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Magazine » March April 2013 Issue » Public Eye March/April 2013

Public Eye March/April 2013

Angela Prince

Ernest Borel Sponsorship of USA Dance Officially Celebrates
The Company's Return to America and the Romance and Legacy of Dance

At the USA Dance 2013 National DanceSport Championships in LA, we are pleased to announce the continuation of Ernest Borel as USA Dance National Brand Sponsor. Ernest Borel, a legendary Swiss watchmaker, returns to America in celebration of the traditions that launched and have sustained the company's brand for more than 155 years – the romance, passion and elegance of dance.

Many of our senior members will remember the Ernest Borel name. The company was exceptionally prevalent in the United States for many years, and known especially for its famous Cocktail model. The company's worldwide success and reputation are especially strong in Asia, India, as well as throughout Europe and in South America, where its beginnings date back to the 1860s. Ernest Borel watches have won numerous and the most prestigious of Swiss and International prizes.

The brand sponsorship of Ernest Borel and USA Dance is an ideal alliance, represented by the mutually shared and symbolic qualities of precision, movement, timing, artistic expression and the pursuit of excellence.

Announcing Brand New Ernest Borel Fundraising
Incentive Program for USA Dance Members

At the USA Dance 2013 Manhattan Amateur Classic in January, Ernest Borel announced a new funding program to support USA Dance. Although details will be officially announced at Nationals, Ernest Borel will donate to USA Dance 20% of the retail cost of any of its watches sold to a USA Dance member (with active membership status) during 2013. Essentially, if a watch retails for $500, the donation would be $100; and if the watch retails for $10,000, the donation would be $2,000. Needless to say, USA Dance is extremely pleased with this generous funding program and encourages members who would be buying a watch during the year, to consider the offerings of our sponsor Ernest Borel. Members can view the watch collections online at and either write to the company via its website "contact us" section or write to USA Business Development Manager Thomas Huggler at

Throughout the year, the support of Ernest Borel brings important funding to many USA Dance initiatives, including the support of the upcoming athlete training camp at the USOC training center in Lake Placid, NY, scholarships for athletes, support to National Qualifying Events, advertising in American Dancer magazine and other programs.

Advertising by Ernest Borel showcases USA Dance DanceSport couples in competition. Photographs of dancers at Nationals and NQEs in Charlotte, Chicago, Manhattan and Culver City, CA, are candidates for the next Ernest Borel ad series and two couples will be invited to become Ernest Borel ambassadors as well. Last year, photos of two MAC couples were selected and also showcased the work of photographer Ryan Kenner.

The Story of Dance Behind The Ernest Borel Logo

As the story is told, at a noble dancing party, the young Ernest Borel, son of one of the company founders, met a beautiful girl. Their graceful dance attracted envious eyes of other dancers. A picture was taken of this romantic moment, suspending time. Elegant dance, in the romantic moment, inspired the company's trademark logo, which they say"immortalized this magic moment in time." And since the turn of the 20th century, the iconic dancing couple has become the Ernest Borel brand's trademark and inspiration – a trademark signifying the guarantee of Swiss Quality and the enduring spirit romance, passion, elegance and traditions.

Carrie Ann Inaba, Celebrity Judge on ABC-TV's
'Dancing With The Stars' Joins USA Dance Once Again
As National Celebrity Ambassador, Honorary Judge

USA Dance and Carrie Ann have enjoyed a close working relationship since 2009 when the USA Dance Star Quality Awards were first launched at Nationals in Baltimore. She served again as Honorary Judge at Nationals 2010 in LA and 2012 Nationals in Baltimore. Nationals 2013 will be her 4th presentation of the annual Star Quality Awards to couples with special star performance qualities.

Carrie Ann's involvement with USA Dance expanded in 2011 as she was named National Celebrity Ambassador, supporting the following programs and initiatives:

- Celebrity Honorary Judge for the USA Dance Star Quality Awards.
- Advisor to USA Dance Public Relations and the Governing Council, working through the DanceSport VP and PR Director for USA Dance.
- Support to all public relations and media relations programs, including social media.
- USA Dance spokesperson on issues of interest to the dance and entertainment/celebrity worlds; also lending social media support.
- Support to USA Dance missions and initiatives, helping to increase exposure and involvement for DanceSport and Social Dance programs.
- Support of USA Dance membership growth objectives.
- Guest appearances at USA Dance events as schedule permits.
- Resource to USA Dance in support of various programs and initiatives.

