Now almost two weeks after the Saline Craft Shows spring event, the time seems right to reflect back on what these attractions mean to our local community. Not just this year, but as a culmination of more than three decades. [1]
The origin seems straightforward enough. As described on the organizer website, the “first show was held on November 14, 1987, with 66 craft booths and about 900 shoppers.” Ten years later, the number of exhibitors had more than doubled, attendance close to 7,500.
Today the “Saline Craft Shows” brand rates among “the top 10 shows in Michigan.” To better understand this, Saline Journal sat down earlier this month with the creator of this fair and its ongoing director, Cheryl Hoeft. [2]
It shouldn’t come as a surprise to anyone who’s started a business that she began by counseling that “no event sees real profit, real succuss in its first five years.” But it was intriguing to learn that Mrs Hoeft did not regard her enterprise as “established” until its twenty-five-year mark.
One key to be developed was a visitor expectation that Saline Craft Shows are constantly in motion. Every installment must credibly claim significant elements that are not just new, but relevant.
There is a fundamental professionalism required among exhibitors — prepared with sufficient inventory, a step above in terms of knowing their individual product specialities, a “welcoming” presence. She’s written (and even had published) detailed materials on exactly how to do all of the above. [3]
But that cannot guarantee a seller’s return engagement. Mrs Hoeft has found that a loyal base of at least sixty percent can “set the stage, the parameters of what can and cannot be done” as part of the Saline Craft Shows culture. “They lead by example.”
On the other hand, “We always head for a quarter new.” Attrition among the ranks of exhibiting crafters is embraced. Yet here too, nothing can be assumed. This is a juried show that is never short on applicants. And for its upcoming November 10 fair, one applicant will be rejected for every one approved to participate.
Effectiveness of this approach can be validated by the results results of a 2005 survey which found that almost seventy percent of visitors to this fair were from outside of this community. Anecdotally, local restaurants have repeatedly told Cheryl Hoeft that the Saturdays coinciding with her events are among “their busiest of the year.” This portends the start of an economic impact discussion.
This was the summary of that in her own words, at length:
Our mission is to provide a quality, juried craft show that will benefit both our customers and school community. The youth groups involved have the opportunity to practice life skills and leadership as well as earn money for their activities. These crafters’ displays embody skills and reflect respect for both the materials used and the processes. Their handcrafted products feature original designs that can enhance the beauty of the buyer’s environment whether used in the home, garden or personally.
It should also be noted that this is a stand-alone event, with a single purpose: The show itself. That makes at once for a rather straightforward formula for success and a challenging model to duplicate.
Undoubtedly part of the reason why it has only nine peers as one of the top ten shows in Michigan.
References
- Saline Craft Shows (home page).
- “25th Annual Saline Craft Show Set for Nov. 12” Tran Longmoore (October 27, 2011) Saline Patch.
- Sunshine Artist (home page).
