arthur’s day magazine

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Contents 4A Toast to ArthurGuinness unveils 2011 Arthur’s Day Line-up Featuring Top Artists

6IPG Conference for the AmericasHighlights of the Irish Pubs Global Conference in Philly

8Three Wise MenIndustry Experts from the IPG Conference offer insight into increasing sales, motivating staff and social media marketing

12Raise a GlassYour FREE pull-out poster for Arthur’s Day

11, 14Guinness Trivia

15‘To Arthur’How to run a successful Arthur’s Day promotion in your pub

16Live EntertainmentDoing it Right to Increase Revenue in your Pub

18Arthur Guinness FundSupporting People with a Business Head and a Social Heart

20Guinness Master BrewerCiara McCarthy interviews Fergal Murray

22The Two Part TourYour New Zealand Irish Pub Guide for the Rugby World Cup

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’CoineenPresident, Irish Pubs GlobalRugby World Cup New Zealand

Irish Pubs Global Team

Live Artists, Arthur’s Day

Fergal Murray, Master Brewer

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from theIPG PresIdent

INVITATIONJoin the Irish Pubs Global Mailing List

Send your name, email, phone, pub(s) name & postal address

by SMS/text to +353 86 210 4584 or mail to [email protected]

THE GATHERINGOctober 2012

Dublin, Ireland

Irish Pubs Global Competitionfor

Best Arthur’s Day Promotion

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: [email protected]

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IPGChAPters

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 [email protected] 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

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)

4 | irishpubs global

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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 high-

profile 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.

The annual Arthur’s Day™ celebrations benefits the Arthur

Guinness Fund™, which identifies and supports social

“LIve musIC, GLobAL

PArty, seCret Pub

PerformAnCes,

InCredIbLe bAnds, GreAt

CAuse… Arthur’s dAy Is

GoInG to be huGe!”

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GUINNESS® HAS UNVEILED 2011 ARTHUR’S DAY™ L INE-UP

FEATURING SCISSOR S ISTERSAND STEREOPHONICS

THIRD ANNUAL GLOBALCELEBRATION HONOURING ONE OF IRELAND’S GREATEST MEN—AND ExPORTS

For more information on Arthur’s Day™ please visit www.facebook.com/guinness or www.guinness.com.

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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

STEPHANIE JOYCE & HUDSON AUSTIN

A Look bACk At the IPG ConferenCe In PhILAdeLPhIA, APrIL 2011

DAVE MAGROGANADDRESSING THE ATTENDEES AT THE 2011 IPG CONFERENCE

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.

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.

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

ConferenCePhILAdeLPhIA

IPG

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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

in Toronto), presented thorough and eye-

catching 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.

“Irish Pubs Global is a brilliant

concept, and it’s long

overdue”

Rory Guinness

Iveagh trust & Guinness family

“A big congrats - you should be very proud of the work you do, what a concept!!”

Danielle Shuttletondevalera’s Irish Pub, brussels

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 McGovernBusiness Development Director

Irish Pubs Global u

MELISSA ZIROLLI, DAVE MAGROGAN & CIARA MCCARTHY ( IR ISH PUBS GlOBAl)

JAMISON CELTIC ROCKENDA O’COINEEN, JACKIE O’HALLORAN BERNSTEIN

(DEPUTY CONSUl GENERAl) & PAUL HURLEY

SYSCO FOOD SERVICES


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Three Industry experts , who spoke at the I r ish Pubs Global Conference in Phi ladelphia th is Apr i l , offer

ins ight into how to f i l l your establ ishment on Arthur’s Day using techniques such as soc ia l media and

personnel mot ivat ion, thereby increasing sa les and reaff i rming the authent ic i ty of your I r ish Pub.

three wIse men

How to Fill Your Bar on Arthur’s Day Using Social MediaBarry Chandler, CEOInteractive HospitalityFor more info: www.interactivehospitality.com

On July 15, Guinness used social media

to let fans know that a big announce-

ment 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 Ar-

thur’s Day with 70 artists across 30 ven-

ues. 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 Face-

book page to make such a big announce-

ment?

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 informa-

tion 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.

Five Ways To Celebrate Arthur’s Day Using Social Media

Countdown to Arthur’s Day with Social Media SpecialsIn the weeks leading up to Arthur’s Day,

use your social media sites such as Face-

book & 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 to-

day’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 spe-

cials 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 be-

cause 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 custom-

ers 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 FeedShow 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 contestsHold a contest that encourages your


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Have fans upload photos of themselves

all decked out in Guinness attire or drink-

ing 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 TriviaOne great way to engage fans on social

media sites, like Facebook and Twitter,

is by asking trivia questions. Take ad-

vantage 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 Guin-

ness Trivia on pages 11 & 14.

