How to Start and Run a Commercial Art Gallery

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More About This Book

Overview

Aspiring and new art gallery owners can now find everything they need to plan and operate a successful art gallery in this comprehensive volume. Edward Winkleman draws on his years of experience to explain step by step how to start your new venture. Chapters detail how to:

write a business plan

find start-up capital

find your ideal locale

renovate the space

manage cash flow

promote and grow your new business

attract and retain artists and clients

hire and manage staff

represent your artists

How to Start and Run a Commercial Art Gallery also includes sample forms, helpful tips from veteran collectors, a large section on art fairs, and a directory of art dealers associations.

Product Details

  • ISBN-13: 9781581156645
  • Publisher: Skyhorse Publishing
  • Publication date: 7/14/2009
  • Pages: 256
  • Sales rank: 183,260
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.70 (d)

Meet the Author

Edward Winkleman began his career in the art world with a series of guerilla-style exhibitions organized in New York and London under the name 'hit & run'. In 2001 he co-founded Plus Ultra Gallery in the Williamsburg district of Brooklyn, New York. He was a founding member and the first president of the Williamsburg Gallery Association and an early member of the New Art Dealers Alliance. Moving into Manhattan's gallery district in Chelsea in 2006, he changed the name of the gallery to Winkleman Gallery. The gallery's exhibitions have been reviewed in the New York Times, Artforum, Art in America, Flash Art, the New Yorker, TimeOut New York, and Art on Paper, among others. Winkleman has participated in art fairs such as ARCO, Art Chicago, Pulse, Year 06, Aqua, and NADA. He is the author of an eponymous blog about the art world and politics and a contributing editor to the international blog Art World Salon. He lives in New York City.

Table of Contents

Introduction vii

Acknowledgments xi

Chapter 1 Education: How to Learn What You Don't Know Before Opening a Commercial Art Gallery 1

Chapter 2 Identity: Defining Your Program and Other Branding Issues 15

Chapter 3 Business Models and Customary Practices: The Primary Market 25

Chapter 4 The Secondary Market 45

Chapter 5 Start-up Capital: How Much You Need and How to Get It 55

Chapter 6 Writing a Business Plan 67

Chapter 7 Location and Build-Out Issues 85

Chapter 8 Managing Cash Flow 99

Chapter 9 Logistics: Crating, Shipping, Framing, Photographing, Managing, and Insuring Artwork 111

Chapter 10 Staffing and Management Practices 129

Chapter 11 Promotional Efforts: Publicity and Advertising 137

Chapter 12 Getting Expert Advice and Professional Assistance 153

Chapter 13 Art Fairs 165

Chapter 14 Artists: Where to Find Them; How to Keep Them 183

Chapter 15 Collectors: Where to Find Them; How to Keep Them 207

Chapter 16 Peerage: The Art Gallery Community 219

Appendix A The Standard Art Consignment Agreement 228

Appendix B Regional Art Dealers Associations 232

Bibliography 236

Index 237

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