Hayworth was engaged in 2021 by the Affordable Art Fair in New York City to oversee its public relations strategy. The Affordable Art Fair has a long history across the globe of acting as a critical entry point for curious art-goers and new collectors seeking access to the contemporary art market.
Hayworth’s primary objective is to drive attendance to the fair, especially among the target audience of first-time collectors or burgeoning buyers who appreciate the value of living with art that inspires them. Hayworth seeks to create a buzz around the fair and position it as the go-to destination for anyone looking to purchase their first art piece or acquire art for the purpose of decorating their home, imbuing art into their professional hospitality or interior design practice, or simply to support the work of living artists.
Fair programming includes highlights such as the Private View opening, Art After Dark, and Free Fridays. The fair also presents its ongoing Young Talent Exhibition, a special program which showcases emerging artistic talent from Brooklyn and the Greater New York Metro area. The fair’s Fellowship Program, which was piloted at the fall 2022 edition, also provides a new avenue for emergent art galleries in the Greater New York area to exhibit with the fair.
Hayworth has worked with Affordable Art Fair New York to reintroduce itself as a fair that promotes accessibility for both its collectors and its exhibitors. The fair provides a platform for galleries, artist-run projects, digital art platforms, among other gallery formats to exhibit, to market their stable of artists, and to cultivate meaningful relationships with collectors and arts enthusiasts in a way that fosters long-term relationships and encourages collecting. Further, through educational resources and tools — including partnerships with arts companies like Art Money — Affordable Art Fair New York commits itself to making art affordable and accessible to a broad collectorship. As the Affordable Art Fair continues to grow and distinguish itself within the New York arts ecosystem, it is with pleasure that we welcome new exhibitors and continue to grow the footprint of the fair.
In building buzz around the fair, Hayworth seeks to place thoughtful, quality media coverage for the art fair and secure high-profile placements in leading publications, art blogs, and online outlets.
We also negotiate key partnership agreements with leading tastemakers, and networking groups (i.e. Soho House and The Artist Advisory) to offer partners exclusive access to the fair's galleries, curators, and artists, often in the form of curated tours led by Hayworth founder Ellie Hayworth.
Further, Hayworth spearheads the fair’s ongoing Curatorial Excellence Program, identifying three jurors to participate in the fair’s biannual editions, an effort that underscores the fair’s encouragement of thought-provoking, sophisticated, and quality presentations.
Hayworth monitors media coverage of the event and tracks placements in leading publications and online outlets, sharing coverage highlights with fair exhibitors throughout the week. We also track social media mentions and influencer engagement to gauge the campaign's impact on media coverage.
By leveraging a mix of traditional and digital media tactics, we showcase the fair's unique selling points and generate buzz among art enthusiasts, collectors, and first-time buyers. Our goal is to make this event a cultural and social gathering, attracting a diverse audience of art lovers and culture-curious New Yorkers who seek to bring art into their daily lives.