Feasibility Study

Commissioned by:

Leitrim Development Company

Funded by:

Rural Development Programme LEADER 2014 - 2020 / Leitrim Integrated

Development Company

Acknowledgements:

The Organic Centre, Angling Clubs, Community Development Associations,

Leitrim Recreation Forum, Leitrim County Council, Fermanagh and Omagh District Council, Inland Fisheries Ireland, Failte

Ireland/ Wild Atlantic Way Team, Tourism Operators and Landowners, Water and Communities Office, Brand development

support by WECREATIVE ([email protected])

Produced by:

Alan Hill Tourism Development Ltd.

[email protected]

00353 +873207619

Image: the River Drowes 2

Image: The Drowes River Executive summary

The purpose behind this comprehensive Study is to ascertain the potential of the story of the Wild Atlantic Salmon to act as a platform to economically and socially sustain the communities of the greater Lough Melvin region through responsible tourism. The lake and its broader catchment have an ancient relationship with the most iconic of Irish fish; a relationship that of late has seen considerable strain on salmon stocks, challenges to the environment and a dwindling importance in relation to local employment and wealth creation. We now find ourselves at a historical tipping point; posing the question of how best to craft an original rural tourism response that will counteract these threats all in the context of an economically disadvantaged cross border Lakeland region with the growing shadow of Brexit. This Study took six months to research, audit and draft. Over sixty individuals participated in the extensive consultation process. Inputs, many of them ongoing throughout, came from the communities, private sector and tourism trade, recreational users, special interest groups, local authorities, government agencies and NGO's.

The starting point for the Study involved understanding the most significant internal and external dynamics that will determine change on the ground. To begin with, there is virtually no tourism tradition (excluding an internationally respected game angling heritage) with poor supporting tourism infrastructure, especially accommodation. The four principle communities of Tullaghan, Kinlough, Rossinver and Garrison each demonstrate little tangible examples of ongoing cooperation and have turned their back on Lough Melvin. The lake and its catchment are considerably environmentally sensitive; it is a designated Special Area of Conservation and provides water supplies to Bundoran and Ballyshannon.

The conversations that informed this Study reveal a surprisingly different narrative to the obstacles above. Communities are keen to work together and make things happen, local micro businesses are eager to invest in creating new offerings thus delivering employment. Local authorities are open to fresh strategic approaches and a possible multi-party mechanism to oversee the delivery of these changes has been identified. Finally, there is a market demand- for not just the Wild Atlantic Way (which the area touches) but from independent travellers hungry for new authentic experiences, and a largely universal respect for the wild salmon and its environs. These represent some of the practical building blocks of this Study. The extensive recommendations can be summarised as follows: -

 The Wild Atlantic Salmon has international tourism appeal but only as a subset (or sub-brand) of a wider Experience fully aligned with the Wild Atlantic Way;  The implementation of a successful development strategy has to be both bottom up and top down - it needs to be suitably resourced, endorsed and managed;  Nothing but excellence in communication (brand, building relationships, selling and engagement) will suffice;  Greater coordination and professional supports for local businesses and networks;  Enhanced conservation, protection and education surrounding the lake and the salmon.

The Study now needs to be implemented; a considerable body of work lies ahead. Who drives it is critical. Momentum can only be generated if adequate resources are put in place. Experience teaches us that quick wins and heightened visibility will breed confidence. Ultimately, there needs to be a recognition by all partners that this is a complex inter-generational endeavour that has the transformative potential to change the development trajectory of the area for generations to come.

Table of Contents

Introduction ...... 5 Wild Atlantic Salmon Experience: Existing and Potential Assets ...... 16 SWOT Analysis ...... 33 Developing the Experience ...... 46 The Market ...... 72 Management, Operations and Finance ...... 84 Fowley’s Falls...... 94 Findings and Recommendations ...... 103 Conclusion ...... 123 Appenices ...... 125

Image: Duncarbery House on the Tullaghan coastline. 4

Image: River Drowes estuary near the Wild Atlantic 5Way, Tullaghan

1.1 Introduction The vision for the Wild Atlantic Salmon Experience is to inspire visitors The sites and attractions within the area where the various elements of along the Wild Atlantic Way to explore County Leitrim by immersing the Wild Atlantic Salmon Experience can be based, offer spectacular them in the environment which produces this intriguing fish and in and dramatic views, scenery, heritage and linkages to the Atlantic following the lifecycle, heritage, folklore and stories linked to the Wild Ocean based on the environment in which the Wild Atlantic Salmon Atlantic Salmon. Its aim is to allow visitors to actively engage with the lives and breeds. Places of interest include Lough Melvin, various rivers, Salmon in its environment among other experiences that exist or that waterfalls, mountains, glens and other places of interest. The un-spoilt can be supported. These can involve audio visual displays, through nature of the sites, unique attractions and activities will capture the interpreting the stories and experiences of the people from the area imagination of visitors. It is vital that the Wild Atlantic Salmon through to culinary and food experiences. Apart from attracting tourists Experience is integrated in every way with the Wild Atlantic Way to the area, the Wild Atlantic Salmon Experience links up a host of (signage, discovery points, its zones- particularly “The Surf Coast”), existing independent attractions, sites, activities, businesses, etc., some branding, marketing and promotion, and various narrative. of which are currently struggling to entice visitors from the WAW to The Wild Atlantic Salmon Experience has potential to provide a high spend time and money in the area. The integration of activities, services, level of engagement with the sense of place, and provide the products and attractions into one experience can serve to stimulate visitor/tourist with a greater depth of involvement and understanding of cooperation and partnership between providers, businesses, both. The proposed experience can also help to signpost and link communities and others and as a result deliver added value which can visitors/tourists to other existing attractions and initiatives in North and act as a stimulus for economic growth and development of this area. South Leitrim (and to adjacent attractions in Cavan, Fermanagh and Through crafted and planned experiential tourism opportunities, the Sligo) such as The Sean Mac Diarmada Story, the Ballroom of Romance, Wild Atlantic Salmon Experience can provide our visitors with unique, Glencar Waterfall, Castles, the existing Northern Glens Driving Route memorable, entertaining, and/or educational activities. Such an (Off the Beaten Track North-West), The Glens to Sea and others experience will make it possible for them to have a personal connection, . in this case to Leitrim, to the people of the area and to the Wild Atlantic Salmon and its unique environment and stories. In the 21 century, travel is not just about where tourists have been anymore– it is much more about what they did while they were there, how it made them feel, the people they met and the memories they took home. A tourism product or service is what visitors buy; an experience is what they remember.

1.2 The Wild Atlantic Salmon Experience The WASE region is focused around Lough Melvin, it’s wider perspective in Europe, providing multiple public goods through catchment with multiple inflowing rivers and a single outflowing traditional, small scale farming practices that remain today. From river with a brief estuary before releasing into the Atlantic in the tourism perspective the area and its immediate hinterland Donegal Bay at Tullaghan. It encompasses all of County Leitrim’s hosts two critical Regional Experience Brands- the immediate Wild 4km of coastline, an asserting tie to the Wild Atlantic Way. Lough Atlantic Way and Ireland’s Hidden Heartlands in its periphery. The Melvin is situated in the North- West of Ireland approximately area is rich with a range of recreational activities; from family 5km from the Atlantic Ocean, within the counties of Leitrim and friendly park walks, water activities such as canoeing / kayaking / Fermanagh (Northern Ireland). Lough Melvin has a long and cycling, mountain biking, hiking routes, and off-road driving. The illustrious relation with the Wild Atlantic Salmon, a relationship area offers various seasonal events at the likes of the Organic that is a key focus of this Study. The question being asked is, can Centre (Rossinver), Fair Day Weekend (Kinlough), and cycling the iconic salmon in itself become the figurehead for the tours, many of these for charities. However, it is game angling (in generation of a Wild Atlantic Salmon Experience. There are three particular salmon) that established Lough Melvin decades ago as identified villages within the immediate WASE region; Tullaghan, being on a par with the likes of Lough Cong and the Moy River as Kinlough and Garrison, and four communities- Tullaghan, a magnet for anglers. Sadly, this reputation has been challenged Kinlough, Rossinver and Garrison. These are predominantly through a variety of factors over the last decade. From a tourism spread along the southern shore of the lake. services and infrastructure perspective, the Courthouse, Kinlough, a multi-award winning fine dining restaurant, flies the flag for the The lake area comprises 2206 ha, is 12 km long and 3 km wide, area. There remains however significant gaps in the with an average depth of 11m. The lake itself is considered to be accommodation and basic visitor services in a relatively pristine state (the catchment is designated a Special sector to be addressed. Area of Conservation) while the Lough Melvin catchment boasts two other SAC's (Arroo Mountain and West-Fermanagh Near Kinlough, the Four Masters Bridge hosts Scarplands). These three areas are prime wildlife conservation a monument to commemorate the writing of areas considered important at an international level. Melvin is the famous annals compiled between 1632 renowned for its uniquely important fish species, some indigenous and 1636 at the Franciscan Friary. The nearby to the lake, including the sonaghan, gillaroo and ferox trout. The historic McGlancy’s Castle, situated on a Catchment hosts a range of attractive landscapes, from the lake, crannog on Lough Melvin, accommodated and protected Captain it’s shores, marginal pastureland, rivers and valleys, peatlands, and Francisco de Quellar, who subsequently left remarkable accounts mountains. This extensive landscape (High Nature Value of his experiences on the Spanish Armada fleet shipwrecked off farmland), is highly desirable from an ecosystem services Streedagh in 1588.

From a visitor offering perspective, the core Wild Atlantic Salmon Summary Wild Atlantic Salmon Experience Profile Experience region is largely dormant; no brand or recognisable Leitrim coastline, Lough Melvin and its destination exists today, and the region is generally under- Key Areas hinterland. represented on tourism maps, literature and itineraries. The cross Leitrim, Fermanagh & Omagh District, border nature of the lake is a constant reality check, particularly Local Authorities Donegal and Sligo County Councils today in relation to the uncertainty surrounding the economy of Tullaghan, Kinlough, Rossinver and the Irish borderlands. However, Failte Ireland’s tourism Defining Communities Garrison proposition the Wild Atlantic Way, which passes through the Small, subsistence farming; service sector community of Tullaghan along the 4 km of County Leitrim Economic Profile (Sligo / Bundoran / Fermanagh / Carrick- coastline, offers a significant portal for the Wild Atlantic Salmon on- Shannon) Experience region to develop a marketable tourism experience and ultimately benefit from domestic and overseas visitors in a sustainable fashion.

The challenge for this Study is to examine how best to harness unique stories, existing and new visitor infrastructure, exceptional landscape, clear capacity, imaginative partnerships and growing ambition, while working within environmental constraints, to help build over the coming decade a quality visitor experience in the

WASE region that is fully aligned with the Wild Atlantic Way.

Image: map of Wild Atlantic Salmon Experience indicative region 8

1.3 Terms of Reference

Alan Hill Tourism Development Ltd were appointed by Leitrim Terms of Reference: Study Document Cross-Reference Development Company to carry out a feasibility study, in consultation ToC1 See Chapter 2: Wild Atlantic Salmon Experience- with key stakeholders, for the tourism experience development of the Wild Atlantic Salmon. The Terms of Reference for the study were as Existing and Potential Assets follows: ToC 2 See Chapter 2: Wild Atlantic Salmon Experience region- Existing and Potential Assets Stage 1: Preliminary Stage (Assessment and Feasibility Analysis); ToC 3 See Chapter 4: Developing the Experience ToC 4 See Chapter 5: The Market 1. Asset & Scoping Assessment of product, services, etc., ToC 5 See Chapter 3: SWOT Analysis 2. Assessment Criteria- making sure assets are clear, specific and ToC 6 See Chapter 4: Best Practice relating to the Wild directly linked to the Salmon, it’s environment, lifecycle, stories Atlantic Salmon Experience region and aligned to the WAW, ToC 7 On-going consultations; reflected throughout study 3. Communication of visitor experience to stakeholders, ToC 8 See Appendices: Wild Atlantic Salmon Experience 4. Defining the Elements of the Experience & Aligning with Market Segments, region ‘Sample Packages’ and Chapter 7: Fowley’s Falls 5. SWOT Analysis, Identifying Gaps & Supports Required’ ToC 9 See Chapter 4: Developing the Experience 6. Potential Impacts- check robustness and strength of the ToC 10 See Chapter 6: Management, Operations & Finance experience against best practice, ToC 11 On-going consultations and Focus Group Sessions 7. Presentation & Discussion with Key Agencies & ToC 12 See Chapter 6: Management, Operations & Finance Recommendations- Failte Ireland, Leitrim Recreation Forum,

Stage 2 (Concept Development and Developmental Engagement with the Stakeholders)

8. Enabling & Encouraging Stakeholders to contribute to the Experience, 9. Defining the Experience, 10. Defining the Developmental Phases / Elements / Modules, 11. Consultation, Engagement & Relationship Building, 12. Development & Management Structures.

1.4 Key Programmes, Plans and Strategies

Rural Development Programme 2014-2020 Leitrim County Development Plan 2015- 2021 (LEADER) County Leitrim Development Strategy The proposed project aligns and/or The Local Development Strategy outlines the contributes with the delivery of the County delivery, implementation, finances and the Tourism Strategy that supports the monitoring and review of the Rural development of a County Tourism Development Programme (LEADER) 2014- Product- 2020. It recognises Lough Melvin as a recreational/ tourism hub opportunity  Under the priority sector of Adventure Tourism: Walking;  “Support community based projects which attract tourists to the Lough Melvin Catchment Management Plan County”; The plan provides a vision to halt and  “Maximise the potential of our… Waterfalls”; reverse the decline in water quality so as to  “build Leitrim’s brand, product/service portfolio, and promote protect the lake’s unique values. The plan and market Leitrim around the destination concept”; describes the fragility of the ecosystem and  Audit the quality, ease of understanding and functionality highlights the many threats to its of signage within geographic locations; sustainability. It identifies actions that will  The County Leitrim Heritage Plan is currently being renewed- an reduce these threats and makes objective of the plan includes “To maintain and enhance the recommendations its management. network of Leitrim’s walkways”.  Objective 108: “It is an objective of the Council to facilitate the further development of way marked walking and loop routes by maintaining and creating rights of ways”. Lough Melvin SAC Conservation Objectives  Objective 109: “It is an objective of the Council to maintain and signpost walking routes” Recommendations from this study are mostly collaborative and strategic between key stakeholders and partners of the Melvin region. However, any resulting activities must be considered for any potential impact on the Lough Melvin SAC, including its catchment. There exists a significant potential to raise conservation awareness through outputs of this study.

Leitrim Tourism Strategy 2015-2021 National Planning Framework Ireland 2040 Leitrim’s key selling points that are market-ready  National Policy Objective 26: “Support or near market-ready: Northern Glens Experience the objectives of public health policy –Fowley’s Falls are referenced as one of the most including Healthy Ireland and the interesting natural sights and recommendations National Physical Activity Plan, though integrating such policies, include: - “Investment in way-finding and where appropriate and at the applicable scale, with planning interpretation along key driving routes” policy”. See Healthy Ireland section above.  National Strategic Outcome 3: Strengthened Rural Economies and Communities; Maintaining and enhancing the walkway has

major potential to bring new life to the rural location through Leitrim Recreation Strategy the “win-win” scenario of increased tourism activity and healthier travel, while providing opportunities for rural Lough Melvin is referenced on a number of diversification by embracing the potential for an expansion in occasions throughout this strategy, notable under activity based tourism.  National Strategic Outcome 7: Enhanced Amenities and angling recreation along with the Drowes River. Heritage; “Invest in and enable access to recreational facilities, The Melvin forms a natural North- Western including trails networks, designed and delivered with a strong boundary for Leitrim, and the study offers a emphasis on conservation, allowing the protection and suitable collaborative project under lakes and reservation of our most fragile environments and providing a coastal themes of the strategy. The concept for wellbeing benefit for all”. the Wild Atlantic Salmon Experience was

developed by the Angling Working Group of Leitrim Recreation Forum. Leitrim Local Economic and Community Plan 2015- 2021

Sustainable Economic Development Objective 5: Action A6: “Build on the tourism potential Wild Atlantic Way Operational Programme 2015-2019 offered by the Wild Atlantic Way e.g. promoting Leitrim’s coastline, River Drowes, Leitrim shares c. 5km of the Wild Atlantic Way and is recognised within Fowley’s Falls, Lough Melvin”. the WAW Operational Programme Area.

Border Uplands Project Ireland’s Hidden Heartlands

The Border Uplands project is a joint The Lough Melvin catchment is on the venture between ICBAN, Fermanagh cusp of Failte Ireland’s latest tourism District Council and the County Councils of brand- Ireland’s Hidden Heartlands; Cavan, Leitrim and Sligo with an aim to however, any tourism experience create much needed outdoor access, proposed aligns itself to the Wild recreational and amenity infrastructure in Atlantic Way. There is potential for the scenic uplands of the region. synergies with neighbouring tourism The main aims of the project are: propositions under this brand.

1. To use cross-border co-operation approaches to strengthen and Visions& Options – Fermanagh Lakelands develop the region as a world class tourism destination. Tourism Proposition 2. To upgrade and enhance aspects of the Marble Arch Caves Global Geopark. No mention of Melvin, however the 3. To put in place joint marketing, education and management structures proposition recommends the support of in the proposed area. gateway towns such as Garrison. 4. To increase visitor numbers to the area by 15% within three years of project completion.

Cross Border Tourism Scoping Study and Action Plan

(Rossinver, Co. Leitrim & Garrison, Co. Fermanagh; Embedding Cross Tourism Development Strategy and Action Border Relationships) Plan for Fermanagh & Omagh District  Numerous references to Lough Melvin Council and its wider catchment including Recognises the popularity and importance Rossinver and Garrison Communities. of Melvin for game fishing.

1.5 Consultation The role and importance of a thorough and continuous consultation process informing research and findings was not undervalued. It is appreciated by stakeholders that the future tourism success of the Wild Atlantic Salmon Experience will likely depend on foundations being laid and relationships built (both internally and externally) in early stages rotating around a shared vision. A set of consultees were identified across the public, private, community, agency and special interest groups that needed to feed into the study. In summary, the consultation process involved one to one interviews, telephone interviews, landowners interviews, and Focus Group sessions including agency partners, local community organisations and private businesses (four sessions in total).

