THE ARTREPRENEUR'S PLAYBOOK
The Greenhouse: Where Creatives Thrive
Your art has a place in the world, and whether you’re an emerging or established artist, The Greenhouse is here to help.
We provide the practical resources, skills, and advice you need to navigate the business side of art. From figuring out who wants to buy your work to setting up your finances, we’re here to help you turn your creative arts into a thriving business.
The Greenhouse empowers creatives to make a living on their own terms. Take the first, FREE step in your creative journey:
Find Your Mentor // Learn In-Person // Meet Local Entrepreneurs // Learn Online
Applications are accepted until June 30, 2025, at 5 PM, or until funds are depleted
Eligible Nonprofits Criteria:
- Operating budget of $50,000 or less
- Registered as nonprofit with the Florida Secretary of State
- Hold tax-exempt 501(c)3 status with a primary mission in arts or culture programming, support, or services
- In operation and serving St. Pete residents for at least one (1) year from date of registration
- Present arts/cultural programming, performances, or exhibitions in St. Pete
- Do not qualify for the City’s full Arts and Culture Grant
- Have no outstanding debts to the City of St. Petersburg, unless prior payment arrangements are in place
- Agree to completing a customized business plan determined by the St. Pete Greenhouse
- Provide final activity report at end of funding term, in the format requested by the City
Receive the navigation, mentorship and capacity building expertise needed to support your artistic endeavors.
Building a business around your art is a journey and having people around who understand what you’re doing can make a huge difference. At The Greenhouse, your initial meeting will include a business navigator to help you navigate business ownership with the goal of growing business in St. Pete.
Your navigator will connect you with an experienced mentor who can offer personalized guidance, advice, and support.
Find Your Mentor to gain insights that you wouldn’t get anywhere else.
Whether you’re just starting, or you’ve already established your name in the art world, The Greenhouse has something for everyone. We offer resources and insights for artists at any stage of their journey.
Emerging Artists:
You’re still building, but you’ve already found a rhythm. Now, it’s time to put a business structure in place and focus on refining your approach to marketing, pricing, and selling your work.
- Track/Recommendations (In-Progress)
Established Artists:
You’ve made it this far, but how do you scale, manage, and grow? We’ll help you refine your business strategies, manage your finances, and ensure that your career continues to flourish.
- Track/Recommendations (In-Progress)
To run your own art business, you need more than just creativity—you need strategy. If you’re an artist with a product or idea to sell, you’ll want to start with understanding the basics of business.
A business plan will help you map out the basics.
Your work holds value, and people are willing to pay for it. Whether you’re painting, sculpting, or creating from any medium, you’re offering a product others appreciate and are ready to support.
Learning to manage your finances is a key skill for any business, and that includes your art. Whether you’re tracking supplies, paying for marketing, or setting aside funds for growth, managing your money will help your business stay steady and grow.
Considerations (In-Progress)
- How do you set prices that reflect the time, effort, and materials you’ve invested, while still being accessible to your audience?
- Think of pricing as a balance: it needs to cover your costs, allow for a profit, and still feel fair to your buyers.
- How do you keep track of your income, expenses, and profits without getting overwhelmed?
- Does the artist have a handle on their financials in way that will help them make informed decisions about potential opportunities and business growth?
Every artist has a story, a voice, and a unique perspective. Understanding what makes your work stand out can help you carve out your space in the market. It’s not about being everything to everyone—it’s about embracing your distinct style and finding the people who resonate with it.
Considerations (In-Progress)
- Who are your ideal customers? Where do they hang out? And most importantly, what can you do to grab their attention without feeling like you’re trying too hard?
- Who are the people most likely to fall in love with your art?
- Your job is to find where they hang out and how to show them why your work speaks to them. It’s not about appealing to everyone—it’s about connecting with the people who truly get it?
- What makes your work stand out? What is it about your style that people connect with? How do you differentiate your style from others?
Let’s ensure your art reaches the people who will appreciate it most. Defining your brand isn’t just about your work; it’s about how you show up and communicate with your audience. Make it something that feels authentic and meaningful.
Considerations (In-Progress)
- How do you track your materials and the art you’ve created?
- Understanding your inventory is crucial for knowing what you need, what’s selling, and what’s taking up space. It’s all about keeping your resources efficient and making sure you’re not overextending yourself.
Define what success looks like and prepare for the future.