Jennifer Mercer has operated her very successful dance studio, Jennifer’s Jazz it Up, for more than 23 years.
The business began in Port Hope, but during the pandemic she relocated to a private studio just south of Millbrook in Campbellcroft, to take more control of the studio’s environment.
In the early years of the business, her students would compete in five or six national and international competitions each year, earning trophies, ribbons and accolades. It was a grueling schedule, and an expensive one, to boot. Entering a competition could cost as much as $30,000. While hearing from panels of judges that the students’ dance moves were up to par was rewarding, there was something troubling to Jennifer about the process. It ran against her mantra, “Those who judge me don’t matter and those who matter don’t judge me”. That was the message she was trying to instill in her students- fostering a pride that came from within, not from outsiders. As a former banker, the cost of competitions also rankled her: she couldn’t justify the expense in terms of their return on investment for her students. She approached her clients with a proposal to change the focus of the studio from competition to performance. It was a culture shift that the entire group embraced.
Club members still compete, but now do so at a single, local dance competition. Last weekend, this event was in Cobourg. Performing is now the main objective, and Jennifer’s reputation and extensive contact list has provided many opportunities for the club to demonstrate their skills in a variety of situations.
Ten years ago, many of her students and their families took a Disney Cruise, where the students performed at a variety of cruise events. Students described feeling like celebrities as other guests recognized them poolside or in the dining room. Last year, they were the first Canadian dance studio to be invited to perform in the annual Macy’s Thanksgiving Parade in New York City. Closer to home, dancers have performed at the Air Canada Centre at half-time shows for Toronto Raptors and Toronto Rock Lacrosse events. Some have also performed in professional music videos. Jennifer believes that these life experiences provide more value to her students than dance competitions. They also are more relatable experiences to mention on job or university applications than a note about receiving an award at a competition.
There are a wide range of classes for toddlers to teens, at recreational and competitive levels, all offered in an inclusive, judgement-free, private facility. The focus is on team work, and older dancers often mentor the younger ones. Some have graduated to become dance instructors at the studio. The focus is on the development of self-confidence, imagination and stretching skills in a safe environment. Recreational programs are fun and relaxed. Toddler programs focus on socialization as well as building fine and gross motor skills. As the first opportunity to attend without a parent, Pre-ballet classes build independence and stimulates students’ imagination as expressed through movement. Parent comments are enthusiastic, and one of them inspired the publication of this article.
To learn more or to try out a free class, visit www.jennifersjazzitup.com. KG
