International affair

The Art-A-Fair will reinvent itself this year as an Italian affair.

The Venetian Carnival theme is aimed at showing off Art-A-Fair’s distinction as the only international summer festival in Laguna.

The property’s entryway will be revamped in time for the festival’s June 29 opening, and artists have been asked to work the theme into their offerings and booth designs in creating “Palazzo Laguna.”

“They never had a theme before,” said Vicki Burkhard, the festival’s vice president of marketing and brain behind the transformation.

Burkhard noticed this lack of a common theme — and visitors — while spending time at the festival last summer.

She said that exhibitors would talk at the end of each season about changes that should be made before the next show, but then scattered to the winds, forgetting about each other and their big ideas.

So she made several suggestions for improvement, and was later asked by the festival board to consider a more prominent role.

Her ideas stuck. This year’s event will be themed “See the World Through an Artist’s Eyes.”

Several exhibitors even took a trip to Italy after last year’s show.

“They will surprise visitors with what they’re going to do,” Burkhard said. “They are really inspired by the theme.”

Other changes at the Art-A-Fair, which ushers in its 41st season this year, include the addition of a season-long silent auction (which includes airfare to Italy) and a courtyard area where patrons may take in operatic arias, Latin grooves and jazz.

Martinis and margarita specials will be served in the nearby gazebo on select days.

Burkhard spends her days marketing for a software company.

“This is my second full-time job,” she said of the festival.

Since her election last September, Burkhard has put many hours into her new volunteer post.

Local public relations guru Leslie Cunningham was added to the team, and Swiss-born exhibitor Johann Ulrich became responsible for bringing Burkhard’s vision to life.

“As a whole team, we were able to pull it off,” Burkhard said.

Ulrich designed signage and festive displays, and revamped the ticket booth and other areas to reflect the new theme.

“When it’s finished, you’ll think it’s Venice,” Ulrich said, gesturing around the grounds.

Ulrich’s signage is not typical for Laguna; it looks more like what one would find on a high-fashion article of clothing.

But it’s fitting, given that Ulrich is a former high fashion photographer and designer.

“He’s always 10 years ahead of everybody,” Burkhard said.

The addition of murals further enhances the Art-A-Fair’s grounds.

Outside the front entrance, signage and a workshop tent are geared at attracting drive- and walk-by visitors.

Venetian mask painting is joined by other free workshops this season, including watercolor, face and gourd painting; craft and gift making; jewelry design; comic drawing and clay figure making.

As the festival’s advertising budget is not extravagant, it relies on word-of-mouth marketing to garner attention.

A recent piece in an Egyptian lifestyle magazine has raised hopes of more international visitors this year.

Large carnival mask displays will advertise the day’s activities and entertainment, and vendors will offer their own mask designs and other related pieces.

The festival had a 28% increase in submissions this year, and Burkhard said the artists’ excitement is palpable.

“This year, we’re able to inspire them,” Burkhard said.

They plan to keep the Venetian theme for at least three years.

But for now, the grounds are a flurry of activity, with exhibitors and staff hurrying to add the finishing touches before Monday’s artist preview night.

“It’s very stressful right now,” Burkhard said with a smile. “There are a lot of things to be done, but it’s going to be nice.”

With 125 artists exhibiting, the Art-A-Fair will run from June 29 to Sept. 2. Hours are 10 a.m. to 9 p.m. Sunday through Thursday, and 10 a.m. to 10 p.m. Friday and Saturday.

Admission is $7 for adults, $3.50 for seniors and military, and $3.50 per person for groups of 20 or more. Children aged 12 and under receive free admission when with an adult.

For more information, call (949) 415-4514 or visit www.art-a-fair.com.