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Johnnie Walker Princes Street_Glenkichie

Home is where the brand is (or is it?)

Many of today’s brand homes are a far cry from the factory tours of old. But can you offer an authentic experience if you’re not located on the site of production?

Walk along busy Princes Street in Edinburgh and you’ll encounter a mix of high street shops and tourist traps. Now, as times change and retailers struggle to keep up with online competition, there’s a new neighbour on the block.

Housed inside the former House of Fraser department store building, Johnnie Walker Princes Street is the latest big-budget brand home from Diageo. With the Guinness Storehouse in Dublin, the global drinks company already operates what is consistently Ireland’s busiest tourist attraction.

Johnnie Walker Princes Street Edinburgh Brand experiences
Johnnie Walker Princes Street

Designed by BRC Imagination Arts, the 71,500 square feet (6,645 sq m) offering in Edinburgh opened in September. It is part of a wider £185 million ($232m) investment from Diageo in its whisky experiences across Scotland. But is this a home at all given that no liquid is actually distilled on-site?

“Johnnie Walker Princes Street is an eight-storey homage to the world’s best-selling Scotch whisky,” says Alan McGarrie, head of marketing for Diageo’s brand homes in Scotland. “It isn’t a whisky distillery tour, instead the site acts as mile marker zero for all of Diageo’s Scottish distilleries.

“Whilst we might not distil at Johnnie Walker Princes Street, we do mature whisky here. In fact, the cellar houses Diageo’s smallest maturation site, perfectly ageing some of our best whisky.”

Sweet success doesn’t come easily

Stephanie Schaub, Chocoversum
Stephi Schaub

The German chocolatier Hachez founded what is now known as the Chocoversum in Hamburg in 2011. This followed a well-attended exhibition in its home town of Bremen a few years earlier. Alas, the company did not initially enjoy the same sweet success in Hamburg with this brand experience, in spite of the city’s greater tourist status.

Together with her business partners Frank Mueller-Wagner and Wolf Kropp-Buettner, Stephi Schaub took over the attraction in 2012. She now serves as its CEO. Consultant turned operator, Schaub previously worked with BMW, Audi, Fritz Kola and snack nut company Seeberger, helping them turn brands into visitor attractions.

For Schaub, Hachez’s error was not leaving Bremen for Hamburg, but mistaking potential guests for diehard fans of the brand.

“Their storyline was too much about Hachez. The guest of the Chocoversum is a tourist.  They come to Hamburg because they want to see a musical like The Lion King. They will also search for other attractions while they are here. But they do not want to pay €20 just to hear a brand story.”

Chocoversum Brand experiences
Chocoversum. Image credit Sebastian Fuchs

Since running the 675 square metre attraction, Schaub and her colleagues have grown annual attendance to around 200,000.  Crucially, COVID times aside, the guided, interactive tour (lasting around 90 minutes) is now profitable. A second site is under consideration in Berlin and, potentially, other outlets may follow outside Germany.

Location, location, location?

Yael Coifman
Yael Coifman

When it comes to brand experiences, “Theoretically, there is a higher level of authenticity at the actual location where things are being made,” says Yael Coifman, senior partner at Leisure Development Partners (LDP).

“However, by definition factories tend to be in the middle of nowhere. Clearly land is more expensive, but in city-centre locations with both a strong resident and tourist market, you are more likely to reach people that were not prior fans of the brand.”

Among other brands, Yael has worked with Ben & Jerry’s, Boeing, General Motors and Ocean Spray. LDP recently provided feasibility studies for the upcoming World of Volvo in Sweden. 

The showpiece project, the visitor experience which was master-planned and concept designed by JRA – part of RWS Entertainment Group, will open in 2024 adjacent to Liseberg in Gothenburg.

World of Volvo will replace two distinct brand showcases in the port city, which is home to the headquarters of the now Chinese-owned car manufacturer. One, featuring media-based and interactive exhibits, was designed for customers who came to the factory to collect their cars. The other is a more traditional museum located elsewhere in Gothenburg. Or “A bunch of cars with plaques in front of them,” as Coifman describes it.

World of Volvo, Gothenburg Brand experiences
World of Volvo

“With the World of Volvo, they wanted to make it more accessible to the typical tourist. So when they think about their next car, maybe they’ll think, ‘I’ll get a Volvo’.”

Brand homes: how close to the story do you need to be?

juliana delaney ceo continuum
Juliana Delaney

UK operator Continuum Attractions runs York’s Chocolate Story. Two of the family firms it celebrates, Terry’s and Craven’s, have since left town. However, the former Rowntree factory, the birthplace of brands including Kit Kat and Smarties, is still very much in business.

