Promotional Ideas From the Johnny Appleseed Club (Mansfield, OH)

Article Type Author Publication Date Links Description
Document

Johnny Appleseed Club

2015-04-01

Promotional Ideas Document

This article describes the steps the Johnny Appleseed Square Dance Club went through to build a successful class.


“Selling” Square Dancing To New People

Article Type Author Publication Date Links Description
Document

Bernie Coulthurst

2018-04-01

Selling Square Dance To New People

This article describes some dos and don’ts when talking to new people about square dancing. How to best make it appealing and engage their interest.


NNJSDA Keynote Addresses From Roy and Betsy Gotta

Article Type Event Date Presenter Links Description
Presentation Northern New Jersey Square Dance Association Convention April 2018 Betsy and Roy Gotta (separate presentations)

DREAM (Betsy’s Keynote)

They’re in the Door (Roy’s Keynote)

Talking Up Square Dancing

At the Northern New Jersey Square Dance Association annual convention in 2018, Betsy and Roy Gotta delivered individual keynote addresses. Together, these presentations provide a wealth of insights and suggestions on how to market, recruit, and retain new dancers. Click on the links to the left to see the text of the presentations.

  1. Check out Betsy’s keynote, titled “Dream”, for an exposition on how to market and communicate with non-dancers. How can we change the way non-dancers perceive our activity? What messages do we need to communicate?
  2. Roy’s keynote is titled “They’re In The Door”. If your marketing and recruiting is successful, how do you keep them coming back? How do you build a successful club?
  3. When you get an opportunity to talk about square dancing, do you know what to say? Has a friend ever expressed curiosity? Has a reporter ever approached you? Do you have an “elevator pitch” ready? “Talking Up Square Dancing” provides guidance on how to deliver appropriate, targeted, and concise messages when an opportunity presents itself.


Sustainable Square Dance Teaching Guide

Article Type Author Publication Date Links Description
Document

CALLERLAB Sustainable Square Dance Committee (info@callerlab.org)

2018-07-01

SSD Teaching Guide

In 2016 CALLERLAB authorized the formation of the Sustainable Square Dance Committee and charged it with the task of developing materials to support callers interested in exploring the use of the experimental lesson system that has come to be known as Sustainable Square Dance. Earlier versions of this system have been in use in some areas for quite some time under the name Club 50.

This system is designed to create a 50 call entry program that can be taught quickly, roughly 12 weeks, and yet serve as a realistic destination program for long-term square dancers. While the idea of a shortened entry list is certainly not unique to this system, its design differs in providing a mechanism for keeping dancers in the entry program for at least 2 years, and in many cases, forever.

The publication of the SSD Teaching Guide represents the first deliverable to assist callers in using this system. It provides a lesson plan and sample choreography to help callers entertain dancers with a limited number of calls for a long period of time.


Successful Experiences using the 12 Week Condensed Teaching Method

Article Type Submitter Date Story Abstract
Winning Ways Story Lorne and Barb Smith (l.b.smith@shaw.ca) 2018-05-25

For the past 3 years, the Western Squares Square Dance Club in Calgary, Alberta, Canada has been running the 12 week lesson program. This program was introduced by Tim Mariner and Bill Harrison several years ago at the CALLERLAB Convention. I (Lorne Smith) felt there was a lot of merit in this program so I presented this revised teaching program to the Western Squares Square Dance Club and they bought into it. The program was introduced to this primarily solo club to aid in encouraging a second entry point into the square dance club. The Western Squares is a club that conducts a split program on a weekly basis. For the first hour and one half the caller (Lorne Smith) teaches the condensed 12 week method and then for the remainder of the evening the club dances the Mainstream program. This program is very similar to the Sustainable 50 that was presented at the CALLERLAB 2018 Convention.

Read More …


Innovative Program For New Dancers Revives Dying Club

Article Type Submitter Date Story Abstract
Winning Ways Story Claudia Littlefair (claudia.littlefair@gmail.com) 2018-04-01

This is the second year that our Strathmore club, just east of Calgary, used ‘The Nest’ program for new dancers. What this method has meant for us in Strathmore is that our club is not only surviving, but thriving. Four years ago we were close to shutting down because our small group of dancers (one to two squares/night) were quickly aging out. We were fortunate to graduate several new dancers that year and the next, who were willing to take on executive positions. But we were still just hanging in there. When we introduced The Nest program two years ago, six dancers completed the program. Using the old method (one fall entry point and no absences), only two of the six would have completed.

Read More …


How Rounds Are Scheduled Can Be Important

Article Type Submitter Date Links Description
Idea Jerry Junck (junck@aol.com)

2018-04-23

N/A

Jerry Junck reports on an observation from a club on Vancouver Island. Their format involved having a round between tips and they noticed that new dancers had difficulty getting into squares with the experienced club members. This seemed to be because the experienced dancers were doing the rounds and simply squared up right away since they were already on the floor. The club decided to make a change and do the round immediately after the square dance tip, then take the break. Now they have found that the new dancers were able to join squares with experienced dancers much more easily. We should be thinking of ways to INCLUDE new dancers, rather than unintentionally EXCLUDING new dancers in our dance programs. Breaking down the walls of US (the experienced dancer) versus THEM (the newer dancers).


Seating Can Change The Social Atmosphere of a Dance

Article Type Submitter Date Links Description
Idea Jerry Junck (junck@aol.com)

2018-04-23

N/A

This account from Jerry Junck describes a seemingly trivial change in the way dancers are seated during breaks which he believes has improved the social atmosphere of the group and lead to an increase in the number of dancers attending his dance. Something to think about …

==========================

For years I had always set up my hall with two rows of chairs in the back, side by side. Never really gave that a thought, but did it because “that is what I’ve always done.” That section is a 20 foot wide area behind a row of four columns. Too small an area to dance, but great for seating away from the floor.

Two seasons ago, my activity director decided to leave tables set up in that area all the time. I wasn’t all that sure about it, but that is what she wanted. They set two rectangular tables set end to end. Each table will each seat 4 people on a side, and there are ten sets of these tables. That seats 160 people. Using my old method of chairs side by side, I could not seat that many dancers.

What I have found is that dancers LOVE those tables. To the extent that I believe it has contributed to the growth of this dance in these last two seasons. Also, people are arriving earlier to “stake out” their tables for their friends. This has given dancers a place to put their drinks, their bags, and plates, if we have treats, and a place to put their elbows, if nothing else. It has increased the social aspect of the evening tremendously. Much easier to visit with people across the table rather than down the line beside them on chairs.

As an aside, I just called a dance here in Nebraska this afternoon for a club I started 51 years ago. They are not a big group anymore, but they also set up tables for people to sit around, rather than on the benches around the hall. It was amazing to watch how much they enjoyed being able to visit with each other.


Sustainable Square Dance (SSD) Alphabetical Call List

Article Type Author Publication Date Links Description
Document

Kurt Gollhardt (kurt@certek.com)

2018-03-23

SSD 50 Alphabetical Call List

Thanks to Kurt Gollhardt for producing this single page that alphabetically lists the calls used in the Sustainable Square Dance experimental lesson system. The sheet highlights the calls from the Mainstream list that are used in SSD 50 and also lists separately the Mainstream calls that are NOT used. For full information and sample choreography for the Sustainable Square Dance experimental lesson system you can view the SSD Teaching Guide


Jeff Priest’s Singing Call Figures for Teaching

Article Type Author Publication Date Links Description
Document

Jeff Priest (ask@canadiancallerscollege.com)

2011/2013

Singing Call Books

Jeff Priest has produced an outstanding set of books to assist callers teaching in the Basic through Plus programs. These books contain singing call figures which each feature only one call from the program being taught. This enables callers to teach the programs in whatever order they wish, and still use singing call figures that feature the call currently being taught. Follow the link for more information about these books and how to purchase them.


Promotional Video – This Is Modern Pattern Dancing

Article Type Author Publication Date Links Description
Document

Goldrushoutlaws49 (YouTube channel)

2014-03-29

Square Dance Promotional Video

This 6 minute promotional video shows some of the top modern callers, a variety of dance floors, ages, and dress. and shows how square dancing has evolved from its earliest roots to the modern form.


Restructuring El Camino Reelers Classes

Article Type Submitter Date Story Abstract
Winning Ways Story Allan Hurst (allanhurst@gmail.com) 2018-04-14

El Camino Reelers (“ECR” for short) is a club in the San Francisco area which had been experiencing a constant decline both in terms of class sizes and club membership from year to year. The club was losing money from year to year, especially on classes, but also on club nights. A number of members had died, experienced medical issues preventing them from dancing, or retired and moved out of the area. To arrest this decline the club decided on a new approach to reinvigorate their membership. The new plan involves a three track approach to recruiting and retaining dancers:

  1. Monthly “Drop-In/Fun Nights” with no experience required.
  2. A series of three partitioned blast classes, gradually taking dancers to Plus.
  3. Club nights with both blast-level and full level Plus/Advanced dancing.

This detailed 16-page document describes how they implemented this plan: how they advertised, how they recruited, how they restructured their teaching and club groups, and how they integrated new dancers into the club. It contains a wealth of insightful thinking and planning.

Read More …


Community Dance Journals

Article Type Owner Links Description
Resource

CALLERLAB Committee for Community and Traditional Dance

Index of CD Journal Issues

The CD Journal (formally titled CDP Journal) is published several times a year by the Committee for Community and Traditional Dance (CCTD). The Community Dance Program Journal is aimed at providing material to support dance events for non-dancers: party nights, intro nights, demos, etc. The material uses a limited number of calls (about 24) and allows the engagement of people with no prior square dance experience. Each Journal edition documents a number of such dances and the CD Journal has been published since 1992.


Three Promotional Videos From Sweden

Article Type Author Last Update Description
Summary Barry Clasper (barry@clasper.ca) 2018-03-21

Click on the button below to see a table listing three short promotional videos posted to YouTube by Jon Hansell Nilsson from Sweden. All are under two minutes long.

Video Title (click to view video) Creator YouTube Date Description
You should probably try Square Dance too Jon Hansell Nilsson 2018-01-30 This video shows modern American Square Dance. You may see a lot of traditional clothing in this video since it was filmed at a Swedish National Convention, you may however dress the way you like when you attend a dance. The purpose of the video is for you to get a feeling for Square Dance
Try Square Dance Jon Hansell Nilsson 2018-01-30 This is modern squaredancing! 4 couples dance together in a square figure. You can attend a dance by yourself or together with a partner. As soon as you get together you will begin to make new friends!
Make Time For Square Dancing Jon Hansell Nilsson 2018-02-04 A video to market Square Dance. The benefits are many! Come as yourself, learn to dance step by step and do the most of your leisure.



CALLERLAB Online Teaching Resource

Article Type Owner Links Description
Resource

CALLERLAB Choreographic Applications Committee (dwelch@eastlink.ca)

CALLERLAB Online Teaching Resource

The Choreographic Applications Committee has created this resource site to assist those who are teaching square dancers. Its intent is to collect in one place all the information about each call that teachers might need to teach students successfully.

The site is organized into sections according to the CALLERLAB programs. It is still a work in progress. Basic Part 1 and Basic Part 2 are ready for use. Mainstream and eventually Plus are planned.

For each call there are seven sections of information:

  1. the call definition
  2. standard applications
  3. call analysis information
  4. modules
  5. teaching tips
  6. extended applications
  7. other


CALLERLAB Square Dance Marketing Manual

Article Type Author Publication Date Links Description
Document

CALLERLAB Marketing Committee

2018-02-10

CALLERLAB Square Dance Marketing Manual

This square dance marketing plan has been developed by CALLERLAB members in support of our mission: “To foster the art of square dance calling, and improve caller skills.” Just like the square dancer population, the number of square dance callers today is dramatically smaller than 30 years ago. For CALLERLAB to increase the population of callers, we must start by growing the population of square dancers, thereby providing more opportunities for callers to call, and developing a population base from which new callers will be recruited.

