MAR­KET COR­REC­TION

What sort of art is sell­ing in a Taos with­out win­ter? That de­pends

Tempo - - •IN THE MUSEUMS• - By Robert Cafazzo

A sign on a Taos shop win­dow re­cently stated, “Cus­tomers wanted. No ex­pe­ri­ence nec­es­sary.”

Per­haps a sense of hu­mor and a bit of op­ti­mism is what helps to keep Taos shops and gal­leries open. Ex­cep­tion­ally strong sales in De­cem­ber 2017 helped to push most art gal­leries through the un­ex­pect­edly slow start to 2018.

The real jump start that Taos artists and gal­leries needed were the an­nounce­ments on Feb. 2 and Feb. 5 from the for the “Taos is Art” ban­ners to be dis­played across Taos. The art ban­ners will fea­ture liv­ing Taos artists and are go­ing up along road­ways be­gin­ning April 1, re­main­ing on dis­play un­til Oct. 31.

The artists se­lected seem to be danc­ing in the streets and glow­ing with pride. This joy has be­come in­fec­tious. What seems to be gen­er­at­ing cur­rent sales of art in Taos, Fair pric­ing in the range of $150-350, along with the size

Art­work with price points of $2,000-5,000 are also be­ing sold this win­ter to a dis­cern­ing cus­tomer base. That art­works that have a prove­nance and a con­nec­tion to Taos.

The warm tem­per­a­tures are en­tic­ing lo­cals to be out and about. Even your so­cial me­dia “friends” are stop­ping by lo­cal gal­leries this win­ter.

De­ci­sion mak­ers for pur­chas­ing art tend to be women, who seem to be look­ing at art much more than a male clien­tele. Same sex cou­ples are also en­joy­ing the ex­pe­ri­ence of buy­ing art and in­ter­act­ing with the di­verse range of artists in Taos.

Fe­male artists are cur­rently over­shad­ow­ing the Taos art scene, un­like the na­tional trend. The lat­est Har­wood may help to cre­ate a much needed spot­light on women artists. Not to worry, male artists are also sell­ing and are not be­ing left be­hind. The 16th an­nual Minia­tures Show and Sale at the Mil­li­cent sold. as soon as the ex­hibit opened to the pub­lic. The an­nual of the clos­ing bell an­nounce­ment, bid­ders seemed to swoop in and snatch up most of the art be­ing of­fered. par­tic­i­pate in a small works ex­hi­bi­tion. They then in­vite you have an ex­po­nen­tial amount of peo­ple walk­ing in your door.

At the Taos Artist Col­lec­tive, owner Lois Fer­nan­dez se­lects with af­ford­able pric­ing helps gen­er­ate sales.

Artist Kathryn Hay­den, who shows with Amore Gallery,

ex­panded what she of­fers by do­ing por­trait com­mis­sions. Bau­mann Gallery saw strong sales in 2017, their best year so far, and are look­ing for­ward to an even bet­ter year for 2018. Las make their pri­mary in­come from sell­ing art.

The artist Jeff Cochran ex­hibits in Taos with Hein­ley Fine Art. He spoke about sales be­ing slow at the be­gin­ning of 2017 65 of 85 paint­ings.

The own­ers of En­nui Gallery, Sarah Hart and Montser­rat Oyanedel Tolmo, have been mov­ing dis­plays around and fresh­en­ing up the look of the gallery. They have also added a few new artists and are even seek­ing other artists to join their gallery.

Visit Ge­or­gia Gersh on any given day in her El Prado gallery, Af­ford­able lo­cally made crafts and a range of art im­pec­ca­bly cu­rated keep her shop fresh and in­spir­ing.

Dur­ing this win­ter sea­son, in­stead of los­ing 11 shops as Taos did last year, two art gal­leries have opened and are open­ing re­cep­tions in Jan­uary.

With aver­age mid-day tem­per­a­tures of 50 de­grees and lit­tle few store and gallery own­ers look at this op­ti­misti­cally with the at­ti­tude that per­haps the visi­tors who do ar­rive will take time to ex­plore Taos and shop rather than ski. This type of think­ing be book­ing to come to Taos right about now are can­celling plans and not turn­ing up. Stu­art Brown, owner of The Un­der­ground Taos, men­tioned how beau­ti­ful the weather was on a par­tic­u­larly warm day and moved to Taos. Lo­cals, new and long-time res­i­dents are pick­ing up the slack from a lack of tourism and out shop­ping in Taos art gal­leries., mid-af­ter­noon, mostly tak­ing lunch breaks or per­haps a day off. The ex­pe­ri­enced ones will tell you that they are open ev­ery day and with reg­u­lar hours be­cause you never know who may walk in to make a pur­chase. What most cus­tomers will tell you to shop. At the very least it is best to put a sign on the door

A bit of ad­vice from pho­tog­ra­pher Gak Stonn of Taos Fine Art Print­ing and Pho­tog­ra­phy should be con­sid­ered. He ad­vises sell­ing.

This can help cre­ate a sale some­time in the fu­ture. For now a sale of post­cards are bet­ter than no sales at all.

Gak also said it helps to di­ver­sify and of­fer a ser­vice. His busi­ness of­fers a print­ing ser­vice. As a pho­tog­ra­pher he is fully artists. He also strongly be­lieves that gal­leries need to be open. Many gal­leries and artists are also us­ing web­sites and so­cial me­dia to mar­ket the work they are show­ing. Us­ing both can be ef­fec­tive and each have their own strengths. Keep­ing a web­site to send your press re­leases in to the edi­tor of Tempo, Rick

WORKS from Taos Clay in El Prado

RICK ROMANCITO

ERIN CUR­RIER’S sketches on view in her ‘Fron­tera’ show in the Har­wood Mu­seum’s ‘Work by Women’ cur­rent ex­hibit.

COURTESY IM­AGE

‘FOR­EST TRAIL,’ oil on can­vas by Va­lerie Graves, fea­tured in the minia­tures show at Mil­li­cent Rogers Mu­seum.

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