Consultees Relevance Sector Melvin Holiday Centre Accommodation and hospitality provider in Garrison Melvin Caravan and Camping Park Accommodation provider on southern Melvin shore Drowes Fishery Promoter of the Irish Rare Breeds concept Rossinver Fishery Sustainable management of Rossinver Fishery including Glenaniff River Wild Atlantic Crusades WASE transport and experience service provider Donegal Language School Potential user of new Melvin packages Big Days Out Outdoor activity packages/ adventure tourism operator Adventure Gently/ Leitrim Landscapes Outdoor activity packages/ adventure tourism operator PJ Golden Sheepdog Trialling in the Wild Atlantic Salmon Experience region Regina Fahey (local historian) Living History, development of local characters Commercial Potential Investors in new micro tourism businesses Businesses within the Wild Atlantic Salmon area Charlie Fergus (Islands & lakeshore landowner) Owns all but one of significant islands on Lough Melvin Nuala McNulty (Sustainable tourism entrepreneur) Associated with Leitrim Landscapes and Leitrim Tourism Network Virtual Reality Ireland (Camille Donegan) Virtual and Augmented Reality experience scoping JJ O’Hara Leitrim Tourism Network Hywel Lloyd Private rowboat tourism provider (Blackboats.ie) Tommy Torrades International Adventure Guide Tina Pommer Outdoor activity packages/ adventure tourism operator Corralea Activity Centre Outdoor activity packages/ water based recreation Rossinver Community Development Company Coordination of Fowley’s Falls walkway (regular meetings with multiple partners) Tullaghan Development Association Company Community group with potential for ‘landing site’ from WAW Kinlough Community Council Promoters of Eco Park; community enterprises. Community Irish Farmers Association Former consultations with local IFA Aideen Connolly Artist and Community Activist Waters and Community Officer Community engagement and water sustainability.

Consultees (continued) Relevance Sector Wild Atlantic Way (dedicated Failte Ireland team) Ensuring Fit for Purpose of product offering to the WAW Failte Ireland Promoters of Wild Atlantic Way Local Link (Sligo, Leitrim and Roscommon) Potential regular bus service to facilitate public transport linkage North Atlantic Salmon Conservation Organisation Best practice and promoters of 2019 International year of the salmon Fermanagh & Omagh District Council Tourism development Statutory Leitrim Recreation Forum Regular updates and discussions at Forum meetings Leitrim County Council Principal Local Authority within the Wild Atlantic Salmon Experience region Inland Fisheries Ireland Potential synergy (e.g. Marketing Strategy), tourism and marketing perspectives. Loughs Agency Responsible for Northern Ireland cross border management of Lough Melvin Birdwatch Ireland Coordinators of Inisheher Curlew management plan

Images: consultations with various stakeholders as part of the study 14

1.6 Strategic Stakeholders The mindmap illustration (below) visually organizes strategic stakeholders that are relevant to the Wild Atlantic Salmon Experience from local to regional scale. The mindmap is hierarchal and shows thematic relationships branching from various stakeholders. This mindmap is a culmination of preliminary desktop research and direct feedback and input that was received during consultations. It is useful both in terms of baseline information for future strategic alignment and planning of the Wild Atlantic Salmon Experience.

Image: Salmon caught on the

Drowes River near Kinlough

Images: various existing and potential assets associated with the WASE

2.1 Introduction Assets associated with and relevant to the Wild Atlantic Salmon Experience were systematically recorded and evaluated during the course of the study. The assets list is a culmination of both desktop research and consultation with stakeholders. The Wild Atlantic Salmon Experience hosts a wide range of existing recreation- related assets and is particularly rich in high quality landscape, including numerous important conservation sites designated due to the presence of habitats or species of European significance. Wild Atlantic Salmon Experience assets were tabled under the various thematic headings; Recreation, Supporting Tourism Infrastructure, Festivals & Events, Landscape Features and Strategic Partners. All tables (bar Strategic Partners) in this chapter are accompanied by a dedicated Wild Atlantic Salmon Experience map to spatially locate the respective numbered assets listed.

Tables include a name and brief description for each asset, and various other relevant headings. Table entries are color shaded in pink for identified assets that are in conceptual stages.

2.2 Recreational Assets The study area boasts a significant number of existing recreational routes. The following map and table identifies each route.

Wild Atlantic Salmon 11 Experience Recreational 9 14 Assets Map 6 5 10 7 4 1

8 13

3 8 2

12 8

Ref. Name Description Ownership/ Develop- Concept Potential Market/ Required Required No Driver ment Scale Env WAW fit Investment supporting stage Impact infrastructure Investment

1 Drowes Fishery Fishery based on the Drowes River private ready high med med n/a n/a 2 Rossinver Fishery Fishery based on South-East Lough Melvin private ready mid low med n/a n/a Garrison and Fishery based on Northern Ireland section Lough Melvin private ready mid low med n/a n/a 3 of Lough Melvin Anglers association Park consisting of parking, picnic area, Kinlough Eco Park public ready high low med <€5k signage 4 playground and walks to lake 5 Crank & Cog* Photography and cycling tours private early high low high €5-20k n/a Rare Breeds Irish Rare Breeds near Drowes Fishery private early signature low high >€50k signage 6 Concept** 7 Regina Fahey* Living History private early high low high <€5k n/a signage Glass Platforms WASE Viewing platforms public early signature med high >€50k 8 interpretation 9 Sheepdog Trials* Watch sheepdog trialling with his master private early high low high <€5k signage Wild Atlantic 4x4 guided and off-road experience private ready high med high €20-50k signage 10 Crusades* 11 Arroo Alapacas* Mindfulness and Walks with Aplacas private early high low high <€5k signage Irish Organic Unique experiences at the Organic Centre private early high low high €20-50k signage 12 Experience* 13 A Floating Picnic* Guided canoe trips on Lough Melvin private early high low high n/a n/a The lifecycle, conservation, sporting and signage The Salmon* private early high low high €20-50k 14 cultural impact of the wild Atlantic salmon interpretation *further detail available in Appendices **further detail available in Chapter 4.2: Six Big Ideas.

2.3 Islands and Jetties The area contains a number of islands and jetties. The following map and table identifies the islands and jetties.

20 Wild Atlantic Salmon Experience Islands 19 and Jetties Assets 15 21 Map 16 25 24

18 22

Ref. Name Description Ownership/ Develop- Concept Potential Market/ Required Required No Driver ment stage Scale Env WAW fit Investment supporting Impact infrastructure Investment

Island on Lough Melvin Inisheher Island with on-going Birdwatch Lake boat private mid low med low n/a 15 (potential Tour) Ireland conservation tours programme ‘Bear Island’; small island 16 Inishmean with no significant private n/a n/a n/a n/a n/a n/a appeal Garrison Jetty and Access point to Lough public ready n/a n/a n/a n/a n/a 17 Slipway Melvin; Access point to Lough Breifne Pier public ready n/a n/a n/a n/a signage 18 Melvin; Concrete jetty located 19 Eco Park Jetty within the Eco Park at public ready n/a n/a low n/a signage Kinlough Access point to Lough Lareen Park private ready n/a n/a n/a n/a n/a 20 Melvin; Access point to Lough Derrynaseer Pier public n/a n/a n/a n/a n/a n/a 21 Melvin; Garrison Lough Access point to Lough Melvin Anglers public n/a n/a n/a n/a n/a n/a 22 Melvin; Association Access point to Lough Rossinver Jetty public n/a n/a n/a n/a n/a signage 23 Melvin; Inishtemple Island Island on Lough Melvin Lake boat private early low med low n/a 24 (potential Tour) with church ruins tours Adventure on Island on Inishkeen Island Lake boat Lough Melvin with private early signature med high €20- €50k 25 Adventure tours ancient oak woodland

2.4 Heritage Assets The area contains a number of built heritage features. The following map and table identifies some of the relevant heritage assets.

30 36 Wild Atlantic Salmon 37 Experience Heritage 34 28 Assets Map

31 35 31 32 27 29 26

35 22

Ref. Name Description Ownership No

Inish Teampall Ruins of a church on Inis Teampeall Island. Mass has occasionally been held on the island. private 26 Church This is a castle of the McClancy clan which was visited by Captain de Cuellar, a Rossclogher Castle private 27 survivor of the Armada, in 1588. The Four Masters’ Triple-arched bridge carrying road over the Drowes River, built c. 1780. It includes public 28 Bridge a monument commemorating the writing of the Annals of the Four Masters. Wood Island Burial Includes various relics belonging to burial site; slab, former church ruins, enclosure, well private 29 Grounds and lime kiln. Believed to have been built in the year 1420; the castle was built on the ford of the Bundrowes Castle private 30 Drowes River and was a strategic entrance to the ancient province of Ulster. Salmon Watch Disused modern building overlooking the Drowes River for salmon monitoring. private 31 Tower 32 Crannog One of several crannogs that exist on Lough Melvin. private 33 Historic Mills Various Mills that exist near Kinlough. private Seven-arch road bridge (constructed c. 1820) over the Drowes River, that crosses Lennox’s Bridge public 34 the Drowes New Ballagh Church of Ireland built in 1851, restored in the 1990’s. public/ private 35 Centre 36 Tynte Lodge Five-bay two-storey Georgian house, c.1750, with decorative defensive folly. private Tullaghan Stone 9-10th Century Stone Cross of unknown origin, relocated to Kinlough in late 1700s. public 37 Cross

2.5 Supporting Tourism Infrastructure Assets The area contains a number of existing and potential tourism infrastructures. The following map and table identifies each tourism infrastructure.

43 Wild Atlantic Salmon Experience Supporting Tourism Infrastructure Assets Map 41 42

46 44 47

40 45

Ref. Name Description Ownership/ Develop- Concept Potential Market/ Required Required No Driver ment stage Scale Env WAW fit Investment supporting Impact infrastructure Investment

38 Benwiskin Centre Self- catering/ Hostel community ready n/a low high n/a n/a Council Owned Café/ Melvin Holiday Hostel/ Caravan & public ready high med high n/a n/a 39 Centre Camping The Organic Information education private ready high low high <€5k signage 40 Centre centre with café/ food Fine dining in Kinlough Courthouse private ready high low high n/a n/a 41 village 42 Claudio’s Cafe cafe in Kinlough village private ready high low high n/a n/a Fishing Experience Attraction centre on the signage community early signature low high >€50k 43 Centre WAW in Tullaghan interpretation Transport potential for Local Link public early med low low n/a n/a 44 WASE roads Glenade Self- Catering/ Glamping private early med med high >€50k signage 45 accommodation in Glenade New Caravan/ Self- Catering/ 46 Camping Camping/ Caravan Park private early med high high >€50k signage Accommodation near Breifne pier

Ferry experience across Melvin Ferry public/ private early signature high high >€50k signage 47 the Melvin

Note: There are a growing number of Airbnb properties (mostly rural locations) in the area. Local anecdotes suggest visitor numbers are improving. They vary in style from traditional farmhouses to pet- friendly mobile homes with hot tubs.

2.6 Landscape Feature Assets The area boasts a significant number of existing Landscape Feature assets. The following map and table identifies the location and nature of each 57 asset

Wild Atlantic Salmon 56 Experience Landscape Feature Assets Map

54 52

51 49 58 48

55 53

Ref. Name Description / Features of Interest Ownership Develop-ment Concept Potential Market/ No / Driver stage Scale Env WAW fit Impact Ardagh Woodland Recognised ‘Ancient & Long Established Woodland’ private early low high low 48 (Between Buckode & Rossinver) Recognised ‘Native Woodlands’ of Ireland. 5 identified Native Woodlands private early low high low 49 within WASE Recognised Natural Heritage Area: rich butterfly fauna, Private/ Aghavoghil Bog Irish Red Data book species, bird species of interest. early low high low 50 public Natural Heritage Area. Mountain with distinctive flora similar to Ben Bulben; one Arroo Mountain Private/ of the floristically richest areas in the country. A walkway mid medium medium medium 51 (Dartry Mountains) public is developed. Special Area of Conservation Oligo-mesotrophic lake with a unique fish community, Public/ Lough Melvin mid high high high 52 Special Area of Conservation private High Nature Value European recognised landscape of high value shaped by Private/ farmland traditional small scale farming providing a range of n/a n/a low high 53 public landscape ecosystem services. Six large islands and numerous smaller crannog-sized Lough Melvin islets exist on Lough Melvin, hosting a variety of habitats private early n/a medium medium 54 Islands and ancient structures. Special Area of Conservation. A series of cascades- part of upland eroding Glenaniff 55 Fowley’ Falls River, a walkway is developed. Special Area of private mid signature medium high Conservation. One of Ireland's premier salmon rivers, flowing from the River Drowes private n/a n/a low low 56 Melvin into Donegal Bay A highly attractive backdrop to the WASE scenery, the Leitrim Coastline bay hosts mountainous shorelines including Slieve public n/a n/a n/a high 57 and Donegal Bay League & bounded by the North Atlantic Ocean. Roogagh Located just outside of Garrison, the Roogagh waterfall Waterfalls public ready medium low medium 58 offers a scenic set of cascades, high banks and treelines.

A prolific little salmon river that flows for 14 miles 59 Bunduff River from Glenade Valley into Donegal Bay with a public n/a n/a low low spectacular waterfall. Near Mullaghmore.

2.7 Recreational Route Assets The area boasts a significant number of existing recreational routes. The following map and table identifies the location and nature of each route.

68 65 Wild Atlantic Salmon 67 62 Experience Recreational Route Assets Map

64 61

Ref. Name Description Ownership/ Develop- Concept Potential Market/ Required Required No Driver ment stage Scale Env WAW fit Investment supporting Impact infrastructure Investment signage Gates of Glan Scenic Route public mid low low medium n/a interpretation signage Barr Road Scenic Route public mid low low medium n/a 61 interpretation Looped scenic route Melvin Drive public ready medium low medium n/a signage 62 around Lough Melvin Newly opened walkway Arroo Trail public ready medium low medium n/a signage 63 up Arroo Mountain Grade 3 country Fowleys Falls signage walkway along a series public/ private mid signature high high <€5k 64 Walkway interpretation of cascades North West On- road cycling trail public ready medium low medium n/a signage 65 Cycle Trail Kingfisher Cycle Long distance cycling public ready medium low medium n/a signage 66 Trail trail across Ireland Northern Glens Looped route on quiet public ready medium low medium n/a signage 67 Route roads Wild Atlantic Tullaghan as an 68 Way interchange point to the public ready signature med high n/a n/a WASE West A 73 mile circular cycle 69 Fermanagh around Fermanagh public ready low low low n/a n/a Loop lakelands

2.8 Festivals & Events Assets The area contains a number of existing and potential festivals and events. The following map and table identifies each festival and event.

Wild Atlantic Salmon Experience Festivals &

Events Assets Map

74 70

Ref. Name Description Zone Ownership/ Develop- Concept Potential Market/ Required Required No Driver ment stage Scale Env WAW fit Investment supporting Impact infrastructure Investment

Long, med and short cycle route around Signage Tour De Melvin mix private ready low low med n/a 70 Lough Melvin organised (cyclists) by Melvin Cycling Club Family friendly weekend Kinlough Fair Day 1 community ready low low low n/a n/a 71 festival Series of promotional Organic Centre open days throughout 3 private ready low low Low n/a n/a 72 Open Days the year Series of fishery- hosted Angling Com- angling competitions mix private ready low low Low n/a n/a 73 petitions occurring throughout the year Occasional mass held on private& Church Island Mass Inins Teampall to 2 early med med Low <€5k n/a 74 community become an annual event Regatta/rowing Melvin intercommunity mix community early med low Low <€5k n/a 75 club rowing club

2.9 Strategic Partners Assets

Name Description Capacity Relevance to the Wild Atlantic Salmon Experience Failte Ireland Tourism development agency of Ireland High Alignment with existing & new National Strategies Leitrim Recreation Forum Coordination of Leitrim Recreational Strategy High Potential for sub-group emergence to oversee the delivery of WASE Rossinver Fishery Fishery based on South-East Lough Melvin Medium Potential of recreational access to, and conservation of, Melvin waters Garrison Fishery Fishery based on North-East Lough Melvin Medium Potential for management of recreational access of Melvin waters Waters and Communities Office Promotes better management of Melvin catchment High Opportunities for community involvement in integrated initiatives Loughs Agency Cross-border agency Low Oversight responsibility for Lough Melvin North Atlantic Salmon Conservation Intergovernmental organisation committed to the Potential for international promotion of salmon related tourism experience; best Low Organisation conservation of Salmon practice for salmon conservation. Inland Fisheries Ireland Management & conservation of inland fisheries Low Responsibility for conservation and promotion of the Wild Atlantic Salmon Leitrim Development Company Delivery of a range of programmes and support High Potential access to a range of supports for both community and private drivers Leitrim County Council Local Authority High Delivery of statutory responsibilities Donegal County Council Local Authority Low Delivery of statutory responsibilities Fermanagh-Omagh District Council Local Authority Medium Delivery of statutory responsibilities Sligo County Council Local Authority Low Delivery of statutory responsibilities Kinlough Community Council Community development group Medium Dovetailing of tourism, recreation and community development initiatives Dovetailing of tourism, recreation and community development initiatives. This Tullaghan Development Association Community development group Medium includes the delivery of a signature tourism attraction on the Wild Atlantic Way Rossinver Community Development Community development group based at the New Medium Coordination of Fowley’s Falls walkway maintenance. Company Ballagh Centre, Rossinver. Community coordination, local information point, angling and recreational Rossinver Youth Project Limited A facility for the Rossinver community Medium development (e.g. previous angling guide development programme 2013) Big Days Out in Leitrim One day of canoeing, cycling and walking in Leitrim High Melvin Guides Locals trained as Lough Melvin ‘Gillies’ High Francy Mc Sharry; Bernie Kilkenny; Sean Carthy- potential Lough Melvin Guides Surfing lessons, lodge and holiday packages. Potential to link as further attractions in the region of the Melvin, possibly surfing Bundoran Surf Company Low Owner based in Kinlough. in Tullaghan. Organised hill walks along Arroo, Glenade valley Holey Soles Walking Club Low Potential to include annual walks as part of Melvin experience offering and wider Melvin region. Irish Farmers Association Representative body for farming communities Low Upland sheep farming Coillte State commercial forestry business Med Access to Forestry land and routes for recreation including Fowley’s Falls walk. Birdwatch Ireland Conservation Charity protecting birds & habitats Med Potential to link with ongoing conservation programme on Melvin island. Leitrim Tourism Promotional website for tourism in Leitrim High Potential to promote the WASE and its region

Strengths Weaknesses

Themes Examined under SWOT Analysis:

Administration and Operations

Communications & Marketing

Landscape and Physical Environment

Culture and Community

Business Related Issues

Political Environment

Opportunities Threats

3.1 Theme to be examined: Administration & Operations

Strengths

 Active support of Leitrim Recreation Forum and Leitrim Development Company;  Potentially strong volunteer base to draw upon such as Tidy Towns, Development Associations, Angling Clubs and the GAA (e.g. new fundraiser by Melvin Gales/Kinlough);  Latent pool of experienced professionals retired & integrated into the community currently unused e.g. fund-raising, anglers, conservationists, writers, web- mastering, graphic designers, recreational users, event organisers and specialist trainers;  Long established and positive relationship with national agencies e.g. Inland Fisheries Ireland;  Developments in technology/broadband improvements now makes it easier and cheaper to link / network small dispersed communities.

