Art Week advice: Mingle – and answer your phone

There is truly nothing like Art Basel, the world’s premier contemporary art event, held each year right here in Miami. Distinct in scope, theme, and audience from Miami’s other major events (such as Super Bowls or food and wine festivals), Art Basel is a cultural sensation that regularly draws tens of thousands of the world’s art elite to our shores. Artists, collectors, curators, and celebrities from around the globe all regard Art Basel as a must-attend phenomenon and is the perfect opportunity to enjoy fine art, diverse culture and of course…beautiful weather!

It is commonly known that Art Basel’s art aficionados are interested in both refined and sophisticated art as well as luxury residential real estate. Very early on (Art Basel Miami opened in 2002), I realized the unique opportunities this event presented. I took the opportunity to convince my client, developer of the Residences at The Bath Club, to place the project in the event’s “non-art exhibitor VIP lounge”. At the time, this booth cost a modest $25,000 — a much costlier endeavor 17 years later. I’m happy to see more of Miami’s leading projects and brokerages follow suit in the years since.

I’ve learned invaluable lessons about maximizing the small window of time presented by Art Basel, which I’m happy to share with my fellow real estate colleagues.

Think ahead: In the months and weeks leading up to Art Basel, my team and I plan and implement a heavy marketing strategy, where we produce digital and print media for prominent publications, giving our sellers top exposure of the properties they have listed with us. We focus on social media, print advertisements, and other forms of media to make sure we are pushing our listings during the most important time of the year and the launch of our high season.

Market artistically: We design multiple beautiful ad spreads where we showcase a variety of luxury homes in Miami and the Beaches. The graphic design is extra-artistic and cutting edge in nature, and the copy will include language such as “perfect for art collectors, architecture lovers, and jetsetters.” We also highlight listings that are especially perfect for the ultra-refined art community that is visiting our beautiful city.

Have a plan (but be flexible!): This five-day event spans the city and crowds the calendar with parties, fairs and receptions. Since there is a lot going on during the week and weekend, I suggest picking one or two “must attends” per day, with flexibility to improvise. I always put real estate first and know that my schedule is “ad hoc” – it may change at any given minute! If showings arise, I prioritize those before anything else.

Three years ago, I was on my way to Art Miami (another of the week’s high-profile fairs), when I received a call from a Belgian couple in town for four days, specifically for Art Basel. They had limited knowledge of the Miami market and were eagerly looking to buy but could not get in touch with any of the agents they had tried because no one was responding. So, even though it meant missing Art Miami, I met them at the property, showed the couple property three times that week and two the next, and completed a $13,200,000 sale. It was a record on the Venetian Islands that year.

Put yourself “out there”: During Art Basel, it is important to put yourself out there and surround yourself with the right people. It’s a great opportunity to network and brand yourself. Even if you are unfamiliar or new to the art scene, you’ll find that most people are quite friendly and happy to educate you about a given artist or collection. (In fact, one could parlay their “newness” as a strategy to meet new prospective clients.)

Don’t mess with the art: I do not recommend putting on a real estate event during Art Basel that competes directly with the art, unless it is coupled with a significant artist or gallery. Try to schedule your party or special event prior to the start of Art Basel, which will yield a better outcome.

We are happy that Miami is hosting an internationally renowned and cultured event that truly captures the essence of the city. As one of the most exhilarating weeks in Miami, my team and I are ready to take on this year’s Art Basel like never before!

This story was originally published December 3, 2019 at 5:06 PM with the headline "Art Week advice: Mingle – and answer your phone."