For example, on the Monday before Ar-

thur’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 AmbassadorsDonal Ballance, CEO, Ballance HospitalityFor 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 Ire-

land 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 business-

es as ‘McPubs....exporting craic to all-

comers’ 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 cat-

egory in growth, it is one of the fastest-

growing 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 busi-

ness is conservatively worth well over $2

billion and, as the Philadelphia confer-

ence delegates proudly heard, it is also

by far the most profitable segment within

the casual-dining category.

The challenges for Irish Pub operators re-

main consistent, no matter their location

on the globe. Like any business, pubs re-

quire 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 authen-

ticity 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 under-

standing 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, friendli-

ness and hospitality of Ireland. In a global

cookie-cutter restaurant world, this is our

unique differentiator from the competi-

tion and something we need to refresh

regularly through cultural ties in the local

community, links with the mother-ship,

management/employee coaching, and ef-

fective local marketing.

In light of the changed economic environ-

ment, the Irish Pub Diaspora has an even

more important ambassadorial role in

communicating Ireland’s enduring quali-

ties 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 StaffDave Magrogan, CEO, Kildare’s Irish PubsFor 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 mo-

rale of your staff. Staff motivation and

happiness have a direct correlation to in-

creased sales. Follow these 5 basic rules

to both increase your sales and improve

the attitude of your team.

Daily ContestsDaily 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 des-

serts, or the most fish and chips. Make

sure the reward is immediate.

Staff EducationHold a fun but informative meeting to re-

view 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 pro-

mote and organize an Irish Trilogy dinner

pairing Guinness, Harp, and Smithwicks

with a special appetizer, entree and des-

sert. 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 de-

velop the best promotion.

Celebrate SuccessShare 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 UpsellThe 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 up-

selling ideas include: Taking the guest

from an inexpensive beer or liquor to a

premium product, developing a greeting

for your staff that suggests sharing appe-

tizer 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

Paolo Nutini

Snow Patrol

Imelda May

free Poster

Turn overleaf for your Arthur’s Day pull out poster to promote celebrations in your pub!


thIrsty?Around ten million pints ofGUINNESS are drunk around the world every day; or almost 2 bil-lion pints a year

one mAn’s hArP...

The Irish State wanted the harp as its national symbol but be-cause the GUINNESS brand had al-ready claimed it as a trademark, the State turned the harp round

the red stuff?It is a common misconception that GUINNESS is black. It is, in fact, a very dark shade of ruby red

GLobAL toP fIveThe top five GUINNESS markets around the world in terms of sales are Great Britain, Ireland, Nigeria, the USA and Cameroon

thAt’s A Lot of PIntsSt. James’s Gate Brewery brews 4.5 million hectolitres ofGUINNESS every year

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Newton Faulkner

Westlife


IrIsh PrIdeAlmost 1 in 2 pints consumed in Ireland every day is GUINNESS

ode toGuInness

In 1759, Arthur signed on the lineExpertly brewing beers for more than 250 yearsHere’s to days gone, and the good times to comeTo laughter, to friends, to Guinness, To Arthur!

GuInness dIet?A pint of GUINNESS Draught has fewer calories than a pint of semi-skimmed milk or pint of orange juice

9,000 yeAr LeAseArthur 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


on Arthur ’s day, september 22nd 2011 , celebrat ions wi l l take

place across the globe as they have done the past 2 years

running. At 17:59, s igni fy ing the year in which Arthur Guinness

s igned a 9,000 year lease on st . James’ Gate, people wi l l come

together to ra ise a glass to Arthur at l ive music events and

fest iv i t ies across the globe. Arthur ’s day is more than a toast at

one minute to s ix , the occasion can be harnessed to increase

custom and takings in your pub in the days and weeks leading

up to the main event , and r ival st . Patr ick ’s day in terms of

fest ival atmosphere.

to Arthurhow to run A suCCessfuL Arthur’s dAy PromotIon In your Pub

3. Promote the event in your Pub us-ing 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 mu-sic for your Pub

6. Ensure you will have sufficient personnel available to cater for in-creased 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

In the run up to Arthur’s Day1. 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

On Arthur’s Day1. Encourage patrons to arrive at

your venue in advance of the 17:59 toast by scheduling:a. Guinness Promotionsb. Live Musicc. Trivia Quiz, see p11+14 for

Guinness Trivia2. Encourage your bar staff to sell

Guinness for the Toast3. 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 Guin-ness responsibly throughout the event:a. Ensure water is readily availableb. Organize food specials, see p10

for ideas on how to upsellc. For more information please vis-

it www.DRINKIQ.com u


I R E L A N D

HELLO FROM

Live Entertainment in licensed premises

creates a positive atmosphere, enhanc-

es customers moods which influences

spending behavior, thus increasing reve-

nue. Statistics show that pubs which fea-

ture 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 mu-

sic 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

can make your business a successful

one that stands out from your competi-

tors 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 want-

ing 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 at-

mosphere that draws in more custom-

ers. I also founded and run the online

business, www.BandBidder.com, to help

publicans source affordable live enter-

tainment.

