[Jewelry making - Article 00150] - [Orchid] ACC news

[Noel Yovovich]

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    In case some interested people didn't receive it, I am forwarding an
    email I received yesterday from ACC, clearly in response to the
    previous critical one that was also posted on Orchid. Personally,
    I'll just wait and see, since I missed the deadline to apply this
    year anyway. 

Noel

February 3, 2004


    Dear American Craft Council Exhibitors, 

    We are writing to update you on show-related information as well as
    news about the Council. A show exhibitor recently advised us to
    ?just tell us, here is where we were, here is where we are, and here
    is where we are going.? Embracing that sage advice, we offer the
    following: 

    Where Council Shows Were 

    In the late 1960s the American Craft Council pioneered the juried
    craft show and set the gold standard, spawning shows across the
    country.  Craft shows flourished from the 1980s through the mid 90s.
    But, by the late 90s the show environment began to change as
    competition, encouraged by the Council?s success, increased. Show
    attendance, already in decline, was dealt an additional blow in 2001
    by the downturn in the economy.   Today, there are fewer new craft
    artists doing shows and the craft consumer is graying, affecting
    craft shows, as well as shops and galleries. 

    For almost two years exhibitors have told us passionately,
    eloquently and repeatedly that 

    Council shows are under promoted new consumers, especially younger
    ones, must be targeted    the Baltimore Winter Retail show has too
    many exhibitors efforts must be made to guarantee the quality of
    work shown  

    Where We Are 

    Initial Steps to Improve Shows 

    Responding to input from exhibitors, the Council took the following
    actions: 

    In 2004, increased show promotion overall by 31 percent, and by 47
    percent for Baltimore Winter. The Council spent $783,000 on show
    promotion in 2003. In 2004, we will spend $1,023,000, by far the
    largest ever investment in show promotion. Created and launched a
    new ad campaign geared to accomplish two goals:  to reach out to a
    new, younger audience and to promote craft in everyday living.  This
    present campaign is a first step in revitalizing show attendance.
    Set a lower limit on the number of exhibitors for Baltimore Winter,
    reducing the retail show from a high of 829 exhibitors in 2002 to
    735 in 2004. Evaluated the allocation of resources among the 11
    Council shows, which informed the decision to discontinue the
    Chicago and Baltimore Summer shows in order to concentrate energy
    and resources on the most viable show markets. 

    If you would like a detailed summary of marketing and promotional
    efforts in Baltimore, please send your request to Bernadette Boyle
    bboyle AT craftcouncil.org.  

    Unifying Council Offices 

    In an evaluation of show operations, we carefully considered the
    cost and effectiveness of maintaining two separate offices for the
    total 24-member staff. There is an undeniable advantage from the
    synergy and cohesion that can develop by having all staff in one
    location. Together they can achieve full integration of Council
    programs.  From a financial point of view, the Council pays
    reasonable rent and has space adequate to house all staff in the
    current New York office. Savings in administration and support
    services are also realized, with a total estimated annual savings of
    $110,000. 

    Change and transition are difficult.  The decision to unite the
    Council offices was challenging for everyone, and ultimately Nan
    Alderson and Christine Crawfis departed from the Council. We are
    grateful for their long and loyal service. 

    The present Highland staff have been offered positions in New York.
    Discussions with the staff are continuing.  We very much appreciate
    the staff?s professionalism, generosity and loyalty. 

    Ensuring Continuity and Exhibitor Support 

    We recognize that exhibitors are concerned about show operations and
    we want to offer reassurance. In Baltimore you will see many staff
    that you know and that you count on.  Sharon Kirn will be there for
    check-in on Sunday and Monday; she will be joined by Maria Lecesse
    on those days. Donna Ziegler will be present throughout the show.
    (Special thanks to Maria and Donna, who are coming back to help at
    Baltimore.) And you will see the same tremendous efforts on your
    behalf from Melanie Bender, Susie Linn, Annette Fitzgerald and
    Janith Dack that you have known in the past. Tony Annino has taken
    on additional responsibilities and will continue to be a valued
    member of the show team. 

    Reed McMillan, whom many of you know from his work at GUILD.COM or
    have met at recent Council shows, is the Director of Marketing and
    Communications and in that role has responsibility for Council-wide
    marketing and communications which includes the show program and
    information technology.  Reed joined the Council last August and
    brings over 15 years of craft marketing experience. 

