Crazy for Crafts, an Interview with Lisa Maxwell of Work*Shop

How did Work*Shop come to fruition?

The idea for the shop had been brewing for a couple of months as a "wouldn't it be neat?" sort of thing. But then it
just so happened that Cindy (my business partner) and I found ourselves in major transitions within a week of each other - me without a job and her giving birth. We were both pretty worn out by corporate life, didn't want to
re-enter THAT rat race, so we started really working on the idea to see if it had legs. We did a lot of market research, surveys, etc., and really, it just seemed like a great idea. We believed we could make it work and there seemed to be no time like the present.

What makes you different from other paint your own pottery places?

Well, we do have paint your own pottery, but it's really just one of our many options. Our concept is more of a "workshop away from home" where you can come in and do any number of different creative things. Right now we also offer make-your-own bath products, beaded jewelry, mosaics, wood and glass painting, clay, tie dye and more. This is really a place to hang out and be creative - and if you want to paint pottery you can. We're positioned so that we can add and take away options over time, to keep it fresh and fun.

How does it fit into Austin?

We stumbled across the book "The Rise of The Creative Class" when we were doing our research. The book's premise is that there is a growing demand for creativity in day to day life. Whereas 50 years ago people needed to be able to work on assembly lines, now they need to be able to find ways to innovate and to feel some sense of creative fulfillment in their work. Austin in general is a more literate, more progressive and more intelligent city than most, so the concept of the shop is attractive to most people. What we are doing here is making it easy for busy people to express themselves creatively, to experiment, to have a hands-on experience. We take care of all the nitpicky things that keep people from having this all the time...the shopping, the finding instructions, the having a place to work. You just show up and go.

How would you like to see it grow?

Well, in the short term we'd just like to have more customers. Our long term dream is to have multiple locations.
We've done all this work to get it going and we'd like to be able to capitalize on all we've learned.

Has it been difficult to get a business up and running in Austin?

Finding retail space was incredibly difficult. It's crazy expensive and there just isn't very much of it. Being in Austin works for us and against us...people here are really open to the idea, but we also constantly compete for
attention. There is always something going on in this town...so it's hard to get to that point where people will choose us over spending a beautiful afternoon at Zilker.

What has surprised you about Work*Shop?

We were a little worried about going into retail because sometimes people can be such pills. But, we've been
pleasantly surprised at how amazingly cool and fun most of our customers are. We've got a lot of regulars now, and many of them have become personal friends. I hope we can keep that up when we grow. Also, it's surprising how infrequently we get to make crafts. You'd think we'd get to play all the time but I've gone weeks without making things before. There's too much other stuff to do!

What has challenged you?

The same things that challenge most entrepreneurs are true in our business: it's hard to get everything done because there's so much to do; we work very long hours. Then, just figuring out what that "Tipping Point" is that will get people in the doors. When I describe the shop to anyone, or if someone passes by and stops in, the response is really positive - they always say they want to come in but getting them through the door and at a table is a whole different thing. Also, we're not very good about dusting.

Who are your customers?

We do have all different types of people: young, old, male, female, parents, singles, etc. The most I can say is that we get more women than men. Beyond that there doesn't seem to be much of a pattern...although we are starting to figure out who spends the most money and it generally has to do with whether or not they have brought their own wine.

Who would you like to see walk through that door?

Anyone who reads this article and all their friends and family.

If you could paint a ceramic model of any Texan's head, what Texan would
it be?

Hmmmm. Willie Nelson seems the obvious choice because he's got such recognizable features (braids, bandana) and he's such a local hero. I suppose I should say Stephen F. Austin or someone historically relevant like that, but I'm not that sure what he looked like besides those paintings at the Capitol. My one grandmother would also be fun because she had some amazing West Texas big hair...but she was actually born in Oklahoma so I don’t know if that counts.

What is your favorite thing/things about living in Austin?

I am a fifth-generation Texan - so I am genetically pre-disposed to bragging, but I really believe Austin is an almost perfect place to live. Not too small, not too big. Plenty of green. There's always something to do, but you don't have to *do* anything to have fun. I like the fact that you can spend hours hanging out with friends at the Cedar Door or the Draft House just talking. From almost anywhere in town, you can drive for 20 minutes and be in the country, or drive 20 minutes in the other direction and be in the middle of downtown.

Here's a list of spiritual experiences you can have in Austin:
-See Willie Nelson play at the Backyard.
-Go to the Capitol at night.
-Ride on a boat on Lake Travis when it's not crowded.
-Sit quietly on top of Mount Bonnell.

Here's a list of extreme Austin sports:
-Play daredevil by attempting to use the world's shortest onramp at I-35 and 35th street.
-Try to get onto campus when UT has just won the National Football Championship.
-Spin around under the Zilker Park Christmas Tree until you want to hurl.
-Attempt to turn left anywhere on 2222.

...I'll stop now.

What would you change about Austin if you could?

More controlled growth. I believe in having a strong economy, but we are so on the verge of destroying all the things (environment, safety, laid-back living) we love about the city because our growth has been so explosive. Also, I would try to make the No-Kill Millenium a reality. It's just impossible to me that we have such a terrible problem with unwanted animals.

Favorite restaurant?

Dang. How can I pick just one? The usual suspects are: Maudie's Tex Mex Heaven, Castle Hill Café and Hyde Park Bar and Grill. If you haven't eaten in three years, then go to Hill's Café or The County Line where you will get enough food to last another three years.

Favorite hang-out?

I'm assuming that I should pick something other than The Work*Shop, although it is the very BEST place to hang out. So, when I have time I go to the deck at Mozart's and the Alamo Drafthouse a lot. Mean Eyed Cat is fun, too.

If you could live in any neighborhood, it would be...

Old Enfield, where I am already lucky enough to live! If I had to pick a second place it would be Clarksville.

Favorite Austin band or musician?

Is it too obvious to pick Willie Nelson? He's my favorite musician of all time.

Work*Shop
1211 West Sixth Street, Suite 400
Austin, Texas 78703