question for exhibiting artists

Jo Tyler · Joined: 13 Aug 2008 Posts: 489 Location: Newcastle

Hi All
I'd like to know what other galleries charge artists to exhibit with them? Do they generally charge wall rental as well as a commission? Also what do exhibiting artists feel is a fair fee and do the fees include the opening night and invitations and advertising or do you have to pay for this too?
I'm asking these questions because after 5months the gallery is nowhere near paying for itself on the commercial side, even though the openings have been very well attended and I've made quite reasonable sales (even compared to a few established galleries) I've had to make up balances with my own sales and savings.
Any info shared would be gratefully accepted.
Thanks
Jo.

AvG · Joined: 17 Sep 2005 Posts: 1912

Jo there are lots of different ways that galleries operate. I'll list a few that I am aware of and/or have exhibited under.

Straight out Rental
Exhibiting artist pays a hire fee plus no commission. You see this more in OS Vanity galleries where artists might hire space by the linear meter.

Rental w/ commission. Pretty common entry level set up.
Exhibiting artist pays a hire fee plus normally a lower commission, depoending on the area and the amount of rental this might be in the order of 15 - 25% (sometimes higher but I won't advocate that). Artist is responsible for invitations, postage, contribution to opening night drinks, advertising above a basic local and/or Art Almanac listing

Commercial
Gallery doesn't charge any rental. Commission on sales is typically 40% and may be as high as 50% - though in traditional, out of the way, tourist galleries the commission may be closer to 25% - 35%.

Commercial galleries generally split some costs with the exhibiting artist, For example the gallery might cover invites, postage, opening night, Art Almanac ad, but split the cost of advertising in magazines, or the artist might be asked to pay 1/2 for just about everything. Or they might not pass on any costs so that the 40% commission covers everything.

I think a rental / commission arrangement might suit your gallery best at the present time. The trick is to make the rental reasonable enough that commission on top is palatable and fair.

If you want to chat more about the different set ups, you're welcome to email or call me.

Stefan Maguran

What is very interesting in the States is that galleries charge 50% but they pay for all transport, including artist's transport to the opening, mail outs. advertising and opening night expenses.

Opening a gallery, especially in the current economic and cultural climate, is a venture that generates a minimum of five years of negative income.

In Adelaide, four galleries (two of them vanity galleries, n.b.!) have closed just recently and most of the others rely on handouts. It is the sad story of our times.

AvG · Joined: 17 Sep 2005 Posts: 1912

AvG · Joined: 17 Sep 2005 Posts: 1912

Jo, a book that you might find useful is How to Start and Run a Commercial Gallery by Edward Winkleman.
Edward is a NY dealer who has a gallery and a really interesting blog. He is very generous with his information and I have heard good things about this book even though I've not read it. (If his blog is anything to go by it will definitely be helpful)

No matter the model you run with, and the location a lot of the book contents wil be relevant. You can read a brief synopsis and some reviews here: http://www.amazon.com/How-Start-Run-Commercial-Gallery/dp/1581156642/ref=sr_1_1?ie=UTF8&s=books&qid=1237234468&sr=8-1

mariegreen · Joined: 03 Apr 2010 Posts: 82 Location: Great Barrier Reef

Our local gallery has been going for about 9 months now and the manager is an artist and also has a well screwed on head whilst learning the gallery business especially in these times. However on the matter of shipping/transport/freight she has the client pay it and so far no probs. Not sure if that is relevant for you Jo but tossing it in cos I haven't had a lot of experience as a represented artist (only lifted the brush 2 years ago! LOL) although in bye gone days as a collector of minimal if not minus note, they did the same thing in Sydney. All the best with your endeavour.

thecatsgrin · Joined: 18 Apr 2009 Posts: 2181 Location: Gippsland

The solo exhibition I am having in July, is at a restaurant /gallery (recognised locally as both) they dont charge to hang, but the artist pays for the opening night food,( you decide how much $$ you are willing to pay) drinks are optional, if not payed for, people buy their own at bar prices.
The Artist is responsible for ALL advertising and getting the numbers in foir opening night.
Getting the art there and home is also the artists responsibility.
They charge 20% on sales, but that is because of the restaraunt side to the business, they dont need to charge more.
There was another local gallery, they had regular exhibits, but the back room was able to be hired at around $250 a week from memory, it was probably 4 meters x 3 meters, not a big space, advertising and all other costs were the artists responsibility plus they had a 30% commission
they recently closed down.
The contemporary gallery a few towns up the road charges for either a half gallery space or more for the whole space, with a minimum time allowed.
Starting a new business is difficult, I think alot of our successful local galleries are so, because of side sales of cards and prints that they have regularly.
Others are offering other aspects to the business like classes after hours, and life drawing etc...

