ANNUAL REPORT 2018

ACTIVITY REPORT 2018

PRESENTATION 4

ART PROGRAM 6

EDUCATION 16

VISITORS 25

COMMUNITY 27

CORPORATE MEMBERS 30

MEDIA 33

DIGITAL METRICS 36

STORE/BOOKSTORE 37

PUBLICATIONS 38

MANAGEMENT MODEL 39

IMPACT 40

STRATEGIC PLAN 41

AWARDS AND DISTINCTIONS 43

VIP VISITORS 44

GUGGENHEIM MUSEUM BILBAO FOUNDATION 46 Comité Asesor Miembros de Honor - Febrero 2019 - Febrero de Honor Asesor Miembros Comité

2 3 PRESENTATION

2018 was, without a doubt, a very positive year for the In addition, it also presented an exquisite selection of Guggenheim Museum Bilbao. In terms of museum works from the Thannhauser Collection of the Solomon attendance, we have seen how the upward trend of the last R. Guggenheim Museum in New York and the video few years was strengthened and reached 1,265,756 visitors, creations of Michael Snow, Javier Téllez, and Diana the third highest year-end number in the history of the Thater, which the public was able to view in the Film & Museum. This figure was only surpassed in 1998, our first Video gallery, devoted to the moving image. The success year in operation, and 2017, when we celebrated the 20th of this programming was confirmed by data published in anniversary of the institution. The Art Newspaper, according to which three of the four contemporary art exhibitions in the world that received the The percentage of foreign visitors (71%) has remained largest number of visitors were held at the Guggenheim essentially the same, with visitors coming primarily from Museum Bilbao, while two of our modern art exhibitions France, Great Britain, Germany, the U.S. and Italy. Visitors were in the top ten, including the most visited one, Chagall. from the Basque country made up 9%, and 20% from the The Breakthrough Years. rest of Spain, of which, as in prior years, those from Madrid visitor orientation room. Thus, over 2018, this space has The results for 2018, which can be found in this report, were and Barcelona were the most numerous. The growth in The educational programs designed for on-site and on- undergone a radical transformation in response to the greater than those of the prior year, while self-financing attendance was matched by an increased digital presence, line, including the TopARTE initiative begun in 2017 for current preferences of the public, and implemented new reached 70%, positioning the Guggenheim Museum Bilbao with more traffic on the Museum website and more the 20th anniversary and continuing successfully through technologies. This has transformed the visitors’ first contact as a leader among European cultural institutions. engagement on social media. These figures confirm the 2018 to provide a space for cultural agents and entities of with the Museum, its history, Collection, and surroundings Museum’s continuing ability to attract people, and is due the Basque Country, included a rich variety of disciplines, into a fully immersive experience. Juan Ignacio Vidarte largely to its commitment to a strong art program of varied such as music, film, video, dance, performance, theater, Director General and high-quality exhibitions. and gastronomy, providing the area with a wide range Also within this strategic context, towards the end of the Guggenheim Museum Bilbao that complements the art program and helps energize the year the Museum presented Artitz, a documentation center Along these lines, Joana Vasconcelos. I’m Your Mirror was cultural sphere of the city. for arts content in Basque. This project was created to our third most successful exhibition in terms of average bring together the main texts related to the exhibitions in number of daily visitors. Organized by the Museum in close In terms of the support received through the Museum’s this language that the Museum has created throughout its collaboration with the artist, the show began to tour, showing new Community of arts and culture lovers, figures for 2018 history, and to make them accessible to uses as a means of first at the Museu Serralves in Oporto and then in Rotterdam. exceeded 45,000—Corporate and Individual Members, highlighting this knowledge and contributing to the creation In 2018, the Museum also dedicated monographic exhibitions Followers, and beneficiaries of the Erdu initiative—by the of the discourse on modern and contemporary art in devoted to the artists Henri Michaux, Esther Ferrer, Marc end of the year. This project was put into operation in Basque. This initiative has taken the form of a web platform Chagall, and Alberto Giacometti, and presented thematic 2017 as part of our Strategic Plan, and has also seen an on the Museum’s website, and is continuously added to and exhibitions, such as the one devoted to contemporary art upward trend, articulating the participation and support the updated. in after the events of 1989, and Architecture Effects, Museum receives at the corporate and individual level. which explored the most experimental expressions of the Other initiatives under the Strategic Plan included the Lastly, as for every year the Museum has analyzed the relationships between architecture, art, and storytelling. revision of the mission and goals of Zero Espazioa, the impact of its presence on the surrounding economic activity.

4 5 THE FOUNDATIONS OF ART PROGRAM TODAY’S ART

Title: Henri Michaux: The Other Side Dates: February 2 – May 13, 2018 Galleries: 305, 306, 307 Curator: Manuel Cirauqui Nr of works: 230 Nr of visitors: 281,618

Title: Chagall. The Breakthrough Years, 1911–1919 Dates: June 1 – September 2, 2018 Galleries: 305, 306, 307 Curator: Lucía Agirre Nr of works: 86 Nr of visitors: 453,182

Title: Van Gogh to Picasso. The Thannhauser Legacy Dates: September 21, 2018 – March 24, 2019 Galleries: 305, 306, 307 Curator: Megan Fontanella Nr of works: 47 Nr of visitors: 347,786 (as of December 31, 2018)

