Making the Most of Your Show Lobby

Your Show Lobby is a First Impression

When it’s showtime, we focus so much of our attention on what happens on stage and backstage. But that special area where parents, grandparents, and friends gather pre- and post-shows is important too. It’s the space where patrons are welcomed, gather information about your studio and the programs you offer (think summer and fall registration), or the community in general, meet up with friends, and do a little light shopping. The lobby is an important part of your show experience and should be treated as such.

We are fortunate to have a lovely theatre as our facility with a large lobby and some seating for patrons, but those of you that rent schools or churches for your performances can set up a lobby area too. I know many of you go all out in your lobby with red carpets and photographers, which sounds amazing. I have always wanted the dancers to arrive and have a red carpet laid out for them. How excited they would be!

This is what our families experience before, during, and after our show.

Refreshments

Our theatre offers a concession stand that serves snacks, alcoholic and non-alcoholic beverages, coffee, and tea. This is available before the show and during intermission. We do not have the option of providing this service ourselves, but if your facility does not provide this, maybe it’s something you can offer. Some snacks, water, and juice would be an easy place to start. When people are waiting for the show to start, they need something to do, and eating or drinking is usually the thing.

Merchandise

A fun way to provide a little extra revenue, but also a way of offering some fun low-cost gifts for parents, grandparents, and friends, is to have a merchandise table. A little something to surprise their dancer at the end of the show. We offer kid-friendly jewelry, rhinestone pins, notebooks, plush teddy bears (dressed in a T-shirt with the studio logo), tiaras, stickers, and more. The price point varies from a couple of dollars to $30 for the plush bear. Our best sellers are the tiaras and bears. The merchandise table is open one hour before showtime, during intermission, and after the show for 20 to 30 minutes. We have our front desk staff and/or parent volunteers work the merchandise table, keep track of inventory, and pack up.

We also have an arrangement with a company that sells flowers in the lobby. We do not have anything to do with flower sales, but we do get a commission from the sales. This is a good option for those of you that may not have the staffing or time to take on lobby sales. Find some vendors and negotiate a percentage of sales.

Marketing

We take the opportunity of having a group of people who support dance all in one place. They are related to someone in the show or are friends with someone in the show. Who knows how many people attend your shows that have never experienced live theatre at all? This is the time to have your summer marketing front and center. If you have your fall schedule and registration open at the time of your show, have that information available too. We have our summer brochure displayed on our merchandise table, but we also place it around the lobby area. We announce our fall schedule in early April, so that information is available as well.

We also set up our Step and Repeat backdrop for all the proud parents to snap pictures of their dancer. I highly recommend investing in a step and repeat for your studio. We use it many times during the year. It’s a great way to get your brand out on social media without you having to do a thing! There are many price points for step and repeats, so there’s likely something in your budget. Think of the profit from your merchandise supporting the purchase!

Side note: Use your step and repeat for social media contests throughout the year. If you run spirit weeks or when it’s costume time, have your families take pictures and tag you in the socials. You get notified and in turn enter their name for some sort of draw to win a prize.

Communications

We all know not every parent reads the endless information you distribute. We have staff in the lobby to answer questions and direct traffic. 90% of the questions are “what time do I pick up?” Equip your staff with the information they need to answer questions confidently:

• A schedule of rehearsal
• Times that students are dropped off and picked up
• Arrival times for shows

We also have two check-in tables where parents bring their dancers before heading backstage. Many questions are answered at this point as well. Parents also must return to the check-in table to pick up their dancers. We do not release dancers under the age of 16 unless a parent comes to the table.

Your lobby is a great space with an attentive audience to get your program information out, make a little extra revenue, and provide a service for family and friends. It makes those who attend your shows feel like you were expecting them and want them to enjoy the entire experience. Go above and beyond their expectations.

Support to Help Your Studio Shine!

If you’re looking for more support and fresh inspiration for running your studio and performances, the DanceLife Teacher Conference is the perfect place to connect with like-minded professionals. From business strategy to creative show planning, this conference offers actionable ideas and real community. Join us to recharge, learn, and leave with the tools you need to elevate every aspect of your studio—lobby included! Visit dancelifeteacherconference.com for more details.