The dynamics of the U.S. market for art, antiques and collectibles has changed dramatically judging from this month's Brimfield market.
For decades, Brimfield has come to represent the ultimate pickers marketplace where antique dealers and several collectors gather annually to replenish their stock or add to their collections. Brimfield is an old, small farming community in the south central section of Massachusetts. During off season it would seem to be the land that time forgot; but three times a year, in May, July and September it comes alive, like Brigadoon, with nearly a week long antiques fair. At that time, former farm fields are rented to various antiques concessionaires who organize a variety of shows of different sizes and different durations; some for several days and some for several hours. Many of the fields are free, but some with the higher end dealers and objects charge an admission fee (generally around $5). In five days close to 4,000 dealers set up. In order to take it all in, the hearty buying public is often up in the middle of the night armed with flashlights and racing shoes in the hope of making that great find, like Indiana Jones, before a competitor buyer snatches it away. While a certain decorum is strived for, violent discussions can sometimes be witnessed.
Although the July show has been traditionally the slowest of all three due to the prospect of a Massachusetts heat wave, this July's show was the slowest anyone can recall. For example, at May's, one of the prestige lots where traditionally dealers had to fight to get a space and which maintained a waiting list and strict rules for exhibitors, about 40 percent of the spaces were empty. The same vacancy rate was apparent at many of the other fields, especially at the pay lots where set up costs are greater.
Attendance was drastically reduced as well. At “Heart of the Mart”, a field that opens at 9:00 AM on Wednesday mornings, in the past, the press of flesh of over anxious buyers at the gate often resembled the Tokyo subway system at the worst moments of rush hour. Not so this year; there was plenty of room to breathe. One didn't even hear, as in the past, the frequent sirens of ambulances waiting to carry off buyers overcome by heat or the anxiety over finding the great object of all times.
Hotel bookings in the area were also down. The Publick House in nearby Sturbridge has always been the place in the area to stay. It maintains an excellent dining room and a nice size pool which can be a welcome refuge in July. Bookings are not taken until November of the year before and frequently the hotel is completely booked by the end of December. Times have changed and this year a room could be rented at the last moment.
What accounts for this change? Is it an indication of an economic recession which has arrived although not yet specifically named as such by the economists? Perhaps, although most dealers sight this as only a minor element among several reasons for the apparent downturn.
The most common reason cited by those canvassed at Brimfield is the Internet. Although internet sales of art and antiques has not reached the giddy expectations given by purveyors of internet auction sites a few years ago, its impact on buying patterns has been felt, undoubtedly, on the lower end of the marketplace. At that level of sale it is now cheaper to purchase a digital camera and download the object on the net than it is to load a van and set up at a distant location.
Traditional costs have gone up as well. Space rentals have increased somewhat and hotel prices are on the rise. The Publick House increased its rates for the Brimfield week over 20 percent in relation to last year. Feasting in the charming colonial style dining room on wonderful food can produce a bill higher than one would pay at similar restaurants in New York City.
What this means for the future no one knows for sure. Dealers complain that they are not making as much on the Internet as they could in other venues but they still post their objects just the same. Several dealers canvassed, all seasoned veterans of the Brimfield syndrome, speculate that perhaps the three shows will be consolidated into two to reflect the changing landscape of the marketplace. Perhaps but antiques dealers, buyers and promoters are a traditional bunch and as long as there are objects to be found and money to be made Brimfield will probably continue to exist in its current incarnation; but one should not be surprised to see the fields shrink even further, especially in July when one has to battle the elements to walk away with that unique treasure.