Salsa! If it were a color, it would be fire engine red. Were it a temperature, it would be extremely hot. In addition, if a beloved image, it would be a beautiful painting by Rembrandt. Often many people have expressed the excitement of "Carnival" contained within it. And most would agree, because of its flow and sensuality, it is truly poetry in motion. However, for many Salseros, Salsa is more than a dance. It is a sense of community and warmth where friends can gather, where people can meet, where friendships can begin, even where romance can flourish. It has been said to be therapy for some and a form of meditation for others. Today we are fortunate that it is available to us here in Washington, D.C. Nevertheless, despite all of its beauty, charm and excitement, many Salseros are beginning to ask what is its future, particularly in the DC area?

Is it wise to think because of its current popularity that it will be here forever? Sometimes I wonder. This form of music and dance can be dated as far back as the 40s and beyond. This is indicative of its longevity by virtue of being well established in many places. That of course gives us hope for the enormous potential for a possible future here. Is it safe to say with absolute certainty that it will be in DC for all times? Will it fade from the scene and our collective consciousness? Will it become lackluster and no longer viable as a true measure of excitement that Salsa has provided to so many? Perish the thought. But it could happen. If the pattern of preventable blunders and failures by promoters and others continue, that may happen. There must be some expression of discontent from those among us who care about the state of Salsa. For without it, dissention, mistrust, wrongful deeds and shear stupidity just might be its undoing.

It is important to note DC is not New York; Miami, Florida; San Juan, Puerto Rico; or Havana, Cuba; where Salsa has become an established tradition. Many Salsa enthusiasts have expressed concern pursuant to their own unique experiences and have indicated some reservations about its future. More than a few people have pondered the question 'Is the future bleak for Salseros in DC or is there great promise for tomorrow'? The answer to that question is dependent upon an increased level of support and interest. It must come from those who enjoy this unique genre of music and dance. Moreover, most importantly it must come from the promoters who see this medium as a profitable enterprise.

Is there really a reason to be concerned? Perhaps, perhaps not. Surely the subject is worth exploring. There are several areas to examine, beginning with the plight of several club owners. On occasion they are disappointed and have complained about the poor turnout of Salseros when a Salsa event is scheduled. According to them not only do too few Salseros come out for these events, but also when they do arrive they are not exactly big spenders at the bar. This phenomenon is interesting to observe. Many Salseros living in the DC metropolitan area will incur considerable cost to travel to New York for a weekend or a single night out on the town. Consider the cost for transportation, hotel accommodations, parking, meals, the cover charge and other incidentals, including tips. These same folks will spend very little at the clubs in DC.. The question must be asked… why would people travel at great expense to another city for Salsa when it would seem the excitement of Salsa awaits them here?

There are many opinions on this subject and the analysis covers a broad spectrum. The reasons range from poor customer service (at several well-known nightspots) to the lack of imagination and creativity on the part of many club owners and/or the local promoters as well. In addition, there are not enough bookings of local bands to help create the atmosphere needed to attract Salseros. And DC has not established a reputation for great dancing which generates the excitement and interest that is needed. Also consider many clubs that have "Latin nights" aren’t concerned with helping to establish Salsa as part of the fabric woven into the culture of this city. They’re concerned only with their bottom line. If "tiddlywinks" were in vogue, they would support that. Anything where a buck is to be made. A few club owners do genuinely care about Salsa, but must also be concerned with profitability in maintaining a healthy business to keep their doors open. Thus, Salseros must contend with an exorbitant amount of Merengue and other music forms, which reduces the number of Salsa tunes to be enjoyed.

Perhaps poor turnout is a reflection on what some club owners are not doing to spotlight Salsa in a way that would satisfy the needs of the consumer (Salseros) as well as their own business interest. The other part of the equation is the dismal performance of promoters who have proven they’re not as effective as they could be.

Some would say it is of course, easy to be the proverbial armchair quarterback and venture a hypothesis on what the problems are and what should be done. But despite this, I’m going to hazard a guess on some things and make a few suggestions about others.

Although the music should be an important part of this critique, we primarily focus on the dance. The dance actually represents the economic lifeblood of how vibrant and attractive the clubs are perceived by Salseros. Salsa practitioners, particularly those interested in becoming more skilled in dancing are confronted with the challenge of finding quality instruction. A person having spent time under the instructorship of marginal teachers, followed by attending an affair where several good dancers were present may pose a particular problem. One might feel less than adequate on the dance floor or perhaps feel some frustration and disappointment when realizing their efforts to learn were spent with the wrong people. Thus, the dilemma facing those aspiring Salseros, (who want very much to make Salsa a part of their lives) is seeking out the best teachers that can often be a difficult task.

Perhaps in some small way "Shades of Salsa" may be of some help in this regard in the months ahead by making available a profile of all of the best dance instructors in this area. Pointing interested parties in the right direction may result in the student becoming more skilled whether a beginner, intermediate or advanced Salsero. Being respected by your peers whets the appetite to become better. However, even if you are not interested in achieving the status of advanced Salsa dancer, at the very least when you take to the dance floor you will be respectable. Most importantly, you will have a great time dancing. It is important to bear in mind that while being able to perform at your highest level you should really have fun and enjoy yourself. Doing it right makes for a good time. This is the credo expoused by most serious Salsa dancers.

