What is your goal for a show?

Hi all... I'm just beginning my second year of doing shows (previously sold through Etsy and Facebook alone). As I am putting together my calendar and jurying for the year, I am looking at how I did at the same shows last year as a guide on whether or not to do them again.As I read other reviews and comments, I wonder how my expectations compare with other artists and the reality of the market.

Based on a discussion with my mentor (who has been in the art show world for over 30 years), I go into a show with the goal of making 8-10x the booth fee. I sell hand drawn, painted and written cards, decorative tiles and canvases, as well as a few small gift items. My best seller is $15, though I have special orders and larger canvases up to $350.

Just curious about what some other people are expecting and how it goes... I often hear about people just wanting to make back booth fee and expenses in their first couple of years. I'm doing bigger shows, not only church bazaars and such.

Thanks for your insights!

Jenn

Replies

Richard L. Sherer February 18, 2015 at 10:30am

Don't get me wrong about the money. Most of my shows are mini vacations at Colorado resort areas. The money makes the show, condo with hot tub, hiking after the show, materials to explore new avenues with my art, and even time playing with the dogs possible. Without those sales, it wouldn't happen. Like Heather, I get a gut feeling about some shows that don't quite make it, but which I feel could develop into a money maker. A lot depends on demographics and potential returning clients. It has worked for me. I haven't done Crested Butte for about three years but I get emails from locals wanting to know if I will be there. I have always believed that "starving artist" is an oxymoron.
Heather Holland-Daly February 18, 2015 at 9:49am

What Chris Hoyt said. Geez that was smart, I wish I would have read that when I was starting out.

I do jewelry. I make it my goal to do 4-5 times total expenses. Hotel, gas, booth fee, jury fee, food, helper (if I hire one), etc. Does this always happen? no. Not to get too touchy feely, but sometimes there is just a feeling you get about a show. Even if you don't make your "goal" you have faith that it can be a better show for you next time. So many things effect what makes a show successful, and you just have to trust your gut. I have often found that the second year I do a show it is often more financially successful. Maybe because I am building customer trust, a customer base, or the weather is better! ha! There is no way to know for sure, so you have to trust your GUT!!

"If your goal is the money, all you have is a job"-Chris Hoyt

I am writing that down to read every day. Thank you.
Chris Hoyt February 13, 2015 at 6:58am

If your goal is the money, all you have is a job.

There is so much more involved when making the decision whether or not to go back. If I can do a show within an hour of home that costs $80, and I can make $400 in one day, I'll do it. Especially during a slow season. I have also done a $350 show where I made 12 times booth fee, but the promoter was just miserable to work with, and the local lodging was so bad I would have rather slept in my SUV. The other exhibitors thought they walked on water, and when I made sales they got mad at me.

I made money, but will never do that show again. I equate those shows to having a 'real job'. You hate going into work, but you make a nice income. Nooo thank you.

Doing shows is as close to legalized gambling as you can get. How many stories have we heard about someone traveling 1,500 miles and not making expenses because it rained all weekend? Welcome to our world.

My goal has always been the enjoyment of the show. Good neighbors, and a professional promoter who knows what s/he's doing. If the exhibitors are happy, it shows. The customers feel it and buy.

I just got done doing my taxes. Last year I averaged between 5 and 6 times my booth fees. And I made a nice middle class income. Sure, I had a couple shows where I did the magical 10X, But those shows are rare today.
- Jenn Millspaugh > Chris Hoyt February 17, 2015 at 5:09pm
  
  Great insights, Chris. I definitely love doing shows and have a great time meeting the other vendors. I have a supportive family and often have either my hubby, niece or mom along for the adventure, so it's a great time together, no matter the sales. Thanks for helping me remember that!!
- Camryn Forrest > Chris Hoyt February 13, 2015 at 12:40pm
  
  Doing shows is as close to legalized gambling as you can get.
  
  Chris, I agree.
Richard L. Sherer February 12, 2015 at 5:11pm

Minimum gross sales $2K or I don't go back, 10% of inventory i.e. $5K is pretty nice. 10X booth fee won't always cut it.
- Jenn Millspaugh > Richard L. Sherer February 17, 2015 at 5:07pm
  
  Thanks for your insight, Richard. =)
Jenn Millspaugh February 12, 2015 at 11:40am

Stephen- it's anywhere from $80 to $500 at this point. I mainly do Art Shows, though I do fill in with Art & Vendor from time to time as well.
- Ruth Jellema > Jenn Millspaugh February 12, 2015 at 12:44pm
  
  Personally, I think the goal of X amount times booth fee is old-fashioned and silly. That's what we used to say back when we also thought Sunshine Artists was the absolute bible of art fairs. Booth fee is only one factor to consider. There is also time, travel, lodging as well as numerous other factors that are very important to some people, not so important to others.
  - Jenn Millspaugh > Ruth Jellema February 17, 2015 at 5:03pm
    
    You're absolutely right, Ruth, that there are other things to consider! I did a show last year that was far enough away from home that my hubby and I stayed in a hotel for 2 nights. I did fine at the show, covered all expenses, didn't make a whole lot extra, but I'd do it again in a heartbeat. It was a fun show, the time with my hubby was great, and it was short days, so we took it as a little vacation away!

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