FLAG founder Tony Roland shows framed art in his home
that he bought from local artist Donyale Groves.FLAG's mission• Foster a sustainable art buying community in order to support local artists and their careers in our city.• Engage and educate the community about the value of locally produced art.• Build bridges between working artists and the community through events and other activities.• Provide networking and educational opportunities for local artists to support and strengthen their careers.
When Libra Jackson sold a piece of her art at the inaugural Artoberfest two weeks ago, it represented a milestone for Friends of Local Artists and Galleries.
FLAG was created about a year ago by Tony Roland, an entrepreneur whose stepson is an artist, to help educate artists on how to actually sell their products and also to educate the buying public on how and why they should buy local.
It was created in part as a networking tool for artists and galleries to share information on everything from marketing to booth design to better ways to buy and sell art.
"The ultimate goal is to increase the amount of local art that is sold," Roland says. "The food scene has changed since the Chattanooga Market started [in 2001]. People buy local food now, why can't they buy local when it comes to art?"
Jackson's experience at Artoberfest ticked all the boxes on FLAG's mission statement. A pharmacy technician, she paints for fun and to relieve stress. "I do it because I can't sleep," she says, and until recently she never really considered selling her pieces.
After having her work critiqued by professional members of FLAG last month, however, she was inspired to show her work at Artoberfest, which took place Oct. 15 in the First Tennessee Pavilion.
"When I sat with artists who went to school and have master's degrees in art and they critiqued my art, it was awesome," she says. "It inspired me to learn more."
Such regular critique sessions are just part of what FLAG is doing. Another critique session is planned for Nov. 18 at Reflections Gallery in East Brainerd (details are still being worked out).
At their regular weekly meeting at Roland's house, FLAG board members Courtenay James, Kat Morris, Adam Kirby and Steven Llorca, were thrilled by Jackson's $80 sale of a 24- x 36-inch acrylic on canvas she calls "Joyous Light" and what it represents.
"It's a matter of promotion," says Courtenay James, a local painter. "I think the idea was great and positive."
Roland does point out, however, that the goal of FLAG is bigger than a one-time sale.
"We are about being a sustainable business," he says.
Artoberfest was part of the Chattanooga Market's Oktoberfest and, through a partnership between FLAG and the market, any area artist could set up a booth at no charge. Jackson decided to give it a try.
"I really just wanted the exposure," she says.
During the event, she spent some time visiting and talking with other artists about their work, and she was especially interested in how they set up their booths. She is now considering creating one for herself for future events, and hopes to apply to show at the 4 Bridges Arts Festival.
For her first event two weeks ago, "I just went to the Dollar Tree" to buy display materials for her booth.
FLAG - whose board also includes Northshore Gallery of Contemporary Art owner David Jones - is not just for emerging artists, Roland says. It currently has 70 members, including college students such as Kirby, a sculptor, and established artists like James, Morris, a muralist and graphic artist, and Llorca, a photographer and digital artist. It also has about 20 supporters who supply everything from advice in marketing or management areas to financial help, and gallery owners as members, he says. There is no fee to join, though Roland says that, to date, the members have paid for incidental costs such as marketing materials.
Kirby says he is constantly telling his family members that the familiar mantra of "buy local" doesn't just mean food.
"They are not artistic, but they like going to local art fairs, but when it comes times to buy something for the house, they go to Walmart or Target. Why?" he says. "When you buy from a local artist, the money stays here."
Among the topics FLAG hopes to present in the future through workshops and classes are: Teaching the public how and where to buy art and also teaching buyers and the artists themselves how to judge the value of a piece.
During the recent FLAG board meeting, its members said it is not unusual for an artist to spend years learning their craft, but little time studying the marketing and business end of things. As full-time artists, part of their reason for being in FLAG is to bolster their own businesses, so when they gather as a group, along with discussing FLAG business, they also talk about such subjects as the realities of doing the art fair and festival circuit versus showing only in galleries and marketing ideas that have worked for them but not for others.
"Doing festivals can be expensive," James says. "That's something you might not realize until you do."
Buying and setting up a booth with a portable tent, tables and display boards can run a couple of thousand dollars, he notes, and there are the travel expenses.
When showing in galleries, you need one with lots of customers; artists also share the profits with the gallery owner.
Kirby, on the other hand, is looking more for grants to help fund his career. As a college student and emerging artist, he doesn't have the resumé to get his work into galleries yet or the funds to travel to art fairs. Grants also help him buy materials for his pieces.
Llorca, a regular vendor at Chattanooga Market, isn't looking for grants.
"I need customers. And it's about developing a brand."
Contact Barry Courter at bcourter@timesfreepress.com or 423-757-6354.