from artist to arts business

From Artist to Arts Business

Presented by Ed LawrenceArts Marketing DirectorKentucky Arts Council

From Artist to Arts Business

Presented by Ed LawrenceArts Marketing DirectorKentucky Arts Council

DISCLAIMER

Any reference to commercial resources or products in this presentation does not represent an endorsement from the Kentucky Arts Council, a state agency in the

Tourism, Arts and Heritage Cabinet.

On your mark, (establishing your business)

get set, (preparing for shows)

(pricing) GO! Kentucky Crafted Program

On your mark• Naming your arts business• Establish email• FaceBook page vs. profile• Website• Checking account• Mailing address

On your mark• Type of business structure

– https://secure.kentucky.gov/sos/ftbr/FAQs.aspx

• Naming your business– https://secure.kentucky.gov/sos/ftbr/wel

come.aspx• Sales and use tax permit

– http://revenue.ky.gov/NR/rdonlyres/6D219FE3-329D-4535-AF6D-A1C5275C23A0/0/FAQSalesandUseTax62112.pdf

Registering your business• http://onestop.ky.gov/start/Pages/default.aspx

Non- juried shows Juried Shows• Inexpensive• Good exposure• Friendships with fellow vendors• Feedback from customers• Often for a good cause• Build community

• A lot of research, applications and calendar keeping

• Costly Investment• High Risk• Promotional Value• Better customers• $$$

Getting into Juried Shows– Quality– Sample selection– Photos– Artist statement/marketing copy– Pricing

Sample selection

Sample Selection

Sample Selection

Photos

Photos

Photos

Photos

Photos

Photos

Narrative• Your product• Your process• Your life• Your inspiration• KISS (keep it simple and short)

Narrative

Preparing for Shows• Read the show rules• Bring carts/tools• Snacks• Inventory• Till/Charges• Printed materials

Booth Design• Accessibility• Lighting• Color• Simplicity• Light weight• Safety• Dress Rehearsal

Booth Design

Booth Design

Booth Design

Booth Design

Booth Design

Booth Design

Print Materials

• Business Cards

Print Materials

• Wholesale sheet

Print Materials

• Wholesale sheet

Media Tools• Email• Telephone• FaceBook• Website• Other Social Media• Newsletters• Blogs• Press Releases

Pricing

Affirmation Mad money Making a living

! $$$

Always start at wholesale

Affirmation Mad money Making a living

! $$$

Starting at wholesale(Affirmation)

• Cost of materials• Entry fees and prep costs• Shipping• Business fees• Promotional materials

Starting at wholesale(Mad Money)

• Cost of materials• Entry fees and prep costs• Shipping• Business fees• Promotional materials• Studio costs• Your time

This would be a good time to get a business plan in the works.

Making a Living WARNING: ATTEMPTING THIS WITHOUT A

BUSINESS PLAN MAY BE DANGEROUS TO YOUR HEALTH, YOUR FAMILY AND YOUR CAREER AS AN ARTIST.

Starting at wholesale(Making a Living)

• Cost of materials• Entry fees and prep costs• Shipping• Business fees• Promotional materials• Your time• Overhead• Equipment• Labor• Professional Services• Wholesale Show Costs• Profit

$$$

ValueNo matter what price is set for a piece,

the value remains theoretical until the work is sold.

Getting to a retail price

Keystone = Wholesale x 2

New keystone=Wholesale + shipping x 2

Retailers Realities

– Rent– Overhead– Employees– Shipping costs– Turnover of inventory– Keeping it fresh NEVER UNDERCUT YOUR RETAILER

You as a Retailer at Shows

– Booth Fees– Travel– Food and Lodging– Labor costs– Profit

Market RealitiesWill it bear the price? If not…• How can you produce for less?• Are you selling to the right

customers?• Are you reaching the geographic

markets that can bear the price?

Business Building• Create value for your work• Find your customer and your market• Develop a following• Selling faster than you can make it?

Raise your prices.Hire people do the work you

don’t want to do.Take on an apprentice.

