How to Succeed at Art Shows and Festivals

The summer art show season is upon us again. Each summer, tens of thousands of artists have the opportunity to show and sell their creations to the art-loving public. Participating in these shows can be exhilarating, terrifying and exhausting, all at the same time.

I’ve long recommended that artists take advantage of the opportunity to show their work at art events. Not only do the artists have the chance to sell their work, they also learn first-hand what potential buyers think of their work and get to learn about the challenges of selling their work. But how can an artist have the best shot at success in an art show or at a festival?

For the last several years, about this same time, I’ve run a post asking for tips from artists who participate in art shows and festivals. I asked what advice they might give an artist who is just beginning to show their work. Readers made some great suggestions, and I would like to re-post them here as we go into the summer season. I also ask you to share any wisdom you’ve gained by participating in shows. Thanks for all the great input!


Suggestions from Reddotblog Readers


 Barbara J Carter 

Go out and visit as many different shows as possible. Visit ALL the local ones, no matter how small, plus as many farther-away ones as financially possible. Eventually you can use ArtFairSourceBook to find the best shows. Don’t bother when starting out, you won’t get into them anyway.

Visiting a show, look at everything: the quality of the art, the number of shoppers, how many of them seem to be buying, how happy or busy the artists seem to be. Talk to the artists, especially the ones who are showing work similar to yours. Go on the last day of a multi-day show, so the artists know how well they did. “I’m thinking about doing this show next year, how was it for you?” is a good opener. There are a few grouches, but most artists are happy to share info. It’s how they started too.

Take notes on displays, tents, everything. Ask people where they got their stuff. Read everything available about doing shows. Figure out how to apply. Many shows use, so set up an account there. Get all the necessary equipment – tent, display system, boxes for your work. Start with small local shows (make your beginner mistakes there) and work your way up into the better shows.

Finding the shows where your work sells is trial-and-error. You pretty much have to try them all and just see how it goes. Drop the duds and keep the gems. Keep careful track of all of your show-related expenses. You might have a few more sales at an “away” show but if the hotel costs eat it all then it’s not worthwhile. It takes a few years to find the gems. Some shows are so hard to get into you’ll probably take a few years just to figure out how to get in.

Have a mailing list signup sheet out at all times. Your list is your key to success, so work it.

Johanna L. 

This is your time to sell your work. Do not make it easy for family and friends to stay for long periods of time. Leave chairs at home. Bring a bar stool or diector’s chair for you alone.


Diane Quarles 

Knowing a particular show or festival’s market audience and product range has proven one of the most important aspects of a show’s personal success. Ideally, I try and accept shows where there is a proven history of high traffic volume and greater incomes and/or tourism.

I have found the most important criteria, however, is the range and price point of the artwork at the show. If a show is mostly lower craft, I typically do not sell well since I cannot compete with a far lower price point. The show visitors also tend to be more concerned with bargains and getting a good price rather than the quality of the work. If there is a broad range of artwork in style, media and price, I tend to do fairly well. These shows also seem to attract the more art savvy clientele. It is not always just about the sheer traffic volume, but whether or not they are truly there to enjoy and purchase art.


Brent Haddock 

Knowing your audience at an art festival is a key factor in determining your success. I try to find festival’s where the audience is there to celebrate the arts and not so much into the party scene.

The neighbor booth at one festival last summer, sold completely out of everything during the first day of the festival. I figure he sold $20,000 worth of art in just a few hours! He sat in a chair at an empty table for the remaining two days, handing out business cards! He clearly had done his research had artwork priced correctly and a product that everybody found interesting. People were lined up to buy his stuff, it was truly amazing.

Additionally, I think it is important to make your booth look professional and gallery-like. Don’t hang everything you have ever produced in your booth, be selective and choose pieces that will draw people in. When possible, demonstrating your art process in the booth always gets attention. I found that it is better to keep your business cards behind the table and hand them out only when someone needs the information. Too often customers will take a business card and say, I’ll be looking at your website and get back to you. Unfortunately, they don’t.

Bob Estrin

A few days ago I put up an article meant to give artists information on how to prepare and sell at small art shows based on some of my experiences. You can read it at


Jo Ann Nelson 

Be there! Be positive and interact with people who view your work. If you sell the artist, you will sell the work. Of course do the research about the type of show, and choose wisely.


Phyllis Terrell 

One valuable thing I learned in applying for an art show is that your artwork might be rejected from one show but actually win an award at another show.


