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Make the most of Artists Open Houses this Christmas
If you don’t know about Brighton and Hove’s Artists Open Houses (AOH) then you’re probably not living in Brighton and Hove. Every May and every Christmas a massive number of working artists and craftsmen turn their homes into galleries and exhibit and sell a massive range of work from greeting cards to massive works of art.
The AOH programmes have become one of the highlights of the year and something of a pilgrimage for both locals and visitors. At Christmas they offer a massive range of beautiful and often affordable gifts.
Artists Open Houses was the idea of artist Ned Hoskins, and the scheme will be 30 years old in 2011. Back before it started, Ned discovered there were no real opportunities for artists to exhibit in Brighton or Hove so he opened his house as a gallery and sold from there.
The concept took off rapidly, initially with separate art trails across the city with local artistic communities gathering forces and programming an area trail. But with each operating separately there was a lack of cohesion and it was hard for visitors to find out about all of the trails.
Seven years ago all that changed when artist Judy Stevens and graphic designer Chris Lord decided it was time to create a single catalogue that would accurately list all of the open houses and the trails they belonged to, as well as a few independent houses too. It has been an enormous success and is eagerly anticipated each year. Maps and photographs are a great improvement on the individual leaflets, making the Open Houses more easily accessible to visitors.
The Christmas Open Houses started with a small group of four but rapidly expanded to 15. Uniting all of them into one brochure has worked both at Christmas and in May, and the exhibitors are now consistently presented. Their website also forms an essential part of the total marketing plan and is by far the most effective way of selling the AOH concept to visitors and tourists prior to them getting to the city.
We asked how much of Judy and Chris’s life this takes up. “Over 50 per cent of my time is now spent work on AOH business,” says Judy. “And about 50 per cent for Chris too. There is also Terry Bell-Halliwell, the treasurer, and it’s the same for her. We also have an army of very dedicated volunteers, some with business backgrounds which is good and we have learned how to run this as a business with their help.”
Along the way Chris and Judy have facilitated the whole Open House experience for both the artists and the public.
‘‘It’s a very inclusive system that we operate and we don’t make value judgements. It’s also a really good place for people who are starting out or have had another career.”
We asked how much funding AOH gets.
“What income we have comes through the listings in the brochure and from selling advertising. After the print and production costs have been covered there is very little left. We are always looking for new revenue streams and the website now has search facilities and online shopping for artists and the public. In 2010 we are launching an online gallery too. We are always looking for ways to keep the listings costs down for artists.”
So are you actively seeking sponsorship?
‘‘Yes and we offer packages from around £1000 and with no upper limit. We would then use the funding to develop the business, PR and marketing and be able to pay for services rather than depending on the favours and good will which every year keep us going. Having Latest Magazines as a media partner has been enormously beneficial. We produce 30,000 brochures which is massive exposure for any business and we work very hard to ensure that we have effective distribution too.’’
How many visitors do you get?
“60,000 to 70,000 at Christmas, it has grown from four houses to 16 and then 75.’’
Are the artists aware of how much it costs to organise?
“They may not understand the amount of time it takes and how much work is involved. Initially we saw this as producing a brochure but very soon we realised that in reality we were organising a festival.’’
And what makes the Christmas Artist Open Houses so special?
‘‘Well there will be a wide range of original gifts from £2 upwards plus special events like Peter Chrisp and Lisa Wolfe who will be creating a diorama in our bathroom. There is almost a bathtub theme as another artist has smashed and reconstructed a bathtub that will be in our main room. Some houses do mulled wine and mince pies; there is a festive feel to the whole thing and all you have to do is turn up and enjoy, Oh, and remember to bring cash or cheque books as few have card facilities.’’
We are huge fans of the Brighton and Hove Artists Open Houses and many of the team here at Latest Magazines will be there this season to snap up some great and often affordable original art as gifts or simply to keep for ourselves.
www.aoh.org.uk.
