The Calgary Stampede may be big business, but it’s the spirit of entrepreneurship and down-home creativity which fuels the artistry at this year’s Western Showcase.

The popular Artisans’ Sales Salon in the new exhibit hall at the Roundup Centre is a bonanza of an opportunity for small business people to introduce their colourful creations to a huge market.

“How often can you get over a million people walking through your gallery over 10 days?” asks Jackie Engstrom, committee chair for the Calgary Stampede’s Western Showcase.

“The traffic generated through here is unbelievable.”

David Lazarowych, Business Edge
Maureen Gendron, Lucien Montpetit and Fran Sayles are home-based entrepreneurs who like the Stampede atmosphere.

The Artisans’ Salon is just part of the Showcase, which also boasts a crafts competition, floral designs, the ATCO Kitchen Theatre, western art gallery and a photo exhibit featuring the world-famous portraits of Yousuf Karsh.

For Fran Sayles, the artisans’ salon gives her home-based clothing and handcrafted jewelry a window on the world.

“From a business point of view, Stampede can be as lucrative as Christmas,” says the Calgary businesswoman, whose western-themed line includes broomstick skirts, vests and striking dreamcatcher earrings. “Everybody goes to Stampede, but not everybody goes to craft sales, or craft stores. You have such a wide range of people here, it exposes you to the world.”

Artisans pay a flat rate of $850 for their booths — already decorated in a rustic style by the Western Showcase organizers — and then try to pace themselves over the 10-day event.

“I used to try and do it all myself, with one of my kids just giving me an hour break,” adds Sayles. “But I’ve gotten wiser, and now I hire help for minimum four hours a day. So it’s back to eight hours a day, although some days are still 14 hours.”

For Lucienne Montpetit and her husband Lucien, who hail from the town of Legal north of Edmonton, the artist’s salon is an opportunity to display their unique hand-created jewelry made from Alberta jackpine and lodgepole pinecones.

“My friends told me Calgary Stampede was much busier than Klondike Days, so I thought we’d spread our wings a little bit further,” says Lucienne. “Last year was a really good show for us . . . we really enjoy the Calgary atmosphere, too.”

But there’s more than just setting up a table and watching the profits flow in. Greenhorns at the artists’ salon are wise if they listen to sage advice from the veteran exhibitors.

“You have to stand behind your table, not just sit and read,” says Lucienne Montpetit. “You have to talk to the people, and show them you’re interested in them. You have to keep on your toes.”

“Be patient,” notes Maureen Gendron, whose booth features high-end suede leather with handpainted designs. “In our first few years there, our sales were much lower, particularly when you have a higher price point.”

Knowing your market and setting an attractive price are vital, she adds. The salon isn’t like a regular trade or craft show, or a Christmas booth where hordes of crowds are snapping up bargains, the artists say.

“I know that sometimes first-timers are very disappointed,” notes Sayles. “It’s not a craft sale, art market or festival. You’re putting in a lot of hours, and the sales aren’t as brisk.”

June Hills, a volunteer with the Western Showcase, says it also takes real creativity to ensure the exhibits are fresh, lively and appealing to a changing market.

“We’ve been trying to move forward into the 21st century” while still offering old-fashioned atmosphere from years gone by, Hills says.

“At the same time, we’re looking at new demographics, and trying to attract the next generation of Stampede-goers.”