Daily Hampshire Gazette, October 7,1993
Art Offers Special Menu in Area's Restaurants
by Bruce Watson
Check, please. Can you wrap up the rigatoni to go? Oh, and how
much is that
Impressionist landscape on the far wall?
Since churches and royal courts stopped supporting them, artists
have hung their hopes
and paintings in galleries and museums. But in the Pioneer Valley,
with more art than spaces to hang it, artists show their work
wherever walls are bare Ñ in banks, copy stores, furniture
stores, and especially restaurants.
Donna Estabrooks will have her first show in New York this fall
at a private gallery. But in the meantime, ice cream lovers will
see her "Healing Landscapes" at Bart's in Northampton.
Her "Tea-Room-Freedom" series of oil pastels is on view
at Cafe DiCarlo in Amherst, while other paintings hang in Steeplejack's
in Sunderland.
Estabrooks, a full-time artist billed in Florence, has done 23
shows this year, some in galleries but most where the eatin' is
good. "I used to think showing in restaurants was a bad deal,
that I'd ruin my reputation " Estabrooks said. "But
my work gets seen more in restaurant, than in galleries."
Restaurant owners are finding that fresh art makes dining a little
finer. "It changes the atmosphere of the restaurant every
six weeks or so," said Bonnie DiCarlo, co-owner of Cafe DiCarlo.
And as a tight economy causes gallery owners to rely more on proven
talent, more artists are making reservations to hang their paintings
in gourmet galleries.
Steeplejack's walls are booked until mid-1995. Artists submitting
slides of their work to restaurant owners will have to wait almost
as long for wall space at Cafe DiCarlo. The Black Sheep Deli in
Amherst has shows planned through next spring.
"Word has gotten out," said Kimberly McCarthy, co-owner
of Steeplejack's. McCarthy selects
all the artists for the restaurant's six-week shows. Striving
for variety without ruining anyone's appetite, she alternates
new artists with old favorites. "The right paintings make
the restaurant look great," she said. All right, it's art,
but is a restaurant the place for selling it?
"Artists need a place to hang their works but there are many
drawbacks to hanging art in a restaurant," said Daniel Grant,
Amherst-based author of "The Business of Being an Artist."
"Art needs a special setting before it's taken seriously.
In a restaurant, art is not taken as seriously as in a gallery.
Also, in many restaurants art is hung above the table where smoke
or steam can get into the picture and damage it."
But Leverett artist Louise Minks doesn't mind hanging her landscapes
at Steeplejack's and elsewhere. "I love showing in restaurants,"
Minks said. "People have to make a conscious decision to
go to a gallery, and they frequently don't. Restaurants have a
steady flow of traffic. I made my biggest sale at Steeplejack's
last summer."
Unlike galleries, local restaurants charge no commission for hanging
paintings. When Estabrooks sells a painting at Bart's, priced
from $100 to $300, she will keep it all. Some restaurants allow
their artists to hold opening receptions for their work. Artists
set their own prices. A few shows at Steeplejack's have sold out,
McCarthy said. But most artists report fewer sales, perhaps one
or two paintings during a show.
"You don't, sell a lot," said Leverett artist Lynn Peterfreund,
whose paintings have hung in many local galleries and restaurants
"I've sold about five paintings in restaurants in recent
years."
Showing art in restaurants also requires more initiative and carries
more risk. Artists must
frame and hang their own works. If a carefully crafted painting
is splattered with pesto, it's not
insured, as it would be at a gallery. No local artists have had
their own work im-pestoed, but the
risk is always there. Why expose one's career to the danger?
"I do it mostly for exposure," Estabrooks said. "I
sold a painting in a Vermont gallery to someone who remembered
seeing my work at Bart's. A woman who'd seen my work there accepted
me for a one-woman show at Greenfield Community College next spring.
A year ago I wasn't selling a ton of work, but now that I've had
so many local shows, it's getting easier. Putting paintings in
restaurants is like planting seeds for the coming year."
30 North Maple Street, Florence, MA 01062
(413) 586-3869 · betrueart@aol.com
Site Navigation
About the Artist ·
Portfolio ·
Galleries and Shows ·
How to Order ·
Commissions
Newsletter ·
News Articles ·
Creativity Class ·
Licensing ·
Feng Shui
The Estabrooks Portfolio
Landscape ·
Love ·
People ·
Spiritual ·
Floral ·
Animal ·
Abstract
Small ·
Medium ·
Large
Web Site Design and Hosting by Positronic Design
|