INVITATION Send your name, email, phone, pub(s) name & postal address
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Join the Irish Pubs Global Mailing List by SMS/text to +353 86 210 4584 or mail to hello@irishpubsglobal.com
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Contents
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A Toast to Arthur Guinness unveils 2011 Arthur’s Day Line-up Featuring Top Artists
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IPG Conference for the Americas Highlights of the Irish Pubs Global Conference in Philly
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Three Wise Men
Irish Pubs Global Team
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Industry Experts from the IPG Conference offer insight into increasing sales, motivating staff and social media marketing
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Raise a Glass Your FREE pull-out poster for Arthur’s Day
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Guinness Trivia Live Artists, Arthur’s Day
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‘To Arthur’ How to run a successful Arthur’s Day promotion in your pub
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Live Entertainment Doing it Right to Increase Revenue in your Pub
18 Fergal Murray, Master Brewer
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Arthur Guinness Fund Supporting People with a Business Head and a Social Heart
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Guinness Master Brewer Ciara McCarthy interviews Fergal Murray
22 Rugby World Cup New Zealand
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The Two Part Tour Your New Zealand Irish Pub Guide for the Rugby World Cup
from the IPG president Welcome to this special Arthur’s Day Edition. And what a blast!!! Being honest, it’s a brilliant way for Guinness and Diageo to sell more. The only way they can do this is by creating ways for you, our Irish Pub Global member, to make money. Happy Days! This is a way to bring customers in and to give them a unique and special experience. To boot, its fun. It’s an opportunity to “Toast” and feel part of an extraordinary global community. By being creative, the worldwide Arthur Guinness celebration can match St. Patrick’s Day. Individually we’re a cottage business, globally together, we are a billion $ industry. We can do lots together to boost business. IPG are also offering a prize for the best Arthur’s Day pub celebration anywhere in the world (p3). An important Arthur legacy is putting something back into the community. It was a central theme of our Philly Conference when Sean Coughlan, of Social Entrepreneurs Ireland, spoke and we raised money for charity. Community CSR worked for Guinness for 250 years and still works. It can help you bring new customers through your doors and with profit, it’s important to put something back. Sláinte to Arthur,
Enda O’Coineen President, Irish Pubs Global
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IPG CHAPTERs
From top left to bottom right: Dave Magrogan (Vice President, IPG & Philadelphia), Paul Daly (South Germany), Conor de Barra (Brussels, Belgium), Tom St. John (Paris, France), Patrick Gallagher (Sydney, Austrailia), Kieran O’Connell (Melbourne, Australia), Declan Surlis (Shanghai, China), Nigel Sutton (Uganda, Africa), Paul Watson (Thailand), Guillermo Gonzales (Castanenda, Mexico), Joe McGuinness (Nova Scotia), Noel Gentelles (Boston), Paul Hurley (New York), Nicki Ellerbroek (South Dakota), Kieran Folliard (Minneapolis), John Elliott (Colorado), Craig MacDonald (Southern California)
Irish Pubs Global are swiftly developing a Chapter network all over the world. Each Chapter has a President and Advisory Board, depending on size. A portion of your membership fees promote Irish Pubs in each area while the balance will fund the central IPG Support Operations. Chapter Objectives: • Create a ‘community’ of owners and managers for the sharing of knowledge • Promote a set of standards, as devised by the Global Board, in Irish pubs and agree a rating system • Respect and support the diversity and individuality of Irish pubs and groups of Irish pubs • Assist Irish pubs in building and maintaining links with Ireland • Assist Irish pubs to build business and improve profitability • Promote the Irish pub concept globally, but on a local level • Build relationships with key suppliers and represent the interests of Owners & Managers if/when appropriate • Be a vehicle through which interested parties can communicate with Irish pub Owners & Managers
Do you wish to become part of a Chapter in your area or form a new Chapter? If so, contact us on cillian@irishpubsglobal.com or +353 86 210 4584 Not part of the best & ONLY Irish Pubs Owners & Managers Association yet? Go to www.irishpubsglobal.com to join now
Irish Pubs Global Competition for
Best Arthur’s Day Promotion THE GATHERING October 2012 Dublin, Ireland Please submit your photos, any YouTube video footage & a description of the activities in your Pub on Arthur’s Day this year to the judging panel by Saturday, October 15th, 2011 MAIL TO: AWARD@IRISHPUBSGLOBAL.COM
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G U I N NESS ® HAS U NV EILED 2 0 1 1 A rthur’ s D ay™ LINE-UP FE AT U RI N G S C I S S O R SI STERS A N D STEREOPHON ICS T hird annual global celebration honouring one of I reland ’ s greatest men —and ex ports
“Live music, global party, secret pub performances, incredible bands, great cause… Arthur’s Day is
On Tuesday, July 19th, 2011 GUINNESS®, the world’s best selling stout, unveiled plans for its third annual global Arthur’s Day™. The date will be marked by a series of highprofile music events and celebrations in 40 countries around the world to honour the remarkable life and legacy of Arthur Guinness—the legendary philanthropist and founder of GUINNESS®. It’s a unique celebration with substance that benefits the Arthur Guinness Fund™ which supports social entrepreneurs in communities around the world. Following the huge success of last year’s celebrations, a worldwide ‘toast to Arthur’ will start in Ireland at exactly 17:59 on Thursday 22nd September; honouring the date Arthur Guinness signed the lease on the St. James’ Gate Brewery (in 1759) and introduced GUINNESS® to the world. The toast will launch a jam-packed night of live music performances taking place all across the world, starting in Dublin, Ireland. As clocks strike 17:59 locally around the world, countries including Italy, Germany, France, Spain, Caribbean nations, Malaysia, Indonesia, Australia, Japan, Singapore, Hong Kong, and South Korea will join the celebrations. In Ireland, the festivities have grown to include the four cities of Dublin, Cork, Limerick, and Belfast in Northern Ireland. Among the globally renowned stars to perform are SCISSOR SISTERS, Stereophonics, Aloe Blacc, Calvin Harris and Ed Sheeran who will be kick-starting the celebrations. GUINNESS® is also looking to identify new and emerging bands with the once-in-a-lifetime chance to perform at an Arthur’s Day™ celebration.
