THE show WAS MEANT TO ATTRACT NEW ART BUYERS
TO GROW SUPPORT FOR ARTISTS IN ROCKFORD.
IT DID.
Rockford, Illinois, is a place that sometimes feels like it doesn’t deserve nice things. But on this night, it did.
Hundreds showed up to 304 Main for an art show built for everyone, especially for those who never thought they could afford original art in the first place. People ran to the doors when they opened. Within minutes, the room was packed and turned red with “sold” stickers on a majority of the artwork. 36 pieces were sold that night.
The idea was simple: make original art available to more people, and grow the amount of art buyers to directly support artists through purchase. And it worked. Most buyers were new. New to the arts culture, or new to downtown, and many new to Rockford. Just regular people, welcomed with open arms, excited to be part of something. Loving the ability to take passion home and put it on their walls.
35 PIECES WERE SOLD
Ten-year-old artist George Sletten saw all his work sell. He was floating. His grin said everything, and the veteran artists loved seeing it. His excitement matched the crowd’s energy.
And here’s the part that stuck with people: the vibe. That’s what everyone kept saying. It wasn’t just the art. 304 Main was alive. Like something rare was happening, and everybody could feel it in their chest. People talked about the art, sure. But they also talked about how it felt to be in that room.
The $304 show was built with heart. And if you walked away with a piece of art that night, you didn’t just get something to hang. You got a piece of the energy, the intention, the passion.
And maybe that’s what we need more of.
We generated over $10,000 in sales.
The $304 participating artists, not pictured is George Sletten. It was after his bedtime.
Below is the event page created for the show.
Date and time
Friday April 4, 2025· 7 - 10pm CDT
304 Main BUILDING
304 North Main Street Rockford, IL 61101
Facebook event link
Eventbrite event link
Look, art can feel intimidating.
But it really shouldn’t be. The power of art lies in convincing you it's smarter than it actually is. It is just paint on canvas stretched over some wood. Or pencil marks on paper. That's it. Its value comes in how it makes you feel… yes with more knowledge, the deeper your appreciation can be, but truly, if you like something that’s all it has to be.
No surprises.
Art shows shouldn't be places where anyone feels out of place. With this one, there are no surprises. You’ll know exactly how much each artwork costs because each one is $304 — not crazy expensive. I've made videos of every artist, so you'll get to know them before you ever walk through the door. They'll already be familiar faces, making it easier to feel welcome. You'll walk into the show already feeling like you belong. Because you do. Original art, created by some real artists. Offering work that usually sells for a lot more, for just $304.
No pretense.
Artists
Brett Whitacre
Brad Towell - Modesto Studios
Carrie Johnson
Cheria Gillespie
Drew Eurek
George Sletten
Molly Carter
Pablo Korona
Why am I doing this?
I'm trying to give back to a community that's given me so much. I've been fortunate enough to be paid for my creative ideas for over 20 years. Now, I'm bringing everything I'm good at—introducing a concept, connecting people, storytelling, and creating value—all that into this project.
