This is the second time I have done this “close to home” show. It did not meet my basic requirements for selecting a show, but I did it anyways. I hope the analysis at the end will be useful to newcomers to art shows.
DEMOGRAPHICS
Castle Rock is town with a population of 53,000 on I-25 about midway between Denver and Colorado Springs. Residents work in both places. It is the county seat for Douglas County, ranked as the 9th wealthiest county in the US. Median income for the county is $101,600, and for Castle Rock it is $86,280 (US Census data). It also has one of the highest per capita horse ownerships in the country which reflects the high income of residents. There has been significant growth in the area and a new housing development has been started east of town.
Castle Rock is an interesting “berg” making the transition from a typical western town to more urban with Denver and Colorado Springs commuters. You can still see the bullet holes in the pressed tin ceiling at the B&B Cafe across the street where the town marshal was shot and killed while attempting to make an arrest in 1946. The old courthouse burned down in 1978 when some gal started a fire in the jail in an attempt to break her boyfriend out of the place.
SHOW SETTING, SETUP & TAKE DOWN
The show is produced by the Greater Castle Rock Art Guild. There is a $25 Jury fee and the booth fee for 10X10 is $200. This was the third year for the show and it has had different management each year. This year’s show was managed by Guild President Suzanna Opp and marketing Director Anthony Constantino. The show was advertised for 50 artists but only 19 were present. There were eight 2D artists (oil, watercolor, ceramic etc.) three photographers, three jewelers, and one each wood, glass, fabric, pottery and leather (me). Quality of the work was very good. There was live music both days. Restaurants are abundant around the courthouse square. A doughnut and pastry truck was on site Saturday, and a hot dog vendor was there Sunday. Overnight security was provided Friday and Saturday nights. The show was advertised on digital signs at the outlet mall north of town and the town hall sign. I saw signage at street intersections and an ad in the local newspaper. Tax forms were provided for paying city sales tax (4%), but you had to pay the county and state taxes(3.9%) on line.
The show is held on the courthouse grounds in the center of Castle Rock on grass lawns. Set up was scheduled for Friday starting at 5:00 pm but Anthony sent out an email that we could start as early as 3:15 - SUPER! Prior to the show, there had been heavy rain for about two weeks that finally ended Friday morning. The ground was soft and table legs etc. needed to be blocked. You dolly into your site on sidewalks, but the maximum distance was only about 40 yards. There were access spaces between booths and ample storage space behind booths. Take down was equally easy. There were porta pots and a hand washing station behind the courthouse, and there were indoor restrooms at the guild gallery across the street. Other amenities were cold water and Gatorade during the day, and coffee and goodies at the gallery in the morning. Booth sitters were available. Overall, this is a well-managed show.
ATTENDANCE AND SALES
Attendance Saturday was very weak but slightly better Sunday. Consequently, my sales were very slow. My gross sales were $965 and the average sale for 14 sales was $68.93 (my price points range from $7 for a belt buckle to $5000 for a saddle). The range of sales was $15 for a set of napkin rings without bandanas to $270 for two belts with silver buckle sets.
ANALYSIS
The rule I follow for shows is not to return unless my minimum gross sales is $1000/day for the weekend. I did this show its first year in 2013 (breaking another one of my “rules”) because an artist friend had organized it, I needed to find a good show in June, and the demographics were right for it. My gross sales that year were a tad under $1300 with an 81% profit margin because we ate and slept at home. Because it didn’t reach the $2000 minimum for returning, I decided to do Smokey Hill River Festival in Salina, KS in 2014. At that one, we grossed a few dollars less than $3K over 3 days and the profit margin was 58%. OK, but at the low end for most of my shows. The BIG DOWNSIDE for Salina was the trip over there across boring eastern Colorado and western Kansas. It’s flat and monotonous with only the “world’s largest prairie dog”, limestone fence posts, and Cathedral of the Plains to break the monotony. It’s like counting grain bins in the Texas panhandle. Besides that, I was up at 1:00am tracking tornadoes approaching Salina Saturday night. There was horrendous wind driven rain, but my inventory survived.
Based on those factors I decided to break my rules and give Castle Rock another shot. Sales this year don’t justify returning, but the show will remain on my watch list simply because the demographics are right. Hopefully the guild will get a consistent management that researches what other similar communities like Golden and Boulder do to produce successful shows.
Note: this show is not listed in artshowreviews.com
Photos: up and down my aisle in front of the courthouse, sunset and storms out east on the way home .
It will comfortably accommodate 47 booths, 31-8x8, 16-4x8, with wide aisles, social gathering areas, and a layout with good flow and plenty of accessibility to all booths. This venue will provide a fine craft show with a holiday spirit.
The fair has won the ArtFairInsiders recognition as one of the best small art fairs two years in a row. Here is what the artists have said:
