How is The Collectors' Show a "New" Concept? after all, it's just another Knife Show - albeit, a 'high-end,' Invitational one, in an outstanding location...?
Being as close to it as we've been - and, maybe, without previously providing detailed explantions - expressing some background and thoughts about how we got here may be helpful to answer your question...
I hope that I'll be able to shed some light - on what may have not been as obvious as I might have thought or hoped. Thanks for the excellent question, and for the opportunity to explain our approach...
When we started the Show development process around 2 years ago - we started by looking at cross-marketing to other 'affinity' groups that might, or that we felt, should have an interest in the tremendous work currently being created by knifemakers...
While gathering feedback from some Makers, Dealers and Collectors alike - a common thread arose. That is that the Art and Culinary Communities aren't as aware, or appreciative of the Artisanship - including the control of so many media - that goes into creating Fine Cutlery.
A point of concern that arose, was the agreement that, for a variety of reasons, the Knife Industry has been:
Great at growing new makers.
Reasonably good at cultivatiing collectors. (Although, with so many talented new makers, producing so many cool knives - that pool of collectors has been diluted.)
And, that the Knife Industry, hasn't effectively developed "new" Markets.
While Production Knife Companies, and a few Custom Makers produce fine pieces for the Culinary Market; the Culinary Community - including Chefs/Restaurateurs, Culinary Arts Schools and their Students - remains virtually unaware of the availability of Custom Cutlery for their needs. And they are serious, professional users.
The Art Community has been largely ignorant of - and, maybe a little put off by - the works being produced by Great Knifemakers and custom Knifemakers in general. (That is, if they've ever, even become aware of this field of effort.)
Maybe this has a little to do with a mistaken perception/prejudice or, the seemingly false differentiation between Arts and Crafts.
Given that these things are useful implements and tools - and not necessarily 'wall-hanging' abstractions, that may be representations that evoke some symbolism or something like that - maybe knives are viewed differently in the Art World... But, I'd bet you dollars to doughnuts - if that formula still works to your advantage - that virtually everyone in the Art World uses a knife daily.
Maybe there remains a cultural schizophrenia around 'knives-as-weapons' - that's probably been more deeply embedded in our collective sub-concious by The Tragedies... With little, if any thought being given to attitude and intent as the root of a tool's transformation into a weapon this paranoia will likely remain...
We'd like to help change these misperceptions. That's innovative...
We have also been looking at the Renaissance of Damascus and pattern-welded steels. We are at just the beginning of an amazing blossoming in this arena. Well, we're about 30-40 years into it but, still just at the beginning. We have invited some of the greatest minds and innovators in the Damascus World to attend.
And, we're holding a Round-Table discussion with John Davis, Tom Ferry, Hank Knickmeyer and Ric Furrer. (Bill Fiorini was going to attend and participate in all of this. But, he just had a kidney transplant, and understandably can't make it.) This focus, approach and emphasis in and of itself, seems to be innovative.
We've structured the Awards with what might be a little different twist than usual. We're having each of the different groups that we're marketing to judge them. So, we're attempting to gather feedback while engaging all of the participants...
Knifemakers/Artists will judge Best of Show.
Art and Culinary Arts Professionals will judge Best Culinary Implement. (Each maker has been asked to bring at least a couple of these - and the catalyst for creativity that this request has sparked is quite gratifying.)
Peoples' Choice Award will be judged by all the attendees that choose to vote...
So, here we are, with The Collectors' Show - Bridging Art and Culinary Worlds with Fine Cutlery.
Other Shows cross-market, mostly to the Firearms Industry. We wish them well, but don't think that approach is appropriate for some of the goals implied previously - or, for the audience that we've been marketing to.
Generally speaking, attendance and sales at Knife Shows have been on the decline and seem to have been negatively affected by the advent of the Internet and Internet Cutlery Dealers as a new channel for Knifemakers to sell their wares.
Regardless, a Maker and his/her customer benefit from personal contact with each other - especially when attempting to open 'new' markets. The ability to pick up, handle and discuss the features, advantages, benefits of a knife with its maker is a significant competitive advantage for that Maker. And for the customer to experience all the heart that a Maker has put into his/her work - that personal touch and new contact provided by a Show, is invaluable...
So, how does one innovate? Looking at where Knife Shows aren't is a start. Choosing a location where people might like to visit is one way - and their loved ones, who might not normally want to get involved, may just say something like:
"Since this Show is in Napa, we could eat well, enjoy some fine wine, shop and go to a Spa." How cool is it to share your passion for knives with your wife or girlfriend - when previously, she might have just rolled her eyes at your going to 'play' at Show, with your friends and your 'Boy's toys?'
Who knows, we might open a whole new can of worms, if she does the cooking and now, comes to appreciate the incredible work that some Makers create...
By holding The Collectors' Show in the heart of California's Wine Country, Napa we're doing something new.
And while that's not innovative by itself - thinking of our customers' customer, the Chef/Restaurateur, Culinary Student, Art Patron or the Collector and even the Maker, seeking to escape colder climes in the depth of winter - and holding The Collectors' Show when they can actually attend, that is an innovation...
To that point, some knifemakers - while resonating favorably to the idea - have said, "you should do the Show in November," (or, pick some other date/time).
It's a good point. There might be room for another Show at some other time of year. There are several other events that we all know about in January and February. Makers' production schedules and other Shows are factors that provide healthy competition for us - but, those caveats don't address the reality...
An important concept here is, "thinking about our Customer's Customer." It's this that may be an innovation or, new thinking relative to promoting a Cutlery Show.
Chefs/Restaurateurs work 14+ hour days from Valentines Day through December. Their only vacation and down time is January through early February.
Furthermore, with High-Season in Napa extending through most of the year nobody would want to pay for the Hotel Rooms, even if we could attract the Culinary Pros at some other time. So, that won't work...
If we want to achieve some of these grand goals - to the greater good of the Knife Industry as a whole, and those participating makers in particular - this time is the 'right' time.
Maybe, like most all things in life, 'everything old is new again,' and there is only the combining of existing patterns in different ways that result in an iterative development process...
Maybe it's in the combination of these borrowed elements that, brought together here, in this context, now form some degree of innovation.
Maybe innovation is developed by showing leadership in a new direction.
Maybe it's all a bunch of hoowee...
But, The Collectors' Show is happening. And we welcome all comers to join us in Napa for this Grand, New Adventure...
Take a look at our Website:
The Collectors' Show
We hope to see you in Napa!!!