Intro to Opening Your Studio for Fun and Profit

So, you want to have an Open Studio. Well, most of you reading already know that Open Studios is when an artist open their homes or studios, usually over a weekend, to the art-appreciating public.

Many of us artists work very hard and in isolation. Our art and efforts deserve a wider appreciation beyond our kindly family members and friends. First, decide what you want to achieve from your Open Studio. This will help determine the time, effort and money you will need to present your work.

You and Your Guests

As the artist, you are an important part of your art. You should have available an Artist Statement articulating your philosophy, theory or concepts that involve you in your art. Open Studio increases the visibility of your work as well as yourself. Be prepared to meet and engage people. Encourage questions and conversations. Find out what is important to the person you are talking to. Do not go overboard with technical details unless asked. Wear a nametag so that you are easily identifiable. If you are reluctant to engage the public, find a supportive friend to help you start conversations.

Most visitors come to Open Studios to look simply because they love art or they are artists themselves. This is good. These people (Just Lookers) provide wonderful encouragement and feedback to your work. Though the majority of people are not now serious art collectors, these "Just Lookers" do love art and may buy your art someday. Aim to give them a pleasant experience.

Other guests are beginning collectors, serious collectors and gallery owners with a range of budgets and purchasing power. For these "serious" guests it is important to give them easy access to your work and any information relevant to your work. It is important for you to be available to answer questions. It is all too easy for an Open Studio to turn into a party for friends and family. Do make a conscious effort to be available to your prospective clients if you want optimize your business opportunities.

The "Just Lookers" are usually willing to make purchases for $50 or less. They are most appreciative even if they leave your studio with just a postcard, business card or a picture of your work. Consider producing lower-price works or sketches just for this event. Have a guest book for names, addresses, E-mail addresses and comments. Add the guests to your mailing list for future shows. Make a friendly brief contact as you thank the "Just Lookers" for coming and encourage them to sign your guest book.

Guest books should be obvious and easy for people to access. Placing the book near but not on the refreshment table will encourage people to sign in. Refreshments are a welcoming touch but it should not be the center of the Open Studio. Offer non-alcoholic beverages and simple finger foods. Coffee, fruit juices, water and cookies are always a success with adults and children. This offers them a bit of energy in what can be a long day.

Preparing Your Space and Displaying Your Work

Signage is very important in helping visitors find your studio’s location. Put up signs at major intersections with directions or arrows to your studio. If your community’s open studio committee has selected banners, balloons or logos to indicate an open studio, make sure to include these in your signage. Good signage is important and extremely valuable towards the success of your open studio.

Clean and organize the area of your home or studio that you are opening to the public. Determine the flow of traffic and put up barriers to off-limits areas. Remove toxic substances. Store and secure valuables. Evaluate lighting and arrange for additional lights where necessary. Make sure that extension cords are out of the way.

Display your work it in an area free of clutter and distraction. Have each piece framed or matted for hanging, well lighted and labeled. Keep framing low-cost but functional and attractive. Some collectors will prefer to frame their purchase while others prefer to buy ready-to-hang pieces. Your portfolios should be set up to lie flat, be opened and viewed easily. 3D art should be displayed appealingly on pedestals, tables and other uncluttered surfaces. Each piece of art should be labeled with the title, medium, dimensions, date of completion. Some artists prefer to include prices on the labels. Others like to make prices available on a separate price sheet.

Give consideration to softly-playing background music. This makes for a comfortable and inviting environment. Music helps make your studio feel welcoming and active even when there are lulls in visiting.

Flowers are an easy way to set a welcoming ambience. Flowers don’t have to be expensive to be beautiful.

Some artists take out additional liability insurance for that one Open Studio especially if alcoholic beverages are to be served. Ask your insurance agent if additional liability is recommended in your case. Many artists do not find it necessary.

Pricing and Selling Your Work

Pricing is a very personal issue and it should be based on your own selling history and the current market. Price realistically and price to sell if that is part of your goal for Open Studio. Do not overprice your work for Open Studios. Visitors do not appreciate inflated prices. They prefer to see your work increase in value year after year rather than to see you lower prices.

While it can be awkward to sell your own work, do not let modesty get in the way. Be proud of your work. Ask for the sale. If someone is admiring a particular piece of art you can say "It could be yours". If they hesitate at the pricing, try saying "We’ll, let’s talk about that. Would you be more comfortable if we did it in installments?" In order to sell your work you need to come to terms with selling and discussing money and payments.

Have an invoice/receipt book ready to write up sales and record other business transactions. Consider payment options. Decide whether or not you will accept personal checks. Will you accept installment payments? A deposit of 50% for the initial installment payment is recommended. Should a client request that you "hold" a piece, require them to place a refundable deposit with their name, address and phone number. Consider discounts for buyers who are buying several works.

Determine your policy for returned artwork. Some artists do not accept returns, some will exchange only and others offer full refunds. Work out a solution that is to your advantage. Clients are more likely to take your work home with them for a non-binding a trial basis. Limit the trial period to one or two weeks. Explain that you will "hold the check" for that time period.

Follow Ups

Many artists send out thank you notes to guests who have signed the artist’s book. Especially thank those clients who have bought your work. Remember to follow up with the visitors who requested specific information on your work or requested an appointment. You are setting the stage for next year’s open studio by following up with this year’s visitors.

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