Artist alley: how to get a table and sell at conventions

What an artist alley is

An artist alley is a block of tables at a comic con or anime convention set aside for individual artists. Each artist sells work they made themselves: prints, stickers, charms, zines, comics, small originals and commissions drawn at the table. Companies, publishers and resellers buy booths in the exhibit hall instead.

Anime Expo describes its alley as a venue where amateur and semi-professional artists showcase their work, and it does not let one artist hold both an Artist Alley Table and Exhibitor Booth. The details below use Anime Expo as the worked example, because it publishes its full artist alley rules on one public page. Other comic and anime conventions run the same steps with their own dates, fees and rules, so read the page of the show you want to attend.

How the artist alley application works

Large comic and anime conventions follow a similar order. Applications open before the show, close after a set window, and the organizer then picks who gets a table.

1. Follow the convention before applications open

   Dates are announced on the convention's own site, newsletter and social accounts. Sign up for the organizer's artist newsletter if it has one, and note the date applications open.

2. Prepare a portfolio and table photos

   Organizers review your work more than your audience. Anime Expo does not base its review of social media solely on "follower count", and says applications with private accounts that cannot be reviewed, sites marked under construction, or low-resolution images are hard to consider. Have a public portfolio with clear photos of your products and, if you have one, your table display.

3. Submit one application per artist

   Anime Expo says each artist may only apply for one table. Multiple or duplicate entries will not increase your chances. The person who applies is the person who sells: helpers can join the table, but goods sold must solely be the work of the Artist that purchased the Artist Alley Table Package.

4. Wait for jury review and the lottery

   At Anime Expo, applications are reviewed by a jury of SPJA personnel before they enter a curated lottery system. Applications in violation of its policies will not be eligible for consideration in the lottery pool. Artists who are not picked are automatically added to the waitlist, so a no can still turn into a table later.

5. Pay for the table package on time

   Selected artists get a link to buy the table package within a specified timeframe. If you miss that window, the space goes to someone else. Read the refund terms before you pay: Anime Expo gives a 50% refund for any cancellations received by the cancellation deadline, and later cancellations will not receive a refund.

6. Send your permit and read the packet

   Before the show, send any documents the organizer asks for, such as a seller's permit number, and read the artist packet for load-in times, table rules and prohibited items.

What an artist alley table includes

A table package covers the space, not the display. You bring the tablecloth, risers, racks, lights, signs, stock and payment setup. Anime Expo's package is a good example of what is usually included and what limits come with it.

Plan the display for a narrow table. Vertical racks and a back banner let you show more work without crowding the front edge, and they help people see your table from the aisle.

Artist alley prices and what to budget for

Table fees are set by each convention and can change from year to year, so check the current amount in the organizer's packet or registration page.

The table fee is only one line of the budget. Before you accept a table, add up the other costs of the weekend and compare them with what you can realistically sell.

• The table package itself, plus any extra helper badge you choose to buy.
• Stock: printing prints, stickers, charms and books before the show, with enough on hand for every day of the event.
• Display: tablecloth, racks, grid walls, lights and signage you can carry and set up alone.
• Travel and lodging, which for a big city show can cost more than the table.
• Card fees on each sale, and the card reader if you do not have one.
• Sales tax you collect and later pay to the state.

Example: if your table, hotel and printing add up to a fixed amount, divide it by your average sale to see how many sales you need to break even, then decide whether that number is realistic for the show's size.

Organizer rules on fan art and original work

Fan art is common in artist alleys, and organizers draw the line in different places. Every convention publishes its own list of what may and may not be sold. Anime Expo says its alley exists to promote and celebrate original artworks by fans, and it encourages artists to focus on themes related to Japanese culture. Its written rules are specific:

• Reproduced artwork is banned: Do not trace, vectorize, copy, or otherwise alter and/or reproduce artwork that is not your own. That includes Official logos, symbols and background art.
• The sale of bootleg merchandise, grey market goods, and pseudo-merchandise is not permitted.
• Selling items that are mass-produced is prohibited in the alley.
• Proxy selling, meaning selling the works of a person who is not present, is banned. Anime Expo lists one exception: Collaborative works, such as anthologies.
• Sexually explicit or provocative material is not allowed for sale or display, including nudity, gore, and sexually suggestive material.

An organizer's rules are separate from copyright and trademark law. A show that allows fan art is not giving you a license to the characters, and rights holders can still act against infringing items. Treat the organizer's rules as the minimum, and if you plan to sell work based on someone else's characters, read up on licensing first.

Temporary sales tax permits for convention vendors

Selling taxable goods at a convention can mean registering with the tax agency of the state where the show is held, even if you only sell a few weekends a year. Some organizers check this before the show. Anime Expo says A valid California Seller’s Permit number must be submitted to its artist alley team before you can sell, that All individuals selling items in Artist Alley are required to obtain their own Seller’s Permit, and that permits with 'et al' are not accepted. Artists must keep their Seller’s Permit (original or copy) available at their respective table.

The rules differ by state. The two examples below come from the state tax agencies' own pages. Cities and counties can add their own business license or event rules, and this page is general information, not legal or tax advice. Check with the tax agency of the state where the show takes place.

After the show, file the return the state asks for and pay the tax you collected, even if the amount is small. If you sell in several states over a year, check each state's registration rules.

Card readers and payments at the table

Many buyers at a comic con expect to pay by card or phone, so plan for card payments as well as cash. A small reader that pairs with your phone is enough for one table. As one example, Square's reader for contactless and chip costs $59, and its in-person card rate is 2.6% + 15¢ on Square Free per payment.

Convention halls often have weak signal. Square lets you take payments offline, but they are declined if you do not reconnect within 24 hours of taking your first offline payment, and you are responsible for any expired, declined, or disputed payments accepted while offline. Bring a charged power bank, keep some cash for change, and post a sign with your prices and the payment methods you take.

Artist alley or comic con vendor booth

A comic con vendor booth in the exhibit hall is a different product, sold to companies, publishers and resellers. Artist alley rules like Anime Expo's ban proxy selling, bootleg goods and mass-produced items, so a seller who wants to offer licensed merchandise or other people's products would look at exhibit hall booths instead. Anime Expo does not let one artist hold both an Artist Alley Table and Exhibitor Booth.

If you sell only your own work and want to meet fans directly, the alley is usually the better fit. Compare the organizer's rules and prices for both before you apply.

Where Nation fits

Questions about artist alley