BILBAO METROPOLI-30 WORKSHOPS

The workshops organised by Bilbao Metropoli-30 with well-known international experts show the challenges that Metropolitan Bilbao is facing and they pose us questions and offer bright ideas on our role in this increasingly changing world.
LXXVI. Bilbao Metropoli-30 Workshop

"Think London meets Little London (Bilbao)"
Carolina Arriagada, Think London agency manager for Latin America and the Iberian peninsula
May 27th, 2010

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LXXV. Bilbao Metropoli-30 Workshop

"Past, present and future of our metropolitan Bilbao"
Alfonso Martinez Cearra, general director of Bilbao Metropoli-30
April 28th, 2010
LXXIV. Bilbao Metropoli-30 Workshop

"Large Scale Innovation"
John Kao, founder and president of the Institute for Large Scale Innovation
April 26th, 2010

The workshop was organised in collaboration with Innobasque
LXXIII. Bilbao Metropoli-30 Workshop

"Toyota case"
Satoshi Ishii and Jake Cameron from JOV-Corporate Value Creation Department of Toyota
March 26th, 2010

The workshop was held in the Deusto University
LXXII. Bilbao Metropoli-30 Workshop

"Wind and space: values of the Japanese originality"
Tetsuya Kaida, General Manager of the BR Corporate Value Creation Project in Toyota Motor Corporation
November 30th, 2009

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LXXI. Bilbao Metropoli-30 Workshop

"Creativity: Essential factor for an innovative and attractive enviroment for the talent"
Charles Landry, founder of Comedia
November 16th, 2009

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LXX Bilbao Metropoli-30 Workshop

"XXI century brands and destinations: the New York and Abu Dhabi cases"
Anna Domingo, founder of Padzzle and expert in place branding and city marketing
October 14th, 2009

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LXIX Bilbao Metropoli-30 Workshop

"New fuels for the future in bus transportation"
Alan Mendibelzua, manager of Encartaciones S.A., and Alain Wartel, South Zone Projects Director in Veolia Transport
September 21st, 2009

The workshop is organised in the frame of the European Mobility Week
LXVIII Bilbao Metropoli-30 Workshop

"Innovation in Japan"
Hiroshi Tsukamoto, President of the Institute for International Studies and Training (IIST)
July 9th, 2009
LXVII Bilbao Metropoli-30 Workshop

"Pittsburgh, 20 years after"
Dewitt Peart, president of the Pittsburgh Regional Alliance (PRA)
June 9th, 2009
LXVI Bilbao Metropoli-30 Workshop

"The challenge of the economy of cities to face the crisis"
Greg Clark, expert in cities and regions economic development
April 21st, 2009
LXV Bilbao Metropoli-30 Workshop

"Innovation and Business: Competitive Values for the Future of Europe"
Soumitra Dutta, Dean of External Relations and Roland Berger Professor of Business and Technology in INSEAD
November 21st, 2008

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LXIV Bilbao Metropoli-30 Workshop

"The management of the future in the European cities"
Daniel Innerarity, Professor of Philosophy in Zaragoza University
October 15th, 2008

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LXIII Bilbao Metropoli-30 Workshop

"Mobility and emissions reduction in transport"
José Ignacio Elorrieta, ISR (Instituto para la Sostenibilidad de los Recursos) Sustainability executive director
September 16th, 2008

The workshop is organised in the frame of the European Mobility Week
LXII Bilbao Metropoli-30 Workshop

"Accesibility to the Bilbao port"
José Angel Corres, president of the Bilbao Port Authority and vicepresident of Uniport, and Inmaculada Ugarteche, general manager of Uniport
June 11th, 2008

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LXI Bilbao Metropoli-30 Workshop

"The future of industry in the Metropolitan Bilbao: the new technologies industry"
José Ignacio Telletxea Fernádez, Basque Government Vicecouncillor of Technology and Industrial Development, and Julián Sánchez Alegría, President of the Basque Country Technology Parks Network
April 17th, 2008

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LX Bilbao Metropoli-30 Workshop

"A professional commerce for an innovative Bilbao"
Jon Andoni Zarate, Manager of Bilbao Dendak
April 1st, 2008
LIX Bilbao Metropoli-30 Workshop

"Value generating innovative ideas: Public-private cooperation"
November 15th, 2007

The workshop was organised in the frame of the European Quality Week.

