The Guinness Storehouse Story - Failte Ireland

The Guinness Storehouse Story

MY JOURNEY

ARRIVING AT A BUILDING SITE
DEVELOPING A WORLD CLASS GUINNESS HOME

OUR BRAND PURPOSE

THE ORIGINAL VISION

                 Elevate GIG & reflect          Link with brand              ‘Unique immersion’
                  major commitment                 activity in                   in Guinness
                     to tourism...             overseas markets

                 Be ‘Home of Guinness’                                          Centre of
                  not merely a visitor         A ‘Must Go There’
                                                  Destination
                                                                            Excellence within
                   centre or ‘Temple’
                                                                              the industry

                    Immerse almost 1 Million                      Encourage beneficial relationship
                      People per annum for                    for GIG with government and regulatory
                         up to 2 hours…                                      authorities

      planning begins     initial investment        December opening Continued Investment

OUR KEY PILLARS

     Clear
  VISION and      Regular
   STRATEGY     EVALUATION
    with the        and
  CUSTOMER     MEASUREMENT
     at the    of what we do
     HEART

    A team
   CULTURE       Continuous
   based on       GROWTH
 ENGAGEMENT         and
       &        INNOVATION
 DEVELOPMENT

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OUR GOLDEN RULES…

                                       CUSTOMER
    APPROACH THE     CONTINUOUSLY                     NEVER SAY
                   STRIVE TO REMAIN   SERVICE IS AT
      CUSTOMER                        THE HEART OF
                                                      NO ‘YES WE
                   IRELANDS NUMBER
    BERFORE THEY                                       HAVE NO
                       1 TOURIST           ALL
     APPROACH US                                      BANANA’S’
                      ATTRACTION       DECISIONS

TALENT STRATEGY…

         TALENT GAPS &    RETENTION &     EMPLOYER     SELECTION     PEOPLE
          SUCCESSION     DEVELOPMENT       BRAND       METHODS &    MANAGER
             PLANS       OF TOP TALENT   PROPOSITION   MATERIALS   CAPABILITY

                                 TALENT STRATEGY

                             Learnings: Criteria for selection

THE TEAM DELIVERING FOR THE CUSTOMER
Recruitment                                     Development
 ‘HIRE THE ATTITUDE TRAIN THE SKILL’              BEER SPECIALIST ROLES
 HOSPITALITY SECTOR                               GAIETY SCHOOL OF ACTING
 VALUES (PRIDE, COURTEOUS, SOUL AND QUALITY)      TRAINEE TEAM LEADER ROLES
                                                   S.T.E.P. DEVELOPMENT PROGRAMME

Engagement                                          Reward
 ENGAGEMENT & TEAM BUILDING                         BONUS LINKED TO CUSTOMER
  SESSIONS                                            EXPERIENCE
 ANNUAL ENGAGEMENT SURVEY                           RECOGNITION FOR OUTSTANDING
                                                      PERFORMANCE

DELIVERING A
 MEMORABLE
EXPERIENCE…
 FUN, ENGAGEMENT,
   AUTHENTICITY

CATERING FOR…

    SNACKERS    GRAZERS   GLUTTONS

CREATING UNIQUE EXPERIENCES FOR ALL VISITORS

AIRBNB
NIGHT AT
THE ULTIMATE
MEMORABLE EXPERIENCE

    Over 1 Billion Media
    Impressions

    5.1 Million Social Media
    Impressions

    40,000 Entries

    171 US & Canada
    Broadcast Stations

    Jimmy Kimmel Show

    International media
    coverage from China,
    France, Spain, Italy ,
    Australia & Germany.

    Supported By:

OUTSOURCING SERVICES
FOOD & BEVERAGE, CLEANING AND MAINTENANCE – FOCUS ON YOUR CORE REMIT

                                                                  Learnings: Retail, Food &
                                                                  Beverage location within
                                                                  The Storehouse

WHAT WE MEASURE….
WHAT GETS MEASURED IS IMPORTANT

                                  VISITOR NUMBERS

                                  MYSTERY SHOPPER

                                  NET PROMOTOR SCORE
                                  How likely are you to recommend Guinness
                                  Storehouse to a family member or friend.

                                  RED C RESEARCH

                                  CLOSENESS TO THE GUINNESS BRAND

                                  ROI

                                  SOCIAL MEDIA

                                  PROFIT

                                  MEDIA IMPRESSIONS: 1.2 BILLION PER YEAR

                                  EMPLOYEE SATISFACTION

                                  CUSTOMER SATISFACTION

OVERALL
            MYSTERY SHOPPER
                                                             OVER   50% OF OUR
                                                              VISITORS SAID WE
                 SCORE
                                                             EXCEEDED THEIR
                  88%                                           EXPECTATIONS
                                                                 - Red C Research

O U R V I S I TO R S
                         20%   OF VISITORS TASTE THEIR FIRST GUINNESS AT THE HOME OF GUINNESS
                         40%   VISIT BECAUSE A FRIEND RECOMMENDED IT TO THEM
                         60%   SAY THEY WILL DRINK MORE GUINNESS AS A RESULT OF THEIR VISIT
                         98%   RATE OUR STAFF AS EXCEPTIONALLY FRIENDLY AND KNOWEDGABLE

         ‘What a great place this was!!                                   ‘Excellent trip - well worth a
          Staff knew their stuff in the                                   visit even just for the smells
          storehouse and it was very                                    and the views! Great first taste
            enjoyable. Especially the                                         of Guinness and very
           Gravity Bar at the top with                                  informative staff regarding the
           360 view of Dublin!! Highly                                               history’
                  recommend’

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ECONOMIC IMPACT OF THE GUINNESS STOREHOUSE

  Objective: Establish the economic contribution that the Guinness Storehouse makes
                                    to Dublin and Ireland

  APPROACH

    •     Survey visitors to the Storehouse - 542 interviews with a representative sample of
          visitors to find out where they came from, why they came to Dublin, and how
          important the Storehouse was in motivating them to visit

    •     Estimate how much visitors spend during their time in Dublin, and the economic
          value of this spend

    •     Analysis of the direct contribution of the Storehouse’s operations in terms of
          employment, purchasing , and tax.

    •     Consider the tourism, social and cultural contributions

KEY FINDINGS

                                            38%
           GUINNESS AS THE MAIN AWARENESS
           DRIVER OF IRELAND

                                            23%
           GUINNESS STOREHOUSE AS MAIN
           REASON TO VISIT DUBLIN

           DECISION TO VISIT GUINNESS
           STOREHOUSE BEFORE TRAVELLING     84%

ECONOMIC IMPACT OF THE GUINNESS STOREHOUSE

       REVENUE IMPACT      €381M

       EMPLOYMENT           9,289

       TAX                   €80M

VISITOR NUMBERS   since opening in 2000

CONTRIBUTORS TO OUR SUCCESS
INDUSTRY COLLABORATIONS

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THE FUTURE
GRAVITY BAR EXPANSION

            2017              €16 MILLION   2019
            PLANNING BEGINS   INVESTMENT    SUMMER OPENING

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