ANY GIVEN DAY
It’s been 10 years this month since the Guinness Storehouse first opened its doors and since then over eight million people have visited what has become Ireland’s number one paying tourist attraction. Indeed, despite the recession visitor numbers have been steady and this year there was a 25% increase in Irish people visiting. Managing director of the Guinness Storehouse, Paul Carty, considers the venues success and what the future holds for this vital component of Irish tourism and Diageo’s global presence.
Celebrating 10 Successful Years
PAULCARTY
Managing director of Guinness Storehouse
n So then, it’s 10 years this month? Yes, Guinness Storehouse officially opened on 2nd December 2000. Former President Bill Clinton was among our first visitors and this began an exciting journey for the home of Guinness. n And how many visitors have experienced the Storehouse to date? Among the 8.3 million people to visit Guinness Storehouse over the past decade are some of the most recognisable celebrities in the world of show business such as Chris Rock, Will Ferrell, Susan Sarandon, Dermot O’Leary, Adam Sandler, Pink, Paul Rudd and Sean Penn. In 2008, we welcomed one million visitors for the first time in a calendar year and we were delighted to achieve this once again in 2009. We have also been lucky enough to welcome a number of famous faces but really they just want to experience Guinness Storehouse just like everybody else. n Where do these people come from? Although the greatest numbers have come from the UK and USA, we have welcomed visitors from over 25 countries and over the past year we have been excited to see a large increase in the number of Irish visitors. Italian visitors represent our greatest number from continental Europe. n Did Guinness ever believe the Storehouse would enjoy such phenomenal success? We had a target of 1 million visitors per annum in our original business plan but we felt that this would be a stretching number. We are now at this for the past 3 years and in fact if we did not have this global downturn we would be on a trajectory of 1.2 million. n What attracts visitors to the Storehouse? Guinness is sold in over 150 countries and has become an iconic brand for consumers across the world. In their eyes, Guinness is already so much more than just a beer. Guinness Storehouse gives them the chance to understand why the brand is so magical – enabling them to drill down beneath the pint they drink and understand the ingredients, the way it is brewed, the history and how the company has become such an interwoven part of Ireland and Irish culture; and of course the advertising. Since Guinness Storehouse stretches across seven different floors, there is so much to see for all visitors. Certainly the highlight for many of our visitors is Gravity Bar, which offers spectacular panoramic views over Dublin and the highest point in Dublin to relax and let 250 years of Guinness heritage settle into their heart and soul.
42 LICENSING WORLD DECEMBER 2010
n How visitor focused are you? We undertake visitor research throughout the year. We try to get an understanding of ways in which we can improve the experience, and then continue to reinvest in both the practical aspects – such as lifts and access points – as well as the experiences themselves. Next year will see a e2 million investment in our Guinness food offering with improved catering facilities and, with our show kitchen, the ability for our diners to see the magic ingredient, Guinness, being added to some of Ireland’s best loved dishes. n What moments stand out for you in 10 years? Three moments stand out for me personally: Winning the global TEA (Themed Entertainment Award) in 2001 and having it presented in Los Angeles at an ‘Oscars’ style event, we were all very proud of what we had created at Guinness Storehouse. Then there was St Patrick’s Day 2007, which was just incredible, we welcomed 7000 visitors and the Storehouse was bursting with entertainment, including marching bands from around the world and TV and radio stations from different countries broadcasting simultaneously. Of course Arthur’s Day 2009 was also very special. Being the epicentre of such a global event helped show the home of Guinness to new international audiences. n The Storehouse of today is a very different creation though, right? It is much more entertaining as a result of visitor feedback. Our visitors, from all countries, love to ask our staff questions and be tutored by an expert in pouring the perfect pint of Guinness. The history and heritage of the building, the brand and the company are also more accessible now, such as the interactive genealogy pods that enable visitors to see records dating back to the 1880s and find their ancestors who worked at the Guinness brewery. n And the Storehouse of tomorrow? We will be even more engaging, our plans include increased interaction with our staff so that our visitors can pick up those fascinating nuggets of information that they can recount in dinner conversations when they get home. We are also working closely with our Guinness colleagues around the world as they take the brand to new markets and new customers – all to ensure that they tell the story of the home of Guinness where this remarkable 250 year story started and where the legend still lives.