Programme:

The great power for tourist attraction of our cities towards the demands and necessities of the local audiences in culture. A relationship of love and hate?

Introductory session: Tourisms vs local audiences.

The challenge to fill up the cultural institutions thanks to the tourist audience coming to the city but at the same time be close to the local audience and be valuable to influence them in their cultural behaviour. Speakers: Pepe Serra, Museu Nacional d’Art de Catalunya, Marta Beck-Domzalska, Eurostat, and Dolors Vidal, Universitat de Girona.

Big museums for local audiences

How big museums, with mainly a tourist audience, are capable of orienting, adapting and managing their offer, contents and services to the necessities and expectations of the local audience. The cases of Louvre Museum and Prado Museum. Speakers: Anne Krebs, Louvre Museum, and Marina Chinchilla, Museo del Prado.

Pricing strategies in time of crisis

Debate focused on the increasing need of generating income opportunities and reaching big audiences with discounts and free entrance. Cases from Barcelona and Rotterdam. Speakers: Marta Clari, Institut de Cultura de Barcelona, Jorge Bernardez, Poble Espanyol, and Cynthia Dekker, Rotterdam Festivals

From user to client

Recent change of paradigm in cultural habits among European citizens, and how build up valuable and closer relationship with our public. Mercat de les Flors and Palau de la Música will explain their experience using CRM. Speakers: Pepe Zapata, Mercat de les Flors, and Gemma Canadell, Palau de la Música.

Tourist cities for local audiences

How different cities have come up, through innovative projects, to reach local audiences in culture. The cases of Bruges, Amsterdam and Madrid. Speakers: Steven Slos, City of Bruges, Paul Mosterd, Hermitage Amsterdam and Berta Sureda, Museo Nacional Centro de Arte Reina Sofía

Cultural institutions take the street

Projects that have as objective to bring the cultural programmes out in the streets, like the case of the Museu Nacional d’Art de Catalunya in Barcelona and Madrid, and the Barcelona Jazz Festival.

Speakers: Elisabet Pueyo, Museu Nacional d'Art de Catalunya, Tito Ramoneda, Barcelona Jazz Festival, and Karen Bath, The National Gallery of London.

Dates: Thursday 19 (9am to 5pm) and Friday 20 (9am to 2pm) April 2012

Languages: Spanish and English (there will be simultaneous translation)

Inscription rate: 75€ (includes translation, coffee and lunch on Thursday)

Inscriptions at Institut d’Humanitats de Barcelona (send an e-mail at cursos@cccb.org).

Optional guided visit to La Pedrera, on Thursday at 5pm. Previous inscription at the same e-mail.