We recently connected with Matt Burton and have shared our conversation below.

Alright, Matt thanks for taking the time to share your stories and insights with us today. Can you recount a story of an unexpected problem you’ve faced along the way?

Having been in business, as owner of an art gallery located on a resort barrier island off the coast of New Jersey for almost twenty-five years, a ceramic artist and an art instructor for over thirty years, there have certainly been a few major problems I never saw coming. Part of the problem for me, was a misunderstanding or underestimating how these events would have an effect on my business.

It was the great recession of 2009 that really challenged the business. It was the closest we ever came to shutting down. It was this time when I really started paying attention to Wall Street and global markets as well as the real estate markets. Our sales and trends were definitely being affected by the swings of the markets. For example, homes on the island were in high demand and investors were buying to flip for a profit. These houses were not homes- they were investments, which sat empty. Our sales plummeted. My goal was to adjust our business model to become recession proof. Part of that was to increase my teaching, by offering more classes and expanding our class room and to make pottery for recession proof audience. I chose the wedding industry and the funerary industry. I created wedding cake toppers, favors and attended wedding expos. I also created funerary urns for pets and people.

These changes certainly helped as we limped along for a year. It was also around this time that I volunteered my time by serving on board of directors for a local non-profit art center. While on this board I was asked to participate in a NEA grant to research and study analytics of the area to help boost tourism and help market as an art and culture destination location. I did deep dives into demographics and surveys to better understand my market and demographics. This lead to forming a new non-profit, LBI Arts Council, whose mission was to be an advocacy group for artists. Many of the local business chambers would outsource artists and promoters essentially ignoring and undermining local galleries and artists.

In fall of 2012 Super Storm Sandy hit the island hard. This was a very close to home and had significant effect on the local economy. I got curated a national charity exhibition and event to raise money for several charities and local fire departments. Several local businesses stepped up and sponsored the event to offset expenses. As a way to show my gratitude a made mugs with the sponsors logo and gave them to the business owners. As a result several businesses put in large orders of mugs for their clients.

This was the beginning of pulling my business out of the rut of the lingering recession and the rebound from Sandy. By applying the the information I learned from the NEA research grant and getting more involved with my community I have since turned my business into a better prepared operation for all the uncontrollable global forces that in the past would have hurt, even threatened the sustainability of my business. I have since retired from teaching and solely concentrate on my gallery and studio. As I write these words breaking news of failed banks fill my news feed. I can rest a little easier at night knowing I have multiple resale orders to fill for the next three months.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is Matt Burton born and raised in New Jersey and always had an interest in visual arts. I went to Roanoke College where I began my focus on the ceramic arts and graduated with a BA. While a student I worked as the ceramics lab technitian and for the college gallery.
I then earned an MA and MFA from Stephen F. Austin State University with a concentration in ceramics. While there I worked as a TA and in the university art gallery.
After I graduated I returned to New Jersey and worked as the ceramics studio manager at the Long Beach Island Foundation of the Arts and Sciences.
In 2000 I opened the m.t.burton gallery in Surf City followed my ceramic studio in 2003. The mission was to provide museum quality art from nationally known artists on the Jersey Shore.
Over the past 20 years the gallery has grown and evolved with the times. We cater to the ever changing demographics of our market.
I am proud of my involvement and founding of the LBI Arts Council that served as the voice of local artists and businesses for five years.
In 2010 when NCECA (National Council on Education for the Ceramic Arts) conference was in Philadelphia I organized the South Jersey Shore Clay Tour. Organized fourteen group exhibitions with over 250 artists at eleven different venues, which included universities, colleges, art centers and privately owned galleries.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

It must have been a week or so before I opened the gallery. I had a business partner for a year who gave me my big break. He wanted to see me succeed so he brought in a marketing client of his to give me some advice before I opened my doors. His first comment was to get the art up and into the windows. Make sure passerby’s could see from their cars had a good view of what we sell. I then built some wall wedges in front of our windows big enough to display my sculptures. The very first day we opened I sold one of my pieces for $1,300.

What’s a lesson you had to unlearn and what’s the backstory?

I think over time and looking back I was lead to believe early on that certain things had to be done a certain way in order to succeed. One trap I fell into as a young artist/business owner was the idea that I needed approval from my piers and institutions in my industry. I did not have degrees from “prestigious” art schools and felt the need to over compensate. Many times curators and gallery directors have told me I am wasting my time or do not bother being in New Jersey. My thought was with their approval more opportunities would come and boost my presence and I would achieve this perceived idea of success in the industry. This is just something that does not exist. The reality is, at least for me, I changed my attitude to focus on those who supported me from the beginning. People and groups who not only wanted to see me grow but were genuinely excited by my accomplishments and do not take my contributions for granted. If I were to be honest – everybody has their own idea of what success is. At the end of the day I look around and see I am living my dream and have found success on my terms.

Contact Info:

• Website: www.mtburtongallery.com
• Instagram: @mtburtongallery @mattburtonpottery
• Facebook: m.t.burton gallery
• Linkedin: Matthew T. Burton

Image Credits
All images belong to Matt Burton