Show Notes
Lessons to Record While the Show Is Fresh
Post-Show Follow-Up
By Mark Shapiro | The Art Fair Advantage
One of the most valuable things you can take home from an art fair does not fit in a crate.
It is not a sold artwork.
It is not a business card.
It is what you learned.
After decades in galleries and art fairs, I can tell you that some of the most successful exhibitors I know do one thing extremely well:
They document their experience before they forget it.
Because once the fair ends, something interesting happens.
Your memory starts editing.
You remember the excitement.
You remember the sales.
You remember the difficult moments.
But the small details, the ones that help you improve next time, begin to disappear.
That is why I strongly believe in taking notes while the show is still fresh.
Even ten minutes at the end of each day can become one of the most valuable investments you make.
Create a Show Journal
Nothing complicated.
Use whatever you will actually use:
A notebook
Notes app
Google Doc
Voice memo
Spreadsheet
CRM notes
My suggestion is simple:
Write before dinner.
Not next week.
Not when you are unpacking.
Not after the details fade.
Write while the energy, conversations, and lessons are still fresh.
What Should You Record?
Start simple.
You do not need to write a novel.
You need useful notes.
Sales Notes
Record what sold.
Ask yourself:
What price points moved?
Which pieces received the most attention?
Did people purchase multiple works?
Did smaller works sell faster than larger works?
Did one series perform better than another?
These notes help you understand what buyers responded to.
Collector Feedback
Write down exact comments whenever possible.
Examples:
“People loved the blue series.”
“Collectors wanted larger-scale options.”
“Several people asked for prints.”
“Designers asked about delivery and installation.”
Patterns matter.
One comment may be random.
Five similar comments may be market information.
Booth Performance
Ask yourself:
Which wall stopped traffic?
Which artwork received the most attention?
What got ignored?
Where did people naturally stand?
Did the booth feel crowded or comfortable?
Did the lighting work?
Take photos before, during, and after the fair.
You may see things later that you missed during setup.
Operational Notes
Record the practical details too.
Hotel experience
Shipping company
Setup timing
Move-in challenges
Lighting issues
Packing improvements
Parking notes
Staffing needs
Tools you forgot
Materials you wish you had brought
Future-you will thank present-you.
Capture Conversations
One thing I personally love is writing down memorable conversations.
Examples:
Interior designer from Miami
Couple interested in commission
Gallery owner who requested images
Collector who wanted a larger work
Visitor who asked about a specific color palette
Consultant who mentioned a future project
Those notes become meaningful follow-up later.
Without them, everyone starts to blur together.
Record Your Feelings Too
This part surprises people, but it matters.
Write down:
What energized you
What frustrated you
What made you nervous
What gave you confidence
What you would do differently
What you would absolutely repeat
Artists often discover patterns about themselves.
Maybe you need better preparation.
Maybe you need help in the booth.
Maybe your pricing felt right.
Maybe your presentation gave you confidence.
Those emotional notes are part of the learning process.
Build Your Own Playbook
Over time, your notes become a private operating manual.
You begin seeing:
Which fairs fit your work
What collectors respond to
What price points perform best
What presentation works
What follow-up produces results
What mistakes you do not want to repeat
Your notes help you refine your process year after year.
That is how experience becomes strategy.
My Final Thought
Do not wait for memory.
Document the experience.
Record the lessons.
Capture the moments.
Because every art fair leaves clues.
And the artists who improve fastest are usually the ones who write them down.
See you on the show floor.
— Mark Shapiro
The Art Fair Advantage