Miami bound... but a note about art fairs

As I write this for later posting here, we're flying to Miami to participate in the annual Art Basel week of art fairs. As I've written many times before, this is the world's "big dance" when it comes to the visual arts; this is the big party and everyone is invited. However, it is a matter of getting here that's the issue.

Art fairs are very expensive. As I've noted before, many galleries risk everything to come to Miami, and I suspect that many are financially destroyed at the end of the week. And yet, many do well and return year after year.

Between my years with the Fraser Gallery and now with AAAP, we've been returning to Miami for many years now. Other DMV and regional galleries that keep coming back are my good buds at Connersmith, Hamiltonian, and Virginia's Mayer Fine Arts. They consistently take the financial risk and venture to Miami (and in some cases all over the US and Europe). Some newer participants are Morton Fine Arts and Adah Rose; both galleries did their first art fairs a year or two ago and both are enthusiastically now doing art fairs all over.

Others have tried a year or two, crashed and burn and never return to the party.

Is there a formula to this? What the the magic that makes this work for some and not for others?

I know of at least two galleries in the Mid Atlantic who have "financial backers" who absorb most or some of the financial risk involved in doing an art fair. Since these sort of galleries are very limited (who wouldn't love to have a financial backer?), they are the "outlayers" in the formula for clicking the right button in the art fair game.

Some non-profiits have the economic stability to play consistently in the art fair game; and to make it easier for them, many art fairs have special, lower pricing for non-profits. So they are also a special case, I think, because in most cases, the financial risk is absorbed by the state of their income-gathering to stay afloat as a non-profit.

It is a mystery to me why not more DMV area non-profits go to the art fairs. Hamiltonian is a notable exception, as is Honfleur Gallery in Anacostia. And the WPA does participate in our own (e)merge.

But I would submit that there are several area non-profits that could, and should participate in Miami and New York art fairs as part of their business model; if a local non-profit can afford to pay $70-$80,000 a year to its executive director (and several DMV non-profits are in that range), then it can certainly afford to budget $12-18K to participate in an art fair outside of the DMV. I think this anyway... As an outsider to the money shell game that running a non profit must be (I tip my hat to them).

I'm not saying that all visual arts non-profits should do this - I am sure that the mission of some of them are strictly focused on "local" only, rather than expanding their artistic presentations outside the capital region.

But that still leaves several key ones that (if I was the DMV art dictator) should be in NYC and Miami during art fair times.

This also applies to some of our large membership-based visual arts organizations and cooperative galleries, such as The Art League.

I'm a big fan of The Art League, and when I lived close to Alexandria I was a member for many years, and I have been honored multiple times by being selected as a juror for them.

And thus I am going to use them as an example, but this example applies to the multiple "other" art leagues, groups, clubs, cooperatives, etc. that exist around our region and which are important and significant components of our cultural tapestry. I could just as easily have picked the Rockville Art League, or the Reston Art League, Gallery West, Touchstone, Fairfax Art League, CHAW, etc.

The money part is always an issue, but when the money part can be divided into several (rather than one) entities, then the financial risk is reduced, because it is spread, rather than concentrated into one (the independent commercial gallery) bank account.

So let's proceed with this possible example using The Art League.

They have several thousand members and run a very successful and important program at their space inside the Torpedo Factory and assorted classrooms all over the area.

So the issue is, how does The Art League (again, you can fill in any of multiple DMV area membership-based art organizations) pick or select the 3-5 artists to take to an art fair?

The "good" art fairs are nearly always tightly juried. There are many art fairs where one just pays and anyone and everyone can go - those usually suck and in about a week or so, some DMV galleries and many DMV solo artists will unfortunately discover this.

And thus for Miami/NYC fairs I am thinking (in no particular order) about Art Miami, Context, Aqua, Pulse, NADA, Affordable Art Fair(s), Scope, Miami Project, Frieze... some of these are very, very hard to get in, but they're listed nonetheless, because there is a "food chain" of art fairs, and the bottom-feeders usually spell disaster for the participants.

And thus The Art League would need to establish a process to pre-jury its membership to 3-5 artists and apply with those artists to an art fair. I would start with The Affordable Art Fair in New York. They are close by and they are a "proven" fair. I have done it many times and consistently recommend it to any gallery that asks me about art fairs in general.

And thus redux The Art League would need to canvas their membership and find out who's interested in being juried for possible selection for further jurying into an art fair. I would make this process independent from the Art League itself - just like they do for their monthly juried shows, and have interested artists bring their work in to be juried by an independent juror.

That juror has to be a very special juror - in fact 98% of your standard-issue visual art juror (art professors, art critics, art writers, art center directors, artists, etc.) would guarantee a disaster to this process. In the DMV the jury pool for this process is very limited and its members are only those gallerists who have participated in multiple art fairs. In fact I can't think of anyone better to jury this part than me!

Back to the generic process... In the next post... Or soon... All DMV (and nationwide visual arts non profits/co-ops and clubs should be reading this...).

Obama Agonistes

Obama Agonistes. Charcoal on 300 weight paper with embedded video player and continuous loop video. Matted and framed under glass to 16 x 32 inches. Circa 2011 by F. Lennox Campello
The above piece is my latest exploration of marrying embedded video with drawing. You will be able to see this new piece at the coming (e)merge art fair this coming week.

The work is being presented by Mayer Fine Art, who will be in room 313 of the fair. MFA will also showcase works by DC's own Ben Tolman and self contained video installations by Tidewater area artist (currently living and working in Japan) John Miles Runner.

The new video/drawing shows the President, hugging his knees and agonizing over a variety of issues and problems during his presidency - much like the same way in which every President before him and those who will come after him are often brutalized by the weight of the White House. The extraordinary responsibility of being POTUS and the even more extraordinary demands and expectations that we leverage on all who occupy that job, is reflected on the immense internal combat depicted on this piece.

