Fine art art gallery Canyon Road Contemporary finds success partnering with Social Media Pathways.
— Santa Fe, NM — Canyon Road Contemporary Art has been at the foot of Santa Fe's most famous road for the past 30 years, but don't think its long history keeps it from looking forward. When owners Nancy and Alex Leeson bought the place, they tore up the lawn and built a zen-inspired sculpture garden that features cutting edge artwork. This month they're doing a similar number on their marketing strategy, partnering with art gallery marketing firm Social Media Pathways (http://www.socialmedia4galleries.com) to plant Canyon Road Contemporary's (http://www.canyoncontemporary.com) art on a digital platform.
“It's much more than a venue for art display. It's an expression of art from an independent gallery,” says Nancy, who found success as the head of a number of creative departments for Fortune 100 companies in international art capital New York City before moving to Santa Fe and transitioning into the gallery business. Now she's using her marketing expertise to build Canyon Road Contemporary's identity into a strong brand.
The gallery's tenacious, forward-looking ethos inspired the new sculpture garden and a series of shake-ups to the gallery's stable of artists. A Japanese calligraphy-inspired sculpture by Casey Horn now towers in the garden, Pat Hobaugh's cheeky Pop art tableaus line a nook inside, and you can spy Recycle Santa Fe Art Festival winner Robert Bracketti's decadent found object fetish wear through the front windows.
“It's the best possible time to think independently,” says Leeson. “The recession is here, the economy is down. It's time to create a voice.” The business owner delights in visitors' surprised reactions to her offerings, which look like nothing else on Canyon Road. Now she's trumpeting her gallery's contemporary identity using a modern mouthpiece: social media.
Leeson formed her new marketing strategy with the help of Social Media Pathways (SMP), a firm founded with the goal of helping galleries build a strong presence through social media marketing. SMP is running a marketing campaign for Canyon Road Contemporary that utilizes Facebook, Twitter, Pinterest and blogging to build a targeted fan base.
It can be tough to stay afloat in the fast-paced world of contemporary art, so it's no surprise that galleries are choosing a medium that's equally as mercurial to put out their message. Social Media Pathways is one of the few social media marketing firms that specialize in social media for galleries, and counts not only numerous Santa Fe galleries among its clients, but national galleries as well. It's a sign that the art destination is transforming as the economy gets back on its feet.
"Galleries are well-suited for social media." says Social Media Pathways co-owner Kalyn Bastion-Gerber, "Art can enrich our lives and social media is a great avenue for showing art and telling the stories behind a gallery, a work of art or an artist. We specialize in helping galleries connect with an online community of art connoisseurs who will appreciate the art and potentially become clients."
Release ID: 3251