With the SURTEX show just over a week away, I’m getting excited! To stay excited, I need to watch my focus and energy – avoiding the negativity and “doom and gloom” that can be found in certain conversations online. I made the decision to exhibit months ago – I’ve spent a lot of time and money and energy getting ready. Personally, SURTEX has been an integral part of my business’ growth and my marketing plan.
I usually stay out of the “muck and mire” as someone once eloquently put it. There is little sense trying to convince everyone to take my point of view when it isn’t the right move for everyone and others aren’t open to any point of view but there own. I have obviously placed my “vote” about the show by choosing to exhibit.
However, I have decided to post my 2¢ about something that is concerning me – this year more than any year past…
One thing that I love about art licensing is that an artist can be a part of this industry on their own OR with an agent. With shows like SURTEX, individual artists have a place to meet people we would be hard pressed to connect with on the web or by phone. We have a place to build relationships with manufacturers and connect face-to-face year in and year out… or every other year if that works better for your time and budget constraints. A few years ago we had four options – two are gone. (Atlanta and CHA) Now we have the two that began the industry – SURTEX and the Licensing Expo – and we need them.
There seems to be an energy building of “will the show last?” There are very high expectations for swift change from new management. Making changes to a show like SURTEX is like moving the a barge, not adjusting the sail of a two person boat.
Is everything perfect and sunshine and unicorns? No. Never is and never will be. No management and no show will ever be able to live up to the expectations of the many people they serve – in any industry. Could things have gone smoother? Yes.
But let’s also remember that this new management also implemented some NEW, FREE MARKETING opportunities for us this year. We are able to showcase not 1 image for 1 month in a rotation in the marketplace on the website home page but also SIX (yes – 6!) designs that we can tag by category in the SURTEX Planner. It’s a big deal to me.
I hear some of you saying, “But that PLANNER! I don’t understand it and it wasn’t working and …” Again, growing pains. I also think it was “trying to teach old exhibitors new tricks” growing pains too. (I fit the bill anyway!)
I for one, don’t want to see either art licensing show end. A few years ago we had four options – two are gone. (Atlanta and CHA) Now we have the two that began the industry and I believe we need them.
I fear that if either stopped helping artists connect in the art licensing industry that it will become an industry where having an agent is a MUST and not a CHOICE.
So yes – do your due diligence. Make sure you are ready before you step up to the plate and exhibit. Make sure it makes sense to continue. Respect the choices of others and don’t make it difficult for those who choose differently than you.
Trade shows are BUSINESS EVENTS – their goal is to connect exhibiting companies (artists and agents) with licensees. It isn’t a SOCIAL EVENT where artists should be free to roam the aisles in packs year after year without ever exhibiting. It isn’t a place to do business in the aisles and to be offended when someone suggests you actually get a booth if you want to come for the 5th year in a row…
MY INVITATION TO YOU…
I will be attending the SURTEX advisory board meeting during the show as one of the voices of exhibiting artists. I would love to hear your constructive thoughts about how the show can be even better and stronger for us and for the licensees. Please bear in mind that we are talking about a show that takes place in New York City, in the Javitz Center with the unions and everything else that goes with it – so $300 booths are not going to be the answer.
You can leave comments on this post or if you prefer to give your opinion privately, email me at info@artlicensinginfo.com
You may agree with some or all of what I’ve said or you may agree with none of it… this is how I’m feeling about where our industry is and where we could be headed if we as a group don’t focus on keeping things working.
If you are exhibiting – have a great final week of preparation and be sure to take care of yourself so you can bring your A-Game to the show floor.
Here’s to your creative success!
– Tara Reed
Hi Tara,
This is a great article that you’ve posted and I for one really appreciate you voicing these viewpoints and comments. I agree, we as independent, self-representing artists ( especially, IMO ), DO need to have a couple of quality options left for us to be able to exhibit at to connect with the industry and Licensors!
I also really appreciate that you have offered we Exhibitors a chance to send you any suggestions or comments that we may have for you to pass along to the Advisory Board – thank you!
I’ll send you a few privately.
Thanks and have a GREAT show, looking forward to seeing you again!
Gina
Hi Tara,
I too want to keep this show going, and it is a bit concerning to hear all the negativity around it, and we have definitely had some bumps in the road preparing for this show. I have put my all into it this year and pray there is good attendance as always and that I pick up a couple of new customers along with it. It has always been worth my while, and it truly is my best option for getting my work in front of the right customers. If I can pick up a few good customers each time it is worth it to me!
I was totally confused by the planner, and wish I could have seen the webinar. I have a feeling however it was “user error” but I am very happy to be able to see some of the names of the attendees for follow-up
I am so glad you will be voicing our feedback to the advisory board, and I too will give you my comments and suggestions. It is disheartening to hear that some people have given up on the show.
Thank you for remaining diligent in advocating for the continuation of Surtex.
While yes, $300 booths could never happen, I do think the cost is getting prohibitive. Not just the booth, but the hotels have increased at least 50% is some cases. When I started doing Surtex, there were 400 exhibitors, and it cost about $2500. So now it’s almost double the price, and half the exhibitors- which means the take is about the same….why would it hurt to offer some smaller booths (6 by 8 ish), even at the same price per square foot, so people could have a presence at the show. I know plenty of artists who would go for that.
But, the bigger issue may be- how do you increase the qualified attendees? Are there just fewer companies licensing art, or are companies opting not to go? Do the younger art buyers rely on the internet to find new artists and images? (this is the generation that texts someone before they will call…maybe they don’t value in person meetings?) Do they want to see more artists? I would assume that management is surveying the attendees as well, to find out what would make them more likely to attend.
I do think NYC is an exciting place to visit- so I hope the show stays at Javits or some other venue.
It was great to read your perspective on Surtex. I’ve never walked it, but I have been to NY for print shows, from the buying end, and that was a decade ago. Maybe it creates a lot of anxiety to begin with, so perhaps too many changes at one time make some exhibitors nervous? I’m interested in hearing the post show perspectives, from experienced creatives and first-timers. Could it be buyers are approached by so many artists or have so much access in other ways, they don’t feel the need to travel to Surtex? Are artist-initiated shows like Blueprint going to become more popular? Best wishes at Surtex and I hope it’s great for you!
a : )