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What role do galleries play in the art world? What is an art gallery’s purpose and structure? What will the gallery of the future look like? This course will focus on the general operations of art galleries to explore different models of how to run a gallery, as well as what it takes to be successful in the current art market. Through lectures and site visits, participants will get the inside scoop on running a gallery in today’s art world. Students will look at the process of developing gallery startups, study general budgeting, and examine issues related to staffing and sourcing artworks. Students will look at sales strategies to institutions, private collectors, and art education for the public to help build and sustain profits. Students will examine media communications, artists’ estate representation, and practice building sample exhibition schedules and related programming. As part of the course, students will have the opportunity to put theory into practice by developing a business model for their own art gallery, whether online or offline.

Students will learn:

  • To identify the basics of starting an art gallery, including daily operations and economic contexts.
  • To recognize the different approaches that galleries take on crucial aspects of the business, as described by professionals working in the field.
  • To develop a business model for a gallery and gain hands-on experience as an art gallery entrepreneur.
The Details
  • Course Dates

    Course Dates

    Dates: July 6 – July 30, 2020
    Times: Monday – Thursday; 2:30 p.m. – 5:00 p.m.
    Location: The course will take place at Sotheby’s Institute of Art, 570 Lexington Avenue, New York, 6th floor.
  • Faculty


    Coming in early 2020.
    Our instructors are award-winning Sotheby's Institute faculty, recognized thought leaders, and professional experts in the art world.
  • Sample Topics & Site Visits

    Sample Topics & Site Visits

    Week 1:

    • Basic gallery structure and job functions

    • Evolution of the gallery’s role in the art world’s global platform

    • The historic context of galleries

    Week 2:

    • Gallery concept and branding

    • Sourcing artists and artworks

    • Fundamentals of revenue generation

    Week 3:

    • How galleries make money

    • Predicting, planning, and managing a gallery’s budget

    • Artist contracts and consignments

    Week 4:

    • Creating an exhibition schedule

    • Gallery participation in art fairs

    • The gallery of the future: e-commerce and digital innovations

    Past site visits have included:
    Sotheby's auction house, Top art galleries (David Zwirner, Hauser & Wirth, and Pace Gallery), Manhattan’s Chelsea neighborhood, Manhattan's Upper East Side gallery neighborhood, and artists' studios.
    Past guest speakers have included:
    Gallery directors, art fair directors, art lawyers, art marketing and PR experts, and artists.
    Each summer, faculty update their syllabi to reflect current trends and exhibitions. Topics are not comprehensive and are subject to change.
  • Certificate Of Completion

    Certificate Of Completion

    The New York - Summer Institute offers its courses on a non-credit basis. Participants who attend the majority of classes receive a digital Certificate of Completion. This certificate can easily be added to social media networks.
    A participant may seek approval and be awarded credit through their US-based home institution for our 4-week offering. Our Academic Programs office provides a Home Institution Form with requirements to assist in this process.
  • Course Fees

    Course Fees

    Course: $3,750
    Institute Fees:

    • A $50 registration fee beginning March 16, 2020

    • This fee increases to $100 on April 16, 2020

    Course fees include course-based site visits, materials, and guest speakers. Transportation and accommodation are the responsibility of the participant.
    Register for Multiple Courses to Save:
    - Take one 4-week course: $3750
    - Take two 4-week courses: $7000 ($500 savings)
    - Take a 4-week course and a 2-week course: $5800 ($350 savings)
    Further offers may apply for additional coursework.
  • Further Details

    Further Details

    While our New York – Summer Institute is non-residential, our Housing Resources page provides essential information and external resources for participants researching their options. More information will be available in the coming weeks.
    All courses are conducted in English; a good working knowledge of the language’s spoken and written form is recommended, although no certification is required.
    International participants should review the U.S. Government’s official Visa website and contact their country of origin's embassy/government office before registering. Our New York – Summer Institute continuing education, non-credit courses do not qualify for student visa sponsorship.
  • Registration & Contact Information

    Registration & Contact Information

    The New York – Summer Institute is open to anyone at least eighteen years with a high school diploma or the equivalent. Registration requires basic personal information and full payment by credit or debit card.
    Website registration is available from our website 24/7.
    Click here to register now.
    Our Terms & Conditions include information on program details and cancellation policies. Once registration information and payment are received, an email confirmation will be sent to you within 24 hours.
    For further information, course advisement, or registration assistance, please contact:
    Hayley Black, Admissions Advisor

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