Alqahtani.

Fatemah/ Feasibility Study/ VSAR 5006 SP2 2015

Feasibility Study for establish a personal exhibition

in Saudi embassy in Canberra
November 2015

Alqahtani. Fatemah
Mail ID: 110131744
Email: alqfy003@mymail.unisa.edu.au

Business Practice for Artists and Designers

VSAR 5006 SP2 2015

Alqahtani. Fatemah/ Feasibility Study/ VSAR 5006 SP2 2015

Table of Contents
Introduction .......................................................................................................................... 4
Historical trends ................................................................................................................... 4
Purpose ................................................................................................................................ 5
Objectives of the study included: .......................................................................................... 6
Criteria ................................................................................................................................. 6
The aims of the study were: .................................................................................................. 6
Feasibility Scope .................................................................................................................. 7
Site Identification: ................................................................................................................ 7
Timeline: ......................................................................................................................................... 7
Budget: ............................................................................................................................................ 7
Registration of the business .................................................................................................. 8
Specific Gallery requirements ............................................................................................... 8
Finalize Exhibition Proposal ................................................................................................. 8
Local Authority permission .................................................................................................. 9
Concept development/prototyping ........................................................................................ 9
Competitive analysis ............................................................................................................ 9
Online survey ......................................................................................................................10
The Need ....................................................................................................................................... 11
The Opportunity ........................................................................................................................... 12
Resource mobilization and Funding .....................................................................................12
Recommendations on Funding .................................................................................................... 13
Getting Insurance ................................................................................................................13
Insurance for the venue........................................................................................................13
Insurance for Artworks ........................................................................................................13
Choosing the Location and Time .........................................................................................13
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Alqahtani. Fatemah/ Feasibility Study/ VSAR 5006 SP2 2015

Discussion with management ..............................................................................................14

Analyzing the requirements and responsibilities ..................................................................14
Purchase of Materials ..........................................................................................................14
Establishing Display Materials ............................................................................................14
Procurement of the materials ...............................................................................................14
Positioning Artworks ...........................................................................................................14
Marketing and Communication ...........................................................................................15
Recommendations for Marketing .........................................................................................15
Updating of website .............................................................................................................16
General Recommendations ..................................................................................................16
Viewing and purchasing ......................................................................................................17
Gallery day ..........................................................................................................................17
Conclusion ..........................................................................................................................18
Some samples of artworks ...................................................................................................19
References ...... 22

Alqahtani. Fatemah/ Feasibility Study/ VSAR 5006 SP2 2015

Introduction
Visual arts have been practiced for hundreds of decades. However, the role of an artist was
not realised until recently. During the days of classical antiquity, painters and sculptors were
termed as simple artisans, who had no great meaning to the society (Crowther, 2009). During
the Renaissance days, things changed and artists such as Leonardo da Vinci left a landmark in
the profession. The status of artists and sculptors catapulted to a new level (Crow, 2010).
With the growth in the sector, the visual artists who are concerned with installation,
conceptual work, and video art among others have coupled the artists. From the renaissance
era, the academics arts era emerged where everything became based on the educational
system (Brigham, 1989). Visual arts have grown tremendously and have been greatly
influenced by the increased affluence that has been realized since mid 20th century.
The sector of visual arts comprises of publicly subsidized galleries, production, and staging
organizations and groups, museum sector, and markets. Calligraphy in Saudi Arabia evolved
to be the major form of visual arts. Early Islamic religion believed rendering God in visual form
to be blasphemy, and, therefore, its only calligraphy that was allowed (Wynbrandt 2010).
Historical trends
The GCC countries and particularly Saudi Arabia is fast becoming a great international centre
for exhibitions of contemporary/ visual arts. The expansion in events and exhibitions has
resulted in subsequent growth in audiences from all corners of the world. This increase has
resulted in the formation of Saudi Arabian Society for Visual Arts, which provides
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opportunities for networking of artists. Because of this growing trend, the studys focus was
to establish the awareness and feasibility of participation in the exhibition.
Purpose
A likelihood study is vital to the success of any project. The feasibility study helps in
identifying if the project is viable and if it can be implemented using the available resources.
In addition, a legal feasibility study helps the project team to determine if the project fulfils
the legal requirement set by the Authority. This research study examines the possibility to
establish and get the market of art paintings through a personal art exhibition. The target
venue for the show was to be staged at the Saudi Embassy in Canberra. In the end, the show
will boost the brand of the organization that gives it a competitive edge over the competitors
(Landry, 2015).The study will ensure that the art firm experiences a couple of achievements;

Predetermine the importance of the art exhibition.

The Acquire painting work sales of >60%

Improve the company brand

Improved customer awareness

Determine the viability of the of the art exhibition

Determine resources required to accomplish the presentation successfully.

