Dance World '94 markets dance - first British trade fair for dance

Dance Magazine, May, 1994 by Margaret Willis

LONDON - Tattoos and tutus, boas and belly dancers, cobblers and choreographers - "Dance World |94' had them all. Visitors to Britain's first international trade fair for dance, held at the Barbican Exhibition Hall in central London, February 4-8, explored practically every angle of the art.

More than nine thousand people attended, including students, teachers, buyers, and performers. There was nonstop activity on the central stage, a tea dance in the foyer, and classes in ballet, baroque, jazz, and character dance.

The star attraction was Gregory Hines, who was brought over by Capezio. He charmed the fairgoers, signed autographs, and on the Saturday gave a master class on the central stage. It proved so popular that two hundred and seventy hopeful participants had to be turned away.

The stands scattered across two levels of the exhibition hall, belonging to more than ninety exhibitors, gave the public an opportunity to see, try, compare, and buy every conceivable product connected with dance. Britain's many special schools and establishments answered questions and handed out information about dance courses or keep-fit classes. The Council for Dance Education and Training gave students advice on how to pay for such studies. On display were sewing machines, exotic fabrics, dance-oriented jewelry, free copies of Dance Magazine (which were grabbed up the first day), and dance videos. Ron Freeman, head of makeup at the Royal Ballet, gave a successful master class hosted by the professional stage makeup firm Charles H. Fox Ltd. of Covent Garden. Shoes and costumes were available in myriad forms from Rusbal, Gamba, Freed's, and Capezio, among others.

The man responsible for Dance World |94 is Danish-born Svend Elkjaar, director of the Unex Group, a marketing firm that specializes in organizing exhibitions. "There was no place where people from every aspect of the performing arts could come together," Elkjaar says. He has plans to take the exhibition to Asia in two years and would like to stage it in the U.S.A. next year.