The 1998 Fall Brimfield Market

by Paul Norton

The opening of the September 1998 Brimfield Antique shows went off without any visible problems. Fields opened at their posted times. Monday pre-show business was evident despite town regulations. Clear weather existed all week excepting Hertan's opening on Wednesday. Fire, Police and Emergency services were evident and in force. This show had some changes with personnel from the Sheriff's Department bowing out. A detachment made up of officers from surrounding towns and Brimfield kept traffic flowing on Rt. 20, the main thoroughfare through the market. The choreographic directions of Officer Scott McCarthy from Wales, MA., has entertained attendees at numerous shows. One arrest for theft was reported with a remarkably peaceful business climate. Safety issues in
close quarters have been addressed by promoters and have resulted in less accidents and incidents. Extra security at show openings was visible to keep crowds moving at a reasonable pace.

During the course of the week, 21 different shows opened from Tuesday through Friday when J & J Promotions opened their two day show on the site of theoriginal and first Brimfield show over 35 years ago. Some promoters are expanding services. Shipping services were available on-site at Hopfe-James' North Field.  Permanent food services were noted there. Indeed, throughout Brimfield, food choices are adequate from salad to ribs to Italian with Franchesco's Restaurant located in the middle of Antique Heaven frequented by many "hard driven antiquers" during the week.

Field security was a topic of discussion, with some fields doing a better job than others. Overnight vacancies when merchandise is commonly left behind, seems to be enough of a concern for one promoter to consider a fence and paid admission. Rate hike increases for 1999 in one field prompted some protest. Patricia Waite at
Central Park created an aesthetically pleasing display of flowers and green grass outside her office. Her love of plants was transplanted to the show for all to enjoy, providing a park bench to weary show goers. The only diner in Brimfield at Sheltons offers an unofficial 2-seat capacity with a few years waiting list.

So how are Internet auction services impacting Brimfield? Ebay had a promotional tent outside Heart-O-The-Mart. ArtFact and Skybid also distributed information. Dealers spoke passionately about the opportunities with multitudes already on the "Wild World Web", as it's been coined by some. A dealer at The Meadows was emphatic; "they all have their heads in the sand," when describing long time dealers who haven't experienced successes in sales and who dismiss the impact to the antique show business. Referring to the computer auction houses, one dealer at J & J's pointed to his neighbor who was up until 2 a.m. the night before the show answering email and checking items. On-line database services distributed material at the shows. More and more dealers are on the Web with pages offering their stock to the world; making access to markets easier and less expensive to buyers.

In this writer's opinion the computer can't replace the thrill of the chase, the opening rush of a show, and the interaction of passing on merchan- dise hand to hand.

There is some confusion around how many vendors set-up at Brimfield during the week. Carol Delnegro, the Flea Market coordinator with the Town of Brimfield issued approximately 4,000 permits for the September show. The exact amount issued will be available later with previous shows running between 3,000 and 3,800. Owner/Operators submit only those permits sold this year at $20 each. Accepted in the trade as the largest Antiques and Collectibles outdoor market in the world, a proper count of dealers through the permit process appears adequate even though not 100% flawless. A brief outline of town rules verified by Carol Delnegro:

1. Each vendor is required to have on their first location space the permit obtained from that owner/operator.
2. Permits cannot be resold and follow the vendor to other locations during the week (one permit per week per dealer)
3. Vendors with spaces at different flea markets (shows) operating at the same time require a permit at each space.
4. Separate vendors in each space (booth sharing) requires more than one permit.
5. A Permit Checking Officer verifies on display the "Individual Flea Market Vendor Permit."
Although I haven't spoke to all the promoters, the following described their procedures:

According to Dan Moriarity from "Heart-O-The-Mart" the show contract provides for dealers to check need or not need of a permit, separating the permit fee from space rent. Permits are distributed prior to the show opening Wednesday morning. Jeanne Hertan's show also distributes the permit prior to the show opening. Colleen James from Hopfe James shows, acknowledged the permit in the show package mailed to dealers prior to the show. It's unclear as to how many dealers are not aware of the permit rules and either; 1. Purchase more than one permit during the week while moving from field to field or 2. Not purchasing a permit when sharing a booth. The total sum of the fees go directly to the Town of Brimfield.

I was surprised to learn expenses for Fire, Police and Emergency services are prorated and paid separately by promoters based on the number of spaces sold each day and not on the number of permits sold. This is an added expense adjusted after each show based on estimates given in January of each year. Carol Delnegro is available 8 hours daily at the Brimfield Town Hall during the week of the shows to assist dealers who misplace or lose permits. By tracking the permit to the original promoter the permit number is obtained. As for the estimated numbers of show goers at Brimfield. Carol indicated a half million yearly or over 100 K per show week. These seem to be in keeping with my own estimates. Carol pointed to the total impact of the show on the economy at 31 million dollars based on a report by Quaboag Valley Chamber of Commerce in 1993 - then at 20 million dollars.

Even as the internet communication era dawns in the antiques trade, printed information and promotional material has its place at all major shows. Approximately 60,000 copies of trade publications were distributed at the September show. About 20 different trades appeared with one West Coast publication present. The September show brought more realistic totals shipped to Brimfield, to the pleasure of field operators not having to deal with the waste. However, well over 70% of a New York publication lay dormant at the end of the shows. It's pretty evident that advertisers expect trades who bring their message to Brimfield to get it out to the show goers. Most dealers I spoke with in Brimfield were upbeat to stay on next year despite lower sales figures, as the show fits into their overall business of picking new stock and maintaining trade contacts. A shorter more wholesale show with an increased tourist and "fair-going" market was noted. Many first time dealers were present, learning much the same way as dealers did 35 years ago about set-up considerations. More collectibles' vendors were present. More fair/tourist items were being sold, especially late in the week, extending shows until Sunday on Rt. 20. A long time antique dealer across from Heart-O-the-Mart indicated a possible future with a food concession expanding from his Hydrangea blooms and assorted trinkets on display Sunday. Most all promoters have strict rules regarding merchandise limited to authentic antiques and collectibles.

Entrance fees and parking fees at most fields held constant throughout Brimfield, offering a "day out" still affordable to many locals as well as the seasoned world trader. On the WWW, brimfield-antiqueshow.com offers a directory of shows, a separate web page by Heart-O-The-Mart, and many tourist and accommodation sites. Included is a site by Q.V. Chamber of Commerce listing the 21 shows and info. According to Eric Persan, Executive Vice-President, the site will expand in 1999. The number of phone calls requesting information were up for the September show.

Wayne B. Hodges, President of brimfieldshow.com documented over 11 thousand hits, including requests from China, Russia and Australia since his site's creation in April of this year. The service includes online weather and traffic updates during the show. According to Mr. Hodges, when efficient video technology becomes
available, cost effective video "streaming" may bring the excitement of the Brimfield markets to the world.

Mays Antique Market plans a web site over the winter. Look for it on the WWW. Brimfield, known world wide for the quality of merchandise and the ease of shopping will continue to attract shoppers into the millennium. The next show opens on Tuesday, May 11, 1999.