The Signal: Searches for “dance competition” have quadrupled in recent months. These businesses, which were some of the first to be disrupted by COVID-19, sustained heavy losses in 2020. Now demand is higher than it has been in years.

Background: Dance competition companies are essentially event companies. Their business model works like that of a conference or trade show (which we wrote about here).

Each brand organizes a series of competitions in different cities, and makes their money from:

  • Dancers who pay to enter the competitions.
  • Spectators who buy tickets.
  • Sponsors who want to reach both of those audiences.