Washington, DC

Rockville 2014 workshop banner

Please join us for an Arts Business Workshop

taking place at Capitol Arts Network

12276 Wilkins Avenue, Rockville, Maryland

just outside our nation’s capitol

May 13-14, 2014


JJ Jacobs Painting in StudioThe 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! ~ JJ Jacobs

Do you want to launch your own business as an artist? Interested in growing from part-time to full-time, struggling to sustainable?

The curriculum in this two day workshop is foundational information to guide you into a successful business model. Learn best practices first-hand with some of the top experts in the industry. 

Schedule at a Glance – Tuesday, May 13

9:00 a.m  Registration

9:30 a.m. – 10:30 a.m. Wholesale 101 – Wendy Rosen

10:45 a.m. – 12 noon  Creative Marketing – Carolyn Edlund

12 noon – 1:15 p.m.  Lunch on your own

1:15 p.m. – 2:15 p.m. Pricing for Profit – Wendy Rosen

2:15 p.m. – 3:15 p.m.  Sales Strategies for Artists – Carolyn Edlund

3:30 p.m. – 6:00 p.m. Individual Artist Consultations (pre-scheduled)


Schedule at a Glance – Wednesday, May 14

9:30 a.m. – 10:30 a.m.  Licensing Your Art – Carolyn Edlund

10:45 a.m. – 12 noon  Specialty Markets for Artists – Wendy Rosen

12 noon – 1:15 p.m.  Lunch on your own

1:15 p.m. – 2:15 p.m.  Copyright Protection – Missy Loewe

2:15 p.m. – 3:15 p.m.  Panel Discussion – Q&A 

3:30 p.m. – 6:00 p.m. Individual Artist Consultations (pre-scheduled)

Kristen BangsABI 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 U.S.


DAY ONE: Individual Courses and Instructor Details

(All courses are interactive with Q&A included.)

Wholesale 101 with Wendy  Rosen

Wendy RosenWendy 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.

In this presentation, Wendy will target the basics: how to structure your business for production; the wholesale selling process; terms and standard practices; how retailers think; building relationships with your wholesale customers. 

Creative Marketing with Carolyn Edlund

Carolyn EdlundCarolyn Edlund is the Executive Director of the Arts Business Institute and brings to ABI decades of hands-on experience as a successful 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, build your collector base, shape your message, create a marketing calendar, get publicity, design effective email marketing campaigns, create press kits and more. 

Pricing for Profit with Wendy Rosen

Incorrectly pricing your work can bankrupt your business. This critical session will help you get a handle on expenses and use the correct wholesale pricing formula to grow your business. She will help you understand what defines “profit”, why profit is essential, and how to build “added value” with simple and easy to deploy techniques.

Sales Strategies for Artists with Carolyn Edlund

This talk presents strategies essential to increasing your sales volume, at both retail and wholesale levels. Includes 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. 


DAY TWO: Individual Courses and Instructor Details

(All courses are interactive with Q&A included.)

Licensing Your Art with Carolyn Edlund

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. 

Specialty Markets for Artists with Wendy Rosen

Many artists are under the impression that there are only a few ways to make sales of their work, but this isn’t true. There are many niche markets that artists can pursue, and where they can thrive. This presentation will broaden your mind and challenge you to increase your prospective markets. 

Copyright Protection with Missy Loewe

Missy LoeweMissy Loewe is the Chairman of the Board of Capitol Arts Network, the Dean of the Washington School of Photography, and also an attorney with a keen interest in intellectual property. 

She will share 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.

Panel Discussion – Q&A

Always a popular part of ABI workshops, this panel discussion presents successful artists and experts who will share their experience and recommendations with workshop participants. Audience participation encouraged!

Personalized Business Consultations 

Are you interested in speaking with an expert about your business challenges and discussing strategies for moving forward? ABI Founder Wendy Rosen, ABI Executive Director Carolyn Edlund, and Capitol Arts Network Executive Director Judith HeartSong will be available to meet with artists at the end of each workshop day, in 20 minute sessions. 

Judith HeartSongJudith HeartSong is the Executive Director of Capitol Arts Network, has worked in corporate art consulting for more than 8 years, and is a professional artist with a career spanning 33 years. Judith has worked in licensing, fine art prints and more, and has her work in numerous public and private collections – and advises artists on working with designers, consultants, dealers and print companies. Her monthly discussion group, Salon-an Artful Conversation, is well-attended by artists and arts professionals from all over the DC metro area.

The number of consultation appointments is extremely limited and must be pre-scheduled at time of registration. Consultation fee is $30.00 over and above tuition cost.

Don’t miss this important learning experience!

Tuition for this event is $250.00 per person.

 This workshop is now completed. Thanks to everyone who attended!




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