Adare Destination Plan - Library/Limerick Studies

AdareDestinationPlanExecutive Summary& Action PlanPrepared for:Adare Heritage Trust Ltd.Prepared by:URS Infrastructure &Environment UK LimitedAdare Community Council

Adare Destination Plan - Executive SummaryAdare Heritage Trust LtdThis plan has been funded by West Limerick Resources under the Rural Development Programme 2007-2013 which isfinanced by the Irish Government under the National Development Plan and part funded by the EU under the EuropeanAgricultural Fund for Rural Development.Front Cover Photograph AcknowledgmentsImage of Thatched Cottages (image 1 of 5) - Photograph printed with kind permission of Shannon DevelopmentImage of Clonshire Equestrian Centre (image 2 of 5) - Photograph printed with kind permission of Ruairí O’BrolcháinImage of Adare Manor (image 3 of 5) - Photograph printed with kind permission of Adare Manor Hotel & Golf ResortImage of Musicians (image 4 of 5) - Photograph printed with kind permission of Shannon DevelopmentFebruary 20132 of 21

INTRODUCTIONAdare Destination Plan - Executive SummaryAdare Heritage Trust1. Introduction1.1 The following presents a summary of the AdareDestination Plan. A key objective of the plan isto present Adare as a tourism destination withinCounty Limerick and the wider Shannon region. Inturn, as a recognised destination, Adare will alsobe utilised to support the local, county and regionwidevisitor economy.1.2 The Plan was commissioned by Adare HeritageTrust, and has been funded by West LimerickResources under the Rural DevelopmentProgramme (RDP) 2007-2013. The RDP isfinanced by the Irish Government under theNational Development Plan and part-funded by theEU under the European Agricultural Fund for RuralDevelopment.Study Background1.3 The principal aim of this study, as defined in thestudy’s Terms of Reference, is to prepare a heritagedestination strategic plan and associated actionplan for Adare that will establish the village as aleading heritage and cultural destination in CountyLimerick and the Shannon Region. The plan is todraw upon the inherent assets within the villageitself and also the wider area.1.4 An extensive study programme was carriedout in 2012 that involved completing a baselineassessment of the current position and tourismassets of the village; analysis of the marketcharacteristics and changes to key markets for thevillage; extensive consultation and workshops withlocal stakeholders; and discussions with regionaland national agencies and bodies. A series ofoptions for development and improvement werethen established and systematically evaluated interms of their potential and prospects.1.5 The following summarises the key conclusions andrecommendations of the study, and highlights theinitiatives required to ensure that Adare realises itsfull tourism potential for the benefit of the village,the county and the region.February 20133 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustStudy Overview2. Study Overview2.1 The village of Adare in County Limerick is widelyrenowned as a one of Ireland’s ‘prettiest villages’that has lots of historic character and interest.These interests principally revolve around:• its thatched cottages;• the ruins of the Desmond Castle on the banks ofthe River Maigue;• Adare Manor as the former estate of theDunraven Family and now 5-star hotel and golfcourse;• the ruins of the Franciscan Abbey and the Old StNicholas Church on Adare Manor Golf Course;• the existing Church of Ireland (AugustinianAbbey), Holy Trinity Catholic Church (TrinitarianAbbey), and Methodist Church, each of whichhave interesting histories in their own right; and• the attractive, secluded and tranquil landscapeprovided by Adare Village Park.2.2 The Adare Heritage Centre, at present, providesthe main interpretation of these historical assets,with the Heritage Exhibition and the DesmondCastle Tours organised and managed by the AdareHeritage Trust.2.3 In addition, Adare already consists of a cluster ofaccommodation providers (including three largescaleand high quality hotels), attractions, activities,good quality catering, and specialist retail. Whencombined with the cultural, environmental, culturaland heritage assets of the wider County Limerickand Shannon Region, this level of provision is morethan sufficient to warrant Adare being presentedas a place of interest for domestic and overseastourists in its own right.2.4 Yet, the consultation process highlighted thatAdare is not actually fulfilling this promise:• Overnight tourists currently tend to use Adareas a base to explore the other parts of Ireland(including Cork and Dublin) rather than exploringCounty Limerick and the Shannon Regionspecifically.