Jason Horejs | Owner, Xanadu Gallery

About | Jason Horejs, Owner, Xanadu Gallery

by Jason Horejs on 07/07/2009 · 14 comments


Art flows through Xanadu Gallery owner J. Jason Horejs’ veins. Second generation in the art business, (Horejs’ father is a nationally recognized oil painter John Horejs) Horejs’ life has always been filled with art. Though not interested in pursuing a life as an artist, Horejs fell in love with the business side of art at an early age. At age 12, the future gallery owner was employed by his father building custom canvas stretchers.

In 1991, at the age of 17, Horejs began working for Legacy Gallery in Scottsdale, AZ, where he learned the gallery business from the ground up. Horejs handled logistics, shipping and installation, eventually working into a sales position at the western art gallery. Horejs worked in the gallery’s Scottsdale and Jackson Hole, WY, locations.

In 2001, Jason and his wife, Carrie, opened Xanadu Gallery in Scottsdale. In spite of opening on September 11th into a completely changed art world, Horejs built the gallery into a successful venture, showing dozens of artists and selling to collectors from around the world, including major municipal and private collections.

In 2008, Horejs developed a series of art marketing workshops designed to help artists better understand the gallery business and better prepare themselves to approach galleries. This series of workshops has helped hundreds of artists get organized to show and sell their work through galleries.

"Starving" to Successful“I discovered,” says Horejs, “there was very little information out there for the aspiring professional artist regarding the business side of art, especially in terms of the crucial relationship between the artists and the fine art gallery. Even artists who have graduated with master’s degrees leave school having never heard a word about how to approach galleries.”

Horejs observes that artists approaching his gallery are making many of the same mistakes, not because their work isn’t gallery-ready, but simply because they don’t have a clear idea of how to proceed. Horejs designed his workshops working closely with his parents and other artists who have learned the ropes of working with galleries by trial and error. The clear-headed advice the gallery owner gives is designed to give the artists concrete steps they can take to prepare their work, research galleries and approach galleries for representation.



{ 14 comments… read them below or add one }

Courtney Colleen Gordon May 12, 2011 at 1:09 pm

Mr. Horejs,
I take online classes with Charles King who wrote a paper based on your interview. Your professionalism and the information you provided Charles was quite helpful. Living in LA I had a completely different and well….lets just say unusual experience with my interview. It is nice to hear that there are helpful galerists out there and will be buying your book and watching the webinar.

All the Best,
Courtney Gordon


Roxane Lessa September 26, 2011 at 5:19 pm

Hi Jason,
I will be selling and showing my fiber art tapestries this weekend at the Seafair yacht in Morehead City, NC. I was re-listening to your great Smartist CD on selling art work. Could you answer this question for me? How do you handle greeting and making relationships with multiple people in your booth/gallery at the same time? I will mostly be by myself and don’t want to miss any potential sales by being so engrossed in someone that I ignore others. Thanks for your excellent guidelines!


kirby kendrick March 26, 2012 at 10:38 am

Dear Jason,
What a great addition you and your Xanadu are to our art world! As a Southwest artist, I want to thank you for the book club, (one which I have been looking for for ages,) the marketing advice, the user friendly website and your blog. I can see that you truly care and believe in your artists and their work. What a boon to us all! Thanks.
Kirby Kendrick


Charlotte "Charlee" Shroyer April 4, 2012 at 3:28 pm


Sorry I missed you the last time I was in Scottsdale. Talked to your Dad. I recently read “The Power of Follow-Up” and would like your system card to collecting contact information. When I clicked on Download it here, nothing happened. Could you direct me to where I can find it? I find all your hints very helpful.

Charlotte Shroyer
Taos, NM


Laura Blaker July 10, 2012 at 10:21 am

Hi Jason,

I have a question and I thought perhaps some of the other artists you are connected with might have some insight as well. I am working with an agent in the midwest who has been talking to galleries on my behalf in and around Columbus Ohio. She has come back to me requesting that I change my subject matter to landscapes because that is what the Galleries are looking for.

