9 months ago a gallery contacted me (I'd never heard of them) from across the country suggesting that I might want to exhibit at their gallery. they were looking for around 20 very large prints (the bigger the better), colour landscape only and were pretty firm about which images they wanted - reasonable - it's their gallery - though I did wonder about some of the choices.
They explained that the images needed to be framed and offered to do it at a good price (it was reasonable and certainly solved the freight problem). They wanted to display the images in frame but without glass - a little nerve wracking since unlike oil or acrylic paintings, the least finger print or paper scratch would ruin an inkjet print - but they're right the prints do look better without glass.
In the end I made 24 prints. At their request I borrowed (rented) an Epson 9800 to produce four 36 inch square prints (which really did look gorgeous). two 44 inch rolls of Entrada, purchase of some ink and recompense to the owner of the printer and I was out $500+. Total cost for producing the prints for the show was probably $1500 all up (all you need is one blotch of ink on the white border of these large prints and you have to start over). Framing and other gallery costs for the show came to $5100 which broken down was competitive with framing done locally. Costs for advertising and invitations and so on were shared with the gallery, my share was about $1000. I had elected not to travel to the opening and spend the trip money on the advertising.
SO, before the show opens, I'm out about $6000. I write them a cheque for half ($3000), the rest is going to hopefully be made out of sales. the good news is as of this month I'm down to owing them $800 which with a few more sales will be erased.
Sales for the show and after were a grand total of 3 prints, none of which were the biggest prints. The only image that has sold from the show is 'Peggy's Cove' about which I wrote a few weeks ago under the title 'Photographing Cliches'. The prints sell for $900 plus frame, are approx. 24X36 including white border.
So, I still owe the gallery $800, I paid them $3000, I spent $1500 making the prints so my net income for the show is a minus $5300. The odds of me breaking even with the gallery are slim at best.
Welcome to the real world of gallery exhibits.
You might wonder if I'm bitter, or if my experience is unusual, if the gallery ripped me off or if this is what should be expected.
Let me make it clear - I think the gallery was entirely reasonable. They have ongoing expenses in rent and staffing, they shared in some of the advertising and opening costs. They did the work of the framing and supplied the framing and matting material (not inconsequential). Their income had to come from the sale of those three prints - they can't afford to be especially generous to photographers without a huge reputation.
I know that this experience is similar to that of many other photographers working with galleries and better than some.
I would remind you that being known amongst photographers doesn't count - photographers are generally not purchasers of photographs - now and then - sure, but the number of photographers who have spent over $1000 in their entire lives acquiring photographs is miniscule and not enough to fully support even the Barnbaums, Sextons, kennas and so on.
Burtynsky does well as do a limited number of others, because they have caught the public eye and offer a product that is different, topical, even controversial - no one has made a movie about my work - Burtynsky has - and it's quite good by the way.
His images tie in closely to current environmental concerns and even political ones with his images of China and Bangladesh, photographs of massive junk piles and old tires make a strong statement about our consumerism and waste and recycling and the environment which are hard to ignore and receive a lot of press.
One of the more successful photographers in the fine art world is ALain Briot but he works extrmely hard marketing his work, teaches workshops, writes books and spends considerable time doing mundane stuff to support his creative work.
One reads of gallery owners being crooks but frankly I'd not want to run a gallery - looks like a very risky business, subject to fashions and the whims of the public. In Calgary right now the economy is booming but oddly all that money isn't being spent on the arts - Winnipeg which is a working class town with a tough climate and lots of mosquitos has been a huge promoter and incubator of the arts for years. Go figure.
I think this is simply the reality of gallery work.
Did they pick the wrong prints - well the 4 extra that I sent them didn't sell so I'd guess not.
A novice photographer with some original ideas had a show in Calgary. She had the idea of hiring a publicist. She got on breakfast shows and talk shows and in the newspaper. Her show was such a success she paid off her costs the first night and made several thousand dollars by the end of the show.
You may get lucky, but I'd not bet on it. Many photographers cannot afford to take such a huge loss so gambling on suceess isn't even an option for them. For me it means one week of holiday a year (I can't afford more) and it means I won't be trying such an experiment again any time soon.
What can you do about it? Well, I have a friend who is displaying his images of France at a local French Cultural Institution. They mailed out very nice invites and are hanging a number of his images. The prints though aren't huge. He's buying frames in bulk - all the same size - and matting them himself. The show is local so there are no shipping costs and he will hang the show himself. The wall space comes free so his costs aren't huge and even though he stands to lose money, it will be a good experience and it won't take that many sales to even more than break even. The prints will be inexpensive and because of the cultureal tie in, he might just sell well.
You might find similar modest displays just right for you - a restaurant say, who can't afford to buy your prints but is happy to give you the wall space in return for decorating their establishment. A local movie theatre we like has original art on the wall - same idea.
So, consider relatively small prints in a standard size frame you can purchase in bulk cheaply, do your own matting and get your images hung locally and inexpensively.