Festivals saw more crowds, sales

It was neither the best of times nor the worst of times for Laguna’s three summer art festivals, which generally estimated better sales and attendance this year than last year’s season, which was challenged by Day Labor Center protests that disrupted traffic and a searing heat wave that kept visitors at bay.

Sales and attendance plummeted along with a large oak tree on Labor Day Weekend.

The tree fell across Laguna Canyon Road, tearing down power lines and blocking travel through the canyon for two days; the only way in or out of town was a very congested Coast Highway.

“The tree fall on the Friday of Labor Day weekend was pretty bad timing for us, and the town as a whole,” said Rebecca Meekma of the Sawdust Art Festival.

But the rest of the season proved to be relatively temperate and drama-free.

The Art-A-Fair revitalized itself this year with a new Venetian theme, additional music on its grounds and frequent parties.

“The artists were very pleased; they have seen the difference,” said Vicki Burkhard, marketing vice president for the Art-A-Fair.

Sales were up from last year, but still lower than previous years, she said.

A major component of the redesign was a colorful front entryway that garnered the attention of passersby.

“It was the first time people driving by in cars or walking by wondered what’s going on,” Burkhard said.

Ninety artists returned to the Art-A-Fair this year, but 27 or 28 new artists brought something fresh to the table, Burkhard said.

She is currently analyzing data from about 2,000 surveys turned in by visitors during the season.

“From what I’ve seen, 60% of our guests were returning and 40% were new,” Burkhard said.

“People who come back every year say it’s getting better every year. The positive feedback was overwhelming. We’re really happy that all the things we’ve done have paid off,” she said.

Burkhard, who just completed her first season with the organization, said the festival will build on its new theme next year.

Attendance was up about 6%, notwithstanding the disastrous Labor Day Weekend.

The canyon road opened in time for the Art-A-Fair’s closing party, but people still avoided the area.

“We had this big party planned,” Burkhard said. “We still had really good attendance, but I know that a lot of people did stay away because they didn’t know they could get through.”

“We did have a scare when the tree came down the evening of closing night,” concurred Anita Mangels of the Festival of Arts and Pageant of the Masters. “We can’t put on the Pageant or light the exhibit without power. We were quite pleased that the city and Caltrans worked so hard to put the power on.”

Mangels said the city offered to put up signage and run its trolley service later than usual if necessary.

“We were virtually in real-time contact with them leading up to the whole incident,” she said. “We wound up being able to put the show on with virtually no loss of audience whatsoever.”

Otherwise, there were no major incidents to keep visitors away.

“Early accounting shows that our attendance was up over last year,” Mangels said. “The Pageant was one of the most innovated and well-received in recent memory, and of course it was sold out. We enjoyed an increase in visitors to our fine art exhibit as well.”

The festival added several promotions and events to commemorate its 75th anniversary.

Special events included a birthday party Aug. 13, with a parade of exhibitors leading to the festival; “Mudslingers Day,” which celebrated the festival’s ceramicists; and “Art Outside the Lines,” which broke boundaries by displaying unconventional art.

“It was a very festive and family-like atmosphere on the grounds this year,” Mangels said.

Artist turnover was consistent compared to previous years, but the festival still “enjoyed an influx of new creativity,” Mangels said.

“It was a successful summer,” said Meekma of the Sawdust Art Festival. “There was a nice vibe going on.”

The Sawdust Art Festival’s artists aren’t required to report their figures to the corporation, but Meekma said she has heard artists speak positively of the season.

With turnover at the Sawdust at about 10%, new artists had the opportunity to observe and learn from Sawdust veterans; the latter offering up fresh new art.

Weekly tours allowed visitors to get “Up Close and Personal” with Sawdust artists, as alluded to by the festival’s theme this year.

The festival’s music coordinator, Jennifer Tye, has been working to change up the entertainment over the past few years.

“This year, they really hit their stride,” Meekma said of the entertainment.

Burkhard expressed a desire to see the festivals work in concert in the future to bring visitors back to Laguna.

“All the art festivals need to work together to make it a success,” she said. “One festival by itself would not have the same success. A lot of people come to Laguna and go to all three.”