The general acceptance of the phrase “The Bilbao Effect” can be understood by
acknowledging two recent conferences. The first one was held in Reno, Nevada, on
April 22-24, 2004 regarding the Guggenheim Bilbao, entitled “Learning from the
Guggenheim-A Conference.” Intended as a discussion about the local and global effects
of the Guggenheim Museum, it included a discussion of what the sponsors have termed
the “Guggenheim Effect.”104 This was a large-scale conference dedicated to Gehry’s
building and the effects it has had on the city, the region, art, architecture and cultural
awareness.