ACTIVITY REPORT 2020 ACTIVITY REPORT 2020

PRESENTATION 4

ART PROGRAM 8

EDUCATION 14

VISITORS 23

COMMUNITY 25

CORPORATE MEMBERS 28

PRESS 32

DIGITAL METRICS 35

STORE/BOOKSTORE 36

PUBLICATIONS 37

SUSTAINABLE MANAGEMENT MODEL 38

STRATEGIC PLAN 39

ECONOMIC IMPACT 42

VISITS 44

GUGGENHEIM MUSEUM FOUNDATION 46 program, in addition to the utmost safety for our visitors, We took advantage of this complex period to reaffirm with our covid-19 action protocol receiving certification some of the values that define our work, such as from AENOR, the first museum in to achieve responsibility and commitment to society and the new this. Thus, the Museum welcomed 315,908 visitors, generations, and particularly others such as anticipating PRESENTATION while our online activities, which have multiplied since the future, the capacity for adaptation, and flexibility, the lockdown in spring with such intriguing initiatives as which have been so crucial at times of change and have #GuggenheimBilbaoLive, #CuentaAtrásKandinsky, and magnified our vocation as a proactive agent in the #GuggenheimBilbaoInsights, have been followed by community in the present and future. The increasingly thousands of people all over the world, as attested to by youthfulness of our audience, the increase in the number the digital metrics included in this report. of people following us on the social media (636,210 followers on Instagram, 372,655 on Twitter, and 336,145 on The Museum kicked off last year, in 2020, with the of uncertainty and pain, we revisited to one of the keys In 2020, we made a huge effort to maintain the number Facebook) and high participation in all our digital activities highest hopes, in line with the high expectations we of our mission: opening up new perspectives for people and quality of artistic activities, adapting to the ever- attest to the fact that the Museum is adapting to the have sowed as a result of our evolution in recent years. through art and its values. And we have found that art changing reality thanks to the extraordinarily good times. Our educational mission is another aspect we have However, the international health emergency declared and culture are essential to society’s emotional recovery, relations we have forged with the international institutions gradually augmented; in 2020, 44,674 people participated in March and the covid-19 pandemic gave rise to an helping those who come to the Museum to seek refuge with which we have been partnering. We managed to in the educational activities held, and 217,139 visited the overall lockdown, forcing the Museum to close for eleven in our exhibitions or activities to find that connection extend the dates of the shows we had just opened before didactic spaces that complement the exhibitions. The weeks and signaling the start of a series of restrictive and sense of belonging that art enables us to restore. the Museum’s temporary closure (dedicated to Olafur changes brought about by these unusual circumstances measures that were in place, to a greater or lesser extent, Having been able to meet these expectations has led Eliasson, Richard Artschwager, and Lygia Clark), and include the provenance of the people on the Museum throughout the year, heavily conditioning the activities us to grow and has been a true test of the Museum’s unveiled two new exhibitions in the fall: Lee Krasner. website, as in 2020 the majority of visitors were from and figures from 2020. maturity. We have given our best and strived more than Living Color, the most important show on this American Spain (61%) as opposed to abroad, inverting the usual ever, keeping buoyant spirits and a positive attitude to Abstract Expressionist artist held in Europe in the past trend. People from the Basque Country accounted However, the Guggenheim Museum Bilbao interpreted try to generate empathy, trust, and hope in the society half-century, and Kandinsky, which encompassed all for 30%, and among them there was a 50% increase in what we have experienced as an exercise in learning to which we belong and to which we owe our existence. the creative stages of one of the founding painters visitors from , our region. Likewise, we are proud and overcoming, in flexibility and resilience. During our Despite the difficulties, after the Museum reopened and theoreticians of 20th-century art as part of our and excited that the Community coalescing around the historical experience of a global pandemic, in the midst on June 1, we managed to retain an outstanding art agreement with the Guggenheim Foundation. Museum, art, and culture is continuing to grow and now

4 5 encompasses 67,000 people, including Members and flourish during the period of greatest upheaval that the Followers. We appreciate their encouragement perhaps Museum has ever experienced. When drafting the new now more than ever, and we are especially grateful to the plan for 2021–2023, we have specified ten Strategic 114 Corporate Members that continued to support the Commitments which encompass our direct engagement: Museum at such a complex time. with our Collection; with inspiring, inclusive, high-quality programming; with education; with the social value of Finally, citing figures to summarize the impact that the art; with economic sustainability; with the environment; Museum operations have had on the economy our with the digital transformation; with the region; with environs in 2020, we can highlight that the economic innovation; and with outstanding governance. activity generated as a result of our activities was almost 110 million euros, which translates into a 97.4 million euro We at the Guggenheim Museum Bilbao want to take contribution to the GDP, an additional 15 million euros in advantage of this opportunity to thank all the individuals income for the Basque Public Treasury, and the continued and groups whose support, participation, direct presence, employment of 2,068 individuals. or online attendance continue to help us promote art, in recognition of its essential role for humanity, even in With these figures, we are closing a year which also difficult times. marked the end of the 2018–2020 Strategic Plan having met our specific goals and objectives, and especially Juan Ignacio Vidarte having learned on-the-ground how to adapt and Director General Presentation 6 7 THE FOUNDATIONS ART PROGRAM OF TODAY’S ART

title: Lygia Clark. Painting as an Experimental Field, 1948–1958 dates: March 6–October 25, 2020 galleries: 305, 306, and 307 curator: Geaninne Guimaraes nr of works: 83 nr of visitors: 160,996

title: Kandinsky dates: November 20, 2020– May 23, 2021 galleries: 305, 306, and 307 curator: Megan Fontanella nr of works: 62 nr of visitors: 42,489 (as of December 31)

