Running a Contemporary Gallery
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As the landscape for art expands, the contemporary art market’s unprecedented growth calls for a more in-depth look at the central role of the gallery.
This course explores the high stakes world of art galleries, integrating real-world examples with critical thinking around topics that shape the gallery business, including the increasingly integral role of art fairs. Running a Contemporary Gallery equips those considering a career in the field with practical knowledge of the day-to-day functioning and the strategic operations of a gallery, including managing artists and clients, preparing for and participating in art fairs, negotiating relationships with other players in the art market, and marketing through online channels.
What you will learn:
- An understanding of what a gallery does and how it runs.
- Insights into artistic programming and managing artists.
- A familiarity with the factors that drive sales and how to leverage them.
Week 1: Uncovering The Basics
- Historical Perspective
- The Dealers
- Primary vs. Secondary Markets
- Gallery Structure
Week 2: Artistic Program
- Identifying the artistic ‘brand’
- Attracting & retaining talent
- Negotiating with and managing artists
Week 3: Stock
- Production & Managing artists’ demands
- Knowledge – what you need to know about artists and collectors
Week 4: Art Fairs
- Opportunities and challenges
- What to show where and how to show it
- Managing stock and expectations
Week 5: Driving Sales
- Building a strong sales team
- Pay: encouraging performance & preserving fair play.
- Developing new client relationships and loyalty
Week 6: Pinning Technology
- Offline versus online sales
- Creative ways to curate
- Case study