Jo Tyler · Joined: 13 Aug 2008 Posts: 489 Location: Newcastle

Thanks for the info everyone and the time to answer. Thanks Wendy for the % and prices.
I'm going to diversify a little and offer jewellery and hand crafted accessories and pottery for immediate sale, as well as offering classes on techniques (I've had quite a few people approach me at the gallery about classes) as a way of generating more turnover for the gallery. I'll definitely have to charge wall rental in the future though (after my current bookings) in order to meet my weekly rental and advertising costs, I'll never be able to quit my day job otherwise and I'm aiming for the gallery and associated ventures to provide a modest if unstable living Shocked

for me. I currently charge a 30% commission only and I pay for everything, advertising, flyers and opening night (the artists take care of their own transort of course). I will change that to wall rental + 20-25% commission, just not sure how much is fair to an artist and what they're willing to pay?
E.G. For a 6.3metre wide wall (I have more Laughing

) with a 3m height that easily fits a double hang - 3week exhibit with invitations and opening night thrown in - What would be a fair price for both of us? What would you pay?
Thanks for helping
Jo.

AvG · Joined: 17 Sep 2005 Posts: 1912

Jo I think a way to work it out might be to work out rental for the total space. You can then charge artists based on the proportion of space they take ie 100% for a solo, 10% each for 10 artists and so on.

Using wall meters is a bit tough because not all walls are equal - right out front and centre vs/ tucked away in back corner. And also it wouldn't work for plinths etc. that require no room at all. (plus it smacks of 'vanity gallery').

It's been a long time since I've exhibited in a hire space so I'd be hard pressed to nominate an amount. But I do remember that I was always responsible for paying for invites, share toward opening night and in all instances a deposit was required when confirming a show with balance paid a few weeks before.

Also work out your costs for an exhibition period - rent +advertising +opening nights +your modest salary +utilities and other overheads.

Then work out the income you need the gallery to generate for this period.

Once you know these two figures you will at least have a starting point for working out the rental charge and commission fee.

All rental galleries have their floorplans and charges on the application info which is downloadable from their websites. It would probably be woirth taking a look at some of these to get more of a sense of what other galleries do. Of course rental in CBD is more expensive than rental outside and some require artists to sit their own shows so won't be helpful.

Try looking at Shifted, red gallery, BSG (Brunswick Street Gallery), 69 Smith Street. These are all in Melbourne and rentals probably reflect that. I am sure there are other galleries with info on their websites that will be useful for you.

King Julian · Joined: 08 Jun 2009 Posts: 118 Location: Madagascar

A gallery in Cronulla started charging the artists wall rental plus 33% commission.
Most of the top selling artists went somewhere else.
The gallery was left with artists whose work didn't sell very well and was desperate to sell (what was left of the business) in the end.

AvG · Joined: 17 Sep 2005 Posts: 1912

Jo Tyler · Joined: 13 Aug 2008 Posts: 489 Location: Newcastle

Thanks Amanda & Milky, I do appreciate the time taken to reply. Embarassed

no offense meant here but I know exactly what it cost to put on a show and what the total wall space of my Gallery is and how much it is to cover that cost, what I want to know is what an artist is prepared to pay for the opportunity to exhibit in a Gallery or how much an artist has paid in the past and what price they believe to be fair.

Thanks Jo

King Julian · Joined: 08 Jun 2009 Posts: 118 Location: Madagascar

Stefan Maguran

My personal experience is that there is no need to pay unless the gallery is in a prominent location with plenty of traffic. Unfortunately those galleries are not vanity galleries and to get in you need to be a known artist. There are emerging artists that would pay, I am sure, but there are so many other venues that can be used and that don't charge any fees. I don't want to disappoint you, but this is the reality.

AvG · Joined: 17 Sep 2005 Posts: 1912