ZAPP® Conference 2010

Clayton - Saint Louis, Missouri
Sunday, September 12, 2010

ZAPP® Conference 2010
Sunday, September 12, 2010 2:00 PM -
Tuesday, September 14, 2010 5:00 PM (Central Time)

Sheraton Clayton Plaza
(314) 863-0400
7730 Bonhomme Avenue
Clayton - Saint Louis, Missouri 63105

Map and Directions

The second annual ZAPP® Conference will take place Monday, September 13, and Tuesday, September 14, 2010, in St. Louis, Missouri, at the Sheraton Clayton Plaza hotel. The ZAPP® Conference is the only one of its kind, bringing together artists and event administrators who use the ZAPP® system. The conference conveniently takes place between the Saint Louis Art Fair (September 10-12) and the International Festivals and Events Association (IFEA) 2010 Conference (September 15-17). For those in town following the Saint Louis Art Fair and everyone arriving on Sunday for the ZAPP® Conference, a special informal social gathering is planned for early evening on Sunday, September 12. More details to come.

The 2010 ZAPP® conference will feature sessions about the future of art fairs and festivals with artists, event directors, art show staff, the ZAPP® team, and others. Panel sessions and training workshops will be led by experts in the arts community and beyond. Topics to be presented include: The global arts market and international marketing strategies, adopting new tools and technologies, image formatting images for superior jury presentation, best jury practices, and strategies for increasing exposure for artists and events. The ZAPP® conference will also connect the broader field of arts policy with the art fair field by hosting a symposium in which an expert panel who will discuss art fairs in the context of national cultural policy. The two-day conference is sponsored by the Western States Arts Federation (WESTAF), the managing organization of the ZAPP® system.

The early-bird registration rate is $265 per person for all conference registrations received on or before August 13, 2010. The regular rate is $315 per person and will become effective August 14.  There is a special rate of $85 for those who wish to only attend the session presented by Bruce Baker and Larry Berman.

The ZAPP® system grew out of a non-profit partnership of between eight major arts festivals and WESTAF, and has been praised by both art festival administrators and artists alike. ZAPP® allows artists to apply online to art festivals and allows art festivals to manage their application, administration, and jury processes online. Since its launch in 2004, ZAPP® has become the premier internet art festival tool - serving over 400 events and 60,000 artists.

The ZAPP® system is owned by a partnership of eight art shows and managed by the Western States Arts Federation (WESTAF). WESTAF is a non-profit arts service organization dedicated to the creative advancement and preservation of the arts. WESTAF fulfills its mission to strengthen the financial, organizational, and policy infrastructure of the arts in the West by engaging in arts-policy research and state arts agency development, developing innovative programs, providing a variety of services, and supporting programming for artists and arts organizations. Additionally, WESTAF regularly convenes experts and leaders to address critical issues affecting arts and culture. Founded in 1974, WESTAF is the largest of six regional arts organizations in the United States and is proud to have several artists on staff.


Conference Presenter Biographies:

Terry Adams:
Since February of 2001, Terry Adams has been the executive director of the Cherry Creek Arts Festival (CCAF). The festival, celebrating its 20th anniversary in July 2010, is Colorado's signature celebration of the visual, culinary and performing arts. Over 350,000 patrons come to CCAF each year.

Following graduation from the University of Arizona, Adams dedicated 15 years to the Up With People organization.  His years at Up With People provided a range of experience from traveling with the international performing groups to working in all aspects of cast management. As director of special events, Adams managed several national and international events including: Super Bowl XXV Pre-game Show (Tampa, Florida), World League of American Football Opening Ceremonies (Frankfurt, Germany), World Ice Hockey Championships (Stockholm, Sweden) and Super Bowl XXIV Corporate Pre-game Gala (New Orleans, Louisiana).

Leah Alters: Leah Alters is the director of the Columbus Arts Festival, produced by the Greater Columbus Arts Council. Prior to joining the GCAC, Alters was the executive director of two non-profit organizations in Wausau, Wisconsin. Wausau Area Events, Inc., produces over 13 events each year; the River District Main Street Wausau, Inc., is an organization helping to revitalize downtown Wausau. Prior to leading these efforts she worked at the Uptown Association--producers of the Uptown Art Fair and the City of Lakes Loppet ski festival.

Alters has a bachelors degree from Minnesota State University, Mankato and also holds certifications from the University of Minnesota, Rutgers Business School, and the University of Wisconsin Stevens Point.