going to be huge!” -Ash 4 | irishpubs
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The annual Arthur’s Day™ celebrations benefits the Arthur Guinness Fund™, which identifies and supports social
A TOAST TO ARHTUR
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entrepreneurs aiming to make positive changes in their communities such as helping bereaved families in Europe, or reducing harmful waste in deprived areas of Africa. The aim of the fund is to create a self-sustaining movement for grass-roots social entrepreneurship in the markets where GUINNESS® operates and inspire a generation of potential change makers. Oliver Loomes, Global Brand Director for GUINNESS® said: “Arthur Guinness was such an inspiration, not just as a brewing and business pioneer, but for his tremendous philanthropy. I think he would be incredibly proud that for the third year running, more and more people all over the world will come together on this anniversary to celebrate and toast his good name while supporting the great work of the Arthur Guinness Fund™.” The SCISSOR SISTERS said: “Your Scissor Sisters are always ready to celebrate, and this year, we’re tipping our hats to the Irish Godfather of Good Times, Arthur Guinness. We are so happy to announce our participation in Arthur’s Day as part of a phenomenal line of bands sure to set the Emerald Isle on fire September 22nd! Ireland has always
provided us with great gigs and smashing good times (not to mention great beer), and we’re sure this will be no exception. See you in Ireland at our Super Secret Scissor Pub - and don’t miss out on raising a glass with us to Mr. Guinness. Cheers, Arthur” Aloe Blacc commented: “It has been an incredible year for me so far and I am so thrilled to be invited to play Arthur’s Day. Having heard the amazing things the Arthur Guinness Fund is doing around the world, and with my own goal being to encourage positive social change through my music, there was no question… I had to be involved. From the line up announced so far, I’d say it’s looking set to the be the best year yet - am hoping I’ll get a chance to see some of the other great acts while I’m there. See you on 22nd!” The first instalment of acts being announced also includes: Paloma Faith , Ash, Miles Kane, Ryan Sheridan, Royseven , Cashier No. 9, Bressie , Keywest , The Kanyu Tree, The Lowly Knights and A Plastic Rose. The Arthur’s Day™ celebration was set up in 2009 to coincide with the 250th anniversary of the signing of the original lease at St. James’s Gate. u
For more information on Arthur’s Day™ please visit www.facebook.com/guinness or www.guinness.com.
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The GUINNESS, ARTHUR GUINNESS DAY. Arthur’s Day™ and ARTHUR GUINNESS FUND™ words and associated logos are trade marks.
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IPG
Conference PHILADELPHIA
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Dave Magrogan addressing the attendees at the 2 0 1 1 ipg conference
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The Crystal Tea Room in Philadelphia was the venue selected for the Irish Pubs Global “Conference of the Americas” which ran from the 18th to the 20th of April.
Stephanie Joyce & hudson austin
A Look Back at the IPG Conference in Philadelphia, April 2011 With close to 200 Irish Pub owners and managers present, along with leading industry professionals, suppliers, designers and manufacturers; the event was declared a resounding success. The conference came on the back of the inaugural Irish Pubs Global Conference held in Galway last September, where owners and managers of Irish pubs overseas gathered for the very first time. Though the content of the conference was primarily geared towards the United States and Canadian market, delegates attending the conference came from as far afield as Australia, Uganda, Brussels and Mexico. Thus reinforcing the belief that; “everywhere in the world, you will find an Irish pub”. Increasing profitability, authenticity, sustainable access to the best of Irish produce and networking were the dominant themes for the event. All of which were conducted in the opulent and historic Crystal Tea Room in Philadelphia, with an Irish music group, the Mickey Finn Upstarts, flown in from Inis Oirr especially for the event.
