Creation of an art gallery. Instructions for use: how to open your gallery

Full of enthusiasm, the idea of ​​their own business attracts, especially since there are plenty of ideas. Those who have decided to change the direction of their lives think, first of all, about the “classic” change of direction: opening their own store, receiving a stable income. In any case, there is an advantage, but the minus is a serious obstacle to the development of a business: the highest competition and niche saturation.

Another way to take your entrepreneurship to the next level is to invest in unusual, new projects that can become the basis of your business. This idea is a gallery. This area of ​​activity is a new industry, both for Russia and for the CIS countries. But, despite its apparent simplicity, it requires attention, like any idea in the field of creativity.

Project basis

The idea can be easily put into practice in a locality whose population exceeds three hundred and fifty thousand people. It's great if the city doesn't have a second specialized space like yours - then only you can hold unique exhibitions and presentations.

Such cooperation is very beneficial. On the one hand - help to artists in the implementation of their creativity, and on the other - income for both sides.

A person in the modern world began to pay more attention to the field of art, began to show interest in new paintings, installations, art compositions - all this captures human attention, trying to break into something more than just a method of self-expression. Through art works, a person tries to show his uniqueness - which means that visiting the gallery is not just a pleasant pastime for him, but the search for his object, which will be distinguished by practicality and beauty.

That is, the assumption that an entrepreneur must have a fine flair for high-quality art concepts is logical and correct. And if you take into account that you will have to work with creative people, organize their exhibitions, you will not be bored. In addition, you can take into account the idea of ​​opening private exhibitions. Useful information about doing business from scratch.

But initially, before the formation of their activities, it is necessary to organize the direction of the cultural idea.

Questions about the law

At the moment, the legislation of the Russian Federation does not contain specialized laws and services that would monitor the activities of galleries.

Therefore, the list of documentation that needs to be collected is small:

– registration of your business through one of the legal forms: either “IP” or “LLC”, choosing along the way one of the taxation options;

– registration of their business activities in the tax service and the pension fund.

Building selection

Finding a special hall is required immediately after you have registered your business. The exhibition space is a space that will serve as a characteristic of the exhibition itself, as if complementing it. A very important criterion when looking for a room will be its location. It is desirable if it is a central area. Pay special attention to the climate and lighting of the room itself.

The hall, with an area of ​​two hundred square meters, must be divided into zones:

– exhibition area – 50 – 85 square meters;

– exposition storage area – 30 – 55 square meters;

— the area reserved for the inventory of the gallery — 45-55 square meters;

- office space - 20 - 30 square meters.

Since renting is an expensive pleasure, a novice businessman should consider saving options. Your attention on this site are business ideas without investment. Such options may include cooperation, when opening a gallery, with authorities or, for example, the implementation of a gallery in a finished building.

Staff

In order for the functioning of your business to run smoothly, in addition to technical level staff, your gallery will need at least five to seven specialists of certain qualifications:

- gallery administrator - the main member of the enterprise. It is he who creates the prestige and face of the gallery. He decides on the style of the exhibition, its genre and direction. He also advises which artists to collaborate with, and which events it is better to refuse;

– a specialist in software specifics – he will be responsible for creating the gallery website;

- assistants - they will advise visitors, providing them with information about existing works. The purchase of a particular product will depend on them;

– a press officer – will create contact between the gallery and the public;

– project curator – will be able to create the format of exhibitions. He analyzes popular art movements and "builds bridges" with art representatives who have a more suitable concept;

- the organizer - he creates a holistic vision of the exhibition, deciding how best to place art objects in one room.

Attachments

The list of expenses includes:

- rent - fifty - seventy thousand rubles a month;

- renovation of the hall with design solutions - about two million rubles (however, if there is a ready-made room, such expenses are almost completely excluded);

- wages to employees - from ten to fifteen thousand rubles for each;

- marketing - forty - eighty thousand rubles a month.

As a result: 1,400,000 rubles.

Income

The average cost for a single piece of art is from five thousand to one hundred and twenty thousand rubles. But this is not the limit that can be gained from one work - the works of popular masters cost much more than one hundred thousand rubles. Each master will receive a profit of up to 40% of the proceeds.

On average, the income from the gallery and the sale of paintings will be from four hundred to seven hundred thousand rubles, taking into account the organization of one exhibition per month.

Description

This business plan is a project to create a commercial contemporary art gallery as an implementation of an effective business model.

The marketing strategy is the implementation of the project, which provides for the creation of an exposition site that will become a center of attraction for people interested in contemporary art, collectors, business and intellectual elite of the city, guests and tourists, as well as a salon where fine art lovers will be able to purchase works of art of high quality.

