Millennium Dance Studio Inc. — the North Hollywood studio known for attracting the likes of Britney Spears and Jennifer Lopez — is grooving in a new direction: franchising. Millennium Dance Franchising LLC this year plans to sign agreements for 10 to 15 franchise studios, and company officials say their goal is to steadily grow the brand’s footprint in domestic and international markets. The Valley studio has become a hot spot for professional dancers, choreographers and celebrities. Spears and Lopez, as well as Justin Beiber, Usher and others have selected Millennium for rehearsals, auditions and filming. And the celebrity appeal has helped the company to draw clients from around the world. Today, about half of Millennium’s business comes from dancers who are visiting from another state or country. The widespread demand sparked the idea for a franchise, said AnnMarie Hudson, who founded and co-owns the Millennium Dance Complex with her husband, Robert Baker. “We wanted to replicate the Millennium experience in places that were more easily accessible for people,” she said. Franchise companies such as Arthur Murray Dance Studios and Fred Astaire Dance Studios have become internationally recognized dance schools, specializing in ballroom and Latin dancing. The Millennium franchise will focus on jazz, hip-hop and modern dance styles. Hudson said she and her husband teamed up with long-time friend and businessman David Kingsdale two years ago to begin planning for the franchise business. In developing the concept, the trio has placed emphasis on consistency — spaces ranging from 4,000 to 12,000 square feet and a minimum of four studios. The group also created an operations manual, which will serve as a guide for future franchisees. Studio directors and new instructors will train in the North Hollywood location prior to opening a studio, Hudson said. Existing dance instructors from the flagship studio also will spend time in franchise locations to keep the training process ongoing. Experience is a key component to launching a successful franchise, and Millennium benefits from having 20 years in business, said John Reynolds, president of the Educational Foundation for the International Franchise Association. “You want to have a good track record,” Reynolds said. Franchise Frenzy While franchisees have yet to be confirmed, Kingsdale said he expects to make announcements in the coming months. Inquiries have been “mind-blowing,” he said. This year, Millennium is focusing its franchising efforts on Southern California, but also is eyeing opportunities throughout the U.S. and abroad. The trio is being selective in choosing who will represent the Millennium brand and its culture. While franchisee candidates need not have a background in dance, business acumen is a requirement, Hudson said. “We have to keep our brand in tact,” she said. “We have to see that their experience is something that we think will be successful.” According to Millennium’s website, the company would prefer franchisees to have $100,000 in liquid assets and $300,000 in total net worth, but allows for some flexibility depending on the franchisee. The cost to open a studio varies depending on rents and location, Kingsdale said. The upfront franchise fee is $40,000 and ongoing royalties start at 6 percent. As it looks to expand its brand, the Millennium team says dancing must remain the priority. Future studios will feature a curriculum of the Millennium staples such as jazz and hip-hop dance, though there will be some freedom, depending on the region. “There’s a little bit of wiggle room,” Hudson said. “If it’s in Miami, we might have some salsa dancing in there, which we really don’t have too much of here.” Millennium Manager Nicholas Gioiosa, 21, came to the North Hollywood studio on a two-week scholarship program after graduating high school. After training with some of Millennium’s instructors, he made the decision to pursue a career as a commercial dancer and moved to Los Angeles. Now an employee, Gioiosa said he’s “living his dream” and may even consider opening his own dance studio someday. The company’s decision to franchise will allow for more students to pursue a career in dance and learn from the best teachers, Gioiosa said. “The more studios the better,” he said. “The arts keep kids out of trouble.” Providing a place to nurture and grow the next generation of dancers is something the company has perfected over the years, Hudson said. Many dancers have started off as students and have grown to become professionals in the industry. “It’s a beautiful cycle,” she said.