Continuum CEO Juliana Delaney says she was inspired to open York’s Chocolate Story after an earlier attempt by Rowntree’s to create a ‘Charlie and the Chocolate Factory’ style attraction. This was abandoned when Nestlé acquired the company in 1988. The earmarked premises by the city’s Wharf were sold for housing.

“We are not a factory tour, but we are close to where the original confectioners began. However, if I could have been on that Terry’s or Rowntree’s site, I would have preferred that. I would argue people always want a story and location that is authentic.”

York's Chocolate Story_Brand experiences
York’s Chocolate Story

At the Chocoversum, Schaub is less certain the links need to be so strong. “I have a feeling that, for the guest, it doesn’t matter if the brand land is in the place of production. It’s nice, but it’s not a must. What they need is to understand is why the attraction is here.

“In Hamburg, we talk about the harbour; a lot of cacao arrives here. That’s it, they don’t need more information. But if a tourist goes home and tells their friends they have been to a chocolate museum in Hamburg, they can explain why.”

Diageo’s world of whisky tourism

Alan McGarrie Diageo
Alan McGarrie

“Our nation’s capital is the tourism gateway to Scotland, attracting more visitors than anywhere else,” says McGarrie at Johnnie Walker Princes Street. “It’s a natural location for a global visitor attraction. Part of the reason we chose this spot is the iconic building. We saw the potential to transform this into a flagship destination at the heart of the city’s West End.”

Other than footfall, Coifman says there’s another reason brands are opting not to create brand experiences at their company headquarters. “Part of it is because of health and safety. It’s becoming tougher and tougher to give factory tours. So if you can no longer give a genuine experience at your place of production, what’s the alternative? You may as well go where the market is.”

It’s worth noting that all the liquids sold under the Johnnie Walker label are in fact whisky blends. These are created using single malts from the likes of Glenkinchi, Cardhu, Caol Ila and Clynelish. Each of these distilleries has its own brand home, all of which have or soon will undergo redevelopment as part of Diageo’s investment in ‘whisky tourism’. In addition, the company has reopened the former ‘ghost distilleries’ Brora and Port Ellen.

Outside of Edinburgh, the brand experiences focus more on the distillation process. What sets Johnnie Walker Princes Street apart, in spite of its size, is that it places the emphasis on personalisation.

A brand experience for all tastes

With the use of digital technology and a sophisticated drinks dispensing system, each visitor’s journey at Johnnie Walker Princes Street is tailored to their taste profile. There are over 800 flavour combinations available. So, any one person could potentially visit every day for two years and not have the same experience twice.

Johnnie Walker Princes Street Brand experiences
Johnnie Walker Princes Street

From the whisky connoisseur through to those just beginning their exploration of Scotch, the flagship Edinburgh destination appeals to a wide audience. That includes those who don’t drink alcohol, a demographic Diageo was careful to accommodate at the Guinness Storehouse too.

However, those keen to take home a bottle of their new favourite dram will find plenty to tickle their taste buds on an ‘experiential’ retail floor of Johnnie Walker Princes Street. The venue also features an event space and a roof terrace. Plus, two rooftop bars offer views over to Edinburgh Castle and the Old Town.

Brand support for third-party operators

York's Chocolate Story_mould
York’s Chocolate Story

As well as learning the stories of Terry’s, Craven’s and Nestlé/Rowntree, visitors to York’s Chocolate Stories can make their own chocolate.

“We are now selling a lot more of our own chocolate than Kit Kats,” says Delaney.

Nevertheless, the Continuum CEO values the backing of the brands featured. She is looking forward to launching a ‘Summer of Smarties’ this year with Nestlé to mark the 85th anniversary of the sugar-coated chocolate beans. 

“Having the brand support is important to us and gives us access to authentic artefacts,” says Delaney.

Schaub says she doesn’t rule out working with different partners in different cities as she and her colleagues look for new sites. However, chocolate will always be the star of the Chocoversum rather than any one brand. Nevertheless, Hachez now sells more products in Hamburg than in any other city.

So should brands operate these types of attractions and experiences themselves or reduce the risk and partner with third parties like the Chocoversum or York’s Chocolate Story?

“The key question for brand owners to ask themselves,” says Coifman, “is what is their goal is with the brand centre. Is it meant to showcase their brand, or is meant to be commercially viable? The ones that work well cover their costs operationally, but the capital costs are usually a write-off.”

Brand experiences: do marketers make good attraction operators?

Schaub says she has seen too many examples of brand experiences run without sufficient expertise. Sometimes they were guided too heavily by the marketing department.

“It’s like someone who opens up a restaurant because they can cook nice food at home. No, I’m sorry, you’re in a different sector. My advice to brands would be: ‘Welcome to the tourism and attractions industry, please hire someone who knows what they are doing!’”

