Tue, Dec 02, 2008
Stained glass artist and teacher
Karen Bates
seeks new marketing venues for her classes and crafts.
Jim Davis / Arizona Daily Star
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By Tiana Velez: Stained-glass talents remain far too hidden Karen Bates has cultivated her stained glass technique over a period of 20 years since she first gave it a go while shopping for window treatments. Now she's attempting to pass on her knowledge as an instructor for her self-designed classes. In the meantime, she sells stained glass art supplies and accepts commission work. Cheryl Vallejos was asked to give Bates advice on how to increase enrollment and brighten her sales prospects.
Arizona Daily Star
Tucson, Arizona | Published: 02.06.2006
The story
Karen Bates is picky about window treatments.
In her home studio at 6502 W. Ina Road, called Reflections Glass Art Studio, neither a curtain nor drapes are found. Rather, her windows are outfitted with large stained-glass pieces of varying shape, color and design. It's not just the windows, either, that bear the mark of Bates' 20-year passion.
Stained glass hanging lamps, candleholders and desktop figurines decorate the space.
But as happy as Bates is crafting her own pieces, she's happiest teaching the art technique to others. Finding a place to teach in Tucson, however, was a challenge.
Bates approached both Pima Community College and the city of Tucson Parks and Recreation Department about hosting a class.
Both, she said, turned her down after telling her the classes would be too expensive to draw enough attendance.
Without much success in the school system, she struck out on her own.
Bates offers a series of classes from introductory level — "for people who are not sure if they're going to like it" — to advanced stained glass design. There are also classes focused on crafting specific projects such as jewelry boxes.
Prices range from $35 to $45, and supplies are included for the introductory and project classes, Bates said.
Since 2004, she's taught part time at Rancho Sahuarita Resort and has slowly built up a small following. She has also signed on to teach at Heritage Highlands Golf and Country Club in Marana. But Bates has wanted more.
About a year ago, "I began thinking, 'Either you take your hobby and passion and do it full time or keep it just a part time thing,' " Bates said. "I love teaching and I want to focus on the classes."
In August last year, Bates opened Reflections Glass Art with funding by a silent partner in Michigan and a microloan from PPEP Microbusiness and Housing Development Corp. Inc.
To sustain the business when class enrollment is low, Bates accepts commissions and does some restoration work. She also sells stained glass supplies and books, in addition to some of her finished pieces.
With all the projects she's completed, has she ever duplicated a design?
"I always change something. There are so many different avenues that I don't allow myself to get into assembly mode," Bates said.
Just like her designs, she's ready to try something new to increase her enrollment figures and focus more on expanding her line of classes.
The advice
Karen Bates' marketing budget, as with many beginning microbusinesses, is limited. After meeting with business coach Cheryl Vallejos, she learned of some other issues restricting her growth.
The studio is located on Ina Road, west of I-10, in a small group of homes called Ironwood Ranch.
Without any signage out front to mark its presence, "the location is beautiful and great for classes, but a little hard to find," Vallejos said.
She suggests putting an A-frame by the side of the road to help class attendees find the place and attract the attention of passers-by. It should have the name of the business, but more importantly what it sells — in this case, "Stained Glass Classes and Products" — and the phone number in large print.
Bates is also a little reserved and shy, Vallejos noted.
That affects her ability to spread the word, so Vallejos recommended joining a local Toastmasters group. The group's mission is to help members develop public speaking skills, and attending their meetings can help Bates overcome some of her shyness.
As a small bonus, "this is an inexpensive way to network with others about what she does," Vallejos said.
Once she feels a little more comfortable, Bates was advised to try out her business' 30-second introduction speech at any number of networking events. Vallejos suggested Bates "visit several different groups in town to see which one feels the best before spending money to join."
While she should bring along plenty of business cards, she should also take a few small pieces of her work to show others what she is capable of, Vallejos said. A portfolio with pictures also would give people a visual sense of what she does.
One other thing to take would be fliers for her upcoming classes and a registration form — "in case people want to sign up at the time," Vallejos explained.
As she visits more networking groups and picks up business, Bates should set aside at least 20 percent of her earnings from each class to save toward marketing expenses. In the meantime, she can do most of her own printing for class fliers
Also, Bates shouldn't forget her current students. "When Karen teaches classes at Rancho Resort and Heritage Highlands, I advise she take a few small pieces with her to let people know she has other classes soon. Or that she sell pieces for gifts or special occasions."
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