New Goals + Winter Months = "Outside the Box" Creativity

During the winter months, Asheville's River Arts District turns into a ghost town, but I've found the winter months to be an awesome time to think, dream, imagine and plan new work. When it's slow and I have time to catch my breath a bit, that's when I start thinking outside the box. Boredom is something I dreaded as a kid, but now as a full time artist, I’ve recognized boredom is kind of a gift to creativity. Down time is when my creative brain really starts firing and I begin thinking things like “I wonder how I can do THAT” or “What would happen if I tried THIS?” There’s only one way to find out (and then boredom ends, having done it’s job).

Over the years, I've primarily focused on landscapes, but I've had time to develop some really interesting directions as far as abstract pieces go. Ideally, I would like to have a better balance between the two styles (landscapes / abstracts) because they require such a different creative approach, and that keeps life interesting!

And, in addition to working on paintings for my studio in Asheville, I'm also creating several new landscape pieces for Mountain Nest Gallery in Black Mountain, NC and several new abstracts for Revealed Gallery in Charleston, SC. I’m so grateful for how these galleries have exposed more people to my work than otherwise possible with my studio in Asheville.

Oh, also (on a more business note)…I’ve begun to offer payment plans for people who want to purchase my work. Here’s how it works…If you purchase a completed piece or commission a custom piece from me, you can take up to nine months to pay for it at no interest. When the last payment is made, I ship the painting to you (and...shipping costs are on me).  

So, 2024 is shaping out to be a really fun (and hopefully) challenging year, as I continue to develop this technique of mine and see where it goes and what it becomes, and that is incredibly exciting for me. 

Question 7: "How do you price your work?"

I am currently in a blog series proposing questions an aspiring full time professional artist ask a current full time professional artist so that they have a better idea of getting from where they are to where they want to be professionally. It’s a really tricky and sometimes difficult thing to make it as an artist. That’s the bad news. The good news is that there are people out there somehow actually doing it, so…don’t reinvent the wheel — TALK to them. Every artist I know personally would be very happy answering questions. So find the artist you’d like to grill, make and appointment and get some advice.

Among the questions I’m proposing is this one I’ve been asked a lot: “How do you price your work?” If you’ve read my blog here, you know I’ve talked about this a lot, so I won’t wax on too long here but some points need to be repeated.

Just last week, I was approached by a gentleman that offered me just over 20% less than my posted price on one of my paintings. This doesn’t bother me at all when people do that. I know a lot of artists set a price for a piece of their work and hope they can get as close to that price as possible. This has trained people to view an art purchase the same way they’d buy a car or a house (i.e. you make a low ball offer, then negotiate). But that means the posted price means nothing and is just there to start the conversation. That is not the way I price my artwork because it feels really arbitrary.

The way I was taught to price my work way back in the day is to let sales themselves dictate the pricing. I price according to the size. So I take the square inches of the work, multiply it by my going rate (and that rate is solely dictated by my sales).

My goal is to sell my work as quickly as I paint it. If I get a big backlog, I know my prices are too high. If my work sells too quickly (I can't have empty studio walls), then my prices are too low. This year, I needed to slow down sales (just slightly) in early spring so I bumped up the price per square inch just slightly. That slowed sales down a bit, but I've actually had to raise prices again in June because they were still selling too quickly.

So that's how I price my work. I don't really take offers because I have a very good idea of what the paintings will sell for. Again, different artists handle pricing different ways, so it’s definitely worth asking around and seeing what works best for you. This works best for me because it’s really easy to defend the prices I have posted when that price is actually based on something concrete like sales rather than something arbitrary like “this is what I’d like to get for this piece”. As a client, I can disagree with what you’d like to get for that piece, but…I can’t disagree with sales.

Question 6: "What are the positive points and negative points about having an 'open studio'?"

For someone looking make a living by selling the artwork they create, this is really a very important question to explore. It’s important to note that not all artists are cool with the idea of an “open studio”. I happen to absolutely love the idea because I absolutely love selling my paintings and if I my studio door isn’t open, no one will see them and if no one sees them, no one will buy them. Let me give some background information that might be helpful to anyone considering having art sales as their full time career.

For years, I created paintings. I couldn’t help myself. I have been an artist since I was a kid and I love painting. The thing is, you can’t just graduate art school and then send out your resume to someone that’s posted an ad on craigslist: “Wanted: Artist to create paintings. Salary commensurate to their experience. Benefits included.” That is uh…NOT how it’s done. The question of HOW to get your paintings in front of potential buyers is the question every artist out there is asking. I have found that the best answer to that question is to adopt an “open studio” model and to definitely find other artists willing to do the same thing in the same part of town you’re in.

