Hertfordshire Open Studios is now in its 18th year. The event aims to introduce people in the county and beyond to the wonderful artistic talent available within Hertfordshire.
These guidelines have been prepared to assist you with the entry process and to help new participants who may never have exhibited to the public before.
As Open Studios is organised by a group of volunteers it is necessary that these guidelines are followed closely.
As in previous years, incorrect forms will be returned and deadlines will not be extended. Please check you entry carefully. Entries creating excessive administrative work may incur a £10 surcharge.
These guidelines should be accompanied by:
1) Letter of welcome from your new OS Coordinator
2) An Open Studios entry form
3) Combined payments slip for your HVAF subscription and Open Studios Fees
4) An HVAF Membership form for new members, also used for renewal by existing members.
If anything is missing or you are in doubt, please contact:
OS Coordinator by email: openstudios@hvaf.org.uk or telephone 07813 100651
Hertfordshire Open Studios is organised by members of the Hertfordshire Visual Arts Forum (HVAF), a voluntary organisation. Open Studios is principally funded by the artists who participate. However we also receive additional grants via Lottery Funding through Arts Council England and various district and borough councils.
Further revenue is obtained from commercial advertising.
To join HVAF, use the application form enclosed. Existing members should renew membership by reviewing their details on the enclosed forms. Additional copies of the entry forms and guidelines can be obtained from the HVAF web site at http://www.hvaf.org.uk/open-studios/download
Open Studios is open to all artists, craftspeople and photographers living or working in Hertfordshire. There is no selection process.
Artists participate for different reasons: to sell work, to gain experience of exhibiting, to share their art, to obtain feedback on their work and more. Whatever your reasons for participating the ultimate success of Open Studios depends on your enthusiasm. Involve yourself to the maximum extent possible.
Research shows that the brochure is retained by people throughout the year for future reference. Galleries and other arts organisations also refer to the brochure, so your money goes a long way! Your entry fee covers:
production of these guidelines your inclusion in a professionally-produced, full-colour brochure, including a photograph of your work
the printing and distribution of 25,000 brochures (depending on participation) provision of brochures, posters, leaflets and private view invitations for your personal use inclusion of your details and work on the HVAF website national, county and some local publicity via the media, arts centres, libraries, tourist offices, etc. targeted advertising in the local press arrows and bunting to help visitors locate your venue during the event
PLEASE NOTE that the Open Studios fee is non-refundable even in the unlikely situation that it has to be cancelled due to circumstances beyond our control.
HVAF enters into financial commitments based on participation soon after entries are received.
Attend one of the following three meetings designed to help you take the plunge.
At these meetings there will be artists who have participated before and are willing to offer advice. You should also have opportunity to meet your local Area Coordinator and a senior arts officer for your District or Borough. This is also a chance to meet other local artists with whom you may choose to exhibit in a joint venue. These meetings will be held at 7pm on:
3rd Mar. Mill Green
Museum
Hatfield
AL9 5PD
http://www.hertsmuseums.or
g.uk/millgreen/
5th Mar. Gallary Bar
Hemel Old
Town Hall
High Street
Hemel Hempstead
HP1 3AE
http://www.dacorum.gov.uk/
arts/default.aspx?page=35
6th Mar. Letchworth Arts
Centre
2 The Arcade,
Letchworth Garden City
SG6 3EW.
http://home.btconnect.com/
LETCHWORTH-ARTS-/
Direction for these venues can be found on the web sites above.
You can also contact other artists for advice. See the HVAF website
http://www.hvaf.org.uk/open-studios/past-programmes for contact details of artists in your area, your local Area Coordinator and the OS Co-ordinator openstudios@hvaf.org.uk . After submitting your entry form you will be informed in due course about other artists in your area who are participating this year.
If you do not have a suitable venue or you have a venue (home or elsewhere) but would like someone else to share it, we may be able to help. Sharing a venue can be fun and some excellent offers of venues have already been received by Open Studios. If you are individuals exhibiting at the same venue you may enter as a ‘Full Group’. This may increase the number of visitor.
