As the global art market undergoes a period of correction, particularly at blue-chip level, a different kind of growth story is quietly unfolding in North America’s most coveted resort towns. Off Piste Fine Art Group, led by CEO Ann Priftis and COO Tara Wolters-Smythe, is proving that contemporary art doesn’t need New York, London, or Los Angeles zip codes to thrive. With seven gallery locations across Canada and the U.S.– including Whistler Contemporary, Sun Valley Contemporary, and Mountain Galleries – and a groundbreaking partnership with JSX private jet lounges, Off Piste is reshaping the middle market through accessibility, experience, and deep collector relationships.
In this Culturalee Innovators interview, Priftis shares how Off Piste has turned once-overlooked destinations into vibrant cultural hubs, why the middle market is the most resilient and dynamic segment of today’s art world, and how experience-driven collecting – from artist residencies to hospitality collaborations – is redefining where, how, and why people connect with art.
Off Piste Fine Art has built remarkable momentum across resort towns at a time when many blue-chip galleries are struggling. What’s been the key driver of your group’s success, and how have you turned what were once considered “peripheral” art destinations into thriving cultural hubs?
At Off Piste Fine Arts, our success in resort towns stems from a deep belief that art belongs everywhere, not just in major metropolitan centers. These ‘peripheral’ destinations are actually cultural hubs, full of discerning collectors, passionate creatives, and communities eager to engage with contemporary art. Both residents and visitors to these luxury resort towns are seeking an elevated level of expertise, boutique customer care and special offerings. We’re mindful about leaning into the unique character of each location, curating exhibitions that resonate with local audiences while maintaining the international standards of a luxury gallery experience. We know that art is appreciated and flourishes not just in New York, LA, Miami, and other coastal cities but in key areas across the U.S. and Canada.
Our approach is always rooted in accessibility and authenticity. We don’t just bring art to these places, we build relationships, collaborate with local businesses, and create spaces that feel both elevated and welcoming. By integrating our galleries into the fabric of these communities and embracing digital innovation to reach collectors globally, we’ve turned geographic ‘limitations’ into strategic advantages. The momentum we’ve built is a testament to the power of reimagining where and how art can thrive.
You’ve often spoken about the strength of the middle market. Why do you believe this segment–often overlooked in favor of the ultra-high end–is emerging as the most dynamic frontier in today’s art world?
The middle market is where the pulse of the contemporary art world truly beats. It’s dynamic, diverse, and deeply connected to both emerging talent and engaged collectors. While the ultra-high end often dominates headlines, it’s the middle market that fosters discovery, dialogue, and long-term relationships. The collectors in this segment are passionate, curious, and willing to take risks on new voices. Traditionally, even when the auction world stumbles, as it did in 2025, the middle market maintains a steady upward pace. The recently released 2025 Deloitte Private and ArtTactic Art & Finance Report strongly supports this narrative and reinforces it with data explaining how most collectors are now focusing on art collecting as a passion pursuit (as opposed to a financial/investment strategy).
At Off Piste, we’ve found that this collecting segment is not only resilient but also incredibly responsive to thoughtful curation and storytelling. By focusing on artists whose work is both accessible and conceptually rich, we’re able to build bridges between creators and collectors that go beyond transactional relationships. Literally introducing artists to collectors through activations like our Artist in Residence series, special ‘meet the artist’ dinners and artist-driven presentations, creates the opportunity for collectors to make their own story around the art they admire. The middle market is less about speculation and more about genuine engagement and enjoyment of the art itself, and that’s where we see the most exciting growth and innovation happening.
Off Piste now operates seven galleries across North America and is partnering with JSX private jet lounges. How does this blend of accessibility and luxury reflect the new collector mindset you’re seeing take shape?
Today’s collectors are redefining what it means to engage with art. They’re global, mobile, and increasingly drawn to experiences that feel both elevated and approachable. Our expansion into resort towns and our partnership with JSX private jet lounges reflect this shift. We’re meeting collectors where they are—whether that’s après-ski in Sun Valley or en route to a coastal getaway—offering them access to compelling contemporary art in spaces that feel personal and inspiring.
The synergy between JSX and Off Piste Fine Arts is incredible and we’re thrilled that we were able to form this dynamic partnership. Fun, excitement, approachability and convenience are all hallmarks of both brands. Prioritizing experiences, whether it’s flying across the country to attend a music festival or taking a private tour of an artist’s studio, is a key lifestyle driver for our shared clientele. They want truly unique experiences that reflect their individual style, personal aesthetic and approach to life, and they don’t want to compromise quality and accessibility in order to enjoy those experiences.
This blend of accessibility and luxury isn’t just about convenience; it’s about creating meaningful encounters with art outside traditional white-cube settings. It’s also about recognizing that today’s collectors value authenticity, storytelling, and connection. By integrating art into lifestyle spaces, we’re not only expanding the market, we’re reshaping how and where art is experienced.
With upcoming solo exhibitions, artist residencies, and hospitality collaborations, Off Piste seems to be expanding the definition of what a gallery group can be. How do you see the relationship between experience, place, and art evolving over the next few years?
We’re seeing a profound shift in how people want to experience art; it’s no longer confined to static spaces or singular formats. At Off Piste, we’re embracing that evolution by expanding the gallery model to include residencies, hospitality collaborations, and immersive solo exhibitions. These initiatives allow us to create layered experiences where art, place, and community intersect in meaningful ways.
Collectors and audiences today are looking for connection. They want to understand the artist’s process, engage with work in unexpected settings, and feel part of something larger than a transaction. By embedding art into the rhythm of travel, leisure, and local culture, we’re cultivating environments where discovery feels organic and personal. Over the next few years, I believe the most successful art spaces will be those that prioritize experience—spaces that are as much about storytelling and atmosphere as they are about aesthetics. Our goal is for our collectors to recall their experience with acquiring a piece from one of our galleries as a highlight of their trip to Whistler, Banff, Jasper, Sun Valley, Victoria, etc. Every time they pass by their Off Piste painting, photo or sculpture hanging in their home or office, we hope it stirs up amazing memories of an incredible trip to a beautiful place.
Find out more about Off Piste Fine Art here.
