The Conyngham family motto of 'Over Fork Over', which Alex Conyngham believes to represent evolution and breaking new ground, has never held truer.
The identity of Slane Castle is a tapestry that is being woven from more and more threads.
The natural amphitheatre, where up to 80,000 people have gathered for more than four decades to watch the giants of rock and pop perform, has been etched into the minds of many a generation.
However, the Slane estate, which is situated on the banks of the River Boyne in Co Meath, is multi-faceted and, as RTÉ News finds out, there is much more to be explored and discovered.
An air of magic and mystique hangs over the place, something which is embodied by Alex, the now 9th Marquess Conyngham, who greets us at the great doors to his ancestral home.
Under the old British peerage system, Mr Conyngham assumed this title upon the death of his father, Lord Henry Mount Charles, just four months ago in June.
However, there are no airs or graces here and to most, he is simply known as Alex.
Watch full interview with Alex Conyngham on Slane's future
He is in a jovial mood when we arrived and was keen to show us around the castle, where he has long since resided with his wife, Carina and their three young children, Laragh, Rory and Caspar.
If there are strains that come with the running of a 1,500-acre estate and an over 300-year-old castle, he does not show them, and the responsibility suits him.
The castle itself is busy. The entrance hall is being turned into the runway for an event as part of Ireland Fashion Week and there is a band warming up in the corner.
All of this is going on at the same time that it has just been announced that American country singer Luke Combs is set to headline Slane next July.
As we chat downstairs in Browne’s Bar, named after the castle’s legendary housekeeper and surrounded by memorabilia from 40 years of Slane concerts, Alex, who turned 50 this year, is quick to tell me that his late father had a part to play in what will be the picturesque venue’s first gig in three years.
"Dad was even involved in the preparations for this one. We’re just delighted to be back. You know, we miss it when we don’t have a gig. Yes, it’s important for the venue and it helps sustain it. But we also just missed the buzz.
"He had involvement in the decision, ultimately. This has his fingerprints on it, as well as mine and the family’s.
"So, we discussed Luke Combs, and again, we have never done country. I love my old school country.
"Kris Kristofferson, you know, all of those great artists, and there is just a love of the narrative and the storytelling that goes with that genre. And you know, dad was a fan as well, and so I think, he would be delighted to see this happening," he says.
Following a four-year gig hiatus, Slane went pop in 2023 when Harry Styles brought his world tour to the banks of the Boyne.
Some Slane rock ‘n’ roll purists were put out by that decision and no doubt, some are unhappy with the family’s decision to go country now too.
However, Mr Conyngham said it is important that music lovers of all genres get to experience a day out at Slane.
"I want, and the family wants, a reason for every music fan to have to be able to come to Slane. And we have never done country. Ireland loves its country music. It’s a huge genre within music, and Luke Combs is one of the biggest stars in the category.
"So, for us, it makes sense. You know, we went through this with, I guess, Harry in 2023 and now Luke is taking it for country. And I think it’s brilliant," he says.
You could argue that some fans of the likes of Oasis or U2 - who were both previously hotly tipped to be next year’s headliner - may now prefer the ease of access to venues such as Croke Park or The Aviva, having already made the right-of-passage pilgrimage to Slane in their day.
Coupled with the explosion in popularity here for relatively younger country music singers - think Zach Bryan at Phoenix Park this summer - has the Conyngham family made the conscious decision to move in a new direction and target younger concert-goers?
Mr Conyngham insists that the answer is no and changing things up has nothing to do with "edging out" certain audiences or demographics.
"Well, you have got to bear in mind that we had The Rolling Stones in 2007 so no, we are not edging irreversibly towards younger audiences. That’s not our intention. It’s just country is massive.
"Luke Combs, deservedly, is one of the great stars of that field, and so we feel this year, it is country’s turn. But that doesn't mean that we are moving in any particular direction. I just want to make the venue accessible for all," he says.
He goes on to stress the importance of having an Irish artist featured on the bill for next July’s concert.
"Irish music always, always has been [so important]. Like dad was always very clear on that, we need to support Irish music, so we are delighted to have The Script. You know, they are a serious talent as well.