The meetings listed in the previous section will also be used for artists to explore the possibility of sharing a venue with other artists. Open Studios also have a list of possible venues for you to contact. Bring examples of your work or photographs and have an idea of what dates/times would suit you to exhibit.
Complete the Entry Form by following the instructions that follow.
Use black ink and BLOCK CAPITALS.
Please read these guidelines carefully. Correctly completed forms are essential as incorrect forms will be returned, may jeopardise your entry and incur a £10 charge.
If necessary have someone else check your form before returning it; particularly Groups Return your entry form by 31st March.
Any descriptions that exceed the maximum length will be edited without
consultation.
Any photographs not labelled correctly may not be used If you are unsure of something, PLEASE READ THE GUIDELINES FIRST! If you still cannot find the answer, please e-mail or phone the OS Co-ordinator.
Look at a copy of last years brochure.
Make a note of all key dates in your diary so you don’t miss any deadlines – especially the deadline for amendments to proofs. If you do not receive a proof in the week it is due contact the OS Coordinator immediately in case it has been lost in the post.
The following ‘Individual’ and ‘Economy Group’ entries provide an idea of what will appear in the brochure.
Individual
Economy
Group
The categories for entry are:
Individual, Full Group, Economy Group
For Individual and Full Groups each artist has a photograph and up to 20 words to describe their work. Each artist also has a personal listing in both the alphabetical and media category indexes of the brochure.
Economy groups may have up to six words to describe the work of the whole group or a special event or project. Group members may have up to six words each, including their name, but only one photograph for the whole group. Each artist’s name appears in the alphabetical index, but only the Group name appears in the media category index.
Please note there are savings to be made if you become an HVAF member but you must pay your subscription with your Open Studio Fee.
For enquiries about the form, please complete your contact details accurately and provide an email address for administrative purposes if at all possible.
If participating as part of a Group, either Full or Economy you must nominate a contact person to whom all information will be sent. The contact person does not have to be a participating artist. Group contacts must check everything on the entry form before returning it.
Please advise us of the district in which your venue is situated. This will be the Hertfordshire District and Borough Council to whom the council tax on that venue is paid. Please note that districts may be split or 2 or more put together in the final brochure depending on artist numbers.
Individuals and groups have the choice of either a website address or an email address appearing in the brochure. Of course, you may opt for neither to appear.
Clear and accurate directions to your venue are essential so that visitors can find you easily – remember that visitors may not know the area!
Please consider demonstrating how your work is produced. Visitors like watching artists at work and understanding the creative process. Research indicates that this is what visitors most enjoy about Open Studios.
If you don’t already have debit/credit card facilities, contact Tony Harcourt (see back cover)who can arrange for this to be made available to you.
Offering a credit card payment may improve your sales.
An overall location map is included in the brochure and each venue is identified on it. The location of your venue is based on the post code you provide for the venue. It will be located using Google Maps http://maps.google.co.uk/ . Please check that you are happy with its accuracy and the location indicated by Google. If you do not provide a post code your venue may not appear.
You are required to choose no more than two times of opening AND you MUST choose the same times for the same day of the week. For example:
Saturdays 10 am to 5pm Thursdays 11 am to 4pm
In the example above, this means that on each Saturday you are open and are present to receive visitors between 10am and 5pm. On each Thursday you are open from 11am to 4pm. This does not mean you have to be open all four Saturdays of Open Studios – just those you choose to be open. Open Studios runs for 23 days and you can open for any number of these days.
If you are unsure of your commitments during Open Studios restrict your open days to what is manageable or get help. The weekends are busy for Open Studios visitors and it is sometimes difficult to see all the artists they would want to. You might like to consider opening at some point mid-week, or weekday evenings.
Please think carefully about your opening times. It is important that you are available at the times stated in the brochure. Visitors do not like turning up to find you are not open or someone receives them in your place. Visitors won’t make a return visit and you may miss valuable sales. This also undermines the image of Open Studios. Try to open at the same time as other artists in your area as this makes it easier for visitors to get around and see them all. Please also try and recruit other artist in your area to participate in Open Studios. The more studios
open in an area the more attractive it is for visitors to make the effort to call on you.
You can also indicate your willingness to see visitors ‘by Appointment’, which means visitors can contact you to book a viewing time outside the stated opening hours.
