What can an art fair do to bring serious buyers to attend their events to buy art?
The guests are from two of the top rated shows in the country. The La Quinta Arts Festival is a 4 day festival held in an affluent area in California. Art on the Square is in Belleville, Illinois, a small town near St. Louis with nearly the opposite demographics, yet both shows excel at bringing collectors to their events and the sales figures are "above average."
Similarities:
- non-profit foundations
- they market the show and network all year long
- they give scholarships to local students
- their cities buy sculpture for public art
- population: La Quinta 38,075; Belleville - 44,000
- city website features the art festivals
- receive around 1200 applications
Differences:
- average household income in La Quinta $93,000; Belleville - $48,000
- La Quinta is home to an international tennis tournament, second homes, a tourist destination
- Belleville is in rural Illinois but near a large population area that includes St. Louis with many large businesses and industry
- La Quinta's budget is $1,000,000; Belleville's $300,000 (this does/does not include "in kind" services)
- La Quinta charges a gate fee and commission. Belleville is a free event
- La Quinta is part of a foundation with full time staff. Belleville is a volunteer run event
- La Quinta - 230 artists; Belleville - 100-105 spaces
Yet, they both bring dedicated buyers to their events and artists. Listen to this podcast and learn what they do to bring collectors to their events and keep the excitement going all year long for their festivals.
My thanks to Christi Salamone, Executive Director, La Quinta Arts Festival, La Quinta, CA; Kathleen Hughes, Events Manager, La Quinta Arts Festival and Patty Gregory, Director, Art on the Square, Belleville, IL, for sharing their time and information.
Comments
Your call in to the show, Don, was a terrific addition to the information. Kathleen and Christi were being much too modest about their marketing and you put the zing in. I especially liked your point about the banners on the road focusing on different art that would be exhibited.
Above -- a great list, not only about La Quinta but solid tips for other events who want to welcome the patrons. Thank you.
What is your role as an artist advisor to the show?
For all the Art Show firectors out there, La Quinta goes far beyond most shows in creating a level of ambience for Patrons and Artists both. I touched on a couple of things when I calle din. Others are
1. Identifying the needs & desires of the patrons
a. Both Valet and Handicapped parking close
b.Air Conditioned Trailer restrooms which are both spacious and Extremely clean (cleaning crew on site which seems to constantly be moving & cleaning. NOTE: I've never heard of a patron who wanted to go anywhere near a Porta Potty. If you do use them , Clean them several times a day.
c. A setting which includes shaded areas and areas for the patrons to relax. La Quinta's setting is exceptional to say the least. It incorporates water elements with Koi, a whole tribe of Friendly resident ducks and is set among beautiful palms with a mountain view.
d. Food which is a compliment to the Art that is shown. A look of true surprise and pleasure comes to a patrons face when you tell them the Food Booths are "Ruth Chris" Steakhouse and " Fisherman's Grotto restaurant. The Beer & Wine and assorted desert options compliment these choices.
e. The ability to upgrade to a multi- Day pass when they go out the gate realizing there is much more to see & take in.
f. "Golf Carts " to take Art to a Drive up area near the entrance so the Patron's can have their vehicle easily loaded without having to carry everything out to a parking lot.
g. It can be warm & sunny so if you're selling items with the show logo , Hats or visors are a great add. If you are in a colder environment, Sweatshirts can be a big hit at times - even in the summer in Colorado.
h. Show layout signs should be placed prominently around the site so a patron never has to say they can't find the Artist they were going back to.
i. Daily lunches are delivereed to the Artists booth (picked from a list of options by the artist) so they can sell instead of wait in line.
j. Organized booth sitters with a call in # to request one.
All of these things make the patrons feel comfortable and in an environment which they will want to linger longer and fully appreciate the art they will purchase.
This podcast is so full of information that I was caught up taking notes, two pages of them! And I've heard since from show directors in Georgia, Michigan and Florida that they were caught up in it also.
Christi, Kathleen and Patty had so much to talk about that they were taking notes from each other ;) and are going to meet face to face in September.
This podcast is certainly good for show directors but since lots of artists also work with show committees this is a good one for them also.