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LVIII Bilbao Metropoli-30 Workshop

"Modern cities and accessibility for all"
Pedro López Pereda, architect at the ONCE Foundation
September 20th, 2007

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LVII Bilbao Metropoli-30 Workshop

"Cultural centrality of Metropolitan Bilbao: situation and perpective"
Javier Viar, director of the Fine Arts Museum of Bilbao, and Ramón Muro, public relations of the Bilbao choral Society.
June 21st, 2007
LVI Bilbao Metropoli-30 Workshop

"The future of industry in the Metropolitan Bilbao: Knowledge industry and services to industry, from void to value"
Luis Ramos Garate, industrial engineer and studies and consulting manager of IDOM and Marta Álvarez Ochoa, bachelor in Economics and Business Sciences and manager of the Consulting International Department of IDOM
June 14th, 2007

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LV Bilbao Metropoli-30 Workshop

"The future of industry in the Metropolitan Bilbao: the new technologies industry"
Luis Irazabal, Doctor in Industrial Engineering and Tecnalia General Manager and José Mª Villate, Doctor in Industrial Engineering and Tecnology Manager of Tecnalia
March 29th, 2007

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LIV Bilbao Metropoli-30 Workshop

"The future of industry in the Metropolitan Bilbao: the traditional industry"
Javier Madariaga Artamendi, industrial engineer and Ingeteam Group president
January 25th, 2007

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LIII Bilbao Metropoli-30 Workshop

"Impact of marketing in the cities management in Latin America"
José Pancorbo de Sandoval, coordinator of the Marketing and Urban Development International Network and Professor of Marketing in the Economy Department of the "Camilo Cienfuegos" University (Cuba) Industrial Engineering and Economy Faculty.
November 6th, 2006

The workshop was organised in the frame of the European Quality Week.

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LII Bilbao Metropoli-30 Workshop

"Efficient car driving"
Juan Francisco Larrazábal Roche, Technician of the IDAE (Institute for Energy Diversification and Saving)
September 19th, 2006

The workshop was organised in the frame of the European Mobility Week and the the Car Free Day.
LI Bilbao Metropoli-30 Workshop

"Transport and environment in Spain: an analysis which requires more control on demand"
Pedro José Pérez Martínez, Professor of the Polytechnical University of Madrid.
September 18th, 2006

The workshop was organised in the frame of the European Mobility Week and the the Car Free Day.
L Bilbao Metropoli-30 Workshop

"The technological dimension as an exponent of the competitiveness of businesses and regions"
Luis Irazabal, General Manager of Tecnalia
June 12th, 2006
XLIX Bilbao Metropoli-30 Workshop

"Colaborative organizations for the equality: Parekatuz Net"
Pilar Dosal, Technical Secretary of Gender Policies, General Deputy Cabinet of the Bizkaia Regional Government
April 7th, 2006
XLVIII Bilbao Metropoli-30 Workshop

"Presentation of the Development Plan of the EHU/UPV in Bizkaia"
Iñaki Goirizelaia, Vice-rector of the EHU/UPV Bizkaia Campus.
March 2nd, 2006
XLVII Bilbao Metropoli-30 Workshop

"Innovation as a defining element of the change in the economy of Tarragona"
Joaquim Margalef, Professor of the Rovira i Virgili University Economy Department and member of GRIT (Grupo de Investigación y Estudio de Industria y Territorio)
November 11th, 2005

The workshop was organised inside the European Week for Quality.
XLVI Bilbao Metropoli-30 Workshop

"Mobility in cities: problems and solutions"
José M. Viegas, Professor of Transport in the School of Engineering of the Technical University of Lisbon.
September 21st, 2005

The workshop was organised in the frame of the Car Free Day.
XLV Bilbao Metropoli-30 Workshop

"Airports as strategic infraestructures of the cities"
Begoña Llarena, Director of Bilbao Airport
July 12th, 2005

The workshop was held to coincide with the presentation of the 2004 Annual Progress Report for Metropolitan Bilbao.

XLIV Bilbao Metropoli-30 Workshop

"New territorial realities for the XXI century"
Andrés Precedo, Professor of Human Geography of the Santiago de Compostela University
November 19th, 2004

The workshop was organised inside the European Week for Quality.
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XLIII Bilbao Metropoli-30 Workshop

"Experiences in extending pedestrian precincts throughout historical and city centres"
Mikel Murga, President of LEBER
September 20th, 2004

The workshop was held to coincide with European Mobility Week and was presented by Ibone Bengoetxea, councillor for Traffic in Bilbao City Council, Jon Aldeiturriaga, from the Retailers' Guild of the Casco Viejo and Alfonso Martínez Cearra, director general of Bilbao Metropoli-30.

