Wednesday, August 31, 2011

The Various types of Vendors and Artisans



 The variety of vendors and artists/artisans out there is as limitless as the variety of goods to be sold. If it can be made, found, grown, or built - someone is selling it! For our purposes vendors can be categorized in three main groups:

1. Artists / Crafters

2. Food Merchants

3. Re-sellers

 There are multiple sub-groups and cross-overs, but let's keep it simple.

Public domain. Photo by A. E. Crane

  Let's look at the first group, the artists and craftspersons. These are the people almost everyone thinks of when you say "Arts & Crafts Fair" - of course they are because this is what that venue is all about; hand made and original works of art, jewelry, crafts and other merchandise. One-of-a-kind items you cannot buy at the local mega-store . Their wares cover the broad spectrum from beaded earrings to soaps, from quilts to handcrafted birch log settee's and everything imaginable in between. They make their own goods and they market them from booths they man themselves. They generally prefer to be referred to as "artisans" or "crafters" rather than "vendors."

 The sub-set here is "Artists." These are the fine arts purveyors. They are at the upper end of the spectrum and generally only do the more upscale Fine Arts Shows although there are exceptions. They usually have a very dedicated following of collectors.

 The second group is the Food Merchants.  They do not mind being called "vendors." I love these guys. Here we find a few categories within the category. There are pre-made merchants; they make their product ahead of time and sell it on-site. Candy vendors. Jerky, hot sauce, ice cream, pickles. You name it. They also include the franchise folks. Pizza Hut, Pepsi, Quiznos, etc.

 The other category is the cook-on-site crowd. These guys grill ribs, dogs and burgers.  They cook teriyaki chicken, kabobs, noodles and pulled pork. They can add a tremendous appeal to an outdoor show. Mmm, just smell that? Nothing like it.  I was one of them; I made, baked and sold fresh sourdough bread and other baked goods on-site. I did Philly CheeseSteaks for a time, too. Sold out nearly every day.

 Sidelines for all food vendors can include their own varieties of marinades, BBQ sauce and herb or spice mixtures. A good show will feature a food court with a good balance of food vendors. Food vendors typically will pay more for their space. They also have unique needs and requirements such as water, electric, more space for tables, supply trailers, etc.

Take care of these guys. They keep your customers from leaving site to find lunch. Once they leave they will not usually come back. Happy well-fed customers buy more, which makes happy, well-fed artisans and crafters!

 Love and treat your food vendors as the assets they are.

 The third group is the re-sellers. They sell stuff they have purchased. They did not make it themselves. This runs the gamut from rubber swords to T-shirts and sunglasses, day-glo hats and printed blankets. You name it, they are probably selling it.

 These vendors have their place. It is up to you to decide if that place is your show.

 I do not believe they are appropriate in a show billed as an Arts & Crafts Fair. If you promote your show as a bazaar or flea market, fine. If it is a state or county fair, fine.

But what they sell is neither an art nor a craft and as such has no place in such a show. It is also worth noting that there are re-sellers out there who are actually selling hand-made crafts. They buy them in huge lots and re-sell them. I am not a fan of this approach, either. My rule is if you yourself did not make it with your own hands - you cannot sell it at my Crafts Show.

You will find that your customers - the buying public - greatly appreciate that.  When they see an arts and crafts fair advertised they have an expectation - a perfectly reasonable one! - that the goods offered for sale will in fact BE arts and crafts. Items made locally, not imported from Honduras or China. They are coming to find unique hand-crafted items, not mass-produced ones. The vendors also appreciate it, too. Not just the genuine craftspeople but also the re-sellers themselves. They know when they are out of place at a show and they do not appreciate it. I know, I was one of them once, too. I do not look down on them, they definitely have their place. At the right type of show.

So do everyone a favor and decide early on what sort of show you are producing, plan a theme and set a tone for your show and adhere to it strictly. You will have far, far more successful shows if you do.

