The Dance Center

What The Dance Center does

The Dance Center is a privately held performing arts studio headquartered in Carmel-by-the-Sea, California, founded by co-owners Tia Brown Rosenblum and Laura Jeselnick. The company delivers in-person dance instruction across ballet (with a structured pre-professional pathway), jazz/lyrical/contemporary, hip hop, tap, acrobatics (Acrobatic Arts-certified), musical theater, and Theater Production, serving students from caregiver-and-me toddlers through adults. Its core infrastructure is a 7,500 square foot green-standard facility with five climate-controlled studios outfitted with custom basket-weave sprung floors covered in Marley vinyl (the same surface used by San Francisco Ballet and American Ballet Theater), supplemented by a downtown Carmel location adjacent to Sunset Center and a Big Sur Grange satellite for community programs.

The business model is direct-to-consumer subscription tuition priced by weekly class hours ($78-$790/month), layered with annual registration fees ($25-$45 per student), musical theater production fees ($100-$350/year), Team TDC competition fees (choreography, costumes, competition entries, solo fees up to $1,200), seasonal dance camps ($171-$285/week or $67/day drop-in), and adult drop-in or 10-class card pricing. Customer acquisition is driven by community presence, word-of-mouth referrals, recitals at Sunset Center, competition results, and organic social media on Facebook, Instagram, and YouTube; registration is handled through the website and Studio Director portal. The studio competes in six external dance competition circuits including Youth America Grand Prix (YAGP), and has affiliations with Monterey Peninsula Musical Theater (MPMT) for performance travel and Acrobatic Arts for instructor certification. Documented alumni outcomes include acceptance into San Francisco Ballet, Royal Ballet, American Ballet Theatre, Joffrey Ballet, Paris Opera Ballet, School of American Ballet, and university programs at NYU Tisch, Notre Dame, and Indiana.

Name

The Dance Center

Legal name

The Dance Center

Website

https://dancecarmel.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

The Dance Center is a privately held, Carmel-by-the-Sea-based dance and performing arts studio offering in-person instruction in ballet, jazz, hip hop, tap, acrobatics, musical theater, and Theater Production to children, teens, and adults across the Monterey Peninsula, with a documented pre-professional ballet alumni pipeline.

Ownership category

akta.pro rank

Product category

Dance Studio Services

NAICS

Fine Arts Schools (61161), Dance Companies (711120), Theater Companies and Dinner Theaters (711110)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

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

akta.pro secondary industries

Dance & Movement (Ballroom, Contemporary, Social Dance) (EDAAAGAD), Youth/Student & Community Dance Recitals (MPAGADAI), Dance Competitions & Showcases (Non-Esports) (MPAGADAH)

Keywords

• Dance instruction
• Ballet training
• Dance studio
• Performing arts education
• Pre-professional dance

Headquarters

HQ city

Carmel By The Sea

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Monthly Tuition: Recurring monthly tuition payments for dance classes based on weekly class hours. Tuition ranges from $78/month for 0.75 hours/week to $790/month for 15+ hours/week. Based on 4-week/month class meeting time with no adjustment for 3 or 5 week months.
2. Registration Fees: Annual registration fees: $45 for first student, $35 for second, $25 for each additional student. Adult program $40 per person. Covers administrative costs, billing, online portal, insurance, and music licensing.
3. Musical Theater Performance Fees: Annual production fees ranging from $100-$350 per year depending on grade level. Covers costume storage, cleaning, alterations, director stipends, vocal recordings, venue necessities, licensing, props, and performance coordination.
4. Competition Team Fees: Team acceptance admin fee ($135-$200), choreography fees ($135-$300 per group dance), costume fees ($95-$190 per piece), competition entry fees, and convention fees. All non-refundable once paid.
5. Summer/Holiday Camp Fees: Dance camps ranging from $171 weekly for 3-day camps to $285 weekly for full 5-day camps. Daily drop-in available at $67/day.
6. Drop-in Class Fees: One-time drop-in fees for single classes: $27.50 for 1-hour classes, $33.50 for 1.5-hour classes. Adult ballet 10-class card available for $280.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

The Dance Center is a performing arts company that provides in-person dance instruction and training across multiple styles (ballet, jazz, lyrical, contemporary, hip hop, tap, acrobatic arts, and musical theater) for children, teens, and adults in the Carmel, California area. It offers structured progression from preschool through pre-professional levels, including a Ballet Advanced Placement (AP) pre-professional pathway, and runs the Team TDC competition program at regional and national events including Youth America Grand Prix. Revenue is generated primarily through monthly tuition, annual registration fees, performance/competition fees, drop-in classes, and seasonal dance camps.

