From the bay of Santander, the Botín Center looks at the world and is consolidated as a reference for art and culture. Its purpose is to generate social development and wealth by taking advantage of the potential of the arts to awaken creative capacity.

CHALLENGE

Create an audience management team capable of bringing the public closer to the diversity of artistic experiences and promoting learning, enjoyment and experimentation.

GOALS

At MagmaCultura we set ourselves two goals:

• Contribute to the mission of Centro Botín, providing MagmaCultura’s experience and specialization in cultural projects from the launch phase.
• Implement a consolidated model of comprehensive management of the visitor experience that will support its educational, social, artistic and cultural program.

TASK

We have helped those responsible for the Botín Center to materialize their objectives. To this end, we have worked side by side on:

• The analysis and definition of the flow of visitors and the public management model.
• The formation and consolidation of a team of hosts and cultural mediators aligned with the mission and values of the Botín Center.
• In the consolidation of a team that shares a common culture, values of freshness, closeness, humility, dedication to service and diversity. Equipped with tools that encourage the visitor to approach contemporary art and that allow them to connect with the diversity of visitors.
• Implementation of actions to attract audiences and visitor loyalty.

RESULTS

Five years after its opening, the results obtained by the Botín Center reflect its success:

• More than 800,000 people have visited its facilities.
• More than 115,000 participants in some 1,300 activities carried out.
• A facility rooted in Cantabria and with a global vocation.

KEY PROJECT FEATURES

• Know-how in the creation of cultural projects and products for museums, foundations and institutions.
• Accompaniment in the phases of launch, development and consolidation of cultural projects.
• Integral solutions for the management of cultural facilities’ audiences.
• A team with consolidated experience in customer service and cultural mediation.
• Direct marketing and audience acquisition.