Starting a Community Art Gallery

How to Make Your Vision a Reality

By Lisa Tana, Owner, Desa Arts

Having an appreciation of art or being a fine artist does not prepare you for running an art gallery. Like any business, it is important to do your homework and develop a plan. You will wear many hats as a gallery owner and perform a multitude of functions: curating, marketing, hanging shows, organizing openings, and managing money. Multitasking is an understatement! You have to be both passionate and organized to keep things running smoothly. Make sure you have a clear concept of “who you are” and whether your venue is well suited to your environment. Be financially prepared-- not only for the initial start up costs.Expect to support yourself while your vision takes root in the community.

Here are the first steps to transforming your ideas into a workable plan:

Talk to people who have experience in the field and discuss strategies and potential pitfalls
Make sure the community is receptive to your vision and network with local businesses to gain support in your immediate area
Do research on the art industry and take advantage of tools and resources to keep you on the cutting edge
Decide how you will target artists that fit your focus and your space
Be creative about how you attract and keep loyal customers

Get Expert Advice

Don’t rely solely on your own knowledge and experience when embarking on a venture as complex as running a gallery. Learn from those who have been there.
Try: The SBA (Small Business Administration) (www.sba.org) offers a range of low-cost workshops as well as free counseling through their SCORE (www.score.org) program. Bring your business plan and ask questions. I recommend reading “Opening Your Own Gallery” at Art Info (www.artinfo.com), an online resource that offers art news, useful directories, as well as market trends and analysis.

Make Sure Your Vision Fits Your Environment

Attend community meetings and network with local merchants to determine if your gallery will have the support of your community.
Try: Find out if there is a BID (Business Improvement District) in your part of the city by visiting the Downtown Research & Development Center (www.downtowndevelopment.com) and using the links. The BID is a powerful resource that can provide valuable tools and services to support small businesses in areas targeted for revitalization. It is also wise to contact your local Chamber of Commerce (www.chamberofcommerce.com) and consider becoming a member.

Know Your Industry

No matter how much you know about your art niche, you still need to stay current and understand the larger creative landscape.
Try: Subscribe to art publications such as Artweek (www.artweek.com), Art in America (www.artinamericamagazine.com), Artforum (www.artforum.com), and ARTnews (www.artnews.com ). For in-depth articles on marketing and business ideas geared to people in the art industry, consider Art Business News (www.artbusinessnews.com). You may want to utilize gallery software such as Art Systems to help take the guesswork out of managing artist information and financial transactions.

Target the Right Artists

Determine what type of art will define your image and your space. Whatever style you wish to promote, there are plenty of artists with the talent and desire for representation.
Try: Utilize community bulletin boards such as Craigslist (www.craigslist.org) and non-profit organizations that support the arts. Directories such as such as Artist Resource (www.artistresource.org) can point you in the right direction. An example of one such non-profit is Artspan (www.artspan.org) located in San Francisco. They sponsor the city’s Open Studios event, which allows individuals and galleries alike to preview over 800 local artists’ work. Many cities across the U.S. have similar organizations.

Attract and Maintain a Loyal Following

Having a great space with interesting art will only take you so far. You have to find creative ways to bring people into your gallery and keep them coming back. Send well-written press releases to mainstream and fringe publications whenever you have a new work on display.
Try: For writing help, contact the Nonstarving Artists news service (www.nonstarvingartists.com ). Participate in monthly gallery walks (often on the first Friday) in your area and try offering something unique such as live music or an art demonstration. For an example of one city’s art walk program visit (www.springfieldarts.org/srac/artwalk.html). Sponsor a community event or offer a workshop and promote it through local cafés and universities. Make your collateral count. Low cost printers can create high-impact postcards with quick turn-around—all via the web. Check out PS Print (www.psprint.com) and Greener Printer (www.greenerprinter.com) online. Cultivate an email list and send out professional-looking communications at a fraction of the cost of snail mail. Vertical Response (www.verticalresponse.com) provides the templates and the tools to get your message out. Maintain a visually dynamic website.

Be prepared to make mistakes and learn from them. This is a creative business and it’s important to continually try new strategies and be willing to take risks.
Visit successful galleries in your area and pay attention, not only to how they look and feel, but how they operate. Go to their websites to further your knowledge.
Remember you are in a service industry and it is vital to make a positive connection with every person who walks through your door. Make sure they leave with a good feeling about who you are and what you have to offer. In this business, word of mouth is key.