
technical dancers often shine when it comes to choreography.
It’s an exciting addition to your students’ regular
training—and you may learn a thing or two as well.
Ideas for
these short-but-sweet mini-programs are as unlimited as your
imagination. So sit down with your calendar and start mixing
and matching until you’ve come up with a series of sampler
programs that will keep you, your current students, and new
clients excited about what your school has to offer. One taste
of a fun introductory class might lead to years and years of
continued enrollment. And a mid-season diversion might be just
what your long-term students need to spice up their dance
lives.
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