Washington, DC Winter Workshop
Held at the American Made Show
Walter E. Washington Convention Center
801 Mt. Vernon Place NW, Washington, DC
January 17-18, 2015
Are you ready to move your small business from part-time to full-time, struggling to sustainable?
The curriculum in this two-day workshop is foundational information to guide you in building your art business, presented by some of the top experts in the industry. Learn firsthand the best practices, strategies & insider info.
I just graduated from an ABI workshop, and learned more than I thought my brain could process. I got home on Saturday and on Monday I landed my first wholesale account. Thank you! – SusanGarman
Schedule at a glance – SATURDAY January 17, 9-6 p.m
9:00 a.m. – 9:30 a.m. Registration
9:30 a.m. Welcome
9:45 a.m. – 10:45 a.m. Wholesale 101 – Wendy Rosen
10:45 a.m. – 12 noon Creative Marketing – Carolyn Edlund
12:00 p.m. – 1:00 p.m. Lunch Break
1:00 p.m. – 2:00 p.m. Creating an Effective Art Website – Carolyn Edlund
2:00 p.m. – 2:30 p.m. Building Gallery Relationships – Carolyn Edlund
2:45 p.m. – 4:00 p.m. Copyright Protection – Emily Danchuk
4:00 p.m. – 4:30 p.m. Meet the Artists – Q & A session
4:30 p.m. – 6:00 p.m. Tour of the American Made Show
6:30 p.m. – 9:00 p.m. NICHE Awards (optional)
Schedule at a glance – SUNDAY January 18, 9–3 p.m.
9:00 a.m. – 10:00 a.m. Critique Setup – details below
10:00 am. – 11:00 a.m. Pricing for Profit – Wendy Rosen and Carolyn Edlund
11:00 a.m. – 12 noon Art and the Corporate World – Judith HeartSong
12:00 noon – 1:00 p.m. Lunch Break
1:00 p.m. – 1:15 p.m. Special Guest – CERF
1:15 p.m. – 2:15 p.m. Sales Strategies for Artists – Carolyn Edlund
2:30 p.m. – 3:00 p.m. Q&A with Show Director Rebecca Mercado
3:00 p.m. Receive Your Critique
3:15 – 7:00 p.m. Personalized Business Consultations
ABI gave me the toolkit and motivation to get in front of wholesale accounts and professionally represent my work. I can thank ABI for getting me started on the best possible career path. ~ Kristen Bangs, 2012 ABI grad, now selling to 50 retailers throughout the US.
DAY ONE: Individual Courses and Instructor Details
Wholesale 101 with Wendy Rosen
Wendy Rosen founded the Buyers Market of American Craft over 30 years ago to give professional craft artists a way to sell directly to galleries and retailers. She also founded The Arts Business Institute, and the American Made Alliance, as well as being the publisher of NICHE Magazine. Wendy speaks about the why’s of wholesale, the power of leveraging your work through repeat orders with galleries and retailers, what buyers want, and how to build a business.
Creative Marketing with Carolyn Edlund
Carolyn Edlund is the Executive Director of the Arts Business Institute and brings to ABI decades of successful hands-on experience as a production artist. She writes extensively on business topics and works individually with artists. She shares traditional as well as the newest marketing methods and will show specific examples of creative and unusual ways to market. Carolyn will outline how to know your customer, shape your message, create a marketing calendar, get publicity, design effective email marketing campaigns, press kits and more.
Creating an Effective Art Website with Carolyn Edlund
Every artist needs a website that is inviting to the reader, shows artwork beautifully, and contains certain elements that make marketing and sales much more effective. Steps to create a website presence and message that works and how to avoid the biggest mistakes artists commonly make.
Building Gallery Relationships with Carolyn Edlund
A basic tenet of wholesaling is building strong relationships with your gallery customers. Learn what buyers need, how to give extraordinary customer service, create repeat sales, and avoid mistakes that lose important customers.
