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Thread: Advertising: Classes & performances.




  1. #1
    A journey of ten thousand miles begins with a single post. Lauren_'s Avatar
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    Advertising: Classes & performances.

    Let's share our experiences & ideas!

    Classes

    Newspaper: I've found that free calendar listings get me almost as many calls as paid ads, so that's all I do any more.

    Magazines: those glossy coupon magazines are one of my best bets. Costs about $260 to run a biz card sized ad that comes out every other month, so I spend less than $150/month and I get a LOT of calls.

    Flyers: Most of the bookstores/coffeeshops/etc in my area won't let me put them up because I'm a business, not a community organization. So I can't figure out where to go with them!

    Mailings: Mixed results. I have a mailing list of about 300 names -- former students, people who've inquired about classes, etc. When I mail to the list, I get a few calls, but the costs (postage, printing, envelopes labels) and the time (designing a piece to mail, preparing the labels, stuffing, etc) makes it not really worthwhile.

    Website & e-mail: My biggest single source, and cheapest!

    Community performances: Relay for Life, health fairs, etc. These are fun for my student performers and draw a few new students, but probably not worth the investment of time preparing for them. I think of them more as a way to serve my long-term students who enjoy the performance opps.

    Back of reciepts: I'm trying this next with a local grocery store chain. I know lots of people never look at those ads, but it's uber cheap cost per thousand, so it might be worthwhile!



    Performances

    Website: My single best source, but still not very effective. In my area, I have to work to create demand, not just to fill it.

    Singing telegram agency: This worked really well for me for a while, but gradually petered out. I think our goals/focus were just really different.

    Restaurant gig: I've gotten exactly one private party as a result of my restaurant gig.

    Student referrals: A good source. Important, I think, to let your student base know what kinds of events they might consider you for! I've gotten bridal showers, birthday parties, and club meetings this way.

    Postcard mailing: This is a new method for me. I've only sent out one mailing, got one firm gig. I think it's something that has to be repeated quarterly or at least semi-annually, though, so it's still in the testing stages.

    Gigmasters/partypop: Didn't work for me at all. Again, I have to create demand in my area.

    Next on the block: I'm working on an Electronic Press Kit to approach some venues via e-mail. I'm also considering actively going after the bridal shower/bachelorette party market in local bridal publications.

    So, I'm intensely curious what you've tried and what your results have been!
    Ananke and Nightwish like this.


  2. #2
    Advanced BHUZzer Jessani's Avatar
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    Re: Advertising: Classes & performances.

    I've done all the above with similiar results. except the glossy coupon mags. Love that idea & am rushing off to do some research on costs in my area.
    The bridal business is PRICEY. Very pricey.When I looked into a booth at a local bridal show it was upwards of $1500 for one day.


  3. #3
    Ultimate BHUZzer laura 2's Avatar
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    Re: Advertising: Classes & performances.

    For both classes and performances, my website is 100% the most effective form of advertising. It really helps that my site ranks very high with search engines, especially if one is searching for the suburb names as opposed to the city.

    For classes, I don't advertise outside of my website, because part of my compensation with the venues I teach at is that they take care of all the advertising.

    I gotten several gigs through PartyPop - If I get just two gigs per year from it, it's more than paid for itself. I haven't tried GigMasters because it's pricey compared to PartyPop, and I don't like the whole bidding on jobs format.

    I tried a newspaper Holiday/Christmas ad last year and got nothing from it. I think you have to run ads in the newspaper for a long time before they pay off, and I just don't have the budget to run one for months at a time.

    I've been sending postcards out for the first time this year, and so far, nothing. But I keep hoping that they'll sit in a file and when the right time comes, someone will say, "Where's that Belly Dancer postcard we got a few months ago?". I got a great deal through on postcards through Overnight Prints, and the postage is cheap, so even if a get a single gig eventually from it, it'll pay off.

    I agree with nayastrance on the bridal fairs - I think presence there would lead to gigs for sure, but I just don't have the money to rent a space. I looked into the big bridal fair coming up at State Fair Park in a couple of weeks, and they wanted $3,000 for their smallest space.

    I think my next step might be to try the coupon books as Lauren as. I'm not sure if they would work as well for performances as they do for classes, but if it's not too expensive I might give it a shot.


  4. #4
    Ultimate BHUZzer SatinWorship19's Avatar
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    Re: Advertising: Classes & performances.

    I've always been terribly low-tech with my advertising, since I never quite viewed BD as a full-time profession and I always overspend on workshops and costumes . I was going to get a website, but "life" happened last year and I ran into a few financial and privacy issues that stalled my business plan. Hopefully '09 will be different.

