INTRODUCTION / DISCLAIMER / TIPS FOR A SUCCESSFUL CRAFT SHOW / ACKNOWLEDGEMENTS / FREE LISTINGS FORM

Introduction

Welcome to the tenth edition of the Crafts Association of British Columbia's Craft Shows guide. This annual guide features British Columbia craft and trade show listings, shows from across Canada and the United States. Craft Shows 2008 is an excellent resource for both professional and emerging craftspeople as well as the general public.

The Crafts Association of British Columbia is a network of craft professionals dedicated to the development of excellence in crafts. Since 1972, the CABC has acted as the coordinating body for all craft disciplines in the Province of BC. One of the Association's roles is to connect craftspeople with resources to increase their opportunities for sustainability. Craft Shows 2008 is one way of presenting opportunities for makers to sell and showcase their work, as well as network with peers. It also presents buyers with a guide to shows so that they can purchase and enjoy Canadian craft.

Disclaimer: The CABC provides this guide as a service to our members; it is inclusive, but not exhaustive, as we are only able to list those shows for which we receive information. All users of this guide are encouraged to contact the CABC if they know of a show that is not included. All craft shows are welcome. Call Calvin Taplay at (604) 687-6511, toll-free within BC at (888) 687-6511, or email info@cabc.net. The CABC has made every effort to ensure the information contained in Craft Shows 2008 is true and accurate, but assumes no liability in case of error or changes in programs by organizers. No endorsement is made by inclusion in this guide. All listings are free with the exception of display advertisements. It is the responsibility of the craftsperson to research each show carefully prior to entry to determine suitability.

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Tips for a Successful Craft Show
by Russ and Shirley Searle

Last year we examined what it is that customers seek when they go to a craft show, and learned that originality, quality and service are at the top of their desires. This year we'll focus on what craft show organizers, and crafters, must do to keep people coming back to a particular show year after year. A crafter can have the best product in the world, but if the organizer hasn't done her job, and there aren't enough customers at the show, it's impossible to maximize sales.

To have a successful craft show, organizers must do more than just rent some space and fill it with crafters. As one organizer put it, "the organizer chooses the demographic they want to target, and the customers choose the vendors". In other words, sales determine which vendors will be successful, and those are the vendors who get invited back the next year, although even sales success doesn't guarantee a vendor will be allowed to return to some shows as organizers are always looking for new and innovative products. Annual vendor turnover ranges from 25% to more than 50%, depending on the craft show.

Another organizer sees a show as "a brand that people are familiar and comfortable with", and her company relies heavily on that comfort level when they promote their show. She wants her customers to be relaxed and ready to shop when they walk through the door, and to be confident that they will see a variety of top quality hand crafted goods.

Craft shows which aggressively and professionally promote themselves and their vendors to their chosen demographic do well. This applies to small local craft shows as much as it does to the larger ones. Customers need to know when and where the show will be held-organizers cannot rely on word of mouth, or the fact that they had a show last year. They have to actively encourage people to come to the show every year to maintain, and hopefully improve, attendance.

Shoppers are attracted to shows that consistently display Canadian made, high-quality handcrafts and the organizers assure this by jurying the entrants. This means that all artisans in a show must design and create what they're selling. Jurying also makes it easier for craft show organizers to create the ambience they want. Some want to focus more on fashion, others on home decor, or food, and jurying allows them to do this. And some categories, such as jewellery and pottery, have so many entrants that organizers are forced to limit the number of vendors. This sometimes also causes organizers to contractually restrict vendors from entering another show in the same geographic area and/or during a certain time frame.

The primary demographic for most shows, but certainly not all, is women in their late twenties to early fifties, but there's a younger clientele just around the corner, and organizers can't afford to ignore them. That's why they do all they can to keep their shows interesting for all ages with fashion shows, draws, entertainment and demonstrations, as well as providing food courts and other amenities such as coat and parcel checking. Some of the other things they do include:

• Loyalty programs (e.g. reduced admission fees) for existing customers
• Free re-entry during a show
• Arranging crafts by sections (e.g. fashion, food, art, etc.)
• Door prizes
• Themed decorations
• On site media coverage
  

Some shows, however, are more focused toward a smaller demographic. Jenna Herbut from Edmonton produced a small craft show called, Stop & Shop. Designed for the younger shopper, it offered an interesting twist to the traditional craft show by entertaining the shoppers with DJs and bright, vibrant lighting. She selected vendors who handcrafted items she believed would appeal to her target audience, and then aggressively advertised her show to that market. Targeting a specific market is something most successful craft shows do; what makes Stop & Shop different is the narrow demographic she's after. It will be interesting to see how well her concept works in the future, because if she's as successful in other cities as she was in Edmonton, this could be the start of a new trend in Christmas craft shows-ones which specifically target younger buyers.

Many craft shows encourage vendors to link their websites with the show website. Some show websites also provide vendors with a place to show their products and insert a short biography. When shoppers see the products on the show website it encourages them to visit these booths when they go to the show. More and more people, not just the younger ones, look at the craft show website for show information, and by promoting their vendors, organizers add interest to their website.

Advertising by individual crafters in local papers, on the radio, or in a show guide is also a good idea because it promotes not only their own product, but the show itself. I know that many crafters are reluctant to do this because of the cost, but advertising does work-if it didn't, the big companies wouldn't be doing it. Remember, no one is going to buy from you if they don't know you exist: a crafter can't rely solely on a customer walking by their booth and deciding to visit it. In a busy show hundreds of people might walk by your booth and never see it because the show aisles are crowded, or they are distracted by something else which grabs their attention. Nor can a crafter just rely on customer loyalty to generate sales. Successful crafters encourage people to come to a show looking specifically for them, and advertising is the best way of doing this.

Crafters and show organizers both have the same goal of increasing show attendance, that's why, ultimately, it's up to both the organizers and the crafters to entice and attract customers to craft shows.

With special thanks to:

• Sylvia Allan - Filberg Festival, Comox
• Jenna Herbut - Stop & Shop, Edmonton
• Francine Leduc - Signatures Shows
• Marlene Loney - Art Market Art & Craft Sale, Calgary
• Jennifer Rubadeau - Studio Fair, Prince George
• Patti Stewart - One of a Kind Show and Sale, Toronto, Chicago, and Vancouver

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Craft Shows Guide Team:
Lisa Kilner, Charlotte Villeneuve and Wulfing von Schleinitz

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FREE LISTING FOR YOUR 2009 CRAFT SHOW

For sixteen years the Crafts Association of British Columbia has produced the largest and most comprehensive listing of craft shows in British Columbia. This listing also includes craft shows from across Canada. Listings in the Craft Shows 2009 calendar are free. So if you are organizing a craft show, please submit your information.

Please fill in the information below. If you are organizing more than one craft show please submit this form for each one you organize.

The deadline for sending information is December 5, 2008.

Thank you,
Calvin Taplay, Communications Coordinator, CABC
On behalf of the Communications Committee
604-687-6511

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