Opportunities  The WASE work programme could be delivered through existing sources e.g. Leitrim Recreation Forum. A layer of capacity demonstrated through the likes of the CE schemes could be harnessed. Initiatives from public agencies, academia and the private and community sector should be better coordinated. A database of what is going to happen around the Wild Atlantic Salmon Experience region, who is doing it, how much is being spent, a timeline to completion and what the tangible output will be;  One skilled person working part-time can manage the networking of hundreds of people. The Glens to Sea project (2014-2015) has demonstrated that in the area. There needs to be the cleaning up, merging and management of local contact databases;  Examine creating village tourism plans to a basic template, helpful as a planning and promotional tool: e.g. capture events at parish level;  In a post-Brexit scenario there may be new funding opportunities for sustainable 'shovel-ready' projects;  From a strategic planning and/or research perspective, opportunities exist to ‘twin’ with other similar European border lake/coast destinations;  There is an experienced group of experienced managers / specialists within the community that should be harnessed. These people could be recently retired or between jobs. This may be a small pool of multi-disciplinary experienced business mentors drawn for the community to assist enterprises or business start-ups in the tourism broad area? Look at models such as “Friends Of” in cultural and heritage institutions? A “Friends of Wild Atlantic Salmon Experience region ” (target 25) perform as varied as clean- ups, event management, fundraising, and visitor meet and greet;  Establish a comprehensive database of products / services / people available in the Melvin catchment. Incorporate all this information onto a GIS system that become a planning and organisation tool. Continually updated, this will be helpful for data analysis and case making;  The Organic Centre, as a ‘vehicle’ could examine if there are any opportunities for a skills sharing / joint purchasing / local sourcing scheme (spirit of Meitheal) within the Melvin catchment.

Weaknesses  Touching four counties / two jurisdictions;  No history of operationally delivering a project as complex (and important for the whole community future development) as this vision for Melvin. Practical relationship building is often a slow and occasionally troubled process e.g Fowley's Falls. There are few dedicated development workers on the ground except in Rossinver coupled with a healthy scattering of community employment schemes but they are by their nature specific to an area/set of tasks and not widely networked. Community supports are 'disconnected';  Irregularity of inter-agency dialogue focused on Melvin and its related issues;  No Tourist Office with capable seasonal support staff. [Nearest Tourist Office is Bundoran];  Is there the same sense of urgency and commitment between all community partners to make sure this Wild Atlantic Salmon Experience ‘work’?;  No central on-the-ground secretariat likely, resource issue;  The complex nature of unifying isolated partners requires all essential elements to fall into place such as an agreed work programme with targets, an experience implementation group, adequate resources to help build momentum and above all leadership. Without any one of these this project is vulnerable;  If the project fails, it will likely take another generation before a project of this scale can be resurrected;  No current access to the Leitrim coastline.

Threats

 Inadequate resources (staff, capacity and financial) to deliver an ambitious work programme. A 'home' needs to be found for the small but capable secretariat necessary to service the delivery of the vision;  The private sector/micro businesses in the tourism space will not stand for the Experience venture becoming another ‘talking shop’ that promises much but goes nowhere. Quick wins will be demanded in order to maintain momentum within the first 6-12 months;  The agencies and public bodies are seen to drive this initiative at the expense of a genuine ‘bottom up’ community approach. Who will call the tune? Who takes genuine ownership? Could the Leitrim Recreation Form for example be seen as just another 'public sector dominated quango' … they will do all the work until the funding runs out attitude;  Loss of momentum, infighting and paralysis while trying to agree a collective vision and operational plan;  Two jurisdictions post-Brexit adds to the complexity of the management challenge. It could be argued that Fermanagh Council have over the last decade demonstrated little confidence/commitment in Lough Melvin;  Any underlying 'turf wars' that risk undermining progress e.g. inter-community, inter-business or between agencies.

3.2 Theme to be examined: Communications and Marketing

Strengths

 Wild Atlantic Salmon Experience region message - one of Ireland's most undiscovered, significant / unique angling and water destinations on the Wild Atlantic Way;  The quality of existing tourism assets like the Drowes Fishery and the Organic Centre can be easily built upon and enhanced;  Historically and heritage rich, ample stories to tell and some excellent storytellers;  Melvin easily translated into languages of chief overseas target markets;  Support and experience of the Wild Atlantic Way team;  Established channels of communications exist to reach the local community e.g. post office network (Kinlough, Rossinver and Garrison), parish newsletters, local radio, community centre notice boards, multiple local printed or electronic newsletters, and farming/agricultural/angling mail outs.

Opportunities  Design and implement an ongoing community information campaign on Melvin activities. Local papers could frequently feature a positive story about Melvin. Someone capable has to take responsibility for these tasks. There is opportunity for an immediate online campaign to build up necessary local relationships;  Cultivate relationships with local, national and specialist press. There is an informal network of national journalists/film makers/photographers who have always been helpful to Leitrim, this should be brought to the next level with a database of contacts;  A simple but imaginative traditional and new media strategy as a portal linking existing partner operations. This has to genuinely 'add value';  Deliver a number of hands on tourism packaging training programmes for the trade with an emphasis on cross marketing and targeting key markets in specific countries. These packages should be offered online employing friendly platforms such as Leitrim Tourism Network, Leitrim Tourism and Failte Ireland. Targets need to be set and progress reviewed. Support should be available to make this happen on an appropriate scale and quality the likes of Leader and LEO should be in a position to help;  Examine the potential of using a patron(s) to act as the figurehead for the initiative;  Audit the maps and related material within the Melvin area and make suggestions for enhancement employing possibly new downloadable App technology such as Augmented Reality (AR) which use smartphones (up to 70% of visitors will have a smartphone. Further information see: Failte Ireland: ‘Tourism Intelligence: Mobile Trends & the Visitor Experience’ ( http://www.failteireland.ie/Utility/News-Library/Tourism-Intellegence-Mobile-Trends-the-Visitor-Exp.aspx)  Identify and nurture an existing or new festival to become of international significance over the next five years;  In time examine developing a sponsored and self-financing free glossy Melvin Summer Adventures magazine for distribution to key tourism sites/accommodation and public buildings within a 50km radius;

Weaknesses  A significant challenge exists ensuring all partners are adequately informed of developments on a week by week, month by month basis. The core implementation group will have this responsibility. Capable design and administration of an ongoing online/social media strategy will be a vital ingredient to successful implementation of the recommendation in this Study;  There is no existing brand. Brand building and management will begin from scratch;  Building and managing an international tourism destination brand requires significant resources and skills  There is a profound lack of inter community knowledge of that which is available to tourists in the Melvin catchment extending to mature neighbouring tourism hubs like Bundoran and Sligo;  It is unclear how the Wild Atlantic Way brand proposition will be aligned with the Wild Atlantic Salmon Experience region’s emerging brand;  There is significant existing day visitor 'competition' from neighbouring destinations such as Marble Arch/Cuilcagh/Cavan Burren and Sligo/Lissadell/Drumcliff with exceptional 'experiences' to deliver;  There is no integrated signage plan. Inadequate N15 signage especially from main arterial routes into Melvin catchment;  The current generation of promotional literature (public, private and community) for the North West region seldom references Leitrim’s coastline or Lough Melvin;  There is no existing 'what to do in the Wild Atlantic Salmon Experience region related map for visitors;  Lough Melvin is largely invisible on social media/online promotional platforms with the exception of amateur angling related videos down the years.

Threats  Capacity issues in relation to delivering a new media and traditional marketing plan;  Inability to agree on a destination brand name and ongoing brand management. Compromises don't necessarily lead to successful marketing outcomes;  Lack of alignment in the marketplace between the Wild Atlantic Salmon Experience region and the Wild Atlantic Way. This also applies to alignments with key partners like Leitrim Tourism and the IFI's new angling marketing strategy;  Tensions in creating commercial synergy between existing marketing activity in the region and the Experience e.g. Organic Centre and Drowes Fishery. What sort of priority weighting would they likely give to the experience in relation to their own core offering  Duplication of marketing and promotional activity confusing the marketplace. Signage within the area is an obvious challenge … signage needs to be streamlined, clear and consistent. Also there is a possible inability to properly coordinate and integrate existing activity and marketing e.g festivals clashing on dates/themes, two maps being produced where one would have sufficed;  All research suggest international visitors now want everything packaged up whereas the domestic market is more comfortable self-planning a home holiday. Different messages suggest a challenge upstream. Currently there are more domestic visitors using the WAW than international;  The Melvin (NB: THIS EXPERIENCE IS MORE THAN THE MELVIN) is currently considered nationally/internationally a ‘one trick pony’ (game angling/wild salmon tourism) - without broadening the product offering, refining a distinctive brand and speaking effectively to targeted segments tourism will continue to underperform;  Failing to capitalise on the potential of the International Year of the Salmon (2019).

3.3 Theme to be examined: Landscape and Physical Environment

Strengths  Good national road access to N15 (on the WAW) and R280 (route south through County Leitrim);  Fowley's Falls – cascading falls of national importance;  Arroo Mountain Trail – newly completed walk in the Dartry Mountains;  Gleniff Horseshoe – nationally important looped walk;  Access to the Donegal Bay, Atlantic Ocean at Tullaghan and the Leitrim coastline;  Clean environment comprising iconic lake and islands, rich uplands sheep heritage, living and attractive towns and villages, adequately maintained and litter free link roads. Uncluttered countryside;  Landscape – many informal paths/trails less well travelled;  Impressive vistas with some good supporting infrastructure (photo points);  Recognised Melvin lake loop;  Excellent variety of formal walking/cycling routes for all classes of recreational user;  General user / visitor respect for environment … reasonable visitor/landowner rapport;  Interesting build heritage from early pre-Christian sites scattered across the Dartry Mountains and Tievebaun, to McGlancy’s Castle through to famine times to 20th century Ireland with the ‘story’ of the War of Independence, Civil War and the Troubles

Opportunities

 The 'Wild Atlantic Salmon' has a fascinating and original story to tell as does the three species of trout sonaghan, gillaroo and the ferox.  Establish a voluntary network of walking, angling and cultural guides. Enable them to receive the best of ongoing training. Only promote 'registered' guides.  The visitor being able to access at least one of the islands in a responsible manner would be desirable e.g. Wood Island.  Explore the potential of auditing / packaging the Gardens of Melvin. Could value be added to existing gardens of note? A Trail could easily be developed to add even more value for the visitor e.g. five distinct sites including the Organic Centre as the start off/stop off point.  New 'complementary' tourism offerings will need to be the developed; the 'wow' factor is currently unavailable. See 'Six Big Ideas Section'.  Audit the faster river runs to see if there is potential for ‘white water rafting’ soft family adventures ideally one that would finish in a town / village. Environmental impacts may be an obstacle.  Encourage the development of parallel adventure sports offerings that are achievable e.g. rock climbing' and fell running. A significant international extreme sports event in the medium term is achievable within the Wild Atlantic Salmon Experience region.  Fowley's Falls has significant potential to grow in a responsible manner once refurbished.  Examine further developing the likes of the Benwiskin Centre ( community enterprise: Ballintrillick Environmental Group ) as a National Walking Centre of Excellence;  Explore possible public routes from Tullaghan village to the Leitrim coastline.

Weaknesses

 Some evidence of rural litter problems e.g. north shore particularity from a cyclist’s perspective below the road.  Otherwise attractive village streetscapes sometimes display closed down businesses and signs of dereliction in vacant lots.  There is inadequate car parking in some areas and access to basic services at important facilities around the lake e.g Eco Park, Kinlough.  Some issues emerged about safely of visitor cars in remote locations e.g Gleniff Horseshoe.  There will likely always be some friction between angling users of Melvin vs non-angling users. This conflict needs to be managed.  Melvin is a managed water catchment. It is a Special Area of Conservation. This designation brings with it significant controls on development and usage e.g. swimming zones, new slipways/jetties.  Globally the Wild Atlantic Salmon is under significant threat from multiple fronts.  Built heritage is modest in this rural area;  Currently no public access exists from Tullaghan village to the Leitrim coastline and Atlantic Ocean.

Threats  While the vast majority of activities engaged in by visitors is free at the point of experience, there remains a threat of visitors taking it all for granted (e.g. walking/cycling). This in turn leads to the community becoming dissatisfied, as there is no tangible economic spin off e.g local jobs from the hundreds of cars clogging their roads at peak time of the year. Tourism development in Melvin needs to accelerate its monetisation, money needs to be left in the local economy by content visitors;  Much environmental improvement work is dependent on Social Economy Schemes /Community Employment Schemes run through local development associations. What happens if these schemes are reduced or redesigned e.g. impact on Tidy Towns?;  Disruption of rare migratory bird, wild salmon and related, by an increased number of recreational users/tourists to the lake area. The Melvin catchment is an important SAC and 'one of the few natural post-glacial salmonid lakes in northwestern Europe that remains in a relatively pristine and undisturbed state';  Possible future issues surrounding Quads & 4X4’s vx Walkers & Mountain Bikers. As previously mentioned there may be tensions in the future between traditional Lough Melvin anglers and non-motorised water recreational users. A zonal approach has worked successfully elsewhere. Currently not an issue;  Inconsistent and irregular signage/waymarking;  Illegal parking in rural / farm areas. Disruption to farmers, farming community by insensitive visitors;  There is lack of ‘wet day / family attractions’ … most of the Wild Atlantic Salmon Experience region’s development scenario depends on being in the great outdoors/natural environment. The only existing dry visitor attraction is the Organic Centre.

3.4 Theme to be examined: Culture and Community

Strengths

 Modest but growing festivals programme. Substantial scope to bring in more visitors. Support existing and create new festivals of scale and across all major themes need to be incorporated e.g. cycling, walking, food, angling, heritage and a significant inter-community festival spanning the whole Melvin catchment.  Strongly defined communities and geographically well dispersed around the 20km2 lake.  Genuine bottom up community mobilisation probable to drive this project forward (requiring good leadership).  High degree of popular acceptance from the consultation process that a collective and more unified lake-wide approach needs to be developed.  Civic pride in the appearance of villages has improved e.g. Fair Day in Kinlough and community work on the High Cross,Tullaghan.

Opportunities  From a community mental and physical health perspective: actively enable through imaginative programming and partnerships more marginalised and unfit members of the community to ‘get out and about' on/in and around Melvin;  Examine the potential of reaching the diaspora through associations / societies overseas;  The educational market / learning English holds potential to bring in new visitors;  An annual programme of trade & community familiarisation visits for all four neighbouring communities under the banner – ‘getting to know you and your community’;  Reflecting the Mountain Sheep Farming Tradition: encourage the coordination of local sheep farmers to bring their mountain lamb at key time of the year to the growing network of farmers markets e.g. Kinlough, Sligo, Strandhill, Cliffony and Manorhamilton;  Begin to make a feature of local, fresh, artisan foods. The Organic Centre along with local award winning chefs Piero Melis and Eithna O'Sullivan can make a significant contribution towards developing a distinctive Lough Melvin orientated food culture;  Potential for an amateur photographers/photographic society based around the Wild Atlantic Salmon Experience region (ranging from Sligo to Ballyshannon);  Child/Family Friendly Activities...the child / family market should not be undervalued especially given Melvin's close proximity to Bundoran;  Each community could examine events programme / core product offering to see if this family market is being adequately serviced. Night time non-pub entertainment remains a challenge for visitors. Focus should go on further developing and promoting the impressive old world Ceili House in Kinlough and expand the ‘evening walks’ programme in the larger communities open to all. There could be four evening walks from the centre of the community on consecutive nights during the summer months, easy to coordinate and response may well be greater than one would expect;  The local walking club, Holey Soles is an excellent resource. Could they examine a mid-summer Melvin Walking Festival as a sister to their successful Easter festival?

Weaknesses  Cross community knowledge deficit on what sister communities ‘on the other side of the lake’ offer and consequently the benefits of cooperation.  Little evidence of public awareness or appreciation for the practical needs of today's visitors e.g. bike parking, Melvin tear-off map in all retail outlets or dedicated training programme for front of house staff.  Community feel they are not getting a ‘dividend’ from the growing number of biking and walking visitors. Is this perception valid?  The age profile of those involved in community / tourism activity veers towards middle-age activities - are the voices of younger generations being heard? If ‘no’ how can these be addressed?  Absence of coordinated music programme in pubs at night.  The overall food offering from pub food to fine dining lacks a collective area identity and exhibits patchy delivery across the Melvin area. A sustainable Melvin destination must deliver on an up-scaled food offering.  The heritage, sporting and culture offering is under appreciated and generally inadequately presented to the growing number of visitors. Could the GAA not be ‘packaged’ in a modest way as part of the redevelopment of the Melvin Gales facility?  Genealogy and ancestral research is virtually invisible- need to build on the Dartry Centre and the Townlands and People Heritage Group  There is exists a general un-appreciation for traditional culture and for the Irish speaking community.  There is an absence of any formal network of all the resident professional artists living in the broad Wild Atlantic Salmon Experience region.

Threats

 In the absence of proper walker services (car parking/toilets/signage/info-panels in some key locations there remains a risk of tension between visitor and local e.g illegal parking, littering;  Age profile of community activists significantly over 40yrs. A national / societal problem. Younger generations voices must be heard;  Underappreciation at community level for the rich history/heritage narrative of the area from the Annals of the Four Masters to the Spanish Armada/De Cuellar's Story;  Due to inadequate leadership the core concept of a new collective approach remains submerged in a sea of unresolved parochial self-interest. Given the complex geographical nature of the territory, lack of history of co-operation and uncertain financial supports this will remain a clear and present danger for the project into the medium term. This needs to be resolved;  There are patchy community facilities on the ground with Rossinver and the Ballagh Centre having impressive facilities for a variety of community education programmes where as the more populated communities of Kinlough and Tullaghan currently lack dedicated spaces.

3.5 Theme to be examined: Business Related

Strengths

 There is helpful data from FI / WAW on the likely economic benefits of delivering this project.  The on-going encouragement and support of the LEADER Programmes and the Leitrim LEO ensures micro tourism businesses should have access to basic supports and mentoring.  Growing awareness by the relevant public agencies of the opportunities of the Wild Atlantic Salmon Experience region area to be successfully integrated into the roll out of the Wild Atlantic Way.  Some evidence of a new generation of entrepreneurs interested in investing in tourism area.  Access to Established Visitor Destinations: Lough Melvin is within a 40min drive of Marble Arch Caves/ Cuilcagh Mountain Park; West Cavan Burren / Drumcliff- Yeats Grave / Glencar Waterfall, all in excess of 100k visitors per year. On top of that factor in Mullaghmore, Bundoran, Florancecourt National Trust Estate and Lissadell House. Lough Melvin is surrounded by recognised destinations that generate significant footfall virtually all year round.  International case studies and strategic plans for lakeland destinations are available e.g. UK, France and Canada. There is little in tourism development that is new, much can be learned by studying existing strategies.