Copyright Protection for Artists with Emily Danchuk
Emily Danchuk is an intellectual property attorney and founder of Copyright Collaborative, who specializes in helping artists understand and enforce their copyrights. Protecting your copyrights is essential for every artist. An explanation of your legal rights, how to register copyrights, and what to do if your designs have been knocked off.
Meet the Artists
Q&A Session with several working production artists who are exhibiting at the American Made Show. They will share how they got started, challenges and insights about wholesaling, and tips for other artists.
Tour the American Made Show
Workshop attendees will visit the floor of the largest trade show for handmade luxury goods, seeing the booths, quality of work, and professional artists and craftspeople selling their collections to gallery buyers and retailers.
All workshop participants are invited to a reception and presentation ceremony for the prestigious NICHE Awards. These awards are given to professionals and students in different mediums who represent the best in craft and design. Attendance is optional.
I learned so much to make my business more profitable. If I implement 50% of it, I know I will improve my business 100%. – Painter Barbara Groenteman
DAY TWO: Individual Courses and Instructor Details
Workshop participants are invited to bring samples and/or photos of their work to our critique session and will set up their displays at this time. Gallery buyers and faculty members will review your collection, and complete written evaluation forms. Every participant will have the opportunity to be critiqued. Optional.
Pricing for Profit with Wendy Rosen & Carolyn Edlund
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 wholesale art business. What defines “profit” and why is it essential? Learn how to build “added value” with simple and easy to deploy techniques. The second section of this course discusses pricing for fine artists.
Art and the Corporate World with Judith HeartSong
Judith HeartSong is an artist, administrator, consultant and leader who has supported artists in building their businesses for many years in the Washington, DC area. She has an extensive background as a corporate art consultant and will share her knowledge about entering this lucrative market as an artist. How do artists sell their work for display in offices, restaurants, hotels, lobbies, 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.
Sales Strategies for Artists
ABI Executive Director Carolyn Edlund presents strategies essential to increasing your sales volume. She will discuss techniques for selling at trade shows, using sales reps, and selling wholesale directly to stores. Other topics include: How to sell to large retailers; selling one-of-a-kind work at wholesale; structuring your collection; selling concepts and packages.
Q&A with Show Director Rebecca Mercado
Rebecca Mercado grew up in the business and now acts as the Show Director. Her expertise will help you understand how a show operates, and how it serves artists. Learn how the American Made Show is produced and juried; what credentials and images artists need to apply. Ask questions on selling wholesale, how a trade show works and what to expect.
Receive Your Critique
During the day on Sunday, gallery buyers and faculty have been evaluating your collection of work, and giving written feedback. Is your line cohesive and saleable? Are your prices appropriate? What markets do they recommend for you? You will collect all items you brought for the critique, and receive at least three evaluations. For many, this is invaluable information.
Personalized Business Consultations
Interested in speaking with an expert about your business challenges and discussing strategies for moving forward? ABI Founder Wendy Rosen and Executive Director Carolyn Edlund will be available to meet with artists at the end of Workshop Day Two, for 20 minute sessions. ALL CONSULTATION TIMES ARE NOW COMPLETELY BOOKED.
ABI provided me with invaluable tips and insights into how to develop and market my brand most effectively. It has saved me countless dollars and precious time, not to mention the emotional cost of making mistakes. ~ Jewelry artist Lisa Cottone
Don’t miss this important business learning experience!
Tuition for this workshop is $250.00. REGISTER NOW.
FULL AND PARTIAL SCHOLARSHIPS ARE AVAILABLE FOR THIS EVENT. FIND OUT MORE HERE.
The ABI workshop opened up a whole new world for me and let me know artists could be successful. There is a way to do business as an artist and I learned how to do that in your workshop. It changed my thinking and I was able to quit my job and become a full-time artist. Thank you! ~ Artist JJ Jacobs