The Coronavirus emergency shut thousands of so-called “non-essential” brick and mortar firms, and they’ll remain closed until the social distancing and quarantine guidelines loosen. Facing an uncertain future and without clear messaging on when they might be allowed to operate again, many small businesses have to be creative to survive until the world opens for business.
As a case study, how does an already delicate business like a small metropolitan art gallery stay afloat during the COVID-19 quarantine? Less than two years old, the 5 Points Art Gallery and Studios in Milwaukee is owned and curated by artist Fatima Laster. Before museums and galleries across the country folded their tents in March, 5 Points was a successful and essential center for culture in a city desperately in need of precisely that kind of development.
The new 5 Points Gallery in Milwaukee uses social media to stay engaged with local and national ... [+]
During a lockdown interview, Laster shared that the viral emergency hit at particularly sensitive time for 5 Points as it was still in a start-up phase with significant expenses in equipment, infrastructure and marketing. The crisis cut off the traction, momentum and visibility the gallery gained to grow from its infant stage.
Laster admits that she was never a huge fan of social media, but currents events made it essential to engage the public through those channels.
“I was intentionally slow to respond to the current COVID-19 issue as the public has been inundated with panic-stricken messages and posts,” Laster says. “Any immediate news from 5 Points would have been lost in the shuffle. After taking the time to work and control what’s going on with my business, I decided the time was right to let people know that the gallery is still operating.”
The gallery owner adjusted her operations to solider on as an agent and advocate for the artists in her space. Using her Facebook and Instagram feeds, she reports ways supporters and collectors can help the artists.
“I let everyone know that I’m personally still alive, safe and well. I created a short video and posted it on our social media accounts with a letter to the people on the gallery’s distribution list.”
The video message geared to the public serves the artists 5 Points represents nationally and internationally. Laster was already in communication with most of those artists via text, WhatsApp and direct messages. Still, she soon learned how social media forums could hold her artistic clan together.
“My ability to communicate with and maintain my national and international relationships is what I value most about social media,” she explains. “Many of the artists I interface with have become friends and almost like family, so the care and support for each other via social media now is strong.”
Laster also turns to social media now to track how her artists are getting on and to see what they’re producing during this shutdown. That effort of staying in touch led Laster to roll out the 5 Points Art Gallery’s Virtual Artist Chats. Using GoToMeeting and Zoom, she found the social events to be an easy way for the artists, collectors and other supporters to check-in, stay visible, stay connected and have a relaxed virtual verbal exchange.
“It’s a way to spread love and share resources from the safety and comforts of home. I also want the public to know and appreciate that human beings are behind the work and how the current environment significantly affects the artists as well. Many artists, including myself, have had many contracts cancelled due to the pandemic. But, we’re all trying to figure to reroute and find alternative sources of income.”
The 5 Points Gallery in Milwaukee survives via social media engagement until it can reopen for new ... [+]
While a busier social media presence brought in some small donations to the gallery and allowed buyers to purchase smaller works of art, Laster believes her social media efforts made it clear how much her community values 5 Points.
“I’ve been receiving quite a few unsolicited messages about how much people value the impact 5 Points has,” Laster shares. “People expressed desires to keep the gallery and studios around. When we had the first of our eight Virtual Artist Chats, the reception was strong and feedback was positive.”
Most importantly for the champion of 5 Points, the exchange between the artists and the public was sincere, informative and heartfelt.
“You really get the sense that we’re going to get through this together.”