XLII Bilbao Metropoli-30 Workshop

"Road education from the perspective of private initiative"
Antonio Garcia Infanzon, Mapfre Road Security Institute General Director
September 21st, 2004

The workshop was held as part of European Mobility Week and was presented by the councillor for Civil Protection and Community Safety, Eduardo Maiz, Jon Aldeiturriaga, from the Retailers' Guild of the Casco Viejo and Alfonso Martínez Cearra, director general of Bilbao Metropoli-30.

XLI Bilbao Metropoli-30 Workshop

"Technological and social innovations in the revitalisation process of Tampere, Finland"
Markku Sotarauta, Professor of the Research Unit for Urban and Regional Development Studies at the University of Tampere
February 24th, 2004

The speaker described the case of Tampere as one of a city that has gone from being based on the textile and metallurgical industries to a knowledge-based economy. Tampere has thus gone from being known as "Finland's Manchester" to "the Nokia city". This transformation has largely been due to the creation of two universities in the city that have furthered the technological development of companies in the area.
The creation and ongoing exchange of knowledge between business and higher education, hand-in-hand with a constant flux of information and technological advances, today increasingly constitute the basis of Tampere's economy.

XL Bilbao Metropoli-30 Workshop

"Importance of values for the strategic development of the Ruhr Basin"
Dr. Hans-Werner Franz, Member of the Management of the Dortmund Social Research Centre
January 30th, 2004

The Ruhr Basin has shrugged off its traditional sectors to become a culturally vibrant area. As noted by Dr. Franz, the development policies of this former industrial and mining area in Germany are based on the creation of innovation spotlights, the restoration and modernisation of the cultural heritage, the implementation of scientific networks with cutting-edge projects or the generation of spaces of possibility, referring in this way to undefined spaces with considerable opportunities for experimentation.
Historical wealth in the Ruhr Basin is thus used as "new approaches": the former energy building is now a concert hall, a philharmonic orchestra is created in a neighbourhood that needs to be cleaned up or gardens and nurseries are planted on what were once coal mines. In the case of the strategic development of Metropolitan Bilbao, following the consolidation in the past decade of a extensive groundwork of infrastructures, the importance of values has led to a culmination of the process that places Bilbao and, by extension, the whole of the Basque Country, within the context of Europe's most advanced and competitive areas.

XXXIX Bilbao Metropoli-30 Workshop

"Corporate Social Responsability"
Josep María Lozano, Director of Instituto Persona, Empresa y Sociedad at ESADE
November 11th, 2003

The Workshop was held in the frame of the European Week for Quality, organised by Euskalit.

XXXVIII Bilbao Metropoli-30 Workshop

"Mobility in cities and their relationship with new cultural infrastructures"
José Estrada, Managing director of the Strategic Plan for Malaga and director of the CIEDES Foundation (Malaga Centre for Strategic Research and Economic and Social Development)
September 18th, 2003

The workshop dealt with the opening of the Picasso Museum in Malaga, with a total investment of 66 million euros and an expected figure of 700,000 visitors per year, and which has meant that Malaga has had to reconsider the issue of urban mobility. The Museum is located in the heart of the city's historical centre and has required the creation of a pedestrian precinct, new car parks (with a fourfold increase in ten years of the spaces available), and the design of a light rail system.
The workshop was held to coincide with the day "The city without my car!"

XXXVII Bilbao Metropoli-30 Workshop

"City and children"
Ximena de la Barra, UNICEF advisor on Social Policy
May 13th, 2003

The conference, presented by Ximena de la Barra, UNICEF advisor on Social Policy for the Latin American and Caribbean region, expounded on the Child Friendly Cities Programme, whose operational framework is on a municipal scale and fosters the building of fairer, more equal and participative societies.
Changing the paradigm of infrastructures to value has in childhood an essential means of support, when it is remembered that children are the citizens of tomorrow. The Child Friendly Cities programme aims to generate real areas of participation for children, encouraging networking and furthering the application of the Convention of the Rights of Children within the sphere of local organisations. The programme is backed by UNICEF, an associated partner of Bilbao Metropoli-30.
XXXVI Bilbao Metropoli-30 Workshop