Product overview

The Dance Center is a dance studio offering a comprehensive portfolio of dance instruction programs for children, teens, and adults. The core offerings include structured technique programs in Ballet (with levels from Beginning through Intermediate AP pre-professional training), Jazz/Lyrical/Contemporary, Hip Hop, Tap, Acrobatic Arts, and Musical Theater. Supporting programs include Theater Production (full musical productions), the Team TDC Competition Program (with jazz, lyrical, contemporary, ballet, acro, tap, and musical theater teams competing at YAGP and regional competitions), seasonal Dance Camps, and specialized programs for preschoolers (ages 2+), kindergarteners, and teen/tween beginners. The studio also offers private lessons, recitals at professional venues like Sunset Center, and performance opportunities including Disneyland trips through affiliated nonprofit MPMT. All programs are supported by 5 climate-controlled studios in a 7,500 square foot sustainable facility with professional sprung floors.

Differentiator

Problem solved

Functional benefit

Products and services

• Ballet Program Classical ballet training program with structured levels from Beginning through Intermediate AP (Advanced Placement pre-professional), including pointe instruction. Emphasizes the five basic positions, turnout technique, and prepares dancers for elite pre-professional programs at companies such as San Francisco Ballet and American Ballet Theatre.
• Jazz / Lyrical / Contemporary Dance Program Dance technique classes covering jazz, lyrical, and contemporary styles for various age groups and skill levels.
• Hip Hop Hip hop dance instruction for all levels with emphasis on age-appropriate choreography and performance skills.
• Tap Tap dance instruction with multiple levels from beginning through advanced, focusing on rhythm, technique, and performance.
• Acrobatic Arts & Tumbling Acrobatics and tumbling instruction delivered by Acrobatic Arts certified instructors, focusing on flexibility, limbering, and partner work with emphasis on safety and proper technique.
• Pointe Program Pointe training for ballet students who have completed prerequisite levels, focusing on foot/ankle strengthening and proper technique for safe advancement onto pointe.
• Musical Theater Performance Program Musical theater program integrating acting, vocal training, and dance for grades Preschool through 12th, with performances at local venues and Disneyland performance trips for older students organized through affiliated nonprofit MPMT.
• Theater Production Full musical production program where students audition, learn roles, assist with props/costumes/sets, and perform end-of-year shows such as Matilda Jr. and The Little Mermaid JR.
• Team TDC Competition Program Competition dance team (Team TDC) offering jazz, lyrical, contemporary, ballet, acro, hip hop, tap, and musical theater teams at Mini through Senior levels. Teams compete at regional and national competitions including Youth America Grand Prix (YAGP), with required summer intensives and choreography sessions.
• Dance Camps (Summer / Holiday / School Break) High-energy dance camps during school breaks combining jazz, ballet, hip-hop, tap, lyrical, acrobatics, and musical theater with themed art and activities, culminating in parent showcases on Fridays. Pricing ranges from $171/week for 3-day camps to $285/week for full 5-day camps, with daily drop-in at $67/day.
• Preschool & Kindergarten Dance Program Age-appropriate dance instruction for 2-year-olds through kindergarten, including independent 2s, preschool, TK, and kinder levels with parent observation options and separate recital performances.
• Caregiver & Me Program Parent-participation dance class for caregivers with young children, allowing adults to accompany students in the classroom as they are introduced to movement and dance fundamentals.
• Teen / Tween Intro to Dance Introductory dance program for tweens and teens ages 8–18 who are new to dance, with pathways to join regular ballet or other classes after completing the program.
• Recitals & Performances Annual recital showcases held at Sunset Center and in-house theater locations, including preschool, kinder, and level-based performances with dress rehearsals and ticketed audiences.
• Private Lessons One-on-one private dance instruction available for skill development, competition preparation, and makeup classes, with Team TDC members requiring minimum 30–60 minutes of private rehearsal per week.
• Adult Ballet Classes Adult ballet program for recreational dancers and adult learners, offered as drop-in classes at $30 per class or via a 10-class card at $280, with a separate $40 adult program registration fee.

