Its one thing being an established and famous artist, where all you have to do is paint the pictures and hand them over to an agent, then show up for the preview evening. Its another to be at the beginning of your career as an artist.
Most of us have to plan our own shows, as I have done over the last few years, and there is a lot of work involved if you want to get the most out of your art exhibition. I was fortunate in that I worked as a gallery assistant for artist Nerys Johnson when I was at Durham University, and assisted her with preparing for her shows. Even though she was an established artist, there was still a lot to be done.
After you have planned an exhibition of your work, you will see that the commission galleries request is well worth the effort they put in!
In the Beginning: Your First Art Exhibition
First of all, you must secure your gallery space. I had my first solo art exhibition at Pizza Express in Darlington, UK. As a corporation, they have a huge commitment to the arts, in particular local artists. Their restaurants are often designed as galleries themselves, and they know that their customers really appreciate the ever-changing work on their walls.
Restaurants might be a good place to start, it works for both the restaurant in terms of attracting customers, and the artist. It is also a good place to get over your art exhibition anxiety in a far less intimidating atmosphere than a public gallery. They charge no commission, but you have to do the work yourself from the hanging to the promotion and subsequent sales. So, it is from this perspective that I write.
Planning an Art Exhibition
I spent a couple of years developing a body of work before I was ready to exhibit on my own, so the assumption is that you have a decent collection of work to show. Then I developed an art exhibition plan which listed all the things which needed to be done prior to the opening.
The first thing to do is to establish the dates, allowing time to have some promotion materials printed. It is useful also to give your art exhibition a name. I do it by picking out one painting, and working my promotion materials around that. My first art exhibition was Firebird and I chose a Bird of Paradise painting I was fond of. My 2004 one was Catch the Vision to go with a series of my visioning courses held during the run of the show. I find a postcard-sized art card is particularly useful, as they can be mailed to your contact list, and the remainder left for people to take when they visit.
Creating an Art Exhibition Mailing List
This is very important. If you have not started one, do so now. I use Microsoft Access for this and, whenever I meet anyone, their name goes on the list. If you do not have access to a computer, a secretarial service will maintain one for you and provide you with a set of labels when you are ready. Remember to send your cards out to everyone you can think of every time one goes out it adds to your name recognition, and therefore to increased prices. Dont forget regional galleries and the media in your area. They will notice an art card more than one of the hundreds of press releases they receive on a daily basis!
Writing Press Releases for an Art Exhibition
Having said that about art cards, I dont mean that press releases are not important. They are. Try to find an interesting angle and invite specific writers to your opening. My first article was in conjunction with a national story my local paper was working on. You will need to write an Artists Statement and/or a About the Artist piece to hang in a prominent position. I think it is a good idea to include these along with your press releases.
The Paintings in the Art Exhibition
I think it is important to make a gallery plan to give you an idea of how you are going to hang your work, and the number of pieces you will require. It doesnt have to be set in stone, as you can always make changes when you are hanging, but having a plan takes the worry about not having enough work available.
Be sure to have someone lined up to help you with the hanging. Even though I have an eye for where things should go, I am really useless when it comes to the technicalities of hanging pictures in a straight line. I have a couple of friends who can do it to perfection for the price of lunch!
And dont leave the framing until the last minute. At one of my shows, my regular framer went on holiday two weeks before my opening, and I still had work to frame. Fortunately I found another good framer who I have consistently used since then. Even so, it is best to get this done as early as you can.
More of this feature: Pricing Paintings in an Art Exhibition