Alqahtani. Fatemah/ Feasibility Study/ VSAR 5006 SP2 2015

Objectives of the study included:

1. Examining the strengths and weaknesses of a prospective international visual arts
exhibition
2. Recognizing the threats and opportunities posed by the environment
3. Identifying the required resources for implementing the proposal
4. Exploring audience engagement potentiality for such an event
5. Identifying the leverage potential of external funding
6. Identifying the contribution of international exhibition event to arts economy in the
region
Criteria
The study determined the potential impact of the exhibition on existing Arabic calligraphy
infrastructure, and the worth to be gained from the exhibition event.
The aims of the study were:
1. To establish a deeper understanding of Saudis visual arts events
2. To identify gender barriers in presenting Arabic calligraphy in the Saudi region
3. To probe the potential for partnerships with creative organizations or possible
stakeholders
4. To establish the relevant and distinctive materials, as well as awareness of visual arts,
particularly Arabic calligraphy in Saudi region

Alqahtani. Fatemah/ Feasibility Study/ VSAR 5006 SP2 2015

5. The study aimed at developing, appraising, and assessing costs and benefits of
different scenarios for an exhibition event
6. The study was also to draw a financial plan for the preferred scenario.
The study indicated the required investment and probable returns.
Feasibility Scope
This feasibility study comprised of the several elements that ensured the project fulfils the
objectives. Some of these elements include setting a timeline, registering the business,
identifying the gallery requirements, finalizing the exhibition proposal, getting the necessary
documents among others.
Site Identification: Saudi Embassy in Canberra was the venue for the event. The allocated
hall has a capacity of 2500 people. Out of the total capacity, the turnout was 1800 people.
The attendance surpassed the target of the project by 200 people.
Timeline: The project took nine months, running from March to November 1st, 2015. This

encompassed all the processes.

Budget: a financial plan together with projected returns was formulated. The project team

incurred expenditure amounting to $9200 to achieve the project successfully.

Alqahtani. Fatemah/ Feasibility Study/ VSAR 5006 SP2 2015

Registration of the business

This stage involves the acquisitions of rights over the ownership of the project. Through the
Department of the Registrar, the project team submitted the identification details of the
business.
Specific Gallery requirements
The requirements for the gallery were established after getting market analysis survey as well
as artists submissions. It was established that Arabic calligraphy materials and paintings were
most popular and stood a better chance of bringing returns.
Finalize Exhibition Proposal
At this level, the project team worked out to complete the business proposal. The business
suggestion was addressed to the administration of Saudi Embassy in Canberra, requesting for
a chance to present artwork exhibition to be held on 1st of November 2015. Also factored in
this stage was:
1. Submission of work for review
2. Corresponding and negotiating with Gallery: The project team to discuss with the
management of Saudi Embassy on terms and conditions corresponding to the to the
art exhibition event
3. Assessment of appropriate grants to apply
4. Refine proposal in line with grant application

Alqahtani. Fatemah/ Feasibility Study/ VSAR 5006 SP2 2015

5. Submission of grant application:

Local Authority permission
This stage involved seeking for legal documents from the local governance. The study wanted
to establish the taxes for conducting such an event, as well as the required licences. A permit
was obtained authorizing use of the venue to sell paintings and artistic materials. It was
established that apart from the fee paid for the permit no other payments were done to the
Local Authority.
Concept development/prototyping
This involved planning and preparing documentation of concept development & prototyping as
well as determining materials suitable for production. It involved the following processes.
Competitive analysis
Examining the impact of social, technological, economic, political, and environmental factors,
which would influence the success of the project was done using STEEP analysis tool. SWOT
analysis was done to measure the strengths and weaknesses, as well as weaknesses,
opportunities and threats that could affect the project. The international competition was
measured and strengths of major competitors noted. The STEEP analysis found out that the IT
infrastructure needed improvement and the economic balance was wanting. Unemployment
was a common trend and remained a reason for the economic imbalance. The study also
considered the site for the exhibition and examined the potentiality of marketing procedures

Alqahtani. Fatemah/ Feasibility Study/ VSAR 5006 SP2 2015

and the infrastructural issues. The choice of venue/ site was important because from other
events it was noted that the site influences customer-buying behaviour.
Online survey
The online survey aimed at establishing the attendance level of professionals and
practitioners to exhibition events. It also aimed at establishing all the upcoming exhibition
events and their dates. The online survey was also aimed at examining the best criteria for
making events a success, and the best marketing modalities together with the customer
preferences. It also established the level of interest in artwork and the consumer behaviour.
Most of the questions were open to getting independent views from the respondents. The
survey established the less attendance level to events was attributed to the time factor,
finances and capacity. The respondents urged for capacity building in terms of empowering
the visual arts sector. They proposed partnerships and funding to increase skills, knowledge,
networks, and potential markets for the arts sector. They also bemoaned the marketing
strategies used and the site selection.
Concern was raised about the current state of visual arts infrastructure, and the hope that the
exhibition would factor in the issue. The need to bring the event to a more public place rather
than at the embassy was raised, to enable the community to experience the outcomes of the
event. In terms of timing, most of the respondents expressed optimism noting that the time
the exhibition was scheduled was the best for most of the people. Interviewees also
expressed their views concerning the set up of the exhibition, noting that accessibility and the

