NEW YORK—Attracting a great crowd of art and antique enthusiasts and celebrities requires the right location, a good range of top-quality works, and thoughtful marketing.
Only in its second year, the four-day Spring Show NYC this month did just that, bringing in 63 top-tier international dealers to the historic Park Avenue Amory and gaining a genuine following. At this rate, the event is likely to become an annual mainstay of New York’s art and antiques scene.
Organized by Art and Antique Dealers League of America (AADLA), Spring Show NYC is produced by The Art Fair Company. Two savvy marketing maneuvers helped draw attention to the show: animal charity and a focus on the younger set of buyers and collectors in New York with an Arts Night Out party on the second evening.
“This is the second year for Spring Show, which has truly proven that it is really going places,” said Clinton Howell, president of the AADLA in a release. He noted the high interest generated by the show was evidenced by both attendance and sales. According to Howell, 90 percent of the dealers have already signed on to return next year.
Over 1,300 guests showed up for the show’s Opening Night Preview on May 2, which was sponsored by the online art and antiques marketplace 1stdibs and benefited the American Society for the Prevention of Cruelty to Animals (ASPCA). Participating dealers also donated a portion from the sale of animal-themed works during the show.
Among the big names seen perusing the aisles of booths were fashion personalities Carolina Herrera and Allegra Versace.
Praise and optimism flowed from the lips of many participating dealers during the show.
“The fair was particularly well marketed to new collectors, but at the same time, we saw all of New York’s top decorators and many of our important clients who had traveled here from out of town.” said Stefanie Rinza, managing director of Carlton Hobbs in the release.
“Like last year, we were delighted with the quality and variety of objects on offer, as well as the clients who attended,” Rinza added.
Attracting the Younger Crowd
To attract new collectors, young members of 20 prominent cultural organizations were invited to the Arts Night Out, drawing more than 600 attendees.
Cocktails and hors d'oeuvres in hand, a fresh audience of upcoming collectors, experts, and art lovers mingled with the established dealers, all of whom enthusiastically shared their expertise and knowledge. Kindling a passion in these new buyers for the beautiful and best art and antiques is an important factor in keeping the industry alive.