7 TEMPORARY VIEWS OF EXHIBITIONS CONTEMPORARY ART

Title: Art and China after 1989: Title: Esther Ferrer. Intertwined Spaces Theater of the World Dates: March 16 – June 10, 2018 Dates: May 11 – September 23, 2018 Gallery: 105 Galleries: second floor Curator: Petra Joos Curators: Alexandra Munroe, Nr of works: 9 Philip Tinari, Nr of visitors: 303,535 Nr of works: 126 Nr of visitors: 619,411

Title: Alberto Giacometti. A Retrospective Title: Joana Vasconcelos. I’m Your Mirror Dates: October 19, 2018 – February 24, 2019 Dates: June 29 – November 11, 2018 Galleries: second floor Gallery: 105, Atrium, and outdoor spaces Curators: Catherine Grenier, Petra Joos Curator: Petra Joos, Enrique Juncosa Nr of works: 203 Nr of works: 42 Nr of visitors: 234,338 Nr of visitors: 649,082 (as of December 31, 2018)

Título: Architecture Effects Dates: December 5, 2018 – April 28, 2019 Gallery: 105 Curator: Manuel Cirauqui Nr of works: 19 Nr of visitors: 77,595 (as of December 31, 2018)

8 9 VIEWS OF CONTEMPORARY ART: FILM & VIDEO

Title: Michael Snow: Closed Circuit Dates: March 23 – July 1, 2018 Gallery: 103 Curator: Manuel Cirauqui Nr of works: 4 Nr of visitors: 365,503

Title: Javier Téllez: Shadow Play Dates: July 12 – November 18, 2018 Gallery: 103 Curator: Manuel Cirauqui Nr of works: 2 Nr of visitors: 612,189

Title: Diana Thater: A Runaway World Dates: November 29, 2018 – March 18, 2019 Gallery: 103 Curator: Manuel Cirauqui Nr of works: 3 Nr of visitors: 89,386 (as of December 31, 2018)

10 ACQUISITIONS

In 2018, the Guggenheim Museum Bilbao Collection rigidity with malleability; opacity with translucency. As the expanded to include two new works by Alyson Shotz and artist explained, the piece takes as its starting point the Esther Ferrer. monumentality of modernist sculpture in metal, but only to reformulate its traditional role and value. While its authoritative In her work Alyson Shotz uses a broad variety of materials— weight decreases, its complexity expands dramatically. synthetic, textiles, metals—to explore our modes of perceiving space, the limits of experience, and basic physical phenomena Esther Ferrer is a pioneer of performance art in Spain, and one such as gravity, tension, and movement. The artist recently of its main representatives. Since the beginning of her career stated: “Much of my work seeks to visualize this empty space, in the late 1960s, she has developed various lines of thought as well as portraying gravity and light. I consider these natural through a wide variety of forms and materials. Ferrer’s The forces to be primary materials a sculptor can make use of.” Laughs of the World (1999/2018) was set up in 2018 for the Object for Reflection (2017) consists of countless small pieces exhibition Intertwined Spaces at the Guggenheim Museum of perforated aluminum connected by steel rings, which in Bilbao. Its main goal is to make the viewer laugh and, at the contact with light act as pixels on a screen and create a subtle same time, “listen to the laughter of the world:” children, adults and constant vibration. While the back of the work offers a and seniors from different countries and cultures laughing. multiplicity of dark shades on the metallic surface, the front For each culture, each language (some scholars believe that side acts as a highly refractive support. Object for Reflection language developed out of laughter) gives shape to laughter in thus stands as a large scale sculpture whose verticality— its own particular way. between textile and architectural—establishes a dialogue with the Guggenheim Museum Bilbao’s iconic spaces. At the same Alyson Shotz Esther Ferrer time, the work responds with intensity to the light conditions Object for Reflection, 2017 The Laughs of the World (Las risas del mundo), 1999/2018 and the movement of spectators around it. To achieve such Punched aluminum and stainless steel rings 37 screens, metal structure and vinyl material 309.9 x 368.3 x 144.8 cm 4 x 12.70 x 6 m complex effects, Shotz replaces a solid volume with the folds Guggenheim Bilbao Museoa Guggenheim Bilbao Museoa of a flexible material; weight with floating weightlessness;

12 13 LOANS

Erlea Maneros-Zabala Jean-Michel Basquiat Basque Graphics; Typography and Ornament: Moses and the Egyptians, 1982 1961–1967, 2013 Acrylic and oil stick on canvas Copper plate etching, 39 plates 185.9 x 137 x 4 cm 42 x 30 cm each

Requesting entity: The National Requesting entity: Museo de Bellas Artes Gallery of Victoria, Melbourne de Bilbao Exhibition: Keith Haring/Jean-Michel Exhibition: Después del 68. Arte y prácticas Basquiat: Crossing Lines artísticas en el País Vasco 1968–2018 Dates: November 29, 2019– Dates: November 7, 2018– April 14, 2020 April 28, 2019

14 15 EDUCATION DIDAKTIKA

This unique initiative, unmatched by any other contemporary art Museum, is designed to help visitors plan and prepare their time at the Museum and view the Art Program from multiple, enriching perspectives. Set up in special spaces separate from the galleries, in this year they have covered nine exhibitions, as part of the program Connect with Art. EDUCATIONAL

AND CULTURAL Beneficiaries 2018 ACTIVITIES Zero Espazioa 38,872 Educational areas 938,879