The continuous loop video plays a series of 20 appropriated news clips, cartoons and other material that deliver a conceptual tie-in to the struggling President, almost overwhelmed by his failures as much as by his successes, but nonetheless ready to continue to fight.

Matted in a white pH-balanced, acid free white mat and then framed under glass in a custom-made black wood frame to 16 x 32 inches.


Detail of Obama Agonistes, showing the embedded video being played.


Detail of Obama Agonistes, showing the drawing part of the mixed media piece

Hope Chest

HOPE CHEST: a young woman's accumulation of clothes and domestic furnishings (as silver and linen) kept in anticipation of her marriage; also : a chest for such an accumulation.

This is a special event featuring artwork by DC/Baltimore artists Mariah Anne Johnson, Becca Kallem, Chandi Kelley, Michelle McAuliffe, Erin Murray, Elle Perez, Katherine Sifers, and Dafna Steinberg. These emerging artists "challenge and reinvent tradition, romance, gender roles/expectations, and sexuality. Their work also investigates what we keep, save, and treasure in contrast to what is discarded. Photography, installations, mixed media work, and paintings present the domestic, nostalgic, and personal in new contexts."

September 15, 2011, 6-9 pm
GreenHouse 11
1123 11th St NW
Washington, DC

Work on view September 15 - November 15 by appointment. A special event will be held on September 24 to coincide with Shaw's NUIT BLANCHE Art All Night and the (e)merge art fair.

A new art fair model for the Post Covidian Age

I first proposed a version of this model about a decade ago, when there was (even then) a sense of art fatigue brewing in the art world. 

In a post Covidian world, I suspect that a lot of people will still be a little leery of large group gatherings, and art fairs based on pre-Covidian standards may be a bit antiquated in the Brave Chickenized New World.

Herewith a revised Campello Art Fair Model

---

The important thing to remember, as I mull, chew, and refine a "new" art post-Covidian fair model to replace the existing pre-Covidian art fair model, which in its American incarnations seemed to work well only in Miami and New York, but not so well in the West coast (and as we DMV-based folks have seen with (e)merge and artDC, not at all in the capital region), is the marriage of a legitimate art entity (a museum) with an art-for-sale process as a means to raise funds. 

The seeds for this model already exist in the DC region with the Smithsonian Craft Show, now in its third decade. 

Considered by many to be the finest craft fair in the world -- and from the many artists that I have spoken to over the years -- one of the best places to sell fine crafts as well, this prestigious and highly competitive juried exhibition and sale of contemporary American craft usually takes place each April for four days. It takes place at the National Building Museum in Washington, DC and it includes one-of-a-kind and limited edition craft objects in 12 different media: basketry, ceramics, decorative fiber, furniture, glass, jewelry, leather, metal, mixed media, paper, wearable art and wood. 

There were 120 exhibitors in last year's show, including emerging artists and master craftsmen, over 30 of whom were first-time participants. Twelve of those selected were also first-time applicants to the show. All were chosen by a panel of expert jurors from a highly competitive field of close to 1,400 applicants.  

So we have a model for crafts in DC which has been working for over 30 years. 

See where I'm going? 

Can we envision the Smithsonian American Art Fair? 

Or... The Smithsonian American International Art Fair?

The SAIAF would dramatically expand the business model of the Smithsonian Craft Fair to a National Mall-wide - outdoors - or even a citywide art fair anchored and guided by the Smithsonian Institution, and possibly either:

(a) spread throughout the various accommodating outdoor spaces at the various SI locales around the National Mall or even

(b) in temporary art spaces, booth, or containers on the open spaces of the National Mall itself! 

The latter is not as big of a deal as it sounds. 

The National Mall already hosts a spectacular variety of outdoor events on the Mall spaces where complex display spaces are temporarily built, secured and just as quickly dismantled, grass re-seeded, and by Monday the Mall is back to normal. 

For art, all we need is protection from the weather and security. Perhaps even a combination of "free" (to the public) set of exhibitors (maybe out on the Mall) coupled with a paid admission set of exhibitors inside SI spaces -- or just make them all free to the public? 

Details... details... 

This new fair model would be open to both commercial art galleries and art dealers, as well as to art schools, and (and here's the key "and") to individual artists and cooperative artist-owned galleries. 

Size matters. 

Would 1200 galleries, dealers, schools and artists in a mega, new-model art fair raise some interests from art collectors to come to DC for a long weekend in May? 

It would if it attracted 100,000 visitors to the fair instead of 10,000 (like the long gone art fair artDC attracted). 

Are you aware that in May the Bethesda Fine Arts Festival in nearby Bethesda attracts 30-40,000 people to the streets of Bethesda for this artist-only street fine arts fair? or that also in May the Northern Virginia Fine Arts Festival attracts the same number of people to the streets of the Reston Town Center to buy art from individual artists? 

Both Bethesda and Reston have two of the highest median household incomes in the US. And I am told that the Greater Washington, DC region has the second highest concentration of multi-millionaires in the world. 

The money is here - the key is to get the disposable income crowd in touch with the art. 

Both Bethesda and Reston manage to accomplish this one weekend each year. Do not, under any circumstances assume that these are "street fairs" where teddy bears, country crafts, and dried flowers are sold. These are both highly competitive fine arts outdoor fairs where artists from all over the nation come to and compete for spots because artwork sells well. 

I have seen $80,000 worth of sculptures sell to one collector in Bethesda and a painter with a price point of $17,000 sell out in Reston. 

Do not let the snobby attitude of the high art world affect your preconception of what these two street art fairs are like; go visit one this coming (and hopefully post Covidian) May and open your eyes. 

And because of them, and because of the success of Art Basel Miami Beach, we know that given a certain critical mass, people will come out to an art fair. The primary key for art dealers to have interest in an art fair is sales (and also exposure to new collectors, museum curators, etc.), but mainly sales. 

