As a professional dancer, Justin loved his craft and dreamed of sharing it with others. In 2016, he made this dream a reality when he founded The Dance Conservatory in Westchester. His background in physical therapy and injury prevention training helped him cultivate not only ballerinas in their prime, but lifelong dancers.
How Did COVID Impact Justin’s Business?
Shutdowns forced a hiatus from in-person classes, devastating to a studio that celebrates its communal passion for dance. But the pandemic also offered new opportunities for virtual classes and a population of young customers who were home from school and looking for activities.
How Did TAP Help?
Two TAP consultants, Robbie Oxnard Bent and Souha Alameddine, quickly dove in and worked with Justin to expand enrollment and reduce spending. They leveraged TAP’s customer segmentation tool to help him understand who his clients were and what financial restrictions they had. TAP then advised Justin to adopt a more flexible pricing strategy. Robbie and Souha also urged him to clearly communicate the steps he was taking to make his studio COVID-safe, so that dancers could feel comfortable returning to class. To help reduce expenses, TAP updated Justin’s accounting system and worked with him to devise a negotiation strategy so he could talk to his landlord about lowering his lease payments.
Where is He Now?
With better communication and a reworked pricing system, Justin was able to top 2019’s pre-pandemic enrollment numbers. He taped out seven by seven-foot squares on his studio floor and provided individual bars so every (masked) dancer could stay within their space. Students actually appreciated the new small class sizes, as they received more attention from teachers. Justin used his website, social media, and email to communicate the Conservatory’s additional safety precautions. He reassured parents and students that, while he’d keep offering virtual options, they could safely return to the studio in person — and once they were in the door, they kept coming.
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