Supporting Individual Artists Coffee Chat: Creative Pricing Strategies for Artists

Recorded On: 04/02/2020


About this Coffee Chat

Americans for the Arts is excited to bring you a monthly series of informal discussions about supporting individual artists. As part of Americans for the Arts ongoing program, Arts Administrators Essentials: Supporting Individual Artists, these monthly "Coffee Chats" are your opportunity to hear from individuals and organizations in the arts and culture field that support individual artists as part of their everyday work. Each month, we will bring you a new topic to support your work with artists. Our topic for April 2020 will be about pricing strategies for artists.

Talking about price is a challenge for any entrepreneur – And for a creative entrepreneur, it can be especially challenging. How can we even begin to set prices for work or time? It turns out, it’s not as hard as it seems. Four factors—cost, competition, customers, and competencies—affect the price for a creative entrepreneur’s work or time. 

Join Elaine Grogan Luttrull, Found of Minerva Financial Arts, for an interactive workshop where she will outline the science behind each factor and share hands-on activities to use in building a pricing strategy that captures the real value of an artist’s work or time.

This project is supported in part by the Emily Hall Tremaine Foundation.


Elaine Grogan Luttrull, CPA-PFS, AFC®

Founder, Minerva Financial Arts

Elaine Grogan Luttrull, CPA-PFS, AFC® is the founder of Minerva Financial Arts, a company devoted to building financial literacy and empowerment in creative individuals and organizations. 

She leads workshops around the country for groups as varied as the DeVos Institute of Arts Management, Americans for the Arts, the Arts & Business Councils of New York and Greater Boston, the College Art Association, Playwrights of New York, the Lark Play Development Center, Theatre Communications Group, and Pew Center for Arts & Heritage, and the Whitney Museum for American Art. She also works with colleges and universities to offer guest lectures on financial topics. Hosts of Elaine’s collegiate programs include the Juilliard School, the New England Conservatory of Music, Rhode Island School of Design, the Cleveland Institute of Music, and Millikin University. Elaine also works with state arts councils including the Ohio Arts Council, the Indiana Arts Commission, the Kentucky Arts Council, Delaware Division of the Arts, and the Broward County Cultural Division to offer programming for individual artists in those states. Lastly, Elaine partners with funders including Creative Capital, the Pew Center for Arts & Heritage, and the Tamarack Foundation, and the Joan Mitchell Foundation to provide ongoing support for recipients of these awards.

Elaine teaches at the Columbus College of Art & Design, where she served as the Department Head for Business & Entrepreneurship from 2014-2018. Previously, Elaine served as the Director of Financial Analysis for The Juilliard School and in the Transaction Advisory Services practice of Ernst & Young in New York.

Elaine is the author of Arts & Numbers (Agate, B2 2013), and she contributed regularly to Professional Artist magazine. She is based in Columbus, Ohio where she serves on the boards of the Short North Alliance and Healing Broken Circles. She serves on the Advisory Board of Besa, and she volunteers weekly with the AFCPE to teach a financial literacy course in the Marion Correctional Institute. Previous board service includes Social Ventures and the Financial Therapy Association. 


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