
As regular readers know, this past weekend I participated in the San Francisco Renegade Craft Fair. This was my first "real" craft fair experience with Mama's Magic Studio, and I'm delighted to report that by my standards it was a smashing success!

I'm still adding up all the sales and checking inventory, but current totals are very encouraging. Over the weekend, in credit card sales alone, I made almost half as much in sales as I did
all year in 2008!
Granted, my gross receipts for 2008 were far from large -- which is not surprising, given that this is a very part time endeavor for me. (My full time gig is Mom, not the Mama in her Magic Studio, though when the kids are older I hope that will change.) My sales last year would not have even paid for one month on our mortgage here in Silicon Valley. So half of that isn't an enormous amount, in the larger picture. But for me, it's huge. So I'm quite pleased!
The best sellers were my
handcrafted knitting needles, which received lots of notice and praise:

Also popular were my
Knit the Knot Known earrings,
bird's nest pendants, and knitting stitch markers. The stitch markers were a last minute inspiration, heeding the advice to have some lower price point items.

At $2 each or 4 for $7, they were a real hit -- I sold out of my larger stitch marker style before I could get a picture! The larger ones were decorated with lovely foil lined glass heart beads. These stars are the smaller size, which were also popular. I'm not sure if it will be worth the fees to put them in my
Etsy shop, but for in-person sales, they were great.
All told, I'm very glad to have participated in the fair. It was also a special treat to get a booth visit from my brother-in-law and his family! They were the only familiar faces all day, and I was very touched that they came out to support me. I'm incredibly grateful to S for watching the kids all day on Saturday and Sunday so that I could go, and I have high hopes to be there again next year!
One thing's for sure -- when I do my next craft fair, whether it's Renegade 2010 or something else, I will have learned some important things from this past weekend. Here's my list of Top 10 Lessons Learned From Renegade 2009:
1. I Want Wheels!
There I was, feeling all clever when I packed up the car, because I'd thought to bring a plastic laundry basket for toting my stuff between the car and my booth. With all the little boxes and knickknacks that I'd brought, it's a good thing I had the basket. But
hoo boy, was I jealous of all the smart sellers who had carts of one kind and another or packed their stuff in wheeled suitcases. It turned out that our booth was
waaaaaaaaaaaaay at the back of the Festival
Pavilion, and it took me a good 40 minutes of walking back and forth between car and booth space, making trip after trip just to lug my stuff where it needed to be for set up and break down. Next time I do this, I want wheels!
2. Thank Goodness for Good Partners!
I was so glad to have such great booth mates. My partners in craft were two other members of the local
SFEtsy team:
Jeyn of
JeynReyn (who was interviewed a while back as a
Friday Feature here at Mama's Magic Studio)

and Ben and Sara of
Kitty Baby Love.

Ben and Sara were there with their little 2 month old baby, and
Jeyn had her adorable toddler daughter. (Along with Grandma to help with the kid wrangling!) Here are
Jeyn and her daughter, getting ready to get their free picture taken (see below for more about the freebie).

I was nervous about the prospect of sharing a 10 X 10 space with so many folks (heck, in truth I was nervous about just about
everything connected to the fair in the weeks leading up to it!) but financially and logistically an entire booth to myself was simply impossible. Couldn't afford it; couldn't afford the time to create enough inventory to fill it. Filling my 6' table was hard enough!
But being in the company of these lovely people contributed a great deal to the success of the day. I wouldn't hesitate to share a booth again!
3. Location, Location, Location!
Probably the biggest bummer of the show was finding out that our booth was at the very back of the building. Here's what things looked like at the entrance on Sunday morning, when I got there to set up -- that's a lot of vendors to get through before folks made it to me! And even more to get through once the crowds arrived.

