Naples, Florida

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The Naples Art Association and The Arts Business Institute

Present an


October 16-17, 2015

585 Park Street, Naples, Florida

Susan Garman ABI testimonialI just graduated from an ABI workshop, and learned more than I thought my brain could process. I got home on Saturday and on Monday I landed my first wholesale account. Thank you! – Susan Garman

Are you passionate about being a professional artist?

Our workshops have helped thousands of small studios launch and grow into sustainable and profitable businesses. Ready to move from part-time to full time in your art business? Join us to learn advanced strategies for promoting and selling your work in different markets. 


Friday, October 16th

9:00 a.m.  Registration opens

9:30 a.m. – 10:30 a.m. Making Work That Sells – Wendy Rosen

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

12 noon – 1:15 p.m.  Lunch on Your Own

1:15 p.m. – 2:15 p.m. Wholesale 101 – Wendy Rosen

2:30 p.m. – 3:30 p.m. Sales Strategies – Carolyn Edlund

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

Saturday, October 17th

9:30 a.m. – 10:30 a.m. Licensing Your Art – Carolyn Edlund

10:45 a.m. – 12 noon  Pricing for Profit – Wendy Rosen/Carolyn Edlund

12 noon – 1:15 p.m.  Lunch on Your Own

1:15 p.m. – 2:15 p.m. Niche and Alternative Markets – Wendy Rosen

2:30 p.m. – 3:30 p.m. Build an Effective Art Website – Carolyn Edlund

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

rsz_rebecca_williams_headshotThe ABI Workshop was well worth the investment of time and money! It provides valuable tools to help take your business to the next level. I opted for a private consultation along with the course, which was especially helpful. – Rebecca Williams 

Individual Course Details (all courses include Q&A)

Making Work that Sells

Building a body of work in a cohesive signature style. Sources of inspiration; building a collection; design and detail; establishing a brand. Understanding trends; adding value to your work.

Creative Marketing for Artists

Traditional and new marketing methods with specific examples of creative and unusual ways to market. How to identify your target customer, build your collector base, shape your message, plan a marketing calendar, get publicity, design effective email marketing campaigns, make press kits and more. 

Wholesale 101

Benefits of running a wholesale business as an artist; how to structure your studio for production; types of galleries and the selling process; terms and standard practices; moving from consignment to wholesale.

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 at wholesale; structuring your collection; selling concepts and packages. 

Licensing Your Art

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. 

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 wholesale pricing formula to grow your business. Part two of this presentation focuses on pricing for fine artists. What formula should you use? When should you raise your prices? How can you also be profitable?

Niche and Alternative Markets

Many artists are under the impression that there are only a few ways to make sales of their work, but this isn’t true. There are many alternatives including specialty niches and even the corporate sector that artists can pursue, and where they can thrive. This presentation will broaden your mind and challenge you to increase your prospective markets.

Create an Effective Art Website

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.

ABI Faculty Members:

Wendy Wendy 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.


Carolyn EdlundCarolyn 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.


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.

The number of consultation appointments is extremely limited and must be pre-scheduled at time of registration. Consultation fee is $30.00 over and above tuition cost.

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

Don’t Miss This Incredible Learning Experience! Art Business Bootcamp is perfect for fine artists and craftspeople.

Tuition for this event is $200 for NAA members, and $225.00 for non-members.

Register for the workshop event Here:


Or, add $30 for the personalized consultation, and register Here:




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