COROBAWN SUMMER FESTIVAL

Q. Population 4,000 people, location on the Great Western Greenway. Hotel and Golf Resort located six
kilometres from the town centre. Historical uildin!s "ld #ey, ein! restored.
$%t has mana!ed to prosper in the difficult economic en&ironment y tar!etin! !olfers from the '( and
') *arket+, What agency promote the to!r"m "n#!try a$roa# an# "n Ire%an#&
Why " "t "mportant 'or Coro$a(n to target mar)et a$roa#&
F*"%te Ire%an# is the National Tourism Development Authority. Its role is to support the tourism industry and
work to sustain Ireland as a high-quality and competitive tourism destination. It provides a range of practical
business supports to help tourism businesses better manage and market their products and services.
!ilte Ireland works with other state agencies and representative bodies" at local and national levels" to
implement and champion positive and practical strategies that will benefit Irish tourism and the Irish
economy. !ilte Ireland promotes Ireland as a holiday destination through our domestic marketing campaign
#DiscoverIreland.ie$ and manages a network of nationwide tourist information centres that provide help and
advice for visitors to Ireland.
+,-./ F*"%te Ire%an#0 1ea# o' 2o%', 3e"th McCormac) empha"e# /
Ireland meets and entertains almost 150,000 overseas golfers annually. Golf is one of Irelands greatest
tourist attractions, contributing an estimated 110 million to the economy ith !ritain as one of our
biggest mar"ets contributing to that revenue.
4. Very !cce'!% $Gatherin! ,esti&al had a &ariety of e&ents includin! a -.40/s street pa!eant and
dance, a walkin! festi&al, !uided tours of the town and local area, archi&e photos and family record
displays+ 0he town festi&al committee memers are determined to uild on the success of last year/s
Gatherin! ,esti&al and attract new as well as repeat &isitors.
+,-./ According to F*"%te Ire%an# #he Gathering succeeded in mobilising communities all around Ireland
to invite $ias%ora and friends to attend over 5,000 s%ecial Gathering events right across the country.
&reliminary estimates sho that the %ro'ect delivered at least (50,000 to ()5,000 e*tra tourists in (01+ that
ould not have visited Ireland but for #he Gathering in other ords, more than half ,55-. of the
additional visitors to Ireland last year came because of the initiative. #he additional revenue generated by
these incremental tourists is estimated conservatively to be 1)0m/.
4. 5#s part of the e&aluation of last years festi&al the committee carried out a &isitors sur&ey o&er the
summer months+ ho( co!%# th" !r6ey ha6e $e carr"e# o!t&
S!r6ey 7 4!et"onna"re" The committee could have asked visitors and the local community to fill out details
how they felt last year%s festival worked.
Reearch/ 8r"mary9F"e%# an# Secon#ary9:e) Reearch
Ana%ye the !e'!%ne o' each metho# !e#.
Te%ephone ca%%, face to face meetings" talk to the school &rincipal and teachers and anyone else
involved in the activity ; 8r"mary Reearch.
It0 !e'!%ne/
- Information can be requested directly.
- Answers are instant answers.
- 'larification can be provided if needed(questions e)plained.
- *asy to do.
S!r6ey94!et"onna"re9S!gget"on Bo< 7 8r"mary Reearch.
It0 !e'!%ne/
- It is ine)pensive to carry out.
- Different types of information can be gathered easily.
- It is quick to administer and answers can be collated easily.
- Anonymous.
- +ood response rate.
Internet 7 Secon#ary Reearch, "n'ormat"on a%rea#y e<"t/
It0 !e'!%ne/
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- A wide variety of information can be accessed.
- This can be done from your desk at any time of the day or night.
- It is ine)pensive to carryout this type of research", however information may not be specific
to the needs of the activity(hard to filter the information received for you needs.
Bra"ntorm"ng92ro!p #"c!"on 7 8r"mary Reearch/
- The entire class can be involved" putting ideas up on a board for review.
- *veryone can give their opinions on ideas being e)pressed.
- It is done quickly and can be done in a single session as a group.
8!$%"cat"on 7 Secon#ary Reearch, "n'ormat"on a%rea#y e<"t/
- -ooks" -rochures" .iterature from library" free to access already e)ist.
- Different types of information can be accessed for reference.
=A%o goo# to e<pre 6a%"# cr"t"c"m.
