For some folks, a visit to an art gallery might be a pleasant diversion while on vacation, or perhaps a great way to kill some time before meeting friends for lunch or dinner. But for gallery owners and the artists whose works are represented, galleries are serious business.
That means, despite the cliché that artists are impractical dreamers, successful artists and gallery owners apply a very practical approach to their livelihood.
Arts at Canal Place
When Cumberland is mentioned, generally two thoughts come to mind. One is of a picturesque town with lovely mountain vistas; the other is of an economically depressed area that was struggling even before the current recession.
Both views would be correct. However, despite its reputation for troubled times, the town has a surprisingly vibrant and eclectic art scene. A case in point would be Arts at Canal Place, an artist co-operative with more than 30 members.
These artists represent a wide variety of mediums, including oils, acrylics, watercolors, ceramics, glass, jewelry, wood and blacksmithing, to name a few. Though semi-autonomous, with its own board of governors, the organization is a program of the Allegany Arts Council, which provides administrative assistance and financial subsidies.
Andy Vick, executive director of the Arts Council, described his group’s involvement with Arts at Canal Place as a business partner that “provides micro-businesses [the artists] with an opportunity to sell locally and to gain business skills that will allow them to be more effective entrepreneurs.” He feels that this collaboration has “cultivated a dynamic arts community woven into the tourism industry, boosting overall economic development.”
Julia Shillingburg, a co-op member and the current coordinator for Arts at Canal Place, agreed. “We’ve been here since 2002. We have an education center, offer workshops and classes, and participate in monthly Art Walks from May through September, which raise the visibility of the arts.”
South Street Art Gallery
Nancy Tankersley, owner and artist-in-residence at South Street Art Gallery in Easton, offered a different perspective. The gallery has been in existence for 10 years, and she has owned it since June 2004. She had not intended to become a gallery owner, but when she and her husband became empty-nesters, “the opportunity presented itself” and they decided to “take a chance on a nice retirement adventure.”
The adventure has paid off, as Tankersley represents a group of about 20 artists from around the country, among them Ed Cooper, Gay Falkenberry and Camille Przewodek. Tankersley admits that there was a learning curve — at first she attempted to exhibit a broader price range. But as she noticed that a small number of artists were responsible for the largest percentage of sales, and as the recession weeded out the mid-range buyer, she focused on those artists whose work continued to sell.
“It seemed counter-intuitive at first,” she said, “but it was the ‘recession-proof’ people who could continue to buy established artists. The middle ground disappeared and I had to focus on where the market was.”
Carla Massoni Gallery
With more than 20 years as a gallery owner, Carla Massoni enjoys her niche as someone who brings art to the workplace. She works in collaboration with corporations, law firms, interior design firms and various governmental agencies, including the State Department’s “Art in the Embassies” program. Though based in Chestertown, Massoni focuses on clients in the Baltimore; Washington, D.C.; and Northern Virginia areas.
Massoni has seen the art world through several economic cycles. “Our business directly mirrors the housing and construction market,” Massoni explained. “We saw an immediate downturn in 2007/2008. Business dropped by as much as 50%.” Having weathered hard economic times before, Massoni was quick to respond, limiting exhibitions and eliminating standard gallery hours, though the gallery is still open by appointment. She also emphasizes her web site and e-mail to stay in touch with potential buyers.
Massoni attributes her longevity in the art world to the warm relationships she has built with her artists — such as Marc Castelli, Marcy Dunn Ramsey and Greg Mort — and her attention to detail with clients. “I know their offices, their homes. I build long-term relationships and build trust with both the artists and clients.” But in addition to this close interaction, she stresses that you need to “sense the direction the market is going and be willing to make cuts. It’s definitely a balancing act.”
Wynn Bone Gallery
A visit to Wynn Bone Gallery in Annapolis might take a little bit of searching. That’s because the gallery is partnered with Casa Nova, a store specializing in handmade silver jewelry and unique ceramic creations. The gallery is entered at the rear of Casa Nova, winding back and upstairs. But this “‘symbiotic relationship’ works well,” stated Wynn Bone, something that he and his partner, Jim Jaffre, recognized from the start. They like to joke that Casa Nova, with its excellent Main Street location, is the “gift shop” that patrons must pass through to view the gallery.
In fact, they attribute this overlap — one business entity with two distinct sections — as one of the reasons their business continues to succeed. Having opened the gallery 10 years ago (eight of which have been in Annapolis), Bone admits to being “fortunate in my timing.” Another fortuitous advantage is “Annapolis’s proximity to Baltimore and Washington, which allows me to serve a much broader audience.” And like other gallery owners, Bone feels that long-term relationships with clients and artists — including Bryce Hammond, Paula Stark and Jason Mitcham — have been a crucial factor in building a stable business.
Finally, Bone refers to his “unique” niche in Annapolis. Though he eschews labels such as “traditional” or “avant garde,” wanting people to come to their own conclusions about the pieces in his gallery, he actively seeks individuals who approach art “from a different place.” A case in point would be the recent multi-media exhibit featuring Mitcham, which used video to complement the artwork.
Ceramics are just one of the many artistic mediums that are offered at Arts at Canal Place in Cumberland.
Arts by the Bay
Though only in business since 2008, this small artist co-operative in Havre de Grace has managed to thrive despite its startup during the worst of the recession. Pat Fair, the director, is understandably proud of that accomplishment. “After we gained an ‘Arts and Entertainment District’ designation from the state of Maryland,” she explained, “we got a free year’s lease on a broken-down commercial building in September 2008, and managed to open by November.”
Since then the 35-member co-op, which features Harford County artists, has found a variety of ways to pay the bills, such as member fees and private donations. In addition, gallery rentals for receptions, dramatic presentations, corporate events and workshops have provided multiple opportunities for income.
For example, a mosaic workshop tailored for a chemical company as a team-building exercise with its Chinese and Russian partners brought in revenue from space rental, workshop fees and artwork sales. Quarterly artist receptions bring in additional income — the latest, in February — garnered more than $3,000.
Finally, the gallery has hosted several fundraisers in conjunction with a local restaurant, including a recent “Martinis with Monet,” where tables and chairs decorated by co-op members were auctioned. “We aggressively market,” laughed Fair, “to attract clients in multiple ways.”
Stay Attuned to the Market
Obviously, each of these galleries has its own unique way of doing business. But despite variations in philosophy, medium, style or emphasis, all would agree that staying attuned to the market and responding proactively is the formula for success. The business of art is, indeed, an art.
