Museo de Arte Contemporáneo Vicente Aguilera Cerni - MACVAC

What Museo de Arte Contemporáneo Vicente Aguilera Cerni - MACVAC does

MACVAC (Museu d'Art Contemporani Vicente Aguilera Cerni de Vilafamés) is a public municipal contemporary art museum located in the historic center of Vilafamés, Castellón, Spain. Founded on August 28, 1969, by art critic Vicente Aguilera Cerni, it was the first contemporary art museum established in the Valencian Community. The institution houses a permanent collection of more than 600 works spanning contemporary art from the 1950s to the present, and operates the Centro Internacional de Documentación Artística (CIDA), inaugurated in 1995, which manages over 50,000 specialized records including catalogs, monographs, periodicals, manuscripts, and multimedia materials focused on international contemporary art from 1950-1990. The museum is administered jointly by the Ajuntament de Vilafamés and the Diputació Provincial de Castelló, with additional institutional support from the Generalitat Valenciana.

The institution's product portfolio centers on exhibitions, educational programming, and research access. Core offerings include guided tours (€3-€5 per person), hands-on workshops for schools and the general public (€6 per session), summer estiuArt workshops (€10-€35), and a multilingual audio guide service launched in May 2025 in Spanish, Valencian, English, and French. The CIDA documentation center operates an Online Public Access Catalog via the AbsysNet library management system, enabling remote research access. The museum publishes the annual peer-reviewed journal 'Diferents. Revista de museus' and freely downloadable exhibition catalogs. Ancillary revenue streams include a Friends of the Museum membership program (€36 individual / €60 family annually), a museum shop, and courtyard space rental for corporate and private events. A free online museum management course based on the UNESCO manual was launched as an additional educational offering.

The museum serves five distinct customer segments: general public and cultural tourists (primary), educational institutions from primary through university level, art researchers and academics, corporate and event clients, and museum members. Its go-to-market is event-driven, relying on exhibitions, art fair participation (ARCOmadrid, MARTE), workshops, and partnerships with regional institutions including Universitat Jaume I, Diputació de Castelló, and the MAMCE national museum network. Distribution occurs through the main Vilafamés museum building, the Sala 30 satellite space at Castellón Airport, traveling exhibitions at partner venues, and online access to the CIDA catalog. Pricing is publicly disclosed and tiered across individual, group, student, and reduced-rate categories.

Name

Museo de Arte Contemporáneo Vicente Aguilera Cerni - MACVAC

Legal name

Museu d'Art Contemporani Vicente Aguilera Cerni de Vilafamés

Website

https://macvac.es

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

1–10 employees

Short description

MACVAC is a public municipal contemporary art museum in Vilafamés, Castellón, Spain, founded 1969. It serves the general public, schools, researchers, and event clients through exhibitions, guided tours, workshops, and the CIDA documentation center housing 50,000+ records.

Ownership category

akta.pro rank

Product category

Contemporary Art Museum Services

NAICS

Museums (712110), Museums, Historical Sites, and Similar Institutions (712), Museums (71211)

akta.pro industry

PRIMARYTHAJADAA

Art Museums

Travel & Hospitality/Tours, Attractions & Experiences/Museums, Galleries & Cultural Institutions

SECONDARYTHAHAAAG

Performing Arts & Cultural Event Venues (Theaters, Museums)

Travel & Hospitality/MICE (Meetings, Incentives, Conferences & Exhibitions)/Conference & Convention Venues (Convention Centers, Civic Centers)

Keywords

• Contemporary art museum
• Art documentation center
• Museum educational programs
• Cultural exhibition services
• Art research library

