Posted by Caroline Kwas on November 14, 2010 at 12:45am
We've all bemoaned the terrible economic downturn, and had to adjust accordingly. With those adjustments, some of us have closely examined our demographics and targeted markets, and possibly discovered new niches. I am wondering, as a fairly new artist to this circuit, is it the same everywhere? Can low sales be attributed solely to the recession, or is it possible to experience some success elsewhere in the country? I've heard the Midwest was relatively untouched by the housing bubble burst and aftermath, and artists can sell briskly there. I've done the south FL circuit as a realistic oil painter, and not been impressed with sales, and neither have too many of my fellow artists. We could all just hunker down, but most of us are not that type of person-but we need to make really informed decisions about where to head next. I've chosen to opt out of the south FL circuit this year, and create for a more receptive northern (MI) audience in summer 2011. Any thoughts on this topic?
Having been in the art/craft biz for 40 years these past few years have been really bad, I think we all know that. Looking for that edge up, that new twist to our work that makes it stand out from all the rest, the how to survive is natural . With my connections in the international art market drying up, and Gallery sales dropping off (and galleries closing) I’ve gotten back to the outdoor Fairs. When someone is worried about keeping their home they’re NOT going to buy art. For me finding the right price points for the right size of work has been important. I show primarily in Santa Fe at weekly shows for New Mexico artists. Competition in fine art is fierce here; this being one of the top art markets in the US. I’ve learned to show only my best works, and keep the booth display as high end gallery looking as possible and this being weekly I tend to change the show nearly every weekend (so the locals don‘t get bored). I offer inexpensive prints as well as a series of “inexpensive” original paintings as well as larger works at regular gallery prices. The good news is that I’m seeing an easing of the fear, people are traveling and willing to spend a few more dollars for something special….they just might think about it longer. I also am working at keeping my work in their minds for when they do have the funds and stressing commissioned works that will meet their specific size or other needs.
Eeeekk, that's scary to hear about Chicago! The midwest I heard about is the Kansas/OK area. But I don't think there's too much of a market for my subject matter there. I'm checking out interior design, home and garden shows to diversify. Most art fairs (even the highly rated ones!) seem to turn into dogwalking, stroller pushing events...but those strollers offer lotsa room for multiple purchases ;)
I never thought I'd utter the words "diversify my portfolio" once I pulled out of the stock market, but it has taken on a slightly different meaning now!
Contrary to the impression that we get from the media, businesses that survived the recession are doing OK. "From January 2009 to June 2010 corporate profits increased 62%, the strongest 18-month rise since the 1920's" according to politico.com. That's great for businesses that still have their lights on. The kicker is that leaves so many people out of a work, because so many businesses closed their doors or those jobs left the country. The Dow has been over 11,000 for a couple of weeks, up from below 7,000 just over a year ago. But the index is a lot smaller too.
We see a big disposable income gap between people who are still working and families with one or both parents at home. As artists, I think our market is a lot smaller, with the wealthy and corporations sitting on a big pile of cash that they are not willing to part with for fresh art for their walls.
Anyone have an idea of the buyer profile for the people who attend art/craft shows? I'm thinking they're mostly people with time to look, but no money to spend. This may be a good time for the wealthy and the fully employed to take a vacation or take advantage of cheap land, infrastructure. Otherwise, it's freebies or TV for a big number of workers.
I'm afraid we won't see much improvement in our sales prospects until a bunch of new businesses start up. I've got an engineering drafting background, but not a degree. Companies are snapping up engineering school graduates for a lot less than I was paid two years ago. My field experience means nothing without that paper to back it up.
I've been doing shows in the Pacific Northwest, California, Georgia, and Florida, and the Florida shows are by far the toughest to figure out. The economy in California has certainly been hit hard, but I had seven out of eight shows up this year. If I started doing shows in Florida instead of the western US, I would have given up long ago. It's an interesting market but a tough nut to crack.
I believe it's important to take a look at one's work and give themselves a real evaluation of their work. I listen to my customers and try to be open if it's fact or crap. Too often I've heard artists say, "these people don't understand good art". As we all know, art is what each person finds in a piece.
I've had to build a lot smaller pieces in the under $100 range, but this has kept me busy so I don't have to track down a day job.
