SHERYL-LEE Moroni has no regrets about her decision 21 years ago to step away from her career as a stenographer and move into the world of adult dance.
From humble beginnings in 1982, and with an investment of $75 each, Mrs Moroni and her two former partners opened the Dance Workshop in Kings Park Road, West Perth, Perth’s first adult dance studio.
Now the sole principal of the leased studio, at new premises on Scarborough Beach Road in North Perth, Mrs Moroni said the business was the best it had ever been.
“Even though the relocation to North Perth cost over $18,000, I now have a more superior purpose-built studio, featuring new flooring, larger mirrors and bar space and air-conditioned comfort, to cater for the increasing demand for classes,” she said.
Perth has just a handful of adult-specialists dance schools in the Perth metropolitan area, which Mrs Moroni believes reflects the long-term strength of her business.
“I’ve seen a great amount of Perth dance schools start up in my time, but most of them have not stayed afloat,” she said.
That’s not to say Mrs Moroni doesn’t face the constant challenge of finding new students, however.
For although her school has managed to maintain a solid customer base, she still has to deal with the high student turnover associated with adult tuition.
“Adults generally have rather hectic schedules, whether it be through family life or work, which makes it hard for some to regularly attend dance classes,” she said.
“Due to this high turnover in students, obtaining new clientele is imperative to my studio’s success.”
Mrs Moroni said the success of the Dance Workshop came down to the simple basics of experienced teaching, increased range of services, great customer service and value for money.
“After 21 years the focus of the Dance Workshop is still on maintaining our clientele base, through flexible class time-tables, great discount rates and, more importantly, experienced teaching staff who have been in the game for a while and know exactly what they are doing,” she said.
“I’ve managed to maintain some long-standing customers who have been taking classes at the studio since we first opened.
“Of course these days I offer a wider variety of dance styles and have a constant marketing strategy in order to attract new customers.”
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