The artist Kathryn Andrews began to develop the idea that has become the Judith Center during the 2016 US presidential election

The scrappy art fair continues to attract galleries and buyers to playful stands inside a Hollywood hotel

A pre-Frieze opening, record VIP visitors and strong in-person engagement are helping the homegrown fair go from strength to strength

Plus: legendary Hollywood producer Samuel Goldwyn's home and a famous Frank Lloyd Wright house open up to art

Plus, Tanya Aguiñiga brings community action to the fair and Refik Anadol does a virtual deep dive

The fair founded in 2019 by collector Dean Valentine and gallerists Al and Mills Morán has carved out a significant niche as a Frieze alternative and local success story

The fair, hosted at the glitzy Hollywood Roosevelt hotel, features 29 L.A. based galleries and is bolstered by the city's own gallery weekend and the Frieze online viewing room

Strong sales during VIP hours at both Frieze and Felix have dealers embracing the California dream

Galleries lament terms that mean they cannot participate in multiple fairs, even when they have different styles and audiences