Once upon a time in the art world, the pinnacle of pride for artists was to exhibit in a gallery. The fairy tale was that one day you would meet the gallery dealer of your dreams. This
savior from all things marketing would come riding in on a white stallion.
Artists still want to get into galleries. Galleries are still looking for artists who qualify. But how do you qualify? You need experience exhibiting and a track record of sales. And here comes the Catch 22. If you don't have this experience, how do you get it?
You climb the ladder of places to exhibit your work.
The reality of today's art world is that you can now exhibit your work without shame in a host of alternative spaces. Here is a starter list of 20:
� Architects' Offices
� Art Fairs
� Art Product Trade Shows & Expos
� Artist Co-Op Galleries
� Artist Open Studios
� Artist Volunteer Organizations
� Book Stores
� Cafes & Restaurants
� Furniture Stores
� Hospitals
� Libraries
� Museum & Zoo Shops
� Personal Care Facilities
� Public Art Programs & Installations
� Rental Galleries
� Restaurants
� Retail Spaces for Rent (aka Phantom Galleries)
� Sports Clubs
� Web Sites
� Workshops
There are many benefits of showing in alternative spaces:
- You get exposure for your work to an audience in your own neighborhood. You may already know some of them - but do they know about your art? (And maybe a local gallery will notice you.)
- You get feedback about your work. You learn what has the most appeal to the audience. You gather testimonials to use in your marketing. And you learn what to change.
- You don't have the added expenses of shipping, handling, travel and accommodation. And you can check on your art frequently to make sure it is still there and in good shape.
- You build relationships with the venue owners and staff. You show them that you are a good community member because you support local business by making their space more attractive at no cost to them.
- In return, they give you access to their clientele and suppliers. They become part of your informal sales force by talking about you and your art.
- You build your own mailing list - an asset that always impresses galleries.
Subscriber Stephanie Hill-Ross wrote to us about an opportunity to show in an alternative space - one where she found a captive audience:
"My hairdresser has invited me to have my paintings displayed in her salon for sale and wants me to pay for the installation of the paintings to the wall. I felt that I have spent enough with the framing and transporting and I really don't have the funds to have my framer hang them, as he is the only one that I trust with my 'kids'.
"The patrons of the salon are women and they come in frequently and have heavy traffic Thursday thru Saturday. From my observation, most of the clientele are working professional women.
"My paintings are all insured under my business policy that covers off premises too. I also work in insurance claims and advised her in writing with my proposal and verbally that should anything happen to my pieces while in her care, custody & control, her policy would be primary and mine would be excess.
"I went thru the salon with the owner and advised her that I do not want my paintings hanging where there are chemicals or hair processing due to the potential damage to the pieces and I suggested that the paintings be displayed in the reception area and in the shampoo area due to a high ceiling away from the actual shampoo bowls and a piece could hang in the manicuring area on high walls.
"What should I do? Should I go forth with this unique 'exhibition'?"
Stephanie did many things right:
√ She assessed the audience and traffic flow as a fit for her work and prices
√ She assessed the safety of her work and chose places where it would not be harmed
√ She assessed the possible security risks and made sure insurance covered theft or damage
√ She worked out the arrangement with the owner in a business-like manner
Stephanie made her decision and went ahead.
"The salon is having an open house next Monday and I will be there to talk with the incoming patrons about my works. I have also left a catalogue of my entire collection (that's all been inventoried), inquiry forms and bio flyers with information to guide the potential clients to my website. I will be sure to send photos and continue to keep you posted as I do the 'Salon Tour'."
Again, Stephanie is making the most of the opportunity:
√ She arranged an open house to meet directly with clientele interested in learning more about the art
√ She left images of other work, so that they have a wider view of her work
√ She left flyers that potential clients can take with them and that lead them to
her web site.
And now you are reading about her venture because Stephanie has regularly responded to our tips and we got to know more about her in the process.
"Thanks for the encouraging words! Michigan where I am is a dry, barren desert economically, so I'm trying to hang in there..."
I think Stephanie will do better than just hang in - don't you?