Table of Contents
Acknowledgments v
Introduction to the Second Edition ix
Introduction to the First Edition xi
Chapter 1 Education: How to Learn What You Don't Know before Opening a Commercial Art Gallery 1
Chapter 2 Identity: Defining Your Program and Other Branding Issues 24
Chapter 3 Business Models and Customary Practices 37
Chapter 4 Start-Up Capital: How Much You Need and How to Get It 70
Chapter 5 Writing a Business Plan: Pulling It All Together into an Action Strategy 84
Chapter 6 Location and Build-Out Issues 105
Chapter 7 Managing Cash Flow 121
Chapter 8 Crating, Shipping, Framing, Photographing, Managing, and Insuring Artwork 135
Chapter 9 Staffing and Management Practices 157
Chapter 10 Promotional Efforts: Publicity and Advertising 166
Chapter 11 Getting Expert Advice and Professional Assistance 182
Chapter 12 Art Fairs 195
Chapter 13 Artists: Where to Find Them, How to Keep Them 214
Chapter 14 Collectors: Where to Find Them, How to Keep Them 242
Chapter 15 Peerage: The Art Gallery Community 258
Chapter 18 How the Internet Is Rapidly Changing the Art World 270
Appendix A The Standard Art Consignment Agreement 275
Appendix B Regional Art Dealer Associations 280
Bibliography 283
Index 284
