A Bi-State Seminar for Artists and Crafters

The people of Washington County, Ohio and Wood County, West Virginia have a rich heritage of diverse cultural arts and crafts. Because the area is a major tourist attraction, opportunities to turn the production of arts and crafts into a profitable business are numerous.

United by the Extension System National Initiatives to revitalize rural America and help families improve financial resources, Extension in the two states jointly offered a 12-hour business seminar for artists and crafters. The program was designed for the crafts person serious about establishing a business, not just selling crafts at shows or flea markets.

A needs assessment helped determine program content, schedule, and arrangements appropriate for the target audience. The program was conducted on three consecutive Saturdays from 10:00-2:00 p.m. with a catered working lunch. The 54 participants came from Ohio, West Virginia, and Pennsylvania. Some already owned businesses and wanted to improve their skills; others were considering establishing a business.

Participants learned from a variety of small business experts, other crafts people, and Extension specialists how to turn their talent into a successful business. The public relations director of Lee Middleton Dolls began the seminar with the "rags-to-riches" story of how a talented doll maker worked long hours and suffered many hardships to develop her skill into the multimillion dollar business it is today. An Iowa Cooperative Extension Service video about successful versus struggling craft businesses showed the potential entrepreneurs the application of various small business principles.

The city development Director discussed state and local financial resources and technical help. An agent from the Ohio Department of Development made participants aware of copyright and patent laws and practices. He also provided sources of wholesale supplies and listings of various national craft associations. Extension specialists from both states taught product pricing, preparing a business plan, and management techniques. The Extension home economist taught customer relations ideas and personal characteristics of entrepreneurs. Various record keeping systems to determine profitable advertising practices and show appearances were demonstrated by a business instructor from the technical college, while a marketing specialist illustrated effective promotion and advertising techniques. A former professor currently involved in the jury process of highly selective craft shows shared information about participating in quality shows. Insurance, taxes, licenses, and permits were discussed by Career Center Small Business instructors from both states.

One week following the conclusion of the seminar, an evaluation questionnaire was mailed to the participants. Of the 40 responding, 85% reported gaining new information. Sixteen percent planned to use the information in their business practices. Thirteen percent believed the information would contribute to increasing profits. Participants reported that concerns about product pricing, marketing, legal matters, record keeping, and jurying were resolved by information they gained from the program. Many also reported the seminar provided the self-confidence for them to continue with current practices.

Several follow-up events have occurred since the initial business seminar. One year later, a Handcraft Connection Seminar and a fair were conducted. The seminar taught participants how to conduct an arts and crafts wholesale business. The fair brought crafters and businesses together to establish such wholesale opportunities. Subsequent mini-programs highlighting the subject matter were also presented to the state Ohio Extension Homemakers Council and neighboring county Extension audiences. Representatives from the Ohio Arts & Crafts Guild joined the presentation, suggesting additional technical and financial resources to the participants. Current plans are to conduct the business seminar for arts and crafters in four Ohio regions.

The two-state cooperation in this program stretched resources to provide the highest quality program for participants. Because the two cities of Parkersburg, West Virginia and Marietta, Ohio are in the same media market, publicity efforts were more efficient and effective. Both states contributed financial resources, state specialist expertise, and printed materials. Since many of the craft professionals would conduct business in both states, it was important to have information about Ohio and West Virginia regulations.

Much discussion revolves around crossing county and district lines in Extension. Crossing state lines can help clientele and Extension alike when program needs are so closely related and interconnected.