Baileys Irish Cream has announced plans to develop a £11 million entertainment, conference and leisure facility at Leopardstown Race Club in Dublin. The centre will open in March 1999 and will feature a 1,200 seat race pavilion and conference centre as well as a retail gift store which will be operated by the Blarney Woollen Mills to promote Irish goods. The centre will contain themed bars, restaurants and shops and will be known as the Bailey's Experience.

Announcing the proposed centre yesterday, Baileys new chief executive, Mr Frank Fenn, said the centre would provide a focus for tourism and would also act as a food and drink venue. "It will be a major visitor attraction. It will be a brand identity centre for Ireland and for Baileys."

Visitors will be served a glass of the Irish cream and can wander through the building and experience the various aspects of Irish life. Baileys sells 50 million bottles every year and is the world's number one liqueur.