How to Start and Run a Commercial Art Gallery

Edward Winkleman

• Publisher: Allworth
• Year: 2010
• Print ISBN: 9781581156645
• eBook ISBN: 9781581157277
• Topic: Art
• Subtopic: Art General

Aspiring and new art gallery owners can now find everything they need to plan and operate a successful art gallery in this comprehensive volume. Edward Winkleman draws on his years of experience to explain step by step how to start your new venture. Chapters detail how to: — write a business plan — find start-up capital — find your ideal locale — renovate the space — manage cash flow — promote and grow your new business — attract and retain artists and clients — hire and manage staff — represent your artists. How to Start and Run a Commercial Art Gallery also includes sample forms, helpful tips from veteran collectors, a large section on art fairs, and a directory of art dealers associations.Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

1

Education: How to Learn What You Don’t Know Before Opening a Commercial Art Gallery

Getting an education specifically designed to prepare you to run an art gallery can require a bit of assembly. Having a PhD in art history does not guarantee that you’ll be any good at managing a small business, just as having an MBA does not guarantee that you’ll develop an eye for the kind of art that collectors will want to purchase. Attempt to combine two such degrees, and you may end up owing more in student loans than an art gallery is likely to pay you for quite some time. Besides, many of the most successful art dealers of the past hundred years have had no advanced degrees in art or business. How much each of them knew about art, or about selling it, varied widely before they opened their galleries. Their reasons for starting their spaces ranged from being asked to do so by artists who trusted them, to discovering they had a knack for it through some other avenue, to simply believing they could do it better than anyone else out there. In other words, for the same range of personal reasons many small businesses are opened. So don’t be at all daunted if your background is in nursing, computer programming, or communications (all real examples of previous careers for flourishing dealers I know).

Even though there is no predominantly held degree for the art gallery business, there are good sources of information for what you probably should know before opening your own space. Likewise, there are excellent examples of the more typical paths to becoming an art dealer, which are worth considering. In this chapter, we’ll look briefly at the history of art dealing and then at how a few successful art dealers got their start. We will also delve into the more formal options for gaining an education, including continuing education courses, “apprenticeships” (in quotes because it’s often best to keep the fact that you’re apprenticing at another gallery your little secret), a good mentor, and advanced studies courses tailored toward gallery management. Finally, we’ll examine some of the common misconceptions about what a gallery is (or is not) to ensure that you’re heading into this world with your eyes as wide open as possible.

A BRIEF HISTORY OF ART DEALING

It behooves any budding art dealer to gain at least a cursory knowledge of giants in the field, if only because other dealers you will do business with may use them as shorthand for certain types of business models or cautionary tales. It may be impossible to know exactly who the first person was to serve as the representative for an artist or to buy an artwork with the intention of turning around and reselling it for a profit, but by the time Western art took that giant leap forward in the form of the Italian Renaissance, there were already vendors acting as middlemen between collectors and artists. Giovanni Battista della Palla was among the first international art dealers to make it into the history books by name. Immortalized in Giorgio Vasari’s marvelous series of biographies, The Lives of the Artists, for having sold work by the greatest artists of his day to the king of France, he undoubtedly falls into the “cautionary tale” category. Della Palla, having been imprisoned as a traitor, comes down to us as a somewhat inglorious character (historians have called him, among other things, a “two-bit merchant”). Accounts vary as to whether he was eventually beheaded at Pisa or took his own life in prison, but della Palla is arguably the basis for many of the negative stereotypes about art dealers that persist today. Things do get better for the profession’s reputation, though—I promise.

Throughout much of the history of art dealing, trying to make a living selling artwork alone was not considered prudent. Lazaer Duvaux, the celebrated eighteenth-century French “luxury merchant” (marchand-mercier), offered a mix of exquisite furniture, jewelry, ceramics, and sculptures to his fashionable and very wealthy clients. (Duvaux’s importance continues to the present day because sales ledgers he kept between 1748 and 1758 still provide contemporary scholars with a treasure trove of provenance information.) Well into the nineteenth century, art was often still viewed—even by many of its merchants—as parallel to a home furnishing, and was sold as a sideline in shops that offered mirrors, furniture, or even toys. Boston craftsman John Doggett, for example (one of the earliest recorded dealers in America), opened his shop in 1810 to sell both pictures and frames. His shop went on to become Williams and Everett, one of the most important art galleries in America, but selling art alone was not his original business plan. Many art galleries continue to mix art and design objects in their inventory, the way Doggett started out doing. In fact, there’s been an interesting resurgence of exhibiting high-end design in some of the most prestigious fine art galleries lately. Where that may lead the profession remains to be seen, but many dealers are keeping an eye on those enterprising souls who are daring enough to blur the lines after years spent separating the two genres.