If you are in a Full Group, please photocopy Section 5a and 5b for each person and complete or download extra copies from the HVAF web site. Scraps of paper cannot not be accepted.
If you are in an Economy Group you must choose two categories in 5a that best describe the group’s work and complete 5c. The six words for each artist can include name, contact details, telephone number and description. Website or email addresses as contact details count as two words.
One good quality image of your work is essential for inclusion in the brochure and for the website. Please observe the following:
Black & white images are only acceptable if you will be exhibiting black & white photography or some 3D objects. What is needed is a true representation of your work.
Provide a new image - do not provide the same as last year.
Images must be cropped and ready for use.
Individuals and Full Groups may submit one photograph per person.
Economy Groups may submit only one photograph for the group, regardless of how many people in your group. DO NOT ask the OS team to choose a photograph on your behalf.
If you are unfamiliar with the use of images, the following points may help:
most photo processing labs will do a selective print from a negative or
transparency if you cannot provide the original the subject should be sharply focused colours should be strong to have the most impact
objects should be placed against a contrasting background
(a white background will disappear into the brochure page) anything with red shows up well your subject should be as current as possible and portrait format (rather than landscape) is preferred, to conform to the brochure layout.
Providing a hard copy photograph:
The image must be a glossy print, at least 3.5 x 5.5 inches.
On the back you should mark, so that it does not damage the front, your
name, your Borough or district, a contact number and email address if you have one and the top most edge. Photos showing the pressure of writing will not print well.
Photographs will not be returned this year.
Providing a digital image:
Digital images can be included on a CD and submitted with the entry form or emailed to openstudios@hvaf.org.uk . If sending a CD make sure this is clearly labelled with your name and district. If sending as an email attachment make sure that you include your name, District or Borough and phone number.
Images should be supplied as jpegs or tiff files. Depending on your software, you will have the following options to choose when sizing (note – this is not ‘cropping’):
i) Dimensions - select the largest dimension to be approx 600 pixels. The other measurement should automatically change to be in proportion as you are resizing.
ii) Resolution – to be 300ppi (dpi)
Brochures are supplied for personal use – up to 60 for each individual and Full Group member, or up to 60 to be shared between members of an Economy Group. Extra brochures can be supplied for specific events, for example, craft fairs, summer schools, etc, and an additional supply may be available at your local area meeting.
Please note that all brochures ordered must be distributed. They are an expensive resource which benefits all participants. A small supply only should be kept at your studio for visitors without brochures.
The team that puts everything together works hard on a voluntary basis and additional help is needed, e.g. stuffing envelopes or acting as an Area Coordinator.
Please help in whatever way you can. Contact the Open Studios at
openstudios@hvaf.org.uk for further information.
1. Entry Form.
2. Your venue post code
3. Cheque – add the name of your Group or individual appearing in the brochure.
(This is very important.)
4. Combined payment slip for HVAF subs and Open Studios.
5. Enclose A4 self address envelope with Large Letter postage of 70p.
6. Photograph, image file on CD or send by e-mail
7. Please keep a copy of your entry in case it needs to be discussed
PLEASE NOTE: We cannot be held responsible for any applications lost in the post. If you are concerned about the post send your entry by recorded delivery or deliver by hand to ensure that your application arrives safely. The postal address for the return of the entry form etc is HVAF/Open Studios, 39 Grove Ave, Harpenden, AL5 1EY.
Entries are processed and logged onto a database. In the week commencing 21st April you will receive a letter detailing your brochure entry and those of the other artists in your area. This is your opportunity to proof-read your entry and amend it if there are any mistakes, in particular to change your opening times to coincide with others near you. Remember, visitors are more likely to travel further if they can visit
a number of studios in your area on the same day. Amendments must be returned by 8th May. An amended proof cannot be sent due to insufficient time.
A copy of the final colour proof of the brochure should be available to view early June. Details will be posted on the website or contact Open Studios nearer the time for details.
If your fellow artists think it could be beneficial for the public in your area to have a preview of what will be on offer, we would encourage you to organise a locallybased Taster Exhibition, perhaps with a Private View. This may enhance publicity in your area, and improve your visitor numbers. However, this will have to be funded locally by the artists involved.