Participative educational programs designed for a wide hospitals, the volunteer program, visits for the elderly and variety of audiences: initiatives such as Baby Art, Learning groups at risk of social exclusion, as well as visits for people with Through Art, and Books Alive!, as well as a diverse array of disabilities and/or special needs. Of particular note in this area TRAINING PROGRAMS complementary activities with a cross-disciplinary, thematic is the Museum’s collaboration with institutions that provide focus, such as Let’s go to the movies!; talks, workshops, and holistic care to children, teens, and adults with psychiatric conferences; other activities related to the performing arts; as disorders, specifically the Hogar Izarra integrative/therapeutic International training initiatives and activities include artist well as the TopARTE program. The Museum also organizes mental health community and the Ortuella therapeutic- residencies and Basque student scholarship programs at the social initiatives, such as Heal and Create at Cruces and Basurto educational day center. Solomon R. Guggenheim Museum in New York, as per the renewed Management Agreement, as well as training for recipients of the Hilla Rebay Fellowship; and participation in the International Leadership Program in Visual Arts Management (ILPVAM), organized in collaboration with Deusto Business Participants Programs 2018 School and New York University. Schoolchildren 7 34,060 Educators 3 3,168 Beneficiaries 2018 Families 10 5,350 Artists in residence 2 Social programs and Accessibility 8 2,563 Scholarships for Basque students 4 Museum Members and general public 8 94,463* Hilla Rebay Fellowship 1 *TopARTE: 15,752 particpants ILPVAM 15

16 17 ONLINE LEARNING RESOURCES THROUGH ART

The Museum offers online educational activities and materials Learning Through Art is an educational program designed for educators, families, and the general public, such as online to support primary school education using art as a tool. It teachers’ guides, a virtual tour for children, and the didactic encourages schoolchildren to talk about art and participate section of the web Did You Know...? These materials allow in the creative process, and helps them approach their visitors to learn and teach activities related to the Art Program school subjects in an imaginative, personal way. Looking in the classroom and at home, beyond the Museum. Sixty new through the lens of art, these children question what they courses on ten additional works of the Museum’s Collection see, and they take apart, break down, and mix up things that have been published on iTunes U, making a total of 120 are whole and rebuild them in their own way, in an original courses in Basque, Spanish, and English. and personal manner, using mediums such as photography, painting, sculpture, or performance, among others. Art Beneficiaries 2018 thus becomes an instrument of exploration and discovery, Teachers guides & iTunes U 71,476 on a voyage that demands attention, thought, creativity, communication, and collaboration. Once teachers identify Learning Through Art search tool 11,281 the objectives to achieve and the skills to consolidate, Virtual tour for children 4,453 Museum educators and artists devise a number of open Didaktika Did You Know...? 17,586 proposals and activities that conform different didactic units. The project concludes with an exhibition of a selection of the works carried out by participants.

OTHER Annual Exhibition of the Program Dates: June 12 – September 16, 2018 RESOURCES Venue: Educational Space Participants: 140 schoolchildren ages 6 to 12, during the 2017–18 school year Different tools, devices, materials, and information are available Schools: La Arboleda and Markonzaga, from Biscay; to help visitors tour the Museum on their own and enhance Ondarreta and Amaña, from Gipuzkoa; Judimendi and their understanding and enjoyment of the works on display and Aranbizkarra, from Araba the architecture of the building. Artists: Elssie Ansareo, Naia del Castillo, Iñaki Gracenea, Maider López, Manu Muniategiandikoetxea, and Jorge Rubio Beneficiaries 2018 Nr of visitors: 478,210 Guggenheim Bilbao guide 412,179 Audio guides 688,938 Express tours 3,511 Art corner at The Matter of Time 772 Family activity guide 2,920

18 19 HIGHLIGHTS

• January 1–7: Family Christmas season (scavenger hunt and • February 22: Conference entitled Julián de Ajuriaguerra workshops). and Henri Michaux by Joseba Mikel Aguirre Oar on the exhibition dedicated to this artist. • Saturdays during the school year: Introduction to architecture and creativity workshops for children. • February 28, March 28, April 25, May 30, June 27, October 31, November 28: Let’s Go to the Movies! program, in • January 16 and 18, April 10 and 12, May 15 and 17, October 9 collaboration with the British Council. and 11, November 6 and 8: Orientation sessions for primary and secondary education teachers on the exhibitions David • March 14: Talk with artist Esther Ferrer along with Petra Joos, Hockney, Esther Ferrer, Art and China after 1989, Van Gogh to curator of the exhibition Esther Ferrer. Intertwined Spaces. Picasso. The Thannhauser Legacy, and Alberto Giacometti. A Retrospective. • March 17, 18, 24, and 25, November 17, 18, 24, and 25: Workshops for children of Museum Members about Louise • January 23 and 25, April 23 and 25, May 22 and 24, October Bourgeois’s work Maman. 16 and 18, November 13 and 15: Free access for teachers and professors of the Faculty of Fine Arts of the UPV/EHU at • March 22: Talk with artist Michael Snow on the presentation the above-mentioned exhibitions. of his work Closed Circuit in the Film & Video gallery.