9 TEMPORARY VIEWS OF EXHIBITIONS CONTEMPORARY ART

title: Richard Artschwager dates: February 28–August 23, 2020 gallery: 105 curators: Germano Celant and Manuel Cirauqui nr of works: 69 nr of visitors: 115,216

title: Lee Krasner. Living Color dates: September 18, 2020– January 10, 2021 title: Olafur Eliasson: In real life gallery: 105 dates: February 14, 2020–April 11, 2021 curators: Eleanor Nairne and Lucía Agirre galleries: second floor nr of works: 62 curators: Mark Godfrey and Lucía Agirre nr of visitors: 86,726 nr of works: 34 (as of December 31) nr of visitors: 251,943 (as of December 31) Art Program 10 11 VIEWS OF CONTEMPORARY ART: FILM & VIDEO

title: William Kentridge: 7 Fragments dates: March 12, 2020–February 7, 2021 gallery: 103 curator: Manuel Cirauqui nr of works: 3 nr of visitors: 198,807 (as of December 31)

PROJECTS

Starting on December 3, the Museum presented José Manuel Ballester [2020/03/15], featuring a number of photographs taken in Bilbao by the artist in April during the lockdown, accompanied by the image About the that is part of his Hidden Spaces series.

Until December 31, the project was seen by 35,512 people.

Collaborators: Estudios Durero, LIN3S, and Giroa-Veolia Art Program 12 13 Finally, the use of digital tools increased significantly in audiences who were not able to come physically to the the past months. This helped expand the reach of the Museum due to the limitations in capacy or restrictions Museum’s educational programs normally targeted at to mobility. All this has facilitated the internationalization schoolchildren and families. Thanks to these digitally- of the educational project of the Guggenheim Museum EDUCATION driven activities, it was possible to reach all kinds of Bilbao initiated in 2019.

EDUCATIONAL AND CULTURAL ACTIVITIES DIDAKTIKA

This unique initiative, unmatched by any other Despite the difficulties and restrictions generated by the The Museum also organized the 6th edition of contemporary art Museum, is designed to help visitors pandemic, in 2020 the Guggenheim Museum Bilbao the Basque students program at the Solomon R. plan and prepare their time at the Museum and view the managed to organize a diverse educational and cultural Guggenheim Museum in New York. Implemented Art Program from multiple, enriching perspectives. Set program, with courses, talks, workshops, and lectures, as in virtual format this year, it provided opportunities up in special areas separate from the galleries, as part of well as activities connected to the performing arts and to devise new learning and teaching formulas in the the program Connect with Art. living arts in general. Additionally, online materials and museum education sphere. Among the projects tools were designed to facilitate access to shared learning organized jointly by the Guggenheim Museums in New of contents and experiences. York, Venice, Bilbao were the 6th International Encounter Drawing the Guggenheim, and the new online project Beneficiaries 2020 Among the most noteworthy points is the launch of the Guggenheim Together, which also included Abu Dhabi, Educational areas 217,139 innovative digital initiative The Museum and Families and was meant to reinforce connection and creativity with BBK, conceived as an online alternative to the on through the respective museums’ art collections in site children’s programs during lockdown and afterwards. this time of social distancing. TopARTE—a program In it, videos in Basque, Spanish, and English were posted addressed to cultural entities and agencies in the Basque weekly: storytelling, creative tours and workshops for the Country—contributed to reactivate the scheduling family (see Highlights in this section). In the light of the of a number of artistic and performative disciplines, TRAINING success of the educational scope of this initiative, said generating enriching collaborations and exchanges. PROGRAMS videos have been uploaded onto the Museum’s website.

International training initiatives and activities, such as artist residencies and Basque student internship programs at the Solomon R. Guggenheim Museum in New York, as per the Participants Programs 2020 renewed Management Agreement, as well as training for *Schoolchildren 7 31,284 recipients of the Hilla Rebay Fellowship. Educators 3 674 Families 13 2,865 Beneficiaries 2020 Social programs and Accessibility 8 955 Artists in residence – **Museum Members and general public 9 8,896 Virtual internships for Basque students 4 *Exhibiton of the educational program Learning Through Art: 26,073 visitors **TopARTE: 2,526 participants Hilla Rebay Fellowship 1

14 15 ONLINE LEARNING THROUGH ART RESOURCES

Learning Through Art is an educational program designed The Museum offers online educational activities and to support the primary school curriculum using art materials for educators, families, schoolchildren, and the as a tool. Talking about art and participating in the general public, such as the innovative Virtual Tours and artists’ creative processes encourages schoolchildren to the initiative The Museum and Families with BBK, which approach their school subjects in a different way. The included online videos of stories and artist workshops; artistic process leads students to think, explore, assess, the teachers’ guides with Sway about the building, the choose, try, hesitate, have fun, get lost, and of course, Museum Collection, and the special exhibitions; courses make mistakes, as we all learn from our mistakes. on iTunes U about the Collection; the didactic section of the web Did You Know?; or the project Guggenheim Each project is unique and personalized, and has an Together, which provide access to learning and teaching open design so that it may be tailored to the abilities about the Art Program in the classroom and at home, and interests of each class. Once teachers identify the beyond the Museum. objectives to achieve and the skills to consolidate, the Museum educators and artists devise a number of open proposals and activities that conform different didactic Users 2020 units. This often implies leaving room for improvisation, Virtual Tours 893 play, exploration, investigation, experimentation, and error. The Museum and Families with BBK 53,099 Family plan-guide 301 Teachers’ Guides & iTunes U 107,247 Learning Through Art search tool 13,339 ANNUAL EXHIBITION OF THE PROGRAM Didaktika Did you know? 15,418 dates: June 26–September 27, 2020 Guggenheim Together 982 venue: Education Space Lectures on streaming 725 participants: 126 schoolchildren ages 6 to 11, during the 2019–20 school year

