Whether artists exhibit work in profit or nonprofit spaces, sooner or later they will have to attend an art reception. Often artists think receptions are unnecessary aspects of their exhibits, something they are obligated to attend, but don’t need or want to attend. How wrong they are, and how damaging it can be.

I’ve attended many receptions for my work throughout my career and learned that an artist’s behavior at a reception can affect the artist’s stature and sales. At receptions for artists in group shows, for example, I have seen artists arrive late, leave early, be rude, become inebriated and surround themselves with friends, leaving no space or time for strangers to interact. As a result, there have been negative reactions from gallery directors and art viewers, and the artists’ sales have suffered.

Converse with the crowd

I have learned that a reception is my “reality” public relations. It is a chance for me to sell myself and my work. The gallery or museum director will usually introduce me to people, clearing the way for conversation. However, sometimes I’m on my own at a reception, and that has taught me how to create a rapport with people. I have an outgoing personality so it is easy to talk about my work and work life to strangers. For others who are generally shy, this takes practice.

I like to keep an air of mystery about my work in my conversations — not be too pedestrian and banal. In other words, I don’t give away too much information. I don’t say a particular painting was quick and easy to do if it looks detailed and difficult. Or if it was truly difficult, I don’t say it was laborious or tedious. There are ways to talk about the work that leave it wonderful and fresh without lying. I pay attention to words I use, think before speaking and talk in general terms rather than specifics. The more the viewer knows about the work ethic, process or my personal life, the less magical and mysterious the artwork becomes. And that mystery is part of an artist’s aura. It is part of what attracts people to art. Artists need to be salesmen, and learning what to say and what not to say can make or break an art sale.

Stand out

My dress is also important. Many artists want to look as if they just finished their last painting. That might work in some venues, but not in others.

The artist should be recognizable in a crowd. I do that by knowing the place and knowing what people will be attending, and then dressing up or down, accordingly. If the reception is in a college town, the people will probably dress casually; therefore, I dress more formally so I will be recognized. If it’s a formal crowd, I dress down.

When I first exhibited my art at a young age, I thought the art stood for itself and that I didn’t need to look attractive or polished. But I’ve learned that people are drawn to beauty, whether it’s in the art or the person. It’s all part of the public relations.

Make a creative presentation

The reception can be more than art and refreshments. Anything extra might entice more people to attend the exhibition. Of course, these types of plans must be cleared with those in charge. Artists can decorate a space with items that tie into their work. For example, at an exhibition of my flower paintings, vases of fresh flowers were displayed throughout the space. At a different show, European maps showing the places I painted were next to the paintings.

Another idea is to add music, dance or even poetry to the reception. One artist I know illustrated a book about a dancer and invited the dancer to perform at the reception for the work. Another exhibit on ’50s diners used the diner theme throughout the reception. A jukebox played ’50s music, the director wore a waitress outfit, and the gallery served ice cream. I even sang in my community chorus at one of my receptions. The doors were open to the outside, the music was loud, and people jammed into the space to hear the music and then look at the artwork. If these are advertised, they bring in people who might not otherwise attend. They also generate more publicity. And above all, the reception can be a refreshing break from the typical one.

Offer a gallery talk

I have scheduled brief gallery talks during the reception and longer talks on other days as a way to increase visibility and interest as well. The gallery talk is printed with the reception information and also included in any public relations materials. Usually local newspapers list the event and may even have a reporter cover the talk. The gallery talk allows me to talk more formally about my work, as well as have a question and answer period. It helps me clarify my work, and the listener understands my work better. It also gives people another chance to meet me if the talk is on another day. Some artists will talk for an hour with a visual presentation. Others, like me, speak for 20 minutes, followed by a 20-minute question and answer time.

Art receptions are important to an artist’s career, and when he pays attention to his demeanor and dress as well as the exhibition space, the artist can make the reception a positive experience for everyone.

Copyright © 2008 Deborah Rubin. Deborah’s work may be found at DeborahRubin.com. E-mail DeborahRubin@comcast.net.

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