“The marketing department typically looks at in relation to advertising hits,” says Coifman. “But many brand centres never get the number of people to justify the level of investment. If each visitor is one advertising hit, you might as well put a billboard on the highway and you’ll do better.”

Gravity Bar Guinness Storehouse Brand experiences
Guinness Storehouse

After two decades of operating the Guinness Storehouse – and attracting around 1.7 million annual guests pre-pandemic – Diageo has clearly become very good at running visitor attractions. Its outlets in both Ireland and Scotland are run on fully commercial terms.

“I make no apology in saying it is vital that brand homes are profitable,” Guinness Storehouse managing director Paul Carty (now chairman of Irish tourism authority Fáilte Ireland) told blooloop in 2018. “If such an experience is a cost to marketing this will become an issue over time. If they are not profitable then pressure may come to reduce costs. This inevitably leads to a reduction in standards of service.”

Guinness goes to London

Fans of the famous stout will be able to enjoy a new attraction dedicated to it when Guinness at Old Brewer’s Yard opens in the autumn of 2023. Diageo is investing £73 million ($91m) in the 50,000 sq ft (4,645 sq m) microbrewery and culture hub in Covent Garden.

Dublin will forever be known as the birthplace of Guinness. Yet there are some logical reasons as to why the drink is getting a new brand home in the British capital. One in every 10 pints of beer sold in London is now a Guinness. Furthermore, the Old Brewer’s Yard site first brewed alcohol back in 1722.

Guinness Old Brewer's Yard Brand experiences
Guinness Old Brewer’s Yard

From next year, visitors can experience a tour by Guinness specialists. During this, they will learn about the brand’s history and ambitions for the future. They can also sample limited edition beers brewed on-site. In addition, the facility will feature a Guinness store, 360° glass rooftop space, open fire kitchen and restaurant. 

Explaining Diageo’s investment in whisky tourism, McGarrie says, “The inspiration came from our understanding of how consumers have been evolving. People want to drink better and they expect more from the brands they choose. They want to be able to visit the places they are made and meet the people who make them.

“We want to build lasting relationships and hope our visitors continue to connect with Johnnie Walker and our other whiskies long after they’ve visited us in Scotland.”

Authentically inauthentic

For some brands, the location’s footfall simply matters more than its authenticity. With its 35,00 square feet (3,250 sq m) premises overlooking Leicester Square – prime tourist retail estate – M&M’s World London makes no pretences to be either a factory tour or historical exhibit. Besides, the sugar-coated confectionery originated in the United States.

Whilst there are also M&M’s stores in New York, Las Vegas, Orlando, Minnesota, Berlin and Shanghai, the London brand experience enjoys the reputation of being the world’s largest candy store. Over four floors, tourists can pose for multiple photo opportunities with M&M characters. They can also experience a giant chocolate wall and browse colourful merchandise.

“Guests can also print their faces on M&M’S Milk Chocolate Candies,” says the M&M’s World website.

The use of the word ‘guest’ rather than customer is surely proof of the store’s status as a visitor attraction as much as a retail outlet. Launched in 2011, it has arguably been the catalyst for the many American candy stores that now populate busy shopping streets in London and UK other cities, including Princes Street in Edinburgh.

Located directly opposite M&M’s World in Leicester Square, the world’s largest Lego store is equally rich with primary colours. The 914-square-metre (sq ft) space features Lego models including a life-size London ‘tube’ carriage and a 6.5m-tall replica of Big Ben. There is also a popular Mosaic Maker.

When is a factory not a factory?

Of course with LEGOLAND, the LEGO Group crossed the line from brand land to theme park many years ago. Whilst the original LEGOLAND Billund and newer LEGO House may be based in the sleepy Danish town the toy calls home, other LEGOLAND resorts and LEGOLAND Discovery Centres (LDC) around the world are located closer to large centres of population.

Lego-House-from-above Brand experiences
Lego House

Most LDCs feature an experience called the LEGO Factory Tour. Guests at LEGOLAND New York can even hop on board the LEGO Factory Adventure Ride. Surely, few visitors at any of these locations believe that LEGO actually makes the plastic bricks on-site. But it almost doesn’t matter.

Yet for most brands, and those without theme parks, some link the original story or means of production is important – however authentic that connection may be.

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Owen Ralph

Owen Ralph

Feature writer Owen Ralph has covered theme parks and attractions for over 20 years for publications including blooloop, Park World, World’s Fair, Interpark, Kirmes Revue and Park International. He has also served on boards/committees with IAAPA and the TEA. He grew up just 30 minutes from Blackpool (no coincidence?)

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