Dance On store closing points to end of an era for Lakes Region dancers

LACONIA — When thinking of the City on the Lakes, Motorcycle Week might come to mind. For history buffs, maybe the Belknap Mill. But for dancers in New Hampshire, the apparel store Dance On downtown is an important part of the city. Its last day of operation will be Friday, April 19, after almost 25 years in business.

Kathie Brown and her husband Brad Brown, both 78 and originally from Illinois, moved to Gilford in 1980, then into their Laconia home in 2000. That same year, they started a business inside their house where it has been successful ever since, serving 35 dance studios. Kathie found Laconia to be the perfect place to set up her business.

“We’ve had some many customers because there’s quite a few dance studios in the area,” Kathie said. “There’s hundreds of dancers. I’ve never kept count. Maybe even thousands.”

Kathie is a dancer herself and comes from a big family of dancers. This personal experience helped her open the store with dancers’ needs in mind. The store at 30 Messer St. sells studio wear like leotards, tights, and shoes; all things required for dance. But they also have various dance shoes from tap and ballet to jazz. This availability of dancewear was important to have in-store so dancers could try everything on.

“People like to come in, try the clothing, try the shoes, and if they find one they like, they buy it,” Kathie said.

Rebecca Gregoire, owner of Edgewater Academy of Dance, said she found out her size in ballet shoes is different from her everyday shoes only after trying on shoes at Dance On.

“I buy 8.5 in ballet shoes, but my regular street shoes [are] 7. Thankfully I went into Dance On and tried some on.”

Dance studios in the area frequently buy apparel for their dancers at Dance On. Erica Gilbert, owner of Stages Dance Academy, said she relied on the store to properly fit everyone.

“I could just tell my dancers, 'Go see Kathie, she’ll know what you’ll need,'” Gilbert said. “Down to the leotard and the tights, and the shoes.”

The closing of Dance On creates uncertainty for area dancers. The store is the only that sells dance apparel in the area. Kathie said the next closest store is in Manchester. Gregoire said she most likely will carry her own tights, purchased from an online retailer, but is still looking for a place to buy shoes. Gilbert said she is starting an online store of her own, but it won't be the same as going to a store in-person.

Despite making the decision to close, Kathie is concerned about the hole that will be left in the dance community after closing. She said online retail will not be an equivalent alternative to trying on apparel and shoes in-person. But she is ready to retire.

“It’s time to move on. We want to travel,” Kathie said. “There’s no way we can stay at the store, and travel.”

Despite closing, Kathie will still be a part of the community. She will attend dance recitals at many of the studios she served and watch the progress of the dancers she has seen grow over the years. Gregoire said Kathie already has plans to attend her studio's recital in May. Gilbert, like Gregoire, is happy for the couple’s retirement, but acknowledges there won’t be another store like Dance On.

“They’re like family. They watched all the dancers grow up in the area,” Gilbert said.

“They take their final bow for dance. It just feels like an end of an era for the Laconia area of dance.”