When Things Are Slow at a Show Advice and Tips From a Promoter
Festival life is not for the weak. It can be thrilling and fulfilling to travel the country and meet art community members from all walks of life. But there are risks.
Sales are the upfront and central part of a fine art festival. The community and appreciation of art and keeping the culture alive are what every artist, staff member, and attendee wants.
Mixing sales and art can be challenging, and when it comes to festivals, nothing is guaranteed. If a show does not have enough foot traffic, what happens?
Many factors can contribute to a slow weekend. They include other events in the city, a dwindling economy, and the biggest one out of everyone’s control — weather (although an anti-rain dance before opening day never hurt!).
So, what is the best plan of action when a show does not deliver the crowds you hoped for? There are many ways to tackle this issue, and it is different for every artist and every medium. Based on what I have seen, here is my take on what to do when a show is slow:
Human Connection
Human connection is the leading component when it comes to sales. A collector wants to feel something from the piece of art they are taking home. Having the opportunity to meet them face to face is an invaluable plus to working the festival circuit.
Your story, words, and passion carry through your conversation and into your work. That connection leaves an impression on an attendee.
When shows are slow, it is even more of an opportunity to get deep into a conversation. Harness that and take advantage of it! This can also lead to higher individual sales. Maybe one attendee leaves with a high-ticket item, rather than you having a busy booth with each average sale on the lower side. You may make more money in one or two sales than you would when your booth is bustling!
Play the Long Game
Sometimes, no matter what you do, the sales just are not there. Reshaping your mindset into remembering that every show you do is part of marketing can help with perspective.
Maybe the show did not give you an immediate return, but talking to buyers and collectors, handing out your card, and talking about what you do can leave a lasting impression. You might receive a commission later from a buyer who was not ready in the moment but never forgot your work.
Be a Salesperson
You are an artist first but a business owner and salesperson as well. Sharing your art with the world is beautiful, but you must always be marketing yourself and business.
Every festival weekend and new city is a brand-new market. Find fun ways to get emails from buyers so you can reach out later. Maybe feature a piece that will be given away and ask attendees for their email in exchange for a chance to win it.
Host a giveaway on your social media and collect followers. Keep up with those e-blasts later and stay connected with the market you visited. The possibilities and payoff can be endless.
The No. 1 thing not to do is to let the lull affect your attitude and aura. A grumpy face and irritated vibe radiate off you and deter attendees.
If there are fewer attendees at a show, you cannot afford to not be talking to everyone you can. As for packing up early — this gives off the vibe you are ready to go and is not a good look for the artist or show.
Also, the end of a show can bring last-minute sales. Many attendees walk through the festival before deciding. If they come back and see you packed up, you might have lost a crucial sale or future buyer.
Your attitude also affects artists around you and their sales as well. I always say this about a show: keep a smile on your face until the end, then go grab a drink with your neighbors, and do all the complaining then!
Being authentic and keeping a bright and inviting attitude and atmosphere are always going to draw people to you. Artists who have music playing, joke with visitors in their booths, and do live demonstrations like painting and jewelry wiring are nailing it with finding creative, memorable ways to connect with art lovers and collectors. When a show is slow, be bright, happy, and creative. You want the chance to talk to everyone there!
Not every weekend will be perfect or the way you planned it. Remembering how lucky you are to express and create can keep you in a better headspace through the tough times. As artists, you leave the world in a better and more beautiful place than you found it — and that is priceless.