Opportunities  In the absence of a variety of mainstream accommodation options (there is no register hotel of any rating on or adjacent to the lake) actively encourage and support the provision of a responsible caravan/camping/glamping site adjacent to the lake.  Examine all avenues open for local fundraising. Explore best practice models in fundraising elsewhere. What about a rolling local lottery of scale being mindful of duplication and stepping on the toes of longer established local fundraisers? The creation of a 'war chest' through income generation will be needed for match funding a variety of grant aid opportunities upstream.  Create and up-skill a pool of local community and trade people to sell the destination at shows / fairs / exhibitions.  Could an Institute of Technology Sligo help with ongoing customer surveys/research gathering and analysis? On-going data will be essential to support decision making by the implementation group.  Embedded language skills – there is a significant opportunity to have a 'Melvin Ambassador' fluent in Manderin or Hindi which could be promoted by the WAW;  The schools / education day trip market could be further developed through attractive packages widely distributed.  A tailored series of training workshops / best practice visits (X 2) for the implementation group with the objective of building group confidence, introducing critical issues and offering potential solutions would be advisable.  Is there enough benchmark data currently collected to be able to evaluate objectively the successes and failures of the project…an opportunity exists to set benchmarks examining job creation, direct/indirect investment, economic performance, visitor profile, facilities enhancement, media exposure received, and community engagement.  An electric/normal bike hire company of some scale with pick up/drop off facilities (X 3) around the lake would be highly desirable.

Weaknesses  Underinvestment. Garrison, Co Fermanagh, by example has received little public tourism investment over the last decade. The Council-owned Melvin Holiday Centre requires a significant upgrade and re-positioning before it can begin significantly increase its tourism potential.  Little registered accommodation within the Wild Atlantic Salmon Experience region.  There is one national award winning restaurant, The Courthouse in Kinlough. Others will likely follow if there is a consistent uplift in tourism numbers. Food stops around Lough Melvin are limited to Garrison, Kinlough and the Organic Centre (from 2019), in addition Tullaghan’s filling station provides basic food. More are required and to a higher quality in line with visitor expectations.  Evidence of a lack of enterprise in building private sector micro businesses to service the visitors of tomorrow. Few example of true business innovation exceptions include Wild Atlantic Crusades and the Drowes Fishery.  Little evidence of cross selling activities e.g., there is no Passport to Melvin type initiative offering discounts and encouraging longer dwell time in the area...  No significant ‘iconic’ visitor attraction to act as a magnet. Environmental protection would likely mitigate against an attraction of significant scale. It is encouraging to see the Organic Centre beginning to move more into the responsible tourism 'space';  A lack of access to the Leitrim coastline hinders potential attraction and outdoor adventure opportunities;  Limited internal public transport system. Local Lift have a role to play in facilitating greater access via scheduled public service and connectivity between communities/facilities;  No evidence of specialist outdoor activity retailing which could be a considerable magnet.

Threats  There is a critical lack of tourist accommodation in the immediate Wild Atlantic Salmon Experience region;  The food offering for visitors needs to be enhanced. There are not enough night-time eateries;  There is little night-time tourism economy. Few pubs with music. With the notable exception of the Rambling House (Kinlough) there are few other non-pub night-time attractions;  Inter business networking (B2B) is virtually non-existent;  Access to fast / reliable and inexpensive broadband still remains an aspiration to many operators. Poor broadband service is currently restricting growth;  There remain skills deficits within the tourism sector in areas such as eMarketing, Social Media Marketing, Packaging, Research Practice, Regulation & Compliance (especially in food), Festivals and Events Organising; Business Planning and Accessing Funds/Drafting Applications. A tailored & coordinated Lough Melvin Tourism Training Initiative (2019/2020) would address this capacity issue. Note: Previous training related programmes appear to have had little traction on the ground e.g angling guide training and an introduction to the tourism sector;  Tullaghan, being the landing site on the Wild Atlantic Way, has to match the impressive heritage / access work done by the community with new micro-businesses. The village is an important hub for the whole Wild Atlantic Salmon Experience region;  There are no formal links with academic institutions;  Lack of general 'enterprise' around promoting the Wild Atlantic Salmon with the exception of the Drowes Fishery. It should be noted that angling clubs do not engage in overt commercial activity (with the exception of angling events);  Few concrete examples of agricultural diversification into responsible tourism/recreational provision in the area. 43

3.6 Theme to be examined: Political Environment

Strengths

 The recent arrival of Ireland's Hidden Heartlands (mid 2018) as the fifth FI brand proposition in Ireland has caused some public concern in North Leitrim as to where the Wild Atlantic Way territorially ends and the Heartlands starts. There is however unanimous support locally for Melvin to align itself with the Wild Atlantic Way with its 'landing site' at Tullaghan.  Given the ‘borderlands’ nature of the lake the local authorities are aware there are ‘special needs’ to motivate economic growth.  According to Pobal data this area of North Leitrim is by all national indices one of the poorest regions in rural Ireland.  A zonal approach is being adopted to define the area. There should be little ambiguity identifying what is inside/outside the destination.  The Wild Atlantic Way needs to have a 'Leitrim proposition' … the Wild Atlantic Salmon Experience is the obvious candidate.  Commitment to preserve the lake and surrounding environment through responsible planning. The catchment is a designated SAC.  In the current bullish economic climate (not withstanding Brexit uncertainty) now is a good time to be seeking new solutions to generate more business, create jobs and engineer synergy between new partners in the study area.

Opportunities  Creating a Vision for Wild Atlantic Salmon Experience in 2040: How could a brave, innovative and fully integrated approach positively affect the quality of life of the communities over the coming two decades; can we offer the tourist of two generations hence what they are looking for? What are the essential foundation stones the implementation group need to lay at this initial stage? Can this once-in-a-lifetime opportunity be grasped or will it go the way of many previous ‘false dawns’ and peter out? The questions can be asked but the answers are currently unknown.  If it come about there is an absence of political support, substantial resources and capacity to deliver a work programme outlined in this Study it may be possible to downscale the ambition of the project. Executed properly and keeping all essential partners on board the integrity and 'promise' of the Wild Atlantic Salmon Experience may not be seriously compromised. However, the goodwill and flexibility of public partners would be essential to make this happen especially in relation to funding for most of the 'Big Ideas'.  Employ an ongoing programme of presenting formally outcomes / developments to local elected representatives on an annual basis. Ensure the development agencies are well briefed on all progress.  Funding, Thinking Outside the Box: Could the overall blueprint be taken directly to Brussels for consideration if there is no significant movement on funding for key elements of the plan from agencies/government. How will Brexit impact on delivering the Wild Atlantic Salmon Experience region and how best can the implementation group use this to their advantage?  Melvin Angling Clubs. They have over decades helped conserve stock and educate the public. They are in essence the 'eyes and ears' of the lake. However, in order to unlock the economic potential of the lake through responsible tourism there will need to an opening up of Lough Melvin to non-angling leisure/recreational users.

Weaknesses  Slow but growing evidence of the acceptance by all necessary public partners through the likes of county plans, tourism and development strategies that a more integrated area based approach to Lough Melvin is the best way forward. Fermanagh and Omagh District Council may we lagging behind the likes of Leitrim in this regard.  Little evidence recently of a cross boarder strategic area based 'conversation' to addressing the challenges of Britain exiting the EU.  In straitened times making the case for funding into the medium term will always be difficult. Without a detailed and costed business plan with clear quantifiable outcomes, this project can be accused of aspiration over substance?  To date the business case for the Melvin area has not aggressively been made where the message needed to be heard. There is little evidence of large private sector drivers making a ‘noise’. Will it a local election topic in the 2019 Local Elections, it is subtle indicators such as this that will demonstrate if there is a momentum behind making something happen in the Wild Atlantic Salmon Experience region?  Into the near future is the same sequencing of activity/priorities suit all communities / partners - are there some partners who feel they need ‘to get their own house in order’ before they commit to a broader vision?  At this early stage there is no natural ‘leader’ emerging to drive this concept forward. Leadership will be a vital ingredient to successful delivery.  Constant negotiation is required to successfully navigate through dilemmas like investment in mature areas .V. aspiring areas, mature product .V. new product, established operators .V. new entrants. Without transparent systems governing all decision making internal political conflict will likely follow. The credibility of the whole enterprise could be undermined by a relatively 'small' local scandal.

Threats

 Brexit uncertainty;  Think big, deliver results from the get-go, avoid parochialism and dovetail with the Wild Atlantic Way. Enlightened leadership must now come forward to take on this challenge. Without it history suggests this Wild Atlantic Salmon Experience project will likely fail bearing in m ind the laudable Green Box and the Breffni Project before it;  False hopes. By promising to deliver too much too quickly to too many there is a likelihood words will outstrip deeds. The delivery of the Wild Atlantic Salmon Experience region must be underpinning by realism;  Without ensuring at the outset there are adequate ‘starter’ resources to deliver on a modest work programme the Wild Atlantic Salmon Experience would be advised to remain in the ‘research and consultation’ phase and not go prematurely into the tourism marketplace. Let the private sector / NGO's proceed building new tourism packages/offerings;  It is critical to long term sustainability that some/all of the 'Big Ideas' outlined in this Study are realised. The Wild Atlantic Salmon Experience in order to make an impact in the marketplace, needs to stand out from the crowd. Visitor statistics demonstrate how volatile the macro tourism economy is in peripheral areas like the northwest (Sligo, Leitrim and Donegal) where tourism numbers fell by 50,000 (approx 10%) between 2016 and 2017, while nationally they increased by 7%.

Images (from top left): Fowley’s Falls; The Organic 46 Centre; Breifne Pier; Arroo Mountain.

4.1 TELLING THE STORY

The Wild Atlantic Salmon Experience must confidently offer a range of experiences that are richly rewarding; they need to be both socially enjoyable and uniquely engaging. The proposed experiences encompass the Leitrim coastline and wider Lough Melvin area and are defined under different categories and sub-themed as ‘touchpoints’ in the tables that follow.

The Visitor Experience Categories and Common Touchpoints

The touchpoints identified for the visitor experience are grouped under the six categories:

1 ‘The Salmon’; 2 ‘Farming, Cultivation & Food’; 3 ‘Arts & Culture’; 4 ‘History’; 5 ‘Landscape & Recreation’; 6 ‘Science & the Environment’.

These categories encompass what the whole area has to offer and aim to reflect varying visitor motivations, budgets, physical capacity and curiosities, the more varied the range of experiences the more there is an increased likelihood of mixed groups visiting and staying.

Images: Living History with Regina Fahey (left) and Wild Atlantic Crusades fleet of personal Landrovers 48

Salmon Touchpoints

Common Touchpoints: Salmon Experiencing the Salmon and its journey in this environment… Stopping at the Atlantic Fishing Experience centre and experiencing the Salmon life cycle in VR Submerse into the Melvin’s lake bed and salmon habitat in AR and VR Playing the ‘Salmon Race’ VR game with the children downloaded via a QR at the center Visiting the Drowes Fishery, an intimate salmon management learning experience

Spotting the Salmon in Spring along the Drowes and the Glenaniff Rivers

’ Watching local and international sports anglers fly-fish…hearing their stories of… Finding out the weight and where the largest specimen was caught, when and by who? Learning firsthand from a guide how the salmon reproduce, its incredible journeys… How do weirs work? What do salmon require to jump so high out of the water?

The Salmon ‘ Going on a boat tour from Kinlough towards Garrison, having a chat with other boat users Watching the graceful fly fishing from lake boats Learning about the salmonid family, unique ‘Gilaroo’ and ‘Sonaghan’ trout of the Melvin Bookmarking the link to the live nature camera on the Drowes River… Admiring the local salmon flies- what makes them unique to the Wild Atlantic Salmon Experience region? Just off the WAW; watching salmon swim up the Drowes River from the Watch Tower

Images: (from left) a boat trip on the Melvin, onlookers at the Drowes Estuary, a Virtual Reality experience using headsets. 49

Farming, cultivation and Food Touchpoints

Common Touchpoints: Farming, cultivation and Food A rare occasion to taste a Melvin salmon in season Staying at a lakeshore cottage and going to Claudio’s Café for breakfast The time to savor a soup or coffee at the Grassroots Café at the Organic Centre…

A stroll down to one of the Melvin’s many jetties- maybe show the kids how to fish; Dine at the Courthouse Restaurant and experience fine seasonal and local cuisine… Learning about sensitive and appropriate cultivation tradition at the Organic Centre How has Farming shaped the Melvin landscape since the ice age? Savouring locally- reared lamb chops at an open-air bbq event during the summer… Enjoying a packed picnic on one of Lough Melvin’s Islands…adding local sorrel to the salad Learning to forage and what is in season with an expert, getting ideas for dinner… Taking in the buzz of early spring-lambing season Watching the relationship between sheepdog and master during trial demonstration Learn about particular plants and herbs with horticulturalist Rod Alston at Eden Plants Buying the ‘North Leitrim Vegetable Growers' Cookbook’ Understanding the importance of farming and its role in managing the WASE landscape

‘Farming, Cultivation and Food’ and ‘Farming, Cultivation Drinking hot tea made from the ‘Kelly Kettle’ on Woody Island… Purchasing a locally scented candle at the Ballagh Centre…flavours of blackberries, honeysuckle, wild rose… Buying organic seeds, apple trees and potatoes at the Organic Centre Going to the Annual Potato and Apple Open Days at the Organic Centre

Arts, Culture and History Touchpoints

Common Touchpoints: Arts, Culture and History Following the Melvin artists roving exhibition, where will it be this season? Visiting working studios, what is it that brought the artist here? Learning about different mediums, the choice…

Going to art lessons in the New Ballagh Center, might take a trip to the Sculpture Center Taking in the breathtaking scenery at the Benwiskin Center… The Melvin yearly school art competition- young, budding artists

History’ History’ Going to visit the ‘Teach Ceoil’ in Kinlough…what is the local dialect? Experiencing Living History- a local significant character reenacted wonderfully The Spanish Armada- the accounts of Don Francisco Cuellar and the siege at Rosclogher Excerpts from the Annals of the four Masters on a wall mounted interpretive screen Irish mythology- Fionn mac Cumhaill and the Salmon of Knowledge… The history of ‘fishing rights’ in Ireland- the Acts of Confiscation of the 17th Century What was it that brought salmon stocks down in the past?

‘Arts, and Culture What were the historical methods of angling fishing, how were nets weaved? What was poaching, how and where was it done? The Gillaroo myth…

Images: (from left): The Ballagh Centre, Rossclogher Castle, Commemorative Plaque for the Four Masters at the Four Masters Bridge. 51

Landscape and Recreation Touchpoints

Common Touchpoints: Landscape and Recreation Discovering how the fascinating Melvin landscape has been shaped… Find out about the wildlife that thrives along the mountains, fields and on the lakeshores...

Keeping a keen eye open to see if I spot any rare species listed on the interpretive panels... What off-road routes can I take to explore this wonderful landscape, can I cycle them? Exploring a custom map of the Melvin, points of interest… Where are the best places for photographs, from where can I see the whole region? Getting into a Landrover and experiencing off-road with Wild Atlantic Crusaders Water gorging up a gushing eroding upland river, what extremes the salmon have to bear Going for a walk in the Lough Melvin Eco Park, accessing the lakeshore Visiting Foleys Falls, the bluebell woods and waterfall setting is memorable Going on the lake in a boat built by a local boat builder

Landscape & Recreation’ & Recreation’ Landscape The ‘safari’ landrovers are full of character and feel solid, what an iconic way to explore!

‘ Renting an electric bike for the Kinlough to Garrison route, pausing at the Organic Centre Taking in the lake views to the horizon from the Garrison strand…

Images: (Various images of canoeing adventures with Adventure Gently 52

Science and Environmental Touchpoints

Common Touchpoints: Science and Environmental

’ What conservations measures are in place in the Wild Atlantic Salmon Experience region? How many salmon in 1 minute seen from the Watch Tower, reporting back to the App.. Learning about Natura 2000 in Europe, the significance of the coastline, Melvin & its catchment… How are land uses and management impacting the waters, for good or worse Red listed species- have I spotted any around the Melvin or the coastline, where do I report the sightings? What can I do, can everyone make a contribution towards the safeguard of the region? Joining ‘Friends of the Melvin/ becoming an ‘Eye on Melvin’ member… The Melvin as a Nature Reserve and Site of Special Scientific Interest... Invasive alien species and biosecurity- what can I do to prevent spread?

Science & Environment

‘ What has the pristine Leitrim coastline got to offer me?

The International Year of the Salmon (IYS) is a project launched by NPAFC and the North Atlantic Salmon Conservation Organization (NASCO) and other partners. The IYS focal year will be 2019, with projects and activities starting in 2018 and continuing into 2022. There is significant opportunity for the Wild Atlantic Salmon Experience to endorse the IYS in many aspects. See https://npafc.org/iys/

4.2 Six Big Ideas

Drowes Fishery/ The Irish Ark

A Centre for the Promotion of All Irish Rare Breeds Image: The Rare Breeds compound visualisation The beautifully wooded tranquil Lareen Easte on the shores of Lough Melvin is home to the Drowes Fishery. The enterprise, owned/managed What is Proposed: by Shane Gallagher, is one of the most respected salmon angling holiday destinations in Ireland attracting annually hundreds of high-end  Multi-phase building of an integrated Visitor Experience anglers both domestic and international. incorporating mostly existing building and adjoining lands;  Experienced guides; Shane is currently researching a complementary venture that enables  Excellent interpretation and immersion in the life cycle of all the him use his farm in a more productive manner. His passion for native rare breeds; rare breeds has led to a detailed scoping of the opportunity to create a  Entertaining programme including resident Sheepdog Trialling unique visitor facility of scale in the Estate overlooking the Drowes River for the Culturally Curious and possibly the Great Escapers;  A Living History component to the telling of the rare breeds as it flows to the sea at Tullaghan. story; From Irish dogs to fowl, from cattle to horses, goats to sheep there is an  Educational and Research Suite;  Servicing the opportunities in the field of animal husbandry array of extraordinary animals with a story to tell. Many are endangered education; and their future survival perilous. These noble creatures have never  Children's Natural Play Area; been assembled on mass in one place. Shane will attempt to address  Significant online promotional and educational presence; this deficit and in the process provide Lough Melvin with a fascinating  Visitor services from catering to merchandising; new visitor best in class attraction and the Wild Atlantic Way an original  Season: Mid-March – End October. new visitor experience north of Sligo.

Potential Partners: Alignment:  Irish Rare Breeds Society and the Individual Livestock Breed  Promoter immersed in wild Atlantic salmon and tourism Societies industry;  Failte Ireland  Strategic need for a weather independent mainstream  Leitrim Recreational Forum / Leitrim Development Company visitor attraction to function alongside the Organic Centre  Leitrim County Council offering visitors a full day of the Wild Atlantic Salmon  Teagasc  Department of Agriculture Experience;  Department of Heritage, Culture and the Gaeltacht  Potential to offer an early 'win' as the proposition could be  Inland Fisheries Ireland market ready (Phase 1) in under twelve months;  National Parks and Wildlife  The Irish Ark will be commercially and programme wise  The Local Kinlough Community interconnected with many neighbouring businesses and  Irish Kennel Club and The individual Irish Dog Breed Clubs suppliers. It will provide valuable local employment;  The Organic Centre  Help to sustain an existing tourism business in light of the threats to the Wild Atlantic Salmon.

