THE BUSINESS OF ART

TBD

All Sessions:

These are interactive sessions, so Q&A is encouraged and participants may submit real life case studies prior to the workshop so that your particular opportunities may be addressed. 

Session #1: Brick & Mortar Retail

This is the first in a series of virtual and interactive 90-minute sessions designed to help artists of all types explore a variety of topics critical to their success as creative entrepreneurs. The initial part of this workshop will investigate the question: What’s involved in starting and successfully maintaining a physical sales space?  Instructor Paul Pendola owns and manages the Galena Spoon Company retail store in downtown Galena, IL.  Using his experience there as just one example, Paul will identify the advantages and challenges of this conventional business model. Buy or rent?  Square footage?  And of course – location, location, location.  Additionally, Paul with discuss advantages and disadvantages of other models such as cooperatives, retail partnerships, selling to boutique retailers via wholesale marketplaces, etc. 

Session #2: The Online Store

This is the second in a series of virtual and interactive 90-minute sessions designed to help artists of all types explore a variety of topics critical to their success as creative entrepreneurs. It seems that many businesses have stayed afloat by adding an online presence to their sales channel assortment – or have gone completely virtual. How is a web-based selling platform best created and conducted? The initial part of this workshop will look at aspects of layout, hosting, payment processing, and other practical matters. Instructor Paul Pendola will provide examples of best practices for producing a compelling online store. 

Session #3: Art & Craft Fairs, Festivals, & Tours

This is the third in a series of virtual and interactive 90-minute sessions designed to help artists of all types explore a variety of topics critical to their success as creative entrepreneurs. We may have had a year off from gathering at fairs, festivals, and art tours – most were cancelled, or went virtual – but these outlets will be viable again in 2022 and beyond. Instructor Paul Pendola has taken his Galena Spoon Company on the road for art fairs as well as thematic festivals, and has opened his studio doors during tours. In the first portion of this workshop, he’ll share the highlights, low-lights, and many lessons learned through these experiences. 

Session #4: Facilitating Workshops

This is the fourth in a series of virtual and interactive 90-minute sessions designed to help artists of all types explore a variety of topics critical to their success as creative entrepreneurs. You know how to create something special. You have developed a unique process. You are passionate about your art or craft, and you love sharing. You want to lead a workshop! Instructor Paul Pendola had these feelings too, and went on to teach spoon carving to groups and individuals, whether at art fairs, art centers, or from his studio. In the first part of this workshop you will get some practical advice and tap into another way to generate income via your art making. 

Session #5: Pricing Your Products

This is the fifth in a series of virtual and interactive 90-minute sessions designed to help artists of all types explore a variety of topics critical to their success as creative entrepreneurs. You created it, you love it, and now it’s time to sell it. Sure – but for how much? For the first part of this workshop, instructor Paul Pendola will address that oh-so-difficult topic of how to put an appropriate price on the things you make. Multiple considerations like the cost of materials, time spent on production, local and regional market forces, wholesale pricing, commission arrangements, stature of the artist, and gallery representation will be addressed. 

Session #6: Managing The “Business” End

This is the sixth in a series of virtual and interactive 90-minute sessions designed to help artists of all types explore a variety of topics critical to their success as creative entrepreneurs. Not every creative individual is inclined toward “the business end” of their artistic practice, but if you’re going to actually make money with your art, you do need to know some company management and structure basics. For instance, how can you tap into low- and no-cost marketing opportunities? To start the workshop, instructor Paul Pendola will apply his substantial academic background and corporate work experience in laying out the nuts and bolts of the business side of being an artist. 

Session #7: Leveraging Up Social Media

Paul and invited expert(s) in the field will share best practices and examples of winning strategies in the social media realm. 

Session #8: Navigating Affiliations, Memberships, & Donations

Paul will discuss strategies for managing affiliations, memberships, and the flood of donation requests that come hand-in-hand with being a Maker. Explore the advantages and disadvantages of various types of community outreach from Artist-based organizations, business-based organizations, Fraternal- and Social-based organizations (e.g. Social, Medical, Educational, Religious, and Fraternal), etc. Time and resources are limited, so an informed and targeted approach is critical and necessary to your success.

Price: $60.00 per/participant per/session

Duration: 1.5 Hours (per session)

Instructor: Paul Pendola (Owner, Galena Spoon Co.)

Class Size: Some minimums do apply. Call for details

Level: Beginner and above

In-person or via Zoom, select just those topics most relevant to your group and blend into a single presentation, or break this up into smaller sessions over several days or weeks.