Janet Glatz 

As a veteran art festival attendee/artist, I have found that looking and sounding as professional as possible is a must at any mid-to high end show. It is so easy for buyers to look down their noses at a display that screams: “I don’t know what I’m doing!” Be tasteful–be neat–don’t overcrowd your booth, or attend a show when you have only five things to display (unless they are huge). Dress well. Smell good, but not overpowering. Don’t eat while at your booth. Otherwise, smile and enjoy the people and the experience. I love art festivals!


Peggy Martinez 

I started at smaller events, luckily I took pictures of my booth because when I applied for larger events they requested images of your booth setup. Here are my recommendations;

*I go with my husband and young daughter, we’re a small family and don’t always have a sitter for her. We work together, setting up, taking down and established a rule that only one person at a time in the booth and no eating inside the booth.

* When I setup, I step out of the booth to check the key areas where people will first see my booth and hang my best work there.

* Listen to the comments, you can learn alot from it, my first year someone came in and said “Oh the pink lady!”, this was huge feedback that I needed to expand my color palette. Since then I’ve created series of works with exciting new colors.

* At the end of the day, we analyze what went well, what didn’t and adjust.

* If possible, try to get the same spot every year, people that follow you will look for you there.

* Be freindly, have a positive attitude and it’s OK not to give your artwork away!

* I don’t sell notecards because people will look for the least expensive item.

* Have a sense of humor, no matter how tired, sick, frustrated or hot you are, customers will pick it up quickly, first impression is everything!

* My last show I had a cast on my leg, it was a good icebreaker…so, good luck and break a leg!


Linda McCoy 

Most people are gracious and complimentary, but be ready to roll with a few punches…..
“Is that the price or an inventory control number”
“Uncle George paints like that”
“Her grapes are too grapey.” (my favorite!)
“I’m taking a course to learn this on Friday night.”
Be sure you are set up early and at the time specified, the judging is often done before the event opens.
You can have a banner with your name on it made at Ofc Max or Staples, this looks nice on the outside of your tent. Once set up, take photo’s of your display, many shows require this as part of the jury process, you’ll then have them for next year’s entries.


Joy Scott 

Set up your tent early. Make an emergency box which should include aspirin, a hat, rainwear, sweater, water, snacks , sunglasses and extra supplies. Be prepared to take credit cards, I highly recommend square, it is quick and easy to use. And most importantly don’t forget business cards.



A few points of etiquette for artists going to art shows to scope it out. The artists are there to sell art, not to talk with other artists . Ask them briefly and politely if you can contact them after the show, and write down their email. When a customer sees someone engaged in conversation they may have the intention of coming back, but if something else catches their eye, and they can’t quite remember where that booth was …. Get the picture? Don’t be the reason that a hard working artist loses a potential sale or a valuable contact. It can cost 6-700 or more to do a show when you include jurying fees, booth fees, possible vehicle rental – not to mention hotels, food, maintenance on your booth equipment, and so on. When I have only 8 hrs to make the most of a sale, no, I don’t want to discuss where I get my frames or where did I get that canopy or replacement parts for my panels. I just don’t have the time, sorry. And at the end of a show I’m dead tired and have to take it all down and pack it up so I can unload it all back home. At a recent show, I sold pretty well, all things considered economically. The guy next to me sold nothing. He’d tell you it was a lousy show and don’t bother. I’d say it was OK. All you’ve learned is that people’s tastes vary, quality of work varies, pricing varies, salesmanship varies and they are all independent of the quality of the show. The best approach, I think, is to spend a long time at a show and be the observant fly on the wall. Watch the traffic. See how many bags are being carried. Note if there’s distracting entertainment or other side shows that pull people away from the art. See how people’s work is priced and how it compares to yours. You’re going to learn most of what you need to know that way, I think.



I second the comment about not overcrowding your display. It should not look, as one fellow-artist put it, “like you are showing everything you ever made”. I am a jeweler, and my colleagues are often guilty of overfilling their cases. Hard as it may be to leave a set-up looking spare, it creates the space necessary for the browser to focus on individual pieces. It looks sleeker, more confident and professional, and less like a rummage sale!

I would also say that it helps a LOT to share a story with shoppers. Describe how or why you made what you made, in brief, unusual terms. This story gets people invested in you and your art, making them more likely to buy, and to remember you. And they pass this story on to others. An example– “I call this piece ‘Cross Country’– I was cross-country skiing when I came across this scene. I always carry a sketchbook with me, so I stood there on my skis and drew it. Then I went home and created this piece”. Many times, people go away, and come back with another person, show them the piece and repeat the story. Most people have no clue how an artist works, and they enjoy the glimpse into the process.


