We recently connected with Chequena Morris-Hall and have shared our conversation below.
Chequena, looking forward to hearing all of your stories today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?
Elite Formation Studio of Dance goes beyond simply teaching dance. It contributes to a diverse community of dancers by fostering creativity, and promoting diversity. When my daughter started dancing, she did not see alot of dancers that looked like her. She begin to feel out of place and it started to deminish her love for dance. I know how much she loved dance so with $40. We started Elite Formation Studio of Dance and focused on kids that looked like her. Little did we know there was an entire community in Loudoun County looking for a more diverse dance studio. We offer a safe space for all dancers regardless of shape, size or color. Our children and families thrive in our family oriented dance studio. Representation matters so much for children and adolescents, it boosts their self-esteem and confidence. They can see themselves reflected in everyday people, fostering a sense of self-worth and belonging in a county that they are a minority in.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Native to Northern Virginia, I currently live in Sterling with my family. In 2017 I established the first all-black dance studio in Loudoun County Virginia, the now leading dance studio in the area that features a beautiful, welcoming, and diverse community of families across the Northern Virginia area. I focus on empowering students through the arts. I believe in showing my students that perseverance in all areas of your life will help show them what they are made of. The world of dance is not always nice, but I want to create a safe and nurturing environment that can be the cornerstone to their success, wellbeing, and overall happiness both in and out of the studio. At Elite Formation Studio of Dance my staff and I pride ourselves on offering an atmosphere that encourages our children to do it afraid, we nurture their insecurities and doubts. With much prayer and support of parents, families, and the community these children will be unstoppable. Elite Formation’s story is far from over. We are a testament to the of how if you dared to dream even in a parking lot you can build a community, one pirouette at a time. Our future glitters with possibilities. I am the author of 2 children’s book and one coloring book. My books can be found on Amazon, I’m a Brown Ballerina Look at Me and I love my Tutu. There is so much more to come, I’m here for it all.
Can you tell us about what’s worked well for you in terms of growing your clientele?
I don’t focus on social media. The most effective strategy of growth for my dance studios is word of mouth, I learned to create a community where we ensure every child shines. When I first started my dance studio in 2017, I was focused on the numbers of enrolled students and income. I am a women of faith so, I realized all the passing out of flyers and posting on social media was not working. I decided I didn’t want to continue to wear myself thin by trying to let everyone know my studio was in the area and providing fantastic dance classes of diversity. I started to understand that all I could do was keep pushing forward and pray. Eventually I realized it wasn’t about chasing numbers; it was about creating a passion for dance for the kids that were with us and creating a sense of community for them. Once our parents were pleased with our services they begin to spread the word. They started to come by word-of-mouth. Great customer service and showing my dance families that The Elite Formation Staff and I genuinely care, and that became my secret weapon. The essence of our studio is, the real marketing magic. We decided to chase dreams and not numbers or algorithms.
How about pivoting – can you share the story of a time you’ve had to pivot?
As a women who wears many hats – Wife, Mom, Business Owner, Daughter, and Friend – finding balance can feel like it can’t be done. I had to pivot when I realized my family needed me more. I was putting my all in the dance studio and neglecting my first business my home. I am still learning that saying no is not a being mean, it means “not now.” I’m learning to set boundaries, not with walls of steel. I’m such a people person so I’m learning to find balance. I’ve also learned how to delegate duties. I’m so blessed to have fantastic people around me that truly care for me and the success of my business, they help me in all areas of my life, and I go to therapy twice a week. LOL Honestly learning to say no and delegate is not a sign of weakness, but a testament to our strength and self-awareness. We have to learn when to take off the superhero cape.
Contact Info:
- Website: www.eltieformationdance.com
- Instagram: Elite_Formation_Dance
- Facebook: Elite Formation Studio of Dance
- Linkedin: Chequena Morris-Hall
Image Credits
Phelan Marc StarQuest Elite Formation Studio of Dance