Two letters to the editor about the Nordic Fest Antique Show

In response to our news story about the future of the Nordic Fest Antique Show (http://www.decorahnews.com/archived-stories/2012/08/3323.html), Priscilla Kepfield and Jack and Lila Christensen submitted letters to the Nordic Fest Board and to decorahnews.com.  Here is Priscilla's letter first, followed by two letters from the Christensens:

"The traditional Nordic Fest Antique Show was once an integral part of Nordic Fest, drawing customers into the city specifically to attend.  In recent years the show has declined, this year was by far the most drastic decline I have witnessed.

Hopefully this trend can be reversed through specific changes. Most important would seem to be a strong commitment by the Board to revitalizing the Antique Show through new leadership and a careful assessment of information requested and obtained from both dealers and customers. Recruitment of additional dealers that meet juried standards should be a goal. Returning the Antique Show to the High School would again place it in a central location that feels part of the overall Fest rather than isolating the Show as it has been in the Middle School."

The letter from the Christensens includes a new letter and a copy of a letter sent in 2007 to the Nordic Fest Board.  We are first posting the 2012 letter:

"My name is Jack Christensen and my wife, Lila, and I are antique dealers who have previously been dealers at the Nordic Fest Antique Show since 1997.  We did not participate in this year's show. 

We are not exactly the casual antique dealer as we have been participating in shows throughout the Midwest since 1995 with a minimum of 15 shows each year.  We have exhibited at shows in Arkansas, Illinois, Indiana, Iowa, Minnesota, Missouri, Nebraska and Wisconsin. It is not my intent to make this statement about ourselves as antique dealers, but instead to let you know that we could connect you with the promoters of shows in any of those states as to our professionalism in the antique business.

Instead, I would like to tell you that what we know from our experiences the past 17 years is what works and what doesn't work.  Basic to the shows that do work is that the promoters ask for dealer input and evaluation in order to improve the show.  Although we have never had that request from the Nordic Fest shows, we have taken it upon ourselves to offer it through previous letters to the Fest Board and the promoter – I am NOT happy to report that none of those suggestions have been implemented or even acknowledged.  So we really need to ask if in fact the Nordic Fest Board views this show as an asset to the Fest if the very people who are what makes an antique show are left out of the equation. 

I have a copy here of a 2 ½ page letter we wrote to the Fest Board on August 6, 2007.  Everything in this letter is still applicable today.  Because I do not have limitless time to share with you, what I will say is in answer to the question that Paul Scott of decorahnews.com asked in his article stating that next year's Nordic Fest Show will have new leadership and if there is an antique dealer in the Decorah area who's willing to take on the operation of the Fest Show – it is not necessary for dealers to take on the operation, but rather to be listened to in regards to what MAKES a good antique show. 

There are some simple mathematical errors in the reporting of the results of the past year's show.  It was reported by Nordic Fest officials that this year's show was "absolutely full" and that booth space was sold out.  If this situation wasn't so sad, it would be humorous being last year when we participated there were 12 dealers in the show compared to this year's nine.  And if we had chosen to participate would we have been rejected?  In conversations with the dealers who did participate, they related they were told to "spread out" so the show would LOOK full. 

If you would like to take a look back at our letter of 2007, we said then that the only way for dealers in the show to have enough sales to be able to return is to increase the attendance at the show.  Each contract we receive from the Nordic Fest show promoter indicates the Antique Show has additional advertising and custodial services for a 24 hour watch, which the crafters do not incur – so we don't know if the crafters merchandise is up for grabs or what?  If the fee is waived for persons to enter this small antique show, the show would have the benefit of the same attendance as the craft show enjoys.  Speak to the crafters and you will hear they go home as happy campers! 

I would like to ask if there is anyone in this room who at some time has not gone into a store and come out with SOME ITEM that you had never intended to buy but having it seen it, you did.  That's an antique show!  Most of our customers say "I'm just looking!"  And many are – but the only way we continue in business is that someone DOES buy. 