Finding your artists



This is easier than you might think. Dedicated craftspeople are serious businesspersons who are always on the look out for new venues in which to market their wares. They have their favorite shows they do year after year, but inevitably they have empty weekends to fill. This might be because a long running show ended, because they had a bad experience and want a new venue, or simply because your show just sounds so much more promising. In my experience getting artists applications is not the problem - narrowing them down is. I have never produced a show where I did not have to turn away several artisans - not because they were no good, but because my capacity was maxed out! This is why we must have wait lists.

Public Domain photo courtesy Byways.org


So where do you find these artists? One method is by trolling. Attend a few shows and scope out the artists you like. Pick up a flyer or business card from them. Then mail them an application packet for your show. This method has a distinct advantage: you have already "juried" their wares! So you have a pretty good notion that your prospects are mostly in line with what you are looking for. You must still vette their wares and get a list of what they will be selling in the application. You'd be surprised how often things can change from one show to the next. That nice lady selling violet soap last week just might show up with stick-on tattoos this week. Always get a firm list of what will be sold at your show and hold them to it.

Other ways to attract artists is to place ads in the paper, notices in local crafts publications, Craigslist, flyers in crafts and fabric stores, radio ads, posters, listings on online newsgroups and trade sites for fairs, festivals and carnivals and of course you can ask - never hurts to ask - other producers if you can rent their mailing list. Maybe they will, maybe they won't.

You can also utilize social networking sites like Facebook and MySpace. Do a search for local crafts persons in your area. This is easy: Google keywords related to crafts styles with your area in the search. "fiber arts Denver" for instance. Works great, you may have to sort through some unrelated hits, but you will get viable leads. Then you just contact them and pitch your show.

You will inevitably get inquiries from the home-party sellers. Avon, Party-Lite, Mary Kay, etc. If you are doing an arts and crafts fair the answer for them is a solid "No, sorry, handcrafted goods only." If you want to do a trade show, then do a trade show and allow them in, but do not call it a arts or crafts fair because it is not. Their very presence makes it a trade show by definition. They are "vendors" not "artisans."

 There is a huge difference between "Artists" and "Vendors." 

"Vendors" do not belong in an arts and crafts fair unless they are selling food. Period.

So go forth, find those artisans and put on that awesome show!

Tuesday, August 30, 2011

Keeping the Artisans Happy




          The artisans are the bread and meat of your operation. Without them you have no show. It is to your benefit to go the extra effort to give them what they want. This doesn't mean you must cater to their every whim and outrageous request, that is the last trap you want to fall into! It simply means that you must recognize the fact that as the show promoter they are your primary customers. You are promising to provide the venue for them to shine and in doing so your other audience - the buying public - will also be happy customers by extension.



            Far too many show promoters fail this basic concept. They treat their artisans like second-class citizens who should be grateful to even be allowed in this show and couldn't care less if they are unhappy. "Someone else will take your spot next year if you don't like it" has been heard all too often. This is a huge mistake on the promoters part. The artist circuit is a close-knit bunch and word gets around. It should also be obvious that happy artisans are, well, HAPPY! That happiness is transmitted to the buying public. If someone greets you with a smile and is obviously enjoying themselves that is infectious. By the same token a bunch of grouchy, disgruntled artisans muttering under their breath about the ineptitude of Cruella De Promoter is also infectious. Do yourself a huge favor and do not alienate your artisans - it is the surest ingredient for success or failure in your show.

            So how do you alienate them? Let me give you an example from personal experience: I once did a Christmas Crafts show. It seemed like a really good one that I really wanted to do. I had heard of it in years prior, had even gone to it as a customer and had a good time. It seemed like a great opportunity and I was thrilled when I was selected. I received no advance information beyond a phone call saying I was accepted and my booth would be 8x10. I waited in vain for a pre-show packet with info on parking, loading, set-up times, advertising, etc. One week before the show I got worried and called the contact number. Answering machine. My call was never returned. I spoke with another artist who said last year set-up was 3 hours before opening. So I showed up on time. We were not even let in until two hours before opening, so everyone was scrambling to get unloaded. Trying to find a staff member was useless. My 8x10 booth was reduced to 6x10 by the artist next to me who had a huge site-built faux-barn thing. Trying to find a staff member to address this was useless. My 8' front table had to be  turned sideways, thus throwing my whole carefully planned display into disarray.  I tried to make the best of it, rearranging my wares into the new lay-out, but halfway through setting up customers started showing up. "What, opening is not for another hour, we're not ready!" The show promoter was letting people in early. Suffice it to say the day was miserable after that. I lost money on that show. Other artisans lost money. Many of us vowed to never do it again and didn't. That show lasted another two years and degenerated into a schlocky flea market before finally folding altogether.

