Declining foot traffic continues to be a problem for art galleries, as everyone enjoys the ease of discovering art and buying it online. I think we all agree that art is better viewed in person. So, how can your gallery pivot to get people through the door again?
Here, I will discuss some observations about how people like to experience art today in our post-pandemic world and what that means for the future of foot traffic in brick-and-mortar art galleries.
Visiting a gallery still meets the needs of entertainment and intellectual pursuits, but these benefits are only sometimes as apparent to the average art lover as they are to you. However, how people want to experience art has changed, and your gallery may still need to adjust to meet buyers’ new expectations for visiting a gallery.
Let’s work on that now.
Changes in art experiences
Several trends have developed in how the general population enjoys culture, such as going to the theater, a museum, the ballet, musical productions, and, yes – art galleries.
Here are some trends that stood out to me as things that could contribute to dwindling foot traffic in an art gallery.
- Art education has been notably absent from school curricula for many years as students progress through their academic journey. This absence has played a role in diminishing curiosity and self-assurance when engaging with art, especially contemporary art. As a result, the lack of exposure may deter people from attending art exhibitions and gallery functions. Many people simply do not understand contemporary art or how to look at it.
- Choices and motivations have changed, with people now having more options for how they spend their time and who they spend it with. There is a growing preference for shared experiences over individual ones, seen as more enriching and confidence-boosting, validating choices and motivations. People, especially Millennials and younger generations, value experiences more than possessions. They are more likely to begin their collecting journey with a unique gallery experience that helps make owning art more meaningful.
- There persists a perception that art galleries are exclusive and cater only to the affluent. This belief is contrasted by the notion that museums are accessible to all. Individuals who encounter this unwelcoming attitude during their initial gallery visits are unlikely to consider returning for casual exploration.
- With growing time constraints and the need for immediate access, an increasing number of art enthusiasts are discovering works online from a vast array of sources. Digital representations of physical artworks have become widely accepted when making purchasing decisions.
Changes Your Gallery Can Make to Increase Foot Traffic
The theme behind these trends is that people’s relationship with culture today requires a greater experiential emphasis. When people consume culture, they want an inclusive, convenient social interaction that is both educational and entertaining.
Both art fairs and museums work to increase visitors by emphasizing diverse programming and experiences. Art fairs sometimes change locations and exhibitors year over year and provide parties and programs to keep the experience of attending fresh for collectors. Museums have evolved to add more experiential aspects of an exhibition, with multiple events offered related to a single show. They also focus on building a community around membership. Both fairs and museums are getting better at tailoring events and experiences for various audience segments. This goes a long way in improving attendance because it increases relevancy.
Art galleries can find inspiration in some of these art world players’ strategies to attract art lovers and buyers.
Below are examples of how your gallery can better align its engagement strategy with the trends discussed above.
1 | Your art gallery should prioritize incorporating educational elements into its marketing materials in an engaging and relatable manner. It is essential to develop comprehensive online and on-site content that effectively communicates the stories of your artists in a way that resonates with potential buyers. By showcasing narratives that individuals can connect with, there is a greater likelihood of fostering emotional connections with the artwork.
Exhibition descriptions featured in email invitations and social media posts are frequently vague. As people spend more time online consuming content, your gallery must become a content-creating powerhouse to peak curiosity in the digital world and make them want to come to the gallery in real life. Remind them of the benefits of experiencing art in person. Pre-educating web surfers and newsletter subscribers will increase their intellectual pursuits and the confidence to learn more. Use your digital presence to create a customer journey that better leads to the physical gallery.
2 | Promote gallery events with a strategic emphasis on themed social interaction. This goes beyond enjoying a glass of wine with friends, looking at art, or listening to an artist speak. Think of how the theme of an exhibit can inspire an event structured for people to interact with each other, the artist, or the gallery staff. Check out the Exhibition Planning Workbook to help you do this.
Here is an excellent example of one gallery event created around a classic social interaction event – the dinner party.
“The relationship between form and function is a part of every art — the culinary world is no different. We are going to explore how different plating styles, utensils, and culinary techniques change the way we think about and approach food over a five-course chef’s tasting dinner at the beautiful Glave Kocen Gallery. The art on the walls and the food on your plate are both created and shared with the intent to open your mind to the edible and visual “communications” that surround us. Come be a part of this story! This fundraising dinner supports EAT’s mission.”
This dinner party isn’t just for art fans. It’s also for food lovers who want to learn about art and those who like to have a good time while helping out a good cause with their friends. The invite says, “Come be a part of this story,” clarifying that this gallery event is all about hanging out, joining in, and learning something new. It’s a great way to support an art show with a supporting event.
I have also seen galleries create events or experiences that complement something happening in their community, such as a race, festival, or local anniversary. This helps draw in new people who are already interested in the occasion but wouldn’t otherwise think of your gallery. It helps you get them in the door, introduce them to your gallery, and hopefully begin the gallery/collector relationship.
3 | Host events outside your gallery program that complement and attract a similar like-minded audience. As you focus your online efforts on attracting an audience worldwide, your event program could be intent on nurturing the community. Events don’t need to be extravagant and complicated to assemble, either.
Often simple is better – think art trivia nights, happy hours, stitch and bitch Sundays, writing workshops, tastings, and music nights. Regular or reoccurring events are also easier to implement and add a level of continuity your prospective buyers can learn to count on.
4 | If you have space, you could also host guest pop-ups in the gallery. Look for people producing high-quality goods with a large following similar to your client base. A co-marketing arrangement could be a win for both. Pop-up partners might include an artisan bakery, jewelry artist, flower designer, boutique winery, custom blend tea shop, or boutique clean skincare maker.
5 | If your gallery creates more video content for social media, why not make that available in the gallery for a more immersive experience for people looking around? Gallery art wall labels are often very basic information. One is inclined to stay and learn if they press play on a wall screen and hear the artist or someone from the gallery talking about a work of art or body of work. Adding QR codes that drive to a video is another way to offer this feature and is certainly more economical. Keep these kinds of videos short, one to two minutes max.
6 | When you’re planning an event or experience at the gallery, focus more on why you are bringing people together than on what’s happening. Maybe it’s an art show opening, and you want potential buyers to see the new pieces. Digging deep into why can lead to a more rewarding event for both you and your guests. Knowing your event’s purpose guides all other planning choices, including who to invite. You could shake things up by hosting smaller, targeted gatherings that cater to how different segments of your client base prefer to experience and enjoy art.
Start with the reasons you think you’re holding the event. Keep asking “why” until you hit on a core belief or value. Consider if your goal is to change how people view your gallery or their thoughts on living with art. A clear purpose sets you apart from competitors, like online art platforms.
It’s also smart to design each gallery experience with what you hope to achieve in mind.
To the Point
Crafting gallery events that are visitor-oriented rather than gallery or artist-oriented is one critical element in reviving gallery foot traffic. There is a gap between the gallery’s understanding of its artists and work and how gallery events are positioned with many prospective buyers’ ways of consuming culture.
Art galleries need to narrow that gap by changing their positioning and marketing messages to align with how art buyers want to experience and interact with art today. By incorporating some of the changes discussed in this article, you will not degrade the art on exhibit or your artist’s message. You will enhance it through unique experiences and clarity of purpose that bring people to the gallery door.
A break from the daily routine through cultural events that provide a unique intellectual and social experience satisfies today’s demand. Foot traffic will increase, referrals will be more prevalent, and your gallery will have a competitive edge against those still using outdated formulas, but only if you stick to it.
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