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SPOTLIGHT ON ... ARTICLE
February 2010
Lewis Wilson of Crystal Myths at a show on the Santa Fe Plaza
Shows - Which ones to attend?
Written by:
Jennifer Wilson
I have truly grown up in, and around, arts and crafts shows. According to my father, I was first behind a booth at 1 week old. From ages two to five I spent almost every weekend at a show somewhere along the eastern seaboard. Most of these years I could be found hanging out with other children whose parents were in the show, or under my father’s display (complete with bean bag, stuffed animals and black and white T.V. - pretty swank for the late 70's!).
My family business (Crystal Myths) began promoting shows (the Best Bead Shows) in 1996. Now I work as the Trade Show manager for Soft Flex® Company, running our Glass Art & Bead Festivals in Honolulu, and New York City. I have seen the good and bad side of shows, some from the perspective as a promoter, some as an exhibitor, and also as a buyer.
If you are debating on whether to attend a show as an exhibitor there are several things to keep in mind.
Show's history - Is this the first year of the show, or has it been going on for decades? If it has been around, you should be able to find a review or write up on the show. You should be able to ask the promoter about average attendance (keep in mind that if there is FREE admission, they can only give you a ballpark figure) and number of exhibitors in previous years. A good source for information on many fairs and festivals is Sunshine Artist (www.sunshineartist.com). If you are searching for bead shows, or jewelry shows, check out Jewelry Show Guide (www.jewelryshowguide.com). You may also be able to find opinions from past exhibitors on blogs.
Inside the New Mexico Arts & Crafts Fair which has been around over 40 years
Promoter's history – Has the promoter done previous shows? Does the promoter have a decent reputation? Normally you will need to contact previous vendors to get answers to these questions (which is a really good idea). We all know that it is impossible to make everyone happy, but most exhibitors will tell you if they felt the promoter was fair, honest, went the extra mile to answer the exhibitor's questions, etc. Most will also let you know if they felt they were misled, cheated, or that the promoter was in over their head or just did not seem to care.
Venue/location - Obviously attending a show close to home has huge advantages in the cost department (little or no travel time, lodging fees, downtime from store or studio). However, many of the larger more successful shows may not be in your home town. In this situation you really need to look at the physical site of the show as well as its location (city and state).
Is it an indoor or outdoor venue? Normally, you end up having to supply more 'stuff' if it is an outdoor venue. Indoor shows you will often be provided with tables, chairs, access to electricity, etc. Outdoor shows you are also susceptible to the weather, good and bad.
Unexpected rain during an outdoor show in Santa Fe, NM
Is the show held at a place that already gets a lot of traffic? This is a plus as there will be a built in buyer base. However, if the show is at a brand new facility on the outskirts of town, you will have to hope the promoter did an awful lot of promotion to bring buyers to the show.
Are there any hidden fees that come along with the show venue? For instance, is the show in a union hall? Is there a charge for parking (this can affect you directly and indirectly as high parking rates will deter potential buyers)?
Is the location of the show good for you? Do you have buyers in the area who have bought from you in the past? Have you had customers request that you go to the area? Is the show held in a traditionally "good" area for that type of show (for example, bead shows generally do well in the San Francisco Bay area since beads and beading are very popular in the area)? Have you wanted to visit the region where the show is being held (being self-employed or running a small business isn't easy..so if you can make some money while enjoying the scenery – why not)?
Costs associated with the show - This is more than just the fee to attend the show, which can range from under $100 to over $1,000 (depending on size of booth, prestige of show, whether it is run by a non-profit). You will need to find out what comes with the booth fee. Sometimes all the booth fee covers is space. You will need to provide all display materials, or pay extra to rent tables, display covers, etc. from the promoter or decorator.
Travel costs may include gas and hotel stays on the road getting to the show. If you fly, you will have the airline ticket, and extra baggage charges on most airline carriers. Once you get to the show, where will you be sleeping? It is great if you know someone who will let you stay for free at their home, but many times you will have to pay for hotel or campground stays.
You also need to factor in meals, and any money you may need to pay for people to help work your booth. Also, how is your inventory getting to and from the show? That can be another cost.
Soft Flex packing up after Las Vegas show – inventory being driven back in rental truck
Whether you are thinking of doing your first local church bazaar, or debating on signing on for one of the 2 week long wholesale only shows in Tucson, you should really consider these factors when making your final decision. If you are a buyer, hopefully this helps you understand all the time and effort that goes into deciding to exhibit at a show.
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Jennifer Wilson is the Trade Show manager for Soft Flex® Company. She participates with Soft Flex® and Crystal Myths, her family business, in more than 30 shows a year across the country.
Email: Jennifer@softflexcompany.com
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