February 18-19, 2017
Hilton Garden Inn
1100 Arch Street, Philadelphia, PA
Are you passionate about growing your creative business?
This event is designed specifically for fine artists and craft artists who want to succeed on a professional level.
Schedule at a Glance
Saturday, February 18th
9:00 a.m. Registration opens
9:30 a.m. – 10:30 a.m. The New Marketplace – Wendy Rosen
10:45 a.m. – 11:45 a.m. Creative Marketing Strategies – Carolyn Edlund
11:45 a.m. – 12:45 p.m. Lunch break
12:45 p.m. – 1:45 p.m. Wholesale 101 – Wendy Rosen
2:00 p.m. – 3:00 p.m. Creative Sales Strategies – Carolyn Edlund
3:00 p.m. Individual Artist Consultations (pre-scheduled)
Sunday, February 19th
9:30 a.m. – 10:30 a.m. Pricing for Profit – Rosen/Edlund
10:45 a.m. – 11:30 a.m. Building Gallery Relationships – Carolyn Edlund
11:30 a.m. – 12:00 p.m. Artist & Expert Panel Discussion
12:20 p.m. – 1:00 p.m. Lunch Break
1:00 p.m. – 2:00 p.m. Making Work That Sells – Wendy Rosen
2:15 p.m. – 3:15 p.m. How to Sell Your Work Online – Carolyn Edlund
3:15 p.m. Individual Artist Consultations (pre-scheduled)
Individual Course Details (all courses include Q&A)
The New Marketplace
This essential talk focuses on what artists and makers must know about the changing business models in today’s world. How can you earn a living with your creative business? What does the shifting marketplace tell us about the future, and how you can navigate challenges to survive and thrive?
Creative Marketing Strategies
This presentation will transform how you approach marketing. How to understand your target customer and build a compelling message to reach them. Traditional and new marketing methods, with creative and unusual examples. How to start a marketing calendar, get publicity, design email marketing campaigns, press kits and more.
A foundational course that addresses the how’s and why’s of wholesale. Learn the power of leveraging your work through repeat orders with galleries and retailers, what buyers want, and how to build a business using the wholesale model. Practical steps to enter this marketplace, and understand best practices.
Creative Sales Strategies
Increase your income through the use of multiple sales models. How to scale a business with new formats, broaden your collection and your audience, become more efficient, make your work collectible, and enter niche markets. Strategies for networking, building repeat and referral business.
Pricing for Profit
Incorrectly pricing your work can bankrupt your business. This critical session will help you get a handle on expenses and use the correct pricing formula to grow your creative business. What defines “profit” and why is it essential? Learn how to add value to your work. This talk is in two parts: pricing for wholesale/retail and pricing for fine artists.
Building Gallery Relationships
A basic tenet of selling art or handmade work is building strong relationships with your galleries. Learn how to be a good partner, how to give extraordinary customer service, create repeat sales, and how to handle the biggest asset your small business has – your customer base.
Making Work That Sells
Building a body of work in a cohesive signature style. Sources of inspiration; building a collection; design and detail; establishing a brand. Understanding trends; adding value to your work.
How to Sell Your Work Online
Online sales of art and handmade goods are growing every day. This presentation addresses the many options to sell work online, including Print on Demand, online galleries, and more. Learn how to avoid the most common mistakes made in online selling; how to give the best presentation and increase sales.
Artist & Expert Panel Discussion
Hear directly from artists, makers and experts working in creative businesses every day. This popular part of our workshop program gives attendees the chance to ask questions and gain insights into the world of making and selling art and handmade goods.
Individual Artist/Maker Consultations – NOW SOLD OUT
This workshop has a limited number of appointment times for attendees who would like to schedule a face-to-face consultation with one of our speakers at the end of each workshop day. These 20-minute strategy sessions may include portfolio review and critique, discussion of potential markets, pricing questions or discussion of business challenges. Schedule your appointment at the time of registration for an additional $30 charge.
Wendy Rosen is a nationally-recognized arts advocate who has been mentoring artists and makers for over 35 years. Her first book “Crafting as a Business” is considered a classic seminal guide to the handmade business, and she is frequently sought after for business consulting. She is the founder of The American Made Show, The Arts Business Institute, and the American Made Alliance. She is the publisher of NICHE Magazine for retailers, and currently launching the online portal Best in American Made.
Carolyn Edlund’s background includes being the owner of a production ceramic studio for twenty years, selling extensively at retail and wholesale. She’s acted as an outside rep for art publishers and represented gift lines. She launched the site Artsy Shark in 2009 and is recognized as a “top ten” art business blogger. During that time she has written five e-courses on the business of art and hundreds of related articles. She developed and maintains the largest online directory of places for artists and makers to sell, and runs an online art gallery.
Workshop Registration is Now Open!
Register for this 2-day event for $250.00