Edinboro, PA

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Join us for an Art Business Workshop

co-sponsored by The Arts Business Institute and StARTup Incubator

Workshop funded in part by Pennsylvania Council on the Arts, Erie Arts and Culture and Edinboro University

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October 10-11, 2014

Reeder Lecture Hall

Edinboro University of Pennsylvania


Kristen BangsThe Arts Business Institute gave me the toolkit and motivation to get in front of wholesale accounts and professionally represent my work. I can thank ABI for getting me started on the best possible career path. ~Kristen Bangs, 2012 Grad, now selling to 50 retailers throughout the US.

Do you want to launch your own business as an artist? Interested in growing from part-time to full-time, struggling to sustainable?

The curriculum in this two day workshop is foundational information to guide you into a successful business model. Learn best practices first-hand with some of the top experts in the industry. 

Schedule at a Glance – Friday, October 10

9:00 a.m.  Registration

9:30 a.m. – 10:30 a.m.  Wholesale 101 – Wendy Rosen

10:45 a.m. – 12 noon  Creative Marketing – Carolyn Edlund

12 noon – 1:00 p.m.  Lunch on your own

1:00 p.m. – 2:00 p.m.  Product Development – Wendy Rosen

2:15 p.m. – 3:00 p.m.  Sales Strategies for Artists – Carolyn Edlund

3:30 p.m. – 6:00 p.m. Individual Artist Consultations (pre-scheduled)

Schedule at a Glance – Saturday, October 11

9:30 a.m. – 10:30 a.m.  Pricing for Profit – Wendy Rosen

10:45 a.m. – 12 noon  Licensing Your Art – Carolyn Edlund

12 noon – 1: 00 p.m.  Lunch on your own

1:00 p.m. – 2:00 p.m.  Copyright Protection – Speaker TBA

2:15 p.m. – 3:00 p.m.  Creating an Effective Art Website – Carolyn Edlund

3:15 p.m. – 6:00 p.m.  Individual Artist Consultations (pre-scheduled)

JJ Jacobs Painting in StudioThe ABI workshop opened up a whole new world for me and let me know artists could be successful. There is a way to do business as an artist and I learned how to do that in your workshop. It changed my thinking and I was able to quit my job and become a full-time artist. Thank you! ~ JJ Jacobs

DAY ONE: Individual Courses and Instructor Details

(All courses are interactive with Q&A included)

Wholesale 101 with Wendy Rosen

Wendy RosenWendy Rosen founded the Buyers Market of American Craft over 30 years ago to give professional craft artists a way to sell directly to galleries and retailers. She also founded The Arts Business Institute, and the American Made Alliance, as well as being the publisher of NICHE Magazine. In this presentation, Wendy will discuss how to know whether wholesaling is an option for your small business; the elements of wholesaling and the selling process; terms and standard practices; presentation of your work; strategies for success, and selling wholesale at trade shows.

Creative Marketing with Carolyn Edlund

CarolynProfileCarolyn Edlund is the Executive Director of the Arts Business Institute and brings to ABI decades of hands-on experience as a successful production artist. She writes extensively on business topics and works individually with artists.

She shares traditional as well as the newest marketing methods and will show specific examples of creative and unusual ways to market. Carolyn will outline how to know your customer, build your collector base, shape your message, create a marketing calendar, get publicity, design effective email marketing campaigns, create press kits and more. 

Product Development with Wendy Rosen

How to build a collection from the ground up; Understanding themes and trends; Expressing your own signature style; Creating efficient production systems; Working with suppliers; Designing for your target audience; Building value into your line.

Sales Strategies for Artists with Carolyn Edlund

This talk presents strategies essential to increasing your sales volume, at both retail and wholesale levels. Includes techniques for selling at trade shows, using sales reps, and selling wholesale directly to stores. Other topics include: How to sell to large retailers; selling one-of-a-kind work at wholesale; structuring your collection; selling concepts and packages. 

DAY TWO: Individual Courses and Instructor Details

(All courses are interactive with Q&A included)

Pricing for Profit with Wendy Rosen

Incorrectly pricing your work can bankrupt your business. This critical session will help you get a handle on expenses and use the correct wholesale pricing formula to grow your business. She will help you understand what defines “profit”, why profit is essential, and how to build “added value” with simple and easy to deploy techniques.

Licensing Your Art with Carolyn Edlund

What is art licensing and how can artists earn money in the industry? This lecture presents the basics. How licensing contracts and royalties work; how to market your art to potential licensees; working with licensing agencies; exhibiting at industry trade shows. How to best put together an effective portfolio for licensing, and structure your art website for licensing purposes. 

Copyright Protection with David S. Willoughby, Esq. of MacDonald Illig

MacDonald Illig Essential information for artists about copyrights. Learn how to register them, how to protect yourself from infringement, and how to enforce your rights when they have been violated. Copyright infringement is a hot topic in today’s digital world where designs can be copied without permission, making this lecture a must for every artist.

Creating an Effective Art Website with Carolyn Edlund

Every artist needs a website that is inviting to the reader, shows artwork beautifully, and contains certain elements that make marketing and sales much more effective. Steps to create a website presence and message that works and how to avoid the biggest mistakes artists commonly make.

Personalized Business Consultations 

Are you interested in speaking with an expert about your business challenges and discussing strategies for moving forward? ABI Founder Wendy Rosen and ABI Executive Director Carolyn Edlund will be available to meet with artists at the end of each workshop day, in 20 minute sessions. 

This workshop has concluded. Thanks to the many students who joined us for a wonderful event!

 Jessica-BoehmanThe ABI Workshop may be the best money I have spent for my business.  I learned valuable lessons about marketing, display, trade shows, selling to galleries . . . I also learned how to make individual sales and capture repeat orders. I would recommend it to any artist. ~ Illustrator Jessica Boehman

The Arts Business Institute wishes to thank our corporate sponsors whose generosity helps to support this workshop and the artists who attend it:


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