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 prem-

ises 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. Concen-

trate on getting this right, whether

it is originals or covers, local enter-

tainers, or afternoon jazz. Music of-

fers 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-

doing it right to Increase revenue in your Pub

IR ISH PUBS GLOBAL SPEAKS TO CHRIS KELLY, L IVE ENTERTAINER AND FOUNDER OF BANDBIDDER.COM, ON HIS ExPERIENCES WITHIN THE IR ISH PUB INDUSTRY

LIveentertAInment

CHRIS KELLYl IVE ENTERTAINER &

FOUNDER OF BANDBIDDER.COM


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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 mem-

bers 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 Glob-

al Members so don’t forget to use the

registration code IPGMUSIC when reg-

istering.

Check out the video on our home page

to see how you can be using BandBid-

der.com to have musicians coming to

you for gigs.

BandBidder.com

+353 (0)1 4434437

[email protected]

tion when choosing your live enter-

tainment and, also, when choos-

ing 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 af-

ford to, you should get your own and

have it fitted around your pub. Hav-

ing 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 back-

ground piped music is that live en-

tertainment provides a personality to

the audience that, if chosen correctly

by your pub, will enhance the expe-

rience 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 de-

creased 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 enter-

tainment and you have booked your

preferred entertainer, it is time to ad-

vertise 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 enter-

tainers, promote them and have them

promote your venue. Most bands and

entertainers have built their own fol-

lowing 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 advertis-

ing and book some live entertainment for

the day in your pub. If you are on a bud-

get, 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!


I R E L A N D

HELLO FROM

The fund was launched in 2009, celebrating the 250th an-niversary of the lease to St. James Gate Brewery being signed. Through the Arthur Guinness Fund, Guinness & Co is committed to identifying and supporting social entre-preneurs 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 Ire-land 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 solu-tions designed to engender lasting, positive change.

TEN IR ISH SOCIAL ENTREPRENEURS AWARDED €650,000 IN FUNDING FROM ARTHUR GUINNESS FUND TO HELP DRIVE SOCIAL CHANGE IN IR ISH COMMUNIT IES

Ten Irish social entrepreneurs are set to help the unem- ployed, save lives, improve skills and create a more dy- namic, innovative Ireland with the help of a €650,000 in-vestment 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 origi-

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 studIesUnited StatesThe 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 entrepre-neurs of legal drinking age and above.

YBA is a branch of The Prince’s Trust Youth Business Inter-national. This project plans to commit support to at least 150 young entrepreneurs in the YBA programme over ap-proximately 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.

suPPortInG PeoPLe wIth A busIness heAd And A soCIAL heArt TANYA CLARKE

WESTERN EUROPE BEERS MARKET ING DIRECTOR WITH 2011 AWARDEES, IRElAND


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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 estab-lished 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.

GlobalWorking 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 Guin-ness 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 com-plex in Southeast Asia. By restoring the credibility of indig-enous ways of life, he has enabled forest inhabitants not only to remain in the forest, but also to collaborate in con-servation efforts alongside government officials as equals.

For further information please visit www.guinness.com or www.facebook.com/GuinnessIreland u

Great BritainIn 2010, The Arthur Guinness Fund, in association with UnLtd (the Foundation for Social Entrepreneurs), identi-fied 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 fund-ing, 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 AfricaRelief International (RI), an international NGO with over 30 years’ experience in marketing socially-beneficial consum-er products in urban and rural areas of Africa, is currently implementing a Household Water Filters (CrystalPur™ wa-ter 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 educa-tional materials.

IndonesiaThe 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-

TANYA CLARKE WESTERN EUROPE BEERS MARKET ING DIRECTOR WITH 2011 AWARDEES, IRElAND


I R E L A N D

HELLO FROM

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.

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.”