    That being said, I've tried some grassroots-y stuff with decent success:

    MySpace: Sounds odd, but I landed tons of gigs from putting up a slick, professional looking MySpace page with a bio and tons of pictures. Nightclubs and restaurants often hire promoters to troll MySpace for a client base or for possible live entertainment. Maybe my luck on MySpace was rather fluke-y, but if you're looking to attract a younger demographic or if you love nightclub gigs, this is a great venue for networking.

    Dropping off Fliers and Business Cards: Places like Whole Foods are great for attracting wellness-minded students who want to take up BD. I've always wanted to make up a bridal shower/bachelorette party postcard and drop it off at lingerie stores and bridal boutiques. Again, this seems to only work if you do it consistently.

    PartyPop: Would I be better off getting a paid listing? I've only gotten two hits from PartyPop in the 3 years or so that I've been on there. One of them led to a gig, the other one was a waste.

    Word of Mouth: Probably my biggest source of gigs is referrals, either from friends, students, or from random business owners I meet and network with. (I love putting together cross-promotions with non-competitors that attract similar audiences).

    Talent Agencies: This has worked out pretty well, for the most part. I have one agency that takes very good care of me, although it sometimes hurts to negotiate with this guy. He always gets me classy, nice gigs and comes to my defense if clients pull any funny business. It's nice to sit back and let somebody else do the dirty work for you! Just be sure that they don't take TOO much of a cut.

    My Next Steps? Obviously, I'm going to get a website. Direct mail sounds kind of intriguing, depending on the pricing. And I'd really love to flex my PR muscle, if anything newsworthy comes up in my dance life one of these days ..g.: ("SatinWorship19 is the best damn bellydancer in Connecticut!" is not exactly what many would call newsworthy, or journalistically unbiased, for that matter....even though I do ride a unicorn to work every day )
    Nightwish likes this.


  5. #5
    Halima-Dances
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    Re: Advertising: Classes & performances.

    FLYERS: The local dance supply stores allow me to put up a flyer and leave a stack of business cards. I send them my students for shoes, scarves, etc. They send me quite a bit of business.


  6. #6
    I could get used to this! erindances's Avatar
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    Re: Advertising: Classes & performances.

    Quote Originally Posted by nayastrance View Post
    The bridal business is PRICEY. Very pricey.When I looked into a booth at a local bridal show it was upwards of $1500 for one day.
    HOLY COW!!!! I went to this event in our area two years ago and I had to pay to get in and give them my e-mail!!!! I am still getting offers on wedding realted stuff via e-mail a year and a half after my wedding date. I thought the whole event was a sham... for me anyway. I didn't need to look at the Hummer Limo... but it there were bellydancing... I might have stayed the whole day ..g.:..g.:


  7. #7
    Advanced BHUZzer Jessani's Avatar
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    Re: Advertising: Classes & performances.

    Quote Originally Posted by erindances View Post
    HOLY COW!!!! I went to this event in our area two years ago and I had to pay to get in and give them my e-mail!!!! I am still getting offers on wedding realted stuff via e-mail a year and a half after my wedding date. I thought the whole event was a sham... for me anyway. I didn't need to look at the Hummer Limo... but it there were bellydancing... I might have stayed the whole day ..g.:..g.:
    Totally. I went last year after I got engaged and it was the scariest thing I had ever done. Bridal shows are a complete zoo, believe it or not they are very emotional places for nutty brides, their families, friends, & grooms-to-be. They are kind of trashy & when I went it seemed like a lot of the grooms had been drinking in the hotel bar prior to going in. BUT I still would be willing to have a booth there because I bet you'd get a ton of business. You'd just have to go into it mentally prepared to respond to a lot of inappropriate comments w/out getting offended.


  8. #8
    A journey of ten thousand miles begins with a single post. Lauren_'s Avatar
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    Re: Advertising: Classes & performances.

    wow. OK, so for me, bridal shows are going to be a NO, but putting some kind of flyer in the bridal shops might be a YES. I still like the idea of advertising in a local bridal publication if we have one (there used to be two in my area, one put out by the newspaper and one a glossy mag, I'll have to check).

    Dance supply stores! I'll give that a try, thank you, Halima!

    I'm encouraged about talent agencies, thanks for sharing your experience, Satin.

    I've been experimenting with expanding my contacts on myspace, but so far it's not amounting to much. If I were a young, edgy fusion dancer who wanted to do some experimental stuff for not much money I think I'd have figured it out. I must not have tapped into the right corner of myspace yet -- or maybe it penetrates deeper into some markets than others.


  9. #9
    Ultimate BHUZzer laura 2's Avatar
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    Re: Advertising: Classes & performances.

    Satin, thanks for your suggestion about the talent agency. I looked and found one in Milwaukee with a department that specifically represents Specialty/Variety performers like magicians, jugglers, etc. for corporate events and conventions. I'm putting together the materials they requested and should be able to send it out tomorrow.

    And, as a bonus, I spoke to one of my students who does print modeling and commercials, and she's been working with them for about 15 years. This is great because the agency asks to to tell them if you've been referred to them by another person.


  10. #10
    A journey of ten thousand miles begins with a single post. Lauren_'s Avatar
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    Re: Advertising: Classes & performances.

    Laura, out of curiosity, what materials did they ask for?


  11. #11
    Ultimate BHUZzer laura 2's Avatar
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    Re: Advertising: Classes & performances.

    From their website:

    Specialty Acts or Trade Show Performers:

    We represent live performers for conventions and meetings. Motivational speakers, narrators, hosts & hostesses, juggling acts, mimes, comedians, hypnotists and performance talent of all types are represented. Please submit marketing materials to include headshots, resumes and videotaped performances if available.

    We do not accept electronic submissions. All submission of materials should include a cover letter listing areas of interest and/or experience. Please let us know if someone referred you to our Agency. ALL submissions will be reviewed and responded to either by phone or mail within 4 to 6 weeks. Any and all materials submitted to the Agency are non-returnable. If accepted to be represented by our agency, you will be notified of the next registration date available to meet the staff. All registrations take place at our Milwaukee office location.


    I am sending a promo kit with the following:

    -Cover letter
    -DVD with clips from several recent performances
    -Dance resume
    -3 or 4 prints from a recent photo shoot
    -Business card


  12. #12
    A journey of ten thousand miles begins with a single post. Lauren_'s Avatar
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    Re: Advertising: Classes & performances.

    Got it. Thanks. I'm working on an EPK and wondering what to include, I'm going with a lot of the same materials.

    If I were you, I'd throw in the postcard, too!


  13. #13
    Ultimate BHUZzer laura 2's Avatar
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    Re: Advertising: Classes & performances.

    Quote Originally Posted by Lauren_ View Post
    If I were you, I'd throw in the postcard, too!
    Oh, GREAT idea! I will!


  14. #14
    Master BHUZzer Monica's Avatar
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    Re: Advertising: Classes & performances.

    Quote Originally Posted by Lauren_ View Post
    wow. OK, so for me, bridal shows are going to be a NO, but putting some kind of flyer in the bridal shops might be a YES. I still like the idea of advertising in a local bridal publication if we have one (there used to be two in my area, one put out by the newspaper and one a glossy mag, I'll have to check).
    Lauren, I have worked with several wedding planners over the years, and that is a great way to go. If you perform at a wedding, make sure to leave your card with both the wedding planner (if the couple has one) and the DJ or band. And you can contact wedding/commitment ceremony planners cold with your information, too.


  15. #15
    Advanced BHUZzer Jessani's Avatar
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    Re: Advertising: Classes & performances.

    Lauren--
    Even though Erin & I disliked our bridal show experiences here in Maine, you should go to one in your area and see if it is something that might be right for you.
    There are mnay different companies that sponsor these & perhaps in a different market, they might be less crazy.You may even get your door fee waived if you say that you are a prospective vendor... Otherwise, bring a friend, knock back a free champagne and grab a bag to load up on free goodies like jordan almonds & fridge magnets.


  16. #16
    Official BHUZzer Kalirah's Avatar
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    Re: Advertising: Classes & performances.

    Flyers -- We've been trying a new venue for flyers lately, so I don't know what the turn out will be, but local birth centers may be willing to post a few flyers/cards for you.


  17. #17
    Ultimate BHUZzer SatinWorship19's Avatar
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    Re: Advertising: Classes & performances.

    Quote Originally Posted by Lauren_ View Post
    I've been experimenting with expanding my contacts on myspace, but so far it's not amounting to much. If I were a young, edgy fusion dancer who wanted to do some experimental stuff for not much money I think I'd have figured it out. I must not have tapped into the right corner of myspace yet -- or maybe it penetrates deeper into some markets than others.
    That is interesting. I do agree that market factors probably have a lot to do with how well you can leverage social networking sites. And we both know from previous posts that I'm neither a fusionista, nor do I accept anything less than the high end of the going rate...so there is hope for non-undercutting purists to make it work on MySpace!