Victoria Pendragon 

A quick question to those who recommended not eating in the booth – which brings up the issue of the need for occasionally relieving ones self as well – I’m guessing that ideally one has an assistant or helper in order to pull this off? Leaving the booth un-personed seems like asking for trouble….and if one has an assistant and one is only supposed to be the only one in the booth…well then what, please?


Evelyn Drew 

Make sure that your booth is not a dead end space. Leave a way for people to circulate without feeling trapped. This will also aid the traffic flow (and the air flow) in your space.

Place eye-catching, important art where the viewer can see it at first glance while approaching your booth.

Try not to answer a compliment with “thank you”. It psychologically ends the conversation or transaction. Say that you appreciate the compliment or you are glad that they like it. Also it is one of your favorite pieces or did you notice the ______________ I painted in the background? Say thank you when they are finished or have purchased something.

 Jason Horejs 

Great advice Joy, everyone should have the ability to process credit cards and Square makes it easy –


Judith Rothenstein-Putzer 

A packing checklist with everything from panels to bandaids minimizes forgotten items when you get to your site. I also like to have a visual inventory with a thumbnail image of the work, title, price & tax (This is especially helpful for those helping with sales).
**Last but not least, STAY HYDRATED (I learned the hard way- dehydration is worse than the port-a-potties!).

 Barbara J Carter 

It would be nice to have family or friends to help out, but some of us do this alone. It’s not too bad.

Regarding bathroom breaks: Official booth-sitters from the show are never around when you need them, so I just let my nearest neighbor know where I’m going and make it as short a trip as possible. (Your neighbor can then let people in your booth know you’ll be right back.) Admittedly, with my big paintings I don’t worry about theft the way a jeweler does.

As for eating, you have to eat and you have to be at your booth. But you don’t have to eat inside it! I usually duck behind my booth or sit at the side and unobtrusively grab a bite when traffic is light. There’s always a quiet moment here and there. (Baby wipes, by the way, make for easy cleanup.)

Bottom line, you gotta stay hydrated and you gotta eat. People understand.


Dianne Horton 

No matter what, stay positive. Smile! I like to have a couple of pieces from that area where I am showing as the eye catcher. I like to hang a recent award in (8 x 10) a place where a browser can see it. I try not to sit down and try to be eye level with the buyer. A tall seat can be the best investment when it’s a more than one day show. I move work around for the second day. It looks like things were sold. A returning customer might need to ask where the piece they liked is now. Try not to be negative about the weather. I had one of my very best shows in the pouring rain in Bar Harbor! I often use that as an example when I hear negative comments from artists as well as customers!


I don’t sell at fairs, but wondered how reliable Squareup was for being able to take credit cards with a smart phone. The device itself is not expensive, but is there a service? Also, how do artists handle it when people dispute a charge? I have a friend who sells antiques on ebay; she says every so often she ships a piece with a return receipt required, and gets the receipt back signed…then the buyer disputes it and says they never got the item. Their CC co removes the money from the seller’s account and poof, she is out the antique and the money plus the shipping, and someone got a free antique. How do you prevent that sort of thing?

 Julie Bernstein Engelmann 

Wow, I just want to say Thank You to each one of you who contributed so much wisdom here!!


Gerri Buteyn 

I’m a part-time artist/art teacher has done summer shows in the past, but found that the fees for shows were staying high while the profits were coming down. I’ve joined a fine arts group in Waupun Wisconsin and have been influencial in starting a high quality, low fee show in Waupun to allow for maximum profitability for artists. Our goal is not to make money off this event, but to break even just to support artists and the visual arts in Wisconsin. We are open for submissions until June 8th or until full if any of you are interested in becoming a part of this show. You will find all of the necessary information at the Waupun Fine Arts website:
Happy to be a part of supporting the arts!
Gerri Buteyn, Visual Arts Coordinator
Gerri Buteyn



A lot of great advice and suggestions here. Especially the one about not saying “Thank You” until the deal is done. I’ve been guilty of that far too often.

If you have a specific genre, my suggestion is NOT going straight for your niche crowd, unless you know you have a following there. For example, if your work tends toward the horror-genre (as mine does), you may not do as well at Horror-Themed Shows, as there is direct competition from everyone there. Among a more ecclectic audiance, your work will stand out.

