SURVEY DRAFT SHORTFOR BMM

EXHIBITOR FEEDBACK
SUMMARY

100% WOULD LIKE TO EXHIBIT AT MASTERPIECE 2016
(OF THE 116 EXHIBITORS WHO ANSWERED)
Year % Exhibitors wanting to re exhibit the following year
(based on survey responses)
• 2015 94%
• 2014 94%
• 2013 90.5%
• 2012 85%
• 2011 90%
• 2010 95%
13% have requested to increase their stand size
Lampronti Gallery - Fantastic fair! We look forward to participating
next year!
H. Blairman & Sons Ltd - Thank you for arranging an excellent event, and
do invite us back next year!
Rupert Wace Ancient Art - The fair continues to go from strength to
strength with more and better quality visitors each year. It is clearly now
a fixture on the summer circuit. We also felt that coinciding with London
Art Week was extremely beneficial to both this year. There was a real art
buzz in town that week.
Adrian Sassoon - I fear a samey-ness but the formula is marvellous and
still after all these years fine people are coming for the first time so that
is great. Bravo for the great handling of the visitors.
Wallace Chan - Masterpiece is a young and dynamic and fast growing
fair. We invited many Chinese collectors and art lovers from the Chinese
communities in London. They all appreciated very much visiting the fair
and some came several time to visit all the stands. We are confident to
have more Chinese visitors next year. Well done and bravo to the whole
team!
Modernity - Exceptionally professional, beautiful, and perfect
management.
GRIMA - We are surprised that there are still so many Londoners who
have never heard of Masterpiece. Great fair. Thank you all very much.

SALES
PATRON & CURATOR EVENING
46% MADE SALES DURING THE PATRON & CURATOR EVENING
9% increase on 2015
(Based on 99 exhibitors who answered this question)
PREVIEW DAY
78% OF EXHIBITORS MADE SALES ON PREVIEW DAY
same as 2015
(Based on 99 exhibitors who answered this question)
THROUGHOUT THE FAIR
90% OF EXHIBITORS MADE SALES DURING MASTERPIECE 2016
a 5% decrease on 2015
(Based on 99 exhibitors who answered this question)
ANNUAL SALES
Average 0f 13% of exhibitors' sales per year made at Masterpiece 2016
Same as 2015

REPORTED SALES
742 sales reported via the survey, an average of 10.4 sales per exhibitor.
(820 in 2015 and an average of 10.5 sales per exhibitor)
Average of £369,151.51 in sales per exhibitor
Average of £244,357.50 in post fair sales per exhibitor
TOP QUANTITIES OF SALES
Adrian Sassoon - 70
Robert Young - 58
W.W. Warner Antiques - 54
SJ Phillips - 40
Stockspring - 40
Finch & Co - 30
Carter Marsh - 25
Katie Jones - 20
Koopman Rare Art - 20
NOTES ON SALES MADE
Adrian Sassoon - A great range of our contemporary works of art and
some specialised fine 18th century porcelains also.
Dickinson - Two of the smaller least expensive items on the stand. Both
sales under £100k mark.
Finch & Co - Some important sales made to new and existing clients.
Wallace Chan - To both existing and new clients.
Wartski - Wide range from small stick pins to larger pieces of jewellery,
some works by Faberge and miscellaneous objects.
Osborne Samuel - Across the board, to UK, USA, Hong Kong,
Switzerland. Old and new clients.
Michele Beiny - I sold across the board, both old and new porcelain and
glass although none of my Renaissance jewelry this year