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The conference provided an excellent forum for networking among pub owners and leading industry professionals. The conference content was delivered over the course of two and a half days with ample breaks for networking and opportunities to meet key vendors the likes of Food Services Ireland/Sysco, US Foods, Diageo, Tourism Ireland, Bord Bia, Ballymaloe Country Relish, Jameson Irish Whiskey, Tullamore Dew, Tourism Ireland, BandBidder.com, Murphy’s and Mickey Finn’s. For the event, Irish Pubs Global partnered with Dave Magrogan, founder and CEO of the Dave Magrogan Group, who among other operations, boasts the 7 strong chain of Kildare’s Irish Pubs. Notably, the contribution of Dave Magrogan was fundamental to the success of the event, whereby he hosted and provided excellent content on pub profitability and motivational speaking – drawn from his RhinoLiving.com philosophy and lifestyle. Added to this, key members of the group, notably: C.O.O Frank Kaspar, Marketing Director Frank Daly and
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“Irish Pubs Global is a brilliant concept, and it’s long overdue” Rory Guinness
“A big congrats - you should be very proud of the work you do, what a concept!!” Danielle Shuttleton deValera’s Irish Pub, Brussels
Iveagh Trust & Guinness Family
jamison celtic rock
Managing Partner Jay Murphy all made telling contributions to proceedings over the course of the conference. Social media and hospitality training guru; Barry Chandler, a native of Cork and founder of Interactive Hospitality, Barkeeper.ie and thebarblogger.com conducted seminars and open panel discussions on grass-roots marketing and reinforcing the value of connecting with your patrons and customers through social media channels. Irishman Dónal Ballance (founder of Ballance Hospitality manageforprofit.com , an independent consulting practice based
Melissa Zirolli, Dave Magrogan & Ciara McCarthy ( I rish pubs gl obal )
ENDA O’COINEEN, JACKIE O’HALLORAN BERNSTEIN ( D E P U T Y C O N S U L G E N E R AL )
in Toronto), presented thorough and eyecatching presentations on operational and strategic development for Irish Pubs across the US. Drawing on his wealth of knowledge stemming from over 25 years of experience within the industry and his comprehensive understanding of finance in the hospitality sector, Dónal was one of the stars of the event. On Tuesday, the conference split in two with separate content provided for owners and for managers. In addition to the forums, Conor Cunneen hosted a motivational speaking seminar and Jameson Irish Whiskey brand ambassador Stephanie Joyce hosted a comprehensive Jameson Irish Whiskey tasting session. Later that evening, New York pub owner and President of the United Restaurant and Tavern Owners Association, Paul Hurley was honoured as the Irish Pubs Global Humanitarian Pub Owner of the Year. The award, presented by Deputy Consul General Jacqueline O’Halloran Bernstein, recognized the contribution that Paul has made to the Irish community in New York for the last number of years; both through his association with the Saint Patrick’s Day parade and as one of the founders of Fáilte32.
& PAUL HURLEY
Celebrations lasted long into the evening and Philadelphia’s famous trad-band “Jamison Celtic Rock” brought the house down with their legendary session. The conference concluded on Wednesday afternoon with a presentation of Irish Pubs Global by Ciara McCarthy, Managing Director of the company. Nominations were also made for Irish Pubs Global Chapter Presidents around the world. Cillian McGovern Business Development Director Irish Pubs Global
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Sysco food services
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three wise men
Three Industry exp erts, who spoke at the Irish Pubs Global Conference in Philadelphia this April, offer insight into how to fill your establishment on Arthur’s Day using techniques such as social media and personnel motivation, thereby increasing sales and reaffirming the authenticity of your Irish Pub. With more than 223,000 Facebook fans, Guinness was reaching out to their target audience. Fans who had taken the time to ‘like’ their page and receive information about Guinness would be the first to know. On top of that, Facebook’s sharing capabilities would allow the message to be seen by many more Facebook users. Guinness has made social media work for them in regards to Arthur’s Day. Now it’s your turn.
How to Fill Your Bar on Arthur’s Five Ways To Celebrate Arthur’s Day Using Social Media Day Using Social Media Barry Chandler, CEO Interactive Hospitality For more info: www.interactivehospitality.com
On July 15, Guinness used social media to let fans know that a big announcement was coming, right on their Facebook page. Three days later, the announcement was revealed. Arthur’s Day is back for 2011! With the link to the official Arthur’s Day launch video shared on their Facebook wall, Guinness let fans know that the global celebrations would kick off on September 22nd at 17:59 in Dublin. In 2009 and 2010, Guinness celebrated Arthur’s Day with 70 artists across 30 venues. The live celebration was broadcast on TV in over 70 countries and watched by more than 25 million people. This year, they’ll be doing it all over again. So why did Guinness take to their Facebook page to make such a big announcement?
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Countdown to Arthur’s Day with Social Media Specials In the weeks leading up to Arthur’s Day, use your social media sites such as Facebook & Twitter to count down the days and offer specials to fans. For example, you could tweet “Ten days until Arthur’s Day! Come in and mention ‘Twitter’ to get 10% off your tab.” You could also designate a daily “phrase that pays” that customers can mention to receive special discounts. “Five days until Arthur’s Day! Today’s Phrase That Pays is: ‘grist of the mill.’ Mention this to our bartender to get today’s secret special.” If promoted properly, this could also help to increase business on the days leading up to Arthur’s Day or during hours that may otherwise be slow. Guinness-themed Check-In Specials While Foursquare & Facebook Places has
a number of options for the types of specials you can offer customers, there are a select few that will fill your bar faster than others. Try offering a Flash Special on Foursquare for Arthur’s Day. For example, “The first 119 people to check in after 17:59 get their second pint free.” Why those numbers? Well, 119.5 because it takes 119.5 seconds to pour the perfect Guinness. 17 minutes and 59 seconds because Arthur Guinness signed the lease on the brewery at St. James’s Gate in 1759. You can also use a Facebook Places ‘Friend’ Deal to reward groups of customers when they check in together. Help spread the word about your business on Arthur’s Day more rapidly. Offer Guinness drink specials to customers who check in together. Use Facebook to promote the special and remind customers to check in. Live Twitter Feed Show a live Twitter feed at your bar or restaurant on Arthur’s Day. Create a hash tag specific to your location on Arthur’s Day and let your customers know so they can live tweet while there. Use a third party site like Twitterfall.com to display everyone’s live tweets. Have the bartender or DJ remind customers to tweet with the hash tag and check out the feed to see theirs displayed. Guinness-themed contests Hold a contest that encourages your
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Facebook fans to be active on your page. Have fans upload photos of themselves all decked out in Guinness attire or drinking a pint of Guinness to your Facebook. The owner of the photo with the most votes will be crowned Guinness Guy or Guinness Girl for Arthur’s Day. Reward the winner with drink or food specials. Guinness-themed Trivia One great way to engage fans on social media sites, like Facebook and Twitter, is by asking trivia questions. Take advantage of this occasion by making your questions Guinness-themed. To build up anticipation for fans to join you on the evening of Arthur’s Day, ask one trivia question a day at 17:59 for a few days leading up. Check out the Guinness Trivia on pages 11 & 14. For example, on the Monday before Arthur’s Day, you can update Facebook with: “Three days left ‘til we toast Arthur. Here’s your Guinness Question of the Day: What’s the real colour of a Pint of Guinness?” Later in the day, answer the question with “Ruby Red” I know, it surprised me too! So these are just a few ways to promote Arthur’s Day using free social media tools like Facebook, Twitter & Foursquare. I’m sure you can come up with even more.