As a beginner, becoming comfortable usually means going out to dance once or twice a week. Salsa can become many things, recreation, exercise, socializing and much more. It will certainly be something to look forward to if its kept interesting at the places where one goes to dance. That should be good news for the club owners and promoters. Increasing the number of people who want to dance should be good for business.

Once good dance instructors have been identified coupled with people being made aware of who they are, there are numerous ways to attract interested students. Perhaps accomplished Salsa dancers could be persuaded to become teachers themselves or at least assist those who are already teaching. There exists a tremendous market and many opportunities to provide quality instruction.

At a couple of recent social gatherings, I was amazed by the lack of appreciation for Salsa, particularly among people who hail from several Latin American countries. It was not long before this apparent indifference began to change after an accomplished Salsera treated the guests to a performance. Patti Quiroz tantalized and affected the visual senses of those in attendance with her style, rhythm and improvisations. People began making comments, asking questions and were trying to execute a few steps. It was nice to see a few attitudes change and to some extent enthusiasm emerge.

Following an interview with the highly respected Salsero, Oscar Hernandez, broadcast on Soneros Del Barrio 1390 AM, several inquiries regarding lessons were made.

Just for a moment, consider the impact of the Latino market. Confirmed and published demographic data suggests tremendous opportunities abound for people with good business savvy that tap into the market. In addition there is great interest among the main stream population. Anyone interested in the Salsa business has many potential clients

The number of dance studios emerging outside of the Hispanic community that offer classes in Salsa is growing all the time. Arthur Murray is one such studio. Of course, in no way should Arthur Murray Dance Studios be criticized or disparaged. However, can they really teach the nuances, techniques and style of genuine Salsa? Will the experience at Arthur Murray or some other such place provide the familiarity Salseros need? The answer is no. My guess is the focus will be on the technical aspects without the soul and rich flavor of the dance that we’ve all come to know.

A few weeks ago, a dance competition was featured on one of the cable stations. It carried a substantial cash prize. First prize for the winning couple was $25,000. The dances performed were the Samba, Mambo, Cha Cha Cha and others. It was notable that all of the dance forms were created and emanated from within the Latino culture. But all of the contestants were from countries outside of Latin America. Those who competed were from as far away as war-torn Serbia or was it Bosnia? One couple was from South Africa and another from the United Kingdom. One Latino couple (thank God) both 18 years of age, was from Brooklyn, New York. They were formidable competitors who I think may have won third or fourth place.

Apparently, the sponsors of this event were keenly aware of how dramatic and marketable these Latino dance forms are. Of course without question they had resources and knew something about business. They are not geniuses, just people who are familiar with following through on a process related to business. These developments should serve as a wake-up call to the community of Salseros here in DC. They must identify their niche, exercise control of their market, and seize the opportunity to become a much bigger player and reap the rewards that are waiting.

Some people within the Salsero community may consider it an affront to be told how to run their business. That couldn’t be further from the truth. It is acknowledged that it is easier said than done to be successful in these pursuits. But better results can be achieved if people are truly committed in developing the business acumen needed to more effectively promote Salsa.

Therefore, a suggestion to consider for those wishing to make a contribution to Salsa through the dynamics of business as well as living and profiting from it, is to improve planning and execution. If promoters are bewildered about any aspects of organizing a project, affordable and professional guidance is available. A great resource to take advantage of is a course offered at Montgomery County Community College where ideas can be discussed in class. A business overview regarding insurance, legal and accounting information, coupled with professionals providing consultation is available.

Promoters seeking sponsorship from corporate entities would be well advised to understand the sponsor’s budget and decision making process. It is also important to note who the principal decision makers are and what standards must be met in order to maximize opportunities for the sponsor. The promoter must ascertain what it is going to take to do business. They must have in place a completed comprehensive business plan and follow it. They must cultivate relationships and develop the kind of networking that will favorably impact business initiatives.

Promoters may want to develop future projects that focus attention on young dancers much in the manner in which Major League Baseball focuses on young ball players in the Dominican Republic. It would seem these kinds of initiatives would cultivate a steady flow of people to Salsa.

Club owners may consider simple enhancements to the club atmosphere. For example, a secure place to rest your coat and a bartender who does not give the impression they are doing you a favor when serving a drink. And by the way, since Salseros are not consumers of hard drinks…develop the kind of refreshments that would appeal to them. You can let your imagination run wild with respect to all the things that can be attempted. Some things may fail, but many will succeed.

There should be greater collaboration and cooperation as opposed to competition and fear of others' encroachment. It would be great to convene a conference of promoters, club owners, dance instructors and local bandleaders to specifically organize and grow this business. And in the process protect the integrity of the dance within the context of the rich Hispanic culture.

This endeavor may seem monumental in scope. But it is doable evidenced by the accomplishments of a group of young men who were renown from the 60s and well into the 80s in New York who competed effectively for that part of disposable income people were willing to spend for the weekly night out at the club to dance Salsa. This legendary group was known as "The Best Of Friends" and there are many other notable examples that could be replicated and used as models for success.

Bringing the various elements together including club owners, quality dance instructors, promoters, and local corporate sponsorship will reverse the trend. Salseros may not leave DC as often for other cities to enjoy Salsa and perhaps people in other cities may come here.