VISITORS
82% of exhibitors rated the potential for Masterpiece visitors to buy as
good or very good. (84% in 2015)
68% of exhibitors rated the potential for Masterpiece visitors to buy post
fair as good or very good. (67% in 2015)
84% of exhibitors rated the potential for a long term relationship with
Masterpiece visitors as good or very good. (74% in 2015)
OTHER FAIRS
Exhibitors mentioned 49 other fairs they take part in
70 exhibitors answered this question
• 31 exhibitors including Dutko Gallery, Verdura, Philip Mould, Galery
Chenel, MacConnal Mason, Blairman & Sons and Robertaebasta said
MASTERPIECE is the most important fair for their business
• 25 exhibitors including Dickinson, Hemmerle, Stair Sainty, Somlo,
Alessandra di Castro and Stephen Ongpin said TEFAF is the most
important fair for their business
• 4 exhibitors (Aktis Gallery, Mayoral, Galerie Marcilhac and Galerie
Sismann) said the BIENNALE DES ANTIQUAIRES is the most important
fair for their business
• 2 exhibitors (Mazzoleni and Anne Autegarden) said THE SALON ART
+ DESIGN is the most important fair for their business
• 2 exhibitors (Robert Young and Elle Shushan) said the WINTER AN-
TIQUES SHOW is the most important fair for their business
• 1 exhibitor (Whitford Fine Art) said BRAFA is the most important fair
for their business
• 1 exhibitor (Lampronti Gallery) said FRIEZE MASTERS is the most
important fair for their business

MUSEUM CURATORS & DIRECTORS
EXHIBITORS SAW AT THE FAIR
OVER 200 MUSEUM CURATORS AND DIRECTORS ATTENDED IN 2016
Art Institute of Chicago
Ashmolean Museum
Atopos Foundation
(Director Stamos
Fafalios)
Bowes Museum
Charles Saumerez Smith
Cleveland Museum
Cooper Hewitt Museum
(Sarah Coffin)
Dallas Art Museum
Dallas Museum
Dr Mark Collins
Dr Susan Jenkins
Fitzwilliam Museum
Georgia O'Keefe
Museum
Getty Museum
Houston Museum of
National Science (Tom
Hardwick)
Japanese Museums
LACMA
Metropolitan Museum of
Art (Carlos Picon, Luke
Syson)
MFA Boston
MFA Houston (Dr Helga
Kessler Aurisch)
Minneapolis Institute of
Art
National Gallery of
Victoria (Matthew
Martin)
National Gallery of
Wales
National Portrait Gallery
(Lucy Wood)
Natural History Museum
New Orleans Museum of
Art
Ohio Museums
Pallant House
Rienzi Museum (Director
Christine Gervais,
Katherine Howe)
Rory O'Donnell
Sainsbury Centre
Sévres Factory
Shakespeare Trust
St Louis Art Museum
(David Conradsen)
Sydney University
Museums (Michael
Turner)
Tate
Temple Newsam (Rachel
Conroy )
The British Museum
(Marcel Maree, Hugo
Chapman, Stephen
Coppel)
The Bruce Museum
The Groeningemuseum
The Lord Cormack
The Royal Collection
Trust (Caroline de
Guitaut)
Timothy Clifford
Toronto Museum of Art
Victoria & Albert
Museum (Dr Mark Evan,
Tessa Murdoch)
Virginia Museum
Waddesdon Manor
Wallace Collection
Winterthur Museum of
Art (Tom Savage, Leslie
Grigsby)
Yale Center for British
Art (Director Amy

INTEREST FROM OR SALES TO
MUSEUMS DURING MASTERPIECE?
43% REPORTED MUSEUM INTEREST AT MASTERPIECE 2016
(49% in 2015)
Modernity - Hopefully to a London museum but nothing is finalised yet.
Thomas Gibson Fine Art - Interest from The Museum of Fine Arts
Houston
John Mitchell Fine Paintings - Interest from three different US museums
but no significant sales
Butchoff Antiques - No sales but we had some interest from St Louis Art
Museum on one piece
Robert Young - No sales this year, but we have some interest from a
British institution. Also, we have made successful sales to Museums from
Masterpiece in the past.
Aktis Gallery - We have work being sent on approval to MFA Boston, but
it is a client who is buying and donating.
Robert Zehil Gallery - We sold a piece that was part of our exhibition
catalogue to a museum. This museum had contacted us before
Masterpiece.
THE FOLLOWING EXHIBITORS ALSO REPORTED
INTEREST FROM MUSEUMS AT MASTERPIECE 2016:
Adrian Sassoon; Apter-Fredericks; Galerie Chenel; Charles Ede; Finch &
Co; Agnews; Patrick & Ondine Mestdagh; W.W. Warner Antiques; Lampronti
Gallery; Katie Jones; Stockspring Antiques; Michele Beiny; Rupert
Wace Ancient Art; Repetto Gallery; Peter Petrou; Burzio; Wartski; Senger
Bamberg Kunsthandel; Piano Nobile; Koopman Rare Art; Ronald Phillips;
Mallett; Paolo Antonacci; Elle Shushan; Anthony Outred Ltd

