A conference organised by articketBCN group that will explore issues relating to audiences for culture. The conference will focus on the role of the tourist appeal of our cities, and the needs and requirements of local audiences in regards to the cultural world.

Conference organised by articketBCN group, with the support of Audiences Europe Network ( and Grundtvig - EU, and the collaboration of the Institut d'Humanitats de Barcelona.

Museums in the articketBCN group: Museu Picasso, Fundació Joan Miró, Museu Nacional d'Art de Catalunya (MNAC), Museu d'Art Contemporani de Barcelona (MACBA), Fundació Antoni Tàpies, La Pedrera, Centre de Cultura Contemporània de Barcelona (CCCB)


Thursday 19 April, from 9 am to 6.30 pm and Friday 20 April, from 9 am to 2 pm

Thursday 19 April
9 am Delegate registration
9.30 pm Welcome and introductory session
A brief overview of the challenges we face: the idea is to draw on audiences of tourists who visit the city in order to fill cultural venues, while at the same time remaining close to local audiences and being able to have a bearing on their behaviour.
Pepe Serra, Director, Museu Nacional d'Art de Catalunya
Antoni Laporte, Director, Artimetria
Dolors Vidal, Lecturer and Coordinator of Cultural Tourism, MA in Tourism Management and Planning, Universitat de Girona
11 h - 11.30 am Coffee break
11.30 pm Major museums for local audiences
A debate around the strategies of major museums, which principally attract a tourist audience, and how they can target, adapt and manage their programming, content and services to suit the needs and expectations of local audiences. Case studies of the Musée du Louvre and Museo Nacional del Prado.
Anne Krebs, Head of the Studies and Research Department, Musée Louvre
Marina Chinchilla, Administration Coordinator, Museo Nacional del Prado
1 - 2 pm Lunch
2 pm Pricing policies in times of crisis
A debate around the growing need to generate income opportunities and reach larger audiences through special deals and free admission. Case studies from Barcelona and Rotterdam.
Marta Clari, Director of Culture, Knowledge and Innovation, Barcelona City Council; until recently, General Manager, Institut de Cultura de Barcelona
Cynthia Dekker, Senior Project Manager, Rotterdam Festivals
Jorge Bernárdez, Director, Poble Espanyol
3.30 pm From user to client
An analysis of the recent paradigm change that has transformed the cultural habits of Europeans, and a discussion on possible ways of creating a valuable, closer relationship to audiences. Mercat de les Flors and Palau de la Música will discuss their experiences using the CRM management model.
Pepe Zapata, Communication Manager, Mercat de les Flors
Gemma Canadell, Director of Audiences and Strategic Planning, Palau de la Música
Koen van Veen, Operations Manager, Museumkaart, Nederlandse Museumvereniging
5 pm Optional visit to La Pedrera (Casa Milà). Advance booking required
7.30 pm Opening, exhibition on Joaquim Gomis, Fundació Joan Miró
All delegates are welcome.

Friday 20 April
9.30 am Tourist cities for local audiences
A comparative analysis of some cities that have developed innovative projects to make cultural centres and events more familiar and appealing to local audiences. Case studies from Bruges, Amsterdam and Madrid.
Steven Slos, Cultural Policy Coordinator, City of Bruges
Paul Mosterd, Deputy Director, Hermitage Amsterdam
Berta Sureda, Director of Public Activities, Museo Nacional Centro de Arte Reina Sofía, Madrid
11h – 11.30 am Coffee break
11.30 am Cultural institutions take to the streets
A presentation of some projects that push institutional boundaries and take to the streets. Case studies from the National Gallery, London, the Museu Nacional d'Art de Catalunya, Barcelona and Madrid, and the Barcelona Jazz Festival.
Elisabet Pueyo, Head of Marketing, Museu Nacional d'Art de Catalunya, Barcelona
Tito Ramoneda, Director, Barcelona Jazz Festival
Tracy Jones, Press Officer, National Gallery, London
13 h Conclusions

Institut d'Humanitats de Barcelona (e-mail cursos [at] cccb [dot] org)