Passion for Dance and Community Fuels New Jersey Studio’s Growth

Elizabeth, New Jersey-based Joann’s School of Dance makes the right moves with a positive attitude and close connections

From the moment Joann Schoenig began dance lessons at age 3, she dreamed of opening her own dance school.

“I was a very introverted child, and my parents saw dance as a way for me to have fun, make friends, and be social,” Joann says. “Opening a dance school was all I ever talked about, so my grandfather said, ‘Whenever you’re ready, let me know and I’ll help you get started.’”

The Elizabeth, New Jersey-based Joann’s School of Dance serves 450 students with more than 100 classes per week. While her school teaches many types of dance, ballet is Joann’s favorite. “It’s the foundation for all the other styles,” she says. “I tell my students ballet is medicine to dance. It doesn’t always taste good, but it’s good for you because it teaches discipline and technique."

That attitude toward hard work has paid off for her students. For example, one former student, Vanessa Sierra, recently made her Broadway debut in “A Beautiful Noise: The Neil Diamond Musical.”

Today, the dance school is a family affair. Joann’s daughter, Kylie Schoenig, teaches classes, and her son, Austin Schoenig, is the business manager. Joann’s School of Dance was recently honored by Jersey Shops, a New Jersey Devils program sponsored by Citizens to spotlight New Jersey-based businesses making an impact on the community. 

Joann and Austin Schoenig recently shared how a positive attitude, a community mindset, and a passion for the business have helped them build a thriving company.

Tip: Look for silver linings

Joann’s School of Dance was fortunate to be in its initial location for 33 years. Then, in the spring of 2017, the landlord abruptly ended its lease, forcing the school to seek a new location.

“Having to find a new studio was a shock, but it turned out to be a stroke of luck,” Austin says. “The school was ready to grow, but the number of classes we could offer was limited because of our studio space. Losing our lease gave us a push to take the business to the next level and showed me that sometimes a challenge can turn into an opportunity.”

The new location needed major renovations, but the investment was worth it because the new studio  at four times the size of the old building meant instantaneous growth. The school could suddenly double both the classes offered and the number of students in each class. It also had a parking lot, which was a big plus for students’ families.

"In the past, people often couldn’t get into popular classes because they filled up so quickly,” says Austin. “Having more space let us share our love of dance with more people in the area.”

Bottom line: When you face challenges or are forced to make a change in your company, try to look for any potential upside. Recognizing the benefits of a business obstacle can help you stay positive and maintain company momentum. 

Tip: Build a strong community

Despite the studio’s rapid growth and popularity, Joann’s was not prepared for the events of 2020. Austin credits the dance studio’s strong connections with employees and customers with its ability to stay afloat during the COVID-19 pandemic.

Two weeks after the COVID-19-related lockdowns began in March 2020, the family started to consider how it could continue to keep students engaged and maintain some cash flow to pay instructors. A strong sense of community among teachers at the studio was part of what made this possible. The dance studio teachers figured out how to create entertaining virtual classes and helped the studio when it hosted virtual dance parties. In return, Joann’s found a way to keep paying them.

“I feel very fortunate that our employees are dedicated to the business and my mom,” Austin says. “We wanted to be loyal to them at this challenging time."

The dance studio’s community of customers also continued to support the school when traditional classes were suspended during the pandemic. Parents flocked to online classes and programs. “We’re so fortunate that people stuck it out with us,” says Joann. “Keeping classes going even on a reduced basis helped us tremendously economically.”

One of the ways the studio gave back to the community that supported it during the pandemic was to find a way to host dance recitals. Recitals are an important opportunity for students to show off their hard work to families and friends. To provide that coveted experience, Joann’s rented space at an outdoor ice hockey arena at the Warnaco Sports Center in Elizabeth in 2021. Three socially distanced recitals — each capped at 300 attendees — were held.

“It was quite an effort, and there were so many variables like renting a stage and setting up lighting,” says Austin. “But it was so worth it, because a lot of parents said it was their favorite recital ever."

The way Joann treats her customers has never changed. For example, she has always tried to help families facing financial hardships. “The students’ families become like your own family,” she says. “I treat them that way, and I would never dismiss a student because their family missed a month’s payment.”

The studio also regularly supports and participates in community events such as parades, festivals, and the town’s annual tree lighting. Recently, it ran a fundraiser at a local restaurant to help pay for students traveling to dance team competitions. 

Bottom line: Strong connections with your team, customers, and other community members create the potential for mutual support. Build this bond by prioritizing your community and providing what they need. They’ll do the same for you.

Tip: Share your passion

Because of its longevity in the Elizabeth area, much of Joann’s business comes through word of mouth. This important business-building aspect of the dance studio is an outgrowth of Joann’s passion for dance.

This passion attracts people to the studio and keeps them coming back.

“Dancing is my life,” she says. “I’m often busy with the administrative side of the business and I can’t teach as much as I used to, but I still get into the classrooms to throw a tap step out there because I just love it.”

The school currently has nine instructors, most of whom are alumni themselves. Many of the current youth students have parents who took classes at Joann’s when they were kids.

“It’s truly my mother’s passion for dance that brings people here,” says Austin. “We’ve been in the area for so long that many people just say ‘Oh, you want to dance? Go to Joann’s.’”

An important part of maintaining her passion has been finding a professional community that shares it. Joann belongs to several professional organizations that she can lean on for support and advice. “I'm a lifetime member of Dance Educators of America,” she says. "They are one of the biggest resources in dance and can answer questions about things like what type of insurance you need, logistics for participating in dance competitions, and much more.”

As for the future, the Schoenig family would love to keep expanding the business to potentially an even larger space that would allow for drop-in dance classes. Joann herself says she’d love to have her children become even more involved.

“My husband retired last spring, and he would love for me to take a day off,” she says with a laugh. “I’m still coming in six days a week, seven during competition season. There’s always something to do even when classes aren’t happening, such as making schedules or ordering costumes.”

Bottom line: Use the passion that spurred your startup to sustain company momentum and encourage those around you to spread the word. Maintain your enthusiasm by staying engaged in the parts of the business that you love most. Also connect with professionals in your industry who share your passion. 

Do you need guidance on your small business journey? Schedule an appointment with Citizens to receive personalized assistance for your business.