New York City

NYC Banner


The Arts Business Institute presents


A Workshop for Artists and Craftspeople

September 27-28, 2014

A.R.T./New York

520 Eighth Avenue, Third Floor, New York, NY

 Lisa CottoneABI provided me with invaluable tips and insights into how to develop and market my brand most effectively. It has saved me countless dollars and precious time, not to mention the emotional cost of making mistakes.  ~ Jewelry artist Lisa Cottone

Do you want to launch or grow your business as an Artist? Our programs help creative entrepreneurs learn how to develop strong, sustainable businesses.

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 – Saturday, September 27

9:00 a.m.  Registration

9:30 a.m. – 11:45 a.m.  How to Have a Fine Arts Career – Rhonda Schaller

11:45 a.m. – 1:00 p.m. Lunch break

1:00 p.m. – 2:00 p.m.  Making Work That Sells – Wendy Rosen

2:15 p.m. – 3:15 p.m. Creative Marketing – Carolyn Edlund

3:30 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

Schedule at a Glance – Sunday, September 28

9:00 a.m. – 10:00 a.m.  Wholesale 101 – Wendy Rosen

10:15 a.m. – 11:15 a.m.  Pricing for Profit – Wendy Rosen and Carolyn Edlund

11:30 a.m. – 12 noon Panel Discussion – Interactive Q&A session with NYC art experts

12 noon – 1: 00 p.m.  Lunch break

1:00 p.m. – 2:00 p.m.  Booth Design and Merchandising – Stacy Simbrom

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

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

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.

DAY ONE: Individual Courses and Instructor Details

(All courses are interactive with Q&A included)

How to Have a Fine Arts Career with Rhonda Schaller

Rhonda SchallerRhonda Schaller is an internationally recognized artist, alternative gallerist and educator.  She is the author of articles and books including “Create Your Art Career,”  “Called or Not, Spirits Are Present,” and many others. She is the Director of the Center for Career & Professional Development at Pratt Institute the Director of Schaller + Jaquish Art Projects and Founder of Create Meditate among other distinctions.

This two hour presentation covers how to self-manage a fine arts career, create a strategic plan, learn how the gallery system works and how to approach the right ones. Topics will include: Taking charge of your professional life, How to assemble the essentials, Circulating your work, Peer networking, How to introduce your work to the professional community, Gallery representation, and How to build long-term professional relationships.

Making Work That Sells 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 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.

Creative Marketing with Carolyn Edlund

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.

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.


DAY TWO: Individual Courses and Instructor Details

(All courses are interactive with Q&A included)

Wholesale 101 with Wendy Rosen

This talk covers the 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. Essential nuts and bolts information for developing a sustainable business.

Pricing for Profit with Wendy Rosen and Carolyn Edlund

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? Get the facts here.

Panel Discussion with the Experts

A favorite part of every ABI workshop, this half-hour panel discussion is interactive. Our panels always include local experts in the field, with hands-on experience, and a wealth of information to share. Workshop participants are encouraged to participate with questions of their own.

Booth Design and Merchandising with Stacy Simbrom

Stacy SimbromStacy Simbrom is an experienced artist who has developed a loyal following throughout the country, selling her art through wholesale gift shows and thus being distributed through galleries and gift shops in nearly all of the 50 states.

Her presentation will include: How to make your booth display more appealing and effective, with maximum impact; visual merchandising; color and layout; lighting, signage and more. How to create a lightweight booth that works; make best use of your space and give a professional presentation.

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. 

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 Outstanding Learning Opportunity!

Tuition cost for this two-day intensive workshop is $280.00.


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





Bejeweled Logo





Need more information? Contact Carolyn Edlund, Executive Director of ABI by email at or call 410-977-2915.




Share and Enjoy:
  • Print
  • Digg
  • Sphinn
  • Facebook
  • Mixx
  • Google Bookmarks
  • LinkedIn
  • Posterous
  • Reddit
  • StumbleUpon
  • Twitter