IAAPA EMEA SPRING FORUM 2018
14 - 15 - 16 May 2018 | Dublin/Belfast | Ireland
WELCOME! WE'RE GLAD YOU ARE HERE
Welcome to Dublin and thank you for joining us for the IAAPA Europe, Middle East, and Africa Spring Forum 2018! We are glad that you are here and are looking forward to sharing the next two (or maybe even three) days with you as we learn about some of the most popular attractions and experiences in Ireland. In the coming days we will explore various unique brand related facilities to learn more about their history, current operations, and their vision for the future. We could not have organized this event without our generous host locations. To each of them, we thank you for welcoming us. Our event sponsors are important partners for this event. Without their help, the Spring Forum would not have been possible. Thank you accesso, JNE&LC, Interlink, Severn Lamb, and Simworx. The IAAPA EMEA Spring Forum is designed to learn more about branding, the challenges of the Irish market, and how they are being tackledÍž you might be surprised that some of them are quite similar to yours. There will be guaranteed takeaways for all Spring Forum attendees. We hope you enjoy this opportunity to learn, network and share experiences with your fellow industry colleagues. If there is anything our IAAPA staff can do for you during the Spring Forum, please let us know. We are here to serve you: not only during these days in Ireland but also throughout the entire year. So please always reach out to us for any assistance you may need. Jakob Wahl PLEASE THANK THE IAAPA EMEA SPRING FORUM SPONSORS
E S U O H E R O
T S . T S S S W E O N B N Y I R U G IS T IL L E D N O S J AM E [
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PRESENTATION, LUNCH, TOUR & RECEPTION
GUINNESS STOREHOUSE BRAND EXPERIENCE
When you think about Ireland… you think about Guinness. No surprise that a visit to the Guinness Storehouse is at the top of the list for the many tourists coming to Dublin. Paul Carty, Managing Director of the Guinness Storehouse, will discuss the history, current challenges, and future of the popular visitor attraction.
The attraction is located in the former fermentation plant of the St. James’s Gate Brewery, home to the Guinness Brewery since 1759. The visitors’ journey takes place in the world’s largest pint glass and ends in the Gravity Bar, shaped as the top of the pint. During the visit you will learn about the Guinness beer and brand through many interactive experiences divided throughout seven floors.
· Arthur Guinness signed a lease with the St. James’s Gate Brewery for 9,000 years. · It would take 14.3 million pints to fill the giant glass atrium in the centre of
the Guinness Storehouse building. · The Storehouse once housed the largest tun in the world, which had a capacity of 7,800 barrels of beer. · The Gravity Bar is
the highest bar in Dublin located 46 metres off the ground. · 3 million pints of Guinness are brewed every day at the St James’s Gate brewery. ·
? TOUR, RECEPTION & SPEECH
JAMESON DISTILLERY BOW ST. BRAND EXPERIENCE
Jameson Distillery Bow St. is the original distillery where Jameson Irish Whiskey was made until 1971. In 1997 the Bow St. Distillery reopened as a visitor attraction. Small groups of up to 30 people are guided through the attraction by a trained Jameson Ambassador. During the experience, visitors learn about the whiskey making process, the Jameson heritage, different types of whiskey and get the chance to participate in a comparative whiskey tasting. The facility also offers premium experiences such as a Whiskey Blending Class, a Whiskey Cocktail Making Class and a Cask Draw Experience.
Ray Dempsey, GM of the Jameson Distillery Bow St., will join you at the reception to share some insights on the recent redevelopment of the experience.
· By 1886, the distillery had grown to 5 acres. It was described as a "city within a city", since it also housed its own forge, cask plant, saw mills, engineers, carpenters,
painters and coppersmiths’ shops. · The facility has its own ‘Jameson Distillery Edition’ whiskey of which the label can be personalized with your name. · The
distillery of Midleton, where every drop of Jameson is currently made, also offers tours of the actual distillery and other premium experiences. ·
S R U O T H S A L O P O S Z & G K VIKIN ARK THEME PAR
TAY TO P
ilton K ls ge to H PA-hote id A r b IA s f ll o a bby nd B en ta l a eet in lo in M t n o 0 c r :4 e inham t 08 n Kilma from In o r t e il f s H n t a a Tr me 08:45 Program e c n e r e Co n f h Tour 09:00 g Splas in ik V f St a r t o ark 11:00 Tayto P ra n t o t r e f Restau ra n s e T h T 5 in :1 12 un c h orking L w t rk e N ayto Pa T 13:30 y b n tatio play Pr e s e n agle Dis E s r 14:30 o t f Rap ides World o arious r v ra n t 0 d n :0 a 5 1 Restau Park k r o t a y P a T o Enjoy in Tayt eption 15:40 c nt e R g r tainme orkin e t w t n e E N d n er a n 17:30 king Din r o w t e N n 18:15 o Dubli a r ture t p e D 21:00
? KEYNOTE & PANEL DISCUSSION
BRANDING SEMINAR CONFERENCE PROGRAMME
What’s the difference between a product and a brand? When do we really talk about a brand – and when do we not? Which forms of brand communication and visitor approach can we differentiate and when can we speak of a Brand Land? These and other questions are the focus of this morning’s seminar and the subsequent discussions. Success factors are considered as well as exploring successful and unsuccessful brand examples from past years, while looking ahead to the future of brands and Brand Lands.