Hezkuntza Aprende etaschoolscon: Elementary Schoolchildren from San Gabriel, OTHER Zamakola-Juan Delmas, Sánchez Marcos and Buenos Aires, in Biscay; Samaniego, in Araba; and Bizarain, in RESOURCES Gipuzkoa artists: Elssie Ansareo, Iñaki Gracenea, Maider López, Learn Apprendre withManu avecMuniategiandikoetxea, Jorge Rubio, and Ibón Sáenz Different tools, devices, materials, and information are de Olazagoitia available to help visitors tour the Museum on their own nr of visitors: 26,073 and enhance their understanding and enjoyment of the works on display and the architecture of the building, such as the families’ and adults’ audioguide contents that can be Hezkuntza Aprende Learn downloaded onto the visitors’ mobile devices. con with Education 16 17 Hezkuntza Aprende Learn Apprendre eta con with avec HIGHLIGHTS

• February 18 and 20, March 3 and 5, October 20 and 22, • January 1–5: Christmas family fun (scavenger hunt and November 24 and 26: Orientation sessions for primary workshops). and secondary education teachers on the exhibitions • Saturdays from January to March: Introduction to Olafur Eliasson: In real life, Richard Artschwager, Lee Architecture Lab with Maushaus and the EspacioART Krasner. Living Color, and Kandinsky. open creativity workshops taught, as a part of the artistic • February 25 and 27, March 10 and 12, October 27 and education residencies program, by Miren Arenzana, 29, December 1 and 3: Free access for teachers and Zaloa Ipiña, and Nerea Lekuona. professors of the Faculty of Fine Arts of the UPV/EHU • January 17–19: Program of activities commissioned by at the above-mentioned exhibitions complementary to artist Thomas Struth as the culmination of his exhibition, the Orientation sessions. combining photography, music, and science. This • February 19 and 26, March 6 and 11, September 23 included a workshop on artistic photographs taught and 30: Shared Reflections Program, with visits to the by Struth himself; an exclusive concert performed exhibitions led by Museum professionals from the by acclaimed classical guitarist Frank Bungarten Curatorial and Education departments, offering different including compositions by J.S. Bach and Emilio Pujol; perspectives on the exhibitions, such as those devoted to the workshop taught by Bungarten entitled The Art Olafur Eliasson, Richard Artschwager, Lygia Clark, and of Practicing, directed at students and professional Lee Krasner. musicians; the conference Decrypting the Universe by Conversation on Richard Artschwager’s James Beacham, a particle physicist at the CERN; and • February 26: exhibition and works between well-known art historian a classical music concert by the Sixty1Strings ensemble, and exhibition curator Germano Celant and Museum composed of Ekaterina Solovey, Konstanze Kuss, and curator, Manuel Cirauqui. Negin Habibi. • March 4: Roundtable entitled Lygia Clark: Painting as an • January 21 and February 26: Let’s Go to the Movies! Experimental Field, 1948–1958 with important specialists program, in collaboration with the British Council Bilbao. on modern and contemporary Latin American Art, such • January 22 and 23: Workshop taught by artist José as Geaninne Gutierrez-Guimarães, assistant curator Manuel Ballester as a part of the exhibition Masterpieces of the Guggenheim Museum Bilbao; Adele Nelson, of the Kunsthalle Bremen. assistant professor of art history and associate director of • February–March: Module II of the Introductory Course the Center for Latin American Visual Studies (CLAVIS) to Modern and Contemporary Art, Approaching Art III: at the University of Texas; and Paulo Miyada, curator of Towards a New Awareness. The Impact of Technology on the Instituto Tomie Othake and assistant curator of the Contemporary Art, taught by art historian Lourdes Cirlot. 34th Bienal de São Paulo. • February 12: Talk by artist Olafur Eliasson on his work and creative process organized as a way of presenting the exhibition Olafur Eliasson: In real life. • February 18: Activation of Yoko Ono’s Wish Tree for Bilbao to celebrate the artist’s birthday. Educación 18 19 • April 3: Launch of the program The Museum and Families • October 28 and November 25: Virtual tour of the • December 15: Art, Science, and Synesthesia, a lecture by with BBK, offered as an online alternative to in-person Guggenheim Museum Bilbao building, the Museum the professor of Cell Biology and Histology, UPV/EHU, children’s activities during the Museum’s temporary Collection, and the exhibition devoted to Olafur Elena Vecino about the Kandinsky exhibition and some closure and afterwards. It presents weekly videos in Eliasson, aided by Microsoft tools Skype in the works from the Permanent Collection. Basque, Spanish, and English in the form of storytelling, Classroom and Teams, for and international audience of • December 19 – January 6: Christmas BBK Campaign visits, and creative workshops for the entire family, taught schoolchildren. for families, with games, workshops, and shows for by Catalina Martínez-Moro, artists Elssie Ansareo, Miren • October 29: Lecture LK: Living in Painting, by art children. Arenzana, Ibon Sáenz de Olazagoitia, Nerea Lekuona, historian, critic, and professor of Theory and History Manu Muniategiandikoetxea, and Manu Uranga, and the • As part of the DIDAKTIKA project, the Museum of 20th-Century Art of the University of the Basque professionals of the Museum’s Education Department. has continued to design spaces with useful tools and Country Javier San Martín. key resources for enhancing the visitor’s experience • Launch of the Guggenheim Together online educational • November 12: Launch of the new educational program of temporary exhibitions and presentations from the project, organized via collaboration between the for schools Practical Demos, offering virtual tours and Permanent Collection. Guggenheim Museums of New York, Venice, Bilbao, real-time online presentations from the Museum. and Abu Dhabi to enhance connection and creativity • Connect with Art has continued to offer various through their respective collections in these times of • November 21, 22, 28, and 29: Workshops for Members’ possibilities and manners of visiting the Museum, social distancing. children about Louise Bourgeois’s scultpture Maman. including guided tours, audio guides, and the aforementioned educational spaces. • July 6 – 17: Children’s workshops An Experimental • November 21 and 28: A musical and visual experience Summer: Art and Movement, for children ages 3 to 11. before Vasily Kandinsky’s works with Ensemble Kuraia. • The Heal and Create program for children undergoing treatment at the Cruces and Basurto hospitals has Annual exhibition of the • November 10: Start of the Introductory Course to • June 26 – September 27: adapted its format after the pandemic with a mixed educational program Learning Through Art 2019–20. Modern and Contemporary Art, Approaching Art IV: approach where the healthcare personnel/tutors come to Breaks and continuities in the art of the last century: Conversation of the curators of Lee Krasner. Living Color, the Museum and then lead the activity at their hospitals. • From Vasily Kandinsky to Olafur Eliasson, taught by Eleanor Nairne, Barbican Centre, and Lucía Agirre, Mikel Onandia Garate, professor of History of Art of Guggenheim Museum Bilbao, about the exhibition the University of the Basque Country. devoted to the American artist, as well as her life and oeuvre. • October 3: Launch of the family programs Creative Experiences, Architecture Lab, and Books Alive! • October 8 and November 5: Creative sessions for adults connected with the creative processes of artists Olafur Eliasson and Lee Krasner, taught by artists Travis Flint and Veva Linaza. • October 22: Screening of Lee Krasner, in Her Own Words, including a selection of interviews with the artist and archival material; a documentary produced specifically for the exhibition by Barbican Centre (London), Schirn Kunsthalle (Frankfurt), Zentrum Paul Klee (Bern), and the Guggenheim Museum Bilbao. • October 24, 25, 31 and November 1: Workshops for Members’ children about Jeff Koons’s sculpture Puppy. • October 25: Fourth international edition of Drawing the Guggenheim: New York, Venice, Bilbao, held simultaneously in the three cities home to Guggenheim museums. Education 20 21 • Among the training initiatives it is worth mentioning the In addition to the above and until the Museum closure due international Hilla Rebay Fellowship, which took place to the pandemic, the following programs took place in their from January to March in the departments of Curatorial usual format: and Education and Interpretation of the Guggenheim Museum Bilbao and the participation of four students in • Off-site talks given by volunteers at associations for VISITORS: 315.908 a virtual edition of the Basque Internships Program. senior citizens and women, recreational clubs, and drug • Furthermore, the TopARTE Program, an initiative that abuse rehabilitation centers. opens the Museum spaces to cultural institutions and • Baby Art, on the weekends, for babies ages 3 to 36 agents of the Basque Country, has continued to offer months. activities covering disciplines such as music, film, video, dance, performance, theater, or gastronomy with a high • Workshops at UTE , a therapeutic-educational MONTHLY EVOLUTION degree of participation and new collaborating agents. day center directed at children and teenagers with severe psychiatric disabilities as well as others over the 1.400.000 age of 18 with severe mental disabilities at the Hogar 1.200.000 Izarra integrated therapeutic mental health community. 1.000.000 800.000 600.000 400.000 200.000 0 July May April June March August January October February December November September

