Overview
RecRoom is a contemporary art gallery in Eugene, Oregon founded by Sarah Finlay (former owner of Fusebox Gallery in Washington, DC). The gallery needed comprehensive brand strategy and go-to-market approach to establish Eugene as a viable contemporary art collecting market, compete with established Portland galleries, and build a collector community where none previously existed.

Challenge
Launch contemporary art gallery in market with no existing collector base and direct competition from established Portland galleries 2 hours north. Needed to educate potential collectors, build credibility for serious contemporary art in smaller market, and create sustainable business model supporting regional, national, and international artists.

Strategy
Conducted market analysis revealing no direct local competition for serious contemporary art collecting in Eugene. Developed strategy to capture collectors currently traveling to Portland galleries while simultaneously cultivating new collectors within the community. Positioned RecRoom as a salon, blending intellectual rigor of major urban galleries with intimate warmth of private collection viewing. Created detailed buyer personas (upper/middle-class professionals, empty nesters, academics) and mapped educational journey from curious to confident collector.

Results
Successfully launched gallery establishing Eugene as contemporary art destination. Built engaged collector community through educational programming and rotating exhibitions. Gallery operates Friday-Saturday with regular programming supporting regional, national, and international artists. Current exhibitions include "Static Bursts" by Jason St and "A Room with a View" by Vesna Pavlovic.