Art Selection
Both King and Guarino try to represent a range of art mediums. They began by choosing artists based on their connections, but as the shows garnered attention, artists have approached them. “They are thrilled to get their work out there. Many young artists don’t have access to galleries,” Guarino says, noting that some gallery owners even attend to find new and upcoming artists.
King usually includes several artists in a show. His first show displayed work by six artists — including himself — who have full-time construction careers.
Both remodelers ask the artists to install the art and to sign a simple agreement. “It’s mostly for their benefit so their work is protected and insured,” King says.
Guarino’s agreement asks that the artists leave the space as they found it and respect the privacy of the showroom’s clients. He also added a rider to the showroom’s insurance policy to cover the art that costs him a few hundred dollars per year. “If you’re going to make an investment in the event, you’re better off doing that,” he says.
King discussed additional coverage with his insurance company, but decided against it. He created a separate entity called Y2Y Gallery to create credibility for that segment of the business and, to legitimize it as a gallery, he charges a 30% commission on art sales.
Target Audience
Though having an art background is an advantage in setting up an in-house gallery or event, these remodelers say it’s not vital. “It’s all about your audience,” King says, “Who do you want to appeal to?”
Halfhill says that the more art and green-related events he hosts and the more he networks outside his usual circle the more promotional value he brings to Silent Rivers Design + Build.
Guarino advises having an aesthetic connection with your environment or showroom and working with artists who have a local connection. “Look at the context and look at who are the people you want to attract, then marry those two.”
King says that it doesn’t necessarily have to be about art. Remodelers can host other events, such as a movie night or seminars. “Find fun and creative things you can do with your space — think outside of the industry to draw people in in a non-threatening way.”