I appreciate some of the discussion on this blog about alternate revenue sources, like licensing and art studio tours. I’ve been experimenting with an alternate revenue source this summer with mixed results.
I opened the LebenArt Studio & Gallery in Saugatuck in May. Being an aging art fair artist (I’m turning 68 in October), I thought it was time to start looking for a way to bring in some revenue without having to be out on the street every weekend. All that set-up and take-down and the anxiety of uncertain weather can take its toll.
With a summer’s worth of experience in the art gallery business, there are things I like about it, and there are things I don’t. I like having a studio space where I can do my work (I’m a digital artist). And, with the studio, I can occupy my time effectively while I’m waiting for customers to come in. I like having gallery space where I can exhibit a wide range of my work. I like being able to tell my art fair customers that I have a gallery in Saugatuck. I’ve found, over the years, that a high percentage of art fair goers have asked me if I have a gallery of my own in Saugatuck. I like that so many of the visitors to my fledgling gallery have either seen or purchased my work in the past. A lot of them come to buy, attracted by the email marketing I do to my email list. I like that my friends and neighbors, here in Saugatuck, have a place where they can come to see all my work in one place. I like the fact that the gallery has generated over $18,000 in sales since opening in May, most of which I wouldn’t have without the gallery. And, finally, I like that I don’t have to pay 40-50% commissions on the work that I sell in my own gallery.
Lots of positives, but there are also negatives. I don’t like being a slave to regular gallery hours. I don’t have enough sales to warrant hiring another person to man the gallery when I’m away. I don’t like missing summer activities in Saugatuck, some of the best reasons for living here in the first place. I don’t like having to strip the walls of my best artwork and load it all into the trailer when I do an art fair. I don’t like having to close up the gallery for art fairs on those precious summer weekends in Saugatuck.
I have mixed feelings about the location of my studio/gallery. Its on Blue Star Highway north of town only a short walk from where I live. While galleries in downtown Saugatuck get a great deal of walk-in traffic, my gallery is more of a destination. People have to stop their cars to visit my gallery. Although a high percentage of those who do stop their cars, actually wind up buying something, I still feel that I can use more visitors. Of course, the downside to more visitors is that I will get less work done in the “studio” part of this enterprise.
I’m currently looking around for a better location for the gallery here in Saugatuck. I feel that sales have been good enough to warrant an “extension” of my gallery experiment. But to make it work and to minimize some of the negatives, I’m on the look-out for another compatible artist to share the space with and to help man the gallery. Since I’m a 2-D artist, a sculptor or potter would be most appropriate... or maybe a jeweler.
Will the gallery eventually take the place of art fairs as I totter into old age? Maybe not. Even in today’s economy, art fairs have been pretty profitable for me this year. But the gallery will provide extra income and, perhaps, grow into a better money-maker in the future.
Comments
JOhn, possibly consider beefing up your online presence, and perhaps build to "exclusive" events like a winter trunk show for the christmas shoppers.... Keep the mailing and emailing alive, and build that interest. While the tourists will have gone home often it is around the holidays they are looking for unique things and think about the stores and galleries they visited.... and who knows.
I wish you great success, and blessing on the courage to open your own gallery - and it sounds like you have really thought this out and layed it out well. Blessings for a prosperous future.
Thanks, John - that strikes me as pretty reasonable. When I originally bought my house and studio, I had planned to have a gallery in the front room of the studio. It never happened mainly because of the factor of being tied down. Now I use it as work space, but in the future, who knows? Thanks for sharing your experience.
Ruth:
I spent about $1000 on signage, another $1000 or so on advertising over the summer, $600/month for the lease on the space, $200/month for utilities and another $800 for incidentals. So, the gallery has cost me about $6000 so far. I sold $18000 since opening, so it seems to be profitable. But, winter is coming, and Saugatuck is a summer destination. For all shops and galleries in Saugatuck, summer revenues have to cover winter expenses. Although I may have a few sales during the winter, I know sales will be minimal. By the time summer comes around again, the gallery won't seem very profitable at all. That's why I'm only cautiously optimistic about this enterprise.
I would be cautious about moving into a new location. In others words, if it ain't broke, don't fix it. Perhaps, you could open a second location in town and try it for a year or two.
Very interesting, John. Maybe you could offer studio space as a trade for gallery sitting? I did my first Saugatuck show last summer. Neat town.
John, you mention your sales but not your profit. I'm curious about the expense involved in having your own gallery.
Thanks, Aureal... Hadn't thought about student gallery sitters. That is an option worth exploring.
Sharing gallery space with another artist (or gallery) is certainly an option that can help solve most of the negatives about this enterprise. I am on the lookout for another artist around this area that I can share expenses and gallery sitting time with. The most compatible artist would probably be a 3-D artist (sculptor or potter). A jeweler might work too, especially since the gallery is also a studio where an artist can also work on his or her creative work while baby-sitting the gallery.
What was very interesting to me, John, in yesterday's podcast about studio tours was that Bob Briscoe (who says he's probably done 400 shows and has been at it all his life) said that between the big studio tour that he works on in May and his small gallery tour in October that he is earning nearly 60% of his income.
Thank you for appreciating those other options we are trying to offer. Being an artist requires all kinds of streams of income. Relying on just the shows is tricky. I applaud you for the gallery idea and of course, know that Saugatuck is a wonderful place to do this. I was really impressed this summer when I was vacationing with my family on Lake Michigan in August all of the galleries (though not too many) and the people roaming the Blue Star with money in their pockets and time to spare who visited the galleries.
Extra income, licensing, wholesale shows, studio tours, etc., all of these are a good idea ans supplement one another.
What about sharing the space with another artist so you won't have to close up on weekends when you are going to a show?