Step One Dance Company

A NEW MODEL FOR ELITE ENTERTAINMENT AT SEA

Step One Dance Company
  • Holland America Line

  • Touring throughout Holland America Line’s fleet of ships

Challenge
Holland America Line sought a compelling new entertainment program that would require a re-conceptualization of how entertainment is presented for guests onboard. We were asked to deliver a new branded dance company that would couple elite artists with state-of-the-art technology exclusive to the line while also realizing new financial and operational efficiencies.

Strategy
We developed Step One Dance Company as a new touring model where the dance company would perform from ship to ship creating greater programming diversity and enhanced experiences for Holland America Line’s guests. By scaling down the typical production cast size to six elite dancers, we allowed for higher pay per artist while delivering production cost savings for our client. The experience was designed as an artistic and dynamic marriage between floor projection, video, lighting effects and elevated dance that would be like none other presented at sea.

Results
Step One Dance Company has proved to be a hit with audiences and has earned some of the highest ratings in the history for entertainment aboard Holland America Line. The program has attracted world class dance talent, citing that Step One Dance Company not only offers them the opportunity to travel the world while earning some of the most competitive paying dance jobs at sea, but allows them to step out of the ensemble and become the featured stars of the show!

Photo credit: Holland America Line and Step One Dance Company.
Produced by RWS Entertainment Group