A couple of years ago, I created a painting, among other experimental works at the time, that I decided to put into an invitational art exhibition (the first 50 pieces to show up were accepted). The venue is a predominate Denver art school located in a old school building built in 1893 (and whose attic is a seasonal home to about 3,000 bats, really).
As an experimental artist, I decided to do an art sales experiment. Seeing how I have had several of my prints for sale in a variety of exhibitions at the school over the years, including a solo exhibition, I had yet to generate any sales (except for donated work at their art auctions). My experiment was to display a painting for a really, really low, yet reasonable price, and have the artist name on the painting be something other than my name. I signed the painting F. Johnson, and the information card next to the piece confirmed, that the painting was an F. Johnson original. Would it sell, is this what it would take to make a sale?
The painting, an acrylic on canvas, which I'll call 'Summer Rain', a lively, colorful piece, was on display for the exhibition. Here's some detail of the image…
I received a call from the schools business manager. A woman wanted to buy 'Summer Rain', but wanted to make sure that the price listed was correct. 'Yes', I replied, '$79.95 is the correct price'. A few seconds of silence on the phone, then he replied 'OK, I'll tell her that the price is correct'. I decided on the spot, not to divulge my experimental approach. I stopped by the school a week or so later, and the painting was absent (usually sold pieces remain on display for the duration of the show, with a red dot on the information card indicating 'sold'). A sale was made!
The experiment was a success. Or, was it? Was the buyer a bargain hunter? Would she have paid more, and if so, how much more? Was I short-changing myself (and the schools commission)? Did this scheme backfire on me? Either way, it was a sale, and someone has a painting on their wall.
Future experiments await.
