Show and Sell
The Deal of the Art
By Mary Jasch
Making art is a self-fulfilling and solitary doing, but selling it and making a living usually requires a collaborative effort. The artist's outlet is an art gallery or a store, and like the art within its walls a gallery can come in a variety of composition a for-profit commercial venture either privately or corporate-owned, a "co-op" group of artists who get together to sell their own work, or a non-profit as part of an educational organization or simply Here we take a look at how a few galleries in the Skylands sell art.
Gallery 23, a for-profit co-op in Blairstown, began life in 2001 with a group of 16 artists who wanted to sell their work. The gallery where the artists had previously exhibited closed. "We decided we could get together and have an art place. We found a place up the street, painted it, fixed it up, and formed a corporation," says Diane Pratt, treasurer. The decision not to be a "non-profit" came from understanding what they wanted to accomplish. "Our purpose is to show and sell the artists' work, not just make people aware of it."
Photography by Kathy Riss (above) and
Diane Pratt
at Gallery 23 in Blairstown.
The original members contributed money at $3 a share to start the business. They take a small commission and space rental fee ($20 minimum) from new member artists, non-shareholders." That's the only way we could make sure we have shareholder members and regular participating members," Pratt says. They hold monthly meetings, which all members (30 tops) attend and give input on how the business's money is spent, but only shareholders may vote. Hours spent manning the shop and doing committee work, such as advertising and jurying, count towards reducing the amount of commission an artist must pay to the co-op. Commissions range from 10 to 40%, depending on how much work someone is willing to do. The co-op's structure and operating methods enable sales without big gallery commissions good for the buyer and artist.
New artists go through an application process and have their work juried by a five-person committee. "We want to have a variety and not so much of one medium," says Kathy Riss, jury chair. "We look at the quality of the artwork and how it's presented. We look to see if it fits in space-wise in the gallery." The gallery has ongoing exhibits. The shop is a collage of media stained glass, jewelry, photography, note cards, paintings, ceramics, fiber art, wood-turning and much more. Right now there is a waiting list to join.
908-362-6865, website
A nationally recognized center for fine craft, Peters Valley Crafts Center is a non-profit organization offering workshops, artist residencies, exhibitions, and a store with a paid staff. Crafters sell pieces on consignment and pay a 40% commission. "We're trying to be supportive of craft artists in general," says Jimmy Clark, executive director. The store sells the work of local artists, department heads, and others from across the nation.
Crafters who sell their work in the store are found in a number of ways. Clark has personally suggested some to gallery manager Mikal Brutzman and he has also helped recruit artists to exhibit in the gallery.
Peters Valley - Flower pods in a gold luster vase by Tom Stoenner
of Rhinebeck, NY, accent a shelf of goodies -- a metal oxidized frame
with incised and painted swirls, and a woven triangle scarf of “eyelash” and
gossamer yarns,
created by fiber artist Mary Ann Kirchhoff, of Portland, PA. Photo by Mary Jasch
Relatively new to Peters Valley, both Brutzman and Clark (both potters from The Clay Studio in Philadelphia) are instituting changes and excited about this artist haven's future. To cut costs, Clark eliminated exhibitions for a while, keeping only the store open. "Now I'm fully optimistic about the gallery," he says after receiving a $10,000 grant from the National Endowment of the Arts to rejuvenate the exhibition program. "Because of NEA we've put together an exhibition series that will cover our program areas." Clark wants the gallery to be a resource to local artists, a venue for them to sell their work and for the public to see it too. Wearable Art is now in the gallery until December 23, with the next exhibition in February.
On the commercial side, the gallery manager looks for things that will sell. After staying open every day till Christmas, the store will reduce and conserve hours and resources during January and February, then come back fresher than ever in spring. New faces in ceramics and jewelry will contribute to the rejuvenation. "The thing about the gallery and store," says Clark, "is we're there to be a means of support to craft artists. It's hard to make a living."
Right now Clark thinks about the Greek Revival building up the hill beside the store. It stands mostly empty now and under-utilized. It's the perfect place to relocate the gallery and add a welcome center and museum, he says. Then, the store could also expand. He envisions an educational gallery with exhibits of what's hot and the latest in any craft. "As well as a place for people to learn more about Peters Valley and what we're about. This is a five-year vision."
