How to open an art gallery in Europe. Art gallery business plan (with financial model)
Today the capital can boast several galleries, which if they do not bow, then in any case feel confident. The head of one of them Evgeny Karas talks about how and who should be engaged in this business.
The Gallery "Atelier Karas" opened in 1995. The idea of \u200b\u200bcreating a gallery originated in his family, the family of artists, back in 1986, then the room for the future gallery appeared. The union of artists provided the parents of Evgenia a whole floor under the creative workshop: the total area of \u200b\u200bthe premises was approximately 200 sq.m. "I wanted to create some space for" scrolling "interesting creative ideas, a cultural environment for communication of like-minded people, a platform for a beautiful life," - remembers Evgeny Karas.
The creation of "space" began with a large repair. The building needed not just repair, but in the restoration. But after the premises acquired a proper form, it did not immediately become a "space for" scrolling "creative ideas."
Until 1995, "there was a process of accumulation of knowledge in the field of contemporary art." The future gallery player sought to understand what was happening in the visual art of Ukraine, Russia, Europe, America. He also began to carefully explore the artistic directions, infrastructure, parties, surnames, ratings. It was decided to exhibit the work of only Ukrainian artists. The gallery staff began to form a database: collected information about artists, photographs of their work, art historical texts. And in 1995, they began to invite artists to participate in exhibition programs.
When it was time to open the gallery, Evgeny Karasa had everything you need: the first is a large and inexpensive room, the second is the ideas of future exhibitions, the third is the database about artists and their work, the fourth is competent like-minded people.
How to open a gallery: Frames
In the gallery "Atelier Karas" there are only five people: a gallery driver - head, curator, press secretary, consultant and expositioner.
The success of the entire enterprise is entirely depends on the gallery player: from his taste, his position. It is he who sets the tone, forms the image of the gallery. He decides which art is acceptable to his gallery, and what - no. With which authors it work, with what - no. It also sets the "bar" for the gallery. The gallery is not at all necessary to be an artist. The main thing is to understand in the visual art and love it. By the way, art managers are preparing some universities of Ukraine. For example, Kiev Art Academy and Kiev University of Culture.
The second most important role of Evgeny Karas takes the curator. The curator initiates, organizes and conducts exhibitions. Curator need art education.
The expositioner decides where to place one or another work so that it is "not lost" in the total mass so that "not scored" other works so that the exposition is as adequate to the concept of the exhibition. That is, the exhibition organization is a whole art, often skillfully executed exposure gives the picture "New Sound".
As for the consultants (who work with visitors and potential buyers) and the press secretary (work with the media), Evgeny Karas took the graduates of the Kiev-Mogilyan Academy for these posts. He argues that no university is able to compete with graduates of the Faculty of Cultural Studies of the Kiev-Mogilyan Academy. Soon the programmer will appear in the gallery, which will only be engaged in Internet resources created and supervised gallery.
The staff of the gallery receive an average
From $ 200 to $ 500 per month.
How to open a gallery: Documents
According to Evgeny Karasia, to open the gallery of contemporary art, you do not need to receive any permits other than the generally accepted. And nobody checks on the gallery purposefully, since the legislative activities of gallery is not regulated: there is no such concept of specific cultural activities in our laws as the "gallery".
How to open a gallery: work
"Gallery Karas" positions itself as a gallery of modern fundamental art. That is, here show the art of traditional technologies: painting, graphics, sculpture and photography. And only in rare cases - installation, media and video art.
Evgeny Karasia has its own assessment system of artists, which, however, does not claim to objectivity. He asks the opinion of experts, as opposed to authoritative artists in professional circles, the author judges the events in which he participated. The highest level of international recognition of the artist is to participate in prestigious international festivals, for example in Venetian Biennale.
It also plays a big role where the author was exhibited. If the artist calls famous museums, such as the Museum of Ludwig, Stretlik-Museum, etc., it means that he can confirm his high international status. Such artists in Ukraine, according to gallery player, not more than 30. He called only a few names: Macs, Sawadov, Tistol, Roitburd, Gnilytsky, Bellykov, Silvashi, etc.
According to the gallery, "Gallery, like any art project, is not estimated not by the most strong, but according to the most weak artist or project. And it is not so difficult to raise the "bar", how difficult it is not omitting it. "
To "not fall", the Gallery "Atelier Karas" regularly conducts research, the purpose of which is to evaluate and predict the artistic situation, to identify the best artists of the country according to experts. The system is simple: they interview 15 experts (gallerists, art managers), with a request to name the names of the 50 most interesting artists. As a rule, their opinions coincide by 80%. Then they ask for the indicated 50 to mark 10 strongest: coincidence - 20%. So the internal rating is formed.