Native Irish Breeds proposed for the Irish Ark: Time Frame: Phase 1 – Opening Q1/2020;  Irish Wolfhound  Irish Terrier Phase 2 – Opening Q1/2022.  Irish Red Setter  Irish Water Spaniel  Irish Red and White Setter  Irish Soft Coated Wheaten Terrier  Irish Glen of Imaal Terrier  Kerry Beagle  Kerry Blue  Irish Dexter  Irish Moiled  Kerry Cow  Droimeann Cattle  Native Sheep  Old Irish Goat  Irish Game Fowl Image: The old Irish Goat and Irish Water Spaniel 55

Fowley's Falls / Ballagh Centre

The regeneration of Fowley’s Falls What is Proposed:

Fowley’s Falls comprises of a series of cascade drops over the  Installation of a series of interpretation panels; exposed limestone, shale and sandstone bedrock to form a  Revising and renewing of road way-ward signage; spectacular torrent of water from the Glenaniff River rushing  Installation of subtle walkway signage (e.g. safety); through the steep valley towards Lough Melvin in north County  Car park refurbishment and extension to include disabled parking with phased approach; Leitrim. The river is highly reputed for Salmon spawning and its  Disabled access from top entrance to recreational area; valleys remain largely untouched within a wider High Nature  Walkway upgrade, to include re-surfacing, revision of Value farmland landscape. A walkway has evolved over the drainage and re-routing of path where necessary to avoid course of three decades, starting in Derrynahimirk (Rossinver) and sensitive areas; following the natural descent of the cascades and river. The route  Recreational area furniture upgrade, to include new follows the river as naturally as possible with narrow gravel paths unbound pathways leading to and from picnic benches; and grades between a Grade 3 to Grade 4 Walking Trail (National  Strategic placement of a series of seating benches in dedicated viewing points of the cascades along the Trails Office classification system). A recent extension to the walk walkway; now permits access near the Organic Centre in Rossinver. The  Establishment of a new link between the Organic Centre total length of the walk is around 3 kilometers. The up-keep of he and the existing walkway (see appendices); falls walkway is coordinated by the Rossinver Community  Footpath - proofing between all carparks and entrance. Development Company at the Ballagh Centre in Rossinver.

Image: Sign at entrance to Fowley’s Falls 56

Potential Partners: Alignment:

 Leitrim County Council  A safe and rare opportunity to get close to a river with  Leitrim Development Company salmon spawning beds;  Leitrim Recreation Forum  A selfie/ picture/video opportunity of a memorable scene  Rossinver Community of the cascades of the Glenaniff River;  Rossinver Fishery  An intimate experience through patches of native  The New Ballagh Centre woodland and rich understory flora;  The Organic Centre  The quaint walkway is relatively non-intrusive, subtle and  Geotechnical Consultants virtually impact-free, in line with the essence of good environmental stewardship of the Wild Atlantic Salmon Experience; Time Frame:  The walkway provides access to the one of the three signature viewing platforms of the Experience; Phase 1 – signage, carpark refurbishment, recreational  The maintenance of the walkway and related infrastructure infrastructure and footpath related works Q2/2019; provides on-going local employment through the Rural Social Scheme, also fostering local ownership and Phase 2 – Walkway re-routing Q2/2020; coordination;  The Fowley’s Falls experience is in keeping with the top Phase 3 – Car Park extension Q2/2021 (Post planning). attractions domestic and overseas visitors wish to experience (Failte Ireland, 2017).

Images: (from left) lower entrance to Fowley’s Falls, Falls cascades, landslide which has 57 destroyed part of the walkway Atlantic Fishing – Visitor Centre

A visitor Centre with a difference... What is Proposed:

The village of Tullaghan (pop. 253) is the most northerly point of  Community owned Visitor Centre, telling the complete Leitrim on the Atlantic end of Glenade. It has a rich history and is Atlantic Fishing story; the gateway for the migrating Wild Atlantic Salmon. It is the only  This attraction should be viewed as an opportunity to link Leitrim village physically on the Wild Atlantic Way. The community the village to the sea by a safe and attractive public access development association are now keen and capable of route progressing a largish capital project. Recent formal confirmation  Visitor information service; from the local RC church means they have access to a derelict  Branding and signposting facility for all the richness the mid-19 century national school strategically positioned on the Wild Atlantic Salmon Experience (tour co- Sligo side of the main Sligo/Bundoran Road. From a development ordination/possibly ticketing-joint ticketing); perspective, it is of a significant scale and a 'blank canvas'.  Home to Wild Atlantic Crusades (permanent visibility of branding + 4X4 vehicle(s)); The concept is to create, as an anchor attraction, a modern,  Pop-up seafood/seaweed cafe (named operator/seasonal); technology-driven tourism attraction that chronicles the role of  Tea/good coffee + home baking (all year round); the Atlantic in the lives, fishing culture and importantly economies  Offers electric bike hire (two other pick-up/drop-off points of communities the length and breadth of the Wild Atlantic Way. around Lough Melvin and parts of the WAW); Keywords would be accessible, inter-active, entertaining and  Suitable gifts, crafts and merchandising; unique. The story would be told through four distinct storytelling  Annual programme of festivals and events – the space becomes a new community meeting space; platforms namely a) mature local guides immersed in the ways of  Ample and safe free car parking immediately off the Wild fishing (sea and inland) b) augmented reality self-guiding, multi- Atlantic Way. lingual tour c) traditional panels, props, artefacts, programming and d) bespoke living history experience (Regina Fahey). The site would also host 2X 30 meter+ decommissioned trawlers as stage sets to aid storytelling. These would be positioned outside the School House adjacent to the N15 with over 8k vehicular passes per day. The story of the Wild Atlantic Salmon would be prominently featured.

Image: visualisation of the Atlantic Fishing Visitor Centre 58

Potential Partners:  Local community;  Fishing heritage advisors;  The Melvin Experience network of operators; Alignment:  Leitrim County Council;  Acts as a hub for the Wild Atlantic Salmon Experience – Image: typical 30-meter trawler  BIM; offering information and distributing visitors;  IFI;  Act as an information point for the wider Wild Atlantic Way  Marine Institute; (WAW) cementing relationships between the WAW and  Academia; the Wild Atlantic Salmon Experience;  Failte Ireland;  The main point of contact for visitors on the Wild Atlantic  LDC and Leitrim Recreation Forum; Salmon Experience recreational options i.e. bike, horse,  Wild Atlantic Crusades; walking, running, motorbiking and canoeing.  Local food suppliers/operators;  Offers a home for Wild Atlantic Crusades. This visibility will  Festival and event organisers. attract passing visitors;  Tells the whole story of the Wild Atlantic Salmon which is embedded in the landscape and tradition of the area; Time Frame:  Helps to empower, raise the standard facilities/infrastructure and enhances the capacity of Phase 1 – Feasibility Study, Q2/2019 (completed); community.

Phase 2 – Design brief/planning, Q4/2019;

Phase 3 – Securing funding, Q3/2020;

Phase 4 – Construction, Q4/2020 to Q4/2021;

Phase 5 – Opening, Q1/2022.

Image: typical fishing trawler 59

Lough Melvin Tour Boat

Accessing the Lough Melvin waters What is Proposed:

An environmentally responsible shallow keeled small 'tour' craft,  A purpose –built craft suited to the changing conditions of like a modern paddle steamer or electric craft, with a capacity of the lake;  Commercial venture, possibly in partnership with the 15-20. The seasonal craft would have a fixed navigation channel angling clubs on the lake; linking the key Wild Atlantic Salmon Experience hubs like the  Seasonal – mid March to end September; Drowes Fishery with its Irish Ark, the Organic Centre with its  A beautiful looking craft, well branded as this is one of a guided walks to Fowley's Falls and Garrison with its visitor services handful of iconic pictures from Melvin that will populate like newly opened gallery and all day food offering. Access to one social media for the next decade; of the islands may be possible.  Environmentally responsible, compliant with the Melvin’s SAC Conservation Objectives;  Fixed route and timetable, with pop-on/pop-off facility;  Bike friendly - facility to enable one-way bike journeys;  Pilot guide interpretation of Lough Melvin;  Joint ticketing with visitor attractions / visitor facilities; Image: traditional Irish currach  Advance ticketing (on-line) desirable.

Image (right): SABDES Eco- Water Taxi Image: lake ferry concept 60

Potential Partners: Alignment:  Suitable private sector operator;  A practical means to physically link the most important  Angling Clubs; tourist sites around the lake;  Jetty/slipway and related landowners;  An opportunity to view the area from the inside out;  Potential capital expenditure funders including cross-  An opportunity for the visitor to access the water in a border; controlled/safe manner;  Relative environmental and water protection bodies;  A craft and package that will offer the Wild Atlantic Way  Tourism trade; visitor a unique experience to discover a rich and varied  Local communities (especially those adjacent to landscape and culture; embarkation/landing points);  A collectively agreed route and schedule that minimises  Leitrim County Council and Fermanagh and Omagh any possible inconvenience to anglers; District Council;  A craft that by its design will have an acceptable  Leitrim Development Company; environmental impact;  Inland Fisheries Ireland;  Create local jobs.  National Parks and Wildlife Service.  Islands proprietor

Time Frame: Phase 1 – Feasibility Study, Q2/2019 (completed);

Phase 2 – Secure Funding, Q1/2020;

Phase 3 – Acquiring Craft/Operator & Regulation requirements, Q1/2021;

Phase 4 – Craft Launch, Q2/2021.

Images: left- women’s rowing regattas, above- Lough Erne Water Taxi logo

Glass Viewing Platforms

Exhilarating views of iconic Lough Melvin landmarks What is Proposed:

Three pre-fabricated sculpted glass platforms where the visitor  Expert bespoke design, employing durable materials, steps out and become part of a scape. A selfie / picture lead engineered for low maintenance/durability, and located in optimum locations to deliver on the desires of the visitor experience with innovative design/engineering structure in total while leaving a minimal footprint on the environment; keeping with its environment. Locations may include over the  All structures can be deconstructed at any time leaving no water looking up the cascading Fowley's Falls; on a majestic trace; wooded island in the canopy of mature native trees; and stepping  Three original vistas – waterfall, island tree canopy and out from the elevated car park overlooking three counties and the panoramic vista; wild Atlantic in the background. This small network of 'must visit'  Minimal interpretation at each site, likely incorporated into functioning glass sculptures nicely scattered around the lake will the structure itself;  This could be delivered on a two/three phased basic if be a must do experience. A debate should begin on whether funding, regulation or access issues were challenging; these platforms would be paid for experiences (literally pay for  A globally significant unique selling point for Lough Melvin view) or free to the public. dovetailing well with the brand evolution of the Wild Atlantic Way and;  A positive design statement for the ambition of the whole Wild Atlantic Salmon Experience project going forward.

Image: visualisation of glass platform concept overlooking the Melvin region from the Barr road 62

Alignment: Potential Partners:  These platforms have the potential to become the most  Private Landowners [Note: two approached and 'talked about' feature of the new Wild Atlantic Salmon provisionally supportive of the concept]; Experience and act as magnet to bring visitors into the  Funding Bodies; area;  Leitrim County Council;  The platform experience can easily be packaged up by  New Ballagh Centre; operators like Wild Atlantic Crusades into 2hr/half day/full  Leitrim Development Company; day or specialist tours;  NPWS;  The proposed island (Wood Island) is easily accessible  Neighbours and community; from the shore;  Tourism sector;  The panoramic platform is easily accessible from a public  Technical and design consultants. road car park (Barr Road);  Fowley's Falls platform will likely require detailed and sensitive discussions with the appropriate bodies given the Time Frame: sensitive nature of the site;  No immediate car parking obstacles; Phase 1 – Feasibility Study, Q1/2019 (completed);  All sites lend themselves to be a visit as part of a cycling tour of Lough Melvin. Phase 2 – Design brief/planning and regulation, Q3/2019;

Phase 3 – Securing funding, Q2/2020;

Phase 4 – Construction, Q3/2020;

Phase 5 – Opening, Q2/2021.

Image: visualisation of glass platform concept 63 overlooking a cascade from Fowley’s Falls canopy line. The walk and platforms will give 360 panoramic Wood Island views across the lake, surround countryside and out to the Atlantic to the west. A native woodland adventure… What is Proposed: This privately 35 acre owned island lies close to the Leitrim/Fermanagh border. It claims one of the finest self-seeding  Lake boat access to island for small groups (max 8) by mature natural woodlands in Ireland. Given the topography of the designated operators; island there is on occasions a 95m height from the water to the  Guided tree/ecology/wildlife/ social history and popular science tour (+/-90 mins) by a trained local guide; canopy ceiling. This island has undoubtedly the greatest  Two sensitive and inspirationally designed viewing platforms with a responsible tourism development potential. connecting a walkway of 75-100m. Note: the platforms never break the The island was last occupied by a Dr McManus in the early/middle treeline and will not be visible from either the on the lake or shore;  The refurbishment of the dilapidated house, slipway and stone part of the 20 century, his old Remington typewriter was found jetty; recently on site. Consequently, there are suitable landing facilities.  Potential for multi-phase project commencing with the There is supposedly an ancient burial ground and a significant pathways / traditional buildings and leading to the engineered Well hidden in the undergrowth. The island currently has a tree canopy infrastructure. suitable scrub and invasive species management programme in place. A UK based arborist recently completed a tree survey and ran out of special identity tags upon reaching five hundred. The dominant tree species are Oak, Scots Pine, with occurrence of rarer species such as Sweet Chestnut.

The concept is to allow limited access to this pristine and remarkable environment to a small number of accredited local operators. Groups will be small. The island will offer a guided walking / discovery experience via low impact designated walkways among the trees. Visitors can access two distinct viewing platforms connected by a bespoke and sensitively designed / engineered canopy walk to a height just surpassing the mature Image: visualisation of walkway concept through Wood Island woodland canopy 64

Potential Partners: Alignment:  Landowner;  This will be a unique ecotourism signature project, its  Leitrim County Council; tourism offering and core values perfectly echo with the  NPWS; Wild Atlantic Salmon Experience;  Tourism trade partners;  It will be another complementary activity supporting the  Failte Ireland; likes of Tullaghan, the Drowes Fishery, the Organic Centre  Leitrim Development Company; and Fowley’s Falls to offer a comprehensive and varied full  Suitable woodland expertise group day(s) high value package; (e.g. Native Woodland Trust);  It encourages visitors to access and sample the lake in a  Local community. controlled, safe and responsible manner;

 The story of Lough Melvin and the Wild Atlantic Salmon should be partially told from an 'island / islanders perspective'. This will be the only island recommend for Time Frame: responsible development;  This proposition because of its scale and uniqueness will Phase 1 – Feasibility Study (including technical), Q2/2019 help commercially sustain local employment and (completed); encourage further investment by micro businesses

Phase 2 – Securing permission / funding for all phases, Q4/2019

Phase 2 – Initial low impact development work, Q1-Q2/2020

Phase 3 – Opening to visitors, end Q2/2020;

Phase 4 – Tree Canopy Walkway and Platforms Q2/2021 (complete and open).

Images: examples of fine native tree specimens growing on ‘Wood Island’ 65

4.3 Best Practice In Practical Terms, what does Responsible / Eco Tourism look like? A sustainable approach is the foundation stones to creating long-term responsible tourism of the Wild Atlantic Salmon Experience. The following model can be replicated to North Leitrim; it is the interconnected story of how a "...landowning Maasai community in Kenya has welcomed tourists onto its land, offering a beautiful place to stay, Maasai-guided walking and driving safaris, and a real insight into Maasai culture and way of life. Narrated by Derrick Nbaala, a Maasai guide, this story shows how a community can use tourism to its benefit, whilst offering a unique and unforgettable experience for the traveler...”. A supporting short film is available from Responsibletravel.com; ‘On Our Terms: A Story of Responsible Tourism’.

This is a key message Failte Ireland have been preaching for the last few years. Experience is at the heart of all tourism development today. We exist within a global, ever demanding and fast changing marketplace. Further applicable examples of Best Practice were identified relating to various aspects of what can form a Wild Atlantic Salmon Experience offering.

Wildlife Watching

Wildlife Watching Related No. Example Sector Transferable/Related ideas Comments 1 Great White Bear Tours Inc. Wildlife Safari- style tour with guide on all-terrain snow vehicle/ Whole interactive webpage dedicated https://www.greatwhitebeartours.c watching ‘Polar Rovers’ – iconic catchy people carriers. Potential for to the specification of polar rover. om/ similar yet low-impact unique Wild Atlantic Salmon Capitalisation on the uniqueness of the Experience visitor personnel carrier. vehicle. 2 World Tourism Org. UNWTO Wildlife Wildlife observation based on a species or group- e.g. the Nature-related/National Parks/Wildlife Watching Melvin Five Watching (…list of 5 particular species/rare red are most important tourism assets for Tourism listed). Safari- style/wildlife watching tours. Tour operators visitors& customers according to can play important role in awareness raising& funding surveys with greatest benefits going to conservation initiatives… local tourism service providers. 3 Outdooreconomy.com Wildlife Managing a positive viewing experience/ interactive map of Good statistics database/examples of http://outdooreconomy.com/ watching viewing areas in US. Raw nature tours that encompass all economic benefit& enterprise that is available year round, as a backstory to the Wild Atlantic Salmon Experience . 4 Bear Watching and Conservation Wildlife Volunteerism towards management of wildlife/conservation Tourism in the Western Balkans watching: related- restocking, surveys, feeding of key species. Bringing https://www.rewildingeurope.com conservation a science/monitoring dimension to the Wild Atlantic Salmon experience Experience.