"The creative city"
Charles Landry, founder of Comedia
November 12th, 2002

Charles Landry is an international authority in such issues as the future of cities and the creative use of culture in urban revitalisation. He has worked in over 30 countries providing advice to cultural leaders and to institutions such as the World Bank. He has delivered lectures in Europe, the Americas, Asia and Australia. He is the founder of Comedia, the UK's leading cultural planning consultancy. His book "The creative city" sets out to adopt a new approach to strategic urban planning and analyses how people may creatively envisage and plan cities.
The workshop was held within the framework of the European Quality Week, organised by Euskalit.
XXXV Bilbao Metropoli-30 Workshop

"Mobility and accessibility in the Metropolitan South of Madrid"
Enrique Guijarro, Director of the Getafe Strategic Plan Technical Office
September 17th, 2002

The workshop was held within the framework of the European Quality Week, organised by Euskalit.
XXXIV Bilbao Metropoli-30 Workshop

"Public transport in the Ferrol metropolitan area"
Nonito Aneiros, Secretary of the Ferrol Metrópoli Foundation
September 16th, 2002

The workshop was organised in the frame of the Car Free Day.
XXXIII Bilbao Metropoli-30 Workshop

"Quality, strategic value of a city"
Joan Ignasi Sanchez, Director of the Pla Stratègic-Sabadell 2010
November 8th, 2001

Sabadell has been a pioneering municipality in applying quality systems, through its Strategic Plan. One of the administrations' aims is to provide a service that satisfies citizens, making efficient use of the resources available to them. Quality systems may help to obtain these objectives.
The workshop was held to coincide with the European Quality Week, organised by Euskalit.
XXXII Bilbao Metropoli-30 Workshop

"Electronic Government"
Patrick Dunleavy, Professor of Political Science of the LSE
October 15th, 2001

Patrick Dunleavy is advisor of the British Government and author of the "Government on the web" report.
XXXI Bilbao Metropoli-30 Workshop

"Venture Philanthropy: Funding Social Progress"
Peter Hero, Community Foundation Silicon Valley President
July 18th, 2001

The Community Foundation Silicon Valley has in recent years focused its programme for revitalising the city's neighbourhoods on the development of issues related to childhood and on intensifying community involvement in cultural activities. In 1999, the foundation undertook the first in-depth study of people's different charitable motivations and the conduct of new young entrepreneurs in Silicon Valley.
The term Venture Philanthropy consists in applying best practices in the management of venture capital companies to non-profit activities. It is a model that contains those funds that apply the principles of venture capital managers in their investments, whereby not only are they involved in the strategy of the projects they finance, but they also attempt to make a return on the investment in order to ensure the continuous flux of funds for community projects. A large amount of money is invested in a few projects and the managers of venture capital companies are involved in their management. It is a product of our time in which business leaders and managers share out wealth and apply best practices in corporate governance to further community development. As opposed to traditional philanthropy, the professionals aim to attain the same level of efficiency in their investments in community areas as in financial transactions.
Although venture philanthropy is constantly evolving, reality shows that it is helping non-profit organisations to grow by developing their social role. The aim is that, if a funds market can be created through this approach, the social challenges forthcoming in the community may be faced by complementing the public role from a professional perspective.

XXX Bilbao Metropoli-30 Workshop

"A Car Free Day perhaps? But what do we need to do to make it a success?"
Eric Britton, Managing Director EcoPlan International
September 21st, 2000

The European Day without Cars was held in Bilbao under the name "Bilbao, sin mi coche" (Bilbao without my car) and was a resounding success: traffic on the roads into Bilbao was reduced by 21% (11,000 fewer vehicles); in addition, some 30,000 people within Bilbao left their cars at home, pollution was reduced by 22% in the city centre and noise levels also fell by around 5 decibels, with the use of public transport increasing by almost 10%.

