Intro: The Vega Studio A Study in Growth Design
Blank and Bright Gallery Space in Old East Dallas - Dallas,TX
In 2017, I found an incredible studio space in the Old East Dallas neighborhood. It was industrial and a blank canvas of 1000 sq ft. space with proximity to the Deep Ellum nightlife area. I built a floating wall to divide the living space from the gallery space, designed some business cards, and started networking to create a schedule of interactive art events for emerging artists in the area. After connecting through family and friends for local artists, I realized that I needed to venture out further to attract a larger audience that included buyers and developing a more diverse range of events.
Problem: As a new gallery space, how does a Gallery Owner not only attract new and emerging artists for dynamic programing, but also an audience of buyers and art connoisseurs to a relatively unknown area of town?
Research and Development
Understand
I needed to better understand the challenges and goals of emerging artists in the Dallas area. I had some background in the arts and had observed friends applying for shows while living in New York for 4 years. While attending these DIY art shows, I realized the strength of the community that was being built and the opportunity for fresh artists to explore their ideas with a more intimate and smaller gallery space. Upon moving back to my hometown of Dallas, I wanted to take this idea of a smaller gallery space but was overall unfamiliar with the dynamics of the art scene in Dallas. I decided to initially network with family and friends knowing they would be a kinder first audience for a show. My cousin promptly reached out with an acquaintance I had met years ago who was a painter and had accumulated a large amount of work over the past few years. I reached out to the artist and he was eager to work together on creating an energetic first show for The Vega Studio.
Just Do It Method
Designing the first show was crucial in learning what unexpected challenges I would face and what the needs of the artist truly were. The best method I could employ at the time was similar to the Nike motto, “Just Do It”. I knew I needed to go through the process of the first show to better gauge the metrics of audience, event planning, and promotions.
Initial Hypothesis
My initial hypothesis was based upon fostering nurturing relationships with artists while following up with an aggressive social media promotions plan for the upcoming art show events.
“I believe that an Art Gallery that facilitates an empathetic relationship for the needs of emerging artists while executing a vigorous social media promotions plan will yield an audience of enthusiastic art connoisseurs ready to try something different in the Dallas art scene”
Event Synopses
First Show:
Planning: The first show was centered around a solo artist’s paintings. Although he had a good amount of work to show, he wanted to complete 2-3 new paintings for the event. This pushed the first show back about a month and a half.
Strategy: Promotions were executed on Facebook and Instagram that featured glimpses of the artists work, the gallery space, and stories of our talks. This was all hashtagged in a nearby area known for nightlife and art, Deep Ellum.
Audience: Not having a far reach built up with my social media accounts yet, the event was attended by mostly friends and family of the artist and myself.
Time/Date: The artist wanted the event itself to feel moody and loungey which we accomplished with dim colorful lighting and a later start time of the night of 9/10PM on a Saturday night. This time frame was late for most of our guests so an earlier time was suggested for the next show.
Works Bought: 0
Observations: Working with only one artist allowed for many deep dialogues concerning the artists practice, greatest fears, and future goals. I realized how important these first showings were for artists in gaining confidence in their work and gauging interest. However, creating a show designed around one type of art and artist was limiting in attracting a range of audience, especially for a small start up gallery. I discovered that including the hashtag of a nearby neighborhood known for art and music increased my visibility. On days of my pop-up shows, I was often the starting point of the night.
Issues: Audience is confused with gallery location since the area is desolate with mostly older workshop buildings.
Design Modification: I started designing group pop-up shows that incorporated music and performances along with different bodies of works from artists that included sculpture, and larger installation pieces. These shows attracted a wider range of audience and had people engaged in the space longer. Signage and lighting outside the gallery space were implemented with every show for visibility.
Intermediate Shows:
Planning: The middle shows at the Gallery were much more collaborative. Multiple visual artists were featured such as painters, photographers along with musical acts. These shows took 3 weeks to plan with the last week consisting of hanging the artwork. All artists were ready with their work, showing 2-3 pieces and musicians enlivened the crowd to staying longer.
Strategy: Promotions were standard on Facebook Events and Instagram. Highlighting the show 2-3 weeks in advance was the best method to gain attraction. The hashtag of the nearby neighborhood of Deep Ellum helped as my studio was a jumping off point to an evening out.
Audience: The audience were fans of the local artists/musicians of the night. Friends and contacts that I had met while hosting different organizations also were in attendance.
Time/Date: The show was held from 8-10:30PM.
Works Bought: 5 original works of art.
Observations: I started regularly attending gallery openings in the area with business cards always on hand to mingle with other art connoisseurs. I attended art initiative talks at the Dallas Museum of Art which introduced me to other young entrepreneurs and artist around the metroplex. Reaching out to local organizations such as Sofar Sounds also extended my network of local musicians for future partnerships.
Issues: Parking directly in front of the gallery is limited which leads to mostly street parking for attendees around the corner. The Fire Marshall stops by to discuss safe occupancy levels for the space.
Design Modifications: Being flexible with my space meant more opportunities for getting revenue than just artwork purchases alone. I expanded my original model and became a venue space for young entrepreneurs and other people looking for a space to host a small event such as a sip and paint nights or birthday parties. I also created a website that highlighted who I was and my Gallery Space. I would receive emails from artists looking for showing opportunities more this way. Building an email list was also key in keeping my audience updated on upcoming shows at this time. Maps are also drawn for safe parking options.
Last Show:
Planning: The last show was centered around a solo artist’s paintings who was well known in the Dallas area. This artist had shown at multiple galleries and sought me out directly for a show.
Strategy: Promotions were standard on Facebook Events and Instagram. Highlighting behind the scenes preparation for the show 2-3 weeks in advance kept my audience engaged. The hashtag of the nearby neighborhood of Deep Ellum continued to help as my studio was a jumping off point to a continued evening out.
Audience: The artist had a notoriety of local fans including some out of towners from Oklahoma City. Friends and contacts that I had met while hosting different organizations also were in attendance. For the first time, I looked around and saw multiple faces that I did not know.
Time/Date: Saturday at 7PM; This date and time consistently worked the best.
Works Bought: 17 prints from works on display
Issues: Multiple fire shots were head nearby towards the end of the event. Crime in the nearby Deep Ellum district has steadily increased over the past 6 months.
Observations: Highlighting an artist with notoriety and a diversity of work such as paintings, sculpture, and prints created more depth to the show and increased my audience awareness since this artist already had quite a following. Having prints of the artists work was a more affordable way for people to own a piece of the night and contribute to sales.
Design Modifications: The decision to ultimately close this space was a difficult one. However, after warnings from the Fire Marshall, lack of parking space availability, cost of insurance, and uprising of crime in the area- the decision to close was the safest in the end.
Evaluation
Overall- the experience of opening and running an art gallery for a year led me to learn more about being an entrepreneur, connecting with a community, and how to design modify with every show iteration. It also taught me when to calculate the risks of staying open versus closing and moving on towards my next venture.
Major Insights:
Diversifying artists work with dynamic group shows to provide more interest and cross reference with audience awareness
Include face to face networking at local art workshops and events, then follow up with new contacts
Create multiple ways for people to reach out to you via website, email, Instagram, and Facebook
Partnership with local organizations for more opportunities to utilize the space as a venue
Key issues:
Occupancy Level Warnings by Fire Marshall
Lack of parking in front of gallery
Uprising of Crime in the area
In the end my hypothesis for success required seeking more face to face networking opportunities in the Dallas area along with nurturing not only artist collaborations, but partnerships from local organizations and recognizing the need to stay accessible as a public yet intimate venue space.