 Barbara J Carter 

Cindy, that’s called a “chargeback” when a customer disputes a credit card charge. For fine art, chargebacks are VERY rare. I’ve never had one. I think selling fine art face-to-face is completely different from selling antiques on eBay. You make a personal connection with your collectors. They like your work and want you to do well; they are invested (literally) in your success. I don’t think they’re going to try to screw you. At least mine haven’t!

There are ways to dispute a chargeback. A signed sales slip should be good enough proof. You definitely should check your merchant account’s chargeback dispute procedure to make sure it’s reasonable. Some companies charge you a fee even if you successfully dispute a chargeback. This is one of many things to check before signing up for a merchant account.

I haven’t used Square so I don’t know what their chargeback procedure is.

Even though it is a good idea to take credit cards when selling fine art, I don’t recommend a first-timer run out and get a merchant account right away. Do a few small local art shows first, tell people you take checks, and offer to deliver the painting to their home if they don’t have their checkbook with them. Take a $20 cash deposit or something to hold the painting. Be creative. People will understand. Once you know you’re going to do art festivals in a serious way, that’s the time to start thinking about taking credit cards.


Judith Rothenstein-Putzer 

Cindy- I’ve been using Square on my smart phone for almost a year & think it’s the greatest thing since white bread!! When making sales in person, the customer signs on the phone itself with his/her fingertip. Most people think this process is kind of fun mixing technology with fine art. They choose whether they want an e-mail, text or no receipt. I always fill out a paper receipt as well. By the time I get home from a day at the fair, I have an e-mail receipt of the sales. With regard to phone sales, e-mail & faxes help to keep a record of the dialog regarding the sale. So far, I’ve had only positive experiences!


Intuit has Go Payment which I use. I read that it is a tighter from a security standpoint than square. If you have Intuit Quickbooks, which my bookkeeper does, then it is free and the rates are quite low. (My rate is lower than any of the Square users that I have talked to. I download the deposits from my bank account right into Quickbooks where they are allocated.
The swipe device is free and plugs into your phone audio jack. The customer can sign with their finger pad on your phone or iPad screen. If you enter the card data with the card remote, then the percentage that you pay goes up about 1%


Mason Parker 

Plan an afternoon well in advance of your actual show, to set up a practice show at a local ball field or vacant lot. Be as thorough as the real one, from preparing your inventory for transport, packing your car, setting up the booth with all your merchandise, taking it down, and going home to unpack.


merritt menefee-johnson 

I also use square. I have a merchant services account as well thru my bank…but found that square is amazing. I can track when my sales happened during the day at the art festival…I can make notes of what sold at what time of day…the customer gets a receipt emailed to them with my logo and information on the receipt…and I can get approvals right in the middle of asphalt without expensive merchant services equipment. I totally agree with Judith. AND the device and app are FREE! I even ordered a second one to keep on hand in case the first one fails.


Janet Glatz 

The more I read about galleries as opposed to outdoor shows, the more I am convinced that an outdoor display should resemble a gallery space. I have been guilty of worrying that I didn’t have enough paintings to fill the space, so I placed pieces far too close together. More than once, I’ve heard the words, “I’m all confused now” from potential buyers. It is ALWAYS easier to make a choice when there are fewer options. I’m not suggesting that a display should go from 30 pieces to 10; but how about twenty with lots of space between, and no more than two horizontal rows? Also, you can offer to remove one or two paintings from the display and let the “looker” take them away from the others for a few moments to allow for un-distracted viewing. For my next show, I plan to have a few pieces “in the back” if someone wants to see more of my work.

 Carol Joy Shannon 

I’ve been doing outdoor shows for many years now. It is cash flow and gets my work in front of people who may not see it in my studio or in galleries. All of this advice is very good. I think the key ingredient is that
you have to really enjoy interacting with people, lots of them, and saying the same things over and over again, in a different way. Treat everyone as if he were a collector. That funny looking woman in the well-worn sweater may be the one who buys your big piece. Engage people. The “story” suggestion is a good one. It’s much more interesting to hear why you painted something than why they should buy it. Show a cohesive group of work in a complementary palette and have at least 3 price points. The Square works great. Don’t worry about it. It is the least expensive and most trouble-free way of taking credit cards, and you must take credit cards. In the last few years a lot of people have been using cash, but if you are going to make a big sale, you will likely make it with a card. The advice about scoping out shows is huge. Shows are expensive to do in terms of money and time, and it pays to know which will work best for you. Find out what kind of numbers they expect – how is it advertised, what is the attendance history etc. And, yes, do the shows that are art shows, not “festivals with art” — that way your audience is coming for the right reasons.


