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

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Product Details

ISBN-13: 9781621536567
Publisher: Skyhorse Publishing
Publication date: 11/13/2018
Pages: 304
Sales rank: 381,359
Product dimensions: 5.90(w) x 8.90(h) x 0.90(d)
Age Range: 18 Years

About the Author

Edward Winkleman cofounded Plus Ultra Gallery in the Williamsburg district of Brooklyn, New York, in 2001. 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. With Murat Orozobekov, he cofounded Moving Image, the video and film art fair that has taken place in New York, London, and Istanbul. Today he is a private art dealer in New York City and co-author of How to Start and Run a Commercial Art Gallery, as well as author of Selling Contemporary Art: How to Navigate the Evolving Market.



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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