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XIX Bilbao Metropoli-30 Workshop

"Dublin: how to manage the success of rapid growth"
John Fitzgerald, Dublin City Manager and Town Clerk
July 13th, 2000

Mr. John Fitzgerald, presented the experience of Ireland's economic development. The Dublin Corporation is an organisation whose services cater for such essential aspects as water, sanitation, the fire-brigade, cultural services, and others of a more far-reaching nature that are summarised in its mission outlined in the Strategic Management Plan 1997-2002, namely to promote an attractive, safe and environmentally sustainable capital with an overriding human focus, and make inroads in the city's physical, social, cultural and economic medium through participative civic leadership.
XXVIII Bilbao Metropoli-30 Workshop

"Urban Planning in Australia"
Garry Forward, Senior architect at Forward, Viney & Partners
September 17th, 1999

Bilbao Metropoli-30 arranged a strategic analysis meeting on urban development and planning in Australia that involved Garry Forward, senior architect at Forward, Viney & Partners.
The Australian expert identified the low density and paucity of public transport systems as key challenges facing Australian cities. In addition, he explained the process of urban planning, characterised by transparency, community involvement, respect for the environment and a layout catering for disabled people.
The subsequent debate focused on a comparative analysis on the role of art, the culture of technology and the regeneration of waterfronts in the revitalisation of Bilbao and of Australian cities, such as Sydney, Melbourne and Hobart.
The meeting was attended by representatives of ABB Daimler Benz Transportation, Idom, SPRI, EHU - University of the Basque Country and the University of Deusto.

Arie Halachmi 
Fellow of the Netherlands Institute of Government
Professor of the Tennessee State University 
27th Workshop - June 17th, 1999
"Innovation in Government"


Arie Halachmi is a Fellow of the Netherlands Institute of Government (NIG) and the Faculty of Public Administration (BSK) at the University of Twente (NL) and a Professor at the Institute of Government at Tennessee State University (USA). He earned his Ph.D. in 1972 (with distinction) from The State University of New York in Buffalo. He has served as consultant to various government agencies in the United States; and abroad, and twice served as a member of the National Council of the American Society for Public Administration. He founded and chairs the International Working Group on Public Sector Productivity for the International Institute of Administrative Sciences (IIAS).
 
Douglas Henton 
President Collaborative Economics 
26th Workshop - May 31st, 1999 
"Silicon Valley 2010 Vision" 

Douglas Henton is president and founder of Collaborative Economics and has more than 20 years of experience in economic development at the national, regional, state, and local levels. Doug is nationally recognized for his work in bringing industry, government, education, research, and community leaders together around specific collaborative projects to improve regional competitiveness. He was project manager for the start-up of the Joint Venture: Silicon Valley Network, an innovative, results-oriented regional economic development alliance that has launched the process for the Silicon Valley 2010 Vision.
Tan Sri Dato' Dr. Othman Yeop Abdullah 
Executive Chairman, Multimedia Development Corporation 
25th Workshop - May 4th, 1999 
"Multimedia Super Corridor" 

Malaysia has launched the Multimedia Super Corridor project, one of the world’s most ambitious initiative to foster the Information Society in any country. It is a length of greenfield corridor, 15 kilometres wide and 50 kilometres long, that starts from the Kuala Lumpur City Centre, which houses the world's tallest buildings - down south to the site of the region's largest international airport, the Kuala Lumpur International Airport. Tan Sri Dato’ Dr. Othman Yeop Abdullah, Executive Chairman of Multimedia Development Corporation (MDC), the organisation created to coordinate and develop the Malaysian Multimedia Super Corridor project, explains the main features of this initiative. 
 
John Naylon 
Director of the European Studies Centre, University of Keele (U.K.) 
24th Workshop - February 24th, 1999 
"Strategies for revitalising port cities" 

The lecturer speaks of port city development in the United Kingdom due to its similarity with Bilbao’s situation, as to post-industrial recession and model regeneration projects (e.g.: waterside development). English port cities have easily fallen into the trap of creating new industries in yesterday’s cities, therefore not being competitive enough in other aspects. The revitalisation of port cities has not been so successful in terms of unemployment, housing, environmental degradation and the effects of crime and drugs. Presently, more recent revitalisation plans for British port cities are now paying more attention to these problems. There is nevertheless a lack of a more global vision as to what place the city should occupy in the urban global system. 
 
Donald H. Layton 
Vice-President, The Chase Manhattan Corporation 
23th Workshop - February 11th, 1999 
"The effects of globalisation on world markets" 

The lecturer explains the present situation of the world financial markets, especially concentrating on the American and European fronts. Chase Manhattan Corporation’s Vice-President believes in the strength of the Euro, however, conditioned by its power against the dollar with regards to the European market development, which implies the privatisation of the pension systems. He does not believe that the economic problems that Latin America and Japan are suffering will provoke a world recession. The lecturer gave an insight as to what position Chase takes on the global economy and what they believe will happen in the upcoming Europe.  
 