Marketing and Promoting

Marketing & Promotion Related No. Example Sector Transferable/Related ideas Comments 1 GuruWalks Tour/guide List a series of existing and/ or potential new walks No ticket sales- ‘donation’ style https://www.guruwalk.com/ promotion and tours of the Wild Atlantic Salmon Experience for payment is encourage by visitors platform free [e.g. Free walking tours in Cashel]. based on experience value, allows access of culture to visitor from any economic level an promotes guide improvement. 2 Top Experiences on the West Coast (New Destination Wide variety of experiences promoted along West Ideal website and pages to Zealand) promotion Coast ranging from off road mountain bike trails, wild consider for inspiration of a Wild https://www.newzealand.com/ie/feature/ food, craft, heritage and nature. All captured on Atlantic Salmon Experience website and identified along a simple interactive map. website. Extensive list of ‘to-dos’ (50+ items). Recommended trips. Transport/access information, accommodation. 3 Understanding the Wildlife Tourism Market Wildlife Management of visitors in wildlife tourism Good evaluation/visitor [Moscardo, G. (2004) Article available online] Tourism settings/interaction/demand/value and perception. participation information tables Marketing 4 International Year of the Salmon (IYS) Framework Outreach efforts raising awareness of how to ensure Case Study potential feeding to (NPAFC & NASCO) for Salmon salmon conservation: 'salmon and people in a Human Dimension: to investigate http://www.npafc.org/new/science_IYS.html outreach changing world'. Lobby for research and legacy of the cultural, social, and economic and network knowledge/information. The Wild Atlantic Salmon elements that depend upon Experience offering must dovetail/ embrace IYS. sustainable salmon populations Potential to demonstrate BP and gain international (Broad Scientific Theme) recognition. 5 A local’s guide to Kendal and the southern Lake Destination Similar landscape setting, good outdoor Succinct and sufficient detail for District: 10 top tips. promotion representation, experiences to suit all. Some directly each experience https://www.theguardian.com/travel/2018/apr/2 transferable to the Wild Atlantic Salmon Experience. 3/kendal-lake-district-locals-guide-10-top-tips- walking-cycling?CMP=share_btn_link 6 The Beara Peninsula Beara Comprehensive website detailing a wide range of They have no Centre, permanent http://www.bearatourism.com/map.html Destination experiences and activities available within the Beara interpretative display or prominent Peninsula. festival/event

Environmental Consideration

Environmental Consideration Related No. Example Sector Transferable/Related ideas Comments 1 Wild Atlantic Way Operational Programme Environmental Dovetail with key outcomes of Operation All environmental reports www.failteireland.ie/ Considerations Programme; e.g. managing visitors on individual accessible, potential AA & other projects individual projects on or adjacent to Wild screening assessment may be Atlantic Way candidate Discovery Points to prevent required. Salmon is vulnerable environmental deterioration. changes to Water Quality which may arise as a result of WAW operational programme. 2 North Atlantic Salmon Conservation International Potential for endorsement and support within a wide Best practice re management and Organization (NASCO) Org/ inter- range of areas. conservation related to salmon. http://www.nasco.int/ governmental Case studies and examples of BP. Convention 3 Canada's Policy for Conservation of Wild Conservation Principal 4: Shared Stewardship initiatives- adopting Many other Atlantic Salmon and sustaining an inclusive approach to allow all stakeholders to play guidelines/objectives/strategies http://www.dfo-mpo.gc.ca/fm-gp/policies- culture& a greater and more meaningful role with developing, relevant; may serve for fall-back if politiques/wasp-pss/wasp-psas-2009- recreation implementing and promoting the WASE needed. eng.htm

4 Burren Tourism - Burren Tourism for Integrating Working with tourism SMEs with the aim of Appropriate- the heart of WASE is Conservation Tourism with contributing to biodiversity objectives. Stimulating a a NATURA 2000 site and Annex 2 http://www.burrengeopark.ie/geopark-life/ natural heritage heritage community within its local partnership and protected species (S. salar), enriching the heritage of the area. working towards SAC objectives is critical. 5 4 ways to be a citizen scientist on vacation Integrating Various ideas on how to get involved with fun data Likely to require collaboration with https://www.mnn.com/lifestyle/eco- Tourism with collection to aid research or science related projects. NGO/ local expert who will relate tourism/stories/ways-be-citizen-scientist- Citizen Science- Some elements could be applied to WASE (e.g. bat information (screened) back to vacation Data collecting detectors handed out to evening walkers/ cyclists). database.

Outdoor Recreation and Access

Outdoor Recreation and Access Related No. Example Sector Transferable/Related ideas Comments 1 Wild Atlantic Crusaders Outdoor Hen/Stag/ team building activities combining 4x4 off- https://www.wildatlanticcrusades.com/ Recreation: roading. Potential to branch out into WASE territory off-roading/ and deliver a part of the experience. Potential for access Wild Atlantic Crusaders fleet – iconic visitor transport. 2 Viking Splash Tours Land and Dedicated tour involving a ‘Duck Tour’- water and Further considerations must be www.vikingsplash.com/ Water based land based amphibious vehicle. Similar ‘Duck Tour’ made to environmental impact tour& guide potential for WASE, access to Islands etc. Intimate given sensitivity of catchment. experience with air, water and land. 3 Speycaster (Scotland) Outdoor Fishing and related day/holiday experiences. Expert https://speycaster.net/ Recreation: guides for casting, tackle and technique. Arranges Guided functions, parties and holiday events including salmon accommodation. Incorporates other local elements; fishing outdoors/wildlife/whisky. Directly applicable . 4 River Deep Mountain High (Lake District UK) Outdoor Outdoor activity based in the Lake District- Considerations to be made http://www.riverdeepmountainhigh.co.uk/ Recreation: walking/scrambling in and over rocky fast flowing regarding environmental impact Water water and waterfalls. Easily transferable activity to a and disturbance. Action outdoor Gorging suitable valley located in WASE area. Limited similar activity- may be suitable for WAC. gorging experiences available in Ireland. 5. Crete 4WD Full-Day Safari with Village, Lunch, Outdoor Unique 4x4 experience, pickup from Gorge, Swimming. Recreation: accommodation- 8-hour adventure through rural https://www.lonelyplanet.com/greece/crete/acti Safari, Crete sampling local food, landscape, beach, off-road vities/crete-4-wd-full-day-safari-with-village- Exploration, and local artisan. Complete tour that is directly lunch-gorge-swimming/a/pa-act/v- Water applicable to WASE. 24587P3/359423 Gorging 6. Cuicagh Mountain Jeep Safari Safari Jump on board one of the Geopark Landrovers and explore the stunning scenery of Cuilcagh Mountain Park. Similar transferable ideas to the WASE landscape, using the network of existing roads

Interpretation

Interpretation Related No. Example Sector Transferable/Related ideas Comments 1 Salmon Race VR Virtual Example of interactive VR game based on Salmon’s https://www.oculus.com/experiences/gear- Reality journey to the open sea. Similar VR experiences can vr/1076539705759087/ game be developed more specific to the WASE experience, incorporating several distinct locations into the game/video program. 2 VIRTUAL REALITY FISH (Storylab) Lake Storylab re-created a section of Lake Tahoe, Excellent model for WASE sensitive https://www.storylabinteractive.com/fish/ environment complete with correct depth, sea life and environment experience with zero VR environment. Additionally, there are several species impact. of native salmon that were pulled into the Lake Tahoe experience, complete with human-avoidance and accurate flocking algorithms. 3 David Attenborough's Virtual Reality VR dinosaur 2-day Virtual Reality experience in the National Similar shorter experience with Experiences environment History Museum London with dinosaurs and guided possible WASE mascot as guide https://www.youtube.com/watch?v=CRmwEwkjS by Sir Attenborough Cc

Images: examples of virtual reality underwater environment interpretation 70

A Wild Atlantic Fishing Experience Visitor Centre

Tullaghan Melvin Centre Related No. Example Sector Transferable/Related ideas Comments 1 Queen Charlotte Visitor Centre Staffed Visitor centre providing local event information, where Having contact with visitor guide https://www.queencharlottevisitorcentre.com/ Visitor to stay, interpretation, aquarium, artisan gallery, and NB. Centre is open all year Centre local media. Directly transferable. round. 2 The Great Blasket Centre and Island Heritage and Tells the story of island life, subsistence fishing and The story is told using a variety http://www.blasket.ie/ Cultural farming, traditional life including modes of work and of means – exhibitions, Centre/Muse transport, home life, housing and entertainment, the interactive displays, artefacts, um community’s struggle for existence, their language and audio visual presentations and culture, and the extraordinary literary legacy they left artworks. behind. A similar variation could be adapted. 3 Killybegs Tourism & Information Centre, Co Information An impressive new initiative to introduce visitors to the It does not have a significant Donegal Centre heritage and traditions of the fishing port. The Hidden permanent display http://www.killybegs.ie/ Germs tours (both guided and self-guiding) offer the visitor an opportunity to get under the skin of the history of the town and its relationship to the sea. 4 Kvåsfossen salmon centre Salmon Watch wriggling salmon up close. The salmon centre in Existing infrastructure is different https://www.visitnorway.com/places-to- watching Lyngdal is home to Norway's largest salmon staircase but the level of creativity go/southern-norway/lyngdal/things-to- Centre inside a tunnel. Deep inside the mountain, you can involved is inspiring. do/kvasfossen-salmon-centre/ watch the salmon 'live' behind huge glass windows. A cantilever over a deep gorge offers a top down view of the salmon river. Several ideas transferable. 5 The Norwegian Wild Salmon Centre A visiting Observe salmon family species in aquarium, find out the Limited opening- May – http://www.norsk- centre and difference between salmon and sea trout through an September. No access to villakssenter.no/en/about/information-and- exhibition on award winning film, telling you the story about the outdoor salmon life, not tied into prices.aspx the Atlantic struggling life for a salmon. Directly transferable to a wider experience. salmon centre in Tullaghan. 6 The Cavan Burren Park Unmanned Local example of successful unmanned visitor centre. The Cavan Burren Park Visitor http://www.cavanburrenpark.ie/about/story visitor inter- Open all year round and easily accessible to all users. A Centre has received very high pretation similar adaption may be suitable to WASE at a strategic ratings on Trip Advisor- a centre location incorporating the AR/VR experiences. testament to its success.

5.1 What is Contemporary Visitor Research telling us about Environmental and Heritage Tourism in Rural Ireland? It could be said the study area should know something about What did Visitors Enjoy Most? welcoming 'visitors' as its being doing it for many centuries notables include Captain Francesco de Cuellar who was a survivor of the Spanish Scenery and culture accounted for nearly 50% (scenery was of particular Armada (wrecked off Streedagh in 1588) and the four Franciscan friars importance for the Wild Atlantic Way visitors, less so in the Ancient who compiled the Annals of the Four Masters on the shores of the East). Melvin between 1632 and 1636. In more recent times the lake (and its renowned game fishing) has hosted the likes of Charlie Chaplin. Basic Learnings for WASE: However, the tourist of today is demanding, elusive and spoiled for choice. The tourism season of 2017 demonstrated once again how fickle From the mountains to the sea in a nicely compressed area awaiting tourism can be in the peripheral border counties, particularity with the 'discovery' The area is blessed with natural assets. The actual personal shadow of Brexit and currency exchange uncertainty, with numbers touch delivery of the experience and media/AV presentations (e.g. falling on the previous year in counties Donegal, Sligo and Leitrim. potentially at the Organic Centre or Tullaghan) also act as key drivers of satisfaction for today's increasingly sophisticated visitors Note: The recent research available on the sector (e.g. B&A, 2017 for FI) Ireland was rated 4th in the world recently for 'travel experiences' with provides a profile of likely visitor types to the WASE area including TripAdvisor. information on visitor’s motives, behavior and preferences. The list below is in no way exhaustive but it provides an intriguing glimpse of a fast changing tourism marketplace. Given that the area has relatively little tourism tradition/investment and built infrastructure (especially accommodation) research and information is critical to helping make the correct planning decisions leading to sustainable enterprises, employment and addressing the obvious 'gaps'. Future development in the area needs to a) remain tuned into all FI research findings/trends and b) conduct its own information gathering/research (see Recommendations Section). So what does recent research tell us?

Image: winter morning on the Melvin

Cost of Visit? Food and Retail?

There is an ongoing visitor criticism of the cost of the overall visits to Up to 70% of visitors use the catering and retailing facilities attractions and fee charging facilities. These likely relate to the cost of (importantly with usage rates much higher outside Dublin) when visiting entry and/or the number of times visitors were separately required to a rural destination. pay for access and services. Basic Learnings for WASE: Basic Learnings for WASE: Examine carefully how best to provide/package/promote basic food / Be transparent, competitive, consistent and remain family friendly in craft / retail offering while ensure it delivers a suitable return on pricing. investment to the promoters whether they be community, private, public or NGO's.

Travel within Ireland? Importance of the Guide? Up to 60% of visitors are on day trips … this means that 40% are Over 50% of all visitors use the official tour (Need for staying in the area / from the area (loosely the North West). The a network of trained guides), this also means that just average day visitor travels between 80-100mins to the destination. under 50% are self-guiding. The quality of the new multiple WASE tours and the guides is a key driver to Basic Learnings for WASE: enhanced satisfaction and provide local employment; This is encouraging information, reinforcing that day visitors will travel from hubs like Sligo, Donegal, and Enniskillen. It also opens the Basic Learnings for WASE: opportunity of joint day ticketing or similar cooperative marketing arrangements with established destinations like Drumcliff, Lissadell Not everyone wants to take a tour e.g. time constraints, price, language House, Marble Arch Caves. Practical cooperation / sharing resources deficit or feel they are adequately informed and they just want to get with the likes of Leitrim Tourism and Leitrim Tourism Network is out on Arroo or ride their bike around the lake. The challenge is to get strongly recommended from the outset. Given that 41% of the lake is in more visitors to take the tour and / or provide the paid for service to NI / County Fermanagh the opportunities for genuine and mutually allow them have a self-guiding experience i.e. the self-guiding App. beneficial cooperative marketing with Fermanagh Lakelands (see: www.fermanaghlakelands.com) is real.

Image: local landowner giving orientation before a boat tour on Lough Melvin. 74

Advance Awareness? Appeal of Ireland's Rural Attractions/Facilities?

While prior awareness of key rural attractions is strong from visitors One in eight international visitors were ‘influenced a lot’ by the appeal (especially the more established attractions) therefore on the ground / of rural attractions like the Organic Centre, Drowes Fishery, and within country promotion remains vital from directional signage to Fowley's Falls and their unique stories to visit Ireland. easily accessible practical online information. Basic Learnings for Melvin: Basic Learnings for WASE: The converse of this statistic is that 88% of visitors regard There is significant advantage to managing an attractive social media attractions/facilities (especially outside Dublin) as a secondary presence (with supporting web site) that will dove-tails into the Wild motivation. Leitrim has traditionally favoured less well than other parts Atlantic Way proposition. Satisfactorily dealing with enquiries and being of the NW region. Leitrim saw a drop of 8k visitors in 2017 down to 41k. proactive in relation to database contact management will pay The County Leitrim generic marketing budget is estimated to be 250k dividends, BUT this has operational and resource implications. pa. To put this into perspective there are visitor attractions not in the top ten attractions in the country will a greater marketing expenditure. This demonstrates the essential and ongoing need for exceptional marketing planning, packaging development, building online Posting about Visitor Experiences? relationships and consistency of execution. From the outset the WASE needs to always standout in the marketplace. Potential use of social media among overseas visitors is 53% falling to 42% for the domestic market. Facebook is by far the preferred outlet at 80%, the willingness overall to recommend a new/emerging destination is strong.

Basic Learnings for Melvin:

At its most simple if you are nice to people and show them a memorable time they will write nice things about you that will attract others. Peer to peer reviewing is now the most important marketing tool available to Melvin as it goes forward. Encourage satisfied visitors to share their pictures. The TripAdvisor impact on tourism business today will only grow. Image: Fowley’s Falls are an attractive rural attraction of outstanding beauty 75

Information Sources? Referral / Cross Marketing?

Word of Mouth, Guide Books, Travel Agents and Internet are all vital Nearly 20% of all visitors were influenced a lot to visit another sources of information and recommendation. The critical role of internet destination/facility/attraction in the region through social media. searching is in contrast to the often lowly references to the smaller/newer destinations own websites which are seldom well Basic Learnings for WASE: managed or friendly. This feedback from the marketplace cross cuts with a number of the Basic Learnings for WASE: issues / opportunities raised above. Effective marketing that can do will be delivering targeted and often for a modest cost. Research tells us Value and keep in touch with visitors post visit, work closely with FI and that by signposting each other’s attractions helps justify the visitor’s all the other tourism partners (particularly neighboring destinations and decision to spend a full day in the WASE area. nature assets) in order to continue to secures collectively access to the likes of international tour operators and travel media. Suitable quality promotional material (general consumer, trade and media) should be Signage & Language Provision? created. The importance of brand building and ongoing management should not be underestimated. Marketing need not be expensive but Within Ireland, there are early warning signs for the often poor quality has to be fit for purpose and its impacts constantly monitored. of signposting and information being accessible to those not fluent in English. In addition, if used, audio guides / App's made a powerful

positive impact on the experience for visitors with language or audio challenges. Failte Ireland are acutely aware of this opportunity improve out language provision.

Basic Learnings for WASE:

A basic multi lingual flier (6 languages / A5 folded) would be an excellent start by end YR1. Focus should be placed on a) info panels X 4 at the four signature sites b) online multi-lingual material including a downloadable pdf brochure on a new website.

5.2 What do we know about who will possibly visit the WASE?

Failte Ireland has broken down all visitors into three priority consumer they have longer to spend in Ireland than any other core segment, segments: however currently they will have to overnight outside the WASE area owing to the lack of tourist accommodation. ‘Culturally Curious’ They also spend more (on average 97.06e per day). As 50% of the

‘Great Escapers’ Culturally Curious come from mainland Europe language sensitivities on ‘Social Energisers’ the likes of information and interpretation should be to the forefront of planning into the future. Recent FI research tells us that there is ‘a low awareness of basic geography’ outside Dublin so they will spend more The primary visitor segments which the WASE will appeal pre-visit time planning their visit. The area is just about accessible from to are the Culturally Curious and the Great Escapers. Dublin (or Galway) as a day visit destination, however better road signage is required as mentioned previously. Suitable piggybacking on the signage of others e.g. Organic Centre and Glencar Waterfall should The Culturally Curious be examined as a short term option. Finally, the culturally curious are often introduced to new destinations through word of mouth (family, As FI state, these visitors are “… connected to issues of society, the friends online peer groups). environment and self and who will pay extra for quality.” They are seeking to connect with local people likes artists or guides, while expanding their horizons of understanding through new experiences. They want to learn about the heritage, traditions and culture of the area, to hear our stories through the likes of Regina Fahey. They are interested in real people and lives both in the study area of today and yesterday. This chimes perfectly with what the Wild Atlantic Salmon Experience is proposing to offer. The Culturally Curious place a high value on the environment / landscape and are motivated to get off the beaten track becoming independent explorers, the likes of Wood Island provide a prefect experience to this segment. They will likely linger as

the landscape, to feel the earth beneath their feet, to soak up the beauty. A sense of history, of their place in the vastness of nature … “. The area is well positioned to satisfy these basic needs.

Social Energisers

A minority segment for the WASE, these will be attracted from season tourism hotspots e.g. Bundoran to the likes of an annual high season week long Lough Melvin Festival. The jewel in an ambitious annual festivals programme. The further development of a night-time economy will not just attract this segment, but will add value to the whole proposition for the other two segments above- e.g. scheduling of regular music in pubs, non-pub cultural / heritage events like the Rambling House in Kinlough, and opening up existing recreational Great Escapers events like fun runs/weekly bike rides to the visitors. The local GAA clubs Failte Ireland describes them thus: “They are often couples, should also examine how they can participate in the development / approximately 30 years old, some with babies or quite young children. delivery of the Experience. A key motive has to be to encourage visitors Most are in serious need of time out from busy lives and careers. They to spend longer in the area. To keep them overnight a destination are specifically interested in rural holidays and travel very much as a needs suitable accommodation and an appealing night-time offering couple or family. Great Escapers are on holiday for a break, to get (including food). This is a critical longer-term aim. physical with nature, and to reconnect with their partner. More likely to take part in slightly more strenuous, but not extreme, exploration. More interested than other segments in getting connected to nature especially the more remote and exciting places.”