Document Abstract

It is CALLERLAB’s goal to provide square dance callers, square dancers and square dance organizations the tools they need to recruit new dancers in their local markets. This includes:
 Education about marketing fundamentals, which will provide a review of the many things you need to consider about our activity when you begin marketing square dancing.
 Accurate research about the state of our current activity and an understanding of the general public’s image and awareness of our activity.
 Defined marketing strategy elements and exercises for groups to determine target demographics, benefits sought by each target demographic, analysis of our product versus products we compete with, a list of our marketing challenges, and a position statement.

Brand management tactics.
A large list of marketing tactics with “How To” instructions for each.
 Collateral marketing material to support specific tactics.
 Recommendations.
 Case studies to demonstrate successes that are repeatable.
 Fundraising ideas. Face-to-face training programs to assist local dance groups in their marketing efforts.


BC Westsyde Squares Recruits 29 New Dancers

Article Type Submitter Date Story Abstract
Winning Ways Story Alberta Chatter Newsletter (claudia.littlefair@gmail.com) 2017-12-20

This story describes how Westsyde Squares in British Columbia used marketing savvy and well targeted advertising to recruit a large new contingent of dancers. It contains a lot of great information about what messages people responded to, as well as an insightful discussion of the reasoning behind the design of the advertising which was a significant element in their success.

Read More …


Dance Your Way To a Healthier You

Article Type Author Publication Date Links Description
Document

Spokane Area Council (spokanesquares@icloud.com)

2014-01-01

Dance Your Way To a Healthier You

This newsletter article from the Spokane Area Council website summarizes the health benefits of dancing.


Mountaineers 2017 Class

Article Type Submitter Date Story Abstract
Winning Ways Story Jim Langdon (mntndncr@gmail.com) 2017-12-08

This year, Jim Langdon introduced the Rocky Mountain Recruiting Program to the Mountaineers. Although we had been doing a lot of the pieces of the program, we adopted the entire program. The main emphasis was to set up a committee of 5 couples to divide the work. We also had expectations that the Club Members were to actively pursue new dancers. Our goal was to collect 100 names and end up with 20 new members.

Read More …


Dancing For Your Health

Article Type Author Publication Date Links Description
Document

Colorado Round Dance Association Newsletter (Sandi & Dan Finch)

2017-12-08

Dancing For Your Health

This newsletter article describes some studies and articles that discuss the health benefits of dancing.


Rocky Mountain Recruiting Plan

Article Type Author Publication Date Links Description
Document

CALLERLAB Marketing Committee (callerlab@aol.com)

2017-12-14

Rocky Mountain Recruiting Plan

This detailed recruiting plan was abstracted from the CALLERLAB Marketing Report. The report includes some success story examples and the Rocky Mountain Recruiting Plan is one of them. This article details the general plan and includes a description of one successful execution.


ARTS Letter Containing Promotional Materials (Aug 2017)

Article Type Author Publication Date Links Description
Document

The ARTS (directorarts@aol.com)

2017-08-06

Class Promotional Materials

This letter from the ARTS organization contains promotional materials and plans useful to clubs planning to start a new class.


Small Town Club Has 5 Squares of Beginners

Article Type Submitter Date Story Abstract
Winning Ways Story Tom Kahnert (tom@teamtomandjo.com) 2018-08-21

The Town of Strathroy has a population base of about 8,500, located about 35 km west of London, ON. Including some surrounding rural areas the natural catchment area is about 22,000. Despite this relatively small population to draw from, this club has a very successful beginner program with 40 paid-up new dancers. How exactly did they accomplish that?

Following are links to two documents that describe what happened. The first is an article in the Alberta Chatter newsletter. The second is the slides from a presentation Tom and Jo did at the Canadian National Convention in July 2018 where they went into a great deal more detail on how they made it work.

Newsletter Article
Presentation at Canadian National

Tom pointed out that some of the images used on the flyers and marketing materials were copyrighted and license fees were paid for their use (approx $35 each). Tom provided the following information about finding appropriate images:

Through liaising with a contact in Alberta, she reached out to another Club’s Executive Member who used these photos. Having the above numbers for each photo really helped, given that there are hundreds to look at.


Landmark Hearing Assist System

Article Type Author Publication Date Links Description
Document

Landmark Audio Technologies (info@landmarkfm.com)

Landmark Hearing Assist

For dancers who have trouble hearing the calls over the music, Landmark Audio Technologies’ FM transmitters and receivers provide high-quality, cost-effective hearing assistance. During a dance, a Landmark FM Transmitter is connected directly into the existing sound system. The caller speaks as usual into a microphone. Each dancer hears with ear buds or a headset on their Landmark Audio FM350 Receiver. Each adjusts their own volume level.


Keith Rubow’s Dance Recordings Site

Article Type Owner Links Description
Resource

Keith Rubow (keith@krubow.com)

Rubow Recordings Page

This site permits you to purchase recorded dances done by a variety of callers as well as some special festivals such as AACE, PACE Extravaganza, and Heartland. In addition there are a number of sets of teaching recordings for levels C1 through C3A. Recordings are provided as downloadable MP3s. The site focuses primarily on Advanced and Challenge, although some callers have provided some Plus tips. This site is a tape group’s best friend.


PINTEREST Page With Square Dance Material

Article Type Author Publication Date Links Description
Document

Claudia Littlefair (claudia.littlefair@gmail.com)

July 2016

Alberta Chatter Article

This newsletter article describes a Pinterest board established by the Canadian Square and Round Dance Society (CSRDS) that contains material useful in the promotion of square dancing.


Effects of Cognitive Leisure Activity on Cognition in Mild Cognitive Impairment: Results of a Randomized Controlled Trial

Article Type Author Publication Date Links Description
Document

JAMDA Journal

2017-04-07

Effects of Cognitive Leisure Activity on Cognition in Mild Cognitive Impairment

This article documents a Japanese study on the effects of engaging in dance activities, or playing musical instruments, in individuals displaying symptoms of Mild Cognitive Impairment (MCI). Their overall conclusion: “Long-term cognitive leisure activity programs involving dance or playing musical instruments resulted in improvements in memory and general cognitive function”.

Objective: To test the hypothesis that a long-term, structured cognitive leisure activity program is more effective than a health education program at reducing the risk of further cognitive decline in older adults with mild cognitive impairment syndrome (MCI), a high risk for dementia.

Design: A 3-arm, single-blind randomized controlled trial.

Setting: Community.

Participants: A total of 201 Japanese adults with MCI (mean age: 76.0 years, 52% women).

Interventions: Participants were randomized into 1 of 2 cognitive leisure activity programs (60 minutes weekly for 40 weeks): dance (n = 67) and playing musical instruments (n = 67), or a health education control group (n = 67).

Measurements: Primary outcomes were memory function changes at 40 weeks. Secondary outcomes included changes in Mini-Mental State Examination and nonmemory domain (Trail Making Tests A and B) scores.

Results: At 40 weeks, the dance group showed improved memory recall scores compared with controls [mean change (SD): dance group 0.73 (1.9) vs controls 0.01 (1.9); P = .011], whereas the music group did not show an improvement compared with controls (P = .123). Both dance [mean change (SD): 0.29 (2.6); P = .026] and music groups [mean change (SD): 0.46 (2.1); P = .008] showed improved MiniMental State Examination scores compared with controls [mean change (SD): −0.36 (2.3)]. No difference in the nonmemory cognitive tests was observed.

Conclusions: Long-term cognitive leisure activity programs involving dance or playing musical instruments resulted in improvements in memory and general cognitive function compared with a health education program in older adults with MCI.



Morrison Grand Squares – Zero to 60 in Two Years

Article Type Submitter Date Story Abstract
Winning Ways Story Mike Hogan (mike.hogan@cox.net) 2017-07-06

Morrison Grand Squares in Morrison, Il went from zero to 60 members in just two years. This item shows how they did it and provides details of their marketing plan.

Read More …


Happy Time Squares, Lawrence KS

Article Type Submitter Date Story Abstract
Winning Ways Story Mike Hogan (mike.hogan@cox.net) 2017-07-06

In four years the Happy Time Squares in Lawrence, Kansas, went from zero to 140 members!

Read More …


Duke City Singles and Doubles – a Revival Story

Article Type Submitter Date Story Abstract
Winning Ways Story Mike Hogan (mike.hogan@cox.net) 2017-07-06

In 2012 the club was very close to folding due to lack of members so new club leadership took responsibility to develop a growth strategy. The result – by 2017 they have 80 new members.

Read More …


66th US National Keynote by Eric Henerlau

Article Type Author Last Update Description
Summary Eric Henerlau (eric@erichenerlau.com) 2017-06-28

On June 23rd, 2017 Eric Henerlau delivered an exciting keynote address at the 66th US National in Cincinnati. His remarks were heavily laced with wonderful ideas and insights for how we can go about growing our square dance activity. This written version of his speech provides an extremely valuable aggregation of ideas for recruiting, teaching, and retaining dancers. But more importantly, it provides a framework and context for adjusting our thinking and approach to make our efforts to grow our activity more productive.

You can view the text of Eric’s remarks by clicking on the button below. Or, if you would prefer to see the document in PDF form, you can click here for PDF.

Welcome to the keynote address for the 66th National Square
Dance Convention here in Cincinnati. I want to thank you for coming.
My name is Eric Henerlau, and I live near San Francisco, CA. I’ve
been calling for nearly 40 years, and I travel extensively. I also have
an active home program where I teach multiple new dancer classes every year.

Today I was asked to talk about what’s right with square
dancing. What a great way to talk about this wonderful activity!
It’s so easy to focus on the negatives, to complain, and to
tell you all the reasons why square dancing is in decline. So many
of them we have heard time and time again. However, most people
don’t like to listen to others complain about a problem just to
complain. It drains their energy.

What people like to hear are ideas and positive responses. People
like to hear what’s good and right. It lifts their spirits and
helps them move forward in the face of challenges. So today I’m
going to talk about some of those challenges in a way that we can
meet and overcome them. I’m going to share a vision of what
square could look like in the future. And finally, I’m going
to give you some ideas of how you can attract more people in to
square dancing and build your club!

When I started calling, square dance clubs were ubiquitous. New clubs
were formed and occasionally other clubs folded, and I never paid
much attention to the overall health of the activity… until
about 15 years ago. That’s when I really started to see a
decline, not only in clubs and dances, but also in callers teaching
classes. The inevitability of square dancing continuing forever
didn’t seem so inevitable. When I talked to existing dancers,
they would start listing all the reasons why they thought square
dancing was in decline. Most people seemed to be resigned to the
state of affairs, as if nothing could change the direction. They
complained they couldn’t get younger people to try square
dancing, or that the Internet or videos or two working parents or
(fill in the blank) were turning people away from classes. However,
all of these things were really symptoms of other more fundamental
issues. Here are the issues that I see we face and some ways we can
overcome them:

  • Communicating
    value.
    Square dancing has so many positive attributes: fun,
    exercise, and social connection just to name a few. The combination
    of these things is unique in square dancing. We need to let people
    know the great benefits of square dancing. We need to have them
    feel it’s worth their while and their money to try this
    activity. However, we often advertise square dancing in terms that
    emphasize “cheap” or “free” in big letters.
    If we made all square dancing free, do you think people would be
    lining up at the door to join in? Probably not. People value what
    they pay for. Psychologists and economists tell us that if we pay
    money for a product, we value that product to the level of the money
    we pay. The more we invest in the product financially, the more
    likely we will support and promote the product. Let’s set the
    value of our product (square dancing) to be commensurate with the
    joy we get out of the activity. Valuing our product fairly leads us
    to the next challenge we face.

