FOR IMMEDIATE RELEASE (JAN 2010)

MEDIA CONTACT:
Jennifer von Stauffenberg
Olive PR Solutions
619-302-3181
jennifer@oliveprsolutions.com

The second annual Beyond the Border International Contemporary

Art Fair, San Diego announces expansion plans and a new
downtown location. (Sept. 2nd-4th, 2010)

San Diego, Calif. (January 8, 2010) The Beyond the Border International Contemporary
Art Fair announces expansion plans for 2010, which include moving the 2nd year event
to a larger home in downtown San Diego. BTB has signed a three-year contract with
Hilton San Diego Bayfront – the newest luxury hotel in downtown San Diego, boasting
the largest pillar-less ballroom space in San Diego.

Showcasing over 50 national and international galleries and over 2,000 works that
include painting, sculpture, works on paper, photography and video. The Beyond the
Border International Contemporary Art Fair is dedicated to showcasing new
contemporary art practices from this region and beyond. San Diego with its close
proximity to Mexico is the ideal arena to stage a collaborative bi-national art fair on the
West Coast, and the best city to present an objective representation of the overlapping
art activity that is taking place along the Pacific Rim.

San Diego is quickly becoming one of the most vibrant and richest cities in the United
States. Each year the region continues to attract over 30 million national and
international visitors. San Diego is California’s second largest city and the seventh
largest city in the U.S. San Diego is known for its near-idyllic Mediterranean climate and
70 miles of pristine beaches.

BTB’s move downtown creates an arena for citywide cultural participation

Raising 30-stories above the edge of San Diego Bay the Hilton San Diego Bayfront hotel
is the West Coast’s newest waterfront hotel. Fusing a dynamic waterfront location, sun
and sea-inspired design and casually sophisticated vibe, the Hilton San Diego Bayfront
hotel offers an immersion in the essence of San Diego’s unique coastal culture and
lifestyle. The hotel is adjacent to the San Diego Convention Center, across the street
from PETCO Park, home of the San Diego Padres and minutes from the San Diego
International Airport (SAN). It is a short walk from downtown San Diego’s Gaslamp
Quarter, and its many entertainment and recreational amenities as well as world-class
shopping and dining.
Beyond the Border-Art, Inc. 2658 Del Mar Heights Rd #502, Del Mar, CA 92014 |
858 254 3031 | www.beyondtheborder-art.com
2009 successes proved there’s a hunger for this caliber Art Fair in San Diego
The first annual Beyond the Border International Contemporary Art Fair, San Diego was
a critical success. Over 1,000 attendees packed the VIP opening night event and total
attendance exceeded 3,000 over the 2.5 days. Over 70% of the galleries reported
direct sales. In addition, many events sold out in advance such as, the Art of Wine and
Food Dinner and a lecture & lunch with Art Critic Dave Hickey; and gallery exhibition
space was filled in May, leaving a waiting list of over 20 galleries.

Local collector, Matthew Strauss, joins national Curatorial Committee

A newly formed Curatorial Committee will provide critical guidance in the selection of
the 2010 galleries and special exhibitions. Members include:
 Lisa Dennison, Executive Vice President of Sotheby's North America
 Cecilia Fejardo-Hill, Chief Curator of Museum of Latin American Art
 Deborah Klochko, Director, Museum of Photographic Arts
 Dale Lanzone, President, International Public Art Marlborough, Marlborough Chelsea
Gallery
 George Melrod, Editor-in-Chief, art ltd
 Matthew Strauss, ARTnews "TOP COLLECTORS IN THE WORLD,” 2009 Summer issue

Symposiums will cover a range of topics, from art investing to collecting 101
Renowned experts from national arts markets will be the guest speakers and
moderators in a series Symposiums scheduled throughout the Fair. Programs such as
the “Art&Money: Passionate Assets” and “Art in the City” will foster communitywide
dialogue on the impact of art in society and quality of life in San Diego.

 “Art&Money: Passionate Assets” is a one-day conference that will bring together

professionals in the area of art and finance. The amount of financial organizations
providing financial and advisory services to owners of “unconventional” assets, such
as fine and decorative art, antiques and collectibles shows that art is a new niche
market with enormous potential. Discussions will center on the rise of art as a new
asset along with providing a forum to share and discuss global trends in the art
financial market.

