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NEWS
BRC evokes the spirit of Jameson with reimagined €11m brand home
POSTED 22 Mar 2017 . BY Tom Anstey
The home of Jameson has reopened to the public as a completely new visitor experience following an €11m (US$11.9m, £9.5m) investment into the Irish distillers whiskey tour.

Created by BRC Imagination Arts, the new-look ‘Jameson Distillery Bow St.’ brand home in Dublin tells the story of the historic company, which is well-known for creating Ireland’s most-successful brand of whiskey.

The redeveloped brand home utilises new technologies set in historic surroundings to create a state-of-the-art storytelling experience. Visitors have the choice of three fully-guided tours, including ‘The Bow St. Experience’ tasting tour focusing on the stories of Jameson’s rich heritage and ongoing innovations, while ‘The Whiskey Makers’ and ‘The Whiskey Shakers’ experiences provide more in-depth whiskey and cocktail masterclasses, both including the opportunity to sample whiskey straight from a cask in the distillery’s new live maturation house.

Minister of Public Expenditure and Reform, Paschal Donohoe, was on-hand for the launch earlier this month, which supports Ireland’s Whiskey Tourism Strategy – an initiative targeting three times the number of Irish whiskey tourists by 2025, aiming for a total 1.9 million visitors.

“Each year, more than 600,000 tourists pass through Irish whiskey visitor centres to experience first-hand the heritage behind this time-honoured spirit and hear the stories of established and emerging distilleries,” said Donohoe.

“The Irish Whiskey Tourism Strategy aims to treble this figure and Jameson Distillery Bow St. will undoubtedly play a central role in delivering on this vision. Smithfield and its wider Dublin environs have a rich history and vibrant cultural scene which will also continue to attract and enthrall visitors from near and far.”

Work started in September and was led by BRC, with Dublin based firm TOTP Architects and Flynn Management & Contractors also working on the development.
RELATED STORIES
Social media 'netmarks' key for experience design, says BRC's Bob Rogers


Bob Rogers, founder and chair of experience design firm BRC Imagination Arts, has said that visitor attractions must be designed as 'netmarks' – a concept that takes into account social media impact on physical design.
Rock and Roll Hall of Fame to undergo multi-million redevelopment


Cleveland’s Rock and Roll Hall of Fame and Museum is undergoing a US$4.5m (€4.2m, £3.2m) makeover, the first phase of a multi-million dollar redevelopment of the 20-year- old visitor attraction.
Constant reinvention keeping Guinness ahead of the game, says Storehouse MD


Paul Carty, managing director of the multi-award-winning Guinness Storehouse, has said the constant reinvention has been the key to creating a highly successful business model for Ireland’s most popular tourist attraction.
US$45m Chicago Blues Experience coming to city's iconic Navy Pier


A museum dedicated to the Chicago blues is coming Illinois, with plans by BRC Imagination Arts to give the genre a new home on the city’s historic Navy Pier.
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Bayeux Tapestry coming to Britain for first time in 950 years
The Bayeux Tapestry is set to be loaned to a British museum for the first time in nearly a millennium.
World's highest Ferris wheel to sit atop RM2.2bn FA Porsche building
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NEWS
BRC evokes the spirit of Jameson with reimagined €11m brand home
POSTED 22 Mar 2017 . BY Tom Anstey
The home of Jameson has reopened to the public as a completely new visitor experience following an €11m (US$11.9m, £9.5m) investment into the Irish distillers whiskey tour.

Created by BRC Imagination Arts, the new-look ‘Jameson Distillery Bow St.’ brand home in Dublin tells the story of the historic company, which is well-known for creating Ireland’s most-successful brand of whiskey.

The redeveloped brand home utilises new technologies set in historic surroundings to create a state-of-the-art storytelling experience. Visitors have the choice of three fully-guided tours, including ‘The Bow St. Experience’ tasting tour focusing on the stories of Jameson’s rich heritage and ongoing innovations, while ‘The Whiskey Makers’ and ‘The Whiskey Shakers’ experiences provide more in-depth whiskey and cocktail masterclasses, both including the opportunity to sample whiskey straight from a cask in the distillery’s new live maturation house.

Minister of Public Expenditure and Reform, Paschal Donohoe, was on-hand for the launch earlier this month, which supports Ireland’s Whiskey Tourism Strategy – an initiative targeting three times the number of Irish whiskey tourists by 2025, aiming for a total 1.9 million visitors.

“Each year, more than 600,000 tourists pass through Irish whiskey visitor centres to experience first-hand the heritage behind this time-honoured spirit and hear the stories of established and emerging distilleries,” said Donohoe.

“The Irish Whiskey Tourism Strategy aims to treble this figure and Jameson Distillery Bow St. will undoubtedly play a central role in delivering on this vision. Smithfield and its wider Dublin environs have a rich history and vibrant cultural scene which will also continue to attract and enthrall visitors from near and far.”

