The Arts Business Institute’s WINTER WORKSHOP / Colocated with Philly Craft Show and Niche Awards

January 1, 2013

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Arts Business Institute

Philadelphia, PA


Join us for the Arts Business Institute Winter Workshop

February 16-17, 2013

To be held at the Pennsylvania Convention Center in Philadelphia, PA

Saturday, February 16th – 10:00 a.m – 6:00 p.m.

Sunday, February 17th – 9:00 a.m. – 5:00 p.m.

Are you passionate about being a professional craft artist? This 2-day intensive workshop is designed to help you grow your craft business into a sustainable career, selling to galleries, shops, museum stores, online catalogs and more. This is the workshop to get you started and teach you how!


Saturday, February 16, 2013

8:30 – 9:30 a.m. Registration

Opening and WelcomeCarolyn Edlund, Arts Business Institute Executive Director

10:00 a.m. – 12:00 noon Why Wholesale? and Wholesale 101

Speaker: Bruce Baker

Is wholesaling an option for your small business? The elements of wholesaling; how to structure your business for production; the wholesale selling process; terms and standard practices; how retailers think; presentation of your work; sales techniques for wholesale.

Bruce Baker is an extremely popular speaker at the ABI workshops. His easy presentation style and good humor pleases audiences around the country.

12:00 noon – 1:00 p.m. Lunch on your own

1:15 p.m. – 2:15 p.m. Pricing for Profit and Growth

Speaker: Megan Auman

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 business; materials, labor and why profit is essential; understanding price and value.

Megan Auman owns a successful jewelry studio. She is also an international speaker, addressing artists on business topics.

Afternoon Break

2:45 p.m. – 4:15 p.m. Booth Design and Merchandising

Speaker: Bruce Baker

Your booth display has a huge impact on perception of your work and effectiveness in selling, both at wholesale and retail. This lecture presents helpful information on structure, lighting, booth layout, merchandising, colors, and more.

4:30 p.m. – 6:00 p.m. Tour the show floor – Buyers Market of American Craft

Trade Show Floor

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.

6:30 p.m. – 9:00 p.m. NICHE Awards 2012 NICHE Award Winner/Wheel-thrown CeramicsArtist Jennifer McCurdy

2012 NICHE Award Winner/Wheel-thrown Ceramics
Artist Jennifer McCurdy

(Room 114, Auditorium)

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.

Sunday, February 17, 2013

8:30 a.m. – 10:00 a.m. Critique Setup

Workshop participants are invited to bring samples and/or photos of their work to our critique session and will be setting up their displays at this time. Security will be provided. Gallery buyers and faculty members review your collection, and give you written critiques, answering critical questions about your work and your potential. This part of the workshop is optional, but has proven to be one of our most popular sessions. Every participant will have the opportunity to be critiqued.

10:00 am. – 11:00 a.m. Creative Marketing

Speaker: Carolyn Edlund, Executive Director of The Arts Business Institute ("ArtsyShark")

How to effectively market your art or craft; your website content and design; social media; traditional forms of marketing; press and publicity; crafting an effective marketing message; reaching your target audience; what makes people buy.

Carolyn Edlund has background as the owner of a production studio, an outside sales rep for art publishers, and a writer/business consultant for artists.

11:00 a.m. – 12:00 noon Sales Strategies for Artists

Speaker: Carolyn Edlund, Executive Director of The Arts Business Institute

What options do you have for selling your work? Cultivating multiple streams of income; prospecting and selling to retailers; unusual ways to sell; working with reps; selling to large retailers; driving repeat and referral sales; smart strategies.

12:00 noon – 1:00 p.m. Lunch on your own

1:15 p.m. to 2:15 p.m. Trends and Gallery Relationships

Speaker: Wendy Rosen

Wendy headshot 2How to build strong relationships and partner with galleries and retailers; negotiating with galleries; understanding trends and how they can help you create a saleable product line.

Wendy Rosen founded the Buyers Market of American Craft thirty years ago for the purpose of giving 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.