Ireland’s Global Ambassadors Donal Ballance, CEO, Ballance Hospitality For more info: www.manageforprofit.com During the past ten years, a number of articles in the Irish media have derided the growth of Irish Pubs outside of Ireland as somehow lacking in authenticity or cultural integrity and not reflective of the ‘modern Ireland’. I recall an article in The Irish Times by Fiona McCann (October 2009) which described these businesses as ‘McPubs....exporting craic to allcomers’ and how they had reached ‘full market saturation globally’. Fiona should have spent time at the IPG conference in Philadelphia this year with two hundred Irish Pub operators from all parts of the world to find that not only is the pub category in growth, it is one of the fastestgrowing and least saturated casual-dining concepts globally. As pubs continue to develop in Europe and North America and expand into markets like India and China, saturation is not on the horizon. In the United States alone, the Irish Pub business is conservatively worth well over $2 billion and, as the Philadelphia conference delegates proudly heard, it is also by far the most profitable segment within the casual-dining category. The challenges for Irish Pub operators remain consistent, no matter their location on the globe. Like any business, pubs require effort to make them successful and find growth. There are the operational challenges of maintaining food, beverage and labour costs...and there are the more subtle challenges of maintaining authenticity and cultural integrity. The former is about putting in place efficient systems and processes or hiring someone to do that for you, the latter is about understanding that we are not just providing a good standard of Irish-style food and beverages in an Irish-style setting. Truly, we are selling the genuine fun, friendliness and hospitality of Ireland. In a global
cookie-cutter restaurant world, this is our unique differentiator from the competition and something we need to refresh regularly through cultural ties in the local community, links with the mother-ship, management/employee coaching, and effective local marketing. In light of the changed economic environment, the Irish Pub Diaspora has an even more important ambassadorial role in communicating Ireland’s enduring qualities to those who might be interested in visiting or investing. At the end of the day, let’s all raise a pint to a phenomenal business that lifts the spirits of so many around the world.
5 Ways to Increase Sales and Motivate Your Staff Dave Magrogan, CEO, Kildare’s Irish Pubs For info: www.davemagrogangroup.com I have met pub owners from around the world and the number one question they ask me is: “how can I increase my sales?”. To increase sales in your Irish Pub you need to first increase the morale of your staff. Staff motivation and happiness have a direct correlation to increased sales. Follow these 5 basic rules to both increase your sales and improve the attitude of your team. Daily Contests Daily food and drink sales goals with an immediate reward following the shift will
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immediately drive up sales and it will motivate your most competitive staff. Pick high profit margin items or items that help reinforce your brand identity. Contests can be as simple as who sold the most pints of Guinness, the most desserts, or the most fish and chips. Make sure the reward is immediate. Staff Education Hold a fun but informative meeting to review your product offerings. Educate your staff in detail about the most important items you want to sell in your pub. Make them an expert about your premium drink offerings and the most important food items. Staff that know exactly what is expected from them are happier and perform better. Well-educated staff with clear expectations are retained longer, achieve higher guest check averages, and are more positive with your guests. “Craic Teams” Develop teams of “craic dealers” that
promote your pub on the street, to local businesses and on Facebook. Set them up into different teams and have them run different promotions. Reward the team that has the best event or promotion. A simple example: A Craic Team can promote and organize an Irish Trilogy dinner pairing Guinness, Harp, and Smithwicks with a special appetizer, entree and dessert. This helps build teamwork and drives your employees to promote things they love about your pub. It will become a fun contest with the staff trying to develop the best promotion. Celebrate Success Share all your daily, weekly and monthly sales goals with your staff. When you hit a daily goal, celebrate in some small way that day: A free pint or dessert when they are done with their shift. For weekly goals and monthly goals, make it a bigger prize. For yearly goals, throw a giant party! Your staff will appreciate being recognized for being part of the bigger picture, and will
be motivated to make you more money. Upsell Upsell Upsell The easiest way to increase your sales right now is to upsell to your current guests. If 2,000 people a week come through your pub and you can capture just $2 more per person, it would add $4,000 to your weekly sales. Simple upselling ideas include: Taking the guest from an inexpensive beer or liquor to a premium product, developing a greeting for your staff that suggests sharing appetizer for the table, upselling a small side salad with every entree and sandwich order. We have had tremendous success selling mini desserts. Most guests will try a small dessert over a large dessert. Run daily contests and reward the server with the highest guest check average. Educate, motivate and celebrate with your staff. When you win, give them a piece of the upside and they will continue to improve their performance! u
that’s a lot of pints
THIRSTY? Around ten million pints of GUINNESS are drunk around the world every day; or almost 2 billion pints a year
St. James’s Gate Brewery brews 4.5 million hectolitres of GUINNESS every year
THE RED STUFF? It is a common misconception that GUINNESS is black. It is, in fact, a very dark shade of ruby red Paolo Nutini
ONE MAN’S HARP... The Irish State wanted the harp as its national symbol but because the GUINNESS brand had already claimed it as a trademark, the State turned the harp round
Snow Patrol
global top five The top five GUINNESS markets around the world in terms of sales are Great Britain, Ireland, Nigeria, the USA and Cameroon
free poster Turn overleaf for your Arthur’s Day pull out poster to promote celebrations in your pub!
