Hands-on play—literally

Kevin Nierman is all fired up—in a good way.

The Berkeley, Calif. ceramic artist is watching his dream of nurturing kids' creativity take shape, as his Kids 'N' Clay business transforms from a studio-based operation into a promising franchise enterprise.

Things started heating up for Nierman 17 years ago during a pottery workshop in Southern California. Striking up a conversation with two other attendees, Nierman confessed his desire to teach and share his love of ceramics with kids who were looking for a creative outlet of their own. But, Nierman told them, he wasn't sure it was entirely feasible. “So, they suggested I start small,” he recalls, “invite some neighborhood kids over to show them some basic things.”

He took their advice home with him and set up shop with a handful of students in his garage. “Within three weeks, we had tripled our student load,” he tells Playthings. “When the kids began telling their friends, I realized I had a business.”

Today Kids 'N' Clay practically maxes out its workspace—a building in Berkeley that Nierman owns—at 200 students. Or, as he refers to them, “artists in residence.”

“When the kids come in, we show them around, introduce them to everyone on staff and let them know they are welcome to any materials, anything they need,” he says. Kids 'N' Clay students become familiarized with everything: from the kiln their pottery is fired in, to the different types of glazing their work can be coated with.

Each student is assigned to a weekly, one and a half hour time slot during which they receive one-on-one instruction and ample opportunity for independent work. (Assisting Nierman is a staff of 12 part-time instructors—comprised mainly of local potters, students at area art schools or those who have just graduated.) The personalized attention enables Nierman to zero in on a student's true interests and talents and put them to their best possible use. “If a student likes the potter's wheel, for example, I'll show them new ways to work the wheel,” he explains.

With a growing number of schools reducing or cutting their arts budgets altogether, Nierman feels the Kids 'N' Clay experience takes on even greater significance. In fact, he adds, living in a time when kids are jumping from one thing to the next, it's even more critical that they have an opportunity to express their creativity in a relaxed environment. “Our structure allows them to have that 'orchestrated chaos,'” he says.

As a ceramic artist, Nierman believes strongly in clay as his medium of choice, dubbing it “the great equalizer. It's very giving in its nature,” he says. “Some kids immediately walk into an art class and say 'I can't draw;' no one walks in here with any preconceived notions about what they can or can't do.

Before their creations can find a permanent place on their parents' mantel, they are showcased at the Kids 'N' Clay annual exhibit. “It's a wonderful way for people to see what's been going on in our studio, and for the kids to be proud of their work,” Nierman tells Playthings. “It really helps with their self-esteem. But it also helps me track their work individually; to see all they've accomplished.”

As of late, Nierman has been working with his instructors to ensure that this type of critical observation is part of their teaching process as well. In fact, acknowledging the fact that he'd been spending more of his time advising and less hands-on time with the students themselves, he considered the idea of branching out the Kids 'N' Clay name.

After the publication of Nierman's The Kids 'N' Clay Ceramics Book (Tricycle Press, 2000), he began receiving phone calls from people across the country interested in how they could go about setting up their own ceramics instruction business. As Nierman spoke to more and more budding entrepreneurs, he realized he was already teaching people what he was doing; creating an actual operation seemed like a natural extension.

So, last year when Nierman was invited to speak at a contemporary potters workshop, he introduced the concept of a franchised Kids 'N' Clay to attendees. “So many people were excited by the idea,” he enthuses. “There's not enough art in our schools, and working creatively is vital to a child's development.”

While it's essential that prospective franchisees agree with this sentiment, it's not the only requirement, says Nierman. He is looking for “personalized people, kid magnets,” he tells Playthings. “Someone who works well with kids has that sense of play, and they know that through creative play comes the magic of art.”

Those looking to open their own Kids 'N' Clay can expect to lay out a total investment of between $70,000-$117,000, depending on location, set-up costs and other specifics. As part of that sum, Kids 'N' Clay plans to provide full-fledged support, both in person and indirectly.

Franchisee owners will visit the Berkeley franchise offices for two weeks where they'll undergo training in firing, kiln work and other ceramics-related areas, as well as learn the basics of bookkeeping and marketing.

A dedicated person would be on hand to assist with a new store's pre-opening and grand opening. In addition, on-going support will be provided via phone and the Internet, providing retail owners with project suggestions for students and linking their Web site with Kids 'N' Play. Nierman says he and Kids 'N' Clay president Dave Larson expect a support person to visit the new store every six months.

Interested parties should contact Kids 'N' Clay at (866) 543-2529 or visit them on the Web at: www.kidsnclay.com.

“Our chief goal is to get as many kids' hands as muddy as possible,” he says.