Years ago, a metal sculptor opened a studio in a run down part of Asheville (i.e. the low rent district). Over time, more artists opened studios nearby. Once a year, they’d all open their studios to the public and they soon discovered that there was a huge public interest in not only seeing the artwork, but in meeting the artist and watching them work. Somewhere along the line, as more and more artists also opened studios nearby, they began to adopt a full-time “open studio” model. In other words, if you were visiting Asheville, you could run down to the low rent district practically any day of the year and wander into a studio, watch the artist weld, blow glass, paint, etc. and buy direct from the creator. Then they renamed the area of town “River Arts District” (because it sounded so much better than “low rent district”). Eventually, over 220 artists created studios in the district and they’ve pooled their funds for national advertising to promote the district as a tourist destination.

It worked.

Because I have a studio in Asheville, I don’t have to do the art show circuit. I don’t have time to. People from literally all over the country (and the world) explore the River Arts District in Asheville. Because of that, I have paintings hanging in homes and businesses in most of the states of the US and in England, Ireland, China and India. It’s kind of crazy.

“Because I have a studio in Asheville, I don’t have to do the art show circuit.”

So that’s the upside. The downside is that you have to be there with your door open. But to me, that’s a small price to pay for being able so easily to actually make a living doing what I’d do for free anyway! I mean, nearly everyone else I know has a job that requires them to be in an office or store or factory or whatever. Even if you telecommute and work from home, you have to actually be committed to the task your profession requires of you, so it’s really no big deal to adopt an “open studio” model and commit to being there. And especially now, I have three other artists in my studio space and they cover days I’m not in. That makes it a whole lot easier when it comes to days off or time to travel.

But the other downside (not for me, but for some) might be that if an artist has an open studio, people will watch you create what you’re doing and will be asking you questions through the whole process. If that sounds like hell to you as an artist, this is NOT the business model you should adopt. I happen to love it because I actually get to know the people who purchase my work.

So bottom line is, it depends on your personality — whether you’re okay being around people or whether you need solitude. Personally, I’ve found it’s much more “balancing” to be around people (and this is coming from an introvert), but…that’s just me. Everyone is different. But if you’re okay with people, and you can find other artists who would consider opening studios with or very nearby you…I think an open studio is absolutely the best way to actually sell your work.

I have so much more to say on this but this posting is probably long enough. If you’re interested in more information though, just post it below, and/or email me at stclaireart@gmail.com. If you’re an artist trying to make a living selling your art, I am happy to help any way I can.

More Questions and Answers

A few weeks ago, several of my Facebook followers asked questions about me and my art background. Since then, I’ve been slowly making my way through the answers. Here is the final installment (for now) of answers. But…if something I say here sparks another question, just ask. Thanks!

Did you grow up in Asheville? If not, how did you find it and why did you move there?

I did NOT grow up in Asheville. I tell people around here that I grew up in a town just south of Atlanta (look on a map...Los Angeles is latitudinally just south of Atlanta). I grew up on the west coast. After Joy and I married, we moved to Washington State (the most beautiful place we ever lived) and then crossed the country with our dog and four kids for an adventure...to discover the east coast. Over the next few years, we spent time in Virginia, North Carolina and Florida, but we kept coming back to the mountains of North Carolina for vacation. Several years ago, I got a job with a company that allowed me to work from home, so at that point, "home" could be wherever we wanted it to be, and that was Asheville. We the town because it has such a great vibe and because the people here seemed to celebrate everything outdoorsy. I love that. At that point in time though, I had no idea there was a River Arts District. Once I discovered that, wow...that changed everything.

How did you find your studio?

I was first offered (for free) a six foot wall space in the studio of a friend of mine (Phil DeAngelo). He had told me that if I sold something, I could kick in something for the rent, but if not, the space was gratis. Who does that?? Well, Phil did so I took him up on it and never had to skip a month of rent. A couple years later, I was making about half the $$ from art sales as I was with my "real" job, so I cut down to half time at my job. Within the six months, my art income surpassed the normal annual income of my "real" job, so I quit altogether and never once looked back. A couple years later, the studio Phil and I were sharing was just too crowded, so Phil helped me find my current studio in the Pink Dog Creative building. I love this studio. It's HUGE and it's so nice to be able to spread out and really make it mine. So I've been there for the last six years and am about to sign on for another five.

What kinds of other jobs did you have before you became an artist?

