Production Case Study
WELCOME HOME — NADA Miami 2024
As Gallery Operations Lead for VARIABLE TERMS, I produced the solo exhibition WELCOME HOME for our debut at the New Art Dealers Alliance show during Miami Art Week. The strategy I developed and executed resulted in the collection selling out to a top global art trust within the first hour of the VIP preview.
45
Minutes to Sellout
100%
Exhibition Acquired
12
Curated Dinner Guests
9,220 mi
Art Transport (14,839 km)
11
Vendors Managed
300%
Newsletter Growth
Strategy & Relationships
To cut through the noise of Miami Art Week, I developed a multi-pronged strategy. The campaign began pre-fair with a networking mixer I produced at Red Rooster for artists who have served in the armed forces, creating a powerful community touchpoint and generating early buzz. This momentum was carried into a targeted digital push and a high-touch VIP dinner, all designed to make our booth a must-see destination for serious collectors.
Results & Key Takeaways
Lead-to-Sale Conversion
100% of VIP preview RSVPs converted into acquisitions or patron relationships, underscoring the effectiveness of targeted pre-fair outreach.
Cross-Channel Impact
Generated a 60%+ open rate on targeted email campaigns and doubled engagement across the gallery’s social channels during the fair week.
Pipeline Value Growth
Built a post-fair sales pipeline worth 4× the exhibition’s total immediate revenue, ensuring ongoing ROI from the event.
Expanded Revenue Streams
Generated an additional 28% of total sales revenue from limited-edition prints and digital ownership offerings, creating new avenues for collector engagement.
Logistics & Production
- International Transport: Managed insured, climate-controlled routing NYC → Miami → Berlin, with a partial split via Los Angeles, maintaining chain of custody throughout a 9,220-mile journey.
- Full-Service Support: Coordinated multi-leg travel and lodging for the artist and director so they could stay focused on creative and client-facing priorities.
- On-Site Execution: Directed booth buildout, lighting plot, and art handlers; implemented open/close procedures, inventory control, and red-dot protocol.
- VIP Preview Dinner: Produced a 12-guest, invitation-only mixer to meet the artist and discuss process in an intimate setting, which directly accelerated acquisition.
- Stakeholder Liaison: Served as the central point of contact for NADA officials, gallery leadership, vendors, and the artist's team to keep decisions and timelines tight.
- Sales Operations: Ran the live price list, reserve policy, same-day invoicing, export compliance, COAs, and all post-sale routing to the collector's vault.
