Allanstand Craft Shop

Myra Brown, gallery manager
Asheville, N.C.

How do this year’s sales compare to recent years’? Are you seeing a consistent decline or a slow improvement?

In 2007, Allanstand had one of the best years we have had since the 1990s. This year’s sales are down compared to 2007 and 2008 sales. We are beginning to see a slow improvement this October.

Are you projecting more positive numbers for 2010? What are you doing now to keep customers shopping?

Yes, we are projecting positive numbers for 2010. The Blue Ridge Parkway will be celebrating its 75th anniversary, and we are hoping the media attention will draw more people to the area. We are working with the National Park Service and Blue Ridge Parkway organizations to educate people about the rich history of the area as well as its promising future and opportunities for stewardship.

Other ways we are working to keep people interested in shopping include hosting an artist focus each month. This keeps the inventory fresh and gives us great material to work with for promotion. It also helps educate the staff about member artists and their work.

Have you tried any new promotions or in-store events in the last two quarters? Allanstand is featured on the cover of an in-room hotel guide. This has brought in new customers.

We are also keeping people posted on exhibitions and demonstrations here at the Folk Art Center through social media outlets such as Facebook and Twitter. We feel like this has brought us some great local media attention as local writers respond to what we are posting.

How has the economy affected your marketing budget? Are you adding, subtracting or keeping an even keel?

We have kept the marketing budget the same and have found that with the competition among media markets we are getting more for our money. This allows us to add online elements to our marketing plan and to upsize our ads or run them more often. We feel that this consistency will pay off as the economy recovers.

What changes did you make to your inventory mix during the economic downturn? What types of items are selling best right now?

We have had to cut back on some items that were not selling and increase the buying of more functional merchandise. We keep an eye on it on a month-by-month basis and are grateful for the flexibility shown by our artists as we work out the best mix of inventory.