Gallerist New York has a long interview with art advisor Todd Levin about how to negotiate an art fair. Here he offers perhaps the most important caveat: Art fairs are not only about sales for the galleries. They’re an opportunity to learn and make contacts for future acquisitions:
Fairs aren’t primarily about buying art. That’s a misconception. Buying art is the aftereffect. A good advisor will set up meetings for a collector with a number of gallerists where they can meaningfully talk one-on-one; the real value of a fair is in building these personal relationships. It’s best not to think of fairs as a transactional modality, but rather as an educational opportunity.