Dancing Grounds
Dancing Grounds is a New Orleans-based nonprofit dance studio offering 20+ weekly adult classes, a tiered youth leadership program (Dance for Social Change), and studio rentals, serving BIPOC communities, local dance artists, and event hosts via a sliding-scale membership model.
- Company typePrivate
- Founded2012
- HeadquartersNew Orleans, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Dancing Grounds does
Dancing Grounds is a private nonprofit dance organization founded in 2012 and headquartered at 3705 Saint Claude Avenue in New Orleans, Louisiana. It operates as a community dance studio offering more than 20 weekly adult classes across contemporary, hip hop, ballet, Afro-diaspora, jazz, salsa, Pilates, yoga, and Qi Gong, alongside a tiered youth programming path under its flagship Dance for Social Change (DSC) initiative spanning ages 3-18, including a 25-member teen company that produces original social-justice choreography and licensed films. The organization also monetizes two on-site studios (Lakeside and Riverside rooms) via rentals for events and private classes, and runs an annual city-wide competition (DG Showdown) as a mission-driven fundraiser.
The underlying technology stack is intentionally lean: scheduling and membership management are delivered through the third-party MindBody platform with branded mobile apps on iOS and Android; the website and email newsletter use standard Squarescape/email tooling; there is no proprietary platform, in-house AI, or differentiated data asset. Revenue is generated across six streams — drop-in class fees ($15), three-tier sliding-scale memberships (STEP $10-$29, LEAP $30-$49, SOAR $50-$69 per month), youth program tuition with scholarships, studio rentals, performance/film licensing ($250-$1,000), DG Showdown tickets and sponsorships, and donations including the 'Fuel the Movement 2025' annual campaign. Distribution is entirely direct-to-consumer via the studio, its booking platform, mobile apps, and community-based marketing through Instagram, Facebook, an 8,000+ subscriber e-newsletter, and word-of-mouth referrals.
The organization has cumulatively served 3,500+ youth, 8,000+ adults, and 12,000+ audience members since founding and reaches ~23,000 people in total; 814 youth and 10,500 adults have moved through its programs and 337 artists have been paid to teach or create. Governance is via a volunteer board and an executive team led by co-founder Laura Stein, with co-founder Jessica Donley; the paid team of 1-10 employees is supplemented by contracted teaching artists. In May 2025, Dancing Grounds faced approximately $200,000 in funding cuts, including a rescinded $35,000 NEA award and a $62,500 SouthArts grant loss, resulting in reduced class schedule, staff reductions, and reinstatement of youth tuition.
Dancing Grounds firmographics
Firmographics- Name
- Dancing Grounds
- Legal name
- Dancing Grounds
- Website
- https://dancingrounds.org
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Dancing Grounds is a New Orleans-based nonprofit dance studio offering 20+ weekly adult classes, a tiered youth leadership program (Dance for Social Change), and studio rentals, serving BIPOC communities, local dance artists, and event hosts via a sliding-scale membership model.
- Ownership category
- akta.pro rank
Dancing Grounds industry classification
Industry- Product category
- Dance Education & Studio Services
- NAICS
- Fine Arts Schools (61161), Fitness and Recreational Sports Centers (71394), Dance Companies (711120)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance) (EDAMAAAH)
- akta.pro secondary industries
- Dance Fitness Classes (e.g., Zumba) (HSADABAD), Dance Competitions & Showcases (Non-Esports) (MPAGADAH), Youth/Student & Community Dance Recitals (MPAGADAI)
Keywords
Where Dancing Grounds is headquartered
LocationHeadquarters
- HQ city
- New Orleans
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Dancing Grounds business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Adult Dance Classes: Revenue from drop-in single classes ($15 each) and monthly membership subscriptions at three tiers (STEP $10-29/month, LEAP $30-49/month, SOAR $50-69/month). Memberships provide discounts on classes, merchandise, rentals, and events with sliding-scale pricing.