  • Setting
    realistic financial expectations.
    Halls cost money and callers
    need to earn money. Dues and dance fees that haven’t changed
    in the past 20 years are not keeping up with the real cost of
    living. Compare costs of entertainment in your area. What does a
    movie cost? What does a set of ballroom dancing lessons cost? How
    about a set of tennis lessons? Are your dance fees in line with
    other entertainment options such as a movie or bowling? Some clubs
    have done a good job with adjusting dues and dance fees to match
    expenses. These clubs usually have a treasurer who is good with
    numbers and can calculate what the club needs to keep afloat. Have
    honest club meetings to discuss finances. Setting realistic budgets
    can be empowering, and those who really enjoy this activity will
    find ways to make the finances work. These people usually have
    great attitudes towards the club.

  • Building
    the club’s attitude.
    If the club’s energy is low,
    or members feel burned out, or if the existing dancers have little
    tolerance for new dancers, the club is struggling. Dancers may be
    going through the motions of club activities without the enthusiasm
    they once had. When this is the case, identify your members who
    have the strongest vision and call a meeting. Have these leaders
    talk about the things that make the club fun. Emphasize the value
    of new faces in the squares and what these new people will bring.
    Talk about the future of the club in one, two, and five years out.
    Inspire them to look for ideas and elicit support from the rest of
    the club. Attitude is changeable, and it starts with the leaders
    who “own” square dancing.

  • Making
    more “owners” and fewer “renters”.

    Some people participate in life as a “renter”, that is,
    paying for a service or good while they want it, then leaving that
    provider whenever they want. The whole square dancing activity can
    be looked at as a provider. However, square dancing doesn’t
    happen by itself. Square dancing is a collective effort of many
    people. People with a “renters” attitude give less
    towards the support and maintenance of square dancing. They don’t
    “own” square dancing or take responsibility for the
    long-term health of the activity. They get what they want until it
    doesn’t suit them anymore, and then complain to the club or
    quit.

    On the other hand, dancers with an “owners”
    attitude see that they are responsible for the condition of the
    club. They realize that without action on their part, the club will
    diminish. Owners take initiative and encourage others to
    participate fully. Owners understand the importance of social glue
    that keeps the club strong.

    The first step in making more
    owners is to have people self-evaluate. Can they be counted on to
    step up when needed and take on some leadership? Strong clubs
    develop efficient leadership in dancers.

  • Having a
    lean and effective board.
    How often have we heard that
    dancers don’t want to serve on the board because they don’t
    want to get involved in the politics? How about board
    members who feel they are more important just because they are on
    the board? These two attitudes are mutually exclusive, and it
    causes some board members to serve for years, while other members
    never volunteer. There is a need for administration of a club to
    keep it running smoothly. The club needs to choose callers and
    halls, advertise for classes, decide details of dances and run them.
    Is your governing body right-sized? A good board is trim and has
    only the offices it needs to run the club efficiently. A smaller
    board has fewer positions to fill.

    Make sure your board
    positions are clearly defined with a minimum of duties. Ask members
    to volunteer for the board for just a one-year commitment. Hold
    board meetings only when necessary, perhaps only four or five times
    a year. Have clear, purpose-driven agendas that make a productive
    meeting. Keep the focus on necessary club business and avoid petty
    or tangential issues. If you do this, everyone will feel the work
    is worthwhile instead of wasteful. Be sure to solicit input from
    your caller.

  • Including
    the caller on the board.
    If your club has a regular caller, use
    him or her for advice and guidance. The caller sees many things
    from the stage that dancers don’t see and is a thread of
    continuity in the board when club leaders change. The caller
    usually has experience with other clubs and their methods. The
    caller can draw from the body of knowledge that is shared with other
    callers and provide counsel and expertise.

  • Embracing
    the attitude of growth.
    Some people believe that when their
    club reaches a certain size they no longer need to grow. They
    believe they are big enough, and that any more people would be a
    problem (hall size, personal connections, etc.) Many years ago the
    president of a club I called for dismissed the idea of a beginner
    class because the club had 40 members and that, according to him,
    was big enough. He didn’t want to bother with growing the
    club any bigger until we lost members. In reality, we must always
    focus on growing. Marketing and recruiting new dancers
    should be a permanent year-round activity. There should never be a
    time when we decide we have enough dancers. During any dance
    season, a club is either growing or shrinking. No club is ever
    static. The moment we stop efforts to grow is the moment we start
    dwindling.

  • Believing
    there are plenty of people interested in square dancing.
    There
    are 300 million people living in the United States. Almost all of
    them don’t square dance – yet! This is a huge pool of
    untapped potential dancers. Some club members who have scarcity
    thinking believe there is only a small group of people who might be
    interested in learning to square dance. They find themselves in
    competition with other groups in attracting new dancers. Once a new
    beginner has started dancing, the club may be reluctant to encourage
    the person to dance with other groups for fear of losing him or her.
    To these club leaders, the new dancers are a scarce commodity that
    must be protected from other groups. Scarcity thinkers have a fixed
    mindset.

    In contrast, leaders who have abundance thinking
    believe there is an endless supply of people who would like to try
    square dancing. They see that for every personality type, age, sex,
    and demographic in their club there are hundreds more just like them
    that want to join in the fun. They never stop finding ways to reach
    out to those groups of people. Abundance thinkers believe the
    supply of possible new dancers is unlimited. Abundance thinkers
    have a growth mindset.

These challenges can be worked through and overcome. The way we see and experience square dancing may change as a result. Here are some
examples of what the future of the activity could look like:

  • A new group of callers steps up. They may not have all the skills of seasoned
    callers, but new and existing dancers connect with them and support
    them in their efforts.

  • Groups get creative about where they dance. Beyond the customary church halls
    and schools, groups find they can dance in vacant stores, people’s
    garages or living rooms, or on patios and decks when weather
    permits. In exchange for advertising, groups get local businesses
    to sponsor them or provide dance venues.

  • More Basic and Mainstream groups are created, giving dancers more options for
    dancing. Instead of pushing dancers through the programs, callers
    find more ways to use the Basic and Mainstream calls creatively, and
    dancers go to the dances because they are fun!

  • Square dance clubs partner with line dance, contra dance, and other dance groups,
    or square dance evenings are shared with other non-dance activities.
    People will come to square dance and do other things, so less
    emphasis is placed exclusively on square dancing. Square dancing is
    just part of an evening’s entertainment. People create clubs
    that hold a variety of social activities, with perhaps only some
    members square dancing.

  • Callers make more use of technology to reach remote dancers. Callers use Skype
    or social media to call to groups too remote to have a caller.
    Recordings of teaching modules or mini-dances are sent to remote
    groups for practice.

  • The music and sound systems become more contemporary. The speakers and amplifiers
    are on par with what is used by professional DJs. Spectators
    recognize the music as current songs from the radio.

How will these changes occur? There two possible paths. The first is
that forward-thinking clubs will see the future and embrace the
coming changes. They will realize they must adapt to today’s
society to keep square dancing relevant. They will modify their club
policies about everything from dress code to lesson requirements to
callers’ participation. They will expand their idea of what a
square dance club is to include other activities.

The other possibility is that the existing clubs will continue as they
are and eventually fold. The callers and dancers will be content
with stasis, and eventually the clubs will shrink and cease
operations. In their place, new groups will be formed with new
callers and dancers who don’t have the historical context.
These groups will bring a new paradigm for square dancing without
having the institutional thinking of the legacy groups. Culture and
style will be newly created, and a new art form will arise. Either
of these paths will involve getting new dancers.

How can we get more people into square dancing? This is the question
we’ve been asking ourselves for a long time. We know there is
no silver bullet; if there were, we would have discovered it by now
and the halls would be overflowing. We do know that
marketing, promotion, recruitment, and retention take effort, and
that our results will be directly proportional to the effort applied.
However, even the best efforts can yield poor results if we are not
communicating effectively. Achieving better results starts with an
understanding of who we are and what we are willing to change in
order to adapt. Here are my suggestions to start the process:

  • Decide
    what you are going to offer.
    What are you offering to people?
    Fun or long-term commitment to an unknown activity? Basic,
    Mainstream, or Plus destinations? Social community or academic
    lessons? If what you’re offering isn’t working,
    consider changing it. People who don’t square dance are not
    keen on making a long-term commitment to an activity they don’t
    know if they will enjoy. Connect with people on a social level.
    Build relationships around fun, and then include square dancing as
    part of the relationship.

  • Target
    your audience age group.
    People generally socialize with other
    people who are less than five years older or younger than they are.
    If you want to bring in younger dancers, target your marketing
    efforts to people who are five years younger than the average age of
    your club. If the club’s average age is 70, don’t try
    to recruit 30 or 40 year olds – they won’t be
    interested. As an activity, we’ve been aging up over several
    decades. Aging down will be a gradual process for many existing
    clubs. It will take effort and focus. In some cases, entirely new
    clubs may need to be formed with a younger demographic.

  • Focus on
    your club’s personality and strengths.
    Who are you as a
    club? Are you mostly working-age adults or retirees? Singles or
    couples? Do you all attend the same church? Are you traditionalists
    or casual in your approach to dancing? Does your club do only
    square dancing or also include other social activities? The culture
    of a group tends to indicate the type of people it will attract. If
    you want to attract a different demographic, have the club discuss
    the changes needed in its culture. Different groups will attract
    different kinds of people.

  • Find ways
    to be more inclusive
    . Does your club welcome singles? People
    of different skin colors or religions? People with different sexual
    orientation? Just like other activities, many square dance clubs
    have unspoken cultural attitudes that set the social norms for the
    group. These attitudes can be helpful when recruiting people who
    fit the same norms as your group, but they can also be a barrier to
    others who would like to participate but don’t feel like they
    fit in. Look for areas in your club’s culture that may make
    new dancers feel less welcome and discuss what you can do to change
    these areas.

  • Don’t
    be everything to everyone!
    A respected business leader once
    said, “If you’re everything to everyone, you’re
    nothing to anyone.” This holds just as true for square
    dancing as it does for business. We all like to say that square
    dancing is for everyone regardless of age or ability. It’s a
    great thing that so many people can participate in this activity,
    but when we talk about square dancing and offering it to the public,
    we need to narrow our focus to our target audience. Understand
    whom you are trying to attract. A person who hears that square
    dancing is for anyone, and anyone can square dance, is the same
    person who thinks “I’m not just anyone, I have special
    qualities and interests, so this is not for me”. Instead,
    consider focusing on a demographic that is in sync with your group:

      • People who want a social activity

      • People who want exercise

      • People who are interested in trying something unusual or different

      • People who like puzzles and games

      • People who like to travel

      • People who are single or whose partners don’t dance

Even though you are focusing on your target audience, avoid
exclusionary practices that would turn away a potential dancer that
is not part of your target. For example, if you are primarily a
couples-oriented club and a single dancer shows up for lessons, have
a plan to accommodate that person. That person may be the next
enthusiast in the group who contributes to the activity. Find a
place for everyone who expresses an interest.

  • Rethink
    Plus or even Mainstream as a destination for new dancers
    . Last
    year Jerry Story gave an impassioned address about the problems with
    pushing people through too many calls too quickly. He advocated the
    Club 50 program and other similar programs. Some areas of the
    country are experimenting with the 12-week condensed teaching order
    and other smaller lists. Both the Basic and Mainstream programs
    have plenty of variety in their calls, and a skilled caller can use
    these programs to make an entertaining dance for everyone. He or
    she can make the choreography simple and easy or complex and
    challenging without using extra calls. Consider a destination
    program that is shorter and easier to learn, allowing new dancers to
    reach a level of proficiency more quickly.

