Thursday, May 24, 2012

Back Home from Surtex!

Back Home from Surtex!

My cardinals on the Studio Voltaire banner attracted a lot of attention!

Well!  What an experience!  This was my first year exhibiting at Surtex, and I was with my agents, Gwynn Goodner and Bert Bloom for most of the three days. Sunday was an absolutely beautiful day and was the first day for the show.  Traffic to the booth was quite slow for most of the day.  But historically, most of the first-day traffic is over on the other side of the Javit's Center at the National Stationery Show, the sister show to Surtex.  Seems that a lot of people browse the aisles at NSS, then come over to Surtex the next day.  And they did.

Monday, the skies opened up and just poured!  By the time we got a cab and made our way down to the Javit's, we had soaked pants hems and shoes and our carefully coiffed hair was matted.  But we managed to look somewhat presentable by the time we got onto the show floor.

We were swamped with art buyers, art directors and others from manufacturing, direct marketing and from companies buying for places like Home Goods, Target and the like.  I took notes like a madwoman!  This is how the process goes:

A buyer comes to the booth, and shows us proof that he or she is in one of the approved trade industries.  Then the scanning through the portfolios start.  When an image stands out as a possibility for whatever purpose they need (like framed art, fabric design, decorative items, greeting cards, etc), the page is marked.  The agents start to compile a list of images for the client.

After the agent returns to his/her home office, a CD of images (or a PDF) is sent to the client.  The client will use these for comping and/or to bring them to design meetings where the images will be discussed, mocked up on product, accepted or rejected.  The ones that make it through this process may wind up on a product.  A lot of this is spec work by a middleman, especially if the end client is a big company, like Wal-Mart or Target.

From the time the buyer visits the booth to when it actually becomes a product can be anywhere from six months to a year and a half!  Only after the product starts to sell will the artist start to see some royalties. 

At times, companies will request specific spec work of the artist, and often times that company will pay a fee for the artist's time and trouble.  Doesn't always happen, but it's nice when it does!

So we'll see what happens!  I noticed that many of my images were selected for that golden CD, so with any luck, they'll make it through the preliminary stage!

My agents, Bert Bloom and Gwynn Goodner, in their booth. 
Note all the portfolios waiting for clients to browse through.

Yours truly in front of my banner, managing to stand upright
on only about two hours' sleep!

I'll be there next year!


Sunday, May 13, 2012

Visit Me at Surtex at Studio Voltaire's Booth 316!

ONE WEEK TO GO before Surtex! I'm busy finishing up artwork to bring with me to the show. My agent, Studio Voltaire, will feature my work: birds, fruit, garden flags, holiday decor, etc, etc!! So please stop by. I am also mentioned in Art Buyer Magazine, available at Surtex! Page 42. Also look for Studio Voltaire's ad on Page 11. Click HERE to see the Magazine (flash player in needed). I hope to see you at Surtex! Nancy

Wednesday, March 28, 2012

New Class Added

Hi Everyone...I will be teaching a new, 6-week illustration class at Mount Washington Valley Arts Association in North Conway, NH. Here is the info:

Mount Washington Valley Arts Association
North Conway, NH

Illustrating Children’s Books & Products for Fun or Profit
Nancy White Cassidy, Instructor
June 5 – July 17 (no class July 3)
This 6-week course is designed for both beginners and experienced illustration students. The students will develop solid techniques in creating illustrations for various markets: children’s, editorial, book and licensing. You will learn how to get your art seen by the illustration-buying industry. For the first class, bring your ideas, sketches or stories as well as a sketchpad, tracing paper, pencils and erasers. Be sure to bring a notebook to take copious notes. Digital artists should bring their laptops and peripherals. Inspirational visits to the instructor’s studio are planned as part of the course.

Members $120; Non-Members $145
For more information or questions, please contact the instructor at, 603-452-5319

Register for this course through MWVAA: 603-356-2787 or

Saturday, March 3, 2012

New Classes Posted!

Happy Saturday, Everyone!  It's cold, icy and snowy here in the Mount Washington Valley this morning,  but compared to what the rest of the country is dealing with (meaning the tornadoes), we're blessed.  My heart goes out to the people affected, and I hope and pray that my relatives and friends living in those areas are safe.

I have posted new classes on my "classes" page.  You'll notice no dates or fees yet - those will be posted later - but if you're at all interested in ANY course listed, or would like to see a workshop offered that is not listed, PLEASE PLEASE PLEASE let me know!

I am in communication with a few area B & Bs and hotels and will post those I recommend soon.  So stay tuned! your favorite relief agency to help out our fellow neighbors.  Mine is Americares, which supplies medicine and medical aid to affected areas.

Thursday, February 16, 2012

The 2012 Vegas Licensing Show!

My agents, Studio Voltaire Art Licensing, this week told us, their artists, that they're having a booth at the World's Brand and Property Marketplace Licensing International Expo 2012 at Mandalay Bay in Las Vegas.  My work will be represented there along with my artist-colleagues.  Wish I could go to this...looks huge and overwhelming but probably a ton of fun and info to be had!

Here's their promotional video:

Hopefully these two licensing shows on opposite ends of the country will spur some contracts!

Tuesday, February 14, 2012

Surtex is Coming!

Well, it's that time of year again! It's time to start preparing for the premier art licensing show for the spring in NYC: Surtex. This year, my work will be represented there by my agent, Studio Voltaire Art Licensing.

If you're an artist considering getting into licensing, you should go and walk through this show, and attend a couple of their breakout short courses. There is a $175 fee for artists and those not buying art, if you register before May 4th. But it's $200 after that date, or if you buy at the door.

Why go? Well, it will give you a good idea as to what you're competition looks like, for one. You'll also see what the style trends are for the upcoming year. You'll see how artists and agents display their designs, arrange their booths, interract with potential customers, etc., etc. You just can't get that type of insight watching a video.

IF YOU DO GO, and plan to bring a portfolio to shop around for an agent, STOP!!! Most agents don't have the time to look through a book...they're paid MEGA bucks to have a booth at this show, so they need to devote their time to meeting with buyers. My advice would be for you to make appointments with the agents a few weeks ahead of there at the show. If you just can't swing the entry fee, but can get to the Javit's, then try to arrange to meet with the agent down in the cafeteria, for example.

You can find lists of agents on the Surtex site here!

Good Luck!


Saturday, February 4, 2012


I'm pleased to announce the debut of my workshop series entitled (drum roll, please!): HOUSE on the HILL STUDIO WORKSHOPS. Most of these will be one to three-day workshops, geared towards the visitor to the Mount Washington Valley.

I've been in touch with other artist-colleagues who are expressing an interest in being a visiting artist. I'm hoping that this is something I'll be able to do starting next Spring.

As a member of the Mount Washington Valley Chamber of Commerce (as of this coming week, that is), I will be able to reach out to the vast tourist industry, as well as the residents of this beautiful area.

So if you're interested in what the Workshops can offer you, please visit my "Classes" page on my website...OR...LIKE me on FACEBOOK!

I hope to see you in the Mountains!