Imelda May
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22ND SEPTEMBER 2011
WORLDWIDE CELEBRATION
JOIN THE
The Guinness word and HARP device are trademarks. Š Guinness & Co. 2011
Drink Guinness Responsibly
RAISE YOUR GLASS HERE AT 17:59
Guinness Diet? A pint of GUINNESS Draught has fewer calories than a pint of semi-skimmed milk or pint of orange juice Kelis
9,000 year lease Arthur Guinness was a brilliant innovator and had the foresight to take out a 9,000 year lease on St. James’s Gate Brewery in Dublin in 1759 Sharon Shannon
irish pride Almost 1 in 2 pints consumed in Ireland every day is GUINNESS
Newton Faulkner
Ode to Guinness In 1759, Arthur signed on the line Expertly brewing beers for more than 250 years Here’s to days gone, and the good times to come To laughter, to friends, to Guinness, To Arthur!
Westlife
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O n Arthur ’s D ay, S eptember 22nd 2011, celebrations will take place across the globe as they have done the past 2 years r unning. At 17:59, signifying the year in which Arthur G uinness signe d a 9,000 year lease on St. James’ G ate, people will come together to raise a glass to Arthur at live music events and festivities across the globe. Arthur ’s D ay is more than a toast at one minute to six, the occasion can be har nessed to increase custom and takings in your pub in the days and weeks leading up to the main event, and rival St. Patrick ’s D ay in ter ms of festival atmosphere.
to arthur How to run a successful Arthur’s Day promotion in your pub
In the run up to Arthur’s Day 1. Display the pull-out poster from the center of this magazine in the window of your pub 2. Inform your Diageo/Guinness rep that you plan to host an Arthur’s Day event: a. Request a Guinness POS kit b. Confirm the time of the toast in your region
3. Promote the event in your Pub using signage and merchandise from the Guinness POS kit 4. Countdown to Arthur’s Day with social media specials, boosting business in the weeks and days before September 22nd, see p8 for our ‘How To’ Guide 5. Book a live band for Arthur’s Day, see p16 on how to source live music for your Pub 6. Ensure you will have sufficient personnel available to cater for increased business on Arthur’s Day 7. Inform your customers they can find out more about Arthur’s Day on www.Guinness.com or www.facebook.com/Guinness
On Arthur’s Day 1. Encourage patrons to arrive at your venue in advance of the 17:59 toast by scheduling: a. Guinness Promotions b. Live Music c. Trivia Quiz, see p11+14 for Guinness Trivia 2. Encourage your bar staff to sell Guinness for the Toast 3. Tune into www.facebook.com/ Guinness for a live video stream of the Guinness toast from Ireland at 17:59 GMT 4. Organise your own Toast to Arthur at 17:59 5. Have your band recite or sing the Ode to Guinness, see p14 6. Stream music from the Arthur’s Day event in Ireland (available on www.facebook.com/guinness) 7. Display a live Twitter feed in your venue on Arthur’s Day 8. Ensure your customers enjoy Guinness responsibly throughout the event: a. Ensure water is readily available b. Organize food specials, see p10 for ideas on how to upsell c. For more information please visit www.DRINKIQ.com u
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live
Live Entertainment in licensed premises creates a positive atmosphere, enhances customers moods which influences spending behavior, thus increasing revenue. Statistics show that pubs which feature both live and recorded music, take, on average 44% more revenue than pubs that do not. This figure rises to 60% at weekends. In establishments where food is served, diners were prepared to spend more money when background music was played compared to those with none. Also different types of music have different effects on people. For instance, classical music encouraged customers to spend 20% more and pop music 16% more. Whether you run a traditional pub or a modern bar, using music
entertainment Doing it Right to Increase Revenue in your Pub I rish Pubs G lobal speaks to Chris Kelly, L I VE E N T ERTAI N ER A N D FOUN D ER OF BANDBIDDER.CO M, O N HI S EX PE RI E N C E S WI T HI N T H E I RI SH PUB I N DUSTRY
can make your business a successful one that stands out from your competitors and attracts more customers. I grew up in a musical family and started my live music career at the age of 15 in Ireland. I quickly realised how the mood of our band influenced customers in a pub. We had the power to make them smile, laugh, tap their feet, sing along and dance. But most importantly we kept these customers entertained and wanting us to play music all night long. I had learned the value of live entertainment! I have since worked with pub owners and managers to guide them in using music, both live and recorded, to create an atmosphere that draws in more customers. I also founded and run the online business, www.BandBidder.com, to help publicans source affordable live entertainment. 1. The first thing you need to do if you are looking to use music for positive effect is consider carefully the type of music best suited to your premises and clientele, to ensure that the mood and style best fits the desired atmosphere and intended customer behavior. Decide on how regularly you want to have live music. Concentrate on getting this right, whether it is originals or covers, local entertainers, or afternoon jazz. Music offers you a solid identity, a brand, and connects you with your local area. 2. Live music attracts new business, so ensure that you choose the type of music that your customers want to hear. Do not be afraid to try out different sounds until you get it right. Acknowledge your loyal or regular customer base by asking for their preference. Use this informa-
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tion when choosing your live entertainment and, also, when choosing your background piped music. 3. Next, set up your infrastructure. If you need to soundproof your premises, do it before you begin getting complaints for noise. Some space in a corner or, even better, a small stage is all that is needed for a live band or entertainer to start up. Most musicians have their own sound-system, but if you can afford to, you should get your own and have it fitted around your pub. Having a quality sound system has huge benefits and can pay for itself in the long term. Entertainers will not charge as much if they do not have to bring equipment, plus you have a great sound system for playing your own recorded music. If you are fitting a sound system, make sure to have your live music feed playing in staff rooms, kitchens, customer washrooms, outdoor patios and smoking areas. 4. The best advice that you could take from this article above all else is to hire an ENTERTAINER. The difference between an entertainer and background piped music is that live entertainment provides a personality to the audience that, if chosen correctly by your pub, will enhance the experience of your customers resulting in repeat business. There is a wide range of live entertainment available to owners and managers in the global Irish Pub market and the choice of talent available for booking is better than it has ever been. Also, the cost of booking live entertainment has decreased considerably in the last few years. If you become known as the place for great live entertainment, customers will keep coming back.
