Quilt Art in the Gallery World Growing Trend Builds Artist Resumes, Creates New Audiences
Total Page：16
File Type：pdf, Size：1020Kb
Quilt art in the gallery world Growing trend builds artist resumes, creates new audiences by Dr. Sandra Sider f you want to make sales, boost the Only 30 percent of the U.S. galler- While you might have a chance to I strength of your resume, and gain ies reported as selling quilt art are on borrow your work back if purchased visibility among art consultants, gal- or near the coasts, something of a by an institution, that sort of sale lery exhibitions of your work are very puzzle when we consider how many rarely happens in a gallery show. helpful. This is especially true if the art galleries are in cities such as New Purchasers include individuals buying gallery maintains an effective online York, Miami, Los Angeles, and San for themselves or art consultants buy- presence promoting your pieces. Francisco. Interestingly, 65 percent of ing for their clients, usually corporate I queried more than three dozen quilt artists reporting sales are local entities. From my own experience quilt artists in 2014 who either show artists, similar to the successes of with art consultants, I can tell you their work in galleries or have done local makers with art consultants and that once a corporation acquires an so in the past. Those interviewed public art projects (probably because artwork, the work can become lost as ranged from well-established indi- site visits are easier, usually leading to time goes by. A building is renovated viduals commanding five-figure prices stronger proposals). To my surprise, or a corporate collection is liquidated, per piece to emerging artists. Mon- 66 percent of the sales reported are and the art disappears. Several years tana artist Nancy Erickson sums up for representational quilts containing ago, well-known artist Caryl Bryer the sweet feeling of a $12,000 sale: recognizable imagery, often depicting Fallert-Gentry learned that quilts she “Ecstasy reigned for a bit!” nature. Collectors acquiring quilts for created that had been on view in a Let’s address what most likely is their residences seem to prefer this corporate office were being auctioned your first question: How much is the style rather than abstract designs, and on eBay for a tenth of their value. commission for gallery sales? Respon- occasionally commission their art- Partly because very few galler- dents reported galleries took from 35 ists to create one or more additional ies show quilt art exclusively, our to 50 percent in exchange for exhib- quilts in the same mode. artists typically exhibit in gallery iting and selling their work. Some What can we learn from these spaces showing other media, often galleries that take a 35 percent com- responses? The first lesson is that your paintings, photographs, and prints. mission do require artists to share in work might be sold. Once you sign Several artists have had great success the publicity costs, with an up-front a contract with a gallery, you cannot selling their work in frame shops, payment that varies depending on change your mind and withdraw a even when the quilts are not framed the square footage of exhibition space quilt. This means that whenever you or on stretchers. This success makes assigned to an artist’s work. create a work that you consider pivotal sense to me because many people The answers provided for this article or transitional in your style, you coming into a frame shop already give us some interesting generaliza- might want to hold that piece back have acquired art and are receptive to tions. We shall ignore one purchase from a gallery exhibition. The same pieces conveniently displayed in such price ($25,000) that is more than dou- applies for a quilt that you especially an environment. ble the next highest number. Doing like for personal or aesthetic reasons. The location of galleries plays a so, we find that the average price per No matter how early you may be in crucial role in impromptu purchases, square foot for quilts purchased in gal- your art career, it’s a good idea to have and a storefront at street level obvi- leries is $190, and the average size is a vision of the possibility of a solo or ously brings in the most traffic. If the 16 square feet, or a quilt measuring 48 retrospective exhibition in the distant gallery is situated in an arts neighbor- x 48 inches. The quilts of prestigious future. Keeping important quilts in hood or near popular restaurants or artists, regardless of size, bring in the your own collection will guarantee other attractions, so much the better. highest prices. that you have significant work for that Also, check whether the gallery has exhibition. regular store hours or is visited by 10 • SAQA Journal • Fall 2015 Betty Busby’s Vortex, 