GALLERY MANAGEMENT

Meet your instructor, get a glimpse of his coolest projects, and see what exciting things we’ll be tackling together in the weeks ahead. Plus, you'll get all the details on assignments and have a chance to ask any burning questions.

• Instructor introduction
• General housekeeping
• Assignment overview
• Q&A

Assignment #0: Getting to Know You
Introduce yourself and share your artistic interests.

In this first class, you'll explore the ins and outs of gallery life, uncovering the roles, responsibilities, and cultural impact galleries have on artists, collectors, and the public. By the end, you'll know what makes galleries tick and how they differ from museums — all the essentials about the art ecosystem.

• The role of the art gallery 
• Types of art galleries: Commercial, non-profit 
• Art gallery roles
• Discussion: Thoughts on galleries nowadays

Explore how artists and galleries work together, uncover what gallery representation actually means, and understand the art of building long-lasting connections with clients, collectors, and curators.

• The artist & gallery relationship
• Artist management 
• Cultivating artist careers
• Collectors, cultural institutions, curators, and writers
• Workshop: Play out a provided scenario 

Assignment #1: ArtReview “Power 100” Analysis
Review the ArtReview “Power 100” and share your insights on key takeaways and observations.

Learn what galleries really look for. From spotting emerging talent to balancing artistic vision with commercial appeal, you’ll develop your own curatorial eye and explore how to pick artists who resonate — and sell.

• Developing a curatorial vision
• Balancing artistic merit & commercial viability
• How to evaluate portfolios: Feedback for artists
• Identifying talents & attracting established artists
• Case Study: Select an artist and track their career trajectory

Assignment #2: Gallery Roster Exploration
Examine an art gallery’s roster of artists and summarize in 2-3 sentences how their works complement each other.

Explore effective pricing strategies and sales techniques. From building connections with collectors to understanding art as an investment, this class is all about giving you the know-how to navigate — and thrive in — the art market.

• Understanding the art market & trends
• Artwork pricing: Factors to consider
• Storytelling
• The role of an art advisor
• Investment & sales tax
• Case Study: Art Basel Miami/Recent art fair or auction results

Assignment #3: Auction Analysis
Analyze a recent contemporary or post-war auction sale, highlighting intriguing aspects based on the provided article.

In this class, you'll learn the ins and outs of planning a successful show — from collaborating with artists and planning layouts to creating timelines for production and installation. By the end, you'll have the skills to bring an exhibition from concept to opening night, complete with all the essentials like signage, lighting, and even a collector’s dinner.

• Artist concept
• Construction plan, 3D models, drawings
• Production meeting & other items
• Demo: Presenting a timeline
• Opening reception & collector/artist dinner
• Case Study: Adam Pendleton Exhibition at Pace

[Optional] Assignment #4: Exhibition Visit Reflection
Visit an online or nearby exhibition and share your thoughts about its theme, presentation style, artworks’ sales potential, and audience engagement strategies.

Get the inside scoop on art fairs — from their fascinating history to the nuts and bolts of planning, logistics, and making the right connections. Discover what makes art fairs work, why they matter to the art world, and learn tips to stand out among collectors, galleries, and fellow artists.

• Art fair overview
• Planning
• Trends
• Sales strategies
• Challenges & risks

Assignment #5: Art Fair Trends
Evaluate a recent art fair (like Miami Basel) and write a reflection on noticeable trends and standout presentations.

Learn the essential techniques and best practices for art handling and installation. From packing to rigging, you’ll learn how to protect and present every piece, making sure each artwork shines in the gallery. 

• Art handling & its role, installation overview & techniques 
• Types of artwork & packing 
• Condition reporting
• Rigging for large sculptures
• Risks, damage & safety concerns
• Guest Speaker: Sarah Villegas, art handler

This class will give you the know-how to ship, store, and insure artworks. Learn how to choose the right shipping method, understand customs, and control storage conditions – gain practical skills to keep valuable pieces safe on their journeys.

• Artwork shipping: Methods, vendors, types, insurance, and more
• Storage: Environmental conditions, inventory management, record keeping
• Case Study: Analyze one international shipment of artworks 

Learn how to build a gallery's brand, craft buzz-worthy marketing strategies, and make an impact online and in the press. From social media to media outreach, you'll explore real-world examples and tools that keep top galleries like Zwirner on the cutting edge.

• Brand development
• Marketing strategies 
• Social media marketing 
• Online presence
• Press outreach
• Case Study: Zwirner’s “Platform”

Assignment #6: Marketing Strategy Development
Devise a marketing strategy for a proposed exhibition. Identify your audience, outreach methods, narrative, spokesperson, engagement tactics, and content ideas.

Get ready to dive into the sticky (but crucial) side of the art world. In this class, we’ll break down the legal and ethical issues artists, galleries, and dealers face daily, from art fraud to pricing transparency. You'll leave with the knowledge to navigate the art market responsibly while keeping it creative and above board.

• Ethical considerations in art sales 
• Provenance & authenticity
• Art fraud, art theft, and looted art
• Market fixing & pricing transparency
• AI & intellectual property rights 
• Case Study: Richard Prince, Marlborough, Mary Boone, and more

Explore how commercial galleries can lead the charge in promoting diversity, equity, and inclusion while making a positive splash in their communities and the environment. Plus, hear from a guest speaker about real-world DE&I practices.

• Guest Speaker: Diversity, Equity & Inclusion practices for galleries
• Trends in representation
• Educational outreach
• Community engagement
• Carbon footprint reduction
• Discussion: Recent events and social responsibility

In the final class, you’ll discover the practical tips and tricks for navigating the commercial art world, polishing your resume, and mastering networking. Map out your career goals and equip you with the resources to turn your passion into a thriving profession.

• Career pathways & advice
• Professional development
• Networking strategies
• Setting career goals
• Questions & feedback
• Resume review

Assignment #7: Self-Reflection and Goals
Identify your strengths, weaknesses, passions, and desired roles in the art world (e.g., curating, gallery management). Then set clear short-term and long-term goals with a step-by-step plan.

Final Project: Comprehensive Gallery Exhibition & Management Plan 
Create a detailed plan that includes:

• Artist Selection: Choose 2-3 artists, explaining your interest and your marketing approach.
• Outreach Letters: Draft letters promoting the artists to two influential collectors, inviting them to the gallery.
• Target Audience and Sales Opportunities: Identify the market and potential buyers for the artists' work.
• Exhibition and Art Fair Ideas: Propose exhibition concepts and art fairs, detailing presentation and reasoning.
• Marketing Opportunities: Outline promotional strategies and audience engagement ideas.
• Ethical Considerations: Discuss any social, ethical, or diversity factors that may impact your presentation.