Let's Talk Dance
Dear Kathryn:
I own a small studio that is relatively new in the business. We have been open for 3 years and still have not held an annual recital. I know this is an important aspect of the business but I have also heard of many headaches associated with large-scale productions. There are so many options such as large theater vs. community center, flashy costumes or homemade/simple. What about recital fees? Some studios charge as much as $75 per class! I would lose my clientele if I did that. Wouldn't I? HELP. And what about a theme? Doesn't that add to the expense? What advice can you give for making this a simple and profitable venture?
Sylvia N., out West!
Dear Sylvia:
If you want profitable advice, you'll need to ask someone else. I am the queen of the not-for-profit recital. You probably have heard folks talk about the annual recital as a huge profit venture and holding their bills at bay through the summer off of that one recital event. WOW! Somebody teach me because I do not have the hang of making money off of the recital.
Now, as far as ease in doing it...I think I can speak to that.
More than anything, establish a system and stick to it. There is no need to reinvent the wheel every year. Go for the same weekend every year, the same time, organize the show in the same fashion; whatever you can do that will ease your headaches that surround the planning aspect of the show. Do you have to choose a theme? No, but I find it not only helps the organization and continuity of the show, but it provides a broader learning experience for the kids, parents and even the teachers! You need a place to do it, choreography that suits the space and showcases the learned abilities of the children, costuming, and a professional approach to the production whatever "scale" you choose to present it on.
Your second most important concept of recital planning is to educate the parents to WHAT you are doing and WHY. If you do not want to do a huge, flashy costumes and stage lights, etc kind of show, then say that clearly and then explain what you DO want the event to be. The problem arises when parents expect one thing based on what their past experiences have been and then it ends up to be something different. Try to think through every question ahead of time and have an answer that you can rely on and that your staff is comfortable with also.
Finally, decide on the times, dates, and procedures that work the best for YOU and do it well in advance. Then publish that information and stick with it. Anyone can make the arrangements that they need to for their child as long as they know in advance and can depend on the times to remain as published. Giving parents that kind of structure will make them agreeable to the rest of your recital arrangements. As with everything else, do remember: You will not please everyone, but you may kill yourself trying. Set the schedule and follow it. Those who follow your schedule are the students that are best suited to YOU as a teacher. The ones that give you trouble or are too high maintenance need the name and phone number of other schools who might better suit their needs.
Now, that advice will gain you peace of mind and simplicity but it will not earn you big profits. On a personal level, I cannot do the "mass instruction" approach to dance. So I may not have 500 students but the 250 I have... I love, I trust and I can depend on. That is more satisfying and useful for me than numbers. The sacrifice, however, is monetary, especially at recital time. Do the math...500 students x $75 recital fee = $37,500! That will certainly pay the rent through the summer, which from a parent's perspective should be a good investment. As long as you meet your expenses then you will be there for their child, so theoretically their recital fee is an investment on the success of your business. If you have a smaller school then your recital fee is really only going to cover the expenses of the show. My show runs anywhere from $7500 to $10,000.00 per year. Theatre rental alone is a killer (another article in itself).
You have much to consider but don't delay. Decide now if you are going to do it and in what manner and let your clients know when they register so that they can plan accordingly. Let me know how it goes and let's ask our Let's Talk readers to write in with personal stories, testaments or secrets for the successful recital! •