Here's the view back towards the entrance, standing front of my booth on Sunday and looking back towards the door:

Once the crowds arrived, it was fascinating to watch the traffic patterns, so long as I didn't think too hard about what it might be meaning for my sales -- if I hadn't done as well as I did, I would have been pretty depressed by the implications of my location. That large empty space to the right of the pic above
didn't help matters; I could see plenty of folks who came to what they saw as the "end" of the aisle and just turn around without ever making it down my way.
Happily, however, I was also right across from the bathrooms, which are always a draw. And the restrooms were right next to this booth:

There was a line at this booth for most of the day -- this pic was taken after the fair had officially closed and the folks running the booth had hung around so that the vendors could play, so the crowds had left by then. Their
shtick was a free photo booth, similar to those that you'd find on a beach boardwalk or at an amusement park, but they'd added the genius detail of a suitcase full of props (
afro wig, silly hats, viking helmet...) and their photos were digitally produced and printed right there from their computer. For "free" (or whatever you felt like tipping) you came away from the booth with a postcard sized print with three black and white
head shots. Brilliant! (I'd share mine, but the scanner isn't working alas; trust me that it's very cute, including a parasol and a fake moustache.)
I'm sure that the draw of the line of happy folks waiting for their turn in the booth helped direct traffic down towards my table. A very good thing!
Several things I learned here, but the most important was to make the best of an imperfect situation. On Saturday, thinking that one side of the booth would be "dead" (the side facing the restrooms) we'd decided to set up our tables in a U shape with the entrance facing what we thought would be the "busy" side of the aisle. In this arrangement, the back of my table set up faced the photo booth above.
In truth, I'd not noticed the photo booth when we were deciding how to set things up on Saturday. What ended up happening? All day long, folks kept trying to shop my table from the wrong side! The same thing kept happening to
Jeyn. So on Sunday we flipped out the U and had each of us facing out. It seemed much better, working with the traffic flow rather than against it. Here's the set up on Sunday:

4. Let them Touch!
I have a long way to go in terms of product presentation and table arrangement, but watching folks confirmed a hunch I'd had -- folks want to touch things, and it's best to keep that in mind. Use it to your advantage, having items that are displayed in such a way as to encourage your potential customers to touch at least some of your product. Also be sure to keep out of direct reach those things you don't want handled all the time.
For example, my stitch markers and my yarn ball pendants were presented in little wooden bowls at the front edge of the table. Perfectly designed to invite inquisitive fingers.

I sold 5 of these yarn ball pendants to one customer who had enjoyed rolling them around in the bowl and cradling them in her hand. Like the stitch markers, they are sturdy and not of a really intimate nature (like earrings, for example, which you'd need to keep clean) so I had no qualms about letting folks play around with them a bit.
Other items, like my beaded dragonflies, are more fragile. So I hung them and my earrings higher up, where folks could see them easily but where they weren't as tempting to touch.

Of course, if somebody showed interest in the item, I was quick to let them know that I was happy to pull it off the display so they could take a closer look.
5. Show It Off!
I wore my bird's nest pendant both days, and it was a great prop for talking about the pieces and showing them off. Both days, I sold many pendants. On Sunday, I wore a pair of my fraternal earrings -- is it coincidence that I didn't sell any on Saturday but did on Sunday?
Jeyn had the same thing happen with some of her scarves; after putting one of them on, she sold several within a very short time. People like to see your stuff in action, so don't be afraid to show it off!
I also found it useful to put things in context. I had many of my
bookmark baubles hanging on display, but few sold on Saturday. On Sunday, I decided to add several more books to the table with the bookmarks inside and on top.

On Sunday, I sold many more bookmarks. I think as the person making this stuff, it's sometimes challenging to remember that not everybody will immediately understand just what something is supposed to be!
I used to get that reaction about my knitting needles, with folks sometimes mistaking them for really long hair sticks. But thanks to good signage and clear hang tags, not a single person at the fair seemed confused. Instead, of, "Oh, those are neat. What are they?" I kept hearing, "Oh! What beautiful knitting needles!"

6. A Good Table Is a Stable Table
I had such booth envy of those folks who were clearly old pros at the craft fair business. Many folks showed up with power tools and assembled little boutiques in their 10 x 10 space, including actual counter tops and flooring! In comparison, my little table from Target has a long way to go.
But for a first-timer, part-timer, I did fine. I'd thought a lot about my table before getting there, and I knew the importance of adding some height to my display. Working within my budget, I used inexpensive decorative cardboard boxes to stack some items at the back of the table. This looked good, but turned out to be a bit dangerous given my tendency to talk with my hands. For most of the time, I stood right behind the bird's nest "tree" display. Not once, but twice I knocked it straight over with my enthusiastic body language! Oops.

