Earlier this month, I,
along with three other talented artists, decided to get together, empty out our
studios, slash prices and make our work more attractive and available to loyal
patrons and new customers at a special two-day sale event.
The public response
exceeded our expectations leaving us, the artists, with the space, confidence
and motivation to begin new work projects as soon as possible. For our fans and
clients, it was a fabulous opportunity for them to see and/or purchase our work
at attractive prices in an upbeat and happy environment and to take their
purchases home to enjoy for a very long time—a win-win situation many would say.
However, among the artist
population, there is always a discernible wriggle and a squirm when someone
suggests 'discounting' art prices. Several artists, who declined my invitation
to participate, felt that a 'sale' event would devalue their work. I suppose
that if 'value' is measured only in dollars, they would be correct, but that
would represent a very narrow and limited point of view.
The experiential value of
art cannot be weighed or measured. There is the immense value of the work from
the artist's perspective … the creation, the execution, the satisfaction and
the sheer delight experienced when someone else also appreciates and loves the
work enough to make room for it in his or her home.
Those who attended our
sale and bought work marched out of the venue with one, two and sometimes even
three new pieces of art and smiles on their faces knowing that the enjoyment of
their new acquisitions was only just beginning. I doubt anyone went home
feeling they'd chosen something of lesser value simply because the number on the price tag was
lower than usual.
Not only that but we, the
artists, got to meet and chat with the new owners of our work and they in turn
had the opportunity to engage with the artists while enjoying a fabulous
selection of professional art in a very relaxed setting. I highly doubt that
many of our patrons would have purchased multiple pieces of 'full-priced' art
in one fell swoop under normal circumstances and, even if they had, I'll bet
the experience would have been fraught with considerably more angst and
trepidation.
Even for those among us
who can't help but see 'value' as an accounting entry, let's not forget that in
a small community, once our artwork has done the rounds from gallery to café to
doctors' waiting rooms and finally all the way home again, our marketing
options are geographically and logistically limited. Where's the value in
artwork propped up against the wall in one of our personal studios where no one
else can see, enjoy or experience it?
Of course, an artist can
always market his or her work further afield. However, the costs in terms of
time, energy and dollars spent to promote it, line the jurors' palms with
silver, manage inventory, pack it, ship, or deliver it and fork out sales
commissions are obviously added to the price tag of a piece of work, but this
rarely contributes to the artist's bottom line and definitely does nothing to
elevate the intrinsic 'value' of the work.
We four artists had a
great time putting on this event, getting to know one another as well as
interacting with clients and potential customers. Our combined talents,
passions and respect for the value
of our work made the Second (Non-Annual) Fantastic Art Sale the rewarding experience it was and at no time was
the intrinsic value of our work or dedication to our craft compromised or
diminished in any way.
Thank you to everyone who
supported the event! Stay tuned for new and exciting work from Kate Bridger,
Sue Parr, Marilyn McCombe and Tea Preville …
These are the same 'friends' who used words like 'interesting'
and 'different' to describe my former kitchen and who used to say flattering(?)
things like: 'this kitchen really suits your personality'. Now I have to wonder
what they really meant by that? And does a custom-fitted, cherry wood kitchen
with a tumbled stone back splash and a sink that no longer leaks still 'suit my
personality', or has my personality changed too?