Title: Far out: Peter Max gallery to open
Year: June 10, 1990
Medium: NEWSPAPER ARTICLE
Edition: Business Section
Description: Sixties artist's work to be sold by entrepreneur
By Nancy San Martin, Herald Staff
For Ken Hendel, the color of money is brighter than the vivid reds, yellows, blues and greens in the psychedelic works of 1960s artist Peter Max.
After two years of trading art pieces from his house at California Club, Hendel has decided to take advantage of the artist's resurrection and open a gallery of what he says is the largest collection of Max's lithographs and serigraphs in South Florida.
Max's work will make its debut Friday when Gallery Art opens its doors at the California Club Mall, 850 Ives Dairy Road.
"I don't know what it is, I smell money," said Hendel. "I'm not an artist, but I have obviously developed an appreciation for art."
Max was a semi-recluse for 16 years, but despite his post-1960's retreat, his work made its way into the culture of the 1970s and 1980s. In 1974, he received a federal commission to design a 10-cent "preserve the environment" postage stamp. Another federal commission paid him $300,000 to paint 235 murals for immigration points of entry on the Mexican and Canadian borders.
Max's first show of 1990 opened in January and is still on display at the Howard Scott Galleries in Aventura Mall. Aficionados can buy Max's newer and older pieces.
The artist's works - still marked by bright, surreal colors - show hooded monks, men with umbrellas, men with canes, women with fans, women in profile, fancy "Deco" ladies and mysterious men who have no faces.
Hendel also carries a mix of Max's works. Customers can choose from a collection of about 50 pieces. Because they are bought second-hand, they sell for $500 to $8,000, about 30 to 40 percent less than the market price, Hendel said. One of the most expensive is a serigraph called "Andy with Mustache", which sells for $8,000. The market price is $10,000 to $11,000, said Jerry Powers, spokesman for Max.
He disputed Hendel's claim of having the largest collection of the artist's works. The gallery at Aventura has 150 to 200 pieces, he said.
"It's nothing," he said. "Peter's work is traded all over the world."
Terri Robinson, manager at Howard Scott Galleries, said she isn't worried about the competition. More than 5,000 people flocked to the Aventura gallery during two shows to meet Max, and almost $1 million worth of the artist's works already have been sold, she said.
"California Club is set up more like a phone room," Robinson said. "He sells it from a business point of view. We do it for money also, but we love Peter Max. We don't have any problems selling Peter Max out."
In addition to Max, Hendel also has works from about 25 other artists. Prices range from $200 for a framed piece by Chian Gross to $25,000 for Salvador Dali's platinum piece called "Lincoln in Dalivision". He also sells sculptures from local artists, and does framing.
Hendel, who grew up in Connecticut, said business is in his blood. He studied business at Bryant College in Rhode Island. During summer breaks, Hendel founded a business called College Calendar Enterprises. Hendel would print calendars and charge for advertisement. Then he would distribute them to college students at several universities.
He moved to Miami in 1983 and worked as a commoditites broker until two years ago, when he got the opportunity to dabble in art sales. "A friend wanted to buy. A friend wanted to sell," he said.
For the gallery opening, Hendel sent out 6,000 invitations touting Max's works. Although the artist won't be making any appearances, Hendel is confident his gallery will succeed.
"With what's happening in the art market today, it's going crazy," he said. - Printed Sunday June 10th, 1990.
