EXHIBITOR MANUAL
MODUPE ODUSOTE
THE GLASSHOUSE 660 12TH AVE (48TH & 49TH) NEW YORK, NY 10019 LOAD-IN Thursday, February 22, 2024
HFAS MAIN EVENT Friday - Sunday, February 23, 24 & 25, 2024
LOAD-OUT Sunday, February 25, 2024
TABLE OF CONTENTS
01
GREETINGS EXHIBITOR
02
GENERAL INFORMATION
03
EXHIBITOR RULES
04
HOW TO PACKAGE ARTWORK
05
PARKING
06
TRANSPORTATION + LODGING
07
SOCIAL MEDIA ETIQUETTE
08
BEFORE THE EXHIBITION
11
DURING THE EXHIBITION
14
AFTER THE EXHIBITION
16
CONTACT
17
ADDENDA
GREETINGS EXHIBITOR Welcome to the 2024 NY Harlem Fine Arts Show (HFAS16) Exhibition, Sale & Event. February 23-25, 2024. Your participation is vital to a successful three days, and we are all honored to have your support. HFAS16 will take place at the Glasshouse. Located 660 12th Avenue (48th & 49th St) NYC, the Glasshouse is one of the most unique and beautiful event venues in Manhattan. Review this manual in its entirety. We look forward to a smooth load-in, your participation and a triumphant three-day event. HFAS16 Team
NOTE:
Prior to load-in (2/22) double-check if you have submitted required information for load-in. Efficiency is critical. If you are not sure, email Porcia at pgardner@jwdenterprisesinc.com.
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GENERAL INFORMATION LOAD-IN: SCHEDULE
Exhibitors will load-in and setup from 6 PM to 11 PM, Thursday, February 22, and from 8AM to 4PM, Friday, February 23rd. There is limited access to the dock so a load-in schedule with your time slot will be email to you by February 19, 2024 Upon arrival at the venue, first check in/register with Loleta in the networking area, on the 6th Floor of the Glasshouse. Once registered, proceed to the sixth floor. Be advised that you need to get your art and supplies to your booth location; it is advisable that you use a hand truck, dolly or flatbed to transport items from your vehicle to your booth unless you are carrying in your work, in which case notify Loleta in advance.
ANTHONY LEWIS
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GENERAL INFORMATION GENERAL RULES: 1. Exhibitor Fee Entitles Artist / Gallery to physical space. 2. Effort will be made to safeguard exhibitor booths via overnight security. a. However, neither Harlem Fine Arts Show, JWD Enterprises, Inc. nor the Glasshouse will be held responsible or liable for any loss, theft, or damage to your property. 3. No set-up that requires holes, adhesive, or anything that will alter the physical appearance of the Glasshouse will be permitted. 4. All artwork must be presented ready-to-hang. 5. Bring all necessary tools and mounting equipment to hang your work on white wooden walls, e.g., drills, screws, nails, hammers, hanging wire, etc. 6. Exhibitor booth locations are determined by Harlem Fine Arts Show Management. 7. Exhibitors will begin set-up on Thursday, February 22 at 6 PM.
On Sunday February 25, all exhibitors will remove all artwork from the exhibition walls, starting at 6:00 PM – 11:59 PM
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HOW TO PACKAGE YOUR ARTWORK TO PACK UNFRAMED PAINTINGS: 1. Use tissue paper or gloves. 2. Wrap in acid-free tissue. 3. Secure with tape to cardboard or foam core. 4. Place layers of cardboard on both sides. 5. Cover with corrugated cardboard and tape.
TO PACK FRAMED PAINTINGS: 1. Find or build a crate. 2. Wrap in acid-free tissue, then bubble wrap. 3. Place a layer of packaging material in the box. 4. Pack open areas with material. 5. Remember to insure and label it as fragile.
DECORATIONS AND HOUSEKEEPING 1. Table displays must be covered and decorative. 2. The Glasshouse provides a table and two chairs. 3. Maintain cleanliness; no visible boxes or crates. 4. STORAGE: No on-site storage; store excess in your vehicle
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BOOTH DISPLAY
1. Exhibition & Sale: Feb 23, 6 PM - Feb 25, 6 PM. 2. Booths must be in order by 4 PM on Feb 23. 3. No breakdowns before 6 PM on Feb 25.
