Creating a Successful Art Exhibit Eileen Hennemann | January 2024

My husband and I have our own business in brand consulting and graphic design in Almonte, Ontario, 30 minutes west of Ottawa. Our clients’ projects are interesting, unique, and rewarding, and we learn something new from each of them.  Our challenge is to find the best branding and marketing solutions to build, manage, and sustain a client’s business, product, or event. I enjoy what’s involved with the creative process and appreciate what I learn from it.

In 2015 we chose to keep a smaller client roster to afford us more time to explore other creative areas we were interested in.  Until 2022 we volunteered our services to several diverse organizations, including Almonte in Concert, the St. Vincent Hospital in Ottawa, and a Mississippi Mills mayoral campaign. Over time we acquired a healthy email list of clients, colleagues, friends, patrons, and collectors.

I started painting again in various mediums with watercolour becoming my favourite. Each day I learn something new about what I am capable of. I also mess up a lot and look forward to figuring out how not to do that (too often). I have found that taking workshops and lessons has helped me a great deal.

In 2017 The Ten Collective, a group of ten professional artists, was formed for two reasons: in answer to queries as to where one could see my work, and to attach myself to the stars of nine exceptional local artists. I believe in striving to achieve significant work, and whatever show I’d be in had to be significant as well. Events that are not branded according to the quality of the product on offer can make people question their value. A group and any event it is in must be branded at the level it is at or wants to achieve and be compared to.

Previous events branded by our firm had appropriate budgets to cover the visual components necessary to engage the target audience or donors. We created the Ten Collective trademark, branded promotional material (postcards, bookmarks, ads, etc.), website, bio cards, signage, and banners, and handled all promotion. The group did not have to invest financially in the visual brand development or its management and marketing.

So, how do we make it work? Each year the ten artists submit their portion of the expenses to cover advertising and printing costs. The amount was originally based on the research done on what it would take to put on a successful, well-attended show. The Ten Collective bookmarks, postcards, and posters are distributed to many venues in several towns, and each artist will write four articles for the website blog that starts in early January. These are pushed to social media that reach an even wider audience. The costs involved are divided by ten of us and are much easier to handle for each individual.

Numerous media and online services announce shows such as ours. Ottawa’s Rogers Cable is always keen to interview us, sometimes more than once. CTV News at Noon interviewed two of the Ten Collective artists which added considerably to attendance. Online show invitations are scheduled via Constant Contact (an online email marketing program), each one with some new information, and sent to interested collectors, visitors, and patrons. The Ten Collective artists need only focus on their work for the show and share their social media posts. The show’s promotion is predominantly my responsibility.

We are grateful that the show has been very successful. It has become a spring highlight promoted by Almonte/Mississippi Mills. It is much anticipated every year and increases the tourism of the area significantly with visitors from Montreal, Toronto, Kingston, and surrounding areas.

In 2018 and 2019 we welcomed 1200 visitors to our show. In 2022 and 2023 we had 1800-2000 over the two days. And I am happy to share that each artist sells much of their work over those two days, with some selling out completely. It is exhausting and exhilarating, and we love it! I lost my voice for a couple of days after the show as I think I talked to every person walking through our door, and I don’t mind that a bit. Visitors are so keen to meet the artists and to learn about their work. It’s very rewarding to answer their questions and to know they are so interested.

In autumn 2023 we decided our fifth show will be April 26-27, 2025. We felt that more than a year is necessary to build a new body of work worthy of such a popular show. So far, our time in The Ten Collective has been beautiful, demanding, fruitful, and very fulfilling.

If you are interested, there are galleries, videos and photos of the previous shows on the website: https://www.thetencollective.com/media-and-videos. And if you have any questions, please don’t hesitate to contact me.