WEEKLY EVOLUTION

50.000 45.000 40.000 35.000 30.000 25.000 20.000 15.000 10.000 5.000 0 7 3 2 5 8 9 4 6 11 17 13 31 12 21 15 18 19 14 41 16 37 27 33 10 23 32 22 35 47 38 39 25 34 43 36 28 24 29 42 26 45 48 30 44 46 20 40

2019 2020

Due to the covid-19 pandemic, the Museum closed for The graphs reflect the eleven-week closure and the timid eleven weeks, starting on March 14. Reopening happened recovery afterwards. Besides the summer, peaks can be on June 1, initially only for visitors from Biscay, and as seen in October during the weekend of the Museum’s from the end of said month, to all. Visitors were restricted anniversary, the opening of the exhibtion devoted to again to the local area until the end of the year. Kandinsky, and the Christmas holidays. Education 22 23 PLACE OF ORIGIN COMMUNITY

VISITORS: PLACE OF ORIGIN: FOREIGN VISITORS: PLACE OF ORIGIN:

80% 30%

70% 69% 25%

60% 23%

20% 18% 50% 17%

40% 39% 15%

30% 26% 10% 10% 7% 20% 7% 7% 16% Categories 2020 13% 5% 5% 3%

8% Student 2,725 10% 7% 7% 3% 5% 4% 2% 2% 2% 2% 1% 1% 1% 1%

1% Senior citizen 5,120 1% 0% 0% Individual 5,107 Italy Rest USA Family 6,564 Japan Araba Other Biscay France Madrid Foreign Portugal Cataluña Germany Gipuzkoa International 129 U. Kingdom U. 2019 2020 Members of Honor 25

TOTAL MEMBERS 19,670 In terms of geographic origin, the tendency observed in A significant percentage of visitors from Biscay came to previous years in which the majority of Museum visitors the Museum in 2020, in which they amounted to 26%, as Erdu 780 came from abroad, was reversed in 2020, when 61% of compared to 7% in 2019. Another interesting factor was Followers 46,736 people came from Spain, whereas 39% came from other the higher number of teen and young visitors in 2020, as countries, such as France (18%), United Kingdom (3%), well as the increase in families, especially in the galleries Germany (3%), Italy (2%), Portugal (1%), and USA (1%). devoted to the exhibiton of Olafur Eliasson. TOTAL COMMUNITY 67,186 Visitors from the Basque Country amounted to 30% while those from Cataluña and Madrid followed with 8% and 7%, respectively.

