I just did St. James Court for my first time. What a huge show, with great publicity and ratings. Some artists did really well. I spoke with so many artists, however, who were struggling with the sales totals even though they had "veteran" spots and local mailing lists and had been selling there for umpteen years. So, while killing time in my booth and watching the crowds roll by, I began to wonder:
Has the "art fair" become today's "ice cream social" neighborhood event? An afternoon of free or cheap entertainment, a carnival or country fair atmosphere, a chance to show the kids "real artists", have a gyro and some ice cream and go home. ? The founding organization makes some money, the hotels and restaurants and gas stations profit, the community gets some promotion and a weekend of entertainment... While artists get to hope for a piece of the shrinking pie of disposable income...? I'm wondering if art fairs are really a workable part of an artist's marketing plan anymore. Would gallery commissions, home studio sales and online marketing be a better way to go, saving the travel expenses and high booth fees of the "better" shows? Isn't paying $75 for a booth at the local hometown art show and making $1000 a better plan than paying $500, traveling one or two days away, paying for a hotel for four or five days and making $4000? At least it sounds like a lot less hassle. A well-regarded potter always says to lower your prices so the average joe can afford your work, and never attend any shows that are more than two hours away from your home base. I'm beginning to see the light.
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I do think it is necessary to diversify in how you make your money. I used to be too busy between shows just getting ready for shows to do much of anything else. Now I am doing more "one of a kind" pieces for more money so I actually spend a lot less time doing all the little things. (sales under $200 have dropped off to about 50% of what they were last year and sales of under $75 have dropped to about 10% of what they used to be)
Because I am not selling as much of the smaller stuff, I have time to increase my marketing, conduct workshops and webinars and spend more time and energy on the creative process. I don't feel like a factory production line anymore but I do feel like more of a sales and marketing guru.
I have also decided to stay closer to home, which luckily is a tourist area for people who are drawn to my western black and white style. In comparison to last year (lots of traveling from show to show) my sales are in line with then but my expenses are significantly lower. For next year, I will stay put except for a few shows within about 6 hours from home. For my sanity, I need a bit of vacation/travel/new art connections.
I'm a photographer living in FL and I have traveled the last two summers to the Northeast: for one month in 2010, for four months in 2011. Haven't crunched all of the most recent numbers yet, nor have I totally solidified my 2011-12 schedule yet. But in general, I have made the most dough within 50 miles of my local (Fort Myers-Naples) market in Florida, and the post-Labor day shows I did along the Northeast shore resorts, when homeowners come down to enjoy their homes after the renters have all left, were hugely successful. And I've noticed that several of the far-off shows where I fared well in my first several years in the business (I started in 2007) dropped off the edge of the table this past year, sales-wise, making them unprofitable.
Based on that, I'm planning many more local shows, and giving up the 3 to 5 hour drives to the East Coast of Florida and venues north of Tampa. And, acting on the advice of several mentors who know the business, I'll travel farther to Fla. shows only if they satisfy two requirements:
* Top event for sales and prestige;
* Outside of the Miami/Lauderdale market, where my wildlife art has not sold well
I'm focusing more on local activity, including a couple of one-day shows right down the street where I can participate for only $50 and make, likely, $1000 in sales. I'm also spending money on targeted advertising to reach potential photo workshop customers. Finally, I'm participating in several local gallery shows this year.
I hear you. Same experiences here.
This year has convinced me to totally revamp my business model. Art fairs are going to be a much smaller part of it.
While at the St. James Court Show we purchased the Art Fair Source Book. We are hoping to make better decisions using this. It has wonderful information, a true art fair guide for new artists. Check it out.
www.ArtFairSourceBook.com
i have been having the same thoughts, Teresa. The best show I have done so far this year was in my own home town - and though the booth fee is $300 - I sold almost $3000. This meets my old criteria for the goal of making 10 times the booth fee at a show. Because I do my research - that used to be the norm for me. But not anymore. I traveled to a high end, well organized and well attended show about 5 hours away from home this past July and sold one pair of earrings! No one at the show was selling - which is not too bad if you just rolled out of bed, put up your canopy and your smile - but for $500 in overhead that is a bad business decision.
I am making some changes in my marketing plan for sure!