How can a small, independent dance studio survive more than a decade in downtown Milwaukee, outlasting national chains like the Fred Astaire and Arthur Murray dance studios, and growing both in square footage and students? East Towne Ballrooms makes it look easy.
Purchased 14 years ago by Martin Voight, who brought in John Abrams a year later, East Towne Ballrooms, 614 N. Broadway, has expanded to add 3,500 sq. ft. to the original 8,000, making room for a second ballroom, reception area and pro shop. Plus, they've grown to average about 250 students.
"It's just the right mix," says Abrams, runner-up the last three years at the United States American Rhythm competition, 2000 U.S. representative to the World Show Dance Championships in Germany and silver medallist in the 2001 World Mambo Championships in Miami. "It's our pricing, our great teaching staff and downtown."
Most dance studios, including the franchises that have tried to compete in downtown Milwaukee, sell dance lessons in large packages with contracts that have to be paid up front. East Towne Ballrooms has stayed with their laid-back, pay-as-you-go plans making it more affordable to enjoy dancing as a hobby.
"The Downtown market wouldn't handle such large costs," says Abrams. "With our plans, people can control costs. And it's more friendly to those wanting to take only a few lessons for fun or to prepare for a wedding."
The studio's students range from age 4 to 82 with the average age being 30 to 45 years.
"We have lots of students that just want to be able to impress their dates or friends at the club. But, we also have many that compete on an amateur or professional level. You would be surprised at how big the Milwaukee dance community is. It's much larger than in the Twin Cities, where I taught before buying into East Towne. We attract people from Green Bay, Madison, Chicago and even out East. We have students that fly in from New Jersey!"
In fact, more than half of their clientele are competitive dancers. With six teachers, all current or former national and international competitors, East Towne Ballrooms has produced more than 23 national champions.
The staff is led by Voight, who brings 24 years of experience, and Abrams, who is also founder and executive director of the Wisconsin Youth Dancesport Education Foundation which provides dance opportunities to children and teens who don't have the financial resources to study.
"The competitive experience and training is important," says Abrams. "But we really pride ourselves on our continuing education. Our teachers are constantly learning new styles and cutting-edge techniques."
East Towne Ballrooms provides three levels of instruction. Private lessons are offered, tailored to the dancer's specific needs, providing the optimum training environment. Group and casual social dance instruction is offered as well as practice parties where dancers can meet other members of all levels from the Ballroom Dance community.
"Rhythm" dance styles taught at East Towne include Cha Cha, Rhumba, Swing, Bolero, Mambo, Samba, Merengue, Salsa, Argentine Tango and the Hustle. Once a month, the students at East Towne take a field trip to Club Havana or elsewhere downtown to practice their skills in a club setting.
In the "American Style Smooth" classes, the Fox Trot, Waltz, Tango and Viennese Waltz are taught. These dances capture the flavor of the classic Hollywood musicals. In addition to regular classes, there are a number of seminars and visiting coaches to add new skills and variety to the curriculum. {INSERT_RELATED}
"In addition to our excellent teachers and prices, we have an amazing facility and location in downtown Milwaukee," says Abrams. The ballroom is on the 2nd floor and when Abrams and Voight decided to expand, they connected with the 2nd floor of the neighboring building, creating a unique space.
"I'd like to say that our classes and our pro shop, the only one of its kind in Milwaukee, are what draw people to us," Abrams says. "But, we can't deny that our downtown location adds convenience, visibility and proximity to dance clubs and nightlife. This gives us a competitive advantage over other area studios.
"I think it's great what is happening in downtown. When I first came to Milwaukee, downtown would shut down at 6 p.m. Now, when I lock up at night, the parking lots are full, people are walking between area clubs and restaurants. It's so much more safe and exciting. Downtown is branching out and offering something for everyone. And there are more people in the clubs dancing because there are more people to see. It's great."
For more information about East Towne Ballrooms, call (414) 271-1002, or visit www.easttowneballrooms.com. For more information about the Wisconsin Youth Dancesport Education Foundation, visit www.wydef.com.
