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07 Jan 2020

'Managing an Art Gallery' Online Course by Node Center

'Managing an Art Gallery' Online Course by Node Center
Node Center for Curatorial Studies


- Duration: Jan 15 - Feb 5, 2020 - Enroll before: Jan 11, 2020 - Lecturer: Doris Friedl - Participation fee: 154 EUR (15% off enrolling in December)


Node Center for Curatorial Studies
Wrangelstr. 5
10997 Berlin

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An Online Course by Node Center

Whether you want to run a small commercial art space or a large international business, gallery management requires a wide spectrum of strategic, administrative and creative skills. The manager is the person in charge of the success of the gallery both in its artistic development and in its financial prosperity. This course offers a practical approach to how a commercial gallery functions and will give you the fundamental knowledge to successfully develop and manage one yourself.

The program delves into the main tasks of a gallery manager and the different aspects of gallery operations. First, we will start with strategies for developing your business identity and explore the relationship between the gallery and its pool of artists. Second, we will analyse the role of marketing and how it can be mobilised for greater success in selling. In the third session, we will go through the core of office organisation including daily administration and maintaining an inventory. Finally, we will focus on the logistical tasks under the manager's supervision: from artwork production to its delivery to the client.

Following this course you will gain a full understanding of what makes a successful and flourishing business. We will also learn from common mistakes so that you can establish a reputable and long-lasting art gallery.

*Video conferences every Wednesday at 7pm Central European Time. Recordings available in case you miss a live session!

- Duration: Jan 15 - Feb 5, 2020
- Enroll before: Jan 11, 2020
- Lecturer: Doris Friedl
- Participation fee: 154 EUR (15% off enrolling in December)



Week 1: Prospecting, research, artist liaison

Introduction to the program and course overview.
Short definition of commercial gallery and examples of different models
Defining the gallery's identity and mission statement
Creating, developing and maintaining a pool of artists.
Choosing the artists: coherence and complementarity
Building a trustful relationship
Role of the gallery toward its artists
Support in exhibition planning, museum relation and production
From representative agent to personal coach
Determining commission between artist and gallery
Engagement of the artist toward the gallery
Regular production of artwork
Response to client's requests
Exclusivity or priority in the allocation of new works

Week 2: Promotion, marketing and sales

Promoting your artists
Advocating for institutional exhibitions and project-based opportunities
Building networks with further galleries and artists
Marketing, publicity and advertising
Relationship to press
Online platform and newsletters
Advertising in art magazines
Public relations and sales
Setting prices for artists and artworks
Clients database
Types of collectors
Personalized offers
Art fairs: gaining new markets, cultivating and extending a network

Week 3: Administration, accounting, archive and inventory

Administration: what happens behind the scenes
Coordination, project management
Loan and artists' contracts
Fair planning
Travel planning
Staff management
Control of financial resources
Main tasks of the bookkeeping
Collecting and recording exhibitions' documentation: press coverage, visuals, publicity.
Providing an up-to-date database to press and institutions
Inventory system
Controlling and documenting location and status of works
Recording production costs

Week 4: Logistics: from artwork production to client delivery

Production support
Intermediary between artists and production companies
Installing the works
Packaging and crating
Art shipping and insurance
Check-in and check-out system
Client delivery
Physical delivery
Set up instructions and maintenance