Show and sell
Unless you work for one of the major national art galleries and museums, like the Louvre or the Prado, the chances are that the main aim of your next exhibition is to try and sell some of the pieces of work. You might never see a price tag on the Mona Lisa, but living artists have to eat and they rely on you showing their precious pieces in the best possible light to help bring in the maximum revenue. Hang a painting like it’s a strip of used couch roll and the chances are that the wannabe art collectors will spend their cash elsewhere. And that’s not just bad for the artist; it’s bad for your gallery and its commission too!
Selling at an exhibition isn’t just about how the piece looks in the gallery. You have to do a lot of legwork if you want to get the right people – which means rich people -along to opening night. Spend a bit of time and money on producing a professional-looking catalogue, with full colour pictures of the paintings, and you’re half way to getting their attention. I once received a catalogue in the post that was a few photocopied, black and white pages stapled together. The paintings were almost indecipherable and the whole thing was quickly consigned to the bin.
Opening night is a big deal for any artist and his or her gallery. Pull out all the stops to make sure everyone has a fabulous night; happy people are much more likely to open their wallets, after all. You don’t have to spend a fortune either. Marks & Spencer party food tastes and looks fabulous – stick it on a couple of silver platters and it looks like you hired the best caterers in London! Make your guests feel special and they will feel that way about whatever is hanging on your walls.
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