 “Art in the City” is a one-day symposium focused on exploring how art and culture
can be utilized as powerful tools for city building. The program will be moderated by
David Malmuth, RCLCO Managing Director and noted entertainment developer,
who participated in “Imagine Coney”, an effort to spur the revitalization of Coney
Island. Malmuth, a former executive with Disney and TrizecHahn Development,
oversaw the renovation of the New Amsterdam Theater in New York City, and the
development of the Kodak Theater in Hollywood. Speakers at the symposium
include arts visionaries from Miami, New York, and Toronto. Each session will also
have a panel of local leaders who will respond to the issues/opportunities raised by
the speakers. The goal of “Art in the City” is to identify specific strategies that have
worked in other cities and to apply these lessons to San Diego. Further, the session
will showcase a presentation and discussion of “art and culture specific” design
ideas for one of the most important waterfront sites in the City. As input for the
meeting, the sponsors will also call for ideas -- via the web – in order to insure
significant public input. The hope is to generate both ideas and action, and most
importantly to stimulate a vigorous dialogue about this topic.

BTB Press Release, January 2010, Page 2 of 4

BTB Charity Partner
BTB is welcoming the San Diego Fine Art Society (SDFAS) as its Charity Partner.
SDFAS is strengthening the pulse of the art community through education and
collaboration. Core programs like the Artist Mentor Program empower artists to
reach their dreams. Art Pulse TV reveals the passion and the people behind the
art. By removing barriers and building bridges, SDFAS is helping San Diego reach
its potential as a top arts destination in the country. This partnership is an ideal
complement to the fair in that both groups share the same vision. To find out
how you can help, visit www.sdfas.org.

BTB Producing Entity: Beyond the Border-Art, Inc.

Beyond the Border-Art, Inc. (BTB-Art) is a strategic business-consulting firm comprised of
leading professionals in the areas of art, marketing, and event production. The
Company is dedicated to establishing San Diego as a leading contemporary art fair
destination on the West Coast with its signature event, Beyond the Border International
Contemporary Art Fair, San Diego. To fulfill its vision, BTB-Art partners with leading cultural
organizations including The San Diego Museum of Art, The Stuart Collection UCSD, UCSD
Department of Visual Arts, SDSU Art Council, Centro Cultural Tijuana, and the Mexican
Consulate.

BTB 2010 Summary

San Diego’s Beyond the Border International Contemporary Art Fair (BTB) is a 3-day
contemporary art fair that will include national and international galleries featuring over
2,000 works by established and emerging contemporary artists from all over the world,
exhibiting in The Hilton San Diego Bayfront’s expansive ballroom accompanied by
numerous conferences, luxury exhibitors and food and wine events. The event will
showcase over $6 million in artwork coupled with sponsors such as Modern Luxury
Media, Qualcomm, and many others. BTB anticipates attendance of over 5,000 new
and established collectors over the three days. An Opening Night Gala is scheduled for
Thursday, Sept. 2nd and will benefit our charity partner San Diego Fine Arts Society (SDFAS).

Gallery Submissions Accepted

January – February 28, 2010

Show Dates
Thursday, September 2, 2010, 7pm – 9pm (VIP Opening Night Event)
Friday, September 3, 2010, 12pm – 8pm (General Admission)
Saturday, September 4, 2010, 12pm – 8pm (General Admission

Opening Night Gala

Thursday, September 2, 2010 (7pm – 11pm)
Proceeds benefit BTB charity partner San Diego Fine Arts Society (SDFAS)
www.sdfas.org

Conference Dates
“Art & Money” – Friday, September 3, 2010, 9am – 5pm
“Art in the City” – Saturday, September 4, 2010, 9am – 5pm

BTB Press Release, January 2010, Page 3 of 4

 Location
Hilton San Diego Bayfront
1 Park Boulevard, San Diego, CA 92101

BTB Contact
E-mail: info@beyondtheborder-art.com

BTB Online Information @ http://beyondtheborder-art.com

 2009 Slide Showhttp://beyondtheborder-art.com/visitors.html
 2009 Event Schedule: http://beyondtheborder-art.com/visitors.html
 2009 Videos: http://beyondtheborder-art.com/videos.html
 2009 Press Articles: http://beyondtheborder-art.com/press_articles.html
 FAQ San Diego Art Prize: http://beyondtheborder-art.com/visitors.html

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BTB Press Release, January 2010, Page 4 of 4