66 x 52 inches, sold at a solo show at the Dunedin Fine Art Center in Dunedin, Florida. Photo by artist. offices of a hospital, a credit union, a bank, and other businesses. Gallerists often cultivate art consultants, which means that you may be asked to create several quilts in a similar style to the quilt being shown in the gallery, a process that might not appeal to some people. The gallery usually expects a com- mission from this sort of networking, and artists sometimes are surprised to discover that they are expected to pay a commission to both the gallery and art consultant. While gallery con- tracts with artists can seem straight- forward, it’s always a good idea to have a lawyer look over any contract to search for hidden costs. On the plus side, building a working relation- ship through your gallery with a well- appointment only, which can dis- into their quilts, such as architec- connected art consultant can lead to courage traffic. ture, landscapes, seascapes, and even lucrative commissions for your work, More quilts seem to be purchased cuisine. New Mexico artist Betty Busby such as a 2013 corporate installation out of solo shows than group shows, has sold eight quilts over the years to by Carol Ann Waugh purchased by perhaps because a body of work can the same Rhode Island woman, a suc- the City of Denver, Colorado, for be both impressive and informative. cess story indicating that artists should more than $10,000. In 2012, Kate Stiassni sold her first cultivate their collectors after the quilt While quilt artists consistently quilt for $2,800 from a solo show in leaves the gallery. Quilt artists working report higher prices from their work a Connecticut gallery that had never in abstract modes who sell to the tour- purchased from the nationally juried before exhibited fiber art. Nearly all ist market tend to keep their works exhibitions, especially Quilt National, of her pieces were purchased during relatively small, allowing the buyer to in general they express satisfaction the exhibition, causing the gallery to transport the work home in a suitcase. with their gallery sales. Galleries excel change its attitude toward contempo- Galleries appreciate and support in promoting your work, and they rary quilts. artists who are willing to cooperate may keep an inventory of your quilts, Quite a few quilts on the smaller with them in developing markets for usually for six to nine months, which side are purchased by tourists who their work. Some galleries employ a can result in sales after your exhibition prefer to bring home something corporate sales director, as mentioned closes. Gallerists usually earn their special by a local or regional artist. by Nelda Warkentin, whose quilts commissions, and since the 1990s To this end, quilt artists sometimes have been placed by the gallery in the they have been gradually expanding incorporate local imagery or themes see “Gallery world” on page 34 SAQA Journal • Fall 2015 • 11 Gallery world from page 11 the market for contemporary quilt art. Most of the artists interviewed for this article sold their first gallery quilt after 2000, including several who had been trying to enter the gallery Why Use market earlier. Not only are more gal- Mass Produced leries offering quilt art, but also more Fabric for Your professional artists have found their voice in this medium. I would like Art Quilts? to think that SAQA has contributed significantly to this trend. Try Our Distinctive OOAK, SAQA Members Limited Edition Batik & Dr. Sandra Sider, a past president of SAQA, 10% Off is curator for the Texas Quilt Museum. Artisan Dyed Fabrics She has been professionally involved with studio quilts and fiber art since the For Truly Unique Creations mid-1970s and has published several books on quilt history and aesthetics. This Experience the Collection article summarizes her keynote lecture in May at the regional SAQA conference 2015 Houston International Studio to Gallery in Melbourne, Florida, Quilt Festival and she wishes to express her gratitude Oct 28—Nov 1 to all the artists who generously shared information about their work for her For details visit www.turtlehand.com presentation. NOLTING LONGARM QUILTER UÊÛiÊ-Ì>`>À`Ê-âiÃÊ UÊÊ ÕÃÌâi`Ê>V iÃÊ Û>>Li UÊ7iÊ/>iÊ/À>`iÃt Phone: 319.378.0999 U Fax: 319.378.1026 U [email protected] U www.nolting.com 1265 Hawkeye Drive, Hiawatha, IA 52233 34 • SAQA Journal • Fall 2015 DetailedResearch. plans ease navigation Apply. of high-end craft Pack.shows by Susan Lenz In Box CCXCII, Detail ix years ago I decided to join the high-end Flooring is another consideration and expense. I Scraft show circuit. I had an established body started with a package deal on interlocking carpet of work, a website, and gallery representation, plus tiles for a 10 x 10-foot booth ($188 plus shipping).