Art fairs and tradeshows

This interview draws on the experience of ceramic artist Belgin Bozsahin.

Belgin has partcipated in

• New Designers
• Windsor Contemporary Art Fair
• Grand Designs
• Decorex International
• Pulse

Is it worth booking a stand in a trade fair as soon as you graduate? What can be the pitfalls?

Recent graduates should be confident that their work matches the aesthetic and commercial standard of the fair.  Research a fair before booking your space. It will save you precious time and money. Always visit fairs and exhibitions to understand which ones are the right ones your work. Talk to exhibiting artists to get an insight of their experiences.

I can say I learned the hard way. I once booked a stand in a rather prestigious fair right after graduation. I assumed it would provide good exposure for my work. I had not visited it in advance, or spoken to anyone who had exhibited there beforehand. I received a bursary to exhibit there but I still spent a lot of money that could have been better used.

What research would you recommend to do before deciding what Art/Craft Fair is suitable? 

Spend a good few hours in a fair. Look at what type of audience visits, what kind of work is on display and what the prices are like. Also look at how and where the fair is advertised. Research any statistics on attendance. Read blogs about other artists’ experiences.

Ask organisers if they support recent graduates and start-ups by offering special prices or packages for them.

It is also good to try to answer questions such as:

• Do you see yourself showing your work there?
• If you do how would you display your work?
• Which stand would you choose?

Consider technical aspects such as quality of lighting, construction of booths and flooring. To save money you might need to make or borrow items such as plinths or display cabinets.

What do you need to do to prepare for an Art Fair? What lead-in time you would recommend?

I would recommend at least a three month preparation time.

• Prepare your business cards, post cards, flyers etc.
• Try to get the best photography you can afford for your work. Create a mailing list to send invites for the private view
• Send your invites 4 weeks prior to the actual date
• Send a reminder after 2 weeks and a last one a week before.

Keep your invite short and informative and include an image of your work.

Is attending a fair expensive? What would an artist need to include in a budget? 

The price to exhibit at fairs varies according to the venue and size of the stand. Approximately, hire of a 2m square stand costs between £500-£800. This price generally does not include extras such as lighting or sockets. These are always necessary the price goes up fast. Speak to the organisers and find out exactly what is included in the price and how much extras cost. You will need to make a budget, including all necessary expenses. Don’t forget to include transport of work, car parking fees and your accommodation if the fair is in a different town.

What about the legalities of it? Have you got any advice on reading and signing contracts? 

This is a hugely important issue if you are attending a fair. Artists should be particularly careful in reading contracts and terms & conditions before signing up to a fair or trade show.

Most of the time contracts are long, dry and written in specialist legal language. It is nonetheless vital you read and understand it before signing. In doubt do seek some legal advice.

I have two (painful) experiences that I would like to share here. The first relates to an offer that I received after registering myself for a fair. On the surface this looked like a free opportunity to particpate in fair. The contract came as part of my registration pack from the organisers. I had never taken part in a fair before, there was a lot of information, , and I was very busy preparing the work. I didn’t read the paperwork carefully enough. The so-called “free” offer was about being included into a global artist directory, offering me ‘global exposure’ for a year. If only I had read the small print…

A year later I received an invoice asking me to pay £1500 for the second year of advertisement. By signing the contract I had pledged to be part of a three year contract. I was quite terrified of the prospect of having to pay a total of £3000 in two years. I certainly did not have the budget to do it. To cut a long story short I managed to contact the organisers (based in Mexico!) and explain my situation. I told them I was an inexperienced new graduate and didn’t read the contract carefully. I was very lucky that they were so understanding, and that they agreed to cancel my contract with them.

My second experience relates to fact that some organisers may offer a small reduction on the fee for a stand if you agree to exhibit with them again the following year. It is usually recommended that artists should show in a particular fair for a few years in a row in order to build ones presence and establish your art or products with the audience.

I had decided I would be showing at the fair for 2 years in a row. Right after the first fair I was disappointed with the results. I decided I didn’t want to do the second fair. Yet again, by not reading the contract carefully before signing, I missed out on important information. I found out that even though there were still 10 months to go, the contract stated I had to pay the full fee even if I decided not to exhibit in the second year.

What happens after the fair finishes?

A: Keep a contact book at your stand for people to leave their details, so that you can add them to your mailing list. It’s good practice to send a follow up message to all who showed interest in your work. Include images if your work in this so people remember you. This starts building a mailing list to keep your audience up-to-date with your activities.

If you get a sale during a fair it is up to you and your customer how to handle the exchange. If you prefer to keep the work on show until the fair is over you

1. Ask them to pick it up at the end of the show
2. Offer to send/ deliver the work after the show (in this case you may want to offer this free of charge – it is up to you)

If you customer agrees to leave the work until the show, it is wise to take the full money or at least a deposit towards the work. On one occasion I sold a work during the private view and the customer was happy to pick it up after the show. This gave me an opportunity to show my work throughout the show, which resulted for a commission on the same piece.

If you get a commission you should get all the details of the customer with the exact nature of the commission. It is good practice to send an email  after the show  detailing the commission that you agreed on. This way you get to confirm what you agreed to do and offer an opportunity for the customer to revisit his request to comment/confirm etc. Trade shows : During a trade show there are usually no sales but you should get either orders or commissions. If you get any interest or a real order always send an email with details of what has been discussed.

What are the benefits of participating in fairs?

So far I have mentioned the pitfalls. Of course if fairs weren’t successful there wouldn’t be as many as there are and artists would not be attending them. As an artist having an interaction with the public and seeing your work being appreciated is invaluable. Sometime great inspiration and suggestions come from these interactions which may help you find new direction in your work.

Settings like fairs also are a good opportunity to talk about work. Also, preparing written information such as press releases help to ground your work and you will be able to judge if your pricing is spot on.

Networking is paramount in almost every aspect of artistic life. Fairs are a good opportunity to develop your network and client-base.

© Belgin Bozsahin