Second in a Series on the Solo Show: THE WHERE (Location, Location, Location)

By Sandi Parker

Many of us have done it, most of us have considered it, some of us have just dreamt about it: mounting a solo show. This is the second in a series of posts about the nuts, bolts, dos, don'ts, lessons learned, opportunities missed, psychological trauma and euphoria of mounting a solo show; the why, where, when, what, who and how.

THE WHERE

Yay! You've decided to apply for a solo show, for all the right reasons (see the first post in this series). The next consideration, perhaps before you even think about what your show will be, is whether it is possible - and what may be a determining factor there is whether there is actually a venue available to you. Galleries are probably the most desirable places to mount a solo show - a bit about that in a minute - but first, you may want to consider some other venues, since galleries - even co-op galleries - can be tough nuts to crack as far as being accepted. 

Local businesses may clear out an office for your show

OFFICE BUILDINGS

Especially those which may be storefront-type offices such as real estate agencies, doctors' offices and banks - often love the added traffic they get for their businesses when they host a cultural even such as an art show. They're hoping your contacts might become their contacts. Look for local businesses, not large corporations, who usually don't have the autonomy to make these kinds of decisions. Also look for businesses that have nice lobbies or atriums where there will be traffic and space to hold a reception.  The downside to this type of venue is that the venue probably will only do minimal publicity, if any, and the people who come in all month may not notice the art - and/or that it's for sale - if they are rushing in for an appointment. However, it is highly possible that you will gain new patrons who frequent this office and suddenly notice that there is awesome artwork up!

LIBRARIES

Most libraries regularly display community art, and with steady local traffic and and out, there will be lots of eyeballs on your work. Depending on where you live, there may be multiple branches you can check out, and most will let you put your work up for a month. Usually the library will have someone on staff who is in charge of the installations, so find that person and make your pitch. Quite often you'll have an advantage if the subject of your art is local landmarks. Downsides?Here again you will most likely need to do a lot of publicity on your own, and libraries usually don't do receptions; if they do they will not allow alcohol.

Cafes are ideal settings for art shows

CAFES AND RESTAURANTS

Cafes and restaurants are highly desirable places to hang solo shows, for multiple reasons. First of all, there is steady traffic all day; and unlike in offices and libraries, people aren't buzzing in and out quickly to complete their business with only a passing glance at the walls. Here, people are in a relaxed social setting, taking their time while they eat and drink, sometimes with your art hanging right over their heads. Sales are quite often high at coffee shops and cafes. Coffee shops and cafes are preferable to restaurants because the lighting tends to be brighter (restaurants have low, ambient lighting), and people tend to frequent them all day rather than just for lunch or dinner; also, local cafes tend to attract women who are meeting about the PTA school fair, or catching up with their friends, having time to peruse the art. A huge plus here is that the venue will always allow you to have the reception (a great way to get new people into their establishment) and will (for a cost, obviously), provide the food and drink, taking that off your list of to-dos. The only downside here is that you may be limited as to the timing of your reception, since they usually won't want you to do it during regular business hours. And again, the publicity will be on you.

Gallery receptions, like this one at Gallery Underground,
attract lots of art lovers to your opening

GALLERIES

Galleries, as most artists will agree, are the ideal setting for your solo show: Whether a high end city gallery or a local co-op, there is an authenticity attached to a show in a gallery. Probably the next biggest upside to a show in a gallery is that the patrons are there for only one thing, whether it's at your opening reception or on a Tuesday afternoon: they are there to see art. So the mindset of the patrons is optimal from the start. Another huge plus is that the gallery will do a lot of publicity for your show; they will hand out postcards to everyone who walks in during the month prior to your show, have flyers on the door, do a press release to multiple outlets, and some may even place ads. Most galleries hold their receptions on the same day every month, and have customers who attend every month - even if they're only there for the free wine, at least you know you will have a core group of bodies at your opening (which, let's face it, is one of the biggest worry artists have - "what if no one shows up?"). In the case of co-op galleries, you may also get a core group of artists at your opening, many of whom will be volunteering. All of these things take the stress off you so that you can concentrate on making your art. Downsides? As mentioned, galleries can be tough nuts to crack. You will almost certainly need to apply by jury, with all the teeth-gnashing and possible rejection that comes with that. However, if you get in, it will be an incredible experience for you, both personally and professionally.

For more information about having a solo show at Gallery Underground, please visit our website:http://www.galleryunderground.org/about/show-opportunities/. 

Next in the series: THE WHEN - Timing is Everything

Sandi Parker is an artist who works in both traditional oils and abstract acrylics. She is the Co-Director of Gallery Underground and has mounted 3 successful solo shows: in 2007, 2010 and 2016.