• January 27 and 28: Space Film Evenings. Come and Enjoy • April 26: Poetry recital of Texts by Henri Michaux, offered by Space on the Big Screen! and the screening of the films 2001: rhapsodists from the Poetalia Association. Space Odyssey and Space Is the Place. • May 9: Roundtable on the exhibition Art and China after • February–May: Modules II and III of Approaching Art. 1989, with artists Zhang Peili, Huang Yong Ping, Shen Yuan, Introductory Course to Modern and Contemporary Art, taught and and the curatorial team of the exhibition: by Juan Bosco Díaz Urmeneta, art critic and curator during Alexandra Munroe and Philip Tinari, Hou Hanru, and Xiaorui the 2017–18 school year. Zhu-Nowell.

• February 14 and 21, April 11 and 18, May 11 and 23, June 6 • May 19: Concert-action entitled Esther Ferrer and The and 20, September 19 and 26, September 21 and October Laughs of the World, presented by the artist as part of the 3, and October 24 and 31: Curatorial Vision and Key exhibition Esther Ferrer. Intertwined Spaces. Concepts visits as part of the Shared Reflections program, complementary to the following exhibitions Henri Michaux, • May 19, 20, 26, and 27 and October 20, 21, 27, and 28: Esther Ferrer, Art and China after 1989, Chagall. The Workshops for children of Museum Members about Jeff Breakthrough Years, 1911–1919, Joana Vasconcelos, I’m Your Koons’s work Puppy. Mirror, Van Gogh to Picasso. The Thannhauser Legacy, and Alberto Giacometti. A Retrospective. In addition, on June 13, • June 1–3: Documentary film showing with a selection of a Key Concepts visit was offered for the exhibition dedicated works by Chinese artist and filmmaker . to the Learning Through Art educational program. • June 12: Event In Defense of the Freedom of Expression and Artistic Creation, with journalist Pilar Urbano, filmmaker and

20 21 screenwriter Borja Cobeaga, poet Antonio Lucas, Museum • July 12: Conversation between artist Javier Téllez, author of • October 25: Start of the Introductory Course to Modern and curator Manuel Cirauqui, and moderated by the expert in the work Shadow Play, and Manuel Cirauqui, curator of the Contemporary Art, Approaching Art II: Learning about today’s communications law Borja Adsuara. exhibition. art through its creators, taught by Juan Bosco Díaz Urmeneta during the 2018–19 school year biweekly. • June 12–September 16: Annual exhibition of the Learning • August 22: Contemporary dance performance by Through Art educational program, with a selection of works BalletCollective from the Ballet, presented by • October 28: 2nd international drawing event Drawing the created by 140 students between 6 and 12 years of age Works & Process at the Guggenheim. Guggenheim: New York, Venice, Bilbao, held in the three cities during the 2017–18 school year at the participating schools. with Guggenheim Museums. • September 19: Conference by Megan Fontanella, curator • June 18: Food Meets Art roundtable, organized as a part of of the Solomon R. Guggenheim Museum, on the exhibition • October 30: Conference by art historian and critic Victor the events program of the 2018 edition of The World’s 50 Van Gogh to Picasso. The Thannhauser Legacy. Stoichita on the subject of shadows and Javier Téllez’s work Best Restaurants, celebrated in Bilbao, with the participation Shadow Play. of chefs Alain Passard and Massimo Bottura, architect/ • October 17: Conference by Catherine Grenier, Director designer Giulio Cappellini, and Portuguese artist Joana of the Fondation Giacometti and co-curator of Alberto • October 31: Start of the Learning Through Art educational Vasconcelos, with Marta Arzak, Associate Director of Giacometti. A Retrospective. program for the 2018–19 school year, with the participation Education and Interpretation of the Guggenheim Museum of artists Iñaki Gracenea, Zaloa Ipina, Nerea Lekuona, Karlos Bilbao, as moderator. Martínez Bordoy, Manu Muniategiandikoetxea, Jorge Rubio, Ixone Sádaba, Ibon Sáenz de Olazagoitia, and Manu • June 22: Concert-projection The Great War: Elegy for Piano Uranga, and public schools Deusto, Munoa, F. Juan-Zorroza, to complement the exhibition Chagall. The Breakthrough and Ángeles Custodios in Biscay; Sasoeta-Zumaburu and Years, 1911–1919. San José in Gipuzkoa; and San Ignacio, Sansomendi, and Paula Montal in Araba. • June 25–July 20: Multidisciplinary summer workshops for the children of the Museum Members and expansion of school • November 3 and 10: Creative session Giacometti’s Materials, visits during the summer period. complementing the exhibition Alberto Giacometti. A Retrospective through a modeling workshop. • June 27: Conversation between artist Joana Vasconcelos and the curators of the exhibition Joana Vasconcelos. I’m Your • November 6: Conference by Richard DeMarco, artist and Mirror, Enrique Juncosa and Petra Joos. renowned promoter of the visual and performing arts, entitled Laughing with Joseph Beuys in Scotland, 1970– • June 30: Behind Your Mask creative session-workshop 1986. directed by therapist and naturopath Alain Grouette in collaboration with Fausta Rendal, complementary to the exhibition on Joana Vasconcelos.

• July 5 and 6: Screening of the film Manifesto, directed by German video artist and filmmaker Julian Rosefeldt.

• July 7: Live broadcast of Gaetano Donizetti’s opera Lucia di Lammermoor from the Teatro Real de Madrid, as a part of the actions to commemorate the 200th Anniversary of the theater and the 20th Anniversary of its reopening.