His gallery systemically works more than 30 artists. True, annually she assigns a place to work one or two new authors. And on average, 10-15 exhibitions spend a year.
The gallery is better to have in the center of the city. An ideal can be considered a room, the total area of \u200b\u200bwhich is 200 sq. M: Exhibition hall - 50-80 sq. M, office - 15-20 sq.m, storage room - 30-50 sq. M. and equipment (for storage of equipment and etc.) - 50 sq.m.
You can start a gallery business and from $ 1.5 thousand, but it is with the premises. $ 1.5 thousand will go to the salary to employees for the first month, buffet on the occasion of opening and booklets about the exhibition. Rental of premises in the city center, of course it will be very expensive. But one can agree with the local authority - to organize a joint gallery. And you can fit the gallery to the already current business: for example, a banker can organize exhibitions in the bank's lobby.
Based on newspaper business
*Article for more than 8 years. May contain outdated data
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Hope Stepanov and Elvira Tarnogradskaya - the owner of the Moscow Gallery of Modern Art Triangle, open in 2014. For a year and a half, the hostess "Triangle" found approach to Moscow and Swiss collectors, established close relationships with the Austrian artistic public and learned to earn money on the works of young authors.
Stepanova is an inspirer of the project and a gallery with experience, lives in Italy and in Moscow is the departures. Tarnogradskaya - a lawyer and antiques specialist from the offacarious "antique" family, constantly working in the gallery. "Sometimes a collector sees some kind of work remotely - found a picture on the site the gallery, sends a request, translates money. But such cases are rare. In order for the gallery to work and earn, it is necessary to present in it, "she explains.
Before launching your own business, in 2014, galleryrs decided that it was more interesting to deal with contemporary art and more profitable. The works of recognized masters are already disassembled by museums and expensive private collections, discoveries happen extremely rarely. "But modern art is just the market where you can find the best and offer to the client," explains Tarnograd his desire for young talents.
In the "Triangle" now presented nine artists. Exactly the quantity that the young gallery should be, found to be the founder. Source of income for the gallery - sales of work. From the artist sold, the artist and gallery receive 50%. Some work of the gallery will buy and leaves themselves - those that have prospects to become more expensive.
Pricing laws in this market are quite clear. For example, the work of a young artist, made by oil on canvas 40 by 60 cm, in the US or Europe cannot cost less than € 1500, we have a novice artist can be assessed and cheaper, but not much. "This amount includes a fee and for work, and for materials, and also provides an artist with the opportunity to live due to art, and not go to waiters or teachers," explains Stepanov. The price variation on the works that are presented in the "triangle", wide - from € 100 for small drawings format to € 20,000-30,000 for larger and time-consuming work.
The exclusive treaty between the gallery and the young artist is rare. Most often, the gallery takes work on the implementation, and the revenue is divided 50 to 50. Celebrities working with large galleries receive a more substantial share of remuneration. If the gallery buys several works directly from the studio of the artist "Wholesale", then its percentage increases to 70-80% of the cost of work.
Search for talents involves a visit to a large number of exhibitions of different scale, and not only in Russia. The "Triangle" gallery, for example, are interested in artists from the post-Soviet space. Some artists worked with Elvira Tarnograd, even before the foundation of the gallery as with an art dealer. Hope is responsible for cultural exchange. Communicatives with European and American galleries, brings the work of interesting young artists to Moscow and organizes the exhibitions of "their" abroad.
"There is no lack of new names, rather an excess," the galleryrs are recognized. Their company, for example, constantly receives letters and offers from beginner painters. "To get to us very difficult, our decision is based solely on the quality of work, the talent of the artist and the stage of his career - it should be really young, up to 35 years old, and really beginners," explains Stepanov.
Taking the artists to your gallery, Stepanov and Tarnograd are guided by their own artistic taste and commercial light. Specially "under the collector" or some particular buyer, no one leads the selection of work, "Hope explains. If the artist is interested in galleryrs himself, it means that he will be interested in buyers.
Young authors do not mean quite unknown. The "triangle" has artists, already beloved by the audience. The novice gallery for them is a more interesting platform than the famous. For example, artists Valery Chat and Kirill who left the honorable Moscow galleries due to lack of attention. "We met with Valera Chtak, when he walked from the Gallery" Rijina ", with which he just broke up," says Stepanov. There, for several years of cooperation, the artist had the only exhibition. "Triangle" managed to expose the works of Chtak three times and show his work at four fairs, including European. Now the gallery is preparing another artist's exhibition, which will be held in spring.
Kirill Who came to the "Triangle" from the XL gallery - another oldest Moscow Gallery. "In recent years, he had only one exhibition of graphics and Ready Made. Cyrill came to our gallery, and we talked perfectly. I suggested putting his canvases with us, and he gladly agreed, "says Hope. With the XL, the artist broke up peacefully, the owner of the gallery Elena Celina was not averse to parting with the author, to whom her hands did not reach.