4. $0he results of the sur&ey are shown in the !raph opposite+, (hat (ere the re!%t&
0he main reason for &isitin! 2oroawn in 30-41
/0 123 4iking(4ill 5alking.
/0 163 +athering estival.
/0 673 +olf.
/0 83 9isiting family.
4. Coro$a(n $0own ,esti&al committed is meetin! to e&aluate the success of the pre&ious year/s
festi&al and to plan for 30-4+. Why " "t "mportant to re6"e( an# e6a%!ate, at the en# o' th" act"6"ty&
:. 5ere the aims achieved; Did the activity go according to plan;
5as the correct product(enterprise activity produced(achieved;
6. 5ere the community(visitors satisfied(happy with the outcome of this activity; &ositive feedback;
1. Teamwork(group performance" did all the community(committee team participate in the activity to the best
of their ability;
7. Time management < were all the schedules adhered to;
=. 'osts < did the committee(community keep within budget(make a e)pect profit.
8. 5hat new skills were learnt(developed in the community(committee group;
4. What !pport " "n p%ace 'or Coro$a(n to a"t them "n ett"ng !p ne( $!"nee&
I#ent"'y agenc"e (h"ch pro6"#e !pport 'or $!"ne tart;!p.
Co!nty Enterpr"e Boar#.
>upport offered? @entoring >ervice" give advice to start-up businesses" give various courses
e.g. >tart Aou Bwn -usiness. Assists with grants and capital for equipment (premises costs.
Enterpr"e Ire%an#.
>upport offered? Bffers grants" give advice to start-up businesses.
Other Agenc"e/ 5ote State (hat !pport thee agenc"e o''er to Start;!p0 "n Coro$a(n/
- .ocal Area &artnerships.
- .eader &lus.
- A>(>olas.
- IDA.
- ailte Ireland.
- Teagasc.
4 $*any committee memers elie&e that 2oroawn/s location on the Great Western Greenway has not
een fully exploited. 0hey also elie&e that the openin! o the Wild #tlantic Way presents si!nificant
opportunities for 2oroawn+
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4. Why (o!%# "t $e "mportant 'or Coro$a(n comm"ttee to prepare a 5B!"ne 8%an>.
It allows the committee members to set aims and obCectives. -e realistic about finance needed and it is
necessary if you are applying for a bank loan or grants. It helps you to make decisions for future proCects.
4. What are the a#6antage o' creat"ng a B!"ne 8%an 'or Coro$a(n&.
:. The committee would know the aims(obCectives(also can assess actual performance compared to what is
e)pected.
6. -anks or other financial institutions(agencies will require a business plan" if the committee apply for a loan
or look for grants.
1. The -usiness &lan will help with decision making" focuses on the aims(obCectives and how they can be
met.
7. &lanning" as the committee members have stated is "ey/ to ensuring that the community festival is a
success" helps anticipate problems and aids problem solving.
=. Allows you to plan for the future" look at new ways of creating employment opening a D5ild Atlantic
5ayE" also analysing the costing(finances ( capital purchases involved in the venture.
4. :ecr"$e (hat cha%%enge Coro$a(n co!%# 'ace (hen re6"e("ng ne( to!r"m $!"ne "#ea, ho(
co!%# they o6ercome thee cha%%enge&
:. inancing" getting loans from bank or government grants.
6. Difficulty recruiting employees" although 7"FFF people reside in 'orobawn.
The committee members are very skilled and e)perienced.
1. inding suitable premises could use the 'orobawn 4otel" +olf Gesort and new refurbished Bld Abbey.
7. Need to have staff to Digitally @arket the area and look at getting assistance to market 'orobawn abroad.
=. *nsure that the right services are available to customers.
8. .ook at the competition" other towns areas offering similar services" could 'orobawn have a unique
feature;
4. 8repare a B!"ne 8%an !"ng 'o!r appropr"ate hea#"ng 'or Coro$a(n ne( 5Wild #tlantic Way+1
:. Aims and obCectives of the venture.
6. @arket Gesearch.
1. Analysis of @arket Gesearch.
7. inances.
=. &roduction(Accounts of Activity(Time('osts.
8. &ersonnel.
H. *valuation @ethods.
.
4. Coro$a(n $0hey would like to de&elop a we site for the area as well as a )ocial *edia presence+.
What type o' (e$"te, oc"a% me#"a preence co!%# they #e6e%op&
Digital marketing is now becoming very important for all businesses and local communities wishing to create
an awareness of their area on-line" it allows 67(H advertising of products and services by using the internet.
