How to Run an Art Gallery

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Last Updated: May 12, 2023 Approved

Opening an art gallery is a difficult task, meant for people who love art and the art world. Most galleries are sustained by the continuous sale of quality art to loyal collectors and their friends, along with an infusion of new clientele. The gallery retains a portion of the sale and the remaining portion goes to the artist. Gallerists must cultivate friendships amongst investors, artists, collectors and the media. It is a career for a social, independent and business-minded person who is ready to carve out a place in an already bustling art market. If you have all these traits, then create a business plan and be ready to work hard until your gallery becomes profitable. Read more to find out how to run an art gallery.

Part 1

Part 1 of 2:

Starting an Art Gallery

These contacts should be amongst art collectors, artists and art media in the town where your gallery will open, and beyond. This can take years (5 to 15) to cultivate through art school, art jobs and socializing in a gallery or museum setting.
In the modern marketplace, many gallerists believe you must love what you do in order to be successful. Art sales are inconsistent, with some months providing almost no income and others providing a lot.
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Decide what type of art you want to sell and who your clientele will be. For example, contemporary, abstract, western, sculptors, prints, furniture or a mixture of different types. The gallery's art should be varied but have a driving theme behind your artistic decisions that attracts people to be repeat customers.^{[1]
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- You can choose to be a non-profit gallery and gather donations to run a charity. You can choose to form an artists' collective gallery, if you are an artist yourself. You can also choose to run a commercial art gallery that caters to low, middle or high price points. This should be decided before you start to look for artists or look for funding.^{[2]
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A business plan sets up the foundation of creating a successful, profitable business in 1 to 5 years, and it should include detailed steps on the artist plan, marketing plan and funding needed.^{[3]
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Your business plan, financial statements and commitment from artists will serve as ways to convince banks or business partners that you have a profitable plan. If you take on business partners, try to choose ones that are likewise linked to the art world and can send collectors your way.^{[4]
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Look for your artists by getting advice from other dealers or museum curators, or you can put out an open call for submissions. Negotiate your percentage in writing, understanding that generally the newer the artist is to the art world, the higher a percentage of the sale you will be able to receive.
Often this means that gallery space is expensive, so be ready to pay a high rent to stay where out-of-town visitors and collectors can easily find you. A well-situated space will also prove beneficial for marketing gallery show openings.
Gallery employees should have an art education, contacts in the art world and have sales, business or marketing experience. The ideal employee has an art history or art administration degree and is prepared to multi-task, especially at the beginning.
This is essential so that you can be protected in case of theft or other damage. Artists will often require proof of insurance before agreeing to keep their work in your gallery.

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Part 2

Part 2 of 2:

Maintaining a Successful Art Gallery

Many gallerists, especially in big cities, run their gallery along with other jobs until their gallery becomes profitable. Appoint a trusted, knowledgeable employee to oversee the gallery when you cannot be there, and work hard to move comfortably into working there full-time.
Today's galleries must have a website, social media accounts, blogs and an email list in order to be successful and get new clientele. Invest money in having an attractive website that lists your artists, some art, your location and contact information.^{[5]
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Use your contacts in the art world to plan, market and execute shows that are attended by your clientele. Market using email blasts, art magazine ads, newspaper features, social media and printed invitations.
You may be able to do this with software, if you are a small gallery, or you may need to hire a freelance or part-time accountant.^{[6]
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Booths and ad space help to establish good relationships in the art world and they expose you to new clientele. Advertising in art magazines, although expensive, may allow you to ask for monthly or annual features on your gallery shows.^{[7]
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Keep a list of frequent collectors who are given the first chance to buy new art or who can ask for special commissions. Also, market prints or less expensive art to visitors or younger collectors.
You never know who is or is not a collector when they walk through your door. Make sure you are not snooty, and you give a good impression to all potential clients.

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What is the fee for artists to use a gallery?

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On average, 30% is the asking fee, but depending on the location, setting, and reputation of the gallery, they could ask 45% to 50%. Some galleries operate within an existing firm for the benefit of the community, and/or for a tax reduction on their financial operations. They could exhibit for free, or charge a small cover fee of 5 or 10%. It really depends on the gallery.

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Always negotiate. Remember that in order to stay in business, you will have to be a business manager first. Negotiate leases, commission percentages, freelance rates and advertising rates.

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Focus on featuring what is likely to sell. Remember that although installation or experimental art may attract critics, you want to hang art that has proven to sell. Adopt new artists in small steps, unless you are confident they will be popular.

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Be a benefit to the local community. From time to time, host children's art. Host Art Walks. Do outreach to the travel bureau. Give classes, critiques. Host local plein air groups. Start a plein air group. Have artist critique night. etc.#Try workshops. Join or create a Plein Air Festival for your area.

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