REPURPOSING ATTRACTIONS
The building’s interior has had a few walls knocked down to allow for a newly designed route
THE NATIONAL BREWERY CENTRE
T
OLD ATTRACTION THE COORS VISITOR CENTRE & MUSEUM, CLOSED 30 JUNE 2008 NEW ATTRACTION THE NATIONAL BREWERY CENTRE, OPENING 1 MAY, 2010
wenty-two months after closing, The Coors Visitor Centre and Museum in Burton-on-Trent will reopen this May
under a new name and new management. Opened by brewing company Bass in
1977, this attraction, originally known as the Bass Museum, celebrated the national and local brewing industry. In 2002, Bass was acquired by Coors – now Molson Coors – the second largest brewing company in the UK, which took over the museum. Attractions included shire horses, vin-
tage vehicles, brewing-related artefacts and a steam engine, as well as retail, F&B, conferencing and banqueting. By 2008, however, visitor numbers had
fallen and the site was running at what the CEO of new operator Planning Solutions,
John Lowther, describes as “a hefty operat- ing loss”. Despite local opposition, Molson Coors decided to close and mothball the facility until a solution could be found. “Ultimately, Molson Coors is an expert
in brewing beers and it’s probably fair to say it didn’t have the necessary experience to run a modern visitor attraction profi tably,” explains Lowther. “In contrast, we’re experts in planning and operating attractions, and already have a local presence at Conkers in the National Forest. We’re well-placed to overhaul the Coors Visitor Centre, make it relevant for modern audiences and, most importantly, profi table.” Clearly in agreement, Molson Coors has leased the site and exhibits to Planning
“Molson Coors is an expert in brewing beers; we’re experts in operating attractions”
Solutions for 25 years, and each partner
is committing £200,000 (US$302,500, 221,800) to the overhaul of the attraction, as well as £100,000 ($151,200, 111,000) per annum towards its upkeep. Part of the strategy is to broaden the appeal of the attraction to engage with people of all ages – particularly children.
“We’re replacing plastic dummies with live performers in period costume who will interact with visitors,” says Lowther. “We’re also introducing animatronics, holographics and multi-media technology to bring the story to life. “We’ve redesigned the route, which has
The Bass No 9 engine has been at the museum since 1977
62
involved knocking down a few walls, and will be adding a tour of the on-site micro- brewery and a beer-tasting master class. Our bar and restaurant will offer a high- quality gastro-pub menu, with a specially developed ‘Beer Bites’ menu, matching a range of small dishes with different ales. “We’re working hard to make sure fami- lies are better catered for but, equally, that everyone will fi nd something to enjoy.”
Read Attractions Management online
attractionsmanagement.com/digital
AM 2 2010 ©cybertrek 2010
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86