VBB artist Loretta Ayeroff checking in.....Having just vended my b+w photographs of the Venice Boardwalk, 1973, in spaces 131, 144 and 141, I must offer the outpouring of nostalgia people shared about earlier, quiet times. Older and newer members of the Venice community told stories of days spent on the beach with Janis Joplin and Jim Morrison; what the boardwalk felt like without vendors and only a handful of performers; grandparents, like mine, who took "summer rooms" in the small beachfront hotels; and positively identifying the building in my photographs as Westminster Ave. at the Boardwalk, albeit with the parking lot filled in. Overall, the crowds expressed a longing to return the boardwalk to those calmer, more peaceful times. I myself watched a metamorphosis, including my own, from Friday's opening nervousness ("Will the Boardwalk Artists tolerate us?") to achieving mutual respect, congeniality and in some cases - friendship, by Sunday. After all, most of us, working by hand, share the same dreams and goals of art production and expression, we can't fault each other by our circumstances. Hammer Curator, Ali Subotnick, must have slept well last night (didn't we all?) having brought to fruition her gigantic dream of the Venice Beach Biennial - I call her "Tenacious A" having watched as she put out "This is MY space" fires at 7:30 AM while delivering, via bicycle, delicious and appreciated baked goods, to her Hammer artists. We were covered with tents, clothed in VBB T-shirts, and discounted for boardwalk food by our pink wristbands. THAT alone took a lot of effort! Claire de Dobay Rifelj, the amazing VBB Coordinator, and her team of dedicated Volunteers fulfilled all of our requests with smiles and efficiency! And, the sales rush on Sunday, lined our pockets, as well. What not to like, beyond the '60s vortex we were sucked into? Congratulations Hammer people, and to liaison Arthure Moore, for successfully producing this grand experiment - the question of "can we all just get along" has been, in part, answered. It's a hard life when you choose to set-up on the Venice Boardwalk. Three days of getting up before dawn, staking out your small space and setting up your artwork products within strict guidelines and rules, dealing with keeping yourself fed and hydrated (whatever your beverage of choice is) is all I could handle. There could be no fourth day for me. Originally I thought the Boardwalk Artists would learn from us, the "Hammer Artists" about archival presentation (ha!) wall labels (ha!) artist's statements and gallery books with reviews in them (ha!) all of which graced my overly precious space on Friday. But on Saturday morning, I joined the boardwalk style, slashed my prices, changed my signage, opened my print boxes for hands-on searching, put away my guest-list page, made everything clearer and easier for the art-hungry public. Actually, I felt a few VBB artists also transformed their spaces to conform with boardwalk merchandising! So, from my POV, on many levels, it was I, who learned from Them, not the other way around. It would be interesting to get the Boardwalk Artist's opinions on our efforts…after awhile, some type of follow-up interaction. Now, to recuperate, and get back to "normal" life, whatever that was before VBB…




























