Adding an all-star dance team to your gym can make your business grow and take you to the top.
By Brianne Carlon
CBN Aug/Sept 2010
You are what your program reputation is, so use that to create a dance image.” —Trisha Hart
If you’ve been looking for a new way to jump-start, expand or enhance your cheer business, adding an all-star dance team may be the answer. “Creating a dance program allows your customers a one-stop place to develop their talent,” says Tanya Roesel, owner of Midwest Cheer Elite, Inc., in West Chester, OH. “Rather than an athlete cheering at your gym and dancing at a studio, they can get it all at your location.” Plus, you’ll also be able to draw in students who just want to dance, creating another revenue source for your facility. Finally, a dance team creates well-rounded athletes, benefiting your exiting students, too.
While adding a whole new division to your business may seem daunting, dance can be one of the easiest activities to establish, since it can be done in the same space as cheer and requires little equipment. Follow the guidelines below to jazz up your company.
Trading Spaces
Minimum input and maximum output makes adding a dance team to your already thriving business a great plan. “If you’re interested in adding a hip-hop team, you may not need to invest in additional equipment,” says Trisha Hart, owner of All Star Legacy in Dulles, VA. “Some competition companies are have all-stars dance on a spring cheer floor.” Tracy Zangaro Indof, owner and head coach of Pittsburgh Poison AllStars, also has her teams practice on a spring floor. “However,” she says, “for jazz or pom teams, you may need to add a marley [vinyl] floor.” Another option is to simply roll up a cheer mat to expose an open, solid surface for your dancers. Finally, if possible, put up a few mirrors on a wall in your space. It can benefit your dancers tremendously if they can see their movements and alignment and correct any problems.
Whom to Hire
Putting together a qualified staff will be the most important step you’ll take in building your new dance division. “Not just anyone can coach a dance team,” Zangaro Indof says. “You need to hire someone who’s able to teach proper technique and is up to date with the latest rules and trends,” she says. If you’re unable to find a coach through your own resources, call local dance studios and college dance teams to ask for suggestions.
“Remember, a great cheer coach will not necessarily make a great dance coach,” Roesel says. “When you start a jazz or pom team, you need someone who has a background and knows the technique and terminology.” There are a few ways to save money, though. “If you have a hip-hop class for younger kids whom you want to test the waters with,” Hart says, “use a senior-aged dancer that you know has a dance background and see what happens.” Also, most dance coaches can work as choreographers, as well.
Read All About It
Marketing is essential to the success of a new team. You must draw on every available outlet to gain dancers. Send a press release to all the newspapers in your area to let the community know about your new program. “You are what your program’s reputation is, so use that to create a dance image,” says Hart, whose dance program has grown so much now that she created a separate website just for it.
The internet can be a great source for drawing in new customers. When you build a website, be sure to use keywords, such as “dance,” “competition,” “team” and “all star,” that Google will find when dancers in your area search for opportunities. Facebook is also a good tool for spreading the word. Zangaro Indof used it to promote a free dance clinic at the gym. “That was one of the best things we did this year,” she says. “We were able to recruit a ton of kids from it.”
Another way to reach new audiences while making a few extra bucks is to host B-boy/breakdancing events at your gym. “B-boy crews are always looking for a place to train,” Hart says. “Why not your gym?” Or if you’d rather, the crews can teach breaking workshops, start a tricking class or simply teach your team a few new moves in turn for using your space.
Double Dipping
Allowing athletes to participate on both cheer and dance teams will only be beneficial to you and your students. “Can a football player play baseball, too? Of course!” Hart says. The hardest part will be making the schedule work for everyone and learning how to juggle floor time to prevent practice time crossovers. Once you get that underway, you can add money-making classes in addition to the teams. All Star Legacy also offers technique classes, hip-hop class and other styles of dance. Encourage kids to stay with the studio or school team they dance with, too, Hart says. Allow kids to make their own decisions while offering the best opportunities possible.
Money-wise, Hart also suggests separating your cheer fees and dance fees. “You have to pay your staff, competition fees and space fee,” she says, “so don’t cut your cost and lose money.” Event producers won’t always give you a price break on dance/cheer crossovers, so communicate the extra cost to performers and their parents so you don’t end up stuck with the extra registration fees. And don’t forget you’ll be paying a coach for cheer and a coach for dance. “Both want a paycheck at the end of the day,” Hart says. “Be sure you can pay them what they’re worth so your teams continue to grow and succeed.”
Performance Ops
If you want your team to be competitive, be sure to do your research on which competition companies have a good dance-team turnout. “Figure out which events have a reputation for bringing in qualified judges and care about the dance program,” Hart says. “You pay the same price as cheer, so be sure you’re getting the same service.” Also, check out rules, regulations and performance details. “If you have a jazz team that practices on a dance floor, you don’t want to show up and dance on a spring cheer floor,” Hart says.
On the other hand, if you’re adding the team simply for learning new skills and having fun, go the exhibition route. “There’s no need to charge your parents a $125 competition fee if you don’t have to,” Hart says. Instead, show off at community events, fairs and fundraisers.
Make It Work
Starting a dance program doesn’t happen overnight. It takes a lot of planning and hard work, but it can pay off immensely. “Be patient,” Roesel says. “It will take time to grow. You may need to offer special pricing, sign-up only teams or limited travel schedules to generate interest.” Above all else, be positive. “The more excited you are with the new program, the more excited the athletes will be,” she adds.
Persistence also pays off. “If someone is on the fence about joining, be persistent in educating the potential dancer about the positives within the program and where you see the program in the future,” Roesel says. Let them know it may be small now, but it will grow in both size and success. “I started with 10 dancers,” Zangaro Indof says. “Now I have more than 100!”
For more information on all-star dance rules and divisions, visit usasf.net.
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