It seems that since time in memoriam retail art galleries of all sizes have been putting on parties to celebrate new shows. They go by many names, from the classic “opening reception” to the self-consciously chic “cocktails with the artist”. While the contents can vary - many feature live music, most have wine, cheese, et cetera - the idea is basically the same: if you feed them, they will come. But if you feed them, will they buy, too? On this question the jury is still out. The real inquiry is how can these events be made more engaging in small and mid-sized commercial galleries, and how can they be made to pay?
Receptions, like any aspect of the gallery business, are not cheap. Between promotion, food, drink, music, staffing, and other details, it’s not unusual even for a smaller commercial gallery to spend in the range of $1,000 or more on such events. Considering the often precarious financial situation for these same galleries, does it really make sense for them to spend funds that could otherwise go towards rent, advertising, or specialized staff on throwing a party?
Many gallerists and most artists in regional and local marketplaces cling to the idea that these free gatherings drive sales. At the same time though, any gallerist will also tell you that every gallery has their opening “regulars”. These individuals attend exhibition receptions religiously, delight in the complimentary fare, and have also by and large never bought a thing. That being said, though, many gallery owners will also share that the excitement surrounding opening receptions does result in sales. In many cases most sales occur at or around the opening of a show. But is the party itself the driving force behind this? While the data on this topic is sparse, there are reasons to doubt.
The reason that so many sales occur at openings is because these aptly named events typically open the show and are buyers’ first exposure to the work available. Anyone who has loved a painting or a print or a sculpture enough to buy it knows that no amount of free Gruyère made them pull out their checkbook. Collectors of luxury goods like art require three things: means, motive, and opportunity. While some coaxing doesn’t hurt, broad costly programming seems to be a blunt answer to the question of cultivating patronage of the visual arts. And if a gallerist feels a party is an important way to entice or honor potential or prior collectors, perhaps a private VIP preview is the best way to include such individuals and encourage them to become repeat buyers.
So, if these events just happen to be an opportunity for otherwise motivated buyers to make purchases, then how can commercial gallery owners convert them into profit centers in their own right? One idea, maybe the idea, is to charge for them. A lesson you learn in Business 101 is that if you give any product away for free, the public will see it as worthless. So, if money is invested into exhibition programs like receptions, why shouldn’t there be a fee to attend? They do, after all, have value. They provide a unique first look at exhibitions as well as networking and often educational opportunities as well.
One reason I think galleries tend to be leery of charging for events is because the art community at large has an idea that even retail galleries are not merely businesses built on art sales but also cultural centers. And as cultural centers, this thinking goes, it is the responsibility of for-profit galleries to provide open, easy, and free access to their spaces at all times. This free access includes receptions and other events. I recently had this exact conversation with a gallerist who was detailing some of the difficulties they’re seeing in their business and they really leaned into this concept, namely the idea that they had a “community responsibility” to run specific programs and events even at a loss. My response was that as a business owner a gallerist’s key responsibilities are to pay their bills, to pay their artists, and to pay staff.
No other for-profit business that I know of is enlisted to provide free catering and entertainment to strangers who don’t pay for their product or service. So, why should commercial galleries? Certainly, as a gallery professional who works in a uniquely historic and public setting, I think it’s very much in the interest of non-profit, mission-driven art centers and institutions to open their doors wide to the communities they serve and to run plentiful free programs, including openings. Small and medium-sized commercial galleries, however, need to open their doors wide to collectors, patrons, and individuals interested in supporting their artists and their exhibition programming with more than just lip service or dreaded “exposure”. And in those settings, this might just mean charging for special events specifically or even charging a general admission fee.
I don’t think the suggestion that a business should charge for a service is a radical one. And if retail galleries charged a small amount to attend special parties and programs, audiences would see that these events do have a value, and more importantly that there is a cost to the small business putting them on. With the income from admission, even from a thinned herd of attendees, commercial galleries could also improve the programming to build out events that are more enticing to the young, sophisticated, upwardly mobile, moneyed class of potential collectors that need to be engaged if the commercial galleries serving local artists are to survive into the future. Millennials, for instance, are interested in such experiences - and high quality ones, too.
A $30 cover for an event that features craft spirits, canapés from a locally owned restaurant, and a demo with the featured artist(s), is not in any way unreasonable and if a buyer is honestly in the market for art, even a piece in the $1,000 price range, it is not inaccessible. Of course it’s tricky to make the numbers work, but this is an industry filled with creative people and something along those lines sounds much more interesting to me than the average reception. And based on my experiences, I bet it would be much more appealing to real potential art buyers too.
Not everyone is in the market for art, and if a $20 or $30 cover charge is too steep for a visitor, then it stands to reason that a $500 or $1,000 art purchase probably isn’t in the cards for them either. Ultimately, art sales have to be the cornerstone of a successful retail gallery situation, but making openings and other gallery programming more profitable is an important step to creating a commercial gallery business model that is more tenable in a rapidly changing environment.
If important retail venues for local artists are going to last, they must be money-making operations and behave as such. Gallery professionals must show that their spaces, their exhibitions, and their work has value. Rethinking receptions and other events as income-generating activity is one step towards shoring up the economic feasibility of the small commercial gallery for the next generation of local artists.