June 9, 2023


masterpiece of human

What I Learned by Participating in an Art Festival | Part 4 – Results and Teardown


More than the past 7 days, I’ve shared my practical experience preparing for, location up, and participating in an outdoor competition in Pinetop, AZ, in which we have our second gallery. Over-all, it was an enjoyable, grueling, partaking, mystifying method. All that continues to be is to take a look at the show’s success, the teardown, and classes acquired (in addition to lessons presently talked about in my other posts).


Let’s get ideal to the most significant final result, gross sales. At the stop of the working day, other benefits arrived from participating in the demonstrate, but the revenue were the purpose. So how did we do?

I wasn’t sure what to anticipate from the function. Would we produce hundreds of dollars in gross sales? Thousands? Tens of countless numbers? I experienced no notion. I recognized that we would have thousands of persons observing our booth and art, and just one just can’t aid but aspiration of a major payday. Having hundreds of people today by would drastically increase publicity, as, for the duration of a standard summer time in Pinetop, we could only have a thousand people today through the gallery all summer time.

In the stop, raw customer count does not correlate to conversion. It turns out that our conversion charge (ratio of guests to profits) is way improved in the gallery. This makes perception, as visitors to the gallery are self-selecting an fascination in artwork. The pageant captivated several potential art prospective buyers, but it also captivated site visitors just searching for a enjoyable summer exercise. The thrilling obstacle at the show was observing which readers ended up purchasers and which had been enjoyers (spoiler: it is hard to convey to by visual appearance).

As stated in my former write-up on our working experience at the occasion, we quickly found out that gross sales did not begin early in the day. Guests would wander into the festival and examine for a while in advance of making decisions. When product sales kicked in, two to three hrs soon after the event’s start off, they were rather constant, though little. Our initially sale was for a $165 product, and subsequent sales by way of the first working day were being also for $20-$200, however some customers purchased multiple items. Total profits for the day ended up around $1000.

Okay, $1000. If the speed of gross sales ongoing via the relaxation of the three-day celebration, we could foresee about $3,000 in sales full. Not fantastic, we wouldn’t make back again the preliminary investment we created to prepare for the exhibit, but we would break even and make a small in terms of operating fees.

Working day two, Saturday, ended up building a very similar dynamic. A couple hours just before, we observed our first sale, but then continuous revenue throughout the afternoon (at minimum when it wasn’t raining). On Saturday, on the other hand, we had many revenue in the $200-$500 vary, and we did not have as substantially rain as we had on Friday. By the conclude of the day, overall profits were being just previously mentioned $3000 for the working day. That is much more like it!

Following accounting for artist commissions, we have now at minimum practically recovered the price of our ProPanels, canopy, and booth rate, and we even now have one day left.

Sunday came and was a totally unique knowledge. Revenue still did not kick in until eventually about 11:00 am, but there was a distinct vibe when they did. Visitors have been much more engaged. There was a perception of urgency as the function would be about at 3:00 on this, the final working day.

Right absent, we experienced curiosity from visitors in a $2,150 primary operate. The visitors did not buy the piece correct away, but I could tell they ended up major, and they promised they would be back just after discovering the show.

By 11:00, the income were coming in steadily. I had figured out how to manipulate my cell net connection so that I could course of action product sales in a fair amount of time, which was very good since the tempo of purchases steadily greater. I was participating with a number of website visitors to the booth concurrently, and consumers sometimes lined up to make their buys.

Original painted glass sculpture marketed on Sunday

Quickly a few who experienced beforehand purchased from us at the gallery appeared. They fell in really like with a $2,150 unique and resolved to invest in it. Yes, of study course, it was the exact $2,150 primary that the earlier readers experienced preferred, environment up the finest drama for the occasion – more on that in a minute.

Now the profits are including up, and by midday, we had surpassed Saturday’s whole revenue. So we are now sitting somewhere north of $7,000 in whole gross sales for the party. Outstanding!