For organisational purposes, the county is divided into 10 smaller areas
approximately corresponding to county Districts and Boroughs. Artists are listed under areas in the brochure and are encouraged to get together in as soon as possible with their local group to plan local marketing activities. Contact details for the Area Coordinators will be posted on the HVAF web site www.hvaf.org.uk .
Remember that people may start school holidays in mid July. Attendance at this meeting is essential, for the following reasons:
appoint someone to liaise with schools and colleges in the area (this is a priority since contact has to be made well before they break up)
integrate publicity – you don’t want to duplicate your efforts
share ideas with fellow artists devise a local artists’ trail for visitors so that they see as many artists as possible in your area plan your local library display to attract visitors plan any local Taster Exhibitions.
Local publicity is necessary to ensure that as many people as possible know about Open Studios. You are jointly responsible for this, together with the other artists in your area. Whilst the Open Studios put considerable effort into marketing, the overall success of the event is very dependant on local marketing effort. If you are on the border of another area, you might like coordinate your marketing effort with adjacent areas.
We need Area Co-ordinators in order for your Open Studio to be successful.
Perhaps you could consider sharing the role with a fellow artist. You can call Open Studios on 07813 100651 or e-mail openstudios@hvaf.org.uk for help on what is involved.
An Artist Pack is provided for each artist, consisting of posters, brochures, bunting, invitations, arrows and other publicity materials for distribution in July/August. The packs cannot be posted because the weight and cost.
Packs must be collected between 4pm and 8pm on 7th July from:
Acorn Suite
Campus West Arts & Conference Centre
The Campus
Welwyn Garden City
Hertfordshire
AL8 6BX
Directions can be found at http://www.welhat.gov.uk/findus
Please coordinate collection of your packs at your Area Coordination meeting. If you cannot collect your pack it is up to you to arrange for someone else to collect it on your behalf.
At the Collection Evening you may also be asked to take one or more commercial packs for delivery to a gallery or other venue in your local area. Please let Open Studios know of any changes of address details for any packs you are asked to deliver, so that the database can be amended for next year.
Whether you have or haven’t participated in Open Studios before, the following points may help you.
1. Getting the space ready
It is not necessary to have a neat and tidy space (in fact, we positively
discourage it!) but ensure it is safe – remove tripping hazards and take
care with sharp tools and chemicals.
Make sure your work is displayed properly, and well lit, so that visitors can view it easily.
Think of it as a “working studio” and not just an exhibition of your work. Try to have some work in progress – even just a pad and pencils. Only a
minute or two of demonstration is usually needed. Display things that have inspired you. Remember, visitors most appreciate seeing artists at work.
It is important to have new work available.
Keep pets out of the way – not all visitors appreciate them.
Display details of other local artists who are participating in Open Studios.
Some visitors may bring children. If you have something, e.g. pencils and
paper to keep them amused, everyone will be happier!
Remember that a well-presented studio will enhance your profile and may
gain you good word-of-mouth publicity and return visits.
2. Selling your work
You are not obliged to sell your work, but if you choose not to sell it, please put up a sign to indicate this.
If you wish to sell your work, either price each piece or have a price list
clearly displayed.
Make sufficient copies of your price list and ensure you include your
contact details in case visitors want to take a copy with them.
If you sell regularly through a gallery, charge the gallery price in your
studio. Don't undercut your dealer and cause bad feeling. Just accept the
extra profit with a good grace!
Try to display the piece shown in your brochure picture. Some visitors come just to see that. Sell it later!
It is up to you to negotiate with your buyers as to whether they can take
the work away with them or whether it is to remain until the end of Open
Studios. If you do let buyers take your work, you may have empty spaces that could detract from the look of your studio.
Place red dots on any work sold and on your master price list.
If you have small items for sale, make sure you have plenty of change
available
.
3. Signage
Visitors rely heavily on Open Studios signage, i.e. bunting and arrows, so direct them from as far a distance as sensible in your location, e.g. from main roads if you are remote.
Please ensure your bunting and arrows are clearly visible from a distance, especially if you are hard to find.