Bruce Baker: Bruce Baker has lead over 600 workshops throughout the United States,Canada, The Bahamas and the Dominican Republic in the last twenty years. He speaks on a variety of direct marketing related topics such as display, sales and the jury process.  Baker has a special talent for making his workshops relevant to the audience needs.  Those who have taken his workshops report phenomenal success at getting into better shows consistently. Currently he and his wife, Nancie, own Sweet Cecily, which features folk art and fine crafts. When Baker is not on the road consulting he works as a jeweler.   Baker has served as the secretary of the American Craft Council; he served on the board of the Arts Institute for 13 years.  He is a contributing editor to “The Crafts Report” and writes a regular column on the subjects of booth design, craft merchandising and sales.  His workshops are lively, entertaining and motivational.

Larry Berman:
Larry Berman's career in photography spans over 35 years, beginning as a staff photographer for the New York Nets basketball team in the mid 1970s. His original photographs have been exhibited at art shows for over 30 years. He is active on numerous forums where he answers questions about photography, digital imaging and art shows. Berman is also involved in beta testing for Adobe Photoshop. Shooting exclusively digital for the past ten years, his current digital photo art has been featured in the best selling book "Mastering Digital Printing" and in "Art Business News". He also writes about photography and imaging technology for Shutterbug Magazine. In the past six years, Berman has improved digital jury images for over 2,500 artists and now also photographs artwork for artists. He comes highly recommended by the art shows and artists for both his computer/Photoshop skills and his understanding of the art show application process. And for artists who may have attended Larry's workshop in the past, this year he's introducing all new before and after example photos.

Shary Brown:
In 2009, Shary Brown retired from her position as the executive director of the Ann Arbor Street Art Fair, the Original. The former art fair director of The Guild of Artists and Artisans, Brown produced three fairs annually including the Ann Arbor Summer Art Fair. Born and raised in Ann Arbor, Brown is a third generation townie, graduating from the Ann Arbor Public Schools and the University of Michigan. In addition to running a non-profit organization, she has been a board member for a number of other non-profit organizations, most recently as a founding member of the Arts Alliance.  In November of 2009, she traveled to Japan with a delegation of American artists for the Yokohama International Open-Air Art Fair.  Her latest project is working with FestiFools, a non-profit University of Michigan-community public art event, held annually around April Fools Day.

Jessi Cerutti:
A lifelong resident of Saint Louis, Missouri, Jessi Cerutti explores personal memory and local history through printmaking and fiber arts.  She began studying printmaking in 2002, completed her BFA at the University of Missouri, Saint Louis in 2005 and is currently an MFA candidate at Southern Illinois University, Edwardsville.  Her work has been shown nationwide in juried exhibitions and she has been involved in several DIY projects, including galleries in alternative spaces and the Rock n Roll Craft Show, of which she is vendor, organizer, co-founder and vice president. 

Angela Cozby:
Angela Cozby received a B.S in Liberal Arts from the University of Central Oklahoma. Her main focus of study was art history and business. Upon graduation, Cozby curated several exhibits at the Oklahoma State Capitol while managing the prominent Oklahoma State Art Collection. In 2008, she accepted the position of festival of the arts director for the Arts Council of Oklahoma City. Since 1967, the Festival of the Arts has been Oklahoma City’s rite of spring. Each year 750,000 people attend the 6 day community celebration of the visual arts, performing arts, and culinary arts. As director, Cozby is responsible for planning and implementing all aspects of the event. Cozby says, “I am fortunate to serve as the Festival of the Arts Director because I have the opportunity to dedicate myself to improving the quality of life and strengthening community cohesiveness through the arts.” Cozby’s Go Green Initiative for the festival received an Environmental Excellence Award from Keep Oklahoma Beautiful. She was voted as one of Oklahoma’s top 40 under 40 business people by OKCBiz and by Oklahoma Magazine. She is a member of Leadership Oklahoma City and devotes her free time to local arts and animal welfare related charities. 

Len Edgerly:
Len Edgerly, a graduate of Harvard College and the Harvard Business School, is an early adopter of technology and proud of it. From Rocket eBooks to iPads, he can’t help being one of the first to get his hands on the next great tech gadget. He’s also a published poet with a Master of Fine Arts degree in creative writing from Bennington College. So when he shares his passion for tech and Internet tools with audiences, he avoids techno-babble and speaks the language of arts and business. He has turned the latest innovations in technology into useful and entertaining sessions for the Hawai’i State Foundation on Culture and the Arts, the Montana Arts Council, and the Arts Foundation of Cape Cod.