- Youth Programs (DSC): Revenue from Dance for Social Change youth programming including Saturday classes, summer camps, and teen company. Tuition-based with scholarship assistance available. Live performance bookings at $250+ and film licensing at $250-$1,000.
- Studio Rentals & Private Classes: Revenue from renting studio spaces (Lakeside and Riverside rooms) for rehearsals, events, parties, and corporate functions. Private group classes and one-on-one lessons also available for booking.
- DG Showdown Competition: Annual city-wide dance competition fundraiser featuring youth and adult solo and group categories. Generates revenue through ticket sales and sponsorships while investing in local dance talent and youth programs.
- Donations & Fundraising: Annual fundraising campaign 'Fuel the Movement' to support operations and reserve fund. Corporate sponsorships for DG Showdown event. Individual donations and membership contributions support scholarships and youth programming.
- Merchandise Sales: Online merchandise store selling t-shirts, tanks, hoodies, and other apparel through MindBody online store with shipping or in-store pickup options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single drop-in class |
| Subscription | Monthly | STEP Membership - Youth Program Support |
| Subscription | Monthly | LEAP Membership - Senior Scholarships |
| Subscription | Monthly | SOAR Membership - Dance for Social Change Sponsor |
| Other | Pay-as-you-go | DSC Teen Company Live Performance |
| Other | Pay-as-you-go | DSC Film Licensing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Dancing Grounds product offering
Product offeringCore offering
Dancing Grounds is a New Orleans nonprofit dance studio that sells adult drop-in dance classes and sliding-scale memberships (STEP, LEAP, SOAR tiers), year-round youth dance education through its Dance for Social Change program (ages 3-18), studio space rentals, and live performance and film licensing services by its DSC Teen Company. All bookings, memberships, and merchandise are processed through the MindBody platform accessible via website and mobile apps.
Product overview
Dancing Grounds is a dance arts nonprofit organization offering a comprehensive suite of dance programs and services in New Orleans. The core offerings include adult dance classes (20+ weekly sessions across multiple disciplines), youth programs through the Dance for Social Change (DSC) initiative spanning ages 3-18, and studio rental services. The DSC program includes youth companies, summer camps, teen company performances, and film projects. Additional offerings encompass artist support programs (residencies, master classes, visiting artist support), community events (Winter Jam, Dancing Grounds Showdown competition), and membership tiers. The organization also operates a merchandise shop and offers private class services. All scheduling and bookings are managed through the MindBody platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Adult Dance Classes Drop-in and ongoing adult dance classes offered 20+ times per week across styles including Contemporary, Hip Hop, Pilates, Yoga, Ballet Barre, Afro Grooves, Jazz, Salsa Fit, Qi Gong, and 'Work It Out' fitness. Open to adults of all ages and skill levels.
- DSC Youth Programs Year-round youth dance programs for ages 3-18, including DSC Tots (ages 3-4), DSC Kids (ages 5-6), Junior Company Team FLEX (ages 7-9), and Junior Company Team POINTE (ages 10-12). Includes Saturday classes, seasonal performances, and community events with scholarship options.
- DSC Teen Company (Dance for Social Change) Year-round youth leadership initiative for high school students (25-member company) using dance as a catalyst for social change. Members rehearse weekly, select social justice topics, create original performances, and tour to community organizations.
- DSC Summer Camp Intensive summer dance program for youth featuring classes, performances, and community events. Includes early bird pricing and scholarship options.
- Studio Rentals Rental of two dance studio spaces (Lakeside Room 25'x30' and Riverside Room 20'x24') and full facility rentals for events, private classes, birthday parties, video shoots, and corporate events.
- DSC Performance Services Live performances and film licensing by the Dance for Social Change Teen Company. Live bookings start at $250; film licensing ranges from $250-1,000 based on usage type and organizational budget (sliding scale).
- Memberships (STEP, LEAP, SOAR) Three-tier sliding-scale membership program: STEP ($10-29/month) funds youth scholarships; LEAP ($30-49/month) includes 4 adult classes per month plus discounts and supports graduating senior scholarships; SOAR ($50-69/month) offers unlimited adult classes, one guest pass, two DSC festival tickets, and 20% merchandise discounts.
