The history: about 15 years ago Sugarloaf Mountain Craft Shows came to Novi, MI, in the heart of affluent Oakland County to host an art show. As you may remember these were the good times when everything in Michigan was golden. The culture of the Sugarloaf shows worked very well for some exhibitors in Michigan but in general the Michigan art show patron was used to a more fine art approach. As hard times hit the state the event lost its audience and the number of its exhibitors declined and the profits for Sugarloaf so they held their last event here in the fall of 2008.
At that point the owner of the Rock Financial Showplace (a vast new classy expo center), Blair Bowman decided to take the event "in house" and to produce the art fair as an event the center would own to keep it as part of their exhibition schedule. Experts at putting on events at this popular center they hired me to be their "art fair consultant" to help them turn the event into a true destination event that would host the top artists of the region and lure Michigan art fair lovers to the facility for a twice yearly event, held on good dates at the beginning and end of the outdoor art fair season, April and October.
Launching a new event in the midst of the great recession in the hardest hit state has been a challenge. Nonetheless excellent local artists have stepped forward to support the event, plus loyal Sugarloaf artists who wanted to continue to connect with their constituencies. Blair has put the full force of his staff and financial wherewithal into the support of the event and on April 23-25 the event had its third show.
Art fair patrons lining up for champagne in the gallery
I don't have all the details on the advertising, but here is what I know about this year's promotion:
- the new event manager, Kristina Jones, has an extensive background in advertising, direct mail and social marketing. She utilized this to produce mailing pieces that were distributed to the
"right" zip codes in the area. She also worked the Facebook, twitter, and "Mommy Blogger" community to find a new young audience.
- Blair and his family personally delivered over 4000 four color postcards to the mailboxes in the neighborhoods of "most wanted" customers.
- Friday opened with a "Ladies Night Out", sponsored by upscale restaurant Andiamo's
- thousands of free tickets were distributed throughout the community
- TV news crews were there every day and they talked with the artists
- there was an classic car auto auction in the adjacent hall and admission to that event included admission to the art fair, bringing a fresh new group to the art fair
Results:
- By Saturday noon the attendance had exceeded all three days of the fall show's figures
- The Andiamo's promotion included half off admission and a complimentary drink, coupons for Andiamo's restaurant - when the show opened at 3 pm on Friday the entire hallway was filled with people eager to enter the show
- Guests entered into the grand gallery - an exhibition of artists best pieces, there was live music and wait staff with champagne glasses to greet the Friday guests, 3000 glasses when they ran out
- customers who showed up at 10 am, the traditional opening time for the show, were greeted with free tickets and invited to come back at 3 pm -- a very nice touch for the show's most loyal customers
What else:
- every day there was a fashion show, on an elevate stage, where friends of Blair (his mother, his girl friend, his sister-in-law and other recruits) strutted the wearables of the exhibitors, every seat was full
- really nice entertainment in the center of the event AND the sound level was perfect! There are two ploys -- bring them in and then keep them there as long as possible, food and entertainment supplement the shopping
- to my surprise I saw young people pushing shopping carts around the show with water, pop and snacks for the artists (and here I thought I'd taught them everything and I'd forgotten about this idea - kudos, Kristina)
Artist reception was on Saturday night and our award winners were:
<1st place - Valerie Hector, jewelry
2nd place - Veronika Braslavsky, fiber
3rd place - Glenna Adkins, painting
Honorable Mention:
Darlin Nothnagel, ceramics
Chuck Wimmer, graphics
Jim Durow, wood
2nd place - Veronika Braslavsky, fiber
3rd place - Glenna Adkins, painting
Honorable Mention:
Darlin Nothnagel, ceramics
Chuck Wimmer, graphics
Jim Durow, wood
Does this mean everyone made lots of money? Well, you know better than that. There were lots of packages exiting the show and some very happy artists and some not as happy. Blair Bowman and the staff are putting all their energy (and their families too) into making this a successful event. We are very encouraged by the upswing in attendance and the obvious enthusiasm for the first time visitors and the pleasure of the regular attendees at the increased quality of the event.
The booth fee is fair for an indoor event, $400, which includes electricity and a 12 x 15 space.
Artists in the region need a reliable event in April and October. If you intend to be in this business for awhile we hope you will return in the fall or apply to be with us. We need to have good art fairs if we are going to continue to earn our living. If good artists do not apply the event will not succeed to keep you in business. This obviously well-intentioned staff "gets" what art fairs and artists are about. They listen and do not stint on the energy to make the Great Lakes Art Fair what they want it to be: a distinctive destination event.
Many thanks to all of you who were part of the show. I met many of you and that
P.S. On Sunday morning I held a seminar where we talked about Zapplication and looked at one another's zapp slides and discussed the importance of booth slides. I'll be repeating this in the fall and Blair has a room set aside where we'll be able to see them as the jury sees them instead of on the large screen we used. Was this seminar helpful to you?
P.P.S. Do you know any of these artists in these photos? I believe some of them were having a very good time in aisle 400.
Comments
We are a fine art show, not a craft show. We actually created another craft show in December for everyone who could not get into this show! You can get more information at www.GreatLakesArtFair.com.
Great photo of me at the bottom, Connie! May I get a copy?
Lots of nice comments from my customers about ladies night, and the fashion show.
Looking forward to the fall show!
Cynthia
You all did a great job for us at the show. Thank you for helping me with my few concerns! I'll continue to come back if you'll have me and together we'll make this a great show.
Pete