Financing of the project is expected to be carried out at the expense of own funds (15%) and credit funds (85%).

The project begins to make a profit in the third year of operation and, during the first ten years, the net profit, after taxes, will be 1 133 thousand roubles. The project planning horizon is 10 years. The payback period of the project is 5,35 year, including the investment phase of the project - 12 months. Net present value (NPV) will be 322 thousand roubles. The project's internal rate of return (IRR) is 20,01 %.

The project is typical and prepared for implementation in the cities of the Russian Federation with a population of more than 300,000 people. Yaroslavl was chosen as an example of the location of the gallery.

Business plan comes with automated financial model done using Excel. The automated financial model allows you to analyze the investment and financial efficiency of the project, as well as to analyze the sensitivity of the main parameters of the project.

financial model is fully automated, which implies the ability to change any embedded parameter, such as:

Investment size

Scope of rendered services

Service prices

Basic costs

Taxation

Personnel and payroll

And others…

The financial model automatically calculates the need for investment and project financing, revenue and cost indicators, tax payments, integral and other indicators.

The result of financial modeling is a complete set of analytical data:

Forecast project budgets (OPiU, ODDS, Balance)

Analysis of financial indicators of liquidity and profitability

Analysis of investment performance indicators (NCF, NPV, IRR, etc.)

Sensitivity analysis

Materials used in the business plan:

open sources,

industry publications,

ROSSTAT data,

Publications by industry experts,

Analytical materials of Russian and foreign industry institutes

Industry Internet forums

Surveys of industry participants.

The business plan is drawn up in accordance with the standards of international organizations such as UNIDO and TACIS.

Workload: 96 pages

Graphic material:

Drawings - 13

Tables - 18

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Content

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Illustrations

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tables

Table 1. Top 5 auction houses in New York for sales of contemporary art

Table 3. Market shares of individual countries in the global art market, %

Table 4. Price structure of auction sales

Table 5. Changes in auction turnover in 2011

Table 6. The most successful auction houses

Table 7. Leading auction sites in the world

Table 8. Market structure by revenue

Table 9. Market structure by types of art

Table 10. Top 10 lots of 2011 according to artprice

Table12. Schedule of the preparatory stage of the project implementation

Table 13. Schedule of the investment stage of the project

Table14. staffing

Table 15. Cost of investment costs

Table 16. Sales plan 1-12 years.

Table 17. Calculation of the cost of equity

Table 18. Financial and economic indicators of the project

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Issues

Today, the capital can boast of several galleries that, if not chic, then at least feel confident. The head of one of them, Yevgeny Karas, talks about how and who should do this business.

Gallery "Atelier Karas" was opened in 1995. The idea of ​​creating a gallery originated in his family, a family of artists, back in 1986, then there was also a room for the future gallery. The Union of Artists provided Eugene's parents with a whole floor for a creative workshop: the total area of ​​​​the premises was approximately 200 sq.m. “I wanted to create some kind of space for “scrolling” interesting creative ideas, a cultural environment for like-minded people to communicate, a platform for a beautiful life,” recalls Yevgeny Karas.

The creation of the “space” began with a big renovation. The building needed not just repair, but restoration. But even after the room acquired the proper form, it did not immediately become “a space for“ scrolling ”creative ideas”.

Until 1995, “there was a process of accumulation of knowledge in the field of contemporary art.” The future gallery owner sought to understand what was happening in the fine arts of Ukraine, Russia, Europe and America. He also began to scrutinize artistic directions, infrastructure, hangouts, names, ratings. It was decided to exhibit only works by Ukrainian artists. The gallery staff began to form a database: they collected information about the artists, photographs of their works, art history texts. And in 1995 they began to invite artists to participate in exhibition programs.

When it came time to open the gallery, Yevgeny Karas had everything he needed: first, a large and inexpensive space, second, ideas for future exhibitions, third, a database of artists and their work, and fourth, competent like-minded people.

How to open the gallery: frames

The gallery "Atelier Karas" employs only five people: a gallery owner - head, curator, press secretary, consultant and exposition.

The success of the entire enterprise depends entirely on the gallery owner: on his taste, his position. It is he who sets the tone, forms the image of the gallery. He decides what art is acceptable for his gallery and what is not. With which authors he should work, with which - not. He also sets the bar for the gallery. A gallery owner does not have to be an artist. The main thing is to understand the fine arts and love it. By the way, art managers are trained by some universities in Ukraine. For example, the Kiev Art Academy and the Kiev University of Culture.