Murray took some time out of his ex-citing schedule to sit down to an in-terview 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 brew-ing. 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 Mas-ter 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 Guin-ness by just being present and active-ly involved here for 28 years.

ferGAL murrAymAster brewer,GuInness

FERGAL MURRAY25 YEARS MASTERING THE CRAFTSMANSHIP OF GUINNESS

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,


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“rAIse your GLAss Proud

And tAke A heALthy fIrst

sIP; ALwAys wIth your eyes

to the horIzon”

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 sin-gle day. It’s an amazing reaction that so many people around the world en-joying 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 technol-ogy, and combined with those same ingredients has come to make Guin-ness 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 ma-terials 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 pil-lars: 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 al-coholic content situations. All 4 are my favourite, for different occasions,

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 bar-tender in a great iconic pub in Dub-lin 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 innova-tion pipeline. It has been test market-ed 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 com-ing 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 Presi-dent Obama had a pint of the black stuff. How did that go?FM: From a purely technical, function-al 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 con-suming 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 usu-ally the guy who pours the pint for the host at 17:59 so my pivotal mo-ment 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 informa-tion about Guinness available on the internet, but can you tell us some-thing which isn’t widely known?FM: What I’d like to publicans in par-ticular 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 pub-licans: You’re ambassadors for our brand and ambassadors for Ireland. Always make sure that your bartend-ers go through the 6 steps to pouring the perfect pint. The first visual im-pact 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

malham_hlfpg_4c_adwbleed.indd 1 7/26/11 7:06 PM

of a pub is tucked away on Devon St. and

well worth a visit!

Hennessey’s Bar, Rotorua.

Ireland land in Rotorua to take on Rus-

sia during the pool stages of the tourna-

ment. We suggest a visit to Hennessey’s,

opened by Reg Hennessy in 2002, this

bar has won many awards for it’s qual-

ity Guinness and food. For those seek-

ing a centrally located accommodation,

Hennessy’s has its very own backpackers

above the pub.

The Bog, Dunedin.

The last game in the pool stages sees Ire-

land 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?

u

I R E L A N D

HELLO FROM

YOUR NEW ZEALAND IR ISH PUB GUIDE FOR THE RUGBY WORLD 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 at-

mosphere:

Danny Doolan’sViaduct Basin, Auckland

This pub is an institution for rugby

and sailing fans alike. Neatly locat-

ed 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!

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 ven-

ue has been providing lively entertain-

ment 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.

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 th

e t

wo

PA

rt

to

ur

Ól Irish, the �rst name in Design and Build for Irish Pubs and Restaurants throughout the worldRecognised leaders at creating unique venues on both time and budget.Designed with passion and built with cra�,our interiors are synonymous with the comfortand 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 oldworld charm sits with the modern world.Ól Irish can increase revenue and positively a�ect footfall.To �nd out more please contact Eamonn or John

www.olirishdb.com

Tel+353 1 8829 739Skype+ 1302 482 4949

email: [email protected]

check out our websitefor videos and information

C

M

Y

CM

MY

CY

CMY

K

advertLayout_003.pdf 1 20/07/2011 15:20

malham_hlfpg_4c_adwbleed.indd 1 7/26/11 7:06 PM


I R E L A N D

HE

LLO FROM

Ól Irish, the �rst name in Design and Build for Irish Pubs and Restaurants throughout the worldRecognised leaders at creating unique venues on both time and budget.Designed with passion and built with cra�,our interiors are synonymous with the comfortand 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 oldworld charm sits with the modern world.Ól Irish can increase revenue and positively a�ect footfall.To �nd out more please contact Eamonn or John

www.olirishdb.com

Tel+353 1 8829 739Skype+ 1302 482 4949

email: [email protected]

check out our websitefor videos and information

C

M

Y

CM

MY

CY

CMY

K

advertLayout_003.pdf 1 20/07/2011 15:20

What makes a great Irish Pub?

The ‘craic’ of course but its got to have

Talk to us about your recruitment needs now!

Recruiting the RIGHT STAFF for youOur recruitment service covers extensive screening, in-depth interview processes and reference checking in line with the most stringent of recruitment standards.

Bespoke Recruitment Solutions WorldwideWe provide bespoke recruit-ment solutions tailored to your needs, anywhere in the world. Pulling from a pool of highly skilled candidates in Ireland who are ready to work for you NOW!

Skilled CandidatesWe have a large database of skilled candidates to cover positions across a broad range of licensed premises. We have links with Hospitality Industry Colleges across Ireland with access to experienced graduates and skilled interns. Our immigration attorney can assist Irish candidates through the process of getting the right Visas to work overseas.

Tel: Cillian on +353 86 210 4584 (Europe) | Eoin on 646 600 1672 (USA)

Email: [email protected] www.ipglobalrecruit.com

THE RIGHT STAFF!

ATTENTION

PUB OWNERS & M

ANAGERS

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