The Louvre wants to grab the gold sponsors
This is the kind of evening that annoys the purists. Last June, the Becca Cason Thrash wealthy Texan, Vice President of "Friends of the Louvre" U.S. and international, organized a charity gala in the largest museum in the world. The guests – celebrities such as Albert of Monaco and actress Fanny Ardant – were welcomed with a cocktail in the apartments of Napoleon III, before dinner – a sacrilege to some – among the sculptures in the Cour Marly. All these people then went under the Pyramid, transformed into a nightclub for a private concert by Janet Jackson. Fee, the event has raised 700,000 euros to restore the decorative arts galleries of the eighteenth century.
Henri Loyrette, the Louvre for ten years, of course, attended the festivities. The Conservative education devotes much of his time raising private money.It is, apparently, difficult to resist the charm of this man of culture nearly 2 meters. A boss of a U.S. real estate company said that the French, he was invited to spend a weekend at his home in Cincinnati, has enchanted by the couple's conversation about opera and architecture of the city, and has even cracked a speech to the local art museum. "At the end of the weekend, I gave him a check for $ 50,000," says the boss at the magazine Business Week.
Henri Loyrette unashamedly claims this fundraiser activity. And for good reason. The state reduced its funding by 5% in 2009 and again from 5% in 2011. Governments subsidize just over half the budget of the Louvre, against 70% in 2001."To finance its activities with a cultural, but also – more than in the past – educational and social, in a context of declining public subsidies, the Louvre has no other choice but to increase its own resources," he assures, noting that the establishment is not intended to generate profits. His office does not resemble that of an entrepreneur. In the room with ocher walls adorned with classical paintings, with windows overlooking the Pont du Carrousel, every corner is occupied by piles of files and books.
Thirty fundraisers
The Louvre, however, is not complaining. With 230 million euros last year (against 80 million in 2001), the institution has resources comparable to the Metropolitan in New York. Another reason for satisfaction, ticketing, clean source of income, has good prospects.The 8.5 million admissions in 2010, 5 million charge, reported 41 million euros. Attendance, up 70% since 2001, should continue to increase. The Louvre, which has raised interest rates from 9.50 to 10 euros in early 2011, taking advantage of the influx of tourists from emerging countries. If France makes a third of visitors, including foreigners, Brazilians ranked third last year behind the Americans and Italians.
Despite their popularity, the former royal palace could not offer a program as rich without its sponsors. The latter brought him 25 million euros last year, more than a quarter of own income. To attract them, the Louvre was created in 2003 a commando no equivalent in France: a team of thirty people dedicated to raising funds. They offer companies to fund projects until end 2013.This may include, for example, to affix its logo on the poster exhibition. Cost: between 100,000 and 400,000 euros for one of the Forbidden City, scheduled in September. Other possibilities, the redesign of the website or with the acquisition of a work of German Romantic painter Friedrich. The Department of Islamic Art, which opened in 2012, it should be 75% funded by the private sector. Saudi Prince al-Walid brings 17 million euros 100 million.
Tax benefits
Fundraisers of the prestigious institution have a strong argument: a tax system that allows the 2003 tax cuts equivalent to 60% of the expenses of artistic patronage, and even 90% for the purchase of a work art classified national treasure. However, they must scrap more than before the crisis.Main challenge, competition of social projects, popular with company employees. As a result, "we propose projects crossing artistic and social dimensions," says Hervé Barbaretta, deputy head of the Louvre. For the exhibition of ancient Macedonia in the fall, Total organize and discovery tours of the museum for troubled youth. To "preserve the scientific credibility," Henri Loyrette ensures that sponsors are funding projects already "tied". This applies to the exhibition "Paper Work", which indicates that the poster is presented by "the Louvre Museum and Canson." Exposure of the watchmaker Breguet in 2009 was cringe, with texts considered too partisan.
In exchange for their support, businesses are entitled to privileges such as the availability of spaces.Other firms pay dearly for these benefits: 100,000 euros for a night under the Pyramid. Unlike donors, they do not have their name engraved for eternity on the "wall of patrons" in the lobby.
