The Work of ArtInternational Folk Art Alliance | 2014 Impact Report

Phot

o by

Bob

Sm

ith

international folk art market | santa feIFAA’s flagship program, the International Folk Art Market | Santa Fe, is the largest event of its kind in the world, positioning Santa Fe as a global leader in cultural

tourism and attracting thousands of visitors to the region.

market highlights International, national, and local visitors to the Market totaled 18,822.

The Market brought together over 173 folk artists from 59 countries to sustain their traditions and empower communities worldwide.

Artists at the 2014 Market sold $3.02 million in goods—a 11.9% increase over 2013.

Artists took home 90% of their sales, averaging $19,440 per booth —an increase of 3.2% over 2013.

Sales benefited over 25,690 artists worldwide, positively impacting the lives of over 256,900 extended family members.

Over 1,500 volunteers gave valuable time and resources to make the Market happen.

visitors and overall economic impact Estimated total visitor spending outside the Market was $10.5 million,

approximately $2,000 per party. This was part of a $12 million total economic impact (up 7% from 2013).

IFAA paid $241,193 in gross receipts tax, collected from artists’ sales,

directly to the State of New Mexico.

Of all visitors, 75.3% were from outside of Santa Fe (up 13.7%

from 2013) and, of those, 57.5% came from outside New Mexico,

representing 37 states; 24.7% were full time Santa Fe residents.

visitor motivation & profile Two-thirds of visitors cited “to see or buy art” as their main reason for

attending the Market; nearly one-fourth cited “to support artists with my purchase.”

Over 75% of visitors indicated the Market was either the main reason or one of the main reasons for their trip to Santa Fe.

The mission of the International Folk Art Alliance (IFAA) is to celebrate and preserve living folk art traditions and create economic opportunities for and with folk artists worldwide.

Photos © Bob Smith, Marc Romanelli, Kelly Waller

Visitor Information Source: 2014 Visitor Survey, Southwest Planning, accuracy +/-3.14% at the 95% confidence level.

“ It’s like few other places in the world … because it’s the world gathered all in one place.”– CBS Sunday Morning

benefits to santa fe and the regional community The free community event at the Santa Fe Railyard Park gathered an estimated 6,000 people

for a celebration featuring the artist procession, international music, children’s art activities, and Market artist

demonstrations.

Market Week activities, in collaboration with the Museum of International Folk Art attracted 2,064 children and adults.

The Market provided 1,000 complimentary tickets to families and youth groups from select

summer youth programs.

Over 520 children participated in the Children’s Passport Project at the Market and

interacted with artists from across the globe.

Outreach to northern New Mexican and Albuquerque refugee communities involved an

additional 328 children and youth.

national recognition The Market was featured in over 4.5 million print, online and broadcast stories with billions of impressions,

82 interviews, 20+ national stories including New York Times, USA Today, Huffington Post, Associated Press

syndicated to over 67,900 outlets, including Yahoo.com, MSN Travel, Washington Post, The New York Times, USA

Today, and the Wall Street Journal.

international participation The Market hosted international dignitaries and visiting delegations from China, Haiti, Mexico, Nigeria, and

South Africa, as well as representatives from the International Trade Center Ethical Fashion Initiative, U.S. Department of State and over 50 U.S. based organizations.

additional ifaa programs The Dallas Market Center Total Home & Gift Market provided exhibition space in June 2014 where 20 Market

artists from 13 countries were featured in a special International Folk Art Market pavilion. These artists participated

in advanced training workshops on wholesale marketing, had direct sales, and took orders from buyers.

The Mentor to Market training program built capacity for 117 artists and their representatives from 26 countries, focusing on a range of topics from booth display and telling your story to pricing and shipping.

IFAA launched the International Folk Art Market | Online, a hands-on training program for artists interested in

entering the global wholesale and export marketplace, providing them an opportunity to sell through our exclusive

online shop, and empowering artists to earn year-round income.

International Folk Art Alliance 404 KIVA COURT | SUITE G | SANTA FE, NM 87505 | 505.992.7600 | FOLKARTALLIANCE.ORG

Note: All overhead (including fundraising and administrative costs) is covered by the IFAA’s earned revenue, such as ticket sales. Therefore, 100% of all donations goes directly to support artists and associated programs. Net assets are applied towards working capital for the coming year.

ifaa expenses | total for fy2012-13: $2,783,012

35%Earned

1%Government

4%Business

28%Individuals

18%Foundation

14%In-kind

ifaa revenue | total for fy2012-13: $2,791,949

35+28+18+1+4+14

84%Market Programs

8%Administration

8%Fundraising

84+8+8

diverse funding sourcesMajor support is provided by generous individuals, private foundations, the New Mexico Department of Cultural Affairs, City of Santa Fe, County of Santa Fe Lodger’s Tax, and corporations and local businesses.