For my Creatives
at Work blog, I am always on the lookout for news about new ways for
artists to exhibit and sell their work. In the process, I often discover resources
that can help educate collectors as well.
For example, last year I published a news item about the virtual
viewing room being planned to extend the reach of a four-day contemporary art fair
in San Diego. Since then, I contacted the fair’s director Ann Berchtold to
ask a few follow-up questions about the fair’s resources for collectors. I have published her responses below (after the introduction about the fair and viewing room).
About the Fair and
the Viewing Room
When the Art San Diego contemporary art fair returns to
Balboa Park for its fifth edition November 7-10, 2013, it will offer a unique digital
experience -- a virtual viewing room called ARTSD ONLINE. Their partner in establishing this virtual
viewing room is Collectrium, a company that is focused on revolutionizing the
art world by creating a global platform for managing, discovering, sharing, and
trading art and high-end collectibles.
Through the virtual viewing room, collectors will be able to browse works by over 60 ASD exhibitors and purchase directly from the dealers. The site will also include a list of resources for new collectors.
“The fair provides not only a vibrant forum to purchase
great works but also the opportunity to meet and forge relationships with
gallery dealers and artists that match the sensibility of the collector,”
explained Ann Berchtold, founder and director of Art San Diego. “This new
online forum provides an ideal mechanism to maintain and continue to build on
those relationships, and a vehicle to introduce new works throughout the year
not previously shown.”
“Art San Diego attracts savvy collectors from around the
world with art works from elite galleries and unparalleled creative
programming. Now patrons will be able to access Art San Diego and its
exhibiting galleries anytime, from anywhere in the world!" said Boris
Pevzner, president and founder of Collectrium. "Having worked with Art San
Diego to produce their iPhone and iPad apps, we are pleased to expand our
partnership by introducing the new Art San Diego Virtual Viewing Room.”
The theme of Art San Diego 2013 is [COLLIDE]. Exhibits will explore various types of
creative intersections (cross-disciplinary, cross-national, art and film, rural
and urban) and how they manifest in both visual and social settings.
Questions for Ann
Berchtold
What is your
Collectors Resource Group? Is it an online advisory group? Or is it a group
that holds face-to-face meetings?
AB: The Art San
Diego Collector
Resources Group (CRG) includes numerous art-service professionals who are
able to assist collectors on questions about everything from insurance and
appraisals to framing and shipping. We provide contact information through our
website, and CRG members are at the Collector Concierge desk at the fair and at
events such as our “Art Collectors Breakfast.” Each year, we produce a series
of talks about collecting, and members of the CRG are included in those panel discussions.
In your news release,
you say that Art San Diego acts as a catalyst “to encourage and promote the
collecting of investment-grade art.” How do you define “investment-grade” art?
AB: We encourage
the collecting of all art, but for “investment-grade” art we work to provide
resources (such as the CRG) to those who are interested in collecting works for
long-term financial benefit, or as part of an investment portfolio.
Experts would define “investment-grade” art as art that is
authentic, with a proven provenance and history of exhibition. The artist should
be well-known on an international level, with work that has been included in
museums or important private collections. The work should have an established
track record at auctions, and most importantly have a strong allure to the
buyer.
I recently read an
e-book by Brad Wajnman entitled: “Picture
Perfect Profits: The Definitive Guide to Buying and Investing in Art.” He
categorizes “art collectors” into three groups:
- art collectors place a higher value on the art itself, rather than the profit potential.
- art investors are willing to invest at least $10,000 in art that might appreciate over a long period of time (at least five to ten years).
- art speculators are like stock speculators and are intent on banking short-terms gains from selling art.
AB: I think that
is a good, broad summary. I think very few people would elect to call
themselves “art investors.” The art market is so speculative – it is never a
sure thing at the lower price points. You have to either invest large amounts
on “proven” masters –or love what you are buying in the hopes that everyone
else will, too.
What types of
collectors could benefit from the resources that will be posted in your Virtual
Viewing Room?
AB: At Art San Diego, we create a forum for both buying art, and expanding your experience and education as a collector. The goal with Art SD Online is to continue this experience past the four-day physical life of the fair into a virtual world that continues year round.
The site will feature monthly exhibitions that include
select works from our participating exhibitors. We will also include articles
about collecting, and news about things that are happening in the art world.
Hopefully, over time, this site will become an educational resource for new
collectors and a resource for collectors who want to follow a particular
gallery they may have met at the fair.
LINKS
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