Corrado Beguinot 
University of Naples 
22th Workshop - November 2nd, 1998 
"The integrated city" 

Professor Beguinot expounds the developments of the "Carta Megaride 94" International Group he leads at the University of Naples, in the Planning and Territorial Science Department. This group is investigating the characteristics of the new theoretical principles and the new operative forms able to configure a possible transformation of the territory in the third millennium. The shift from a centralised hierarchic organisation to an interactive, polycentric and informal one demands not only a new design of the city, but more so the elaboration of a different investigation program which rethinks the actual concept of the city, conceived as a privileged place, separate from the territory, which is also capable of producing different prospects as to the current urban problems present in most of the areas of the planet, and formulating ideal planning solutions.  
 
Peter Schwartz 
Global Business Network 
21st Workshop - October 19th, 1998 
"The Euro: future scenarios for Europe" 

Peter Schwartz lectures on the global context of the New Europe. He illustrates some of the fundamental factors that are contributing towards modelling Europe’s future and creating a framework in which the Monetary Union will take place. These factors are for example, changes in European demography, immigration and its effects, frontiers, the ageing of Europe and the diversity of its population, the implications of cultural changes, the future economy, security.... He proposes two scenarios for the future of Europe (2010): one of a failed European Monetary Union - political fragmentation, protectionism, unemployment, conflicts amongst European countries, etc. -  and the other more optimistic scenario which he believes is the road to the future - Europe as an example for the world of how to face cultural complexity, economic complexity, and ancestral history, all mixed together in a highly technologic civilisation.  
 
Carlos Cruz 
Rector of the Virtual University, Technological System of Monterrey 
20th Workshop - October 5th, 1998 
"The Virtual University" 

The Virtual University of the Technological System, Monterrey, offers a teaching–learning system using leading technology in telecommunications and electronic networks, providing courses at preparatory and professional levels, besides master's degrees and ongoing education. The purpose is to support university campuses with their own technology and to provide education to different environments in Mexico, Latin America, United States and Canada. 
 
Ellen Solms 
General Director of the Avenue of the Arts, Philadelphia 
19th Workshop - September 17th, 1998 
"Avenue of the Arts, Philadelphia". 

Avenue of the Arts is a non–profit making organisation which plans to transform Broad Street, one of the main streets in Philadelphia, into an international meeting point for cultural tourism. This project is set within the framework of a future outlook for the city, the objective being to attract 10 million new visitors annually and to create 50,000 jobs in the tourist and cultural industry. 
 
Peter Hall 
Professor of Planning, Bartlett School of Architecture and Planning, University College, London 
18th Workshop - April 21st, 1998 
"Urban innovation and renovation at the gates of the 21st century". 

In this post–industrial era, city administrations are faced by the challenge of restructuring their economy and image. This need is particularly present in cities with an industrial background. The presentation summarises the most important aspects of a new and recently published study on urban innovation in European cities. 
 
Jürgen Gramke 
Chairman, Institute of European Studies.  
17th workshop - May 6th , 1997 
"The integration of Eastern Countries in the European Union". 

Professor Gramke expounds his thoughts on the joining of Eastern countries in the European Union, and consequently defends the role of Metropolitan Bilbao as a meeting point for the European Union and Latin America. The enlargement of the Union should be carried out unhurriedly, establishing a sustainable framework for the Union, both in the medium and long term, to allow for a balance between North and South, as well as between East and West, largely supported by establishing a consolidated system of metropolitan areas. 
 
Jaap Leemhuis 
Chairman of Europe Global Business Network  
16th Workshop - February 24th, 1997 
"Metropolitan scenarios in Europe and America". 

In order to promote a long-term outlook in revitalising metropolitan areas, it is necessary to do away with any preconceived ideas and to encourage a swift perception of the initial indicators of changes with a radical trend. Analysis of scenarios makes it possible to design strategies for each of the alternative scenarios for the future, providing the means to identify and correct these trends. He expounds how, in four possible scenarios, innovation, the development of local micro-companies, vertical integration, public–private collaboration, strengthening of the service sector, the city–state relationship and protection of their particular identity, are combined. 
 
