Develop a Relationship - part 2

This is the second entry of a two part series regarding the rewards of establishing a relationship with an art gallery. In part 1, I discussed the "How to" of creating a relationship. Basically, it’s as simple as finding a gallery that shares your sensibilities and starting a conversation with the owner/director. Kind of like the early stages of dating.

Today, I’d like to discuss the rewards of establishing this relationship and how to take advantage of it. Some things will be obvious. Some things may be new to you. Feel free to comment and add your thoughts – I’d love to hear them.

So you’ve started this conversation and, ultimately, a relationship with a gallery…  Keep in mind that the primary goal and reward of having ties to a particular gallery is in getting you access to the art you like and potentially saving you money. Here’s how that can happen:

I promise you, what is hanging on a gallery’s walls is not all the art the gallery has to offer.  If there is something that sparks your interest, let us know.  We might have something else that isn’t on display that may be more up your alley.  Many galleries do most of their business this way.  It’s called "back room sales".  Although it may sound exclusive, there is nothing exclusive about it.  It’s a simple matter of the gallery not having enough wall space to show everything.  Of course, you will never gain access to the "back room" without talking to the owner/director first.

Put yourself on the mailing list.  It's more than just getting little postcards with pretty pictures that you stick on your refrigerator. These mailings announce exhibitions in advance of the show opening.  If what is on the card is of interest to you, give the gallery a call.  Chances are the work is already at the gallery and, although not hung, is available for viewing.  At the least, visit the gallery a day or two before the opening.  I guarantee that the art is in the gallery and probably in the process of being hung.  What this gives you is a first crack at it. Ever go to an opening, get there early, and see a bunch of red dots already on things. Those in the know got there before the opening – you can too. And, I can't tell you how many times we have sold a single piece of art multiple times. By that I mean there is one piece that multiple people want to buy. It's usually the best piece in the show and the first to go. By getting an early look, you get to see things before anyone else. You can be the one who gets the preview at the collection and avoid the disappointment of losing out on the one you like best.

In addition to the mailing list, sign up for the gallery’s email list too (if the gallery offers it). Mailing cards is expensive. Email is not. Galleries are relying on email more and more to get the word out about exhibits and other news or events. Email blasts can announce shows or other special opportunities like a new acquisition from an artist, or a closing reception, or an after hours event. It’s just another way to stay in the loop and get first crack at an opportunity. Oh… and don’t forget to check to see if the gallery has a blog – it’s another great source for inside information.

Virtually every gallery has a business relationship with a local framer and receives discounted prices on framing.  As you know, framing can be expensive.  But by buying unframed art from the gallery (remember to ask about any work that is unframed) then getting it framed yourself, you are likely to save a bit.  You can save even more if your go to the gallery’s framer and get it framed at the gallery’s discounted rate.  Suddenly, you own the art you like, framed the way you want, all at a reasonable price.

As a friend of the gallery, you get notices to special events. Specifically, I’m talking about the gallery’s participation in an art fairs.  Migration has exhibited at international art fairs such as ArtDC and SOFA Chicago, and this June, we are exhibiting at the Affordable Art Fair in New York City.  As an exhibitor, we receive a number of VIP passes to these shows (and free admission passes).  We in turn give them to our clients and patrons (the passes are of no use to us sitting in our pockets).  VIP passes give you free access to the numerous events at the fair – in particular, the preview party. Again, this gives you the all important first crack at the available art. And let’s not forget the VIP treatment (no lines, a quiet lounge to relax in, drinks, food, access to events and lectures, etc.). As one of our patrons has said, "It’s the only way to do a fair."

Finally, another thing to keep in mind… Gallerists see a lot of art.  I mean A LOT.  It is our job.  It’s what we do.  And, more importantly, it is our passion.  So, use our experience and knowledge.  As your relationship with a gallery develops and widens the more we will learn about your tastes and needs. This, coupled with our exposure to hundreds of artists’ work, increases the odds that we might help you find something that you can’t live without.  It doesn’t always have to be something we have in the gallery.  We come across dozens of great artists who we do not represent.  Regardless, we have access to them; we can introduce you to their work; and we can potentially broker a deal for you.

In addition to all these rewards, don’t forget the standard services an art gallery should provide: 1) Delivery and installation. 2) In home selection – giving you the opportunity to see the art in your own space. 3) Art searching – finding the special piece for fill your needs and taste. 4) Decorating services - art shouldn't match your sofa, but it should echo the feeling of a room or home. It's your castle. We can help. And 5) Developing an acquisition plan.

So, next time you visit an art gallery, keep in mind the many services a gallery can offer you. Introduce yourself. Start a conversation. Don’t be afraid to say what you like and don’t like. Something good can ultimately come of it… like finding you a piece of art you can’t live without and possibly saving you some money too.