Spreading the word

If you regularly work to a budget of 'as close to zero as possible', then chances are you work for an arts organisation or a social enterprise. Or if, like us, you really like a challenge, both. We are clearly arts masochists and there are few pains greater and more satisfying for us than harnessing an audience for visual art with very little money. Nothing worth doing comes easy, so we tested our environment, holding our first ‘Art on the Street’ event in 2009 in Maidenhead, by begging for help and borrowing equipment. We relied heavily on our super-supportive local press to generate awareness and were completely stunned by the response of people who turned out in force to browse and buy artwork. We made a little money and invested it in equipment, so we did not have to borrow quite so much and spent the subsequent months making a lot of new friends and sharing our vision with anyone who would listen − and many who wouldn't.

We now regularly show between 100 and 120 artists. In terms of generating awareness this had an unexpected benefit − a welcome following of artists from all over the country were soon taking part and spreading the word. Some used us as a starting block, while others found that it was a really cost-effective way to clear their studios. Either way, they marketed the event on our behalf. As a result, word spread quickly as artists reported their successes. This led to interest from the arts press and we received a page of coverage in Artists & Illustrators Magazine.

We have since begun a programme of live music during the event and also expanded to include ceramics and 3D work. Discussions began with appropriate businesses and by May 2012 we had a BMW ArtCar on site, ArtRage workshops on interactive whiteboards from Promethean World and art workshops in vacant shop units held by the local arts centre and private school. No money exchanged hands for these services and we viewed them as added value for visitors. These businesses promoted the event they were taking part in which freed up our limited funds to carefully select the areas in which we could advertise in the press. Our funds are focused on a geographical radius of a maximum of 30 to 40 miles, so our third-party ties have proved invaluable in attracting artists and visitors from all over the country.

A welcome following of artists from all over the country were soon taking part and spreading the word

Because we are a free event, it is difficult to speak with any degree of accuracy exactly where our visitors are coming from. However, we speak to our participating artists throughout the event and they often report who is buying what, with many artists proudly reporting that their work is on its travels. Another measure is car parking: local authority parking figures have shown a significant downturn over the last year as local people who use the town are no longer driving in, but not so with Art on the Street − all car parks are crammed, suggesting visitors from far and wide. Certainly, Springboard town centre footfall reports reflect this, with a usual footfall increase of around 14,000.

We recently won the Sales Promotion Award from the Fine Art Trade Guild in recognition of our efforts and ironically will be using this national award as another way to gain visitors without spending any of our limited funds. I guess you could say our currency is cachet rather than cash…
 

Marie-Anne Leonard is Co-director of Art on the Street.
www.maidenheadartmarket.org