In terms of the place of origin of Followers in the Museum Community at the end of 2020, 54.4% were from Spain, 11.3% were from France, followed by Italy and USA, with 4% each. Visitantes 24 25 COMMUNITY HIGHLIGHTS COMMUNITY HIGHLIGHTS FOR MEMBERS FOR FOLLOWERS

• As a way to celebrate the Museum’s reopening after Artschwager, and Lygia Clark, with over 200 participants. • 46,736 Followers, of which 11,222 were new this eNews per week, with opening ratios close to 40% so lockdown due to the pandemic, Museum Members were Afterwards, due to the restrictions in capacity and the year 2020. The making of new Followers online is that this collective was updated on new contents such as invited to come to the Museum with a guest, an initiative social distancing measures, soirées were replaced by a consolidated, either via the website (20%), or the tickets/ videos, online activities, or contests. that followed 1,910 Members with 550 guests. Also, upon presentation given by the curator, followed by a free tour activities purchase platform (65%), or thanks to the • In July a survey was carried out to learn more about purchasing their tickets, visitors were offered the chance of the exhibition. incentive of unlimited wifi at the Museum for people in the profile of eNews subscribers and what were the to be a Member for three months, which benefited Community (13%). • Meetings of the Advisory Committee of Members most interesting contents. 1,077 Community members 880 people. In addition, in order to compensate them of Honor, which took place on February 26 during the • Online contents: thanks to the new website and tickets/ completed the survey. Their answers indicate that their for the eleven weeks’ Museum closure, Members were ARCO Fair in Madrid, and on November 19 in Bilbao activities purchase platform, usability has improved for fundamental motivation for being part of this collective offered a free extension of their membership for three coinciding with the opening of the exhibition Kandinsky. those in Community. Furthermore, the private zone was knowing about and being connected to the Museum months. Only 4.49% of Members actually requested it, “My data” has been completed with news, videos, and (35%), and learning new things (34%). The third which reflects the very high fidelity of commitment of • Discounts on certain concerts and opera, theater, audioguides of the exhibitions. With the show devoted motivation is entertainment (24%) with a special interest Members towards the Museum. and dance shows organized by entities that usually to Lee Krasner, new online 20–30–minute tours have in talks and videos on streaming about exhibitons or collaborate with the Museum, such as the Bilbao Free guided tours in Basque and Spanish to the shows started to be offered, led by the exhibition curator and works of art (27%), artists’ videos (24%), online art • Orkestra Sinfonikoa, BOS, and the Arriaga Theater, Olafur Eliasson: In real life and Lee Krasner. Living Color, downloadable from the private zone. courses (17%), and contests and games (13%). as well as free admission for Museum Members to the and Kandinsky, with 831 participating Members. ARCO Fair. • Information: Monthly eNews with programs, new • Soirées or previews for International Members and exhibitions, and videos in the private area and in each Members of Honor led by exhibition curators to exhibition’s microsite. During lockdown and until June 1, the shows dedicated to Olafur Eliasson, Richard communication was reinforced, sending out at least one Community 26 27 SPONSORSHIP OF EXHIBITIONS AND ACTIVITIES CORPORATE MEMBERS Exhibition | Program | Activity Sponsors Collaborators Olafur Eliasson: In real life Iberdrola Richard Artschwager Heineken Lygia Clark. Painting as an Experimental Bodegas de los Herederos Field, 1948–1958 del Marqués de Riscal Lee Krasner. Living Color Seguros Bilbao Terra Foundation for American Art Kandinsky Fundación BBVA José Manuel Ballester [2020/03/15] Estudios Durero, Giroa-Veolia, LIN3S Learn with BBK Program BBK Corporate Film Forum APD Guggenheim Bilbao Ferrovial Servicios y Adecco Shared Reflections Program Fundación Vizcaína Aguirre Visitor Services Prosegur

2020 was an unusual year due to the consequences initiatives and programs has also received the support brought about by the covid-19. Corporate support is one of companies, such as Seguros Bilbao in the show Lee of the fundamental sources of funding for the Museum, Krasner. Living Color, and new forms of collaboration and while the pandemic has hit this aspect as well, have been launched, which was the case of the project fortunately the blow has not been as severe as could have José Manuel Ballester [2020/03/15], made possible with been expected. Despite the adverse economic context, at the collaboration of Estudios Durero, LIN3S, and Giroa- the end of the year most Corporate Members met their Veolia. Finally, due to the restrictions to mobility and commitments to the Museum, a fact that the institution the Museum’s limited capacity, new formulas have been appreciates and values enormously. Thus, 114 firms and established to expand to the digital realm some of the organizations were part of the Corporate Members benefits of the Corporate Members, such as online tours Program, with the Strategic Trustees—BBK, BBVA or digital invitations. Foundation, and Iberdrola—on the lead. Sponsorship of

28 29 EVENTS

The celebration of special events in the Museum events. Since many limitations affected events where food spaces has been significantly affected not only due to may have been served, most gatherings were corporate the Museum closure during lockdown, but also as a meetings (Seguros Bilbao, Ferrovial Servicios), Board consequence of the restrictions to mobility, limitations sessions (Cofares, Solarpack), conferences and lectures to capacity, and regulation of social events that ensued. (El Correo Innova), or prize awarding ceremonies (La Despite these difficulties, and after developing a noche de la empresa Vasca, Euskadi Avanza, Gure ). comprehensive protocol for the celebration of safe events The Auditorium was the most used space, although some in times of a health crisis, this activity recovered in the firms, such as Fineco-Banca Privada Kutxabank, preferred second half of the year. In all, the Museum held a total of to celebrate their gathering in the Atrium, giving it a very 20 events, which complied with all health measures. It was special backdrop. particularly the firms in the Corporate Members Program that continued to choose the Museum for celebrating their Corporate Members Corporate 30 31 MARKETING CAMPAIGNS PRESS