Kentucky Crafted Program

www.artscouncil.ky.gov

502-564-3757

Kentucky Crafted Application• August 15, 2014• http://artscouncil.ky.gov/Opportunitie

s/KyCrafted.htm

• Photos and samples• Independent jury• Read guidelines carefully

Kentucky Crafted Assessment

1. Artistic Excellence (70%)• Clarity of artistic vision• Demonstration of a cohesive body of work• Technique, including attention to detail

2. Marketability (30%)• Effective marketing copy• Digital images• Pricing

Benefits

Benefits

Kentucky Crafted: The Market

Benefits

Kentucky Crafted Directory

Buyers Market of American Craft

Buyers Market of American Craft

Buyers Market of American Craft

Reciprocal Shows

Arts Council Exhibits• Kentucky Visions at

the Capitol• Governor’s Derby

Exhibit

Governor’s Derby Celebration

Referrals

Governor’s Awards in the Arts

Referrals

Kentucky Chamber of Commerce

Referrals

Tempur-Pedic

Referrals

Owensboro Convention Center

Promotions and Cooperative Advertising Opportunities

• Give a Gift from Kentucky• Holiday Gift Guide• American Craft Week

Featured Artist Program

Kentucky Peer Advisory Network

• Consultancy paid for by arts council• Match areas of expertise with needs

– Booth design– Business planning– Marketing materials– Web design– Social media consulting

• Year-round application

Application Timeline• Available online- March, 2014• Online deadline – August 15, 2014• Mail in paper application with

supplemental materials- August 20, 2014

• Sample delivery to Frankfort – September 15, 2014

• Notification - October, 2014

Basic Application Requirements• Proof of residency• Sales and Use Tax Permit• DUNS Number• Sized digital photos uploaded• Pricing information• Marketing copy• Narrative

– Artist Statement– How you create your work– How you learned to make your work

If you are not accepted into the Kentucky Crafted Program

• It’s not personal• We want you to succeed• Be open to advice for product

development or application improvement

• Try again

Individual Artist Programs

• Al Smith Individual Artist Fellowship and Emerging Artist Awards tamara.coffey@ky.gov

• Architectural Artists Directory kate.sprengnether@ky.gov

• Folk Arts Apprenticeships mark.brown@ky.gov • Kentucky Crafted Program ed.lawrence@ky.gov • Performing Arts Directory tamaara.coffey@ky.gov • Teaching Artists Directory jean.stjohn@ky.gov

Organizational Resources

• Kentucky Arts Council• Kentucky Artisan Center at Berea

• Kentucky Guild of Artists and Craftsmen• Kentucky Museum of Art and Craft• Local guilds and arts organizations

Planning Resources

• Small Business Administration• Small Business Development Centers

Resources

http://www.sbaguides.com/pdf/english/kentucky.pdf

Trade Journals

• Sunshine Artist Magazine• Crafts Report• Niche Magazine• American Craft Magazine• Giftware News• Ceramics Monthly

Our Call for Artists Postings

http://artscouncil.ky.gov/Opportunities/ART_Visual.htm

Web Learning• Right Brain Business Plan• CreativeLive• Hubspot• Arts Business Institute• Art Fair Insider

Social Media• Facebook• Twitter• LinkedIn• Pinterest• Google +• Youtube

Printing• Vistaprint• Modern Postcard• PS Print

Website Hosting• Yola• Intuit• iPage• Bluehost• Go Daddy

Blog Hosting• WordPress• Tumblr• Blogger• TypePad

Newsletter Hosting

• Mail Chimp• Constant Contact

Booth Display• Abstracta• Pro Panels• Aftosa• Cormans• Gaylord

Resources

Available through Arts Business Institute

Trade Shows• Kentucky Crafted: The Market• Buyers Market: The American Made

Show• ACRE• Atlanta Gift Mart• ACC Baltimore• New York Now

Thank you• Ed Lawrence• 502-564-3757, ext. 473• ed.lawrence@ky.gov• www.artscouncil.ky.gov