After the triangle first introduced the canvas who, the interest in his work would have grown noticeably. After the exhibition, Vladimir Ovcharenko acquired one job, the founder of the Gallery "Rijina" and the auction of modern art VLADEY. He included her in an epochable exhibition of his Borsch and Champagne collection, which took this summer at the Museum of Contemporary Art on Gogol Boulevard, in addition, began to actively sell his schedule on VLADEY. Nadezhda says that at the end of October a small drawing of Cyril who is A4 format at the starting price of € 100 passed for € 1400. The artist decided that he could cooperate with Ovcharenko in the chart, but he gave the "triangle" exclusive on the scenic work on the canvas. Recently Stepanova sold two small canvas Kirill who collector from Milan. He saw his work at the Annual Art Fair in Vienna Contemporary.
International ambitions and participation in fairs, including outside Russia, are also necessary for the gallery, and its artists in order to acquire fame and weight in the market. Only galleries that have its own international program are allowed to participate. Part of such a program for Triangle will be the exhibition of a young American artist with Russian roots Stephen Cherepnin, which is exhibited in the famous New York Gallery of The Real Fine Art. The great-grandfather Cherepnina wrote music for Dyagileev's ballets, and his genus dates back to the famous name of Benua. Hope and Elvira are confident that the artist's work and his story will be interested in the Moscow public.
In Vienna, the Triangle successfully presented a young Russian artist. From collectors received several requests for the purchase of his work. Tarnograd: "Alexey Mandych perfectly falls into the Austrian theme - his" black square "is performed by the artist's own blood. We remember that the famous Austrian artist Herman also used blood. It turned out to be a cultural allusion and towards the Russian avant-garde, and towards the Vienna Shargeism. "
Now the "triangle" exports and shows abroad 20-25 works per year. For a year and a half the galleryrs already "mastered" two Viennese fairs and one Moscow Cosmoscow. "Triangle" submits applications and participates in BRAFA fairs in Brussels, Art Basel in Basel and Art Cologne in Cologne. But invitations do not yet receive that, however, is not surprising. The largest international fairs are available for only famous gallery with a steady reputation. Such as long as two domestic galleries include the Moscow-London "Rijina" and Moscow XL.
Stepanova and Tarnograd tend to ensure that over time and the triangle asked the International Art Olympus. The main thing is to work hard and do not make mistakes. "Our strategy is based on the presentation of young artists working in the field of actual art, so we cannot exhibit and more-selling" interior "painting or to organize the exhibitions of famous artists with the current market, although it may seem easier reception from a commercial point of view," explains Stepanova. - To go to the international arena, it is not enough to think about what is easier for sale.
Get a steady reputation, to bring your artists is not an international market, and then sell their work for dozens or even hundreds of thousands of Euro - the task of Stepanova and Tarnograd for the coming years.
In his youth, not a well-known son of Armenian emigrants Larry Gagosyan did not even think about the world of art and worked where only he could - Parking cars, etc., until once he began to slow down by posters. Later he switched to painting, began to promote the paintings of modern artists, and once thanks to him, the world recognized demeniene Kherst and Jeff Kuns. After that, Larry Gagosyan fabulously got rich and led the ratings of the most influential figures in the field of visual art for a long time. The history of the American Dream, isn't it?
Myths and reality.
In fact, in the world of art, everything is somewhat different, especially if we talk about the Russian art market. Modern conditions in which there is painting in our country, they demand from the gallery of non-sex patience, serious material investments and painstaking work on the formation of their audience. Now even in Moscow, gallery sales cannot be called a good way to earn capital: before that it is still very far. Our gallery in most cases wears rather imaging character, it is an opportunity to declare yourself, creating fashionable curatorial projects now and providing support to talented artists.
There are many gallery owners in modern Russia, whose professionalism and devotion to art cause genuine respect. This, for example, Elena Celina (XL Gallery), Alexander Sharov (Gallery "11.12"), Marat Gelman. However, no one has yet earned on the sales of Russian multimillion capital art. For a long time, we were isolated from world art processes, and representatives of the middle class in our country have not yet formed a habit of investing in art. Therefore, we can say that the art market is only formed.
Three steps to success.
What questions do you need to decide first if you firmly decided to associate your future with the objects of art and become a gallery player? Of course, the main thing is, without which it is not necessary, is a passionate attitude to art and confidence in their own artistic taste and intuition. The second is special knowledge that can be obtained both independently and with the support of art market professionals. You can enroll in a specialized university in our country or abroad. For example, in Moscow, the RMA business school offers an Art-Management and Gallery Business Educational Program. Classes are held on the territory of the center of modern art "Winzavod", the course consists of lectures and master classes, and here you teach the most influential art in the world. People: Olga Sviblov, Vasily Tsereteli, Marina Szozoz, Joseph Bashtein and others.
