I think most of artists at craft shows have a bit of a problem with Preview Nights. At least those that I’ve spoken at the shows I’ve been visiting the past 9 months.

Usually it goes like this:

Me: How was the preview show last night?
Artist: (look of pain across the face) It was very slow. There were probably 50 or so people here.
Me: But they are buyers, right?
Artist: No.

The problem most artists have with preview nights is that they have to arrive a day early to show. And being that a craft show with a Show Preview usually takes place in a larger city (such as Philadelphia, Washington, Boston, etc.) this means an extra day of hotel and expense costs.

The preview night tickets can run anywhere from $50 or more, and the proceeds are usually used to help support a worthy local cause. A ticket many times includes some sort of party and a chance at being the first to buy from the artists.

This is all good if the show producers could guarantee that a number of buyers would buy those tickets. But with the economy the way it is, even the upper crust is feeling the pinch. And this means waiting until the weekend to walk the show – if they visit at all.

The question is who really benefits with these preview nights when they don’t live up to expectations?

The charity or cause? Maybe, depending on how much they have to invest to make it happen on their end.

The show producer? Probably not. In addition to advertising costs, there are other cost issues related to having the facility an extra day they must incur. Plus, if it doesn’t pay off, their reputation can take a hit.

The artist? No. Unless they can recoup the cost for that extra day (plus a little profit) it’s a waste of their time and money. The chance of them selling anything is small when the ratio is 3 to 1 (artists to shoppers).

What are some solutions to solving the preview night blues? Artists I’ve spoken with have been eager to give me their solutions. Here are a few:

1. Don’t do it at all – at least until the economy changes.
2. Cancel if a minimum of tickets aren’t sold in advance.
3. If enough tickets aren’t pre-sold, give tickets to concierges at the best hotels in the city of the show to present to clients free of charge, for entrance after the goodies have been consumed.


I’ve only been to a few preview nights myself. Given that it was a few years ago, the ones I went to weren’t affected by an economy in the tank. I found them interesting and fun, but they were never really crowded and the aisles were naturally thin.

Hopefully while show producers are planning for their round of 2010 shows, they will communicate with their artists and find out if the effort a preview night takes from all involved is really worth having one.

LH

Recently I spoke with a show producer who has decided she needed to take a somewhat drastic (for her), but not all that novel, approach to attracting shoppers to one of her shows.

The show is a higher end handmade craft show in the Northeast, one of about 15 that her company produces.

Fearing the current state of the economy would keep many of her regular customers away, she mailed out the usual pre-show announcement to her mailing list offering the regulars free admission to the show. Not a buck or two off – free!

Her rationale was that she had an obligation to the artists at the show to do whatever it took to attract shoppers. She realized that collectors just weren’t going to shows as much as they were in previous years, and being an artist herself she understood that the current recession is particularly hard on artists.

Her exercise in free-thinking paid off.

The response to her free-mailing resulted in attendance numbers that equaled previous years “successful” shows. Plus she added a whole slew of new shoppers to her mailing list once they found out about the discount.

I can’t tell you how many shows I’ve been to recently where my wallet was $35 lighter from parking and admission before I even stepped onto the show floor. Then I’d witness a show with great crafts and empty aisles.

Now, I know every organization – particularly non-profits - doesn’t have the freedom to make “radical” decisions like this. But those show producers that can cut the costs for attendees should consider it - at least until the current economic situation changes.

It’s not only good business in keeping the aisles filled and exhibitors happy in the short-run, it’s great at building good will among your best customers and artists in the long-run.

LH

It’s great to see many of you visiting the site. It’s also great to be, once again, part of an industry that is creative, entrepreneurial, and populated with hard-working, interesting individuals.

After more than 8 years of visiting craft shows, being around really great artists, and speaking with show producers and gallery owners, I decided to take some time off and focus on a few different things.

Throughout the last two years the idea of an online magazine for the crafts community was percolating. I believed that I could put something together that could serve as a one-stop crafts community center. Not just for artists, but also for show producers, gallery owners and collectors.

The site I had in mind would be a place where anyone and everyone in the community can participate. A place where artists and collectors can offer their opinion of shows; artists can showcase their work; artists, gallery owners and show producers can display videos; and community members can circulate their newest news.

The site would be where the industry can communicate with each other – in a live chatroom or a static discussion board. It would also be a have a place where the community could sell used supplies and hardware.

Of course there would be a database of nationwide craft shows and organizations, and resources for improving a crafts business and more.

And it would be free.

For the last six months I’ve been putting CraftShowNews.com together, reviewing shows, speaking with artists, downloading videos and basically designing the site.

Since CraftShowNews.com will ultimately be a site for the crafts community, with content supplied by its members, I see my role as that of a manager. Making sure that CraftShowNews stays current and keeps running.

I will also be submitting reviews and profiles, and generally offering my take on things in the industry as I see them. Not as an expert, but more as a fan.

I hope you like what is being done so far.

If you have any ideas or want to add anything to the site, please email me at larryh@craftshownews.com

Larry
CSN