Eli Broad Aims for ‘Bilbao’ Effect With Michigan State Museum

The Eli and Edythe Broad Art Museum opens this weekend at Mr. Broad’s alma mater, Michigan State University, and the billionaire arts patron tells The Wall Street Journal he hopes the futuristic, Zaha Hadid-designed institution will have a “mini-Bilbao effect,” drawing cultural tourists to the campus and the surrounding city of Lansing as Frank Gehry’s Guggenheim Museum did for its Spanish host city.

Broad Art Museum officials anticipate the architecturally striking stainless-steel edifice will annually attract 125,000 to 150,000 visitors and pump $5.75-million into the local economy. The Broads financed the contemporary-art museum with a $26-million gift in 2007.

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