WEATHER/OPENING TIMES HFAS will be open for business during the stated start times, regardless of the weather, until close. Please be present, at least 30 minutes prior to each day’s opening time.
PARKING Port Authority Garage 625 8th Avenue at 39th St. NYC 10018 / Cargo Van Height - 7ft Phone: 917.286.1726 680 12th Ave, New York, NY 10019 Phone: (212) 265-5376 Icon Parking 520 W 51st St, New York, NY 10019 Phone: (212) 974-9608
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TRANSPORTATION A/C/E Subway at 50th Street or Port Authority (10m walk) 1/2/3 Subway at 50th Street or Times Square (15m walk) 7 Subway at Hudson Yards (15m walk)
LIGHTING
The Glasshouse has sufficient light. Bring clip-on accent lighting if necessary.
REFUNDS There are no refunds, and no exceptions.
LODGING & HOTEL ACCOMODATIONS Enjoy your weekend of art and celebration while surrounded by the rich history and vibrant culture that NYC has to offer. Scan the QR Code to view Direct Booking Links for all available Hotel Blocks. Learn more at HFAS.ORG/NYC2024
BOOKING DETAILS:
Start Date: Sunday, February 18, 2024 End Date: Thursday, February 29, 2024
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SOCIAL MEDIA ETIQUETTE To Maximize the Reach of your Social Media Activity Before and During the show, please ensure with every post you take advantage of the following steps:
INSTAGRAM: Tag @harlemfinearts in your stories, posts, and reels. Our account must be tagged within the post. Once we see this tag we will re-share to our broader network. Geotag your Location* as The Glasshouse in all feed posts.
FACEBOOK: Tag The Harlem Fine Arts Show Page when you post to Facebook. Make sure to also add your Location* as The Glasshouse, 660 12th Avenue. Please make sure to utilize the following hashtags #buyblackart #harlemfinearts #hfas #hfas16 Please also tag our Social Media Team members: David: @djmontini11 Jones: @bylovejones Allena: @allenagrams
*Tagging your location will tell the algorithms that there is community activity taking place in that location and contribute to building awareness of the event.
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BEFORE THE EXHIBITION PLAN AHEAD! Gather the names and contact information of everyone who has ever purchased or expressed interest in your work, including current collectors and target galleries. Prepare for shipping, delivery dates, framing deadlines, and load-in / load-out dates and times. Having a list of items that you will need to review as you pack your vehicle, is a good idea. You will need to bring lights, a power strip with a surge protector, step ladder, a drill, screws, and extra extension cords. Also, bring extra bulbs in case one breaks. Define and select your target audience so you can tailor your message and marketing campaign directly to your prospects' needs, concerns and interests. Research the venue area. Knowing where the closest business office, shipping center, and other essential locations are just may save you time down the road.
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BEFORE THE EXHIBITION MARKETING & PROMOTION Advertise your participation. Generate brand awareness so your target audience will recognize you at the show. Use all the tools at your disposal from HFAS to provide information to your clients and potential customers. Use websites, email blasts & electronic web links.
STAFF YOUR BOOTH WITH THE BEST While these tips are great ways to improve your exhibit, nothing will increase your ROI like choosing the right people to staff your booth. Only use your happiest, and most outgoing comrades. You need people willing and able to initiate conversation with anyone, answer questions about your product, and record lead information.
LABELING ARTIST BIO OR ARTIST STATEMENT The title and price are always needed with size as an option. For photography, many customers want to know the location of the subject matter. For painters, label if it is an original or print/giclee, especially if the painting is printed on canvas or framed. It is also nice to list on the label the more specific painting type such as watercolor, acrylic or oil since not everyone is as art knowledgeable as the artist.
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BEFORE THE EXHIBITION LABELING ARTIST BIO OR ARTIST STATEMENT Many artists place a printed page of information about themselves such as an artist statement or bio and a small artist headshot on the back of the matted artwork. This can be done on original or framed artwork as well. This artist bio/artist statement page also creates a stronger bond between the art piece and the artist, which helps in an overall stronger relationship between the customer and the artist. The customer is not just buying the art - a large part of any art purchase is a connection to the artist. Having a picture of the artist on the bio helps the customer relate, connect, and recognize that the artist is present at the show!
