The High Desert Art Fair presents an unconventional art fair model in Pioneertown, California, aiming to reduce costs for galleries and attract new audiences. With rooms priced at $3,500, the fair allows established and mid-career galleries to showcase their work without the financial burden typical of major art fairs. Co-founder Nicholas Fahey emphasizes the importance of providing a distinctive setting and fostering creativity among participants, appealing to the wanderlust of attendees seeking alternatives to traditional art fair locations.
""We started this because gallerists were in such a strange space in terms of how much (fairs) cost and how much you have to sell just to break even," Fahey says. "It allows established and mid-career galleries to show things they want to develop and get excited about to an audience. And it allows new galleries to take a chance and take risks.""
""How many times are you gonna go to London, Paris, New York or Hong Kong?" Fahey says. "I hear from collectors all the time-there's a desire for something different, something that feels more authentic and less commercial.""
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