Dallas Arts District / HALL Group
Book Publication Management
I was an integral part of a small team that organized, curated, project managed, and published Through the Lens: Dallas Arts District, a 176-page coffee table book that is a curated, photographic journey through the Dallas Arts District (DAD). The book was a collaboration between HALL Group, the DAD, corporate sponsors, and local photographers created to raise funds for the Dallas Arts District Foundation (DAD Foundation), the granting arm that reinvests in the visual and performing arts in Dallas. In addition, our team managed artist recognition, artist selection announcement, book launch events, underwriting and sponsor recognition, international printing, marketing campaigns, and sales support. Ninety-one photographic works by 57 photographers were selected by an esteemed jury from over 1,000+ contest entries from photographers of all experience levels.
Juror Management and Artwork Selection
Worked in collaboration with HALL’s Digital Design Coordinator to manage a judging portal through Call for Entry (CaFÉ) that enabled jurors to select winning artwork from over 1,000+ entries. Created a selection process that ensured the following well-known, esteemed arts and city leaders could participate as jurors for the creation of a highest-quality book while accommodating their existing responsibilities:
• Dr. Agustín Arteaga, Director of the Dallas Museum of Art
• Dr. Sam Holland, Dean of the Meadows School of the Arts at Southern Methodist University
• Patricia Meadows, Art Curator and Consultant
• Howard Rachofsky, Art Collector and Philanthropist
• Dallas Mayor Michael S. Rawlings, Honorary Chair
• Virginia Shore, Art Curator and Advisor, Shore Art Advisory
• Jeremy Strick, Director of the Nasher Sculpture Center
Artist Selection: Announcement, Event, and Gifts
After the photographic works were selected by the jury, HALL Group notified the artists and hosted an announcement reception event. As part of the marketing team, I was involved in every aspect of the event planning, management, and event design.
The event, held in the HALL gallery space, featured a digital slide show of the selected photographic works, a favorite printed work by each juror on display, HALL Wine and light bites, and gave the artists an opportunity to meet each other and celebrate. It was attended by the jurors, sponsors, artists and their families, and featured congratulatory remarks from Dallas Mayor Michael S. Rawlings, Dallas Arts District Executive Director Lily Weiss, and HALL Group Founder and Chairman Craig Hall.
In addition, artists received a souvenir “contact sheet” poster containing a preview of the selected work and a gift of their choosing:
• A pair of tickets to an AT&T Performing Arts Center or TITAS Presents performance
• Dinner for two at Musume in the Dallas Arts District
• Admission and lunch for two at the Nasher Sculpture Center
• A $30 gift card for a meal for two at Yolk, Jorge's, and Tei-An located in One Arts Plaza
• A Lotus Shop gift box from the Crow Museum of Asian Art
A bilingual artist announcement was also published in the Dallas Arts District Magazine.
Underwriting and Sponsor Management
Our team secured $120K in underwriting and sponsorships for the TTL book project. We established new and nurtured existing relationships with stakeholders in the arts, real estate, architecture, branding, construction, finance, and tourism. We managed involvement from project inception through launch and sales as well as appropriate recognition throughout the project.
Additionally, we secured artist gifts through relationships with the AT&T Performing Arts Center, TITAS Presents, Musume, the Nasher Sculpture Center, Billingsley Company, and the Crow Museum of Asian Art.
Project Management
Managed the complete book publication lifecycle, including developing a detailed project schedule and budget from inception to launch. Set deadlines and tracked progress to ensure all deadlines and financial targets were met. Oversaw project tasks, including curation, writing, editing, design, formatting, color proofing, retouching, cover design, proofreading, underwriting and sponsor management, international print management, marketing, sales, distribution, and fulfillment. Coordinated and communicated with a diverse team of internal and external stakeholders to monitor progress and proactively navigate the unique nature of this book to ensure a successful, on-time book launch.
Collaborated with our Digital Design Coordinator to obtain a Library of Congress Control Number (LCCN) for the book through the PrePub Book Link system. The number was then printed on the book's copyright page, and a physical copy was sent to the Library of Congress upon publication. This number is vital for libraries and distributors for cataloging purposes.
Book Curation
Led ideation and curation of the selected 91 photographic artworks into a cohesive book concept. Of the presented curatorial concepts, we selected and implemented my geographic concept titled “Join us on a Journey through the Dallas Arts District” based on a map of the Dallas Art District (DAD).
We identified the location of each photograph within the DAD and arranged the juror-selected photographs geographically—like a walking tour. Using location to connect artworks that were very visually different put the images in context and created a cohesive concept for the book.
Cover Design and Binding Materials
I led creative image scouting throughout the Dallas Arts District (DAD), presenting possible book jacket images to our internal team and to the DAD Board. A very simple image of a sidewalk that doubled as an abstract grey concrete texture was selected for three reasons:
• The image of a sidewalk references the walking journey curatorial concept of the book. • A gray textured abstract image on the book jacket is complementary to a wide variety of home interiors when placed on a coffee table—its intended location.