Yevgeny Karas assigns the second most important role to the curator. The curator initiates, organizes and conducts exhibitions. The curator needs art education.
The exhibitor decides where to place this or that work so that it is not “lost” in the general mass, so that it does not “clog” other works, so that the exposition is as adequate as possible to the concept of the exhibition. That is, the organization of the exposition is a whole art, often a skillfully executed exposition gives the paintings a “new sound”.

As for consultants (who work with visitors and potential buyers) and a press secretary (work with the media), Yevhen Karas took graduates of the Kyiv-Mohyla Academy for these positions. He claims that not a single university is able to compete with the graduates of the Faculty of Cultural Studies of the Kiev-Mohyla Academy. Soon the gallery will have a programmer who will deal only with Internet resources created and curated by the gallery.

Gallery staffers earn an average of
from $200 to $500 per month.

How to open gallery: documents

According to Yevgeny Karas, in order to open a gallery of modern art, one does not need to obtain any permits, except for the generally accepted ones. And purposefully no one checks galleries, since the activities of galleries are not regulated by law: there is no such concept of specific cultural activity as a “gallery” in our laws.

How to open a gallery: works

“Gallery Karas” positions itself as a gallery of contemporary fundamental art. That is, the art of traditional technologies is shown here: painting, graphics, sculpture and photography. And only in rare cases - installation, media and video art.

Yevgeny Karas has his own system for assessing artists, which, however, does not pretend to be objective. He asks for the opinion of experts, who are reputable artists in professional circles, he judges the author by the events in which he participated. The highest level of international recognition for an artist is participation in prestigious international festivals, such as the Venice Biennale.

The place where the author exhibited also plays a big role. If an artist names well-known museums, such as the Ludwig Museum, Steadlick Museum, etc., then he can confirm his high international status. According to the gallery owner, there are no more than 30 such artists in Ukraine. He named only a few names: Makov, Savadov, Tistol, Roitburd, Gnilitsky, Zhivotkov, Silvashi, and others.

According to the gallery owner, “a gallery, like any art project, is evaluated not by the strongest, but by the weakest artist or project. And it is not so difficult to raise the “bar”, how difficult it is not to lower it.”

In order to "not fall", the gallery "Atelier Karas" regularly conducts research, the purpose of which is to assess and predict the artistic situation, to determine the best artists in the country according to experts. The system is simple: they interview 15 experts (gallery owners, art managers), asking them to name the 50 most interesting artists. As a rule, their opinions coincide by 80%. Then, out of the indicated 50, they are asked to mark the 10 strongest: coincidence - 20%. This is how the internal rating is formed.

His gallery systematically works with more than 30 artists. True, every year it allocates space for the work of one or two new authors. On average, it holds 10-15 exhibitions per year.

The gallery is best located in the city center. A room with a total area of ​​​​200 sq.m can be considered ideal: an exhibition hall - 50-80 sq.m, an office - 15-20 sq.m, a room for storing work - 30-50 sq.m and technical rooms (for storing equipment and etc.) - 50 sq.m.

You can start a gallery business with $1.5 thousand, but this is subject to the availability of premises. $1.5 thousand will be spent on salaries of employees for the first month, a reception on the occasion of the opening and booklets about the exhibition. Renting a room in the city center, of course, will be very expensive. But you can agree with the local authorities - to organize a joint gallery. Or you can add a gallery to an existing business: for example, a banker can organize exhibitions in the lobby of a bank.

According to the Business newspaper

*The article is over 8 years old. May contain outdated information

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Interest in art is now fashionable. More and more connoisseurs of various areas of creativity appear among young people. Art is changing, new types and directions are emerging, but this is the area that will always be in demand.

Many creative people who are interested in art and want to connect their business with "beautiful" are thinking about how to open an art gallery. As in any type of business, before opening a gallery, you should consider important aspects of organizing activities.

Room selection

For an art gallery, you need a fairly large area - at least 200 square meters. If you have the opportunity to occupy a larger room, it will only be better. Indeed, on this square it is necessary to place an exhibition hall (it will take the largest part of the premises), a warehouse for storing works not yet presented, an office and utility rooms.

Pay attention to both the technical characteristics of the room and the aesthetic. If you find a room without an acceptable renovation, be sure to do it, as the art gallery should look perfect from an artistic and aesthetic point of view. All conditions must be created in the room in order to organize a lot of lighting.

An important point is the organization of the security system in the gallery. Security and alarms must be more than reliable.