Rick Chapman 

there’s an excellent series of Squidoo lenses on art fairs by Mona Majorowicz they can be found here:



Looking in the ebook and reading some comments given by Linda McCoy, I can add a couple of the better ones I have gotten as a wildlife photographer, including:

Q. Are these real photographs?
My answer is either: “They are real, I’m fake” or “Joe’s down the aisle are the real one’s”

Q. Were you there when you took this picture? (no kidding, I’ve been asked twice)
My answer the second time (too stunned the first time it was asked), “No, my camera is mature enough to travel on its own”


Pat scheiblw 

Several people referenced “telling the stories ” of their pieces. People do love these, and it often makes the sale. As a gallery part owner, I have thought about some way to post short stories by the pieces on display. One certainly doesn’t want to follow visitors around, offering the story of every piece that catches their eye. I think this applies at art fairs as well. Does anyone have experience posting stories, and how do you do it in a professional-looking way?


Evie Cook 

I learned a great marketing technique from an artist who had been painting and showing for many years. She created rather large, beautiful paintings and it was easy to fall in love with one or even several. The price tags were prohibitive to most people visiting her booths or shows. She also had framed giclees usually in two smaller sizes so potential customers could still purchase the image they loved without breaking the bank.

I began employing this technique myself. My art was digitally created and printed on artist’s canvas, so I already had the pieces saved in a format where I could print smaller canvas sizes too. Plus I created archival paper print versions in two smaller sizes as well. The paper prints had the best markup–a good size to purchase at a very reasonable price, yet very inexpensive for me to produce on my own printer at home. This allows me to do shows where I may not sell a large canvas piece, but people will fall in love with one particular image and get the paper print instead of leave my booth empty-handed. I usually sell many paper prints and make my expenses back plus enough to make it worthwhile. If I didn’t have those paper prints I would sell less than half my usual volume, and even one more larger sale would not bring in more income than several paper prints.

I realize this may not work for all artists, but it has been very successful for me and now I never do a show without a good supply of my archival paper prints.



In addition to  the great comments, we also had an artist create a more comprehensive guide, which I’ll also include here in the interest in consolidating all of the info on this topic.


Successfully Marketing Your Art through Art Festivals

by Larry Berman

Getting Started

You’ve been painting for years. Friends and family members give you positive feedback, telling you how much they love your work and suggest that you should be selling. Or maybe you’ve visited an art show and have seen other painters selling their work. You imagine setting up a booth in front of thousands of people who might purchase your paintings. You’ve been told that art festivals can provide a viable way to earn a living doing what you like best.

Creating Artwork that Juries Well and Sells Well

Contrary to what you might think or have heard, it’s not that easy to get into an art show. One of the first things I learned that helped me get into the better shows with my own photography was the importance of having a unified or related body of work. It made for better jury results and helped attract buyers that were interested in a personal style, not just a random piece.

The Application and Jury Process

The application requirements of “juried” art shows are that you submit individual digital images of your work, usually three, four or five, depending on the show. Additionally they require an image of your display or booth. The display image will come across more professional looking if your body of work is unified and matches the style of the individual images submitted.

Some major art shows get over 1,000 applications for about 200 – 300 spaces. Smaller more local shows get fewer applications and are easier to get into.

Jurors spend very little time viewing the images of each applicant so your jury images need to be of the best quality with nothing to distract the jurors. Projection juries use multiple digital projectors and project the entire set of jury images simultaneously, usually for less than 20 seconds per artist in the first round, where up to 50% may be eliminated. Images are viewed by each medium so you are competing with other painters for space in the show.

The preparation of your jury images is the most critical component to your being accepted because your images are all they have to go by. You can be the best painter in the world, but if that isn’t reflected in your images, you won’t get accepted.

Photographs of paintings should not include mats or frames as they make the painting look smaller within the space allocated to each image in the jurying process. The display image should be representative of what your display will look like at the show. The work should be shown hanging in the booth under a white canopy or tent without identifying signs or people. If you don’t have a white canopy yet or have never even done an art show, look for a show (usually only a few of the top shows) that has an emerging artist category where the show provides the display. If you apply in this category you’ll be juried only against other emerging artists.

For the smaller shows, communicate with them, explain your situation, and they will probably let you photograph a grouping of your work or submit an additional artwork image instead of an image of your display or booth.

Where the Shows Are

Online resources have largely replaced print media. ZAPPlication and Juried Art Services are the online application systems that most of the major art shows use. Artists use ZAPP® to find shows to apply to and art shows use ZAPP® because they know that’s where the artists look for shows.