PRESS & MARKETING
86% OF EXHIBITORS WERE PLEASED WITH THE
PR CAMPAIGN (question answered by 92 exhibitors)
91% in 2015, 70% in 2014, 75% in 2013, 44% in 2012, 29% in 2011, 85% in 2010
79% followed Masterpiece on Instagram/Twitter/Facebook
Wallace Chan - We appreciate very much the team, so dynamic, efficient
and friendly. It's a true pleasure to work with you!
Adrian Sassoon - I think the PR needs a little more inspiration from the
exhibitors.
John Mitchell Fine Paintings - It seemed wider than last year's coverage
and we noticed more features in the bigger papers.
Long-Sharp Gallery - I was not "displeased" with the PR. I simply felt
that the editorial coverage was not as good as it had been in previous
years.
Philip Mould & Company - Wasn't enough contact with PR staff at the fair
regarding sales. Little or no coverage produced.
Rolleston - Very good social media coverage

DINING
54% OF EXHIBITORS ATE AT LE CAPRICE AT MASTERPIECE 2016
43% OF EXHIBITORS ATE AT SCOTT'S BAR AT MASTERPIECE 2016
47% OF EXHIBITORS ATE AT THE MOUNT STREET DELI
31% OF EXHIBITORS ATE AT THE IVY BAR AT MASTERPIECE 2016
18% OF EXHIBITORS USED THE PERRIER-JOUET CHAMPAGNE
TERRACE
59% OF EXHIBITORS ATE AT THE EXHIBITOR LOUNGE
46% OF EXHIBITORS SAID THAT THEY MISSED THE CHAMPAGNE
TROLLEY
Exhibitors commented on the high standard at the restaurants
(Anthony Outred, Warner Antiques, Adrian Sassoon, Patrick Bourne).
Negative comments focused on the poor selection and quality of food
in the Exhibitor Lounge (Tornabuoni. Thomas Gibson, Stair Sainty,
Apter-Fredericks, Peter Petrou, Rupert Wace, Wartski, Patrick Bourne).
Apter- Fredericks - Must improve exhibitors cafe.
Modernity - Very good with so many restaurants that are so varied.
Adrian Sassoon - Very good for exhibitors and brilliant for the visitors.
Rupert Wace Ancient Art - The food in the exhibitors' lounge was worse
than ever this year and totally ran out during set up. Also coffee etc etc
was expensive in there
Jonathan Cooper - The food was delicious at the Le Caprice and the
restaurant was very well run.
Patrick Bourne & Co - Wonderful dining experience at Le Caprice and
Scott's. The exhibitors cafe could do with improving.
Hemmerle - The Terrace was to often closed for private events
Wartski- There should be a wider choice of sandwiches in the exhibitors'
lounge and it was very difficult to find seating at the Mount Street Deli at
peak times

THE WEBSITE
96% of exhibitors uploaded works to their page on the Masterpiece
website, a 19% increase on the previous year.
59% of the exhibitors who answered this question directed
clients to the Masterpiece website, a 4% decrease on the
previous year.
COMMENTS ON THE WEBSITE
Berko Fine Paintings - We are very satisfied
Adrian Sassoon - Very good indeed - tells one clearly what one is trying
to find out
Butchoff Antiques - There seems be quite a long delay in the time from
uploading images to them showing on my dealer page
Charles Ede - Again, I find it dull. Too brown/beige. Not visually
stimulating. Also why doesn't it show images from this year rather than
last year? It's not kept up to date enough.
Jonathan Cooper - It is not easy to move artworks on ones own exhibitor
page.
Modernity - Over all very good - good looking and clear and easy to
navigate.
Robert Young - I think it could be more "alive" particularly in the
immediate lead up and during the run of the show.
Ronald Phillips - No new images or activity
The Silver Fund - Would be nice to have an occasional photo showing
the glamour and social aspect of the fair.

