After a show-free December, I was anxious to get the cash register ringing at Coconut Point, Howard Alan's first event of Florida high season (or "last-show-of-the-year", depending on your perspective). I'd invested not much money but quite a bit of time during the break installing the Square's point-of-sale software and Fresh Books cloud accounting and reporting software, putting all my items into its inventory and price point systems, and figuring out how I could tweak them to get an at-a-glance view of the business in 2013. I was really looking forward to seeing how that improved the customer checkout experience.
Unfortunately, but through no fault of the Howard Alan folks, I didn't gather much data--or moolah, either. Instead of my speedy, high-tech gizmos, I could have gone all retro and serviced my few customers with a stone tablet and abacus beads and not missed a beat.
The crowds came strong, as they always do, to this jewel of the Southwest Florida shopping scene. And some folks sold very well, indeed. But I was among the downtrodden on this trip, selling less than I'd sold at the much smaller Naples Thanksgiving show, and about two-thirds less than past experience here had led me to expect.
I didn't do a great deal of walking around during show hours, but I did a lot of asking around during load-out. And it seems that the folks who fared best (sales of $4K and up on the weekend) were selling at high price points: Large paintings and photographs for the high-ceilinged, Mediterranean-style homes in this area (at price points of $800 and up); expensive glass sculptures, and the like. Some folks, like myself, who didn't meet expectations were selling at middle price points, and, as more than one artist said to me, "the middle class folks weren't buying." A jeweler near me had sold one item as of early Sunday afternoon; a painter finally had a $1200 buyer (for a half-dozen reproductions) in mid-afternoon of Day 2 to get her, more or less, in the black. A photographer friend had a decent show, thanks to a single large buyer. Another artist nearby, like myself, struggled to crack $1K.
I had lots of traffic through my booth, to be sure: About a half-dozen folks who are about to close on new homes, but not quite at the "furnishing stage"; some potentially nice marketing opportunities (about which more later); but no buyers of my (typically) 24x30 inch canvases of Florida bird life, at price points from the low $200s to high $400s. (Last year, I sold seven.)
Matted prints moved slowly, too, as browsers didn't seem impressed with a "15% off both if you buy two" offer. I might have done better, had I adjusted on the fly.
Lots of the stores surrounding the show had 20 to 50 percent off signs in their windows; maybe that's what the middle-income shoppers were looking for. But the word around the tents was that, if Joe Sixpack was made nervous by fiscal cliffs and bills from Christmas past, the upper-income buyers weren't. And that may be an observation worth paying attention to as the winter season continues.
"Go big, or go home," as they say.
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Other notes:
*This is a Friday, all-day, setup show. Easy and well-managed. Artist parking was tightly restricted this year to the row at the far edge of the movie theatre lot that hosts it. It's a brisk seven-minute walk to the near edge of the show, but an artist shuttle was provided to help out, and it seemed to do the trick.
* It's a busy, busy shopping center, especially with the show falling only four days after Christmas. (I overheard a clerk in the Barnes & Noble store referring to "gift-card-from-Grandma season.") A few visitors mentioned that parking for the show was a bit of a hassle.
* Give yourself lots of time for tear-down: The shopping lots stay filled late at Coconut Point, so if you're hoping to find a spot on the edge of the show and dolly out, it can be a long wait to find space. Many artists just ordered takeout from one of the restaurants and waited until they could pull past the barricades and up to the front of their tent.
* Show quality was very good, as usual for an HAE "A" show. Maybe a little heavier on photography than in years past. Quality may have benefited even more from the lack of a competitor down the road in Naples: The von Liebig's first Fifth Avenue show isn't until next weekend.