Positive Yarn

Kudos to Heights Arts, a nonprofit organization for the Cleveland suburbs of Cleveland Heights and University Heights, for keeping the art of needlework fresh and relevant. Among the group’s diverse slate of art programs is Knitscape. Led by artist-in-residence Carol Hummel, the goals of the “temporary community public art project” are, according to the Web site, threefold:

1. To demonstrate on a temporary basis how art can visually unify the streetscape
2. To create a community around an art project
3. To make people smile as they encounter unexpected art in their daily lives

Hummel, who holds a master’s of fine arts degree from Kent State University (my alma mater, so naturally I’m biased!), had previously showed off her fiber skills in the 2005-06 installation of “Tree Cozy,” part of Heights Arts’ Sculpture in the Heights program. Her vision as executed involved “covering a tree — a natural object representing masculinity and strength — with a cozy — an emphatically handmade blanket representing femininity and comfort.” The chosen tree happened to be in front of Cleveland Heights’ City Hall.

Knitscape is much more ambitious than just a single tree; in fact, plans call for a “visual line of color and pattern in the (neighborhoods of) Cedar Lee and Larchmere business districts with parking meter poles and selected trees being covered by colorful knitted and crocheted sheathes.”

Knitscape is being sponsored by several arts- and community-minded local businesses and organizations. A few of them are even needlework-friendly in nature, including Pepperell Braiding Co., Fine Points Yarn Shop and Wool & Willow Needlepoint.

“Yarn tagging” seems to have caught on in recent years as a strange hybrid of crafting, “guerilla art,” grafitti and rebellion. While the subversive actions of a rogue group of knitters doesn’t seem like too much of a widespread problem, it’s nice to see this particular yarn display has not only the permission, but the encouragement of the surrounding community.

However, perhaps it’s still not without its detractors. In June, a prototype done for a parking meter in front of the Heights Art Gallery on Lee Road caused a bit of a stir. First, a police officer stopped Hummel in mid-installation, saying there was a complaint filed. When Hummel explained she had proper clearance from the city to cover the parking meter poles in this fashion, the officer left her to complete her task. Later that evening, the needlework mysteriously disappeared. I’m certainly glad that this isolated incident didn’t deter Hummel from her large-scale installation!

I know some yarn shop businesses are “tagging” trees and other nearby fixtures as a way of drawing attention and inviting curious passer-by to have a look inside. My own LYS, Studio Knit, does it year-round, but I thought it used the concept to particularly great effect this winter during the annual Candlelight Walk downtown festival:

Studio Knit's snowman

My question to you is two-fold: What are you doing with your local artist organizations to promote the idea of needlework as a vibrant form of creative expression? And are you doing your own “installations” with success? Join the conversation! Give me a shout below or email me at positiveyarn@goochandgooch.com. Photos are welcomed!

I drove home from The National NeedleArts Association Summer Market in Columbus this week in my husband’s car. His CDs were scratched beyond belief, so I was stuck with the radio tuner scanning furiously for a station as I drove through traffic. I decided I had had enough and locked in on National Public Radio. NPR is not always my first choice, but the “All Things Considered” program often has interesting information to share.

I was not disappointed. One of the stories discussed the release of a recent study by the National Endowment for the Arts. The biggest finding by this government agency seems to be that while attendance at concerts, art galleries, craft festivals and other cultural events is taking a hit, participation in arts and crafts is still going strong — even if it is being done by less people. (Listen to the package here.)

When viewed through the lens of the recession and the fact less consumers have disposable income, the numbers make sense. After all, it’s what you probably already know about your customers: Their projects are a form of entertainment that have a practical side benefit of becoming clothing, décor or gifts for their friends and family. You have something to show for your time investment, more than just a ticket stub. That said, it should be interesting to see whether the numbers will tell a different story the next time the NEA does the survey, after we’ve perhaps turned a corner on the economy.

According to a press release, “the 2008 survey was the NEA’s first attempt to measure attendance at performing arts festivals, use of community venues, and attendance at Latin/Spanish/salsa concerts. This fall, the NEA will release a full summary report of survey findings, including regional data on arts participation. In the next year, the NEA will release more topic-specific reports on the roles of age, race and ethnicity, arts learning, Internet use, and arts creation and performance. In advance of those reports, the NEA is making raw data and detailed statistical tables available to researchers and the public. The tables highlight demographic factors affecting adult participation in a variety of art forms. Another table ranking types of music preferred by adults is also included. The entire survey questionnaire and the raw data and user’s guide are available both on the NEA website and on CPANDA, Princeton University’s Cultural Policy and the Arts National Data Archive.”

