The 70s began with the 23 members and the decision to incorporate as a non-profit organization. The purpose remained to promote interest in pottery-making and appreciation of the ceramic arts. The guild sponsored two annual shows, a Fall Show in Ventura, and a Spring Show in Ojai, and they generated income that when combined with dues and workshop fees sponsored demonstrations, workshops and slide presentations by recognized artists and specialists in different aspects of ceramics.
The Annual Fall Show had been held at Knecht gardens through the 60s but after the death of founder Walter Knecht (owner of Knecht Gardens) subsequent Fall shows in the 1970s changed locations from year-to-year, being held in the gardens of members Genevieve Gruell, and then Daisy Hassall, followed by the Imperial Savings and Loan, Ventura County Museum of History and Art, Ventura Fairgrounds, Palm St. Livery, American Legion Hall, Clocktower Inn, Bank of America Levy headquarters, and Guthrie Hall at Ventura College.
In the early 70s, ceramists Vivika and Otto Heino moved to Ojai after purchasing the McAndrew Road residence of Beatrice Wood.
A Scholarship Program was established in 1973 to encourage college students to pursue a serious study of this ancient but very modern art form. Meetings were held at Foster Library in Ventura on the 4th Monday of each month September-May.