Canyon Road’s Newest Neighbors Contribute to Its Entrepreneurial Spirit

Santa Fe, NM, October 13, 2014–Paul and Carol Hartsock recently took the helm of Greenberg Fine Art on Canyon Road. The couple looks forward to bringing their special mix of entrepreneurship and culture to the community.

Michael Greene, president of Sam Goldenberg & Associates, a Santa Fe business brokerage, facilitated the gallery’s transfer of ownership from Mark Greenberg to the Hartsocks. The paperwork was signed at the Sam Goldenberg & Associates’ office 17 weeks after the gallery went on the market.

“This is the second art gallery we’ve sold in 12 months,” says Greene. “Both generated a lot of interest and sold quickly. The interest in acquiring or investing in a well-run art gallery in Santa Fe is a trend that doesn’t show any signs of slowing down. It’s a smart investment.” 

The acquisition marks a new chapter of Paul and Carol’s storied careers. The couple originally met at the University of Cincinnati where Paul was teaching and running a consulting firm and Carol was in the fine arts department. Since then, her large-scale oil paintings have gone on to be exhibited in 10 museum and solo shows, 36 group exhibitions, and featured in three compendiums. Paul got his MBA from Harvard and a Masters in Urban Planning from the University of Washington. The couple spent many years living in Hong Kong, Hanoi and Manila, where Paul led several firms that invested and developed throughout Asia. He also consulted with many multinationals on entry and growth strategies in the Asian and Southeast Asian markets.

She’s art, he’s business, and they wanted to work together. An art gallery was the natural choice. After reviewing a half dozen options in as many years, they selected Greenberg Fine Art. The 1600-square-foot, pueblo-styled building met all their criteria: location, size, flexible indoor and outdoor spaces, and a high-caliber portfolio of artists. Its cash flow and growth potential made it a solid business investment.

“Mark [Greenberg] put a solid foundation in place,” says Paul Hartsock. “We saw opportunities to make some immediate, simple changes. We have more ambitious plans for the next few years, but mostly we want to enjoy ourselves. For me, that’s spending time with Carol and growing a business we both enjoy.”

Change is already evident. The spiffier interior, bold new logo, redesigned website, and active social media presence have refreshed both Greenberg’s physical and online look. Over the longer term, they are looking into alternative acquisition models, better data mining tools to strengthen relationships with the gallery’s patrons, and creative collaborations with other Santa Fe businesses and organizations.

The recent Wendy Higgins and Joe Breza openings demonstrate the power of such alliances. The gallery in collaboration with Beals & Co. held a pre-event at the Four Seasons Encantado. The hotel left invitations on the guests’ pillows the night before, many guests turned out for the hotel event, and showed up the following evening at the gallery.

With the innovation bubbling forth in the Canyon Road Arts Association, the Hartsocks are right at home in their new neighborhood.

The entrepreneurial spirit taking shape there isn’t widely recognized,” says Greene. “The Hartsocks’ willingness to take a fresh look at how things have always been done is a prime example. With their warmth, vibrancy and maverick spirits, they have a lot to contribute to Santa Fe’s art community. They already are.”

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About Sam Goldenberg & Associates (
Sam Goldenberg & Associates is a business brokerage that facilitates the sale of small and medium-sized businesses throughout New Mexico and southern Colorado. It is the exclusive affiliate of Sunbelt, the world’s largest network of business brokers. Since taking over the firm in 2007, Michael Greene has grown Sam Goldenberg & Associates into the most successful brokerage in New Mexico with the highest volume of businesses listed and sold. Sam Goldenberg & Associates is a member of the International Business Brokers Association (IBBA), the Santa Fe Chamber of Commerce and has an A+ rating from the Better Business Bureau (BBB).

About Greenberg Fine Art (
Greenberg Fine Art is housed in a light and airy space set back a few short steps from Canyon Road. This location allows visitors to stroll along the pathway through the gallery’s beautiful sculpture garden. Inside, there are multiple rooms filled with a striking blend of classical and contemporary paintings and sculptures. The art selected is both lively and accessible with an emphasis on quality.