arteaméricas 2011: An Interview with Leslie Pantín

arteaméricas Vice President Emilio Calleja and Leslie Pantín, President.

arteaméricas, the premier Latin American art fair in the United States, returns to the Miami Beach Convention Center from March 25-28. ARTDISTRICTS interviewed one of its creators, Leslie Pantín. Pantín is a well-known Miami businessman and collector, who nine years ago had the foresight to establish this fair, signifying a point of entry into the American market for hundreds of artists and galleries.

By Raisa Clavijo

Raisa Clavijo - Nine years ago you and Emilio Calleja were visionaries in establishing a fair in Miami that would serve as a catalyst for promoting Latin American art in the United States. Where did the concept of arteaméricas come from? What motivated you to create this fair in 2003?

Leslie Pantín - We were challenged by my client Merrill Lynch who wanted to create an event that touched on their Hispanic clients and prospects. Emilio Calleja and I had limited knowledge of the art world from the art portion of our other event, Cuba Nostalgia, but we imagined how steep the art learning curve was to be. Since then for Merrill Lynch their reach has tremendously grown to include all markets in South Florida plus U.S. Hispanics and Latin Americans. We thought that a fair of art from Latin America was the perfect event for Merrill Lynch, and it was.

R.C.- What opportunities does arteaméricas offer its participating galleries and artists?

L.P.- From the beginning, we considered the challenges that galleries and artists faced in order to participate in arteaméricas, especially from a business standpoint, so we got our sponsors to partner with us in helping the galleries and artists with their costs. American Airlines offers special rates to travel to Miami, and FedEx does the same for transportation of works of art. Additionally, because of the great sponsorship of Merrill Lynch, the cost of our gallery spaces is the lowest of any art fair in the U.S. But our biggest asset in Miami is the fantastic stage that showcases the tremendous creativity and diversity of the artists from Latin America, the Caribbean, and now Spain. We are approaching 2013, which will mark 500 years of Spanish presence in Florida.

R.C.- What sections are included in the fair this year? Do you plan to devote a specific area to young galleries and emerging artists?

L.P.- Our team works very hard all year to bring new concepts to arteaméricas. In 2011 we will have an area called New Art that will include young and emerging artists plus new ways to express art.

R.C.- In 2010 many art fairs disappeared and others notably reduced their number of galleries. Nevertheless, in the midst of this climate of economic crisis, arteaméricas increased its number of participating galleries. Could you share with our readers the change in strategy that led to these results?

L.P.- The last couple years have been as challenging to art fairs as they have for many other businesses. The worst economic climate in 70 years has taken its toll in the art world. Our team travelled to Brazil, Colombia, Argentina, Mexico, Chile, Puerto Rico, Dominican Republic, Spain and throughout the U.S. visiting art fairs, biennials, and art galleries to bring new artists to arteaméricas. Additionally we have worked closely with consulates and cultural ministries to help galleries.

R.C.- Approximately how many galleries are expected to participate in 2011? Which countries will be present at the fair?

L.P.- We have a goal of 50 galleries. We’d also like every country in the Americas to have at least one artist represented. A long-term goal is that every country has a gallery at arteaméricas.

R.C.- In recent editions of the fair, arteaméricas has been characterized as enriching the traditional fair model with the inclusion of curatorial projects. What curated exhibitions will we see this year?

L.P.- To keep arteaméricas fresh and intellectually interesting each fair, we have new projects in 2011. We are including the New Art section, plus a space titled “Centroamérica: Civismo y Violencia,” in which the violence in Central America is expressed through the eyes of the artists. This exhibition is curated by Clara Astiasarán and Janet Batet. We will also have an exhibition of new Cuban art, curated by Juan Delgado, and an exhibition focused on Latin American art, curated by Jorge Santis from the Fort Lauderdale Museum of Art.

We have ramped up our conversations and lectures, led by the respected Dr. Julia Herzberg, that will include the following art talks: “Contemporary Art Scene: Recent Projects Presented by Artists,” “Interconnections: Diverse Artistic Voices,” “Private Collectors and Public Collections,” and “Biennials: Directors and Curators Present their Work.” Last year there was standing room only in most of Dr. Herzberg’s talks, so in 2011 we will have them in the Salon arteaméricas, an area inside the fair with theatre-type seating, where the video art will also be shown. This art is to be enjoyed while comfortably seated as opposed to standing as in the usual video space. In the future we might even show short films on art.

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Overview arteaméricas 2010.

R.C.- Does arteaméricas have a program in place to guarantee the attendance of collectors, both private and institutional?

L.P- Each year arteaméricas embarks on the most comprehensive and aggressive marketing campaign of any fair I have seen. We work with our media partners in English, Spanish, and Portuguese to reach the target market of art collectors and enthusiasts. We organize special tours for supporters of South Florida’s museums. We work with consulates, and of course in 2011 we will use social media (Facebook, Twitter, etc.) to make sure we reach a younger audience.

R.C.- Almost ten years after its inception, how do you envision sales for this 2011 edition?

L.P- For 2011 we envision better sales for our galleries. The economy is improving. Each year the art of Latin America gets more exposure, a better quality reputation, and is consistently recommended as a great value and a way to start a collection. It is a primary goal of arteaméricas to ensure that our galleries have great sales.

R.C.- I imagine that as collectors you are curious about the work that both galleries and curated projects will present at this year’s fair. We are aware that each year you acquire works during the fair for your respective collections. Could you share some of your expectations with us? What pieces would you like to discover at the fair on this occasion?

L.P.- As I mentioned earlier my art learning curve has been a steep one–albeit very enjoyable and educational–but it shows that anyone who has an interest can easily get information on art from Latin America from the Internet, universities, museums, lectures and most important publications like ARTDISTRICTS. There is always a fear of the art world, but lately it has become much more accessible and understandable. Before arteaméricas I had interest in art, and since then I try to acquire a work of art at each edition of the fair. I started with more traditional oil paintings and have slowly grown into more modern art, including an electronic landscape in Apple monitor that will not repeat the same image in 400,000 years. When you walk in front of it, another image appears. It’s quite a conversation piece for visitors to my home, and thus fulfills one of the purposes of art!

All images courtesy of arteaméricas.