Planning and executing your first solo show is an exciting and significant step in your artistic career. A successful exhibition requires careful planning, a cohesive body of work, and proactive promotion.
Here is a step-by-step guide to preparing and promoting your first solo show:
Part 1: Preparation & Planning
Phase 1: Concept and Timeline (6-12+ Months Out)
1. Define Your Concept/Theme: Your first solo show should present a cohesive body of work. Choose a central theme, concept, or series that ties all the pieces together and resonates with your artist statement.
2. Establish Your Timeline & Budget:
Timeline: Plan at least 6 months, and ideally 9-12 months, in advance. Create a master checklist with deadlines for artwork completion, framing, venue booking, promotion, etc.
Budget: Detail all expected costs, including: venue rental, framing/printing, insurance, transportation, lighting, opening reception refreshments, printing for promotional materials (cards, labels), and a contingency fund.
3. Secure a Venue: Research spaces that fit your concept and budget. Options include:
Commercial or non-profit galleries.
Alternative spaces: coffee shops, libraries, co-working spaces, pop-up venues.
Confirm the dates, terms (commission/rental fee), and installation restrictions (e.g., hanging methods, lighting).
4. Create/Finalize Your Artwork: Based on the venue’s size and your theme, determine the number and scale of works needed. Aim to complete all pieces well before the installation date.
Phase 2: Production and Logistics (3-6 Months Out)
5. Photography and Documentation: Hire a professional (or set up a professional-quality shoot) to photograph all your artwork. You’ll need high-resolution images for promotion, press, your website, and price lists.
6. Framing and Presentation: Decide on a consistent and professional presentation style (framing, mounting, plinths). Factor in the production time for these elements.
7. Write Your Materials:
Artist Statement: A concise, compelling text about your overall practice.
Exhibition Statement: A short text specific to the show’s theme.
Press Release Draft: An official announcement for media outlets, including the who, what, where, and when.
8. Price Your Work: Research comparable works by artists at a similar career stage. Ensure prices cover your material costs, time, and the gallery’s commission (if applicable). Create a final Price List and Inventory document.
Phase 3: Final Countdown (1 Month Out)
9. Curate the Layout: Get the venue’s floor plan and mock-up the display. Plan the flow and placement of each piece to create a cohesive experience.
10. Prepare Labels and Text: Print professional-looking wall labels (title, medium, size, year, price) and your exhibition statement.
11. Logistics Finalized: Confirm transportation, installation equipment, and any necessary insurance coverage with the venue. Recruit volunteers to help with the installation and opening night.
Part 2: Promotion & Publicity
A good promotion plan starts early and builds anticipation.
6-8 Weeks Out: Build Awareness
Create Digital Assets: Design a cohesive visual identity for the show (e.g., a signature image, flyer graphic).
Update Your Website/Portfolio: Add a dedicated page for the exhibition with the key information, a preview image, and the press release.
Send a “Save-the-Date” Email: Send a short, visually appealing email to your entire mailing list.
4 Weeks Out: Official Invitation & Media Outreach
Send the Official Invitation: Email the formal opening reception invitation to your segmented mailing list (including collectors, friends, family, and art professionals).
Media Outreach (Press Release): Send your finalized press release to local arts writers, newspapers, magazines, and bloggers. Follow up with a personal email a few days later.
Social Media Campaign: Start posting regularly. Share behind-the-scenes studio shots, installation progress, and countdown posts. Create a Facebook/Instagram event page.
2 Weeks Out: Final Push & Details
Posters and Flyers: Hang physical posters in local high-traffic areas, cafes, and community boards.
Personal Invitations: Reach out to specific VIPS, curators, and collectors with a personal email or printed invitation you’d really like to attend.
Recruit & Brief Volunteers: Confirm staff for the opening night (e.g., greeting guests, managing a sales table, taking photos).
The Week of the Opening
Installation: Focus on professional and safe installation, good lighting, and placement of your labels and statement.
“See You Soon” Email: Send a final reminder email 1-2 days before the opening, including directions and parking info.
Social Media Blitz: Final photos, short video clips, and an excited post the day of the opening.
During the Exhibition
Opening Night: Be present, mingle, and engage visitors. Be ready to talk about your work and process. Have a guest book/sign-up sheet for new contacts.
Sales Preparedness: Have your inventory list and payment options (e.g., Square, Venmo, credit card reader) ready.
Artist Talk/Event: Plan one or two events (e.g., an artist talk, closing reception) to drive additional foot traffic during the run of the show.
After the Exhibition
Follow-up: Send personal “thank you” notes to buyers, media, and key supporters.
Update Mailing List: Add new contacts from the guest book.
Post-Show Email: Send an email to your list with installed photos of the show, a final thanks, and information on any remaining available work.Update Your CV/Website: Immediately add the solo show to your official resume and Art Cradling website.
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