  • Shift the
    focus from calls to people.
    We tend to emphasize learning a
    bunch of calls to get through the list or program, just so we can
    learn the next set of calls on the next list, etc. Instead, your
    club could make its top priority meeting, socializing, and having
    fun. When the people are more important than the
    calls, groups thrive. New dancers feel more welcome and are more
    likely to return. Experienced dancers enjoy dancing with new people
    as much as being entertained or challenged by the caller.

  • Redefine
    success.
    What is success in square dance lessons? What makes a
    beginner class worthwhile? How long must a new dancer continue
    dancing for you to consider the class a success? Some people
    believe that if the new dancers don’t stay square dancing for
    life then the class was not successful. What if a dancer learns to
    dance and continues dancing for a year or two and then leaves? Is
    that not a form of success? Are we expecting too much from people
    who don’t stay involved for a long period? While some people
    join the activity and do stay for a long time, others will enjoy
    dancing for a while, and then move on. If you consider that
    recruiting effort to be a failure because the person isn’t
    still dancing, then the club’s morale will be compromised.
    Alternatively, if you consider the class a success because there was
    a period of time when the people were in a square, then you can
    build on those efforts and tailor your program around those dancers.
    We all know that many dancers who stop dancing come back again at a
    later date. When this happens, be sure to keep that person on a
    follow up list for future classes or dances.

  • Talk about
    what’s good about square dancing.
    Have a real discussion
    in your club. Underscore your strengths. What is it about your
    club that makes people want to return each week, each month, each
    year? People come for a reason, because square dancing fulfills
    something in their lives. Have your club members articulate those
    reasons. It will get them excited and inspire them to share with
    others who are not square dancing yet.

  • Develop
    community service outreach.
    While square dancing is fun in
    itself, the people involved in the club can also make a difference
    in their local community. Probably some are already volunteering
    time or money to local non-profits. Is there a way to connect the
    club or local dancers with a non-profit or charity? Can you
    organize the club to contribute time or money to a charity and get
    some visibility for square dancing? Not only will your club feel
    good about what they are doing, but non-dancers can bond with club
    members on a different level. The more connections you can make
    with the public, the easier your class marketing efforts will be.

  • Initiate
    cooperative marketing with clubs in your area.
    It takes a lot
    of effort for one club working independently to recruit new dancers.
    Instead of going it alone, talk to other local groups who want to
    grow. Working together, each club can leverage the others’
    skills, resources, and labor to attract people into dancing. The
    visibility of square dancing will increase exponentially. These
    efforts can be coordinated through your local association or
    federation. If your governing organization is not interested in a
    coordinated marketing effort (or other factors make doing so
    ineffective), then create an informal group of clubs who want to
    make a difference. Form small teams from each club who are willing
    to meet periodically to share ideas and work on joint projects.

  • Experiment
    with different marketing techniques.
    There are many ways to
    advertise for your classes: flyers, postcards, newspapers, lawn
    signs, placemats, community outreach events, and Internet ads, just
    to name a few. Try as many as the club has energy and money to
    support. Track your return on investment, but don’t give up
    on any one method if you don’t see immediate results. What
    doesn’t work this time may work well next time.

  • Think big,
    think new.
    Do you remember the children’s book The
    Little Engine That Could
    ? The mantra that kept that engine
    going up the hill was “I think I can! I think I can!”
    The Little Engine took on the challenge of climbing the hill, and
    instead of letting her limitations stop her, she persevered with
    focus and commitment until she was successful. The Little Engine
    thought BIG and NEW. How can your club think bigger or in a newer
    way? What outrageous ideas can you come up with for building your
    club? When you embark on a new project, believe what you’re
    doing will work. Commit to your plans fully. The quickest way to
    failure is not having faith in your efforts. That
    subconscious message of “not believing” will undermine
    your work and almost certainly guarantee disappointment. Instead,
    commit and put the energy into your plans without hesitation.

  • Think
    strategically.
    Where do you see the club in the future? Not
    just for your tenure in the activity, but beyond into the next
    generation of dancers? Do you have a goal for the club and its
    growth? Be willing to adapt to the 21st century world for
    square dancing. Create a vision of your club at milestones in the
    future: 2018, 2020, and 2025. Make plans; think about what’s
    possible even if it seems impossible. Enroll other dancers
    in looking ahead.

  • ALWAYS
    look ahead and avoid dwelling on the past
    . It doesn’t do
    any good to talk about how many squares there used to be at dances,
    how many dances were held, how big the beginner classes used to be,
    and the like. All this is just negative thinking. NO ONE likes to
    hear that yesterday was better than today. We all want to believe
    that today is great and that tomorrow will be even better.
    Suggesting anything different, whether or not it’s true, is a
    sure-fire way to discourage someone new to square dancing. That
    person will think he or she missed the glory days and start to take
    a dim view the current state of affairs. His or her dancing career
    may be shortened – after all, why learn an activity you
    perceive as dying? Instead, keep the focus on how great you can
    build on what you have: classes, activities, and fun. Inspire
    people to look forward to good times in the club, regardless of how
    many people are dancing.

  • Recruit
    and support the next generation of callers.
    The activity cannot
    survive unless there are new callers coming up the ranks. Encourage
    every young dancer to call a tip or singing call. Create an
    environment that would foster the calling “bug” in
    someone. Encourage that person to go to an accredited callers
    school. Give him or her opportunities to call and teach. Enable
    these new callers by fully supporting their efforts. These people
    will be the leaders of tomorrow. Help cultivate them now!

  • Support
    motivated club leaders.
    These people may or may not be on the
    board, but they are “movers and shakers,” people who are
    inspirational, have energy, and get things done. If they have an
    idea that would benefit the club, give them what they need to run
    with it. Let them lead the rest of the club in something new. Even
    if you’re not feeling like a leader, support the people in
    your group who have the energy and let them do the job.

  • Partner
    with your local callers
    and callers association. If
    there are any restrictions on how your organizations can work
    together, remove the restrictions. Have dancers and callers serve
    together in organizations that promote square dancing. Form a tight
    teamwork relationship with your club caller. If you don’t
    have a club caller, enlist local callers whom you respect. Solicit
    their advice. Listen to the issues they see from their side of the
    microphone. Most callers have a vested interest in attracting and
    retaining dancers. They can see what works and what needs
    improvement, even if it’s not popular or goes against
    tradition. Be open to suggestions, and then partner together to
    create solutions.

  • Involve
    the club caller financially.
    Structure the caller’s
    compensation to have some correlation with dance attendance. This
    makes the caller have a reason to attract as many people as possible
    to classes and dances. He or she is more motivated to teach and
    call in ways that retain the most dancers. Callers should take an
    active role in the club’s marketing efforts.

  • Run more
    than one class per year.
    Running only one class each year is
    not very effective. The non-dancing public expects multiple entry
    points to any recreational activity. It’s very bad PR to tell
    a person interested in learning that he or she must wait 9, 10, or
    11 months before another class will be offered. It’s highly
    unlikely that person will return. Many groups have redesigned their
    teaching program and are successfully running multiple beginner
    classes each year. Experiment with multiple entry points and
    overlap the classes to allow the club members and new dancers to
    mix.

  • Use
    technology.
    Technology is available in multiple forms to help
    you grow square dancing. If you are uncomfortable or unfamiliar
    with the variety of technologies in use, find someone in your group
    who can step in and do some of the work. Often the caller can help
    out as he or she may be using the various tools.

    • Website.
      If your club’s website is out of date, have someone volunteer
      to keep it updated. It’s a bad sign to visit a club’s
      homepage to find out about all the dances coming up in 2006…
      If you don’t have a website, get one! They cost from $0 to
      $1000, depending on how robust you want it. Several companies
      offer free websites and website tools in exchange for advertising
      on the side. The club’s homepage should be designed for the
      non-dancing public. When a visitor lands on the homepage, the site
      should communicate the social and fun aspects of the club, along
      with when the next class will start. All other club information
      and business can be on other parts of the site. The homepage is
      the most critical for a new prospect.

    • Facebook.
      Keep your Facebook page up to date with current and relevant club
      activities. Facebook and your club’s website are the
      public’s perception of who you are. Anyone considering
      joining your class or club will visit the website and Facebook page
      first – make sure they are attractive and inviting.

    • Email
      distribution lists.
      Use email group lists for communications
      within your club. Be clear, and concise with club communications
      so that everyone is fully informed. These emails strengthen social
      bonding. Your web hosting service may provide email groups; if
      not, Yahoo and Google both provide this service for free.

    • Google
      phone number.
      Get a unique phone number for your club that you
      can give out to people. Google offers phone numbers for free, and
      you can have any incoming call to that number redirected to a
      person who is designated to receive it. This allows the leadership
      in a club to change while still keeping the same club phone number.
      It also keeps personal phone numbers private.

    • Twitter/Snapchat/Instagram.
      You can use these to send out news and pictures about the club,
      club events, and recent activities.

    • Free or
      near-free online services.
      Use Craigslist, local “patch”
      news sites, meetup.com, etc.

    • Groupon,
      Living Social and other web-based coupons.
      Some clubs have had
      success in using promotional coupons through the Internet. Explore
      this avenue to see if it may work for your club.

    • Prospects
      database.
      Once you get a person who is interested in learning
      to square dance, capture that person’s name/email/city and
      phone number and put it in a database (spreadsheet or document).
      Use an email processing tool to send out email invitations to your
      prospects for upcoming classes.

    • Ads and
      keywords.
      Both Google and Facebook have abilities to promote
      your classes when people use certain keywords to search. Look for
      keywords that someone might enter that would make that person a
      square dance prospect. Bid on and buy those keywords, so that when
      a person enters them, your ad is displayed on the sidebar.

Finally, the most important thing you can do to grow your club: have
the right attitude!

  • The number one key to success: Attitude. A club that truly wants to grow
    will find a way to grow. The members will generate enthusiasm that
    is infectious. People want to be around people who are happy and
    having fun. Capture that attitude and do whatever is necessary to
    bring people in the door. Some groups say they want a class but
    then can’t get enough beginners to justify it. Other clubs
    run successful classes and grow. What’s the difference
    between these groups? ATTITUDE! Those groups who are excited and
    happy about coming to a dance create an energy that attracts others.
    They exude fun and friendliness that make others happy. They don’t
    have to remember to smile – they are already smiling!

Summary:

So, what’s right with square dancing? Every person might have
a different way that square dancing appeals to him or her:

    • Social activity with friends

    • Community

    • Exercise

    • Mental stimulation, brain exercise

    • Respite from the anxiety in the world today

There are so many ways square dancing is the right activity right
now. We all know that people would love this activity if they tried
it. The call for action is now. Get the whole club involved. Make
it fun. Seek out and find success stories from other clubs and
callers. There is a wealth of information on the Internet on
marketing ideas; however, resources are useless without action.
Inspire and motivate your club to take action. Keep emphasizing all
the reasons why square dancing is right for everyone. Your classes
will be more successful, your club will grow, and square dancing will
continue to be the best entertainment for people all over the world.



Learning To Dance Without a Caller

Article Type Author Last Update Description
Summary Julian Pritchard (julian.pritchard@orange.fr) 2017-06-11

We dance in two clubs which have no caller (actually, most of the clubs in France have no caller). We study the calls and then teach them; then we use pre-recorded training material to compensate for the lack of a “real” caller. All the material referenced below comes with texts files enabling you to walk-thru the material when your square crashes. In some cases we have transcribed tracks where text was not provided and people can always contact me for a copy.

(Open the tab below to read the full article.)

