Volcano Art Center

Join us… on the Big Island!

The Arts Business Institute

Comes to Hawaii

Thursday and Friday

September 5-6

Sponsored by:

Niaulani Campus

Volcano, HI 

Consultations and Critiques Optional 

Are you passionate about being a professional artist?

Our workshops have helped thousands of small studios launch and grow into sustainable and profitable businesses. We’ll help you learn how to sell directly to top galleries, shops, museum stores, online catalogs and more.


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


Thursday, September 5th

9:00 a.m. Registration

Welcome – Carolyn Edlund, Arts Business Institute Executive Director

9:30 a.m. – 10:30 a.m.  Strategies for a New Marketplace

Speaker:  Wendy Rosen, ABI Founder

This overview of the creative handmade and art industry reflects on the changes over the last few years, and how artists can take advantage of new opportunities.

10:45 a.m. – 12:00 noon   Wholesale 101

Speaker:  Wendy Rosen

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. Q&A Session included.

Wendy Rosen founded the nations largest marketplace for American Made Products, the Buyers Market of American Craft. For over 30 years she has provided professional artisans a way to sell directly to galleries and retailers. She founded The Arts Business Institute and the American Made Alliance, and is the publisher of NICHE Magazine. 


12 noon – 1:00 Lunch on your own

Special Lunch Session: 12:00 noon – 12:30 p.m. For Fine Artists

This optional half-hour presentation addresses the specific needs of fine artists who are seeking opportunities and techniques for publicizing and selling their original work and reproductions. Speaker: Carolyn Edlund

1:00 p.m. – 2:00 p.m.  The E’s of Selling (Part 1 – What’s Love Got To Do With It?)

Speaker:  Mckenna Hallett

Take control of the selling experience. Learn the fundamentals and foundational thinking processes that make anyone a dynamic and effective “decision counselor”. If you have ever recommended a restaurant, you are already using some of the “secrets” that this course will put into crisp and usable focus. The “E’s” will be at the core of this first section.

Mckenna HallettMaui artist Mckenna Hallett has developed a highly successful fine craft business which she has run for over 20 years. Her jewelry line is sold through galleries all over the country. Mckenna has been teaching others to “connect intention with heart” and find their natural selling persona for over 30 years with this very effective seminar.


2:15 p.m. – 3:15 p.m. The E’s of Selling (Part 2 – I Need To Think About It. How about NOW?)

Speaker: Mckenna Hallett

Maintaining your increasingly trusting relationship and expressing and creating urgency with passionate concern for the buyer’s needs are all put to the test when a buyer begins to withdraw. In this section you will learn how to avoid the unprofitable “I’ll be-back” ending with some simple and easy techniques that will result in increased sales.

3:15 – 5:00 p.m. Individual Pre-scheduled Critique/Consultations

Artists who have scheduled personalized critiques with ABI faculty members will meet for 15-minute sessions.  Where do you stand? Is your body of work ready to sell, or need improvement? Is your art priced correctly? Our experts will suggest appropriate markets and strategies for selling your work.

Friday, September 6

9:00 a.m. – 10:15 a.m. Creative Marketing for Artists

Speaker: Carolyn Edlund, Executive Director of The Arts Business Institute

How to effectively market your art or craft; your website content and design; social media; traditional forms of marketing; press and publicity; crafting an effective marketing message; reaching your target audience; what makes people buy. Includes Q&A.

Carolyn EdlundCarolyn Edlund has a background as the owner of a production ceramic studio, an outside sales rep for art publishers, and a writer/business consultant for artists. She is the Executive Director of The Arts Business Institute.


10:30 a.m. – 11:30 a.m. Design, Produce, Price & Ship

Speaker:  Wendy Rosen, ABI Founder

Designing your collection; building value into your work; trends and how they influence the market; how to put your ideas into practice in a production studio; pricing for profit; shipping costs and issues.

11:30 a.m. – 12:30 p.m.   Lunch on Your Own

12:30 p.m. – 1:45 p.m. Sales Strategies for Artists

Speaker: Carolyn Edlund, Executive Director of The Arts Business Institute

What options do you have for selling your work? Cultivating multiple streams of income; networking, prospecting and selling to retailers; working with reps; driving repeat and referral sales; unusual ways to sell; smart strategies.

2:00 – 3:00 p.m. Panel Discussion

Moderator: Mckenna Hallett

Special guest artists are interviewed about their success in the handmade marketplace. How did they do it? What did they learn from their mistakes? They share their experience, insights and advice for emerging artists.

3:00 p.m. – 3:15 p.m. Final Q&A and Feedback

3:15 p.m. – 5:00 p.m. Individual Pre-Scheduled Critiques/Consultations

Lisa Cottone ABI 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

Don’t Miss this Experience!

Register now for the Volcano Art Center Workshop. Space is limited.The ABI Workshop may be the best money I have spent for my business.

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


Want a personalized critique and consultation? A very limited number of appointments are available to meet with an ABI faculty member for your own evaluation and strategy session. First come, first served – these appointments book quickly.

Personal Critique $25.00 additional



Transportation and lodging are not included. We will be happy to recommend nearby hotels for you.

Questions about this workshop? Contact Carolyn Edlund at artsbizinstitute@gmail.com

Artwork credit: Wave image “Snow White” by Maui artist Alexa Caskey

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