• July 9–13: Summer for Teens creative workshops and activities in English addressed to youth between 12 and 16 years of age.

22 23 • November 9: Accessible show The Shadows, by company strengthening the resources already available for this ARYMUX, inspired by Javier Téllez’s work Shadow Play. families visiting the Museum.

• November 9: Concert by fado singer Gisela João, offered • As part of the social initiatives of the educational to bring the exhibition Joana Vasconcelos. I’m Your Mirror program, the Museum has continued to organize off- VISITORS: 1,265,756 to a close. site talks given by volunteers at associations for senior citizens and women, recreational clubs, and drug abuse • November 17 and 24: Creative session-musical workshop rehabilitation centers; the Heal and Create program entitled Reflectionsorganized as a part of the exhibition for children undergoing treatment at the Cruces and Van Gogh to Picasso. The Thannhauser Legacy. Basurto hospitals; workshops at the Ortuella therapeutic- educational day center directed at 14 children and VISITOR EVOLUTION • November 29: Encounter with Diana Thater and exclusive teenagers from 6 to 16 years of age with severe tour of her work A Runaway World. psychiatric disabilities as well as others over the age of 18 with severe mental disabilities at the Hogar Izarra 1,400,000 • November 30: Roundtable Artists, Architects, and the integrated-therapeutic mental health community. Bilbao Effect to mark the show Architecture Effects. 1,200,000 • The TopARTE program—an initiative of the 20th 1,000,000 • December 15 and 16: Dance performance Puzzling, by Anniversary aimed at establishing collaborations with 800,000 Blanca Arrieta, Mai Ishiwata, and Robert Jackson, with Basque cultural agents working in other artistic and 600,000 Mabi Rebuelta as art director. cultural disciplines, such as music, film, video, dance, 400,000 performance, theater, or gastronomy—continued in 2018, 200,000 • December 22 – January 6: Christmas programs: Science enjoying great success and a high participation rate. in Art, with workshops for Members’ children taught by 0 Jul Ap Jan Jun Feb Sep Oct Mar Dec Nov

artists, family show Danza Akari, and scavenger hunt Aug . May game. 2017 2018 • As part of the DIDAKTIKA project, the Museum has continued to design spaces with useful tools and key resources for enhancing the visitor’s experience 70,000 of temporary exhibitions and presentations from the 60,000 Permanent Collection. Furthermore the visitor orientation 50,000 room, Zero Espazioa, continued to be updated with 40,000 content related to the Art Program. 30,000 • Connect with Art continued to offer various possibilities 20,000 and manners of visiting the Museum, including guided 10,000 and express tours, audio guides, the educational spaces 0 1 7 3 5 9 11 17 13 31 21 51 15 19 41 37 27 33 23 35 47 39 25 43 29 45 mentioned above. 49 2017 2018 • Books Alive! was organized on Saturdays and Sundays, thus meeting the demand for activities in English, and the Baby Art program was offered, in addition to Sunday 1,265,756 people visited the Museum in 2018, 30% over As for the rest of figures, the evolution has been very similar mornings, on two Sunday afternoons per month as a pilot forecasts and 4% less than the previous year, due to the fact in both years, noting the peaks corresponding to Easter experiment. that in October 2017, as a part of the Opening to the Territory and summer, which has been an exceptional season during initiative of the Provincial Council of Biscay, 114,000 residents this year, and namely the best in the Museum’s history, with • As a complement to the exhibitions Art and China after from Biscay visited the Museum. Without considering this records in June, July, and August. These figures evidence 1989 and Alberto Giacometti. A Retrospective, family figure, the number of visitors as of December 31, 2018 would an upward trend that has increasingly consolidated over the activity guides have been published, increasing and be 5% greater than 2017. past four years.

24 25 COMMUNITY

VISITORS: PLACE OF ORIGIN FOREIGN VISITORS: PLACE OF ORIGIN

80% 30% 71% 70% 62% 25% 24%

23% Categories Members as of 12-31-2018 60% Student 2,767 20% 50% 18% Senior 4,863 16% Individual 5,168 40% 15% Family 6,808 30% International 130 10% 9% 19% 7% Honor Members 26

20% 6% 6% 5% 5% 5% 11%

5% 4% 9% 7%

10% 5% 2% 4% 4% 1% 4% TOTAL Members 19,762 1% 1% 1% 1% 1% 1%

0 0

UK Erdu 1,672 Italy Rest USA Japan Araba Other Biscay France Madrid Foreign

Portugal Followers 23,958 Germany Gipuzkoa Catalonia

TOTAL COMMUNITY 45,392 2017 2017 2018 2018

The recently created Community of art and culture lovers that includes Corporate Members, Individual Members, With regards to place of origin, it is worth noting the 9 beneficiaries of the Erdu Program, and Followers continued point increase in foreign visitors, due to the fact that the to grow in 2018, reaching almost 45,400 people. previously mentioned Opening to the Territory campaign The Members figure—19,762—was also noteworthy, significantly increased the number of local visitors in having reached the highest number since the Museum’s October 2017. inauguration.

