When Lisa Fitzsimons, Marketing Manager for Guinness in Western Europe, thinks back to previous Arthur’s Days, it is what she calls the “magic dust” of September 26 that colours her memories most. Regardless of the big names that arrive on Irish soil to soundtrack the celebrations – and there have been some huge ones over the past half decade – it is the spontaneous moments of joy that stick with her.

“The surprise is the thing,” Fitzsimons says. “It’s not like any other event. You could decide to go to the local pub with your friends and you just don’t know who could show up and perform. It is just that magic dust. That electricity that’s in the air on the day, the excitement about what could happen, the potential. That is the thing that always stands out – and that stays with you.”
It’s not just the organisers and audience who relish the musical treasure hunt through the nation’s pubs. You only had to hear the smile in the voice of Primal Scream’s Andrew Innes last year, when the prospect of a ferocious version of ‘Swastika Eyes’ shaking the foundations of a small, crammed local was put to him: “Ohhh, that’d be proper, wouldn’t it?!”
Fitzsimons agrees that the acts love to play Arthur’s Day.
“Most bands start off playing in pubs and smaller venues and obviously as they get older and bigger they move on to larger venues,” she observes. “So it’s a real buzz for them as well. To go back to where they came from, go back to their roots, and perform these really small, intimate gigs. It means it’s equally as special for the acts as it is for the audience members. For sure.”
The likes of Bobby Womack and Manic Street Preachers are on the bill this year, but a new emphasis has been placed on homegrown talent.
“We always have a great amount of Irish talent on the line-up,” says Fitzsimons, “But we decided this year we wanted Arthur’s Day to be a real celebration of Irish creativity and talent. Our priority has been to make sure that at least 50% of our line-up is all Irish acts. So we’ve got a mix of really well-established acts like The Script, brilliant acts that are really successful in Ireland and are currently breaking through elsewhere like Kodaline, and then those strong up-and-coming acts like Bouts and Girl Band.
“We’re also purposely programming all of our Irish acts to perform alongside international acts. Basically using and managing our international acts, so that they’re putting a spotlight on our Irish talent.”
Aside from the performers Guinness book themselves, 500 pubs across the country play host to Irish talent on September 26, with Fitzsimons estimating that over 1,000 musicians are working on Arthur’s Day – “which should make it quite a good night for Irish musicians!”
There is a massive international dimension to proceedings, with 55 countries worldwide raising a glass to Arthur at 17:59.
“It’s across Europe, in the Caribbean, in Asia,” she explains. “And it’s also becoming a bit of a draw from a tourism point of view. We have a band from Indonesia coming over. They won a Play On The Day competition in Indonesia and the prize was the chance to play in Dublin. So, it’s a true international event.”
Back in Ireland, the 2013 event is intrinsically linked with the Arthur Guinness Projects, the funding initiative that aims to give Irish artists a helping hand and get them creating.
“The most tangible link between the two is that we have The Script performing on September 26,” Fitzsimons notes. “They were also the head panelists in the music category of the Arthur Guinness Projects. Plus, the Storehouse itself is transformed into a massive creative hub on the day, with installations, jazz performances, Kodaline performing at lunchtime. So I think there’s going to be great vibrancy to the place. And a whole lot more culture and creativity than in previous years.”
That will extend far beyond St. James’s Gate, as a new development sees pubs around the country turning into creative hubs. Fitzsimons wanted to marry local projects to local pubs in their areas – and to bring those projects to life.
“For example, in Hogan’s there is a SurfingFitYoga workshop taking place at lunchtime. There’s a drama recital in a pub in Belfast. In Sligo there’s a pop-up store. There’s circus performers in Galway, Japanese drummers in Cork, food trails in Donegal. It’s a real national spread and I think that adds a whole lot of colour and depth. For me, success would be Irish people coming out on the day, celebrating Irish talent and creativity. Having a good night with their friends – but enjoying it in a responsible way. And leaving with some great memories.”