Gallery location

Before you open an art gallery, you need to think about where the maximum number of people can still visit it. Of course, it should be placed where there is a constant flow of people - in the city center, or (if any) in the cultural areas of the city, where there are already some establishments aimed at creativity and art. It is not advisable to open a gallery on the outskirts of the city or in residential areas. There will be very few customers, respectively, profits too.

Recruitment

The main qualities of the art gallery employees are communication skills, activity, interest in art and the ability to understand it.

An art gallery does not require a large number of employees. Basically, the staff consists of a manager, a gallery owner, an exhibitor, a curator, and sometimes also a consultant. The duties of the gallery owner include negotiating with artists, creating and maintaining the image of the institution. The curator organizes and holds author's or thematic exhibitions, although sometimes the gallery owner and the curator are united in the person of one employee.

A prerequisite is art education. Because no matter how much a person loves art, without proper art education he will not be able to make the work of the gallery the way it should be.

The exhibitor is responsible for the correct and most convenient location of each painting within the gallery.

Initial investment

You can't do without start-up capital in this business. Of course, the amount of investment will vary depending on the specifics and scale of the business. However, if you do not take into account the rent of the premises, then the amount of 5-7 thousand dollars may well be enough for the first time of work (equipping the gallery, initial salary for employees, printing advertising booklets).

Artists' Choice

The factor that determines the success of your gallery is the choice of artists. The hallmark of this business is that the gallery will be judged not on the basis of the strongest artist, but on the basis of the weakest. First of all, you need to decide on the concept of the gallery and decide which direction of work will be exhibited in it. It can be photography, graphics, installation or something else. It is not worth concentrating on any one direction, because you can make thematic exhibitions in different genres.

When choosing the artists whose work you want to show in your gallery, be guided by your own taste and the opinion of experts. On various Internet resources about art, they express their opinion about this or that artist and leave reviews of their work.

It is also worth paying attention to the events that the artist of your choice attended and the exhibitions in which he has already taken part. Naturally, the more popular and prestigious they are, the higher the demand for this artist will be.

Sources of profit

Selling paintings is not the only way you can make a profit. You can set a small entrance fee to the gallery. If a person is really interested in art, he will not regret the amount, which will not affect his daily budget in any way. And the entire unwanted contingent will be immediately cut off in this way, but it is only to your advantage. You can take a small fee from emerging artists who wish to exhibit in your gallery, as well as organize various thematic competitions of works, participation in which also involves a certain monetary contribution.

In his youth, the unknown son of Armenian emigrants Larry Gagosian did not even think about the world of art and earned money wherever he could - he parked cars, etc., until one day he started selling posters. Later, he switched to painting, began to promote the paintings of contemporary artists, and one day it was thanks to him that the world recognized Damien Hirst and Jeff Koons. After that, Larry Gagosian became fabulously rich and for a long time led the ratings of the most influential figures in the field of fine arts. The story of the American dream, right?

Myths and reality.

In fact, things are somewhat different in the art world, especially when it comes to the Russian art market. The modern conditions in which painting exists in our country require remarkable patience from the gallery owner, serious material investments and painstaking work to form their audience. Now, even in Moscow, gallery sales cannot be called a good way to earn capital: this is still very far away. In our gallery, in most cases, it is more of an image character, it is an opportunity to express yourself by creating curatorial projects that are now fashionable and providing support to talented artists.

In modern Russia there are many gallery owners whose professionalism and devotion to art inspire genuine respect. These are, for example, Elena Selina (gallery XL), Alexander Sharov (gallery "11.12"), Marat Gelman. However, no one has yet earned a multi-million dollar capital from the sales of Russian art. For a long time we were isolated from world art processes, and the representatives of the middle class in our country have not yet formed the habit of investing in art. Therefore, we can say that the art market is just being formed in our country.

Three steps to success.

What questions should be decided first of all if you firmly decided to link your future with art objects and become a gallery owner? Of course, the main thing that you cannot do without is a passionate attitude towards art and confidence in your own artistic taste and intuition. The second is special knowledge that can be obtained both independently and with the support of art market professionals. You can enter a specialized university in our country or abroad. For example, in Moscow, the RMA Business School offers an educational program called Art Management and Gallery Business. Classes are held on the territory of the Winzavod Center for Contemporary Art, the course consists of lectures and master classes, and the most influential people in the art world teach here: Olga Sviblova, Vasily Tsereteli, Marina Loshak, Joseph Backshtein and others.

