Press and Publicity
Learning & Product Expo: ART!
Immerse yourself in a weekend of classes
for artists and visit an exhibit hall packed with products.We’ll be there with classes to teach you
how to make a better living doing what you love.Friday, October 12, 2007#Fr125 11 a.m. - 12:30 p.m. Pricing Your Work to Sell
#Fr146 3:30 p.m. - 5 p.m. Getting Collectors Without Getting a Gallery
#Fr165 5:30 p.m. - 7 p.m.
The 5 Myths That Stop You From Making a ProfitSaturday, October 13, 2007
#Sa125 11 a.m. - 12:30 p.m. Creating Your Professional Portfolio
#Sa166 3:30 p.m. - 5 p.m. Selling in Traditional and Alternative VenuesSunday, October 14, 2007
#Su125 11:00 a.m. - 12:30 p.m. Become Your Own Publicity PersonAbout A.C.T. and your instructor, Aletta de Wal:
Aletta de Wal inspires fine artists to make a better living making art in any economy. Artist Career Training makes art marketing easier and the business of art simpler. Artists in the vibrant on-line community learn to be focused, organized and confident in all art business matters. Art-world experts share insider information and step-by- step instructions in lively group telephone classes, on-site workshops and seminars. Personal consultations allow in-depth work on specific projects. Independent study is available through recordings and workbooks. Bottom-line: Artist Career Training members discover how to double their income and create more time to make art.
Atlanta Artist Pat Fiorello to join Artist Career Training as Affiliate (March 2007)
Contact: Pat Fiorello 404/531-4160 patfiorello@aol.com
or Aletta de Wal 650/917-1225 aletta@artistcareertraining.comAtlanta Artist Pat Fiorello to join Artist Career Training as Affiliate
ATLANTA - Atlanta-based artist Pat Fiorello is joining Artist Career Training as an affiliate instructor. The first program she will offer is : Money Matters, Becoming a Self- supporting artist which will debut on Tuesday April 3, 2007 at 4PM E.S.T. Artist Career Training ( A.C.T.) offers a full curriculum of programs developed over ten years, teaching artists at all career stages how to make a better living making art with and without gallery representation, in any economy. Learning is exchanged among artists and faculty across time and space by a combination of surface mail, telephone class, recordings and internet technologies (web site, message boards, on-line discussion groups, desktop computer conferencing).
"We are delighted to have Pat joining us as an affiliate of A.C. T. She brings a unique blend of both business and artistic skills that can really add value," says Aletta de Wal, director of Artist Career Training. "Pat has a rare combination of business expertise, having an M.B.A. from the Harvard Business School and over 20 years as a corporate executive, plus she herself is an accomplished professional artist and can relate to the challenges artists face in selling their work."
"In coaching artists and teaching workshops to help artists with the business side of things, over the past few years, I have met many artist who have wonderful work, but just are not trained in or confident about handling the financial side of things. Often this leads to discouragement and giving up on their dream. My aim is to eradicate the 'starving artist' conversation and show people how they can live a life of their dreams and have what they need to support themselves financially," said Fiorello.
The Secret to Making a Better Living Making Art (7/25/2006)
Cover Art Competition Deadline Sept 15th, 2006 (7/7/2006)
CONTACT: Aletta de Wal, Director and Artist Advisor
aletta@artistcareertraining.com
(650)917-1225Cover Art Competition Deadline Sept 15th, 2006
Please make sure to tell Constance Smith that you read about the contest in the Artist Career Training web site. Thank you and good luck!
ArtNetwork invites fine artists to apply to the cover contest for the15th edition of the Living Artists. The winning artwork will be exhibited before more than 7,000 art world professionals on the cover.
Artists have called Living Artists invaluable for marketing their work; art professionals have called it invaluable for locating new artists. Design, layout and cropping will be determined by ArtNetwork. Complete credits will be given to artists.
First Place
Winner's artwork will be showcased on the cover of the 15th edition.Second Place(s)
Winner(s)' artwork will be showcased on back cover.Other Runners-up
Artwork will be showcased within the interior of the publication. The 14th edition had20 runners-up, with pieces exhibited in the introductory section of the book.
