A question I often hear from artists is whether galleries focus exclusively on local talent. This isn’t just a common question among artists; even some collectors assume that a gallery’s roster will primarily feature artists from its immediate area. While this might seem logical on the surface, it’s far from the reality for most commercial galleries.
At Xanadu Gallery, we represent a diverse array of artists from across North America. While about a quarter of our artists hail from the Southwest or local region, the majority are from locations spanning the continent. This approach allows us to provide a variety of styles and perspectives, catering to the preferences of our collectors.
Why, then, does this misconception persist? It may stem from several factors. Many artists have encountered galleries that prominently feature local artists, or they themselves may have participated in cooperative galleries, which often focus on local talent due to logistical reasons. In cooperative galleries, artists need to be nearby to manage the space. However, commercial galleries—those run by professional gallery owners—are focused on curating a collection of art that resonates most with their clientele, regardless of where the artist lives. A gallery’s goal is to connect collectors with exceptional art, and that requires casting a wide net.
For artists, understanding this dynamic is crucial. If most galleries sought only local artists, your opportunities for representation would be limited to those near your studio. For some, this could mean very few options or a mismatch in artistic focus. Instead, the reality is that galleries are looking for a broad mix of talent, which means your target list of galleries can extend far beyond your immediate area—to other cities, states, or even countries.
This wider perspective opens up incredible opportunities. For example, if your work has a modern, urban feel, you might focus on galleries in bustling metropolitan areas. Conversely, if your style leans toward traditional landscapes or rustic themes, galleries in more pastoral settings might be a better fit—even if you’re based in a big city.
To make the most of this broader horizon, I encourage artists to become market researchers. Dive into gallery websites, study the artists they represent, and look at where those artists are based. Check out artist biographies and note which galleries seem to favor styles or themes similar to yours. This kind of research will help you build a strong, tailored list of target galleries.
As you compile your list, remember that a gallery’s location doesn’t define its focus. Instead, what matters is whether your work aligns with the gallery’s vision and clientele. By focusing on fit rather than proximity, you’re far more likely to find a gallery that will champion your art.
I’d love to hear your thoughts: Have you experienced this local artist misconception? How have you approached researching and targeting galleries? Share your experiences in the comments below. And if you’d like more insights on gallery representation, make sure you’re subscribed to the blog to stay updated with tips and strategies.
This is a timely topic for me, Jason. While I’m local to Scottsdale with it’s colossal amount of fine galleries, most of them focus on Southwestern art, Cowboy art, Native American art… (Xanadu is indeed an exception with a more Modern vibe) My work is not traditional or Southwestern in flavor so it’s been a bit challenging to obtain local representation in this 2.0 version of my art journey. I expanded my wish-list to places more in love with urban-ish abstract explosions of color and set my sights on Florida. Yesterday I picked two favorites, sent e-mails with my digital portfolio you convinced me I needed, as opposed to the physical portfolios I used in years past. Within half an hour, both excitedly responded. One will be taking me on in March, and the other I’m boxing up 5 pieces as I type this. Very promising to look outside one’s local area!
This can get to be a very complicated decision for your gallery. We opened an exclusively Contemporary Fine Art gallery in 2021, Art on 7th, in Western North Carolina near Asheville. We decided to run 50% local and 50% national. Great reviews, sales not so much but in a brand new gallery. Feb of 24 our street was completely shut down for renewal and we had to close for the duration. In May a surprise opportunity presented enabled us to acquire ‘the other Fine Art gallery’ in the area 4 miles away, the Gallery at Flat Rock. Because the AO7 was closed we were able to take on the new one which is nine years old and established. 100% local artists and supported by a close knit community that loves their home gallery. By the way, the market dynamics are worlds apart. AO7 is 85% tourist / out of market traffic as Hendersonville is a tourist town. GFR is in a small but wealthy community just outside HVL and runs 90% local.
Now the twist! AO7 was planning to reopen Jan 25 while GFR was doing well entering fall. Then the area got hit by Helene which devastated the entire region including all of the WNC artist community. Fortunately both galleries escaped damage! But we felt compelled to pivot AO7 by releasing all of our artists that were untouched by the crushing loss and place a regional Call for Artist displaced by the storm. We are in the process of refilling our formerly contemporary AO7 with a fully diverse offering of professional gallery artists that depend on a gallery for representation to sustain their livelihoods. We and our community’s Tourism office will be marketing to major outlying markets to come support WNC artists.
Sometimes you think you’re making business decisions and sometimes it has to be more emotional.
Thanks Jason for what you do.
Phil Wilmot
Owner
I found your story so interesting because I live in Asheville, and your experience is all part of our new landscape, shared. Through all of the pain, I know I feel a deeper connection to our community than ever.
Just three weeks before the storm I decided to bring all of my paintings home from the gallery I was at for 2 years, on Swannanoa river rd in Biltmore. The gallery was completely destroyed. All my art was safe at home. Luck. Because it survived, I’ve been trying to find a way to use it to make money for donation. I thought I could donate it to an art auction. Or just something. I’ve yet to find any way, or place. Please take a look! Maybe you will lead me to a way I can make that work. My insta is @SusanDevittArt and my website is below. Best to you, I’ll come by sometime, I’ve been to that gallery in years past.
Sometimes I think that telling people they only want local artist is sort of a polite way of letting you know that they’re not interested in your work. I grew up in Utah, studied Art in Utah under many of their most famous artists. When I applied to some galleries in Park city, I was told they only took local artists—I now live in Denver. Really, I don’t think my work was ready for those galleries at the time—especially after following you. I’m going to go for it again now that I believe my work has matured.
While i am canadian and paint western canadian landscapes for most of my carrear i never showed or sold in canada. instead engaging a global audience of collectors, museums and corporations through galleries that carried art from all parts of the globe. indeed i found the local market far harder to crack than the intl positions.
I appreciate that you covered this topic, Jason. I have wondered about this myself.
This brings up another question: how do I find a gallery that accepts emerging galleries? It seems that most established galleries are looking to represent artists with lots of sales and a bit of a following.
I have painted for a number of years, but have only participated in a co-op gallery and would like to get my art out of my living area, which is saturated with artists.
Thank you, Carol
Thank you so much, Jason, for freeing me to seek sales outside of the Southwest. I have actually discovered people far and wide love my work…so spreading my wings.
Thank you, as always, for your words of wisdom!!