The Group

You will need a group of artists committed to this idea:  artist/client in the same room together. 
You might have already gotten a group together for this venture, or perhaps you are a lone artist with an idea and want to rally a group for such a thing.  Either way, you will need to decide from the get go who will be a part of your group.  Will you be a group of multi-disciplined artists from a geographical region or town?  Are you a collection of potters who will set up a gallery and communal working studio where you will teach and work?  You know who you are, that is the easy part.  But knowing how you will grow is hard to say at first. Even if you have a core group of artists together in thought, it's a good idea to give this some attention in the beginning so you will be prepared to search for the appropriate space in which to house this venture and so that your co-op will be attractive to other artists to join the cause in the future.   

Diversity can be a plus when attracting customers to a gallery.  Pottery customers will suddenly become buyers of paintings when they see something that speaks to them unexpectedly.  They might not have even known that they wanted a painting, but while shopping for a pottery platter for a wedding gift, they suddenly see the perfect painting to complete their new home!  It happens all the time!  I've seen it happen! Each artistic media will sell itself and others when displayed in a way that enhances both. 

Let’s start with you.  You, who is reading this post—who are you?  What is your art?  Do you know other artists who do something similar?  Do you know other artists who work in other media?  That is usually the best place to start.  Define what you imagine your co-op to be.  Will you be a gallery of fine art and craft?  That is very broad, but it is a definition.  Any definition is ok, just plan on having one before you start, as you will eventually have to make a decision about some artist’s work; whether it fits with your definition of your co-op. 

Some things to consider when defining your co-op:

*Will you sell original art only, or will you allow reproductions (printed material) too?
* Will you sell craft, such as pottery, basketry, wood work, ironwork, textiles, candles, jewelry, etc? 
*Will you allow multiple artists in each discipline or style? 
*Will out of town artists be allowed to join your group?  What are the geographic boundaries, if any?

     In Summary:  Determine who you are as a group.
     
Once you’ve figured this out, how will you recruit artists to join the cause?

How many members would you like to get started?  (You will grow as you go along, but figure out how many it will take make it work initially).  You may have a little or a lot of space to fill in your real or imagined space. 

Reaching artists is no more difficult than reaching any other demographic group, you will just have to be creative.  Send e-mail inquiries to your local arts council, put an ad in the newspaper classified section, send a press release article to the paper which will run for free, put out a notice on your social media of preference,  call a meeting at your local library or other public space to have an introductory talk about what you’re doing.  Getting the word out is the first thing, but once that is done, you will eventually have to meet face to face.  The sooner, the better.  You need to speak to these people and get a feel for their personalities; afterall they will be interacting with customers on your behalf and you will be doing the same for them.

But before you do this, get your ideas together and be confident about your ability to create a successful co-op of artists.  When artists talk with you, be sure they go away with some form of paperwork.  A flyer or brochure will work.  Any printed matter will keep the topic on their minds after they leave the meeting.  In my case, I sent an initial postcard to all the artists I knew in the area and after the meeting of introduction I sent a contract home with the artists.  Many of them signed them immediately after the meeting, as well as leaving a deposit of their financial intent and didn’t even have to go home and think about it.  Enthusiasm is catching!  Be enthusiastic and let that spread!

Below is an example of the short attention getting postcard I sent when I was almost ready to open the doors after the renovation of our co-op building.

Artists: have you ever wanted to get more control of selling your work?

Would you like to keep more of the profit from the sale of your work?

Let me tell you more about it.  Please come to an informational meeting of the KDH Cooperative Gallery & Studios on April 10, 2001, 6:00.   Refreshments will be served!

Note:  Refreshments should be served anytime you are calling a meeting, no matter how simple or insignificant!  (a plate of cookies)  Believe me, people will listen to you far more intently if you make them happy first!  This lesson I learned from a fabulous principal at the elementary school where I first started teaching art.  We always had some sort of treats or lunch when there was a meeting called.  It sure cut down on the grumbling from the staff!

 Your Friends:  Be wary of signing on all your friends.  They may or may not be thinking the same thing you are.  (not to mention, they may or may not have a talent for creating art)  Treat everyone the same way when it comes to gathering artists.  Be sure that they all understand your vision.  Or if you’re unclear of your vision, have them join in to brainstorm a vision that works for the group if you already have that established.    

Now for the hard part.  Will you jury the artists in to this co-op?  YES!   As difficult as it is, I would always recommend it.  Figure out your criteria from the onset and do not waver.  You must maintain a level of quality in order for your artists to take this seriously, and for the buying public to take you seriously.  Set your standard and stick to it.  Believe me, it will be hard to deny artists on the basis of quality or style, but you must!  Galleries that have an open door policy to members who sell there are trying to sell hot dogs and Filet mignon on the same menu and they do not attract a high end buying public or a low end buying public.  They're not taken seriously!  It's like building a twelve bedroom mansion in a neighborhood of tarpaper shacks...both look out of place.  This does not mean that you will not have prices from $1 to $10,000.  That is not the issue; it’s quality and aesthetic.  You may have $1 postcard reproductions from a painter whose work sells for thousands.  You may also have potters who sell $300 platters in the same display with $10 ornaments.  Do not confuse price point with quality and aesthetic.