My gut says that if landscapes are what those galleries are looking for, then find different galleries. Am I out of line? I realize they are hot right now, but it seems to me it’s already saturated. Should an artist paint for the market?

Feeling bratty
Laura Blaker


Desley Rolph August 24, 2012 at 4:27 pm

Hi Jason,
I have very much enjoyed reading your various blogs. I wonder if you might consider the following a topic for a blog, as I have a question?
If an artist is represented outside of their home city, although not exclusive entirely but only exclusive to that area, should an artist wish to open a studio/gallery of their own in their own city, what would be your advice? (so as not to offend or ruin existing relationships with your representative galleries). Regards, Desley


John J Korom September 5, 2012 at 7:58 am

I am very impressed with your business. Please take a look at my site and critique if you may (Gallery2622.com). I would also like to know if you have any opportunities for co-op advertising with other galleries. I am in the process of populating my site with original art and would like to take the next step. When I feel comfortable with the presentation, I would like to promote nationally and internationally.



RonGrauer September 17, 2012 at 7:53 pm

I have been painting for more than forty years and always sign and date my work. I have, in the past, had galleries return unsold work after a nominal period. There have been many instances where after looking at a returned piece, I’ve reworked it, returned the work to the gallery and have it sell in a short period. I would question the gallery and the artist also for blaming the dated signature for lack of sales. A piece of careless painting and a bit of careless salesmanship contribute many lost sales as well. I feel the date makes a statement of sincerity on the part of the artist. The gallery should respect and include that thought in their “pitch”.


Arthur Fink November 26, 2012 at 6:39 am

Just a small correction on your excellent article about packing art work.

A “mil” is one thousandth of an inch (.001″). So … 3.5 mil tape is .0035″ thick — not 3.5 mm!


Art Ciccotti June 11, 2013 at 11:42 am

Hi Jason,
I took one of your workshops in Des Moines, Iowa a couple of years ago. Enjoyed the work shop a lot and used that information and your book (Starving to Successful) to work on my business of selling my hand blown glass . I have recently been working on my booth presentation at art fairs. I think I may have come up some workable ideas on booth presentation. The things I have done are to elevate the table that the work is on so that it is up closer to the viewers eyes, move everything out towards the front of the booth. This way customers can see my work from the street and not feel like they have to walk into the booth to see my work. I set up my propanels along the back of the booth seperated back from the table and pedastols (sp) where I can mount my rondels (plates) to display them to give customers an idea of what this could look like in their home. Do you have other suggestions that I could try?
Art Ciccotti


Bobbi Mastrangelo August 4, 2013 at 7:07 pm

What is the average price of works you have sold?


Pat Heneghan March 30, 2014 at 2:53 pm

Speaking of distractions: I love reading your blog but I need to get some work done. I think this is my enemy, organizing my day to include work and play. I have been retired for about 20 years and now that I have grown up I think I want to be a full time artist. I agree that those of us that have artistic talent are multi-talented but I think my dancing days are over. What to do? Sew a piece or paint. The internet has given us a vast variety of sources to pick from but if I don’t start first thing in the morning I have lost another day and after 75 those days are precious. Thanks for the opportunity to say my piece.


wayne boudreaux April 8, 2014 at 9:27 am

recently I discovered red dot blog. as an artist I wanted to thank you for the hard work it must take to make this blog exceptional. the information is very helpful and, no doubt, Xanadu Gallary will continue to be successful. thanks again, and don’t stop.


Toelle Hovan April 26, 2014 at 7:12 pm

still geting my feet wet in your inventory site – I am so honored to have my work on your site – I love reading your blog and I am posting your links on my FB page – One of my students is writing my Bio – just gave her my info so she can work while I am in Key West and not having classes – You are a great inspiration – I have goten into two locations since I started reading your book – can not wait to start next one


Leave a Comment