Hi everyone, my name is Chris, and I have been a gallery owner in Denver, Colorado for three years now and wanted to share with you some of my experiences and my latest doldrums associated with gallery ownership in this economy. Maybe some of you are in the same situation and have some advice for a beat-down guy like me whose ready to close up shop.
The gallery luckily is in an area where First Friday Art Walks occur every month, which is real fun and gets alot of eyes on the photography as well as work from our invited artists. When I opened the space in 2006, sales were great, people were supporting the local arts community, and I was able to have a sustainable economic situation based on sales. As the business grew, I took on more and more photo services, which helped the cash flow. But, I work fulltime in an entirely different industry, so the gallery is not open reguarly during the week, so that is an obvious problem in itself but I have no intention of trying to make a living just at that. Furthermore, marketing strategies have become nonexistant since the cash flow dimished.
It's obvious the economic situation has taken a toll on art sales, as it is a luxury for most people. At the same time, there are people buying art, and the big question is how do you get them to buy??? I guess this post is highlighting a common theme among gallery owners and artists alike, but I wanted to possibly get some dialogue going on this subject, as I know a few folks on NPN are in the same boat as me.
I wish I could do more for you than listen and commiserate Chris, but... Photography as art to hang on the wall has always been a tough sell. I don't run a gallery so I don't have those expenses, just the cost of my equipment and materials, but I have yet to see a profit from my work. I'm thinking of opening a portrait studio (in my home) on the side. A lot of galleries don't even like to deal in photos because they don't sell well compared to watercolors (even mediocre ones) or oil paintings. I too will be looking forward to any great ideas for increasing sales that your post receives.
Posted by Ken Atkinson on July 6, 2009 at 12:04 PM
Chris, I think Jim makes a good point to which I would also like to know the answer.
A lot of galleries don't even like to deal in photos because they don't sell well compared to watercolors (even mediocre ones) or oil paintings.
I have noticed when looking at wall art in home furnishing stores that rarely do I see any photography. Perhaps an understanding of this might help you offer items more likely to sell.
First of all, do you have a web site, as you are not open all the time. Second, I cannot remember the stock photo company, but they will print on canvas, watercolor, etc. Maybe you can get more folks interested in photos, if they are "presented" as fine art.
If you find the name of the site, please write me back.....as I would like to use them too.
I attended One of a Kind art show and sale here in Toronto this past fall particularly to examine and chat with the photographers who were participating. It was an interesting experience and I learned a lot about what sells from talking to them.
Lucy makes a good point. I hate canvas prints and I hate photos that try to look like paintings. But, I found a very friendly young photographer who chatted with me for some time and I eventually asked him why he printed on canvas. He immediately declared that he rather disliked the look personally, but that it sold 2 to 1 better than his straight prints of the same images.
I'm not sure how that information might be applied to a gallery, but, it was interesting news none-the-less.
From seeing how other successful photographer galleries work I would think that it requires either one of two things if not both.
1. Be famous in your field ala. Rowell, Till, Mangelsen, etc... If not, make up your own brand, exaggerate the heck out of everything you have done and say you are famous.
2. "Dumb down" to your audience like the galleries at Pier 39, Las Vegas, etc... and sell primarily cliched icons in fantastic light for a lot of money. Most of the target audience is not likely to be jaded by seeing icons over and over because they haven't had that kind of over-exposure to them unlike other nature photographers.
Richard has a point with the "icons". I attended a fair in the Adirondacks once and commented to one photographer that he had an awful lot photos of Whiteface Mt. (where the '39 & '80 Olympic ski events were held). His response; "Whiteface sells." He had much better work but most people were looking for images that represented The Adirondacks and to them that meant Whiteface Mt. It makes no sense to me but I've noticed it in my own work. What I consider 'okay' photos of icons will always outsell really good ones of places people don't recognize. Maybe we should call it 'the postcard principle'. People want a photo they can hang on the wall and tell others "I've been there" more than they want really great photo. Kind of sad, but it seems to be a fact of life.
The one tidbit I've heard over & over is "People buy memories", meaning you need to have what they can relate to. If I do a show in California and show all stuff from Utah & Arizona, I think I would get fewer sales than having Big Sur, Redwoods, San Francisco, and Yosemite.
Believe me I feel your pain; have known for a long time, the first budget to get the axe is an Art budget.
thank you folks for your comments, yes this is a hard thing to deal with now... I'm learning its all or nothing in this business, meaning you go all out nuts marketing the HELL out of yourself, or you do nothing at all (unless you have lots of money and have a gallery for your own amusement). The latest on my situation is getting better as I may begin a cooperative with some people to help fund - and have shows - and breathe some life back into the Epson 7880 sitting in the office!!
Posted by Chris Rice on November 16, 2009 at 11:19 PM
A little update.... closing up shop in December, couldn't make a go of it anymore. It's sadly just as well as my interests in photography have vanished from under me... thank you all for the messages. Good Luck and keep shooting!
CGR
Discussion
9 repliesThe gallery luckily is in an area where First Friday Art Walks occur every month, which is real fun and gets alot of eyes on the photography as well as work from our invited artists. When I opened the space in 2006, sales were great, people were supporting the local arts community, and I was able to have a sustainable economic situation based on sales. As the business grew, I took on more and more photo services, which helped the cash flow. But, I work fulltime in an entirely different industry, so the gallery is not open reguarly during the week, so that is an obvious problem in itself but I have no intention of trying to make a living just at that. Furthermore, marketing strategies have become nonexistant since the cash flow dimished.
It's obvious the economic situation has taken a toll on art sales, as it is a luxury for most people. At the same time, there are people buying art, and the big question is how do you get them to buy??? I guess this post is highlighting a common theme among gallery owners and artists alike, but I wanted to possibly get some dialogue going on this subject, as I know a few folks on NPN are in the same boat as me.
Thanks for listening!
I have noticed when looking at wall art in home furnishing stores that rarely do I see any photography. Perhaps an understanding of this might help you offer items more likely to sell.
Ken
If you find the name of the site, please write me back.....as I would like to use them too.
Lucy
Lucy makes a good point. I hate canvas prints and I hate photos that try to look like paintings. But, I found a very friendly young photographer who chatted with me for some time and I eventually asked him why he printed on canvas. He immediately declared that he rather disliked the look personally, but that it sold 2 to 1 better than his straight prints of the same images.
I'm not sure how that information might be applied to a gallery, but, it was interesting news none-the-less.
1. Be famous in your field ala. Rowell, Till, Mangelsen, etc... If not, make up your own brand, exaggerate the heck out of everything you have done and say you are famous.
2. "Dumb down" to your audience like the galleries at Pier 39, Las Vegas, etc... and sell primarily cliched icons in fantastic light for a lot of money. Most of the target audience is not likely to be jaded by seeing icons over and over because they haven't had that kind of over-exposure to them unlike other nature photographers.
Believe me I feel your pain; have known for a long time, the first budget to get the axe is an Art budget.
Best of luck with your endeavors.
bentwave gallery
http://www.bentwave.com
CGR