TOTAL National and international press 2,906 National radio and television 717 National and international Internet 9,155

Olafur Eliasson: In real life. The media campaign for this exhibition included 60 ads in print, 35 passes of the spot on the regional TV, as well as 150 ads on radio, a digital MEDIA COVERAGE campaign on the main cultural portals, and presence on OF THE ART PROGRAM websites with content of interest to the Museum’s public. The external campaign consisted of a circuit of digital billboards in downtown and tourist areas in Madrid. Exhibition International National TOTAL Jesses Jones: Tremble Tremble 1 18 19 #GuggenheimBilbaoLive. A digital initiave launched on the Museum website and social media, which posted Soto. The Fourth Dimension 1 59 60 and published new content about the art program and Masterpieces from the Kunsthalle Bremen: 20 65 85 unknown details of Museum operations. From Delacroix to Beckmann William Kentridge: 7 Fragments 3 60 63 In an effort to accompany, inspire, and make lockdown Richard Artschwager 47 126 173 more bearable, the new section #GuggenheimBilbaoLive was created on the web where a number of videos Olafur Eliasson: In real life 129 409 538 recorded by Museum personnel were posted along with Lygia Clark. Painting as an Experimental 84 190 274 other materials and contents. In this new virtual space, art Field, 1948–1958 curators, the Director General, and other members of the Lee Krasner. Living Color 91 323 414 staff from key areas, such as conservation, education and interpretation, exhibition design, or maintenance, unveiled Masterpieces from the Guggenheim 4 5 9 over the days and weeks of lockdown curious aspects and Museum Bilbao Collection their “hands-on” experience of their work. Kandinsky 95 311 406

32 33 “Other Views”. Illustrations interpreting the art of Olafur Eliasson. With a view to publicizing the exhibition Olafur Eliasson: In real life, the Museum reached out to the Professional Association of Illustrators of the Basque Country Euskal Irudigileak for a collaboration DIGITAL METRICS to reflect their experience of Eliasson’s works through their illustrations. Seven professionals (Myriam Cameros, Higinia Garay, Yolanda Mosquera, Alberto Muriel, Concha Pasamar, Ane Pikaza, Janire Orduna, and Leyre Urbeltz) chose personally the works that inspired them the most. The result was an intriguing collection of seven illustrations Ongi etorri created with different mediums and styles that were etxera released to the media and posted on the Museum’s social Bienvenidos WEBSITE FACEBOOK media and obtained a great response a casa Users as of Users as of . The exhibition was publicized Lee Krasner. Living Color 12–31–2020 12–31–2020 throughout October through a radio, local television, and social media campaign. The image of the show was also Visits 1,981,589 Fans 336,145 Visits: 52.7% present outdoors, e.g. on the Bilbao tram or the main Likes 1,704,803 Desktop: 43.6% Bilbao bus stops. Tablet: 3.7% Comments 71,08 Welcome Home. A campaign to publicize the Museum’s Pages viewed 5,775,238 Reach 65,601,256 reopening after the closure caused by the pandemic. The Average duration of visits 2:13 media plan included a campaign in the national and local television, as well as in the digital media, social media, press, radio, and outdoors.

Kandinsky. The exhibition was publicized in November and December through numerous exterior supports, such as digital screens, vinyl on the Bilbao tram, or banners throughout the city. The campaign also included radio TWITTER INSTAGRAM and regional press ads, as well as posts on social media and digital outlets, with great results obtained in the online campaign, which brought about higher Museum admission Users as of Users as of 12–31–2020 12–31–2020 ticket sales than usual. Followers 372,655 Followers 636,210 3,2,1 Kandinsky. Right before the opening of the Favorites 51,979 Likes 2,557,381 exhibition Kandinsky, the Museum launched the digital Retweets 20,361 Comments 19,958,538 initiative #CuentaAtrásKandinsky, a series of fifteen videos, published each day, showing the work processes and Potential impressions 348,620,960 preparations necessary for the exhibiton, which opened on Friday November 20. Press 34 35 STORE/BOOKSTORE PUBLICATIONS

social media was established, especially on Instagram, where a new showcase for the Museum Store was created, and which made the items more visible and accessible to larger numbers of potential clients. All this translated to an increase of 53% in transactions during the year, and 58% increase in sales.

2020 also saw an important influx of local visitors to the Museum. This meant a considerable improvement of the sales on the physical Store, especially of the products connected to the exhibitions devoted to Olafur Eliasson, Lygia Clark, and Vasily Kandinsky, for which a varied assortment of new exclusive products was designed. Furthermore, the sales generated thanks to the Christmas marketing campaign contributed to improve, with the rest of actions mentioned before, the overall results of the Store/Bookstore in 2020.

In 2020 the activity of the Museum Store/Bookstore was also affected by the pandemic, which limited significantly • Exhibition catalogue Olafur Eliasson. En la vida real, • Exhibition catalogue Kandinsky, original publication in the mobility of people and, therefore, the number of Spanish language edition, 238 pp., accompanied by Spanish and Basque, 192 pp. visitors/clients. Especially impacted by the temporary 134-page offprint in Basque. Activity Report 2019, in Basque, Spanish, and English closure were foreign visitors, which in previous years had • Exhibition catalogue Lygia Clark. La pintura como campo published on the Museum’s corporate website. contributed 80% of the Store’s income. • experimental, 1948–1958, original publication in Spanish, • New contents uploaded onto Artitz, the repository of English, and Basque, 208 pp. In these circumstances, the efforts to generate income texts on modern and contemporary art in Basque, which from product sales were directed to online commerce. To • Exhibition catalogue Lee Krasner. Color vivo, Spanish totaled at the end of the year 4.000 documents. achieve this, new articles were added; new promotional language edition, 238 pp., accompanied by 78-page campaigns were designed; and increased presence in the offprint in Basque.

