The Future of Craft Fairs & Shows
Yesterday, Today and Tomorrow–
The Future of Craft Fairs & Shows
“Given our current economy and the proliferation of cheap imports,” writes a concerned craft seller, “what does the future hold for the crafts industry–especially where art and craft fairs are concerned?” Since I’m not out in the marketplace selling handmade products, I asked veteran show-goer and show-list publisher Bill Ronay for an updated report on this topic. Readers are greatly encouraged to share their comments at the end of this article. – Barbara
By W. R. “Bill” Ronay, Publisher/Consultant
IT’S NOT ROCKET SCIENCE. All of us are aware of the international downturn in the global economy and the effect it has had on all areas of retail and wholesale markets. But I have adopted a very positive outlook on the situation. Instead of thinking “. . . because of the economy, we CAN’T,” I have been repeating over and over, “. . . in spite of the economy we WILL!”
The business my wife Camille and I own has grown steadily over the past five years. Actually, 2009 is the 25th Anniversary of the founding of our business, A Step Ahead, Ltd. Originally the vision was an “appointment and event” reminder company to alert customers and other interested individuals when to do what and where to do it. Almost from the beginning the premise changed, and the rest is history. Publishing and consulting expanded exponentially . . . and here we are today.
Our websites have moved into the 21st Century and the technology is increasing so quickly we have a web guru on retainer to help us keep up with what must be done on a daily/weekly/monthly basis in order to be “current.”
A Resistance to Technology
We have become more active in grassroots art and art programs. Learning what is new and different or updated in the Arts has helped us to map our future efforts. Most all we meet with are encouraged to do the same. Camille and I are convinced that keeping current with trends and technology is a key factor in anyone’s success in the Arts.
There is a tendency among creative people to balk at moving forward into the digital world, but the need to move is as inevitable as tomorrow. A casual survey we generated revealed a significant number of artists and craft makers still do not have Internet access or knowledge about what’s happening on the Web. Nearly 20 percent of those who do remain on dial-up or old-technology DSL access.
The Internet has developed into an excellent learning tool as well as a product research and development resource. The more experienced exhibitor is learning that the Arts and Crafts Show “circuit” is not what it was just a few years ago. In realizing this, they have turned to the electronic media more and more as the current economic crisis has also forced us to prioritize our lives.
Some Craft Show Perspective
My ongoing impression of the craft fair and show concept has never wavered from the positive. Never! True, import items still have a strong hold on the market. Camille and I have been to numerous festivals where the prevalence of work from “over there” has been accepted for inclusion in an otherwise quality “handmade-by-exhibitor” event.
Several shows, however, have taken the initiative to help nip this occurrence at the very beginning. We personally observed an event director of a major North Georgia event, upon suspicion by fellow exhibitors, confirm that an entire display of rustic birdhouses were, in fact, “fresh from the boat.” They were closed down well before we could finish our breakfast of Apple Dumplin’ a la Mode.
Needs, wants and desires are not necessarily in sync with each other. The access to and the availability of imports in addition to the temptation for buy/sell items is not going away any time soon . . . if at all. The professionalism and retail savvy of the novice and, sadly, the experienced exhibitor as well, will continue to fall a bit short of expectations as long as “short-cut art” is so readily available.
As we see it, some shows are growing while others are shrinking. Some are dead or dying. Booths are going unfilled more often with less of a demand than in decades past. However, my experience over the past thirty years has taught me that the current sales downtrend is likely to be short-lived as long as the core of the Arts and Crafts Industry, as we know it, stays intact.
Our travels across Georgia and the Southeast have uncovered many treasures. Closer to home, we reveled in learning that Avondale Estates, a quaint, retro-looking town, has developed an arts group of 134 artists, all within the town’s city limits. Interestingly, these artists have always been there, but out of mutual need they developed a voice and suddenly find themselves as a persuasive chorus.
We attended one of their scheduled evening “Artists’ Studio Tours.” In former warehouses all within a short distance from one another we found graphic, performing and culinary art, literary performances and other presentations that featured nearly all of the town’s creative elements. The night was very rewarding as we watched sales being made and artists, performers and craft makers thriving in a very professional atmosphere. This was a very encouraging experience and one that might well be duplicated in other parts of the country.
