And the ancient Greeks were familiar with this endless battle between desire and its impediments. The ecstatic drive to achieve or create coexists with toil and agony. In Milwaukee, a fairly conservative town that gives art only moderate attention, many owners of small galleries are far too familiar with that struggle, yet are driven to expose the city to the art world. Most gallery owners admit it is unlikely that this fondness for art alone can keep their businesses going, so they find alternative ways to bring in income and continue to spread their appreciation for innovative, provocative art works.
Some smaller galleries keep limited hours so the owners can work side jobs to pay operating costs.
Now she pays the bills mainly by doing commissions for patrons of the gallery. He manages by operating in a low-rent area. One Nation Gallery's Bradley Blaeser's main cash flow comes from selling his jewelry and incense at college campuses and in his gift shop. Until eight months ago, he worked three jobs to keep the place going. Short on funds, many of the smaller galleries promote mainly by word of mouth, and work hard to establish a network of art enthusiasts.