Choosing your first art or craft show...

You’ve purchased all your supplies... you have an inventory of your work... the display is all planned out... you’ve got your work packed away for safe transport to your event... all I can think of is “Ready, Set, Go!” But how did you pick that show in which you’re about to participate? It’s easy to find one... there are thousands to choose from! But is it the right show for you?

I’ve talked to tens of thousands of exhibitors over the last 30 years or so... and they all have their own idea for the “perfect” show. But when you’re starting out in this business the “perfect” show for you may not be the same as that ideal show a person who’s spent the last 20 years exhibiting would find ideal. I constantly talk to beginners who ask me my advice about the events in which to participate and generally here are a few thoughts I usually share.

1. Pick a show that allows you as a beginner to get started with minimal risk. Everyone thinks they want to start with the biggest shows in their area... and some people do. But if you’re starting out you’ll be making mistakes, your setup may not be competitive with others, you don’t have your sales pitch down yet, you may have overestimated the inventory you need in one area and underestimated in another, the weather may not cooperate and you had no idea how you were going to protect your work against the elements... the list goes on and on! The trouble with those huge “legendary” events is that even if you’re lucky enough to get in... you probably won’t be prepared to either take advantage of all those customers or for that matter event be able to survive the experience! I’ve seen more than one new exhibitor just simply walk away from the business after the first show absolutely fed up with it. Like they say to kids... you’ve got to walk before you can run!

The other problem with a large, expensive show is that it could rain, or the temperatures could be cold or maybe even your vehicle breaks down on the way to the show. Usually beginners are working on a shoestring budget and it’s hard to absorb the $300-$400 show fee... the $35 jury fee... the $250 hotel bill... another $150 in food and then the $100 in gas it cost to make it to the show in the first place. You’ve got $1000 wrapped up in the show before you even open your booth. If you’re really on a tight budget, this could wipe you out before you even get a chance to get going! You’ve really got to ask yourself if this is right for you. On the other hand, although a smaller show would most likely deliver a smaller return for your time ad effort... even if things go completely upside down chances are you’ll be there to try again on another day!

2. Choose a show where you’ll be a big fish in a little pond rather than just getting lost in the crowd. Until you actually have the opportunity to exhibit a few times it’s difficult to tell how your work will be received. Additionally there is something to be said about really honing your skills as an artist or craftsman. I’ve seen people come right out of the box with work that is just plain stellar! But usually there are some rough edges that need to be addressed. In a nice but not highly competitive show your work is going to look like a diamond! But if you put yourself up against people who have been refining their skills for the last 40 years you may look average or less. Sales in the first show may be brisk... but in the more competitive show you may be lucky to even have a sale. That isn’t to say you shouldn’t push the limits of your ability and expose yourself to higher level of work. Or course you should do that or you’ll never grow! But it’s also important to walk the thin line between the top of your current skill level and just the amount of challenge you’ll need to sharpen your own skills. You just don’t want to blow yourself out of the water with the first couple shows.

3. There are literally hundreds of shows from which to choose... so if you’re getting started, why not pick one close to home. The nice thing about an event within a few miles of home is that not only will you save a ton of money, but chances are good you can invite family and friends to stop by your booth. These people are already going to have a positive opinion about you and when they stop by it make the day go a lot faster. And nothing attracts business in a booth like the appearance that you’re already doing business! Your friends may also be a lot more inclined to buy something from you too and that not only helps you cover cost... but it’s downright encouraging too! You’ll feel a lot more like doing a second show if you had a good time at the first one!

4. Try to pick an event where they actually do some advertising. In fact, don’t be hesitant to ask exactly how they do plan to advertise when you’re considering signing up. No matter how nice your work is... no matter how appealing your booth may be... in spite of your magnetic personality if there is no crowd... well then you just aren’t usually going to sell anything. Remember that you’re paying the entry fee to a show sponsor because they can do something collectively that you can’t do yourself. They need to spend some of that money they collect bringing in the shoppers. If they don’t do that then they haven’t held up their end of the bargain. If you’re going to be sitting in the middle of some field all alone with your work... there are a thousand places you could do that for free!

5. Look for some amenities. When you plunk down your entry fee it’s nice to know that you’ll get something for it. Obviously any show that charges $35.00 isn’t going to put on an unlimited dinner with open bar for the exhibitors on the Saturday night after the show. But it would be nice if they had booth sitters so you could go to the bathroom at sometime during the day. It’s also nice if there is nearby parking so that you don’t have to lug your work five blocks to the booth space. And while we’re talking about nice... how about restroom facilities for the exhibitors... remember that the customers can go home to use the restroom if the porta-potties get nasty. You’re stuck! 