If you are a British gallery, by the time you get yourself and your artwork to Miami Beach, you're in the hole a whole bunch of Euros and British pounds; if you don't sell anything (like it happened to a British gallery in artDC and an Israeli gallery at another fair), chances are that you won't return to that fair. 

But increase the public attendance numbers exponentially, and Economics 101 tells you that sales will also increase exponentially. And unlike the hotel-deprived artDC location at the Convention Center, I am told by DC's tourist gurus that the National Mall is already a magnet location where visitors, regardless of where they are staying around the Greater DC region, flock to during their visits to the capital. 

Since two major Greater DC area street art fairs already exist in May in the Greater DC area, we can even consider aligning the weekends so that both Reston, Bethesda, and the The Smithsonian American International Art Fair all take place on the same weekend! 

Offer free bus service between Reston and Bethesda and the National Mall for collectors to hop around during the fair weekend, and a public buzz alignment will begin to happen. The Smithsonian American International Art Fair starts on a Thursday through Sunday and both Reston and Bethesda continue to run on Saturday and Sunday. And the Smithsonian American International Art Fair is focused as a major fundraiser for the cash-hungry SI. 

A formula of booth prices + perhaps a 5% commission on all sales (both tax deductible for American galleries) would take care of temporary Mall booth construction, re-seeding of grass, and booth construction inside SI venues and still yield a nice chunk of cash for the SI. 

If there's commercial success and high public attendance, soon we'd see some satellite hotel fairs popping up all over DC and its easy-to-get-to suburbs; the Phillips will jump on the bandwagon right away. 

ABMB had 26 fairs all over Greater Miami last December.  Another DC-unique element to the above model, and an important element that only a Washington art fair weekend can add: include the Embassies! 

In addition to all the above events taking place, the fair could also align with shows at 15-20 embassy galleries around DC. The embassies would showcase one (or a group) of their national artists, and then the fair would really have an international flavor, and the beginning seeds of an American Venice in the DMV. 

DC is a small city; it's fairly easy to set up transportation between the embassies and the Mall. In fact, some embassies could probably set that up themselves.

I think that this "new" super model could (and eventually when someone delivers and implements it -- it will) challenge Miami Beach -- and yes, I am aware that DC in May is not Miami in December -- but I also think that the District's own museums and public attractions trump Miami's anytime, so the DMV has something different to offer the potential collector who may be considering attending a new art fair in a city (like DC) that also offers him/her some other cultural and visual attractions besides good weather and nice beaches and sexy Cubans. 

DC art commisioners... Smithsonianos... DC city fathers and mothers.... call me! 

Mathematics and the art fair model

Much has been written about the phenomenon of art fairs as the new salons of the 21st century, as magnets where galleries congregate and collectors and curators, and celebrities, and the illuminati go to see and buy art. Furthermore, anecdotal figures from the major fairs seem to confirm that a lot of artwork is being sold by galleries at the fairs. My own experience in doing art fairs for the last ten years confirms this fact - I have my own positive empirical evidence, most recently with the great Context Art Miami fair for the past two years.

Here in the DMV, we've had our own taste of a major "Miami style art fair" with artDC in 2007 - and that fair was a major failure, as that basic fair model didn't work in the Greater Washington area, which historically has a well documented degree of apathy when it comes to actually buying art or getting the main stream press interested... or the immense reluctance that suburbanites have in driving to DC over the weekend to parking-challenged areas.

Subsequently to that epic art fair failure, the (e)merge art fair - a hotel variation of the "art fair inside a huge building/tent" model, where the fair is held in a hotel (in this case the Capitol Skyline Hotel) - has had more success

And yet... an idea that I have been mulling in my head for years now keeps bugging me.

Stick with me here.

There's another "world" out there of fine art fairs that, because of the curious high brow attitude of the "high art" cabal, never really gets any attention from the art media, etc.

These are the outdoor art fairs that some of us know well, and many more others think they know well even though they've actually never been to any of the good ones. I am talking about the outdoor art festivals that get ranked as the top ones by Sunshine Artist magazine; fairs such as the Cherry Creek Arts Festival in Denver, or the Ann Arbor Arts Festival (actually four separate art fairs that draw over half a million visitors), and of course, the Coconut Grove Arts Festival in Miami, which routinely attracts about 150,000 visitors in the Miami area.

Immediately the clueless sap esso tutto who have never been to one of these top-of-the-line outdoor art festivals will think and imagine what they visualize as an outdoor art market: dried flowers, teddy bears and watercolors of barns. 

Don't get me wrong, there are thousands and thousands of these type "art" fairs around as well - but those are NOT the ones that I am talking about.

I am talking about the cream of the Sunshine Artist Top 200 list. These are shows where only original art, not reproductions, are allowed, and photography has very severe rules (must be done by the photographer, limited editions only, signed, archival processes only, etc.). These shows are highly competitive to get in (they're juried), and usually offer quite a lot of money in prizes for the artists. The jurors vary from museum curators, art center managers, art critics, artists, etc.

I guess I'm saying that there's some curatorial legitimacy to them as well... for the elitista amongst you.

But the real destination to which I am driving here is attendance: thousands.

Locally in our area, there are several of these exceptional fine arts outdoor festivals: The Northern Virginia Fine Arts Festival attracts around 30,000 people; the Bethesda Fine Arts Festival, and the Bethesda Row Arts Festival also attract those numbers of people and are all highly competitive.

Consider the median income in either Bethesda ($185K) or Reston ($105K), and what you get out of it is a lot of people with a lot of disposable income. As a whole, the DMV itself has a median household income of around $90K - that ranks highest among the U.S.'s 25 most populous metro areas.