Headquarters

HQ city

Vilafamés

HQ country

Spain

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Museum Admission Fees: Entry tickets to the museum with tiered pricing for individuals, groups, students, and reduced rates for specific communities.
2. Museum Membership Program: Annual membership fees providing free access, complimentary tickets, discounts, and invitations to events.
3. Space Rental: Rental of museum patio for cultural, social, and corporate events to businesses, individuals, and organizations.
4. Museum Shop: Sale of graphic artwork, drawings, paintings, sculptures, publications, catalogs, and locally crafted products.
5. Educational Programs: Revenue from guided tours, workshops, and educational activities for schools, groups, and the general public.
6. Publications: Sale and distribution of museum catalogs and monographs documenting exhibitions and collections.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

MACVAC operates a contemporary art museum in Vilafamés, Castellón, Spain, exhibiting a permanent collection of more than 600 works alongside rotating temporary exhibitions. The museum complements its exhibitions with guided tours, hands-on educational workshops, a multilingual audio guide, an on-site shop, a courtyard space rental, and the CIDA documentation center that provides public research access to over 50,000 specialized records on international contemporary art from 1950–1990.

Product overview

MACVAC (Museu d'Art Contemporani Vicente Aguilera Cerni) is a contemporary art museum located in Vilafamés, Castellón, Spain, founded in 1969. The institution offers a unified portfolio of museum services centered around its permanent collection and rotating exhibitions, complemented by the CIDA (Centro Internacional de Documentación Artística) documentation center with over 50,000 records. Educational offerings include guided tours, hands-on workshops (Detectives en el MACVAC, Colores vivos, Monotipo, EstiuArt summer program), and a free online Museum Management Course. The museum provides a multilingual audio guide (Spanish, Valencian, English, French), publishes the annual Diferents. Revista de museus journal and exhibition catalogs (freely downloadable), and operates an on-site shop and courtyard space rental. A Friends of the Museum membership program (€36/year individual, €60/year family) provides free access, discounts, and invitations. The museum also maintains Sala 30 at Castellón Airport as an external exhibition space. The CIDA catalog is accessible online via AbsysNet Opac, and consultation requests are handled through Google Forms.

Differentiator

Problem solved

Functional benefit

Brands

• CIDA (Centro Internacional de Documentación Artística): The Centro Internacional de Documentación Artística (CIDA) is an integrated documentation center within MACVAC, specializing in contemporary art documentation from 1950-1990, with over 50,000 records including exhibition catalogs, monographs, periodicals, posters, manuscripts, and multimedia documents.

Products and services

• Museum Visit and Permanent Collection Access
• CIDA - Centro Internacional de Documentación Artística
• Guided Tours
• Educational Workshops and Activities
• Multilingual Audio Guide
• Exhibition Program
• Diferents. Revista de museus
• Exhibition Catalogs (Catálogos)
• Museum Shop (Tienda)
• Patio Space Rental (Alquiler de espacios)
• Friends of the Museum Membership (Amigas y amigos del MACVAC)
• Basic Museum Management Course (Curso básico de gestión de museos)
• Sala 30 (Airport Exhibition Space)

Quantifiable outcome

• Free basic museum management course available online based on UNESCO's manual, coordinated by Joan Feliu

