Redefining Your Worth: Why You and Your Dance Studio Deserve More

As a dance studio owner, you pour your heart and soul into creating a space where students can express themselves, grow, and find joy in movement. Yet, amidst the passion and dedication, it’s easy to overlook a crucial aspect of your business: valuing your worth. Often, studio owners undervalue how important their work is, leading to financial strain and burnout.

So it’s time to redefine your worth and recognize that your studio deserves more, which ensures your business thrives both artistically and financially.

Here’s a big part of the problem: When you set your prices based on an industry that is massively undercharging, you tell your clients that what a dance studio has to offer is not worth very much, when in fact, it’s one of the biggest blessings and impacts on a person’s life, in my opinion.

So here’s the deal…you’re probably not charging enough in your dance studio. You might even be sitting here right now with very little money in your bank account, wondering how you’re going to make payroll next week. I get it…I’ve been there many times!

The key is to clearly define your value and share it with the world. Let’s take a look at some areas you can really dig in to:

1. Understand What Makes Your Studio Unique

Every dance studio has something unique to offer and it’s crucial you thoroughly understand what that is.

What truly sets your studio apart?
Is it your amazing teaching staff?
Attention to detail?
Customer service?
Community atmosphere?
Innovative programs?

Identifying and articulating your unique value proposition (UVP) is the first step towards redefining your worth.

Your UVP should be highlighted in all your marketing materials, from your website to social media posts to show potential students why they should choose your studio over others.

ACTION ITEM:
Set aside 30 minutes as soon as you can and jot down all of the things that make your studio different. These need to be things that are actually different from your competitors, not just what you consider to be “better.” Put these things somewhere you can find them easily, and be sure to go back to them frequently to use in your marketing and to add to, because I’m sure you’ll think of more things to add!

2. Understand What Makes YOU Unique As The Owner

There were many years where I CLOSELY identified with my studio…probably too closely…to the point where I didn’t know where the studio ended and I began. I’m sure you can relate to this feeling, and it gets very confusing and hard to find your own identity after many years of owning a studio.

However, what IS important is to acknowledge how your own strengths and passions are brought to life in your studio. These things are, after all, a huge part of what makes your studio stand out! If you have a huge love for musical theater, that will easily be seen throughout your studio with your classes, choreography, and more. If you are really passionate about community outreach, your studio will be as well. There are so many examples like this, so take the time to really dive deep and think about what those things are for you.

To use myself as an example, I am a huge advocate in well-rounded training. I want our dancers to learn as many styles as possible and train with many different teachers and instructors. That can be seen in our Company dancers who can perform almost any style from ballet to hip hop. My Directors and I also have a love for jazz, acro, tap, and hip hop, and those styles are heavily displayed at competitions and shows.

We have a unique flair for putting on exceptional shows (not just recitals) and it has set us apart in our area. 

We also believe that being a high-level dancer does not mean you have to commit your life to it. Our dancers train approximately 6-7 hours per week, three days a week. This is not a lot in comparison to many other studios, but we believe in balance and quality of training.

These are just some examples to get you started!


3. Understand What You Actually Teach

Have you taken the time to think about what you are ACTUALLY teaching at your studio? No, no, no…I don’t mean what dance styles, I mean the LIFE LESSONS that are happening day in and day out.

I have an incredible mentor, Mago Lauritzen with Million Dollar Dance Studio, who teaches this concept. Basically, he says, “Dance is the method we choose to teach _______.” What is that thing for you? Is it dedication? Commitment? Leadership? Integrity?

Once you know what that thing is, everything shifts in your mind about your business. Go ahead and jot down some of those things that resonate with you.

4. Does your Tuition Align with Your Studio’s Value?

Now that you’ve got those big things figured out, it’s time to see if your tuition is in alignment with the high value of your programs.

Pricing can be a daunting task, but it’s essential to price your classes in a way that reflects the quality and value of your offerings. Consider factors such as:

• Instructor Expertise: Highly skilled and experienced instructors command higher fees. How does your staff compare to others in your area? Even if you don’t have the highest level of teachers, that doesn’t mean your studio should charge rock bottom prices. But on the flip side, if you feel confident in the experience of your faculty, that is reason enough to raise your prices.

• Operational Costs: Ensure your pricing covers rent, utilities, salaries, and other operational expenses.

Value: What are you students actually gaining after dancing at your studio for many years? Many would say things they have learned are PRICELESS, and bigger than any amount of money could buy…think about that one for a minute.

Remember, pricing too low can lead to financial strain and may devalue your services in the eyes of potential students. People actually associate a higher price with higher value.

6. Effective Marketing Strategies

Your marketing efforts should reflect the high value of your studio and everything you’ve just discovered should be brought into your marketing campaigns. 

Share testimonials and success stories from your students to build credibility and showcase the transformative impact of your classes.

But keep in mind, your website should be a lead-generating machine. The point of a website is to help prospective students and families get to know your studio and decide if they want to know more and check it out. It is NOT to post current schedules, tuition scales, current student info, etc. All of this bogs down your website and confuses potential new students.

8. Revisit These Exercises Regularly

Be sure to come back to these exercises as often as you need. As much as I feel like my studio is essentially the same as it was from the very first dance class, the truth is that many things have changed, pivoted, and transformed over the years. We are also always growing as humans, which will ultimately change how we see things in our business too.

Conclusion

Redefining your worth as a dance studio owner is not just about increasing prices; it’s about recognizing and showcasing the unique value you offer. By investing in your own value, your studio’s true value, discovering what you are actually teaching, and pricing your programs accordingly, you will ensure that your studio thrives both artistically and financially. Remember, your dedication and passion deserve to be recognized and rewarded. Your studio deserves more, and so do you.

Did any of this resonate with you? I’d love to hear your thoughts and feelings!