Art price tags at these local fairs range from $100 to $20,000. So there's a somewhat comparable universe of prices to the DC area gallery market, as an example.

And I submit that a lot of the people who attend one of these outdoor fine art festivals do not have the "formation," as a Communist would say, to dare set foot in a white cube gallery... and have probably never heard of Art Base Miami Beach.

If Mohammed won't come to the mountain gallery, then bring the gallery to Mohammed (don't kill me radical "non-Islamic" Islamonazis).

So here's the issue that has been brewing in my head:

All of these huge and highly successful outdoor arts festivals (as far as I know) only allow individual artists to sell their work at the fairs. Why doesn't an enterprising fair organizer go one step further and add a whole new angle to the outdoor arts festival and set aside a whole section for independent commercial fine arts galleries? 

Or even better: create an outdoor gallery-only fair with one of those huge tents like they do in Miami? But somewhere in the DMV with plenty of parking and/or Metro Access?

Because the entry price point is a substantial fraction of what it costs to sign up for a gallery art fair such as the 26 or so fairs during Art Basel Miami Beach week, the financial mathematics of this idea make sense to both sides of the equation.

For fair organizers, they could offer the gallery a basic price tag of $2000 for the weekend, which (for an additional fee) would include a 10 feet by 20 feet double tent and display equipment. Or -- and this is a big or -- the organizer, in order to attract the art galleries, could offer them zero entry fee and instead a 10% commission on all sales. This may get a little sticky in the monitoring of sales and unreported sales by art dealers who lack ethics and scruples, so a flat fee is probably the best and easiest idea.

Another option: Align with the Smithsonian Institution and set up a giant tent on the National Mall. We all know of at least a dozen other fairs - none of them art - that do this on a regular basis on the Mall.

The Washington Art Fair on the National Mall!

For the gallery it would offer them an opportunity to expose their artwork to possibly thousands of new potential collectors, exposing most of them, for the first time, to an art gallery.

It's all in the numbers.

No art gallery that I know gets 30,000 visitors a year, much less in a weekend. Would any of them turn down an opportunity, for a reasonable amount of money (much, much less than it costs them to advertise in an art magazine that will only reach a few hundred people in their local area), to expose themselves to a few thousand potential new clients?

You do the math: 1% of 1% of 30,000 people is 3 new sales over a weekend. Not even to mention the possible future sales of new people who become exposed to the gallery at the festival, and start attending openings: new blood collectors.

I would do it.

Now let's see some enterprising art fair organizer run with this.

Comments welcomed.

Art fair(s) report...

The NYC crew at the Affordable Art Fair continues to report good sales... Multiple sales for Anne Marchand, multiple sales for Jodi Walsh and multiple sales for Tim Vermeulen... That is great news!

The DC crew at (e)merge is also kicking it... Today we sold four sculptures by Elissa Farrow-Savos (including sales to a very well-known collector) and six of my pieces, including two major and very large embedded video pieces.

The Last Copy of The Constitution

The Last Copy of The Constitution
Charcoal and Conte on Paper
Framed to 22 x 24 inches
Circa 2013 by F. Lennox Campello
Will be in rooms 215-216 of the (e)merge art fair next week

Brilliant Opportunity for Artists

Deadline: May 2, 2011

This has got to be one of the more interesting call for artists ever, and I think that my good bud "Oil Can" Cudlin had something to do with it:

So the very fair Helen Allen is jurying a show at AAC, and the deadline is less than 4 weeks away, so apply now.

Allen is the creator and former Executive Director of the Pulse Art Fairs and current partner with Leigh Conner and Jamie Smith for sure-to-be-amazing upcoming (e)merge art fair in Washington, DC.

The show she's jurying for AAC is titled "Planning Process," and it asks artists to submit images of studies or preliminary drawings alongside images of finished works.

The call is open to Mid-Atlantic artists working in any and all media, provided there are 2-D studies of some sort involved. Painting, drawing, sculpture, installation, performance, video (storyboards!)... all of it qualifies for this very clever and intelligent call.

Download an application form here. I've already submitted my proposal, and I think that I've got a pretty good one, so you better start using your brain before you apply... because you're competing with The Lenster...

Whoever came up with this concept idea: you did good!

The curious case of the art fair model

For years I have been proselytizing about art galleries and art fairs and artists and art fairs. In a nutshell my gospel is simple: if you are a 21st century artist (or gallery) and you're not in Miami in December, then your business model is hopelessly bound to the meager crumbs of your local area and the random shot from your Internet website.

I know the costs are brutal, and that leaves a lot of galleries out of the equation in round one; but there are techniques and processes and approaches to diluting the "cost shock" - much like a cooperative gallery dilutes the huge odds against a gallery staying open more than a year by spreading out the costs amongst its members. In the last few years I have been hired by almost a dozen art centers, coop art galleries and even some commercial art galleries to advise them on how to approach the daunting task of "going to the fair" - to this date, ALL of them are returning to art fairs after their first, second or third fair -- All of them.

And that leads me to highlight that there is a most curious effect that I've been observing over the last few years.

In spite of the horrible economy, and in spite of the current administration's dated academic approaches to kick-starting the economy (and if it doesn't work, whatever it is, we blame Bush), and in spite of the threat of a financial doomsday with no happy ending no matter who wins (the who being the left wing or the right wing, with the rest of us caught in the middle)... in spite of all that... in my own empirical experience, and in talking to dozens of my fellow art dealers, it seems as though art fairs are doing OK.

Want empirical evidence Lenster?

Here locally, (e)merge has survived the most dire of predictions of the local art buying market and will return in 2013, stronger than ever. In Miami, this year there will be a record number of art fairs - even some of the top dogs (such as Art Miami) are so flooded with applicants that they've quietly started a second fair under a new name - all together there will be about 26 art fairs going on at once all over the Miami/Miami Beach region - 26!

