What Victoria Dance Productions does

Victoria Dance Productions (VDP) is a private, founder-owned dance studio established in 1993 in Edina, Minnesota, by Victoria McNamara. The studio operates from a single 12,000+ square foot facility at 7109 Amundson Avenue containing five dedicated dance floors, and serves 400+ students with 17 instructors. Its core offering is structured dance instruction across multiple styles — tap, jazz, classical ballet, pointe, lyrical, contemporary, modern, hip hop, musical theater, acro, and creative movement — for ages 2.5 through adult, organized on a 9-month season (September–May) with a supplemental summer program.

The business is organized around five product lines: recreational classes (the largest), the Birchwood Ballet Academy sub-brand (a Vaganova-influenced classical ballet track with a Pre-Professional Ensemble Program), Competition Teams (regional and biennial national competition), Performance Teams (4–6 community performances per year including Timberwolves/Lynx halftime shows), and ancillary services such as birthday parties, the Fall Dance Team Prep Intensive, and an annual recital. VDP has no proprietary technology; class registration and billing run on the third-party JackRabbit Class platform. The business model is subscription-recurring monthly tuition, with ancillary revenue from costumes, competition fees, summer sessions, and birthday parties. Customer acquisition relies on free trial classes (October–March), local PR, social media, and word-of-mouth from a multi-generational community of families and alumni.

Victoria McNamara continues as Owner & Director, supported by a management team of division directors with professional performance credentials, a business manager, an office manager, and admin staff. VDP has been recognized as Edina Magazine Readers' Choice "Best Dance Studio" in 2024 and 2025, and is independently financed with no external investors, no subsidiaries, and no disclosed M&A activity.

Name

Victoria Dance Productions

Legal name

Victoria Dance Productions

Website

https://victoriadance.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Victoria Dance Productions is a private dance studio in Edina, Minnesota, offering recreational and competitive dance instruction across styles including ballet, jazz, hip-hop, and contemporary for ages 2.5 to adult, serving 400+ students with 17 instructors at a single 5-studio facility.

Ownership category

akta.pro rank

Product category

Dance Education & Studio Instruction Services

NAICS

Fine Arts Schools (611610), Dance Companies (71112)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance) (EDAMAAAH)

akta.pro secondary industries

Dance Competitions & Showcases (Non-Esports) (MPAGADAH), Youth/Student & Community Dance Recitals (MPAGADAI)

Keywords

• Dance instruction
• Dance studio classes
• Ballet academy
• Competitive dance teams
• Summer dance camps

Headquarters

HQ city

Minnesota City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Dance Class Tuition: Monthly tuition payments for recreational and competitive dance classes, charged on a 9-month season basis divided into monthly payments. Rates vary by class duration from 30 to 75 minutes.
2. Performance Team Fees: Fees for performance team dancers including weekly team classes, base classes, costume fees ($75-85), and competition fees (~$65). Teams perform 4-6 times per year.
3. Competition Team Fees: Tuition starting at $120+/month for competition team participation, including weekly classes, rehearsals, dress rehearsal, and recital. Additional fees for costumes, competition fees, sleepover, and lock-in events.
4. Birthday Party Services: Custom birthday parties with 45 minutes of dance instruction and choreography, followed by studio time for cake and presents. Pricing not publicly disclosed.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Victoria Dance Productions is a single-location dance studio in Edina, Minnesota that sells in-person dance instruction in tap, jazz, classical ballet, pointe, lyrical, contemporary, modern, hip hop, musical theater, and acro for students ages 2.5 through adults. Core revenue comes from monthly tuition for a 9-month season (September-May) plus summer sessions, with separate tracks for recreational classes, the Birchwood Ballet Academy sub-brand, performance teams, and nationally competitive teams. The studio also sells birthday party packages and an annual recital.

Product overview

Victoria Dance Productions is a dance studio offering a comprehensive suite of dance instruction programs. The core offerings include recreational dance classes (tap, jazz, ballet, hip hop, lyrical, contemporary, modern, acro, musical theater) for ages 2.5-18, and the Birchwood Ballet Academy sub-brand providing specialized classical ballet training. The studio differentiates through team programs: Performance Teams (ages 5-17, performing 4-6 times yearly) and Competition Teams (regional and national champions, competing at 4 Minnesota competitions plus biennial nationals). Seasonal offerings include Summer Dance Sessions with themed camps and intensives, plus special programs like Birthday Parties, Fall Dance Team Prep, and Annual Recitals. The 2026-2027 Season runs September 10th through June 7th, with facilities in Edina, MN featuring 5 studios across 12,000+ square feet.

