Open Studios
Struggling to find an exhibition venue? If you live in one of the increasing number of towns that hosts an open studios scheme, your venue could be closer than you think
Words by Ian Farrell
For the emerging fine-art photographer, finding a venue to show and sell work can be difficult. Galleries dedicated to photography do exist, but they are thinly spread outside London. There are alternatives, of course, such as restaurants and cafés, but another possibility is your own home, as part of an open studios scheme. The principle is simple: for a specific period (usually a month) local artists open up their studios and homes to the general public and show off their wares. The front door is open and potential buyers can come and go as they please. Of course, there's nothing really stopping you doing this at any time of the year, but the benefit of an open studios scheme is that the organisers do a great deal of marketing and publicity on your behalf - but at a fraction of the cost.
One of the country's most successful open studios runs in Cambridge, where around 250 artists fling open the doors to their homes throughout July. Organiser Heidi Lichterman told Pro that such was the interest from artists this year that a cut-off point had to be introduced to fend off comments that the size of the scheme was diluting the audience. "We had just seven participants when the scheme took off 33 years ago," she remarks.
"The artists pay a yearly membership fee of £25. If they participate in the Open Studios for that year, they pay an additional £135. We put-out an 80-page colour guide, of which 40,000 are printed and distributed. Those taking part get a picture and place on the map as well as an artist's statement and their contact details. Throughout the year, we have taster exhibitions and also advertise Christmas shows etc."
A photographer trying Cambridge Open Studios for the first time this year is David Chow, a fine-art photographer who already has gallery representation in London, Cambridge and Norfolk. Chow - who first got into fine-art photography after an accident meant he had to spend a lengthy period of time off work - is known for his stunning flower images, often produced using alternative printing techniques, such as the cyanotype process. "I visited PhotoLondon a couple of years ago and was really inspired by the people I met there. I've been producing limited edition prints, portfolios and books ever since," he says. "Although this year will be my first time exhibiting through Cambridge Open Studios, I've already found the contact I've had with other artists invaluable. It's very inspiring."
Chow will open up his own home to visitors for two weekends in late July, as this issue of Pro goes to press. "People can just wander in and look about. I'll be there doing cyanotype printing in the kitchen, which will be good for those interested."
A photographer with more experience of the Open Studios concept is Liz Garnett, who also plays a hand in organising the South East Open Studios scheme, covering London and the surrounding districts. After nine years selling fine-art prints, and five years on the trot of open studios, she sees the annual opening up of her home to the public as more than a short-term profit booster. "Print sales vary from year to year during the open studios period," she confesses. "But extra sales and commissions can come later on from the SEOS guide, which is used as an artists directory throughout the year. The SEOS website helps too. "2007 has been a particularly successful year. This, I think, is in part due to the work I did in promoting myself in the run up to open studios, and the fact that I have been doing it for a while. There are a number of visitors who plan to come back and buy pictures; they are either measuring up to see what size will fit a particular space or are saving up their pennies!"
Garnett has also made sure there is something for every visitor's budget by selling greetings cards and merchandising this year. she advises that pricing work realistically is important, which doesn't mean you should undervalue your photography just because it's in your own home.
"I charge the same for my photography as I would in a gallery. I've been selling my art photography for about nine years now and I've developed a pricing plan which I think works. I offer limited-edition prints in a variety of sizes and also offer them on canvas, as digital prints and as hand-printed Ilfochromes. If someone was starting out and asked me how much to charge for their work, I would suggest that they go around the galleries and see how much others are charging and then gauge how their work sits within that price range." Belonging to the SEOS costs £95 per year and, like the Cambridge scheme, offers a valuable listing in the annual guide. As well as the main open studios time period, members also stage group shows at other times throughout the year, especially in the run up to Christmas.
Opening your home needn't be an ordeal, in fact there's no reason why it shouldn't be an enjoyable and rewarding experience. After all, people visiting your home will have the benefit of having you actually there, which wouldn't happen in a gallery. You can explain your work to them - both the concepts behind it and the technical aspects involved.
Offer tea and coffee and don't forget the all-important visitors' book, which will act as a source of feedback on your work and as a contact list for following up leads later on. You could even organise an exclusive opening night private viewing over a glass of wine to dedicated regulars.
Selling fine-art photography is more of a marathon than a sprint, as Liz Garnett confirms: "Personally, I believe that open studios shouldn't be seen as a one-off selling event but part of a long-term marketing plan. They are a great way of showing a greater selection of work that you would normally in a gallery or solo show. Visitors may not buy the first year, but might come back after open studios or even the following year. You are offering an experience and if it is a good one visitors will tell their friends." Type ‘open studios' into Google and you'll find schemes operating all around the UK, from the south-west through Wales and the Midlands, all the way up to Scotland. This is a great way to get started. Alternatively, contact a scheme you already know of and ask the organisers if they're aware of any open studios near you.
Finally, Cambridge Open Studios' Heidi Lichterman has a few good tips for the novice exhibition holder thinking of taking the plunge: "Be prepared and organised and have enough high quality work on display to make a visit worthwhile. Oh, and be as welcoming and friendly as possible." That sounds like excellent advice.
