When the billboard on west-bound I-94 catches your eye just past the Belleville exit, its headline tells you just two things. Subject matter is “Craft Show” and timing is “November.” Thus hooked, you take note of next tier information:
- November 10, 8:00am to 3:30pm
- Saline Middle School
We all know of course that that this is one of the original Saline Craft Shows. And that can make it easy to miss the power of this brand.
Stop to think about this sign on one of the most highly trafficked corridors from Detroit Metropolitan Airport, conveying people from tech giants to Willow Run. Students, faculty, and parents to UofM. Anyone and everyone in any way connected with the highest stakes political stakes of any Michigan mid-term election. [1,2,3,4,5]
It took strategy, discipline, and consistency to build any such reputation to a place where you can be confident in advertising your event simply as a “Craft Show” and rest assured that such a wide and diverse audience will know that means it is the Saline Craft Show.
Earlier this year, Saline Journal sat down with organizer Cheryl Hoeft to discuss the formula behind its younger sibling show in March. Now just a week out from the major local kick-off to holiday shopping, we visited with her again to discuss November 10. [6]
By way of overview, Mrs Hoeft picked up where we left off with our last interview — discussing a timeline constantly in motion. She began by noting that the thoughts shared here are a blend of her own and that of her husband, who adds his own unique view of the evolution.
“The show is continually updated. The ‘mom and pop’ crafters of the 1950’s are not viable options any more. No retail outlet will survive if product lines are not changed to reveal present media and processes.
“Maintaining our status of being a top show in Michigan, requires us to seek new crafters and new media. We are a juried craft show and complete the selection process using the applications by February of the given year. The jurying committee reviews over 500 applications and makes the decision regarding the crafters who will be in that show. No crafter is assured that they will return another year, as they need to continue to update and improve their product line and rejury.” Unfortunately, this means that even good crafters may be eliminated, but that “provides an opportunity to update and improve the show.”
With a nod to the current football season, she likened it to “a coach picking a team.
First, he cannot keep ten quarterbacks — they will not all be able to play. We cannot keep ten quilters who do similar work; no one will have success. We also maintain those who will prevail in selling and promoting their product line to maintain this quality show. We want players (exhibitors) who reveal ‘techniques’ to have a winning game (show), and to provide products to complete a successful craft show event. Finding that balance is important, and for thirty-two years we have challenged ourself to maintain this goal.
What about “tried and true” offerings?
‘Tried and true’ crafters are still challenged to create as they return to the show. I witnessed recently a woman who paints antique ceiling tiles in a variety of seasonal and holiday motifs. Every year she creates new designs. But for 2018, she acquired a variety of miniature chocolate molds, and using a form of paper maché is now attaching these to the tiles for a unique dimensional effect. She is painting them and they are an extremely attractive addition.
Crafters are constantly challenged to pursue that ‘new’ and ‘better’ method, and whether it be a process, a media or subject matter — they find their niche in the crafting world. There are probably not new ‘stone gems’ or ‘wood types,’ but there are unique ways to present this product — by reformulating it, adding to it or repurposing it.”
Repurposing is a newer and attractive area in its own right. “The products of the 50s and 60s are reentering the retail world. The clunky bright colored jewelry of the 50s is becoming picture frames, tree ornaments or belt buckles. Dated and discarded clothing is restitched into new designs admired by today’s models. A child’s ski jacket and pants adorn a Christmas moose. The show has these products to be admired and reused for today’s purchaser.”
Cheryl Hoeft was also quick to assert the importance of the Saline Craft Shows team itself as vital to this and ongoing impact.
A wide array of individuals have contributed to the success of the show — and my scenario of school community, crafters, and customers is truly a key to the success. Being sponsored by Saline Community Education, each member of that department has served the show well and labored for the ’48 hours during the weekend of the show.’ Numerous youth and adult groups within the district have worked hard to provide services on that day, in setup and cleanup. Administration and staff have supported the event in numerous ways. And with all of these, names are too numerous to mention. [7]
But Diana Short, a volunteer parent whom I taught, she assisted with crafter applications and show organization for many years. She dedicated her time after her daughter, Stephanie, graduated in 1994 until 2016. She made many trips over with the applications, stuffed unending envelopes and dedicated herself to the success of the show. Even though she is no longer involved, her loyalty is long-recognized.
More recently, a school custodial staff lead, Mike Schaeffer who worked at the Middle School (recently moved to the High School) always greeted me with a smile and found a way to help. With the amount of individuals involved in the show, Mike approached all dilemmas graciously and with the leadership necessary to ‘make it work.’ If a light did not work or the vacuum became clogged up, he grabbed the equipment needed and quickly fixed the problem. ‘What can I do to help you?’ were always his first words.
In return, income from this Craft Show has been used, for example, to help finance trips, such as the one to New York for study by members of the High School choir.
That is the substance behind the current “Craft Show” billboard shown in the photograph above (there’s another on I-275). “We have used two billboards since 2008 starting with one and expanding to two more recently. We also initially were on US 23 closer to Saline, but have expanded our locations due to our audience.”
The billboard on I-94 is not only solidly anchored in the ground just off an adjacent service drive, but in the substance of show organization itself. That’s how it has come to own “Craft Show” mindshare here.
References
- “Saline Craft Shows” Saline Area Schools.
- Detroit Metro Airport (home page).
- “Ann Arbor SPARK Event Truly Showed Attendees The Bigger Potential Of American Center For Mobility At Willow Run” Dell Deaton (July 10, 2018) Saline Journal.
- University of Michigan (home page).
- “Major Political Party Candidates Have Answered Questions In Races Of Local Interest To Saline Michigan” Dell Deaton (October 12, 2018) Saline Journal.
- “There’s a Formula to Saline Craft Show Success and Community Value” Dell Deaton (March 29, 2018) Saline Journal.
- “Saline Community Education” Saline Area Schools.