- Private Classes & Lessons Private group classes for birthdays, bachelorette parties, and corporate events, plus one-on-one private lessons with DG instructors. Classes can be hosted at the studio or on-site at external events.
- Gift Certificates Digital gift certificates available in customizable amounts for dance classes, redeemable via unique codes for friends and family.
- SHOP / Merchandise Online merchandise store offering t-shirts, tanks, hoodies, and other apparel. Purchases available through MindBody online store with shipping or in-store pickup options.
- DSC Film Projects Annual dance films created by the Dance for Social Change program, available for licensing. Past films include 'Ya Heard Meh? Youth Stories in a Global Pandemic' (2021 New Orleans Film Festival selection), 'SOLASTALGIA', and 'City for Sale'.
- Artist Programs (Artists-in-Residence & Showdown) Support for New Orleans-based dance artists including promotional support, rehearsal space, residency opportunities, master classes, visiting artist support, and the annual Dancing Grounds Showdown competition.
Quantifiable outcome
- Over 23,000 total people served (3,500 youth + 8,000 adults + 12,000 audience members) since 2012
- +3 more outcomes
Companies that use Dancing Grounds
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles5 records
Dancing Grounds technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Dancing Grounds partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- New Orleans Dance NetworkcoreDancing Grounds is a founding member and leader in the New Orleans Dance Network, an emerging organization that promotes the visibility and viability of dance in the greater New Orleans area.
- Junebug ProductionscoreLocal dance presenting organization collaborating with Dancing Grounds to connect local choreographers with performance opportunities.
- Contemporary Arts Center New OrleanscoreLocal dance presenting organization collaborating with Dancing Grounds to connect local choreographers with performance opportunities.
- Marigny Opera HousecoreLocal dance presenting organization collaborating with Dancing Grounds to connect local choreographers with performance opportunities.
- CatapultcoreLocal dance presenting organization collaborating with Dancing Grounds to connect local choreographers with performance opportunities.
- Ashé Cultural Arts CentercoreDancing Grounds collaborates with Ashé Cultural Arts Center on visiting artist support and community programming. DG Board Member Tiye Jones leads healing-focused yoga at Ashé.
- Kyle Abraham Dance CompanyminorProfessional dance company that has conducted master classes and training opportunities at Dancing Grounds.
- Sidra Bell Dance CompanyminorProfessional dance company that has conducted master classes and training opportunities at Dancing Grounds.
- Trisha Brown Dance CompanyminorProfessional dance company that has conducted master classes and training opportunities at Dancing Grounds.
- 4.0 SchoolsminorLaura Stein serves as a leadership coach for 4.0 Schools, connecting Dancing Grounds to the entrepreneurial education community.
- People's Institute for Survival and Beyond (PISAB)coreNonprofit committed to undoing racism through community organizing strategies. Jessica Eugene is a Core Trainer with PISAB. PISAB grounds Dancing Grounds in Undoing Racism work.
- KM Dance ProjectcoreNew Orleans-based dance theater company founded by Kesha McKey (DG collaborating artist). Chanice Holmes dances with KM Dance Company. Partnership for discounted rehearsal space and promotional support.
- Silhouette Dance EnsemblecoreDance ensemble led by Kai Knight (DG collaborating artist). Partnership for discounted rehearsal space and promotional support.
- Saint Claude Yoga CenterminorSaturday classes are registered through Saint Claude Yoga Center's platform, providing integrated booking access for DG dance classes.
- Midcitizen EntertainmentminorSponsoring the DG Showdown by allowing use of songs from New Orleans-based artists (Big Freedia, Tank and the Bangas, Sweet Crude, etc.) for the dance competition.
