Dún Laoghaire Rathdown County, as a relatively new entity, it is required to assume or develop an image or identity for itself to encourage cohesiveness and association for and amongst the citizenry of the County. In this matter, however, the County has been dogged with an east-west sensitivity divide on the issue of a single brand name or identity. Absurdly, some have taken to describing the coastal area of the County as "Dún Laoghaire" and the inland area as "Rathdown" – this is simply nonsense as the whole region is in the historic Half-Barony of Rathdown. The other "half" being in north County Wicklow. The word "Rathdown" is still employed as a Superintendent Registrars District under the Civil Registration Acts 1844 & 1863 to describe the whole area. But civic cohesiveness aside, tourism branding for the County and especially, the "Coastal Zone" is urgently required.

5.1 SINGLE BRAND NAME & POTENTIAL

Proposal: That, the County Council adopt, endorse and make use of a single brand identity for the tourism, leisure, amenity, recreational and entertainment facilities in the "Coastal Zone" of the County. Furthermore, the extension of this identity to the County as a whole will be beneficial to the tourism and leisure product of the entire County of Dún Laoghaire Rathdown.

a. Objective: The avoidance of duplication, or more accurately, the avoidance of needless and wasteful conflict on the matter of perceived duplication of endeavour between existing tourism bodies must be considered and fears, if any, allayed before a truly single brand structure name can be implemented.

The establishment of a 'unity of purpose' should be central to the consideration of the County Council’s objectives - all sectors should be brought on board, i.e. the Hoteliers, Guest Houses, Publicans, Traders and the voluntary sector - we all have much to gain from the pooling of expertise and co-operation on marketing initiatives and product formulation.

b. Endeavour: When we consider the resources available to any tourism endeavour in this locality, the first on the list is always the Harbour. However, if we concentrate on the Harbour and the Town of Dún Laoghaire in isolation from its hinterland we seriously inhibit the growth potential of any product and limit any marketing endeavour.

To the list of resources we must add the Towns (Dún Laoghaire, Dalkey and Blackrock), the Natural Environment (Maritime and Park Lands); Shopping and Leisure Facilities (Hotels & Guest Houses etc.) and finally, our Educational & Sports Facilities. The natural borders for any tourism development in this locality should be the Booterstown Marsh to the North and the Shanganagh River to the South, the N11 to the West and the Irish Sea to the East - i.e. the coastal strip and towns thereon.

However, these are merely resources and do not, of themselves, constitute a 'tourism product' - as some seem to believe. A 'tourism product' must be factored in a manner to meet an identifiable or potential market. Therefore, it should be the function of any tourism organisation to develop an integrated tourism product based on these resources.

c. Numbers & Tourism Potential: Much has been focused in the past on the numbers of persons travelling through the port - over 4 million annually, however, this is not a measure of success for the area as most of these people do not stop here in Dún Laoghaire.

An Foram Oidhreachta (County Heritage Forum of 16 Heritage Organisations), in its submission to the Strategic Policy Committee on Planning, Development and Tourism, envisaged a policy shift from the narrow confines of the concept of Dún Laoghaire being a "gateway" to Ireland - essentially a concept for a transport company - to a policy that views the County and Dún Laoghaire, in particular, as Ireland's "foyer" or "concourse". This, An Foram Oidhreachta believes, will facilitate a move from evaluating our tourism potential and success solely on bed nights or passengers numbers through the port.

The numbers through the port are encouraging as one source of potential customers for our product, however, the port is not the only entry point to our area. We have Dublin Port, the Airport, the N11, Dublin Bus, DART and suburban rail - all carrying millions of potential customers for our product - should we design it to attract them.

The 'bed night' numbers for the Hotels and Guest Houses in the area do not, again of themselves, provide an accurate assessment of the success of the area in attracting visitors as 'bed night' numbers include:- (i) Coach Passengers - late evening arrivals & early morning departures (ii) Conference Delegates - in-house facilities only (iii) Business Persons and (iv) the Independent Travelers. Of each category, generally only the Business Persons and the Independent Travelers contribute to the wider economy of the area - shops, pubs etc.

The notion that an increase in the 'bed night' numbers would provide a significant increase in employment in the sector ignores the seasonality of the industry. Any increase in 'bed night' numbers is only possible in the shoulder periods, thus, lengthening seasonal employment, or by providing increased facilities in the area - new hotels or more guest houses to meet the demand and under supply in the peak season.

Therefore, we must look to the development of an alternative product and the formulation of a Tourism Strategy based on new thinking and drawing on our resources to develop a highly visible, easily attainable, quality tourism product which views its customer as coming not only from overseas, but from the County and Ireland generally. Spreading the benefit of the tourism and leisure industry throughout the area's economy.

d. Product Identification & Logo: The development of an easily recognisable and readily understood product identity is central to any planning of a marketing strategy. Many in Dún Laoghaire have not always viewed Dublin Tourism as being very beneficial to this area - it is 'City' focused and generally, ignores the tourism potential in Dublin's suburbs.

However, Dublin City has been very successful in attracting visitors. It's a well understood and readily identifiable leisure/holiday product. Lively, fashionable with many facilities ranging from the historic to the best in entertainment.

Can we compete? Should we seek to compete with the giant product to the north of our area or should we develop a separate, though, complementary product here in Dún Laoghaire? We have the resources and the infrastructure.