So that you are not disturbed unnecessarily, put up a sign on your door
stating your times of opening.
Some artists have occasionally found their signs removed. You may like to check with your local council about permission for signs – but do discuss this with others at your area meeting.
If you have permission from your local council, it may be helpful to state
that (subtly) on your signs.
On your last day of opening, put “LAST DAY” on your signs, as this reminds locals it’s their last chance to visit you, and it may help to bring in other visitors.
4. Receiving your visitors
Welcome visitors as they arrive, and introduce yourself.
Have a simple story ready: how you work; where you get ideas; any
special events or exhibitions you’ve been involved with.
Break off if they ask a question.
Talk in detail about one special piece. Let them handle it if appropriate.
Ask what the visitor likes.
Do not be embarrassed to excuse yourself if one visitor is monopolising your time.
If you need a loo-break, please put a sign on your door saying “BACK IN 5 MINS” – otherwise visitors may not wait to see your work.
5. Refreshments
Some artists would say the provision of refreshments enhances the event, but it does take time and involves more work. Others have even raised money for charity from their refreshments. If you’re unsure, discuss it at your local area meeting.
6. Ask a friend to help
There can sometimes be quiet periods when you’re open. You might like to have a friend there with you – but this is especially helpful if you get busy and they could serve any refreshments.
7. Visitors’ Book
It is important to provide a Visitors’ Book – it is a useful reference for you,helps to develop your mailing list and provides feedback about your work.
Visitors may not wish to sign it, so perhaps display a little sign asking for their feedback and contact details if they wish to be kept informed of later exhibitions or developments in your work.
Please make a note of how many visitors you receive, and how they knew about you. This is essential for the Open Studios team and for the district councils who want to see that their financial donations are worthwhile.
8. Insurance
Public Liability only is provided for HVAF members, but does not extend to theft or damage in the home, so please check your own policy in this regard. If you are not an HVAF member, you would be wise to arrange public liability cover.
If you are exhibiting in someone else’s space and the space has been
donated, please note that the venue cannot be held responsible for any
damage to your work.
You will receive a questionnaire in mid October requesting feedback by 3rd November. This is needed to help improve both the organisation of Open Studios and the support we provide to artists. Each year changes are made thanks to useful feedback.
As a service to artists, we will make provision in the brochure (at non-commercial rates) to advertise art exhibitions running during Open Studios where artists are not present. (These will not be listed in the Index).
SIZE: 1/3rd page (60mm high x 89mm wide)
COST: £85 including photograph
Do not complete the normal OS entry form but request an
Exhibition Entry Form from Open Studios for return by 31stMarch.
Guidelines illustrations by Sarah How
New Participant/Sharers’ Meetings 7pm Mon 3rd Mar. Hatfield
Wed 5th Mar. Dacorum
Thur 6th Mar. Letchworth
Closing Date for Entry Form 31st March
Brochure proof to artists w/c 21st April
Proof amendments to be returned by 8th May
Colour proof available for checking Early June
Collection of Artist and Publicity Packs Mon 7th July Campus West
Welwyn Garden City
Local Area Meetings May to August
Artists to distribute local publicity packs July/August
Open your studio 13th Sept. to 5th Oct.
Questionnaire to be sent to artists mid October
Reply date for questionnaire 3rd November
Launch Meeting for 2009 Open Studios Details to follow
Please pass contact details of any companies or individuals who may
wish to advertise in the OS brochure to openstudios@hvaf.org.uk
by 31st March. This may include galleries, art and craft shops, art
course providers etc.
Hertfordshire Open Studios is organised by Hertfordshire Visual Arts Forum
PO Box 894, St Albans, Herts, AL1 9EG
OPEN STUDIOS TEAM
John Higgins (HVAF Co-ordinator)
Tel: 07813 100651
Chris Green (Distribution)
Maud Eager (Marketing/Print Adviser)
Christina Bryant (Council Grants)
Pulmali Jayasena (Advertising Officer)
Other Contacts
Tony Harcourt (Credit Card Facility)
Tel: 01462 450393 tony@jharcourt.co.uk
Beverley Taylor (HVAF New Members)
Tel: 0208 366 1537 join@hvaf.org.uk