Bridges to Santa Fe and The Arts Business Institute present a professional development event for artists and art educators
This event is designed specifically for artists who want to succeed on a professional level. Presentations focus on practical business strategies that build a solid foundation for entrepreneurs, and help grow the local economy with a skilled talent base.
Schedule at a Glance
Friday, March 31st – Gallery Reception and Welcome
7:00 p.m. Blue Rain Gallery Downtown, 130 Lincoln Avenue, Santa Fe
“Artists as Business People”
Keynote Speaker: Elizabeth Hulings, Director of the Clark Hulings Fund
Saturday, April 1st
9:00 a.m. Registration – Form & Concept, Second Floor
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 topic: The Corporate Art Market – Carolyn Edlund (meal provided)
12:45 p.m. – 1:45 p.m. Pricing for Profit – Rosen/Edlund
2:00 p.m. – 3:00 p.m. Copyright Protection for Artists – Talia Kosh
3:00 p.m. – 5:00 p.m. Individual Artist Consultations (pre-scheduled)
7:00 p.m. Reception at Casa de Vidrio. Speaker: Victoria Price
Sunday, April 2nd
9:00 a.m. Continental Breakfast
9:30 a.m. – 10:30 a.m. Wholesaling 101 – Wendy Rosen
10:45 a.m. – 11:45 a.m. Introduction to Art Licensing – Carolyn Edlund
11:45 a.m. – 12:45 p.m. Lunch Topic – Artist and Expert Panel Discussion (meal provided)
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. – 5:00 p.m. Individual Artist Consultations (pre-scheduled)
Individual Course Details (all sections 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.
The Corporate Art Market
How do artists sell their work for display in offices, restaurants, and other business environments? Learn the basics as well as advanced techniques. How to sell to architects, interior designers, building managers, curators for hospitals, and other venues.
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.
Copyright Protection for Artists
This talk includes essential information for artists about copyrights. Learn how to register them, how to protect yourself from infringement, and how to enforce your rights when they have been violated. Copyright infringement is a hot topic in today’s digital world where designs can be copied without permission, making this lecture a must for every artist.
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.
Introduction to Art Licensing
What is art licensing and how can artists earn money in the industry? This lecture presents the basics. How licensing contracts and royalties work; how to market your art to potential licensees; working with licensing agencies; exhibiting at industry trade shows. How to best put together an effective portfolio for licensing, and structure your art website for licensing purposes.
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 and Expert Panel Discussion
Hear directly from artists, makers, gallery owners, art dealers, museum curators 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
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 experts 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. Consultations will be given by: Wendy Rosen, Elizabeth Hulings, Carolyn Edlund and Daniel DiGriz.
Our Program Sponsor
Bridges to Santa Fe
Betsy Ehrenberg founded several high tech companies before she turned her love of art glass into a passion for collecting and relocated to Santa Fe. She is a founder of Glass Alliance – New Mexico and Glass Alliance of Northern California, and also launched the “Art Experience – Experience Art”™ program for collectors, artists and dealers nationwide. As a board member of Art Alliance for Contemporary Art, she sponsors events to celebrate the arts and economic development, as well as leading private Santa Fe Safaris for art collectors, tourists and business leaders through Bridges to Santa Fe.
Co-Sponsor: The Clark Hulings Fund for Visual Artists
A non-profit organization supporting artists in building successful careers, the Clark Hulings Fund partners with art and business organizations to bring face-to-face learning to entrepreneurial artists. They sponsor an annual Business Accelerator Program, and run a digital learning portal providing informational podcasts on art business topics.
Our Program Speakers & Experts
Elizabeth Hulings – Keynote Speaker
Elizabeth Hulings is the director of the Clark Hulings Fund for Visual Artists, and a principal of the business-strategy consulting firm Counterpoise, where she has worked with startups, nonprofits large and small, multi-national corporations, and sole proprietors – including artists of many stripes. She also honed her skills at several nonprofit organizations, including the International Development Exchange, The Management Center/Opportunity Knocks, and Human Rights Watch. She is thrilled to participate in this art business summit in her hometown of Santa Fe, New Mexico.
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 recently launched the online wholesale portal Best in American Made which matches bestselling production studios with retailers.
Carolyn Edlund’s background includes owning a production ceramic studio for twenty years, selling extensively at retail and wholesale. Subsequently, she spent several years as an outside sales rep for art publishers, paper and gift lines. In 2009, she launched the site Artsy Shark, which is recognized as a “top ten” art business blog. She does extensive private consulting for artists, has written five e-courses on the business of art, and authored hundreds of related articles. In addition, she maintains the largest online directory of places for artists and makers to sell, and runs an online art gallery.
Talia Kosh holds a JD and LLM in International Law and practices law in New Mexico and Maryland. Talia practices law in Santa Fe at the Bennett Law Group, specializing in employment law, licensing, copyright and trademark law, nonprofits and personal injury. Talia is founder and president of New Mexico Lawyers for the Arts, counseling and educating artists on a wide variety of legal issues. Talia teaches “Legal and Business Issues in the Arts” at the Santa Fe Community College, serves on the Governor’s Counsel of Film and Media Industries and is the current Chair Elect of the Intellectual Property Section of the New Mexico Bar. Talia also serves as an advisory board member for the Annapolis Film Festival, CENTER, Little Globe and Currents New Media.
Victoria Price – Saturday Reception Speaker
Victoria Price brings her unique story to the national and international stage as an inspirational speaker, writer, artist and art consultant, designer and interspiritual/interfaith minister. Following in her father’s footsteps, Victoria has become a popular speaker on inspirational topics raging from the daily practice of joy, living your legacy of yes, wildflowering your way whole, making peace with our past stories to expand our creative futures, the role of the arts in society, as well as the life of her famous father — Vincent Price — and a range of topics on interior and industrial design. She will be sharing her talk, A Passionate Eye: The Adventure of Collecting Art.
THIS EVENT HAS CONCLUDED. MANY THANKS TO EVERYONE WHO ATTENDED.
Thanks to our co-sponsors and local supporters for this event: