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Pros of Alternative Venues
Some artists may think that it is demeaning to exhibit and sell their work
in an alternative venue. They may think that they will be considered less successful
if they sell outside a gallery and may even believe that their work will be
less collectible if they sell it in this manner.
Many successful artists (including the famous French Impressionists) got started
by exhibiting first in an alternative space. In some cases, being outside the
gallery makes an artist’s work more desirable because it was displayed
in an unusual way, such as Christo and Jean Claude.
Certainly, there are pros and cons to exhibiting outside a traditional gallery.
Below are some thoughts about the issue from each side of the table:
Non-traditional art buyers and collectors—the untapped market—attend
events in non-traditional places. One of my artists holds a major exhibit of
her work each fall at a local four-star restaurant. She is one of four artists
who are booked each year by the manager. The restaurant, which is quite expensive,
is a favorite haunt for several celebrities. During one exhibition, while eating
his lunch, a celebrity fell in love with, and then purchased, one of her large
pieces. Her abstract pieces, characterized by bold colors and large brush strokes,
show and sell especially well in restaurants and other spaces with large walls.
Unique, themed events generate excitement. People feel more compelled to attend
a themed event than one which seems to be like so many others taking place.
Cross-promotion is an important factor. Cross-promotion works especially well
at law firms and wine shops. These types of establishments attract people who
have disposable income, whom you might not otherwise meet.
You can show your work at the client’s convenience and on a day or at
a time when traditional galleries are closed. I’ve sold six paintings
on national holidays, for example, when all of the local galleries were closed!
Some people will not go to an art gallery because they presume that the gallery
staff will be unwelcoming and “snobbish.”
Alternative venues—wine shops and restaurants—provide a more relaxed atmosphere for potential clients.
Show your work on a regular basis-familiarity inspires sales.
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