So when I was researching the business of fairs last year I read many times artists that recommended to do as many local shows as you can, because your expenses are low and you will almost always make money, so that was my plan for this year.
I ended up passing on two smaller local shows already because I got into a better one out of town on the one weekend and the other was right after another out of town show that was early in the year and I didn't know if I would be ready for it.
My first question is, is it sound logic to do as many as you can locally, assuming you are not passing on a better out of town show? I live in St Louis so it is a big city. Do you ever reach the point of over saturation? If people see you a lot do you become less special?
The second part of the question is, assuming the answer to the first part is yes, do you reach a point were you say no for other reasons. I have been very fortunate to get into some very prestigious shows this year, so does it "lower my cache" (for lack of a better term) to do smaller shows in town even if they might make me money? I will be in the St. Louis Art fair this fall, do I also do the small local/regional historical shaw fair, or the local alternative craft show?
I imagine at a certain point if a person gets into enough top tier shows the don't even worry about it because they are probably getting enough exposure. For me, at least this year, that is not the case, and I know that if I did some of the smaller local shows this fall I could make some more money.
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I think artists that overexpose themselves in the local venue should consider a change up and bring very new and different work to the show, otherwise people will just walk on by.
Yup! I agree! I live in Chicago and last year I did every show possible. From May to Sept, every weekend. I saw that happening all the time, people telling me "Oh, I will see you at the next show and I will make a decision"
There are shows in suburbs that are so closed that you see the same clientele over and over. This season I'll work less shows and see what happens, I will let you know!
It depends. (don't you love this?)
I always do the big top-100 show in my home town that attracts all of the real art lovers in town. Then I also do a one-day arts festival downtown that has all sorts of things like dance performances, bands, and "taste-of" booths as well as fairly unjuried arts and crafts. It attracts huge crowds of people who would never dream of going to the big fine arts fair; and then are surprised and happy to see my work, and buy it, too. So I guess the point is that if you can reach a different crowd then why not do the smaller show. However, there IS a limit...call me a snob but I do say NO to the really small local shows that don't seem to be worth my time.
As for over saturation, if you keep your work fresh and don't get into a rut, this shouldn't be a big problem.
"As for over saturation, if you keep your work fresh and don't get into a rut, this shouldn't be a big problem."
I think that is the key. If customers are following you from show to show and they see the same items, then that will give them more of a chance to delay their decision. However, if they continue to see new and updated items they feel more inclined to buy. Also, I have a number of customers who go to almost every show. They might not buy at every show. But they normally bring someone else with them who might end up buying.
If you're just starting out, another good reason to do some local shows is to work on your display. I'm always tweaking things a bit to see what layout works best indoors and outside. I live in the Philly suburbs and don't do a lot of local shows anymore - they are mostly street fairs with a lot of buy/sell and my bead woven jewelry doesn't do well there. Good luck!
I'm in a much smaller town than you and have found that once a year is sufficent - I already have an established name/reputation and people call me if they want to look at something at other times. Similarly I do a yearly show in surrounding towns. People look forward to seeing me and my work there. In larger centres I will do up to 4 shows a year (eg quarterly).
Personally, I love doing small shows, the cost is usually a lot less and it builds your reputation as someone accessible.
Congrats for SLAF. I stop applying to SLAF and start doing a Lakeview East in Chicago, IL. I hope that one day I make as much as I will at SLAF. The problem that you have if you start doing a lot of shows in the area is that people will start saying I will see at your next show and get that piece. I find out that is better if you combine 50% local shows and 50% out of town plus it give a bit of cache and create the need to buy.
Good question, Gregg. Congrats on getting into SLAF. First time?
One of the good reasons to do local shows (besides saving money on travel expenses) is that you can become special in your own town. You get the opportunity to build a clientele that is eager to see you at the shows. You have repeaters who when they come to your booth you can say, "here is my newest work," and you have a story to tell. People love to hear the stories and especially if they hit a point of interest to them puts you that much closer to a sale. You build a collector base and they tell their friends and then tell their friends. We lived in Detroit for a long time and did multiple shows there every year. Even when we didn't recognize the person in the booth they'd remember us and talk about their purchases. I'd guess you stop doing a bunch of local shows when most everyone says to you, "we love what we bought from you at the xyz show" and then keep walking.
A friend of mine just finished a string of Texas shows, granted they were not all in the same town, but this was her third year trying that market. The first year was not good, the second not a lot better, but this year solid success. She was cultivating that marketplace and that is what you can do by participating in a string of events where you may encounter the same people.
Are you new to this business? If so, try a bunch of different kinds of events and find the ones that are right for you. On that note, there will be people who won't go to the SLAF because "the art is too expensive". There will be people who won't deign to go to the smaller shows and will only go to the SLAF. I had a long talk with a show organizer in Atlanta last week and he said the Atlantans will only go to certain areas for their art fairs. I know this happens in Chicago also -- but St. Louis isn't too much different.