• The high number of coach tours and day visitorsare spending relatively little time within Adareand thus they are not supporting the key feechargingattractions such as the Adare HeritageExhibition and the Desmond Castle Tour.• The low durations of stay in the village meansthat visitors are not engaging with and supportingthe other economic sectors - retail, catering andlocal leisure amenities such as golf and horseriding – to the extent that the overall visitorvolume suggests should be possible.2.5 Therefore, it is considered that more could andshould be done to ensure that all visitors areencouraged to enjoy all that Adare has to offer; andto ensure that visitors engage with the assets andattractions both within the village and those beyondin the wider County Limerick and Shannon Region.February 20134 of 21

Adare Destination Plan - Executive SummaryAdare Heritage Trust2.6 To achieve this, Adare will need to improve its initial‘welcome’ to visitors to entice them to stop and staylonger in the village. Once in the village, visitorswill need to be encouraged to fully explore thevillage and the wider area by presenting a series ofdistinctive packages, activities and interests that,in turn, will ensure that visitors contribute morepositively to the local economy. This needs to be akey principle underpinning the strategy.2.7 As a further consideration, the prospect of anAdare by-pass remains a possibility at some stagein the future. Engendering a strategic approachto developing tourism in Adare now will ensurethat the village has a sufficient critical mass ofattractions and amenities to negate any loss ofvisitor footfall that the by-pass may lead to. In otherwords, through the Destination Plan, the appeal ofAdare will be strengthened to a position wherebyvisitors will travel into the village with the expresspurpose of visiting its castle, exploring the ruins,discovering heritage, visiting a cafe or restaurant,and browsing its shops.February 20135 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustDestination Plan Vision3. Destination Plan Vision3.1 The vision for Adare as a visitor destinationneeds to emphasise the reasons why a visitorwould find a stay - be it day or overnight - to thevillage rewarding; namely to discover its built andmedieval heritage, meander through its attractiveMain Street and Park; and spend time engagingwith its activities, retail, catering and cultural offers.3.2 It is also important for the vision to reflect Adare’sdual tourism role as a strategic destination forCounty Limerick and the Shannon Region. Adarehas significant accommodation stock, goodtransport connectivity and is an attractive setting inits own right; each of which is essential in presentingAdare as a defined visitor base. In this role, visitorswill be encouraged to utilise these strengths toenable them to experience the very best of CountyLimerick and the Shannon Region. This is oftenreferred to as a ‘hub and spoke’ - or ‘attract anddisperse’ - strategy to destination management. Itis from this position that Adare will be able to fulfilits strategic role as a destination for the benefit ofthe wider area.3.3 The following vision statement presents the basisfrom which appropriate tourism products andpackages should be developed within Adare overthe next 5 years:Adare as a Destination:By 2018, Adare is to become a ‘mustsee’ destination with a strong reputationamongst local, national and internationalvisitors for delivering high qualityheritage, accommodation, retail, activityand catering packages.Adare as a Tourism Hub:By 2018, Adare will also act as atourism hub from which visitors willbe encouraged to explore the widerCounty Limerick and Shannon Regionthrough a series of touring trails; highquality information and imagery; andjoint packaging with other key assets,attractions and activities.3.4 The delivery of this vision will require the cooperationand co-ordination of key stakeholders inthe form of national, regional and local agencies,local businesses, community groups and locallandowners. Fundamentally, it will be importantto ensure that each stakeholder recognises that,whilst ‘Adare’ represents the ‘brand’ that can bepresented to visitors, the overall experience ofthe visitor (and thus their inclination to return orrecommend) will rely on the quality of the customerservice that is being offered at every stage of theirvisit.February 20136 of 21

