In the heart of downtown Orillia, Cloud Gallery is doing something few art spaces in Canada manage to achieve: making the business of art feel as natural as the creative process itself. For co-owners James and Sara Murphy, the gallery isn’t just a place to sell paintings — it’s a community space, a tourism driver, and a growing success story that blends entrepreneurship with artistic passion.
What started as a bold idea during the early days of the pandemic has turned into a thriving enterprise, one that’s generating buzz not just among art lovers but also among local business leaders, tourism promoters, and even young entrepreneurs looking for models of innovation in the cultural sector.
A Space That Feels Like Ontario
Cloud Gallery specializes in showcasing the work of Ontario-based landscape artists, many of whom take their inspiration from the natural beauty of the province. The result is a collection that not only appeals to traditional art buyers but also resonates with weekend visitors, cottagers, and locals who feel a personal connection to the imagery on the walls.
“People walk in and feel something familiar,” says James. “They see the landscapes they grew up with, the lakes they paddle, the forests they hike.”
The gallery is housed in the historic Peter Street Fine Arts Building — a space that feels both rustic and modern. Large windows allow natural light to pour in, illuminating pieces that often reflect the very scenery visible outside.
Selling Art the Modern Way
Unlike the stereotypical white-walled galleries that may feel intimidating or elitist, Cloud Gallery offers a relaxed, welcoming environment. Visitors are greeted like guests rather than clients, and the sales process is transparent and pressure-free.
But behind that warm front-of-house experience lies a savvy business strategy. Cloud Gallery has embraced digital tools to scale its presence beyond Orillia. The gallery’s website features e-commerce capabilities, artist bios, virtual tours, and direct purchasing options — all features that helped the gallery thrive even during lockdowns and travel restrictions.
Building a Brand, Not Just a Business
What makes Cloud Gallery stand out isn’t just what’s on the walls — it’s how it communicates its values. The Murphys have worked hard to build a recognizable brand around the gallery, one that stands for authentic Canadian art, community connection, and sustainable business practices.
They regularly host meet-the-artist events, workshops, and themed exhibitions that tie into regional tourism initiatives. They’ve also partnered with local cafés, musicians, and event organizers to create experiences that go beyond art viewing.
The goal, says Sara, is not just to sell art, but to build long-term relationships. “We want people to keep coming back — not just to buy, but to engage, learn, and feel part of something.”
Supporting Emerging and Established Artists Alike
Cloud Gallery represents more than 30 artists, ranging from seasoned professionals to rising talents. The selection process is curated, but inclusive. Artists say they appreciate the balance the gallery strikes between commercial viability and creative integrity.
“Most galleries are either too commercial or too inaccessible,” says one featured artist. “Cloud Gallery manages to be both professional and deeply supportive of the art itself.”
By focusing on regional talent, the gallery also helps keep money circulating within the local economy. It’s a win-win: artists get exposure and sales, and the town of Orillia becomes a destination for cultural tourism.
Looking to the Future
The Murphys aren’t content to stay static. Plans are underway to expand Cloud Gallery’s offerings with more online exhibitions, art talks, seasonal themes, and even a podcast that explores the intersection of creativity and entrepreneurship.
They’re also advocating for policies that better support the creative economy — including tax incentives for art buyers, infrastructure funding for small galleries, and clearer pathways for artists to become financially self-sustaining.
“We’re not just running a business,” says James. “We’re building a new way of thinking about how art fits into our communities and our lives.”
