BEING THEREMadrid poses a deep question about human nature. How can its inhabitants stay up night after night until three, even five in the morning, eating, drinking and carousing without simply conking out? Madrid is one of the raciest, raunchiest fun-loving cities in the world. So before you come, get lots of sleep - and bring some aspirins.
Networking
Spanish audiovisual professionals are superbly hospitable. This makes networking relatively easy in Spain. To set up meetings, fax some weeks before visiting Madrid and then follow through with a phone call nearer the date (faxes are often regarded as a first contact rather than things to be replied to). Lunch/dinner is better than a straight meeting. Try also to get to any major Spanish film premiere. Many leading professionals will be at the post-premiere cocktail.
The chaos theory
Despite the immense individual friendliness of Spaniards, Spain has little sense of customer friendly services. In Spain, expect the most irrational to happen. Spaniards traditionally love chaos, anarchy and improvisation. Consequently, they tend still to regard foreign companies as generally more efficient. This is a myth of course, but can be used to your corporate advantage.
Film and TV
The best national film and TV guide is Cineguía. Tel 323 5115 Fax 323 1151 with comprehensive listings of producers, distributors and TV companies.
One for the liver
Spanish wines are not just sherry and Rioja (fine years: 1964, 1970, 1978, 1981, 1983, 1985) Try Catalán Alella whites and Ampurdán-Costa Brava rosés, Penedés Cava sparling white wines, the Rueda whites and the legendary Ribero del Duero Vega-Sicilia, and the white Albariños and Ribeiros from Galicia.
Low-aggro football
Madrid has two of Europe's top football teams: Real Madrid and Atlético de Madrid. Games are played Saturday/Sunday afternoons. Tickets can be bought directly at the stadiums before the game.
The Prado
Must-go tourist sites: The Prado, the Thyssen-Bornemisza gallery, the Palacio Real (Bailen, 2), the Retiro Park, the Museo Sorolla (Martínez Campos, 37), the Descalzas Reales museum (Pl. Descalzas Reales), El Paseo de la Castellana; Spain's main bull-fights are during the Fiesta de San Isidro in May.
