CharityVillage® Research: An uptown approach to art auctions

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An uptown approach to art auctions
April 29, 1998; Canadian FundRaiser
Administrators often shy away from the idea of hosting an art auction as a fund-raising event. The risk of purchasing paintings or sculptures that don't sell, the fear of failing to attract an audience among their supporters, or a lack of contacts and knowledge in the area, can leave would-be organizers opting for another type of event. All this could change, however, thanks to Uptown Gallery Ontario Ltd.'s program to guide charities through the process of hosting an art auction.
Uptown's three-year-old Art Auction Program includes up to 150 pieces of art in mixed media (custom framed when necessary), a qualified auctioneer, insurance on all the art, a quantity of catalogues for the event and a computerized accounting program to operate as sales take place.
With careful planning the program's auction can raise anywhere from $5,000 to $15,000. Some of the organizations which have used the program are the Canadian National Institute for the Blind, the Lung Association and the Canadian Bar Association of Ontario.
Wide range of media, subject matter and artists
Uptown purchases completed works from dealers and artists, and the opening bids are generally 30-50% below regular gallery prices. If the charity is interested in a theme, Uptown develops a collection that will highlight it. The gallery offers oils, acrylics, watercolours, original graphics, limited-edition prints, sculptures and fabric art, and the subject matter is also varied, ranging from native works, landscapes, and cityscapes to figurative pieces, floras, abstracts and wildlife. Finally, wherever possible, the gallery encourages the inclusion of local art.
"My main goal is to promote Canadian artists," says Rebwar Shaban, the gallery's owner. "We have many talented artists that we do not appreciate. If I took these pieces to New York, in many cases I could get twice what I do through the auctions, but this way the charities benefit three-fold. Charities are able to generate needed funds, Canadian artists have a stronger market for their works, and Canadian art gains a domestic profile."
Given the turnkey nature of the Uptown service, the time a charity must invest in an auction program is minimal, considering the profits it may produce. Uptown first meets with you and/or your fundraising committee and staff to discuss the merits of raising funds through the auction, and to share its many tips and strategies for lowering the cost of hosting an auction.
Answers to every problem
Once the decision is made, its staff will help develop a customized plan that gives your organization the opportunity to maximize its potential for profit. It can then, if you wish, select an appropriate venue for the show, and will even help find a corporate sponsor. Two to three months before the date of the event, Uptown staff also suggest a lead piece, and help organize the invitations. And if you run short of volunteers to support the event, that too, needn't be a disaster. Uptown can even provide additional staff for the event as a separate service.
Charities considering an art auction program need to be able to generate a minimum of 200-300 people to attend the event. To achieve this, Uptown suggests that you sell 400-500 advance tickets. By selling tickets for the auction, a charity not only taps into an opportunity to make itself more visible in the community but also boosts its proceeds while encouraging people to commit to attending. The ticket revenue can also be used to cover refreshments.
The gallery encourages charities to collect non-art items - antiques, carpets, computers, gas grills, television sets and stereo equipment are all items that have sold well - for its auction. Donated items can generate a personal, local flavour and help ensure that there will be things of interest to all in the audience.
For more information contact Dorothy Pringi, Fund Raising Consultant, at the Uptown Gallery, (416) 739-1929 or fax (416) 739-8440.