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The Arts Business Institute, GLANC and ACGA


Accelerate Your Art Career 

A Two-Day Business Bootcamp for Artists

May 30-31, 2015

Bullseye Glass Resource Center, Emeryville, California


Jake Pfeifer headshotI attended an ABI workshop in 2012 and have utilized all of the information and resources I learned there. I’ve  implemented what I learned, and my business took off. It was one of the best business decisions I’ve made and recommend it to anyone looking for the “how” to get started in wholesale. ~ Glassblower Jake Pfeifer


Saturday, May 30

9:00 a.m.                       Workshop Registration

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

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

11:30 – 12:30 p.m.         Lunch Break

12:30  – 1:30 p.m.           Who is Your Customer? –  Wendy Rosen

1:45  –  2:45 p.m.           Sales Strategies –  Carolyn Edlund

3:00  – 6:00 p.m.             Personalized Business Consultations 

Sunday, May 31

9:00 – 10:00 a.m.            Making Work That Sells – Wendy Rosen

10:15 – 11:15 a.m.          Pricing for Profit – Rosen/Edlund

11:15 – 12 noon              Building Gallery Relationships – Carolyn Edlund

12  – 1:00 p.m.                 Lunch Break

1:00 – 2:00 p.m.              Booth Design  – Wendy Rosen

2:15 – 6:00 p .m.             Personalized Business Consultations 

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

DAY ONE: Individual Courses and Instructor Details

Wholesale 101 with Wendy Rosen

Wendy RosenFounder of the American Made Show (formerly Buyers Market of American Craft), Wendy has given professional craft artists a way to sell directly to galleries and retailers for over 30 years. She also founded The Arts Business Institute, and is the publisher of NICHE Magazine. She speaks about the why’s of wholesale, what buyers want, and how to build a business.

Creative Marketing with Carolyn Edlund

Carolyn EdlundCarolyn Edlund is the Executive Director of the Arts Business Institute, with a background as a production artist. She writes extensively on art business topics. Learn traditional as well as the newest marketing methods with specific examples of creative and unusual ways to market. How to shape your message, create a marketing calendar, get publicity, design effective email marketing campaigns, press kits and more. 

Who is Your Customer? with Wendy Rosen

Discover your ideal target customer, and explore niche markets you may not even know exist. This presentation will expand your mind and challenge you to increase your prospective markets where your business can thrive.

Sales Strategies 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. Includes how to sell to large retailers; selling one-of-a-kind work at wholesale; structuring your collection; selling concepts and packages. 

Making Work That Sells with Wendy Rosen

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.

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. How to set your price, when to raise your prices, and perceived value.

Building Gallery Relationships with Carolyn Edlund

A basic tenet of wholesaling is building strong relationships with your gallery customers. Learn how to partner with your buyers, how to give extraordinary customer service, create repeat sales, and how to handle the biggest asset your small business has – your customer base.

Booth Design with Wendy Rosen

How to design your booth space to create the look you want and the message you want to convey. How to use branding in your booth. Incorporating best  practices in using photography, visual merchandising, signage and other techniques in your booth to make the most of your show experience.

Personalized Business Consultations for Artists

At the end of each workshop day, a limited number of twenty-minute personal consultations will be available for workshop attendees to meet with one of our presenters. Consultations have an additional charge of $30.00. These usually sell out. Register early to assure an appointment. 

Don’t Miss This Incredible Learning Experience!

This Art Business Bootcamp is suitable for artists and craftspeople in all mediums who want to grow their small businesses.

Tuition for this two-day event is $250.00. 

Are you a member of ACGA and GLANC? Your membership entitles you to an additional $50 discount on our program. Simply enter ACGA or GLANC in the coupon code section of the shopping cart and click “ADD” to revise pricing.

This event is completed. Thanks to the many artists who joined us for the workshop!



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