How much should I sell this for?—a question nearly every artist has asked themselves. This question can be tricky, as not only is it difficult to quantify the value of art, but the art market is unique in that it doesn’t follow the same rules and logic of typical sales. NYFA is pleased to partner with the Office of the Arts, City of Alexandria to help tackle these questions.

This panel discussion will explore ways to approach valuing your work as an artist. Acknowledging there are a variety of ways to approach this and no one correct formula, the webinar will engage a variety of expert perspectives from art advisors to gallerists. Participants will walk away with methods they can apply to their art business or practice.

This session will cover:

• Different methods of pricing your work
• How to capture the value of your time and materials
• Understanding sales funnels, your market and ideal patrons
• When (and how) it’s appropriate to raise your prices
• Strategies for cultivating patrons and buyers

Event Breakdown
What: Valuing the Invaluable: Pricing Your Artwork
When: Tuesday, May 30, 12:00 PM - 1:30 PM EDT
Where: Online (via Zoom)
Audience: Visual and multidisciplinary artists
Cost: Free; pay what you wish
Register: Register here for the zoom link.
Recording details: This event will be recorded and available to registrants for 1 month following the workshop.
Questions: Email learning@nyfa.org

Meet the Panel

Heidi Elbers–Director of Exhibitions, New York Academy of Art (moderator)
Heidi Elbers (b. New Orleans, LA) earned her BA from Southeastern Louisiana University in 2008, and in 2010 she earned her MFA from the New York Academy of Art. Elbers has shown her work nationally at places such as Bernarducci Meisel Gallery, Flowers Gallery, NY, The Lodge Gallery, Island Weiss Gallery, Storefront Ten Eyck, and Southeastern Contemporary Art Gallery. She has been featured in publications including Gagosian Quarterly, The Huffington Post, T Magazine, Fine Art Connoisseur, ApartmentTherapy.com, Buzzfeed.com, The Brooklyn Rail, Artsy, and Hyperallergic. Elbers lives in Bushwick, and aside from her studio practice, she is the Director of Exhibitions at the New York Academy of Art. At the Academy, Elbers oversees all exhibitions and sales as well as producing the Academy's biggest fundraisers Take Home a Nude and Tribeca Ball.

Paul Efstathiou–Director of Contemporary Art, Hollis Taggart Gallery
Paul Efstathiou is the Director of Contemporary Art at Hollis Taggart Gallery in New York City. Efstathiou is a second-generation art dealer and curator with 20 plus years of experience. Efstathiou has developed a well-trained and prescient eye, making him a successful dealer and curator of contemporary art. Paul is on the board of directors at the MoCA Westport Museum in CT. He has worked closely with 60 plus emerging and contemporary artists to date. He currently resides in Southport, CT with his wife and two children.

Louky Keijsers Koning - Director, Barbara Hammer Estate and Principal, Keijsers Koning Appraisals
A Dutch native, Louky Keijsers Koning has been active in the New York’s contemporary art world since the early-2000s. She started out as an independent curator, continued to manage several contemporary art galleries before starting the multi-media art gallery LMAKgallery in 2005 of which she was the co-owner until 2019. Through the gallery, she was able to place artists’ works in various private and public collections such as the Guggenheim Museum, the Whitney Museum of American Art, the Contemporary Museum of Photography, The Philbrook Museum of Art, Rhode Island Museum of Art, the Minneapolis Institute of Art, El Museo del Barrio, and the Kadist Art Foundation to name a few. At the moment she is excited to direct her focus entirely on her appraisal business, where she provides divers appraisal services, while she will continue to advice her collectors about art acquisitions and sales.

Louky Keijsers Koning completed the Certificate of Appraisal Studies at NYU in 2014 and is a certified member of the Appraisers Association of America (AAA). She is Uniform Standards of Professional Appraisal Practice (USPAP), compliant through March 2022. She holds an M.A. in Art History and an M.A. in Art Management from the University of Amsterdam, the Netherlands. 

* Certified member of Appraisers Association of America
 

This event is presented in partnership with the Office of the Arts, City of Alexandria