MARKETING FINE ART EXHIBITIONS AT YOUR RESTAURANT 
Third in a Three Part Series on Exhibiting Art in Your Restaurant
by
Greg Lejnieks
Owner/operator LFA - Contemporary Fine Art
LFineArt.com

Your intent is to build a repeat customer base to your restaurant. The artist's intent is to sell paintings through your restaurant. Through the successful marketing of the exhibit you will most likely accomplish both. 

What brings a diner to a restaurant? Food quality, ambience, service, food type, among other things, has a lot to do with why a diner chooses your restaurant. Of course, your art exhibit may not improve the quality of your fare (unless your artist is also a world renowned chef - don't laugh, I've represented a painter who is), but it will, if prepared and marketed correctly, improve your restaurant's image. 

Having said all of that, probably the most important task is to make sure your diners have some sort of interactive experience with the art you've chosen to exhibit. If they come in, eat, and don't look at the art you have not done your job and the exhibit will have, at best, amounted to wallpaper. On the contrary, if they leave gastronomically satisfied and so thrilled with your exhibit and restaurant aesthetic that they can't wait to tell a friend, you have indeed, accomplished the mission. 

If you have done everything I've suggested in my previous two articles on this subject you are half way through the battle. At this point the diner has come into your restaurant and noticed some art. Now you have to hook them. The first thing you may want to do is to hang a signature piece as they come into the dining area or perhaps build a little mini-exhibit in the waiting area. In that area and on an accessible wall space hang a brief statement about the restaurant's intent and how this particular show fits in. For example, "Over the next twelve months we will be exhibiting the best art from graduate students from the fine art schools in our area. The twelve-month run has been curated by a jury of professors assembled from the participating schools. This month's painter is …. Each piece is for sale. We hope that these art selections make your dining experience with us more enjoyable…." 

Keep this introduction piece short. Your diners are most likely hungry and more interested in sitting down for a meal then reading a ten-minute treatment on the importance of art to your restaurant. But, as you know, anything to keep them occupied and from asking, "How much longer?" can only be a plus.  If you do it right, they might even like waiting for a table, while they enjoy the lobby exhibit!

When they are seated they should see a couple items on the table related to the exhibit. A table tent with the exhibit title, artist, and whatever other information you think is important as a quick read. A longer artist statement and a list of works with prices should be part of the table experience. Tell the waiters to leave it after they have taken the order. If you're squeamish about listing prices just say the art is for sale somewhere on the exhibit statement. Finally, at some point, either at the meet and greet or after the order has been taken the waiter should mention the exhibit and that they can read about the art in the restaurant using the exhibit statement located on their table. He/she or the manager would be happy to answer any other questions they might have. 

That's it. Pretty simple. The point is to involve your diners in the experience. Make them notice. I think you will be happily surprised with the buzz the interactive approach can create. (By the way, make sure you have put title tags next to each piece. It must be typed and I suggest mounting them on core board for presentation purposes. A frame shop can do this for you for a nominal fee.)

Presenting the art correctly to your diners is only one part of the marketing equation. More importantly, perhaps, is getting the word out into the community to use the exhibit(s) as a marketing tool to increase dining traffic to your restaurant. 

First, I would suggest two openings. If you're on a budget you will need to examine your ability to do this. But, even if you're on a shoestring marketing budget for this project somehow putting together two openings would be highly beneficial. Again, if you have created a collaborative experience from your community in putting the exhibit series together it may be easier and cheaper to host your exhibits. For instance, if you have worked with a number of local galleries make them responsible for mailing invites to their client list for the opening. Your cost is the food and the space. 

The first opening would be for the artist and those who you are collaborating with. Hopefully, they will have additional clients to invite (see above scenario). This first group of opening guests will help spread the word. At the opening the restaurant owner or manager should give a short talk discussing the purpose of the series. Don't be bashful. Part of your intent is to increase business and to project an aesthetic into the community. I think it is o.k. to graciously mention that you hope this experience cements your reputation in the community, etc. 

The second opening actually happens at the close of the show. During the 30 days the exhibit is up start to invite your diners to the show closing where they will have a chance to meet the artist, sample new food menu items you're planning, meet other professionals in the art world, etc. Get their business cards for the invite. Not only have you emotionally involved them in your process you have expanded your mailing list. You might also ask the artist to paint a special piece for the closing that will be auctioned off for charity. Not only will you be doing something good for your community you now have another group of people to invite to your restaurant. 

Before you open the exhibit be sure to get out press releases to art critics, "what's happening", business, travel, and food sections of local newspapers, museums, galleries, and art schools. SPREAD THE WORD. As I mentioned in a previous article, you might want to identify several key players you can invite for a special meal (on you) before you open. The mention of a free meal at a good restaurant is always hard to turn down. 

If you've been in business for a while and have created a mailing list you might also consider a special mailer to your clients discussing the series. If you are not already putting out a quarterly newsletter I highly suggest you begin doing so. The exhibit series could be the perfect motive. I receive a quarterly newsletter from a restaurant in Sonoma. Theirs is one of the few restaurants I return to when my wife and I visit the wine country. 

Finally, you or your best managers are your best salespeople. After your waiter has taken the order, take the time at some point to visit each table using the exhibit as a pretense to say hello. It gives you something to talk about as you forge a bond with your customers that will hopefully convert them into long-term customers and friends. 

Greg Lejnieks is the owner of Lejnieks Fine Art. LFA pieces can be viewed at LfineArt.com. 

Mr. Lejnieks has been an art dealer since 1986. During his career he has worked with artists and/or art such as Frankenthaler, Olitski, O'Keefe, Bierstadt, Volit, Fischl, Motherwell, Francis, Christo, Warhol, Chaki, Cathelin, and Reid throughout the United States, Canada, Japan, and Europe.

Part One of this series
"So, You Want to Put Art Into Your Restaurant?"

Part Two of this series
"How to Pick The Art"

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