PROGRAM

Wednesday, 18 September

The Congress will be held at Museum University of Navarra (Pamplona)

Day 18: Theater of the University of Navarra Museum

Days 19 and 20: Workshops room for conferences and round tables, and Rooms 1 and 2 for workshops

BLOCK 1:
A 360º VIEW OF MUSEUM REPUTATION

2:30 p.m.- 3.10 p.m. Registration, Congress reception and Welcoming coffee

3.20 p.m. Inauguration of the Congress by the Hon. Mr. Enrique Maya, Mayor of Pamplona

3:25 p.m. Welcome by Jaime García del Barrio, director of the Museum University of Navarra. Presentation of the inaugural conference.

3:30 p.m. Opening speaker

• Conference entitled "About museums and reputations" by Miguel Falomir, director of the National Prado Museum and Chairman of the Building Museum's Reputation Conference.

4:30 p.m. Roundtable discussion

• Are Museums Ready to Please the Public?

Participants:

• Mikhail Piotrovsky, director, State Hermitage Museum, Saint Petersburg.

• Penelope Curtis, director, Calouste Gulbenkian Museum, Lisbon.

• Miguel Falomir, director of the National Prado Museum and Chairman of the Building Museum's Reputation Conference.

Moderator: Valentín Vallhonrat, artistic co-director of the Museum University of Navarra. 

5:45 p.m. - 6:30 p.m. A CHAT WITH...

• "Art and aesthetic consumption in hypermodern societies" by Gilles Lipovetsky, philosopher and sociologist.

Presented by Celia Guilarte, head of Institutional Relations of the National Prado Museum.

Thursday, 19 September

BLOCK 2:
THE IMPORTANCE OF DISTINCTIVENESS AND INNOVATION

9:00 a.m. Reception

9:15 a.m. Keynote speaker

• Conference entitled “Innovation and Distinctiveness: a path towards museum reputation." by Axel Rüger, director of the Royal Academy of Arts, London. 

Introduced by María Chinchilla, deputy Director of Administration of the National Prado Museum.

10:15 a.m. Roundtable discussion

• Museums and institutions in search of a differential artistic project".

Participants:

• Jaime García del Barrio, director of the Museum University of Navarra.

• María Bolaños, director of the National Museum of Sculpture, Valladolid.

• Mireia Gubern Badia, Head of Contents of the Department of Art Exhibitions at Fundación Bancaria "la Caixa".

• Pablo Gonzalo, Head of Spaces at Telefónica Foundation.

• Moderator: Linda Mol, curator, consultant and member of the international Jury of the European Museum of the Year Award (presented by the European Museum Forum, under the auspices of the Council of Europe).

11:30 a.m. - 12:00 p.m. Coffee break and networking

12:15 p.m. - 1:15 p.m. Parallel workshops on distinctive projects

• "Change? It's in our nature." by Wendy Gallagher, responsible for Education and Civic Commitment. Manchester Museum. Room 1

• "Ideas that cure: the case of Fundación Juan March (1955-2019)" by Manuel Fontán, exhibition Director, Juan March Foundation. Room 2

Workshop registration

​1:30 p.m. Lunch at Museum University of Navarra.

BLOCK 3:
GOOD GOVERNANCE, FUNDING AND INSTITUTIONAL ALLIANCES

3:00 p.m. Keynote speaker

• Conference entitled "Reputation and Good Governance: The case of Guggenheim Museum, Bilbao" by Juan Ignacio Vidarte, director of Guggenheim Museum Bilbao.

Introduced by Elisa Montserrat, director of Marketing and Communication of Museum University of Navarra. 

4:00 p.m. Roundtable discussion:

"The Impact of Sponsorship on the Transfer of Reputation from Museums to Companies".

Participants:

• Isabelle Le Galo, director for Spain of Daniel and Nina Carasso Foundation.

• Ramón Castresana, director of Iberdrola España Foundation.

• Ignacio Lerga, director of Corporate Responsability AXA Foundation.

• Moderator: Carlos Chaguaceda, director of Communication of the National Prado Museum.

5:00 p.m. - 5:30 p.m. Coffee break and networking

5:30 p.m. Paralell workshops

• The Cultivation of Reputation; past, present, future? Penelope Curtis, director, Calouste Gulbenkian Museum, Lisbon. Room 1

• "Big data project for visitor management - Telefónica for the Reina Sofía National Art Center Museum" by Paula Alamán, industry Lead - Big Data & Analytics Business LUCA (Telefónica Data Unit) and Rosa Rodrigo, Director of Strategic Business, Commercial and Public Development of Reina Sofía National Art Center Museum. Room 2

Workshop registration

6:45 p.m. Visit to Museum University of Navarra

7:45 p.m. Dinner at Museum University of Navarra

Friday, 20 September

BLOCK 4:
MANAGEMENT OF INTANGIBLE ASSETS

9:00 a.m. Reception

9:15 a.m. Keynote Speaker

• Conference entitled "How Do the World's Great Museums Manage Their Reputation?" by Cees Van Riel, professor of Corporate Communication, Rotterdam School of Management and Director, Corporate Communication Centre, Erasmus University.

Introduced by: Juan Manuel Mora, Vice-President of Communication of University of Navarra.

10:15 a.m. Roundtable discussion:

• Rankings and Quality Parameters. What Indicators Affect Museum Quality Measurement?

Participants:

• Ricardo Martí Fluxa, president of the Board of Trustees, Reina Sofía Museum.

• Luis Grau Lobo, president, ICOM Spain and Director, León Museum.

• Francisco de la Torre Prados, Mayor of Málaga

• Virginia Garde, General Coordinator of Public Development and Security of the National Prado Museum.

Moderator: Elena Hernando, Managing Director of Lázaro Galdiano Foundation.

11:30 a.m. - 12:00 p.m. Coffee break and networking

12:15 p.m. Parallel workshops on intangible asset management

• "A study on the transfer of museum reputation to sponsoring companies in the Netherlands" by Ana Casado and Pllar Alarcón, professors at University of Málaga. Room 1

•  "Developing sustainable strategies for temporary exhibitions at the Guggenheim Museum Bilbao" by Daniel Vega, Technical director of Exhibitions and Conservation of the Guggenheim Museum, Bilbao. Room 2

Workshop registration

1:30 p.m. Closing session

• Conference entitled: "Final lessons: building together the future of the reputation of museums and companies" by Ángel Alloza, CEO, Corporate Excellence-Centre for Reputation Leadership.

1:55 p.m. Closing of the Congress by Ángel J. Gómez-Montoro, president of the Board of Trustees of the Museum University of Navarra and Rector of the University of Navarra between 2005 and 2012.

2:00 p.m. End of the congress