This blog post explores the evolving landscape of hotel art, highlighting the importance of art advisory firms, the economic implications for artists and hotels, and the shift towards more intentional and locally sourced artwork in commercial spaces.
Art has always played a significant role in enhancing the ambiance of spaces, and hotels are no exception. Jessica Poundstone, a visual artist, shares her journey from a creative director in a software company to a sought-after artist in the hotel industry. This blog post delves into the economics of hotel art, the role of art advisory firms, and the changing perceptions of what constitutes hotel art.
Jessica Poundstone received a life-changing message from an art advisory firm via Instagram, expressing interest in her work for a hotel project. Initially unfamiliar with art advisory firms, she quickly learned about their business model and the potential opportunities they offered. Today, she collaborates with numerous art advisory firms to sell her artwork to various commercial spaces, including hotels.
When staying in a hotel, guests often encounter art in various forms, from murals in elevators to pieces in guest rooms. However, much of the art found in hotels has historically been generic and uninspiring. The typical hotel art might include clichéd photographs or bland abstract paintings, leading to a stigma that hotels are not places for meaningful art.
In recent years, hotels have recognized the need to elevate their art selections to attract guests. As Zachary Krett, host of the Freakonomics Radio Network, notes, hotels are now more inclined to invest in art that enhances the guest experience rather than settling for forgettable pieces. Melanie Ketring, director of Studio Design at Best Western Hotels, describes artwork as the "jewelry of the space," emphasizing its role in creating the desired mood and excitement.
Art advisory firms play a crucial role in sourcing and selecting artwork for hotels. These firms help hotels curate art that reflects local culture and enhances the overall design narrative. Gaby Wolf, founder of Indie Walls, explains that they assist various commercial properties, including hotels, in sourcing artwork that tells a story. The process often begins long before a hotel opens, with designers collaborating with art consultants to align the artwork with the hotel's vision.
Hotels can house hundreds or even thousands of individual art pieces, and selecting the right artwork involves significant financial considerations. For instance, Best Western typically spends around $500 per room on art, which can total between $15,000 to $50,000 per hotel. In contrast, high-end hotels may invest between $500,000 to a million dollars on artwork.
When selecting artwork, hotels often order in large volumes to maintain consistency across their properties. For example, if a hotel has 100 rooms, they might order 80 prints of a particular piece. This bulk ordering helps manage costs, but it also means that artists must navigate volume pricing and framing considerations.
For artists like Jessica Poundstone, working with art advisory firms is essential for navigating the commercial art landscape. Poundstone's work, characterized by geometric designs and vibrant colors, is well-suited for hotel environments as it avoids faces and text, making it universally appealing. She earns a significant portion of her income through art advisory firms, licensing, and direct sales.
Poundstone's revenue model includes approximately 30% from art advisory firms, 30% from licensing, and 30% from direct sales. Licensing deals can be lucrative, especially when scaled across multiple hotels. For instance, if an artist licenses a piece for $3 and it is used in 200 hotels, the potential earnings can reach $60,000 annually without additional effort.
Artists often face challenges when dealing directly with hotels, including the need for volume pricing and specific framing requirements. Additionally, security measures are crucial, as hotels must prevent theft of artwork. This is where art consultants become invaluable, managing the logistics and ensuring that the artwork is appropriately secured.
The landscape of hotel art is evolving, with a growing emphasis on intentionality and local sourcing. As hotels strive to create unique experiences for their guests, the role of art advisory firms and the economic implications for artists become increasingly significant. The collaboration between artists and hotels not only enhances the aesthetic appeal of these spaces but also fosters a deeper connection between the art, the environment, and the guests who experience it.
