New Aspen Art Fair Director Becca Hoffman on Steering a New Cultural Takeover

Opening just in time for Aspen's renowned Art Week, a new art fair set against the enlivening backdrop of the Rocky Mountains will host around 30 international exhibitors from over 12 countries at the historic Hotel Jerome. With a few local and surrounding galleries like Hexton, K Contemporary, and Galerie Maximilliian, the Aspen Art Fair points to a cultural takeover.

Co-founder and Director Becca Hoffman envisions a new, alternative type of art fair that aims to re-think, re-examine, re-engage, and re-invigorate. As the founder of the global arts business 74th arts, Hoffman explores culture, connectivity, and commerce through the annual Aspen Art Fair and a program of year-round cultural events worldwide. With over a decade of experience, Hoffman began her career as a gallerist. Dedicated to the art world, she took leadership in running art fairs in New York, Paris, Aspen, and Palm Springs.

“I have combined my love for curated boutique art events with my belief that the world is a small place. This has allowed me to create intimate global arts opportunities for connection and commerce, education and engagement, discovery and dynamism. The Aspen Art Fair is a perfect example of this vision coming to life,” says Hoffman.

The fair’s new model combines the traditional art fair with an intimate, social atmosphere, featuring exclusive home tours, a salon-style speaker series, art prizes and residencies, performances, screenings, cocktail receptions, dinners, and guided hikes showcasing the region's natural beauty.

“We believe that 2024 is the perfect time to introduce a new citywide cultural event — an art, design, lifestyle, and luxury takeover at the Hotel Jerome. The inaugural Aspen Art Fair aims to unite local cultural institutions in a dynamic dialogue with galleries and artists from local, regional, national, and international stages.”

Aspen has long been a sought-after destination not only for skiing, hiking, and natural beauty but also for arts and culture. The city’s deep-rooted history of supporting the arts continues to influence its present and future, creating a space that fosters intellectual and creative discussions and pursuits. According to Hoffman, Aspen witnessed a surge in gallery pop-ups, earning its spot on the global cultural map. With the support and programming of the Anderson Ranch Art Center and the Aspen Art Museum, among others, Aspen’s attention in the has continued to grow.

“Aspen is home to some of the most prestigious art collections worldwide, and local and regional institutions consistently bring out world-class artists and exhibitions. This unique combination of historical support, community engagement, and access to top-tier art makes Aspen a hot spot like no other in the art world. What could be better for a small town in the mountains?”

Art Currently wonders what the next 10 years will look like, to which Hoffman envisions Aspen becoming a highlight of the global arts and culture summertime calendar, celebrated for its elegant charm.

“The city's unique blend of natural beauty, vibrant cultural institutions, and innovative events will continue to attract artists, collectors, and enthusiasts from around the world, solidifying its status as a premier cultural destination.”

The Aspen Art Fair will take place from July 29 to August 2, kicking off Aspen Art Week.