Art fairs are exciting, high-visibility opportunities, but they’re also demanding environments that require more than just strong artwork. We are always energized by fairs that showcase “emerging exhibitors” – artists and curators who aren’t backed by commercial galleries, and bring fresh perspectives and bold ideas. But as we explored fairs like Spring/Break Art Show, the Other Art Fair, Falcon, Esther II, and the Affordable Art Fair this season, we were also struck by a recurring mismatch between emerging exhibitors’ presentations and collectors’ expectations.
Participating in an art fair is a huge undertaking and should not be taken lightly by artists and curators. If you are going to spend the time, effort, resources, and emotional energy to have a booth, you should be prepared for the work that goes well beyond the booth. A booth is just the beginning; what happens around and beyond it determines success.
Drawing on our combined 50 years of experience — and insights from both sides of the booth — we’ve distilled nine essential tips to help first-time exhibitors navigate the unique challenges of the art fair experience. Unlike a studio visit, open studios events, or gallery shows, an art fair demands a special kind of preparation, presence and follow-up. While emerging exhibitors may lack the resources of established galleries, a thoughtful approach can still leave a strong positive impression that will lead to potential sales. Done right, participating in an art fair can be transformative. Done poorly, it can be costly and discouraging. We recommend that you consider these tips before applying to an art fair and revisit this list when you’re preparing for installation.
So what does that preparation actually look like in practice? You’ve been accepted to a fair, curated your booth, installed the works with care, and invited your network. Now what?
- Be Present — Physically.
Visitors would like the opportunity to meet the curator and/or the artist at the art fair. With so much to see, they may not have the time or patience to hunt for someone to answer questions or to swing back to the booth later.
- Be Present — Mentally.
Be prepared to answer open-ended questions about the artwork and curation as well as detailed questions about the works and the artists, but “read the room.” Be friendly and approachable – but not overwhelming. There’s a sweet spot between not greeting the visitor at all and delivering a two-minute monologue. Read the room and let the conversation unfold naturally.
- Make Info Easy to Grab.
Print copies of the exhibition checklist with prices, the curatorial statement, artist statements, and artist bios. Have a stack of business cards available with your contact info, including email, cell phone number, and social media handles. These materials help visitors remember you – and make it easier for them to follow up after they leave the fair. If you don’t want potential buyers, curators, and press to have this info, just choose one, but respond to outreach on it in a timely manner.
- Make It Easy to Stay in Touch.
Bring a guestbook or clipboard for emails (and a couple of pens that work!). Invite visitors to share social media handles too – you can follow them and message them later. The key is lowering the barrier to future connection.
- Be Ready for Pricing Conversations.
If you’re open to offering discounts, decide in advance – especially if it could help close a sale. Coordinate with your artists and the fair organizer (some take commission) so there’s no hesitation when someone’s ready to buy. Know that in New York City, you must charge sales tax (8.875% in NYC) unless the buyer has a resale number.
- Streamline the Sale.
Have your credit card reader, invoice template, or payment app ready to go. Know the plan for delivery or pickup. And double-check the buyer’s contact info so nothing gets lost in the shuffle. If having payment options is not possible, getting the buyer’s contact info is critical to follow up post-fair to execute all sales and to issue invoices. If the buyer wants to take work right out of the booth before the fair is over, have backup work to hang on your booth walls, and be sure to get credit card details to process later. Don’t let artworks leave your booth without some form of guaranteed payment.
- Follow Up Promptly.
Following up is the hardest, worst, and most time-consuming aspect of post-fair work, but if you do not contact those potential buyers who showed interest in your booth, you’re sending a message that you don’t really care. Reach out to guests who signed in, ideally within 24 hours. A personalized email referencing a piece they liked can go a long way. Or send a short thank you note with links to available works. Social media follow-ups are another low-lift way to stay in touch.
- Think Beyond Your Booth.
There is a huge concentration of talent at a fair, including artists, curators, collectors, writers, and arts professionals from around the world. Take advantage of the opportunity to meet others, share your story, learn about their work, explore future collaborations, etc. Visitors also love recommendations from exhibitors. If a visitor is looking for something specific, recommend another exhibitor – we all rise when we support each other.
- Reflect, Engage, Document, and Celebrate.
The fair may be over, but your work continues. Take time to reflect on what went well and what could be improved. Engage with your connections. Archive photos, update your website, and jot down ideas for future shows. But just as importantly — celebrate! You brought artworks and ideas into the world, shared them with a public audience, and brought your vision to fruition. Acknowledge the energy, creativity, and collaboration it took to make it happen.
About the Authors
Sue Stoffel (@suestoffelarts) is a contemporary art collector, emerging art advisor, collections management expert, and the founder of Stoffel Arts. Melinda Wang is an independent curator, former arts nonprofit executive, and founder of Ninth Street Collective, which offers professional development services to artists.
