Building a Legacy Brand and Destination with Sean VanderVliet (#31)

When I heard Sean VanderVliet mention the word "legacy," I knew I had to talk with him. He thinks big and I like that. Check out episode 15 and episode 19 for more on legacy.

Sean is the artist behind Fenway Clayworks based here in Denver, Colorado, and in just a few years he has created a brand and a buzz around his functional pottery. A number of Denver's finest restaurants commission Sean for their signature dinnerware.

He wasn't always a ceramic artist. For a number of years Sean worked in tech startups and even, with partners, started his own niche business for rock climbers. He has been able to translate the lessons he learned in those positions to his career as an artist.

Sean says that people work with him because they see his passion. Although 60% of his current business is from commissions, he makes work in his style. If you want something with a flower or aspen tree on it, look elsewhere.

He enjoys immensely the collaboration with chefs and others, but he is also clear that not everyone is a customer. This is just one of the numerous business lessons in Sean's story that are applicable regardless of the type of work you do.

After hearing his vision, you may want to start looking out for a Fenway Clayworks in your neighborhood.

Our topics of discussion include:

• Sean's background and how his childhood community influenced the work he does today.
• Why he left his corporate job to be "part of something small" and how working at other companies has served him in his pottery business.
• The business model he operates and the breakdown of his income streams - 60% wholesale dinnerware to restaurants in the Denver community, 20% wholesale to retailers, 20% direct retail sales.
• How Sean's confidence has grown, which has allowed for more success in his business.
• His commitment to his own design style.
• How Sean plans to scale his business and hire help to support his growth.
• The role he's assigned to social media and email (and Instagram as "the perfect platform for potters").
• Why he believes that people choose to work with him over other artists.
• Sean's dedication to educating and explaining his process and how this translates to pricing. And his realization that "not everyone is a customer, and that's okay."
• What's next for Sean and his plan for an "experiential retail" space.

Follow Sean on Instagram.

Music by Wildermiss.

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** This episode of the podcast is sponsored by the Art Biz Mastermind Workshops. Join us live in Seattle on September 28-29, 2019. See http://artbizmastermind.com **