What is Open Studios?
Open Studios is a unique event for artists to exhibit and sell their artwork directly to the public, inviting visitors into their studios and in many cases their homes. Unlike in a gallery, the artist can exhibit anything they want, as much as they want, the way they want, to create the atmosphere and truly showcase their vision to the outside world. Some Open Studios events encompass an entire city, like Artspan’s original San Francisco Open Studios which takes place every Fall. While other events focus on neighborhoods dense with artists, like Spring Open Studios in the Mission, SoMa or out at Hunters Point. An open studio can also be a single building, or a handful of artists that get together to throw their own the event. Whatever the scope, Open Studios is an excellent opportunity for artists and collectors as well as art fans looking for an inspired weekend.
Here are a few tips for the artist who may be getting started from the tenured artists who have been participating in Open Studios for years.
Build Your Following – The Guestbook
Getting the word out about your art takes time as does building a following. Open Studios is one of the best opportunities to build your mailing list. Meeting potential patrons, sharing your thought process and creative methods has the tendency to build loyalty in your customer base. They have to know you are there year after year, they will send friends and family, be sure to ask them to keep an eye on you and your work until the next open studios. Your guestbook should have columns for email and postal address. You can include a column for “comments” or “where did you hear about this show”. If the page is brand new, get a friend to add an entry in the format you’d like to see. People often follow the format of the first entry on the page.
I find a dish of chocolate near my guestbook can sometimes help folks find the book.
Promotion and Invitations
Postcards - Mail them Out and Hand Them Out
We all love electronic marketing. It’s free, no trees are killed, and we can do it in our pajamas. However, nothing takes the place of a physical card and face to face contact. I was a drummer in a surfrock band and learned from my guitar player the power of an invitation at the ready. He was never without a stack of fliers for our next show in his back pocket. He would invite everyone he knew and anyone who looked like they’d enjoy a punk show. He went to rock shows and invited everyone there as well. We weren’t extraordinary musicians, but we always played to a crowd.
I hand out between 100-200 cards before open studios. The rest are mailed to my mailing list. I don’t do a mailing for every show, but I always mail Open Studios postcards. Your art fans are most likely receiving postcards from other open studios artists so the impact of the whole event is much larger. You want them to have your studio and artwork in mind when they decide to visit their favorite artists. A quick hand written note on each (“hope to see you” or “excited about my new work”) helps convey your gratitude that they took the time to sign up on your mailing list.
And even if they don’t come to your studios, your card may spend a year on the fridge of your admirer. This is an excellent $.50 investment in your future relationship.
What's On Your Postcard and Email Invitation
- A good image that represents your current body of work
- your name
- event date and year
- event times
- location including city
- your website
- a map if it’s difficult to find, parking or public transport tips if helpful
- info or branding about the larger event (e.g. springopenstudios.com, mau logo, etc)
Electronic Marketing
Having an active online presence is important for any visual artist. If you are not already blogging or active on twitter, facebook, flickr, or any of the other social media sites, it can be overwhelming to even think about starting. Try to pick just one avenue that sounds like fun and endeavor to share something interesting about yourself, your artwork or art in general at least once a week. Get one of your geek friends to set you up with a blog. It’s free and surprisingly easy to update. Fresh content goes a long way to adding legitimacy to your online image.
Tips From Mission Artists
The Mission boasts more working artists than any other neighborhood in San Francisco. You may view a catalog of their work at missionartistsunited.org, a site dedicated to showcasing this fabulously diverse Arts District. I asked a handful of seasoned Mission artists to offer tips to artists considering participating in Open Studios.
“Be careful not to over stock your exhibition space with salon style displays of everything you've ever done.” – Robert Reed of Workspace Ltd.