26 27 COMMUNITY HIGHLIGHTS COMMUNITY HIGHLIGHTS FOR FOLLOWERS FOR MEMBERS

• Record figure in 2018: 19,762 Members, 18.7% over the Murillo; Lisbon, from May 14 to 17, coinciding with the previous year. ARCO Lisbon and including a visit to the studio of artist Joana Vasconcelos; and China, from November 1 to 11, • Agreement with universities of the Basque Country, on the occasion of the WestBund, Art021 Shanghai, and which offers students the option to become a Member Shanghai Biennial fairs. for a symbolic price of 5 euros: 2,000 new members have used this option. • Meetings of the Advisory Committee of Honor Members: February 21, during the ARCO fair in Madrid, • Improvement to the online experience, with membership and on September 22 in Bilbao coinciding with the purchasing and renewal options. inauguration of the exhibition Van Gogh to Picasso. The • Online content: this year, the private area for Followers • Digital ID card: on free admission days, Followers can Thannhauser Legacy and the Museum’s Annual Dinner. on the website was developed. The section My data enter the Museum using their digital ID card without the • Free guided tours in Basque and Spanish at the (virtual ID card, personal data, preferences, tax deduction need to get an admission ticket or wait in line. inauguration of each exhibition, with an average of 300 • Discounts on selected concerts and opera, theater, and certificate, etc.) has been completed with news, videos, participants and 15 groups per show. dance performances offered by institutions with which exhibitions’ audio guides, and suggested routes based on • Draws: Followers can participate in exclusive draws for the Museum collaborates, such as the Bilbao Orkestra the user’s preferences or visiting conditions. tickets or other benefits. • Lagunartean, a program that offers Members a guided Sinfonikoa (BOS) and the Arriaga Theater. tour followed by lunch or dinner where they can talk • Information: monthly e-News on activities, early • Survey: specifically directed at this collective to find out about the exhibition they have just visited. • Members-only Open House on December 17, with visits communications on exhibitions, and explanatory videos more about their relationship with the Museum and their inside the Museum, explanations on the preparation and with other suggestions from the Museum. level of satisfaction with the benefits of Community. • Soirées or previews for International and Honor Members organization of exhibitions, as well as theater-dance and led by exhibition curators, with two editions per show. music performances, and prize draws. • Pre-sale: early sale of certain high-demand activities, which also contributes to a better management by the • Cultural trips: Seville, from March 16 to 18, to celebrate Museum. the 400th Anniversary of the birth of Bartolomé Esteban

28 29 CORPORATE MEMBERS SPONSORSHIP OF EXHIBITIONS AND ACTIVITIES

Exhibition/Program/Activity Sponsors Collaborators Esther Ferrer. Intertwined Spaces Bodegas de los Herederos del Marqués de Riscal Chagall. The Breakthrough Years, 1911–1919 Fundación BBVA Joana Vasconcelos. I’m Your Mirror Seguros Bilbao Van Gogh to Picasso. The Thannhauser Legacy Fundación BBVA Alberto Giacometti. A Retrospective Iberdrola Architecture Effects Heineken, Stoll, Valle salado de Añana Connect with Art Program: audio guides, guided tours, BBK and educational spaces for exhibitions Social programs: visits to collectives and BBK activities in hospitals ModernizArte with BBK and Guggenheim Bilbao BBK Shared Reflections Program Fundación Vizcaína Aguirre APD Guggenheim Bilbao Corporate Film Forum Adecco; Ysios (Pernod Ricard Bodegas), Ferrovial Servicios Deusto Alumni Visitor Services Prosegur First Summer Course of the UPV-EHU Guggenheim Giroa-Veolia Bilbao Museoa: Discussing Works of Art with Technological Components Performance Works & Process: Ballet Collective Hotel Barceló Bilbao Nervión BBK Jazz Guggenheim Gauak BBK Annual Dinner IXO grupo Perrier Jouët (Pernod Ricard Bodegas), Bodegas de los Herederos del Marqués de Riscal, Coca-Cola European Partners Alberto Giacometti Lecture Embajada de Suiza para España y Andorra The Corporate Members Program articulates the corporate In 2018 the Museum exhibitions and activities continued Free access weekend Iberdrola support of the Museum by businesses and institutions that to have corporate support, with special mention of the Members-only Open House Illycaffé, Coca-Cola European Partners, connect and identify their attributes and values with those Strategic Trustees: BBK, Fundación BBVA, and Iberdrola. Embajada de Suiza para España y Andorra, SWISS of the Guggenheim Museum Bilbao. In 2018 the Program Furthermore, in the year of their 100th anniversary, Seguros showed stability, with 124 participating members in the Bilbao —one of our Trustees— has also sponsored one of different categories: Strategic Trustees, Trustees, Corporate our exhibitions. In addition to these, other activities and Events Benefactors, Media Collaborators, and Associate Members. services have benefited from corporate support, which 2018 was a very active year in terms of events in the Museum spaces, including some high-profile ones that were happening This is a sign of continuity in the number of corporations enabled the Museum to maintain dynamic operations in the city and held one of their events at the Museum. Among the 100-plus some are worth mentioning, such as The that accompany the Museum within this initiative. throughout the year. World’s 50 Best Restaurants gala or MTV channel’s EMA MTV 2018.