Scale indicators13 records
Recent moves7 records
Expansion highlights4 records
Dancing Grounds competitors and assessment
Company assessmentDirect peers
- Marigny Opera House: New Orleans nonprofit performance venue and arts organization. Comparable as a local cultural-arts nonprofit that presents dance and partners with choreographers in the same ecosystem.
- Steps on Broadway: Established NYC studio offering open adult classes in ballet, contemporary, hip hop, and fitness. Comparable model of adult class pack/membership pricing and multi-instructor schedule.
- Joy of Motion Dance Center: Multi-location nonprofit dance center offering adult and youth classes across styles with sliding-scale pricing. Comparable mission-driven studio model with diversified revenue from classes, memberships, and rentals.
- Ailey Extension (Alvin Ailey American Dance Theater): Community-class arm of a major dance institution offering open-admission adult dance and movement classes. Comparable operating model of drop-in and membership-based adult dance classes with social-impact programming.
- Junebug Productions: New Orleans dance presenting and producing nonprofit. Comparable as a Black arts-focused organization promoting dance performance and supporting local choreographers, with overlapping partner relationships.
- Saint Claude Yoga Center: Adjacent New Orleans movement studio that actually hosts Dancing Grounds' Saturday class registration. Comparable neighborhood movement/wellness studio serving the same local adult audience.
- Peridance Center: NYC dance school offering drop-in and membership classes for adults across many styles. Comparable operating model of community-access adult dance classes with multi-style schedule.
- Ashé Cultural Arts Center: New Orleans-based BIPOC-centered cultural arts nonprofit offering classes, performances, and community programming. Comparable as a mission-aligned, equity-focused arts organization in the same local ecosystem with overlapping partner network.
Regional players
- The Movement Center (NOLA) / NOLA Dance Project: New Orleans contemporary dance nonprofit producing performances and offering community programming. Comparable as a regional dance-arts organization serving overlapping audiences.
- Dance/NOLA: New Orleans-based contemporary dance company and school. Comparable as a regional dance nonprofit offering adult and youth classes in the same local market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Dancing Grounds social profiles
Digital presenceDancing Grounds financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dancing Grounds leadership team
Management profileNumber of profiles
Profiles12 records
Dancing Grounds funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dancing Grounds M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dancing Grounds
What does Dancing Grounds do?
Dancing Grounds is a New Orleans nonprofit dance studio that sells adult drop-in dance classes and sliding-scale memberships (STEP, LEAP, SOAR tiers), year-round youth dance education through its Dance for Social Change program (ages 3-18), studio space rentals, and live performance and film licensing services by its DSC Teen Company. All bookings, memberships, and merchandise are processed through the MindBody platform accessible via website and mobile apps.
Is Dancing Grounds a public or private company?
Dancing Grounds is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Dancing Grounds founded?
Dancing Grounds was founded in 2012. It employs 1 to 10 people.
Where is Dancing Grounds based?
Dancing Grounds is headquartered in New Orleans, United States, in the North America region.
How does Dancing Grounds make money?
Six revenue lines are on record. Adult Dance Classes are the primary driver. The others are youth Programs (DSC), studio Rentals & Private Classes, DG Showdown Competition, donations & Fundraising and merchandise Sales.
Who are Dancing Grounds's main competitors?
Direct peers on record are Marigny Opera House, Steps on Broadway, Joy of Motion Dance Center, Ailey Extension (Alvin Ailey American Dance Theater), Junebug Productions, Saint Claude Yoga Center, Peridance Center and Ashé Cultural Arts Center. Regional players are The Movement Center (NOLA) / NOLA Dance Project and Dance/NOLA.
Does Dancing Grounds have an API?
No public API is recorded for Dancing Grounds.
What industry is Dancing Grounds in?
Dancing Grounds's product category is Dance Education & Studio Services. Its primary akta.pro industry code is EDAMAAAH, Dance Education (Ballet, Contemporary, Hip-Hop, Cultural Dance), with a secondary code of HSADABAD, Dance Fitness Classes (e.g., Zumba). Its NAICS code is 61161 and its SIC code is 7900.