Our proposal before you is to raise our booth space rent.  How many times does someone ask to pay more money? But that is what we are doing.   That is one thing that will change the show – I can assure you that we will more than make up the fee for the small amount of advertising that is done.  We know that we are not made privy to the number of people that attend the show – a number that other show promoters make readily available to assess potential customers.  But if you raise each booth space rent by $50 with the 12 dealers when we last did the show - that amount is more than $600 as several dealers take more than one space.  And then do away with the $2.00 admission charge.  The public is not willing to pay it as they know what a little show it is – and they can hardly be blamed.  When something is NOT working, it needs to be changed.  And if the officials do not get the results that we suggest will occur, there is always the option to reinstate the fee.  We believe we will quickly see the return on the extra $50 we spend with the show's bottom line.

Lastly, now that the Thomas Roberts School Gymnasium is air-conditioned, it is our recommendation to move the show back closer to the mainstream activity of the Fest.  With implementation of the suggestions, we have made we could once again invite our fellow dealers to join the Nordic Fest show and make it a respectably sized show as it was when we first began. We are not asking for a benefit by recommending other dealers – in other shows we are offered incentives i.e. a reduction in booth rent or a cash payment if new dealers are signed up.  Because we live in Decorah, and because we are in the business of the promotion of antiques, we would like to proudly recommend the show so that both customers and dealers could attend and not be disappointed.  And finally, we suggest that the Fest would restore the integrity of the definition of a juried show according to the language of the contract which now states:  "the character of the sale shall be limited to things that are old.  No reproductions will be allowed." 

Here is a copy of the 2007 letter from the Christensens:

"It has now been over a week since the Fest was held, and we have had time to reflect on the Fest and the antique show.  Let us begin by sharing with you that although we have been vendors at the antique show for many years, after moving here last winter this is our first year to call Decorah home.  Decorah as our new hometown has provided us a vested interest in the success of the show, and ultimately the Fest and we trust that our comments and recommendations will be received in the spirit of our intention.

Due to circumstances, we had a two-year absence as vendors in the show so our return gave us the opportunity to view it with a fresh look.  We appreciate Marcia Fox-Running's position as coordinator of the show with our own past careers having placed us in the unenviable positions to attempt to please two sets of constituents.  Having such experiences and now as vendors, we hope we will be able to offer considerations that should be beneficial to the show, and finally to the Fest.

It is our solid belief that the only way to make the show respectable in size to Fest-goers is to have ample foot traffic for vendors so they will find it find it worthwhile to return a second year.  As it currently stands, when we as vendors are aware that only a small number of Fest-goers will attend the show, it is difficult for us to encourage our respected counterparts to join us.  As antique dealers talk among themselves to find new venues for shows, they respect the tips that come from one another.  We and others have dealer acquaintances that we would wish to join us at the show.  This past year, we know that two of us took the step to ask other dealers to join us at the show with the caveat that the only guarantee we could offer was that the show would happen. Sadly, although both dealers offered quality and variety to the show, both have stated they cannot return when their sales did not exceed their expenses. It is a business decision that is easily made after learning that only 590 persons attended the show.  Yet, the Fest itself purports to have had thousands in attendance and many of those surely would have attended the show if there was not an additional fee. 

