Professional Development

You may be an emerging artist, new to the open studio business, or just curious. We’ve prepared some resources to help you get organized for selling during that weekend. If you have a resource you think should go here, or if you find a mistake, please let us know.

Free Workshops For VAR Members

Pricing your Art For Open Studios How often do we have the chance to hear a successful, independent working artist talk about this topic? This is a relevant topic no matter if you are new to open studios or more experienced. On Thursday, May 22 at 5:30 pm, let collage artist Erin McCluskey Wheeler take you through some of the most frequently asked topics as you get ready for our Richmond Open Studios! It is free for those registered for ROS 2025, $20 for VAR members not registered for ROS, and $30 for non-members.

Getting Ready for Open Studios is the title of a remote workshop for emerging artists led by Rebeca Garcia-Gonzalez on Thursday June 12, from 6-8 pm. This is a workshop for those selling from a studio or a table, and covers simple ways to promote, payment systems, common scenarios, and how to close sales. It is free for those registered for ROS 2024, $20 for VAR members not registered for ROS, and $30 for non-members.

No Website?

Creating a web presence as an artist does not have to be difficult or expensive, and it can really help direct collectors to your show, a table at an arts fair, or to your studio.

We recommend you create an Instagram account. It is free and many artists sell directly to their collectors in this manner. If you aren’t good with technology and need the simplest guide, read this article, Instagram For Artists.

If you aren’t freaked out by IG, Samuel Earp has created a guide that explains everything you need to know. How to Grow an Instagram Following as an Artist in 2024 is easy to read and has great advice. Read it before you begin.

Affordable Art Display Ideas

Store-bought display systems can be expensive. DIY systems can also be expensive, but they are a better solution if you have a lot of art to show, a truck, and an extra pair of hands to help you lug it. Here are some intermediate solutions you might like:

A 4 x 4’ Stand alone gridwall system will cost between $200- $300. Here is one example.

But artist Irma Grant makes a wind-resistant art display panels out of screen doors.

And Katharina Vollbracht created a lightweight plywood display that is easy to carry. See it here.

If you have basic tools, you can make an A-frame display, either tabletop or stand-alone.

Cheap Promotional Ideas

Postcards - Artists with studios in areas of high traffic will tell you that most sales take place when you mobilize the people who already know you and bring them to your event. That’s why now is the time to start collecting those people and their emails - this is the beginning of your mailing list. If you can afford to buy stamps, send your postcards to this group. If you can’t buy stamps, give them in person as a powerful visual reminder.

Flyers - Start scouting for community boards, those places where people are allowed to post flyers. Download the flyer below. Placement is almost more important than the number of flyers you leave around town.

Signage - Signs announcing your Open Studio on the day of generate a lot of foot traffic. Hand-painted signs with arrows, placed as high as you can reach attract the most attention.

Instagram - Prepare a series of images of your work with captions and a little story. People remember the personal! Post a new one every 2-3 days. For as long as you are telling stories people will like it.

Google - Google lets you announce your business for free, so take advantage. It doesn’t have to be a brick-and-mortar if you have a website. Make your Open Studios an event.

Nextdoor - Announce it to the people living within 5 and 10 miles from you. Introduce yourself, since many might not know you. Publish a new post every two weeks.

Facebook - Let’s face it, not everybody goes there very often, so post early enough that your circle of friends gets to see your announcement even if they visit once a month.

Mini-newsletter - Two weeks before your Open Studios, send a little reminder that starts with a personal story. Include 1-2 images and keep it short. People will read this.

Friends - Write to your friends, tell them to spread the word and give them some images with captions, and 2-3 sentences they can use.

Overwhelmed?

Many artists feel paralyzed when confronted with the many tasks required before an event. This timeline might help:

How to Start - About Eight Weeks Before

  • Pick what you will sell

  • Choose image you will use to promote this event

  • Order business cards if you don’t have enough

  • Create a postcard if you want to remind collectors

Seven Weeks Before

  • Update your mailing list

  • Update prices if necessary

  • Write and send a Save The Date email

Six Weeks Before

  • Order any necessary bags, mats, frames and hanging hardware

  • Add this event to your social media and/or website

  • Update your Square Point of Sale, if you sell art with it

Five Weeks Before

  • Update your art labels, if you use them

  • Add the new work you’ll sell to your website or social media

  • Update your map and directions

One Month Before

  • Match the prices on your labels, website and social media

  • Buy postage and mail postcards

  • Begin writing your newsletter or email blast

  • Order any wrapping materials

Three Weeks Before

  • Send your email blast telling people what you will be selling

  • Begin posting on social media

  • Start cleaning and making space in your studio

  • Pack or cover anything you don’t want visitors to see

  • Collect or create what you’ll need for table sales: tablecloth, cash box, art display structures, newsletter sign-in sheets, postcard or card holders

Two Weeks Before

  • Print Hold and Sold stickers

  • Create indoor signage to help shoppers: your check, hold, and return policies; your city’s tax rate; About The Artist.

  • Create a price list of you don’t display prices on labels

  • Make or find the outdoor signage: sandwich signs, sign-in table, balloons

One Week Before

  • Buy any refreshments you’ll offer your visitors

  • Send email reminders and post them on social media

  • Gather or buy food display plates, cups, napkins and cutlery

  • Hang the signage and the work you’ll sell, or pack it, if you’ll sell at a table

Night Before

  • Charge your phone and any other devices you’ll use

  • Make sure your Square Reader is charged and updated

  • Print paper receipts in case there is a power outage or wifi issue.

  • Pack the signage and anything you need to display outdoors

Taking Care of Business

VAR cannot give you accounting advice regarding selling your art at open studios. However, it is fair to say you are individually responsible for the taxes you need to charge, and the taxes you need to pay.

Do you need a free, seller’s permit? Probably, with the location of the place where you’ll be selling, i.e. your studio or one of our partners’ venues.

Do you need a City of Richmond business license? If this is all the selling you will do this year, probably not. Please ask an accountant to be sure you do not need one.