LOUVRE-LENS – A NEW PARADIGM OF MUSEUMS AS GENERATORS OF ENVIRONMENTAL DEVELOPMENT
Text topic: Studies
Text author: Владимир Кривошејев
Traditional approach to evaluating the contribution of museums to their environments only considered the social aspect of the benefits and the benefits were recognized only in the areas of heritage protection and educational and cultural missions. Modern approach, however, perceives contribution of museums from the standpoint of branding, as well as economic benefits that non-profit entities and profit entities in the community receive from museum visitors. In addition to secondary contributions to economic development, museums can also be primary instruments of economic revitalization and community development. The paradigm of this kind of development in the last decade of the 20th century was represented through Guggenheim Foundation in Bilbao (Spain), and at the beginning of the second decade of 21st century through Louvre II in Lens (France). Lens has based its previous economic development on mining and accompanying industries. However, the closing of the mines resulted in grave social problems. In addition to decentralization of culture, which has been a focus in France for the past several decades, the establishment of Louvre Lens had as its primary goal the revival of the town with an unemployment rate of 24% (French average is 9%). It was estimated that during the first year of its operations the new museum would have 700,000 visitors, and that after the “first wave”, the normal number of visitors would be 500,000 annually. The new museum was located in a town of 35,000 inhabitants with a hotel capacity of only 250 rooms. However, during the first year of operation (December 2012 – December 2013), it was visited by 900,000 guests. Due to the number of visitors, Lens has seen a 42-million-euro rise in additional income. After Bilbao, Lens has became another paradigm pointing to the economic and developmental benefits that communities can enjoy due to existence of attractive museums branded as cultural and tourist attractions.