Business Spotlight: Brentwood dance studio prepares to open up second site in Antioch

By Roni Gehlke
For the Contra Costa Times

Name of business: East County Performing Arts Center
Type of business: Dance and Performing Arts School
Owners: Nina and David Koch
Founded: 2002
Address: 700 Harvest Park Drive, Suite P, Brentwood, and new location at 5865 Lone Tree Way, Suite N, Antioch
Phone number: 925-240-5556, Brentwood; 925-756-7096, Antioch
Hours: Main Brentwood office holds office hours Monday through Thursday 9 a.m. to 9 p.m. and Fridays 2:30 p.m. 6:30 p.m. and Saturday mornings
Number of employees: 12

Products and services: Dance and performing arts classes. Classes for all ages, including Boogie Babies (for ages 2 to 3 years old), pre-jazz, tap, ballet and jazz combination classes, ballet classes, including pre-ballet to ballet 5, pre-pointe and pointe classes. They also provide hip-hop, modern, tap, dance for cheer and Mommy and Me classes. In addition, East County Performing Arts Center offers a Children's Ballet Theater.

The business is in the process of opening its new location in Antioch. Class registration is open for that location. East County Performing Arts Center will soon be offering dancewear and shoes at both locations.

How did you get into the business: "I have been teaching for 20-plus years and dancing for 30- plus years," Nina Koch said. "Before I lived in Brentwood I was the director of a studio in San Jose."

When Koch and her husband moved to Brentwood, she had the opportunity to open a studio there. Now she is expanding the business and opening a new location in Antioch.

Best part about the business?: "Working with the kids," Koch said. "There is something very special about working with children. They give me such great gifts every day."
Koch said children have the best stories and enthusiasm for everything they do and that joy rubs off on her and all of her staff.

Worst part about the business?: "As with any business, the worst thing is the times it keeps me away from my family," Koch said.

Key to success: "No excuses," she said. "I refuse to sit on my laurels and blame the economy for 'tough times.' "

She said she believes that people are keeping their kids in extracurricular activities. "As a business owner it is my job to convince parents to bring their child to me and not another studio or activity."

Biggest misperception about the business: "I don't think a lot of people think of a dance studio as a 'real' business," she said. "This is not just a fun little hobby for me. I take it very seriously and it is a very well run business like any other."

Koch explained that she has a business plan, marketing plan, customer service staff, policies and procedures and everything is very well-spelled out and organized.

"Our website is updated constantly and right now anyone can go on and view our studio calendar, policies and procedures, recital information and class information. We also have a 24-hour studio hotline for parents to call for round-the-clock information," she said.

Future plans: "Now that we are opening up our second location in Antioch, which I am very excited for, we plan on incorporating this year," she said.

Within the next five years she hopes to be able to buy land and build a studio from the ground up.

"We have many plans to grow the company with other relatable businesses so we will be able to continue to provide opportunities for kids," she said.

She said that they also have a free dance program that was recently started at Gehringer School in Oakley in conjunction with Brentwood Children's Ballet Theater. Koch said she would love to see that program grow to more schools in Oakley, Antioch and Brentwood.

"It is very important to offer dance to all children in the community. Our first family dance night at Gehringer school was so successful we had over 200 students and family members participate," Koch said.

-- Roni Gehlke