Artists Must Acquire “Business Sense”
I stand firm on my observation that a great many “artists” still do not have the business sense or retail experience to be successful and profitable at what they are trying to accomplish. For whatever reason, many still don’t get it. A member of the Arts Development Council of Georgia Board of Directors teaches an in-depth course called “The Entrepreneurial Artist.” He finds on a regular basis that his students have a hard time learning what parts of the mug they make or the paintings they produce represents the costs of doing business.
There continues to be a constant proliferation of new shows and events featuring arts and/or crafts. More than a dozen “new” events have contacted me in the past two months. The big “thing” now is Barbecue Cook-Offs and similar festival events.
Bruce Baker, nationally known motivational speaker, and I continue to agree on the premise that the public is not stupid and that artists and craft sellers must take the most professional approach possible to be consistently successful and profitable. His most recent project is producing a series of workshops geared toward applying his proven techniques in the retail sales world as it has made such an impact on the arts and crafts professional.
Moving to the next logical level in the retail marketplace and keeping pace with technology makes sense. Anyone in the Arts should take heed. My goal over the next few weeks is to become fluent in Etsy, Facebook, MySpace, Google, Twitter, and whatever else it takes to expand my horizons.
__________
© 2009 W. R. Ronay, A Step Ahead, Ltd./Events2000.com. Bill is Founding Chairman of the Arts Development Council of Georgia. Bill and Camille operate several web sites, including Events2000.com and GeorgiaMadeGeorgiaGrown.com.
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Comments
Excellent points are made with this article.
I believe the uniqueness of handcrafts reflects something mass produced crafts cannot provide. I’m disheartened to see Mexican or Native American crafts marked ‘over there’ instead of “Made in Mexico” or Made by (individual’s name and tribe).
Also, craft fairs and events bring people together with the opportunity of face to face interaction.
I’m just learning social networking and see its value. But I’ll show up for a craft fair every time rather than shop online.
I enjoyed your overview. However, it is still going to be up to the people producing arts and crafts events to ensure the quality of their vendors. The events that keep this quality high do not seem to be having trouble filling their slots. Those that are allowing the”hand-made overseas” goods are finding that the good stuff doesn’t want to be associated with the “other” stuff. We must keep up our standards in order to assure good quality goods.
I only wish to add to this article as I have observed some trends that I would like to respectfully share.
Forget what you hear about the economy – it isn’t slumping if you have a great idea – both in handmade crafts as well as in events and even boutiques. Items made from recycled objects is huge. For instance one shop I frequent has a great display of jewelry made from recycled vintage buttons and another, a California artist I talk to on a regular basis, recycles old vintage library book covers and makes his own journals out of them. Both of which have a thriving business. I myself am working in my own “green” business regarding botanical products that fits many niches and finding the same results as the other artists mentioned.
The point – going along with Bill Ronay’s ideas – is it is all about trends. Artists typically use trends to find ways to make their work marketable. Those who don’t embrace what is going on in the marketplace will either find themselves suffering or possibly close shop sooner than they expect.
The last thing I want to comment on, also on the subject of trends, are the events themselves. The good ones are here to stay as they are able to adapt to changes in the economy as well as having a reputation that will last for years to come. I too am seeing more foodie type festivals, but also more agriculture tourism type events too. Being from Maryland we have many great landscapes from the water to the mountains, but events like farmer’s markets are encouraging more artists to set up shop at their weekly events which draw big crowds as more are supporting local farmers and organic products, local historical farms are hosting festivals that include educational events grouped with local artists exhibiting too. An even bigger surge are wine festivals featuring state made wines as well as local artisan cheeses and combining it with art and crafts too. In other words there are more opportunities for artists and craftsmen to market themselves and their work than in the past. These events are opening the doors to newer consumers and possible new collectors that wouldn’t normally be exposed to the arts as in the past.
I really do see a lot of good things ahead. When it comes to the economy, turn the TV off and just get back into the workshop and keep doing what you love and what you find people loving about you.
Thanks for the article! – Michelle
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