When artists do not cover their expenses it is often because there were not enough qualified buyers at those events. This has happened to all of us. The issue is simply “bodies vs. buyers”, a concept we are all intimately familiar with. In a time where artists are failing at record numbers, the Show Director’s responsibility should be that of a ‘conservationist’. By ‘conservationist’ I mean how does the show; 1 - protect the artists as a national and cultural resource and, 2 - perpetuate the growth and quality of the event. For without artists, there is no event. And without buyers, artist will stop applying and as a result, there is no longer a meaningful fine art event.
The objective for the Show Director is therefore not how to get more bodies through the gate, but how to get qualified buyers to the event. Expanding this concept, the success of an event should not be based on attendance but on sales of art.
Art shows that generate money from their event to pay for other projects shouldn't be limited to counting on the gate (if there is an admission charge) and jury/booth fees. They should be looking for sponsorship money to help underwrite the show and fund their ancillary projects.
Sponsorship money can be derives from potential sponsors that can see that the demographics of the attendees are also their own demographics for their products and services. When potential sponsors see these demographics, it is far easier to obtain national sponsorship dollars for the event. A further benefit of the financial investment by sponsors is that it helps underwrite the event’s media campaign that will further work to attract more qualified buyers.
We are now seeing “fine art shows” that have either added a craft section or incorporate such items as packaged food or non art items to fill their event. This also includes the "jurying so there is something at every price point" model.
A recent conference presentation advocated mass dancing and letting people take pictures of art with their smart phones to make art shows more family-oriented so as to bring more people through the gate. If a carnival atmosphere is considered by a Show Director to be the attraction, then the focus is not on fine art and those shows are no longer for artists or our customers.
Word will get around among the artists and the quality of these shows will begin to drop, making it even more difficult to bring qualified buyers in, resulting in a downward spiral that is next to impossible to reverse.
Larry Berman
http://BermanGraphics.com
412-401-8100
Comments
I rarely do "craft shows" anymore, other than to run the White Elephant booth for my temple. Mostly, I show/sell 'my stuff" at local sci-fi con art shows. For 2D artists who use fantasy, sci-fi, horror, "popular culture" (movie/TV show), etc., themes in their work, I suggest looking into participating in such shows, or as a vendor in the "dealer room" that most of the cons have. Generally, it's indoors, the "table fee" is low ($15-35 per "space", depending on venue + 0-15% commissions), the shows run 3-5 days for that fee, sales (silent auction) and security are covered by the art show staff-- you just set up your display (table or panel-- provided by show), and go off until it is time to "tear down". Or, most of those shows allow mail-in art, which is set up by the staff (you can send a "map" for how you want it displayed), and you send return postage along with your art.
The art show director/accountant/"man behind the screen" for most of the shows I'm in, sends out info re: total show sales, top-selling artist, and top-selling newcomer a couple of weeks after the show. Usually, the con websites have info re: total attendance, but rarely is there anyway to tell how many actually visit the art shows, other than having a count of "bidder numbers" given out. Comic Con International, for example, has an total attendance of over 130K, based on badge sales; art show bidder numbers went into the 800s, but there were a lot more "lookers"; total sales were over $27K, with "flat art" comprising most of it. And... I have never had anything "evaporate", nor damaged (other than through my own clumsiness), at these shows, whereas I have at every "craft show" and consignment venue I've done.
it is refreshing to hear that there are promoters who strive for an elevated experience for all. As artists we certainly do our measure of marketing each event, mailing list to our list, social media and getting the word out to bring our customers in. But success is when people who are not aware of our offerings find us, are drawn to a piece of my work, and want to take it home. Wow, that is magic when its good. But the problem is that it is not always so.
Its been my goal to not view all promoters in the same light of being in it for the money alone- but we can certainly tell you tales of events that tanked, and the promoter took in our jury fees and booth fees, and made little attempt to check in with their artists during the event.
But i have another theory - there seem to be a growing number of events, an oversaturation of the market, which is making any one event less profitable.
I agree. As a show director it is my job to bring in people with the means and intention to purchase art work. Part of that i to make sure that the message to the artists and the message to the patrons is consistent about what art will be available. I am constantly encouraged to add music and beer and .... but I don't believe that this works towards selling art- though I do need to create an atmosphere and having some ambient music is part of that.
It's a constant fine tuning. What works for one artist is not right for every artist. Small factors can make a big difference. And of course weather. When the weather is right I am a genius, when it rains I am an idiot...
I agree with everything that you are saying, but I have seen some shows change in quality and I don't think it matters to the promoters of those shows, because they are still having a "full" show.
I'm no longer there, and other artists are no longer there. We were replaced by other booths, and the patrons were replaced-by other "patrons." And the "art show" is still bringing in money.
Fortunately, there are other places and ways to sell.
I was at that presentation, flash mobs, dancers, to attract the public and make the event interactive ... sure looked like fun, may bring in the people and they'll want to be there again next year -- BUT -- that turns the artists into part of the show, sideshow that is.
Denny Dent was an artist who entertained, painting to the music on the stage -- the crowds loved him and I'd leave my booth to watch at Coconut Grove and Cherry Creek. He was electrical. He stopped the show. The first year at Cherry Creek the attendees had no idea of what to expect and he wowed them and they went away talking about him and brought their friends back. He was an exception, he didn't go on all day. A couple of performances a day. Here's is his Art Attack video: https://www.youtube.com/watch?v=35P7GklUx_E
Sorry, if I disrupted your thread, Larry -- but I was trying to think about times when it might be okay. The body count does not equal the buyer count.