This post was contributed by a community member. The views expressed here are the author's own.

Business & Tech

More than Painting the Town Red

A conversation with Greenwich Arts Council Executive Director Paul Master-Karnik about the upcoming annual "Art to the Avenue" exhibition.

As the weather warms and the crocuses on the hill on East Putnam Avenue in front of the Second Congregational Church begin to bloom, it seems everyone is eager for any excuse to be outside. So, when I came upon the notice for Greenwich Art Council’s upcoming annual Art to the Avenue event beginning May 5, with its alluring tagline, “When Downtown Greenwich becomes a strolling gallery,” I was keen for more details. (Let’s face it, they hooked me with “strolling.")

Having had little exposure to the annual event in the past, Art on the Avenue is celebrating its 14th year, I was hungry for as much information as possible. I promptly contacted the Greenwich Arts Council and was referred to Paul Master-Karnik, the affable and tireless executive director. I cornered him into a sit-down at the offices of the Greenwich Arts Council, located on the second floor of the Senior Arts Center Building (299 Greenwich Ave.), to discuss everything from the history of the event and the two-day selection process, to the trials of working with multiple artists and retailers, and the tremendous support of their sponsors. 

Given the length of our conversation, not to mention Paul’s remarkably articulate nature, I have transcribed our conversation below.

Interested in local real estate?Subscribe to Patch's new newsletter to be the first to know about open houses, new listings and more.

Greenwich Patch: Because I’m a total ignoramus regarding this much-celebrated annual event, can you please give me an overview of Art to the Avenue, from its inception to current day?

Paul: Well, let me just start with the fact that the Greenwich Arts Council has been doing Art on the Avenue for 14 years. It started with a handful of artists and a few stores, with the goal of creating greater exposure for local, working artists.  We aimed our efforts towards serious artists who really needed the opportunity for both exposure and sales since, alas, there’s not a plethora of galleries that these artists can get access to. We also wanted to involve the local business community, since it’s a great way to have the local community appreciate what it is these artists do. (The event) is far more personal than a regular gallery show.

Interested in local real estate?Subscribe to Patch's new newsletter to be the first to know about open houses, new listings and more.

GP: I imagine it’s less stuffy than the regular gallery show too, right?

Paul: Indeed. Art to the Avenue is unique in that it takes an artist and pairs them (we call it a match) with a specific retailer, which really compels the retailer to get to know the artist and his or her work. This way they are both working to their advantage during the event. That is why it is tremendously important for the program to work.

GP: How does the matching process work? Sounds like it could become rather personal.

Paul: In February, after we have registered both the locations and the artists, we take two days out and display all the artists work for the retailers to choose which best aligns with their aesthetic. Once artist and retailer have been paired, they get together and co-develop the type of exhibition they want to hold in the store. It could be just one work or in the bigger stores like Richards, they may have many works displayed. It really is an open-ended kind of project depending on how into it the artist and retailer wants to get. Let me also reiterate that all of the artwork in Art to the Avenue is for sale.

GP: Given all the players involved, how do you avoid competition among the retailers? Or worse, manage expectations of the artists? My dramatic inclination is already drawing images of retailers dueling it out over a particular artist.

Paul: The matching process is on a first-come, first-served basis, so we tell everyone to get there early. But rarely are there problems because everyone has such different taste. There are also such veterans of this program who know to come right as we open our doors at 8 a.m., for our preview days. Many retailers also remember artists from previous years and come in with pre-made decisions on what they want in their shop. But, even people who come towards the end of the selection process are still happy with which artist they get. We also have such a diversity of media – drawing, prints, sculpture, photography plus so many different styles too. So, pretty much everybody can find something that they’re happy with. It seldom occurs that someone comes out saying there’s nothing here. And if that does occur, then sometimes we will double up with an artist.

Meg: Does this selection method ever create discord among artists and retailers?

Paul: No. Everybody enjoys the program. It’s great for the artists and the retailers and causes the two to come together in an educational and beneficial kind of way. And that’s the precise goal of the GAC; to expand the exposure of the artists and educate the community about art.