Before retiring from his work as a natural gas company executive, he worked as a business journalist and lobbyist. He has served as a board member of the Denver Commission on Cultural Affairs and the New England Foundation for the Arts, and he is a past chair of WESTAF. For the past two years, he has hosted The Kindle Chronicles, a weekly podcast about e-books that has been downloaded more than 200,000 times. He and his wife divide their time between downtown Denver and Cambridge, Massachusetts.

Marguerite Esrock:
Marguerite (Margue) Esrock is the director of the St. James Court Art Show in Louisville, which will celebrate its 54th anniversary this year. She has spent the past seven years working for the Art Show. Esrock graduated from The University of Kansas in 1989 with a degree in advertising and a minor in graphic design. Previously, she worked as a production manager with advertising agencies in Kansas City, Toledo, and in Louisville. Her marketing and advertising experience also includes working for two art education companies. Esrock moved to Kentucky in 1995 when her husband took a job as a Professor in the Department of Communication at The University of Louisville.  Esrock balances her duties as Show Director with her other favorite activity - being a mother; she has an 13 year old daughter and 10 year old son.

Stephen M. King:
Stephen M. King is the executive director of Downtown Events Group (DEG) and Des Moines Arts Festival® in Des Moines, Iowa. King is an award-winning professional with more than 20 years experience developing and guiding a variety of programs in special event, festival, nonprofit, educational, and administrative environments. At DEG, King leads a team that produces the venerated Des Moines Arts Festival®, U.S. Cellular World Food Festival, Holiday Lights Des Moines, Skywalk Golf, GuideOne ImaginEve! and the 27-week Downtown Farmers’ Market. Projects throughout his career in events have garnered over 120 industry awards from the likes of the International Festivals and Events Association and the International Downtown Association.

King came to Des Moines after serving as the president/CEO of Celebrate Fairfax, Inc. in Northern Virginia. Before that he was the director of the festivals and events division of Downtown Fort Worth, Inc. in Fort Worth, Texas where he produced the MAIN ST. Fort Worth Arts Festival. King is an active member within the festivals and events industry. He is currently on the board of directors for the National Association of Independent Artists, past chair of the Visual Arts Affinity Group for the International Festivals and Events Association.

Elaine Kroening: Elaine Kroening has been the executive director of Positively Pewaukee, a nonprofit which is part of the Wisconsin Main Street Program and the National Trust for Historic Preservation, for eight years.  Her organization is dedicated to building community and preserving their downtown through marketing, events and economic development.

Prior to this position, Kroening was the director of marketing and communications for the Volunteer Center of Waukesha County.  Kroening is past President of the Wisconsin Main Street Alliance and attended Carroll University in Waukesha, Wisconsin studying marketing and nonprofit management.

Cindy Lerick:
Cindy Lerick joined Cultural Festivals (producers of the Saint Louis Art Fair and Big Read Festival) as the executive director/president in January of 2009.  Prior to her appointment in Saint Louis, she was the executive director of the Uptown Association and the Uptown Art Fair in Minneapolis and has also co-produced the MAIN STREET Fort Worth Arts Festival. She was recognized by the National Association of Independent Artists (NAIA) in 2007 with the Mo Dana Award; an award presented by artists to recognize outstanding contributions to the industry by an art fair director. She is currently on the IFEA Foundation Board.

Reed McMillan:
Reed McMillan is currently director of The Artist Project New York, a new platform for unrepresented artists to present and sell their work in New York City.  Prior to this, he was the sales director for the Architectural Digest Home Design Show and executive business director at the Ana Tzarev Gallery in New York City.  From 2004-07, McMillan was the shows director for the American Craft Council where he was responsible for the Council’s wholesale and retail craft show program as well as marketing and communications.  Prior to his work with the Council, Reed was vice president of sales for The Artful Home, a sourcebook publisher and online retailer based in Madison, Wis.  Throughout his career, he has advised numerous artists as well as art and design start-ups on sales and marketing strategies.  He is a graduate of the University of Wisconsin, Madison, holding a B.S. degree in interior design and an M.S. in interior environments.  He currently resides in New York City where he maintains close ties to the art and design communities.  

Doug Michaels: Doug Michaels founded ZipTek Services with his brother in July of 1996.  In 14 years, ZipTek Services has grown from a two person company specializing in data processing to a 25 person direct mail powerhouse occupying a 15,000 square foot facility that offers all of the latest in offset printing, data processing, digital printing, and mail processing technologies.
Doug is able to assist clients in fulfilling their direct mail vision by bringing hands-on knowledge in the areas of Post Office regulations, graphic design, direct marketing, pre-press, offset printing, digital printing, and mail processing equipment.

