The Hollywood Roosevelt Hotel.

New Art Fair to Debut During Frieze Los Angeles 2019

Starting next year, Los Angeles will debut not one but two international art fairs in February: Frieze Los Angeles and the recently revealed Felix LA, a project spearheaded by Dean Valentine, a former television executive who now operates a media-investment firm. The new fair will take place from February 13 to February 17 at the Hollywood Roosevelt Hotel, a stone’s throw from Frieze Los Angeles’s Paramount Studios venue. The hotel will be able to accommodate thirty-five dealers.

According to Artnews, Valentine’s vision for the project—which he says is intended to complement, not compete with, Frieze—was inspired by the intimacy of hotel art fairs during the early 1990s. “I had a strong feeling that a lot of what I enjoyed about the art world was missing,” he said, revealing a particular nostalgia for the West Coast’s iteration of the Gramercy International Contemporary Art Fair at the Chateau Marmont Hotel. Felix LA takes its name simultaneously from Felix the Cat, the anarchist and art critic Félix Fénéon, and the Latin word for happy.

Valentine plans for the fair to be both international and affordable for small and mid-size dealers, and he has emphasized that his rates will be practical enough so that dealers won’t feel a massive burden to sell. “The worst that will happen is you’ve had a really wonderful few days around a pool in L.A., and the best is that you’ll sell some art as well,” Valentine said. “But even if you don’t sell, you will be OK at the end of the day. You will have met some of the largest collectors on the West Coast.”