At some point along the line, the relationship between artist and dealer evolved from one based solely on commerce to one that includes sincere advocacy. Even in the face of commercial failure, this new kind of art dealer champions certain artists because he truly believes in them. For many people, including many artists, the image of the art dealer as an enthusiastic patron (scouring drafty studios, finding that misunderstood genius who’s been toiling in obscurity and breaking all the rules, and then working tirelessly to promote this newly discovered modern-day master in the face of even the most scathing of critiques) remains a romantic ideal. A closer look reveals that among famous dealers, even some of the greatest have been known to “let go” of artists whose work they couldn’t sell, but like many legends, this one is at least partially grounded in truth.

The contemporary version of the legend seems to have begun in earnest with the arrival of the French dealer Paul Durand-Ruel. Born in 1831 to a family of picture dealers, Durand-Ruel is considered the first modern art dealer to support his artists with monthly stipends and solo exhibitions. Championing first the painters of the Barbizon School, he eventually brought widespead attention to the brazen young artists known today as the Impressionists. This was no small act of faith on his part. The Impressionists were widely ignored or derided for decades, and it took Durand-Ruel years to earn back the money he spent buying up their output. Through his galleries in Paris, London, and New York, as well as a steadfast faith in the importance of this bold new art, Paul Durand-Ruel eventually won over the public and helped change art history. The fact that he ultimately more than made his money back should not be overlooked.

From this point forward in our brief historical recap, it is possible to divide art dealers into two camps: those who enjoy working to promote relatively unknown artists and those who prefer to sell work from established names. There exists considerable overlap in business models, but for a certain breed of art dealer, the thrill of discovering and nurturing new talent seemingly holds little to no interest. They wish to work only with reliably bankable artists. This type of art dealer found its archetype in the form of Joseph Duveen. Born in 1869 in Hull, England, but expanding his family’s business to include galleries in the toniest districts of London, New York, and Paris, Duveen was a natural salesman. Excessively charming and exuberant, he would notoriously work his clients into a near frenzy of desire for the works in his gallery by dramatically insisting he simply couldn’t part with the Old Master painting he had recently wrestled away from some duke or count somewhere in Europe. His wife’s reported deep attachment to a piece was frequently the source of the dealer’s dilemma. After several rounds of such theatrics (each seeing the price of the work in question rise), Duveen would reluctantly relent and note that he would just have to figure out how to break the bad news to Mrs. Duveen later. Among Duveen’s clients were some of America’s richest men at the time, including Henry Clay Frick, William Randolph Hearst, J.P. Morgan, Henry E. Huntington, Samuel H. Kress, Andrew Mellon, John D. Rockefeller, and Joseph E. Widener. Much of Duveen’s success is ascribed to his realization that the one thing eluding these titans, who otherwise had everything money could buy, was the sense of immortality that only art can bestow.

While Duveen was becoming extremely wealthy selling the work of long-dead artists, two of his contemporaries were working overtime to shift the serious attention—and money—over to the works of the more recent and still living European artists who would usher in the era of Modernism. Following in the footsteps of DurandRuel, Ambroise Vollard (1866-1939) and Daniel-Henry Kahnweiler (1884-1979) sold between them some of the greatest works of art created by such revolutionaries as Georges Braque, Paul Cézanne, André Derain, Juan Gris, Fernand Léger, and Pablo Picasso. Vollard’s practice of buying up a large chunk of an artist’s inventory and then reselling the work for a remarkable profit earned him a few detractors, but in addition to making money and publishing biographies of Cézanne, Edgar Degas, and Pierre-Auguste Renoir, he had unquestionably one of the best eyes of any dealer ever. The younger Kahnweiler, in awe of Vollard, was overall a better art dealer, and by that I mean he was revered by artists, critics, and collectors alike. In addition, Kahnweiler was a respected art historian. As one of the first people to recognize the importance of Picasso’s seminal painting Les Demoiselles D’Avignon (he reportedly asked to buy it on the spot), he was recognized as deserving of the highest compliments to which an art dealer can aspire, in my opinion: he was widely heralded than a “connoisseur.”