The people who run Pulse also run the Affordable Art Fairs, and they're expanding to a bunch of new cities; DC was one of the cities on the draft list, and they came, explored, talked to a lot of people and decided that the DMV is not a viable market, but Seattle is.

But the biggest surprise of all (in my learned opinion) is the fact that a record number of DMV galleries and DMV area artists are heading south to the most Cuban of non-Cuban cities in the world next week to sell art and expose themselves to art!

If the mountain doesn't come to Mohamm ahhh... Monet, then Monet will come to the mountain.

We're heading to the Aqua Art Fair next week - if you want some free passes, drop me an email.

Ooooh... there may be an art fair coming to Washington, DC

Not yet... but the DC Commission on the Arts & Humanities is thinking about one -- I've volunteered to assist them... so far been ghosted! This is the notice that I received today:.

As you may know, we've been hosting a series of community stakeholder meetings discussing the potential of bringing an international art fair/festival to Washington DC in 2025. We want to meet with individual artists from the community to discuss this opportunity and how it might impact their livelihood and their art.

Our next Art Week 2025 Community Stakeholder Meeting will be held at the Thurgood Marshall Center (1816 12th St NW) on February 1st from 6 to 8 pm.

There is very limited space for this meeting. Please RSVP to secure a spot. There will be a few spots left for walk-ups but we cannot exceed our event capacity. If you have attended a stakeholder meeting in the past please let someone else get a chance to RSVP.

Join us from 6 to 8 pm on Tuesday, February 1 at the Thurgood Marshall Center.

I first proposed a slightly different version of the following art fair model to all the organizations mentioned in this article about a decade ago, when there was (even then) a sense of art fatigue brewing in the art world. Result: zip, nada, nothing! No one even answered my letters (remember letters?).

In a post Covidian world, I suspect that a lot of people will still be a little leery of large group gatherings, and art fairs based on pre-Covidian standards may be a bit antiquated in the Brave Chickenized New World.

Herewith a revised Campello Art Fair Model.

The important thing to remember, as I mull, chew, and refine a "new" art post-Covidian fair model to replace the existing pre-Covidian art fair model, which in its American incarnations seemed to work well only in Miami and New York, but not so well in the West coast (and as we DMV-based folks have seen with (e)merge and artDC, not at all in the capital region), is the marriage of a legitimate art entity (a museum) with an art-for-sale process as a means to raise funds.

The seeds for this model already exist in the DC region with the Smithsonian Craft Show, now in its third decade.

Considered by many to be the finest craft fair in the world -- and from the many artists that I have spoken to over the years -- one of the best places to sell fine crafts as well, this prestigious and highly competitive juried exhibition and sale of contemporary American craft usually takes place each April for four days. It takes place at the National Building Museum in Washington, DC and it includes one-of-a-kind and limited-edition craft objects in 12 different media: basketry, ceramics, decorative fiber, furniture, glass, jewelry, leather, metal, mixed media, paper, wearable art and wood.

There were 120 exhibitors in their last show, including emerging artists and master craftsmen, over 30 of whom were first-time participants. Twelve of those selected were also first-time applicants to the show. All were chosen by a panel of expert jurors from a highly competitive field of close to 1,400 applicants.

So, we have a model for crafts in DC which has been working for over 30 years.

See where I'm going?

Can we envision the Smithsonian American Art Fair?

Or... The Smithsonian American International Art Fair?

The SAIAF would dramatically expand the business model of the Smithsonian Craft Fair to a National Mall-wide - outdoors - or even a citywide art fair anchored and guided by the Smithsonian Institution, and possibly either:

(a) spread throughout the various accommodating outdoor spaces at the various SI locales around the National Mall or even…

(b) in temporary art spaces, booth, or containers on the open spaces of the National Mall itself!

The latter is not as big of a deal as it sounds.

The National Mall already hosts a spectacular variety of outdoor events on the Mall spaces where complex display spaces are temporarily built, secured and just as quickly dismantled, grass re-seeded, and by Monday the Mall is back to normal.

Boom!

For art, all we need is protection from the weather and security. Perhaps even a combination of "free" (to the public) set of exhibitors (maybe out on the Mall) coupled with a paid admission set of exhibitors inside SI spaces -- or just make them all free to the public?

Details... details...

This new fair model would be open to both commercial art galleries and art dealers, as well as to art schools, and (and here's the key "and") to individual artists and cooperative artist-owned galleries.

Size matters… just ask Salvador Dali, who once said: “If you can’t paint well, then paint big!”

Would 1200 galleries, dealers, schools and artists in a mega, new-model art fair raise some interests from art collectors to come to DC for a long weekend in May?

It would if it attracted 100,000 visitors to the fair instead of 10,000 (like the looooong gone art fair artDC once attracted).

Are you aware that in May the Bethesda Fine Arts Festival in nearby Bethesda attracts 30-40,000 people to the streets of Bethesda for this artist-only street fine arts fair? or that also in May the Northern Virginia Fine Arts Festival attracts the same number of people to the streets of the Reston Town Center to buy art from individual artists?

Both Bethesda and Reston have two of the highest median household incomes in the US. And I am told that the Greater Washington, DC region has the second highest concentration of multi-millionaires in the world.

The money is here - the key is to get the disposable income crowd in touch with the art.

Both Bethesda and Reston manage to accomplish this one weekend each year. Do not, under any circumstances assume that these are "street fairs" where teddy bears, country crafts, and dried flowers are sold. These are both highly competitive fine arts outdoor fairs where artists from all over the nation come to and compete for spots because artwork sells well.

I have seen $80,000 worth of sculptures sell to one collector in Bethesda and a painter with a price point of $17,000 sell out in Reston.

Do not let the snobby attitude of the high art world affect your preconception of what these two street art fairs are like; go visit one this coming (and hopefully post Covidian) and open your eyes. In 2021 the fairs slipped from May to later months… but I am sure that they’ll be back to May in 2022.

