Business of art

Cassie and Jake Greatens say running an art gallery isn't as simple as buying a space and putting art on the walls.

“It's a challenge. How do you get people to connect to artwork?” Jake Greatens says. The key is bringing in a variety of styles and getting new people in the door, according to the Greatenses. “There's an art trigger in everyone,” Cassie Greatens says. “They don't know it until they see it.”

The Greatenses opened CASS, a contemporary art gallery in South Tampa, at the end of May.

Although they remain in close contact with a handful of art collectors in the area, Cassie and Jake say their biggest business comes from people who are new to art, perhaps just looking for something that will look nice behind their couch. That's why they don't really consider the other local galleries to be competition. Their competition comes from bigger box stores like Z Gallerie.

Since CASS gallery's art ranges from $1,000 to more than $100,000 per piece, part of its job is helping people discover art. The way the couple has decided to market is by throwing free parties with themed drinks and food. A recent party included bourbon flights from a Nashville distillery and a fancy twist on pub food. At the parties “people buy, people come in, and people want to come back,” Cassie Greatens says.

They also like to bring in a range of artists, from established famous global artists to local emerging artists with more affordable pieces. The Greatenses have found that the pieces that sell most often at CASS are priced between $3,500 and $4,000.

Because art is a relatively big-ticket item, the couple says it's rarely an impulsive buy. It's more about helping the customer establish a connection with a piece of art after a few visits.

To attract a diverse group of customers, they like to be a bit “ballsy,” Cassie Greatens says. In September, they exhibited graffiti work from artists around the world. Next month, they have an installation exhibit, and though a lot of work won't sell, they are selling the experience. “We like to be risky. It keeps people more interested,” Cassie Greatens says. She says that's the way people will come back.
“You have to be unique at what you bring in and not fall into what sells all the time.”

The Greatenses spend lots of time researching new artists and traveling to see different work. They come up with most of their ideas by visiting galleries in more art-centric cities.

Each customer is different. Some like to sit and look at each piece and interpret the work for themselves, others want to hear the story of the work and connect through the narrative. It's all about reading the customer, according to the Greatenses.

The couple hosts artist workshops to help people learn how to get art into galleries, and Jake Greatens encourages art students to come to the space for sketching. The long-term goal is building a reputation so the wide range of customers continues to come back and tell their friends. “It not just about the highest percentage,” Cassie Greatens says. “Getting people excited about art is just as important.”

SalesTips
MAKE IT A PARTY. “Everybody likes to party,” says Cassie Greatens. That's why they throw big parties for every release.

SELL Passion. It's easier to pitch and sell something if you have an experience and attachment to it, the couple says. “Everything we've loved the most, sold the most,” Cassie Greatens adds.

DON'T CREATE pressure. One of the worst experiences at a gallery is if a sales person hovers, when someone wants to just soak in the art. “Pressure may sell a blouse, but pressure doesn't sell art,” Cassie Greatens says. Neither does “verbal diarrhea” when someone wants to form their own opinion.