TCAF 2013 recap
The Internets seem abuzz with post-TCAF 2013 afterglow. Most reports, particularly verbal ones after the show, have been overwhelmingly positive. I won't disagree -- it's an amazing show. It's one of the best run, best organized, and best publicized "indy" comic shows I've had the honor of exhibiting at for 3 years now.
Reports have been popping up recently, questioning if TCAF's peak year was last year. Well, I wasn't there in 2012, so I can't compare -- but here are my two cents on my experience this year:
Overall costs
Pre-show planning
Cost analysis
Value
When people ask me how the show went, my response was: "as good as expected." If given a chance, I explain - quite readily, I may add - that my expenses are much higher than most.
Overall Costs
My base travel and exhibiting costs alone are roughly $2000. Airfare and hotel are the largest shares, followed by taxi and subway transportation, then food. This year, my airfare was traded for original artwork, which helped bring down my out-of-pocket costs.
Certainly, I could have cut costs here and there, but I was intentionally traveling and exhibiting solo at this show. It was important to make things as easy on myself as possible, as I didn't have Scott or friends to rely on like all my previous shows. It's really not a good idea to haul 80+ lbs of luggage across town after 13 hours of flying to save a few dollars here and there. I accounted for it accordingly and made sure I had those funds on hand.
Pre-show planning
As this was my third time exhibiting and I had a pretty good feel for the event, I opted to not ship my books ahead of time this year. Shipping costs have risen exponentially in 2013 and I have had issues with books not arriving on time -- even when shipped a month in advance. Instead, I carried in my 2 suitcases what I felt I could sell, ideally coming home with empty bags. (Thus the 80lbs mentioned above...)
Cost Analysis
So, with high travel costs and limited merchandise on hand, to break even (much less a profit) was unlikely.
How were sales? Here's a general breakdown of what moved:
Pins: 70
Books: 26
Plush: 65
Printed goods: 26
This is a pretty fair and typical distribution of my sales at all events. Book sales have been increasingly sluggish since 2010, while small plush sales are usually decent. Pin and small goods sales have also gone down in the past 3 years.
Overall, my event take was roughly $1200 CAD. I moved enough merchandise to collapse my duffel bag and shoved most of my goods into my suitcase. Mission accomplished, I say.
See? "As good as expected."
Value
As exhibitors, we all have our reasons for doing shows. Money is always top of mind. Always. It's hard to work a show and come home with possibly less than you left with, so I won't say a part of me wasn't disappointed.
That being said, I don't believe the show was a failure either. My purpose was not to make money, but to build relationships with both my comicking peers and my readers. To be completely honest, there isn't a show that is better for this than TCAF.
For anyone even considering exhibiting at TCAF, here's my advice in two sentences: If people are looking for you, you will do fine. If you are hoping people will discover you, it's more than likely you will be disappointed.
TCAF has grown a -lot- since 2010 and with huge crowds of people filling up aisles and blocking traffic, there is a lot less opportunity for people to casually "browse". Bigger is not always better -- may SDCC be the perfect example where larger crowds and more guests doesn't necessarily make for a better show.
What sets TCAF apart is that is that the staff and organizers are all convention veterans and know just what it takes to run a great event -- down to the manageable floor hours, scheduled events/programming, and helpful staff. Those things make a huge difference for us behind the table, allowing us time and energy to socialize afterwards and make some of our own event memories.
So, will I apply for a table in 2014? I probably will. I have a whole year to earn my seat again. ♥
Here are some other response blogs to folks' experience @ TCAF:
- Mike Horowitz - a 1st time exhibitor cost analysis
- Dustin Harbin - on value
- The Comics Reporter - overall report
- Organizer, Chris Butcher's response to the above post
If there are other event analysis posts that have surfaced that I've missed, feel free to add in the comments~ :D
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