2:30 p.m. – 3:00 p.m. Q&A with Show Director Rebecca Mercado

A conversation with the Show Director on how the Buyers Market of American Craft is produced and juried; what credentials and images artists need to apply. Bring your questions on selling wholesale, how a trade show works and what to expect.

Rebecca Mercado grew up with the Buyers Market. Her many years of experience working with the show has made for a smooth transition when she became the official Show Director last year.

Afternoon break

3:15 p.m. – 4:15 p.m. Meet the Artists

Dramatic jewelry booth

What is the exhibitor experience? The Arts Business Institute presents two special guests, who are current exhibitors at the Buyers Market. They join our group to share their stories and experiences in running a wholesale business. Selected for their smart business practices and success, they will take questions and share how they did it!

4:15 p.m. 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.

4:30 p.m. – 5:00 p.m. Review

Q&A session on critique evaluations, workshop topics and you give us your own evaluation of the workshop.

5:00 p.m. Dismissal

Don’t miss this exciting experience! Register today for the ABI Winter Workshop. Space is limited.


Transportation and lodging are not included. We will be happy to recommend nearby hotels for you.

Questions about this workshop? Contact Carolyn Edlund at artsbizinstitute


Scholarship will be made available for the cost of the workshop (not including lodging and travel) for an artist who has suffered loss of income, studio space or ability to work due to Hurricane Sandy. Is that you? Interested individuals may apply for our scholarship here.

GIVE A GIFT OF THE ABI WORKSHOP! Click Here for More Details

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Assets for Artists grants (2012)

Want some assistance getting your business of being an artisan off the ground? Assets for Artists is accepting applications through Application Deadline: October 12, 2012 by 5:00 pm. Please submit all materials to

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Art Biz Blog Business You Is Looking After the Artist You

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“Journeys Across the Region” – ArtScope’s latest on Boston area Galleries and Events

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Tiny Knitting – two years of pint-sized creativity

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Frank Gehry: Architect, Artisan Takes NYC Hi-Rise Living to New Heights

New York by Frank Gehry

Taking Craftsmanship to New Heights - Gehry and his skyscraper

Wow. I know Gehry as the architect of the Rock & Roll Museum in Seattle and the Stata Center here in Cambridge (at MIT). His project “New York By Gehry” is a multi-purpose skyscraper in Manhattan that is more subtle than the other projects, more restrained in terms of odd architectural detail, unique in it’s features (bay windows, anyone?), taller than anything nearby, and absolutely gorgeous.

If you like accidentally encountering brilliant works of artisanry and craftsmanship, subscribe to the pubs that promote it. Like this one – Curbed NY. You’ll find inspiring stories that … the best way I can put it is … they just make me smile. And if you’re like me, they’ll make you smile too.

Gehry’s fascinating to watch and listen to in this short video (“The Film”) as he talks about what makes his building special. (Personally, I was mesmerized watching him sketch!) Enjoy the movie!

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The Anatomy of a Perfect Landing Page

LandingPage-Infographic from Formstack

Landing Page Infographic from Formstack. Click on image to learn more.

 I love Landing Pages because they’re where the rubber meets the road. I love the power of Infographics like this one from Formstack to explain how things work.

A bit about Landing Page mechanics: You connect to me/my business through email, blog, newsletter, website, referral … and you’re interested in what I do/say/offer. So you click on a link.  Here … learn more. And if you like what you see, you’ll share some info with me so I can keep you up to date and offer you enticing things to help you convert from browser to qualified lead to buyer! Or maybe you’ll bite right then and there.

The Landing Page is where the action happens. Sign up here. Do It Now. Like our page. View our Demo. Take advantage of our special promotions …

If you don’t know Landing Pages from landfills, click on the big image for FormStack’s helpful ideas and examples.


Some other Landing Page examples:

Landing Page example

A Landing Page example from Hubspot

Click here for landing page examples from HubSpot. They sell Inbound Marketing solutions (lead generation) and have tons of great ideas.

I’d love to share some of your thoughts on what types of landing pages work best for YOU at converting browsers into buyers. Any ideas??


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