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Position Yourself in the Art World with Artspace

Heather Allen

Heather Allen

Artspace, a non-profit visual art center in Raleigh, will offer a new series of workshops for artists this fall, Position Yourself in the Art World, in partnership with Heather Allen, Artist Business Consultant.

Two Art Roundtables & Critiques will be offered on October 9 and December 11, 6:30-8:30 pm. Tuition is $5, or free for members. Two presenters will be pre-selected to present their new work for feedback. To present your work, contact Shana Dumont Garr, Director of Programs & Exhibitions, at

In conjunction with the Art Roundtables & Critiques, two workshops will be offered this fall:

Claiming Your Piece of the Pie: How to Identify Your Market In the Art World

October 26, 10am-noon
Knowledge is power. The more you know about your market and how your artwork fits into it, the better equipped you’ll be in your marketing and communications, call for artists application efforts, and business organization. In this workshop, we’ll discover and analyze markets within the art world and create strategies for approaching the markets that match your goals. Workshop takeaways include:
– The art world marketplace and where you fit
– Matching your business goals to your market(s)
– Finding your market in retail and online spaces
– Expanding into new markets
– Success stories and case studies from artists and other creative businesses

Boosting the Perceived Value of Your Artwork through Branding

December 14, 10am-noon
What’s in a brand? Your brand is the look, feel and frequency of your customer’s experience with you. Your brand creates the perception of your art career and future. Your brand is an important part of your business future, but how do you craft and manage it? In this workshop, we’ll dissect living creative brands and analyze their customer’s value perception; take a walk through your customer’s experience; and turn ambiguity into concrete and accurate branding power. Workshop takeaways include:
– Understanding the gap between product value and perceived value
– Creating customer expectations and reliability
– The role of social media and SEO in building your brand
– Developing and communicating your business identity with consistency
– Tools and resources for crafting your brand and defining your strategy

Workshops are $20, or $15 for members, and led by Heather Allen, MGIM-MBA. To register, interested participants should contact Artspace at 919.821.2787.

Heather Allen, MGIM-MBA helps creative solopreneurs thrive in their craft and business. She provides business development, support and resources to artists who want to prosper in their field and continue creating meaningful work. Allen holds a dual Masters in Global Innovation Management through the Jenkins Graduate School of Management at NC State University and L’Institut d’Administration des Entreprises in Puyricard, France. She enjoys turning profitable ideas into marketplace value, growing businesses through consulting, and helping creative people flourish in their craft. Allen is also a guest lecturer at NCSU and Meredith College art, design and entrepreneurship classes.


Artspace is a nonprofit visual art center dedicated to providing arts education and community outreach programs, creating an environment of more than 115 professional artists and presenting nationally acclaimed exhibitions. Located in downtown Raleigh in the historic Sanders Ford building, Artspace has been providing the community with the opportunity to interact with working artists and to participate in hands-on arts education since 1986. For more information about Artspace, exhibitions, programs, or membership, please visit

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