Adare Destination Plan - Executive SummaryAdare Heritage Trust4. Key ObjectivesAdare as a Visitor DestinationMaximise the attractive setting of AdareVillage to encourage more stops andlonger stays in Adare, particularlyamongst coach tours and independenttourers:• Ensure visitor signage and the visitor ‘welcome’to Adare is clear, well defined, and sympatheticto the overall character of the village.• Utilise the Adare Heritage Centre as a meansof imparting vital information on the means ofaccessing and enjoying Adare’s key assets,attractions, retail, catering and activities offering.• Strengthen the accessibility of key attractionsand assets within Adare to ensure that a greaterlevel and breadth of visitor audiences are beingreached.• Ensure that the ‘centre’ of Adare presents anattractive setting where visitors can clearlyidentify with reasons to stop and take time toexplore the village.February 20137 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustFebruary 20138 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustFebruary 20139 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustStrengthen the level of attractions, assetsand activities within Adare to broaden itsmarket profile and horizons:• Explore in more detail options for developingnew attractions and activities in the villagecentre to create additional mass of interest andto target specific visitor groups.• Continue to develop the cultural offering throughregular and periodic events and festivals,especially those that have a direct synergy withAdare’s character and setting.• Continue to support and market key themes suchas boutique retail, weddings and indulgence andpampering, horse riding and angling, all of whichare available to a good quality standard alreadyin Adare.Establish a clear ‘brand’ for Adare tospearhead a new marketing campaign forthe village:• Utilise the recent brand image and logoestablished for Adare, but offering flexibilitywithin this brand to highlight and promote otherproducts.• Establish a dedicated website along with socialmedia links for Adare focussed on visitors, usingthe branding, high quality imagery, and clearrouting for booking accommodation, activitiesand tours.• Establish associated promotional material tosupport and augment the Adare website, andto link in with wider promotional material beingprepared by West Limerick Tourism Network,Limerick Local Authorities, Ballyhoura Fáilte andFáilte Ireland.• Encourage and co-ordinate the integration,co-operation and joint marketing campaignsamongst the community groups, businessesand enterpreises within Adare, with regularupdates and reminders provided on the websiteand through social media channels.Adare as a Tourism HubUtilise Adare as a strategic destinationfrom which visitors will be encouraged toexplore the wider County Limerick andShannon region:• Promote access to, and joint marketing with,other assets and attractions across CountyLimerick, with theming and joint promotionslikely to be an integral part of this process.• Establish trails and trail extensions that linkAdare into the wider trail network, especially inrelation to driving, walking and cycling trails thatlink into the wider area of Limerick City, CountyLimerick and beyond.February 201310 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustFebruary 201311 of 21

Adare Destination Plan - Executive SummaryAdare Heritage Trust5. ACTION PLAN5.1 The following detailed Action Plan has beenestablished as a key output of this Destination Plan.5.2 The actions provide the framework for establishingAdare as a strategically important visitor destinationfor the benefit of the local economy, and the widerCounty Limerick and the Shannon Region. Eachof the key objectives outlined above have specificactions attached to them. The Action Plan hasbeen designed to:• establish a co-ordinated work programme overa five year timeframe;• identify the priorities and timetable for actionwithin this period and the interrelationshipsbetween different actions;• identify the stakeholders and agencies that willbe involved in implementing actions, and whetherthis will be in a lead or supporting capacity; and• provide an indication of the personnel, revenueand capital resources required to enable itsdelivery.5.5 The nature of the new vision for Adare meansthat specific tasks to be undertaken will havefurther ramifications in relation to delivery. This isrepresented as cross-hatching within the timelinefor tasks.Abbreviations List• ATSG – Adare Tourism Strategy Group• LCC – Limerick County Council• AHT – Adare Heritage Trust• FI – Fáilte Ireland/Shannon Development• AHC – Adare Heritage Centre• TIO – Tourist Information Office• WLR – West Limerick Resources• WLTN – West Limerick Tourism Network5.3 The wide range of tasks identified in this Action Planraise the fundamental issue of the availability of theresources needed to carry them out. Some actionswill simply involve