30 31 PRESS

International National TOTAL

Press mentions 946 4,547 5,493 TV and radio mentions 5 1,284 1,289 Internet mentions 3,341 7,810 11,151 Media visits to the Museum 292 663 955

MEDIA COVERAGE OF THE ART PROGRAM

Exhibition International National TOTAL

Michael Snow 13 149 162 Javier Téllez 14 175 189 Esther Ferrer 31 403 434 Joana Vasconcelos 588 826 1,414 Art and Space 41 123 164 Art and China after 1989 84 764 848 Alberto Giacometti 104 493 597 Henri Michaux 76 403 479 Chagall. The Breakthrough Years, 1911-1919 97 581 678 The Thannhauser Legacy 105 549 654 Materpieces from the Bilbao Collection 2 86 88

32 33 • Joana Vasconcelos. I’m Your Mirror. This exhibition had a • Alberto Giacometti. A Retrospective. 65 inserts were presence on certain outdoor media, such as the tram and done in the press and art magazines. A very intense city banners. The press campaign included 34 insertions in radio campaign was also carried out, both regionally newspapers and magazines. Airport advertising consisted as well as in Barcelona and Madrid. In addition, the of a 4 x 3 m outdoor panel and a video wall in the Arrivals ad was broadcasted on regional TV and social media. area of Bilbao Airport and four billboards in Santander The outdoor campaign achieved visibility with vinyl Airport. The exhibition ad was broadcasted on regional advertisements on the tram, a circuit of banners at street TV 49 times, as well as in a Facebook video campaign in lights, bus stop advertisements, and other urban furniture the United Kingdom, France, and Spain, generating more media, and was also present at the airport with billboards than 16,000 visits to the exhibition microsite. and a video wall.

• Van Gogh to Picasso. The Thannhauser Legacy. The media plan for this exhibition consisted of 52 press insertions, and the outdoor campaign included digital billboards in the Bilbao subway system, billboards in the airport, vinyl advertisements on the tram, and banners throughout the city. The digital campaign generated more than 2 million impressions, with a total of 4,000 clicks and more than 11,000 visits to the microsite.

MARKETING CAMPAIGNS

• Art and China after 1989: Theater of the World: The media • Chagall. Thre Breakthrough Years, 1911–1919. 44 inserts plan for this exhibition consisted of 54 press inserts, 42 in the press and specialized magazines, and more than regional TV ads, a digital campaign on the main cultural 500 spots were aired on local, Madrid, and Barcelona portals, and presence on websites with content of interest radio stations. In terms of outdoor advertising, the to the Museum’s public. The outdoor campaign consisted campaign customized the tram and put banners on the of a circuit of banners on Bilbao’s main streets for three main streets of Bilbao. Presence at Bilbao Airport, with weeks, with vinyl printing on trams, and a video wall, seven billboards, and at Santander Airport, with vinyl billboards, and illuminated signs in the Arrivals area at advertisements on the doors of the Arrivals area. The Bilbao Airport. digital campaign mainly focused on display, Facebook, and AdWords, and achieved more than 3 million impacts, with more than 26,000 clicks and a CTR rate of 0.82%.

34 35 DIGITAL METRICS STORE/BOOKSTORE

WEBSITE FACEBOOK

Users as Users as of 12/31/2018 of 12/31/2018 Visits 2,403,623 Fans 298,380 Smartphone: 50.6% Likes 912,026 Computer: 40% Tablet: 9.4% Comments 51,531 Pages viewed 8,781,831 Reach 99,460,834 Average duration of views 3:21

Throughout 2018, the products made in connection with the number of customers and their level of satisfaction, the art program, and specifically in connection with the resulting in an exceptionally good year, and one of the best TWITTER INSTAGRAM exhibitions on Marc Chagall, Joana Vasconcelos, and the in the Museum’s history. Thannhauser Collection were particularly successful. The Some of the actions taken in the last few months included Users as Users as production of a wide and varied range of items based on marketing campaigns to attract customers from the city and of 12/31/2018 of 12/31/2018 the works in the exhibitions and the individual creativity of their artists were very well received by the Museum Store/ to improve the visibility of the Museum’s Store/Bookstore Followers 366,000 Followers 390,000 Bookstore customers. Together with the high number of among its inhabitants. Favorites 61,520 Likes 1,649,943 visitors to the Museum in 2018, this helped increase income Retweets 24,488 Comments 18,859 and project an image of exclusivity, design, and quality. Potential impressions 358,809,708 The proper management of spaces and resources, and the rotation of the catalogue of products also helped increase

