14C Art Fair Project Plan

View the project timeline.

About You

Client: Jersey City Arts Council Visual Arts Committee

Final Decision Maker, Point of Contact: Robinson Holloway

Why we’re doing this: The first annual 14C Art Fair will be a huge slumber party that attracts an international audience. This attention will strengthen the art community and brick and mortar galleries of New Jersey State. A professionally designed and developed website will convince visitors that the 14C Art Fair is an important and exciting event. This will ensure the 14C Art Fair online presence outshines other big-name art fairs!

Website: http://www.artfair14c.com/

About Me

I have been a professional front end web developer for two years. For the two years before that, I was apprenticed with a designer and developer that specialized in WordPress. And before that, I coded as a hobby. I’m still fascinated by it even though it’s become my job. I’m also an educator; I lead the local WordPress 101 class and provide training to all of my clients. I’m passionate about giving people the tools they need to own their online presence.

I’ve completed a few projects of this size. The one most similar to this one was SODO Trackwhich showcases murals along the lightrail track in south downtown Seattle. 

I am a voracious reader, an intermittent knitter, and nonbinary. My pronouns are they/them; if this is new to you, you can check out my FAQ.

About the Designer

Christine Winckler is an experienced website designer that specializes in WordPress. I’ve worked with her several times before, and I am always pleased with her professional demeanor and prompt service. She recently designed a new website for the Bellevue Youth Symphony Orchestra, a nonprofit that provides a positive and stimulating musical environment for youth.

Project Goals and How to Reach Them

This is a straightforward listing of my understanding of what the website needs. If I missed something or added something unnecessary, please let me know!

We wish to gain more of the following:

  1. Exhibitor submissions
  2. Sponsors
  3. Press coverage
  4. Ticket sales


There is a website audience we can define for each of these goals:

  1. Galleries and individual artists
  2. Companies and philanthropists
  3. Reporters
  4. The general public, especially within New Jersey


Each of these audiences will need information. This dictates what content is needed for the site:

  1. Instructions and deadlines for participating
  2. Benefits of being a sponsor, how to become a sponsor
  3. Who, what, when, where, why, how (and why they should report on it)
  4. Benefits of attending, how to attend

Visitor Tasks

If the information is good – and the marketing has done its job – each audience will also have a task they want to complete on the website:

  1. Submit an application
  2. Contact Robinson so they can become a sponsor
  3. Download a press release
  4. Purchase a ticket

Website Functions

The tasks dictate what functions the website needs:

  1. Submittable link/button
  2. Contact form
  3. PDF download link/button
  4. Online ticket purchase form or link to third party such as Eventbrite


The short version of this section is: whatever’s needed to get this project done.

What I expect to provide for this project

  • Project management
  • Full-stack web development (PHP, CSS, JS, MYSQL)
  • Plugin selection and research
  • Advice and consulting on decisions you need to make
  • Design (subcontracted)

What I can provide

  • Content editing and consulting
  • Tech support for the current version of artfair14c.com

What I expect you to provide

  • Content creation
  • Feedback on design
  • Feedback on development

Price and Payment

Estimate: $8,000 – $11,000

The project is guaranteed to stay within this estimate as long as there isn’t a drastic change to the timeline or feature list.

Projects of this size have a combined charge: a weekly retainer and an hourly rate.

The weekly retainer is $100. This covers all email communication, so that the cost-conscious client doesn’t have to worry about reaching out. I also consider it rent for my mental space. A project of this size pretty much requires my constant attention, even when I’m not at my computer. This retainer won’t apply if I’m on vacation.

The hourly rate is $100 for all services other than launch. Time is rounded to the nearest half hour. The emergency hourly rate, which applies to Saturdays, Sundays, and any time 6pm – 8am PST, is $200. I will warn you if a request will require emergency rate.

Since I’ll need the final payment before launch, launch is a flat fee: $1,000. I am “on call” for bug reports and tweaks the entire week. I’ll be buzzing about the site making sure everything is perfect!

Payment Schedule

These are estimates – actual invoice may vary.

Oct 25: $3,000

Nov 29: $3,000

Dec 27: $1,500

Jan 17: $1,500

Additional Expenses

Jersey City Arts Council is responsible for paying all project expenses. Expenses incurred during the project will be added to the next payment due. Most new websites incur less than $500 in yearly expenses. This may not include web services you are already subscribed to.

Possible Expenses

  • Hosting: $72 – $290 per year
  • Fonts: $0 – $300
  • Plugins: $50 – $100 per premium plugin per year
  • Stock Photos: $30 – $100
  • Maintenance: $120 per year (optional, can be done in-house instead)

Important Dates

Visit the timeline for a more in-depth view!

Intended Start Date: October 22, 2018
Projected Launch Date: January 25, 2019
Error Reporting Deadline: February 25, 2019

  • 10/29: Design work begins
  • 11/12: Development work begins
  • 12/14: Content Into Staging Site due
  • 01/21 or when Final Development is complete: Fourth Payment due and Launch Week!


Caveats and Restrictions

Input and Deliverables

Efficient project performance requires client input. If the client is unable or unwilling to submit requested input or direction, service deliverables may come at additional expense. Input, direction, and deliverables provided by the client are considered final. If the client wishes to revise or change previous decisions after work based on those decisions has been completed, it will come at additional expense.


Client is responsible for financing all expenses related to the project, including but not limited to: web services such as hosting and domain registration, purchases of premium themes or plugins, and design resources such as stock photos and fonts.


There will be a humans.txt file at the root of the site. The text “Site developed by Dash Buck” with a link to dashbuck.com will be displayed somewhere on the site. It is generally appropriate to display this in the same place as the design credit. This credit may be removed at Dash Buck’s discretion.

Project Abandonment

If it has been one month since client contact, a payment is more than one month late, or delays on the client side cause the project to last more than five months, Dash Buck reserves the right to terminate the project. See Termination for amount owed at that time. The remaining portion of the project may be restarted later under a separate agreement.


The client may terminate the project at any time, provided immediate notice is given. Final payment will be due at the time of termination regardless of whether the site has launched. Any guaranteed services are forfeited at termination.