We dance in two clubs which have no caller (actually, most of the clubs in France have no caller). We study the calls and then teach them; then we use pre-recorded training material to compensate for the lack of a “real” caller. All the material referenced below comes with texts files enabling you to walk-thru the material when your square crashes. In some cases we have transcribed tracks where text was not provided and people can always contact me for a copy. The best programmes we have found so far are:

BASIC intro – Traveling Hoedowners (USA):

We start our BASIC class using the Travelling Hoedowners Instant Hoedown DVD/CD set. This starts from zero dancer knowledge and works thru the first part of the BASIC programme in 10 lessons with alternate Patters (11) and Singing Calls (12). Cost is 30 USD. We find it works very well. See: http://travelinghoedowners.com….. We only use the CD part but it comes with a DVD showing all the patters/dances so you can look to see how it should be performed if you have any doubts. The Traveling Hoedowners also do an excellent set of BASIC/MS/PLUS reference DVDs explaining and showing each call performed by a Square filmed from above. This was a tremendous aid to us when we started-out.

BASIC – Tomas Hedberg (Sweden):

… after that we swap to the Tomas Hedberg BASIC teaching CDs set which covers the entire Basic programme in 29 sessions of patter+singing calls. The actual callers on the latest version are Bronc Wise (USA) and Thomas Hedberg (Sweden). The cost is 2000 SEK (approx. 230 USD). More information is available from Tomas Hedberg email: caller@caloham.se. (He doesn’t have a website).

MAINSTREAM – Tomas Hedberg (Sweden):

We use the Tomas Hedberg MAINSTREAM teaching CDs set which covers the entire MS programme in 16 sessions of patter+singing calls. The actual caller on the latest version is Thomas Hedberg (Sweden). The cost is 1250 SEK (approx. 140 USD). More information is available from Tomas Hedberg email: caller@caloham.se. (He doesn’t have a website).

PLUS/A1/A2 – Stefan Sidholm (Sweden):

We use the Stefan Sidholm teaching CDs sets:

PLUS: –
71 tracks of patter+singing calls covering the whole programme. The actual caller on the latest version is Stefan Sidholm (Sweden).
A1: –
71 tracks of patter+singing calls covering the whole programme. The actual caller on the latest version is Stefan Sidholm (Sweden).
A2: –
69 tracks of patter+singing calls covering the whole programme. The actual caller on the latest version is Stefan Sidholm (Sweden).

You can get more info from: stefan@sidholm.com. (He doesn’t have a website). The cost is 155 euros (approx.. 170 USD) per level plus postage (discount available if provided on one DVD in mp3 format) (further discount available if you buy more than one level at a time.

C1/C2 – Tony Collingwood (UK):

Tony has C1 and CD teaching material which you can download from his website for free (https://sites.google.com/site/pacesettersuk/home). Contact: tcpace@gmail.com. He also does Two-Couple teaching/practice material from MS thru C3B.

(See also the full KnowledgeBase article on Tony’s recordings here. )



Collection Of Marketing and Recruiting Articles

Article Type Author Last Update Description
Summary Claudia Littlefair (claudia.littlefair@gmail.com) 2017-05-25

Claudia Littlefair is the editor of the Alberta Chatter newsletter. This edition provides a wonderful compilation of a number of articles dealing with advertising, marketing, promotion, and recruiting. You can see the table of contents for the edition below. Follow the link to access the newsletter.

Read Newsletter ….

Name of Article Page
1. No ‘One-Shot Wonders’ in Advertising – by Mike Hogan …..……………………………..……. 2
2. *New* CALLERLAB Resources: Teaching; Knowledgebase; Dances ………………….……… 3
3. A Lesson In Marketing – Producing An Effective Print Ad – by Brian Elmer ….………….. 4
4. *New* Canadian Society Pinterest Account ………………………………………………………..…… 6
5. Marketing On-Line ………………………………………………………………………………………………..…. 6
6. The Off-Season …………………………………………………………………………………………………..……. 7
7. Favorite Website Picks for Promotional Ideas ………………………………………………………..… 8
8. Recruitment – by Tim Marriner …………………………………………………………………………..….… 9
9. Rocky Mountain House’s Success Story – by Doreen Guilloux …..……………………………. 10
10. ‘Winning Ways’ Success Story – New Jersey Rutgers, Ken Robinson ………………………. 12
11. Selling the “Why” ………………………..………………………………………………………………………….. 13
12. What Sells – Facts or Benefits? …………..…………………………………………………………………… 14
13. Signs Speak Volumes …………………………..………………………………………………………………….. 15
14. Summer Demos – by Mike Seastrom …………..………………………………………………………….. 16
15. Writing a News Release, “The Modern Square Dance Image” CALLERLAB, 1978 ……… 17
16. Who’s Your Target – by Mike Hogan ………………………………….…………………………………… 18
17. On-Line Articles Bring In 20 New Dancers ……………………………………………………………….. 19
18. Why Fax? ……………………………………….……………………………………………………………………..… 20
19. Marketing To Baby Boomers …………….……………………………………………………………………… 21
20. Today’s Square Dancer – Do We Have An Image Issue? …………….…………………………….. 22
21. Successful Square Dance Recruiting – Does It Exist? by Patrick Demerath ……….………. 24


IAGSDC History Wiki

Article Type Owner Links Description
Resource

IAGSDC (International Association of Gay Square Dance Clubs)

Website

The IAGSDC is an umbrella organization for square dance clubs around the world that serve the LGBTQ community. Their History Wiki presents a wide range of historical information about LGBTQ square dancing, including current and past clubs, notable people, their annual Convention, the Gay Callers Association (GCA) and other affiliated organizations, as well as the evolution of the IAGSDC itself.


Country Dance and Song Society (CDSS)

Article Type Owner Links Description
Resource

Country Dance and Song Society

Website

The CDSS site contains material about a variety of country dance forms including square dancing, contra dancing, and English country dancing. In addition to historical and cultural information, there are many pointers to other resources and information.


Lloyd Shaw Foundation

Article Type Owner Links Description
Resource

Lloyd Shaw Foundation

Website

The Lloyd Shaw Foundation preserves and shares a diverse range of dance and music traditions with an inter-generational audience. We develop leadership in traditional dance and music forms, and sponsor events and scholarships to ensure their continuity. Through our archives housed at the University of Denver, and at our Dance Center in Albuquerque, NM, we retain important historical records that document the past and enable us to preserve the future of traditional American folk dance.


CALLERLAB Program Documents

Article Type Author Last Update Description
Summary Barry Clasper (barry@clasper.ca) 2018-03-22

This summary points to the primary program-related documents that have been officially published by CALLERLAB. This includes program lists, call definitions, timing charts, lesson checklists, teaching tips, and other materials. Click on the appropriate button below to see a list of materials for the program indicated. Click on the name of the document to access it.

Program Document Tables (click to view)

Document Name Revision Date
Advanced List 2016-12-21
Advanced Definitions 2017-02-22
A1 Checklist 2016-12-21
A2 Checklist 2012-09-13
Advanced Timing Chart 2015-12-15
What Is Advanced Dancing Booklet ????

Document Name Revision Date
C1 List 2016-09-26
C1 Definitions 2017-03-19
C2 List 2016-12-21
C2 Definitions 2016-12-21
C3A List 2017-07-22
C3A Definitions 2017-07-18
Challenge Teaching Orders 2012-02-10


Two-Couple Teaching and Dancing Recordings

Article Type Owner Links Description
Resource Tony Collingwood (pace@collingwoods.org) Webpage

In the Challenge dancing world it has often been the case that dancers wishing to learn a new level did not have a live caller near them who could teach it. The remedy for this was “tape groups” that used recorded materials to learn and dance the new level. Unfortunately, a result of our declining numbers is that it is increasingly common for a group wishing to learn a new level to be unable to muster a full square of dancers, let alone a caller. One answer to this problem is recorded material that requires only two couples. A surprising number of calls and concepts can be exercised without a full square.

Tony Collingwood is a caller in the UK who has created an impressive repertoire of 2-couple teaching and dancing material ranging from Mainstream through C3B. These recordings are available free of charge as MP3 downloads. Click on the link in the column to the left to go to a list of the available recordings.


Why We Should Care About On-Line Marketing

Article Type Author Publication Date Links Description
Document Claudia Littlefair (claudia.littlefair@gmail.com) 2016-10-12 On-Line Marketing

This an article extracted from the October 2016 edition of the Alberta Chatter newsletter edited by Claudia Littlefair. In the article Claudia examines the typical strategies various age groups use when shopping or looking for information, and how we can use that understanding to reach potential dancers.


Approaching Malls With Vacant Storefronts for Demo Spaces

Article Type Submitter Date Links Description
Idea Janice Cha (Janice.cha@sbcglobal.net) Sep 18, 2016 Chicago Tribune article

Check out this article in today’s Chicago Tribune. Our club reached out to a local shopping mall with lots of empty storefronts. The management company was very interested in bringing people in for events. They will not be charging us to use the space. We will be hosting a new dancer dance at our local mall in October, and an intro to square dance event next January.

Our square dance club is Glenview Squares (Glenview, IL), and the mall we will be partnering with is Golf Mill Shopping Center, Niles, IL.


Using Yard Signs to Promote Square Dancing

Article Type Submitter Date Story Abstract
Winning Ways Story Janice Cha (Janice.cha@sbcglobal.net) 2016-06-21

This item contains a description of how the Swinging Sugar Squares of Evergreen Park, Ill. effectively used yard signs to attract more interest in their classes. There is also a link to the Swinging Sugar Squares Toolbox page which contains all kinds of resources such as sign templates, sample flyers, advertising strategies, and more. Click on the links below to see these resources …

Using Yard Signs Article
Toolbox Page


Health Benefits Article Posted by Ontario Square & Round Dance Federation

Article Type Author Publication Date Links Description
Document Ontario Square and Round Dance Federation February 4, 2016 Webpage

This article was posted on their website by the Ontario Square and Round Dance Federation. It discusses the health benefits of square dancing and also contains links to other materials dealing with the topic.


Rocky’s Success Story

Article Type Submitter Date Story Abstract
Winning Ways Story Doreen Guilloux (jdguil2@cciwireless.ca) March, 2016

Three years ago the Rocky Mountain House Whirlaways were struggling to hold their own. This spring they already have 2-1/2 squares signed up and paid for, for next fall, and they haven’t even advertised yet! Their recent President’s Report explains how their club worked together to turn things around.

Read More …


Recruitment

Article Type Author Publication Date Links Description
Document Tim Marriner 2016 Document PDF

Some ideas from Tim Marriner on the subject of recruiting new dancers to a club.

One of the most important necessities of our activity today is the need to find prospective new dancers. Unfortunately, many current dancers have grown weary looking for new people for various reasons. Existing dancers often have hounded their neighbors and friends several times to the point of being a nuisance. There are also dancers that would prefer not to have to “angel” anyone else again, possibly due to burn out. Some members might not really want to lower their proficiency or may wish to move ahead to other forms or programs of dance, not really interested in recruitment of new dancers. If a club determines they need to host new dancer sessions, the entire club needs to understand their responsibilities to support the effort 100%. Recruitment should not be left in just the hands of the caller or the club officers.



New Dancer Coordinator

Article Type Author Publication Date Links Description
Document Tim Marriner 2016 Document PDF

Does you club have an officer who has the job of organizing and catering to your new dancers? If not, you should think about it. This document describes what the responsibilities of a New Dancer Coordinator would be.

After the Club President the New Dancer Coordinator (NDC) is the next most important officer of a square dance club. They must coordinate between the Club President and the club instructor many necessary duties to achieve success. Without new dancers clubs are destined to fail. New dancers are the lifeblood of our activity. New dancers usually have friends nobody has ever contacted to join the square dance activity. They are often highly motivated and willing to encourage others to join something they find new and exciting. The main objective of the NDC is to provide the best fun filled learning experience possible. The NDC must also work year round to energize the club to recruit prospective new dancers, not just one month prior to a new dancer session. The task is very rewarding when everything comes together and you are able to achieve club growth.



