GAA Museum, Croke Park

  • Commercial strategy, Product creation

Retail Reimagined for an Icon of Irish Sport

The Challenge

Croke Park is more than a stadium—it’s the heartbeat of Irish sport and a national treasure. As the proud home of the GAA, Ireland’s largest sporting organisation, it represents the spirit of hurling, Gaelic football, and generations of community pride.

Within its grounds, the Croke Park Museum brings this legacy to life for hundreds of thousands of visitors each year. With a growing and diverse audience, there was a clear opportunity to elevate the retail experience—enhancing the space, expanding the product range, and creating a more meaningful connection between visitors and the GAA story

JK Consulting was brought in to turn that vision into reality—reimagining both the physical space and the commercial strategy behind it.

The Solution

JK Consulting led the full redevelopment of the museum’s retail experience, from vision to execution. Working closely with the management team, we oversaw the redesign and fit-out of the shop, briefing and selecting the right partners through a competitive tender process.

Our approach combined creative thinking with commercial focus:

  • A fresh new layout and design, delivered in time for autumn 2024 trading
  • Bespoke product ranges developed exclusively for the museum
  • Streamlined stock management processes to support daily operations
  • A margin-focused pricing strategy to drive profitability
  • A cohesive retail strategy aligned with the GAA’s brand and visitor expectations

The revitalised shop launched in November 2024 and was met with immediate, enthusiastic response. Today, it’s not just a shop—it’s a standout part of the museum experience and a major revenue contributor to the business.

The revitalised shop launched in November 2024 and was met with immediate, enthusiastic response. Today, it’s not just a shop—it’s a standout part of the museum experience and a major revenue contributor to the business.

Client Testimonials

Julianne McKeigue

Events, Education & Retail Manager, Croke Park

Working with JK Consulting was the single best decision we have ever made in terms of our retail. Jennifer’s knowledge of the sector, guidance through a refurb process and her project management skills were excellent. We worked with Jennifer across all aspects of our retail offering from fixtures and fittings in our new space to staff training, pricing and product ranges. Without her expertise we would have been lost. She made the entire experience enjoyable and rewarding and our retail is now outperforming what we had planned. It has become a key revenue driver for our business.

Client Testimonials

Julianne McKeigue

Events, Education & Retail Manager, Croke Park

Working with JK Consulting was the single best decision we have ever made in terms of our retail. Jennifer’s knowledge of the sector, guidance through a refurb process and her project management skills were excellent. We worked with Jennifer across all aspects of our retail offering from fixtures and fittings in our new space to staff training, pricing and product ranges. Without her expertise we would have been lost. She made the entire experience enjoyable and rewarding and our retail is now outperforming what we had planned. It has become a key revenue driver for our business.

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Kim Whyte

Founder, PAWPEAR

Jennifer is one of the most creative and instinctive thinkers I’ve ever met. Working on the Guinness X Pawpear collaboration together was a masterclass in strategic vision and insight. She has an intuitive knowledge of the retail landscape and brought ideas that elevated the project in ways I hadn’t anticipated. A rare and truly valuable partner.

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Susanne Reid

CEO, Christchurch Cathedral

“We have been growing the visitor numbers to the cathedral in recent years and knew that the shop offered an opportunity to generate an incremental spend. From our first meeting with Jennifer Kennedy we recognized that she had the professional skill-set and experience to steer us. Jennifer is hands on, enthusiastic, demanding and energizing. She has transformed our retail space, how we think about it and the profits from the shop. We value her partnership greatly and recommend her without reservation for retail and merchandising in tourist attractions”

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Paul Halpenny

Head of Commercial & Operations, Irish Heritage Trust

I and our onsite property teams have had the pleasure of working with Jennifer for the past year, and I can confidently say she has made a huge difference to the retail experience in all our sites. Her deep industry knowledge, strategic awareness, and ability to identify and introduce new products have consistently driven results. These results speak for themselves, increased revenue, improved average spend and fast selling stock items. Jennifer’s guidance is always thoughtful, her energy and passion for retail supports a great mentoring style which has empowered the teams in each property. Any team would be lucky to have her retail guidance to hand.

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