Workshops
Advance your photographic career.
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Breaking into the fine-art world isn’t for the faint of heart; it requires both talent and hustle. You must think outside of the box, and be proactive and professional to persevere in this competitive industry. Today, getting your work seen and sold goes beyond the gallery model. Navigating from amateur photographer to professional is a daunting process that necessitates organizational skills, a head for business and marketing savvy. In this weekend crash course, seasoned gallery director Eunice Hurd, and Art Director and Artist Rep Alissa Hessler, will assist amateur and hobbyist photographers who are wanting to move into the next phase of their photography careers.
Hurd will discuss best practices for approaching new galleries, maintaining fruitful gallery relationships, working with museums, applying to juried and group shows, exhibiting at alternative spaces, selling direct to consumer, and taking commissions. She will guide students through the processes of choosing a printer, print presentations (framing/mounting), and determining sizing, editions and pricing. In addition, she will give insight on the best competitions, portfolio reviews and industry events to attend to get their work in front of the right people.
Hessler will help students cull and develop their bodies of work and provide ideas for future projects. She will discuss the importance of developing and maintaining a signature style and distinctive brand. She will guide students through the process of building a polished online portfolio, writing compelling artist and projects statements, developing an online following, and designing marketing materials for pitching projects.
Through guided discussions, slideshows, writing assignments, and one-on-one reviews, Hurd and Hessler will provide invaluable insight on how to make the leap into the fine-art world. Students will leave with the tools and know-how to advance their photographic careers and work towards expanding and finding an audience for their work.
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Instructor: Alissa Hessler
Alissa Hessler is an art director, photographer and instructor, with over a decade of creative industry experience. Her clients include industry giants Nordstrom, Microsoft, Boeing, Edelman, Colliers International and Starbucks. Hessler was a project manager and photography art director at the award-winning design firm Turnstyle Studio in Seattle. At Turnstyle she was responsible for sourcing commercial photographers for projects and developed a keen eye for selecting the best talent for specific jobs. Following Turnstyle, she joined the Global PR team for smartphone giant, HTC. At HTC, she was the creative director and project manager for all product launches, bringing over twenty devices to market at couture press events around the world.
Instructor: Eunice Hurd
Eunice Hurd is a former Gallery Director and Consultant specializing in the purchase, sale, and exhibition of fine art photographs. She is also an advisor to photographers, helping them to advance their careers. Director of Robert Klein Gallery in Boston from 2001 to 2013, Eunice managed the Gallery‘s contemporary roster, which consisted of emerging, mid-career, and established photographers. She worked closely with artists to set pricing and editions, facilitate consignments and sales, and promote new projects. Clients included museums, collectors, art consultants and interior designers, among others. Eunice has extensive art fair experience and during her time at the gallery participated in many shows, including The Photography Show (AIPAD), Paris Photo, The Armory Show, Art Miami, Art Chicago, Art Hamptons, and the Boston International Fine Art Show.