174 Prospecting Ideas

Article Type Submitter Date Links Description
Idea Jim Langdon (mntndncr@gmail.com) March 2016 174 Prospecting Ideas

Timberline Toppers’ Recruiting Plan

Timberline Toppers is a club that has dramatically grown their membership by creating an effective plan and executing it repeatedly. One element of that plan is to use a variety of prospecting tactics. Over the years they have collected a large number of prospecting ideas and published them in the first document in the list of links. This document is part of a larger Winning Ways story which is included as the second document in the list of links.


Timberline Toppers’ Recruiting Plan

Article Type Submitter Date Story Abstract
Winning Ways Story Jim Langdon (mntndncr@gmail.com) March 2016

Timberline Toppers in Colorado created a recruiting plan that they used repetitively over a period of several years resulting in a dramatic regrowth of their failing club. In 2005 they struggled to put a square on the floor. Their first execution of this plan resulted in 38 new club members. They have fine tuned their plan over the years and now believe they can develop a class of 40 or more any time they choose to put forth the effort.

Read Timberline Toppers’ Plan …
Read Timberline Toppers 174 Prospecting Ideas …


Moving and Grooving Square Dance CDs for Teachers

Article Type Owner Links Description
Resource Nick and Mary Anne Turner (nmturner@telus.net) Information Website

This is a set of CDs and guidebooks that can be used by teachers or community leaders as a user friendly resource for teaching square dancing. Click on Document Abstract below to see a description of what is included in the package.

Introduction

This dance program is in two sections, each of which can be used as a stand alone program or which you can mix and match to meet your needs.

All the dances are non-sex oriented. This means that you do not have to have boy/girl, man/woman partnering (though you might want to encourage students – especially in the higher grades – to partner with the opposite sex when the man is always on the woman’s LEFT)

The dances in both sections can be used in schools from Grade 3 though 12 and in any church or community group.

Partners will be designated by numbers: “1” for the left hand dancer in a couple (normally the man) and “2” for the right hand dancer in a couple (normally the woman) It helps greatly if the “2s” wear a sash – easily made from forestry marking ribbon, available in most hardware stores.

We used a three ring binder for this program so that you can easily add notes, or copy pages. We have done our best to make it “teacher-friendly.” We hope it will be a program that you will enjoy using for years!

Moving

The first section – “MOVING” – is a collection of traditional dances. Many these dances will be “walked thru” once on one Track and then the dance will be cued or prompted to the music on the next track of the CD. However, there are many that teachers and leaders can easily walk their dancers through themselves. You are expected to teach the steps which are explained in each dance.

Most of these dances can be used with a variety of tunes and songs.
If you have a favorite piece of music or a favorite song, try it with one of the dances. Don’t be afraid to change the dance by omitting or adding an 8 count move such as a Do Sa Do, a Forward and Back, a Star. Let the music tell you!

The dances in this section are good to get a class warmed up before starting on a Square Dance Unit and may be mixed and matched with the Square Dance “ Tips.” There are hundreds of similar dances and a Dance and Music Sources page has been included for your reference.

Grooving

The second section, “GROOVING” is entirely Modern Square Dancing. There are ten sequential units, with all instructions and calling done on the CDs. Units 1 – 5 will be easily done by Grades 3 and 4 and Units 1 – 10 by Grades 5 – 12 and by adult groups.

Again, all the dances are non-sex oriented. The left hand dancer in a couple (usually the man’s position) will be called a “1” and the right hand person of the couple, (usually the woman’s position) will be called a “2”. “2s” are encouraged to wear sashes.

Don’t be scared away by the lesson plans and terminology in this section. They are for your information only. All of the teaching and calling is on the CDs.



Health Plan Newsletter Extols Square Dancing

Article Type Author Publication Date Links Description
Document SCAN Newsletter January, 2016 SCAN Club Newsletter Article Jan2016

SCAN is a health plan that publishes a newsletter for its members. The January 2016 edition contained an article talking about the benefits of square dancing for physical, social, and cognitive health. Considering the natural interest a medical plan has in promoting the overall good health of its members, this represents a strong endorsement.


Teaching Styling

Article Type Event Date Presenter Links Description
Presentation CALLERLAB Convention 2014 Jon Jones and Tim Marriner Video File (part 1)

Video File (part 2)

Handout Files (zipped)

Presentation on the how’s and why’s of teaching styling to new dancers. How styling can help you and your dancers to succeed. Functional styling that helps dancers succeed and feel comfortable dancing (as opposed to regulated styling that implies “do it this way because I told you to” and “this is the way we always do it”).


Using Yard Signs to Advertise

Article Type Submitter Date Links Description
Idea Dale and Cindy Bennett (dale@the-nest.us)

Janice Cha (Janice.cha@sbcglobal.net)

2015 Frontier Squares Winning Way Story

Swinging Sugar Squares Winning Ways Story

Advertising square dance lessons by placing a sign on a lawn or a poster on a telephone pole is not new. But this new twist shows how with a little more active management, the tactic can be much more effective than you might think.

This idea was extracted from a couple of Winning Ways Stories. You can read more detail on this idea and see the context in which it was used by clicking on the links to the left


Operation Frontier – 2015, Milford, OH

Article Type Submitter Date Story Abstract
Winning Ways Story Dale and Cindy Bennett (dale@the-nest.us) 2015

If you think it’s inevitable that square dancing is destined to decline, ask any member of Frontier Squares from Milford, Ohio – and they’ll offer a different opinion. Working together as a team our club achieved the following:

  • Our marketing and advertising strategy resulted in 102 new visitors the first three weeks of lessons.
  • On the 15th week, 51 new dancers were still active.
  • On the 15th week, 11 squares were dancing – 47 new dancers were dancing with 41 Angels
Read More …


Using The 12 Session Twice Per Week Program in Red Deer, Alberta

Article Type Submitter Date Story Abstract
Winning Ways Story Ron & Connie Morgan, RED DEER May 2015

For the 2014-15 square dance season, the Red Deer Square Dance Club decided to try something new and untested for introducing New Dancers to square dancing. Instead of the usual 6-7 month lessons once a week, we wanted to do a 12 week, twice a week approach. Red Deer has always had lessons on a separate night than the regular dances, so our new dancers get more floor time right from the start than most other clubs who teach on their regular dance night.

Thanks to Claudia Littlefair for her permission to republish this story first published in her Alberta Chatter newsletter.

Read More …


Experience Using the Nest System in Calgary, Alberta

Article Type Submitter Date Story Abstract
Winning Ways Story Claudia Littlefair, Calgary May 2015

May 2017

The Banff Trailers Club dance every second Saturday, and have New Dancer lessons every Monday night. Each September several New Dancers would join, but due to factors such as illness, time constraints, vacations, only some were able to complete the year. The club was looking for a new way to increase their numbers, and when ‘The Nest’ idea was presented they agreed to give it a try during the 2014-15 dance year.

Thanks to Claudia Littlefair for her permission to republish these stories first published in her Alberta Chatter newsletter.

Read the original story from 2015 …

Read an update about their experience in 2017


Success Using Fast Track in Edmonton, Alberta

Article Type Submitter Date Story Abstract
Winning Ways Story Pat & Ray Duffy, EDMONTON May 2015

In 2011/2012, the Country Sunshiners promoted and started New Dancer lessons under the watchful eye of Gary Winters. However, our turnout was low and to our dismay, by Christmas most of our new dancers had disappeared. During a meeting to discuss the results it was suggested a new format might be in order as the current one had not worked and maybe a compressed time frame would be better received. At the 2012 A.G.M. the Club discussed our future and the need for new members. It was decided to initiate the FAST TRACK Program with the hope of increasing the interest in Square Dancing.

Thanks to Claudia Littlefair for her permission to republish this story first published in her Alberta Chatter newsletter.

Read more …


Signs Speak Volumes

Article Type Submitter Date Links Description
Idea

Document

Claudia Littlefair November, 2015 Albert Chatter Newsletter Nov 2015, pages 1-2

This article abstracted from the November 2015 edition of the Alberta Chatter newsletter describes how a club uses innovative signage as an aid to recruiting new dancers. See the article titled “Signs Speak Volumes”.


Promotional Video From Maine

Article Type Owner Links Description
Resource Dave Wilkinson Video

This 28 minute video was produced by Dave Wilkinson in cooperation with the Sage Swingers in Maine. It does a great job of describing a little square dance history, explaining how their local clubs work, explaining the benefits and appeal of square dancing, and showing dancers having fun at dances. Production values are excellent.


havefungetfit.org

Article Type Owner Links Description
Resource Brian Freed (webmaster@havefungetfit.org) Website

The “Have Fun Get Fit” website is a recruiting and advertising tool for some clubs in Minnesota. It contains some information about Sep 2015 classes and an advertising video.


Advertising Brochure Stressing Health Benefits

Article Type Submitter Date Links Description
Idea Jean Lander (hjlander@gmail.com) April 2015

2015-04-20 Ottonobee Brochure re Health Benefits (pdf file)

2015-04-20 Ottonobee Brochure re Health Benefits (docx file)

It is a different approach. I am stressing the health benefits of square dancing. The idea is we will get these rack cards professionally printed. We will buy the plastic rack holders and then our members will approach doctors offices, medical centres, activity centres, health food stores, or anywhere they can find that is suitable for our display there. Hopefully one person/couple will take responsibility of one or two holders, finding a location and keeping it stocked.

I have had positive feedback from Lift Lock, Otonabee, Lindsay and Cobourg. Cobourg is waiting for a meeting to get approval. The clubs will pay for as many cards are they want.

There will be no specific locations, times, etc., on the card, as you can see.

I have had 3 quotes for printing 5000. The best price is $600 which includes tax. Holders are approx. 1.50per piece. The cards are about 3.5″ x 8″. The shelf life of the cards is long term as no dates, times etc., are given.


Dancing Makes You Smarter

Article Type Author Publication Date Links Description
Document Richard Powers 2015

Condensed Article From SRDIAA Sep 2015 Newsletter

Full Article

Full Study In New England Journal of Medicine

This article by Richard Powers discusses the findings of a study published in the New England Journal of Medicine in 2003 which found that dancing offers protection against dementia. Square dancing is not specifically singled out, but the information presented seems to indicate that it would provide one of the highest degrees of protection. In September 2015 the Square and Round Dance Instructors Association of Alberta (SRDIAA) published a condensed version of Richard Powers’s article in its newsletter. The condensed article provides pointers both to the full Richard Power article and the subject NEJM study. Those pointers are also provided here.

Richard Powers is a full-time instructor in contemporary social dancing and dance history, Stanford University Dance Division, Department of Theater and Performance Studies. (Full bio)


Multi-Cycle Program X Plan from Gardner Patton

Article Type Author Publication Date Links Description
Document

Idea

Gardner Patton (gcp6@optonline.net) 2012 Webpage

If you read any of the square dance publications today you will note that many articles suggest the way to attract more people into the square dance activity is to provide a square dance Program which: 1) takes a short time to learn; 2) provides dances where a person can dance that Program frequently. The thought is, that if you can teach dancers enough quickly to where they can dance frequently knowing a few calls, they will spread their enthusiasm for the activity to their friends who can start dancing almost immediately without waiting a year for the next cycle to start.

In the past there have been plans that provide for a Program with less calls (ABC, Community Dance Program, Basic 1, etc.) with little thought to moving those folks who dance that Program forward. There have also been multi-cycle plans which have short periods between new class starts but they have not included a way for people who want to, to dance frequently to a Program lower than Mainstream.

