my journey - taste of tourismtasteoftourism.com/wp-content/uploads/2016/04/paulcarty-web.pdf · my...
TRANSCRIPT
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My Journey
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How it all began…
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Elevate GIG & reflect major commitment
to tourism...
Link with brand activity in
overseas markets‘Unique immersion’
in Guinness
Be ‘Home of Guinness’ not merely a visitor centre or ‘Temple’
A ‘Must Go There’ Destination
Centre of Excellence within
the industry
Immerse almost 1 Million People per annum for
up to 2 hours…
Encourage beneficial relationship for GIG with government and
regulatory authorities
planning begins initial investment December opening
The Original Vision
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The Storehouse in Progress
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HEART
STORY
EMOTIONAL JOURNEY
TECHNOLOGY
EXPERIENCEDESIGN
EXTERIOR ARCHITECTURE
From the Inside to the Outside
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Getting the Balance Right
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Making the tour engaging, fun & interesting
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Immerse yourself in a unique display of outstanding & iconic Guinness advertising, from across the years, from across the globe.
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This is the ultimate Guinness tasting experience with an officially trainedGuinness Connoisseur in a private bar.
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Focusing on our core remit
CATERING OUTSOURCED FACILITIES OUTSOURCED
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Recruitment> Hospitality Sector
Engagement> Great Places to Work
Development> Beer Specialist Roles
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30% of visitors should participate in food
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A deeply tailored model,unique to the world and totally immersed
within Arthurs’ Great Story
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Guinness Storehouse Executive Chef, Justin O’Connor showcasing our unique Guinness recipes
for St. Patrick’s Day.
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Working in partnership with a catering operator
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€2 billion visitor spend on total F&B
Infrastructurealready there
Irish living culture:
not easily replicated
Source: Failte Ireland
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ProductOffering an authentic,
high quality core product that’s rooted
in the locality
Source: Failte Ireland
StoriesDefining and
communicating compellingstories that create a sense of uniqueness
ServiceProviding world class service standards but
with genuine Irishhospitality
MemorableFood
Experience
Stories and products are interwoven to really differentiate the food
experience
Passionate employees are willing to interact with
visitors
Product and service components are aligned
to create value for visitors
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Fifteen Years later
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Since opening in 2001
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VISITOR NUMBERS
NET PROMOTOR SCOREHow likely are you to recommend Guinness Storehouse to a family member or friend.
CLOSENESS TO THE GUINNESS BRAND
RETAIL
MYSTERY SHOPPING
MEDIA IMPRESSIONS: 500 MILLION PER YEAR
POST VISIT SURVEY
PROFIT
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TOTAL
Increases Consumption Levels Post-visit
1
36
61
ConsumedmoreGuinness
sincevisit
Consumedthesameamount
sincevisit
ConsumedlessGuinnesssince
visit
13562
134
64
13564
133
66
Overall Experience Brewing Tasting Room Guinness Academy
Guinness Advertising Gravity Bar Retail Store Staff
23760
136
62
13562
133
65
Similarly to the pattern for intended consumption, those who have enjoyed the Guinness Academy exhibit the highest level of actual consumption of Guinness when they return home.(Base: All Visitors who drink alcohol – 2,103)
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Tourism Collaborations
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For International Brand Attractions
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