Downtown Farmington Art Fair Loses $12K

(DDA) events planner Janet Bloom told DDA board members Tuesday she's still waiting for the day that breaks even.

The downtown Farmington art festival, in its second year under the DDA's auspices, lost more than $12,000 over the two-day event on Grand River in June. But Bloom believes a few changes could make a difference in the bottom line.

"All in all, the feedback for the event is, it was great," she said. "We had lots of positive comments from merchants, as well."

Revenues from Saturday's wine-tasting dinner ticket sales were less than anticipated (109 tickets were sold, 140 were projected), but a surprise live auction for the original piece of art created by Empty Canvas, the evening's entertainment, bumped revenues by $1,600. Bloom said it was the first time brothers Mike and Scott McMath, who perform while Mike paints, ever sold one of their show pieces.

Bloom said planning for next year will include finding ways to cut costs; she'll be looking at expenses for rentals and Farmington Department of Public Works services, among other items. She also believes Saturday night was confusing for people, as three events were offered in one evening: People could buy tickets for the wine-tasting dinner, a strolling wine tasting or for wine by the glass.

DDA board member Greg Cowley suggested ticket sales and promotion for the wine-tasting dinner should start much earlier. He also noted after next year, booth revenues—$250 per artist space—may be in play.

Under a three-year deal struck two years ago, the city of Farmington Hills, which previously hosted Art on the Grand during weekend, receives the booth rental fees. Bloom estimated Farmington Hills took in close to $30,000 this year.

Other suggestions Bloom mentioned for next year included adding for more activities for children, moving the Farmington Artists Club tent and children's area from and adding outdoor seating for food vendors. She also asked about rethinking the additional space for artists.

"Do we, as a DDA, need to take that as a revenue generator?" she said.

DDA director Annette Knowles said not all downtown business owners were happy with the event. However, she added, "Several have approached me, and that is very rare, to say they did very well during the event."

Board member Dan Higgins pushed for an intercept survey for the event's third year. "Let's figure out who's coming, where they're coming from and why they're here," he said.