An in depth look.
When & Where
Touring Competitions | UK Venues - March 2023 to July 2024
Overview- This Is Dance Competitions
This Is Dance was a series of touring dance competitions delivered across the UK, bringing together dance schools from across the country to compete in professionally managed events. The competitions combined high production standards with an inclusive and supportive environment for young performers.
Objectives
The key objectives of the competitions were to:
- Create a professional competition experience for dancers
- Bring together schools from across the company
- Provide performance opportunities on a large stage
- Attract respected judges with strong industry credentials
- Deliver a consistent, repeatable competition model
- Offer personalised merchandise as part of the event experience
Concept & Format
Each event featured:
- Multiple competitive dance categories
- Structured performance schedules
- Experienced judges with notable industry accolades
- Awards presentations recognising talent and effort
- On-site personalised merchandise printing
The format ensured consistency while allowing for flexibility across different venues and regions.
Delivery
The competitions were managed by an in-house professional dancer and dance school owner, supported by experienced event staff.
Key operational elements included:
- Coordination of multiple dance schools
- Timetabled performance scheduling
- Stage and backstage management
- Judge liaison and scoring systems
- Merchandise production and customisation on site
This integrated approach ensured a smooth experience for dancers, teachers and families.
Outcomes
The This Is Dance competitions successfully:
- United dance schools from across the UK
- Provided high-quality performance opportunities
- Strengthened engagement across the organisation
- Delivered commercially viable merchandise sales
- Created positive, confidence-building experiences for young dancers
- Demonstrated strong internal event delivery capability
Legacy & Future Potential
The This Is Dance model provides a strong foundation for:
- Annual or seasonal competition circuits
- Regional or national finals
- Expansion into additional dance styles or age categories
- Integration with workshops and masterclasses
- Continued development of branded dance events
By combining professional judging, performer-focused delivery and personalised merchandise, This Is Dance positioned itself as both a competition and a celebration of dance talent.
This Is Dance Competitions– Marketing & Promotion
This Is Dance competitions were promoted primarily through social media marketing, targeting dancers, families and dance schools across the UK. Communication channels were also used internally across the organisation to engage participating schools and performers. Each competition was supported by a bespoke in-house website containing event details, schedules and competition information, providing a professional and centralised platform for competitors and audiences. On the day branded programmes were available to purchase – made in house along with branded merchandise.
