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(‘Fairs tickets are going digital’, News, ATG No 2541).

For many years collectors have received complimentary invitations to fairs, digitally or otherwise. The collector will most likely have received a personal invitation from an exhibitor or organiser, or voluntarily downloaded a ticket from a website.

This is standard practice to ensure collectors are encouraged to attend an event.

Barrier to entry

Antiques fair organisers have rarely, if ever, requested, or insisted, on knowing a visitor’s name and address before admission to a fair.

Such requirements may be standard practice at many consumer exhibitions where long forms have to be completed before admission, but such requirements at art and antiques fairs irritate buyers and create a barrier to entry.

Private nature

We all know that most collectors are very private and discreet people who do not want to reveal their personal details. And the notion that they will readily agree to such requests in the interests of ‘sustainability’ is risible.

Few of us have ever submitted our details to go to an auction, walk into a shop, gallery or antiques centre, attend a private view or even view online.

Fairs will not be popular if they change their admissions policies for the sake of data capture, marketing or ‘sustainability’.

Duncan Phillips

Duncan Phillips PR & Advertising