Behind the Velvet Ropes: The High-Stakes Gamble of Small Galleries at Global Art Fairs
Art fairs may dazzle with champagne and spotlights, but for small galleries, these events are more high-wire act than party. Since the first contemporary art fair in Cologne in 1967, these gatherings have become essential for anyone hoping to make waves in the art world. Yet, the price of entry is steep: booth fees alone can soar past $20,000, and that’s before factoring in lighting, walls, or shipping art across borders.
Government grants and subsidies occasionally soften the blow, but such lifelines are rare and often vanish with shifting budgets. Even with support, many galleries find themselves in the red after a fair, relying on future connections and exposure to justify the risk. Despite the glitz, a single misstep can threaten a gallery’s survival, turning what looks like a golden ticket into a financial tightrope. In the world of art fairs, every square foot is a wager, and the house almost always wins.
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