Art Fair Insiders has art show listings besides being an online forum/blog where over 9,000 artists share information. Art-Linx has a large artist e-mail list and art shows pay to have e-mail blasts sent out with their information and closing dates. There are even a few Facebook groups where artists share show information.

For new artists, Sunshine Artist Magazine is the only trade publication for artists doing art shows. The Art Fair SourceBook lists the particulars of the top art shows in the country and also has regional editions. Both are still available, though the SourceBook is now only online.

Most art shows have application deadlines 3 to 6 months before the show actually takes place. Artists doing shows regularly plan their schedule up to a year in advance. For example, Florida winter shows take place in January through March close in September and October. Midwest summer shows close in January through March.

Most areas have nationally rated, difficult to get into shows, and there are thousands of smaller local shows that are much easier to get into and are a good place to get your feet wet, so to speak.

I strongly suggest walking a few shows to see how other artists are displaying. Even better if you can walk shows that you’re specifically interested in. The best tip I can offer is to attend an open jury, even if you have to travel some distance. A few of the top shows allow artists, even those that haven’t applied, to sit in the back of the room to watch all the submitted images projected. It’s an amazing experience and there’s no limit to what you can learn by seeing how your images, or those of your competitor’s, project.

Getting Accepted – the Display

You’ve gotten through the jury process and are actually going to put together a display. White tents or canopies can range in price from $200 for an EZUp at Sam’s Club (or Caravan at Costco’s) to $900 for the starting price of a Trimline canopy, the sturdiest canopy you see at art shows. You may consider renting a tent to start off, but rental tents are usually opaque, not letting light through, so your paintings will not be viewed well. Canopies like Trimline and Light Dome (lighter but still sturdy) are translucent, designed to let light through and make the artwork hanging on the walls look good.

Inside the canopy you will need walls to hang your paintings on. The most professional looking are the carpet covered Pro Panels. They look like walls of an art gallery but light weight and sturdy. The best alternative are mesh walls made by the Flourish (Trimline) company for all types of canopies. They are made from a vinyl mesh and roll up taking very little space in your vehicle.

If you sell reproductions of your paintings, you will need a display bin for your unframed work. You will also need a desk or table for making sales and displaying promotional material or business cards. Pro Panels makes carpeted desks in the same style as their panels. Your vehicle will probably determine what type of display you eventually end up with unless you plan on always renting a van. When I downsized from a full size van to a minivan, I stopped using my Pro Panels and went to mesh walls because they fit better in a smaller vehicle. I now rent my Pro Panels to artists who do shows in the Pittsburgh area where I live. Whatever canopy you decide on, make sure to use lots of weight in each corner to reduce the chance of wind damage.

Making Sales – Taking Credit Cards – Packaging

You need to be able to take credit cards. The Square (and similar credit card processing companies) allow anyone with a mobile device and a data plan can sign up for the Square and take credit cards wherever they are.

For packaging the sold painting, I’ve always been a believer in using large clear plastic bags so your painting can advertise for you as your customer walks around the show.



Leave a comment below

Do you have advice to share about succeeding in art shows and festivals? Do you have a response to one of the suggestions above? Would you like to say thanks to the artists who contributed to this post? Please, share your thoughts below.

About the Author: Jason Horejs

Jason Horejs is the Owner of Xanadu Gallery, author of best selling books "Starving" to Successful & How to Sell Art , publisher of, and founder of the Art Business Academy. Jason has helped thousands of artists prepare themselves to more effectively market their work, build relationships with galleries and collectors, and turn their artistic passion into a viable business.


  1. I’ve been selling at art markets for about ten years. My best tip is imagine you are a customer: How whould you like to see the work displayed. How do you want the artist to talk to you, etc. etc.

  2. Lots of great advice and information. The one bit I will comment on is, it’s not a good idea to be sarcastic or dismissive. People sometimes say silly things. Most times it is said innocently enough. DO NOT get offended and take it to heart. Most people do not know how to talk about art and say the only thing that comes to mind. When we are set up at these events we do become an ambassador of sorts for the arts, be nice, be informative and don’t be an arrogant A* *hole.

    1. You’re completely right. It may feel good in the moment, but I guarantee sarcastic answers that are designed to make the _potential buyer_ feel silly or stupid will cost you sales.

    2. Really good point here. Numerous times I’ve not purchased a painting I wanted due the attitude of the artist/salesperson. No matter how much I love a piece, if it comes tainted with a snobby or rude attitude its not for me.

