An interview with John Ferry, Operations Manager at the Guinness Storehouse
After leading the team that recently completed a £4 million renovation project at Dublin’s Guinness Storehouse, the attraction’s Operations Manager, John Ferry, talks to us about the project and what the attraction can offer group visitors.
You have been involved with the project since its inception. What were its aims?
Our aim was to improve the quality of what was already a great visitor attraction. This involved creating new entrances and exits that would really make an impact on visitors, giving people a route through the buildings that followed clearly defined areas, so people know precisely where they are and what they are learning about without having to ask, and, moreover, create a larger space to accommodate our growing number of visitors.
This year, we expect to welcome over one million people to the Storehouse, which will be the most we have ever entertained and this project goes a long way towards giving them the best quality visit we can offer.
What changes has this project actually seen at the Guinness Storehouse?
There have been a range of changes that will give new and returning visitors a fresh take on the culture of Guinness. We have created new interactive exhibits where people can do things such as start the brewing process, changed the route visitors follow around the building and added a new wing where you can see the brewing process in action. There are also new features such as the glass walls filled with flowing Guinness that surround the exit.
So, when and why was the Storehouse created?
The Storehouse was built in 1904 and was where the fermentation process took place. This incredible building was constructed in the style of the Chicago school of architecture, with massive steel beams providing the support for the structure of the building. The Storehouse continued in this role until 1988, when the fermentation process was moved to another building. In 2000, the Grade II listed building was converted into what was to become one of Ireland’s most popular visitor attractions.
What do you think it is about Guinness that appeals to so many people across the world?
The close link between Guinness and all that is fun about Ireland is certainly part of the reason, I think. It is also partly due to the high quality of the drink as well as the distinctive ritual involved in pulling the perfect pint. You also mustn’t forget the world-class advertising that caught the world’s imagination; it often seems that wherever you go people have their favourite Guinness ad.
Is there any particular part of this heritage that appeals to you especially?
To be honest, I’m fascinated by it all, especially the company’s longevity – we are in fact older than the United States and will be celebrating our 250th anniversary next year. Perhaps one of the most amazing thing is that Guinness is living history – the traditions and values of the past have been carried forward for two and a half centuries and will form the basis of the next 250 years. These traditions are not only about the quality of the product, but about helping people with projects such as housing schemes for workers and helping bring clean safe water to the Third World.
In addition to the new facilities offered by the project, what can groups visiting the Storehouse hope to do and see there?
Guinness Storehouse is a world-class visitor attraction and a visit here will bring tour groups on a surprising journey through the history of the Guinness brand. Visitors learn about the Guinness ingredients, how Guinness is brewed and how to pour the perfect pint for themselves.
Other exhibitions and facilities in Guinness Storehouse include a look back at all the great and memorable Guinness advertising through the years, the Guinness flagship retail store, the Guinness themed Brewery Bar Restaurant and the Guinness Company Archive. Of course, the most unforgettable moment for many of our visitors is savouring their complimentary pint of Guinness while overlooking 360 degree views of Dublin city in our roof-top Gravity Bar.