I was an industrial designer fresh out of college, then began a job painting backgrounds for Hanna Barbera cartoons (remember Scooby Doo?). That was an awesome job. But then the company had a fallout with the union and because I was the new guy, I was let go. Then I was a sign designer (which was a sort of nice combination of the design background I got in college and the art background I got at Hanna Barbera). It was a lot of fun really. When we moved to Florida, I became a project manager. At this point, may I interject a helpful suggestion to anyone hiring for a project manager position? Do not ever, ever hire an artist. My brain was designed to focus on one thing hard. Project managers (I found out) focus on several things simultaneously. That is impossible. I was the worst project manager. I felt sorry for my employers. They were kind enough to not lay me off, but I did quit after a couple years of job hell. I think they were probably as happy about my decision as I was. At that point, I went back to sign design because it was easy for me. It was at this point I found a national sign company that would let me work from home. Then I discovered Asheville. For the rest of the story, see the answer to my previous question.

That's it for now. Thanks for your questions! And if you ever have any more, please just let me know. That way, I don't have to wrack my brain regarding what I'll blog about! :)

"What's Your Best Price on This Piece?"

Most of the time, when people visit Asheville and come into my studio to browse the artwork, they either like it or they don’t. If they don’t like it, they leave. If they like it and if the price fits their budget, they make a purchase. Of that group of interested people though, are people who like to play the “what’s your best price?” game. Don’t get me wrong. I LOVE that game. I love talking someone down in price. It’s part of the fun of going to a garage sale. But…other than buying a house or a car, people don’t EVER try to bargain their way to a lower price with what they buy. I mean, imagine you’re at Walmart or Kohl’s or Home Depot and EverGreen Garden Center and you go up to the cashier, they inform you your total is $60.54. Is your response, “Okay, would you take $40?”

“The way I was taught to price my artwork makes the most sense…”

But there are people who buy artwork that way. I even had a gentleman visiting my Asheville art studio a couple years ago and he was looking at a painting and hollered across the room “well, you don’t seem to want to sell THIS one very much!” That was his way of asking if I’d come down in the price.

The way I was taught to price my artwork makes the most sense, and I wish everyone understood that I never price anything on a whim….”Oh, this one is awesome…I’ll price that high. This one…this is just okay, so I’ll price that lower.” If something is just “okay” I don’t put it on my wall. I remove the canvas from the frame and start all over. What ends up on my wall represents the best I can produce. I think everyone visiting my studio in the River Arts District deserves that. The only thing that determines my price is the rate of my sales. This year, I’m charging $3/square inch for my work. When I started selling my art, I was at $2.50/square inch. That was fine for a while, but when my artwork was selling faster than I could replace it on the wall, I bumped the price to $2.65. Then a year later, I had to bump it again, and then again. My goal is to paint as fast as I sell them.

All that said, if someone purchases something really large, or wants multiple pieces, of course I’ll give them a break on the pricing. THAT is the only point things get subjective as far as pricing goes. But I want to say “thank you” for someone willing to invest that much in me and my craft, and the most logical way to do that is by giving that type of a client a price break.

Aside from that though, I never, ever set prices based on what I “think” it’s worth. Based on my sales, I know what it will sell for and that’s the price I write on the tag. This is really important for my clients as well. They need to know that the value of the art they purchase is based on something more than what I “felt” like pricing it at. And so far, almost every year since I’ve started painting, the value (as set by purchases) is raising.

So setting prices is really a very simple and straightforward thing. If paintings sell too slow, you lower prices. If artwork sells too fast, you raise the price just a bit to slow sales down to a comfortable level. That’s how I was trained anyway, and it makes the most sense to me. If you have any questions or comments though, I’m really open to hearing.

"I'm just not making the sales I need!"

I’m frustrated. Over and over again, very nice visitors file into my studio at 10:15 - 10:30 AM and ask me “What time do all the other artists show up?” That’s such a good question. And when I answer with “some of them will open at 11:00 I think, and then others — who knows?” they sometimes get short with me. I understand that angst. People travel to Asheville and they make their way down to the River Arts District in the morning and they’re greeted with what looks like a ghost town. At 10:00, I’m one of just a handful of studios open.

What’s frustrating about this is not that I’m the only one around. That’s actually good for me. I sell lots of paintings before noon (maybe because I’M OPEN BEFORE NOON). Sorry for the attitude. :)

What’s frustrating is that some of the artists that are not around are the very ones I hear complaining about sales. “I’m just don’t make the sales I need to make it worth it to be here”. But…if you’re not open, how will you make sales?

So if whoever is reading this is an aspiring artist who would like to do this full time, here’s some advice: Look at creating and selling art as a full time job and have regular (and consistent) hours. Then advertise those hours. I know there are lots of artists who are part time in their craft. I totally get that. That was me for many years. So just make it a goal to be “open” as often as you can. And think about finding other part time artists form a co-op and publicize that you’re open! Invite people to visit. Advertise! If you go in with other artists, that makes all the shared costs a lot more possible.

I really want to see other artists succeed, and that can’t happen if people do not see the artwork they are trying to sell. And if the doors are locked, no one will see the artwork and…hence, no art sales. It’s not rocket science.