Community Awareness and Art Marketing for Plein Air Painting

September 17, 2017 in General, Landscape, Marketing, Plein Air

This fall I am investing my time in cultivating my community’s appreciation for plein air painting, as well as promoting my own work. Many people in my community have never heard of plein air painting, so that is taking extra effort. My local arts association, the Cultural Arts Alliance of Walton County, is very supportive. The CAA will be adding a plein air paint-out to our existing Flutterby Festival at Watersound Origins here in Santa Rosa beach, FL, in November. I will be teaching a one-day workshop the day before the festival, the lesson being effective shape-making to start a plein air painting in a way that will offer a high likelihood of success.
Art marketers say that 20% of your time as an artist should be spent on marketing. I am spending more than 20% of my art energy right now, but I expect it to level off. I actually had intended for last year, my third year of plein air painting, to be my marketing year. The transition and adjustment after selling my pool service business took more time than I had anticipated.
As I see it, the main task is the creation of opportunities for press releases and posts on social media. To accomplish that, I have filled my calendar for the next 6 weeks.
The first event coming up is thanks to an avid supporter of the arts in my area. Cheryl Gray, herself an artist, lines up artists to show their work in the local library. I will be showing my work during the months of October and November. Cheryl sends out press releases to local media. I made my own postcard to give out printed announcements to a few people, and I posted it on Facebook and created a Facebook event. I will send a press release to several other media in my community. I regard the press releases to be of equal importance or even greater importance than the actual exhibit, because public awareness of plein air painting is my primary goal.
This-coming weekend I will paint at a wedding reception, and next week I will be framing paintings for the library exhibit. Somewhere during that time I would like to change out and replace the paintings hanging in the lobby of Northwest Florida State College’s South Walton Center. My local weekly painting group, the Emerald Coast Plein Air Painters, is showing plein air paintings there. My goal with that exhibit is to foster awareness and appreciation within the high school and college students attending there.
The first week of October I will be taking another painting workshop in Dahlonega, Georgia, with my mentor, Morgan Samuel Price. I want to continue to challenge myself to paint better.
The second weekend of October I will paint on-site at the library during the annual book sale, during my exhibit. The third weekend of October I will teach the same one-day workshop as I will be teaching in November, but for the arts association in the neighboring county, the Arts and Design Society of Ft. Walton Beach, FL.
The first weekend in November I will participate in a painting event in Gulf Shores, AL, and the second weekend of November will be the CAA’s Flutterby Festival and Paint-Out.
Hopefully I can breathe after that. It’s exciting, to have so many art events and activities lined up. This past year was the first year that I kept track of art expenses, after I sold my career pool service business, and as I was expecting, I spent more than I earned. It would be nice to break even this year. When I achieve that, I should be able to cut back on my promotional efforts, for the recommended 20% of my time.