USA Dance 2013 National DanceSport Championships
Showcasing America's Top Ballroom, Latin & Salsa Dancers
JW Marriott Hotel at LA LIVE • Three Days • April 5-7, 2013

Highlights at Nationals:
- Carrie Ann Inaba (DWTS), Honorary Judge for USA Dance Star Quality Awards
- 2013 National Salsa Championships
- Qualifying Athletes for The World Games 2013 in Cali, Colombia

RETURNING TO LA! More than 1,100 of America's top ballroom and Latin dance competitors – DanceSport members of USA Dance - will return to Los Angeles, April 5 – 7, 2013, to compete at the 33rd annual USA DANCE 2013 National DanceSport Championships, to be held at the JW Marriott at LA LIVE! The USA Dance Nationals was held at LA Live in 2010 with great fanfare and memories, and it promises to be another whirlwind event, running from 8 am until nearly midnight every day.

Tickets are already available to the general public, and a sell-out crowd is expected to attend. USA Dance members and friends should go online at soon to register and/or purchase tickets. Any questions can be directed to Nationals Chairperson Daphna Locker at

The USA Dance 2013 National DanceSport Championships is the official National Championships for Ballroom and Latin competitive dancing, a recognized sport by the International Olympic Committee (IOC). And with Ballroom and Latin dancing popularity at an all-time high globally, the USA Dance Nationals continues to be the most prestigious and largest competitive dance event of its kind in America.

For the first time at the USA Dance National DanceSport Championships, USA Dance will sponsor the Salsa 2013 National Championship, a World Qualifying Event, where the top salsa dance couples will be invited to represent the United States at The World Games 2013 in Cali, Columbia, South America's third largest city and the undisputed Salsa Capital of the World. Under the patronage of the International Olympic Committee, the Salsa World Games will be held the weeks of July 25 through August 4, 2013.

The United States is one of only 24 countries invited to send competitors to The World Games. At Nationals, USA Dance will also select one Latin and one Standard couple to represent the U.S. at The World Games in Cali.

USA Dance will be inviting nationally recognized salsa dance judges for this event. The winning couple will need to be top of their game because when you dance salsa in Cali, you're dancing against the best in the world. USA Dance is excited about this opportunity!

For more information:
USA Dance welcomes Carrie Ann Inaba (Dancing With The Stars), as Honorary Judge for the 4th annual USA Dance Star Quality Awards and also continuing as National Celebrity Ambassador for USA Dance.

A special attraction at USA Dance Nationals will be the participation of Carrie Ann Inaba (Dancing With The Stars), who will continue as National Celebrity Ambassador for USA Dance throughout the year, and will serve as Honorary Judge for prestigious 4th annual USA Dance Star Quality Awards, to be held Friday and Saturday evenings at Nationals. The coveted Star Quality awards are presented to the one couple who makes finals in their Championship division, and exhibits exceptional star
performance qualities.

Carrie Ann will make several guest appearances on the Red Carpet at Nationals, where athletes, guests and fans can meet/greet, obtain autographs and have their photo taken with DWTS's most beloved celebrity judge.

The USA Dance 2013 Star Quality Awards are once again sponsored by Ernest Borel, legendary Swiss watchmaker, whose programs and involvement with USA Dance has expanded throughout the past year to include scholarships for championship level athletes, support to the upcoming DanceSport Athlete Training Camp at the USOC training facility in Lake Placid, NY and sponsorship of several of the USA Dance National Qualifying Events throughout the year. USA Dance is most appreciative of their support and participation with our organization!

According to Daphna Locker, Nationals Chairperson, "The USA DANCE 2013 Nationals will be a star-studded destination event in LA, on the floor and in the audience. You can expect to see celebrities from the LA and Hollywood areas. We all love watching Dancing With The Stars and other dance shows on TV. But at the 2013 Nationals, spectators and media will get to see America's finest 'real life' dancing stars in action."