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Pricing Artwork

March 9 @ 12:00 pm - 1:30 pm

The City of Alexandria’s Office of the Arts and Torpedo Factory Art Center are partnering with Latela Curatorial, a D.C.-based full-service art advisory firm, for a four-part workshop series designed to support artists, makers, and creative small businesses as they adapt for COVID-19.

Marta Staudinger, founder of Latela Curatorial, leads the free online sessions. Each begins at noon.

  • January 26: Portfolio & Outreach Tips for Artists
  • February 9: E-commerce for Artists & Makers
  • February 23: Exhibiting Art Online
  • March 9: Pricing Artwork

Content will be tailored to Alexandria, Virginia, and the broader D.C. metro area, but admission is open to the general public.

For more information or reasonable disability accommodation, contact or 703.746.5565, Virginia Relay 711.

Register Now

Session Information

Tuesday, January 26

Portfolio & Outreach Tips for Artists

Before considering how to share your artwork with the masses via selling on your own website or through other shops/galleries, there are a few essentials required to organize your art practice.

This workshop will help you get organized, better communicate what your practice is, and why it is important to support.

In this workshop you will understand how to tap into other avenues of income that do not require a website or ecommerce upkeep. You will also understand the organization required to make moving your practice into online spaces. This is the beginning step to expanding your sales funnel, increasing your art brand visibility (exhibitions, press, collections) and your sales profit.

Tuesday, February 9

E-commerce for Artists & Makers

Whether you’ve never made a website, are thinking about changing the look of your online portfolio, or expanding into e-commerce: this workshop is for you.

We will review the basic checklist of what’s needed for an artist website, what collectors and art experts look for as well as how to use metadata appropriately to work for you. This workshop also covers pros and cons to encourage you to think critically about how much to display on your website and when based on what projects you may have coming up.

Tuesday, February 23

Exhibiting Art Online

During the pandemic, artists are depending on online platforms more than ever before. This workshop will cover how you can expand your reach by participating in online exhibitions, as well as how to curate your own. You’ll receive a checklist of what to consider for platform visibility and how much engagement is required for an online exhibition to actually be effective. This workshop will briefly cover how else to funnel online audiences to your website, such as press and social media, however this is not a social media how to workshop.

Tuesday, March 9

Pricing Artwork

Not sure how to price your artwork? That is one of the trickiest marks in the book. Some artists don’t hit the sales they’d like because they’re underpricing their work and not communicating their value properly, while others may be overpricing (pricing themselves out of their market).

This workshop will cover what you need to consider to price your artwork, when you should increase your prices, how to communicate your value across your brand, and how to actually identify your market (yes, art is a market like every other business!).

About Latela Curatorial

Latela Curatorial is a full service art advisory firm and curatorial office based in Washington DC, specializing in mid-emerging women artists. LC provides contract curatorial services for a variety of organizations. Founded in 2014. In 2015, Latela Curatorial opened as a curatorial office/gallery in Brookland, which has been voted Best Commercial Art Gallery in Washington DC for four years consecutively since its opening. In 2019, LC was highlighted as one of the “5 Art Destinations Changing DC’s Creative Scene”. Passionate about supporting the arts ecosystem in the nation’s capital, LC excels in working with art collectors as well as architects/developers in an ever-gentrifying area and underrepresented art market to augment the area’s artistic currents and talents.

About Alexandria’s Office of the Arts

The Department of Recreation, Parks and Cultural Activities promotes the value of arts and culture in Alexandria by nurturing, investing in and celebrating the creative contributions of artists and arts organizations through the Office of the Arts division. By engaging the community, encouraging participation, and facilitating access to the arts, RPCA works with local artists and arts organizations to build a vibrant community for all of the City’s residents, workers and visitors. Within the division, the Events and Public Space Activation team strengthens and builds the social fabric of Alexandria. Learn more at or follow @alexartsoffice on Instagram and Twitter. Add to the conversation with #artsALX.


Photo by artxadanna via


March 9
12:00 pm - 1:30 pm
Event Tags:

Contact Us

Torpedo Factory Art Center
105 N. Union St.
Alexandria, VA 22314
Telephone: Please use the staff directory
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Modified Hours for COVID-19

Wednesday - Sunday10 am - 6 pm

Entrance and exit are via sliding doors on the Waterfront and Union Street only. No capacity limit, but masks are required for admittance and social distancing should be observed for the duration of the visit. Check Today’s Hours for expanded information.

Artists maintain their own studio hours. It's best to confirm availability before your visit.

Torpedo Factory Art Center is closed for New Year's Day, Inauguration Day, Easter, Independence Day, Thanksgiving, and Christmas.

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Torpedo Factory Art Center is part of the City of Alexandria Office of the Arts, a division of the Department of Recreation, Parks and Cultural Activities.