by Grace Butland
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Peer Consultancy Workshops Hit the Mark for California Artisans
by Grace Butland |
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 (Above) Woodworker JoAnn Schuch, shown sanding a cherry Greene and Greene dining room table, developed the idea of "peer consultancy" groups that is used by Humboldt County, Calif., artists. Photo by Brandi Easter (Below) Participants at a peer consultancy session (from left to right) Edmond Deraedt (furniture maker) and friend; Whit McLeod (furniture maker); John Thomas (woodturner); and Colinda Gutierrez (stained glass and lampmaker). Photo by Barb Smith
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What was conceived as a program for displaced lumberjacks in Humboldt County, Calif., has evolved into a model for career development workshops for artists.
It all began in 1995, when federal legislation restricted the amount of timber that could be harvested on public lands and, as mitigation, earmarked funds for economic development/recovery. In response, the Arcata Economic Development Commission (AEDC) and local woodworker JoAnn Schuch developed and advertised a program to provide entrepreneurial training to the now-jobless lumberjacks (who they had called "woodworkers").
These lumberjack-woodworkers, however, were not the ones who showed up for the training, says AEDC Project Coordinator Georgianna Matthews. "A few dozen woodworkers came, all right, but [they were] the museum-quality artisan/furniture-maker type, not the chainsaw type. It was not who we expected, but we evolved the program around those clients. JoAnn Schuch was instrumental in shaping this process."
Not only have these artists benefited from the program, but artists everywhere can use the concept to start their own groups.
Background
Schuch, a maker of fine furniture and cabinetry since 1986, had attended several economic development workshops that had not met her needs. "Outside lecturers would speak in general terms about business and marketing, and I would strive to connect what they were saying to my business," she says. "I felt that our own Humboldt County woodworking community could help each other more than outside consultants."
Using the concepts of "brainstorming" and "barn raising" described in the book "Wishcraft: How to Get What You Really Want" by Barbara Sher, Schuch developed the idea of "peer consultancy" groups. The AEDC applied for and obtained a grant to fund them.
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Artists interested in starting peer consultancy groups can order the Humboldt County video and handbook from the Humboldt Woodworkers Guild, 100 Ericson Way, Arcata, CA 95521, for $50, including postage and handling. For those interested in obtaining funding for formal workshop sessions, check with your local or state economic development offices to see if government grants are available. Private foundations and arts organizations are other possible funding sources. According to the AEDC, program costs are slightly less than $300 per participant, including a hired facilitator, mileage, meeting facility, handouts, photography and postcards. AEDC Project Coordinator Georgianna Matthews can be reached at (707) 822-4616, ext. 253 or via e-mail at ganna@reninet.com. |
Learning from your peers
The peer consultancy workshops use the knowledge of peers, rather than outside experts. Marketing and financial issues form the core curriculum, but groups can choose other topics to address in place of, or in addition to, those subjects. The woodworkers who attended the original workshop series chose to develop individual color postcards for marketing, produce a joint Web site (www.woodguild.com) and produce a video about the workshops for use by other groups.
Over a series of six meetings, participants gathered information and developed a marketing focus appropriate to their own work, developed five-year plans for their businesses, hired a photographer and had color postcards printed for each person's business. Sold on the benefits of working together, they formed the Humboldt Woodworkers Guild.
The first grant AEDC obtained covered the cost of the first series of workshops, production of the video, and part of the cost of the postcards. A subsequent grant paid Schuch to write the companion handbook for the video.
Additional grants provided training for a second group of woodworkers, funded development of the Web site, and assisted 14 woodworkers with expenses involved in participating in the San Francisco Design and Furnishings Show.
Other grants allowed the AEDC to expand the training to a variety of artisans. "It seemed to me that the basic model would apply to any small business that made something and wanted to sell it," says Matthews. "So we tried it again with a group made up mostly of metalsmiths, but including potters, jewelers, weavers and glassblowers." Since then, she says, "We've done it again and again with more diverse groups." Since Humboldt County has more artist-residents than any other county in California (according to the IRS), there was no shortage of artists interested in getting involved.
Schuch volunteered her time to moderate the first series of workshops; she also produced and starred in the video, in addition to writing the accompanying handbook. (She won a national leadership award from the U.S. Forest Service for her efforts.) "I learned a tremendous amount from organizing the sessions," she says. "I had to learn exactly how to do a photo session, print a postcard, develop a Web site. Each practical experience helped my personal marketing. We took 16 members to the San Francisco Design and Furnishings trade show in January 1999. I sold several pieces from that show. I could not have gone alone and made as big an impact."
RESOURCES |
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"Wishcraft -- How to Get What You Really Want" by Barbara Sher Ballantine Publishing Group, of Random House, Inc., 1979, 1986 www.randomhouse.com/BB Available online and at many bookstores. San Francisco Design and Furnishings Show Grant sources and amounts: |
The workshops helped rug weaver Nancy Kennedy develop a business focus. "Writing out a five-year plan made the development of a business seem more real and focused. I had projected that in the fifth year I would purchase a very serious rug loom, and I'm ahead of schedule. I have the loom at the beginning of year two!"
"As a potter, I work in relative isolation," says Peggy Loudon. "So it was refreshing to get together with others once a week to compare notes. I came out of the class with a very professional marketing packet -- a postcard of my work, a portrait, stationery, a bio, an art statement, résumé and color copies of my pots."
Metalsmith Sarah Culberson credits the workshops with helping her put together the marketing packet that resulted in her selection as one of only two new artists accepted into the 33rd annual Northern California Renaissance Pleasure Faire.
Using the video and handbook as guides, any group of artisans can arrange these workshops for themselves, say Matthews and Schuch. "But," Schuch adds, "economic development has the ability and vision to connect artisans together once they've been introduced to peer consultancy. AEDC gave us the meeting place. Georgianna was instrumental in writing grants, coordinating the program, and getting it to other artisan groups. It's a full-time job to organize an artisan community. I couldn't do it by myself without giving up my own business. But the benefits of advertising and showing together are remarkable."
"Anyone can do this!" says Matthews. "Of course, I would encourage groups to forge a relationship with their local economic development organization and/or their local Small Business Development Center (SBDC). These organizations can offer tremendous resources. Also the local community colleges can be encouraged to offer special classes; most have an extended education department."
Grace Butland owned and operated Variations American Crafts Gallery in Riverton, Conn., for 10 years. She currently resides in Musquodoboit Harbour, Nova Scotia, Canada.
JUNE 2000: TABLE OF CONTENTS