FULL DISCLOSURE BEHIND THAT QUESTION; While I was in the GAC office one artist came to complain that her host, a restaurant, didn’t’ seem to be a good fit and she thought her expensive paintings were not well suited to the interiors or distinct odors of the restaurant. A GAC staff member deftly suggested she hang only one painting near the entrance where the doorway was bound to create a draft.

Later, when I asked the staff member if artists' complaints were a common occurrence, she explained, “It’s a risk you take as an artist. Though, it’s rare that artists are unhappy. In fact that artist was the first to complain about her space. But what can we at the GAC do? We don’t make a distinction between a restaurant and a high-end fashion store when it comes to participants. We are happy to have all our kind retailers support the program and the artists should be too.”

Back to Paul: 

GP: Tell me a bit about the mountains of organization that must go into hosting such an event.

Paul: This year’s Art to the Avenue will have 125 artists at 130 different locations. I need not tell you what it’s like to deal with those kinds of logistics, including all sorts of different retailers in Greenwich, from restaurants to clothing shops. It takes a whole year to organize. First, we have to raise funds for the costs behind the project.  We’ve been very fortunate with our sponsors, like People’s United Bank, who have been very generous with funding. And we have been working very closely with Serendipity Magazine and are very grateful for their support.

GP: Given The Avenue’s changing face over the past few years, particularly with the change in types of stores, have you seen any difference with regard to participation in your event? In other words, do the big chain stores even care?

Paul: Despite the stores being chains with headquarters based in other areas of the country, they still want to join in. For instance, when new stores come to the Avenue, like Intermix, when we contacted them to tell them about the project their response was “absolutely.” They want to find a way to integrate as rapidly as possible. Especially in today’s economy, when every client makes a difference, the stores are looking for ways to burrow into the community and reach out to people in a community-minded way. This event is another way of integrating them into the community and they like to join in the tradition.

GP: I can see the benefit for the artists very clearly, but how do you incentivize potential retailers?

Paul: True, all of the artists involved take the event very, very seriously since it’s such a great opportunity for them to show and sell. Thus, they encourage their friends and family to come see their work, which, in turn, appeases the retailers because it increases the foot traffic in the store. It’s all about foot traffic. And this is the biggest annual celebration that goes on in Greenwich. We have people calling us in November saying they want to participate.

GP: How does it work with participation? Is there a fee or cut associated?

Paul: Yes, the Greenwich Arts Council takes a 30 percent (commission) of the sales while retailers pay a small registration fee to participate. The event really has developed over the years, creating a wonderful synergy between artists and retailer and bringing people from all over the Fairfield County Area to the Avenue

GP: Is there a particular element that you are especially excited about with this year’s Art to the Avenue?

Paul: There’s really been a tremendous enthusiasm about Art to the Avenue this year because everyone really wants a joyous, happy thing to do and to get out from under the 'Oh dear, sales are down, are we gonnna make it?' feeling. I think because of the background of current economic difficulties, which does have a psychological impact on people, there’s been an even greater interest in this program. It’s an upper kind of an event.

GP: What can we expect from the opening reception on May 5th?

Paul: The Opening Night will take place on the first Thursday of May, May 5th from 5:30 p.m. to 8 p.m. and will feature multiple entertainers from roving musicians and mimes to the Greenwich High School Jazz Band and men on stilts. Individual stores will host, and toast their artist that evening with some stores offering wine and hors d’ouvres.

GP: Any specific element you want to highlight for our readers?

Paul: We want to stress that the program goes on for the entire month of May. So even if you’re out of town during the opening reception on the 5th, the event is up throughout the entire month. Very few programs like this have that longevity. It’s really a great event that everyone who comes enjoys.

More information on the event can be found online at www.greenwicharts.org.  A map of the participating stores and artists will be up soon.

 

 

 

 

We’ve removed the ability to reply as we work to make improvements. Learn more here

The views expressed in this post are the author's own. Want to post on Patch?