    You will also have an opportunity in Baltimore to meet Sal
    Chiarelli, recently appointed Show Operations Manager. He is deeply
    involved in logistical details of the show. We are fortunate that he
    chose not to relocate when Microsoft consolidated its trade show
    operations in Washington State. Sal is a seasoned show operations
    professional. We are sure that as you get to know him, you will find
    he has an open and warm heart.   

    Mission of the American Craft Council 

    Founded 60 years ago, the American Craft Council has been dedicated
    to promoting understanding and appreciation of contemporary American
    craft.  We have grown to be an organization of some 30,000 members
    that include craft artists, advocates, collectors, educators and
    museum professionals, all of whom we serve and represent.  


    Where We Are Going 

    The Council is uniquely poised to build on its rich history and
    assert leadership in the field to modernize and elevate the image of
    craft and to expand its audience to attract younger consumers. We
    intend to strengthen current programs as well as to reach out in new
    directions.  Trustees and staff have laid the foundation for
    enhanced shows, ongoing communication, new educational programming
    and increased financial security. 

    Enhanced Shows 

    The Council has detailed plans to maximize both the financial and
    programmatic effectiveness of its juried craft shows.  Priorities
    include: 

    enhanced exhibitor communication continued financial commitment to
    marketing and public relations enhanced technology and analysis to
    track trends and response 

    more frequent walking tours and lectures at the shows, offering the
    public a more intimate opportunity to meet artists and learn about
    their work full integration of experienced development and marketing
    staff leading to the pursuit of corporate funding and local
    partnerships 

    Ongoing Communications 

    To keep you updated, beginning right before the Baltimore Show, we
    will be sending you an e-newsletter on show-related topics.  Reed
    will serve as editor and welcomes your comments and suggestions for
    this ongoing e-mail communication. 

    At all shows we will continue the morning exhibitor meetings that
    have been invaluable in shaping our thinking. If you would like to
    attend one of these meetings, there will be a sign-up sheet in the
    show office after check-in.  We will schedule as many meetings as
    necessary to accommodate requests. 

    Educational Programming 

    In 2003, the Council convened an education task force to engage in a
    critical discourse on the present state of craft and future
    possibilities for the field, and then to determine the optimal role
    for the Council?s educational programming.  

    Key findings of the task force include: 

    Within the field the pulse of craft is strong, the work
    sophisticated, the makers talented. Outside the field, the pulse of
    craft is weak.  Craft lacks cultural validation.  The field is not
    renewing itself in traditional ways. Competing alternatives exist
    for almost all handmade craft objects. The greater public lacks the
    knowledge and discernment to value craft. The promotional apparatus
    that is in place for design, and also for art, does not exist for
    craft. 

    Through the work of the task force, the trustees and senior staff
    have identified several initiatives that will augment current
    programs in a meaningful way and reach out to promote American craft
    in the years ahead. 

    With the findings of the task force in mind, the Council is
    designing and raising funds for projects that will: 

    modernize and elevate the image of craft expand the audience that
    values craft influence shapers of culture validate the practice of
    craft 

    Ensuring Financial Strength 

    Like other not-for-profit organizations, the Council must be able to
    generate ever-increasing, unearned gift income in order to ensure
    its long-term financial strength. 

    Shows and publishing generate equal revenue streams for the Council.
    New programming must be supported from outside sources. 

    To that end, the Council established a development program in 2002
    to support the trustees? fund-raising efforts and coordinate the
    Council?s development agenda. 

    Over the past year attention has been focused on aggressively
    building the annual fund, which is the bedrock of an organization?s
    sustainable fund-raising capacity.  In addition, the Council has
    established: 

    the Council Patron Society, an annual fund donor group, for those
    making  gifts of $1,000 and above a major gifts program to raise
    funds essential for the Council?s future educational initiatives the
    Craft Heritage Society, the Council?s planned giving program 

    Between 2000 and 2002, the Council raised approximately $40,000 in
    annual operating monies.  Last year, $103,000 was raised and we
    anticipate that in 2004 the annual fund will reach $170,000. In
    addition, we anticipate that funds will be raised in the current
    fiscal year for new educational programming. 

    In Summary 

    We hope this letter has given you a clearer picture of the Council?s
    efforts on your behalf.  We will do a better job keeping you
    informed.  For your reference, there is an e-mail list of Council
    staff and a trustee e-mail address given below.  This letter is also
    being sent to wholesale buyers and other Council friends. 

    We look forward to continuing our dialogue. 

Sincerely,

Carmine Branagan                                            Lee Eagle          
Executive Director                                            Chair, Board 
of Trustees
Reed McMillan                                                Judy Gordon
Director of Marketing & Communications        Chair, Show Committee, Board 
of Trustees


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