Holyoke, Massachusetts

MASS MoCA 2016 Workshop

presented by

The Arts Business Institute

Co-sponsored by MASS MoCA and Assets for Artists

October 24, 2016

Holyoke Public Library, Holyoke, Massachusetts

Are you passionate about building your Art Business?

Anne HemphelThe breadth and depth of pertinent information covered in the ABI workshop was exactly what I needed to grow my business. The program was well-paced and the teachers were friendly, knowledgeable and spot-on. ~ Anne Hempel.

Schedule at a Glance

10:00 a.m.                      Registration

10:30  – 11:30 a.m.        Creative Marketing for Artists – Carolyn Edlund

11:45  – 12:45 p.m.        Wholesale 101 – Wendy Rosen

12:45 – 1:30 p.m.           Lunch (provided for workshop attendees)

1:30 – 2:30 p.m.             Pricing for Profit – Wendy Rosen

2:45 – 3:45 p.m.             Sales Strategies – Carolyn Edlund

4:00 – 5:00 p.m.             Selling Art Online – Carolyn Edlund

Cynthia Metcalfe thumbnailThe sessions were as described, full of amazing content, genuinely presented, in a warm, from-the-heart manner. What I loved the most was the message. It is clear that ABI has a strong, credible voice and literally embodies the concepts presented. ~ Cyd Metcalfe

Individual Topics 

Creative Marketing for Artists  Traditional and new marketing methods with specific examples. What you need to know before marketing your art or fine craft. How to shape your message, plan a marketing calendar, get publicity, design effective email marketing campaigns, make press kits and more. 

Wholesale 101 – Is wholesaling an option for your small business? The elements of wholesaling; how to structure your business for production; the wholesale selling process; terms and standard practices; how retailers think; presentation of your work; strategies for success.

Pricing for Profit – Incorrectly pricing your work can bankrupt your business. This critical session will help you get a handle on expenses and use the correct pricing formula to become profitable and grow. The second half of this presentation addresses pricing for fine artists. 

Sales Strategies – This talk presents strategies essential to increasing your sales volume, at both retail and wholesale levels. Includes techniques for selling consultatively, overcoming objections, selling one-of-a-kind work, structuring your collection, selling concepts and packages.

Selling Art Online  Online sales of art and handmade goods are growing every day. This presentation addresses the many options to sell work online, including Print on Demand, online galleries, and more. Learn how to avoid the most common mistakes made in online selling; how to give the best presentation and increase sales.


Wendy Wendy Rosen is the founder of the American Made Show, providing professional artists a way to sell their handmade goods directly to galleries and retailers for over 30 years. She also founded The Arts Business Institute, and is the publisher of NICHE Magazine for retailers. Wendy has worked with thousands of artists over the years, helping them to develop sound, sustainable businesses.

Carolyn headshot thumbnail 2015Carolyn Edlund is the Executive Director of the Arts Business Institute. Her background includes owning a production studio for 20 years, selling to hundreds of retailers. She has also worked as an outside sales rep for art publishers and gift lines. Carolyn writes extensively on topics for artists, including marketing, sales, networking and business strategies.





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

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