14 PPMAG.COMFOREGROUND
(^)
TOP OF MIND
IMAGES ©DOUGLAS HOFFMAN
LESSONS IN FINE ART SALES
SOMETIMES IT’S JUST MATH
u Douglas Hoffman knows fine art photog-
raphy sales. A longtime underwater image
maker with a love of photographing whales,
Maui-based Hoffman recently ended his
lease at a gallery and is in the process of
opening a new one, along with two partners,
closer to his residence. Here’s his advice on
selling fine art photography.
PRICE IT RIGHT. It’s not about ego. It’s about
mathematics. And the math of what you need
to charge for your work to keep your busi-
ness thriving differs from photographer to
photographer. For example, Hoffman goes
on yearly month-long whale photography
expeditions, which means chartering a boat
and purchasing expensive diving gear, cost-
ing thousands of dollars. Without those trips,
there are no whale photos. So he has to build
those costs into his pricing structure. “I nev-
er set out to be the most expensive,” he says.
“But my mindset was not to fail in business.”
LOCATION, LOCATION, LOCATION. Hoffman’s
prior gallery was situated next door to an ex-
pensive health store that sold pineapples for
$15. His current gallery will be part of a new
development in toney Wailea, Maui, across
the street from six five-star resorts that at-
tract wealthy tourists. “My niche has always
been the top 1 percent,” he says, so he’s po-
sitioned the sales of his artwork within easy
reach of those who can afford it.
SHOW BIG, SELL BIG. When Hoffman did por-