Second of a three part series on the Irish Open
Making a major event work at local level
Festival atmosphere to breed support
The main audience for the Irish Open was that on TV who tuned in from across Europe and around the world to see Paul Casey’s victory.
In terms of attendance though the event is always credited by the European Tour as having one of the largest and most knowledgable attendances over the four days of competition.
Last year at Royal Portrush the Irish Open became the first ever regular event on the Tour to sell out completely and this year’s contest at Carton House was expected to pull in ticket sales revenue of over €1 million.
While US golfers may form the backbone of the at home viewers it was from the three local towns of Maynooth, Leixlip and Celbridge that much of the attendance on the course was expected to hail from.
Often local residents appreciate the income but resent the disruption that hosting a major event can bring. In this case though a lot of work went in to ensuring that local businesses and residents felt very much a part of the action.
Each of the three towns had their own festival programmes built around the week running up to the first tee shot and throughout the weekend. Discounted tickets for the four days of play were promoted and areas of the course were also given over to each of the towns.
All were ‘given’ their own professional to champion with the added bonus that each of Ross Fisher, Brett Rumford and Richard Finch made it through to the weekend and played all four rounds.
T-shirts in specific town colours were given out and added a splash of colour alongside the Emirates red baseball caps that dotted the demesne.
Within such a region of rich golfing heritage and tradition, and with the Golf Union of Ireland Academy on site at Carton House, the long term benefits of bringing local children into the range of the sport will hopefully pay long term dividends as well as the increased sales.
Children were admitted free to the course if accompanied by an adult and there was a major lift in terms of the final day crowd, especially when so many of the marquee names from within the Irish professional golf circuit had missed the cut.
The only shame may be that this trip to Carton House will not be repeated next year when the foundations of great local support could be built upon and developed. A decision has yet to be taken on location but the success of the tournament over recent years should mean there is no shortage of willing takers.
Monday: The importance of the Irish Open in terms of Sports Tourism
Wednesday: The Roller Coaster Story of Carton House
September 19th: Sport for Business Round Table on Sports Tourism
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Looking Local for Irish Open Crowds