This year I've started doing smaller pieces as well, $25 -$50 11 x 14 repros, and they make my booth fees and diesel. It's funny how much of a "grass is greener" outlook there is right now. Florida, while it does have pockets of wealth, is crammed with shows. Outside of the wealthy metro areas of Orlando, MIami, Naples, and a few others, the state is in bad shape. I've changed my expectations of shows from "I'm gonna sell an original" to "I'm getting exposure and staying visible." You've got to network, and be open to new possibilities for your art so when the economy does come back, you're there!
I have decided to stay closer to home (Texas) this year, and only travel to shows I have done in the past that are a days drive to get to. I tried a season of small shows (big fish little pond, etc.) with dreadful results. I am still undecided on the price point issue, although I am now offering lower price point items to cover expenses. I was discussing this with another ceramic artist who pointed out that if you offer a less expensive version you might loose the sale of the more expensive piece. It is a valid point. But I look at my smaller works as the "prints" that so many 2-D artists are able to survive with. Back to topic - I am staying closer to home and focusing on shows I am familiar with.
I can't speak about the rest of the Midwest, but the Chicago area is in a free fall. A great part has to do with the economy- I am amused with the suggestion that this area is largely untouched by the housing crash. I think as many homes are under water (mortgage vs re-established market) as the other major areas of the country. Illinois is about $20B in debt. Municipal Funds for shows are drying up, so many promoters short on advertising. There are WAY too many shows. It seems that each town has 2-3 shows per year. How many buyers are there? I do 22-25 shows per year, mostly in this area. I am now shifting to other midwest venues. I have heard from many, many fellow exhibitors who are going to take a year or two off. I love my larger pieces, but have found to survive that I have to offer a wider variety of small pieces.
I've heard from some artists that Texas shows are doing very well. I'm focusing on MI because of my subject matter. I don't feel my scenes have as much of an audience in FL, and I've had many Midwest visitors to FL shows that have said my work would do well up there.
The rationalization I heard about the Midwest was that the area didn't see the rapid inflation of home values and building as did places like NV, FL, CA, and NY (where I'm from) so therefore they had the least to lose. Don't know how much truth there is to that.
Basically, I'm trying to decide whether to roll the dice and check out a new area and see how my work goes over there. DH doesn't think this is the right time, but I get good feedback from visitors to FL from there.
I'm heading to Fl for the first time in early Jan to do three HA shows. It sounds like I'll have less competition with everyone laying off. My only alternative in Texas is to not work for Dec Jan or Feb. Personally I cannot afford to take off that long without any income. We do fill in winter months with Home and Garden shows. People who are remodeling often need artwork and we seem to do alright. We have also learned to wait closer to the event to sign up because these promoters will sometimes bargain on unsold booth space. An added plus is being indoors in the winter.
Florida is hurting but there is still some extreme wealth there. I think there are just too many shows in Florida. Promoters have just booked too many.
Comments
I never thought I'd utter the words "diversify my portfolio" once I pulled out of the stock market, but it has taken on a slightly different meaning now!
We see a big disposable income gap between people who are still working and families with one or both parents at home. As artists, I think our market is a lot smaller, with the wealthy and corporations sitting on a big pile of cash that they are not willing to part with for fresh art for their walls.
Anyone have an idea of the buyer profile for the people who attend art/craft shows? I'm thinking they're mostly people with time to look, but no money to spend. This may be a good time for the wealthy and the fully employed to take a vacation or take advantage of cheap land, infrastructure. Otherwise, it's freebies or TV for a big number of workers.
I'm afraid we won't see much improvement in our sales prospects until a bunch of new businesses start up. I've got an engineering drafting background, but not a degree. Companies are snapping up engineering school graduates for a lot less than I was paid two years ago. My field experience means nothing without that paper to back it up.
I believe it's important to take a look at one's work and give themselves a real evaluation of their work. I listen to my customers and try to be open if it's fact or crap. Too often I've heard artists say, "these people don't understand good art". As we all know, art is what each person finds in a piece.
I've had to build a lot smaller pieces in the under $100 range, but this has kept me busy so I don't have to track down a day job.
The rationalization I heard about the Midwest was that the area didn't see the rapid inflation of home values and building as did places like NV, FL, CA, and NY (where I'm from) so therefore they had the least to lose. Don't know how much truth there is to that.
Basically, I'm trying to decide whether to roll the dice and check out a new area and see how my work goes over there. DH doesn't think this is the right time, but I get good feedback from visitors to FL from there.
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