Differentiator

Problem solved

Functional benefit

Products and services

• VDP Recreational Dance Classes Weekly in-person dance instruction for beginner to advanced dancers ages 2.5-18, covering tap, jazz, classical ballet, pointe, lyrical, contemporary, modern, hip hop, musical theater, creative movement, dance line prep, and acro. Classes are tiered by length (30-75 minutes) and skill level and run across the 9-month season. Tuition ranges from $43/month for 30-minute classes to $73/month for 75-minute classes, with multi-class and family discounts.
• Birchwood Ballet Academy A specialized classical ballet program within VDP offering leveled ballet instruction for dancers ages 6 & up, with both a la carte classes and a Pre-Professional Ensemble Program. Curriculum follows a Vaganova-influenced syllabus from Pre-Ballet through Level VI and includes performance opportunities such as the Nutcracker and a June Group Performance.
• VDP Competition Teams Nationally competing dance teams for intermediate and advanced dancers ages 3 & up, offering tap, jazz, lyrical, ballet, and APT routines. Teams compete at four Minnesota competitions each year plus a biennial national competition. Tuition starts at $120+/month and includes weekly classes, extra rehearsals, dress rehearsal, and recital, with additional fees for costumes, competitions, and team events.
• VDP Performance Teams Performance-focused teams for dancers ages 5-17, offering jazz and hip hop tracks with optional tap routines. Teams perform 4-6 times per year, including Minnesota Timberwolves/Lynx halftime shows and community events, and participate in one recreational competition. Fees include weekly team classes, base classes, costume fees ($75-85), and competition fees (~$65).
• Summer Dance Sessions Seasonal summer dance program offering 5-6 week sessions and one-day camps for dancers ages 2.5-18, including themed camps like Wiggles & Giggles for ages 3-6, technique intensives, and audition prep workshops. Pricing ranges from $32 to $225 per class/camp with early registration discounts available.
• 2026 Summer Dance Sessions Seasonal summer dance program running June 15 to August 6, 2026, offering classes for ages 2.5-18 with themed camps, technique classes, audition prep, and competition team preparation.
• Birthday Parties Custom birthday party packages including 45 minutes of dance instruction, choreography, and studio time for cake and presents, tailored to the birthday child's preferred music and theme. Pricing is not publicly disclosed and is arranged via direct staff contact.
• Fall Dance Team Prep Intensive A 5-class workshop helping dancers prepare for fall dance team tryouts, focusing on pom technique, kick technique, turns, leaps, jazz style, and strength development.
• Free Trial Classes Complimentary introductory dance classes offered October through March for new students to experience VDP's instructional style before committing to season registration.
• Adult Dance Classes Adult dance classes for ages 18+ including Adult Ballet ($63/month), Adult Tap ($53/month), and Adult Hip Hop, offered on a monthly subscription basis.
• Annual Recital Year-end performance showcase celebrating dancer achievements, held at Edina High School Performing Arts Center with multiple showtimes. Recital fees include costumes, costume tights, picture day, rehearsal, recital day activities, and a full recital video.

Quantifiable outcome

• Winner of Best of Edina Dance Studio 2025 (consecutive year)
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lake Area Dance Center: Minnesota-based competitive and recreational dance studio referenced directly in VDP staff bios as a peer studio. Operates a similar multi-style competitive dance program serving families in the Twin Cities metro, with comparable age ranges and competition team structure.
• Classical Ballet Academy of Minnesota: Minnesota-based classical ballet training institution referenced in VDP staff bios. Focuses on leveled classical ballet training and produces dancers for professional tracks, directly comparable to VDP's Birchwood Ballet Academy sub-brand and ballet competition offerings.
• Rain Academy of Dance: Hastings, Minnesota dance studio referenced in VDP staff bios where a current instructor previously taught and choreographed. Offers recreational and competitive dance instruction in a similar Minnesota suburban market, comparable in scale and program structure to VDP.
• South Metro School of Dance: Suburban Minneapolis–St. Paul dance studio offering multi-style recreational and competitive programs. Comparable in size, geographic positioning, and product mix to VDP, directly competing for the same suburban Twin Cities family demographic.
• Allegro Dance Academy: Minnesota-based dance studio offering recreational and competitive dance instruction across multiple styles for children and teens. Directly comparable to VDP in target customer, age range, and program structure as a suburban Midwest dance school.

Regional players

• Minnesota Dance Theatre: Established Twin Cities dance organization with both school and company operations. Comparable to VDP as a Minnesota dance education provider, though it operates at a larger scale with a professional performing company attached, giving it a broader regional footprint and prestige positioning.
• Ballet Minnesota: Minnesota-based ballet company and training organization that produces full-length productions like Swan Lake and Giselle. Comparable to VDP's ballet programs and Birchwood Ballet Academy, but operates as a professional company plus school with a broader performance mission than VDP's studio-only model.
• Continental Ballet Company: Minnesota-based ballet organization offering both performances and dance education. Comparable to VDP in the local dance education market, but with a heavier emphasis on classical ballet performance and a less diverse multi-style curriculum than VDP.

Broad incumbents

• Pacific Northwest Ballet School: Large, established ballet school attached to a professional company in Seattle. Comparable to VDP's Birchwood Ballet Academy sub-brand in offering structured classical ballet curriculum, but operates at a significantly larger scale with a professional company and broader regional draw.
• The Rock School for Dance Education: Nationally recognized pre-professional dance training institution offering both recreational and intensive ballet programs. Comparable to VDP's competition and Birchwood pre-professional tracks, but operates at a much larger, multi-program scale with national recruitment reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/victoriadance93
• Instagraminstagram.com/victoriadanceproductions
• Xx.com/VictoriaDance93
• LinkedInlinkedin.com/company/victoria-dance-production

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Victoria Dance Productions