How to Create a Successful Solo Art Exhibit for Beginners (2024)
August 4, 2024 · Fei Wu
Organizing a solo art exhibit can be an exciting yet daunting experience, especially for first-time exhibitors. My small team of four has learned so much through our experience since 2024, running several solo shows at Harvard Museums, Worcester Art Museum, JMAC, and a few others on the horizon.
As an artist or art organizer, there’s a lot to consider from selecting the venue to marketing your show and everything in between. In this post, I’ll share valuable insights and lessons learned from putting together my mother’s solo exhibit at JMAC (Jean McDonough Arts Center) in Worcester, Massachusetts for Xiang Li Art.
Whether you’re an artist planning your first show or looking to improve your exhibition strategy, these tips can help you navigate the process more smoothly.
Venue Selection and Approval
Before you can prepare for a solo exhibit, your art and plan for the exhibit need to be approved by a venue. I can go on about the strategy here but for now, I’m going to assume you’ve got this covered, and let’s discuss how to do this in another article.
When choosing a venue for your solo exhibit, it’s crucial to research potential spaces that align with your art and target audience. You need to understand that reputable venues like JMAC often have an extensive evaluation process. Be prepared to present your artist story and explain how your work fits with the venue’s program.
Furthermore, we found that considering multi-purpose spaces like JMAC can be advantageous, as they often offer more foot traffic and diverse audiences compared to traditional galleries. For example, JMAC resides steps away from the City Hall of Worcester, MA, welcoming events of all kinds and sizes nearly every day of the week. For example, here is what is happening at JMAC during August 2024.
Planning and Logistics
One of the most important lessons we learned is that it’s never too early to start planning. You want to create a comprehensive checklist of tasks and deadlines to keep yourself organized and establish clear communication channels with venue staff to ensure smooth coordination.
JMAC made email communication a breeze since day one.
Their organizers (5-6 different people) are copied on a single email thread, and I’d been instructed to ask all ongoing questions related to our solo exhibit through that one channel. There was no confusion, and we were able to get in touch with someone easily and receive answers back quickly.
Installations and Takedowns (Load-Out)
This goes without saying but remember to plan for installation and takedowns. These dates are important and may not offer much flexibility depending on the venue. I always recommend installing your art as early as the venue is available and not waiting for the day before the exhibit if you can. However, this option may not be available if the venue has programs booked up every day.
Before
During
After – all done!
Our installation process took three people – my mom Xiang Li (the artist), Adam Leffert (my partner) and myself about 3 hours to complete all the paintings.
It did take us a few more trips to drop off additional merch items and arrange them as needed.
The takedown (or load out) process was much quicker. I only had my mom and me and it was less than two hours.
Artwork Selection and Display
Measure everything! JMAC provided us with a detailed measurement of every wall and made it easy for us to do our homework. Xiang Li had kept a list of all her paintings, their widths and heights, and she planned out the entire display quickly on a piece of paper.
When selecting pieces for your exhibit, focus on the artwork you’re confident you can complete or have ready by the show date. Avoid relying on pieces that aren’t easily accessible or may need restoration, as this can lead to last-minute stress. Plan your layout carefully to create an immersive experience for visitors. We found that including merchandise alongside the artwork enhanced the exhibition, giving visitors different ways to engage with and take home a piece of the art.
Marketing and Promotion
Marketing efforts should begin as early as possible. Utilize various channels including social media, local radio, and press releases to reach a wide audience. Create versatile marketing materials that can be easily resized for different platforms, saving you time and ensuring consistency across your promotional efforts. I recommend Adobe Express or Canva for designing handy marketing materials. We used these apps to create dozens of postcards, art books, and brochures.
This is only one of a few exmaples for our marketing effort, and it’s related to the exhibit brochure we created which so many people enjoyed and found helpful.
View this post on InstagramA post shared by FEI WU | YouTube strategist for business (@feisworld)
Network with Previous Exhibitors
Don’t underestimate the power of leveraging existing networks and partnerships to spread the word about your exhibit, including the venue where your art is hosted! Talk to the organizer and brainstorm ideas together. JMAC introduced us to a previous exhibitor named Piya who offered so many topics in a short phone call.
