The Dynamics of VIP Engagement at Frieze LA 2025

The art fair season is currently vibrant, with notable events such as Frieze LA taking place from February 26 to March 1, 2025. This follows a series of high-profile fairs including Art Basel Qatar, 1-54 Marrakech, and the India Art Fair, all held in early February. Frieze LA expects a significant turnout, with VIP ticket holders projected to make up over 40% of the 30,000 attendees, despite recent challenges like wildfires in the area.

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VIPs at art fairs are not limited to wealthy individuals; they encompass a broad spectrum of stakeholders in the art world, including museum directors, collectors, curators, and art advisers. Brooke Kanter, Frieze's head of VIP for the Americas, emphasizes that this diverse group plays a crucial role in the art ecosystem. In a strategic shift, rival Art Basel has replaced the term "VIP" with "collector and institutional relations" to better reflect this inclusivity.

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Frieze LA has adapted its approach to cater to the unique preferences of its VIP attendees. The fair's schedule is designed to accommodate local traffic patterns and cultural habits, with early access starting at 10 AM, an hour earlier than in other cities. Christine Messineo, Frieze's director of the Americas, notes that Angelenos often engage in morning activities before attending the fair, influencing the event's timing and layout.

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The art preferences of VIPs in Los Angeles differ from those in other markets. David Maupin, co-owner of Lehmann Maupin gallery, observes that LA attendees are inclined towards discovering new artists, often favoring works by emerging talents like Loriel Beltrán, whose pieces are priced between $20,000 and $100,000. This contrasts with the higher spending tendencies seen in New York's art market.

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Art fair organizers strive to create a balance between an engaging atmosphere and a comfortable experience for VIPs. Past events, such as Frieze London 2022, faced criticism for overcrowding, prompting organizers to implement staggered openings to enhance the experience. Art Basel has introduced exclusive pre-VIP slots to cater to high-spending collectors, resulting in immediate sales success.

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While the definition of a VIP remains somewhat fluid, there is a clear hierarchy observed at events. Eyewitness accounts suggest that the most influential attendees, such as museum directors and major collectors, are prioritized for early access, while fashion-conscious attendees often arrive later in the day. This stratification raises questions about inclusivity and the true nature of VIP engagement at art fairs.

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Frieze LA and similar events are evolving to meet the needs of a diverse audience. The introduction of membership programs like Frieze Connect aims to broaden engagement beyond the fairs themselves, offering additional opportunities for interaction with the art community. As the art fair landscape continues to change, the focus remains on creating meaningful connections among all participants, ensuring that the art remains central to the experience.

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• “VIP can mean something very broad.” — Brooke Kanter, Head of VIP, Americas, Frieze

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• “In LA, people are looking for new things, they particularly like discovery,” — David Maupin, Co-owner, Lehmann Maupin Gallery

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• “We find different moments for different audiences,” — Christine Messineo, Director of Americas, Frieze

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