  3. I would say the most important decision to make about participating in shows, is knowing the quality and price point of what is being sold. I have been in far too many shows where all around me was people selling crafts. I am trying to attend all local shows to speak with the artists about how long they have been participating, how sales are and what other shows they feel are good shows for artists. So far I have not met a grouchy artist that is not willing to share that information. I also check out what they are selling (prints and/or originals), their prices, etc. I also check out the customers to see if they are walking out with art.
    When I am exhibiting, I have a list of items that I bring to shows. I have everything in totes for the set up of the tent. I bring tools and extra of everything. I always bring a small cooler with snacks and water. I let my potential customers walk around the tent without me bothering them. If they stop at a particular piece, I start to tell them the story behind the painting. I do not keep my business cards out, as many people just take them and throw them away. Your booth should look very professional, leaving room next to each painting so it can be admired. There may be shows where you don’t even recover what the show cost. I have changed my mindset, before I would be upset and whining about not making enough money. Now I look at the show as advertising. When we advertise in a magazine or website, clients do not get to see the work in person. When in a show, your work is out there for the world. Even though you may not have made a sale, you may drive people to your website, they may come back to the show the following year looking for you, etc. You just never know. But one thing is we should NOT get discouraged.

  4. I sell my art at festivals for many reasons, not the least to practice interacting with customers. When I learn a new art sales tip (from Red Dot Blog, for example, or other artists), I then practice that at my next chance or art fair, such as simply asking for the sale (thank you Jason Horjes). When I heard from a strong-selling artist that she displays her items in tiers that lead up to eye level, I started doing that in the next art show and noticed an increase in sales. When one artist told me that 85% of his sales were credit card sales (fewer people carry cash, for safety reasons), then for the next show, I got set up with a PayPal business account and credit card reader for my iphone. Again, I experienced an increase in sales.

    In other words, I’ve found that it’s more effective to practice a few effective things soon than to amass hordes of information.

    1. Hello, does the PayPal card reader have any hidden fees? I have one and wanted to make sure it wasn’t going to charge any fees to my customers that I’m unaware of. Will be doing my first art show next month! Thankfully it’s a local small town show, perfect for getting a feel for this all.

  5. Here is a great book, that may still be available on Amazon, written by an artfair artist that just about covers it all and does so with humor!

    Art Festival Guide: Artist’s Guide to Selling in Art Festivals, by printmaking artist Maria Arango 1000 Woodcuts, 2007

    Who knew there was such a thing as an “Artist Vacuum”!

  6. Hi Jason,
    As a hobby painter considering taking the next step and exhibiting my work I can’t thank you and your followers enough for all the down to earth advice. I learn so much each time I read your posts.

  7. I’ve never thought about how much preparation must go into prepping for an art show or festival, but this changed my mind about it. If you’re trying to get the best resale value, I guess there’s a lot of things that you can do, and I really liked your tip to sell your own bags because they can act as advertising as well as protection. So many good ideas here that I just feel like I need to thank you. Thanks for sharing!

  8. Dianne Horton says that she “likes to hang a recent award” in her tent at shows. While that may seem like great marketing, most national shows have a caveat against this. If you win an award at a show, by all means hang it right out front! But most shows don’t want you showing awards and ribbons from other shows. If you have a brag book, put in it pictures of you and all your awards. Or if someone likes a particular piece, tell them that it won an award at such and such a show.

  9. I have become very picky about what art festivals I show in. I have not wanted to invest in a tent nor be outside because of possible weather issues. So, I only do festivals whose entry fee is low and there is an alternative to having my own tent. I will be in a show in a few weeks where several artists can be inside at a local vineyard’s tasting room. Last year, those of us in the tasting room fared much better than those who were outside with their own tents (weather-related issues).
    I realize that some of the really big-name shows with thousands of potential customers would be off-limits for me because of this, but that’s fine for now. I live in a small state with a small population and lots of summer visitors from all over, so I focus on keeping things manageable and inexpensive for me. This summer will be the 2nd year for this festival and I will make changes to my own booth based on what worked/didn’t work last year. Sales were low last year, however I sold more than almost anyone in the festival, so I felt fortunate that what I was doing was comparatively successful.
    Not having friends/family hang out and block the entrance to your booth/tent is important. This seems to be an issue for me so I often have to politely ask people to step aside so a potential customer can enter and look around. I always make eye contact, have a big smile and a greeting as someone approaches my booth. That alone can draw in most people if they see a friendly face and feel free to come in a roam around and not feel like they are being bothered.
    I like the idea of attaching something to the painting that briefly tells a story about that painting. I am going to try that at this upcoming festival and see the results!
    Here are some “gems” I’ve experienced and you just have to take it with a grain of salt and laugh: (1) Did you really paint all of these? (2) Could I move this painting so I can get a good photograph of it? I can’t afford any art so I want to take a photo of your painting and have an enlargement made to hang on my wall.” REALLY!!! (3) How long did it take you to paint this? (With the inference that if it didn’t take that long I should lower the price!!!) Good luck everyone!