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• MAMCE - Mapa de Museos de Arte Contemporáneo de EspañacoreStrategic or Co-development PartnerMACVAC is a member of MAMCE, an initiative of Universidad de Zaragoza that maps contemporary art museums across Spain on an interactive platform, enhancing the museum's visibility within the national museum network.
• Universitat Jaume IcoreStrategic or Co-development PartnerCollaboration agreement between MACVAC and Universitat Jaume I for joint exhibitions and academic initiatives. Includes cooperation in cultural programming and access to university facilities for exhibition purposes.
• Diputación de Castellón / DipcascoreImplementation/ SI/ Consulting PartnerDiputación de Castellón provides restoration services for works in the MACVAC collection through its specialized conservation department. The museum participates in ARCOmadrid with works restored by this service.
• Ajuntament de VilafaméscoreStrategic or Co-development PartnerThe municipal government of Vilafamés is the local authority hosting the museum. The town constructed a purpose-built facility for the CIDA documentation center and maintains ongoing partnership for museum operations.
• MARTE - Feria de Arte ContemporáneominorGTM or Marketing PartnerMACVAC participates in MARTE (Auditorio y Palacio de Congresos de Castellón), a contemporary art fair. The museum dedicates exhibition space at the fair to showcase works and projects.
• Galería Espai NiviminorStrategic or Co-development PartnerCollaboration with Galería Espai Nivi for joint exhibitions including 'Diálogo de dos Colecciones' curatorial project with collection Mariano Poyatos y Filomena de Lorenzo.
• Consorci de Museus de la Comunitat ValencianaminorStrategic or Co-development PartnerThe museum receives support from the Consorci de Museus de la Comunitat Valenciana for initiatives like The WRONG Digital Art Biennial, which MACVAC hosted as a venue.
• Fashion Art InstituteminorStrategic or Co-development PartnerPartnership with Fashion Art Institute for the 'Fashion Art' exhibition project combining fashion and fine arts, involving over 300 Spanish and Latin American artists.
• Generalitat ValencianacoreOthersRegional government support for museum operations and cultural initiatives. The museum was founded under regional cultural patronage and continues to receive institutional support.

Scale indicators3 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Museo Guggenheim Bilbao: Major contemporary and modern art museum in Bilbao with architecture-driven tourism, large collection, and significant educational programming. Comparable contemporary art mission serving Spanish tourism flows, though at vastly larger scale.
• Fundación Juan March: Madrid-based cultural foundation operating a contemporary art collection, temporary exhibitions, and educational concerts/lectures. Comparable publicly-accessible contemporary art programming and educational mission at broader national scale.
• Centre Pompidou: France's national museum of modern and contemporary art in Paris with 20th-21st century collection, exhibitions, and educational programming. Comparable contemporary art institution at national/international scale, with multilingual accessibility similar to MACVAC's audio guides.
• Museo Nacional Centro de Arte Reina Sofía: Spain's national museum of 20th-century contemporary art in Madrid, housing Picasso's Guernica and the official Spanish national collection. Comparable contemporary art focus and educational/public mission, but operates at national-scale with vastly larger resources.

Direct peers

• MACBA - Museu d'Art Contemporani de Barcelona: Barcelona's contemporary art museum, focused on post-1945 art with a strong collection, exhibition program, and educational activities. Closely comparable in mission and programming, though at significantly larger scale.
• IVAM - Institut Valencià d'Art Modern: The leading contemporary art museum in the Valencian Community, headquartered in Valencia. Directly comparable as a regional contemporary art institution with a permanent collection, temporary exhibitions, educational programs, and public funding support.
• Espacio de Arte Contemporáneo de Castellón (EACC): Contemporary art center in Castellón city, part of the Diputació de Castelló network that also funds MACVAC. Direct regional peer in contemporary art programming and educational outreach within the same provincial ecosystem.
• Artium - Centro-Museo Vasco de Arte Contemporáneo: Basque Country's contemporary art museum in Vitoria-Gasteiz with permanent collection of post-1945 art. Comparable regional Spanish contemporary art museum with collection, exhibitions, and educational mission.
• MUSAC - Museo de Arte Contemporáneo de Castilla y León: Regional contemporary art museum in León focused on post-1989 art production, with collection, exhibitions, and public engagement programs. Comparable regional museum model with permanent collection and educational outreach.
• Centro de Arte Contemporáneo (CAC) Málaga: Contemporary art center in Málaga with permanent collection of 20th-21st century works, temporary exhibitions, and educational programs. Comparable contemporary art institution serving regional audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xbsky.app/profile/macvac.bsky.social
• Facebookfacebook.com/Attraction_Review-g609037-d3166562-Reviews-Museu_d_Art_Contemporani_Vicente_Aguilera_Cerni-Vilafames_Province_of_Castellon_V.html
• LinkedInlinkedin.com/company/museo-de-arte-contempor%C3%A1neo-vicente-aguilera-cerni---macvac

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

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