36 37 MUSEUM PUBLICATIONS MANAGEMENT MODEL

Sustainable Management Model

One of the aspects that makes the Guggenheim Museum Bilbao a leading institution is its unique operating model, which • Exhibition catalogue Henri Michaux. Beste aldea | El otro • Exhibition catalogue Joana Vasconcelos. Soy tu espejo, mixes public and private participation. This operating structured is oriented at its long-term sustainability, balancing its income lado, bilingual edition in Basque and Spanish, 184 pages. edition in three languages (Basque, Spanish, English), sources and achieving a high degree of self-financing, which has maintained constant over two decades at a level of around 240 pages, including images of the works installed in the 70%. The Museum obtains income from three main sources, all of which account for similar percentages of its budget: • Exhibition catalogue Esther Ferrer. Espacios entrelazados, Museum. revenues generated by visitors (admission fees, Store/Bookstore, dining services, etc.), contributions from Individual and bilingual edition in Basque and Spanish, 176 pages Corporate Members and sponsorship, and funds supplied by public Institutions. In 2018, public contributions to the Museum’s including previously unpublished images of the works • Exhibition catalogue De Van Gogh a Picasso. El legado operations amounted to €9,080,000, originating from the Basque Government, the Provincial Council of Biscay, and the City installed at the Museum. Thannhauser, Spanish edition, 332 pages, accompanied by of Bilbao. A collaboration agreement was signed with the latter on February 15, 2018 to secure the aforementioned grant. 176-page Basque offprint. • Exhibition catalogue Arte y China después de 1989: El teatro del mundo, Spanish edition, 322 pages, • Exhibition catalogue Alberto Giacometti. Retrospectiva, accompanied by 172-page offprint in Basque. Spanish edition, 224 páginas, accompanied by 64-page Bizkaiko Foru Aldundia / Provincial Council of Biscay 3,915,000 Basque offprint. • Exhibition catalogue Chagall. Los años decisivos, 1911– Eusko Jaurlaritza / Basque Government 4,915,000 1919, Spanish edition, 274 pages, accompanied by 134- • Publication of the Annual Report 2017 in Basque, Spanish, Bilboko Udala / City of Bilbao 250,000 page offprint in Basque. English through the Museum’s coporate website.

38 39 ECONOMIC IMPACT STRATEGIC PLAN

ZERO

One of the Initiatives defined in the current Strategic Plan is gallery, will become the protagonists of a 300° audiovisual the revision of the use, contents, and mission of the Museum’s narrative conveyed through historical photographs of the orientation room. After said review, this space was transformed trade and industrial activities of the region, the architectural into ZERO, a new immersive experience that the Museum documentation of the building, images of the Museum has been offering since December 17. The gallery includes a Collection, and an original soundtrack that combines traditional As is the case every year, the Guggenheim Museum Bilbao carries out an analysis of the economic impact of its activities, whose screening that goes over the social and urban transformation songs with epic musical overtones and immersive textures. conclusions for 2018 were the following: process of the city of Bilbao, the province of Biscay, and the Basque Country; the architecture of the Museum building; The Museum thus confirms its commitment to the digital • The total demand generated by the Museum’s activities in 2018 amounted to 540 million euros. and the Collection that it houses. By using visual language transformation and innovative museum practices. To this end, and impactful scenography, ZERO’s goal is to emotionally it collaborated with Local Projects, a New York-based firm • Through its activities, the Museum contributed to the generation of 472.5 million euros in GDP. appeal to all visitors, regardless of their age, origin, or cultural that is an expert in designing interactive museum experiences preferences, through a kaleidoscope view of the Museum, its that incorporate physical, digital, and cognitive tools. It has a • This meant 73.2 million euros in additional income for Basque treasuries. history, identity, and artistic holdings. multidisciplinary team that has received multiple awards, such as the American National Design Award or the Gold Medal at • This activity contributed to maintaining 10,113 annual jobs. Located in the Museum Lobby, ZERO is the first point the Cannes Lions Festival. of contact for visitors, who, while circulating through the

40 41 ARTITZ AWARDS AND DISTINCTIONS

Since its inauguration, the Guggenheim Museum Bilbao has capable of storing these holdings, was initiated: Artitz. This In 2018 the Museum received several awards and distinctions, including the following: been particularly sensitive to the use of Basque language platform will get to include the most meaningful content that in all of its documents, activities, communications, and has been created over the years in relation to exhibitions, institutional publications, with this language also been granted such as audio guides, exhibition catalogues, explanatory texts, • Golden AMPE Award in television to the spot “Soy de Bilbao.” March 2018. a preferential position. For that reason, it has been a pioneer complementary didactic content, or elements included within in creating materials of different kinds in Basque relative to its the website or the microsites that the Museum develops for • Arte y Empresa Prize 2018, awarded by ARS Magazine. May 2018. exhibition activities. each exhibition. • Special Prize of the 8th Bizkaired Bizkaia Sarean. June 2018. In this way, the concepts supporting each exhibition have not All these materials in Basque make up a valuable heritage that • Carreño Art Award. October 2018. only been published in the corresponding catalogues, but have the Museum wishes to make available to the public through also formed a part of a variety of informative and educational Artitz as a part of its commitment to the development of the materials that the Museum has provided to its visitors, in language and its contribution to the creation of the discourse addition to other resources accessible online. of modern and contemporary art in Basque

In 2017, coinciding with the Museum’s 20th Anniversary, the creation of a repository hosted on the Museum’s website and

42 43 VIP VISITORS

In 2018 the Guggenheim Museum Bilbao welcomed numerous important visitors from diverse fields such as music, business, politics, filmmaking, or sports. Among them it is worth mentioning basketball player Pau Gasol; singer Dua Lipa; Estonian Ambassador, Rasmus Lumi; the indie rock band Vetusta Morla; the representative of Kazakhstan, Konstantin V. Zhigalov; the Argentinian Ambassador, Federico Ramón Puerta; winner of the Nobel Prize in Literature, John Coetzee; writer and athlete Kathrine Switzer; Deputy Minister for Bilateral Affairs of the Quebec Ministry of International Relations, Michel Lafleur; British rock band Muse; Dominican Republic Ambassador, Olivo Rodríguez Huertas; actors Michael Fassbender and Alicia Vikander; or the European Commissioner for Employment, Social Affairs, Skills, and Labour Mobility, Marianne Thyssen.

44 45 GUGGENHEIM MUSEUM BILBAO FOUNDATION

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