Retraining programs for gallerists offer universities such as MSU, RGU, HSE, SPGU. The curators are preparing in "free workshops" at the Moscow Museum of Modern Art, as well as at the Institute "Base" Anatoly Osmolovsky. From foreign specialized educational institutions, the London Sotheby's Institute of Art can be recommended, where professional professionals are preparing professionals in the field of programs of different duration, from summer courses to magistracy.
In addition, of course, it is necessary to attend exhibitions, communicate with artists, galleryrs and collectors. Only this can be understood what happens on the art scene, and determine the directions that will be close to you. But if you are no longer new in the art community, it's time to start concrete action.
Step one.
Determine the circle of artists who will be on the market. All galleries can be divided into two types: relevant and traditional. The first reflect the latest trends in art, relevant and new, the second represents the well-known arts of art. And if the first tend to shut up the public with new original ideas and expensive projects, then the second, on the contrary, conservative and organize, as a rule, exhibitions-selling.
Projects are interesting, since dynamic and sharply reflect the social processes occurring in society, such galleries have their own fans. However, there is another part of the audience, those who go for the painting for their collection to the traditional gallery, because they are close art, tested by time and not subject to conjunctural oscillations.
For example, the work of the well-known Vinogradov duet is Dubosar (see photo below), on the verge of social and pop art, with provocative scenes, on the canvas of large sizes, represent the gallery of the first type, topical. And let's say, the works are also well-known Natalia Nesterova, the laureate of the State Prize, the Honored Artist of the Russian Federation, with images of biblical scenes, household scenes, with still lifes - the Gallery of the second type.
Actual galleries address their projects to the politicized public, as well as those who are interested in a protest movement or ideas that open up new horizons in consciousness. There are among the audience and those who just want to amaze their wealthy friends.
If you have decided on the direction, found our niche - try to enlist the support of at least five to ten artists who will work with your gallery. At the opening stage, two-three already well-known authors should be attracted - this way can cause initial interest in the gallery. And to enter the market to be spectacular, try to make your first project interesting and extraordinary.
Step second.
Choose a place for the gallery. In Western countries, there are certain areas where they are accepted: in New York, London and Paris there are whole quarters in which art institution has launched. We still have gallery zones formed, but there is already a center of modern art "Winzavod", so that objects of the urgent art would be preferable to exhibit there. Other galleries can be placed and outside clusters, but preferably in the city center, because you need to take into account the status of the traffic and respect the time of visitors.
Possible apartment and home format, and such galleries a lot. The advantage of him is that you do not need to spend money for renting the room, which becomes the most burdensome expenditure. Therefore, some galleries do not have a permanent address, but each time new spaces are used. Such a format is interesting in that it expands the capabilities of the curator to submit another exhibition project in a new one, suitable for him. So you can offer the concept of an art's exit beyond the usual walls of galleries and museums, how many new galleries today do.
Step Three.
Starting a project and follow-up marketing activities. Preparatory work Before opening will take a lot of time, but without it can not do. Development of corporate identity and starting the site is simply necessary: \u200b\u200botherwise how will the potential buyer identify you? Neuming, creating logo, preparation and printing catalogs, booklets and invitation cards, writing announcements and releases - just a small part of advertising activities. Be prepared for the fact that you have to make the space of the gallery and make a wave.
It is also necessary to come up with some kind of branded "chip", which benefits from competitors. For example, for the gallery "73 Street", a special lamppost was made with a "gallery here" and the logo, which is installed every time for the time of the supernisage. This is done so that guests can easily find the entrance to the exhibition, as the gallery will always carry out its projects on different platforms of Moscow. Next, determine the circle of invited to open your gallery whether it will be closed or accessible to everyone.
Write guests about the date and time of opening, think about the treat and the program, write a press release. By the way, get ready for what you have to constantly track everything that happens on the art market, to visit many events and communicate with people, to participate in the Biennale of young art and international art fairs, that is, in constant search and movement.
So, you have opened and about your gallery has become a certain number of people. Among them may have both your future buyers. It is now important to maintain their interest with new projects, open the names of young and promising artists for them, that is, to turn visitors to buyers, and perhaps in real collectors. Whether your gallery will become an attractive place for investors and connoisseurs of painting, for journalists and artists, now depends on your professionalism, the ability to communicate with people and to a considerable degree from luck. Good luck!
About the author: Elena Komartenko - Collector, Art dealer, founder and control gallery "73 Street". Provides assistance in the formation of collections of contemporary art. Gallery "73 Street" was founded in 2011 and represents the famous names of modern Russian art (since the 1960s), as well as talented beginners, including foreign ones.