So next time, I need to work on making my display both pleasing to the eye and more
spaz-friendly.
7. Advil and Caffeine: Secret Ingredients for Success.
Not that I really needed more proof of my habitually taciturn, serious nature (see
this post) but about noon on Sunday, I found myself thinking, "Wow. I guess really
don't talk and smile enough in the course of a typical day." As I fought back fatigue and a headache induced by doing so much sudden smiling as I greeted folks in my booth all weekend, I longed for an Advil and some caffeine. The drugs were nowhere to be found, alas, but I did pop for a $2 can of Coke from the
Pavilion cafe. In half an hour or so, I felt much better for it and was able to enjoy the rest of the day. Next time, I'm bringing a full first-aid kit and a six pack of soda -- and I don't usually drink the stuff!
8. Paper
and Plastic
This isn't so much a lesson learned as a tip confirmed. I made my share of cash sales, and I'm proud of the stack of paper bills that filled my fanny pack at the end of the fair. But by far the majority of my sales were paid for with plastic. I was so glad that I followed the advice I received and arranged to take credit cards. Especially given our booth location (see above). By the time folks got down to us, many had run out of cash! I recommend
Propay for folks like me who will only need to accept credit cards occasionally.
9. Go for the
GiftersTime and again, folks who came to my booth were clearly looking for good gifts. The bookmark baubles and the knitting needles were primarily bought as gifts, based on my customer's small talk. (One lovely lady went so far as to call up two of her friends, both avid knitters, and grill them on what size knitting needles they would want!) When pricing and packaging, keep in mind the customer buying items as gifts. I was pleased that I'd thought
things through enough to bring along gift boxes, tissue paper, and gift bags. It felt great to be able to offer these amenities to my customers, and they seemed to appreciate it very much.
But I ran into a bit of trouble when I realized I'd forgotten an eraser -- the prices on my knitting needles were written in pencil on the back of the hang tags! I didn't want to remove the tags, since they had important information on care and (perhaps even more importantly) they identified my shop. But neither did I want to wrap up gifts with the prices still included. Luckily, our booth neighbor (another Etsian, the amazing
Eleen) was happy to loan me an eraser when she heard that I needed one.
10. One is Fun. More is Marvelous!
I had a fantastic time working my table by myself, but it's a looooong day: setting up at 9 am, selling from 11 am to 7 pm, and not getting out until 8 pm or later. On Saturday, I just took home my inventory and left my set up. Sunday, when I had to break everything down, I didn't leave until well after 8:30 -- I was one of the last dozen vendors to leave. See tip #1 above for why: all those trips back and forth and back and forth!
Along with having wheel envy, I found myself looking longingly at those folks who had help. Many people had at least one partner, and some seemed to have an entire team. (Many of these were the same folks with power tools, constructing their little boutique booths. Impressive.) I had great support -- but it was in the form of my darling husband staying home to watch the kids. My booth mates were kind about watching my table for a short time on those few occasions when I had to leave (and it was nice to have the restrooms so close!) but it would have been very nice to be able to take a little break once in a while, to walk around the fair for a bit, and I would only feel comfortable doing that if I had a partner to handle any sales when I was gone.
I saw several vendors there as a family (not to mention the folks in my own booth!) but they were mostly wee babes or older kids, perhaps age 6 and up. Mine are right in the middle right now. BJ was sweet, telling me beforehand that he wanted to come along and "help," but he's not ready yet. S has fond memories of helping his own mother at craft fairs (she used to sell pottery, stained glass, and fabric goods) so perhaps someday when the kids are older we can make this a family outing.
So next time, I'm keeping these tips in mind. I have to say, it feels really nice to talk about a "next time." It's lovely to do a little long-term dreaming about what the future might hold for me, my family, and my little business. I certainly never imagined, before I had kids, that I'd be calling myself a handcraft artist. Things just keep getting better in Mama's Magic Studio. It's an exciting time!