Seizing Serendipity
By Max Hofer
Staff Writer
Just because something doesn’t go according to plan, doesn’t mean it’s the end. In fact, there’s a chance it’s the beginning of something better. This is an attitude local artist Jason Pfitzer looks to capture in one of Sioux Falls’ newest gallery spaces, Serendipity Studio.
Serendipity Studio is located at 230 S. Phillips Ave, Suite 204, in downtown Sioux Falls. (Submitted Photo)
“We are an art gallery — kind of. We actually have three galleries,” said Jason, owner and co-founder. “We have our main gallery, and that's where most of the artists are. We have over 30 local and regional artists in that gallery — everything from honey to oil paintings. Then we have a rotational gallery, which changes every couple of weeks, so the artists have a chance to match up their art to the theme. And then the third gallery is local and regional photography by me.”
The gallery spaces live on the second floor of Shriver’s Square in downtown Sioux Falls. Their unique placement only adds to the year-old studio’s mission.
“We don't have a store window like a lot of your retail establishments do, but we thought the space made sense,” Pfitzer said. “It works for what we wanted it to do. And we wanted to be downtown, where the heart of the arts community is.”
Pfitzer co-founded the studio with his wife, Tiffany. The duo aims to give local artists, and the public, new and exciting experiences they might not find elsewhere.
“I've had artists that are eight years old in my space and have won awards,” he said. “And, you know, we have artists that have been doing this for over 30 years. So, a nice range of artists and community is what we're trying to foster there.”
A community that, early on in his career, inspired Pfitzer to take a journey he couldn’t have predicted.
“My path to art has truly just been serendipitous,” recalled the photographer. “You know, it was not something I went to school for. I have taken zero classes on photography or arts. Everything I've done has just happened,”
His approach to his craft reflects this sentiment.
“I don't plan a lot of my photographs,” he said. “They're not something I sit up there for three hours with my tripod trying to capture the right lighting. My photos are pretty serendipitous in the fact that I just walk along, I see what I see, and that's what I take a picture of.”
His style focuses on landscapes and iconic architecture. He first caught the bug during a family vacation.
“Once it gets into your blood, it's hard not to want to do it,” the photographer said. “I bring my camera wherever I go, and I look around all the time. As I'm driving, if I see something that strikes me, I'm just going to stop over and take a picture of it. You can't really turn it off. So, when I do it, it feeds me.”
Pfitzer and his wife would go on to display and sell his pieces at various pop-up spots, including Sioux Falls’ downtown Sidewalk Arts Festival. When deciding it was time to find a studio space, they considered focusing solely on Jason’s art. But after reflecting on his own difficulties with finding gallery spaces, they decided to open up their studio to others.
“We know other artists, and so, we thought, let's bring everybody together and offer them a spot.”
Opening their doors has not only resulted in bringing together a diverse culture of talent — from abstract painters, to weavers, to authors — but also countless opportunities to make a difference.
“When you're experiencing art, you never know where the person's history comes from or what their story is, but sometimes you can really make a strong impact just by being there, giving them a vote, encouraging them to go forward or making a purchase,” Pfitzer said. “You know, we all need that positive reinforcement, and it’s a lot of fun for me to help give that to people.”
The couple also takes a hands-on approach to their mission by hosting various classes and workshops, taught by them and local artists.
“We're looking at expanding that and maybe offering some new or different things, as well,” Pfitzer said. “In that regard, we also do workshops. I've done artist chats in the past, where I would talk to artists about various things, and we're hoping to continue to offer more educational opportunities to the public as well.”
Pfitzer said not only do they want the space to be a place for the public to experience and enjoy art, but also to engage with the artists in the community.
“There are literally hundreds of small artists in this community that are just looking to be seen and share their artwork, because they do it out of love.”
After how much this community has pushed and inspired him, Pfitzer said he hopes that, through his studio, he can do the same for others.
“I had other artists that came before me who have given me guidance or suggestions or feedback. And so, it was my turn to do that,” he said. “When I get to do that — when I have a new artist come in, and we talk about things like pricing, or we talk about how to hang art, etc., I feel like I'm getting a chance to give back a little.”
And a little support can lead to serendipitous results.
“It just seemed like that was a natural name for my journey in art, and, ultimately, we hope that somebody stumbles upon us and has a happy experience.”
Discover what’s happening at Serendipity Studio by following its upcoming events schedule and current offerings in-store at the studio's website.