Even some of the less expensive shows will have coffee and donuts during setup... or maybe have a group like the Boy Scouts helping with load in and load out. If you’re participating in the less expensive end of the market you should have expectations in line with the price. But there is no reason not to look for these kind of things as it makes your stay for the duration of the show a lot more enjoyable.

6. If you do choose to participate in several shows with one show sponsor, sometimes you can put a deposit on several shows guaranteeing your spot rather than having to pay every dollar of the entry fee up front. Here again price can be the governing factor. You probably won’t be wanting to stay at the under $50.00 shows for the rest of your life. In many case there is good reason a show charges a larger entry fee. They spend more money on advertising, have better locations and more amenities. The have a great reputation for good sales. These are all reasons for charging a higher fee. And for some of those shows... especially the “one up” sort of shows there is no flexibility. You just pay the money up front or stay home. On the other hand the sponsors that have several shows throughout the year want to fill their events as much as you want to fill your schedule. So they may in some cases accept deposits rather than payment in full particularly if you’ve already participated and they know you’re a good risk. The nice thing about this type of arrangement is that both of you benefit and it gives you the opportunity to start moving up the ladder of quality shows and still have enough cash to put gas in your car and buy supplies to create more work!

7. Find show sponsors you like... and customers too. Sure it’s important to make money at the events... but not at all cost! As you begin to participate in more and more shows you’ll find that you get along great with some show sponsors and you just can’t stand others. It’s just the nature of being human. Not everyone gets along with everyone else. It may take some time to filter through who these people are... but eventually you’ll find those sponsors who make your life great. And those are the ones you’ll want to keep. You can make money at a wide variety of events... and since so many exist, there is just no reason to be miserable trying to make a buck. If you’re going to do that you may as well just go to work and get a job doing something you hate! One of the benefits participating in these shows provides is that you get to do something you love. The same thing goes for customers... you don’t have to sell to everyone. If you find someone who is a real jerk... just pass them by. Before you know it someone decent will come along and not only is their money the same color of green... it spends just as well too and you get a better life. A wise man once told me that 10% of you customers will give you 90% of your headaches. Just refer that 10% to your competition and you’ll have so much extra time you’ll be able to get 30% more customers.  

8. Along these same lines... sure you need to follow the rules a show provides... you need to be providing the type and quality of work the event feels would best fit their concept of the show. But in the end when you pay your money... YOU ARE THE CUSTOMER! As such... it’s not unreasonable to be treated with a level of courtesy and respect you would treat your own customers. I always remember this important concept. A show sponsor without artists or craftsmen has absolutely nothing but an empty field or park. An exhibitor without the show sponsor still has his talent, his work and the ability to go virtually anywhere to sell that work. Don’t lose sight of your own worth. If you’ve paid your money already you may simply need to tough it out... but don’t go back... and make sure everyone else you meet is aware of how you were treated. I know I’ve found that most of the sponsors I meet who are real jerks don’t last long. You aren’t their employee... essentially this is a partnership you’ve created and any one sided partnership is a bad deal!

9. Once you’ve decided on the first few shows in which you’d like to participate make sure you’re prepared. Practice setting up your display at home so you won’t be referring to the user manual as the setup clock ticks away. Make sure to bring tarps for inclement weather. Bring clothing, sunscreen, water, snacks etc that are appropriate for the time of year. Make sure to stop by the bank and get plenty of change for your bank. You don’t want to miss a sale because you don’t have change for a $20... or a $50. Bring along weights for your canopy legs so your display doesn’t wind up in the next county if a sudden gust comes along. If you need help with your setup make sure you have a backup too just in case something happens. Leave home early. You don’t want to arrive at 8am for a 6am setup. Make sure to read over all the instructions from the show sponsor. Bring your paperwork with you so you’re sure to know which spot is yours, time for setup and teardown, obligations to tax people, permits, licenses and so forth. You’ve spent a lot of time and money to make this happen... you don’t want to drop the ball at the last minute!

10. Make money and have a good time! Remember that for every one hundred people who say the plan on participating in art or craft shows, maybe one actually does it. That make you a real exception to the rule and a very special type of artist. You’ve come a long way and you’ve worked hard to be here. Enjoy the day... hey everyone thinks you only work weekends... make tons of money and have the ideal life of leisure doing exactly what you want... when you want to do it!