ALTERNATIVE SPACES
By Geneiveve Robertson • Photos by Steven C. Wagner

Artists and entrepreneurs are not typically seen as similar careers, yet both jobs require a little hustle and a lot of innovative vision to find the necessary revenue streams for success. It's a hard road to go down alone and finding support, encouragement, and resources can be vastly challenging. Needless to say, it is not a path for everyone.

For artists, the business side of their artistic pursuits−an understanding of pricing, presentation, promotion, and the ins and outs of approaching galleries–is barely touched upon in art school, if at all. Artists forgoing a formal education are even less prepared, unless they find a mentor or community that can offer experience-based advice. However, there is a growing trend of artists opening gallery spaces based on community encouragement and patronage. Some are more traditional, white-wall galleries, but others have brought working studios and clothing designers into the mix, creating an environment that fosters the growth of diverse individual artists. The following alternative spaces are reshaping the definition of galleries and art venues in San Francisco, making art more accessible to everyone.

Secession Art and Design Before opening Secession Art and Design in 2007, Eden Stein was a teacher who wanted to be a maker. She knew that she needed to create. She had always been a fan of mixing genres and styles, and through a little trial and error, she found a passion for jewelry making. Inspired by the vintage jewelry she uncovered in flea markets in Vienna, Eden began reworking these pieces to fit a modern woman's aesthetic. After spending some time selling her art at craft fairs and trunk shows, Eden began to dream of a space where she could create her jewelry as well as sell it: a studio and a storefront.

Opportunity knocked while Eden was at a trunk show in an architecture office in the Outer Mission; she learned from the owner that the space would soon be up for rent. Eden recognized the potential of this location, but it took almost a year of coaxing from supportive friends before she was ready to take on the challenge. Five years later she has created a thriving boutique and gallery that houses constantly updated collections from independent artists and designers. Eden curates the entire store–which includes clothing, jewelry, and featured painters, printmakers, and mixed media artists–to create complimentary and cohesive group shows. It's a rigorous schedule, with a new exhibit featuring two artists and seven to ten new designers every two months.

While Eden still creates her own artwork, her focus has transitioned to bolstering the success of Secession. "These days, curating Secession is my art." This will be the first time in five years that she has not shown her own artwork during SF Open Studios. "Building the show is my favorite part," says Eden, whose diligence and determination have established Secession as a beacon of artistic energy; opening receptions draw large crowds from the Mission and Bernal Heights neighborhoods that often spill out onto the sidewalk. Secession is not only a storefront and gallery, but a vibrant community. "I want to let [Secession artists] know they are a part of something bigger."

Arc Studios and Gallery Arc Studios and Gallery, run by partners Michael Yochum and artists Priscilla Otani, Stephen C. Wagner, and Matthew Frederick, is a more formal gallery space, but it also includes private and shared artist studios that offer the public a glimpse into the lives and workspaces of practicing artists during exhibition openings.

A thriving community and artist support network has quickly formed in the former New Langton Arts Building on Folsom Street in SOMA. Arc, established one and a half years ago, consists of ten artist studios, a main gallery, and a smaller project gallery that Arc studio artists can use for their own conceptual exhibitions and pop-up shows. Jack Fisher of Jack Fischer Gallery curated the group show Dollhouse, in which artists showcased their interpretation of dolls while examining the diverse imaginary worlds that are created around them. Ada Takahashi of Robert Koch Gallery curated the group show Foto: Pushing Boundaries, which asked artists to explore the limits of the medium through uncommon and extraordinary subjects and photographic processes. The opening receptions of both exhibitions drew hundreds of guests, making it clear that Arc as become a major player in San Francisco's local art scene.

 

Velcrow Studios While Zannah Noe was content creating artwork in her studio space at Hunters Point Shipyard, traveling there was often a chore for potential collectors. So Zannah began looking for a live/work space that was more accessible to her clients. Through a bit of right-place, right-time fortune, Zannah found a street-level studio with eight-foot windows in the Dogpatch neighborhood of San Francisco, and she had to take advantage of it. In order to keep her grasp on the location, she knew she had to think outside of the box and create more than just a personal studio space.

Zannah created Velcrow Studios: a steampunk Victorian-inspired salon that now hosts literary, gastro, and artistic events at least once a month. Zannah provides a venue for artists, writers, and culinary craftsman who are looking for a place to reveal their talents to the public. Rather than representing artists in the traditional gallery sense, Zannah works as an artist advocate providing exposure, guidance, and encouragement. "I provide a [gallery space] for artists who are only looking to date, not get married to their venue," says Zannah.

Eleanor Harwood Gallery After managing the Adobe Books backroom gallery for four years, Eleanor Harwood, a painter and curator, started thinking about opening her own gallery. Successfully curating Aqua Art Miami during the 2005 Art Basel fair showed Eleanor that she had the skills to do so, and in September 2006, the Eleanor Harwood Gallery became a reality. A traditional exhibition venue located off the beaten path in the outer Mission, the Eleanor Harwood Gallery seems distant from what many consider the central gallery district of San Francisco; it is, however, smack-dab in the middle of an area rich with working artists. Eleanor displays conceptual, meticulous work that is both fresh and engaging for its integrity and purpose. She eschews any strict arrangement between gallery and artist, instead allowing their relationship to remain flexible and adaptable. Some artists exhibit there regularly, while others may only show with her once before continuing on their artistic path. Like, Zannah Noe at Velcrow Studios, Eleanor does not believe in forcing any sort of mandatory gallery/artist alliance. Instead, she supports her artists in any way that she can, whether they are under her direct mentorship or not. "There is nothing more satisfying than an artist who doesn't need a day job," say Eleanor. Artist-run gallery spaces are born out of necessity and ingenuity; they are indicative of an ever-growing array of venues that provide both artists and collectors with alternative ways to experience art. These artists turned entrepreneurs provide a launch pad for artists and artworks that previously struggled to find an audience. They are creating a community that keeps the arts in San Francisco rich and alive.