973-948-5200, website.
Two local traditionally owned galleries believe in a sense of place. They support local and regional artists and partner with their communities.
This watercolor by Sparta artist Pieter Prall is among the work featured at the Flying Pig Gallery in Sussex. Prall has developed a somewhat classical style particularly well-suited for his work in the area of naturalist art.
Flying Pig Gallery in Sussex is privately owned, but owner Susan Sanford does believe in the power of numbers. She and two other owners on Main Street (Elizabeth-Kerr, a multi-media mix of yummy accoutrements for daily living and Ward-Nasse Art who exhibits work from artists at its SOHO location) co-op their client base by promoting the galleries together. They coordinate receptions every three months and work with the town's business base whenever they can. This month, after the Tri-State Theatre's Christmas Show opening, theatregoers can take a guided tour of special late-night shop openings that include the galleries. Flying Pig represents tri-state area artists in all media including Sparta resident Pieter Prall, renowned illustrator of birds. Flying Pig: 973-875-8487, website.
At Drue Chryst Gallery, a privately owned gallery and shop in Lake Mohawk, Sparta, the owners are very supportive of local young artists. They save up framing supplies like matting, frames and foam core and donate them to local high school art classes. "The government has cut the arts budget next to nothing. We accumulate supplies for six months and donate them to schools. The teachers are all thrilled. We only use acid-free matting so the students get good stuff," says owner Drue Chryst. "When people bring a reframe job in and the old frame is still good, we donate the frame so art students have everything they need to frame their art projects."
Drue Chryst Gallery - American made vintage clock
(14" x 9.5") from authentic antique and
recycle materials
by Debra Dressler.
Chryst's gallery, which opened 13 years ago amid a garden setting, features renowned and emerging artists. "Our purpose is to expose people to a wide variety of art in every medium: paintings in every medium with diversified styles and subject matter and sculpture in stone, bronze, and clay," she says.
The shop, added a few years later, is a testament to American art and crafts. Regional crafters make over 50% of the goods and 90% are American-made. The selection includes collectable handbags, art glass, perfume bottles, pewter picture frames, jewelry, clocks, and the hand-sewn and painted cotton casual wear of local artist, Mary Lewis. "I strongly believe in supporting American industry and American crafts people," Chryst says.
973-729-0609, website.
At Decoys & Wildlife Gallery owner Ron Kobli runs a well-oiled gallery for nurtured customers. He sells original paintings, carvings, and offers a framing service.
As a dedicated hunter with a fascination for decoys, Kobli bought and sold functional "old" decoys until one day 22 years ago he opened a gallery. Decoys are the only craft native to this country, he says. Over the past decade he's seen a change in buying power and has adjusted his store's operations. "Eight years ago the average buyer was between 40 and 60. Now the buyer is 25 to 45," he explains. Also, prints are out down from 40% of the business to 5.
Kobli woos his customers. By the time a potential buyer has come back a few times, Ron has spent hours with her discussing art. "These younger people are more sophisticated. They want an original and to know that their money is better spent." In most cases they set a benchmark around $1,500, he says, and within the next year they'll buy a few more paintings. When a painting comes in for $3,000, they'll look at it, like it, and maybe take it. Now the benchmark has been moved. Then, when they buy a new house, they'll buy paintings for $10,000 to $30,000 or more.
Frenchtown’s Decoys & Wildlife Gallery is packed with world-class original wildlife art, carvings and decoys.
"It's a process you have to go through," he adds. "They've taken paintings and now they've gotten an education and learn to appreciate certain things. As long as you can supply those needs you'll have good customers."
Kobli extends his gallery to a local raptor rehab center every fall. He donates a few paintings, and they sell raffle tickets. At the end of the day, Kobli also matches their sales. In return, they bring in live birds of prey for an educational program with invitations extended to local kids and schools.
So what makes him so successful in the little town of Frenchtown, population 1,500? "There's not another store in the country like this. There's no gallery with the numbers and quality of painters and carvers here. I'm in the luxury business. There's nothing that I sell that you need. You want. Business couldn't be better." And don't forget the service!
908-996-6501, website.