  10. This is amazingly useful information that everyone has contributed! I’m a musician/vidoegrapher/photographer and within the past year I’ve been doing aerial photography too, which is A LOT of fun! I’ve been able to get a lot of great shots at totally different angles and I’m going to be doing my very 1st art show in May 2017 in Montauk, NY. I have an aerial panoramic shot of the Montauk Lighthouse that got in the 2016 Map for Montauk which I’ve printed on METAL and it looks amazing on metal. Anyway, all this info is VERY helpful as I think a lot of people don’t realize how much time, research, and skill goes into being an artist of any kind. Thanks so much to everyone for contributing your experience and knowledge on doing art shows as I appreciate all the tips very much! I wish everyone nothing but the best in selling your art wherever you go and I have the utmost respect for anyone following their dreams and doing what makes them happy! Thanks again! 🙂

  11. The other tough part though is when your own spouse sees low sales as a time waster, and tells you to just give up. Also Thinks art is a bad career choice.

    1. That’s when it’s time to get rid of your spouse. Do not let anyone shot down your dreams. If things aren’t working, then tweak it, but don’t give up.

  12. Some really sound advice here and as a complete novice I’ve learnt lots. I’ve just started out and have applied and got through a ‘jury ‘ process on first attempt. The most important thing I’ve picked up here is to not be tempted to crowd my exhibition. I have a template plan and it is solid artwork. But now, I’ll be more selective and space my workout to look more professional and as a previous contributor stated, cut it back and maybe show 15 successfully instead of 25 badly. I’ll definitely work on saying that I appreciate the comments rather than a closing thank you. Brilliant forum. I’m from the UK and exhibiting in a large international fair in November.

  13. I started doing shows 2 years ago. I looked at local shows. I submitted photos to one show only, the fall show for Cherry Creek, and to my great surprise I was accepted. I wanted to see if I could sell something before I bought a booth, so I threw a booth together for under a $100, had some lights from my workshop, managed to build it at the show site (which was local for me), hung my work, when the show opened, this sea of people came running in, one came up to the booth, pointed at a piece, and said “I will take that one”, and he did. It was a great show! and I knew I was on to something.
    I outlined what were the top ten shows in the US, and made that as my goal for year 2. I have gotten accepted to most of the shows I have applied to.
    So, based on that, my advice is pick the best local (within 2 hours) show you can find, for your first show. the set your sights on the top shows. Go for the best you can. And have fun while you are doing it!

  14. I find it funny that one of the comments said they have a no food at the booth rule because I actually eat at my table all the time and oddly enough when I am eating is when I always make my best sales. I literally keep snacks at my table for the sole purpose of waiting for it to get slow, take a bite, and instantly I have multiple people trying to talk to me. Some might say it is “unprofessional” to eat at the table but I feel like it makes you seem more human, relatable, and more approachable. Granted I won’t talk with a mouth full of food and I immediately put away whatever I am eating when someone approaches, but I swear the minute I pull out a sandwich I have sometimes two or three people trying to buy something at once.
    I started selling at art shows last year and now I make a full time job of it, even flying overseas with my work. It is good to have a variety of artwork and I always put as much as possible on my table, including using magnets to attach prints to the front of my tablecloth and putting a backdrop full of prints behind me. I keep my portfolio on the table. It’s also good to be engaging, friendly, and stand as much as possible. I also feel like people are more likely to approach if you are being productive too. Stand up, move stuff around, rearrange things. Dont look fidgety but when you look like you’ve had other sales (if you are restocking, etc) then people seem more likely to approach and buy.

  15. This was asked before. Do you find it more productive to show prices or not? I was next to an artist at a show who didn’t have prices and never goes down in his price when asked. He sold fourteen pieces at between three and four thousand each. Only one wall of small five by seven inch paintings at one fifty to two hundred each, and sold forty five of them. But most use prices under their paintings.

  16. Thank you for telling me that I should know who my audience might be in order to succeed at an art festival. My sister and I are thinking of selling her oil paintings and participating in the local arts and events here in Utah might be a good start. I’ll try asking around and see what kind of audience we might have during the event.

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