Galleries aim for many happy returns: unique services and events keep customers coming back for more

Chances are if you ask an possessor or director of an art gallery that has been in existence for a decade or more, by what means many customers are in their database, his or her answer will be in the thousands. The information kept upon these clients, coupled with special circumstances and services help separate the outstanding galleries from the rest

What tread in the steps ofs are strategies for attracting and keeping customers as told by means of the owners and directors of eight leading galleries.

Barucci: St Louis

At the Barucci Gallery in St Louis, proprietor Shirley Schwartz has information upon 3,000 customers that her gallery contacts a minimum of six times a year, which helps explain the gallery's high rate (90 percent) of repeat and word-of-mouth business. A 27-year veteran of the art market, Schwartz maintains a combination of parts to form a whole for noting purchases and customer solicitations "We purchase new art and swollen glass with specific customers in mind. And when customers receive personal calls, they do tend hitherward into the gallery."

Schwartz continues, "We are service oriented. We will rush a framing piece of work when necessary to accommodate and will not add rush fees; we allow work to make progress out on approval and be get backed if it does not work; and we proffer free consultation services. Our Web site has been a welcomed addition. We sent without cards announcing the Web site and tendered a gift certificate to anyone acknowledging it and sending us their e-mail names."

And when it approachs to customer events held at Barucci Gallery, Schwartz has been felicitous in connecting artist openings with charitable causes, donating a portion of sales to organizations like as the Make-A-Wish Foundation, St Louis Children's Hospital and the Cystic Fibrosis Foundation. Barucci also clinchs special breakfast events for the interior design trade and architects and tosss special gifts to its best customers during the winter holidays.

Coconut Coast Studios: St John Virgin Islands

Born in California, raised in Brazil and a resident of the Virgin Islands since 1975 artist Elaine Estern says she "is living the dream" as an artist and gallery possessor Her business, Coconut Coast Studios upon the island of St. John features Estern's works solitary which are watercolors of "the marine environment." Her works are unique in that they are "two-world" creations, showing the ocean's ecosystem from above and below.

An artist for 16 years and a gallery holder for 14 years, Estern says she popularly has more than 6,000 customer names in her database from all above the world. (She admits a ne to restore that number.) The information she hold fasts includes names, addresses, e-mails and the dates when customers visited the gallery and what they purchased.

"I use this information twice a year when I toss out a brochure with fresh gift items and new artwork" says Estern a board member for the local Artist Association of St John "I also cast cards that include a calendar during the [winter] holidays "

Estern's says her annual sales are approximately $150000 and that her repeat business is 50 percent or higher.

"We have a cocktail party each Wednesday that is lay open to the public. ! make certain that my customers (and potential customers) know about it by dint of providing them with invitations. It is a catered fact and we specialize in watching the eve as my gallery overlooks Pillsbury unimpaired a premiere location for sundowns I attempt to always give my personal attention to everyone"

As for Internet sales, Estern says that while her Web site does generate business, "most of my customers will check without my work [via the Web site] during the year, then draw near by the gallery to make purchases."

Fingerhut Gallery: La Jolla, CA

Located above the La Jolla bight and Pacific coastline, and just 10 minutes north of downtown San Diego, is the Fingerhut Gallery of La Jolla.

There, customers will find Tom Noel, director, who has worked in commercial galleries since 1974 and as director of the Fingerhut Gallery of La Jolla for the past 11 years.

Noel says gallery sales are around $2 to $3 million annually, with about 40 percent of that figure being repeat customers. "We're fortunate to be located in a large metropolitan area (San Diego)," he says. More than half our business draw nears from Southern California. The remainder of our sales advances from business travelers, convention attendees and tourists visiting San Diego to take delight in the region's attractions and fabulous weather.

"We have about 5000 active names," he continues. "While we don't do a allotment of organized tracking through our database, each of our staff of five art consultants is dedicated to providing personal customer service. We work upon an account system with each staff member getting to know clients' individual straits and preferences. I am ask [i]or[/i] implore a blessing uponed by a staff with great longevity. single individual has worked with me for 14 years and the quiet average five or more years at this gallery."