EVENTS
97% OF EXHIBITORS WERE AWARE OR PARTIALLY AWARE
OF EVENTS TAKING PLACE AT MASTERPIECE 2016
(93% in 2015)
35% INVITED CLIENTS TO EVENTS AND TALKS AT
MASTERPIECE 2016
(not asked in 2015)
41

THE MASTERPIECE MAGAZINE
56% OF EXHIBITORS DISTRIBUTED THE MAGAZINE TO
CLIENTS BEFORE THE FAIR
In 2015 68% distributed the magazine pre-fair
COMMENTS
Modernity, Anthony Outred, Tornabuoni, Senger Bamberg, Grima, Long-
Sharp Gallery and Wallace Chan all made positive comments about the
magazine.
Some exhibitors commented that they would prefer the fair to publish a
more traditional style catalogue (Finch & Co, Berko Fine Paintings, Wartski).
A few said that they found the magazine un-exciting (Michele Beiny,
Charles Ede, Adrian Sassoon). Peter Petrou, Paolo Antonacci, Patrick
Mestdagh and Rolleston said that they would like to see more space dedicated
to the exhibitors.
Wallace Chan - Very interesting; well done!
SECTION
SPONSORS & PARTNERS
Charles Ede - I find it visually uninteresting, which is bad as we are working
in a highly developed visual world. It's confused and looks and feels
old fashioned.
Paolo Antonacci - Too much space for advertiments and to little for
exhibitors

SPONSORS & PARTNERS
96% OF EXHIBITORS SAID THEY ARE AWARE OR
PARTIALLY AWARE OF THE FAIR'S SPONSORS & PARTNERS
(90% in 2015)
COMMENTS
Adrian Sassoon - I have never seen a sale made thanks to the RBC
private banking sponsor and their guests. I think that Coutts with its
British customers across the UK would make a much better partner/
sponsor - you bank with them and several of us dealers do also.
Finch & Co - This is a good idea Could it be expanded to include
European sponsors?
Grima - RBC who exhibited our multicoloured necklace as a 5th plinth
exhibit were incredibly enthusiastic and did a great job in promoting
the piece.
Modernity - I just wonder if it is good to have the Canadian bank as a
main sponsor. Do they have a significant business in London and do
they have many London clients that they can invite? Would it not be
better with a bank like Coutts bank, or any other prime bank?
PRESS
COVERAGE

SERVICES
STAND BUILDING
97% of the exhibitors who answered this question were either satisfied
or very satisfied with stand building at Masterpiece 2016.
(a 3% increase on 2015)
FLOORING
88% of the exhibitors who answered this question were either satisfied or
very satisfied with flooring at Masterpiece 2016.
(a 4% decrease on 2015)
ELECTRICS
99% of the exhibitors who answered this question were either
satisfied or very satisfied with stand electrics at Masterpiece
2016. (a 2% increase on 2015)
INTERNET
89% of the exhibitors who answered this question were either satisfied or
very satisfied with flooring at Masterpiece 2016.
(a 2% increase on 2015)

CLOAKROOM
89% of the exhibitors who answered this question were either satisfied or very
satisfied with cloakroom at Masterpiece 2016.
(a 2% increase on 2015)
BATHROOM FACILITIES
71% of the exhibitors who answered this question were either satisfied or very
satisfied with the bathroom facilities at Masterpiece 2016.
AIR CONDITIONING
81% of the exhibitors who answered this question were either satisfied or very satisfied
with the airconditioning at Masterpiece 2016.
PRESS
COVERAGE

PREFERRED WEEKDAY OPENING HOURS
56% said they would prefer the fair to close at 20.00 rather
than 21.00 on weekday evenings
PREFERRED WEEKEND OPENING HOURS
54% said they would prefer the fair to close at 19.00 rather
than 18.00 on weekend evenings
PRESS
OPENING HOURS
COVERAGE