In the final three hrs of the show, the profits ongoing steadily. Merchandise selling were being still generally in the $75-$300 vary, but they ended up including up. Then, correct at the finish of the working day, we experienced a spouse and children arrive in and order 4 prints, each individual in the $400-$500 array. I did give them a excellent stop-of-the-festival selling price for the bundle, but it served as a awesome cherry on top of our early sales.

Complete gross sales for Sunday ended up close to $6,000! Additional up, our whole product sales for the event ended up just below $10,000.

Not understanding what to anticipate, I felt fairly happy by the benefits. To be clear, I’m not sure I have ever labored so challenging to crank out $10,000 in income! Nevertheless, among the income we had created for ourselves and the artists we signify, we felt the show was worthwhile, even right before taking into consideration the other rewards of the party.

Observe-on Gross sales

supplemental artwork sold right after the competition

In addition to the profits generated directly from the function, we also experienced solid follow-on income sparked by our participation in the festival. The customers who ordered the initial artwork on Sunday arrived into the gallery the following 7 days and bought three more originals, two from an artist we highlighted at the festival and just one from one more gallery artist we hadn’t demonstrated throughout the party. The consumer who bought the 4 prints very last minute at the celebration also ordered an extra print immediately after the event.

I have followed up with quite a few other fascinated consumers, which includes the would-be customers who skipped out on their invest in Sunday.


The week next the event, we experienced a lot of to start with-time people to the gallery who had discovered us at the competition. I just can’t aid but think that the exposure we obtained and the recognition designed through the show could much more than double the sales we created throughout the pageant, probably even much more than that over time.

All fantastic factors appear to an close, and so to did the exhibit. Speaking to other exhibitors and utilizing my imagination, I did not glimpse ahead to the prospect of using down our display and canopy in the rain. We had been privileged that the sky was apparent at 3:00 when the exhibit finished.

For the teardown, I enlisted the aid of my full family. My spouse, Carrie, her sister, and our 4 children pitched in, and we bought every thing down and safely again to the gallery in significantly less than 90 minutes.

I’m a runner, and I’ve completed a lot of extended-distance operates, which include a marathon. I can inform you that very little I’ve ever skilled was as bodily exhausting as the artwork pageant. I was fortuitous that the Monday immediately after the exhibit was a getaway and the gallery was shut. I slept in and rested most of the working day. I was nevertheless a little bit drained on Tuesday, but back again to perform I went. It took a number of days to get the gallery back with each other as I rearranged art to fill areas in which work had offered.

Combine of artwork

It was attention-grabbing to see the dynamics of what was bought at the celebration. We dedicated about 1/3 of our booth to unique will work and 2/3 to prints and collectibles. 80% of our sales ended up for the latter, with only a person original sale. We experienced goods from $20 – $4,500 in price. I felt that the combine of amazing originals captivated consideration to the booth and drew purchasers who finished up paying for smaller items. In general, I experience quite excellent about the outcomes, but I’ll be curious to listen to from artwork festival veterans about what they sense is the ideal mix of artwork for this kind of celebration (depart your feedback below!)


I now fully grasp the effort and hard work associated in participating in these exhibits. My hat is off to all those who do multiple reveals every single year. So considerably effort is associated in having to the show, location up, having down, and working the clearly show! Not only is it a lot of function, but it is higher stakes. You have a brief window to introduce consumers to your do the job, construct relationships with them, and shut the sale. If you are traveling to out-of-town occasions, your possibilities for stick to-on revenue are a lot more confined in scope.

I will under no circumstances stop by an occasion like this once more without having getting a better appreciation and admiration for the sellers.

This was a fantastic discovering expertise for me. As I claimed at the starting of this write-up, I did not know what to count on from the function and continue to have no way to gauge how thriving the occasion definitely was. For these knowledgeable with these types of situations, must I consider of $10,000 in overall income as a achievement? What may possibly you recommend we could do improved if we participate in foreseeable future situations? What standards do you use to consider the accomplishment of displays in which you take part? Share your expertise, views, questions, and tips in the remarks beneath!


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