You know there’s too much jewelry when the 5th person that walks into your booth on the first day of a show comes in saying, “Oh look, more jewelry”. 270 artists with 57 artists on the program in the jewelry category and at least 10 other booths with some jewelry that were juried in as glass, mixed media, other, etc. and you have a huge jewelry show! In fact, of the 6 AFI’ers that I know were there, 4 of us were jewelry. Chi C Lee, Robbie Curnow, and Sharrey Dore were there with their jewelry, Steph Mader with her glass and Lucia Friedericy with her dolls.
This year’s Fall show was held in Seattle at the Smith Cove Cruise terminal on the north side of Elliott Bay the weekend before Thanksgiving, Nov 18-20. The wine tasting area had a terrific view of downtown Seattle. The show is sponsored by the NW Art Alliance which was founded in 1989. The show is starting to attract a larger audience again and last year was our best show of the year, so definitely one we wanted to keep on the list for this year.
A little history, Best of the Northwest used to host some of the premier shows in the Puget Sound region, one each spring and one each fall. Due to some organizational issues and lack of attention to marketing the shows really started declining several years ago. In 2009 a new Director was hired and to give credit where credit is really due, Pamela has done a wonderful job of starting to restore this Seattle tradition. Marketing has increased dramatically under her leadership, attendance at shows continues to grow and she has done a wonderful job of bringing the Best of the NW shows back from the brink of total failure. The shows have jumped around a bit over the past few years, we’ve had 3 different locations in the past 4 years for the spring show and 2 different locations in the past 3 years for the Fall shows but it does appear that they are finally getting to be more consistent. The Fall and Spring shows are held at different venues due to the size of the shows. The fall venue is the Smith Cove Cruise terminal and due to Homeland Security regulations there are some restrictions/regulations that make parking a challenge. Load in / load out is a bit tedious, due to parking limitations and if you are on the second floor, having to use one of two elevators which can lead to long lines waiting to move your booth setup and products. Load in is a little more staggered over an 8 hour time period, so not as much of an issue, load out is an exercise in patience.
This year’s show changed dates AFTER applications were already being accepted by Zapplication, no explanation was ever provided, even after contacting the show. For the past several years this show was the second weekend in November, Pamela now wants to continue to hold it the weekend before Thanksgiving. Apps were reopened a couple of times which may explain why there was such a high number of jewelers, it seems like they needed to fill spots. At $600/booth, (more for corner spots, electricity, etc.) plus paying for parking, etc. this is not an inexpensive show to do.
Artist amenities – none. There were lots of volunteers around, but there wasn’t even water or coffee available for the artists. Show hours were reasonable, 10-6 on Friday/Saturday, 10-5 on Sunday. Weather was a threatening factor this year with the possibility of snow in the forecast all week (Seattle residents do not venture out in snow). Friday night as we were driving home we were hearing reports of snow in the Everett area and other areas north of the city. Factor in the expectation of freezing temps Friday night and we were kind of wondering what our 30 mile drive into the city was going to be like on Saturday morning. It turned out to be a non-issue for drivers on Saturday morning, however, crowds were very light for a Saturday and much lighter than last year. Overall it did seem total attendance was down for the show, but it may have just been more evenly spread over all 3 days, I couldn’t really tell.
After the spring show, Steph Mader wrote a show review and commented that none of the artists were complaining about sales. Unfortunately this was not the case with the fall show. When taking to other artists, sales were all over the board, there were at least a few who didn’t make booth, a few who barely covered expenses, but at least a couple of artists that had great shows including one jeweler who had a repeat customer spend $5000, plus he had several other large sales. Most seemed to be down substantially by Saturday night, not sure of all the end results on Sunday, quite frankly that turned out to be our best day and I didn’t have time to leave the booth very often which was a good problem to have.
Sales Friday and Saturday were about 40% lower than last year for us, leading to the feeling that this was a mediocre show for sales. Sunday’s crowd started slowly, but at least for us was the best buying crowd we had all weekend and seemed larger than it was Sunday last year. We sold more on Sunday than on Friday and Saturday combined which resulted in only being down 10% from 2010, not the 40% we thought we were going to be when we went home Saturday night. In the end our profit was about the same as the spring show which is a 2 day event, vs. the fall show which requires 3 days which has us concerned about next spring’s show which is resuming the 3 day instead of 2 day format and raising booth fees by $100. Options for fall art shows (excluding all the little Christmas craft shows) are extremely limited in the Pacific NW so as long as our sales stay reasonable it’s a show we’ll continue to do.