M. Carmen Garmendia 
Counsellor for Culture, Basque Government 
15th Workshop - April 17th, 1996 
"The impulse of cultural demand in Metropolitan Bilbao". 

Investment in cultural infrastructures is one of the base sectors for cities of the future, and should be accompanied by the parallel development of cultural demand among citizens. It is necessary to focus on projects of higher quality and social impact, improving the results of cultural administration and increasing inter–institutional collaboration and active participation of private initiatives in cultural financing. All areas should be taken advantage of to achieve a culturally profitable activity, using a legal framework which offers tax advantages for investment in culture, and develop the possibilities that patronage offer, as one of the strategic means of company marketing. 
 
Leo van den Berg 
Director, European Institute of Urban Development, EURICUR, Erasmus University of Rotterdam 
14th workshop - February 5th , 1996 
"Organisation models in European metropolis" 

Professor Leo van den Berg presents his comparative study on Organisation Models in European metropolis, where he states that cities are the driving force behind economic development in Europe. He defends that there is a system of competition between the metropolitan areas to attract activities, and for this reason, it is vital to be aware of just what the outlook for the future is, to organise local agents and to be competitive at a global level. In our information society, only the metropolises with a high quality of life, which are conveniently located and which have a high degree of international accessibility are able to survive. 
 
Rafael de Lorenzo 
Vice–Chairman of the ONCE Foundation (National Institute for the Blind, Spain)  
13th Workshop - May 25th , 1994 
"Training and employment of the disabled: analysis of the problem and proposals for solutions". 

Rafael de Lorenzo highlights the need to strengthen active employment integration policies as opposed to the passive policies involved in social benefits, making it essential to reach an agreement between the State and civil society. Turning a disabled person that receives social benefit into an integrated worker involves considerable savings for the economic system and social security. 
 
Giuseppe Roma 
General Director of the CENSIS Foundation  
12th workshop - April 19th, 1994 
"Knowledge of the business and socio-economic environment: the experience of CENSIS and its application to the Annual Progress Report of Metropolitan Bilbao" 

The Director of CENSIS presents their experience in drawing up follow–up reports and the main trends in Italian society, and their development and possible application to the Metropolitan Bilbao’s Progress Report. The Professor sustains that all cities intending to change should invest in infrastructures and thereafter construct a network of new activities. 
 
James P. Baughman 
Director of the Institute for Manager Development, General Electric 
11th Workshop - January 25th, 1994 
"Manager training: a key factor for innovation and industrial development" 

The lecturer explains his company’s experience, General Electric, in the development of management and leadership functions as a fundamental factor in business strategy. GE uses training as a means to develop capacity for the following: selecting business opportunities which are most likely to succeed; developing a culture which emphasises efficiency in decision making, reducing bureaucracy, hierarchies, departmentalisation, and opening up the company not only to its employees, but also to its suppliers and clients; developing leadership in ideas, attitudes and performance, to which all components of the company are called; creating a global way of thinking, in other words, knowledge and comparison with world-wide standards. 
 
Philip Kotler 
Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University, Evaston, Illinois 
10th Workshop - September 27th, 1993 
"Marketing of cities" 

Professor Kotler expounds the ideas behind the improvement of the external and internal image as a basic revitalisation element for a metropolitan area. He also explains all the aspects involved in organising a campaign to transform Bilbao into an attractive community. He puts forward examples of various cities that have successfully put in place transformation processes and strategies that should be taken into account when organising a marketing campaign for a metropolis, such as setting a common symbol for all the revitalisation projects. 
 
Roland Berger 
Chairman, Roland Berger & Partner Holding, International Management Consultants, Munich. 
9th workshop - September 20th, 1993 
"Job creation in declining areas". 

The problem of unemployment is a extremely important issue for all rich, and not so rich, industrialised countries. Mr. Berger discusses several points in his lecture. The first is employment in Europe and Spain, given that there is a definite growth in Spain comparable with the rest of the world, or with the European countries. The second is Roland Berger & Partner’s unique vision regarding creation of employment. The last issue he deals with are the main actions that could be carried out in Metropolitan Bilbao. 
 
Alastair Balls 
Managing Director of the Tyne & Wear Development Corporation, Newcastle 
8th Workshop - June 15th, 1993 
"Urban regeneration mechanism: the case of Newcastle". 