And because of them, and because of the success of Art Basel Miami Beach, we know that given a certain critical mass, people will come out to an art fair. The primary key for art dealers to have interest in an art fair is sales (and also exposure to new collectors, museum curators, etc.), but mainly sales.

If you are a British gallery, by the time you get yourself and your artwork to Miami Beach, you're in the hole a whole bunch of Euros and British pounds; if you don't sell anything (like it happened to a British gallery in artDC and an Israeli gallery at another fair), chances are that you won't return to that fair.

But increase the public attendance numbers exponentially, and Economics 101 tells you that sales will also increase exponentially. And unlike the hotel-deprived artDC location at the Convention Center, I am told by DC's tourist gurus that the National Mall is already a magnet location where visitors, regardless of where they are staying around the Greater DC region, flock to during their visits to the capital.

Since two major Greater DC area street art fairs already exist in May in the Greater DC area, we can even consider aligning the weekends so that both Reston, Bethesda, and the Smithsonian American International Art Fair all take place on the same weekend!

Offer free bus service between Reston and Bethesda and the National Mall for collectors to hop around during the fair weekend, and a public buzz alignment will begin to happen. The Smithsonian American International Art Fair starts on a Thursday through Sunday and both Reston and Bethesda continue to run on Saturday and Sunday. And the Smithsonian American International Art Fair is focused as a major fundraiser for the cash-hungry SI.

A formula of booth prices + perhaps a 5% commission on all sales (both tax deductible for American galleries) would take care of temporary Mall booth construction, re-seeding of grass, and booth construction inside SI venues and still yield a nice chunk of cash for the SI.

If there's commercial success and high public attendance, soon we'd see some satellite hotel fairs popping up all over DC and its easy-to-get-to suburbs; the Phillips will jump on the bandwagon right away.

ABMB had 26 fairs all over Greater Miami last December. Another DC-unique element to the above model, and an important element that only a Washington art fair weekend can add: include the Embassies!

In addition to all the above events taking place, the fair could also align with shows at 15-20 embassy galleries around DC. The embassies would showcase one (or a group) of their national artists, and then the fair would really have an international flavor, and the beginning seeds of an American Venice in the DMV.

DC is a small city; it's fairly easy to set up transportation between the embassies and the Mall. In fact, some embassies could probably set that up themselves.

I think that this "new" super model could (and eventually when someone delivers and implements it -- it will) challenge Miami Beach -- and yes, I am aware that DC in May is not Miami in December -- but I also think that the District's own museums and public attractions trump Miami's anytime, so the DMV has something different to offer the potential collector who may be considering attending a new art fair in a city (like DC) that also offers him/her some other cultural and visual attractions besides good weather, and nice beaches… and Calle Ocho.

DC art commissioners... Smithsonianos... DC city fathers and mothers.... call me!

Planning Process

Just got the news that I've been selected by Helen Allen (former creator and Executive Director of PULSE Art Fairs; former Executive Director of Ramsay Art Fairs; and current partner for the upcoming (e)merge art fair in Washington, DC) to exhibit at the Arlington Art Center's "Planning Process" exhibition.

More later on what I'll be doing, but from the prospectus:

PLANNING PROCESS is a juried drawing show with a difference: All of the drawings selected for inclusion must be studies created in preparation for finished artworks. Winning studies will be shown alongside finished pieces in a variety of media: A sculptor or a painter could show sketches alongside finished objects . . . a video artist could show storyboards alongside video . . . an installation artists could show plans alongside photos documenting a finished project—or a recreation of that project onsite.

And the openings begin: ABMB Day One

Tonight was the openings for Art Miami, Scope, Red Dot and some other fairs, and I had a chance to stroll through those three and chat with some gallerists and artists.

Over at the Art Miami press lounge, the buzz, from some journos and locals, other than the street trees being "decorated" in shirts and tops, was Art Basel's "contraction" or how ABMB had reduced the number of galleries at last year's ABMB.

"I'm not sure if this is was a result of the economy," said a savvy Miami art writer, "Or ABMB throwing a bone to the satellite fairs."

He must have seen the quizzical Klingonesque forehead expression in my face, because he expanded by adding that the economy seems to have had a profound impact on the number of galleries applying to the satellite art fairs, as more and more galleries stay home due to lackluster sales.

"I know of a local Miami gallerist who sold a million dollar painting at ABMB last year and this year he didn't get invited back," he postulated, "And so he went to the next best fair, Art Miami."

Heads nod. "And yet, ABMB week has a record 260 art galleries this year," someone says.

"What's the art fair food chain looking like this year?," I asked. By that I meant to ascertain as to which ones were the top fairs. Another journo chimed in and noted that she thought that after ABMB, Art Miami was the best satellite art fair, followed by Pulse and Scope.

Heads nod.

"But Scope is in a real down spiral," noted yet a third voice, this time belonging to a local artist whose gallery is at Art Miami. Several heads nodded in agreement looking like a Nirvana video.

"And Red Dot is surprisingly picking up former Scope galleries left and right," added the guy who had coined the term "contraction."

"Uh?... why is that?", I asked, recalling that one of my own dealers had turned down an invitation from Scope and chosen Red Dot.

"I'm going to check this out over the next few days," he expanded, "But I'm told that Red Dot more than doubled its size from last year and that a lot of 2010 Scope galleries are now showing at Red Dot, especially a lot of Asian galleries."

"Free booze and food at opening night..." commented a new voice.

While there is free booze (all kinds of wines, Herradura Tequila and Finlandia vodka non stop) and food (be ready to fight) at Red Dot's opening night, in my opinion there's also a huge change for the better over the last few years. In fact, I would opine that this is the best Red Dot that I've ever seen and I know that Scope now realizes that Red Dot is breathing down their neck when it comes to the art galleries' food chain... and Red Dot has food and booze... heh, heh...