Many are solved. And the absolute majority of novice entrepreneurs tend to the option of trade in those or other goods and services. It can be the discovery of any store, food or shop of clothing, economic or building goods. This option involves obtaining practically instant profit and the rapid payback pace of invested funds, however, competition here is very and very serious. After all, the network of food stores are located everywhere and surprise with something of their customers, the new product shop is unlikely to be able to. But to open a business associated with something less banal, for example, with art, can become very profitable and, more importantly, unique. Especially if you open it in the town, where for the view of the audience works of art still use the premises of houses of culture or cinema.
The most successful will be the option of opening a gallery. A similar business appeared in Russia not so long ago - it was hardly 20 years old from the opening of the first private galleries in Moscow and now some of them very confidently feel not only in the domestic, but internationally. At the beginning of the twentieth century, very many people drew attention to this type of private entrepreneurship. But in this case, it is important not only for the presence of material resources that make up the starting capital, it is also important to understand the essence of this, simple, at first glance, enterprises. Like any other important thing, the opening of the gallery requires a thorough and responsible approach. And the most important at this stage will be the business plan of the gallery. Which will determine the entire course of cases associated with opening and functioning, plus make it possible to produce fundamental financial calculations.
Gallery can be artistic or decorative and applied art.
An example of a successful opening of an art gallery
"Atelier Karas" - Gallery, which opened in 1995, however, the idea of \u200b\u200bcreating a private gallery in the family of the head, Yevgeny Karasa, began to discuss even earlier - in 1986. Since the Karai family fully consisted of people engaged in visual art and painting, It would not be important to organize the effective functioning of this kind of cultural institution. The location of the gallery was taken by a studio that Evgenia's parents provided an union of artists. It was located on the first floor of the building and its area was calculated in 200 square meters. m. For 8 years there were a personal workshop of artists Caras. And it was here that everyone so wanted to create an artistic life territory filled with unique exhibits and, of course, like-minded people, in this regard.
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Start business in art
Despite the fact that the family had a fairly large working area, a grandiose repair was carried out to create space under the gallery. After that, but rather, even in parallel to this process, Yevgeny Karas, being a novice gallery player, until 1995 engaged in the accumulation of knowledge concerning the field of modern visual art. He actively studied the state of affairs in the visual art of the countries of the Middle - Ukraine, Russia, and far abroad - Europe, the United States, Canada, etc. Then there was a difficult selection of the topic of the initial exposure, but the decision to submit to the public the work of Ukrainian artists was adopted unanimously. And a period of more thorough study of the situation with Ukrainian art came up. The study was subjected to artistic directions of modern creativity, infrastructure, ratings. Moreover, Eugene had to be a beginner in this area, a businessman, to study the circle of communication and the name of potential visitors, sponsors, and the like.
Together with the collective of the gallery workers recruited, the process of forming a database began: information about artists was collected, photographs of their creative works were considered, art historical texts and criticism were gained. Later was a list of the most interesting for the public, and strong, from the point of view of professional masters, artists. The developed exhibition programs began to send those artists whose works wanted to see in the walls of the gallery prepared for the opening.
A similar work plan for the preparation of a private gallery, as Evgeny Karas tells, he helped to draw up, and then realize the experience of foreign specialists who have already had positive successes in this business. He did not read any special literature on this topic. Yes, and read something there was nothing. Then, at the end of the twentieth century, it was all in a novelty. And it was not necessary to learn at the institutes of management and business and not in courses, because there were no more them in our country. Everyone had to be comprehended independently, to create some creative ideas on the go, which ultimately became the basics for newly opening private galleries of Russia.
The described features of the gallery opening can be briefly incurred to the main board of novice like-minded people - it will be better if the gallery building is located in the city center. The total area of \u200b\u200bits premises should not exceed 200 - 250 kV. m. This figure is taken from the following calculations: the exhibition hall will be enough to place an area of \u200b\u200b80-100 square meters. m, under the office can be attributed - 15-20 square meters. m. From all tall gallery, you can not forget about the storage room. Which can accommodate 30-50 square meters. m. The technical premises are also worth allocating at least 50 square meters. m, on which equipment will be stored, etc. However, some galleries are located just 25 square meters. M and quite well exist.
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Selection of workers' gallery
In the permanent staff of the gallery of medium-sized, such as "Atelier Karas", no more than 5-6 people will be required: a gallery driver or head, press secretary, curator, consultant, expositioner and programmer.
