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

Above the final week, I’ve shared my knowledge preparing for, location up, and collaborating in an out of doors competition in Pinetop, AZ, wherever we have our next gallery. All round, it was an thrilling, grueling, partaking, mystifying system. All that continues to be is to look at the show’s success, the teardown, and lessons discovered (in addition to lessons previously talked about in my other posts).


Let us get ideal to the most important consequence, sales. At the end of the working day, other advantages arrived from collaborating in the clearly show, but the product sales ended up the objective. So how did we do?

I wasn’t absolutely sure what to count on from the function. Would we make hundreds of bucks in gross sales? Thousands? Tens of hundreds? I experienced no plan. I recognized that we would have hundreds of individuals observing our booth and artwork, and one can not help but dream of a major payday. Obtaining 1000’s of people by way of would considerably increase exposure, as, throughout a standard summer time in Pinetop, we may possibly only have a thousand people today by way of the gallery all summertime.

In the end, raw customer count doesn’t correlate to conversion. It turns out that our conversion level (ratio of website visitors to sales) is way superior in the gallery. This will make perception, as guests to the gallery are self-selecting an desire in art. The competition captivated numerous future art consumers, but it also attracted guests merely wanting for a nice summer months action. The thrilling obstacle at the present was viewing which site visitors have been customers and which were enjoyers (spoiler: it is tough to notify by appearance).

As talked about in my former submit on our expertise at the function, we quickly identified that profits did not start out early in the day. Site visitors would wander into the pageant and check out for a whilst right before building selections. The moment sales kicked in, two to 3 hours soon after the event’s start off, they were really continuous, while compact. Our 1st sale was for a $165 product, and subsequent product sales through the initially working day were similarly for $20-$200, though some prospective buyers bought several objects. Total product sales for the day ended up close to $1000.

Ok, $1000. If the pace of profits continued as a result of the rest of the a few-working day function, we could anticipate about $3,000 in product sales total. Not great, we would not make back again the preliminary expenditure we manufactured to get ready for the demonstrate, but we would crack even and make a very little in phrases of running expenditures.

Working day two, Saturday, ended up creating a very similar dynamic. A couple hrs in advance of, we observed our very first sale, but then continual product sales all over the afternoon (at least when it was not raining). On Saturday, having said that, we experienced various sales in the $200-$500 array, and we didn’t have as considerably rain as we had on Friday. By the conclude of the day, whole income were being just higher than $3000 for the working day. Which is far more like it!

Right after accounting for artist commissions, we have now at minimum nearly recovered the price of our ProPanels, canopy, and booth fee, and we nonetheless have one working day remaining.

Sunday arrived and was a totally distinctive knowledge. Sales nonetheless didn’t kick in until eventually about 11:00 am, but there was a unique vibe when they did. Visitors have been additional engaged. There was a sense of urgency as the event would be above at 3:00 on this, the very last day.

Ideal away, we experienced desire from guests in a $2,150 first perform. The guests didn’t purchase the piece suitable absent, but I could explain to they have been severe, and they promised they would be back again soon after exploring the clearly show.

By 11:00, the profits had been coming in steadily. I had figured out how to manipulate my cell internet connection so that I could course of action gross sales in a sensible amount of time, which was great mainly because the tempo of buys steadily enhanced. I was partaking with multiple readers to the booth concurrently, and potential buyers often lined up to make their purchases.

Unique painted glass sculpture bought on Sunday

Shortly a couple who had previously bought from us at the gallery appeared. They fell in appreciate with a $2,150 first and decided to obtain it. Sure, of class, it was the exact $2,150 primary that the before site visitors had appreciated, environment up the biggest drama for the celebration – much more on that in a instant.

Presently the product sales are including up, and by midday, we had surpassed Saturday’s overall sales. So we are now sitting down someplace north of $7,000 in whole gross sales for the event. Great!

In the past three hrs of the present, the gross sales continued steadily. Merchandise offering were continue to primarily in the $75-$300 assortment, but they have been incorporating up. Then, ideal at the end of the working day, we experienced a relatives occur in and invest in four prints, just about every in the $400-$500 array. I did give them a excellent conclusion-of-the-competition price for the offer, but it served as a good cherry on leading of our early revenue.

Total revenue for Sunday ended up about $6,000! Additional up, our complete revenue for the celebration were just below $10,000.

Not knowing what to count on, I felt really delighted by the results. To be apparent, I’m not confident I have at any time worked so difficult to make $10,000 in profits! However, in between the income we experienced produced for ourselves and the artists we depict, we felt the demonstrate was worthwhile, even ahead of considering the other gains of the party.

Follow-on Gross sales

supplemental artwork marketed right after the competition

In addition to the gross sales generated specifically from the occasion, we also seasoned robust stick to-on income sparked by our participation in the festival. The clientele who procured the initial art on Sunday arrived into the gallery the following week and acquired three more originals, two from an artist we featured at the festival and one from an additional gallery artist we hadn’t proven during the function. The shopper who acquired the 4 prints previous minute at the function also ordered an extra print following the celebration.

I have followed up with a number of other fascinated clients, including the would-be consumers who missed out on their order Sunday.


The 7 days pursuing the celebration, we experienced quite a few initially-time guests to the gallery who experienced uncovered us at the festival. I can’t assistance but feel that the exposure we been given and the consciousness created during the exhibit could a lot more than double the product sales we created for the duration of the festival, potentially even extra than that more than time.

All great points occur to an stop, and so to did the present. Talking to other exhibitors and using my imagination, I did not appear ahead to the prospect of getting down our exhibit and cover in the rain. We had been lucky that the sky was very clear at 3:00 when the clearly show finished.

For the teardown, I enlisted the assistance of my full household. My wife, Carrie, her sister, and our four young ones pitched in, and we acquired every thing down and securely again to the gallery in fewer than 90 minutes.

I’m a runner, and I’ve accomplished quite a few very long-distance runs, such as a marathon. I can tell you that absolutely nothing I’ve at any time experienced was as bodily exhausting as the artwork competition. I was fortuitous that the Monday after the demonstrate was a vacation 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 again to work I went. It took numerous times to get the gallery again collectively as I rearranged artwork to fill areas wherever function experienced bought.

Mix of artwork

It was exciting to see the dynamics of what was bought at the function. We focused about 1/3 of our booth to first functions and 2/3 to prints and collectibles. 80% of our profits had been for the latter, with only 1 unique sale. We experienced products from $20 – $4,500 in benefit. I felt that the blend of extraordinary originals attracted consideration to the booth and drew potential buyers who finished up paying for lesser goods. All round, I truly feel pretty very good about the benefits, but I’ll be curious to listen to from artwork competition veterans about what they really feel is the most effective blend of art for this kind of occasion (depart your reviews below!)


I now comprehend the exertion associated in taking part in these shows. My hat is off to people who do various exhibits each individual yr. So much effort and hard work is associated in receiving to the exhibit, placing up, using down, and jogging the present! Not only is it a lot of work, but it is superior stakes. You have a short window to introduce buyers to your function, build interactions with them, and near the sale. If you are touring to out-of-town functions, your possibilities for follow-on revenue are extra confined in scope.

I will in no way stop by an occasion like this once more without the need of getting a increased appreciation and admiration for the sellers.

This was a terrific discovering experience for me. As I claimed at the starting of this posting, I didn’t know what to count on from the party and continue to have no way to gauge how profitable the celebration actually was. For those experienced with these forms of events, ought to I feel of $10,000 in whole income as a achievements? What may you counsel we could do superior if we take part in long run functions? What standards do you use to examine the success of reveals in which you participate? Share your encounter, views, issues, and suggestions in the comments under!