First Art Show This Weekend

Hey everyone,

I've been prowling the forums here since last October and have finally decided to take the plunge in the art fair world. I've been applying to just about every show I can and so far have been accepted to most of the ones I have applied to. I've got 4 shows next month, all in California and mostly smaller shows, not the big nationals. Sierra Madre, Sunset Beach, Walnut Creek and Ojai make up my month of May.

I've got a lot of questions but I will keep it short.

I'm curious about inventory. I'm a photographer so I'm selling prints. I was wondering how others do it. With 4 shows this next month and possibly 2 in June, how many prints would the average photographer have on hand per show? I've got a number of 20x30's printed to show off my work, but I plan on selling more of my smaller sized prints. I was thinking of ordering 5-10 of each of my best work in the two smaller size (6x9) and have 1-2 per show of my 10x15. What do some of you do for an average show?

I have a great printer in Laguna Beach who does great work on Giclee's and I would love to do a series of my best, most colorful and vibrant, works in Giclee. I would like to do a special series of them, maybe an exclusive set of numbered prints. How would you price those?

Another question I have is pricing. I have been planning on $325 tax included (9% for Los Angeles and 8% statewide) for my larger 20x30 prints on standout mounting, $85 tax included for my 10x15 matted in 16x20 and $40 tax included for my 6x9 matted in 11x14.) What do you pros have to say about that? Too low, too high, what?

Here is my website so you can see examples of my work:

http://www.photographybyzachyoung.co/

Do most of your best works sell out quickly? My goal would be to run out of everything, but I don't want to sell out quick and sit around for the rest of the show.

How do other photographers manage inventory and prices?

I've read some great comments on here over the past 6 months about pricing, etc. and I would like to make at least 3-5 times cost, which is what the prices above reflect. I am pricing in the cost of the print, the cost of the art show and other overhead such as gas & hotel, etc. but I would like to have some input from pros who have been around the block before.

Be honest, where would you price my work?

From an article on my web site:

http://bermangraphics.com/blog/how-much-inventory-when-starting-out/

The most asked question by photographers just starting out is how much inventory to bring to their first art show. I have three rules to go by.

First - understand that what you may think your most popular images are may not be public opinion. Choosing a body of proven sellers comes from experience, doing a number of shows and observing which images people gravitate to but not necessarily buy.

Second - When starting out, not bring so much inventory that even if you sell, you still won't cover your expenses and go home with a profit.

Third - not print so many different sizes that your inventory competes with itself. Skip adjacent sizes. For example if you print 8x10's, don't print 11x14's. I do recommend one smaller size and one larger size. Otherwise what people will purchase is the smallest size available of an image they like.

Pricing
Pricing should not be based on material cost or you'll never turn a profit. Pricing is something that is based on experience. How unique are your images and what is your competition selling their work at. Pricing should be based on value, not material cost.

When you specify what sizes you are printing, you need to specify the finished size. Whether the print is matted and what the outer mat size is. It should always be a standard frame size so people can purchase understanding they can get a frame inexpensively if they choose to.

Did I forget to say that unframed in bins sells over framed by a significant margin if you are pricing properly.

Larry Berman
http://BermanGraphics.com
412-401-8100

Replies

Matthew Alverson April 28, 2014 at 11:29am

I choose to standardize my matted prints to one size 10x15 matted to 16x20. I have these priced at 49. The price had more to do with trying to hit a range of price points to appeal to the widest array of budgets. They have sold good so far but my first show is coming up in May. Inventory is tricky and I'm still trying to figure that out. I have three weekend shows in a row and that is not enough time to restock my larger items in between especially custom framed and metal prints. Also a half empty booth is not going to attract as many lookers as a full well displayed booth. I've stocked up from framingsupplies.com custom cut mats, clear bags and mounting boards so that all I have to do is print what sells at one show and assemble. They offer bulk pricing that is amazingly cheap and great work. Advantage for me is they are just down the road. I've looked at inventory as what do I want to make at show, considering what is realistic based on show size etc. and then looked at my inventory and prices to see if I have enough. I always hope I will sell out but also know that is not likely. So these are just my ramblings. I'm just getting started as well so I'll keep you posted as I learn more. Let us know how it works out for you.
Chris Hoyt April 27, 2014 at 6:36am

I'm not a photographer, so I'll let Larry help you there.

I want to talk about the shows and the pricing. Don't figure in the cost of the show into your pricing. If you do a $500 show and have one price, and then do a $250 show and have another price, the customer who bought from you at the higher priced show will get upset because s/he will feel cheated.

Have one price and stick to it, no matter what the cost of the booth.

We used to say 10 times your booth fee was the sales goal. But not so much today. Many shows today are bringing in maybe 5-6 times booth fees. Our policy has always been to have the booth be just as full towards the end of the show as it was in the beginning, because those customers who came at 2:00 on Sunday paid just as much to get in as the ones on Saturday morning.

I like it that your goal is to sell out of everything. That's everyone's goal. Sometimes you may get close, and other times you won't even make expenses. And there will be a time you won't sell a thing. That happens to everybody here at one time or another.
- Pat Sorbini > Chris Hoyt April 27, 2014 at 10:26am
  
  Well, that was an eye-opener for me this morning. I've been doing this for 15-16 years and never thought of it that way. That creaking sound you here is my perception changing. Thanks, Chris.
  
  Our policy has always been to have the booth be just as full towards the end of the show as it was in the beginning, because those customers who came at 2:00 on Sunday paid just as much to get in as the ones on Saturday morning.
Larry Berman April 27, 2014 at 6:31am

From an article on my web site:

http://bermangraphics.com/blog/how-much-inventory-when-starting-out/

The most asked question by photographers just starting out is how much inventory to bring to their first art show. I have three rules to go by.

First - understand that what you may think your most popular images are may not be public opinion. Choosing a body of proven sellers comes from experience, doing a number of shows and observing which images people gravitate to but not necessarily buy.

Second - When starting out, not bring so much inventory that even if you sell, you still won't cover your expenses and go home with a profit.

Third - not print so many different sizes that your inventory competes with itself. Skip adjacent sizes. For example if you print 8x10's, don't print 11x14's. I do recommend one smaller size and one larger size. Otherwise what people will purchase is the smallest size available of an image they like.

Pricing
Pricing should not be based on material cost or you'll never turn a profit. Pricing is something that is based on experience. How unique are your images and what is your competition selling their work at. Pricing should be based on value, not material cost.

When you specify what sizes you are printing, you need to specify the finished size. Whether the print is matted and what the outer mat size is. It should always be a standard frame size so people can purchase understanding they can get a frame inexpensively if they choose to.

Did I forget to say that unframed in bins sells over framed by a significant margin if you are pricing properly.

Larry Berman
http://BermanGraphics.com
412-401-8100

This reply was deleted.