VETTING
A number of exhibitors made positive comments about vetting, noting
that the process was good, rigorous, smoothly organised and serious.
Negative comments focused on individual cases (Peter Petrou, Jonathan
Cooper, Maison d'Art, Frank Partridge) and a few exhibitors expressed
their opinion that exhibitors should not be permitted on the
vetting committees (N&I Franklin, Finch & Co, Paolo Antonacci)
Agnew's - Rigorous, which is good and appropriate.
Finch & co - There are issues with exhibitors also acting as vetters
N&I Franklin - We maintain that exhibitors should not vet as there could
be a conflict of interest. Although we feel the vetting is efficent.
Paolo Antonacci - I personally do not agree that other exhibiting dealer
should that part of the vetting team
Hemmerle - We do feel that our pieces should not be vetted as they are
our own creations - That why haute joaillerie is exempted from vetting at
TEFAF
John Mitchell Fine Paintings - As a vetter in my speciality, I would like
the non-exhibitors to perhaps manage their expectations about what is
actually available in today's market rather than the 'golden years' of the
1990s. Supply of quality and market fresh pieces worthy of Masterpiece is
increasingly scarce and a more positive attitude - and in general to what
the exhibition is striving to achieve- from the 'old hands' would be welcome.
Robertaebasta - Everyone very professional.
Koopman Rare Art - It was far more satisfactory this year. There were
no real issues. The ability to discuss with the dealer before a decision is
PRESS
made works well
OPENING HOURS
COVERAGE

ADDITIONAL COMMENTS
RECURRING THEMES EXHIBITORS COMMENTED ON ARE OUTLINED BELOW
PATRON PROGRAMME/EVENING
Some exhibitors expressed dissatisfaction with the format of the Patron & Curator Evening (Agnews, Galerie Chenel, John Mitchell Fine Paintings, Patrick
Bourne, Paolo Antonacci)
Agnew's - The Patron's evening was lacking atmosphere and poorly attended. It should be rolled into the VIP preview the following day.
Galerie Chenel - We really think that it would be much better to have only one vernissage. Not one patrons/ One vernissage/ One first day openning. Everything
on the same day like
Hemmerle - We are very happy with the Patrons card - but feel that the early access to Patrons was not used and therefore should open at 11. would be much
better and will give more result.
John Mitchell Fine Paintings - We are more than satisfied with the fair in general and congratulate all involved in making it such a classy and elegant event, yet
again. Our only reservation is that the 'curator' Tuesday evening preview does not appear to work in its present format. There aren't people to give the exhibition
an atmosphere of buzz/ excitement that such a prestigious fair merits. In our opinion, if the Tuesday event is to continue, then it would be better to make
it the official opening.
Patrick Bourne & Co - Another comment that might be helpful is to let you know that our clients who attended the Patrons evening were a bit confused by the
concept - because it is so exclusive, it doesn't have the buzz of a private view, and they all asked us whether it was particularly quiet due to BREXIT! We felt
they might have enjoyed the Private View day more. Finally, the exhibitors cafe ought to offer much better catering facilities and options.
VISITORS
Stair Sainty - Overall a good experience but could do with attracting more serious paintings buyers, it runs the risk of being too much of a party destination
and not a place for serious collectors.
Paolo Antonacci - All very good. Lack of overseas visitors in particular Americans, South Americans and Gulf people, few foreigners in general . I was embarassed
to understand that the 6 couples of clients that I gave the names for the Patrons Evening received the VIP card without nowing that it was me to
invited them!! Two were even upset that I didn't sent them an invitation. The name of the exhibitor should be mentioned on the card!!
Robert Zehil Gallery - We feel that the potential of visitors in 2016 was unsatisfactory. Most of them were not buyers.
BREXIT
Thomas Gibson Fine Art - I think this year was tricky due to Brexit - last year was good for us with strong sales to new clients - this year was tough! Not as
many people and not as many good conversations. I would like to see the quality of picture dealers to improve
Berko Fine Paintings - It is always a pleasure to participate at Masterpiece, even this year despite BREXIT.
A FULL REPORT SHOWING ALL EXHIBITOR COMMENTS WILL BE CIRCULATED POST MEETING