In the interest of offering our readers insights and perspective into galleries, we plan to feature discussions with a successful gallery operator in each issue of Artist Advocate.

Artist Advocate: What are the essential elements for running a successful gallery?

Jack Morris: Access to a consistent and adequate supply of high-quality art; proximity to affluent traffic; an attractive, clean, well-lit space with adequate work and storage areas; knowledgeable staff with a passion for connecting collectors-art-artists, and access to adequate operating capital.

Artist Advocate: Can you share the story of how you got into the art gallery business?

Jack Morris: I attended the University of South Carolina on a football scholarship and received a BA degree in fine arts with a major in drawing and painting and a minor in American art history. In 1970 I received a certificate in arts administration from Harvard University. Following a 15-year career as executive director of the Greenville County Museum of Art (1965-1980), I accepted the position of executive director of Period Gallery West,in Scottsdale, Arizona, a commercial gallery specializing in museum-quality paintings and sculpture by deceased masters of the American West. In 1981 I opened Morris Fine Arts in Scottsdale.

Subsequently, I have had galleries in Houston, Dallas, Santa Fe, and Hilton Head Island. I have also been in the art auction business for 25 years and am currently a principal with Scottsdale Art Auction and Charleston Art Auction.

Artist Advocate: What practices differentiate an average gallery from an exceptional gallery?

Jack Morris: An ability to distinguish between good, better, and best; and an aggressive, proactive marketing, advertising, and sales promotion combined with a service-oriented attitude that pays attention to detail when working with collectors and artists.

Artist Advocate: In this economy, gallery owners are having to examine every element of their operations. Can you share your thoughts on strategies to employ in these difficult times?

Jack Morris: Review sales history and manage inventory to maximize sales potential. Stay current with all vendors, especially artists, and make the difficult decisions necessary to eliminate nonessential expenses.

Artist Advocate: What is your strategy for working with visitors who have limited time in the gallery?

Jack Morris: Limit the visitor's choices. Pre-select your highest quality work and assemble it in a compatible arrangement that invites contemplation, comparison, and contrast.

Artist Advocate: What do you see as the process of a successful art sale?

Jack Morris: Record it for accounting, deliver it safely, collect payment, and pay the consignor.

Artist Advocate: What trends are you watching?

Jack Morris: One tends to trend to their own comfort zone, and real artists have the capacity to tempt us out of that zone into new experiences. Figurative realism is an important aspect of much of the art we offer, and it is deeply rooted in thousands of years of human history. Also, throughout history, collectors have trended toward peaceful subjects in stressful times (such as our current economic climate), and pastoral landscapes and majestic vistas offer ready escape.

Artist Advocate: What are the major differences in the art business today vs. five years ago? How does a gallery owner need to act differently as a result?

Jack Morris: The Internet and easy access to as much information as one might desire to make an intelligent purchase decision; a receding economy; tight money supply.

Artist Advocate: If you were advising a new gallery owner on the most important lessons you’ve learned, what would you recommend?

Jack Morris: As with any business, make sure you have adequate working capital, a good location, high-quality inventory, and an informed staff with a customer-service focus.

Artist Advocate: What is your process for bringing a new artist into the fold? How do you introduce them to your collector base?

Jack Morris: Expose a few pieces to a selected base of collectors and record reactions. Next, present a selection of pieces to a broader base of gallery visitors. Finally, prepare a show supported with advertising, brochure or catalogue, and website.

Artist Advocate: What will the gallery business look like in five years?

Jack Morris: It will probably look a lot like it does today. Most industries have periods of dramatic change followed by extended periods of steady development. I believe the impact of the Internet over the past five years has dramatically altered how galleries operate, and the next five years will be absorbed by development and tempered by a stressful economy.

Artist Advocate: Are showrooms no longer necessary because of the Internet?

Jack Morris: Real collectors will always want intimate contact with the art of their passion, especially in the courtship phase, when they are making the decision to acquire a new work or new artist; or during the exploratory phase, when they are on vacation or otherwise in a hunt mode.