Of course, in the entire process of opening a private gallery, further preparation of expositions, etc., playing a gallery, the taste of which, his position helps to bet on certain works of art that will be correctly perceived by the public. It is he who creates an image of a cultural institution. Only he decides, with which authors he should work, but with what no, the same applies to the hired workers. It is determined by his decision, the art of which genre and epoch is possible to exhibit in his gallery, and which is not. As practice shows, the gallers should not be a professional artist at all. He is sufficiently superficially understanding in this form of art as painting and, of course, he must love him. Moreover, in modern higher educational institutions of the CIS countries and Russia, they are preparing professional art managers who, as planned to be perfectly cope with the management of cultural enterprises.
The second, in importance, for the gallery in the list of personnel of this project there is a curator. He is the initiator of a versatile exhibition, organizes it and, in the end, conducts. This person should know everything to the very seemingly minor, little things that can emerge during the preparation of the exposition. The curator will be particularly valuable, who has a higher art education and the ability to manage and prepare several exhibition projects at once.
The third place is occupied by an expositioner who is engaged in hanging out pictures in the exhibition hall. Of course, he does not make it his own, with a stepladder in advance. He plans that the hall should hang out that or another picture, surrounded by some kind of cauldons it will look more profitable. After all, according to the experienced workers galleries and museums, correctly, and even say, more, talented, the exhibition is attached even to the old, already practiced, the canvas "new sound".
The function of consultants is to be at the time of the exhibition in the hall, where the exposition is presented, and provide the necessary assistance to visitors and potential buyers. They, as already understand, are also obliged to know about the pictures represented and their authors are all to the smallest detail. With this role, recent graduates of the institutes of painting and visual arts or students of senior courses can handle. The press secretary, as in all other fields, is responsible for working with the media, according to managers, not only private, but also state galleries, a person who has artistic education will be able to safely combine several functions, for example, to compile exposures, work With visitors and write original texts.
In the state of any modern gallery, there must be a professional programmer or system administrator, which will organize the work of the gallery website, update it, follow the accuracy of the information contained on the official website of the institution.
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What documents are needed and means to open this case
Due to the fact that on the territory of our country, legislation is not yet regulated by galleries, no special documents for recognizing it are officially not needed. It is only important to make an opening of individual entrepreneurship, to register in the tax service and regularly pay income tax, plus fees to the Pension Fund. The services for verifying the activities of galleries also do not yet exist, so gallery owners can still breathe calmly. You can start a gallery business, as Evgeny Karas says, having only 2000-3000 dollars.
However, if you still have no room, the amount will grow noticeably. The specified amount will go to the salary of staff staff for the first month, the organization of the opening ceremony and order booklets with a debut exhibition advertising. With the option that your gallery will be the first and only in the city, it will be possible to try to enlist the support of local authorities and even if you are lucky, get a building in the city center, in this case you will share the right to business with a state institution. Another option to solve the problem of lack of facilities for rental facilities is the addition of the gallery to the current business, for example, in the actual halls or in the halls of the private bank.
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Plan of opening of the gallery of decorative and applied art
Having considered the opening plan of the gallery, in which the works of painters will be exhibited, you can go to another type of galleries - decorative and applied art. In order for the starting business to pay off pretty quickly, you need to try to choose a high-quality exposition. Experts claim that the grand number of people whose income allows them to spend quite large amounts for home improvement, will gladly acquire decorations for the interior of the house made in American or any other style and design. Beautiful high-quality furniture and accessories to it, which are true samples of the art of the peoples of the world, will always attract rich people, especially if the offer enters our market in limited quantities. Such an assortment, just the gallery of decorative applied arts, if its owner wishes not only to share art objects with the public, but also earn good money.
You can hardly find a more robust way on this planet to earn a living than the content of the art gallery. A whole day to sit in a quiet room, full of beautiful things, to meet a smile of visitors, endow them with your attention and get attention in response.
What can you fight more beautiful than being surrounded by art objects, which may be the highest form of human self-expression, collect these items, keep them, open their way into a big world, and even make money on their own lives? So, if you decide to become an art dealer and open your own gallery, consider somewhat important for this profession of moments.
The first and most important thing - you must have figurative thinking. And all you exhibit or offer for sale should be the result of this vision. Imagine that every work and every artist you are exposed to the gallery is a kind of smear in painting, and the picture you created in full represents your unique look at art.
This is what your goal should be: imagine and show the world, a whole, understandable, consistent collection of works, which reflect your worldview, and allow visitors to make an individual impression of your gallery.
Random not consistent Exposure, lack of direction, the lack of identity says that, most likely, your business will not be durable.
Speaking of the originality, I mean that you have to create it yourself, and not entrusted to someone else. As soon as you start copying other galleries, you will immediately increase their image and falling your own. From the very beginning it is necessary to establish yourself in your individuality, and if you are not ready for this, you should simply postpone the opening of your gallery to better times.
