THE COLLECTIVE | An annual Art Santa Fe Educational Event
Offered exclusively at Art Santa Fe each July, the Collective is for an exclusive group of emerging and established artists who want to expand their business and market reach. It’s an exhibit, an education masterclass, and an experience all in one!
You could be part of a select group of curated artists who represent the best of today’s art innovators — and receive:
- Representation by Redwood Art Group at Art Santa Fe, the third largest art market in the U.S.
- Your own 4′ x 10′ booth space, curated and hung by industry professionals
- Full Masterclass Program with internationally recognized art industry professionals to attend either in person or online
- Networking with national and international gallerists
- And more!
Scheduled in tandem with Redwood’s exceptional Art Santa Fe contemporary art fair, the Redwood Art Group Collective Program offers its Member artists the opportunity to be part of an exclusive curated group of art innovators. All represented by Redwood Art Group.
WHY APPLY?
Artists are creatives — and the really good ones strive to make art their career. But what are the tricks of the trade, how do you make it happen, who should you partner with, and do you have to do it all yourself? Answers to this and more are the building blocks of an art career. And the Redwood Art Group Collective Program is designed to provide the answers via masterclasses and experiences.
WHEN
Before, during, and after Art Santa Fe 2024, the Redwood Art Group Collective will be held July 11 through July 14, 2024. Imagine getting step-by-step guidance on setting up your art business including:
- Marketing
- Social Media
- Pricing
- Art Fair Exhibitions
- Selling
WHERE
In Santa Fe, the third largest art market in the U.S. where art lovers from around the world flock for Santa Fe’s Art Week, July 11-18, 2024.
Right in the center of town at the beautiful Santa Fe Convention Center, in walking distance to art galleries, great restaurants, and museums.
MASTERCLASSES
Creative Review — Today’s trends and art styles
Pricing My Work — The how-to’s of finding the right price for each piece
Selling Sense — The ABC’s of selling your work at fairs and online
Marketing Savvy — Where, when and how to market and build your audience
Social Smarts — Be social to build business
Art Fairs — Learn to exhibit like a pro
Best Selling Artists Tips — Hear their stories and the low down on how they did it
One-on-One Coaching Session — Personal guidance from industry professionals
SCHEDULE
10:00 RWAG Collective Welcome Coffee
10:30 – 11 Masterclass 1 The RWAG Collective Members — That’s You! Program Overview
11-11:20 Masterclass 2 Collective Members’ Pricing Reviews: Understanding Pricing
- What part of the art market is your work suited for — fairs, galleries, licensing,
- Hot trends in reproduction: Where does your work fit
11:20-12 At the Art Fair: Pricing My Work
- The how-to’s of finding the right price for each piece
- One-on-one review with industry professional
12-1:00 Lunch & Exhibitor Meeting
- On the fair floor
- The Pre-Fair What’s Happening Meeting
- Mingle with other exhibitors
1:00 Masterclass 3 — At the Art Fair: Curating Your Booth
- 1:00-1:30 Collective Members’ Booth Plan — Lay-out Your Booth
- 1:30-2:30 Individual Collective Members’ Booth Curation
- 2:30-3:30 Collective Members Hang Their Booths
3:30 Field Trip To New Mexico Museum of Art
4:00 Curator Tour of Exhibit
5:00 Begin the Margarita Trail at Cava Santa Fe at the El Dorado Hotel
9:00 Coffee & Connect
Best Selling Artists Tips
- Hear their stories and the lowdown on how they did it
- What did they sell and where
9:15-9:45 Masterclass 5: Insights on Gallery Representation — Santa Fe Gallery Association
9:45-10:30 Masterclass 6: Opening Night Experiences & Savvy Marketing
- Five W’s of Marketing: who, what, when, where, and why (and how)
- Where, when and how to market and build your audience
- What is a brand? 4 Steps to establish your brand
-
- Determine your target audience – Who is your collector?
- Position your product and business – Where is your collector?
- Define your personality – What are you and your art all about?
- Choose a logo and tagline – What’s your story?
Art Santa Fe | 11:00AM — 6:00PM
12:30-2:30 On the Fair Floor: One-on-one reviews and Q&A
5:00-6:30 Santa Fe Gallery Association — Meet the Zozobras Reception
9:00 Coffee & Connect
9:15-9:45 Masterclass 5: Insights on Gallery Representation — Santa Fe Gallery Association
9:45-10:30 Masterclass 6: Opening Night Experiences & Savvy Marketing
- Five W’s of Marketing: who, what, when, where, and why (and how)
- Where, when and how to market and build your audience
- What is a brand? 4 Steps to establish your brand
-
- Determine your target audience – Who is your collector?
- Position your product and business – Where is your collector?
- Define your personality – What are you and your art all about?
- Choose a logo and tagline – What’s your story?
Art Santa Fe | 11:00AM — 6:00PM
12:30-2:30 On the Fair Floor: One-on-one reviews and Q&A
9:00 Coffee & Connect
9:30-10:00 Masterclass 6: Collective Members’ Social Smarts
- The how to use social to build business
- Key elements of social marketing
10:00-10:30 Collective Members’ Closing Program
- What’s Next? Where to go from here
- Art fairs and festivals, online, gallery representation
- Artist Alliance Community
10:30-10:45 Meet the Pros
- What is Geo-Marketing? How to use it — RedZia
- Importance of regional marketing programs — Southwest Contemporary
Art Santa Fe | 11:00AM — 6:00PM
12:30-2:30 On the Fair Floor: One-on-one reviews and Q&A