Making Money Making Art (2/11/2005)
CONTACT: Aletta de Wal, Director and Artist Advisor
aletta@artistcareertraining.com
(650)917-1225Artist Career Training Puts Artists in the Picture
About Making Money Making Art
Palo Alto, CA
Society of Local Artists (SOLA) and all local working fine artists are invited to attend a presentation entitled “Effective Sales from your Studio” to learn the secrets to getting more exposure for their work and more visibility for their careers. Keynote speaker Aletta de Wal, is Director and Artist Advisor with the Artist Career Training organization.
Other spring SOLA events include a one day workshop Saturday, March 19th for The Artist Career Training Workshop: “Pricing Your Work.” The program is full of practical tips and tools to give artists the inside track on pricing.
Artist Career Training is nationally known for its expertise in helping artists learn to get more exposure for their work. A.C.T operates as a virtual educational institution and offers college level courses full of “Business Sense for the ArtWorld” to fine artists in North America and Europe.
Self-Employment in the Arts Conference (1/15/2005)
S.E.A. Conference Transforms Aspiring
Artists Into Entrepreneurs
NAPERVILLE, Ill. - The goal of the fifth annual Self-Employment in the Arts conference is to present sound business advice and support to artists who desire self-employment in an artistic field. The conference, coordinated by North Central College, brings together more than 300 aspiring arts students and professionals in performing arts, visual arts, literary arts and media arts Feb. 25-26, 2005, who travel from as far away as Kansas and Sioux City, Iowa, to attend.
Aletta de Wal, M.Ed. is among the seasoned arts and business professionals from around the country invited to present workshops, panel discussions, and one-on-one sessions. "There are very limited opportunities for artists to learn the business side of self-employment in the arts and this conference helps bridge that gap," said Gary Ernst, a founder of the conference and Coleman Foundation professor of entrepreneurship and small business; professor of international business and marketing. "We've had participants from past years describe the interaction at the conference as 'magical.'"
Equal parts artist, educator and entrepreneur, de Wal was appointed Director & Artist Advisor for Artist Career Training in 2002 to design and deliver practical training in art marketing, business systems and career development to fine artists. With a successful track record of creating and selling her own work and workshops, her loyal clients know her to "energize and inspire artists to productive action."
Other presenters at the conference include Michael Port who owns a marketing and sales strategy consulting firm for entrepreneurs, Robert Maniscalco, host of "Art Beat" on PBS, and an artist and gallery owner from Grosse Pointe, Mich.; Matthew Staver of Denver, Colo., whose photography has appeared in national magazines; and Robin Weidner of Naperville, owner of a copywriting and consulting firm. Other speakers, many from the Chicago area, will represent fields like illustration, publishing, interior design, choreography, media and graphic arts.
Early registration runs through Tuesday, Jan. 25, which allows students and artists to attend the two-day event at the Hilton Lisle-Naperville for just $35. After Jan. 25, the cost is $50.
Artist Career Training operates as a virtual university for people committed to making a living making fine art in the United States, Canada and Europe.
We teach dedicated artists create their own success, with or without gallery representation. Emerging and seasoned artists alike learn how to take control of their own careers. By learning how to consistently apply proven art business strategies, they become their own dealers, museum curators, business managers and all around self promoters. In the process, they usually renew themselves and their art, as they build their art marketing capabilities and hone their business confidence. The end "composition" is a productive, satisfying and sustainable career-life as an artist. Get the full picture at: www.artistcareertraining.com or call 650.917.1225 to hear how to build your future on a solid foundation.-###-
Article from The Creative Line Magazine (12/1/2004)
Words to Act On!: The 5 Operating Principles of A-List Artists
By Aletta de Wal, M.Ed., Artist Career Training
"To get noticed at all, let alone sell your art work, you need to think, act and work like an entrepreneur obsessed with a brand new idea." Aletta de WalStart with quality pieces in a signature body of work, strategically displayed where your audience will see it often. Educate your public about what makes your art distinctive, so that when it comes time to purchase, they will choose you, preferably more than once.