• A neutral book color like grey or beige results in higher book sales—thus producing greater end benefit to the DAD Foundation.
Once selected, we conducted an in-house photoshoot to match the scouted image, renting a high-resolution digital camera to ensure the nearly three-foot-long book jacket was reproduced in high quality. We selected a dark gray linen hardboard linen with a simple debossed title for a secondary coffee table display option (jacketless) that does not deviate from the overall look and feel.
Not wanting to go completely neutral, we chose Dallas Arts District branded red endpapers for a pop of color when you open the book. Having selected Graphicom, a fine art catalogue printer in Italy, we collaborated with the publishing team to select the endpapers, end banding, and linen options from their European vendors.
Content Layout and Design
Created a content outline and structure for the book as follows:
• Book Jacket Summary
• Title Page
• Credits
• Dedication by Dallas Mayor
• Book Contest Description with Sponsor Recognition
• Arts District Executive Director Thank You
• Dallas Arts District Map
• Section Divider Pages (Locations / Venues)
• Photographic Artworks
• Photographer Biographies
Designed the book in Adobe Creative Suite using full-page images when possible to maximize photographic impact. I worked with each artist to obtain high-resolution image files at reproduction size. The formatting of each page and spread along with the composition of the image required some work to be cropped and each artist was given the opportunity to adjust the presentation of their work before final reproduction.
Rights & Reproduction Permissions and Artwork Captions
I utilized my museum and performing arts experience to establish best practices in obtaining rights and reproduction permission for the subject matter in the photographic works. Many of the photographic images contained depictions of artwork by other artists, such as a painting or sculpture, or depicted a performing art piece, like a dance or a musical.
These depicted artworks and performances required permissions from the depicted artists, studios, performing arts organizations, choreographers, dancers, etc. As such, we reached out to nearly 100 depicted artist and performance representatives for rights and reproduction permissions to use the images of their artwork in a book for sale. Some of these depicted artists and performers included Joel Shapiro, Yayoi Kusama, Richard Serra, Bandaloop, TITAS Dance, and more.
In addition, each photographer, as well as any artwork or performance depicted in the photograph, needed to be credited accurately. We worked with all 57 photographers to obtain accurate titles and dates for each of the 91 photographs, as well as with the nearly 100 depicted artist and performance representatives for accurate credit for the works depicted.
In gratitude for allowing rights and reproduction permissions for their work to be included in a book for sale that was raising funds for the Dallas Arts District Foundation, all depicted artists and performers were gifted a physical copy of the book after it was published.
Image Retouching, Color Matching & Artwork Cropping
In addition to working with each photographer on image sizing and cropping, photographers were given the opportunity to provide image proofs for color matching during the book production. Likewise, the depicted artists and performers were also given the opportunity to approve the reproduction color. I managed the color proofing, retouching, and approval process of all images with the relevant parties, with retouchers at Ussery Printing (Dallas) and with Graphicom (Italy).
Copywriting and Proofreading Management
Collaborated with an internal writer for the section divider pages describing the locations and venues throughout the Dallas Arts District (DAD), the contest description page, the book jacket summary, and the book credits. Gathered content from the Dallas mayor's office for the dedication page, from the DAD for the DAD Executive Director Thank You page, and from the individual photographers for their artist biographies.
Engaged a professional writer from the AT&T Performing Arts Center/Nasher Sculpture Center to lend professional expertise on the specific DAD content, accurate architectural credits, and current arts terminology, as well as to proofread the entire book in the final round. Managed timing, schedules, and budgets for copy and proofreading.
Print Production Management and Fulfillment & Retailer Logistics
Worked with Graphicom Printing (Italy) to estimate and manage the book production process. Coordinated timelines and resources to guide the book from final digital files to delivery of the physical product to the United States. Our team collaborated with Dallas Arts District staff to manage ongoing distribution logistics for events, placement of the book in local DAD retailers and museum bookstores, and established shipping logistics with a third-party fulfillment center for online orders.
Book Launch Event
A book launch event was held at HALL Arts Hotel in the Flora Ballroom, featuring a digital slide show of the selected photographic works, printed posters of select artwork on display, HALL Wine and hors d’oeuvres, and giving the artists an opportunity to meet each other, celebrate, and pick up their copy of the published book. It was attended by the jurors, sponsors and underwriters, artists and their families, and featured congratulatory remarks from Dallas Arts District Executive Director Lily Weiss and HALL Group Founder and Chairman Craig Hall. As part of the marketing team, I was involved in every aspect of the event planning, management, and event design.
HALL Arts Hotel Display and Sales
In addition to online, retail store, and museum store sales, the book is also for sale at HALL Arts Hotel. The book is on display in each of the 183 hotel rooms and in the lobby for guests to enjoy. The book can be purchased as part of the guest's hotel stay and separately at the front desk. The book is also promoted and marketed during arts-related hotel events.
