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Zavick & Ulric's washline fire burns brightly - South African Art Times

Zavick & Ulric's washline fire burns brightly - South African Art Times

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Michael Coulson<br />

From studying grassland sciences<br />

in Pietermaritzburg to promoting<br />

international art events may not<br />

sound a logical career path, but<br />

Ross Douglas, whose <strong>Art</strong>logic<br />

company organises the Johannesburg<br />

<strong>Art</strong> Fair, makes it sound<br />

sensible enough.<br />

Though he didn’t complete that degree,<br />

after switching to philosophy<br />

and economics Douglas started<br />

his career in ecotourism, first in the<br />

Okavango and then Mozambique.<br />

When Mozambique’s tourism<br />

industry was slow to get back off<br />

the ground after the 1993 election,<br />

Douglas produced a documentary<br />

on the demobilisation of Frelimo<br />

and Renamo soldiers.<br />

He returned to SA the following<br />

year to make documentaries for<br />

TV channels like SABC’s 50-50<br />

and National Geographic. When<br />

the burgeoning of witless reality TV<br />

slashed budgets for more worthy<br />

projects, he switched to making<br />

commercials and planning the long<br />

(and still!) awaited Great SA Film.<br />

This too ran up against budgetary<br />

constraints, but educated him<br />

in the basics of film production.<br />

Deciding on another fresh start,<br />

he persuaded William Kentridge to<br />

adapt his Soho Ekstein videos as<br />

an event with 35mm film production<br />

and live music. Presentations<br />

in New York, London, Berlin and<br />

Milan were a huge success, says<br />

Douglas, and emboldened their<br />

next venture: Kentridge wanted<br />

to stage his successful European<br />

production of Mozart’s opera The<br />

Magic Flute in SA.<br />

This required major corporate<br />

sponsorship. Douglas says he was<br />

turned down by Standard Bank,<br />

which was heavily involved in its<br />

Picasso & Africa exhibition, but<br />

was fortunate enough to bump into<br />

Paul Harris of FirstRand and Rand<br />

Merchant Bank. Banks were then<br />

in great shape and RMB, which<br />

had for years sponsored annual<br />

Starlight Classics concerts, was<br />

looking for further arts sponsorships.<br />

Harris as well as being an art collector<br />

of note, is also a shareholder<br />

in the Everard Read Gallery, so<br />

is au fait with both the aesthetic<br />

and commercial sides of the art<br />

market. In return for branding<br />

rights, RMB paid a fee and put up<br />

an unsecured interest-<br />

free loan. The production ended<br />

up costing R11.5m, and Douglas<br />

says “It broke even. We managed<br />

to pay RMB back in full – though it<br />

took time.”<br />

But, says Douglas, “One-off<br />

projects are a terrible business<br />

model. You can’t capitalise on<br />

them. So though Flute was a success<br />

– it sold out in both Jo’burg<br />

and Cape Town – we needed a<br />

sustainable business model that<br />

we could repeat every year.<br />

“We did some research and<br />

found that art fairs are popular<br />

internationally. An internet search<br />

identified 247 worldwide, before<br />

we stopped counting. I even went<br />

to Delhi to see how the Indian<br />

art market, which is estimated at<br />

US$750m a year, works.<br />

“It took some time for us to come<br />

up with a model that would work<br />

locally. Thanks to Harris, First<br />

National Bank then came on board<br />

as the major sponsor, followed by<br />

BMW and Telkom.”<br />

Douglas is not starry-eyed about<br />

why corporates sponsor the arts.<br />

“They need success at a number<br />

of levels. Sponsorship helps build<br />

the brand, in terms of both general<br />

awareness and social responsibility,<br />

and provides an opportunity<br />

for interaction with clients.<br />

“But too often in SA delivery<br />

doesn’t match up to the promises.<br />

The challenge is to keep a contemporary<br />

art event going to gain<br />

credibility and continuity, and we’re<br />

trying to do that.”<br />

He admits that times are hard,<br />

but is confident that the 2009 fair<br />

will build on this year’s. “There’s<br />

no doubt that we’ve grown the<br />

market. Six months after the event,<br />

one leading Cape Town gallery<br />

told us that 70% of his business<br />

was coming from people he’d met<br />

at the fair.”<br />

But he’s not resting on his laurels.<br />

As the <strong>Art</strong> Fair settles down, it<br />

should no longer demand all his<br />

time. He’s built up a great data<br />

base, and is looking for other ways<br />

to exploit it. Nor has he dropped<br />

his interest in ecology: his other<br />

passion is global warming, and<br />

with his partner Cobi Labuschagne<br />

he’s started Greenlogic, which he<br />

wants to become as important in<br />

the local green space as <strong>Art</strong>logic<br />

is in art.<br />

Ross Douglas<br />

Ross Douglas

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