Local 'Artrepreneur' Boosted by Cultural Enterprise Office

"I would love to move out of the upstairs flat and have it taken over by artists in residence and have a workshop there. I would really like an etching press, and to have a subscription for people to come and use the facilities for an evening, and not just have the doors close at the end of the trading day, I would love to see it growing into a facility that can accommodate artists and apprentices. Also there is printing to be done for the gallery and books I want to make."

Ryan is bursting with ideas but raising funds to develop the business has so far only brought disappointment. He no longer qualifies for business start-up grants and his expected turnover is not high enough to attract investment. He has already established a programme of selling exhibitions for his own and other artists' work He organises art classes and sells artists' materials.

But his fundamental drive and inspiration comes from being able to work at his own practice. "If you're an artist you work longer hours anyway… if you're dedicated to what you do, you spend long hours in the studio."

Seeking some ideas about how to realise his ambitions, Ryan approached the Cultural Enterprise Office in Dundee and discussed his problems with Business Adviser, Carol Soutar. They agreed that a detailed look at his marketing might help so an appointment was made with Specialist Business Adviser Adrienne Hall.

"I had already written a two year business plan and had budgeted for the promotion of the gallery but had not decided what to do with it. The cultural industries are a specialised market and I wasn't sure how to connect with it, so it was good to get input from a marketing professional,"

Adrienne went through a detailed analysis of Ryan's existing strengths and weaknesses and identified areas on which he could concentrate his energies. Together they made a plan which worked back from exhibition launch dates, considered the need for promotional material and distribution, press coverage and previews for special clients.

They analysed the cost effectiveness of the advertising, and noted the key points where extra financial or human resources would be needed to make things happen.

This process combined Ryan’s passion for his art and his vision for the space into a strategy that appeared less daunting and more achievable.

“Adrienne got me to think more constructively about building an image and growing my reputation. She gave e the guidance on how to promote the gallery and started me thinking about public relations and how I could develop my website. I think she opened my eyes to marketing as a series of steps, a process.”

Ryan now has a long-term marketing strategy to build into his business plan which will help him realise his dreams of creating a vibrant hub for the arts in rural Perthshire…and maybe help attract that elusive funding.

The Cultural Enterprise Office ‘exists to give Scotland’s creative industry practitioners and businesses the skills and the confidence to make a successful living from their practice.

‘By providing sector specific business information and development support, it ctreates an arena for the establishment of new, sustainable creative businesses in Scotland.

‘The service is free and is delivered to clients through a website, an enquiry service, one-to-one advice sessions and a programme of professional development seminars, training and networking events.’

The CEO is working within a three year funding period which started on 1 November 2004 and finishes at end of October 2007. From European, national and regional sources it operates a total budget of £995,000. The number of people who have attended events in Dundee to date is 85; the number who have secured one-to-one advice sessions there is 66. The other centres are Aberdeen, Edinburgh and Glasgow.

See: www.culturalenterpriseoffice.co.uk Phone enquiries 0844 544 9990 (local rates).