Promoter Lessons Learned - High Country Artisans

February 2022, by Angie Landsverk

One of the most important lessons High Country Artisans, Inc. has learned through the years is to remember that the artists who participate in its shows are its customers as well.

“Making them feel as important to the success of your show generates a sense of participation that transfers in enthusiasm to those that attend the shows,” said Helena Grossmann. “The goodwill generated on how well the show is run and consideration towards these individuals will make other high-quality artists want to participate.”

High Country Artisans, Inc. is a nonprofit that coordinates the Butternut Creek Festival, in Blairsville, Georgia. Grossmann is its secretary.

The group is preparing for its 23rd annual festival. This year’s event is set for July 16 and 17.

Grossmann shared what High Country Artisans has learned during the past 20 years.

She said the most common mistake a promoter makes is not paying attention to all the details that go into making a show a success. “When the little (details) are ignored, it comes across as a disorganized and not well-run festival,” Grossmann said.

What is her advice for overcoming that mistake? “If you are fortunate enough to have a team of volunteers, be open to their suggestions and offers to help,” she said. “A well-run show is a team effort.”

Even promoters with years under their belts continue to learn. Something this organizer learned at its most recent show that will help improve future shows had to do with being surprised by the “number of artists who had to pull out because they did not have enough inventory to participate in the show,” Grossmann said.

She said High Country Artisans saw a tremendous increase in sales at last year’s festival due to the lack of shows the prior year. “Having shows back after COVID-19 had a positive increase in sales in 2021,” Grossmann said. “We have a limited number of spaces, and having a standby list helped us fill the spaces left by the withdrawals.”

Actions implemented by the group that made a big difference during the past year included widening its advertising base to find new publications to promote the show and “working with the organization that provides our show space, so that vendors had easier access to their sites to set up,” Grossmann said.