The plan described here is a combination of the best parts of those two plans, and shows that if it is implemented in a region where there are multiple clubs, who all follow the plan, a new dance Program can be introduced into the region which has fewer calls thus creating a pool of dancers from which new Mainstream dancers will eventually emerge.


Alternate Lessons Systems Brochure

Article Type Author Publication Date Links Description
Document Arnold Gladson (agladson@austin.rr.com) 2001 Brochure

This brochure was produced by a CALLERLAB Ad Hoc committee. It explains and contrasts traditional lesson structures with multi-cycle and accelerated programs.


Teaching New Dancers (eBook)

Article Type Author Publication Date Links Description
Document Cal Campbell (calcampbl@gmail.com) 2015 eBook

Designed for Elementary and Secondary School Teachers.

The 18 dances featured in this short book use only four basics. Circle Right/Left, Forward & Back, Arm Turns, Star Right/Left. These four basics are used in big circles, line dances, contra dance, square dances, trios, and mixers. This enables the teacher to teach only four dance movement and then to use these same movements in various ways to provide a great deal of variety in dances.


Dancing For Busy People

Article Type Author Publication Date Links Description
Document

Resource

Cal Campbell (calcampbl@gmail.com) 2003 Book

Website

Dancing For Busy People was originally a book published in 2003. More recently, Cal has created a website that includes the book but also points to many additional resources and sources of information. The book is an excellent resource for someone planning a party night or beginner dance. “Dancing for Busy People” is a collection of over 400 dances using easy to teach dance movements. Most dances use only walking movements based on commonly used square dance terminology. Only 25 basics are used. The same basics are used for contra dances, trios, quadrilles, Sicilian circles, mescolanzas and many of the round dance mixers. Some special description of footwork is necessary for the no-partner dances.


Otonabee Squares – Success Starting a New Club (2009)

Article Type Submitter Date Story Abstract
Winning Ways Story Jean Lander (hjlander@gmail.com) 2015-08-03

Report from Jean and Howard Lander about their success in starting up a new club in Peterborough, Ontario. The report contains much interesting information about how they advertised, promoted, and recruited for the new group.

Read More …


Using Square Dancing For Rehab (2004)

Article Type Submitter Date Story Abstract
Winning Ways Story Barbara Blencoe 2005

Report from Barbara Blencoe about how her square dance group and activity helped her rehabilitation from a stroke.

Read More …


you2candance.com

Article Type Owner Links Description
Resource Roy Gotta (you2candance@you2candance.com) Website

This site is designed to introduce non-dancers to the general world of square, round, and contra dancing. It includes demonstration videos, pointers to resources and clubs, and information about how to get started in the activity. It’s a great reference for that friend who asks you for information about dancing.


Taminations

Article Type Owner Links Description
Resource Brad Christie (brad@bradchristie.com) Website

This site contains a tool that allows viewers to watch an animation of a call being performed, often from a variety of starting formations. It provides an excellent educational tool to assist both dancers and callers in understanding the action of calls. It covers calls for programs from Basic to C3B. A mobile version of the tool is also available that can be operated offline on an Android or iPhone device.


CALLERLAB Community Dance Resources

Article Type Owner Links Description
Resource Dottie Welch Website

This Dance Resource is a compilation of Beginner Party Dances, Community Dances, Contra Dances, and Traditional Square Dances. Dances are grouped by type and listed in HTML code for easy viewing. Each dance is also available to be downloaded as a Rich Text File. There is also a sortable and linked index to the Community Dance Journals. Supporting documents are being added and now include Formation Diagrams, Music Suggestions, and the Community Dance Program Plan.


WheresTheDance.com

Article Type Owner Links Description
Resource Robert Ameeti Website

This site provides a comprehensive list of upcoming special events as well as regular dances in a geographical area. You can search for dances by area, by level, or time period. You can look for clubs that dance particular programs or on particular days. You find locations and addresses. A huge collection of information about square dance events.


ceder.net

Article Type Owner Links Description
Resource Vic & Debbie Ceder (debbie@ceder.net) Website

Ceder.net is a comprehensive collection of resources related to square dancing. It includes a number of sections:

  • A database of callers and cuers
  • A database of square dance clubs
  • An extensive database of choreography examples
  • A database containing upcoming events
  • (for the above 4 databases individuals can input and update their own entries to keep them current)

  • A large repository of documents and articles related to square dancing
  • A huge database of square dance music (for historical reference, not for purchase)
  • Links and lists of other square dance resources


Condensed Teaching Order

Article Type Author Publication Date Links Description
Document Ad Hoc Committee
(prepared by Tim Marriner and Bill Harrison)
2013-04-01 (Press Release)
2014-12-01 (Full Document)

Press Release

Full Document

In 2012 CALLERLAB commissioned an Ad Hoc committee to work with ACA to document a condensed teaching system that some callers had been using successfully for some time. The Press Release document describes the project and presents the initial output of the Ad Hoc in April of 2013. Additional materials and documentation were developed by the CALLERLAB members and a detailed booklet was released in December of 2014. That booklet (access via the Full Document link) includes the suggested calls to teach along with abbreviated definitions, teaching tips and other useful information.

See document abstract for the Full Document below.

Several different approaches to teaching square dancing have surfaced over the years; Blast Classes, Fast Track, and ABC, to name a few. Most of these methods involve shorter teach times. All offer an alternative approach to teaching outside the norm. One problem not usually addressed is the staggering amount of material that still must be taught for the average new dancer to participate in a club program. Many groups start new dancer sessions once a year in Sept. and move them through for almost a full year before they can join in with the existing club. The window of opportunity to join Square Dancing is usually open and shut in just three weeks. Very difficult to get many new dancers involved this way at today’s current pace of life.

It is for this reason other teaching approaches have been introduced. Still, only a handful have had limited success with these unique teaching methods. One pitfall is not having a suitable destination for new dancers to continue after the session is over. The transition between class and club is still devastating with soaring dropout rates. It is unrealistic to assume a reversal of this trend can be obtained by teaching new recruits at a quicker pace with as much material currently being danced at average clubs.

Focus groups surveys concluded the average age of our activity is growing older. The same surveys polled ex-dancers and obtained staggering results that most felt were not statistically accurate. Yet several other focus groups netted the same results. Apparently, close to a million people have had an introduction to Modern Western Square Dancing but dropped out mostly because it took too long to learn. Shortening the lessons seems a logical repair, however; it is only one part of the equation. Less material needs to be offered while still providing variety and fun.

It has been suggested that a limited dance language can be obtained if a group committed itself to the current Basic Programs. It is debatable however why such a group is not sustainable in most regions. One possible answer is that there are several redundant dance moves and others that are not widely used on an average Mainstream floor. Also, dancer satisfaction can be better achieved with a wider variety of calls from a wider variety of formations better sustained with some Mainstream actions.

The ad hoc committee working on this project designed a teach order that includes these most popular dance actions, integrating some of the more difficult dance actions with the easier ones, and defers less used dance actions and redundancies to shorten the normal teach time. The following will provide greater explanation and details of this Condensed Teach Order.



Include Non-Dancer Events At Festivals and Conventions

Article Type Submitter Date Links Description
Idea Barry Clasper (barry@clasper.ca) 2015-07-28 (none)

We used to go to an annual 1-day festival. In the evening they had a non-dancer hall. We could bring non-dancing friends and they would spend a couple of hours learning a few basics while we danced in the other halls. Then we could join them and dance a couple of tips together. It made for a great introduction to our activity.

Suppose some of our national or regional conventions started to incorporate an event such as that as part of their program. Locals would have a chance to introduce their friends to our great activity.


Success Story Growing Classes

Article Type Submitter Date Story Abstract
Winning Ways Story Don Wood 2015-03-02

Report from Don Wood describing how they revised their beginner offerings to increase their recruiting success.

Read More …


Rutgers Promenaders Rebuild

Article Type Submitter Date Story Abstract
Winning Ways Story Ken Robinson 2015-03-02

Report from Ken Robinson describing how Rutgers Promenaders rebuilt their club after a period of decline.

Read More …


No Experience Necessary Dances

Article Type Submitter Date Story Abstract
Winning Ways Story Dave Harry 2015-03-02

Report from Dave Harry describing how combining a “no experience necessary” floor with a Mainstream dance introduced 15 squares of non-dancers to our activity.

Read More …


Village Swingers Club New Recruiting

Article Type Submitter Date Story Abstract
Winning Ways Story Eva Murray 2015-07-28

Report from Eva Murray about how over a period of years the Village Swingers is rebuilding their club through effective advertising and improved teaching programs.

Read More …


CALLERLAB 2015 Brainstorming Session

Article Type Submitter Date Links Description
Idea Barry Clasper (barry@clasper.ca) 2015-07-12 Brainstorming Ideas Spreadsheet (CALLERLAB 2015)

A “brainstorming” session was held during the opening session of the CALLERLAB Convention in 2015. The audience was seated at round tables with 8-10 people at a table. Each table was asked to brainstorm for 10 minutes or so on things that could be done to “improve square dancing” (however they conceived of that). Ideas were just written down by each individual as fast as they occurred to them. Each table was asked to rank their ideas and select the top 3. Then those 3 were taken to another table, which was asked to rank them.

The attached Excel spreadsheet contains those ideas. There are 441 items of information. Some are cryptic or unformed, some are well-trodden ground, but many are valuable.

The spreadsheet has three columns for categorizing the idea so you can sort the spreadsheet and group ideas together by category. There are also two rank columns: the first shows the rank assigned by the originating table, the second the rank assigned by the evaluating table. If the rank fields are blank, then the idea was not selected as one of the top 3 by the originating table.


New Dancer Promotion

Article Type Submitter Date Story Abstract
Winning Ways Story Bill & Marge Webb 2015-02-01

Report from Bill and Marge Webb, Brecksville Squares. They report information of actions the club took to increase the number of new dancers in the club. Very helpful information for any club looking to add new dancers.

Read More …


Fast Track To Mainstream In Iowa

Article Type Submitter Date Story Abstract
Winning Ways Story Doug & Don Sprosty, “The Calling Twins” 2008-02-16

The purpose of this article is to relate our very positive experience in early 2007 with teaching the CALLERLAB Mainstream program using the “Fast Track” (or accelerated) approach. We are writing this as we prepare our lesson plan to begin teaching in this format again in early 2008.

Read More …


New Dancer Class (Washington State)

Article Type Submitter Date Story Abstract
Winning Ways Story Don Wood, Robert Hurst 2009-02-12

This report was received from Robert Hurst with a report from Don Wood regarding a New Dancer class in Washington state. The report indicates that good advertising, hard work, and recruiting can be successful. Ten squares showed up on the first night!

Read More …


Accelerated Learning Program for Squares (ALPS)

Article Type Submitter Date Story Abstract
Winning Ways Story Virgil Forbes 2008-03-11

The ALPS program that I have been using for the last several years is not original to me. It is an adaptation of a number of different concepts such as “Blast”, “Blitz” and “Crash Course” that have been talked about at Callerlab and other caller gatherings, in recent years. The concept: Quick equip new dancers with enough square dance vocabulary and dance skill so that they can quickly join regular club dances.

Read More …


Ohio – Class Promotion

Article Type Submitter Date Story Abstract
Winning Ways Story (No Submitter Information) 2009-11-06

At the meeting of the Central Ohio Council of Dance Clubs (COCDC) on May 4, 2009, it was announced to the council representatives that we were forming a group to try to promote square dancing, recruit more new dancers for our classes in the fall, and ultimately to increase membership in our clubs. Mary Galentine agreed to chair this committee. We gave the club representatives information of when and where the first meeting was going to be held. We also sent out this information by email to dancers from all of the clubs and announced it at each of the club dances we attended for the remainder of the spring. Dancers representing eight different Central Ohio clubs attended the first committee meeting in May.