Work started in September and was led by BRC, with Dublin based firm TOTP Architects and Flynn Management & Contractors also working on the development.
RELATED STORIES
Social media 'netmarks' key for experience design, says BRC's Bob Rogers


Bob Rogers, founder and chair of experience design firm BRC Imagination Arts, has said that visitor attractions must be designed as 'netmarks' – a concept that takes into account social media impact on physical design.
Rock and Roll Hall of Fame to undergo multi-million redevelopment


Cleveland’s Rock and Roll Hall of Fame and Museum is undergoing a US$4.5m (€4.2m, £3.2m) makeover, the first phase of a multi-million dollar redevelopment of the 20-year- old visitor attraction.
Constant reinvention keeping Guinness ahead of the game, says Storehouse MD


Paul Carty, managing director of the multi-award-winning Guinness Storehouse, has said the constant reinvention has been the key to creating a highly successful business model for Ireland’s most popular tourist attraction.
US$45m Chicago Blues Experience coming to city's iconic Navy Pier


A museum dedicated to the Chicago blues is coming Illinois, with plans by BRC Imagination Arts to give the genre a new home on the city’s historic Navy Pier.
MORE NEWS
Norwegian brewery partners with COBE to create Stavanger waterfront attraction
Danish architects COBE and Norwegian beer maker Lervig have unveiled plans for a major waterfront visitor centre and brewery in Stavanger, Norway.
Designs revealed for new aquatics centre on an artificial quay in Copenhagen’s harbour
Stunning designs have been revealed for Copenhagen's new Water Culture Centre, which will feature outdoor and indoor pools, waterfalls, harbour baths and sports facilities.
Bayeux Tapestry coming to Britain for first time in 950 years
The Bayeux Tapestry is set to be loaned to a British museum for the first time in nearly a millennium.
World's highest Ferris wheel to sit atop RM2.2bn FA Porsche building
A Ferris wheel in Malaysia will become the world’s highest when it opens as part of the under-construction 78-storey M101 Skywheel in Kuala Lumpur.
More news>
LATEST JOBS
Casino Manager
Landers Recruitment
Salary: £30,000
Location: Manchester, United Kingdom
Director of Operations
WWT
Salary: £78,000 p.a.
Location: Slimbridge, Gloucestershire, United Kingdom
Head of Product Excellence
Legoland
Salary: Competitive
Location: Winter Haven, FL, United States
Customer Insights and Analytics Manager
Merlin Entertainments Group
Salary: Competitive
Location: New York, NY, United States
General Manager
Sea Life
Salary: Competitive
Location: Concord, NC, United States
Duty Manager
Madame Tussauds
Salary: Competitive
Location: Washington, DC, United States



 
 
ADVERTISE . CONTACT US

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Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2018

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NEWS
BRC evokes the spirit of Jameson with reimagined €11m brand home
POSTED 22 Mar 2017 . BY Tom Anstey
The home of Jameson has reopened to the public as a completely new visitor experience following an €11m (US$11.9m, £9.5m) investment into the Irish distillers whiskey tour.

Created by BRC Imagination Arts, the new-look ‘Jameson Distillery Bow St.’ brand home in Dublin tells the story of the historic company, which is well-known for creating Ireland’s most-successful brand of whiskey.

The redeveloped brand home utilises new technologies set in historic surroundings to create a state-of-the-art storytelling experience. Visitors have the choice of three fully-guided tours, including ‘The Bow St. Experience’ tasting tour focusing on the stories of Jameson’s rich heritage and ongoing innovations, while ‘The Whiskey Makers’ and ‘The Whiskey Shakers’ experiences provide more in-depth whiskey and cocktail masterclasses, both including the opportunity to sample whiskey straight from a cask in the distillery’s new live maturation house.

Minister of Public Expenditure and Reform, Paschal Donohoe, was on-hand for the launch earlier this month, which supports Ireland’s Whiskey Tourism Strategy – an initiative targeting three times the number of Irish whiskey tourists by 2025, aiming for a total 1.9 million visitors.

“Each year, more than 600,000 tourists pass through Irish whiskey visitor centres to experience first-hand the heritage behind this time-honoured spirit and hear the stories of established and emerging distilleries,” said Donohoe.

“The Irish Whiskey Tourism Strategy aims to treble this figure and Jameson Distillery Bow St. will undoubtedly play a central role in delivering on this vision. Smithfield and its wider Dublin environs have a rich history and vibrant cultural scene which will also continue to attract and enthrall visitors from near and far.”

Work started in September and was led by BRC, with Dublin based firm TOTP Architects and Flynn Management & Contractors also working on the development.
RELATED STORIES
Social media 'netmarks' key for experience design, says BRC's Bob Rogers


Bob Rogers, founder and chair of experience design firm BRC Imagination Arts, has said that visitor attractions must be designed as 'netmarks' – a concept that takes into account social media impact on physical design.
Rock and Roll Hall of Fame to undergo multi-million redevelopment


Cleveland’s Rock and Roll Hall of Fame and Museum is undergoing a US$4.5m (€4.2m, £3.2m) makeover, the first phase of a multi-million dollar redevelopment of the 20-year- old visitor attraction.
Constant reinvention keeping Guinness ahead of the game, says Storehouse MD


Paul Carty, managing director of the multi-award-winning Guinness Storehouse, has said the constant reinvention has been the key to creating a highly successful business model for Ireland’s most popular tourist attraction.
US$45m Chicago Blues Experience coming to city's iconic Navy Pier


A museum dedicated to the Chicago blues is coming Illinois, with plans by BRC Imagination Arts to give the genre a new home on the city’s historic Navy Pier.
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2018

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS