Sip-and-Paint: Capitalizing on a One-of-a-Kind Social Niche Product

by Danielle Bloom

2 min read

Sip-and-paint events are becoming popular throughout the United States and Canada as of 2017. While the trend began in the United States, Canadian entrepreneurs are developing their own uniquely branded businesses based on the idea of sharing wine and art with friends. Often designed as a franchise, the sip-and-paint concept revolves around a business owner providing paint supplies, wine, and one or two hours of guided art instruction to a small group. Revenues for these businesses come mainly from admission sales.

Find a Host Location or Go Mobile

A specific event like a sip-and-paint party needs a suitable venue. Some owners opt to rent out a dedicated space for their events. If you’re just getting started with your business model, it may be cost effective to partner with a bar or restaurant owner to rent a room or section for a few hours worth of painting. Some established artistic businesses, like 4Cats in British Columbia, lease designated studio spaces that can be used for parties. A large independent space allows business owners to conduct multiple parties each day and to add retail sales of products such as art supplies to their revenue stream. Others, like Connect and Create Mobile Painting, offer to host the events in any suitable space provided by the customer. If you or an associate has a vehicle that’s large enough to carry the necessary supplies, making your paint parties mobile might help you save on venue rental costs while carving out a unique niche service in your area.

Factor Your Supply Costs

The largest expense for sip-and-paint business owners comes in the form of supplies. You’ll need to determine how much your business intends to provide for your customers and how much your customers are willing to cover for themselves. If you’re creating a business model in which art supplies, drinks, and spaces are provided, you’ll probably have to charge a higher fee for your parties, which may affect your initial profits and your target demographic. You also have options for reducing the cost of supplies. For example, some sip-and-paint businesses offer a bring your own beverage model. This type of party could save you the cost of alcohol and reduce admission prices for your customers. However, restaurants and bars might be more reluctant to offer space for BYOB sip-and-paint parties, considering the potential lost revenue of visitors who won’t be purchasing drinks.

Marketing

Sip-and-paint businesses make their money from events. As you’d expect, an event-oriented business needs to create engagement with its customer base, enough that customers will want to set aside several hours of their time to take part in the event. Smart marketing and promotion is crucial for sip-and-paint businesses. Participatory forms of marketing such as email newsletters and social media campaigns are ideal for creating an initial interest in your parties – after that, word-of-mouth becomes a powerful tool in making your business a mainstay. The paint party business model is growing in popularity with entrepreneurs who want to find a way to use their marketing skills to create something fun. A sip-and-paint business requires a lot of enthusiasm for people and social situations, but it can be a rewarding way to get out of the rat race.

References & Resources

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