The entrepreneurial A-list artists we work with at Artist Career Training embrace five operating principles for productive, satisfying, sustainable professional careers:
ART: Choose a clear direction that inspires you. Let it evolve and mature. Show, give away and sell only your best - discard, or burn, as one A.C.T. Graduate recently did, any work you consider below standard.
Do you have a signature style and a significant body of work ready to be seen at a moment's notice by more than one venue or client? If the answer is no, getting into the studio and developing "product" is your priority. If yes, read on!
"If I create from the heart, almost everything works; if from the head, almost nothing." Marc Chagall
AUDIENCE: Build your art market one person at a time. For introverted artists, this means developing good social skills and getting out of the studio. Extroverts must learn to contain their enthusiasm long enough to hear what the viewer wants to know about their work.
Do you continually seek out opportunities to interact and follow-up with people who enjoy and express an interest in your work? If you have a defined audience, look over your inventory of art and see what you already have that you can present to prospective viewers. If you do commissions, invite collectors to your studio for a special viewing of new work.
"To be able to communicate effectively not only with an audience, but one to one, goes far towards determining our success in life." Norman Vincent Peale.
ACCOUNTING: Establish reliable business systems to track your investments of time, toil and art supplies in exchange for money or visibility. A shoe box is the minimum; file folders an improvement; a computer file a significant advantage.
Can you quickly and realistically assess new opportunities to get more exposure and sales, based on "the numbers"? If you find your self swelling with pride at an invitation to show your work, make sure it's not just ego. Check that the opportunity fits your goals, your audience and your ability to deliver the art from your inventory before you agree. Avoid regrets, not to mention the costs.
"It is not respectful of yourself, of others, or of your money, not to plan for your future." Suzie Orman
ATTENTION: Clearly and frequently present your art in a variety of promotional venues and media. Whether or not your marketing strategy includes a web site, make sure it is geared to your art (#1) and your audience (#2).
Do you have a simple, memorable way of arousing and retaining viewer's interest in your work (#3) over time? It's never too late to reconnect with anyone, as long as you have a message they want to hear.
"The true art of memory is the art of attention." Samuel Johnson (1709-1784)
AMBITION: Without it, nothing in the world would get done. Not so long ago, the word "ambition" was felt to be inappropriate for fine artists. Tempered with ethical business practices- no more! Driving a clear artistic direction, ambition provides the fuel for a productive, satisfying and sustainable career.
Do you have a big enough future in mind to produce market and sell your art? How about adequate self-management and a community to support you throughout your career? Choose a "can do" attitude daily and 80% of your work is done. Make sure you can account for all of your work. (see #4).
"It is a grand thing to rise in the world. The ambition to do so is the very salt of the earth. It is the parent of all enterprise, and the cause of all improvement." Anthony Trollope (1815-1882)
Choose a "can do" attitude daily and 80% of your work is done.
What are your operating principles?
ACT Now!
SOLA Upcoming Events (8/18/2004)
Artist Career Training Puts SOLA Artists
in the Picture About Getting More ExposurePalo Alto, CA August 15th
The next Society of Local Artists (SOLA) meeting takes place from 6:00 – 9:00 p.m. on Friday, September 23rd.at The Pacific Art League in Palo Alto.
SOLA Members and working fine artists are invited to attend a presentation entitled “Creating Your 12-Month Marketing Strategy” to learn the secrets to getting more exposure for their work and more visibility for their careers. The presentation features Aletta de Wal, Director and Artist Advisor with the Artist Career Training organization, based in Los Altos.
Pacific Art League Event September 10, 2004 (8/1/2004)
Artist Career Training Puts Bay Area Artists in the Picture About Their Most Important Work of Art
Palo Alto, CA August 2nd
The Pacific Art League First Friday reception for the gallery exhibit “Large Works” takes place from 6:00 – 9:00 p.m. on Friday, September 10th.
Members and the public are invited to attend a free presentation entitled “Creating Your Most Important Work of Art: 10 Tips for Success as a Professional Artist” where they will learn the secrets to creating an artist’s most important work of all - a professional career. The presentation features Aletta de Wal, Director & Artist Advisor with the Artist Career Training organization, based in Los Altos.