The two fairs, next to each other, still have huge differences. Scope seems to be stuck a little in a presence and feel that was cool and popular when everything that hanged sold; that's a thing of the past. Red Dot booths hang a lot of artwork.

And while the minimalist look of the Scope galleries may still show a once cool approach to art fair presence, the lack of crowds and lack of red dots and alleged mass exodus to its neighboring art fair, where hanging is a bit more relaxed (read that a gallery can hang more artwork in their booths), plus the fact that this year's Red Dot's booths are quite a bit taller than usual (affording more vertical wall space), may reflect the realities of the new art fair world.

"I think the days when an art fair director could dictate to a gallery what artist to hang are rapidly coming to an end," opined a local art blogger.

"What about Art Miami?" I asked.

"Art Miami has become the second choice if a gallery can't get into ABMB" was the consensus opinion, and my own walk-thorough showed a highly sophisticated art fair with a very good blend of art galleries and a sharp, elegant presentation in most of them, with a clear and surprising lack of trendy art and more of a lean towards commodifiable artwork.

I haven't seen Pulse yet, thus I asked about Pulse.

"I think Pulse has learned the Scope lesson and is making an U-Turn on its brand," opined someone and heads nodded.

I Klingoned my forehead and the opiner expanded, "Pulse is doing a great job of still appearing cool and trendy while its galleries shift to more traditional artwork that can actually be sold... check out how all of a sudden realism is all over Pulse."

The next few days will tell... meanwhile, over at Scope, I had heard some good buzz over Trawick Prizewinner David Page's performance; he's there with Baltimore's Jordan Faye Contemporary. Page's unique work really stood out at Scope. A couple of other DMV are dealers are also at Scope: Hamiltonian, Civilian and first time Scoper Heiner Contemporary, who was showing the amazing work of (e)merge wunderkind Avery Lawrence plus Elizabeth Huey, David Kramer and Jon-Phillip Sheridan.

Heiner has one of the best looking art fair booths of all time, courtesy of Lawrence's familial wallpaper, part of his "Moving a Tree" project.

There are no DMV galleries in Red Dot or Art Miami, although AM has two Baltimore dealers in their roster.

Tomorrow the hot ticket is the opening party at Aqua, where yours truly has been busting his keister for the last two days preparing for tomorrow night's opening.

Celebrity sighting: Doctor Quinn Medicine Woman is two booths across from Norfolk's Mayer Fine Art! Jane Seymour's artwork dominates the booth of her gallerist, and paintings, watercolors and sculptures by the actress and artist, who was there tonight, all 85 pounds of her, dominate the booth. Her watercolors are by far her best work...

Part II of "Miami Bound"

On the flight over to Miami to participate at the Context Art Miami art fair during Art Basel Miami Beach week, I began the first of two postings discussing why visual art establishments and arts organizations of all sorts should and must participate in the visual art world's largest art party. You can read the first part here.

As I return home, having had a terrific fair, this second part is being written on the flight home.

The first part used The Art League as an example of a visual arts entity (and a great one at that) that should participate in art fairs. I noted that they have several thousand members and run a very successful and important program at their space inside the Torpedo Factory and assorted classrooms all over the area.

So the issue is, how does The Art League (again, you can fill in any of multiple DMV area membership-based art organizations) pick or select the 3-5 artists to take to an art fair?

Once again I am going to make the very important point that the "good" art fairs are nearly always tightly juried. There are many other art fairs where one just pays and anyone and everyone can go - those usually suck and unfortunately by now some DMV galleries and many DMV solo artists have discovered this (along with good Cuban food) during this last week in Miami.

And thus I noted that for Miami/NYC fairs I am thinking (in no particular order) about Art Miami, Context, Aqua, Pulse, NADA, Affordable Art Fair(s), Scope, Miami Project, Untitled, Frieze... some of these are very, very hard (some nearly impossible) to get into, but they're listed nonetheless, because there is a "food chain" of art fairs, and the bottom-feeders usually spell disaster for the participants. For example, we've applied many times to Pulse and have always been rejected. There were almost 30 art fairs in the Greater Miami area last week!

For this, The Art League would need to establish a process to pre-jury its membership to 3-5 artists and apply with those artists to an art fair. I would start with The Affordable Art Fair in New York this coming Spring. They are close by and they are a "proven" fair. Later, for Miami, I would start with either Aqua or Context.

The Art League then would need to canvas their membership and find out who's interested in being juried for possible selection for further jurying into an art fair. Everything that I'm going to discuss below has to be clearly explained in the prospectus for this process, so that each applying artist knows exactly what this would involve.

I suspect that a large number of artists would find this attractive, and perhaps a small jurying fee ($10?) could be applied to subsidize the art fair costs (I would budget anywhere from $12-20K, depending on booth size).

 I would make this jurying process independent from the Art League itself - just like they do for their monthly juried shows, and have interested artists bring their work in to be juried by an independent juror.

That juror has to be a very special juror - in fact 99.9998% of your standard-issue visual art juror (art professors, art critics, art writers, art center directors, artists, collectors, art symbiots, etc.) would guarantee a disaster to this process. There are probably less than a dozen people in the entire DMV who are qualified to jury this process, I kid thee not and I know them all.

This is a critical point, so I'm going to repeat it: The DMV the jury pool for this process is very limited and its members are only those gallerists who have successfully participated in multiple art fairs. In fact I can't think of anyone better to jury this part than me!

Whatever you do, DO NOT use an art fair director as a juror! They are usually interested in what would make the fair look good (usually from an unsellable trendy perspective) , rather than understand the delicate balance of good art, finances and peripheral issues that come to play into this process.

