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Two of my summer CO resort area art shows are open on Zapp and as I was getting stuff ready to apply I cam cross this document posted a couple years ago. I'm posting it again for newcomers to the art show business. There are a couple changes.  There is snow outside so I will stay inside and get a fire going in the studio and  I have been in business for 51 years. Another thing is, get in shape to do shows. Jean is in her late 70's and I just turned 80 in September. We do yoga once a week and work out with a personal trainer. Jean's training is mobility and strength maintenance. Mine is aerobic and weight training. I usuall row 1 mile and lift a total of 2000 to 4800 pounds a session. Shows are easier if you are mentally and physically fit IMHO. 

ONE MORE JURYING FACTOR

I recently was asked to participate in a mock jury by the fellow who prepares my photos for Zapp. It made me realize that besides the usual research parameters of demographics, weather, and etc. there was a new one which probably existed in the back of my mind. It is the difference between your culture, the culture of your art and the culture of the jurors. I have been working professionally in western saddlery for 64 years full and part time,  and I have been in business for 49. Today I only exhibit at 3-4 Colorado resort area summer art shows where I know I will make significant money. During the 30-year learning curve of art shows I did shows in KS, TX and AZ but I never ventured farther east than Salina, KS or Austin, TX. I juried a saddle show at the Pro Rodeo Hall of Fame, and I was administrator for eight years of the Colorado Saddlemakers Association judged saddle show the state fair. This give you an idea of where I am coming from, and I hope these comments will help new artist in their research of applying to shows. Probably I should add I started apprenticing in saddle shops when I was 15 to get money to go to college to become a geologist and PhD. There were 22 years in mining industry and building the saddle business until 1990 when I went back to art full time.

With my art, I am a traditionalist and I like to make money. I have always done a financial analysis of every show and I can honestly say I have never done an unprofitable show. I have the spread sheets to back that up. Some of the early ones were pretty scary and some had no fees. I did some at a historic park to schmooze a folklorist about a grant. She died before we got the grant application completed (mistake and waste of time).  In applying to shows, I would look at who was the crowd and did they have the money to afford my work. Was it a western lifestyle crowd? Were there tourists wanting to take home something from the west?  What does the art from previous shows look like? What did previous leather work look like? Am I going to be a good fit in the show? What is purpose of show? What does past work tell you about jurors?

Now let’s talk about the mock jury which was pretty much what I expected. The jurors were accomplished artist I suppose in their own fields and mediums, but I think everyone can agree that does make them expert in yours. This is something you have to deal with in applying. None of these jurors had expertise in leather even if one “hade made a few belts”.  One of the first comments by a juror was that I had buckles on my belts displayed in my booth photo. She felt this was “buy-sell” while I am sitting here thinking “how do you sell a belt without a buckle” and how do you make anything without commercial fasteners. This juror was certainly not focused on artists in the mock show making any money. Another juror thought my gun holsters were “golf club covers” until someone told her what they were. In my statement, I said my work was “rooted in the Porter tradition” (I apprenticed with these old guys). Anyone familiar with the West knows that Porter was one of famous and longest lasting saddleries out here. Most leather workers today are following the contemporary Sheridan style work. Very few are still around that understand the older Texas, California, Northwest, and Porter styles. That led me to wonder what one of the jurors meant with the comment “work was not out there and taking it anyplace”.

Bottom line is there was a cultural gulf between me, my work, and these jurors. They were back east, and this was no surprise to me. It is one reason I have never applied to Midwest or eastern shows other than the KS one. Would a juror know the difference between a spur strap and a slobber strap? The other thing was the purpose of the show. Was it organized as an art museum on the street, was it organized for a venue for artist to sell art or, and related to that was it organized to generate tax revenue for the community? This is an important consideration in your applications if you are going to be successful.

            Finally, be proactive and do not let shows jerk you around. I recently applied to a show that I had not done for a couple years, and which was a money maker. I was an award winner there, but management had changed from locals to a professional group. Two weeks after acceptance date there was no word, so I withdrew my application. Either this outfit was playing games on filling their booths or they were disorganized. Also, I do not accept waitlisting.  Either they recognize my work as top tier, or I can go somewhere else that does.

            It’s too hot to go weed gardens so I will wander downstairs to the cool in my studio to make some money. Good luck, and I hope you find this useful.