Santa Fe, NM

Sponsored by

The Arts Business Institute and The Clark Hulings Fund 

Taking place at: Santa Fe Community College, 6401 Richards Ave, Santa Fe, NM

April 6-7, 2018

This event is designed specifically for artists who want to succeed on a professional level, through an interactive program focused on practical business strategies for the creative entrepreneur.


Artist Anne Hempel talks about her experience at an Arts Business Institute bootcamp

Schedule at a Glance

Friday, April 6th

8:30 a.m.                             Registration 

9:00 a.m.                             Building Gallery Relationships – Speaker: Rosen

10:00 a.m.                           Selling Work Online –  Speaker: Edlund

11:00 a.m.                           Building an Action Plan –  Speaker: Hulings

12:00 noon                          Lunch break 

1:00 p.m.                             Building Your Power Collective – Speakers: Hulings/DiGriz

2:00 p.m.                             Power Collective in Practice – Talk + Interactive Breakouts

3:00 p.m.                             Personalized Business Consultations (pre-scheduled)


Saturday, April 7th

9:00 a.m.                            Creative Marketing for Artists – Speaker: Edlund

10:00 a.m.                          Marketing by Collaborative Storytelling – Speaker: DiGriz

11:00 a.m.                           Pricing for Profit – Speakers: Rosen/Edlund

12:00 noon                         Lunch break Expert Panel Discussion

1:00 p.m.                             Artist to Artist Accountability – Talk + Interactive Breakouts

3:00 p.m.                             Personalized Business Consultations (pre-scheduled)

5:30 p.m.                             Closing Reception & Cocktail Party at Body of Santa Fe


Individual Presentation Details 

Building Gallery Relationships

How do artists gain representation from fine art galleries? How do they find wholesale customers for outright sale? This presentation explores ways to approach and work with galleries and retailers to build solid relationships and repeat sales using consignment and wholesale models.

Selling Work Online

Artists and makers have hundreds of options to sell their work online, from third-party providers to their own artist website. This talk discusses the variety of online marketplaces available, and where your work may fit. Includes strategies to give your best presentation, connect with the customer, and close more sales.

Building an Action Plan

How to choose and set goals for your creative business and execute them, moving forward by taking consistent steps to success. Build an action plan that leads to accomplishing your goals by breaking them down into achievable tasks that get results.

Building Your Power Collective

Working in isolation in the studio can severely limit your opportunities as an artist to acquire relationships that advance your long-term business objectives. This presentation provides the tools that allow you to form powerful relationships with other artists in ways that facilitate shaping your own market, industry, and professional destiny.

Power Collective in Practice

This interactive session continues the strategies of our “Building Your Power Collective” presentation. Take action now to complement your studio time with social relationships that advance the professional goals you share with peers. How to problem solve together, and build a meaningful network.


Artist Rebecca Williams describes the results of her experience at an ABI workshop


Creative Marketing for Artists

This talk addresses preparation for marketing, including professional presentation, targeting your ideal customer, and creating messages that connect emotionally. Also covered are niche markets, ways to present features and benefits, and marketing methods, both traditional and new.

Marketing by Collaborative Storytelling

What improves your marketing efforts? A compelling story and a team of peers who will help you implement it. How to leverage your two best assets when it comes to marketing – other artists and your own unique story.

Pricing for Profit

Pricing is one of the biggest challenges facing many artists. This talk presents a formula for profitably pricing art or handmade work, with a focus on profit. The second half of the presentation addresses pricing fine art.

Expert Panel Discussion

Interactive Q&A on topics of marketing, sales strategies and business strategy, with answers and insights you need to move your business forward.

Artist to Artist Accountability

Accountability is only one facet of collectively advancing your individual career as an artist. Discussion of giving and receiving constructive feedback. Includes an interactive group activity that will help you become a trusted collaborator and improve your ability to assist and benefit from your peer network.

Personalized Business Consultations

This summit has a limited number of appointment times for attendees who would like to schedule a face-to-face consultation with one of our experts at the end of each workshop day. These 20-minute strategy sessions will address individual concerns, including potential markets, pricing issues, portfolio review, etc. Appointments are $30 over and above the cost of attendance. Consultations will be given by: Wendy Rosen, Elizabeth Hulings, Carolyn Edlund and Daniel DiGriz. 


JJ Jacobs praises ABI for her workshop experience

Program Speakers 

 Elizabeth Hulings 

Elizabeth Hulings

Elizabeth Hulings is the founder and director of the Clark Hulings Fund for Visual Artists. A strategist who drives organizational achievement by insisting on clarity of purpose, detailed planning, and conclusive action, her leadership brings practical business training and strategic toolsets to working artists. The Clark Hulings Fund provides training that art and business schools do not provide, but which is increasingly required by entrepreneurial artists in the evolving marketplace.

Wendy Rosen

Wendy Rosen is a nationally-recognized arts advocate who has been mentoring artists and makers for over 35 years. Her first book “Crafting as a Business” is considered a classic seminal guide to the handmade business, and she is frequently sought after for business consulting. She is the founder of The American Made Show, The Arts Business Institute, and the American Made Alliance. She is the publisher of NICHE Magazine for retailers, and recently launched the online wholesale portal Best in American Made which matches bestselling production studios with retailers.

Carolyn Edlund

Carolyn Edlund is a art business consultant and writer. She owned a production studio for twenty years, selling extensively at wholesale and retail, and subsequently spent 7 years as an outside sales rep for art publishers and giftware companies. In 2009, she founded Artsy Shark, recognized as a “top ten art blog” that publishes business articles and promotes featured artists. Since 2011, she has also been the Executive Director of the Arts Business Institute, has spoken throughout the U.S. and abroad on art business topics, and written seven business courses for artists and makers.

Daniel DiGriz

Daniel DiGriz helps organizations find and tell their story through the practice areas of marketing, educational programs, and organizational transformation. He is a corporate storyteller that writes a Forbes column, hosts podcasts, and speaks at conferences, and a digital ecologist® who fosters symbiosis between digital and human ecologies. He is co-founder of Free Agent Source Inc, a management consulting firm that delivers enterprise projects, and founder of MadPipe, a business unit for practice area leadership.

Join us for this Important Learning Event!

Tuition for this event is $395





Many thanks to our co-sponsors and local supporters:



Santa Fe County






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