OLATUNJI SANUSI 10 EXHIBITOR MANUAL
SHERWIN CADORE
DURING THE EXHIBITION BOOTH PRESENTATION AND EXHIBIT DISPLAY SET-UP A good idea to keep in mind is that you are setting up a little gallery. Presentation is always important. Be creative and unique in your booth presentation. Make your exhibit display memorable. There are other exhibitors selling similar products—what makes you stand out? Create an open atmosphere. Remove psychological barriers to your booth by making it open and inviting. Move the furniture to the back and sides to create space for customers to come into your booth for discussion and ultimately sales! Be prepared with a few concise statements that will quickly and clearly explain who you are, and have giveaways in your booth such as candies, brochures, business cards, HFAS promo cards, etc. The placement of your art is very important. Careful consideration should be given to where you place your table, print racks, and other items. People will walk down the row of booths and you need to give them a reason to stop and look for a few seconds to determine if they want to stay longer at your booth.
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DURING THE EXHIBITION BOOTH PRESENTATION AND EXHIBIT DISPLAY SET-UP Post your booth sign somewhere noticeable. (Available for pickup at registration) Stack business cards/brochures around your booth for visitors to take home. Designate a desk or table to properly conduct business, display price lists, and neatly host other necessary documents. Keep your area clean at all times and not so overcrowded with merchandise; more is not always better. When you design your booth, ensure it is visually pleasing and not busy, cluttered, or disorganized.
MAKING THE SALE How will you facilitate sales? Do you have a credit card reader? If the customer does not know how to get the art home, offer to ship it at your cost or at a reasonable rate. It will not hurt to put a sign on your table or wall that states that shipping is available. Suggestion: When a sale is made, place protective wrap and tape a layer around the artwork. You may also buy large clear bags and use them to wrap art. If you sell larger prints that are not matted or framed, have mailing tubes ready and place the prints in the tube. Be prepared, some customers will purchase art and return to pick up. Please be advised that when these customers arrive, they may be asked to py a gate fee. To circumvent that problem, please have them notify you of their arrival so you can have the sold-art brought to your customer in the Exhibition Lobby.
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DURING THE EXHIBITION CUSTOMER RELATIONS Business cards are important. Your business card should have more of an artsy look with one of your art images or custom business logo on it. You may also add a QR Code to your website. Business card information that you can include is your name, business name, business address, web site, email address and phone number. All this information should be on your web site contact page. Place a business card in the packaging of every sale. Be enthusiastic! People are attracted to confidence and a positive attitude. Listen to your customers. Focus on their wants and needs. Ask qualifying questions. Find out who your customer is, who they work for, and what kind of buying power they have.
J’HAN BRADY 13 EXHIBITOR MANUAL
THOMAS LOCKHART
AFTER THE EXHIBITION FOLLOWING UP The most important part of exhibiting at HFAS is gathering all your new leads and contacting them immediately. When the show is over, your real job begins, and it must happen as quickly as possible. To make sure your leads turn into business, your follow-up plans should be in place. Results may not be immediate but keep the faith and continue to follow up. Suggestion: An alternative or addition to handing out business cards is to offer to send the customer an email. If the customer is interested in a specific image or images, ask for the customer’s name and email address. Then send out, later that day or the next morning, an email to the customer including the following information: Thanking them for visiting your booth. Include something personal that you talked about. Include the image or images of artwork that the customer was interested in Include artwork information such as title, size, and price. Include a closing statement to contact you to further discuss or purchase. Include your contact information
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AFTER THE EXHIBITION REFLECTION AND NETWORKING Reflect on things you discovered/learned at the show. Use this information to make any appropriate changes to your business to increase your profitability. Most of all have fun! Exhibitions can be exciting, challenging, and exhausting, but learn new things and enjoy the experience. Interact with your fellow exhibitors, get to know the HFAS team members, take breaks, and stay hydrated and alert. If you approach the event with this attitude, your positive outlook will rub off on the attendees.
…AND IF THIS IS YOUR FIRST HFAS EXHIBITION, MAKE SURE THAT IT IS NOT YOUR LAST!
YOUVELINE JOSEPH 15 EXHIBITOR MANUAL
SYDNI PEELER
CONTACT INFORMATION NAME
Contact
Loleta Nicholson
646-250-7556
John Clancy
631-922-6256
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