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In 1995, the Binkley’s noticed a renaissance in the world of gardening in Vancouver. Michelle introduced a new annual solo exhibition for Michael - the Sculpture in the Garden Show. They hosted the exhibition in late May, when their perennial garden was at its peak bloom. This exhibition garnered Binkley much publicity with TV, newspaper, magazine and book coverage. Their goal was to attract not only the private gardener art collector, but also landscape designers and architects. The exhibition saw very high attendance, matched with great sales. With the construction of their new gallery in 1997, they renovated their sculpture garden. Michelle designed the new space to include garden “rooms” where sculpture could be exhibited, connected by meandering pathways and rustic stairwells. It has proven to be a welcome addition to their marketing strategy.
In 1998, Binkley entered the realm of the Internet. He took a course in HTML and learned how to design his own website. Through a local art symposium, he was reintroduced to a university friend who had started his own web company and with his friend’s assistance, Binkley developed a strong virtual following. Not only has he been able to reach a new international market leading to purchases of sculpture on-line, but he has received some very handsome commissions. Most notable is the commission for three large sea shell sculptures which are in the permanent international art collection aboard the cruise ship Queen Mary 2, and Binkley is the only artist representing Canada. To date, internet sales account for 10 - 20% of his yearly revenue.
At the turn of the new millennium, Binkley made forays into the lucrative art market of the Gold Coast of Florida. Several successful sales trips resulted in connecting with major interior design houses and some commercial galleries. As long as Binkley was there, engaged with the designers, he succeeded in making sales. But the commercial gallery scenario soon ended - no Michael, no sales - so after a few years, the Binkley’s pulled the artworks out and shipped them home.
Since 2000, Michelle orchestrated three projects involving six star cruise lines. They held the world’s first solo stone sculpture exhibition aboard a cruise ship on the Radisson (now Regent) Seven Seas Navigator in Alaska in 2002. They also held the world’s first stone carving classes aboard a cruise ship on Cunard Line’s Queen Mary 2 during her maiden tandem eastbound crossing with Queen Elizabeth 2 in 2004. And Binkley is the first stone sculptor in history to lead an art tour aboard a cruise ship on Crystal Cruise Line’s Symphony in 2005.
Commercial gallery representation did not work for Binkley, but it does hold value for other artists. Not every artist is willing to assume all the duties that come with self-representation. The gallery representatives are beneficial in that they have an established broad client base and network and will assume all the administrative duties. Binkley has assumed all this work himself, as he prefers to have direct contact with his collectors.
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