"And it’s nice to see they are not the opening act. They are actually higher up on the bill. So, that is going to create a great day for Irish fans as well," he adds.
Concerts aside, in the past year alone, Mr Conyngham has opened up his family home for faithfuls, food and fashion amongst several other things.
His younger brother, Wolfe, a chef and food consultant in London, recently returned home to design and serve up a "seasonal estate feast" to coincide with the launch of the art exhibition at the castle.
Mr Conyngham says it is important for the castle to diversify and explore new avenues going forward.
"We are known for the music, but I want to push other cultural art forms. We have got Ireland Fashion Week here today, which is another art form. We have recently had CAIM, the contemporary art exhibition, and, of course, we have done the filming with The Traitors Ireland.
"So, there is a great buzz about the place, both locally and for the family and our team who work here. I see it as a blank canvas that where we can allow different things to happen and continue to share the place, because if we don’t share it, it is not going to thrive and survive," he adds.
He believes The Traitors Ireland, produced by Kite Entertainment and filmed on location at Slane Castle, was a "knockout success" and he hopes to see it back for a second season.
"I think the one that took everyone very pleasantly by surprise was The Traitors. What I loved about it was how they presented the castle in a different light, again, and the suspense and the drama and real characters.
"I mean, the great thing about The Traitors is that it was genuine family entertainment.
"There haven’t been many shows in a while where you actually sit down as a family, have the craic watching it, and then there is all the banter during and then after, everyone has got opinions.
"When you get proper family engagement like that, that is a rare thing these days. And I think, Kite Entertainment and our team knocked it out of the park.
"Hopefully, that is going to come stomping back as well, and that is another chapter for us. So, that is a big evolution that will hopefully be coming back next year," he adds.
This is not the first time that the Conyngham family has expanded their offering.
In 2017, they launched Slane Irish Whiskey and opened a distillery and visitor centre at on the castle grounds, following a €50m investment from Brown-Forman, the makers of Jack Daniels.
"We are in this very exciting transition where our own distilled liquid at Slane is going to start coming out as its kind of standalone product," Mr Conyngham says.
"We are not quite there yet. The whiskey market has been a bit tough due to lots of different things. Consumption trends are changing, but I think the long-term prospects for Slane Whiskey are very strong, particularly when you consider our higher-end products.
"Like, where we have grown our own barley, where we have distilled it ourselves. Those are going to do very well in the long-term.
"And Irish whiskey, if you look globally, Asia, India, South America, Africa, there are huge opportunities, which we haven’t even touched on as a brand yet so there is lots of good stuff to come," he says.
Of course, running such a big estate is expensive and in recent years, the castle has become more of an event-driven business.
Access to the castle grounds as well as the tours, bars and restaurants therein are now only available if a group makes a booking in advance.
Mr Conyngham says that the Covid-19 pandemic proved a big challenge for the castle and this prompted change.
"Anyone in hospitality got hit, and it is a case of adapting as you come out of it. The other thing is, we are living here. It is our home as well. But we do like to open the gates. But now we are kind of event-driven so we can tailor to the audience that is coming.
"Sitting with the gates open and waiting for people to walk in whilst that is welcoming, it is very difficult to run. So now, if we know who is coming, and we can build an exciting event around it, it just makes it more manageable, and ultimately, it is a better experience for the people who are coming here," he says.
With the dust just beginning to settle on Thursday’s concert announcement, the rumour mill is rife.
Speculation is building that a second date for another gig next summer has already been locked in. However, Mr Conyngham is not giving much away.
"We have done two shows in a year before, that has happened. We did Bon Jovi and Eminem in the same year [2013], two very different disciplines.
"So, you know, never say never… as long as it works for the local community, which is really important so we will work closely with them. But if the possibility arises and everyone is okay with it, then yeah, sure," he said.
Pressed on whether or not another global superstar or group will be taking to the stage on the banks of the Boyne next summer, or indeed if Luke Combs will stay over at the castle and play a second night, Mr Conyngham just laughs and replies: "That would be telling."
