Serious collectors eagerly awaiting Princeton Antiques & Fine Arts Show
By: Christian Kirkpatrick
Up and down the Eastern Seaboard, people are writing on their calendars: Sept. 29-30, Princeton Fall Antiques & Fine Arts Show.
Dealers are deciding what to bring; collectors are considering what they’d like to buy, and supporters of the Historical Society of Princeton (HSP), which the show benefits, are planning to attend the lecture by former "Antiques Roadshow" host Chris Jussel plus the young collector’s party, the appraisal clinic and the preview gala on Sept. 28.
Only in its third year, the show is already becoming a much anticipated event. That this has happened so quickly is a tribute to a lot of hard work and creative thinking.
According to Susan Barr of Susan Barr Antiques, many things go into making a successful antiques show, but chief among them is a good promoter. Successful ones not only bring in customers, they bring in good vendors. Dealers like Ms. Barr put a lot of hard work into these shows; they want to know their efforts won’t be wasted.
Antique dealers think of a show as a way to meet new customers and keep in touch with old ones who live near the show but far from their shops. Since the rise of the Internet, however, established dealers don’t need shows to keep far-flung buyers abreast of what they have in stock. Customers can monitor their merchandise just by checking their online stores.
Also, as the price of gas and hotel rooms rise, dealers have a harder time making money at shows. A promoter who brings in the right mix of dealers and doesn’t charge them too much for their spaces, who makes sure their needs are met, and who advertises effectively, can make a show worth attending.
Good promoters bring in as many dealers as possible. They understand that big shows draw large crowds because attendees want to see lots of merchandise. Show-goers will also travel longer distances to see bigger shows.
Large crowds, in turn, attract more dealers, who of course bring more attendees.
Vendors of high-quality goods want to take part in shows known for upscale merchandise. No dealer in true antiques wants to be associated with flea market-type materials. Wise promoters also ensure that their shows include a mix of merchandise furniture, porcelain, silver, fine art because attendees usually want to see a little of everything.
Good promoters are careful to bring the right kind of goods for a given area. A show of Native American wares probably wouldn’t succeed in Princeton, nor would one devoted to Americana. Good promoters understand the tastes of the people likely to come to their events. For instance, last year’s show featured quality collections of 18th- and 19th-century French, English and American wares.
Fred Di Maio, co-owner of East Dennis Antiques, says he likes shows with a well-chosen site, one that is easy to get in to and out of. "Some have only one freight elevator," he says with an audible shudder. Porters are important for Ms. Barr, who needs help loading and unloading her merchandise when she’s on the road.
Promoters must consider what will appeal to buyers at different times of the year. June shows should be held outside, comments Mr. Di Maio, because no one wants to be inside then.
Starting last year, Frank Gaglio has promoted the HSP show. Mr. Gaglio, says Mr. Di Maio, "is the best promoter in the business." He’s been a dealer himself and knows about antiques. Believe it or not, some promoters don’t. They just buy other promoters’ businesses and run them into the ground.
As an indication of what Mr. Gaglio has brought to the show, consider this: 24 dealers participated in the first show, which he didn’t promote; 43 came to the second, which he did, and 56 will be at this year’s.
The owner of Barn Star Productions in Rhinebeck N.Y., Mr. Gaglio has promoted for 14 years. "An antiques show," he observes, "is no different from any other major theatrical event." It has a director (the promoter), a cast of characters (the dealers), an audience (the customers), a setting (the venue) and a theme (the organization benefited by the show).
Although selecting vendors must be the most important part of his job, arranging for advertising and setting up the show’s location seem to take the most time.
First Mr. Gaglio must develop a floor plan. All the dealers who are coming must be given the booth size they want to rent: 12×8, 16×8 or 20×8. At the Princeton Airport, he’ll be adding space by using a large tent. The airport hangar, he explains, can fit only 23 exhibitors, not enough to entice dealers from outside the New Jersey area to participate or to support a vigorous advertising campaign.
He will provide for aisles at the width specified by the Princeton Fire Department, ensure that the venue conforms to code, and write for permits. He will electrify the booths with generators he’ll provide and arrange for the construction of sturdy, plywood walls between booths. They will be strong enough to support shelves and paintings, and they will be papered in seamless, fire-retardant paper. He will see that carpets are laid out, and a tent pavilion put up.
Luckily, parking is plentiful at the airport, but in less well-situated venues, he would have to arrange for that, too. On the days that the dealers move in and out, he will ensure that porters, dollies and hand trucks are all on hand. And he will protect their goods with 24-hour security.
No matter how many dealers come to a show and how good their merchandise is, a show will flop if it isn’t well publicized. It is essential to run ads in the magazines and newspapers that antique collectors read. Ads and flyers that participating dealers put in their shops and that promoters pass out at their shows get the word out. They can tell potential buyers in Maryland and Massachusetts about a show in Princeton.
Mr. Gaglio says he would not have agreed to handle the Historical Society’s show if it hadn’t agreed to spend $10,000 a year on it. "You have to spend money to raise money," observes HSP Associate Development Director Barbara Webb. "We’ve learned that a comprehensive advertising and press plan is key to making the show successful." This includes signs, brochures, posters including those at two NJ Transit train stations and some paid advertising.
Fortunately, several national and regional magazines Antiques & Fine Art, New Jersey Life and BUCKS Magazine have become media sponsors of the show. "Because the Princeton Fall Antiques & Fine Arts Show is the kind of event they want to be associated with, they are each running a full-page ad for it in their fall issues. In return we are putting out copies of these magazines at the show for visitors to take home," explains Ms. Webb.
Just as critical as good advertising is a strong benefit committee and local support.
"This year’s event co-chairs are Kary Clancy, Lauren Fasolo and Keating Johnson," notes HSP Executive Director Erin Dougherty. "The steering committee co-chairs are Midge Fleming and Dorothy Plohn. The role that our co-chairs have played in creating community excitement and cultivating individual and corporate supporters is just so important."
Ms. Dougherty also appreciates the support of individuals and organizations in the community, their in-kind gifts and donations from firms like the show’s presenting sponsor, Baxter Construction. "This generous outpouring of goods and services, financial contributions, and time and assistance is allowing the Historical Society to develop what we feel will be the premiere show of its kind in New Jersey," she says.
Like Ms. Dougherty, Mr. Gaglio has great hopes for the HSP show. Because it is situated in an area of affluent and sophisticated people and benefits a beloved institution with a strong staff and helpful volunteers, Mr. Gaglio believes the Princeton show will eventually fill a void in the antiques market.
A first-rank show has never developed in New Jersey because local antiques buyers have been willing to travel to nearby Philadelphia and New York City to see great shows. He wants the Princeton Fall Antiques & Fine Arts Show to become an event that can stand beside these, giving the people of New Jersey their own, well-deserved alternative.
The Princeton Fall Antiques & Fine Arts Show will be up Saturday, Sept. 29, from 10 a.m. to 7 p.m., and Sunday, Sept. 30, from 11 a.m. to 5 p.m., at Princeton Airport. The Opening Night Preview Gala will take place Friday, Sept. 28, from 7 to 10 p.m. For more information, and to check out special events, visit www.princetonhistory.org or call 609-921-6748.