"Remember to set your intentions to have fun for the weekend. Be proud of what you’ve created and have a good time.” -- dk haas, encaustic artist
“I always start by asking the visitor if they've seen lots of great art today, or if they're just getting started... Is this their first Open Studios? Or are they a regular? From SF or just visiting? I usually get a laugh if I ask "So, you look very creative, are you an artist as well?" - -Sevilla Granger, of 1890 Bryant Street Studios
"I always re-invent my space...making it into a mini gallery... sometimes the floor is black sometimes white - one time it said 'trust' 7 feet wide across the floor and I let everyone sign the floor with a sharpi..." -- Lucky, 17th Street Art Explosion
"fabulous snacks and a fancy looking wine bottle...and a fabulous outfit..." -- Aximillion Helga Duson, a Mission artist
“Since I work in a medium that is mysterious to many visitors I leave one work table set up and give casual demos. It's a great icebreaker and sure beats trying to explain a visual process in words only.” -- Charli Ornett, Encaustic Painter
"I greatly enjoy all the interesting conversations that happen on those days. I have the best time meeting new people. I also collect feedback and test out new work. My most important accessory is probably my email sign up sheet and I encourage everyone to sign up. I've done it since my first show and got a strong mailing list together that way." -- Katja Leibenath, 1890 Bryant
“Talk about anything besides your artwork at first. Ask people how their day is going or find out how they heard about Open Studios. Once you've engaged them, THEY will probably bring up the subject of your art.” -- Paul Morin, portrait artist
Open Studios Preparations Timeline
Holding an Open Studios event may seem like a daunting amount of work. Having a plan can really take some of the stress away from the preparation. With the stress gone, we can focus on what we do best as artists. Create something spectacular. Here’s a timeline that may help with your planning.8 Months Before
- Will you be advertising in a printed magazine or event catalog? Find early-bird specials.
- Are there registration deadlines for the event?
- Any PR opportunities? Write an article or a press release.
- Consider any major changes you’d like to make to your studio. Open Studios is a great excuse to dream and manifest magic in your workspace.
- Gather Marketing Information
- Has your artwork been imaged?
- Are you showing with other artists?
- Will you be marketing as a group or individually?
- Will you be having a preview party Friday? What time?
- Artwork Preparation
- Do you know what you’re going to show?
- Have you finished any work that may need to dry?
- Do you need to order any finishing or framing materials?
- Get postcard designed and printed early to avoid rush charges.
- Go to art openings, talk to people. See if they know about Open Studios. Give them a postcard.
- What’s left to get the artwork ready?
- What’s left to get your studio ready?
- Go to art openings, talk to people. Bring your postcards.
- Email your list - Save the Date!
- Go to First Thursdays downtown. Talk to people; see if they know about Open Studios. Give them a postcard.
- Exchange postcards with your other artist friends. It’s nice to have a stack of other artist’s postcards in your studio to give to your visitors.
- Mail your postcards to your mailing list.
- Facebook, twitter, blog about it, etc.
- Email your list - Invitation to Open Studios - include small jpg of your postcard
- Finish, frame, paint walls, hang, clean and de-clutter.
- Food, beverages, and flowers.
- Invite your neighbors. If they’re not home, leave a postcard in their mailbox.
- Don’t have a sandwich board? Make one!
- Print bios, artist statements, pricelists, and labels.
- Email your list - a reminder: “It’s this weekend!”
- Twitter, blog or facebook pictures of your studio all set up and fancy-looking.
- If you’re not holding a preview party, go visit the other studios in your neighborhood.
- Go out for coffee in the morning and bring your postcards.
- Sandwich board out front.
- Arrange for a friend to relieve you during the day for a quick break. Don’t forget to eat!
- Downtime? Twitter or facebook post about the day so far. If you’re too busy, awesome!
- Last day! Go out for coffee again and bring your postcards.
- Arrange for a friend to relieve you during the day for a quick break.
- Enjoy your guests. Breathe. Be brilliant.
- Email a thank you to the people who signed up on your mailing list.
- Add new contacts to your main mailing list.
- Make notes of what worked and what didn’t for your next Open Studios event.
- Compile any data you may have gathered about how people heard about your Open Studios to use in planning your next marketing effort.
- Start making more art!
