First Steps To Success

By Rhee Gold

Words of wisdom for new dance teachers and school owners

Are you a new dance teacher? Have you recently opened the doors to your long-dreamed-for dance studio? Congratulations! Either way, you’ve chosen an awesome and rewarding occupation that isn’t only about teaching but about learning and becoming better every step of the way. “Newbies” must understand that every teacher has to start somewhere, which is usually not going to be with advanced dancers. If what you really want to do is work with the most advanced dancers, then don’t open a school; go teach for someone who has a well-established intensive program.

When first establishing a business, dance school owners must work with everyone who wants to dance, regardless of skill level or age. Teachers who have grown up in the competition world or who come from serious ballet training sometimes have a hard time understanding this. They expect, within the first couple of years, to have award-winning kids or put on a full-length Nutcracker, and it just doesn’t work like that. Building dancers, both technically and mentally, takes years and a lot of hard work— plus a teacher who is willing to go through the basics to give students a strong foundation.

My mother’s and my experiences bear this out. Sherry Gold became a hugely successful teacher, but my earliest memories of her teaching are of watching her sit on the floor with a bunch of preschool children, clapping to the beat of the music. She taught adult classes, teen beginner classes, and everything else. It took years for her to build her own dancers to the advanced level. As for me, when I opened a school in Boston I taught many classes that had only one or two students (mostly beginners) in them. The studio was on the fourth floor of the building, and if we heard the elevator coming up we got excited—we didn’t care who it was; we just wanted students. As the school grew I continued to teach all the beginner classes because I felt like I could win over that particular crowd the best.

Making a name for yourself in the community isn’t an overnight venture; thinking that you’ll be successful just by opening your doors is a mistake. It takes time to build a following and earn their loyalty, especially if there are established schools in the area. So new teachers or school owners need to work with long-term goals in mind. But some rewards are immediate, like knowing that your students have learned everything they know about dance from you, even if it’s a simple chassé. As they become more proficient you start to realize that you are having an influence, not only for the moment but also in teaching life skills that have value beyond dance.

Seeing your students onstage for the first time is cool too. They may not be the best dancers yet, but seeing their pride and desire to show off what you’ve taught them is extremely rewarding. Add to that the appreciative parents who see the glow in their kids’ faces and you’ve got plenty of payoff for your efforts—and happy clients who will help make your school a success. That feeling of satisfaction gives you the drive to be an even better teacher when you get back to your next class, whether you’re broke or not.

Starting a business means making yourself as visible as possible and establishing early on that you’re a professional with integrity. Get involved in the community where your school is located. Offer to choreograph for the local theater group, join the chamber of commerce, participate in parades or other community celebrations— in other words, get your name out there! If every student leaves your classes excited about dance, they’ll tell everyone. Then you’ve got yourself the best marketing tool there is—positive word of mouth.

As a new school owner, you’ll also need to hone your creative skills, looking at what you do best and establishing innovative concepts that work well for you. What programs or classes can you offer that are unique or fit well into your community? Is there a lot of community theater? If so, how about offering a six-week movement class for actors? The adults involved in community theater most likely have children or other family members whom they would encourage to go to your school once they know you. Or maybe drill team is big in your area; how about a dance class geared especially for those kids? Might a Pilates class be a popular choice? How about running a one-day camp during school vacations that’s open to your current students and their friends? Then give the friends a coupon for a free class. There is no defined formula or right approach; it’s about defining the personality of your school and using it in the right way.

So now you know what to expect and what to do to get started. But there are some don’ts you should keep in mind as well. The first is to be personal but professional with your clients. Be open to their questions, concerns, and input. However, don’t let them become your best friends. New teachers and school owners often start off believing that they want to be friends with the parents. My advice is to make them think they’re your friend, but be sure not to get too close. Why? In the long run, teachers have to make decisions about sensitive issues like class placement or who will be cast in the holiday performance. Being objective is difficult when the school is filled with your friends. And many parents, especially the ones who were with you from the beginning, will expect special consideration.

Second, do not open a school close enough to your former teacher or employer that you will be competitors. You owe your mentor that much respect. Go somewhere where you can build your own reputation and clientele; otherwise you might spend the first several years as a school owner in a battle with those who helped you along the way. That takes your focus away from building your own business and often ruins relationships and creates an environment of adversity. No one, not you nor your former teacher/employer nor your clients, needs that kind of negative energy.

Finally, never stop learning! Remember that dance is an evolving art form, educational process, and business. Be sure to stay on top of trends in the field and regularly attend continuing education opportunities. You will need these professional development and personal nurturing experiences as an artist and teacher, and so will the dancers you teach. Evolve with the times, while still keeping the traditions and philosophies intact.

If you’re feeling overwhelmed, stop and remember to be thankful that you’ve achieved your dream of opening a school. The world is filled with frustrated dance people who didn’t have the guts or the know-how to do what you’ve done. Don’t become upset if you don’t meet your expected enrollment numbers right away. Take what you’ve got and make those students so happy that they spread the word about this great new studio in town. Once news about your school gets out, enrollment will increase as the year moves along and during registration for the new season.

On a final note: Teach with passion and for the right reasons, and it will lead to success.