Art Business Workshop



Saturday, February 25, 2017

9:00 a.m. – 3:00 p.m.

Understand Photography

Art Business Workshop


What Will You Learn?


Build Your Portfolio. What defines a saleable collection of photographic art? What are the common mistakes that undermine photographers? This presentation will address how to create a thoughtful, compelling portfolio designed to appeal to your chosen audience. Bring your laptop with your best images. We will be working hands-on with each student to put together their best portfolio.

Know Your Audience. Successful photographers have a clear concept that appeals to their target audience. We’ll help you niche, niche, niche to really understand the psychology of who will buy your artwork and why. This presentation addresses marketing principles, sales triggers, building value, and buyer behavior. Using examples of photographers with strong core concepts, we’ll take a look at how this works – then apply it to your personal situation and goals. This essential session can be transformative!

Tell Your Story. Excellent photography is crucial to making sales, but your story is equally important. Buying art is an emotional decision. As you learn how to best share your passion, your technique and your expertise, you make yourself as the photographer an integral part of every purchase. In this workshop, you will begin to write and hone your own artist story, and understand how to tell it.

Brand Your Business. Once your portfolio is put together, you’ll need to think about branding. This includes your website, your color schemes, your framing, and your booth design if you are doing art shows. Build a memorable brand through consistency and professionalism – we’ll show you how.

Create Your Plan. What vision do you have for yourself as a photographer selling your work? What goals do you have? What are the options, and different marketplaces available, and which will you choose? This part of the workshop will focus on a step-by-step plan for each attendee to move forward after the program is completed.

Bonus:Peggy Farren will present: What do judges look for in competition and for a juried position in an art show? 

This workshop is designed to get you prepared to take immediate action on your journey to sell your artwork. Please note: Because of the personalized level of interaction, this workshop is limited to 15 artists only. Register early to avoid disappointment!

This event has concluded. Thanks to everyone who attended!

About our Presenters


Carolyn EdlundCarolyn Edlund is the founder of Artsy Shark, recognized as a “Top 10” art blog by Art Business News. She is also the Executive Director of the Arts Business Institute, a non-profit organization dedicated to professional development. Sought after as a speaker and business consultant, Carolyn has written hundreds of articles on art marketing, sales strategies and the business of art, and spoken at dozens of art business events throughout the United States and internationally.

Her e-courses include “Pricing Strategies for Artists & Makers” “Marketing for Artists & Craftspeople” “How to Launch a Successful Handmade Business” “The Artsy Shark Success Guide to Email Marketing for Artists” “Fast Start Marketing for Artists & Makers” and “How to Wholesale: A Step-by-Step Guide for the Creative Entrepreneur”.  She has been recognized as a nationally known art business expert by Inc. Magazine and Professional Art Magazine.


Peggy FarrenPeggy Farren is an award winning, professional photographer and instructor specializing in beach portraits, studio portraiture and weddings. Peggy’s creativity, expertise, exceptional customer service and upbeat personality helped her company become the first recipient of the Naples Daily News’ Choice Award for Photography and continue to win every year.

Avant-Garde Images, Inc., also won the National Association for Wedding Professionals “Industry Award” for 2011, which honors a company that stands out as an example of professionalism, kindness, success and over achievement. Peggy is often featured in the media. She is also one of the photography experts at

Peggy began her photography career as an assistant photographer, videographer and video editor. She settled on portraiture when she began her own company over thirteen years ago. You will see her pictures gracing the covers of many local magazines, as well as national publications. She also freelances for Florida Weekly newspaper and has many corporate clients, including famous politicians and business icons. Avant-Garde Images has flourished while most other full time photography studios have shut their doors in recent years.

Peggy began offering photography training over five years ago through her training center, Understand Photography. The school offers training for beginning to advanced photographers, portrait to nature photographers. Peggy has a way of simplifying the technical side of photography so that her classes are in high demand. She also contracts several other professional photographers, many of them Master Photographers, to teach and lead photography trips.