Art can be the most memorable thing in a hotel or restaurant, or the most forgettable. Sonya Sparks of Sparks Gallery returns to share her new art-leasing program for hospitality and corporate spaces, plus the personality quiz that reshaped how her gallery curates.

In this episode:

  • The four collector personalities (confident, connected, compassionate, conscientious) and the curated collections built around them
  • How art leasing works: quarterly rotations, three package sizes, and why a fresh collection keeps staff and repeat guests engaged
  • The logistics owners ask about: hanging systems that protect wallpaper, insurance, and where the art comes from
  • Turning each new artist into a marketing moment, with on-site receptions and art guests can buy
  • Why art should come first in a design, not last, and what a curator can do when it didn't
  • Why silence from guests about your space is a signal worth listening to


Sonya Sparks is the owner and chief curator of Sparks Gallery, showing contemporary Southern California art from a historic building in San Diego's Gaslamp Quarter. She works with about 100 local artists and curates art for homes, hotels and corporate spaces.

Mentioned / links:


See the visuals: Photos from Sonya's latest hotel installation are in the Behind the Veil newsletter

Work with Rachel: rachel@tigerveil.com · Instagram: @tigerveil

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