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ability to view the collections from a distance, in a place with a high probability of
overcrowding would be necessary.
The online survey also sought to establish the form of visual art with great popularity and
demand. This helped in getting the key areas of interest for the study. Of the areas of interest,
the highly ranking were Arabic calligraphy and experimental art.
Arabic Calligraphy: This ranked top in the survey on Saudis unique selling point. The
respondents indicated that Arabic Calligraphy was an excellent Indigenous art, and so it was
the logical thing to build on. They indicated that using the indigenous form of art was the best
method of garnering resources and expanding the countrys culture. Another response
concerning Arabic Calligraphy was that it symbolizes the countrys culture; hence, it is the
unique asset.

Arabic Calligraphy, which is a traditional art, forms a common ground with contemporary visual
arts. It blends new, experimental mediums, and fusions of ancient and continuing traditions,
stories, and practices. People and art are relentlessly adapting a reality to change. For instance, the
emergence of technology injects a new wave of innovation in the industry.

After getting the responses, need and opportunity were established.

The Need: Saudi Arabia is a country where culture is adored and is of paramount importance.

Arabic calligraphy is part of that culture, which dates to the Islamic age. People used to draw
objects using Quranic calligraphic words. However, delivering consumer based arts and

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supporting visual arts events to overcome geographical barriers and create an equal
opportunity for male and female artists remain a big issue.
The Opportunity: The key breakthrough was online marketing, which would enable

knowledge sharing of the event across the region. It would also help in interacting and
posting some of the items to be sold as well as giving feedbacks of the preferred items.
Resource mobilization and Funding
This study also aims at establishing the required resources to make the event a success. It is a
costly venture because it involves sourcing of artwork, securing a venue, advertising and
promotional work, transport, getting materials from the gallery, among many other activities.
To successfully achieve the objective of the event, which was to acquire paintings artwork
sales of more than 60% of the incurred expenditure, a budget was drawn. The total budget
cost for the expenditure was $9200. This called for sourcing for funding. Upon research on
funding organizations, it was established that the department for culture and arts supports
and funds programs to promote the culture of the nation as well as arts. The arts sector is
important to the history, creativity, identity, and the artistic meaning of the state. It is also
vital for the inclination of the community to engage in recreation and enjoyment (Prowda,
2013). Culture and arts are basic to human existence and have the latent to advance all areas
of human undertaking. Assessment of funding by the department of culture and arts is done
on creative merit criteria.

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Recommendations on Funding

It was recommended that a proposal for funding be drafted and send to the
department for culture and arts.

Artistic paintings and Arabic calligraphy to be sold during prototype exhibitions

Explore alternative means of funding

Getting Insurance

Insurance for the venue: the study established the security mechanisms of the venue,
and the insurance cover and guarantees to the venue users. It was established that the venue
was insured against fires but not for issues like damage of personal property or theft. The
management guaranteed security to avoid commotion and theft incidences.

Insurance for Artworks: After establishing the suitable materials for the exhibition and
getting a venue, the team progressed to get insurance for the products. This was to ensure
that the artworks are secured against accidents and any unprecedented dangers. A reputable
insurance company was chosen through an open tendering system to ensure professionalism
and acquire a company on merit based standards. The team was also tasked with proper
handling of the artworks to avoid damages or breakages.
Choosing the Location and Time
Having identified the site, the study sought to choose a specific location where artworks
would be visible and within reach of the audience. The preferred location was at the
entrance. To get this location, the following steps were taken;
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Discussion with management: Discussion was held with management of the site to
identify if the preferred location was already booked. It was established that no one had
booked the place and so the management gave a go ahead. The time for opening and closing
was also agreed upon.
Analyzing the requirements and responsibilities: the project team analysed what
needed to be done on the location including setting it up and erecting a banner.
Responsibilities were shared to ease the work, including setting up duties for every team
member to help on the material day.
Purchase of Materials

Establishing Display Materials: Display materials were established and a list drawn.
This factored in the results of the online survey on what was on high demand, and also the
aesthetic and historic nature of the paintings.