Read More …


Saturday Classes (Martinez, CA)

Article Type Submitter Date Story Abstract
Winning Ways Story BSwerer@aol.com 2009-09-11

What?…a Saturday morning square dance class? Why not! People take walks, run, ride a bike, walk the dog, or go to a gym for exercise on Saturdays. Why not learn to square dance and get the same benefits and meet some great people at the same time. The Martinez Swingers of Martinez, California has joined with the Martinez Adult Education (MAE) to offer such a class. Each Saturday morning from 10:30AM to 12:30PM dancers from the Martinez Swingers, acting as “Angels”, join with the class members for the two-hour sessions.

Read More …


Success Strategy – Brecksville Squares (Ohio)

Article Type Submitter Date Story Abstract
Winning Ways Story Dennis H. Deluga 2004-01-30

A report from Dennis H. Deluga about what can be done to help a club become successful. It deals with a number of areas including leadership, communication, and outreach, that clubs must address in order to be successful.

Read More …


Class In 3 Days – Four Corners Area

Article Type Submitter Date Story Abstract
Winning Ways Story Four Corners Dancers
(Colorado, New Mexico, Utah, Arizona)
2004-02-01

The Four Corners Dancers is a small square dance club. Until this year we had been holding 20 week instruction sessions, (basic-mainstream). We tried starting in September which was good. Everyone was gung-ho but then along come the 2 months of hunting seasons. And hunting being a big recreation in our area we would have several couples not attend lessons because they were hunting, or they would attend just intermittently. Through this we would usually lose some of the new dancers altogether. Then along would come the Holidays and again conflict, so we would lose a few more. By the time we finished the 20 week cycle of lessons we were lucky if we had retained 2 or 3 new dancers. Retention has always been a problem for us. A large percent of those finishing lessons were no longer dancing at the end of a year. Then we tried starting in January, with about the same results. People just got tired before the 20 week commitment was up.

Read More …


Success Strategy – Broken Wheel Squares (Kirtland, OH)

Article Type Submitter Date Story Abstract
Winning Ways Story Mike and Rose Speers at RVROSE @Earthlink.net or 28845 Serenity Lane, Wickliffe, OH 44092. 2003-10-30

The 35th Anniversary Year of the Broken Wheel Squares came at just the right time. The club was in the doldrums. It had inexperienced leadership, an aging membership and was losing its spark. To many we were just going through the motions. We had good dances, but any excitement was coming from the caller not the membership. We were losing money on about a third of our dances and were surviving by the thinnest of margins.

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Recruiting Old & New Dancers (Belles and Beaus-Pomeroy, OH)

Article Type Submitter Date Story Abstract
Winning Ways Story Betty Knight (club president) 2003-07-06

The Belles and Beaus of Pomeroy, Ohio had a new dancer group of 7 couples and 3 singles in 2002. Their success in recruiting was attributed to two activities. Several weeks prior to the start of their new dancer session a written invitation was sent to former dancers inviting them to a “Come Back to Square Dancing Party”. They obtained the membership lists from three area clubs that had folded plus past membership lists of their own. They also placed ads in 3 local newspapers. The papers listed their club activities and new dancer group in their social calendar. The papers also carried a news story a couple of weeks prior to the start of their new dancer session.

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Larkspur Tam Twirlers – Invite Public

Article Type Submitter Date Story Abstract
Winning Ways Story Eric Henerlau 2003-07-19

The Larkspur Tam Twirlers, which dances during the week, periodically sponsors a Saturday night special when other clubs, are invited. These dances are typically plus level. Occasionally, the dance may be a red light/green light dance where half the tips are new dancer level.

Realizing a marketing opportunity in having the non-dancing public see a large Saturday dance, the club recently advertised their dance to the general public. Non-dancers were invited to attend at no charge. A special introductory session was held 30 minutes prior to the dance, during which the caller taught some basics with the club dancers filling the floor. After the half-hour was completed the public was invited to stay and watch the square dancing. Between tips, mixers and easy lines were played with everyone invited to join in. Twenty non-dancers attended and thoroughly enjoyed themselves with several joining a new dancer session that started 3 weeks later.

The Lakespur Tam Twirlers use a multi-cycle new dancer format. The destination level is Plus.

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New Dancers – (Crosstrailers – Warren, OH)

Article Type Submitter Date Story Abstract
Winning Ways Story Margie McCummins 2004-03-30

We have enjoyed thirty-seven new dancers (students) for lessons this year ….. thirty-seven! Our lesson nights have ten to eleven squares, and yes, they are a bit noisy with all the laughter and fellowship.

When we polled our new dancers to see what brought them to our lessons and squares, thirty-seven came because of a personal invite; one couple found our club on the Internet. Sixteen new dancers said they had previously seen a demo; four had seen a flyer at a fair; and four read our article in the local newspaper. However, this did not bring them to our lessons …. it was the personal invitation that brought them to lessons.

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Growth Thru Classes – Greenville, PA

Article Type Submitter Date Story Abstract
Winning Ways Story Shirley Newbrough Club Correspondent 2004-12-01

An encouraging story about a club rejuvenating itself.

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Square Dance Video – Background

Article Type Submitter Date Story Abstract
Winning Ways Story Spring Park, MN,
Dee Scott: 952-472-2987
2005-01-01

This report provided Questions and Answers concerning the Square Dance Video produced by the Minnesota square dancers.

In October and November, 2003, Ken and Dee Scott took classes at the Lake Minnetonka Communications Commission TV studio in Spring Park, Minnesota and became ‘certified community television producers.’ This certification entitled them to use the LMCC studio free of cost for any TV production they wished to undertake. Being square dancers, they thought a TV show would be the perfect way to communicate the many extraordinary qualities of square dance to the public.

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Club For Classes – Only

Article Type Submitter Date Story Abstract
Winning Ways Story Boomerangs – Washington, DC Area
Becky & Hoyt Stewart, 4414 South 34th Street, Arlington, VA 22206, Phone; 703-578-0132 E-mail: beckv.hovt@verizon.net
2004-03-20

The Boomerangs is a club that is not a club. We are not a dancing club; rather we are a teaching council with multitiered classes. We exist for one purpose, to hold square dance classes.Our concept has been a combination of already tried ideas and new ideas. We are always evolving and trying to adjust to changing times.

We started with a small group of dancers and one caller who met almost on a weekly basis during the formative months. The members began with a vision and contributed their time, energy and funds to begin the council. Then we recruited additional callers and dedicated angels to help make this teaching concept a reality. We exist through the support of our local callers, angels and a very dedicated council who are the managers and administrator of our group.

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Teen Dancing (Petaluma, CA)

Article Type Submitter Date Story Abstract
Winning Ways Story Scott Byars 2004-08-01

This is a report on teen dancers in Petaluma, CA as reported in the Press Democrat By Janet Parmer.

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Petaluma’s youth bop to a new beat and learn it’s fun to dance to a different tune! Aleksandra and Danielle Olivera once dreaded being dragged to square dances. Now the St. Vincent High School students are largely responsible for the dramatic increase in teenagers learning to square dance in Petaluma. They’ve lured many of their friends to the Tuesday night Adobe Squares club, and most have returned voluntarily to learn more dance steps. The Adobe Squares beginning square dance class, which meets at the Petaluma Women’s club, is anything but traditional, with teens almost outnumbering adults.

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New Class Promotion, South Milwaukee, WI

Article Type Submitter Date Story Abstract
Winning Ways Story 49’ersSquare Dance Club
South Milwaukee, WI
Bernie Coulthurst, editor of the Club Leadership Journal
2003-01-01

Hard work and perseverance has paid off for the 49’ersSquare Dance Club of South Milwaukee, Wisconsin. There are 24 new dancers in their 2002-03 class. Their promotional efforts started in 1999 after not having any new dancers in 1997 or 1998.

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Winning Ways (2003/01/02) Sage Swingers

Article Type Submitter Date Story Abstract
Winning Ways Story Brunswick, ME
FoundationFL@aol.com for more information.
2003-02-01

In the various square dance magazines and web sites you can read how square dance clubs and national organizations have plans for advertising square dancing, for “improving” our public image, for altering the dance program and for growing memberships. For the SAGE Swingers in the process began with a change in philosophy. What are the club’s goals for its dancers? The Club thinks this can determine how you go about gaining and keeping new members.

The Clubs goals today are different from what they might have been five and ten years ago. For example, at SAGE Swingers some of our goals are:

  1. To help the club grow by getting more new members
  2. To make sure people are having a good time learning to dance.
  3. Insure that new members return.


Here are some of the “old” goals the club no longer strives for.

  1. The Club does not feel people need to graduate from a Mainstream program by a certain date.
  2. Classes do not have to start in September only.
  3. Learning to dance is not a race to see how quickly you can get to Plus or A-1
  4. The Club tends to downplay classic square dance clothes and make sure people know it’s optional
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Valley Trailers

Article Type Submitter Date Story Abstract
Winning Ways Story GNorthridge, CA
John Nash,
info@valleytrailers.org
2002-05-15

During the early 1990’s, the Valley Trailers Square Dance Club of Northridge, California had lost much of its membership from earlier years. The club had also fallen on bad times financially. The then board of directors decided that something new should be tried in order to secure the club’s future.

It was decided to try the Multi-Cycle new dancer program to see if this would bring in more revenue and class members. The President approached caller Vern Weese, who was familiar with the program, to teach the class and in September of 1994, the Multi-Cycle program was started using a 12 + 12 system through the plus program.

For the first couple of years, very little improvement was seen in membership, although starting classes four times each year did increase the overall number of new dancers. In December of 1995, Vern left the area and Mike Seastrom took over as the class instructor. At about that same time, the Multi-Cycle program started becoming profitable. However, the level of the dancers graduating at plus after only 24 weeks was not acceptable.

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Fun Nights – Introduce Square Dancing

Article Type Submitter Date Story Abstract
Winning Ways Story Walt Cooley, Northern California 2002-04-26

One of our members runs a local bed and breakfast which happens to be an old farm (Victorian farmhouse and a big old barn). At his suggestion, we’ve started having dances on our regular club night over at his barn about once every 6 weeks, and we invite all three of the local clubs. These have turned into a regular affair. It has become traditional that everyone dresses down a little (more jeans, even some of the ladies), and warmer (the barn is unheated), and folks bring more food. Also, in a newly forming tradition, we always have a Virginia Reel and occasionally a contra in addition to our squares. We get lots of visitors and usually have no trouble filling the barn (pretty easy, since it can only hold around 5-6 squares). This is a very old-fashioned thing– no entry fee, no minimum dance level, no club membership required, just bring something to share and come to visit and dance.

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Growth In Dallas/Ft. Worth

Article Type Submitter Date Story Abstract
Winning Ways Story Jim & Ann Short, Dallas, TX 2003-03-13

In May 2002, Jim & Ann asked to chair a “Growth Committee” for the North Texas Square and Round Dance Association. The primary direction was to try to figure out a way to turn around the declining membership in the association. They talked with callers and dancers from all over. They asked what had worked in other parts of the country. They also asked what hadn’t worked. They asked for ideas for might work. They “stole” ideas from everyone they could find. Their conclusion was that there were two basic problems: Recruiting and Lesson format.

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Leadership Seminar

Article Type Submitter Date Story Abstract
Winning Ways Story Akron, OH, Tom Rudebock, Larry Cole 2003-06-08

In March 2003 the Akron Area Square and Round Dance Federation sponsored a Saturday afternoon Leadership Seminar for all member clubs and clubs from the neighboring Federations. All area callers and cuers were extended an invitation. There were 96 in attendance.

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