Here are some results highlights, with my comments in italics. I’d love to hear your thoughts on them, as well, if you’d care to comment below or email me directly at positiveyarn@goochandgooch.com:

• Attendance at the most popular types of arts events — such as art museums and craft/visual arts festivals — saw notable declines. The U.S. rate of attendance for art museums fell from a high of 26 percent in 1992-2002 to 23 percent in 2008, comparable to the 1982 level. (It’s interesting that they lump the events together, as my personal experience is that recent trips to museums have not been crowded, but craft-oriented festivals always seem to be jam-packed. Whether those visitors are there to browse or spend is a study in itself.)
• Fewer adults are creating and performing art. For example, the percentage of adults performing dance has lost six points since 1992. “Weaving, crochet, quilting, needlepoint and sewing” remain popular as crafts, but the percentage of adults who do those activities has declined by 12 points. Only the share of adults doing photography has increased — from 12 percent in 1992 to 15 percent in 2008. (This number just underscores the need to reach a broader audience. People still enjoy hobbies, but perhaps haven’t thought of needlework as a viable option.)
• Aging audiences are a long-term trend. Performing arts attendees are increasingly older than the average U.S. adult (45). The aging of the baby boom generation does not appear to account for the overall increase in age. (Older consumers still seem to be needlework’s bread-and-butter, as well. But does that bode well for the industry in the coming years?)
• Forty-five to 54-year-olds — historically dependable arts participants — showed the steepest declines in attendance for most art events, compared with other age groups. (Let’s hope they’re home working on their latest projects instead!)
• The Internet and mass media are reaching substantial audiences for the arts. About 70 percent of U.S. adults went online for any purpose in 2008 survey, and of those adults, nearly 40 percent used the Internet to view, listen to, download, or post artworks or performances. (This is probably the most important information, as it shows that consumers who are interested in the arts are also Web-savvy. Are they able to find you online, and if they can, will they like what they see?)

Just thought I’d share a smile about how the needlearts are enjoying a thoroughly modern twist in the Land Down Under. Click here.

And of course, because I am always thinking of the marketing angle, here’s a thought for the day: Are you reaching out to local art students — not to mention established artists in the community — who might want to experiment with your medium? It doesn’t have to be on a grand scale; maybe it’s a matter of speaking to a class about what your art form is and what your business has to offer. Maybe it’s going to a gallery event and networking a bit with others. Maybe it’s chatting up the local art supply store to see what synergies (oh yes, I used that word) are there for some reciprocal discount coupons or a joint program.

Talk to me: Comment below or email positiveyarn@goochandgooch.com.

So here I am, ready to take Gooch & Gooch (my half, anyway — my husband can keep on plugging away) into a new direction and focus on helping people in a field that I love. I’m scared to death, but I just got back from a COSE conference and feel emboldened.

Based in Cleveland, COSE is an acronym for the Council of Smaller Enterprises. I’ve just spent two days with some fantastic small-business owners from all over Northeast Ohio. We’ve done a lot of talking about new media and how to harness it. Now it’s time for me to file the business cards away, quit talking about what I want to do and start doing it.

I’ve spent 13 years in business-to-business media, the majority of which has been spent on covering the professional pest management industry. But as great a group as the pest controllers are — Joe the Plumber seriously pales in comparison when it comes to being down to earth, loyal, patriotic and er, licensed — I want to shift my focus toward things that interest me personally. I want to write about, and help publicize, professionals who design with and/or supply the pretties I love so much: beads, yarns, threads, fabrics. What can I say? Sites like Etsy.com and IndiePublic.com were practically designed with me in mind!

Business Directions Owner Sherry Mulne, an absolutely fantastic person and a marketing communications consultant for The National NeedleArts Association, took a chance on me last year as her part-time assistant. I am delighted to report that working for Sherry has been great, and has been a wonderful introduction to the business side of the needle arts (defined as crochet, knit, embroidery, counted cross-stitch and needlepoint; tattoos are merely a matter of personal preference). While I hope to continue fulfilling assignments for Sherry, I want to start taking on additional clients involved in needle arts and related crafts. I want to help build a brand for an independent retail shop. I want to spread the word about some wonderful patterns someone has designed. I want to get someone’s handmade item into everyone’s Christmas stocking.

Want, want, want. I guess I should first pull back and identify the needs.

That’s where you come in. What can I do to help build your business, and in turn, help build mine?