The juror would pick 3-5 artists and 2-3 alternates. This is because some art fair processes do have the option to accept an application while at the same time rejecting some of the artists in that application.

So now we have a group of artists, culled from applying Art League members, ready and willing to participate in an art fair.

The actual application process is easy, so I'm not getting into that - be aware that deadlines are usually months before the actual fairs.

If accepted, the next step is transporting the artwork to the art fair, and then returning the unsold artwork back to the owners. For this, the Art League has various options.

One option would be to hire a transport company. There are dozens and dozens of specialized carriers that do this and they pick up and transport the art to your booth at the fair, and at the end pick it up from your booth and transport it back. This is the easiest and the most expensive. From here to NYC and back I would budget $1200-$2000 depending on volume. Packaging also becomes an issue here.

Another option is to rent a truck or van and schlep the work to and from the fair yourself. This is what I usually do for New York and Miami.

A third option is to have each artist (or teamed artists) bring their own work in their own cars, vans, etc.

In this example, I would offer each accepted artist the choice to also come to the fair, and help hang and help to sell their own work. This should be an option, not a requirement, as some artists would rather spend a week in Baghdad than a long weekend in an art fair dealing with art collectors; but some artists do like doing that. In any event, just "being" and seeing what goes on at an art fair is a spectacular learning opportunity for anyone involved in the visual arts.

The Art League has the luxury of having a very skilled "front desk" team that is already well-versed in the arcane art of selling artwork - so they could and should also come to the fair to handle questions and sales, etc.DO NOT send your executive director or curator to handle sales - that would be a disaster!

We're getting dangerously close to having a lot of people crowding the booth, so let's please keep the number of people hanging around the booth at all times to less than three; the artists can "float" in and out.

There is strength in numbers in many other aspects: transporting artwork, hanging it, packing it, splitting costs of hotel rooms, etc.

Before you book a hotel room anywhere in the major US cities (especially NYC) always check www.bedbugregistry.com. Again, I kid thee not. Pick a hotel that is walking distance from the fair or public transportation to the fair.

The elephant in the room here is cost(s), but again there is strength in numbers.

Art fairs often offer discounted prices to non-profits; Honfleur Gallery in Anacostia often participates in The Affordable Art Fair in NYC and takes advantage of this special pricing. WPA participates (and has great success) at (e)merge and Hamiltonian is always somewhere in Miami.

Art fair prices are different depending on the fair. You can see the booth prices for the next Affordable Art Fair New York here. As you can see, you can actually get a booth for as low as $4600.

I'm my head I have this concept of having the selected Art League artists have a "financial stake" in this process by having them contribute some funds towards the art fair fees. Nothing works like putting your money where your mouth is. But then again, as a large organization, perhaps a more artist-friendly model would be for the Art League to cover all the art fair costs from a combination of jury entry fees and their own budget.

Of course, the Art League would also keep their usual commission on sales, so this also has a money-making angle for them.

What are the art fair costs? There are direct costs and associated costs.

Direct costs are:
(a) Cost of the basic booth
(b) Cost of additional booth stuff (extra walls, extra lights, storage)
(c) Some fairs have a "shared" advertising cost (AAFNYC doesn't)

Associated Costs are:
(a) Cost of required insurance (Art League would be able to use their current insurer or buy insurance directly from the art fair)
(b) Cost of transportation of the art. If using own vehicle, then also cost of parking it
(c) Cost of Art League staff at the fair (bus to NYC and shared hotel room and per diem for food)
(d) Cost of the juror to select the artists

Funding sources for all these costs are:
(a) Art League budget
(b) Nominal jurying fee for applying artists
(c) Commission on sales at the fair (this, of course, is putting the cart ahead of the horse)

Commercial galleries take huge chances at art fairs. My very first art fair all around cost was about $8,000 almost a decade ago - all that was charged on the gallery's credit card and we held our breath while at the fair. We sold about $30,000 worth of art, and thus after commissions to the artists we cleared $15,000 and paid off the credit card and then had $6,000 to put towards the next art fair fee.

I can count on one hand the number of times that we sold that much in any gallery art show in the DMV; and I've had a gallery here of one sort or another since 1996.

What's in it for the artists?

Usually a lot more than for the gallery. I will repeat this: more often than not, an artist reaps more good things out of an art fair than the gallery does.

These things include:
(a) Exposure to more art collectors, curators, press, etc. in a few days than in years of exhibiting art around the DMV. You will see more people in 4-5 days than in five years at a gallery in the DMV.
(b) Exposure to other galleries who may be interested in your work. I have multiple examples of this - Just ask DMV area artist Judith Peck what has happened to her career once she started showing at art fairs.
(c) A significantly higher chance of getting critical press.
(d) A significantly higher chance of getting your work noticed by both freelance and museum curators. The chance of getting your work noticed by a DMV museum curator is probably higher than the chance of winning the lottery. Most DMV area museum curators (AU's Jack Rasmussen being the brilliant exception) would rather take a cab to Dulles to fly to Miami to see emerging artists' works at fairs than taking a cab to see a gallery show in Georgetown.
(e) Being part of the art fair "wake effect" --- Read about that here.
(f) A much better chance to getting invited to participate in other shows such as university shows, themed-shows, group shows, etc. Ask Virginia artist Sheila Giolitti about that.

I hope that I've made my point, and I hope that some visual art groups and organizations are reading this.

Greater Reston Arts Center, Blackrock Center for the Arts, Touchstone, Gallery West, Art League, Washington Project for the Arts, Maryland Art Place, Multiple Exposures, Gallery 10, Washington Sculptors Group, VizArts, Artomatic, Waverly Street Gallery, DC Arts Center, DCCAH, Target Gallery, Torpedo Factory, Workhouse Arts Center, Art Gallery of Potomac, Rockville Art League, The Artists' Undertaking, Glen Echo... I'm looking at you.