The Possible Dream

Artist and Impresario Richard Rothbard

Artist Richard Rothbard in his Slate Hill workshop.

All of the regulars at the Rhinebeck Crafts Festival in the late 1970s would joke about it. They’d laugh and say, “With all the great artists that don’t make it in, someone should start a show for all the rejects.” Artist Richard Rothbard, one of the ones who did get in, has both a sharp sense of humor and an intuitive knack for business. He knew it was nothing to laugh about.

In 1980, Rothbard invested $500, rented a tent, and signed on 50 exhibitors to sell their wares in the parking lot across the street from the festival. More than 1,000 people showed up that first year, and Rothbard continued what became known as “the other show” for 13 years. He’s proud of the high standard he’s maintained and that he’s done it while keeping his integrity intact. It’s more than just business to him; he’s wholly devoted to promoting the arts and supporting his artists in whatever way he can.

American Art Marketing produces fine art and crafts shows across the country, and has come to specialize in finding new markets that are ripe for a fair. For instance, the Berkshires, with its summer crowds, local artists, and scenic locale, seemed like a natural venue, yet most organizers had stayed away because they feared there wasn’t enough of a residential base to support it. Rothbard picked the busiest weekend of the summer—the July Fourth holiday—and had 10,000 visitors the first year. The show is now in its sixth year, and attendance is just as strong. Rothbard has also launched shows in Danbury, Connecticut, and Westfield, New Jersey.

“It all has to do with your tolerance for risk,” says Rothbard. “How successful will you be? You don’t know until you do it. I’ve managed to take risks that weren’t as risky as others might think. With knowledge, you can have an understanding of what you’re up against.” Rothbard isn’t exactly modest, but he gives the real credit to the artists. “Artists are entrepreneurs, they’re the greatest kind of entrepreneur. They take raw material and make it into something useful, something beautiful. Do they know how successful a piece will be?”

This year, live glassblowing and woodworking demonstrations were added to the roster at the Berkshire Crafts Festival. In his true entrepreneurial spirit, Rothbard is always testing how he can improve each show. With live entertainment, food vendors, and other added attractions, Rothbard hopes to bring in larger crowds. In particular, he notices a lack of children at the shows. This troubles him, but not for financial reasons. He explains, “Parents should be bringing kids to these shows. Kids should meet artists, talk to them. If you have a child that has any artistic interests at all, it can open up so many doors for them.” And, he adds, “most shows are free for kids.”