Galleries
I am curious what other artists think about the gallery situation. I have had two galleries close their doors recently and have heard rumors that many others are closing or at least struggling financially. There is no doubt that the current economic situation has some bearing on things, but it has to be more than that. Here are some things I have heard or thought about that I think may be making a difference in the financial success of art galleries.
1. National economics: yes, the national economic situation with high unemployment surely has an effect. When folks are economically hurting, they usually dispense first with luxuries and art is considered a luxury by most.
2. Too many artists: as galleries have added artists to the point where they can barely keep track of them, it must be difficult to promote them. How do you promote an artist you rarely see or talk with? I have had friends suggest I check out some of the larger galleries that sell representational work, but even if they take me on, will my paintings get seen?
3. WalMart sales philosophy: (with apologies to Sam Walton's family) when I go to WalMart, I do not mind that no one usually helps me because I know what I want and where to find it. Unfortunately many galleries think they are like WalMart; they expect the customer to walk in, find the painting he likes and bring it to the cash register, proffering his credit card. But that is not how art is sold. A gallery must cultivate a clientele who shops and buys regularly, who knows the owner, manager, or sales person and trusts him to help make decisions on buying art. That means personal attention, lots of it. Many owners today do not seem to understand that, but sit behind a desk, barely look up sometimes to say, "hello". That does not mean they need to jump up and start twisting arms, but they do need to take a personal interest in every person who comes in, find out about the potential client, what they like, why they came in, etc. Eventually that person may buy and, better yet, become a repeat buyer.
4. Commissions that are too high: yes, a gallery that overcharges their artists may hurt themselves because they consider their artists to be little more than "suppliers". When I started in this business, 25% to 1/3 commission were common, and the high charging galleries expected the artist to cough up 40%. Now it is 50% and more. But with paintings from perhaps a hundred artists hanging on their walls, the gallery does not feel obligated to take an interest in promoting any one artist and anything they sell is a quick 50%. In the "old days" a gallery that only charged 33% and only had a dozen artists took an interest in promoting each artist because they had to work hard to make money. And surprisingly, there were a lot of them that were very successful then and a lot that made their owners wealthy.
5. Lack of knowledge about art: a real art collector will quickly spot a novice art gallery by the salesperson's lack of knowledge. Like in any business, a gallery must know the world in which it exists. Too many sales people not only know little about art, they know little about the artists they carry!
I have no doubt my views are slanted somewhat because I am looking from the artist's perspective, but I am curious about what you think.
John
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