ART GALLERY MANAGEMENT

Get the lay of the land and map your journey. This class gives you a clear roadmap of the course, assignments, and the final project — so you’re set to make the most of every session.

• Instructor introduction
• General housekeeping
• Assignment overview
• Final project plan: Exhibition proposal 

Get to know the ins and outs of art galleries — how they’re funded, who they serve, and what makes them work. Break down gallery types, understand key players like artists and collectors, and set the stage to start managing relationships and navigating the business of art.

• Types of art galleries & manager roles
• The financial model & the gallery business
• Case Study: Analysing different business models
• Art market and trends
• Stakeholders & artists: Negotiation and relationships
• Building relationships with collectors

Fieldwork: Gallery Analysis
Visit 2–3 local galleries (in person or online) and evaluate their type, focus, and presence in a concise written analysis.

Explore how artistic vision shapes a gallery’s identity while balancing commercial goals. Learn about curatorial strategies, research practices, and building relationships with artists to understand what drives a gallery’s success.

• Understanding the artistic vision
• Developing a curatorial vision
• Research & documentation 
• Gallery priorities 
• Discussion: Balancing artistic merit and commercial viability
• Impact of relationships with artists on gallery business model

Turn your exhibition ideas into a solid plan. Learn how to create timelines, manage budgets, organise events, and draft exhibition proposals that wow stakeholders — complete with press releases, pricelists, and floor plans.

• Time planning with artists
• Organising art openings & events
• Event budget management 
• Exhibition documentation
• Workshop: Creating an exhibition proposal
• Exhibition details planning 

Assignment #1: Exhibition Plan Draft
Outline your exhibition concept in 500 words, including project idea, artist list, and selected works — this will serve as the foundation for your project.

Get confident with budgets, forecasts, and fundraising strategies that actually work. From pricing and revenue streams to nailing sponsorship opportunities, you’ll learn how to balance the books and sell your vision.

• Budgeting & financial reporting
• Cost analysis & revenue streams
• Price settin
• Developing a fundraising strategy
• Corporate sponsorship opportunities

Assignment #2: Exhibition Budget
Create a detailed budget for your exhibition, covering key expenses and financial planning.

Navigate the tricky terrain of art law. Understand intellectual property rights, airtight contracts, and ethical sales. Bonus: insights from a top art lawyer on common legal disputes in the art world.

• Intellectual property rights in art
• Artist contracts & agreements
• Art insurance & risk management
• Ethical considerations in art sales
• Case Study: Writing a consignment agreement
• Guest Speaker: Art lawyer on common legal disputes

Assignment #3: Consignment Agreement
Complete a consignment agreement worksheet outlining terms between the gallery and the artist.

Learn how to safely transport, handle, and install artwork. Explore packing, shipping, client delivery, and insurance to protect every masterpiece. Bonus: insider tips from a guest speaker on consignments.

• Art transport
• Safe & secure art handling practices
• Art installation techniques
• Packing, shipping, client delivery, insurance
• Guest Speaker: Navigating consignments

Understand how an exhibition develops over time. Learn how to fine-tune the vision and craft all the additional elements: the perfect floor plan, press release, and event literature. 

• Exhibition development
• Planning & producing exhibition literature
• Writing the floor plan
• Press release

Assignment #4: Press Release
Refine your exhibition plan and craft a press release to promote the event.

Learn how to transform physical exhibitions into digital experiences. Explore virtual platforms, discover engaging curation techniques, and see how industry pros bring art to life online with tools like Vortic.

• Creating engaging virtual exhibitions
• Demo: Online art platforms & marketplaces
• Case Study: Curating online exhibitions using Vortic

Turn your exhibition into an experience. Learn how to plan artist talks, group visits, and interactive events that draw in audiences and keep them engaged. Get hands-on with a workshop to create a must-attend gallery show.

• Artist talks
• Group visits
• Workshops, reading groups, etc.
• Workshop: Brainstorming events for a gallery exhibition 

Assignment #5: Marketing Strategy
Develop a targeted marketing strategy to generate buzz and attract attendees.

Make your exhibition impossible to ignore. Learn smart marketing strategies, create attention-grabbing publicity materials, and get insider tips from industry pro Sam Talbot. 

• Successful marketing & E-commerce strategies 
• Social media marketing
• Workshop: Developing publicity materials
• Guest Speaker: Sam Talbot

Assignment #6: Sales Strategy
Create a strategic sales plan to maximise exhibition exposure and revenue.

Learn how to plan and follow through on a sales strategy. This class breaks down smart sales strategies that actually work — plus, a guest expert shares insider tips on turning interest into income.

• Effective sales techniques for art
• Guest Speaker: Sales strategy

Navigate art fairs — learn how to get in, stand out, and make them work for your gallery. From applications to strategic integration, you'll understand what it takes to turn art fairs into real opportunities.

• Art fairs within a gallery programme 
• Applying to art fairs 
• Preparing for art fairs 
• Case Study: Art fair application

A well-run gallery is a successful gallery. Learn how to build and lead a strong team, streamline daily operations, and keep everything running smoothly, from inventory to PR. 

• Hiring & building a good team
• Staff & inventory management 
• Organisational skills & supervision tactics
• Recordkeeping & administration
• Demo: CRM systems for art galleries
• Case Study: Successful PR strategies in the art world 

How can art galleries thrive while being socially and environmentally responsible? Explore growth strategies, DE&I practices, and the power of community partnerships, while creating your own proposal for a collaborative event with a community centre or cultural institution. 

• Planning for growth & longevity 
• DE&I practices for galleries
• Programs, external events, community
• Workshop: Collaborative event proposal development
• Guest Speaker: Gallery Climate Coalition

Get the inside tips on launching your career in the art world. Resume advice, portfolio development, and expert insights from a top Art Recruitment Director — this final class sets you up to make your mark.

• Career advice
• Resume review
• Portfolio tips
• Guest Speaker: Director of Art Recruitment