the commitment of manpowerresources, or the continuation of existing financialsupport. However, others will require the allocationof additional manpower resources and financialcapital to support either revenue or capital costs.5.4 As an initial guide to the resource implications ofdevelopment, we have included an approximationof the resource implications for each of the actions:• Personnel involvement: * = possible withinexisting resources; ** = requirement for newresources• Revenue Costs (mainly for studies and furtherinvestigations): @ = under €10,000; @@ =€10,000 - €24,999; @@@ = €25,000 and over• Capital Costs: € = Under €125,000; €€ =€125,000 - €249,999; €€€ = €250,000 and overFebruary 201312 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustAdare Destination Plan Steering Committee Josephine Cotter-­‐Coughlan Cllr. Rose Brennan Lisa Ruttle Maeve Martin-­‐Kelly Elaine Sparling Meriel Clarke Louis Murphy Oonagh Kelly Aoife Cowman Mary Fitzgerald Elaine Davidson Dean Panter Joan Casey Limerick County Council & Adare Heritage Trust Ltd. Board Limerick County Council elected member Limerick County Council Adare Heritage Centre Manager & Tenants Rep. Adare Pride of Place Adare Community Council Adare Hotel Group Shannon Development Shannon Development Irish Hotels Federation West Limerick Tourism Network Failte Ireland West Limerick Resources (Observer Status) February 201313 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustAdare Heritage Trust Ltd – Adare Destination PlanVision and Action PlanNo. TaskCritical Path/AssociationsAdare Destination Action PlanTimelineImmediateShortTermMedium TermYear 1 Year 2 Year 3 Year 4LongTermYear5+Lead Role Other Partners CommentsResourceImplicationsAD1AD2Ensure the visitor ‘welcome’ to Adare is clear, well defined, and sympathetic to the overall character of the villageSecure agreement on the creation of a seriesof tourist and leisure (white-on-brown)signposts for Adare, to be located at strategicroadside/motorway positions and junctions forAdareDesign and agree the entrance positions fornew ‘welcome’ signage to AdareATSG LCCAD1 ATSG LCCNew welcome signage will improve thefirst impressions and prepare visitorsas to the experience available beforearrival*@@AD3Rationalise existing signage, develop newsignage and position as agreedAD1, AD2 ATSG LCC*£Ensure that the ‘centre’ of Adare presents an attractive setting where visitors can clearly identify a series of reasons to stop and take time to explore thevillageAD4AD5Commission Landscape Design Specialists toestablish a new ‘centre’ for Adareincorporating the AHC and Adare ParkSubject to the findings of this commission,carry out the landscape improvements asidentifiedAD5, AD6, AD7 ATSG LCC, WLRAD4, AD6, AD7 ATSG LCC, WLRA re-designed central area will helpvillage orientation and encouragemore stops*@@*££AD6Utilise the AHC as a means of imparting vital information on the means of accessing and enjoying Adare’s key assets, attractions, retail, catering andactivities offeringCommission Landscape Design andArchitectural Design Specialists to design apreferred reconfiguration for the AHCincorporating a new ‘plaza’ area to the frontAD4, AD5, AD7 ATSG LCC, WLRRe-designing and re-configuring theAHC will improve visitor experienceand help encourage and engage withvisitors to explore Adare and the widerCounty Limerick area*@@FINALJanuary 201334February 201314 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustAD7AD8AD9AD10AD11AD12AD13Subject to the findings of this commission,carry out the landscape and internalconfiguration improvements as identified.Subject to funding, this may need to beundertaken through a phased approachRemove the visible barriers to the HeritageExhibition and allow visitors to openly perusethe Exhibition at their leisureMonitoring is advised early in the stages toidentify any existing weaknesses in theExhibitionSubject to the AHC reconfiguration works, lookto improve the quality of the Exhibition througha combination of new hands-on, interactive andmulti-media exhibitsSeek an official agreement with OPW over theopening and operation of the Adare CastleTours, with the AHT continuing the toursoutside of the OPW opening periodExplore/consider options to purchase a minibus,which the AHC can utilise to run theAdare Castle (and other) toursAdvertise the Adare Castle Tours throughoutthe AHC and other channels, possibly with jointpromotions to entice patronageFINALJanuary 2013Adare Heritage Trust Ltd – Adare Destination PlanVision and Action PlanAD4, AD5, AD6 ATSG LCC, WLR*£££Provide the Heritage Exhibition in the AHC to be a ‘free’ attractionAHCManagementATSG *AD8AHCManagementProviding the Heritage Exhibition willpresent a series of strategic benefits,not least being the ability to allowATSG visitors to understand the heritage of *Adare which in turn will make themsusceptible to the idea of exploringAdare and County LimerickAD4, AD5, AD6,AD7ATSG LCC, WLR*£Extend the length of opening of the Adare Castle TourATSG OPW **AD11 ATSG LCC, WLRThe Adare Castle Tour will act as theflagship attraction for the village andmust be sold wherever possible.