Why not 'piggyback' on Dublin's success by marketing the area as Dublin's own resort - the coastal strip and its towns. It's not a new concept as many areas around the world have successfully developed a sustainable, independent tourism identity on the back of a more famous location by 'branding' their area.

In this regard, I would suggest a name that says quality, leisure, maritime facilities, seaside, entertainment and resort - "Dublin's Riviera" - the entire County of Dún Laoghaire Rathdown can benefit from such branding as it says what we are and where we are in one "product name". The 'Riviera' concept, may seem grandiose to some, however, it was much exploited, to great success, by the developers of the fashionable coastal areas of Dalkey in the mid 1800's - why not now?

Though, it must be remembered that the development of a product name and identity is just the start. Marketing of suitably packaged tourism/leisure products requires the harnessing of many skills available in our community. But above all, it requires unity of purpose and joint ownership of the process to benefit as many sectors in the community as possible.

5.2 HOLYHEAD-DÚN LAOGHAIRE LINK

Description: The development of the relationship between Holyhead and Dún Laoghaire must be central to the development of our "Coastal Zone" and indeed, much has been achieved of late with the "Wavelink" card and other joint initiatives on employment, business, culture and tourism. Therefore, it is only fitting that the County Council should be seeking to mark this relationship in a public, dignified and lasting memorial.

Proposal:"The Sea Separates and Unites Us"

As Celtic Nations our past, including our mythology, is very similar and offers a wealth of subjects, from which, to draw a suitable "joint memorial" for the Millennium. Suggestions of St. Patrick and Dewi Sant, though, very poignant should we consider the Millennium as a purely Christian affair and thereby, simply a celebration of 2000 years. However, we Celts have approximately 1,500 years more to celebrate (conservative estimate 1,000 years) here in these Islands and this should be the focus of our celebration - a prelude to our fourth millennium!!

Given that Patrick and David are National Patron Saints, they were not, however, historical contemporaries - approximately 100 years apart. Therefore, we must seek a link, both historic and possibly, mythological, between our two nations. Something with a maritime theme and common to both traditions - the Celtic Sea God.

Irish: Manannan Mac Lir
Welsh: Manawydan ap Llyr

With similar bronze statues mounted at the entrance to both ports and in both languages we highlight "The Sea Separates and Unites Us" in Holyhead and Dún Laoghaire. Coupled with possibly the renaming of a street in Holyhead and Dún Laoghaire to reflect this special relationship - we can look to an unique celebration of the Millennium.

5.3 SIGNAGE

Description: The present signage policies of the County are based on the exigencies of traffic management with little or no consideration of the community, tourism or business requirements for adequate signage. The thoughtful employment of signage can nurture, develop and consolidate communities and localities by creating a mutuality of awareness of place and by extension, community and heritage. In Ireland, as in other post-colonial countries with a native language other than English, the powerful use of signage to proclaim difference, independence or survival was well understood to the fathers of this nation. Why not adopt the same powerful tool to establish an identity for the County?

Proposal: That, the County Council establish a working group to explore the issue of signage and the marketing of a distinct identity for the County, including:-

Considering an application to the Chief Herald of Ireland for a suitable Heraldic Badge drawn from the elements emblazoned on the present Coat-of-Arms of the County.

This Heraldic Badge, usually very simple in design, would become the County’s logo as distinct from the more formal and more colourful Arms.

The employment of distinct local colours, for example, Azure & Or (St. Patrick’s Blue & Gold) to represent county and to be used as a prominent demarcation between this County’s signage, facilities and utilities and those of its neighbours.

Encouraging businesses and especially, estate agencies in the County to employ both the Logo and the brand "Dublin’s Riviera County" in their advertising.

Comprehensive directional signage in the Welsh language at the Port should be considered, especially, pointing to the "Town Centre" etc.

Local County road signs should progressively employ both the colours and the logo. Including, all heritage, scenic, sports and welcome signage.

That, temporary signage for festivals, the Dún Laoghaire International Horse Show etc. should be of a high quality, contain the County branding and thereby, be relieved of signage charges by the County Council.

5.4 IRISH LANGUAGE

Description: The present position of the noticeable usage of the Irish language in the County is poor. Other than the normal usage on signs for road/street names and directional signage to various parts of the County, little use is made of the language as a valuable tourism tool. What more distinctively Irish resource have we? Yet, few of our businesses employ bilingual signage and most of the County Council’s application of the language is quasi-ceremonial. With more Irish speakers than any other Local Authority around Dublin Bay, Dún Laoghaire Rathdown should lead the way in the promotion and visible usage of the language.

Proposal:

That, as part of the localisation of signage, each of the villages and towns of the county would have a welcoming sign with the name of the place in Irish and its English rendition, however, with an explanation of meaning i.e. "Dún Laoghaire – the fort of Laoghaire – estb. C. 5^th century AD". This would not apply, naturally to names of English origin, however, it could to Norse names etc.

That, the County Council liaise with Foras na Gaeilge regarding the development of Irish, especially, in relation to the new developments as envisaged by this proposal for the "Coastal Zone".

That, the County Council restore the "fada" to the "Dun" in the English language name of the Council as it is simply foolish nonsense to leave it out as the word is an Irish language word requiring the correct "Dún".