Throughout the twentieth century, the number of notable art galleries increased so dramatically worldwide that a discussion of each would make this brief history anything but. Limiting the following list to those in the United States that you might hear used as examples of how to (or how not to) run your business is a matter of necessity and not an indication that art dealers in other parts of the world were any less innovative, successful, or unfortunate than these dealers.

Two of the oldest galleries that continue to dominate their field in the U.S. today began as New York branches of Parisian businesses. When Michael Knoedler, who came to America as the director of the French engravers Goupil & Company, opened his own space in 1846, he raised more than a few eyebrows among his competition by forgoing the entry fee (about twenty-five cents then) that most other galleries charged. This visitor-friendly policy, the wise choice to mix contemporary European artworks with those by Americans, and a focus on solo exhibitions (pleasing both his artists and the press) eventually led to Knoedler being the first art dealer to be invited to become a member of the Century Association, a distinguished club of artists, writers, and “amateurs of letters and the fine arts.” The gallery he and his family built, Knoedler & Company, remains one of the most respected and flourishing of American art galleries.

Knoedler’s longtime competitor, Wildenstein & Company, has an arguably more colorful history. Also a family business (now in its fifth generation), the gallery was founded in Paris, and the Wildensteins opened a New York branch in 1903. Famously secretive about the inner workings of their business, the Wildensteins have nonetheless seen a fair bit of sensationalist press. From a controversial period in which Georges Wildenstein was reportedly forced by the Nazis to sell art confiscated from Jewish dealers in Paris, to a 1956 suit filed by Knoedler against the Wildenstein company for allegedly hiring a private investigator to wiretap Knoedler’s phones, the history of the gallery is almost as interesting as the sales of acknowledged masterpieces they have placed among the world’s top museums.

The twentieth century also saw the rise of galleries opened by dealers as well-known by the art world now (if not more so) than many of the artists they exhibited. Alfred Stieglitz opened Little Galleries of the Photo-Secession in 1905. Eventually, it became known simply by its street address, 291. It was among the first spaces to eschew the plush red velvet of most important galleries in favor of a crisp, modern look. Julien Levy’s Gallery of Modern Art was founded in 1931 and is noted for introducing the Surrealists to America and for hosting the first cocktail-party opening. What Stieglitz and Levy personified as well was that passion for contemporary art had grown so much in New York that it became possible to be an influential art dealer without being a very successful businessperson. Steiglitz was notoriously ambivalent about sales, having once asked a collector who had sought the gallery out to buy a watercolor what made him think he deserved to own the piece. Levy worked hard but had both the Great Depression and the slowness with which Americans warmed up to Surrealism to contend with. After closing his gallery briefly to enter the Army in 1942, Levy eventually closed for good in 1949. A lack of funds forced Stieglitz to close 291 in 1917, but he continued to organize exhibitions and eventually opened another gallery, An American Place, in 1929. It lasted until 1946, the year Stieglitz died.

Two illustrious galleries were also opened by women better known for their passion and visions than for their abilities to make money selling art. After her first failed attempt in London with Guggenheim Jeune Gallery, Peggy Guggenheim opened her second gallery in New York in 1942 to incredible acclaim. Named Art of This Century, her Fifty-Seventh Street space was considered a work of art itself, with its highly innovative installations and lighting systems designed by the architect Frederick Kiesler. Art of This Century heralded the dawn of New York’s rise to art-capital status when it hosted the first solo exhibitions of Jackson Pollock, Mark Rothko, Hans Hofmann, and Clifford Still, to name a few. Despite her considerable personal wealth, however, Guggenheim insisted that visitors pay an entrance fee and was reportedly upset when she learned that her secretary had let students and artists in for free when she wasn’t there. By the time she left New York for her new Venetian palazzo when WWII ended, most of her artists had already left her gallery for newer spaces, hoping for more sales of their work.

