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ABN
SECRETS OF... SINK OR SWIM
FIVE TIPS FOR
BUILDING A THRIVING GALLERY BUSINESS
54
BY JENNIFER M. WOOD W
hen it comes to running a suc- cessful art gal- lery, the formula isn't as simple as "location,
location, location." Like the subjective nature of the art form itself, there is no one easy solution for building a busi- ness that thrives. "We don't believe that one single
strategy is the silver bullet for suc- cess," says Cristi Smith, president of Atlanta's Ford Smith Fine Art (www. fordsmithfi neart.com). "Rather, we see it as a symphony of marketing tactics expertly implemented [to] create a suc- cessful continuum. T at, and we're con- stantly aware of the need to rethink the business in some small way, every day. T ere are no dull mental moments in this business any longer. You can't just
JANUARY/FEBRUARY 2012