Many of you reading this page will have received an invitation to my January exhibition, which this time takes place in a hair salon-cum-art gallery in downtown Mill Valley. In art parlance this is known as an 'alternative space'. In other words, it is not a commercial art gallery, or a gallery in a college art department, or a museum. It is another, less specific type of space with enough walls for showing art.
Sometimes artists rent warehouses or take over someone's garage or yard to create an opportunity for showing their work. Let's face it: There just aren't enough 'regular' art galleries offering us exhibitions. And, besides, it's an immensely competitive business.
For several years I hung my work in local restaurants and cafes through a local organization known as WOW! Art Salons run by Angar Mora, a mysterious Dane with a passion for art, though he is not an artist himself. With more than 100 artists in his 'stable' and an affiliation with 8-10 non-traditional venues, including restaurants, a hair salon, and a golf club, he has changed the face of art in Marin County. Mainly, he has made it more accessible to the public. Commercial art galleries can be somewhat intimidating to people who don't know much about art. They are frightened of being approached by an elegantly dressed dealer who might try to sell them a painting they can't afford. Often they find themselves alone in a large space, staring at a wall-full of baffling shapes. What if the woman behind the desk asks them what they think of the exhibition? What on earth will they find to say? Museums are better because they usually contain helpful catalogues or brochures or plaques on the wall explaining the pieces. Even children can go to art museums and have a good time!
What could be less intimidating, however, than looking at art while enjoying a meal in your favorite restaurant ? Not such a likely place to buy a painting, maybe, but that doesn't mean that the exposure isn't good for the artists' careers. I linked up with one of my most frequent and ardent collectors at the opening party for my show in a local cafe. One of my students - Chuck Ferris, a digital artist - currently has an exhibition of his computer-manipulated images at a restaurant in San Rafael. This is his second show with WOW! The experience of hanging the work has taught him an enormous amount about presentation: framing, matting, mounting and labeling his photographs. I would venture to say that most of what I know about hanging came from Angar Mora. I used to curse what I saw as his obsession for precision. Mats must be clean and perfectly cut; the text on the labels must be a certain size; every painting must be hung absolutely straight (I learned to use a spirit-level instead of merely eyeballing); no unnecessary holes should be made in the walls. Above all, you were expected to arrive at the venue with meticulous punctuality, with all your forms accurately filled and your artist's statement neatly framed. Hangings were swiftly and efficiently executed!
The Art Salon idea has grown over the past 5 years and now includes a regular Monday-night gathering at the Cafe Arrivederci in San Rafael, at which both a visual and performing artist is featured. The idea is that the artists give their presentations to a small audience of friends and followers, who meanwhile have ordered food and wine to increase the conviviality. Angar emcees the proceedings, injecting his own dry sense of humor and encouraging spectators to contribute views and ideas of their own about the art on show. The atmosphere is usually laid-back but enthusiastic. Anyone who is afraid that she are going to feel out-of-place is soon made to feel comfortable in the presence of the artists. I did a slide-show and talk a few years back and was told by several members of the audience how helpful it was to have me explain my methods and intentions in a conversational fashion. Some even said they were moved!
Nowadays, as more opportunities to exhibit in traditional spaces arise, I find I just don't have the time to commit to showing in alternative spaces. I have just finished doing a show in a college in Michigan. I was thrilled to be selected, yes, but I had no opportunity to travel 2,000 miles to attend the opening, so I was never able to talk to any of the visitors. Four of them bought my paintings, but I've never met them. The director of the art department sent me a copy of an article written by a local critic for a Michigan newspaper. I felt as if I was reading about someone else. In April I have a solo exhibition scheduled in the art gallery at Merced College in Merced, California. Since it's less than 200 miles away, I'll be able to drive the paintings there and watch the show go up. I'm also attending the reception and giving a talk and slide-show, so that will be fun.
Meanwhile, back at At the Top Salon in Mill Valley, my paintings are hanging behind the washbasins, over the fireplace, over the sofa where the manicures take place, and along the wall by the stations. Clients will be able to see them reflected in the mirrors as their hair is being styled. Jim O'Keefe, the owner, is a great appreciator of art and has had bi-monthly exhibitions of the work of local artists for many years now. On opening night he provides the best hors d'oeuvres and wine of any other 'gallery' in the area, so visitors always stay awhile. He has also provided me with 500 addressed mailing labels to add to my own 500 names. I have had 1000 color postcards printed by Modern Postcard, with a photo of the signature painting, "Webdings & Real Things" (the title of the show), on the front and an invitation to the reception on the back. Later this week I am having a Mailing Party at my home, at which half a dozen friends will stick stamps and labels onto the cards in return for free food and a critique of their latest paintings. They seem to think it's a good deal!
One
of the best aspects of the Mill Valley show is that it is part of First Tuesday
gallery openings, which are always very well attended. A dozen galleries,
two traditional upscale ones and the rest alternative spaces including a
bookstore, City Hall, a theater, two non-profit coop art groups, etc.
People wander the streets hungry for art and conversation. Artists meet up with
other artists. The networking opportunities are multifarious. And at the end of
the evening we all gather in the local eateries and coffee shops, our passion
for art renewed.
ŠAnn Baldwin January 2000
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