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10
G U I N N E S S A N C H O R B E R H A D
( 5 3 5 0 - X )
How Arthur’s Day 2009 Created Wealth,
Employment and Enjoyment
During the period under review, Malaysia had the
honour of being one of the five official locations
around the world to celebrate Arthur’s Day, in
conjunction with the 250th anniversary of Guinness.
Aside from the obvious benefit, which was a great
party featuring the Black Eyed Peas attended by
thousands of Malaysians and tourists; there was also
a substantial multiplier effect as a result of the many
economic activities related to the celebration.
GAB’s initial spending on Arthur’s Day of RM14.3
million created a ripple effect that led to secondary
spending and multiplier effects, which eventually
contributed an estimated RM46.5 million to the
economy. Economic impact from the initial spending
by GAB on Arthur’s Day can be derived from pre-
concert and concert activities.
A total of 14,700 retailers benefited from increased
business as a direct and indirect result of all
advertisements and promotions conducted by GAB for
Arthur’s Day. Comparing retail sales of outlets selling
Guinness between the months of July to October in
2008 and 2009, we saw that these retailers enjoyed
additional sales of RM19 million as a result of
Arthur’s Day pre-concert activities.
The Arthur’s Day concert in Malaysia attracted some
15,000 people, of whom 3,000 came from other parts
of the region; all of whom collectively contributed to
the economic impact of the event.
It is estimated that a local concert-goer spent
an average of RM130.98 (on the ticket, food and
beverage (F&B), merchandise and transportation),
translating to an estimated total of RM1.6 million,
which permeated all the way through the value chain,
for economic activities such as ticket printing, paper
manufacturing, transportation, fuel, services, food,
manpower employment, utilities and manufacturing.
Based on estimates by Tourism Malaysia, an average
tourist would spend RM2,261.34 on items such as
accommodation, shopping, tours, food, beverages
and local transport. Therefore, tourists at the Arthur’s
Day concert would each have spent an average of
Additional Retail Sales Value (RM Million)
July-Oct ‘08 July-Oct ‘09 Incremental Value
107.3
126.3
19.0
Our Commitment to Creating Economic Value
CASE STUDY
The Economics of a Celebration
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