5. Finally, live entertainment brings a sense of fun and motivation to what is, after all, your workplace. Music boosts the morale and productivity of your staff and it is a proven fact that productivity is lower when no music is played. Do not be afraid to get your bar staff involved in the gig by having them interact with the entertainers. 6. Now that you’re ready for live entertainment and you have booked your preferred entertainer, it is time to advertise your gig. Local papers, flyers and posters are the traditional routes for advertising. However, more and more publicans and venue owners are realising the benefits of cost-effective, direct contact with their customer base by using social media such as Facebook and Twitter to promote their live entertainment events in real-time. 7. Encourage the band to promote your pub as a venue to their existing fan base. Work with your preferred entertainers, promote them and have them promote your venue. Most bands and entertainers have built their own following so use that to your advantage. Arthur’s Day is being promoted by Guinness in 40 countries worldwide, all of which are represented by IPG. Why not join in the celebration and avail yourself of the free global promotion and advertising and book some live entertainment for the day in your pub. If you are on a budget, auction your gig on BandBidder.com: the acts will come to you and will be no more expensive than your auction price limit. Your revenue intake and customer base will increase and you will have a great day to boot!
C hris K elly live entertainer & founder of bandbidder .com
BandBidder.com is a website where Irish Pubs and Hotels looking for live entertainment can put their gig up for auction with their maximum budget. Entertainers who are members of Bandbidder.com can bid for the gig, up to the maximum auction price. You can subsequently review a detailed profile of those that bid and choose the most suitable act for their gig. This service is free for Irish Pubs Global Members so don’t forget to use the registration code IPGMUSIC when registering. Check out the video on our home page to see how you can be using BandBidder.com to have musicians coming to you for gigs.
BandBidder.com +353 (0)1 4434437 info@bandbidder.com
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SUPPORTING PEOPLE WITH A BUSINESS HEAD AND A SOCIAL HEART The fund was launched in 2009, celebrating the 250th anniversary of the lease to St. James Gate Brewery being signed. Through the Arthur Guinness Fund, Guinness & Co is committed to identifying and supporting social entrepreneurs globally, with the skills to deliver a measured, sustainable change to communities around the world. The fund was kickstarted by Guinness with an investment of €2.5 million, which is making a positive and significant transformational impact on local communities, both in Ireland and abroad. Since 2009, they have invested a further €1.65 million. WHAT IS SOCIAL ENTREPRENEURSHIP? Social entrepreneurs are people who recognise social problems and use entrepreneurial thinking to create solutions designed to engender lasting, positive change.
T E N I R I S H S O C I A L EN TREP REN EU RS AWARDE D € 6 5 0 ,000 I N F U ND I N G F RO M ARTH U R G U INN ES S F U N D TO H ELP D RI VE SO CI AL C HA N G E I N I R I S H CO M MU N I TI ES Ten Irish social entrepreneurs are set to help the unemployed, save lives, improve skills and create a more dynamic, innovative Ireland with the help of a €650,000 investment from the Arthur Guinness Fund. The entrepreneurs were announced on July 12th, 2011, as the recipients of the 2011 Arthur Guinness Fund with each of their unique projects receiving financial support and professional business mentoring over the next two years. Speaking at the announcement, Tanya Clarke, Marketing Director, Diageo Ireland said, “Arthur Guinness, the origi18 | irishpubs
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Tanya C larke W estern E urope B eers M arketing Director with
nal philanthropist, provided the inspiration for the Arthur Guinness Fund and the Guinness brand is delighted to be in a position to continue his philanthropic legacy today through the Arthur Guinness Fund. Through the fund, we have encountered some amazing people who possess a business head and a social heart. In the face of a tough economic environment, they are pushing ahead and playing their part to help bring about positive social change in the communities in which they operate.”
CASE STUDIES United States The ARTHUR GUINNESS FUND has made a commitment to the Clinton Global Initiative to partner with Youth Business America (YBA) to extend micro loans to aspiring entrepreneurs of legal drinking age and above. YBA is a branch of The Prince’s Trust Youth Business International. This project plans to commit support to at least 150 young entrepreneurs in the YBA programme over approximately five years. The programme will also provide volunteers from Guinness & Co., and its parent company Diageo plc, to offer counsel in marketing and innovation and educate business developers about the importance of establishing social responsibility practices for their new ventures.