One of which is to purchase plastic sleeves for your prints or postcards that will instantly elevate your work. This is a brilliant suggestion that doesn’t cost much at all. Try it out for your prints, and let me know what you think in the comments below.
Opening Reception
The opening reception is a crucial part of your exhibit. Don’t avoid it even if it’s optional. These in-person opportunities can be invaluable, and it’s the perfect excuse to invite curators, gallery owners and connections you want to introduce to your work.
JMAC is the perfect location to showcase the massive silk panels created by Xiang Li like no other. Instead of hosting people only in our home, they can come to a convenient and centralized location to witness them as a collection.
We baked this into part of our plan to invite curators and art enthusiasts. It’s a showcase of Xiang Li’s work of 12 years. Because I’m new to solo exhibits and haven’t managed large in-person events, I decided to create a simple excel sheet with these people’s names, organization, email and even an image of them I found on LinkedIn or Google to make sure I can recognize them when they walk in.
Another tip for you as a busy artist and event organizer is to remind your guests to say hi when they walk in. One of my guests waited a while to avoid interrupting me in the middle of any conversation I was constantly in. By the time I was able to chat with her, she had very little time to catch up. I was a bit disappointed but I did remember to follow up with her via email to see if we can find another time to meet up. Remember to follow up with your contacts and visitors as much as possible and thank them for their visit!
Registrations
JMAC offered to collect sign-ups as part of their website so we have an idea of how many people are coming to the event. But be prepared for unexpected turnout as some registered guests may not show, while others may arrive without registration, so flexibility is key.
Ideal time and duration
As for the ideal time for the reception, you want to plan for what’s convenient for most attendees, typically in the early evening on a weekday or weekend. We picked 5-8pm, and expected the majority of the people to show up between 6-7:30pm (and it worked out as expected given traffic, commute, etc.).
Catering
When planning for catering, we learned to prioritize practicality over presentation. Offer a variety of food options, including items that are easy to eat while mingling. We decided to explore options including Wegman’s, BJ Wholesale (or Costcos if you have one nearby), favorite local restaurants, and other online options.
The most economical choice I’d say would be places like BJ Wholesale and Costcos. They offer large servings and the food is very high quality. We got two plates of chocolates cookies and brownies. They were delicious!
In addition, I also ordered cheese plates, veggies, and fruits from Wegman’s. While the ordering process was easy, I could have gotten things very similar from BJ Wholesale for half price or less. And remember to get more crackers for your cheese plates (ideally you want to include some gluten-free options too).
We opted for an open bar and the staff was very nice. However, given our reception was relatively small, about 45-50 people, few ended up ordering alcoholic drinks. Moving forward, I will likely skip the bar option.
Parking
Consider practical factors like parking availability and accessibility for your potential visitors. These details can significantly impact attendance and the overall experience of your guests. While everyone wants to park right in front of the venue or gallery, it’s often not an option for most. So let your guests know ahead of time where they can park, for how long, and how much. These details go a long way to make you look like a professional event organizer.
Merchandising
Incorporating merchandise into your exhibit can add an extra dimension to the visitor experience. Experiment with different products to see what resonates with your audience.
We found success using print-on-demand services like Redbubble, Printful, or Printify. Always order samples to check quality before selling to customers. When displaying merchandise, organize items logically to enhance the browsing experience, grouping similar items and creating clear pathways for visitors to explore.
A big shoutout to our content manager and producer Tripti G Chandorkar who helped us design and prepare so many beautiful items for the show.
Documentation and Learnings
Proper documentation of your exhibit is crucial for future reference and promotion. Arrange for photography or videography of the event to capture key moments and the overall atmosphere. Create a system to collect visitor information for future communications, whether through a guest book or digital sign-up. After the exhibit, follow up with attendees, especially potential buyers or collaborators. Take time to reflect on the experience, noting areas for improvement to refine your approach for future exhibitions.
Conclusion
Organizing a solo art exhibit is a complex but rewarding endeavor. It requires careful planning, effective communication, and a willingness to adapt to unexpected challenges. By starting early, staying organized, and focusing on creating a memorable experience for your visitors, you can maximize the impact of your exhibition. Remember, each show is a learning opportunity – use the insights gained to refine your approach for future exhibits. With persistence and creativity, you can create a successful solo show that showcases your art and connects with your audience in meaningful ways.