Silke Petzold, Procurator at Erlebniskontor, has been active in the leisure and tourism market for more than 20 years, with a focus on edutainmentoriented attractions.
Juliana Delaney, CEO of the Continuum Group, will host an engaging discussion on brands with experts of the facilities visited during this Spring Forum: Colette Coughlan (Brand Manager, Guinness Storehouse), Laura Hogan (Senior Brand Manager, Jameson Brand Homes), Yvonne Rogers (Business Development Manager, City Splash Tours) and Niamh Reynolds (Marketing Director, Tayto Park).
VIKING SPLASH TOURS GUIDED TOUR
Viking Splash Tours takes participants on a thrilling tour of the main sights of Dublin City… by land and water! The Vikings will show you the sites and scenes of the capital city from an amphibious vehicle, all while delivering an informative, entertaining, and engaging commentary during the drive or boat ride. Some of the most popular sights visited are the Trinity College, Christ Church Cathedral, Viking Dublin, Medieval Dublin, Georgian Dublin, government buildings, the Dublin Docklands, and much more. FUN FACTS
· Viking Splash Tours operates seven original World War II amphibious vehicles commonly known as DUKWs. · A tour last +/75 minutes, and of which
approximately 15-20 minutes is spent on the water of the Grand Canal Docks. · The DUKWs weigh about 7 tonnes, are 31 feet (9,5 meters) long and 8 feet (2,5
meters) wide. · In addition to carrying up to 30 troops or 2.5 tons of cargo, DUKWs could be used as a firing platform by adding machine guns. ·
? LUNCH, PRESENTATION, SHOW, RECEPTION & DINNER
TAYTO PARK AMUSEMENT PARK & ZOO
This afternoon, we will explore Tayto Park. The park opened in 2010 next to the Tayto crisps factory in Ashbourne, a short 30-minute drive outside of Dublin. Tayto Park is the largest and most visited amusement park in Ireland, offering a variety of attractions for all ages. The potato crisps inspired park houses a diverse animal collection aiming to connect people to wildlife through adventure, conservation, and education. The mission of Tayto Park is dedicated to creating adventure, passing on knowledge, conserving nature, and serving the community.
Charles Coyle, GM of Tayto Park, looks forward to introducing you to the history of Tayto Park, the strategic decisions that have been made and the vision for the future.
· Cú Chulainn, the name of the big wooden coaster of the park, is pronounced “Kow Kullen”. · After visiting the park, all visitors receive a free bag of Tayto
crisps. · During Summer, Tayto Park organizes two zoo-themed camp weeks for children ages 7 - 12 years old. · Tayto’s brand mascot is a giant potato who you
can meet in the park. · It took the IAAPA EMEA Education Manager quite some time to figure out that ‘Tayto’ is derived from ‘Potato’ ·
T S A F L E B
C I N DAY 3 A T I T [
st lfast to Belfa e r u t r anic Be a it p T e f t D o s CE O Belfa 09:20 Owens, Titanic t h a it l d a u J iv r y Ar tion b 12:00 res en ta P e m o ridge Welc t T he B a h c 12:15 n u king L Networ 0 :4 2 1 alleries o f t he g r u o T blin 13:45 e to Du r u t r a p De Dublin 16:00 rival in r a d e t E x pe c 18:30
? PRESENTATION, LUNCH & TOUR
TITANIC BELFAST VISITOR ATTRACTION
Titanic Belfast is the world's largest Titanic visitor experience, exploring the Titanic story in a fresh and insightful way. The iconic building accommodates nine galleries of interactive exhibition space (including a dark ride), an underwater exploration theatre, re-creations of the ship’s cabins and luxurious conference & banqueting suites with capacity for up to 1000 guests. In addition to the Titanic Experience and the award-winning Discovery Tour, Titanic Belfast also offers a wide range of other activities, from a luxurious Afternoon Tea by the Grand Staircase replication to a tour of the last remaining White Star Line ship in the world.
Judith Owens, CEO of Titanic Belfast, will welcome you with a presentation about the history, challenges and future of this unique visitor attraction.
· The design of the building comprises many maritime metaphors (e.g. water crystals, ships bows and the White Star logo). · Titanic Belfast has a policy not to
include artifacts from Titanic's wreck site for ethical reasons. · The façade is clad in 3000 different shaped aluminium sheets, of which 2000 are unique,
while none of the others repeat more than 20 times. · Titanic Belfast is located 100 meters in front of where Titanic's hull was constructed and launched. ·