ZipTek Services is a client focused, solutions oriented printing and direct mail company.  With a full suite of offset printing, digital printing, and mailing equipment, as well as extensive experience with highly personalized, data intensive campaigns, ZipTek Services is ready for any project their clients dream up.

Lawrence W. Oliverson: Larry Oliverson has an extensive background in the world of art festivals. As an exhibitor, he is an internationally active artist whose fine art medium is photography. By invitation, he has traveled three times to Cuba to work with the Cuban photographic community. In 2009, he consulted with IACP, the nonprofit producer of the first Yokohama International Open-Air Art Fair and was one of twelve North American artists invited to Japan to exhibit at the fair. He also was the keynote speaker at that event. Oliverson has exhibited for more than 30 years and his photographs are included in museum, corporate, and private collections throughout the United States.

On the production side of art festivals, Oliverson has served as co-chair of the Lakefront Festival of Arts, one of the premier art festivals in the country which is held on the grounds of the Milwaukee Art Museum. He currently is president of the Friends of Art, the organization that produces the Lakefront Festival of Arts and also serves on the board of trustees of the Milwaukee Art Museum. In addition, Oliverson has served the art community as one of the founders, a board member, and President of the National Association of Independent Artists. He initiated and organized the early Director Conferences sponsored by NAIA and has been a presenter at the International Festivals and Events Association. Oliverson has served as both judge and juror and has been an advisor and consultant to numerous events on most aspects of show production including relocation, layout, scheduling, and the needs of artists.

Teresa Saborsky: Teresa Saborsky, stone sculptor and President of the National Association of Independent Artists, worked as a geologist and geochemist for Conoco Oil Company in her previous life.   Saborsky pursued her passion for art and love of stone once her children began school, by picking up a chisel and hammer and creating functional sculptures, which she sold through private brokers and “word of mouth."   Saborsky is relatively new to the art show industry, putting up her first tent eight years ago. Her work has grown and, though still primarily a stone sculptor, has expanded her materials to include forged metal and wood, often combining all three materials in her work.

Saborsky joined the National Association of Independent Artists after her second art show in order to learn more about the industry and network with other artists. She was appointed to the board of directors to fill a vacancy at the end of 2007, elected to a full term in 2008, and   became the chairman of the board of directors in February of 2010. Saborsky has served as communications chair, working extensively to distribute and promote NAIA’s newspaper, The Independent Artist, and has helped produce the NAIA Director/Artist Conferences. As NAIA’s chair, Saborksy is currently engaged in exciting new projects to continue the organization’s goals to further improve and promote the industry of art shows.

Steven Wood Schmader: Steven Wood Schmader, CFEE, is the President & CEO of the International Festivals & Events Association (IFEA), which celebrates 55 years as the “Premiere Association Supporting and Enabling Festival & Event Professionals Worldwide” in 2010.

Schmader took the helm of the IFEA in May of 2001, moving the world headquarters of the organization to Boise, Idaho, in the United States. Despite the unexpected events of 9/11/01, which forced the first postponement of the IFEA annual convention since its founding in 1956, and an uncertain economy with industry-wide impact, Schmader   succeeded in moving the organization forward, taking the association’s publications, conventions, web site, benefits, programs, partnerships, international affiliations, and member service to new levels, while laying the foundation to ensure future stability and outreach.

Previously, Schmader served for 11 years as the President of the original Boise River Festival, which he started from scratch in 1991 and grew to include the support of more than 750 sponsors and 4000 volunteers. The festival featured more than 400 events and reached an aggregate attendance of more than 1 million.  Under his leadership, the Boise River Festival gained recognition as "One of the Top 100 Events in North America"; "One of the Top 40 Events in the Country";  "One of the Top 10 Summer Festivals in the United States", “One of the Top 10 Parades in the United States” and the “Best (Hot-Air) Ballooning Event in the United States”.

Simultaneously, Schmader founded and served as President for NCAA college football’s “Humanitarian Bowl” from its creation in 1997 through 1999. In 1999, the Humanitarian Bowl played to a sold out stadium and received the highest television rating for a bowl game (to that date) in the history of the espn2 network.

