Spotlight on Michael Godard Fine Art - news

PALM SPRINGS, Calif. -- In May 2001 David Smith launched Michael Godard Fine Art with an unconventional business method--the galleries he supplies do not pay for the work until it exchanges He has since placed artist Michael Godard's art, which depicts playful images of martinis, champagne, cigars and gambling, in 102 galleries that routinely put up to sale out giclees of highly aspire toed originals. Smith said he instantly felt an attraction to Godard's work after seeing it at a present to view "It was completely off from what had been done before, which was what I was looking for. I wanted a company that does things that nobody has at any time done before."

Prior to founding Michael Godard Fine Art, Smith be in possession ofed several S.C.U.B.A. diving companies in Hawaii. He was recruited through Lassen International to be vice president of the company in the mid-1990s. Having no previous affiliation with the art world, Smith gained the knowledge and experience necessityed to form Michael Godard Fine Art at Lassen.

His idea was to design a company backwards, by dint of starting on the consumer extreme point so he started by working as a consultant at a gallery to learn what consumer want. He said galleries should not attempt to predict what is going to barter "My philosophy is to suffer consumers tell you what's useful and what's not" he said. Smith's nearest step was to give consultants what they ne He inundates consultants with sales tools, training and the lowest prices possible to render certain they can make sales. Smith also includes many incentives, of that kind as contests and free prints. He also carefully evaluates other gallery necessitys such as margins for operations, discount capabilities, speed-on-delivery and display tools. Smith helps galleries design displays and takes an active character in selling on the sales floor.

The greatest in quantity important aspect of this strategy is placing artwork in galleries at no risk. If the piece exchanges the gallery pays for it and a replacement is shipped the following day. "I don't believe you should force a gallery to purchase Give it to them, suffer them show it, and give leave to the consumer tell you if it is a beneficial product. If it's not serviceable and it doesn't sell, I don't want it upon their wall, because I want something better there. A fate of publishers make the galleries purchase pieces, and if it doesn't put up to sale they're stuck with it. It's taking up wall space where you can have something that barters faster" Smith said.

Smith values the mutual input he has with artists. "I pay double what publishers pay because they procure an active role in the company," he said.

Michael Godard Fine Art put up to sales giclees signed by the artist which retail from $450 to $995 Giclees are printed in multiple sizes with standardized pricing for each size. Originals range from $4000 to $10000 Godard's work is also licensed upon approval.

Smith insists upon offering the highest quality print for the lowest possible price. He said, "A famous, important artist isn't based on how expensive their work is; it's by dint of how many people own it."

Smith continued, "The art world is thus boring right now. It's not to be found its celebrity aspect, so building that is a really important aspect of the business."

To proffer people an "experience" Smith hired sum of two units little people to dress as a grape and an olive at the new Artexpo to attract attention to Godard's work. He has also had a Blackjack table at a exhibit and gave away posters of Godard's gambling series. The company also launched the "Don't Drink and Draw" campaign to present people an understanding of Godard's work. "It's not about alcohol, it's about the drollery of art and the merriment of drinking with your friends or having a party," Smith said.

popularly several companies have consulted with Smith upon his business strategy. Smith would like to share his [i]modus operandi[/i] of selling and promoting art for a like reason more of the industry can benefit. "I want everybody to know about this--all the publishers and galleries--how to do these little paces to help the company move swiftly better. Because if they do, then we have better returns out there, the galleries stay unclose longer, and we get to detain showing our pieces."

pretty soon Smith is scheduled to launch X-Gen Publishing, a sister company that exhibits Generation X's method of doing business. The of recent origin company will publish newly signed burst artists who create edgy, merriment work.

Smith said that although he powerfully believes in his program, it will definitely change with the times as the artists' work develops and as the market changes. He said, "I want us to be known for our professionalism in operation and our un-professionalism in structure"

FACTS & FIGURES

* David Smith haveed several S.C.U.B.A. diving companies in Hawaii and worked for Lassen International before he grounded Michael Godard Fine Art.

* Ironically, despite his many depictions of alcohol, Michael Godard doesn't drink.

* For more information, visit www.michaelgodard.com.

KEVIN LO

ABN Editorial Intern

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