In business they call it a "closing event, the golden opportunity to finalize the deal. For many Laguna artists, Friday's opening of the Sawdust Festival is their nine-week closing event, something they've worked toward all year, sweating blood and now hoping for the best.
But it's not like winding up a clock and counting the money.
It's about knowing your audience, your work, your value. It's about timing, compromise and negotiation.
And in some cases, it's about reinventing yourself.
Eleven years ago, Carrie Zeller was barely selling photos on eBay when she realized she was quickly becoming a commodity.
Now, she is in her fifth year at Sawdust because she is "taking photography to the next level," adding an interesting overlay of fused and slumped glass to the photos, some selling for almost $4,000.