Even if you have chosen a demonstration of art, you can not do it beless or confused. Therefore, prepare for the fact that you have to protect your identity and answer on unfriendly Comments of competitors. The ability to successfully protect what you sell is the basis of creating a reputation and is an important part of the game. You understand that people who want to buy work with you, and not in the next gallery, should have for this good reason.
Collectors appreciate the knowledgeable dealers formed, those who are not just understandable in art, but can and can clearly argue their position on any direction, to give an expert assessment of events on the market, to characterize the work in terms of its relevance, historical value, and t ..
Next your task (if you still decide to stay in this business) - create a client base core consisting of regular customers. Regardless of what type of picture you offer for sale, this base consists of people who understand that the high-quality collection is built for a long period of time.
Their tastes and understanding are developing gradually, and the more their requests increase, the more they are to respected authoritative dealers and the gallery with which they are born to joint business. Explore the list of any large collection, and you will see that only a few dealers play an important role in building it. Become one of these.
However, knowing its advantages of its direction, do not stop on achieved. Being the most knowledgeable in the art that you imagine, attract the best artists in this area. Continuously study the market, understand its trends and be two steps ahead of the competitors. And in exceptional Cases form this market yourself.
That is what the most prosperous dealers do: they ask the course to which the rest follow. Rumors about your insightness and foresight It will certainly be distributed among the participants of this market, writers and critics will take your words to weapons, more and more collectors will begin to look closely to the new direction, the art community figures will not be confused to excite the work around you, and the rest of the story, as they say.
But wait, it's not all. Successful dealers are always primarily focused on the artist. If you get recognition of artists, you will receive and recognize collectors. The readiness of a good artist entrust your gallery your work and your creative career is the key to your success. If you cannot get an interesting artist, you will not be able to offer interesting art products market. But here I run a little ahead.
To achieve this highest confession - and it will take years, believe me - be firm, targeted and confident in the message you are sending to society.
Receive fame to an art environment as a gallery that is engaged in specific types of art in a specific price range, works with serious artists whose goals and worldview correspond to the specified direction. Your level of trust should be on a good account, and the reputation is flawless.
People want to know where they come, they want to feel stability, and not jump with you from one direction to another, without understanding what else you come up with the next time. Remember that most buyers confuse frivolous experiments around art, so keep your course firmly and steadily as possible.
I repeat once again: success does not come instantly. It will take a long time to create a reputation. Showing the show, exhibit the exhibition, please convince people that you are not only committed to your vision, but that you have the necessary resources (talent, insufficiency, intelligence, finance) to keep this steering wheel.
This means that you better have enough money and an interesting bright exhibition calendar at least six months, and better for a year to stay in this business. Profit may not come as fast as you expected. If you do not have a similar pillow, think seriously before you start such a business, perhaps it is worth postponing. From the very first day you will be under close attention, but interest in your activity can take a lot. Therefore, you must have confidence that what you do can make fire and maintain it.
As I said earlier, for the success of the gallery, careful and accurate creation of a base of regular buyers, real-partners, those who have long been committed to your choice for a long time. Gallery is not a club for interests, not a party for friends, acquaintances of artists and classmates, those who come to drink, talk for life and have no intention to buy something.
Surprisingly a large number of galleries from the very beginning seems to be specifically created because of the desire of the owners to surround themselves with swindlers and satisfy some unrealized ambitions. It will almost inevitably lead to a sad end. In order to prevent such an outcome. You must take care of the outdoor world, take into account his interests and convince the world that you have something to show and have something to say about this that you protect your gallery, because it turns into a local cheap sewing club and that you are ready to do Its place for chosen.
You must be prepared on some of the stages to turn the clear range of your customers and cut off all those who say a lot and beautiful about their love for art, but does not intend to support you financially or in any other way. This is the only one Method survive. In the end, you can postpone communication with some particularly close-old portyard friends from the gallery to your personal space.
The next your task is to attract the desired people. But it does not mean - shipping. One of the best ways is to speak with each language understandable to him. Understand that not everyone wants and are able to understand before the subtleties in the secrets of painting to delve into your creative ideas. With such buyers should be easy and unobtrusive.
It is possible, with time when you install a solid connection, you can deepen your intellectual communication. Of course, it would be nice to shine with erudition and put off our knowledge, and even at first, it may seem that you impress, ultimately, all this intricate terminology will scare away a not too educated guy. Rarely who wants to pay for what is nothing we mean.
Working an art dealer, constantly expand your audience. Again and again offer to the acquisition of items, sooner or later your customers will start calling themselves and make re-purchases. In this case, it happens that at some point your old customers fill their collections or switch to new directions, be prepared to replace them with those who only came to business.
As for the conversation content, undoubtedly, it is better not to use banal empty verses such as such: "See how beautiful this picture is, how many expression in it, isn't it?"