R. Tony Smith: R. Tony Smith has worked for the Cherry Creek Arts Festival team since October 2000. His love of special events officially began with his cast and choreography experience at the 1996 Atlanta Summer Olympics Games Opening and Closing Ceremonies. His myriad of professional special event experiences vary between parade production--with Argonne Parades of Atlanta, the Centennial Olympic Games, and his work as the special events manager for the City of Gatlinburg, Tennessee--to many volunteer & professional consulting services for festivals and events. Due to these experiences, Smith describes himself as, “A specialist in the art and business of celebration." 

His board of director, volunteer and consulting service history includes the Colorado Festivals and Events Association, Denver Center for Performing Arts, Governor’s Council for Physical Fitness, Colorado Dragon Boat Festival, Colorado AIDS Project, Downtown Denver Parade of Lights, Denver Pridefest, AYUSA Global Youth Exchange and the LoDo Alley Cat Arts Festival. Smith’s other life passions include volleyball, yoga, scuba diving, weight training, visual & performing arts, auto design, international travel & culture.

Kimberly A. Stoilis:
Kimberly (Kim) A. Stoilis is executive director of the Houston-based Art Colony Association, producer of the nationally ranked Bayou City Art Festival Memorial Park (March) and Bayou City Art Festival Downtown (October.)  She oversees the sponsorships, budgets and charity partnerships of both festivals, manages marketing and program staff, cultivates and coordinates relationships with artists (300 per festival) and volunteers (1,300 per festival), as well as handles the logistical planning of the festivals, which together attract more than 60,000 patrons per year.

Since joining the Art Colony Association three years ago, Stoilis has helped bring Bayou City Art Festival attendance and revenues to record high levels, which translates into record-breaking financial contributions to 17 local Nonprofit Partner organizations (more than $250,000 in 2009.)  A recipient of the Houston Business Journal’s prestigious 2009 “40 Under 40” Award, Stoilis also has helped raise the image and visibility of the Bayou City Art Festivals to an international level, with their earning two Gold Pinnacle Awards and one Silver Award from the International Festival & Events Association in 2008 and 2009 and #3 Art Festival ranking in the U.S. this year by the readers of AmericanStyle Magazine.

Stoilis holds a bachelors degree in communication-journalism and art history from the University of Houston.  Her studio concentration was in sculpture and photography.  She also studied music at Wharton County Junior College, where she received a full scholarship.

András Szántó: András Szántó is a writer, researcher, and consultant whose work spans the worlds of art, media, and cultural affairs. He is a Senior Lecturer in art business at the Sotheby’s Institute of Art in New York. He is the former Director of the National Arts Journalism Program at Columbia University, where has has also directed the NEA Arts Journalism Institute. He has been a Visiting Critic at the American Academy in Rome, a Visiting Senior Fellow at the Center for Arts and Culture in Washington, DC, and Research Affiliate of the Center for Arts and Cultural Policy Studies at Princeton University. The co-author and editor of five books and numerous research reports, his journalism has appeared in The New York Times, Artforum, The Los Angeles Times, Architecture, I.D., Museum Practice, and many other publications. He is co-founder of, the international website on art-world affairs, a contributing editor for The Art Newspaper, and the former editor of the journals ARTicles and Reflections. He is co-author of A Portrait of the Visual Arts: Meeting the Challenges of a New Era, the influential 2005 RAND study on the art world. As a cultural consultant, he has served as an advisor on strategy, marketing, communications, and programs to foundations and cultural organizations in the U.S. and overseas. Born in Budapest, Szántó, who holds a Ph.D. in sociology from Columbia, has lectured in universities and cultural institutions around the world. 

Nora Vandivort:
Nora Vandivort was born and raised in St. Louis.  With a BA in Media Communications and an emphasis in Film Theory from Webster University, she moved to Chicago for a few years to help the set up and opening of two Landmark Theatres.  Currently she is a buyer and manager of a local jewelry and gift store,  Phoenix Rising, in which she runs day to day business, travels to gift shows, is on the board of directors for the Loop Special Business District and organizes neighborhood events.  Vandivort also does the bookkeeping for a local farming property company.  She is the treasurer and director of business affairs for the Rock N Roll Craft Show and has been participating in and planning shows since 2006.


Contact Information

  • Phone: 303.629.1166, Email:

Payment Instructions

  • Registration Rates:
    $265 per person on or before August 13, 2010.
    $315 per person after August 13. 
    $85 for the Bruce Baker and Larry Berman session only.

    All payments must be made through this regonline site via credit card.
    Checks will not be accepted.
    Please direct any payment questions to the attention of Leah Charney via e-mail:


    Conference registrations that are canceled on/before August 13th will receive a 50% refund of the fees.
    No refunds will be given for any cancellations made on/after August 14th.

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