How to Start and Run a Commercial Art Gallery (Second Edition)

How to Start and Run a Commercial Art Gallery (Second Edition)

by Edward Winkleman, Patton Hindle

Paperback(2nd Edition)

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“A comprehensive guide.” —Artspace.

“Whether you are new to the business or a seasoned gallerist, it is always wise to remember the essentials.” —Leigh Conner, director, Conner Contemporary Art

Aspiring and new art gallery owners can find everything they need to plan and operate a successful art gallery with How to Start and Run a Commercial Art Gallery. This new edition has been updated to mark the changes in market and technology over the past decade. Edward Winkleman and Patton Hindle draw on their years of experience to explain step by step how to start your new venture. From finding the ideal locale and renovating the space to writing business plans and securing start-up capital, this helpful guide has it all. Chapters detail how to:
  • Manage cash flow
  • Grow your new business
  • Hire and manage staff
  • Attract and retain artists and clients
  • Represent your artists
  • Promote your gallery and artists online
  • Select the right art fair
  • And more

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

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Product Details

ISBN-13: 9781621536567
Publisher: Allworth
Publication date: 11/13/2018
Edition description: 2nd Edition
Pages: 304
Sales rank: 592,667
Product dimensions: 5.90(w) x 8.90(h) x 0.90(d)
Age Range: 18 Years

About the Author

Edward Winkleman is the director of the Winkleman Gallery in Chelsea. The gallery’s exhibitions have been reviewed in the New York Times, Artforum, Art in America, Flash Art, the New Yorker, Time Out New York, and Art on Paper. Winkleman has participated in art fairs such as ARCO, Art Chicago, Pulse, Year 6, Aqua, and NADA. He lives in New York City.

Patton Hindle is a principal and founder of yours mine & ours gallery in the Lower East Side. She is also the director of arts at Kickstarter, where she oversees the Arts and Performance Arts team. Hindle was previously the director of gallery and institutional partnerships at Artspace. Hindle came to New York as the director of DODGEgallery, a Lower East Side program that she helped open and run. She was raised in London and attended university in Boston, Massachusetts.

Table of Contents

Acknowledgments v

Introduction to the Second Edition ix

Introduction to the First Edition 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 24

Chapter 3 Business Models and Customary Practices 37

Chapter 4 Start-Up Capital: How Much You Need and How to Get It 70

Chapter 5 Writing a Business Plan: Pulling It All Together into an Action Strategy 84

Chapter 6 Location and Build-Out Issues 105

Chapter 7 Managing Cash Flow 121

Chapter 8 Crating, Shipping, Framing, Photographing, Managing, and Insuring Artwork 135

Chapter 9 Staffing and Management Practices 157

Chapter 10 Promotional Efforts: Publicity and Advertising 166

Chapter 11 Getting Expert Advice and Professional Assistance 182

Chapter 12 Art Fairs 195

Chapter 13 Artists: Where to Find Them, How to Keep Them 214

Chapter 14 Collectors: Where to Find Them, How to Keep Them 242

Chapter 15 Peerage: The Art Gallery Community 258

Chapter 18 How the Internet Is Rapidly Changing the Art World 270

Appendix A The Standard Art Consignment Agreement 275

Appendix B Regional Art Dealer Associations 280

Bibliography 283

Index 284

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