PALM SPRINGS.

PALM SPRINGS, Calif. -- In May 2001 David Smith launched Michael Godard Fine Art with an unconventional business method--the galleries he supplies do not pay for the work until it vends He has since placed artist Michael Godard's art, which depicts playful images of martinis, champagne, cigars and gambling, in 102 galleries that routinely put up to sale out giclees of highly long for enviouslyed originals. Smith said he instantly felt an attraction to Godard's work after seeing it at a point out "It was completely off from what had been done before, which was what I was looking for. I wanted a company that does things that nobody has evermore done before."

Prior to founding Michael Godard Fine Art, Smith have a title toed several S.C.U.B.A. diving companies in Hawaii. He was recruited from Lassen International to be vice president of the company in the mid-1990s. Having no previous affiliation with the art world, Smith gained the knowledge and experience penuryed to form Michael Godard Fine Art at Lassen.

His idea was to design a company backwards, from starting on the consumer extremity so he started by working as a consultant at a gallery to learn what consumer want. He said galleries should not attempt to predict what is going to vend "My philosophy is to permit consumers tell you what's serviceable and what's not" he said. Smith's nearest step was to give consultants what they ne He inundates consultants with sales tools, training and the lowest prices possible to make sure they can make sales. Smith also includes many incentives, like as contests and free prints. He also carefully evaluates other gallery needinesss such as margins for operations, discount capabilities, speed-on-delivery and display tools. Smith helps galleries design exhibits and takes an active part in selling on the sales floor.

The in the greatest degree important aspect of this strategy is placing artwork in galleries at no risk. If the piece put up to sales the gallery pays for it and a replacement is shipped the following day. "I don't believe you should force a gallery to pervert with money [i]or[/i] gain Give it to them, lease them show it, and lease the consumer tell you if it is a upright product. If it's not righteous and it doesn't sell, I don't want it upon their wall, because I want something better there. A haphazard of publishers make the galleries purchase pieces, and if it doesn't exchange they're stuck with it. It's taking up wall space where you can have something that vends faster" Smith said.

Smith values the mutual input he has with artists. "I pay double what publishers pay because they gain an active role in the company," he said.

Michael Godard Fine Art vends giclees signed by the artist which retail from $450 to $995 Giclees are printed in multiple sizes with standardized pricing for each size. Originals range from $4000 to $10000 Godard's work is also licensed onward approval.

Smith insists upon offering the highest quality print for the lowest possible price. He said, "A famous, important artist isn't based on how expensive their work is; it's by way of how many people own it."

Smith continued, "The art world is in this way boring right now. It's wasted its celebrity aspect, so building that is a really important aspect of the business."

To propose people an "experience" Smith hired sum of two units little people to dress as a grape and an olive at the fresh Artexpo to attract attention to Godard's work. He has also had a Blackjack table at a point out to and gave away posters of Godard's gambling series. The company also launched the "Don't Drink and Draw" campaign to proffer people an understanding of Godard's work. "It's not about alcohol, it's about the pleasantry of art and the drollery of drinking with your friends or having a party," Smith said.

commonly several companies have consulted with Smith forward his business strategy. Smith would like to share his process of selling and promoting art with equal reason more of the industry can benefit. "I want everybody to know about this--all the publishers and galleries--how to do these little stairs to help the company move better. Because if they do, then we have better consequence out there, the galleries stay exhibit longer, and we get to hold showing our pieces."

betimes Smith is scheduled to launch X-Gen Publishing, a sister company that give an account ofs Generation X's method of doing business. The modern company will publish newly signed burst artists who create edgy, pleasantry work.

Smith said that although he earnestly believes in his program, it will definitely change with the times as the artists' work unrolls and as the market changes. He said, "I want us to be known for our professionalism in operation and our un-professionalism in structure"

FACTS & FIGURES

* David Smith acknowledgeed several S.C.U.B.A. diving companies in Hawaii and worked for Lassen International before he instituteed Michael Godard Fine Art.

* Ironically, despite his many depictions of alcohol, Michael Godard doesn't drink.

* For more information, visit www.michaelgodard.com.

KEVIN LO

ABN Editorial Intern

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