We recently connected with Lucia Murdock and have shared our conversation below.

Lucia, looking forward to hearing all of your stories today. Can you talk to us about a risk you’ve taken – walk us through the story?

From 2018 to 2020, I was working as the general manager at Workshop SLC, a fine art studio and artist co-working space. When COVID hit, the owners decided to shut down the business. Before starting the process, they approached me and offered that I acquire it since I had been the one running and growing the studio from the start. After months and months of deliberation, budgeting, meetings, and due diligence, I decided to take over as the new owner.

I was terrified to take this on, as we were still in the throes of the pandemic and shutdowns were still a regular part of life. But there I was, taking over an events-based, community focused business.

All throughout 2021, we experimented with different formats and classroom layouts, navigated the challenges of upholding mask policies, waivers, and temperature checks, and worked hard to ensure our students felt as safe as possible. Once we felt like we were ready to open our doors, the biggest challenge was figuring out a rhythm and cadence for our brand new class offerings. Everything had been closed for a year, so we didn’t really know what to expect.

Today, we have a full schedule and a thriving and growing community of artists that work out of our studio every day of the week!

Lucia, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Workshop SLC is a fine art studio dedicated to supporting serious artists and hobbyists alike, and to cultivating technique, talent, and the raw joy of creativity.

Founded in 2018, the inspiration for Workshop SLC was born out of our ongoing effort to elevate our own artistic skills through focused workshop experiences abroad. Knowing that these same workshops were not available in Salt Lake City, we started our own.

We bring great artists from all over the world to teach classes right here in Salt Lake City. From beginner-level primers to focused technical clinics, Workshop SLC is a hub for creatives of all stripes. It is a collective of artists and instructors, a fun and safe classroom for all skill levels, and a co-working space where members can work alongside artists-in-residence.

What’s worked well for you in terms of a source for new clients?

Word of mouth through Social Media.

We’d love to hear the story of how you built up your social media audience?

By creating compelling content that people are interested in and care about, and not just asking them to buy, buy, buy. My advice would be to find your authentic voice and let go of corporate standards and expectations of what social media should be.

Contact Info:

• Website: workshopslc.com
• Instagram: instagram.com/workshopslc
• Facebook: Facebook.com/workshopslc
• Linkedin: https://www.linkedin.com/company/workshop-slc/