Baldwin Academy of Dance and Voice
The Baldwin Academy of Dance and Voice began as Stacy's Dance Studio in the '90s. Courtney Williams, the current owner, worked there while attending Baker University. When the business came up for sale, she purchased it. Four years later she moved it to the current location at 711 High Street. Courtney's love and appreciation for dance began at a young age. Her mother not only loved to dance but taught it as well. “I always went with her when she taught classes but she never taught me,” Courtney said. “She and I would go to other towns and take classes together.” Courtney's first class was ballet but she has continued to explore many kinds of dance including tap jazz, pointe and hip-hop.
The dance studio accepts students as young as two years for its many classes including hip-hop, tumbling, acro, classical ballet, pointe, tap jazz as well as a vocal choir taught by Kelley Bethell-Smith. You can find out more at baldwindance.com. They are also available by phone (785-691-6284) or email (courtney@baldwindance.com) or Facebook Messenger.
What is your favorite type of dance?
Contemporary because it's a lot of self-expression. I also love ballet because it's the foundation of dance.
Do you teach at the studio?
I mostly teach private lessons. We are fully staffed and fortunate to have many people who want to teach. I fill in when they need me.
Why would you encourage people to enroll in any of the classes?
Dance is very personal and it is an amazing outlet for kids physically, emotionally and mentally. There is so much to learn from different cultures in dance. The movements and certain music is a history lesson in motion and I think that's amazing. When learning is placed with movement you get a double whammy and it's awesome.
What has been a challenge for BADV and how did you overcome that?
Dance is rich with history and culture while simultaneously and constantly evolving. We have also noticed the needs of the students changing. Kids and how they develop is different than five or ten years ago. Staying aware of that and being where the kids need us to be for their learning has been the biggest challenge and struggle. One would think that classes could be run without changing but it doesn't work. We need and want to meet the kids where they are.
How is BADV different than its competition?
There are other studios in Gardner and Ottawa. People come from those communities to attend our studio so we do pretty good at holding our own. Our biggest competition is high school events. It's a lower price tag and the kids want to be a part of their school activities. Rather than fight it, we try to facilitate and encourage and work with kids and athletics. There are benefits to both alternatives and we encourage kids to do both. We realized early on that classes at the studio is a pricey venture. We created a non-profit, Friends of the Baldwin Academy of Dance and Voice, and they are able to help provide scholarships for students. We even provide college scholarships now. It's been great!
How do you market BADV?
Mainly word of mouth. Since we attract a younger audience, we do a lot of social media: Instagram, Facebook, Tik-Tok. I think our performances promote us a lot as well.
What advice would you have for people starting their own businesses?
Make sure you educate yourself on the business aspect of owning a business, not just the genre of your business. Surround yourself with knowledgeable people and don't try to take it all on yourself.