The whole WASE Recreational Offering is underdeveloped and possibly underappreciated by locals and visitors alike. Short-term cosmetic enhancement work will pay handsome dividends prior to longer term strategic planning. Water connectivity is one of the areas chief attractions, an attraction that speaks to this and other segments. There are over ten defined routes in the area. Failte Ireland expand to say what this segment want to do on their holiday: “…connect with 78

5.3 The Experience – In a fast changing tourism landscape. Last year (2017) was a record year for Irish tourism with 10.65 million for the WAS Experience is just not an option; there is no substitute to visitors coming to the island contributing some €5.78 billion to the having a vision backed up by a smart plan and executing this countries coffers in the process. In revenue terms, that was a 6.7% rise professionally. on 2016 - the previous record year. However, if you dig deeper into these headline figures you see that emerging destinations tend not to perform at well as seasoned locations with mature infrastructure and brand recognition invariably on well-worn coastal routes. We have already seen how Leitrim's visitors fell in stark contrast to the spike elsewhere. The majority of overseas visitors to Ireland came to Dublin (City & County), followed by the South West (Cork and Kerry). There is modest, at best, recognition of the tourism assets of the NW and Leitrim. Ireland’s un-spoilt environment, and interesting history and culture was cited by 85% of overseas visitors surveyed by FI as an important factor in selected Ireland however, the WASE area (technically on the Wild Atlantic Way) has been slow to benefit economically. This deficit in terms of regularly exposing the area and Lough Melvin to a global market is an obvious strategic aim of building a productive relationship with FI and the Wild Atlantic Way team.

It should also be noted that Ireland's new and fourth tourism proposition- Ireland's Hidden Heartlands, is geographically based along the Shannon Corridor and goes as far north as Manorhamilton within a few kilometres of the WAS area. Soft and slow adventure and discovery appear to be strong emerging themes. Many of the findings and recommendations being proposed in this Study mirror this early stage research. The likely synergy from product development to selling and from capacity building to cooperative marketing and awaiting to be capitalised upon. However, relying on others to do this marketing work

5.4 Key Markets for the Experience

Segments & Time € Additional Attractiveness The Experience: How best to reach them? Offering Spent Spend requirements: (1 -4/high) FI/Wild Atlantic Way promotion/ Peer Review Websites/ Guide books/ PR old and new 1: Free Independent media out of state/ Culturally Curious - Great Escapers market. Easy access to recreational opportunities is essential. Food and crafts / Travelers (FIT's) / 2-4hrs High 3 Access to the water important to heighten the experience. appropriate retailing. Overseas Note: The Melvin Self Guiding Tour Multi-Lingual App + tour planning service would be a welcome aid to virtually all the segments listed below.

Relatively small number of overseas tour operators who feature intimate eco/heritage Suitable coach parking 2: Coach Tour tours in in the NW area. Need to capture them on the way up/down the WAW route. and pull in lay-by's Meitheal, FI annual Showcase/ ITOA annual Workshop/ Familiarisation Visits through around the Melvin Loop/ Operators / 45mins- 1:1 FI/WAW all means to introduce these operators to the undiscovered Melvin. Low Rest facilities / basic 1 5 Overseas This segment favors the likes of Drowes Fishery and Organic Centre plus perhaps time package like Sheepdog permitting Fowley’s Falls. Tullaghan, when open for business could profit handsomely Trialing with lite from this virtually all year round market. refreshment.

Ongoing national PR campaign to raise the level of awareness of the experience area; Examine the appeal of loyalty schemes to encourage repeat visitors and referrals driven 3: Domestic Day through the website/FB page. Car parking / picnic 90mins- Likely more cycling orientated. Family orientated actives importation. Mid facilities / kids play areas 4 Visitors; 3hrs Festivals and events all year round will be an incentive for this market. / lite refreshment Immediate 'captive' markets like Bundoran need to be cultivated and incentivised e.g. local hotels.

Research the sector through Coach Tourism & Transport Council of Ireland (CTTC); Make direct contact with suitable operators. Work closely with WAW team on this 4: Domestic Group Suitable facilities for the initiative. 90mins- Low young and older visitors 2 Tours; Local language schools offer a virtually all year round market. 3hrs Melvin can easily be packed up to cater for domestic group tours from Senior Citizens to the area. to ICA/Women’s Institute outings.

Research this potentially lucrative market via operators and agents who currently Hostel accommodation 5: Specialist Tours / service small party soft adventure / wilderness/environmental conservation/educational Full day / within the WASE area or Mid - Domestic and type multi-day tours in rural Ireland, many of the leading tours encompass Britain and Possibly hotel accommodation 3 High Overseas; Ireland with innovative packages; Research and advice from WAW and even IHH could Multi-day immediate outside e.g. be valuable. Bundoran.

The Festivals and Events Calendars of especially FI / IFI / Fermanagh Lakelands /Leitrim Suitable and promptly 3hrs- 6: Festivals and Tourism; Existing contact databases; Local publicity. Large accommodation providers Mid multi-lingual information 3 Weekend Special One Off within 50km of the experience area. on events Events Participants: Domestic and Overseas; 80

Segments & Time € Additional Attractiveness The Experience: How best to reach them? Offering Spent Spend requirements: (1 -4/high)

Targeted engagement with the key people who book 1st and 2nd level tours; In putting packaged 7: Education Market Marry the offering in Melvin with the curriculum; Create interesting and value for together, it is vital that a money packages; Consider the opportunities for the 3rd level study visit by researching 1:15mins- local person who Low 1 mostly Domestic; best in class packages elsewhere in Britain / Ireland, the geology/natural history and 3hrs understands the needs water catchment can be packaged up. It is important to appreciate that area straddles to each market in RoI/NI. involved.

Avoid duplication with others within the region, create an original offering and promote Possibly through 8: Melvin Area / it as a 'drop in' to the FIT market in Kinlough or Tullaghan. Promote a hand's on service reimagining the through a network of regional hotels. This should be viewed as an 'add on' ... an Half / Full Mid- functioning of the Public Genealogical 1 Research additional tourism offering in the area possibly delivered in partnership with LCC Day High Library Kinlough. Trained (County Library Service) into the medium term. and informed member of

staff. Work with the owners / managers of destinations Glencar, Lissadell and Marble Arch Cooperation of hotels. 9: Joint Package to develop and promote 'new offerings' for visitors already within the area e.g. one Cooperation of all 5hrs (3 Low- with Neighbouring price admission, special events, guided tours with dedicated tour guide and tourism 1 locations) Mid Propositions demonstrations / re-enactments. Minibus tours with multiple pick up points including facilities/attractions to the hotels of Bundoran. work together.

Do not underestimate the potential of the local market to generate business as 10: Locals/ Returning Mid - everyone has family and friend returning or visiting seeking to 'do something'. Currently Multi Day No 3 Family & Friends the Fair Day Weekend in Kinlough brings home many visitors. Low

The area has a long and illustrious international tradition of attracting game anglers. This long-term initiative 11: The Wild Atlantic Salmon stocks are falling and the traditional angling tourism offering is being begins with a vision for Salmon: an Integral threatened. All concerned parties need to examine closely how the established game the Wild Salmon future Part of a Melvin angling holiday experience can be rehabilitated with an emphasis on conservation as Multi Day High and a team of 2 Game Angling well as catch and release. This Study identified models of good practice internationally committed specialist that Holiday Experience. that the area can learn from. work together to see it realised. A growing market internationally with scope to expand in Ireland; Suitability of Melvin Mid 12: Signature Melvin (waters/mountain and green roads) event of international significance; Specialist skills (good Skilled/experienced Extreme Sports needed to deliver End-to-End Project Management who may bring sponsorship with Weekend 3 publicity project drivers required. them. FI/WAW may be interested in the potential to develop something of scale and Event vehicle) originality. There are already many local partners available to help deliver this.

The following image plates provide a glimpse of what the Experience brand may look like and the actions needed to arrive at a brand identity that will make a positive impact in the competitive tourism marketplace. The brand needs to be aligned and sitting comfortably alongside the Wild Atlantic Way in graphical representation, photographic style and supporting copy. The images below should be viewed as a 'taster' with significant more graphic design and brand building work to be completed. Adequate time, resources and critically- skills, are needed to arrive to a successful outcome.

The keywords that best underpin this early brand development work for the area are: A unique, clean, and old place; Authentic and unspoiled; Undiscovered; Untamed; Borders, Lines being crossed, Transitions; Beautiful; Marriage of water and dramatic landscapes; Special environments; Accessible; Friendly and The mystical yet vulnerable Wild Atlantic Salmon.

Image: Tynte Lodge, Tullaghan

6.1 Introduction

In order to deliver for the next generation a sustainable tourism The question therefore is 'what is the most desirable' management experience it is essential a solid management foundation is created. vehicle. Inadequate and under resourced management will slowly destroy the ideas identified in this Study. Objectively, this burgeoning enterprise has a complexity of 'moving parts', a history of underinvestment, it comprises differing agendas, an absence of infrastructure, tradition and expertise, little brand recognition in a disadvantaged region of the border counties on the cusp of the UK departure from the EU. There are clear obstacles to be overcome.

From a tourism development perspective, as we have seen, the study area lies between the Wild Atlantic Way and Lough Melvin and the newly created Ireland's Hidden Heartlands. Community groups in the area do not have the remit (or possibly motivation) to think collectively, they are set to play an important role but will not lead. The local angling clubs possess significant capacity but tend to be focused understandably on angling and conservation issues. Other development Image: Focus group consultation at the Organic Centre and specialist bodies like LDC / LEADER have been labouring away behind the scenes for two decades helping build capacity and rural enterprise. It was LDC who recognised through commissioning this study that an opportunity existed to examine more joined up thinking, particularly in respect of access to the Wild Atlantic Way. Absent from this list is a vibrant private sector voice.

The in-depth consultation process for this Study reveals a willingness from all parties listed to work together under a flagship means of delivery. No participant stated an ambitious vision for Melvin was not achievable and they were unwilling to make a meaningful contribution.

6.2 Risks: To help understand the issues facing those who will manage and lead the development of the experience it would be wise to identify some of the 'risks' that lie ahead and how best to overcome (or at least minimise) these. The following is a list of seven risks, their underlying problems, solutions and commentary:

1: Agreeing a Vision:

Possible Problems: Likely Solutions:  Facing up to deep rooted differences between primary  A 'plan' properly implemented on how to engage with all stakeholders on the future sustainability of the experience (cross necessary stakeholders on an on-going basis. This relationship community, cross border, access to the lake and land). building will be a cornerstone of successful implementation.  Lack of a clear policy on the future direction of the area.  Ensure that all necessary development agencies, government  Up to recently the lack of active community / business departments and relevant NGO's are kept informed / play their engagement. part in future development.  Position, priority and future resource allocation to the experience  Reinforce the synergy with all other relevant significant within the overall economic development planning framework infrastructural investments / 'sister' initiatives within the area (inter  How best to 'sell' the significant long term investment the public county & cross border). purse needs to make in the experience area to ensure its  Have a public service representative from Fermanagh / NI professionalised and market ready. participate in the implementation phase.

Comments: The need to consult widely and publically on the future of the experience is an important step. The cross border angle should not be overlooked; opportunities exist and should be grasped. All parties seem to accept that the status quo is not an option. The process (through this Study) of publicly going about arriving at an agree vision is as important as the letter of the vision i.e. transparency, inclusiveness, commitment and professionalism.

2: Leadership:

Possible Problems: Likely Solutions:  Lack of clear, informed and decisive leadership to motivate and  Create a detailed Brief for all participants in the proposed Working inspire the level of change required. Group.  Identification of resources and supports.  Conduct tailored training / mentoring where necessary.  Balanced composition, capacity and representation on the  Open up communication channels with the chairs of similar Working Group driving this change. destination development initiatives around rural Ireland. Encourage study visits.  Identity and name the key points people within each statutory organisation e.g. LCC/F&ODC/IFI and FI-WAW.

Comments: Of all the early stage tasks that lie ahead the identification, recruitment and briefing of a suitably qualified leader will be key to success. The process of recruitment needs to be suitably discreet; this is one area where compromises should not be entertained. This project needs capable and motivated leadership from the get go.

3: Operations and Administration:

Possible Problems: Likely Solutions:  Lack of capable, focused, responsive administrative support.  In time, discuss and draft a code of conduct and protocols for the  In time, a project co-ordinator will be required. Funding required internal good management of the Melvin project. Incorporate  Overcoming any legacy & relationship issues. clear Key Performance Indicators (KPI's) to enable better  Lack of necessary specialist skills e.g. new marketing. monitoring of performance.  Inability to secure a suitable centralised administrative base.  Regular reviews of admin / operations over initial two years.  Perceived parochialism in administration favouring one  Online Annual Report widely distributed, presented & discussed. community/jurisdiction over another.  Inability to establish basic management controls and governance.  Day-to-day inertia in decision-making, little is done from meeting to meeting due to lack of ownership. Comments: Future generations will likely look back at the attempt to develop the experience in the second decade of the 21 century and place its success or failure at the capacity, inclusion and consistency of the micro management of the process and not so much the bigger imaginative sweeps of the strategic macro management.

4: Prioritising the Work Programme:

Possible Problems: Likely Solutions:  The day-to-day challenge of converting the Study  Realism coupled with professional management and adequate recommendations into a realistic work programme must not be resources. Be open and accepting that not everything aspired to underestimated. This Study will likely offer up concrete solutions will be deliver over the first 12 months. but it will not offer a finished Action Plan … this has to emerge  Generate a detailed action plan with clear targets … rigorous from deliberations of the next phase, overseen by the Working monitoring and evaluation of the delivery is necessary. Group.  Identify and delivery a balanced set of quick wins to build  The three principle cornerstones of the next phase of work will be momentum, group cohesion and external acceptance. a) agreeing initiatives to be undertakes and their priority b) the time line for delivery and c) the resources, both human and financial, required for successful delivery. Compromised will likely have to be made.  Duplication of actions / resources limitations and internal turf wars will have to be overcome.  Critically’ is the work programme fully squared (and integrated) with sister councils, regional, cross border and national strategies.

Comments:. Good leadership, full participation and genuine commitment from LCC (in particular) to deliver on the bigger picture will overcome such obstacles. As this integrated strategic approach has seldom if ever been tried on a cross border basis before there will be much interest across the island, particularly among local authorities particularity in a post Brexit scenario.

5: Finance and Resources:

Possible Problems: Likely Solutions:  Disagreement over what is financially required from key partners  Remain open to the real potential of self-managing income and who pays what. generation to deliver match funding e.g. Time specific Lotto,  The working relationship between the Working Group (especially parking charges, concessions, festivals and events, sponsorship the Chair) and the 'secretariat'. and local bed / environmental tax.  Maintaining programming balance.  Full engagement / relationship building with public funders across  Lack of entrepreneurship / spirit of commercial risk taking within multiple aspects of the work programme. Sectors and potential the organisational culture. partners could include academia, education, cultural and arts  Pricing especially in relation to the local community programming, cross border community relations/ PEACE building, environmental management, agricultural diversification particularly mountain lamb, salmon conservation, recreational and community health and wellness initiatives.  Development of clear protocols in relation to sponsorship.  Foster and encourage a spirit appropriate risk taking by the Working Group.

Comments: It is inconceivable that the recommendations being suggested do not come without some hardship and tensions between key partners and communities. Attempting to looking into the longer term shows that a fresh approach is required. Failure to do so will likely result in the WAW practically by-passing this tip of North Leitrim, continued cross-community and cross border parallelises, little infrastructural investment, little or no local jobs in a tourism economy, accelerated decline of traditional farming, shrinkage of the traditional game angling offering, and the continued invisibility nationally and internationally of the experience with all its supporting asserts.

6: Communications, Marketing and Selling:

Possible Problems: Likely Solutions:  How best to practically work with FI/WAW on integrating the  Develop an internal and public/external communications plan that proposition into the wider message. What limitations exist? matches skills to deliver, time available, budgets and need. Monitor  Within any change environment if you fail to bring all your regularly, track the delivery of all simple targets agreed. Provision partners along with you from the outset hostility and old divisions for buying in modest external skills if required should be will soon arise, this project is no different. The very viability of the considered by the Working Group. Nominate one individual whole project will be quickly questioned by those least enthusiastic responsible for overseeing this task. or politically challenged by the change. Fail from the outset,  The Working Group should agree a mediation process to solve through poor communication, to bring all vital stakeholders along any intractable or deeper-rooted problems that will invariably with you and the very fabric of the project will be undermined, arise. When they emerge, remove them quickly from the Working reputations will be damaged. Good internal communications Group table and only report resolution or progress. planning, awareness / sensitivity and the capacity of those  Keep a close eye on the competition (competitor rural implementing the action plan are key to success. destinations) – formally document what and how they are doing  The development of a fresh and contemporary brand identity for things better. Learn from best international practice. experience, its management and integration across all media is  Invest in ongoing professional bespoke training and mentoring. crucial.  Examine delivering with others like F&ODC/LCC a significant  Ensuring an on-going engagement with the local community. annual national / international showcase sponsored conference  The absence of specialist marketing and selling skills needs to be that focuses on / highlights the best of rural tourism destination addressed imaginatively. management. This is part of awareness and reputation building for  Professional engagement with possible significant sponsors / fund- the experience raising function / formalised diaspora engagement need all be  More visitor research. This will help with decision making and considered. making the case to external funders.  There is little history of joint or cross marketing with sister tourism partners regionally or especially cross border (in recent years).

Comments: In order to justify the investment, both financial and resources required, their will need to be a corresponding increase in documenting key performance indicators like visitor numbers, visitor expenditure, jobs created, reversing dereliction, referral of business to and from partners, positive visitor feedback, greater community usage/engagement, new events and festivals, additional public grants secured, sponsors / donors secured, volunteers trained, environmental/conservation benchmarks secured, and quality media exposure delivered for the area. Good communications is one of the three pillars that will likely lead to success with the other two being delivery of operational/development excellence and best in class leadership / management of the whole project.

7: Partnership Building:

Possible Problems: Likely Solutions:  Failure to properly integrate the project into the other Leitrim  Enhanced communication, sharing, cooperation, event planning Recreational Forum Working Groups; with neighbouring Councils and tourism partners e.g. Marble Arch  Failure to sell the change (and resources) required to the likes of Caves and Drumcliff. the community / elected representatives and development  Enhanced effort into engaging with and building a lifelong agencies. relationship with each primary school child in the area through site  Inter-community divisions about the allocation of resources. visits, special events, classroom- based project work, and annual  Inability to craft any commercial synergy and foster joined up awards. Get the kids and the grown-ups will follow. thinking between micro business operators;  The leadership of the project should possess a wealth of contacts  Failure to adequately engage at the required senior levels with that should be mined. relevant development agencies / government departments.  Record, where possible, on a database information on all aspects  There is a demonstrable lack of effective inter community of partnership building including contact information, joint networking. opportunities identified and descriptions of any previous engagement.