            How could it have been better? Either include a simple letter stating the answers to basic questions in your contract or send it out on acceptance. If you list a contact number - return the calls. If set-up starts at 6 am, make certain you unlock the doors at 6 am. Have a few staff on hand to assist and answer questions. Make absolutely certain no one is infringing on anyone else's space! They paid for their space - they do not have to move over to accommodate booth hogs. Never, ever, ever let the public in until the stated opening time. Ever. Announce 10 minutes ahead of opening that the doors will open at x o'clock and everyone should be ready - then open them on the dot and not one minute sooner.

Pay attention to the needs of your artisans. They can make you or break you.

Targeting your market


 Figuring out who your target market is will be one of the most important steps in your initial planning. This target market encompasses two groups - the vendors and the buyers.


Visitors peruse works of art amid the sights and sounds of the Las Vegas Arts District,
which lies along the Las Vegas Strip. Public domain. Las Vegas City Files Courtesy ByWays.org


 For your research to pay off you must first decide what sort of show you intend to produce. Lets try an example: You want to produce an upscale juried arts and crafts fair.

 Your target vendor segment is hand-crafted items and artworks of a fairly high quality produced by experienced craftspeople. You will be very selective about who you accept and will limit your categories so as to not have a glut of any type of goods.

 Your target buying segment is the reasonably affluent customer who appreciates quality, is looking for unique handcrafted items and has money to spend.

 A suitable venue for this market could be either an outdoor or indoor space, but it needs to be a nice space. A community center or well kept city park would work well. A large bare parking lot would not be a good choice. Atmosphere is everything. Make it a pleasant experience for all.

You can expand on the theme by targeting the Indie market. These artisans are on the cutting edge, producing fun, funky, usually recycled or "green" works and have an avid following especially in urban areas. They tend to charge a bit more for their work and they expect to pay a bit for good space at a well run show.College towns are excellent venues for this and if you can work with the student arts group and score space in the commons area - BINGO!

Another segment not to be ignored is the Primitive and Country crowd. While not as red hot as a few years ago they are still wildly popular with a dedicated following. This sort of show works well in almost any setting, but suburban markets are still pretty into this style.

In between these two styles is a whole world of variations. From the cutesy to the bizarre, from yard art made from recycled cars to hand thrown pottery one of the greatest things about a crafts fair is the magnificent diversity of artforms people come up with.

 One thing that should absolutely be avoided at all costs is having an "Arts Fair" or a "Crafters Fair" and then accepting any sort of buy/sell vendors. These include Avon, Mary Kay, Cookie Lee, Tupperware, et al. It also includes those who buy "handcrafts" from foreign countries and re-sell them as their own. Jury your shows and weed these all out. If you miss one and they show up, or have lied about their wares - remove them immediately with no refunds. Put it in the contract and enforce it. Allowing them is tantamount to lying - to your customers, your artisans and yourself. It is not a crafts fair nor an arts fair if the goods being sold are not made by the artisans selling them.

Selecting just the right mix for your intended market can be a daunting challenge, but it certainly is a beautiful lesson in the lush landscape of human creativity.

Wednesday, August 17, 2011

What makes a great show?


So what constitutes a great show? What makes one more memorable than another?