Speak about your gallery, about your goals, about why it is this, and not a different direction worth attention. Discuss the creative credo of your artists, which represents their art, concepts, ideals that it embodies. Why is it worth investing in them, stay on the history of successful exhibitions and sales. You must understand yourself and convince anything that you sell much more than just beautiful things.
You never sell anything if you just say: "I really like it, you should also like it."
Always be extremely attentive with whom communicate with, try to show maximum care throughout your dating. Instead of jeightening what you would like to sell, try as close as possible to learn the needs and tastes of your buyer, provide him with information that he wants to hear, and then leave him alone with his reflections.
There is nothing more annoying than the annoying gallery staff, which are released for the processing of the client, and those trying all sorts of tricks to hook the client on the hook, as if the client is a fool and does not understand what they are doing with him. Of course, you can captivate a game in a labyrinth, but make sure that your hobbies are separated.
In addition, place all the descriptive materials in an affordable place: all articles, essays of art historians and critics, press releases, announcements.
Description of the gallery itself and statists of artists make up a simple available language, understandable to everyone. This gives people a certain level of confidence, they feel that they own the situation, and most importantly, they decide whether they want to know more. Pressure on the buyer at the very beginning hello to what you lose loyal customers and will not give the opportunity to generate cash flows to stay in business.
If we have already started talking about finance, let's consider another important aspect of the survival of your gallery - the rationality of prices for art. You must be able to explain your language prices available for philistine understanding. Imagine facts, operate with consistent clarification.
If you have decided to keep high prices, justify them as a professional: for example, all work has been sold from the last exhibition, or there were acquisitions to the collection, or there was a sale with auction. In the end, the price can be argued and the fact that it is painstaking and costly technique, expensive equipment and materials, etc. Those. It is obliged to be some specific rational reason for the high cost of work.
It's just that this is a fashionable direction, and the artist is a newly made genius - not to say anything to sell the picture at a good price. You cannot operate the cost as a souvenir trader or the seller of expensive entertainment. The buyer of serious art is in most cases a collector and an investor, so weak explanations will not arrange it.
Expose only well-thought-out consistent prices. Do not make exhibitions, where you first sell everything at a price of $ 8,000 - $ 12,000, and the next time $ 500 is $ 1000. The reaction of permanent buyers will not be in favor of the authority of your gallery. Even if it was reasonable prices, and you can explain the thin line between different artists and works Art, most buyers, this line is not obvious.
Moreover, we have already spoken with you that you are obliged to withstand one direction in your gallery, one level of artists and attract permanent buyers, so we get seriously to the temptation to change something in the pricing policy. People have already defined expectations and you need to be careful with this. It is not about small oscillations in the price that is easy to clarify, but about large discrepancies that can only harm you.
Well, finally, a few smallest things:
Constantly increase your mailing list, but do not send ads too often: one two announcements per month will be enough to keep the status of a respected gallery.
Arrive in local museums, cultural organizations, dealer associations and galleries, pay attention to the activities you spent, ask for financial and other support if necessary, not always and all the time, of course, but then, when appropriate.
Invite the same organizers of various charitable events in your gallery, spend charity auctions yourself. And most importantly - Meet and get acquainted again. You want to become recognized in the art community, you want to know the main players and, ultimately, to get the location of authoritative individuals. You do not need appear at all without disaster role, but with some level of regularity. People will notice you again and again and gradually conversation will begin.
Go away from pressure tactics. Do not try to someone to sell anyone.
If someone ripened to buy, usually he gives it clearly understanding. Answer people to questions, be careful to their needs, and let them take things step by step. At the very least, make sure for starting that the client matured before grabbed him for the throat.
If a critic or reviewer makes thoughts that do not cause you delight, let them. Never delete them from the mailing list, do not answer the criticism of the counter criticism and do not close the doors of your gallery for them. It's just stupid. You can not try to change people or take them right to their opinion.
And in any case, the press always has the last word, no matter how you affect. If you take out anything to the public court, be prepared to get different reviews. If this comforts you, extraneous readers rarely remember what the gallery was discussed in the last review, and your buyers on the contrary will get an additional stimulus to look at you and make sure that you are in good shape a great mood.
And remember - the worst thing that can write about you - do not write anything.
And in conclusion. Be honest dealer. Never distort and do not embellish Excessive information about artists and works, Which you sell. The last thing that would like the buyer, to find out, especially the one who just started its activities trusting your professionalism, listening to your opinion, bought you at all that you described. This badly affects not only your reputation, but also on the business of all the galleries of the world, because now they have lost at least one collector, but also a couple of his friends.
Therefore, make your beautiful business honestly, enjoy enjoying all the advantages of the owner of the gallery and one of this is already enough to say - my business is quite successful.
Article from ArtBusiness.com http://www.artbusiness.com/osoqcreatran.html
Translation of Oksana Kozinskaya