Harbour Dance Centre is a renowned dance school in the heart of Vancouver, Canada. Founded in 1985 by Danielle Clifford and Pamela Rosa, the school has been offering top-notch dance classes for over 40 years. Today, Sabine Clifford, Danielle's daughter, runs the school with her partners Pamela Rosa and Moe Brody.
The studio is well-established in the city, having only moved once in the past thirty years. Located downtown, Harbour Dance Centre is easily accessible to all. The studio offers around 120 classes per week, with over 75 teachers and around 11 people handling reception. They only accept students 16 years and older, catering to adults who are passionate about dance. The studio has an Intensive Training program (ITP) that attracts students from all over the world. There is also an annual Summer dance Intensive, Monday to Friday, in July.
The COVID-19 pandemic has been a challenge for many businesses, including dance schools. However, Harbour Dance Centre found a way to adapt and continue offering dance classes through livestreams. They discovered FitGrid, a live streaming platform that helped them continue their classes online.
Sabine Clifford, in an interview, shared that they still offer live-stream classes twice a day as many people, including those who moved to other cities, continue to take their classes even after the pandemic. They also found FitGrid helpful in managing teacher reviews and feedback.
Today, new students discover Harbour Dance Centre organically through Google, social media, and word of mouth. They use several tools and platforms, including MINDBODY, Perkville for loyalty points, Quickbooks for accounting, and Constant Contact for marketing. Their website is powered by SpaceCraft. Harbour Dance Centre's social media team, along with a full-time graphic designer/UX, produces content for their Instagram account, including fun videos, behind-the-scenes glimpses, and more.
Harbour Dance Centre has found success in retaining their dancers through their loyalty program, powered by Perkville. Students earn points for attending classes, workshops, buying retail, and referring friends. These points can be redeemed for discounted and free retail, as well as free classes.
According to Sabine Clifford, their dancers really love the free classes they can redeem with their points. She feels that their loyalty program helps them stand out in the dance industry because everyone loves loyalty programs, and their competitors don't offer one.
Perkville is a cloud-based platform that helps businesses create and manage their own loyalty programs. It integrates with various business management tools such as MINDBODY, which Harbour Dance Centre uses. This integration enables students to earn points automatically when they check-in for their classes, workshops, and other activities.
Sabine Clifford shared her advice for new studio owners: "The teachers and staff are really important. When they do get criticism, it's usually because the classes are too difficult for example."
Harbour Dance Centre is a legacy of dance and passion in Vancouver. With over 40 years of experience, the studio has survived challenges and continues to offer high-quality dance classes to adults who share their passion. Their Youtube videos, a key component of their marketing, showcase why they have done so well and we encourage you to check them out for inspiration for your business.