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Great Britain In 2010, The Arthur Guinness Fund, in association with UnLtd (the Foundation for Social Entrepreneurs), identified 18 social entrepreneurs who have a brilliant urban regeneration idea that will make a difference to their local community. In addition to receiving various levels of funding, these social entrepreneurs have access to business training and volunteer support from Diageo Great Britain to help in bringing their social ventures to life. In 2011, the Arthur Guinness Fund is working in association with Ashoka to identify the next generation of leading social entrepreneurs, and nominations will close at the end of November. West Africa Relief International (RI), an international NGO with over 30 years’ experience in marketing socially-beneficial consumer products in urban and rural areas of Africa, is currently implementing a Household Water Filters (CrystalPur™ water filter) for low income families in Ghana and Nigeria. The project aims at providing clean drinking water to over 250,000 low income populations, with substantial health and socio-economic benefits through savings on medical bills and time due to ill health. As part of RI’s Household Water Filters project, Diageo is funding the distribution of 3,500 free water filters to schools and communities in Ghana, along with plastic buckets, a tap and some educational materials. Indonesia The ARTHUR GUINNESS FUND will work with The British Council on a programme to develop a sustainable support system for a growing body of community-based entrepre-
neurs working to deliver climate and social solutions that will deliver tangible benefits in their communities. The programme aims to develop a network of 30 established community-based entrepreneurs to support 120 early-stage community-based entrepreneurs. This network will provide sustainable solutions to various social and environmental problems by applying innovative business approaches to the early-stage business plans. Global Working in partnership with Ashoka, the world’s leading community of social entrepreneurs, a total of 30 Ashoka Fellows will be elected with the support of the Arthur Guinness Fund over 3 years. Sasin Chalermlarp, in Thailand is one such Ashoka Fellow. Environmental conservation efforts in Thailand have long been characterized by conflict between the State and the people. Ethnic minorities inhabiting some of the most valuable forests of Thailand and Southeast Asia have been particularly affected by these conflicts. Sasin Chalermlarp is developing a conflict management mechanism to protect the largest remaining forest complex in Southeast Asia. By restoring the credibility of indigenous ways of life, he has enabled forest inhabitants not only to remain in the forest, but also to collaborate in conservation efforts alongside government officials as equals. For further information please visit www.guinness.com or www.facebook.com/GuinnessIreland u
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FERGAL MURRAY
Master Brewer, Guinness Fergal completed a brewing degree at the Institute of Brewing in London and was Master Brewer at St. James’ Gate. Here, he learned the tradition of brewing GUINNESS under the tutelage of other Master Brewers who guarded the legacy and vision of Sir Arthur Guinness. Murray not only has a tremendous passion for the craft of brewing, but also enjoys the art of drinking a pint of GUINNESS. “Drink with your eyes first, taking in the beauty of the pour,” instructs Murray. “Then raise your glass proud and take a healthy first sip; always with your eyes to the horizon.” F ergal Murray 25 years mastering the craftsmanship of G U I N N ESS As a Master Brewer for GUINNESS and Global Ambassador for the Arthur’s Day 250 Celebrations, Fergal Murray is charged with maintaining a 250 year-old legacy of making beer that has become a standard of quality and innovation.
All the while, Mr. Murray has found time to travel the world to share his infectious passion and extraordinary knowledge of the great black stuff. Beyond beer making, he has also mastered the art of pouring the perfect pint by creating a six-step process unique to GUINNESS – and has shared that knowledge with bar professionals and beer lovers across hundreds of cities around the world. The goal of each visit is the same: enhance the consumer’s appreciation of GUINNESS by ensuring that it is served – and consumed – perfectly each time. Murray began his legendary career with GUINNESS in 1983 as a research chemist. “I immediately was in awe of the greatness and magic involved in making a pint of the world’s most famous stout and decided then that I would like to learn the art of brewing,” recalls Murray. Ten years later, 20 | irishpubs
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Murray took some time out of his exciting schedule to sit down to an interview with Ciara McCarthy, MD, Irish Pubs Global. IPG: Where did you learn brewing and where have you worked? Murray: I’ve only worked for Guinness and that’s where I learnt my brewing. Brewers of Guinness are handed down the knowledge internally here at St James’ Gate, you really can only learn how to make Guinness here. Fundamentally to be a Guinness Master Brewer you need to have access to the lore, the craft and the science of brewing that they have here in St James’ Gate. I grew up with it here and learnt how to make great Guinness by just being present and actively involved here for 28 years.
