So Now What? This Summer’s Collectors and Tourists Didn’t Show

“Action is the Foundational Key to All Success.”  Arthur Ashe.  Image by Ivan Barnett.

“Denial is the most predictable of all human responses.” — The Matrix

A Season of Quiet Doors

This summer was supposed to tell a different story. Galleries in Santa Fe anticipated returning foot traffic, energized collectors, and renewed momentum. Instead, many of us faced empty spaces and softer sales. It’s a difficult conversation—one many have avoided—but now we must ask: so now what?

Global Context: A Soft Market

To understand what we’re facing, we must look beyond our walls:

• In 2024, the global art market dropped 12%, falling to $57.5 billion from the previous year.
• Public auction sales plunged a staggering 25% in value, even as the number of transactions rose 3%, signaling increased activity at lower price points—yet overall demand remains fragile.
• The U.S. remains the largest art market, accounting for 43% of global sales at $24.8 billion, though this represents a 9% decline from 2023.
• The UK has overtaken China as the second-largest market (18% share) with $10.4 billion in sales, down 5%.
• China’s art market fell 31%, hitting its lowest level since 2009.
• France held stable at 7% of global art sales.

These trends underscore a shifting landscape: collectors are still transacting, but they’re more selective, more cautious, and more value-driven than ever before.

Ego, Denial, and the Real Cost

This summer’s silence—from tourists and buyers—hits especially hard when we’ve built dreams around constant flow. Yet too many artists and gallerists mask anxiety with ego: “Our collectors are loyal.” “Our vision is timeless.” But when reality doesn’t meet expectation, that denial isn’t spirit—it’s fantasy.

We must wake up. This is no longer just “a slow season.”

“I Never Dreamt of Success. I Worked for It.” Estee Lauder.  Image by Ivan Barnett.

The Benefit of Honest Clarity

There’s risk in realism—but also liberation. Acknowledging a downturn allows us to:

• Reassess programming and artists whose work still resonates.
• Let go of under performing exhibitions and double down.
• Identify where your marketing and storytelling need renewal.

Because the more meaningful clarity you have, the more strategic—and hopeful—your next move can be.

Santa Fe’s Unique Place—and the Risk of Complacency

Here in Santa Fe, we’ve long lived with seasonality. Summer may bring more tourists; early year months are quieter. Yet, as the numbers show, the art world is changing faster than geography or tradition can adapt.

If we rely solely on foot traffic or tourist patterns, we’ll be caught flatfooted. What’s needed now is intentional reinvention—not tradition dressed as hope.

“It Is Easier to Resist at the Beginning Than at the End.”  Leonardo  Da Vinci.  Image by Ivan Barnett.

A Call to Action for Artists and Galleries

Let’s answer the “so now what” with action:

1. Audit your numbers with courage—revenue, cost structure, break-even points.
2. Engage your audience where they are—online platforms, digital exhibitions, community collaborations.
3. Diversify your approach—popup shows, curated platform partnerships, commissioned works, or public art proposals.
4. Let go of pride. Ask for help, collaborate, learn—because every shift begins with humility.

The art world rewards adaptation—not reluctance.

The Role of Serious Play

At Serious Play, I have built my practice around helping artists and galleries see their truth—and act on it. Whether you’re a mid-career painter, a gallery director, or a creative professional ready to pivot, I help you:

• Clarify your financial and creative strengths.
• Identify blind spots in your approach.
• Build customized, actionable growth strategies.
• Move from surviving to creating again—with purpose and sustainability.

“To see what is in front of one’s nose needs a constant struggle.”
— George Orwell

In this era of uncertainty, clarity is our greatest ally. The galleries and artists who meet reality with resolve will not just endure—they will craft a future worth making.

© 2025