'orobawn could develop a website giving details of the amenities of the area and also the genealogy of the
areas 0*%loring 1our 2oots in 3oroban/ encouraging more visitors to the area. The web page could also
be liked with a ace book" Twitter and >ocial -log set up also by the town festival local community
committee of 'orobawn" 10 enthusiastic members ith a variety of s"ills and e*%erience/.
This would allow potential visitors and locals to view current activities in the area and allow 'orobawn to
advertise their amenities at a low cost. Also not miss the opportunity for local businesses to Dmar"et
themselves ith 45ilte Ireland/.
4. $Plannin! is key to ensurin! that any community festi&al is a success+.
E<p%a"n (hy p%ann"ng " "mportant an# (hy "t ma#e a #"''erence to Coro$a(n&
:. &lanning allows aims and activities to be established clearly.
6. *veryone knows what they are working towards.
1. Aou can check the progress of the activity against the plan(to see if any changes are needed(make
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decisions.
7. It allows a time frame and deadlines which keeps everyone on track.
=. It enables budgets(schedules of costs to be draw up" also it allows group to be aware of financial
requirements(resources needed(required when apply for a loan or a grant.
8. The planning group carry out a >5BT(>'BT Analysis #to find out internal strengths of the business$" to
look at strengths" identify weaknesses(challenges" to e)plore opportunities and hopefully to counteract
threats and anticipate future problems which may occur" risk assessment.
4. :ecr"$e "n #eta"% reaon (hy Coro$a(n $!"ne p%an m"ght 'a"% 'or any ne( 6ent!re&
:. .ack of &lanning" lose out on opportunities in the market ( no financial funding ( seasonality of the
business.
6. .ack of inances" 'ash flow problems" not budgeting properly could mean 'orobawn do not have
enough money to meet business needs" now access to loans by financial institutions.
1. No @arket Gesearch" 'orobawn could waste money on producing the incorrect service(amenity(product(
advertise wrongly. -ad amenity(product choice ( not meeting customers(visitors needs.
7. 5rong calibre ( badly trained employees? Not able to get suitable employees to carry out tasks.
=. .ack of @anagement >kills? Not being able to run the business efficiently(effectively.
8. -ad .ocation for the -usiness? Infrastructure bad" too remote" too far away from the 'ustomers.
H. *conomic actors? Gecession in the *conomy? 4igh Ta)ation" Inemployment" *conomic
9ariables.
2. .ack of &oor Juality 'ontrol ( &oor amenity areas not meeting visitors ( local community needs.
Q. "utline ways that 2oroawn can ensure that future customer demands are satisfied.
:. &rovide a good quality product or service" high quality bed and breakfasts" the hotel service and golf
amenities" ensuring that repeated customers are coming back. >pecial offers for festival times.
6. 4ave a good after sales service" follow up" good customer%s service" send e-mails" social media" blogs.
1. 9ariety of services offered ( be adaptable ( convenient opening hours( delivery on time.
7. @arket research (&lanning ahead ( anticipating changes in demand ( service properly.
=. Keep an eye on the competition" other towns ( ensure price on offer is competitive.
4. Con'%"ct reo%!t"on, $lead to some conflict+ ho( can Coro$a(n Comm!n"ty mem$er (or)
together&
'orobawn 'ommunity group is made up of 10 enthusiastic members ith a variety of s"ills and
e*%eriences/" they can be united if?
If they have shared aspirations" look at both ideas 6ummer festival and ne 7ild 8tlantic 7ay/"
everyone%s values and e)periences incorporated" each member e)perience reviewed.
If all have a strong sense of mutual commitments and obligations" promoting personal and social
responsibility.
@eeting to discuss the pro (cons of new ventures" e)plored in detail by the group" brainstorming session.
Take part together as a valued team in looking at new ventures 7ild 8tlantic 7ay/, each member using
their different skills to assist with the development of the overall plan.
All members involved in the decision making process" shared vision for 'orobawn.
Also could break into two different teams" each team look at different ventures" >ummer estival and
5ild Atlantic 5ay.
Then they could get an independent adviser" to look at both options findings and make a decision.
Also could do a survey with the local community and all stakeholders involved to get their feedback on
the best option.
123 4iking(4ill 5alking" had the best reason for visiting 'orobawn in 6F:1" this should be reviewed.
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