How to Start & Run an Art Gallery

Since humans first thought beyond food and fornication, they have been unsure what constitutes a work of art. Did cavemen consider cave paintings to be art or simply scribbles on the wall? Most likely they did not even know what art was until the caveman with the thick glasses, French cigarettes and an argyle sweater told them it was art. Although we have progressed well beyond the living standards of our prehistoric friends, our base thoughts remain the same, as does our lack of genuine insight into great works of art. Fortunately, the Neaderthal sophisticates have proliferated—and in a few cases even slightly evolved—to the extent that we now have key chains, placemats and calendars to remind us about what art really is.

But how do we decide what is art if it’s not available in gift shops and poster stores? What of the paintings that are not sealed off in some famous museum? Should we be scared? Should we buy a painting just because we like the way it looks? But what if it’s not art? What will the neighbors say? More importantly, what will you say to the neighbors? This is where the art gallery comes in. Galleries provide assurance that someone has narrowed down your range of selections, confidence that they have been able to select just the right painting for you by merely asking your zodiac sign and the color of your living room wall, and copious reasons for your purchase that you can now pass along to your neighbors.

In this series of free art business videos, our self-taught artist and gallery owner discusses the many facets of starting and owning your very own art gallery. Christina Varga begins with the basics of where to locate your gallery and how to promote it once you get started, including promotion tips for press releases, blogs and local television spots. Most importantly, she discusses how to manage the cost of this business venture via skillful planning and effective tactics to attract popular artists.