Background:
The Cliffs of Moher is one of Ireland’s iconic visitor attractions. By 2002, facilities and supporting infrastructure were no longer adequate to cater for the increase in volume of visitors. Clare County Council put in place plans to establish a world class visitor experience at the Cliffs of Moher. TDI was appointed to prepare a business plan for the new project.
Project Objectives:
The overall objective was to prepare a 10 year business plan for the new project. The project scope included assessment of future market potential and visitor requirements, preparation of detailed visitor and financial projections, management and staffing structure, and marketing plan.
Project Activities:
- Market research to identify market potential and new product development opportunities
- Case studies/best practice review
- Management support and advice to Clare County Council on concept design, operations and visitor management procedures
- Participation in selection panel for evaluation of proposals from Interpretative Design consultants
- Preparation of visitor management guidelines, visitor access and safety procedures
- Preparation of 5 year development and marketing (business) plan
- Application and successful drawdown of €12 million grant from Government.
Project Outcome and Impacts:
The Development and Marketing Plan was subsequently used by the local authority in support of an application for grant aid from central government. The council were successful in securing €12 million in grants (50% of project cost). The Cliffs of Moher Visitor Experience opened in 2007 and now attracts 1.4 million visitors.
Links:
www.cliffsofmoher.ie