36 37 SUSTAINABLE MANAGEMENT MODEL STRATEGIC PLAN

One of the aspects that make the Guggenheim Museum part of the funding initially allocated to invest in artwork Bilbao a benchmark institution is its unique operating acquisition for the Collection. Thus, public subsidies model that brings together public and private participation; to Museum operations amounted to 11,080,128 euros, an operating model where financial sustainability is contributed by the Basque Government, the Provincial guaranteed by the balance between its sources of income Council of Biscay, and the City of Bilbao, with which an and a high degree of self-financing, which has remained Agreement was signed on February 10, 2020 to regulate on a level around 70% for two decades. Museum income the granting of this subsidy (see table below). mainly comes from three sources with similar percentages: income generated by visitors (ticket sales, Store/Bookstore sales, restaurant, etc.); by Individual and Corporate Members, and sponsorships; and public grants.

2020 was an exceptional year where operations were heavily affected by the measures decreed to contain the spread of the covid-19 pandemic, which led to the closure of the Museum between March 14 and May 31. Also, restrictions to mobility, limitations to capacity, and social distancing policies impacted visitorship significantly, with Once again making the commitment to strategic planning Under these circumstances and as it has done so a drastic decrease in the income generated by ticket sales, that the Guggenheim Museum Bilbao has maintained ever previously, the Guggenheim Museum Bilbao has created Store sales, and gastronomy services. A drop in individual since it opened, throughout 2020 work was completed on its Strategic Plan based on an analysis of the internal and corporate contributions, both in sponsorship and designing the Strategic Plan for the period of 2021–2023. and external context, which has allowed it to identify the events, and in the Corporate Members Program, was also challenges for the 2021–2023 strategic period as well registered. Thus, in an effort to guarantee the economic At a complex moment marked by the emergence of the as its essential and current strengths for addressing the feasibility of the Museum, a number of actions were taken covid-19 pandemic, which has been affecting the world at near future, incorporating the greatest possible number to contain and cut expenses in all categories. the global level for the past couple of months, the Museum of voices and perspectives, in order to provide a general has decided to continue the strategic planning process in overview of the current situation. As a result, Eusko Jaurlaritza-Basque Government and line with its trajectory as a leading institution in the cultural Bizkaiko Foru Aldundia-Regional Council of Biscay and artistic world, as a driver of the regional economy, and 2020 is the reference date for the institutional Vision made an extraordinary contribution to the Museum with as an institution always focused on elevating the human adopted by the Museum in 2009, which since that year spirit by providing access to modern and contemporary art has been used as the unifying thread of all of its Strategic and their values. Its wish has been to address the situation Plans, giving them continuity and facilitating their Institutions 2020 proactively in order to keep on course, despite but evolution. Considering the current situation and the fact nonetheless aware that the uncertainty of the upcoming that the Vision was defined as a framework and not an Bizkaiko Foru Aldundia / Regional Council of Biscay 3,500,000 years will require active listening, close contact with interest exact date and time, the Strategic Plan 2021–2023 sets out Eusko Jaurlaritza / Basque Government 7,330,128 groups, and a great deal of flexibility in order to adjust to to extend the Vision 2020, projecting its directives and Bilboko Udala / City of Bilbao 250,000 the unfurling of events. guidelines over the next three years, and providing room

38 39 for the implementation of projects that are upcoming or 4. Commitment to the social value of art underway. The Museum commits to promote the relationship with the artistic community and with local educational and Furthermore, the institutional purpose of the Guggenheim social groups, highlighting initiatives that encourage Museum Bilbao is being explicitly and independently resiliency and the contribution of art to human well-being formulated in order to grant even more visibility to in society as a whole. its raison d’être. This purpose, which is based on the contributions of trustees and the management team, aims 5. Commitment to financial sustainability at acting as an inspiration and rallying point for all interest The Museum commits to maintain the solvent and groups, seizing the unity existing around the relevance of efficient management characteristic of it, creating budgets the Museum and the pride of belonging to it, contributing that allow it to conduct its activities as sustainably as to it, visiting it, or interacting with it. In addition, this possible at any given time. purpose will be used as a slogan for the Museum’s 25th Anniversary celebrations in 2022. 6. Environmental commitment The Museum commits to continue to work to minimize Last of all, the Strategic Plan 2021–2023 introduces, as a its environmental impact through the development and new element, the definition of the strategic commitments implementation of sustainable energy solutions and non- defining the Museum’s determination, desire, and polluting processes, and by promoting activities oriented at requirement to progress in certain areas that it considers ecoefficiency. fundamental for the upcoming three years, as well as the sectors and actions in which these commitments will take 7. Commitment to digital transformation shape. The Museum commits to advance along the digital transformation of its processes, offering an integrated 1. Commitment to the Museum’s Collection technology practice that facilitates the visitors’ experience The Museum commits to draw attention to its Collection and access to content and an improved work environment by means of its exhibitions and programs as a reflection of for its teams. its artistic identity and the institutional support received, with the aspiration of continuing to develop the Collection 8. Commitment to the territory in order to maintain its position as a leading Museum The Museum commits to continue to be an element of institution. the revitalization of the territory through the development of its Museum activities with a high quality, added value 2. Commitment to inspiring, inclusive, and high-quality art international approach. program The Museum commits to continue to design an inspiring, 9. Commitment to innovation inclusive, and high-quality artistic program capable of The Museum commits to explore and identify innovative appealing to diverse publics that are both local and practices that provide outstanding value to its activities international, offering a leading look at the most significant and which allow it to maintain its levels of quality and creations of modern and contemporary art. excellence.