*£AD11, AD12ATSGAHCManagementAHC Tenants,WLTNTo be financially sustainable, the AHCTour Guides must have access to andoperate a mini-bus.**35February 201315 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustAdare Heritage Trust Ltd – Adare Destination PlanVision and Action PlanExplore the prospect of organising tours that encompass other key assets (such as Adare Manor and the ruins on the Adare Manor Golf Course)AD14AD15Discuss in more detail the operationalconditions and parameters for AHT to conducttours of Adare Manor and the ruins on AdareManor Golf CourseIf an agreeable solution can be determined,pilot the tours to ensure that all managementconcerns are suitably addressedAD15 ATSGAD11, AD12,AD13, AD14AHCManagementAdare Manor,Adare Manor GolfCourseAdare Manor,Adare Manor GolfCourseCreating new tours to these assetswould broaden the visitor experience,with the tours also possibly addressingissues over public access. The toursare only to be offered at agreed times,and would has a fee premium. **Establish a Historical Walking Tour combined with interpretation, including family-friendly and mobile/multi-media options, to encourage exploration ofAdare VillageAD16AD17Design a Historic Walking Trail thatencapsulates all of the key features of interestwithin AdareCreate a corresponding map, Trail Guidebook,and Trail App, all to be promoted and soldthrough the AHCATSGLCC (Heritage andArchaeologySpecialists),Identified AssetsAD16 ATSG LCC, WLR, FIThe Historic Walking Trail is to form anintegral part of visitor experience ofAdare, and its usage will alsoencourage greater interaction with thelocal shops/cafes/pubs/restaurants.****@@AD18AD19Create specialised ‘children’s’ guides, withdifferent guides to target specific age groupsEstablish a guided option at certain times,possibly weekends and summer evenings.AD16, AD17 ATSG LCC, WLR, FIAD16AHCManagementATSGThe Tour should primarily be selfguided,possibly with downloadableaudio and video commentary options.However, a guided option could beprovided at certain times.**@@*Ensure that appropriate educational programmes are developed and promoted locally, regionally and nationally, especially in relation to heritage learningand archaeologyAD20Design a range of educational programmeswithin Adare that can be presented toeducational establishments, ensuring that theeducational value of the trip is closely alignedwith the teaching curriculaATSGLCC (Heritage andArchaeologySpecialists),Identified AssetsEducationalOrganisationsWith its historic setting, Castle Tourand the amenities available at theAHC, Adare has clear educationalpotential.**@AD21Package Adare’s educational offer with thoseof other attractions and destinations acrossCounty Limerick to create full-day itinerariesAD20 ATSGOtherLimerickEducational SitesDeveloping targeted educationalprogrammes and packages is vital toattracting this market.**FINALJanuary 201336February 201316 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustAdare Heritage Trust Ltd – Adare Destination PlanVision and Action PlanAD22AD23Explore in more detail the options for developing new attractions and activities to the village centre to create additional mass of interest and to targetspecific groupsSupport project promoters by establishing thefeasibility of developing additional visitorattractions within AdareContinue to explore the deliverability ofinitiatives and attractions, particularly thechildren’s play area and other activitiesthat are likely toappeal greater to family and niche audiencesATSGAttractionPromoters, WLR,LCCATSG LCC, WLRA series of additional attractionproposals have been identified,however they are different stages ofthe development and planningprocess. The feasibility of theproposals should be tested with a viewto identifying the most appropriateproposals for support, with particularemphasis to be given to marketsupport, financial feasibility, andoperational matters.Continue to develop, promote and support the cultural theme through the hosting of regular and periodic events and festivals, especially those that have adirect synergy with Adare’s character and setting*@@@*£AD24AD25AD26AD27Support event promoters by ensuring that allevents are actively promoted and