Galleries see museum gift shops as Allies in Art World - Special Report

Art Business News, March, 2002 by Jennifer Wong

Finally, galleries can do a little research in their hometown and see if there is any way to link up with other types of museums rather than the big, established art institutions. In many cities and even small towns, there are smaller museums that house subject matter ranging from the very serious to quirky. Gallery One, located outside of Cleveland, has done joint events with the Cleveland Museum of Natural History that have been very successful, according to Jay Brown, president. Brown, whose gallery has been in business for almost 28 years, said working with a museum is a great way to get a qualified base of collectors. "People who can afford to support the arts and the various museums in the area tend to have a bit of expendable income that can be used to purchase art," he said.

Brown calls up the museum if he feels there is a joint event they could do together with an artist he shows that is in keeping with the museum's focus and educational mission. "I'm not afraid to pick up the phone and have them tell me no," said Brown. "At this point, there is mutual respect because we've done it enough times and done it successfully."

Brown has worked with Alan Bean, the former astronaut and now successful artist. Bean was in Brown's gallery for a show and appeared at the museum for a lecture attended by 600 people. Brown set up easels with Bean's artwork, had a table set with art books, posters and the gallery's business cards and brochures, and at the lecture's end, sold to at least 100 people.

"People got to know me, and we developed several new clients from the event," said Brown. In addition, Brown has done a number of events with the museum, bringing in Anthony Cook, a landscape photographer; Alan Brown, a wildlife photographer in a charity event benefiting the Diane Fossey Gorilla Fund; and Guy Koliak, a painter who is a founding father in the wildlife art movement. The gallery also works with local nature centers which Brown said are like mini-museums.

Gallery One's relationship with the museum benefits both entities. Brown receives good press and new clients while the institutions he works with receive a percentage of the sales from the art sold on site. Susan Rozman, store manager for the Cleveland Museum of Natural History, said she would like more opportunities to work with local artists and galleries. According to Rozman, most natural history museums do not have a product-development department. "I haven't had other galleries approach us and say, `what can we do for you or how can we work together?' That would be fun," she said.

Museums and galleries have missions that are similar--to bring delight and beauty to people by increasing their awareness of art, to educate and challenge and to provide an outlet for good art. Museums and galleries want to reach as many people as possible to enhance their lives on a cultural and artistic level. Any outlet for good art, whether a museum gift shop or a fine art gallery, increases the public's awareness and appreciation for art and that benefits the entire industry.