3. Commitment to education 10. Commitment to governance excellence The Museum commits to guarantee access to its content The Museum commits to maintain its excellence in via the development of new forms of mediation, tools, transparency, good governance, and ethical management, and activities that address the needs of its visitors and making progress every day towards a more diverse, educational groups, encouraging socialization, learning, inclusive organization, promoting equality and reaffirming and creativity. its capacity for innovation and continuous improvement in the recognition of people, their talent, and their contribution to the Museum. Strategic Plan Strategic 40 41 PROGRAMACIÓNECONOMIC IMPACT ARTÍSTICA

As is the case every year, the Guggenheim Museum • Through its activities, the Museum contributed to the Bilbao carried out an analysis of the economic impact of generation of 97.4 million euros in GDP. its activities in 2020, the conclusions of which were the • This meant 15 million euros in additional income for following: Basque treasuries.

• The total demand generated by the Museum’s activities • This activity contributed to maintaining 2,068 in 2020 amounted to 109.9 million euros. annual jobs.

42 VIP VISITS

kenji hiramatsu jon kortajarena itziar ituño

In 2020, despite the numerous limitations to mobility Director General, Juan Ignacio Vidarte; representatives which, at times, intensified and reduced the provenance of the Museum’s Strategic Trustees, Xabier Sagredo, of visitors to the local area, the Museum continued to President of BBK, Ignacio S. Galán, President and CEO receive VIP visitors from different spheres, such as politics, of Iberdrola, and Carlos Torres Vila, President of the culture, sport, or entertainment. Among them, Kenji BBVA Foundation; and Pilar Aresti, President of the Hiramatsu, Ambassador of Japan, and Khayyam Akbar, Museum’s Advisory Committe of Members of Honor. Ambassador of Pakistan; fashion model Jon Kortajarena; actress Itziar Ituño; or soccer coach Ernesto Valverde.

Their Majesties the King and Queen of Spain visited the Museum accompanied by the Spanish Minister of Foreign Affairs Arancha González Laya. At the Museum, they were received by the President of the Basque Government, Lehendakari Iñigo Urkullu; the Regional Deputy of Basque, Culture, and Sport, Lorea Bilbao; khayyam akbar ernesto valverde the Mayor of Bilbao, Juan Mª Aburto; the Spanish Government’s Representative, Denis Itxaso; the Museum’s

44 45 ASSOCIATE MEMBERS Naturgy MEMBERS OF HONOR Kereon Partners DOMINION José Antonio Ardanza Viviendas de Vizcaya IMQ Pilar Aresti GUGGENHEIM MUSEUM BILBAO FOUNDATION Productos de Fundición, S.A. LIN3S Rafael Orbegozo Cámara Comercio Bilbao - Formica Plácido Arango Bilboko Merkataritza Ganbera Deloitte Alicia Koplowitz Cuatrecasas Estudios Durero Eduardo Becerril Giroa - Veolia Novaltia S. Coop. Guillermo Caballero de Luján Autoridad Portuaria de Bilbao Corporación Mondragon Mario Fernández FOUNDING TRUSTEES CORPORATE BENEFACTORS MEDIA COLLABORATORS Velatia Uría Menéndez Mª de los Ángeles Aristrain Eusko Jaurlaritza - Gobierno Vasco SPRI-Agencia Vasca de Deia Hotel Barceló Bilbao Nervión De Persgroep Nederland José Antonio Isusi Desarrollo Empresarial Bizkaiko Foru Aldundia - El Correo IXO grupo 50 Best José María Juncadella Diputación Foral de Bizkaia IDOM Diario ABC BNP Paribas España S.Pellegrino Alejandro Aznar The Solomon R. illycaffè Diario Vasco Bodegas de los Herederos Green Giraffe Josu Bergara Guggenheim Foundation Bahía de Bizkaia Gas del Marqués de Riscal Diario Montañés MTV España Alfonso Basagoiti Bahía de Bizkaia Electricidad Hotel Abando Diario PKF Attest Guillermo Barandiarán STRATEGIC TRUSTEES Athletic Club Hotel Carlton Norte de Castilla Hotel Vincci Consulado de Bilbao Victoria Ibarra BBK Bizkaia Energía Mercure Bilbao Jardines de Albia Expansión Crédit Agricole Pyrénées Gascogne Heinrich Wicke Iberdrola Aceros Inoxidables Olarra Hotel Miró Architecture MasterPrize award Bartolomé Fierro Fundación BBVA SURNE, Seguros & Pensiones Consorcio de Transportes de Bizkaia Cadena Ser Grupo Cofares Fernando Rodés Christie’s Pernod Ricard Bodegas masdearte.com Marist College Patricia Zugaza TRUSTEES COMUNITAC Accenture Gara Zumtobel Lighting Gonzalo Corcóstegui Bilboko Udala - Telefónica Ronda Iberia - Excelente Gran Hotel Domine Ayuntamiento de Bilbao Solarpack José Ramón Prieto Iberia Estrategia Empresarial Lantegi Batuak Fundación Vizcaína Aguirre Emilio Ferré Solé Sotheby’s La Ría del Ocio Randstad España El Correo Eusebio Díaz-Morera Empresa XXI Grupo Erhardt ITP Aero Santiago Ybarra Grupo COPE López de Heredia Viña Tondonia Euskaltel Alberto Delclaux SPEND IN Magazine Universidad de Petronor Diana Abedrop Sundance TV NH Collection Ría de Bilbao Deia – Grupo Noticias Odisea PQC Seguros Bilbao Film&Arts Erakus Bolsa de Bilbao berria Hotel Conde Duque Bilbao Fundación Bancaria “la Caixa” elEconomista Smurfit Kappa Nervión EITB Heineken España Fundación EDP Fundación Tubacex Metro Bilbao Fundación Banco Sabadell Ferrovial Servicios december 31, 2020 Prosegur

46 47 Miembros de Honor - Febrero 2020 - Febrero de Honor Miembros 48