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IPG: How did you get interested in making Guinness? FM: I became a member of the staff here and realised how fantastic a brand it was and how much people enjoyed what I was making every single day. It’s an amazing reaction that so many people around the world enjoying what we do and that keeps me motivated. IPG: How has Guinness changed since it was originally created by Arthur Guinness? FM: The original recipe is the same, the fundamentals are all the same. What has changed is modern technology, and combined with those same ingredients has come to make Guinness more consistent and make it taste even better than it did way back when. I think Arthur would be very proud of how we’ve taken it along! We’ve had big iconic changes -from big wooden vats to the introduction of refrigeration and automation - along with the growth of the brand across the world but the 4 natural raw materials of water, hops, malt and yeast are still there. IPG: How many different types of Guinness are produced? And what’s your favorite? FM: There are fundamentally 4 pillars: Draft Guinness, Guinness Extra Stout, Foreign Extra Stout and we’ve a new one called Guinness Black Lager. Out of those there are some variants around the world due to legal and alcoholic content situations. All 4 are my favourite, for different occasions,
“Raise your glass proud and take a healthy first sip; always with your eyes to the horizon”
different moments in the day, week or month where each one of those fits the perfect time and place. It might be a draft pint poured by a good bartender in a great iconic pub in Dublin that can’t be beaten or a bottle of FES when you’re in downtown Lagos, Nigeria, with a bunch of locals that beats it all, it’s just fantastic. IPG: Can you tell me more about Guinness Black Lager? FM: It’s a new product in our innovation pipeline. It has been test marketed in a number of countries around the world, but will have a national launch in the US in September. It’s a refreshing lager-based product with a Guinness roasted character coming through. They’re launching it as a new variant into their portfolio in North America. Guinness Black Lager will be available in the US for Arthur’s Day. IPG: Do you like any other beer? FM: As a Master Brewer I’m always interested in what other brewers are doing, tasting a few things around the world, but I’ve yet to find something that matches the fantastic taste of a great pint of Guinness or a bottle of FES. IPG: You recently poured a pint of Guinness for Queen Elizabeth II and Prince Philip, and more recently President Obama had a pint of the black stuff. How did that go? FM: From a purely technical, functional point of view, making sure I poured it correctly was one of the hardest things I’ve ever done, I couldn’t fail, you know? But I delivered, I was quite happy with myself. The good thing about seeing Mr. Obama was that he actually knew how to drink a beer, he knew how to drink through the head and enjoy the flavour and I enjoyed his reaction. He did a great job in consuming it.
IPG: Where will you be on September 22nd 2011 for Arthur’s Day? FM: Here at St. James’ Gate, I was here the last two years too. I’m usually the guy who pours the pint for the host at 17:59 so my pivotal moment is to make sure the guy who’s going to be raising it to Arthur – it was Snow Patrol last year - has the perfect pint. It’s all about the product, it’s not about me! IPG: Finally, there is tons of information about Guinness available on the internet, but can you tell us something which isn’t widely known? FM: What I’d like to publicans in particular is that your business will be defined by how you pour your pint. If you can always ensure you will have a perfectly crafted pint in your pub then commercially you should be successful. Always make sure you have the right criteria behind the bar, when a customer tastes his Guinness he should be getting the freshest pint possible. I’d love to say to publicans: You’re ambassadors for our brand and ambassadors for Ireland. Always make sure that your bartenders go through the 6 steps to pouring the perfect pint. The first visual impact on a customer as the pint comes across the bar; the look; the moment of wonder and then getting to enjoy the reward of a perfectly poured pint of Guinness makes sure they’ll come back. u
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Your N ew Z ealand Irish Pub G uide for the Rugby W orld Cup One country, two islands and the fearsome Haka provide an epic backdrop for the upcoming Rugby World Cup in New Zealand. Following Ireland through NZ this September will be thirsty work for fans! Here’s a list of our top pubs to re-charge in and soak up the atmosphere: Danny Doolan’s Viaduct Basin, Auckland
This pub is an institution for rugby and sailing fans alike. Neatly located at the Viaduct Harbour, Danny Doolan’s has established itself as one of the best venues in Auckland for live entertainment and sport… Not to mention the never ending Nachos! Galwegian, Jeff Tuttle and
his team will provide a warm welcome and a cold beer!
of a pub is tucked away on Devon St. and well worth a visit!
Florrie McGreals, North Shore, Auckland While in Auckland, a trip to the North Shore is a must and where better to start than Florrie McGreals? This fantastic venue has been providing lively entertainment and great food since ’93. Be sure to ask for Cork native, Colm O’Keeffe at the bar, to receive a Kiwi Céad Míle Fáilte.
Hennessey’s Bar, Rotorua. Ireland land in Rotorua to take on Russia during the pool stages of the tournament. We suggest a visit to Hennessey’s, opened by Reg Hennessy in 2002, this bar has won many awards for it’s quality Guinness and food. For those seeking a centrally located accommodation, Hennessy’s has its very own backpackers above the pub.
The Claddagh Irish Pub, Auckland. Limerick man Noel Kenihan welcomes one and all to this great pub in the heart of Newmarket, Auckland. This bar is famed for its full events schedule, superb food and atmosphere during sports events. Did we mention the great Guinness? Rosie O’Grady’s, New Plymouth. Whilst in New Plymouth for Ireland’s opening game against the USA Eagles, we recommend stopping in Rosie O’Grady’s for the best pint in town. This little gem
The Bog, Dunedin. The last game in the pool stages sees Ireland take on Italy in Dunedin. Those brave enough to make the trip south to Lord of the Rings country will be rewarded at The Bog. With friendly staff, live music and great craic; reputedly the best Irish bar in Dunedin. The big question here is: are you worthy of joining the 100 pint club?
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check out our website for videos and information
www.olirishdb.com Ól Irish, the first name in Design and Build for Irish Pubs and Restaurants throughout the world Recognised leaders at creating unique venues on both time and budget. Designed with passion and built with craft, our interiors are synonymous with the comfort and welcoming spirit that Ireland is famous for. If you feel that your clients deserve a little extra, look to Ól Irish to see for yourself how our old world charm sits with the modern world. Ól Irish can increase revenue and positively affect footfall. To find out more please contact Eamonn or John
Tel+353 1 8829 739 Skype+ 1302 482 4949 email: info@olirishdb.com irishpubs global | 23
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