Exhibitors at the fair in March said NADA offered a strong sense of community
—in addition, of course, to the opportunity to meet collectors and sell art.
At the same time, Hubbs acknowledged that the art market is heavily saturated with fairs, and it could prove more beneficial for galleries to turn the attention of art-lovers back to their programming and physical spaces.
Hubbs said the decision to end NADA’s New York fair was also based on extensive conversations with its membership. The new approach will create programming that generates foot traffic to member galleries during the week in March when collectors are in New York for The Armory Show and its smaller satellite fairs.
But Hubbs said it was also a reminder of the role that galleries play in the city year-round.
“I’ve always kind of felt like New York was a city where you don’t even need an art fair, because it basically is an art fair all year round,” she said. “These galleries are basically providing this free cultural programming year-round…and trying to highlight that in a focused way is the general idea.”
Hubbs added that NADA is looking to expand its work to other cities, though she did not say which ones specifically. She also didn’t rule out the return of a NADA fair in New York in the future.
“The good thing about NADA is we’re nimble, and we can change and adapt,” she said.