Retraining programs for gallery owners are offered by universities such as Moscow State University, Russian State University for the Humanities, Higher School of Economics, and St. Petersburg State University. Curators are also trained at the Free Workshops at the Moscow Museum of Modern Art, as well as at the Baza Institute by Anatoly Osmolovsky. From foreign specialized educational institutions, London's Sotheby's Institute of Art can be recommended, where professionals in the field of art are trained in programs of various durations, from summer courses to master's programs.

In addition, of course, it is necessary to visit exhibitions, communicate with artists, gallery owners and collectors. This is the only way to understand what is happening on the art scene and determine the directions that will become closest to you. But if you are no longer new to the art community, it's time to take concrete action.

Step one.

Determine the circle of artists you will represent on the market. All galleries can be conditionally divided into two types: current and traditional. The former reflect the latest trends in art, reveal the current and new, the latter represent long-known types of art. And if the former tend to shock the public with new original ideas and expensive projects, the latter, on the contrary, are conservative and, as a rule, organize sales exhibitions.

The projects of the former are interesting because they are dynamic and sharply reflect the social processes taking place in society; such galleries have their own fans. However, there is another part of the audience, those who will go to a traditional gallery for a painting for their collection, because they are close to art that has been tested by time and is not subject to market fluctuations.

So, for example, the works of the well-known duet Vinogradov - Dubossarsky (see photo below), on the verge of social and pop art, with provocative plots, on large canvases, represent galleries of the first type, relevant. And let's say, the works of the well-known Natalia Nesterova, laureate of the State Prize, Honored Artist of the Russian Federation, with images of biblical stories, everyday scenes, with still lifes - galleries of the second type.

Current galleries address their projects to a politicized public, as well as to those who are interested in the protest movement or ideas that open up new horizons in the mind. There are those among the audience who just want to surprise their wealthy friends.

If you have decided on a direction, have found your niche, try to enlist the support of at least five to ten artists who will work with your gallery. At the opening stage, two or three already well-known authors should be involved - in this way, initial interest in the gallery can be aroused. And in order to enter the market effectively, try to make your first project interesting and extraordinary.

Step two.

Choose a location for the gallery. In Western countries, there are certain areas where it is customary to open them: in New York, London and Paris there are entire neighborhoods in which art institutions have launched their activities. We are just developing gallery zones, but we already have the Winzavod Center for Contemporary Art, so it would be preferable to exhibit contemporary art there. Other galleries can be located outside the clusters, but preferably in the city center, because you need to take into account the state of traffic and respect the time of visitors.

An apartment-home format is also possible, and there are many such galleries. Its advantage is that you do not need to spend money on renting a room, which becomes the most burdensome expense item. Therefore, some galleries do not have a permanent address, but use new spaces each time. This format is interesting in that it expands the curator's opportunities to present the next exhibition project in a new, suitable environment for him. This way you can offer the concept of art moving beyond the usual walls of galleries and museums, as many new galleries do today.

Step three.

Project launch and subsequent marketing activities. Preparatory work before the opening will take a lot of time, but you can’t do without it. The development of a corporate identity and the launch of a website are simply necessary: ​​otherwise, how will a potential buyer identify you? Naming, creating a logo, preparing and printing catalogs, booklets and invitation cards, writing announcements and releases - these are just a small part of advertising activities. Be prepared for the fact that you have to decorate the gallery space and carry out hanging.

You also need to come up with some kind of branded “chip” that distinguishes you from competitors. For example, for the 73rd Street gallery, a special lamppost was made with a sign "Gallery here" and a logo, which is installed every time during the vernissage. This is done so that guests can easily find the entrance to the exhibition, since the gallery always carries out its projects at different venues in Moscow. Next, determine the circle of invitees to the opening of your gallery, whether it will be closed or available to everyone.

Inform guests about the date and time of the opening, think about the treat and program, write a press release. By the way, get ready for the fact that you will have to constantly monitor everything that happens on the art market, attend many events and communicate with people a lot, participate in the biennale of young art and international art fairs, that is, be in constant search and movement.

So, you opened up and a certain number of people became aware of your gallery. Among them, perhaps, there are your future customers. Now it is important to support their interest with new projects, to discover for them the names of young and promising artists, that is, to turn visitors into buyers, and possibly into real collectors. Whether your gallery will become an attractive place for investors and connoisseurs of art, for journalists and artists, now depends only on your professionalism, ability to communicate with people and, to a large extent, on luck. Good luck!

About the author: Elena Komarenko is a collector, art dealer, founder and manager of the 73rd Street gallery. Provides assistance in the formation of collections of contemporary art. The 73rd Street Gallery was founded in 2011 and presents well-known names of contemporary Russian art (since the 1960s), as well as talented emerging artists, including foreign ones.