The Handmade Home + Wearable Art Fair NYC | Nov. 9-11, 2018


PENN PLAZA PAVILION - HOTEL PENNSYLVANIA - 145 EXHIBITORS


NYC image with Show Logo

Dear Artist,

This is your opportunity to show in NYC in a non-union indoor venue.

Please take the time to read the rationale behind our show title. It all about content marketing. Each piece of art has its own story.

So much has changed that it is key to know how and why our marketing and message must change as well.

As artists creating original work, you have a lot going for you and it is imperative to get the attention of new clients, which requires a marketing campaign based on extensive and on going "content marketing" and OUR SHOWS HAVE GREAT CONTENT!


WHAT IS CONTENT MARKETING?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive customers to our show.
READ MORE...


MARKETING IS IMPOSSIBLE WITHOUT GREAT CONTENT

But using THE CRAFT WORD is detrimental to our message. We know our customer base is aging. Attracting a new and younger audience to our show requires a Totally Clear Message. "What is in our show that will make them want to attend."


FACTS & STATS

MARKETING TO YOUR PRIMARY CUSTOMER?
85% of All Purchases Are Made By Women & THEY LOVE THE PERSONAL CONNECTION

The most significant and consistent purchase made at our art events are jewelry, clothing & accessories. Home furnishings and decorative accessories define themselves, and the word Craft will be ignored by most of our potential new clients.

Boomer Women wield more spending clout than any other group: With successful careers, investments made during the "boom" years, and inheritances from parents or husbands, they are more financially empowered than any previous generation of women.

“The more mature luxury consumer places the highest priority in making memories and experiences. They don't buy things to have more things; they want the experience to go along with it. Luxury consumers expect superior quality and are extremely discerning.” -Pam Danziger, president of Unity Marketing

Women

WHAT’S IN A NAME?
Our website tells the story.

If we want to get the attention of a new customer, we need to be explicit about the content of our shows. Our website will provide artists websites & profiles, online discounts, tickets & complete show details.

Show Logo

WHAT THE MARKETING EXPERTS HAVE TO SAY!
The Craft word will not work to attract new customers.

After consulting with numerous top marketing executives they all agree that our new marketing strategy, to eliminate Craft from the show title in order to reach an audience that does not really understand the word CRAFT, is correct.

Although there is a huge universe of Craft lovers who know exactly what we are talking about, attracting thousands of new customers requires a VERY CLEAR picture of what kind of a show we are talking about.


Penn Plaza Exterior

Penn Plaza Pavilion, 401 7th Avenue, NYC

ARTISTS IN ALL CATEGORIES ARE WELCOME TO APPLY.

THE HANDMADE HOME
Studio furniture, ceramics, painting, art glass, mixed media, lighting and woodworking. We are looking for fresh new ideas to satisfy a buying public who is looking for handmade objects for their home or office.

THE WEARABLE ART FAIR
Will feature One-of-a-Kind & limited production wearable art, jewelry, and accessories.


MARKETING

Our extensive marketing will include all digital marketing technologies capped by large ads in the Friday & Sunday New York Times and CBS radio. Our NYC customers are still avid readers of the Friday & Sunday print version of the Times.

Penn Plaza Exterior

LOCATION & ACCESSIBILITY IS EVERYTHING and it can't get better then the
VERY HEART OF MANHATTAN.

The show is located across from Madison Square Garden and Pennsylvania Station. The entrance is on 7th Ave. next to the entrance to Hotel Pennsylvania.

It's the city's busiest intersection for all means of transportation.


THE SPACE

This is a non-union facility.

Penn Plaza interior 1

Pavilion entrance and first floor of the show, with escalators to the second floor

Penn Plaza interior 2

Center hall on the second floor

Penn Plaza Exterior Entrance

SHOW ENTRANCE FROM THE STREET.

The show's entrance is on 7th Avenue next to the hotel entrance. There is no more accessible event location in Manhattan. It's the city's busiest transportation hub.


INVITE YOUR CUSTOMERS FOR FREE!

Show Tickets

You will receive 30 complimentary tickets to give to your customers.
Receive printed tickets to mail or have the tickets in the customers name at the Will Call window.


AMENITIES
• Multimedia Advertising Campaign
• Show Entrance Next To Hotel Entrance
• 30 Complimentary Client Invitations
• Porters To Assist Load-in & Load-out
• NY Times Featured Artist Opportunity
• Show Guide Listing & Ad Opportunity

SELECTION PROCESS
• Joanna & Richard Rothbard will jury the show.
• Selection is based on the quality of workmanship and booth presentation.
• Notification of acceptance will be within two weeks after receipt of application.

PIPE & DRAPE
Pipe and back drop will be supplied. Side curtains must be ordered separately.

ACCOMMODATIONS
• We will provide various options including a special Penn rate.
• Stay 25 minutes away in New Jersey and take the bus, with a short 5 minute walk to the show.
There are a number of motels in Secaucus, NJ. such as La Quinta or Meadowlands River Inn where the rates are very low compared to NYC and parking is free. Typical rate will be around $125/night.
• We will recommend hotels in the city as well as parking locations for vehicles including Vans.

APPLICATION FEE & DEPOSIT:
• $35 application fee (non-refundable)
• Upon acceptance a $200 deposit will be automatically charged and credited to your booth fee.


APPLICATION DEADLINE: May 30

Please Note: Application fee and deposit fee are not refundable.
Deposits are charged only if you are accepted.

 

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