Other upcoming events at The Pacific Art League include a two day event November 14th and 21st for the Artist Career Training workshop “Marketing Your Vision, Feeding Your Life and Selling Your Art.” The program is full of practical tips and tools to give artists the inside track on getting more exposure for their work, visibility for their career and to generate sustainable income. To register contact Carol Schwartz, Education Director, The Pacific Art League 650-321-3891. Pacific Art League Members: $175. Non-Members $200.
Artist Career Training is nationally known for its expertise in helping artists learn to get more exposure for their work. Founded by Geoffrey Gorman in Santa Fe, New Mexico in 1996, ACT operates as a virtual educational institution and offers courses including “Business Sense for the ArtWorld” to fine artists in North America and Europe.
Aletta de Wal, locally based Director & Artist Advisor of Artist Career Training often appears at the Pacific Art League to volunteer.
We look forward to seeing you there!
Celebrate Professional Artist’s Day! (7/1/2004)
Celebrate Professional Artist’s Day!
Artist Career Training announces the results of our 1st Juried Contest on Professionalism July, 2004: 6 scholarships awarded.Jurors: Geoffrey Gorman, Founder, Artist Career Training & Aletta de Wal, Director & Artist Advisor, Artist Career Training
Celebrate the Professional Fine Artists you know across the United States and in Canada on Tuesday, July 6th! Better yet, if you are a former A.C.T. Member or Graduate, put on your tele-party clothes, grab a landline and join the A.C.T. community at our 1st Virtual Opening ACT! - a reception for entrants and winners of our 1st Juried Contest.
Jurors Geoffrey Gorman & Aletta de Wal will be the ringleaders in the A.C.T. tele-party hats! Meet the winning artists, and honorees, who will receive over $3000 in scholarships for Artist Career Training Programs and services to further their art careers. Hear what they have to say about being professional in the ArtWorld. Experience the buzz of the exclusive on-line artist community. Open to former memebrs and Grads. RSVP required.
ACT's First Juried Exhibition: Call for Professional Artists (3/15/2004)
A.C.T. Call for Professional Artists
Open to all ArtMatters! subscribers,
Artist Career Training Members & Grads.
Artist Career Training announces our first juried exhibition! There is one contest for all artists, with 6 prizes to be awarded.Artist Career Training announces our first juried exhibition! There is one contest for all artists, with 6 prizes to be awarded:
- three prizes to Members or Grads
- and three prizes to artists never registered in the A.C.T. Member Program.
For an investment of $25, you can earn one of six prizes to be awarded for a total market value of $3030.
Professional Value: Priceless!
There is NO risk - All entrants are eligible for a tuition-free class worth $30. so you can learn more about marketing your art, even if you do not place 1st, 2nd or 3rd.
THE THEME:
The theme this year is what it means to be a "Professional Artist," i.e. what does it mean to you and what does it take to manage your career professionally? You are invited to interpret this theme as it appears now in your career, whether you are aspiring, emerging, mid-career, seasoned, or in transition – it’s all a work in progress!THE RULES:
1. Enter by midnight May 15, 20042. E-mail items below to aletta@artistcareertraining.com with a < proper cover e-mail by June 1st, 2004. Make sure to put "A.C.T. Juried Contest 2004" in the subject line (to pass our spam filter):
- An up to date artist’s statement and short resume;
- Three properly labeled jpgs of your current body of work;
- "My Professional Career" (250 words maximum in a "Word" document.)
All submissions will be acknowledged, catalogued and archived at A.C.T.
THE SCHEDULE:
May 15th, 2004: Entry Deadline. Entry Fee: $25.
June 1st, 2004: Submissions Due (Late entries will not be accepted)
June 30th 2004: Entries juried, Prize winners chosen.
July 4th 2004: Applicants are notified by e-mail.
July 15th 2004 - Sept.1st Show opens on the A.C.T. web siteWHAT YOU WIN:
All artists who enter shows know the difference that a deadline makes. Entering the show means you win immediately by putting extra attention on part of your ongoing art marketing – something you ought to be doing anyway!Prizes for Current A.C.T. Members & Grads:
- First prize: a scholarship for the 12- month A.C.T. Graduate Program for Professional Artists and an Advisor Action Pack with A.C.T. Advisors Geoffrey Gorman or Aletta de Wal (Market Value = $750.)
