ArtPadSF

Art Fair
San Francisco, CA
March 2013 - May 2012

Background
ArtPadSF is a provocative 21st century art fair that takes place in San Francisco’s iconic, rock n’roll hotspot, the Phoenix Hotel.

Challenge
ArtPadSF hired A&O for its third edition to create fair messaging, to manage social media, to write all fair programming copy and to amplify the fair’s message in the press.

Solutions
Over the course of the weekend, ArtPadSF broke attendance records when nearly 10,000 collectors, curators, art professionals, and art enthusiast visited the fair, including at least 150 members of the press from all over California.

ArtPadSF was mentioned favorably in press outlets such as The San Francisco Chronicle, the Huffington Post, The San Francisco Bay Guardian, Conde Nast Traveler, California Home + Design, 7×7 magazine, Refinery 29 and CBS online. Held during SF Art Week with two fairs and multiple art happenings, the fair was a continual darling in the press: “the most badass of the art fairs” (Huffington Post); “ArtPadSF remains involved and seeks to evolve” (San Francisco Chronicle); “the smaller and hipper fair” (7×7).

In addition to traditional PR, A&O assisted in raising the profile of ArtPadSF with social media and marketing partnerships. For example, A&O created a thriving Tumblr blog and posted content every day for three months leading up to the event; ArtPadSF now has a Tumblr audience of 25,000 followers. We also worked closely with Tumblr to create the Tumblr Arts Summit, a panel discussion about art and social media that brought arts professionals from some of the Bay Area’s most prestigious institutions including the Asian Art Museum, the Wattis Institute and Art Practical.

A&O ensured that ArtPadSF was a success for everyone by working closely with exhibitors and programming and fiscal partners to ensure that cohesive messaging was created (all program material was written by A&O). A&O collaborated on marketing, communications and logistics with partners such as Drambuie, SFMOMA, Google + Local and the Asian Art Museum among many others.

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