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local galleries. If you don't have the time to do this yourself, there are plenty of tech-savvy people out there who could.
3. PARTNER UP You can't do it all on your own. Get
to know like-minded companies in your area (ones that work with similar customers but don't compete directly with you) and partner up. Many of these companies will be happy to serve as a cheerleader for your company if you do the same for them. Some of the best companies to work with are commercial furniture dealerships (ones with interi- ors designers on staff ), residential and interior designers and retailers special- izing in rug and plant design. Ask if they can display your work or pass referrals and potential leads your way. In return, promote their businesses in your space.
4. GIVE BACK Work with local charities and non-
profi t organizations that are meaningful to you to create events and give back. For example, I have friends who have survived breast cancer, so last year I hosted "T e SCAR Project," a photo exhibition featuring young women with the disease, in order to raise awareness. I donated my time and eff ort, plus my
gallery and its resources. Aſt er all was said and done, the event and the gallery had gained valuable press coverage and many new visitors, some of whom have since become regular customers. But more important was that the event itself was a truly meaningful one. Helping your community, especially the local arts community, puts you in front of like-minded individuals.
5. BRING YOUR GALLERY TO LIFE DURING THE DAY...
Daytime events are a great way to ARTBUSINESSNEWS.COM Photographer David Jay poses with his models for "The SCAR Project" 55
forge professional connections. By host- ing a designer-only event in your gal- lery, for example, you can get in touch with your community's interior design market. By partnering with PPG Porter Paints for a "Color Trends" seminar at my gallery, I was introduced to a number of designers whom I'd never met before. Another way to connect with cus-
tomers is to host a "Lunch and Learn," where you pair a creative topic of interest with a meal. (Don't forget to promote all your events using social media!)
6. ... AND AT NIGHT T ere is no better way for a gallery
to promote its artists than with evening events, which (if done well) can generate excitement, nurture connections and, of course, increase sales! A few options for
aſt er-hour events include: Q Juried art exhibits with pre-sold "purchase awards"
Q Exhibits centered around a theme, such as a holiday
Q Collaborations with designers to showcase their skills in your gallery
Q Cocktail parties for charities or nonprofi ts, where they promote the event and get a percentage of the sales from that evening
7. TAKE IT OUTSIDE One of the best ways to reach new
customers is to display art in places be-
sides a gallery. For example: Q Organize a weekend "trunk show" at a high-end furniture showroom or an interior design fi rm
Q Display art at a home and garden show Q Buy a booth at a trade show Q Set up a "mini" art exhibit at an opera, ballet or symphony performance
8. RENT YOUR SPACE Not only does renting out your