Crafting is venturing beyond wine and paint parties to Michaels stores, which have launched a new program to host classes taught by local experts.
The Irving-based arts and crafts retailer also has tapped actress Busy Philipps to host celebrity guests in a YouTube series called “The Make Off.” In her latest video, Philipps goes head-to-head with actor Neil Patrick Harris decorating Christmas trees. Other celebs who have joined her series include Wiz Khalifa, Rob Gronkowski and Snoop Dogg.
Michaels’ MAKER Nation is a pilot educational program designed to make classrooms at its stores into community “making” spaces, the arts and crafts supply company said.
Crafters who want to teach their skills to others will make their own schedules, set their own class prices, and be responsible for their own marketing.
The MAKER program will initially be offered in Los Angeles, Chicago, Kansas City, northwest Florida and Salt Lake City. Crafters who want to teach classes in those cities are asked to submit a class proposal to www.michaels.com/makernationteachers.
Beginning in mid-November, customers will be able to sign up online to take MAKER Nation classes in the select markets.
Chuck Rubin, Michaels chairman and CEO, called the program "an innovative approach we are taking to attract and retain more customers and to build a stronger community for makers, both online and in-person, whether they are looking for inspiration or assistance.”
All MAKER Nation classes will use Michaels products, which can be purchased in-store or online.
The Michaels Companies, Inc. operates more than 1,200 Michaels stores in 49 states and Canada and plans to host more than 185 in-store events this year.
Michaels’ net sales in the second quarter of 2018 were $1.05 billion, compared to $1.07 billion in the second quarter of fiscal 2017. The company said the decrease was primarily due to the closure of all 94 full-size Aaron Brothers stores in the first quarter and a 0.4 percent decline in comparable store sales.
The company opened nine new Michaels stores in the quarter, closed one and relocated seven.
The Michaels Companies, Inc. is owned by Bain Capital, Blackstone Group and Highfields Capital Management.