The lecturer explains the revitalisation and development processes of the metropolitan area of Newcastle. He explains how the Central Government of England decided to launch a unique institution, the Tyne & Wear, to attempt to solve Tyneside’s problems. To do so, the company was granted special authority such as the control of planning, land acquisition and competence in economic development. Alastair Balls explains the various projects carried out in Tyne and Wear that made Newcastle’s revitalisation possible.  
 
John Bridge 
Chairman, Northern Development Company, Newcastle  
7th workshop - May 4th, 1993 
"Strategies for attracting industrial investment" 

The speaker starts out with a brief outline of the steps taken in Northern England to attract industrial investment and revitalise the area. He explains the significant industrial restructuring that has been carried out over the last decades, and the actions which were developed to attract external investment, business development and the creation of new companies. But more especially, he addresses the role that the Northern Development Company has played in the overall regeneration process of the Northern England region. 
 
Brian Munday 
Professor of Social Services and Director of the European Institute for Social Services, University of Kent 
6th Workshop - March 20th, 1993 
"The development of social action in Metropolitan Bilbao" 

The lecturer talks about the problems and challenges that Europe is facing in the field of Social Services, due to the increase in life expectancy, demographic changes, unemployment, economic recession, etc. This led the European Institute of Social Services to develop an information manual on social services in the EC member states. Furthermore, he explains the main trends and problems that social services are facing, and the attempts that are being made to resolve them. 
 
Ieoh Ming Pei 
Architect of Pei Cobb Freed & Partners 
5th workshop - December 17th, 1992 
"Waterfront regeneration: the case of Abandoibarra" 

The architect I.M. Pei highlights the privileged site of Abandoibarra for the location of an advanced services activities area, and discusses the importance of its regeneration for the revitalisation of Metropolitan Bilbao. In this respect, he explains the reasons for the construction of an emblematic building in this site and its possible use. Throughout his talk he defends the location and construction of his project for Abandoibarra. 
 
David J. Bendaniel 
Professor of Entrepreneurship, Johnson Graduate School of Management, Cornell University  
4th Workshop - November 24th, 1992 
"Technology applications: a favourable environment for creating companies" 

In the opinion of Professor Bendaniel, to be successful in improving an area’s economy, in this case Metropolitan Bilbao and the Basque Country, the different elements in the community have to converse and reach an agreement on the configuration of a favourable environment for the creation of companies. To make this possible, the appropriate technology has to be acquired and adapted to the region. This is a task in which the University should be involved, as long as it is related to area’s industrial needs. The lecturer illustrates the difficulties that may arise in the relations between the University and the business world, in a field as important as technology applications. He explains different forms of collaboration between both parties.  

Anne Vanhaeverbeke 
General Secretary, Association for Business Sponsorship of the Arts (ABSA)  
3rd Workshop - September 30th, 1992 
"Cultural centrality: the European outlook on patronage". 

The ABSA, the Association for Business Sponsorship of the Arts, is a European arts sponsorship association whose main function is consulting to the art world on how to find sponsors. Patronage of the arts is fomented by the growing sense in companies of their social responsibility, and the concept of giving something back to the community The lecturer, using various examples, explains the basic trends in patronage and the different ways of financing the arts.  
 
Charles Handy 
Professor, London Business School, London.  
2nd Workshop - June 8th, 1992 
“Social environment: the impact on human resources”. 

Professor Handy explains how the labour world is changing and how these changes affect the concept of work. These transformations imply the need to seek new ways of organising work and the need to be surrounded by intelligent and competent people at the same time. He expounds how this can be achieved and the problems to overcome to prepare the image of the future. He particularly focuses on the importance of training employees in companies to achieve qualified human resources.  
 
Angel Jordán 
Rector, Carnegie Mellon University, and Director, High Technology Council, Pittsburgh 
1st Workshop - March 4th, 1992 
“Pittsburgh: the evolution of a metropolis” 

Professor Angel Jordan explains the lengthy revitalisation process carried out in Pittsburgh, a collaboration between the public and private sector organisations. Due to the growth of global competition in the last 20 years, basic industries have had to restructure. As a result there has been a considerable decrease of employment in this sector. Accordingly, with the aim of reducing the negative impact and thinking about the future, the lecturer proposes the establishment of associations for the revitalisation of  metropolitan areas. He also illustrates how public and private sector collaboration in Pittsburgh has effectively resolved many of the area’s problems.