Eight years ago, Tiffany Henderson, co-owner of eight dance studios in California, CostumeManager.com, and Twinkle Star Dance, decided to try something different for her youngest dancers’ recital. For years, adorable pink costumes had been the standard, but Tiffany wanted to inject some variety into the upcoming show. She envisioned a class of ten two-year-olds performing to a catchy tune called “Boogie Woogie Piggie.” The music was undeniably fun, and the toddlers were undeniably cute. However, a seemingly innocent costume choice turned into a stark lesson in the financial impact of recital decisions. They chose a piglet costume, complete with ears and a tail.
Here’s a glimpse of the performance:
boogie woogie piggie dance performance
While the “Boogie Woogie Piggie” performance was undeniably adorable and humorous in retrospect, the costume choice led to a significant drop in class size. A class that started with ten enthusiastic two-year-olds dwindled to just three, accompanied by three sets of understandably uneasy parents.
The Financial Reality for Dance Studio Owners
Let’s break down the financial implications for studio owners. At the time, tuition was $50 per month. Losing seven dancers at that rate translates to a $350 monthly loss. If these dancers withdrew around November, the studio forfeited approximately seven months of tuition for that season. That’s a direct revenue loss of $2,450 (7 months x $350).
But the potential long-term impact is even more staggering. Consider the scenario where those two-year-olds, discouraged by the costume choice, never returned to dance. If, under different circumstances, they had continued dancing until age 17 or 18, even taking just one class per week, the lost tuition revenue over 15 years at $50 per month could reach a remarkable $57,750! While this is a worst-case scenario and actual outcomes can vary, it vividly illustrates the profound financial importance of every costume decision in building a thriving dance studio.
This experience serves as a crucial lesson for dance studio owners: costume choices are not just about aesthetics; they are business decisions with real financial consequences. So, how can you, as a studio owner, make costume selections that resonate with dancers and parents, ensuring both happiness and business stability?
Taking Control: Smart Costume Decisions for Your Dance Studio
As a dance studio owner, maintaining financial health is paramount. Proactive planning and decisive action are key to making costume choices that support your business goals. Here’s a guide to help you navigate costume selection effectively:
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Start with the Recital Theme in Mind: Having a clear recital theme from the outset significantly narrows down your costume options. Before diving into catalogs, define your theme to provide a focused direction for costume selection.
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Age-Appropriateness is Non-Negotiable: Especially for dancers aged 2-8, prioritize age-appropriate costumes. Avoid overly revealing necklines or bottoms. In many regions, parents prefer cap sleeves over camisole bodices for young children and longer shorts for school-aged dancers. While trunks were once common, they are less accepted by parents today.
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Comfort is Key, Especially for Young Dancers: Scratchy, uncomfortable costumes are a major deterrent, particularly for babies and toddlers. Young dancers haven’t yet grasped the concept of “beauty over pain.” Be wary of sequined straps or bodices that can irritate sensitive skin and ensure costumes are fully lined for comfort.
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Minimize Distractions for Young Performers: Those adorable hats and accessories that complete a costume in a catalog might become major distractions for young dancers on stage. A sailor hat that swallows a three-year-old’s head can lead to constant adjustments and disrupted performances. Choose accessories designed for small bodies that can be securely fastened.
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Consider Costumes for Boys Too: If you have boys in your classes, ensure there are equally appealing and masculine costume options available. A matching vest that dads will appreciate is just as important as the girls’ costumes. Boys should feel equally well-costumed and part of the performance.
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Size Availability Across the Board: Anticipate the diverse body types within your classes and select costumes that come in a wide range of sizes. Don’t choose a costume only available in child sizes if adult sizes might be needed, and vice versa. Avoid disappointing dancers who may be taller or shorter than average for their age or having to scramble for alternatives later.
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Don’t Be Intimidated by Instructors’ Preferences: Studio owners sometimes hesitate to overrule instructors’ costume choices, especially if an instructor has selected something inappropriate or too expensive. Remember, as the studio owner, you are the CEO. It’s your responsibility to manage costs and ensure costumes align with your studio’s vision and budget. With countless costume options available, don’t hesitate to guide instructors toward more suitable and budget-friendly choices.
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Set Deadlines and Take Charge: Establish clear deadlines for costume selections and communicate them to your instructors. If instructors fail to meet the deadline, be prepared to make the selections yourself. Proactive management prevents last-minute rushes and ensures timely costume ordering.
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Balance Budget with Desirability: While you need to apply a markup to costumes to cover overheads (labor, shipping, exchanges), be flexible. If you find an exceptionally charming costume that fits the theme perfectly, consider a slightly lower markup to make it more affordable for parents, especially if your overall markup averages are healthy.
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Give Parents What They Envision: Parents of young recreational dancers often have a specific image in mind of how they want their child to look on stage. This includes costume color and style. While artistic integrity is important, accommodating parental preferences can be crucial for satisfaction and retention. Risking tuition revenue over a single costume choice can be a costly gamble.
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Pair Classes and Reduce Costume Styles: Consider streamlining your costume orders by pairing classes and using fewer costume styles. For younger dancers, shorter showcases with fewer numbers allow for multiple shows per day with different casts using the same choreography and costumes. This approach reduces management complexity and minimizes potential ordering issues.
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Outsource Costume Management: Instead of handling costume purchasing and distribution in-house, explore services that allow dancers to purchase costumes directly online. Platforms like CostumeManager.com enable studio owners to create costume lists for each class, which dancers can then order individually. These services handle transactions, ordering, receiving, sorting, and even direct-to-classroom delivery, significantly reducing administrative burden and simplifying the entire costume process.
By implementing these strategies, dance studio owners can make informed and effective costume decisions, ensuring happy dancers, satisfied parents, and a healthy bottom line. Learning from the “Boogie Woogie Piggie” experience highlights the importance of thoughtful costume selection as a key element of successful dance studio management.
About Paul Henderson
Paul Henderson brings nearly 30 years of expertise in administrative technologies to the dance industry. With a family background deeply rooted in dance and gymnastics, Paul’s experience ranges from managing a dancewear store to co-owning Twinkle Star Dance™, a leading online choreography and curriculum resource for young dancers, and Tiffany’s Dance Academy, a thriving studio with multiple locations. Paul’s passion lies in streamlining the business aspects of dance studios, allowing instructors to focus on their passion: teaching. His innovations include automating online registration, tuition payments, and, most notably, CostumeManager.com.
About CostumeManager.com
CostumeManager.com, developed by Paul Henderson, revolutionizes costume management for dance studios. This comprehensive online platform consolidates catalogs from major costume and dancewear manufacturers, enabling studio owners to efficiently browse, select, and manage costumes. CostumeManager.com simplifies the entire process from selection to delivery, handling online orders, direct shipping, and even exchange management, significantly reducing workload and maximizing studio profitability.
To learn more about Paul Henderson and CostumeManager, please visit www.CostumeManager.com, www.TwinkleStarDance.com, or www.TiffanyDance.com.
Video courtesy of Tiffany’s Dance Academy & CostumeManager. Video is streaming from youTube. Dance News International LLC/Dance Informa Pty Ltd is not responsible for any content viewed from youTube. Photo: © Yykkaa | Dreamstime.com
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