One of those newer spaces was owned by Betty Parsons, who is the first art dealer interviewed in a book I can’t recommend highly enough: The Art Dealers: The Powers Behind the Scene Tell How the Art World Really Works, written by Laura de Coppet and Alan Jones (Cooper Square Press, 1984) and revised by de Coppet in 2002. I have given this book to new dealers as a gift many times. Although it is now somewhat difficult to find in bookstores, you can get it from online booksellers with ease. It would be indulgent of me to continue with this history of art dealing up to the present day when nothing I can tell you will be anywhere near as valuable as what you will learn from reading these concise, supremely helpful interviews with the people who are that history.

LEARNING FROM OTHER DEALERS’ EXPERIENCES

Because most successful approaches to running a gallery are as individual as they are innovative, there is much about art dealing that you could learn from reading just about any dealer’s biography. Even before you dive into the eye-opening stories found in de Coppet’s and Jones’s interviews, I recommend the wonderful overview found in Malcolm Goldstein’s remarkably well-researched book Landscape with Figures: A History of Art Dealing in the United States (Oxford University Press, 2000). In addition to more information about many of the dealers I noted in the section above, Goldstein’s history includes a detailed inventory of innovations and changes in business practices.

When you’re ready for even more details, a few must-read full biographies include the following.

• Joseph Duveen. Either Duveen: A Life in Art by Meryle Secrest (University of Chicago Press, 2005) or, for a more sensationalist account, Duveen: The Story of the Most Spectacular Art Dealer of All Time by S.N. Behrman (Little Bookroom, 2003).

• Edith Halpert. The Girl with the Gallery: Edith Gregor Halpert and the Making of the Modern Art Market, by Lindsay Pollock (PublicAffairs, 2006).

• Julien Levy. Julien Levy: Portrait of an Art Gallery, eds. Ingrid Schaffner and Lisa Jacobs (The MIT Press, 1998).

• Peggy Guggenheim. A bit more scandal than business, perhaps, but this combination of Guggenheim’s biographies offers insights into the mindset of the “dealer as patron”: Out of This Century: Confessions of an Art Addict, by Peggy Guggenheim (Universe Books, 1979).

LEO AND JEN: TWO AUSPICIOUS BEGINNINGS

Each of the biographies above is chock-full of lessons for the established art dealer and beginner alike, but the focus of this chapter is what (or whom) you need to know before getting started in the business. With that in mind, I will recount the beginnings of two dealers representing opposite ends of the spectrum regarding what kinds of connections or involvement with the art world they had before opening their spaces. First is the subject of my favorite interview in The Art Dealers, one of the most beloved and truly influential art dealers of the ...

Table of contents

• Cover
• How to Start and run a Commercial Art Gallery
• Copyright
• Contents
• Dedication
• Introduction
• Acknowledgments
• Chapter 1 Education: How to Learn What You Don't Know Before Opening a Commercial Art Gallery
• Chapter 2 Identity: Defining Your Program and Other Branding Issues
• Chapter 3 Business Models and Customary Practices: The Primary Market
• Chapter 4 The Secondary Market
• Chapter 5 Start-up Capital: How Much You Need and How to Get It
• Chapter 6 Writing a Business Plan
• Chapter 7 Location and Build-Out Issues
• Chapter 8 Managing Cash Flow
• Chapter 9 Logistics: Crating, Shipping, Framing, Photographing, Managing, and Insuring Artwork
• Chapter 10 Staffing and Management Practices
• Chapter 11 Promotional Efforts: Publicity and Advertising
• Chapter 12 Getting Expert Advice and Professional Assistance
• Chapter 13 Art Fairs
• Chapter 14 Artists: Where to Find Them; How to Keep Them
• Chapter 15 Collectors: Where to Find Them; How to Keep Them
• Chapter 16 Peerage: The Art Gallery Community
• Appendix A: The Standard Art Consignment Agreement
• Appendix B: Regional Art Dealers Associations
• Bibliography
• Index
• Books