Rustic Artist Adds Marketing Tools

LEXINGTON, NY –   Judd Weisberg – a rustic designer, teacher and custom furniture builder– recently completed a project to improve his company’s ability to attract new customers. The project was funded, in part, through a federal grant administered by the Watershed Agricultural Council’s (WAC) Forestry Program.

“One of the main goals of the watershed forestry grants program was to provide incentives that improve markets for locally-made forest products,” states Collin Miller, a Wood Utilization Specialist at the WAC.

From his studio in Lexington, Weisberg assembles a variety of branches, burls and roots shaped by nature into a variety of products from tables, chairs and mirrors to sculptures, railings, and stage settings. Operating under the name Judd Weisberg Designs, this small business has carved out a special niche in the world of rustic.

Juried craft shows, like the Rustic Fair, held annually in September at the Adirondack Museum in Blue Mountain Lake, NY, are where Weisberg generates a large share of annual sales by taking custom orders and selling pre-built work. However, he complained that the complex arrangement of his work was making transporting the booth to shows, setting-up and taking-down a real pain.

“I was using a small Chevy Blazer and a hand-built booth that was fairly labor intensive.” Weisberg said, “Since I do about three or four shows like this in a year, it was very taxing on the body.”

With grant funds awarded through a competitive application process in 2007, Weisberg purchased a new booth, a custom-detailed box trailer and hired another Lexington businessman, John Sturman of Blue Moon Farm, to generate key promotional items including a full-color leaflet and CD-ROM business card showcasing a portfolio of Weisberg’s creations.

Weisberg’s designs are inspired by the natural meanders of Catskill Mountain streams and he often uses weathered driftwood salvaged from shorelines of the region’s waterways. To this end, he would like to coordinate an effort with other artists to petition the NYC DEP to allow for organized reservoir driftwood clean-up so the material collected and usually burned or chipped can be put toward good economic use for area artists.

“This abundant waste-wood build up is a nuisance for operations crews.” stated Weisberg. “There are many craftspeople that could benefit from allowing safe and controlled access to this resource.”

Weisberg is one of over 70 wood-based businesses that participate in Catskill WoodNet to promote their products and share marketing resources. He is also a New York State Licensed Fly Fishing Guide and Instructor and has considerable knowledge regarding the best trout hot spots on the Upper Delaware.

When the flies aren’t hatching on a nearby trout stream, Weisberg can be found in his woodworking studio or by contacting him at (518) 989-6583. To visit his on-line catalog, log onto www.juddworks.com.