As painters we spend much of our time working alone, yet we’ve noticed that people love to watch artists paint. So, we decided to take our easels into our audience and see if this might not only help our sales but also turn our solitary effort into an event.
Artists Action IN
BRING YOUR PAINTING TO THE PEOPLE BY KATHY MOHL AND SCOTT KENYON
At our latest show of our new work, we decided to offer a painting demonstration. We set up our easels during the opening reception and casually worked on a painting while talking with the guests. By showing how we paint along with displaying our work, we were able to connect better with potential buyers. Seeing artists paint allows the viewer to appreciate the artwork more and gain a new understanding about the process. Galleries can be intimidating, and this was a way to build new relationships with the public and get them more involved with art. Meeting an artist in person, engaging in a conversation and seeing how she paints can transform a total stranger into a new collector. We found that having people watch us create a painting even added a certain excitement to the work itself. We were essentially doing the same thing as musicians who perform their songs to promote and sell their work. We sold several works and received commissions that evening and in the days following the event, which we feel was partly due to the excitement generated by simply having our easels out and brush in hand. We do not consider ourselves performance artists, just artists who invited the public to view our work, see our process and have a good time. The next time you have the opportunity to show your work, why not follow this example and turn your exhibition into something more alive and exciting? An event like this is different than an art fair, fundraiser or juried show — it’s artists displaying their art and showing viewers how they create their work in a relaxed setting.
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We found that having people watch us create a painting even added a certain excitement to the work itself.
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1 Kathy Mohl works on her painting and converses with guests during the Artists in Action reception.
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We had a guest book where visitors could add their contact information. We also held a raffle and gave away a small painting at the end of the demonstration. People eagerly filled out their contact information in order to win. Everyone loves to win something, and seeing the excitement on a person’s face when they won an original piece of artwork was gratifying. Some artists may not feel comfortable giving away something they can sell, but we felt we were gaining much more than we gave away. Before the event, we mailed postcards and posted social media notices featuring information about the chance to win a painting. This helped increase the number of people who came to our event. Sometimes people need that incentive to walk in the door. A live painting demonstration is also a great way to find new students. While we painted, we discussed subject matter, color mixing and composition so that as the crowd watched us paint, they could envision themselves in one of our workshops. Almost everyone had questions, and it was fun to interact with people while painting. We had several finished paintings on display that were labeled clearly so there was no mistake that they were for sale. This also served as a way of showing examples of
beginning and finished stages of a painting. People often pointed out their favorite piece, and this was a great way to continue the conversation and ask them why they were attracted to a particular painting. If you choose to sell your paintings, you need to practice talking about your art. Some people are naturally gifted salespeople. Fortunately for the rest of us, this is a skill that can improve with practice. We found it so much easier to talk about our work while we were at the easel. It allowed more questions, and the conversation was more natural. We were able to share our thought processes on the paintings we were working on and point out other details on the framed pieces on display. Pick the right venue for your event and make the space as creative as you are. We found a builder to sponsor our event, and we worked together on details such as postcard design and appetizer choices. Be sure to give plenty of time to plan and promote your event. We mailed out postcards and utilized social media and our local newspaper to get the word out. We called ourselves “Artists in Action.” The reality is that artists can’t rely solely on their galleries to promote them; we need to find new ways to actively exhibit
2 Scott Kenyon works on his painting and converses with guests during the reception. 3 Kathy Mohl 4 Scott Kenyon
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>> TOP 10 TIPS Ten tips for your painting demonstration event and art show: Invite other artists to join you You could invite several artists and make it a group show. The key is to have each of you set up an easel. Everyone benefits from sharing client lists, which makes for a more diverse audience. Choose a venue Many places lend themselves to this kind of an event. Ours was at a coffee shop but other examples include: winery, country club, hotel lobby, retail shop or even a private residence.
our work. Sometimes the best way to get people to see your artwork is to bring your artwork to them. PA Kathy Mohl has been exhibiting in galleries and juried shows for over 10 years, and her work is in many private and corporate collections. She works in oil and pastel and she often paints en plein air. Born in Youngstown, Ohio, Mohl lives in Caledonia, Michigan. She attended Oberlin College and Kent State University. Visit kathymohl.com. Scott Kenyon has been painting and drawing for over 20 years. In 2010, after painting en plein air for seven years, Scott was introduced to the teaching approach of Charles Webster Hawthorne and Henry Henshce, founders of the Cape School of Art in Provincetown, Massachusetts. Kenyon has exhibited in galleries and juried shows and is in several permanent collections. Visit scottkenyonfineart.com. Mohl and Kenyon were the featured artists in the Hallmark Channel movie Perfectly Prudence starring Jane Seymour in 2011.
Seek a sponsor Having a sponsor lends credibility to the event. You can promote each other on your marketing material and websites as well as share in the expenses. Our sponsor was a builder, and he had a display table with a portfolio of his work. People were able to see a slideshow of the homes his company had built or renovated. Additional businesses that might sponsor an art event include: architectural firms, interior designers or real estate companies. It is a win-win for all involved. Create a marketing plan Plan ahead and give your event a title. We featured the title of our event, Artists in Action, on our postcards, press releases, posters and social media posts. After the event, we posted pictures of the reception on social media to continue the interest. Choose your appetizers The coffee shop allowed us to bring in additional food and drinks. We brought in our own tables, which were thoughtfully arranged with fruit, cheese and crackers, and other refreshments. Decorate the space to set the mood for an enjoyable evening. Plan ahead Decide ahead of time where
you will set up your easels. You want to be in an area where your audience can easily watch you paint and ask questions. Hang and display your finished artwork as carefully as you would hang a gallery show. Be sure to have it clearly and professionally labeled with titles and prices. Paint on a small scale Have a painting partially started or well thought out prior to the event. You want your guests to be able to see you add the finishing touches to your painting. You don’t have to be in front of your easel the entire time. The evening is as much about mingling with your guests as it is about you painting. Hold a raffle We picked a small painting ahead of time and had it on display near the sign-up table for raffle tickets. At the end of the evening, we chose a winner. It was incredible how excited the crowd was to see who would win. If you don’t want to give away a painting, you could offer a discount on a painting or a future commissioned piece. Keep the conversation going Invite your guests to ask questions while you paint. Expect to be interrupted; this will not be your typical painting session. It’s more important to interact with your guests. Close the deal and have fun People don’t always know what they want when purchasing art. By holding events like this, you are educating your customers. They are gaining awareness by seeing you work. Engaging in conversations with you about your art helps them move toward making a purchase. Your next step in sealing the deal is simply to have the confidence to say “Can I wrap this up for you?” In the big picture, having fun is what our event was all about. Maybe that is why we sold several paintings.
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