Frank Talks

Veronica Petty – Founder of Domingo Comms

Veronica Petty - Founder of Domingo Comms
Veronica Petty - Founder of Domingo Comms

Veronica Petty created Domingo Comms in 2020 to offer her services as an arts communications professional to both businesses and individuals. Domingo Comms offers individuals an original art advice and interior design service focused on using the power of storytelling. For businesses, Domingo delivers bespoke communications services for artists, galleries, and organizations seeking to grow their collector and partnership base. In August, Petty launched ‘Domingo Featured Artists’ to showcase artworks from up-and-coming local New York, Latin American, and Latinx contemporary artists.

With over a decade of experience in international brand management and art fairs, Veronica has overseen marketing and communications for organizations such as Money20/20 Europe, Affordable Art Fair New York City, and PULSE Art Fair. A native New Yorker, she spent six years in England and today lives in Gowanus, Brooklyn with her husband Toby and dog Sheffield. We are thrilled to share Veronica’s professional and creative insight with you – please enjoy reading this amazing woman’s Frank Talk below!

What was your first job in the Arts?

Well, I actually started my career in fashion, interning in the fashion closet at Oprah Magazine and my first real ‘job’ out of College was working at Burberry HQ. I went on to work in live events and later freelanced for a few art projects before overseeing communications for Ramsay Fairs US.

What was the most useful or important thing you learned at that job?

Oprah Magazine’s Creative Director once told me on a shoot that I had my own definitive style and I should embrace that. Over the last ten years, I’ve absolutely tried to stay true to my own personal style and Domingo Comms totally reflects that. I try to give my clients that same advice and encourage them to find and embrace what makes them stand out.

Tell us a little more about yourself. When did you realize you wanted to pursue a career in this industry?

There was a turning point when I graduated college where I had the choice of attending Goldsmiths, University of London for a Broadcasting MA or King’s College London to pursue Cultural and Creative Industries. I knew if I specialized in broadcasting, it was because of my love of storytelling. Ultimately, I wanted to tell stories about creative people: artists, musicians, fashion etc. so I decided to broaden my scope and focus on the wider creative industries and never looked back. The MA program provided me with the opportunity to do a semester at the Tate Modern on a course called ‘Towards Tomorrow’s Museum’, and being exposed to contemporary art at that level changed my life and perspective on the future.

What do you do now?

I recently launched Domingo Comms – an arts communications advisory. I founded Domingo Comms to offer my services as an arts communications professional to both businesses and individuals. Shortly after launching Domingo Comms I initiated Domingo Featured Artists which showcases artworks from up-and-coming local New York, Latin American, and Latinx contemporary artists, conveying topical statements in a colorful and impactful way.

Where are you from?  

I was born in Queens, New York.

What is the arts community like there?

Vast, diverse and ever-evolving. 

Has where you come from shaped what you do in the arts today?

Hugely. Queens is all about culture. Artists coming out of Queens today who I’ve been fortunate enough to work on projects with such as Maria Liebana and Melissa Misla (who both have solo exhibitions on at the moment!) capture the essence of that Queens soul. It’s unexplainable but you feel it when you see their work.

What is the best piece of advice you can give about working in the art world?

It can all get a bit too serious sometimes. Try to find opportunities to laugh with and enjoy your colleagues and clients — it goes a long way.

What is one of your greatest accomplishments in your career so far?

My time as US Communications Manager at Ramsay Fairs (Affordable Art Fair & PULSE Art Fair) was really special and full of career defining moments – organizing programming around the Affordable Art Fair Young Talent Exhibition with Mónica Hernández, launching PULSE Perspectivos and reviving PAMM Picks were just a few.

What has been a challenge for you?

I don’t have a traditional ‘art history’ or ‘interior design’ career trajectory. Sometimes I wish I did because it would make things easier on paper but I would never trade in the business and marketing experience I gained working in global events and living internationally. I’ve always felt that to be my secret weapon and what sets me apart when it comes to communications.

What is something you do every day at the office (or your current home office)?

I make or maintain my to-do list daily. I’m constantly updating it or going back to previous lists to make sure nothing has been missed! I live to cross out tasks.

What is one of the weirdest things you have had to do on the job in your career?

I’m pretty good at setting boundaries and speaking up if I’m ever put in an uncomfortable situation these days – just saying! But yes, back in the day, especially having organized events everywhere from Las Vegas to Singapore, India, Budapest, Madrid, Copenhagen, Amsterdam… and the list goes on and on… I have some fun stories.

What defines a good employee? What defines a good boss?

Honesty, encouragement, and a strong work ethic from both parties.

What do you think makes a person hirable?

A great employee has character, genuinely cares about the work not only for the work’s sake but because it’s also their colleagues’ work too, and has high standards for themselves.

What is your advice to make yourself stand out in your workplace? Any good tips for a giving a great interview?

Building meaningful individual relationships will make you stand out within your wider company in the long run. Be respectful, prepared, and on time for your interview – better to be early, always.

Is there any advice you would like to give people entering the art world?

Enthusiasm and curiosity will get you further than you think. Take accountability and don’t be afraid to ask questions.

What is the best exhibition you have seen in the last year?

Caroline Woolard: A Stone Holds Water at Miriam Gallery and Maria Liebana: DEVOUR at Departure Studios

If you could own a work by 5 different artists, who would be in your collection?

Gillian Wearing

Beatriz González

Julian Burgos

Jenny Holzer

Frank Stella

Have you seen any virtual exhibitions recently that you would like to comment on?

I love what PxP Contemporary have done with their two current exhibitions – Unleashing Magic and Collect, Cut, Composite. They were so ahead of the game having launched a digital gallery a year in advance of the pandemic.

What artwork is in your home office?

Paola Acebedo, Pilar Rodriguez Malley, Big Sur Books prints, Ellie d’Eustachio, Brian Siskind, Terry Boyd, Francisco Donoso, Harriet Petty, Jose Carlos Martinat printed matter, Alfredo Jaar printed poster from Armory Show 2019, Yelena Lezhan, Teresa Roche…

Since we are all at home and exploring more galleries and museums online, perhaps some for the first time, when the quarantine is lifted, what is your first art filled destination?

I’ve already started venturing out to galleries and museums again here in New York but I miss Miami Art Week and London.