Ready Or Not Nevada County Business News July/August 2002: July 1, 2002 Is western Nevada County ready for a contemporary art gallery that features the work of artists from cultural centers like New York, Santa Fe, Chicago and Los Angeles? Julie Baker is betting her skills and experience it is and has been conducting an aggressive marketing campaign to acquaint the community, as well as the art world with her gallery. Julie baker Fine Art was launched in November of 2001 with an auspicious opening attended by 400 plus who viewed the inaugural show, Bakers Dozen, the work of 13 artists – five from Nevada County. Although she had wanted to open a gallery since her college days, Baker went through some reality checks. One important question was, :Is this a good business for this area?” She looked at the demographics and decided they were in her favor. Also missing in the area was a higher end venue for contemporary arts, a niche Julie Baker Fine Art is filling. Typically, the work handled sells for several thousand dollars, with prices ranging from $200 to $7500. Although the emphasis is on abstract painting, works represented also include photographs, sculpture, and jewelry. One of the first steps in putting together the business was location. Given its contemporary nature, the usually sought after Victorian look was out, and there was no real need for “Main Street” exposure. A newly renovated building on North Auburn Street in Grass Valley fit the bill. Public perception aside, there is more to owning a gallery than hanging art on white walls. According to Baker, the real work and sales happen in the back room where clients can view an inventory of several hundred works consigned to the gallery. Much of what Baker does is put together buyers and sellers, be it collectors or first time art buyers, artists or those with art they wish to sell. She feels onsite services are critical to her success even if it means driving to a client’s home in Los Angeles with a van full of art. Although there is a desire to meet local needs, such a specialized business cannot depend solely on local sales. Baker has an extensive out-of-town mailing list, attends dealer art fairs that attract serious collectors and maintains a comprehensive Web site. One outreach venture brought a group of 20 Crocker Art Museum patrons to Grass Valley from Sacramento. Founders of the gallery bring experience to the venture. Julie Baker was president of Gerngross & Company, a major New York arts marketing firm serving museums and galleries. She also worked in the contemporary department at Christie’s. Her husband Richard Baker is an architectural designer and photographer, and Frances Gerngross was also involved in managing Gerngross & Co. which was founded by her husband. Open less than a year, Julie Baker Fine Art has exceeded expectations and through a successful marketing campaign is being noticed, and in the process is drawing attention to Grass Valley and Nevada County.