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(emailed to farm wineries on 2.16.2010) ANCA Invites Farm Winery Groups To Join Regional Specialty Food and Artisan Producers at 24th Annual Buyers Days
In addition to individual farm wineries, we welcome all farm wineries working together to attend the show as a group exhibitor. These collaborations deserve recognition and are one the most effective ways to test new markets. Booth fees for a 10' x 8' size are $160. The show application link is to the left.
We are creating a database of email and direct mail contacts of 200 restaurants and lodgings within a 2 hour drive of Saratoga Springs who show commitment to buying local product. They will receive 3 emails and 2 postcard mailing inviting them to meet with some 20-30 food and beverage producers at the show. Show promotions targeting giftshops (more in 2009 summary report below) are going on at the same time.
The section of the show which has been growing the most is that of the food producers - giftshop owners who already attend are buying more and more consumables. This is added incentive to attend for farm wineries who have developed value-added product which can be sold as food.
Attached are the two permits (forms 115 and 830) needed by farm wineries to attend Buyer Days (soon to be designated as a Farmers Market by New York State Ag & Markets). Farm wineries who sell at farmers markets will already be familiar with the forms:
Form 115 - Conduct Wine Tasting Permit
Form 830 - Sell in Sealed Container Permit
The following food guidelines are those required by the City Center (show venue) of specialty food and farm winery producers:
City Center Food Guidelines
The following report summarizes the 2009 Buyer Days marketing initatives and sales results of the past 5 years. It includes show feedback from 2009 show exhibitors:
Buyer Days 2009 Summary Report
submitted by Nadia Korths, show coordinator, 4.15.09
116 shops* (145 owners and staff) came to see 60 vendors over a two day period at the City Center in Saratoga Springs on April 8 and 9, 2009. Average total in orders written at the show and cash and carry sales per vendor was $2843. We can estimate (# of vendors x average) that the total dollars taken in orders and sales at the show was $170,580. Buyer Days 2010 dates are March 31 and April 1, 2010. The link Recent News gives an ongoing account of show related promotions and related news.
Marketing the Show to Exhibitors
With many of the exhibitors averaging more than 8 times their expenses in orders and sales, the show markets itself within the craft show circuit. In anticipation of the 2010 show, two potential exhibitors preregistered to view the show and, in addition, 5 more came as walk-ins. The 60 2009 exhibitors included 14 new vendors - most of them recruited by returning vendors.
Average total in orders written at the show and cash and carry (product sold at the show) per vendor was $2843 as compared to $3897 in 2008, $2750 in 2007, $3465 in 2006 and $3321 in 2005, $2424 - 2004, $2700 - 2003, $3700 - 2002, $1900 - 2001. Cash and carry sales averaged $1326 in 2009, as compared to $1387 in 2008, $843 in 2007, $903 in 2006 and $516 in 2005 (lst year).
We can estimate that the total dollars taken in orders and during cash and carry sales at the show (# of vendors x average per vendor) was $170,580 as compared to $214,335 in 2008, $215,904 in 2007, $232, 222 in 2006, $232,476 (orders and cash and carry - lst yr for cash and carry) - 2005, $176,222 - 2004, $200,000 - 2003, $260,000 - 2002, $103,000 (during Northeaster) - 2001.
The exhibitors have, for the past 3 years, received the complete list of attending and/or preregistered shopowners as an email within 10 days after the show instead of by standard mail.
Marketing The Show to Buyers With Postcard, Press Releases, Event Listings, Group Emails, Webpage, and Blog
1000 show postcards were mailed to exhibitors to invite their own accounts. 1800 were mailed by the show coordinator 3 times to 600 shopowners; 350 who have attended the show since 2005 and 250 who already have accounts with at least one show exhibitor but have not attended before.
530 shops, support organizations and potential exhibitors received 3 group emails highlighting the registering exhibitors and related activities; the How to Wholesale workshop, the new American Handmade Wholesale Directory and what shops are doing to adjust to the recession. These were also emailed to regional media. Each introduced Buyer Days. The press release about the online American Handmade Wholesale Directory, which lists and links to 145 Buyer Days exhibitors www.AdkNCcrafts.com, resulted in an interview with Korths, show coordinator, which was published in the Denton Publications weekly Tri-Lakes Today on March 14.
LARAC (Lower Adirondack Regional Arts Council), the Essex Co. CEE and the St. Lawrence County Arts Council listed the show in the event sections of their online or print newsletters.
The three press releases and other related show info was posted at ANCA’s craft blog. The Buyer Days webpage at www.AdkNCcrafts.com was updated once a week during the last month with new exhibitor info including show specials and new product. It was the most visited page at both www.AdkNCcrafts.com and ANCA during that time period. Korths did see two shopowners using a printout of the website posting as a reference tool. Some shopowners new to the show came because the Buyer Days webpage appeared as they googled for product.
116 shops* (145 owners and staff) came to see 60 vendors. 114 shops (165 owners and staff) came to see 55 vendors in 2008. In 2007 150 (156 owners and staff) shops came to see 78 vendors, and in 2006 133 (232 owners and employees) shops came to see 67 vendors. In 2005 153 shops (234 in all) came to see 70 vendors.
Related Workshops and Technical Assistance
Two businesses attended the annual How to Establish and Maintain Wholesale Accounts Workshop held on Feb. 21 in Tupper Lake at The Adirondack Company with owner Joyce Moody as copresenter. The jury, consisting of gift shop owners in Lake Placid and Saranac Lake, reviewed and provided feedback to the 14 new exhibitors. All exhibitor inquiries are answered by the show coordinator. The show coordinator initially screens potential exhibitors to ensure product lines have an appeal to the attending nature/rustic/lake-mountain souvenir theme shopowner and to minimize media oversaturation.
Comments from Exhibitors (24 out of 60 vendors answered the annual survey - all comments made are listed)
// Thanks Nadia. Thank God people eat. I liked the openness of the show (no curtains). I look forward to next year - please not Easter week.
// Thank you. I had a great show.
// Excellent job. well-run, clean, great staff, great venue
// Nadia, even in this economy our sales were up (less folks but more buyers). We had a great time, met lots of new accounts.
// Show was down from last year as expected due to recession. would suggest having 2 booth exhibitors across from 2 booth exhibitors. I noticed sometimes buyers would enter booth and exit at other end missing
exhibitor across aisle.
// Idea tossed around w/ neighbor vendors - to open up a cash n carry to the public after 1pm on day 2
// Good show, nicely done again. crowd of buyers seemed down a bit. Thank you.
// Thank you for the invitation. I met a couple of promotion people that may prove interesting.
// I’m optimistic inspite of low sales and few buyers. In terms of number of sales I’ve done better this year than last, even though the total dollars are no better. So it feels ok since I've established a few new accounts.
When the economy improves I’ll already have their business. This year I contacted my existing accounts in advance to offer a stale stock trade. One account did take advantage of the offer. I feel good relationships are critical and satisfying.
// Good job, Nadia
// A number of the galleries that have my work stopped in and talked. it gave me a chance to show them what was new. but they still have some of my work in their inventory and with the economy where it's at, did not want to place an order at this time. I expect to get orders from them later in the year. It was a slow show this year compared to last year. But not that surprising when you consider what the galleries must be going through in this economy.
// I was disappointed with the amount of traffic. I overheard a shopowner say that this show was on its way out. Wed. was better than Thurs!
// Keep up the good work.
// Someone mentioned the idea of having the 2nd day open to the public - I'd be in favor of this - maybe just 12 - 4.
// Arrange to have wi-fi during show so we can show buyers website or take payment by virtual payment. keep coffee all day :-)
// Larger booth this year better for everyone - will take same area next year.
// Nice variety of vendors
// We did better than expected!
*This number, as always, includes shopowners who preregistered but did not show. This year it was 14, last year 12.
Note to Exhibitors, 3.18.09
Note to Exhibitors, 2.22.09
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