    Honestly, though I still believe social networking sites are a viable untapped resource, I also think my luck on MySpace was somewhat of a fluke. This may sound odd, but I used to get slammed with friend requests from local clubs and bars - now that I'm back on MySpace with a new profile, I haven't gotten a single invite. Either the economy sucks and these places have laid off their promoters, or they're deterred by the fact that I'm now a very ancient 26 years old (oh the horrors!) and my profile says I'm in a relationship. Totally odd marketing theory, I know, but it's quite plausible that they run targeted searches for singles in the 18-25 range if they believe this is the demo that they want to hit with their bulletin blasts and event listings.

    I think in this case, you (and I) may need to take the bull by the balls and contact a these folks first, rather than waiting for them to find us.

    Definitely look into the talent agencies - it's a little less of a crapshoot than MySpace, and if you get somebody who's really looking out for your best interest, you can be confident that they'll always get you classy gigs. My guy has never, ever referred me to a stripper-lite function, and is the first to set clients straight if they request a BDer for a bachelor party!


  18. #18
    A journey of ten thousand miles begins with a single post. Lauren_'s Avatar
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    Re: Advertising: Classes & performances.

    Quote Originally Posted by SatinWorship19 View Post
    That is interesting. I do agree that market factors probably have a lot to do with how well you can leverage social networking sites. And we both know from previous posts that I'm neither a fusionista, nor do I accept anything less than the high end of the going rate...so there is hope for non-undercutting purists to make it work on MySpace!
    Oh, I hope it was clear that my post was meant as a reflection of my local myspace scene, not a reflection of you!

    My area simply lacks any cultural or multicultural component in our entertainment at all -- white bread and cornfields, plaid shirts and mugs of Budweiser as far as the eye can see. No middle eastern clubs OR bands or hookah bars or anything else MED friendly.

    The clubs here host garage bands or cover bands and pay them in beer. So if I were a grunge rock bellydancer who wanted to be paid in longnecks, Myspace would be a good way to connect with venues. If I want to perform middle eastern dances for pay, I have to create demand, and I don't see opportunity for that on my local club scene that has a myspace presence.

    Your market is probably very different from mine. That's all I meant.


  19. #19
    Ultimate BHUZzer SatinWorship19's Avatar
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    Re: Advertising: Classes & performances.

    No worries, Lauren - I knew that's what you meant. I was just encouraging you to explore and seek out any wiggle room in your market!

    My market isn't exactly teeming with multi-cultural opportunity, either, but I've gotten an awesome response at the nicer, more fashionable clubs. Since BD can easily be positioned as swanky, luxurious and exotic, this could be a good angle for you if there are any upscale lounges and clubs in your area.

    For the record, I did go out on a lark once and try a sports bar/pub type of place kinda like what's in your area - definitely a bad choice. The audience was just on another planet. I can definitely see why you're not exactly jumping on those opportunities .w.:


  20. #20
    Ultimate BHUZzer *Shira*'s Avatar
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    Re: Advertising: Classes & performances.

    Something I've been planning to do, but haven't done yet - take a stack of my business cards to a local dance supply shop for them to have next to the register. The owner and I have already talked about it - if she keeps my cards by her register, I'll hand out her cards to my students in class. I just need to get organized and take a supply over there, especially since my next session starts in 2 weeks.


  21. #21
    Ultimate BHUZzer SatinWorship19's Avatar
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    Re: Advertising: Classes & performances.

    Quote Originally Posted by Shira View Post
    Something I've been planning to do, but haven't done yet - take a stack of my business cards to a local dance supply shop for them to have next to the register. The owner and I have already talked about it - if she keeps my cards by her register, I'll hand out her cards to my students in class. I just need to get organized and take a supply over there, especially since my next session starts in 2 weeks.
    Great idea, and that's worked beautifully for me in the past!

    My local dance supply shop stocks a small selection of hip scarves, harems and circle skirts - nothing exciting, your standard Eurotard kind of stuff, but good enough for students. But when I was teaching, I left my materials at the shop and told the owner that I'd send my students over to her place for hip scarves.

    As a result, she sold tons of scarves and other gear (since a lot of my students were teens who took ballet and jazz class, too), and I got a nice handful of referrals and some great real estate for my promo materials. Everybody won!


  22. #22
    Ultimate BHUZzer naiyahayal's Avatar
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    Re: Advertising: Classes & performances.

    For class fliers: Definitely local dance supply shops if you have some in your area. They serve primarily jazz, ballet and Flamenco students, but will let you put up fliers, especially if you offer to put up their fliers/coupons up in your studio. Free advertising for them! Also, many Flamenco dancers already have or develop an interest in BD and are likely to at least read your flier.


  23. #23
    Master BHUZzer BreaMorgiane's Avatar
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    Re: Advertising: Classes & performances.

