Location, Location, Customers? A Maker’s Guide to Scoping Out Client Access (Without Feeling Like a Creeper)
So, you’ve found a studio space
It’s everything you wanted. It has good light, reliable power, and (finally!) enough room for that ceramic kiln you've been dreaming about. Now, let’s talk about something we artists often overlook until we’re three months in, surrounded by unsold masterpieces: clients.
And not just any people. You want your people—the ones who "get it" and are more likely to see value in a hand-poured concrete table or a custom leather-bound journal than in the 99-cent alternatives at the dollar store. How do you find out if your perfect clients are going to actually find you in this new studio? Let’s walk through it.
1. Stare, but Don’t Stalk: Scoping Out the Locals
First things first: get a feel for the foot traffic, but try not to look like you’re casing the joint. Take a casual stroll around the area a few times at different hours (note: lurking in your car with binoculars is not recommended). Observe the vibe. Do you see people who might be interested in unique, handcrafted items, or are you mainly watching people sprint into the nearest convenience store?
Pro Tip: Avoid assessing during festivals or farmers markets unless they’re a regular thing; the vibe on “free sample day” is way different from the regular Tuesday crowd.
2. The Coffee Shop Test
If there’s a nearby coffee shop (bonus if it’s not a big chain), make it your new favorite hangout spot. Bring a notebook and sketchbook, sip a latte, and start eavesdropping—gently. What are the locals chatting about? Do they sound like art lovers? Are they debating over mid-century furniture designs or listing the best Etsy shops? If so, they’re your people. But if the main conversation seems to revolve around “how quickly can I get out of here,” you may want to reconsider.
3. Map the "Wander Radius"
Ask yourself: is this place in the "wander radius" of people who might wander in and buy something? A studio on the corner of two highways where there’s nowhere to walk may not be ideal unless you’re relying on online sales. On the other hand, a studio in an arts district, near quirky stores or popular restaurants, could draw foot traffic that’s already primed for spontaneous art purchases.
Test it: Walk a half-mile radius yourself, noting shops and landmarks along the way. If it’s mostly mechanics and insurance offices, maybe keep looking. But if it’s bookstores, boutiques, and farmers markets, you’re onto something.
4. Check for Signs of Life (a.k.a. Foot Traffic)
This might seem obvious, but make sure people actually walk by! What you think is a "hot spot" could actually be a ghost town on weekdays. Find out the peak times when people pass by the area, and if possible, stand outside and count the folks strolling past. Try not to look like you’re conducting a study for your sociology PhD. A simple count on a weekday versus a weekend should give you an idea of how lively the area is without you drawing too much attention.
Red Flag: If the only life you see is a tumbleweed, you might want to reconsider.
5. "Do Your People Live Here?"
Think about the types of folks who are likely to buy your stuff. Are they eco-conscious? Do they enjoy artisan products? Are they DIY enthusiasts? This is your chance to play amateur sociologist. For example, if you make reclaimed wood furniture and you’re considering a space in a tech-focused area, it might be a mismatch. A little Googling of the neighborhood demographic stats can reveal if you're surrounded by techies, tourists, or the artisanal-allergic.
Friendly Tip: Checking out nearby yoga studios and boutique bakeries can help. People who will pay for fresh-baked vegan pastries probably will pay for hand-poured concrete planters.
6. The "Can They Get Here?" Factor
Do the logistics work? If the nearest parking lot is three blocks away, will clients be willing to make the trek to see your work? And more importantly, will they come back? Easy access makes it more likely that someone will pop by after work or on a whim during lunch. If they have to scale a fence or negotiate a labyrinth of alleys to reach you, well, let’s just say you might be cutting your foot traffic in half.
7. The Power of Partnerships
Look for potential partners in the area who already attract your ideal clients. A funky clothing store, a wine bar with weekly events, or a gallery could provide some crossover traffic. Walk in, chat with the owners, and see if they’re open to cross-promoting or if they’re regularly packed with patrons. And if they’re not, well, it’s still good info! Nothing beats the intel of a friendly neighbor.
8. See if There's a "Buy Local" Vibe
Is the neighborhood known for supporting local makers, or are people here just trying to get their errands done? Some communities love their local artists, while others might be more about convenience than craftsmanship. Look for "support small business" signs, craft markets, and independent stores to see if there’s a genuine appreciation for the hand-made and one-of-a-kind.
9. Picture Yourself as a Customer—Would You Make the Effort?
Finally, take a step back and imagine you’re one of your own customers. Ask yourself: would you make the trip to this location to buy your own work? Sometimes, imagining your journey from your home or car to the studio helps bring perspective. If you feel that hesitation, that’s a sign your customers might feel the same.
In Summary: Find the Right Spot and Your People Will Find You
Landing the perfect space isn’t just about what looks good on paper—it’s about how the real people in that area feel about the space. Because once you set up shop, it’s no longer just about making the perfect product—it’s about making it easy and inviting for the right clients to get their hands on it.
And remember, at the end of the day, you want a place where both your work and your client list can grow. Because no one likes the phrase “great art in the wrong place.” So make sure your clients can find you, without you having to bribe them with coffee. Or at least, not every time.