 Public domain photo (www.byways.org)

From the buying public's point of view maybe it is a lovely setting. Not many things are more pleasant than spending a warm summers day strolling along lines of clean, orderly and attractive booths, seeing beautiful items well displayed and chatting with friendly artisans who are selling their own wares. Not being jostled and pushed in a crush of people in too narrow aisles. Perhaps grabbing a bite to eat from the inviting, clean and well run food vendors, sitting down at a clean picnic table to enjoy your meal. No trash, no dust blowing up, plenty of shady places to sit on the green grass and rest a bit while enjoying the entertainment and clean, convenient restrooms - maybe they are only blue plastic portables, but at least they are clean. When it is time to leave you do not have too far to walk because the parking is nearby and getting out onto the highway is easy thanks to the courteous lot attendants who show you the way to the alternate exit.

Who wouldn't enjoy a day like that?

Did you notice how many times the word "clean" appeared in that narrative? It is amazing to me how many show producers fail that simple test. A trashy atmosphere casts an aura of seediness over even the best run show. Keep it clean. Hire high school kids to clean.

Now obviously that is a best case scenario. If anyone knows how to achieve that every time I would love to talk with them! The reality is somewhere nearer the middle simply because you cannot control everything it takes to create that ambiance - like the weather, for instance. Our idyllic scene will come off quite differently in a pouring rain or sudden windstorm. So we control what we can. Like the clean, for instance, no excuse for letting that one slip past you.

Everything mentioned above works for the vendors enjoyment, too. But they also appreciate having a full day before opening to set up (especially true at outdoor shows) and just love it that the space they contracted is exactly as promised.   They enjoy the time each morning to set up, to enjoy the coffee and donuts at the vendor hospitality tent and get ready for a great day of selling, trusting in the fact that the producer doesn't let the public in early.

Since many of them are working solo they genuinely are grateful that the producer was thoughtful enough to send around attendants who can spell them for lunch and potty breaks, or offer to get change or bring a bottle of water. When the last day comes they wait until closing to start tearing down as the contract says, and appreciate that the show ended well enough before dark to allow them to tear down in daylight. The squad of  polite, strong young helpers who offer to help load boxes, guide backing trailers and drop unwieldy tents is a nice touch, too.

Who wouldn't enjoy a day like that?

A lifetime of events

  I have had a love affair with fairs, festivals, events and shows for over 30 years. My fascination with the industry started at the age of 16 when I got my first ever job - a ride operator at Six Flags Magic Mountain in Saugus, CA. This was a kids summer dream job!

I fell in love with the fun, the lights, the excitement, laughter and magic of being a part of a place where people could come to relax, have fun and spend time with family and friends. What a wonderful thing to be paid to do! I figured I had the best job in the world. Too bad I graduated high school and became an adult.


Scots dance, Public Domain, A. Crane (www.byways.org)


 It took a few years, but after several mundane career choices it occurred to me that I should get back to the job that had made me happiest. Starting as a jewelry merchant at Renaissance Faires and music festivals, where I also did the occasional belly dance routine. I raised my five children while supporting the family working the fairs. Eventually I moved up to state fairs, and other ever larger events. I did several years as a food vendor with an on-site bakery and a few more working fair security. I worked the parking lots, the ticket booths and the souvenir stands. I did a stint as a Carny barker on the midway. It all gave me an in-depth understanding of the industry that few people ever attain.

Gradually I became involved in the behind the scenes organizing and management and in the past 25 years have worked in virtually all levels of the industry. I have been on the committees for charity fundraisers, civic organization conventions, school carnivals and county fairs. I have organized everything from a themed cocktail party for 100 to a base-wide celebration luncheon commemorating the 50th anniversary of the U.S. Air Force for 1,700 personnel! I have planned weddings and catered numerous functions large and small and loved every aspect of them all.

They say to be happy and successful you should follow your joy. You should build your work around what makes you happy. Being in charge of the organization, planning and execution of events is what makes me happy. Being an Event Producer is my joy.

It is a lot of work, it takes a great deal of organizing and it has it's fair share of headaches and pitfalls. I do not recommend it for anyone who is not happy working under pressure!

It is all totally worth it when you stand in the midst of your happy crowd on a sunny Saturday and know that you made their fun possible!