How to set up a gallery: Sensitivity and diplomacy are key

Love to be surrounded by art? Maybe running a gallery is for you.

Don’t I have to live in a big city? London, New York, Paris? Dublin even?

No, you’ll find small galleries around Ireland selling everything and anything from pleasant local scenes and craft, to limited edition prints and single artist shows. Robert and Lucy Carter set up the Grilse Gallery in Killorglin, Co Kerry, in 2022, opening with a solo show by Charles Tyrrell.

How do I get started?

Rich parents help, or having a wealthy backer who foots the bills for altruistic or possibly sometimes strategic motives. Still, it is doable without either. Volunteer at your local art centre, or see if your local gallery needs any assistants before you take the plunge.

What you really need is a strong location, a passion for art, and good people skills. The cliche of the bored and aloof gallery manager who is way too cool for this world is unfortunately true in some spots, but it’s terribly bad for sales. The Carters’ own background includes working as graphic designers with leading galleries and museums, and running a small vineyard. The pair are fine art print makers, and so the gallery enables them to do their own work, while being part of a creative community.

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Sounds idyllic. Sure I don’t need a city for success?

“Undoubtedly there would be a larger audience in a city, especially one with an art school,” Robert Carter says. “But post-pandemic many people are moving west to live and work from home, so things are changing.” Add the fact that you get more space for less away from cities, and it starts to make sense.

The pandemic also gave online viewing and sales a boost, social media helps, and it is now second nature to many to choose and buy artwork over the internet. “Killorglin has an innovative edge to it,” Robert adds. “K-Fest shows over 100 emerging artists each June, and draws thousands of visitors. There are great restaurants and a palpable spirit of enterprise and excellence.”

You clearly need the gift of the gab, but what other skills should I have?

A background and an interest in the arts is the best start. You’ll also need to be well organised, and good at bookkeeping and record taking to keep track of sales and commissions. You have to like, and be good with artists, who may get anxious as opening night looms.

“Curating and mounting a show means working alongside the artists, so open mindedness, sensitivity and diplomacy are key,” Robert says. “Informed friends and mentors are essential, as is a willingness to learn.” He adds that “you need a gut instinct for quality, you can’t simply rely on personal taste.”

Go to the top with the Sotheby’s Institute Running a Contemporary Gallery course. It’s six weeks, online and costs a steep $1,590 (€1,442), but you can learn about “strategic operations” and “negotiating relationships with other players” to help you on your way.

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Can you make a living from it?

Now that depends… How much does your building or rent cost? How much are you paying to keep the lights on? The gallerist also splashes out for wine on opening night, stumps up for photography and PR, may commission some writing about the show, and then does all the hard work of reaching out to potential collectors. Add it up, and the commission (generally about 50 per cent) seems like a very good deal.

Rachel Parry and Cormac Boydell, Drawings on paper and ceramics is at Grilse Gallery until May 7th. K-Fest runs June 2nd-5th