Maria is the founding director of ArtPadSF, which launched in May 2011 at the Phoenix Hotel, San Francisco. She is on the Executive Committee of ArtTable, on the board of the Berkeley Art Center and is active in the community working with groups to provide opportunities for youth to explore their creativity.
FAD caught up with Maria a couple of days before the opening of ArtPadSF to ask her a few questions about herself and the fair. ArtPadSF Thursday 17th May – Sunday 20th May More Details: ArtpadSF.com
Hows it all going ? OH my god we are going crazy in these last days!
1 Who are you ?
I’m a culture fiend. I’ve always loved the art world; the works of art, the people who create it and the people who crave it. Back in NY many years ago I used to revel in the parade of cultural icons witnessed at events and on the streets. I was a kid in a candy store of interesting people.
I have shared laughs with Cy Twombly at openings, witnessed Julian Schnabel noshing his way around the city, and caught a glimpse of Cindy Sherman in character. There were scores of art parties I attended from fancy dress events on the Upper East Side to hanging out at loft parties in the Meat Packing district.
After partying endlessly I moved to LA, felt compelled to go West. I began to get really interested in theatre, married an artist and eventually started Salon Oblique, a private art salon. It was the perfect marriage of art and theatre. I quickly had huge following. The events became SRO, it was great fun, but at the time the LA art scene didn’t seem to hang together. It was all too easy to feel isolated and alone after the people packed salons.
My husband and I have long had a love for SF and the Bay. Our daily conversations increasingly became SF-focused. We realized that the Bay Area art world was about to explode. Even during the recession the seeds of growth were there whereas in LA the recession knocked everyone flat onto their yoga mats. So we made the bold decision to move North.
And what is ArtPadSF ?
It’s a fair set in a hip rocker hotel in the Tenderloin District in SF. ArtPad is different from a market. A fair is a place for commerce and social interaction, which I believe is essential for art to find its way. I experienced that years ago in Manhattan, which like SF is a small area dense with culture and capital but is also a fun place to be.
I’ve decided to put enjoyment in the middle of the business of art. People know that when they come to our fair, they are going to have a good time, meet some interesting people, have a great social experience, all while seeing high quality art from top and emerging dealers. This is anything but the cubicle experience of some art conventions.
2 What’s special about the bay area art scene ?
The greatest concentration of new capital on the planet. Concentrated urban geography and chaotic mixing of cultures = explosive art scene. Historically when that happens there is always an art explosion: Venice in 1500, Amsterdam in 1600, Paris in 1900, New York in the 60’s thru 90’s and now here. Art is the best means of negotiating these intensities. The art market is our culture’s supreme system of valuation. After the heavy changes post crash, art is setting auction records and reaching into my son’s kindergarten class. Art is doing the heavy lifting of reorienting the value system away from the failed literalisms of Madoff and real estate towards the imaginative. That’s what SF bay area is always about: reimagining. It happened in the 60s and it’s happening now. The big difference this time around is there is intense connectivity and the massive presence of capital. It’s a rare combo historically. When it happens the art world always goes kaboom. That’s happening right here and right now.
3 Do you show Galleries or Artists or a bit of both ?
This is a gallery-focused fair, but I love to include a few worthy arts non profits and at least two artist-driven spaces. I think there’s room for ideas in process at a fair.
4 This year is your second year , you seems to be growing becoming more serious/professional is that right ?
Yes, I suppose you could say we have distinct branding, have an artist aesthetic, a committement to quality and to having a good time in equal measure.
5 Any particular artists you are looking forward to seeing ?
I have many favorites who will be showing at ArtPadSF this edition but what I’m most excited about are the discoveries. The artists I’ve never heard of before. The moment of discovery is always so special.
6 Is there a specific kind of art ARTPadSF attracts ?
It is too easy to say it attracts work that is cutting edge. We’re all so tired of that word. I prefer to say that ArtPadSF attracts work that forces and encourages your sincere glance. This means you can’t do the gallery walk-by. You know how people pop into a gallery and just sort of glide from piece to piece like you’re roller blading. Stopping just enough to maybe get the name of the piece or the artist. The fact that ArtPadSF takes place in a hotel means you will be held captive and will be teased, seduced and provoked by the art. I would say ArtPadSF is not the place for figurative or decorative work. The work shown is smart and cheeky, well thought out and brilliantly executed.
7 Are there plans for more ArtPADs ?
We are open and we are thinking. I’m thinking ArtPADLondon.
8 Can you tell us a bit about the rest of the ArtPADSF team.
The producer of ArtPADSF is Chip Conley. He launched a very successful boutique hotel chain called Joie de Vivre, he’s the author of several books on entrepreneurship and he travels the world giving talks about his ideas about business and life.
9 Do you have a good relationship with Silicon Valley ?
Absolutely, many of Chip Conley’s friends are from that Stanford orbit and I have some choice friends and associates from that realm that are ensconced in the tech world. This year ArtPADSF has a lot of programming geared for this key group of people who are on the periphery of the art word looking for ways to engage with it. Most of my tech pals have shied away from the art world. They all cite that they’re uncomfortable at most art events. Many of them attended ArtPADSF last year and bought their first piece of art. The festive environment allowed these new collectors to feel welcome, relaxed and comfortable.
10 Is Digital or Technology Art something you see much off at ArtPADSF ?
Interestingly enough we have quite a bit of video art as it’s one of my loves. ArtPADSF’s overall emphasis is more on painting and sculpture and not so much on digital art. This year however we will unveil a major piece of Tech Art. Certainly we exhibit all art mediums.
11 Did you sell much art Last year ?
Yes, there were some individual sales in the 5 figures and many galleries are repeat clients this year.
12 What other features do you have this year ?
We have a Curator for Pool Performances. Since the Phoenix hotel has the good fortune of having an iconic pool I felt compelled to have a curator just for pool performance. Lots of wonderful performances will take place in and alongside of the pool. We also have a video program and a few dance performances in the courtyard with notable local choreographers.
13 If you could ask yourself one question about ArtPadSF what would it be ? and and what would be the answer ?
I would ask “what is the difference between a fair and a market?
A fair is carnivalesque, a ritual related to the cycle of seasons while a market is prosaic, everyday. Artpad is about excess, celebration, theatrical mingling of people and art. I see art theatrically. Art markets are Apollonian, Art Fairs are Dionysian. I come from theater so I’m only interested in the roiling fecundity of Dionysus. Artpad has that feel. Art is the product but the subject is the intense variety in the human soul. People see that best at a festival. I shaped Artpadsf with that in mind.
ArtPADSF Thursday 17th May – Sunday 20th May ArtPADSF.com