marketedEstablish the feasibility of developing additionalannual events within AdareEncourage new and co-ordinated eveningentertainment, utilising wherever possible theVillage Hall, the AHC, Churches, and the AdareCourt HouseEncourage the establishment of an extendedMonthly Farmers Market, and explore thepossibility of an annual Continental MarketATSG Event Promoters *ATSG LCC, WLR, FIAD25 ATSG WLTN The prospects of new events should *be examined where gaps are evident.AD25 ATSG WLTN, WLR, LCCEvents broaden market horizons andcan be used to encourage visits duringoff-season and shoulder seasonperiods.Adare’s events need to be coordinatedinto a clear annual eventsprogramme.Local and regular events need to beco-ordinated and marketed, withtimings to support visitor demands*@@£*@@AD28Continue to support and market key themes such as boutique retail, weddings and indulgence and pampering offers, horse riding and angling, all ofwhich are available to a good quality standard in AdareEncourage local tourism enterprises tojoin the West Limerick Tourism NetworkWLTN AHT, FIA Tourism Network for Adare, throughthe West Limerick Tourism Networkwhich is already established, will helpoperators co-ordinate activities andcampaigns, and package more*FINALJanuary 201337February 201317 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustAdare Heritage Trust Ltd – Adare Destination PlanVision and Action PlanAD29AD30Subject to demand, explore the option ofestablishing an ‘Adare sub-group’ of the WestLimerick Tourism Network to ensure that thenetwork is locally relevant but strategicallyintegratedEncourage hoteliers and other tourismproviders to create packages to support keythemes, particularly retail, spa and catering;horse riding and golf drawing on a wider arrayof golf courses within County Limerick, theShannon Region, and beyondAD28 WLTN AHT, FI *AD28, AD29ATSG,WLTNAHT, FIAdare as a destination should drawupon the combined strengths of keyproviders to establish clear packages,making the prospect of visiting Adareboth enticing and relatively easy.Utilise the recent brand image and logo established for Adare Heritage, but offering flexibility within this brand to highlight and promote other productsAD31AD32Agree a new strapline to accompany therecently designed new ‘logo’ for AdarePublish the new ‘Adare’ brand and logo on allfuture publications and promotionsATSGLCC, FI, WLTNAD31 ATSG LCC, FI, WLTNThe recent ‘brand’ for Adare Heritagehas been revitalised, it isrecommended that ‘brand’ is utilisedfor the whole of Adare, but a moreinclusive strapline is utilised toencapsulate retail, catering, andscenic values.***@@AD33Release the brand identity and usage guidanceto encourage use by other establishmentswithin AdareAD31 ATSG WLTNThe logo and strapline should beutilised for other marketing, and usedby other establishments locally.*Establish a dedicated website along with social media links for Adare focussed on ‘visitors’AD34AD35AD36Develop a locally hosted and locallymanageable website that is clear, easy tonavigate and uses words and phrases that canbe used within an SEO strategyCreate an up-dateable blog on the website thatis shared with social media platformsCreate an associate ‘app’ for Adare that can bedownloaded onto smart phones and tabletsATSGLCC, FI,WLTN, WLRAD32 ATSG WLTN *AD32 ATSGLCC, FI,WLTN, WLRA dedicated ‘visitor’ website will beneeded to support Adare as a‘destination’. Strong imagery andphrases to accord with SEO isrecommended.A supporting App, links with socialmedia sites, and blogs for participantsto update should be included.**@@**@AD37Co-ordinate up-dates with other enterprises toensure that all promotions are compatibleAD32 ATSGWLTN, LCC, FI*FINALJanuary 201338February 201318 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustAdare Heritage Trust Ltd – Adare Destination PlanVision and Action PlanAD38AD39AD40Establish associated promotional material to support and augment the Adare website, and to link in with wider promotional material being preparednationally, regionally and locallyWork with other promotional agencies toensure that the destination branding and keymessages for Adare are replicated throughofficial channelsEnsure the link to Adare’s website is availableand working at all timesShare information on key events andpromotions on a regular basis or through alinked update systemAD31, AD32,ATSG FI, TIAD33The brand identity for Adare must be*distributed through other officialAD35 ATSG FI, TIpromotional channels, with keyinformation shared and up-dated on a *regular basis.AD35 ATSG WLTNEncourage and co-ordinate the integration, co-ordination, co-operation and joint marketing campaigns amongst