Scheduling the Rhythm Behind The LOFT New York

Nestled in Lower Manhattan, The LOFT New York is a collaborative creative space designed to make artists feel comfortable, confident, and inspired. Founded by Donie Burch, the studio brings together dancers of all backgrounds and experience levels through ballroom, Latin, and classic ballet techniques. Behind the scenes, The LOFT relies on Acuity Scheduling to manage this full calendar of group classes, giving Donie and her instructors the freedom to focus on forging connections.

We sat down with Donie to talk about what inspired her to create The LOFT, what makes it different from other spaces in New York City, and how she uses Acuity’s dance studio scheduling software to keep group classes, events, and day-to-day operations running smoothly.

Below, Donie shares her story in her own words.

What inspired you to create The LOFT and what did you want people to feel when they walked in?

“I wanted a space where people felt comfortable. Comfortable in their own skin and their own bodies to do whatever art form—dance, photography, modeling—anything, whatever art form they want to do. I wanted them to feel accepted and like they were in a home when they came here.”

How would you describe The LOFT to someone who's never been here?

“I would describe The LOFT as a very welcoming environment, a judgment free-zone where you can be who you want to be. We have all different levels, all ages. We started out as a predominantly ballroom dance studio, and then we slowly added in other styles.

I have a lot of rentals for different performing artists and things. My biggest thing is I want people to feel like they belong somewhere and that they are valued and accepted.”

What does dance mean to you and how does it make you feel being able to offer that to someone else?

“Dance has been a huge part of my life since I was two years old, so it's really just inherently in my soul. Now, to have people be able to come here and experience what I feel every day, gives me a really warm and rewarding feeling.

Dance makes me feel really seen and I like to be able to offer that experience to someone else.”

What makes the events, classes, and community here different from other NYC spaces?

“I think the classes and events that are here are different because our level of teachers for the group classes is very high, especially for the ballroom world. I think people feel really safe here to express themself however they would like to.”

How do you build that community?

“We try to build our community by always being really authentic and welcoming all of our customers and really making them feel like they're part of The LOFT family.”

How do you make each guest feel welcomed and seen, whether it's their first time or their 10th?

“I try to always be here at the front desk when it's time for the group classes. And when people are coming here for the first time, I always give them a little tour and welcome them, see what their dance experience is.”

Can you share a moment when you realized The LOFT had become something special?

“A moment when I realized this community was really special was our first showcase in December. We had over a hundred people in the ballroom, we had 17 different numbers, and it was an amazing evening with tons of candles. We had, of course, wine and drinks. My sister-in-law is a professional singer; she sang while I danced. It was just a really, really special night for me and for all the performers.”

Walk us through a typical day at The LOFT from prep to the final class or event.

“Well, there really is no typical day at The LOFT. In general, there's a personal trainer that's here, training people from 7:00 to 10:00 AM. Then we go into where people are having ballroom private lessons for most of the day. And then every day at the end of the day, from 6:00 until 10:00 PM, we have group classes.”

How do you balance all the moving parts—classes, workshops, private events, and open hours?

“By using Acuity, we are able to have all of our customers sign up online in advance. It takes the payment, it sends out the reminders. So really, my head is free to be elsewhere.”

How do you use your booking system to organize your day?

“I use the booking system in many different ways. I use it every single day to book the group classes. Our students also buy class cards that they can book their group classes with.

We use it to sell tickets to private events. We use it to book workshops. Really everything that we're doing throughout the day, we are using the booking system for.”

How did you start filling up classes and events without hours of back-and-forth DMs?

“The link in our bio on Instagram goes directly to the scheduling page, so that really has cut a lot of time out of my day.”

What Acuity Scheduling feature saves you the most time?

“The feature that saves me the most time is the packages feature, because we have students that are buying class cards and I'm not having to manually write down or punch it like at the nail salon each time they come in.”

What kind of packages do you offer?

“We offer class packages, so 5, 10, 20, 30 group class packages. And then we also [offer performance packages]. When, for instance, we had our showcase, we offered performance packages where people could buy that package through Acuity. They could buy their tickets to come to the event. I love making a package.”

How does online scheduling help you prep for busy days or packed events?

“Online scheduling helps me with knowing how many teachers I need to have here, how many back of house people I need to have here. What we need to do in terms of preparation, cleaning, what supplies we need… Really everything. It helps me define what's going to happen.”

What's the biggest headache you avoid now that you have self-serve booking with Acuity?

“The biggest headache I avoid is, in this area of town that I'm in, a lot of people love to give cash, and now I can say, please schedule online.”

How do you use automated reminders or confirmations to keep everyone on the same page?

“We use the reminders and the confirmations to let the students know what to expect when they get here, how to make any changes, what subway lines come here… Things like that are included in the message that goes to the customer.”

How does online booking improve the experience for your guests and team?

“Online booking improves the experience for our guests because there are less mistakes than when you're writing things in a notebook or writing their name on a class card. They're not losing the card. Everyone can keep track. I can see when the last time they were here was. It really just helps with not having so many mistakes.”

What do you love most about having everything—booking, payments, and reminders—in one place?

“I love having bookings, payments, and reminders in one place because it keeps me organized and leaves less room for error. Plus, I can really dig down and see the frequency with which our customers are coming to take classes.”

How do you handle sold out events or last-minute sign-ups?

“The great thing about Acuity is you can set the number of participants that are allowed at an event or a class, so I don't really have to worry about when things sell out or when there's a last-minute booking.”

How has a streamlined booking process helped you grow and try new things?

“I think having a streamlined booking process helped us grow because I'm able to see every customer that's coming in and follow up with them, send them emails, invite them to things… So I can really just stay in touch with our customers better.”

What advice would you give to other dance studios or event spaces about booking tools?

“I think a lot of dance studios in general are a little more manual, and having this automated service really helps us keep things organized, get more students, and have better follow up with our students.

I would urge all venue owners to go digital with bookings. It just really takes the stress off your back and leaves less room for error.”

Where do you see The LOFT going next?

“I would like to see The LOFT doing more performances. That's something that everyone that comes here really enjoys. And utilizing the space, not just for dance classes, but for different events throughout the city.”

What's one thing you wish more people knew about what you do here?

“I wish people knew that, yes, we're teaching dance here, but we’re also teaching you to be comfortable in your own body and be comfortable with yourself.”

Finally, what has been the best part about using Acuity Scheduling?

“The best part about using Acuity Scheduling for me has been less stress.”

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