FEATURED SHOW REVIEW
November 2006
Minnesota
June 2-4, Edina Art Fair, Edina. Contact: Edina Art Fair, 50th and France Business Association, PO Box 24122, Edina, MN 55424; phone 952-922-1524. E-mail: director@50thandfrance.com. Web site: www.50thandfrance.com. Application fee: $30. Space fee: $335-$670. Space size: 10x10 to 10x20. Attendance: 70,000 (staff estimate).
By Julie Kelly
Minnesota Reporter
E-mail: julie@juliekellyglass.com
Medium: Mixed media glass-and-copper birdfeeders
This heavily advertised art and craft show was held on the streets and in the parking lots of an upscale shopping and dining area in affluent Edina. Luxury-condominium construction caused changes in the show layout this year and will continue into 2007.
I interviewed 39 artists, and received one FastAudit and several e-mails. Last year, artists complained about the weather and too much low-end, crafty stuff. They also said the show was way too big and expensive. This year, though, the weather was perfect all three days, and artists said the quality was a bit better. The booth fee went up $35 again, and many artists had to spend hundreds more on additional insurance. However, the artists’ number-one complaint was that there were way too many exhibitors. Of the 403 booths, the breakdown was as follows: 79 jewelry, 57 painting, 53 photography, 45 mixed media, 34 ceramics/pottery, 28 wearable art, 25 glass, 23 sculpture, 22 non-wearable fiber, 20 wood and 17 traditional country crafts.
When I interviewed artists, I asked if they had sent a mailing and if they had been able to sell 10 times their booth fee, as that is what many artists consider the minimum sales figure for a profitable show.
Three fiber artists all made at least 10 times their booth fee. "This was an outstanding year here, and the load-in was easy," stated one. A fourth fiber exhibitor sold $5,100 with an average sale of $61. The artist rated sales a 10 (out of 10) and said the community really supported the artists but noted, "They changed the layout, and customers were complaining."
A clothing exhibitor did not do 10 times the fee even with repeat customers from a postcard mailing. The artist complained, "The show is too big and spread out." On the other hand, a traditional crafter liked the bank parking lot and said, "I had a wonderful show!"
A twisted-bead jeweler gushed, "I had a phenomenal show; I’m really happy." Another jeweler said traffic was very steady. With sales of 10 times the fee and only a short drive, the artist plans to apply again. A fine jeweler said, "The traffic was wonderful, but sales were not what I expected, and the required insurance doubled the cost." Another jeweler, whose average item went for $60, said the reason for sales being less than 10 times the fee was that 20 percent of the show was jewelry. "Seventy-nine jewelers is a lot of jewelers for this show."
A woodworker who did not do 10 times the fee stated, "I had a good show, but sales were better last year." Another wood artist made only $1,000 ($100 average) and was upset. "I had a terrible show!" the exhibitor said. "This is usually my best show of the year! This show is too big and too spread out!"
A photographer who did not make 10 times the fee reported, "I had a good show. People can find me in the same space in the bank lot." Another photographer had an outstanding show with sales quadruple last year’s. "My average sale was $100, and more framed [art] sold than unframed," the artist said.
A traditional-watercolor artist did not make 10 times the fee. "My sales were marginal. People are not buying 2-D mediums," the exhibitor said. Another painter did not sell 10 times the fee but would come back even though "setup was hard and the show was not as organized as in the past."
A mixed media artist who would be back said, "I did OK, but I’m not a big fan of the insurance they wanted. No one else does that." A mixed media fine crafter used a large mailing to produce sales of 10 times the booth fee, on average sale of more than $100. This artist stated, "My setup was easy, and the booth space worked well, but this show is too big for the number of people that attend, and artists’ sales suffer."
A potter made $8,000 with an average sale of $25. But another potter in the same area said, "This layout is cantankerous. This fair is too big, and there are too many artists." The latter exhibitor sent out a mailing that worked well to draw customers, but he/she still did not sell 10 times the booth fee. A third clay artist was unhappy with less than 10 times the booth fee. A fourth simply said, "Down again like last year, I won’t be back." A fifth was more positive, saying, "I did OK. My mailing list helped because this is a low-traffic area."
"Oh, I never do 10 times [the] booth fee," said a stained-glass crafter, but the artist added, "The show went good. Our weather was great this year compared to last year." Another stained-glass exhibitor, with average sales of $18-$25, made almost 10 times the booth fee and will be back, as it was a short drive for the artist. A third glass artist sent a mailing list and got two sales of $1,600 each for a total take of over $5,000. Though happy with sales, the artist said, "This show is way too big for the number of customers."
Another craft exhibitor was down from past years, with sales under $3,000. The crafter did not like the high fees, factory-type artists and the large number of exhibitors. In contrast, a metal artist did the same business as last year and was very satisfied. Another metal artist with an average sale of $45 said, "I had a good show."
Rosealee Lee, the executive director of the 50th and France Business Association, coordinated the Show. For the 40th annual event, her number-one priority was to upgrade the overall quality of artists — and she brought in 120 new ones. Lee explained, "During the new electronic jury process, jurors were given stringent benchmarks to follow," and she stressed it was a blind-jury system. "From our viewpoint, the electronic system went well, but I want to make some artist-friendly changes for 2007." Lee would like to have a better balance of mediums in order to make the show more successful for all participants. She welcomes artists’ suggestions.
In regard to the insurance issue, Lee explained, "The City of Edina, not the show, required the artists to each have a million-dollar insurance policy." She is trying to solve this City requirement with a blanket policy covering all exhibitors for the 2007 show.
