Went to three openings in one night, "Why do they do it?"

Forgive me for indulging myself a little with this post, but sometimes I just feel that I have to say something, I do get very frustrated how “we” in the Art Business, indulge ourselves when really it is the customer, visitor and collector we should be more concerned about, rather than “me”.

Let me know your thoughts?

I try and get to as many openings as I can, this is a very big city with a very vibrant art community and I like to see what others are doing and to learn what I need to do or what not to do.

This night was a what not to do.

I hope this will help Artists and if any Galleries are reading this, who are about to have openings, this is what not to do.

To start with I want to be very open about this, I want to sell paintings, my artists expect it and the Principles who engage my services expect it, so lets get started.

I arrived at the advertised time, three openings in one Gallery, I was looking forward to one show as the Artist is a young woman and has done some great stuff and received awards, so I arrived in a good mood, traffic was light, a miracle in Manila and the driver got a park at the front door, ready for a quick get away.

I spoke to the person at the door and they told me that the opening had started in the second Gallery. I went up to the second Gallery room to see the artist and the show, no Artist? Ok, on time is early in Manila, so I went to the third Gallery room to see the young Artist I came to see. Went inside, 7 paintings, no Artist, no title cards, nothing. I found the catalog and the a4 piece of paper beside it with the titles of the paintings and prices. The writing so small I had to put my glasses on to read it, I was getting a little annoyed.

I looked at all the painting, I was not impressed, so I thought I would go back to the first Gallery room where the performance Artist was to put on a show. We arrived no artist, he was late, but they did put his music on for the four of us who were there. Discouraged I went back to the second Gallery room and yes the Artist had arrived, he did a kind of instillation art?

He had 32 clocks on the wall all going at different speeds and if you walked close to them they sped up, something to do with if you go to the bottom of the ocean, time speeds up?

I tried to talk to the Artist but he was talking with friends so I asked the girl holding the information, why 32 clocks?

" Oh, that's all we could fit on the wall?"

Ok, this was not improving, just for fun I asked because there was one clock alone on the end wall going backwards, how much is that?

She said PHP3500. [ less than US$100 near enough.]

I just thought oh well, maybe there will be some nice wine on the first Gallery room? There was none in the 3rd or 2rnd Gallery room.

So my companion and I went back to the first Gallery room and yes the Artist had finally arrived, he rushed over to greet us and said he was late because of the traffic? He asked us to sit down and have a donut, still in the box and would we like a beer? Of course I said and out he came with three beers, none of the other visitors were offered any and he was sorry that they were hot, so off he went to get ice, finally the ice arrived to add to my hot beer, being Australian I was not impressed, I like my beer cold, but as I was on my very, very best behavior that night, so I graciously accepted it.

I asked when the performance would start and he said, " Oh, that is on next week."

Disappointment after disappointment.

After I finished the beer I made my excuses and left, deciding that my night at the openings was over, I did sneak out a donut for the driver, so the night was not a total loss.

My companion and I discussed the night looking for positives from it and it came down to we got two free beers, the art was disappointing, a big night in Manila?

Now you may comment and say I am a “pretentious, condescending snob,”and maybe you are right but I do not see how any of the Artists or the Gallery were served well at this opening or the Artists did themselves any favors.

So what did I learn from this?

Artists be on time. Opening time is opening time.

Galleries when you hang your paintings on the wall put up all the information about it and the price. Remember most collectors are aged from 40 to 70 so make the writing on the title big enough to read, most of us wear reading glasses.

And my biggest gripe, put the price on the title cards?

I dislike having to ask for the price, I know that it is what Galleries do trying to be elitist and

important but I do not like having to ask for prices.

At one show I went to, they were very good paintings, I could not read the title cards and there was no price. I asked one of the young girls for the price of a painting and she said I would have to out to the office where they will tell me, I said don't bother, I am not interested.

This is a big issue for me, that Galleries are more interested in their own “mystic” than selling the work of the Artist. I am not ashamed of the price so I show it, I do not have to defend the value of my Artists paintings and my collectors know that I do not give discounts, so what you see is what you get, upfront.

One thing I do not like about hidden prices, even prices in a separate catalog, so that you have to go and get it or ask for it and usually there is never enough catalogs or price lists to go around.

I asked a friend who works in an important Gallery here why they don't you show the prices,

“Oh” he said, “our collectors want us to be discrete.” What a load of BS, I guarantee they never asked a collector, they are just being elitist and patronizing, no wonder the average person feels so self conscious about going into a Gallery opening night.

For artists to get the best representation possible, the Gallery must do its best to show the artist in a way that is user friendly and fun. That makes the visitor feel welcome and that its not an inconvenience asking for a price.

My complaint about hot beer was tongue in cheek, but I would expect that a nice wine would be served and light finger food.

I always say to the Artist we are there to be friendly, hospitable and welcoming and yes in the end we want to sell paintings, so Galleries make it easy for the customer to buy, make the price clear and readable and be upfront about everything and remember that on opening night customer is King, Artists do not talk to your friends when customers are standing around. They are there to see you, they have given up their precious time to come to your opening, so be friendly and you make a stranger into a collector and friend.

It is not about selling one painting but selling a life time of paintings.

Well today I left Artists alone about selling and concentrated on Galleries, I hope you do not think me to much of a bore for my little rant?

I hope this has been a help to someone, I would love to hear your thoughts.

Keep smiling.

Mark Shellshear

Art consultant.

mark@shellshearmedia.com