- Second Prize: a scholarship for an Advisor Action Pack with A.C.T. Advisors Geoffrey Gorman or Aletta de Wal (Market Value = $500.)
- Third Prize: a scholarship for an Artist Action Group with A.C.T. Director, Aletta de Wal. (Market Value = $250.)
- Each artist who submits a qualifying entry will receive an opportunity, without additional competition, to participate in a special telephone class on "Marketing Fine Art in 2005" on Thursday, December 2, 2004 at 8: 00 p.m. Eastern. Full details will be provided to all entrants when the winners are announced.
Prizes for Non-Members:
- First prize: a scholarship for the 12- month A.C.T. Member < Program for Professional Artists. (Market Value = $750.)
- Second Prize: a scholarship for an Advisor Action Pack with A.C.T. Advisors Geoffrey Gorman or Aletta de Wal (Market Value = $500.)
- hird Prize: a scholarship for an Artist Action Group with A.C.T. Director, Aletta de Wal. (Market Value = $250.)
- Each artist who submits a qualifying entry will receive an opportunity, without additional competition, to participate in a special telephone class on "Marketing Fine Art in 2005" on Thursday, December 2, 2004 at 8: 00 p.m. Eastern. Full details will be provided to all entrants when the winners are announced.
The 6 winners will be featured in ArtMatters! and on the A.C.T. web site, adding the further reward of more exposure for your work and career. The rest is up to you!
Southern California Call to Arts Expo (8/16/2003)
August 16, 2003 - Pasadena, CA
We Were There! Artists are Drawn to the Program, Energized and Inspired by a Panel Moderated by Aletta de Wal
Pasadena, California
Creative artists, arts leaders and arts lovers converged at the CALL TO ARTS! Expo on Saturday August 16th at Cal State Fullerton to make connections and make a difference!
Aletta de Wal, Director and Career Coach, moderated the Fine Arts Marketing Panel. Many artists were drawn to A.C.T. program as a result, energized and inspired by the lively discussion panel.
CALL TO ARTS! is the biggest musicians, visual artists, songwriters and artists conference, exhibition and festival of the summeris and is presented annually by Artists Helping Artists (AHA!) and The Creative Line magazine. Artists Helping Artists (AHA!) is a registered California nonprofit that educates and services artists and arts and music organizations through community outreach activities and events. The Creative Line is a grassroots arts and music publication that highlights the successes of local artists an arts and music organizations and reaches 50,000 artists, arts leaders and arts lovers throughout Southern California.
For more information on the Artist Career Training Program or Call to Arts!:
Artist Career Training at www.artistcareertraining.com
Call to Arts! at www.CallToArts.ArtistsHelpingArtists.org
The Creative Line Magazine at www.thecreativeline.us
Artist Career Training Goes West! (8/1/2003)
Contact: Aletta de Wal (650) 917-1225
Artist Career Training goes West!
Aletta de Wal links with Geoffrey Gorman at Artist Career TrainingLos Altos, CA (San Francisco Bay Area) July 2003
Nationally known for its expertise in helping artists market their art, Artist Career Training has established a second “bricks and mortar” location in the San Francisco Bay area. “The business of art is to create a work of value that someone will see or buy. The art of business is to communicate, demonstrate and transfer that value. My job is to demystify the art of business for artists.” Artist and Master Coach, Aletta de Wal draws on 30 years of integrated experience in art and business.
Founded by artist marketing mentor Geoffrey Gorman in Santa Fe, New Mexico in 1996, Artist Career Training offers programs, products and services for professional artists who want more exposure for their art. For more information, please visit http://www.artistcareertraining.com or contact Aletta at aletta@artistcareertraining.com or call her at 650-917-1225 Pacific time.
Contact Information:
Aletta de Wal
aletta@artistcareertraining.com
Artist Career Training
http://www.artistcareertraining.com
101 First Street, #103
Los Altos, CA 94022-2750
650-917-1225 10 a.m. – 4 p.m. Pacific Tim