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Monterey Peninsula Musical Theater (MPMT)coreStrategic or Co-development PartnerAffiliated nonprofit organization that organizes performance trips for musical theater students. Grades 6-7 and 8-9 students travel to Disneyland to perform in spring through MPMT. Grades 9-12 have opportunities for international travel performances through this partnership.
• Youth America Grand Prix (YAGP)coreOthersInternational ballet competition in which Team TDC Ballet teams and Senior Contemporary/Open teams compete. Held January-March annually with Finals for invited dancers. Major competition venue for pre-professional ballet dancers.
• Applause Dance CompetitionminorOthersRegional dance competition for Team TDC participation. February 2027 competition dates confirmed.
• The Movement Dance CompetitionminorOthersDance competition venue at Chabot College, Hayward CA. All Team TDC members compete at this event.
• Starbound Dance CompetitionminorOthersDance competition held in Dublin, CA. Optional or tentative competition for Team TDC.
• Starpower Dance CompetitionminorOthersDance competition at Santa Clara Convention Center. Alternative to Starbound for Team TDC.
• Just Dance Invitational Dance CompetitionminorOthersDance competition held at Menlo Atherton Performing Arts Center, Atherton CA. All Team TDC members participate.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Joffrey Ballet School: Joffrey's training program in Chicago with pre-professional and year-round curricula. Comparable as one of the named TDC alumni placement destinations and a recognized elite pathway.
• San Francisco Ballet School: Pre-professional ballet training program attached to the San Francisco Ballet. Directly comparable because TDC alumni explicitly target SFB as a placement destination, indicating overlapping curriculum and student aspirations, though SFB operates at significantly larger scale.
• The Ailey School (Alvin Ailey American Dance Theater): Pre-professional school attached to Alvin Ailey with strong ballet and modern programs. Comparable to TDC's AP ballet pathway and its focus on producing dancers accepted at top programs.
• Boston Ballet School: Major ballet training program with structured levels and pre-professional tracks. Comparable to TDC's AP ballet curriculum and named as a destination program for serious dancers.
• Pacific Northwest Ballet School: Professional ballet academy in Seattle offering multi-level training pathways to elite programs. Comparable as one of the named placement destinations for TDC alumni, with a similar structured-level progression model.
• Houston Ballet Academy: Pre-professional ballet academy affiliated with Houston Ballet. Comparable to TDC for students seeking elite ballet placements, with parallel structured-level progression.

Direct peers

• Steps on Broadway: Iconic multi-style New York dance studio offering ballet, jazz, contemporary, hip-hop, tap, and theater classes across age groups. Comparable to TDC's broad multi-style programming and adult/recreational offerings, though at urban scale.
• Peridance Center: New York multi-style dance center offering open classes, pre-professional programs, and a Capezio-sponsored scholarship program. Comparable to TDC's tiered curriculum from recreational to pre-professional levels.
• Broadway Dance Center: New York-based multi-style studio offering drop-in and subscription classes across a wide range of genres and levels. Closely matches TDC's combination of recurring monthly tuition plus drop-in class pricing.
• Ballet Austin Academy: Community-integrated ballet and multi-style academy offering classes from beginner through pre-professional. Closely mirrors TDC's positioning as a community-anchored studio with a credible pre-professional ballet pipeline.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCEgsTofHoU2xqWPGMVxjc1Q/videos
• Facebookfacebook.com/100023393996784
• Instagraminstagram.com/thedancecenter_tdc
• Xx.com/TDC_Carmel
• LinkedInlinkedin.com/company/the-dance-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The Dance Center