    Wow, these are great suggestions! I would like to look into the talent agency thing myself.

    Another thing I didn't see mentioned was using PACT? I mostly do fliers around town and (for events) press releases.


  24. #24
    Ultimate BHUZzer SatinWorship19's Avatar
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    Re: Advertising: Classes & performances.

    How have the press releases worked for you, Brea?

    I've worked in PR and know the ropes very well, but I'm waiting for something "newsworthy" to come up in my dance life before I start sending out releases. (I don't teach, I'm too busy to compete or belong to a troupe, and my performance life currently consists of waiting for a phone call that leads to more than just a bad bartering session. I can see the headlines...."Local bellydancer hits record levels of boredom!" ,r:;)


  25. #25
    Master BHUZzer BreaMorgiane's Avatar
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    Re: Advertising: Classes & performances.

    Oh, I should have clarified - press releases for other non bellydance events, but I thought I'd mention them. They might be useful for shows, perhaps?


  26. #26
    Ultimate BHUZzer *Shira*'s Avatar
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    Re: Advertising: Classes & performances.

    Zombie thread alert!

    I thought it might be interesting to have an updated conversation on this topic.

    Which advertising methods are currently working for you in getting the word out about your classes? Which are you thinking aren't worth repeating?

    I find that my web site is very effective at attracting a certain type of demographic (college students), but the problem is that it's only effective if someone is specifically searching for a belly dance class. It's not useful for those who might not be actively searching at the moment, but would consider signing up if they happened to see a promotional thing.

    I've tried facebook ads, and even though my facebook ad links directly to my classes page, I'm not seeing a good return on investment. I'm getting the click-throughs, but they're not converting to enough class enrollments to justify the expense.

    I've tried bus posters, and concluded that they're not converting into signups.

    Since I don't own my own studio and therefore don't offer a lot of classes, the big sell-your-product-at-a-half-price-discount advertising companies such as Groupon, LivingSocial, etc. aren't interested in me. I'm too small for them.

    For those of you who posted on this thread in the past, what has your recent experience been? The same as what you said before? Have you tried new things that proved effective, or have you tried new things that you concluded were a waste of time/money/effort?


  27. #27
    I could get used to this! madcat's Avatar
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    Re: Advertising: Classes & performances.

    I find Facebook ads are useful for promoting events and reaching people just outside of your surrounding area that might be interested in workshops and events. You can target your demographic pretty thoroughly so the conversion worked well for us and we were able to connect with dancers in other states. I don't find the same success in conversion with classes though. We really have mores success putting up flyers at local universities and yoga studios for that, word of mouth and referral programs for our students work well too.


  28. #28
    Master BHUZzer SamiraShuruk's Avatar
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    Re: Advertising: Classes & performances.

    Thanks for reviving this thread Shira. Just looking back has been interesting.

    I rarely do paid advertising. Word of mouth, performances, facebook, meetup.com are the most frequent things I hear from both clients and students.


  29. #29
    Advanced BHUZzer mmouse1534's Avatar
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    Re: Advertising: Classes & performances.

    Im also VERY interested in this!
    For the first time in 8 years of teaching I am having to do more outsid eo fthe internet etc.
    Time are tough right now...

    Ok what are the Glossy Coupon Magazines?


  30. #30
    A journey of ten thousand miles begins with a single post. Lauren_'s Avatar
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    Re: Advertising: Classes & performances.

    Interesting to see my own post and realize how much has changed in three years!

    I no longer bother with newspaper. People just don't read it any more.

    I tried the backs of receipts -- no results

    I do a lot of Facebook and Google ads these days. Doesn't lead to instant signups for classes, but it does lead to people signing up for my newsletter and eventually they sign up for classes.

    I've done Groupon and LivingSocial/Amazon deals in the past year. They are a mixed blessing. Definitely got the word out, but it's SO difficult to service them. I think they'd work much better for studios that do drop-in classes. It's hard to fit them into sessions, and teachers with just one or two classes couldn't handle the traffic or justify the expense. LivingSocial was definitely smaller/more manageable than Groupon (we sold 58 LS deals, over 250 Groupons)

    I've done Open Houses with whole days of free classes, but without that newspaper calendar it's too hard to get the word out. Attendance at these events isn't what it used to be.

    I've done tables & demo classes at health fairs, felt like it was a complete waste of time. Maybe a bigger fair would work better?

    My performance advertising hasn't changed much, although it's more focused on my troupe now.

    Losing the newspaper readership has been TOUGH. 5 years ago I could put a free calendar listing in the paper and reach something like 75,000 people. Nothing else matches that!


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