Procurement of the materials: After coming up with a list, the team visited different
galleries to shop for the materials. The materials were acquired from different galleries
because no single gallery had all the required items, making it hard for the team to place a
tender for supply.
Positioning Artworks
The exhibition day had several requirements that were established in this study.

Arranging the room: This was done a day prior to the exhibition day. It involved;
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Cleaning the display area

Putting up the banner

Transporting the artworks to the venue

Ensuring all items had the correct price tag.

Marketing and Communication

Discussions with professionals and Key Informant Interviewees indicated that there was more
to be done to create awareness of artistic exhibitions and to promote cultural heritage. The
individual marketer could work closely with organizations and marketing firms to create
awareness of the event and its importance.
Recommendations for Marketing

Adopt tools and mechanisms that enable the Arabic calligraphic entrepreneur to build
relationships.

Establish a group of young, vibrant lads who can actively promote the collections and
the exhibition event

Ensure there is a website that is interactive with a wide social network

Look for partnership opportunities that offer inexpensive advertising workshops for
the visual arts sector

Maximize potential from the program Audience Finder

Build relationships with organizations that deal with tourism and cultural issues

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Build up and implement innovative audience development tools that can be put on
the digital platform

Develop Ads that are captivating to the eyes and ears of the viewer so as to influence
their consumer buying behaviour.

Updating of website
The study established that a personal art exhibition is not as popular as the ones organised by
groups or institutions. This means the media for advertising would need a reputable
institution. Riding on the objective that the sales would serve to promote the brand of the
organization that provides the opportunity, as well as the gallery, a number of
recommendations were made.

Request for web updating of the organization

Identify online tools to better networking across the region

Examine online marketing prospects to expand audience reach

Conduct online resource mapping

Identify partners to work with individuals or the project team online to explore
barriers to audience development

Identify ICT partners who can keep the web up to date on materials and the event.

General Recommendations

Ensure the display area of the materials is clear and well accessible

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Online advertisement should be the prime media for promotion

The sales team should comprise of both gender

Exhibition volunteers should be utilized to minimize the operating budget

The art paintings should be of a variety

Social pages to be created on the website to allow interaction with the large number
of people using social media.

Press release on Local publications, flyers, and posters were recommended as means
of marketing the event. The flyers are to be distributed even at the material day.

Business cards to be printed and invitation cards to be given to a list of people invited
to the event.

Viewing and purchasing

A brief statement on each item was printed and put adjacent to the specific item. A
price list was generated and put on the display area. Also price tags were stuck on the
items.

A list of payment mode was printed to be pinned on the display area where the
customers could clearly see.

Gallery day
The exhibition day involved calling the invited guests to remind them of the event. Engaging
with potential clients and making business connections was also a priority on this day. Clients
were asked to give feedback, which was reviewed to make improvements on similar events.
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It was also recommended that the following items be put into consideration;

Cup of coffee for guests

Public Address system to help in passing information and entertainment during the
event

Dust coats with brand logo for the team members

Furniture to be used by guests as well as team members

Conclusion
The feasibility study established that the project can be a success and can garner huge
revenue if the recommendations are followed. It was established that marketing was a key to
creating awareness of the artworks. The study recommended that online marketing be
utilized since it is the widely used platform for communication. However, other forms of
advertising like posters and press release were recommended. It was recommended that a
marketing team with ICT skills and competent on consumer behaviour be involved in website
update and general marketing procedures. To ensure security of the artworks, insurance was
deemed necessary together with proper security procedures for the venue.

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Some samples of artworks which have produced this semester and will present in exhibition:

Acrylic on Canvas 76 x 60 cm $500

Acrylic on Canvas 120 x 80 cm $1000

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Alqahtani. Fatemah/ Feasibility Study/ VSAR 5006 SP2 2015

Acrylic on Canvas 90 x 90 cm $900

Acrylic on Canvas 76 x 60 cm $800

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Acrylic on Canvas 60 x 40 cm $500

Acrylic on Canvas 60 x 40 cm $500

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References

Brigham, D. (1989). National Education Association.

Crow, D. (2010). Visible Signs. 2nd Edition: An Introduction to Semiotics in the Visual Arts.
Switzerland. AVA Publishing
Crowther, P. (2009). Phenomenology of the Visual Arts (even the Frame). U.S.A. Stanford
University Press
Efland, A. (2002). Art and Cognition: Integrating the Visual Arts in the Curriculum. U.S.A.
Teachers College Press
Landry, J. (2015). Why Art Galleries are Important. Huff Post Art and Culture
Prowda, B. (2013). Visual Arts and the Law: A Handbook for Professionals. U.S.A. Ashgate
Publishing
Solso, R. (1996). Cognition and the Visual Arts. U.S.A. MIT Press
Wynbrandt, J. (2010). A Brief History of Saudi Arabia. N.Y. Infobase Publishing

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