Lough Derg Marketing Strategy Group ‘Working in collaboration’ Fiona McCormack, Mid-West Regional Authority Lough Derg Marketing Strategy Group TRAP October 2013

Tourism is big business in the West/Mid West   

Background Objectives; Lough Derg Marketing Strategy Group (LDMSG) established in 1997, to develop the Lough Derg area as a key tourist destination for water based activities combined with a range of other products. Objectives; To bring a coherent marketing focus to the Lough Derg Catchment area To parallel the proposed capital investment programme with an integrated marketing strategy To establish the Lough Derg Brand nationally and internationally   The Group is chaired by Mr Joe MacGrath, North Tipperary Co Manager and the MWRA provide the secretariat. Objectives; To bring a coherent marketing focus to the Lough Derg Catchment area To parallel the proposed capital investment programme with an integrated marketing strategy To establish the Lough Derg Brand nationally and internationally   The work of the Group consists of representatives from all relevant agencies including local authorities, Fáilte Ireland, MWRA, local development companies, Shannon Development, Waterways Ireland, Inland Fisheries and local business representatives.

Stakeholders Business & Trade reps Under Destination Development Failte Ireland have identified Lough Derg as one of the three priority hubs. In order to deliver on the objectives of the Group the LDMSG Destination Development Action Plan was prepared after consultation with the agencies, LA’s and the trade & business representatives. The aim of the Destination Development Action Plan was to positively impact on the growth and sustainability of all businesses and communities through increased visitor numbers, tourism revenue and jobs. Objectives will be achieved through joint co-operation of all regional stakeholders in the development and marketing of the area under the Lakelands-Lough Derg identity.

Public Engagement In 2011, following a series of public consultations and ‘brainstorming’ sessions with local businesses and trade representatives from the Lough Derg Area The Group has developed a Destination Development Plan for Lough Derg This Destination Development Plan provides a clear set of objectives and actions in the short, medium and long term Feedback meeting held in February 2012 In 2011 a ‘brainstorming session’ was organised to generate innovative ideas on product development, improving the visitor experience, and how to best market Lough Derg as a high-quality tourism destination. The Workshop conclusions helped form the future strategic direction and work plan of the Group. There is a lack of a distinct identity for Lough Derg There is confusion between ‘Lakelands, Lough Derg’ and ‘Lough Derg’ the pilgrimage sanctuary, Donegal As Lough Derg is bordered by four counties there are four Local Authorities with responsibility for the area. There is no single agency with responsibility for the Destination. As resources are strained some Local Authority tourism budgets are allocated to more developed tourism destinations There is poor local access to Lough Derg Visitor data has been difficult to capture No distinct iconic attraction within the Lough Derg area means that the area does struggle to compete against more well known destinations Lough Derg is not on the coast There is a lack of facilities for visitors at the lake Product knowledge by those working within the tourism industry could be improved Cruising visitors tend to begin their holiday in Athlone rather than at Lough Derg Tour operators are not familiar with the Destination There has been a loss of routes between Shannon Airport and key market destinations e.g. France and Germany.   3. Overall Aim Participants were asked to work on where Destination Lough Derg will be in three years time in terms of its tourism development. The group agreed that the overall aim is to: To develop Lough Derg as a key destination for superb water based activities combined with a range of very high quality walking, cycling, heritage and culture and food experiences that will entice the domestic and international visitor to stay longer. This will be achieved through the joint co-operation of all tourism stakeholders in the development and marketing of their area under the Lakelands – Lough Derg identity. The Destination Development Plan is categorised into three objectives – Infrastructure Development, Product Development, Tourism Promotion & Training. Each action clearly identifies the agency responsible for the delivery of that action. A Feedback meeting was held in February 2012 to update community, business & Trade representatives

Destination Development Plan Actions to date; Signage Strategy preparation Consultants appointed following tender process for the Lough Derg and as part of this work a signage audit was completed Public consultation meetings held – May & November 2012 Stage 2 (Detailed Layout and Signage Design) commenced Rebranding Lough Derg to include ‘Lakelands’ brand Signage Strategy; Completed with the assistance of URS Consultants. Aim of the Strategy is to strengthen the identity of Lough Derg as a destination. The lack of identity for Lough Derg and confusion with the Donegal Lough Derg pilgrim destination was clearly evident following the brainstorming session.

Destination Development Plan Actions to date; Lough Derg Animator Project Waterpark Feasibility Study completed & public consultation sessions held Audit of the canoe & cycle trails completed The Animator Project is being led by NTLP who have appointed Consultants to carry out the Animator Project which includes a Waterpark Feasibility Study which was recently completed. Last week the Waterpark Study and Canoe trail public consultation events took place. Main aim is to enhance the tourism product available in Lough Derg Seasonal/Moored and eco holiday were two types of parks identified Conclusions/Recommendations

Destination Development Plan Actions to date; Smart phone application -20+ trails around Lough Derg includes points of interest, GPS & photographs I3 Open Water Swim event 2011 & 2012- Mass participation event (approx. 2000 participants) Tourism product bundling seminars Smart phone application on Lough Derg trails was led by Shannon Development and launched in conjunction with LDMSG. Over 800 downloads of the app have taken place. 1700+ downloads of individuals trails and guides featured on the App. In national terms if a person searches for an app on walking in Ireland, Lough Derg features in the top 10 I3 Open Water Swim event 2011 & 2012 organised by SD & UL Activity Centre - this event also received funding from the MWRA through their work on the NEA 2 EU Project. The genesis for the event came from Shannon Development’s strategy to attract or build (in partnership) mass participation sports events as tourism attractors for the Region.  East Clare and in particular Lough Derg was identified internally, as well as by both Clare and North Tipperary County Councils, Lough Derg Marketing Group and The Lakelands and Inland Waterways working group as meriting special attention in terms of the development of a destination event. Tourism bundling Seminars -business and tourism providers from the region received training on how to bundle tourism packages in order to enhance their tourism product for the visitor and enhance the visitor experience. Positive feedback from the trade.

Destination Development Plan Actions to date; A range of training initiatives (customer services, web skills) Discover Days -Killaloe/Ballina Audit of moorings and lakeside facilities Events calendar Identifying a series of trails Discover Killaloe/Ballina Day; this event took place in 2012 and was extremely beneficial to all the tourism providers in the area. The aim of the event was to raise awareness to the tourism and services providers about the facilities and services available within their area

Reasons for success….. Leadership Pivotal role of local authorities, MWRA & Designated County Manager Participation Common Goals Duplication avoided Responsibility Co-ordination & pooling of resources and finances Together results achieved in a short timeframe Local authorities play a vital role in the co-ordination of actions across county boundaries The Group is chaired by Designated Co Manager to ensure ‘buy in’ from agencies Agencies responsible for each action are clearly identified Through the bringing together of all tourism stakeholders, public, private and community to work together towards a common objective, many benefits can be realised Duplication of effort is avoided and sharing of resources is achieved - actions are co-ordinated; The Lakelands as an identity for the destination is used by everyone; reducing marketing costs for individual businesses; Pooling of resources and finances to achieve common goals

Thank You Fiona McCormack, Staff Officer, Mid-West Regional Authority, Friar’s Court, Abbey Street, Nenagh, Co. Tipperary. Email: fmccormack@mwra.ie Phone: 067-33197