the community groups, businesses andenterprises within Adare, with regular updates and reminders provided on the website and through social media channelsAD41AD42Establish an online networking to encouragelocal enterprises to interact and shareinformation on a regular basisThrough the West Limerick Tourism Network,create (quarterly) forums to allow for face-tofacenetworking and information sharingInformation and networking areintegral to the success of anyAD32 ATSG, WLTN FI destination. Although face-to-face *networking events are vital, continuingnetwork sharing through onlineinitiatives will help to maintain themomentum. The Adare websitetherefore should double as aAD27 ATSG, WLTN FInetworking forum for businesses,community groups and otherinterested groups.**FINALJanuary 201339February 201319 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustATH1ATH2ATH3ATH4ATH5ATH6ATH7Adare Heritage Trust Ltd – Adare Destination PlanVision and Action PlanAdare Destination Gateway Action PlanPromote access to, and joint marketing with, other destinations, assets and attractions across County Limerick and the Shannon RegionWork with other destinations, assets andattractions (ideally through existing channels) topromote the strategic importance of Adare as ameans of dispersing visitors throughout CountyLimerick and the wider Shannon RegionEnsure the AHC/TIO presents quality visualsand information on the other key attractions,assets and destinations in County Limerick andthe Shannon RegionEnsure Adare is included within marketing andpromotional campaigns covering CountyLimerick and the Shannon Region, and isregarded as a valuable distribution channel forthese promotional initiativesAD31, AD32,AD33, AD34ATSGAHCManagement/TIOManagementFI, WLTN,Other destinationsand assets inLimerickFIATSG LCC, FIFor Adare to act effectively asdestination that attracts and thedisperses visitors in the County andRegion the village must first featureprominently as a destination withinCounty Limerick and the ShannonRegion; and then promote access toother destinations and attractions.Establish trails links and trail extensions that link Adare into the wider trail network, especially in relation to driving and cycling trailsCreate link trails using short sections of road tolink Adare with the existing driving trailsExplore the potential for establishing anadditional driving trail to encapsulate NewcastleWest and AbbeyfealeExplore the prospect of creating a series ofcycling trails from Adare, including the creationof cycle amenities at the AHC (e.g. cycle hire,secure lock-up facilities)Explore the prospect of extending the RiversideWalking Trail through to Ferrybridge, andperhaps beyond to the River ShannonLCC, FI ATSG, WLRLCC, FI ATSG, WLRLCC, FI ATSG, WLRLCC, FI ATSG, WLRCounty Limerick already has a seriesof trails, however Adare is not fullyintegrated into them all. Adare has theadvantage of having significantaccommodation stock. This positionshould be used for the benefit of thewider County Limerick area by linkingAdare into these trails, andencouraging overnight visitors toexplore the wider area.The prospect of new leisure trailsusing off-road routes is likely to requirea significant amount of planning, andwill be reliant on securing permissiveroutes.Use of the railway line for leisurepurposes will only be realised if theline is not re-instated for freight.FINALJanuary 201340**£***@£**@@£**@@£**@@££February 201320 of 21

Adare Destination Plan - Executive SummaryAdare Heritage TrustATH8ATH9Adare Heritage Trust Ltd – Adare Destination PlanVision and Action PlanShould outline plans for the re-introduction offreight traffic on the disused railway line not berealised, discuss the option of securing the linefor leisure purposes with a view to creating anextension of the Great Southern Trail throughAdare to LimerickPromote use of the Great Southern Trailamongst tourists to Adare, and explore optionsfor transferring tourists to the trail from the AHCAbbreviations ListATSG – Adare Tourism Strategy GroupLCC – Limerick County CouncilAHT – Adare Heritage TrustFI – Fáilte IrelandSD – Shannon DevelopmentAHC – Adare Heritage CentreTIO – Tourist Information OfficeWLR – West Limerick ResourcesWLTN – West Limerick Tourism NetworkFINALJanuary 2013LCC, FI ATSG, WLRATSG, FI,WLTNThe prospect of a linear off-road traillinking from Limerick City to theLimerick countryside is an enticingprospect that could have a broadrange of strategic benefits, particularlyfor Adare.Use of the GST needs to be promotedand encouraged to ensure that theviability of the trail is maintained andso that any extension of the trail canbe justified.41**@@£££**February 201321 of 21