Weaving Threads of Culture and Prosperity - The Economic Journey of the International Folk Art Market
As twilight painted the sky on this July Thursday night, the Santa Fe Railyard buzzed with anticipation. One by one, artists made their entrance in brilliant traditional attire, carrying with them artifacts and stories of their heritage. Super Verza's Latin cumbia band filled the air with rhythmic beats as thousands of visitors welcomed these folk artists from around the world.
This was the opening procession of the 2023 International Folk Art Market, which returned to Santa Fe for the 19th time. With over 160 participating artists from 52 countries, the market showcased the incredible diversity of folk art from around the world. Once again, Santa Fe was home to the world’s biggest celebration of international art, culture, and tradition.
The market proved to be a significant economic drive too, with 16,000 visitors estimated to have spent over $3 million at the Market itself. What makes this event unique and remarkable is that the earnings generated from the market are channeled back into the home communities of the artists, creating long-term economic opportunities for them. This year 30,000 art pieces were sold; on average, artists and/or artist cooperatives earned almost $21,000 each over the four-day event. Often, a single artist who comes to Market represents a larger group of artisans back home - sometimes up to 800 individuals. For artists traveling from a small village in Latin America or in India or Africa, these earnings can represent over 50% of their annual income. “Oftentimes, these artists help build schools, dig water wells, and establish clinics, in addition to supporting their families,” said Hank Coleman, the Chair of the Board of Directors. “It's pretty marvelous.”
Many of this year’s visitors were newcomers, which is a testament to the ever-growing popularity of folk art. Visitors enjoyed a variety of activities, including lectures, performances, and artist demonstrations. You could even partake in a delightful and spooky Haunted Yokai Train Ride if you so dared.
Few people know that this international event actually has very close ties to Dallas, TX. In fact, every year before the market reaches Santa Fe, you can find a collection of folk art at the Dallas Market Center approximately two weeks prior. Why? It all started, as many good things do, at a cocktail party…
The Roots of the Dallas – Santa Fe Connection
When Linda Marcus walked into the living room of the house, she recognized many of her old friends. After exchanging a few greetings, she noticed a new couple standing by themselves. After walking over and introducing herself, she soon learned their daughter was working in Madagascar with the Peace Corps, trying to find a market for silk scarves made by the local women.
Linda sat on the board of the International Folk Art Market at the time, so she was immediately intrigued by the idea. “I thought to myself, ‘We don’t have Madagascar at the Folk Art Market yet,’” she said. “So I told them I might have some marketing ideas for her but that I needed to see the product first.”
Linda emailed their daughter and after waiting about a week, received a response. “She had to get on a bicycle and ride 15 miles to another town just to get wifi, after all,” she said with a smile. Eventually, Linda received a sample of the scarves and presented it to the selection and placement committee of the International Folk Art Market. These scarves were well-received; Madagascar was invited to the Market. Though they didn’t know it then, this would be the start of a 14-year relationship with the country of Madagascar. Safer trails will mean more foot traffic, and that translates to better commerce in the area.
Before this connection, there was essentially no market for these scarves outside of the country. Only a select few even made these, which often took many weeks to finish. Today these women of Madagascar run a thriving business with worldwide demand. Many of the husbands have joined their effort and are now employed in packing and shipping, among other roles. “They’ve built a flourishing business that’s led to life-changing wealth,” Linda said.
They’ve been so financially successful, in fact, that there became a real concern about the longevity of the Uapaca bojeri, or tapia trees, where these prized silkworms lived deep in the highlands of Madagascar. But the ladies of Madagascar stepped up to the challenge by financially supporting efforts to protect and reforest their land. Thanks to their help the forest is thriving again, and their business has reached a new level of sustainability.
Although Linda modestly downplays her involvement, she was there at the beginning when the International Folk Art Market first began in 2004. The four founders, Tom Aegeson, Charmay Allred, Charlene Cerny, and Judith Espinar, hatched a plan to host a small folk art event for the surrounding Santa Fe community. Linda remembers the nervous feeling everyone had right before the inaugural event began. “We didn’t know if anyone was going to show up,” she said. “And we definitely had no idea it was going to become what it did.”
A few years down the road, in her role as Board Member, Linda and Mike Mullins helped to bring the Folk Art Market to DFW. Many of the Folk Art Market volunteers in Dallas saw the natural synergies and helped to solidify this new connection with Santa Fe. “So many of the artists needed to fly into Dallas to connect to Santa Fe, and we knew that many people in Dallas would love the opportunity to see and purchase this amazing art.”
A Market with Economic Impact and Global Purpose
Upon first glance, this market may not appear very different from other art markets you might encounter. You will find specialized textiles and beautiful jewelry for sale. But as you meet the artists and the individuals who help make this event a reality each year, you discover that there is much more underneath the surface.
Take, for example, the 1800+ volunteers who sign up to participate each year. “Economically, it would be impossible to put on the folk art market without them,” Hank said. Similarly, as Kathryn King Coleman mentioned, many people don’t realize that this is a year-round organization. We have full-time staff who work year-round to administer the complex artist application process, facilitate artist selection and placement, plan lecture series, organize artist sponsorship and training programs, and assist artists in obtaining visas, shipping their goods to market, and arranging lodging and meals for all artists during their stay in Santa Fe.
This is more than just a market – it’s an incubator of global proportions. These artists not only receive an enormous economic boost from this annual weekend, but they also gain valuable business experience and support. Think about what it takes to run an e-commerce business on the global stage: marketing, shipping, logistics, and so much more. And through this effort, these artists get a masterclass in how to do that successfully.
Likewise, the impact is tangible. Consider the story of Ivan Bobkov, a talented ceramicist who lives in Kyiv, Ukraine. Ivan attended the market for the first time in 2022 and was on call this year for the Ukrainian military. His studio was, as you can imagine, affected by the ongoing conflict in his country. Yet somehow, he managed to get six boxes of his ceramic work across the border to Slovakia with the help of intermediaries, who then shipped them to Santa Fe. And for the entire weekend, a volunteer stood in his place to tell his story. Many who knew his story made sure to go to Ivan’s booth first. “We all wanted to support him,” Kathryn said. “His booth was one of the first to sell out completely.”
A couple of years ago, the committee was proud to host the ambassador of Uzbekistan at the International Folk Art Market. To Hank’s surprise, he was able to share a meal with the ambassador and hear how much the market had meant to him and his people. One man, who has experienced severe back issues due to his work with bending and rolling rugs, visited the market and was able to visit the hospital in Santa Fe, where he received medical support.
Kathryn had previously visited Uzbekistan in 2015, traveling along the same old Silk Road that Marco Polo once trod. She eventually made her way to the Keiztyu Village, where she visited the home of Marum Orzavakova. Marum’s family made items such as handmade felt rugs and pillow covers from the sheep wool they collected from their sheep. “The women were literally beating the wool with sticks to get the dirt off, then spreading it out on mats…it’s a very intense process,” she said. As Kathryn was surveying the space, she noticed an anachronistic-looking stainless steel contraption in the corner. When she asked Marum about it, Marum responded with excitement, saying, “That’s the solar hot water heater I bought with money I earned at the Folk Art Market!” No longer did Marum need to heat hot water using a wood fire; she could access it whenever she needed it.
This is why the city of Santa Fe is becoming more and more well-known around the globe. There are many small towns and villages that cherish the memory of Santa Fe. “We have truly made friends around the world,” Kathryn said with a smile.
