Ralph DeLuca has managed to establish a unique and highly sought-after position as the go-to art adviser for Hollywood's elite. Hailing from New Jersey with a no-nonsense approach, he is on a first-name basis with major gallerists and counts blue-chip celebrity collectors like Sylvester Stallone and Leonardo DiCaprio among his clients and friends. Other notable advisees include Martin Scorsese, Quentin Tarantino, Steven Spielberg, and Kate Capshaw. If you're planning to attend the Dec. 6 - 8 Art Basel, keep an eye out for him - the bushy-browed, shaven-headed force of nature guiding boldfaced names to the best booths at the fair.

Unlock the Secrets of Hollywood Art Collecting with Ralph DeLuca

Rules Are Rules

DeLuca emphasizes that even for the rich and famous, the rules of the art world still apply. Many Hollywood A-listers fail to understand that just because they can get a private jet in a minute, it doesn't mean they can simply buy from a young artist right out of school. Gallerists and dealers demand respect and face time. Managing a client's expectations is crucial. It's important to understand that many people are vying for the same works and galleries don't sell them immediately. The more involved a client is, the better access they get. A strong gallery relationship unlocks better access to emerging work directly from the artist's studio at more favorable prices. DeLuca is selective when buying emerging work, only in the primary market and for himself and his clients. It's essential for collectors to do their research or hire someone.

For DeLuca to make a call on behalf of a client, he needs to vet and educate them on the rules. It's not about simply snapping up what one wants. A gallery relationship is the key to better opportunities.

Use Your Fame Wisely

Patronage today involves using one's fame to enhance the reputation of the art they collect. Sylvester Stallone is a prime example. His willingness to engage with artists on the phone and post about his purchases on social media has a positive impact. His large social media following trickles down and is good for the ecosystem. Galleries and artists cozy up to celebrities for similar reasons. A painting on a celebrity's wall is better than in a museum in a different location.

This shows how using fame can open doors and create a more vibrant art community.

Buy on Instinct, Not on an Interior Designer's Say-So

DeLuca advises against worrying about where a piece will be installed or if it matches the decor. A real collector follows their instinct and doesn't get caught up in such details. Tastes change, and one should be able to move pieces around easily.

It's about trusting one's own judgment and not being overly influenced by others.

Stay Loyal

While it's okay to assess a few advisers initially, once a choice is made, one should stay loyal. Diversifying and asking too many people to chase after the same thing makes a collector look like a trophy hunter and a flipper. It's important to have a consistent approach and build a strong relationship with one's adviser.

Loyalty pays off in the long run.

See Art for Yourself …

DeLuca strongly believes in seeing art in person. With the convenience of buying on a phone or through FaceTime, we've become complacent and lazy. But understanding the texture, tonality, and tactileness of a work is essential. It's a mistake to rely solely on virtual experiences.

Personal connection with art is what truly matters.

… but Approach Art Fairs With Caution

Celebrities often face unwanted attention at art fairs. People come up for autographs, and there are distractions. Unauthorized shots can expose a collector's purchases. Art Basel in Switzerland is different, more focused on the art. But celebrities' busy schedules make it difficult for them to attend all fairs. It's important to be cautious and not get caught up in the chaos.

Knowing when and where to approach art fairs is crucial.

Beware the BOGO

DeLuca is critical of the new gimmick where a gallerist offers to sell an artwork if the buyer also buys for a museum. He sees it as creative blackmail and not true patronage. The exception is when a blue-chip institution asks for help. In such cases, it's acceptable to approach a client and work with the gallery.

Collectors need to be aware of such tactics and make informed decisions.

Resist the FOMO

An adviser's job is to help clients avoid buying on impulse. DeLuca recalls a wealthy collector with FOMO at an art fair, excited but buying without proper consideration. It's important to listen but make decisions based on one's own eyes and the advice of the adviser. Selling art is more difficult than other investments, and it's crucial to be patient.

Resisting FOMO leads to more thoughtful art collecting.

Collecting Is Personal

Advisers should have their own collections to understand the process. It's important for collectors to do the same. DeLuca learned this from his mentor Todd Levin. Advisers should participate in the art economy at a similar level as their clients.

Personal connection with art is at the heart of collecting.

Art's a Business, Too

DeLuca doesn't shy away from the fact that money plays a role in art. It's an asset class that can appreciate, making collectors happy. He is closely watching the surge in interest in Indigenous and Native American artists. But it's also important not to lose sight of art's intrinsic worth. Clients should ask themselves if they love a piece enough to keep it forever, even if its value doesn't increase.

Balancing business and art is key.

This story appeared in the Dec. 4 issue of The Hollywood Reporter magazine. Click here to subscribe.