We also want to reiterate the importance of the antique show remaining a quality show.  As Winneshiek County natives, we have spoken with some of the organizers from the inception of the show.  At that time, the organizers were antique dealers familiar with show promotion. The show was begun as a juried show, and that billing remains in effect.  However, the jury can now no longer adhere to its original premise, or a good deal of the show's merchandise would need to be removed.  In the past, it has been tricky at least to allow local vendors to participate in the show per their request because they are members of the community but otherwise not in the antique business.  One does not necessarily have to be an antique dealer; however, for the show to continue with high standards, flea market merchandise should not be allowed whether the vendor is local or otherwise.   We do have to say that most dealers could meet the juried criterion.
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If we are mistaken, we apologize; however, we understand that the policy makers are of the belief that if persons are really interested in antiques, they will pay the fee that the Fest has imposed.  Fest-goers believe they have already paid entrance fees when they have purchased a Fest button.  When they are asked to pay an additional fee at the door, and they look in to see no more than a dozen vendors, they choose not to do so.  We do not blame them.  The reality is that persons who may not necessarily otherwise be interested in antiques often find a treasure that they would not be looking for once exposed to the offerings.  The craft vendors are a perfect example.  How many people would NEED a piece of jewelry, a handbag, or a carving?  However, once viewing such an item, the impulse kicks in.  Antiques are no different in that respect.  Case in point, someone attending the show in our booth called another person to say we had an advertising piece from that person's family.  That person then came to the show and told us they would have never ordinarily paid a fee to attend the show but was thrilled to learn of and purchase the family treasure.  Needless to say, both we as vendors and the buyer were happy. 

We would like to offer a recommendation that we believe would be equally beneficial to the Fest committee and the vendors.  The space rental fee for the show is quite honestly lower than those that we normally pay for shows.  However, in other shows we know that the show is going to be heavily advertised to a wide market.  As vendors we are told that a fee is necessary for admittance to the show because additional advertisement is necessary.  We concur that may be so; however, the Fest itself offers so much attention, that the inclusion of the antique show in Nordic Fest articles would provide much of that advertisement if the antique committee and other Fest committees are in communication.  We enclose an article from The Collectors Journal, an antique newspaper to which we subscribe.  We are aware that Ms. Fox-Running placed ads in this newspaper; however, as you observe this article describes the show in detail but LEAVES OUT mention of the antique show.  We do note that Vesterheim is the source for this article.  Notice that the highlighted area describes the Fest sans antique show. Yet, the main audience of this paper is interested in antiques or they would not be reading the paper.  We personally observed the content to be similar in articles in other publications; other aspects of the Fest are described with no mention of the show.  If the antique show was mentioned, persons who would otherwise not necessarily be interested in the Fest, may attend the antique show and while they are at the show will also make Fest purchases, further adding revenue to the Fest and vice-versa.  These reciprocities are indeed win-win outcomes; thus the need for coordination is critical.

One main suggestion is that if foot traffic would be greater, vendors would be willing to pay a minimum of perhaps another $25 for their contract.  Likewise, if the Fest committee would consider adding a dollar to the Fest button, then surely all persons could enter the antique show without an additional fee and the cost of advertising could be lessened if communication was enhanced to include show information in all publications and on the website. Thus the advertising budget for the show would be minimal. It would seem that the nearly $1200 brought in by show attendees could not have been spent in antique show advertisement.  We personally made Ms. Fox-Running aware of an antique publication for this area that could have made a significant addition in awareness; however, the budget did not allow the cost of just over $100 necessary to purchase the advertisement. 

Another change for this year was the absence of a food vendor in the Thomas Roberts lobby.  This was a hardship for antique and craft vendors alike, as well as for the public, particularly on Saturday.  People plan to come to Thomas Roberts after the parade for a lunch before attending the events in the school.  This year we lost people who once finding out there was no food, left and chose not to return after doing so.  Also, vendors who were not local did not have access to food and did not have the ability to leave their booths for its purchase. 

Lastly, and we thank you if you are still reading, we only believe that a change in location would be beneficial to the show if it would be to a site that has air-conditioning.  If that would be possible, we believe that additional persons may attend if they knew they would be comfortable. 

We know the Committee has the best interest of all persons in this endeavor and we applaud you for that.  We hope you will understand that after speaking with other dealers from the show, we have taken the time to share these thoughts with you because we have felt it is important to address these concerns through the Fest committee process.  Please know, however, that we do not represent others, but are strictly speaking for ourselves in this communication."