Comments: Building and maintaining good working relationships with a multitude of relevant partners is a sign of a healthy and effective project. Building relations is often a prelude to asking for something whether it be funding, sponsorship, a joint venture, specialist advice or to purchase a table at a fundraising do. With journalists, for example, the more opportunity they have to experience the different aspects of the project the more likely you will benefit from unforeseen media exposure. There is probably less than ten external people, who will play an important role in determining the success or failure of the project, can the Working Group name these individuals? Be they secretaries of government departments, CEO of agencies, media and business figures, senior educationalists or politicians all should be engaged with in an appropriate manner whether it is formal presentations, social engagements or invitations to a site visit. This is a key and on-going role of the new chair of the Working Group. Image: Failte Ireland field visit at the Organic Centre

Organisation Models

Evaluation Matrix: Joint Venture – Leitrim / Fermanagh & Omagh Councils: A more top down approach requiring the two local authorities establish In order to objectively examine what organisational model best fits the a suitable vehicle to administer the delivery of the project. There are challenge ahead, the Study has developed an organisational evaluation relatively recent examples of such approach with patchy results. matrix approach. Each of the options are evaluated under five distinct criteria namely:- Leitrim Recreation Forum – Melvin Working Group: The Forum (established 2013) is successfully driving all significant aspects of broad recreational development in County Leitrim. It has 1. Ease and Likely Capacity of Administration; wide participation and respectability across all sectors. In 2016, the 2. Ability to Attract Sustainable Funding; Forum began to examine the potential of developing the Wild Atlantic 3. Community & Partner Acceptability; Salmon / Melvin area through hosting multi party sessions, the terms of reference for this Study flowed from these engagements. The concept 4. Exposure to Risk; is to formalise this into a Melvin Working Group that would sit 5. Experience of Delivery on Desired Scale. alongside the existing Groups – Rail to Trail; Angling; Shannon Erne Waterway/ Lough Allen / Water and Land Based Activities and Walking & Cycling. The new Group could benefit, within reason, from the services and experience of LDC who currently administer the other Each option is scored (-2 to +2) across the five criteria and the total Groups. A project co-ordinator (with suitable resources) would be score is secured. The highest score represents the most desirable advisable to service the Char/Group. organisational model. Four Organisational Models options examined:

Melvin Tourism Representative Network Inter Community (X 4) Model: Melvin Tourism Representative Network. The tourism and related trade A bottom up approach enabling the communities of Rossinver, on the ground drive the Melvin destination development project. Garrison, Kinlough and Tullaghan drive the project with suitable public Representatives of community enterprises would also be a major supports, possibly inter-regional funding. This cross border alliance participant. Public agencies such as Councils and LEADER would offer would not have been attempted before. This model would require a practical support but would be in the background. There would need project coordinate from the offset and an agreed administrative to be a project coordinator (with necessary resources) servicing the space/resources. An overseeing Management Committee would be Network from the outset. There is no precedent for such an alliance in drawn from all the communities along with public partners, tourism the immediate area. It should be noted there are few fully time tourism trade and special interest groups. related enterprises in the Melvin area.

Organisational Evaluation Matrix

Models Ability to Ease and Likely Attract Community & Experience of Capacity of Sustainable Partner Exposure to Delivery on Administration Funding Acceptability Risk Desired Scale Total Score

1 Inter Community (X 4) Model -1 1 0 -2 -2 -4

2 Joint Venture – Leitrim / Fermanagh & Omagh Councils 1 2 0 0 1 3

3 Leitrim Recreation Forum – Melvin Working Group 2 2 2 1 2 7

4 Melvin Tourism Representative Network -2 1 0 -2 -2 -5

It is clear from the exercise that a Leitrim Recreational Forum Working Group dedicated to developing the experience is best suited to deliver the ambitious work programme outlined in this Study.

Image: Focus group sessions at the Organic Centre 93

Image: Failte Ireland visit to Fowley’s Falls

7.1 Introduction The extension to the walk is now complete and can be accessed near This Preliminary Appraisal needs to be viewed in the context of the the Organic Centre. The total length of the walk is around one and Leader funded Wild Atlantic Salmon Experience Feasibility Study being three-quarter miles (around 3 kilometres). The walk is currently not in a conducted currently by Alan Hill Tourism Development Ltd. The findings looped format. and recommendations from the Appraisal will feed into the overall Study. It has been designed to answer the question 'how best to add to The river valley is a mix of semi-natural habitats consisting of Wet the visitor experience' at the Falls given all the obvious constraints Willow Alder Ash Woodland (WN6), Woodland Scrub (WS1), Mixed particularly environmental and in light of the other signature Broadleaved/ Conifer Woodland (WD2), Wet Grassland (GS4), Eroding experiences available as part of creating a sustainable Wild Atlantic Upland Rivers (FW1) and Buildings and Artificial Surfaces (BL3). The soil Salmon Experience. type is predominantly Fine Loamy Drift with Limestones, River Alluvium and Peat. The natural and steep draining aspect of the river valley 7.2 Site Synopsis support permanently waterlogged sites that are subject to soil creep and landslides. Fowley’s Falls is a cascade in a series of drops over the exposed limestone, shale and The lower reaches of sandstone bedrock to form a spectacular the Glenaniff River, torrent of water from the Glenaniff River including Fowley’s rushing through the steep valley towards Falls, forms part of Fowleys Lough Melvin. In penal times locals gathered the Lough Melvin Falls at the Mass Rock further down the river, and enjoyed fish caught close SAC [Site Code by. The river is highly reputed for Salmon spawning. 000428]. Interacting

and nearby sites of The highest point of the walk starts in European interest Derrynahimirk (Rossinver) and follows the (Natura 2000) natural descent of the river. The route include; Arroo Image: Map of Conservation areas follows the river as naturally as possible with Mountain SAC [001403], narrow gravel paths, stiles made from locally Sligo/Leitrim Uplands SPA [004187], Donegal Bay SPA [004151]. sourced stone drawn from the banks and Aghavoghil Bog Natural Heritage Area [002430] feeds directly into the riverbed with minimum interference to the river. It is recommended future works to the Fowleys Falls walk should natural ecosystem. Rather than cutting back be subject to an Appropriate Assessment screening and subsequent Images: Fowley’s Falls the woodland to give full views, windows assessment, if required, to mitigate and prevent negative impacts cascades (top) and Fowley’s have been cut at various stages, or stopping (direct, indirect and cumulative) to the Natura sites (outlined in red/pink Falls walkway (bottom) points in the walk, where the visitor can take in image above). in the best views of the river and valley.

7.3 Soil Subsidence Several other areas of historical soil subsidence are visible along the walk route and on the opposite bank of the Glenaniff River. It is likely Approximately 140 metres that the current problem is not localised and will occur elsewhere in the downstream from the valley. A full geotechnical appraisal is recommended for the entire galvanised footbridge length of the Fowley’s Falls walk to examine the integrity of the walk crossing a deep tributary footprint and current / future risk of additional subsidence. stream [xy 59138/84809] is an area undergoing significant soil subsidence. This is visually evident from clues such as significant soil creep and crevices to the trunks of local woody vegetation.

Image: Vegetation affected by Soil Creep Overview

Soil movement has been occurring over a period of decades, with some existing mature trees exhibiting curved pattern trunk growth as a result of consistent re-orientation towards the natural light. However, there is evidence soil movement has increased significantly recently as most sapling growth is now exhibiting this stressed angular growth on this steep hillside of the valley. It is likely that existing vegetation is having a positive soil retaining effect.

A large soil crevice is visible (delineated red- middle image) from the path and extends approx. 10m towards the existing landslide site (lower image). A total surface area of c. 80 square meters is threatened by further subsidence which includes 10m of the path. As the topsoil is shallow and lying on top of less permeable clay, soil instability in this area is likely to worsen in the immediate and long term. It is now widely accepted that 100 year floods are now likely less than 10 year events and an increase in extreme weather events bringing flooding will intensify soil movement processes as seen at Fowley’s Falls. Images: detailing (red) the extent of soil subsidence affecting the Falls walk.

Fowley’s Falls Subsidence Options Drainage of Surface Waters

All options should be considered subject to the recommendations of an It is possible that the alleviation of excessive surface waters from this part of the valley may reduce the soil water levels and increase stability. extensive geotechnical appraisal. The opening of a small drain immediately before the decline into the Route Diversion valley towards the path, and diversion of surface water into a small nearby stream will possibly prevent the excess of water causing the Three diversions are possible to detour around the existing landslide; major ground shifting.

a) The re-routing of the path around the immediate landslide area. Cantilevered Walk This is a quick- fix solution in reaction to the on-going ground subsidence. Further future damage to the pathway will be likely. A curved, cantilevered footbridge should be considered to span the b) The re-routing of the path from a considerable distance to the affected area whilst firmly establishing a signature feature to the landslide area (approx. 50-100m) and determining a new ascent Fowley’s Falls walk. This option would require significant capital and descent of the valley to avoid the affected area. This option investment and access to the area is severely limited (woodlands and requires a new section (+/- 200m) of path to be constructed but steep incline). Anchoring struts would require deep piling / drilling into eliminates the future potential damage to the route in this area the hillside or similar to reach stable bedrock, requiring a specialist and may be considered a long- term solution. Existing views of the river will be compromised. team. The cantilevered footpath feature would be bespoke and c) Re- routing across the river with a footbridge and creating a assembled on-site. Although costs would be high, the attractiveness of new route along the Western river bank. There is the this potential option should not be underestimated. opportunity to design and develop a new trail along the western bank, arriving at the R281 bridge crossing (near to the Organic Centre entrance). This route option will require significant capital investment in terms of labour, materials and environmental assessment. Access to the western bank lands would need to be sought, possibly as a permissive access agreement with the relevant landowners. Note that access to the valley floor is limited either side of the river, and the occurrence of soil subsidence is not averted on the western side of the valley.

Consultations  The Organic Centre is willing to share its car park for visitors to the falls (Parking is currently identified as an issue for Multiple consultations were carried out as part of on-going accessing the falls); conversations in the context of the Wild Atlantic Salmon Experience  It is important to not repeat the issues that occurred with study. The following is a summary list of the main points discussed the Cuilcagh walkway parking. under the context of Fowley’s Falls:  Local landowners have expressed interest in re-opening the

 New Ballagh Centre is vital to the Falls- in terms of past walk; development work and current maintenance work;  Ecology and environmental sensitivity is priority, any works  The Fowley’s Falls walk is insured through the New Ballagh to be carried out must be done with minimal impact; Centre;  Training needed going forward with workers maintaining  Rural Social Scheme (operated from New Ballagh Centre) is the route to encourage the sensitive upkeep of the Falls; important- engages local farmers to participate with the  Ecological/ environmental talks/walks dedicated to the Falls development and maintenance of the Falls; to be encouraged into the future.  The explanation of past and future climatic influences on the land (landslides) via new interpretation panels is an interesting Consultees were asked what they consider are priority actions for idea; Fowley’s Falls (in no order of priority):  It would be beneficial for the WASE to have local (Rossinver) tour guides trained up and to include knowledge on Fowley’s ‘Re-route or de-tour around landslide, get the walk open again’ Falls;

 More action is needed in terms of getting coach providers into ‘Make car parking available from Organic Centre and access via a link to the area: Fowley’s Falls walk’ o Getting a structured tour in place for them;

o Develop a wider region tour (Kiltyclogher, Glenfarne, ‘Maintain open conversation with neighbours and landowners- ensure parking Manorhamilton); does not become an issue to them’. ’ o Write down the tour- what are the stories? o Engage Coach operators and get them on-board.

 Making access safe to the Falls is vital;  The Organic Centre is working on developing an access route to the Falls and are entering negotiations with landowners;

7.4 Findings 2) Car Parking: Following site visits and consultations with key stakeholders, a series of a) There is scope to upgrade and expand existing parking lanes findings are listed under the following three contexts: Interpretation and into dedicated parking through light ground works. Signage, Car Parking and Recreational Accessibility: b) A link between the lower Falls walk entrance and the nearby Organic Centre could provide essential lower entrance 1) Interpretation & Signage: dedicated parking. a) Interpretation on the Falls, its associated rich, cultural and c) A third larger coach/overflow car park solution is possible natural heritage and wider High Nature Value landscape is through the use of nearby Coillte grounds. greatly needed; 3) Recreational Accessibility: b) A strong sense of respect for the sensitivity and natural aesthetic a) Given the regular footfall to the Fowley’s Falls walk, several of the river, its species and valley needs to be endorsed. sections are in need of upgrade works to maintain the route integrity and re-surfacing with appropriate dressing material as c) Subtle safety and related trail signage is required. necessary. d) Way-marking road signage needs to be re-evaluated and b) Existing amenity furniture is now upgraded. well dated. c) Footpath extensions between

parking spaces and entrances to the Falls walk, including a link to the Organic Centre carpark are also required from a safety aspect.

Image: Example of Falls walk trail in Image: Fowley's Falls walkway top entrance leading down to amenity area with picnic benches. Local RSS workers coordinated by the poor condition, displaying rotted New Ballagh Centre maintain the grounds. wooden steps with collapse imminent. 99

7.5 Recommendations  Public safety signage is required for both top and lower entrances to the Falls walk when accessing the trail / public The following section provides a detailed breakdown of recommended road. upgrade works for Fowley’s Falls: Internal FF Walk Signage: Interpretation: Basic necessary trail signage, i.e. code of conduct, dogs on lead, fouling Information Panels (x6): prohibited, private lands is required. Minimal intrusiveness and subtlety should be encouraged.  Orientation Panels (x2) consisting of map at both upper and lower entrances to the Falls walk detailing the grade of walk, orientation of the walk and the greater Melvin area (i.e. promoting the ‘Melvin Experience’). This map format will also be suitable for print out as A3 ‘tear off’ maps available at nearby centres, i.e. New Ballagh Centre and Organic Centre.

 Other interpretation to include 1) local history 2) flora & fauna 3) water quality 4) climate & geology related. A strong sense of respect for the sensitivity and natural aesthetic of the river, its species and valley must be endorsed across all panels.

Road Signage:

 Upgrade of existing way-ward road signage and extending direction to the Falls from all entrance routes to the Melvin region. Signage content should cross promote the greater burgeoning ‘Wild Atlantic Salmon Experience’.

 Upgrade of existing and additional traffic warning signs is required, Image: Single existing interpretation panel behind crash barrier along indicating the presence of parking, pedestrians and traffic calming roadway is now dated, unattractive and vandalised. Access is poor. for both upper and lower Fowley’s Falls entrances.

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Car Park:

Phase 1:

 Upgrade of existing facilities to include cleaning and resurfacing as necessary existing parking verges.

 Minor excavation works to adjacent road banks to extend parking space width, delineation of new parking spaces.

 Installation of retention walls, (low and of suitable local source material) and revision of existing drainage.

 Prioritisation of spaces closest to upper Fowley’s Falls entrance as disabled carpark spaces Image: Upper Fowley's Falls entrance Carpark 2; limited use of  Light and appropriate pruning/ landscaping works along car available space and lack of connectivity to footpath renders parking to open occasional views down to the Falls from the road on-road parking and access to upper Falls entrance dangerous to visitors. where possible (no woody vegetation removal).

Phase 2;

 Integrated 3-car park solution providing a tiered overflow system: car park 1-> 2-> 3.

 Development of nearby hardstand and disused entrance in Coillte- owned forestry land to provide a 3rd car park including coach bus parking bays. This will involve clearing overgrowing vegetation, resurfacing ground works and appropriate fencing.

 Signage will be required to direct to third (new) car park, overflow system and direction to Falls entrance.

Image: Upper Fowley’s Falls entrance Car park 1; evidence of overgrown and deteriorated surface with no clear markings. Dangerous road conditions with no dedicated footpath leading to upper Falls entrance. 101

Walk Accessibility: Organic Centre Car Park Link:

Walkway Upgrade:  Installation of unbound walkway (c. 400m) to link Fowley’s Falls lower entrance to the Organic Centre existing car park.  Re-surfacing of trail where necessary with a suitable coarse aggregate to avoid sedimentation to the river network.  Installation of (x2) livestock ‘kissing gates’ required for access across farm track.  Revisions of all drain underpasses need to be undertaken. Several plastic drain pipes have collapsed due to insufficient strength grade, causing clogging up and surface water build up. Pipe

diameter should be considered to allow leaves and debris to pass within woodland settings.

 Re-routing of trail may be required in places to by-pass sensitive /steep areas prone to excessive surface water run-off. There is Image: Lower Fowley’s Falls walkway entrance near the Organic Centre, Rossinver. Exit with low visibility onto R281 road with no dedicated parking Potential to adopt wooden walkway similar to Knocknarea Queen or pedestrian warning road signage. Maeve Trail involving minimal woody vegetation removal/pruning Footpath Proofing to all Carparks: and minimal soil disturbance within these sensitive areas.  Installation of new footpath to link car Recreational Area & Furniture: parks 1 & 2 (c.100m).

 Upgrade of existing amenity area picnic benches to durable  Completion of existing section of recycled plastic benches with protection metal grills to be installed footpath to Fowley’s Falls upper on tables to prevent burn damage from disposable BBQ & related. entrance (c. 70m).

 Dedicated unbound pathways to be revised and built between  Additional footpath required to the upper Falls entrance and all picnic benches located within the third new carpark (as part of phase 2 amenity area. Gradient at entrance needs to be revised for car park works). wheelchair access.

 Positioning of three benches strategically located at distinctive viewing points of the Falls cascades. Image: Fowley's Falls footpath from carpark 2 to upper entrance; discontinued along low visibility corner, causing dangerous conditions for visitors.

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Image: living history in Kinlough

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8.1 Findings

Community, Partnerships & Networking 1. A lack of opportunities for non-anglers anglers to access the coast/lake for recreation; 2. Cross border networking is poor, likewise the relationship between the Eastern and Western regions of the Melvin are also inadequate; 3. There is a lack of connectivity and joint working between the four principal communities around the lake; 4. Significant opportunities exist for building relationships with the Wild Atlantic Way.

Product Development 1. Significant investment is required to develop a complementary set of new and enhanced visitor attractions in the area. Without this critical mass of attractions, it will be hard to sustain long term viability of the experience; 2. The demise of the traditional game angler threatens future investment opportunities and the visibility of the experience; 3. Quality existing routes, but these lack basic signage information and maintenance; 4. Significant inadequacies in relation to tourism infrastructure, e.g. accommodation; 5. There exists positive community and private sector support for developing the area as a tourism destination Communications & Marketing 1. The appeal of the Wild Atlantic Salmon story is not strong enough in itself to support a distinct Wild Atlantic Salmon Experience brand for the Area; 2. There is no currently identifiable brand; 3. Virtually all significant players in the area are failing to embrace social media and new marketing, e.g. there is no portal website for the area. Management & Finance 1. No dedicated, area- based funding resource; 2. Virtually no joint planning between ROI and UK in relation to Melvin; 3. Without progressive program to conserve and promote the Wild Atlantic Salmon, it will remain a threatened species in this catchment; 4. There are, with some limitations, good will to support a collective approach to developing the area; 5. Without coordinated bespoke and capacity building training in the short to medium term, future development may be compromised. Policy, Strategy & Regulatory Environment 1. Special Area of Conservation signifies a very tightly managed environment; 2. Although an Experience is well referenced in current influencing policies, strategies and plans, no strategic master plan for the area to guide future development exists, consequently no over-arching management entity for the area; 3. There exist a large number of NGO’s & community activists working towards enhancing the environment of the area; 4. There is the potential for Leitrim Recreation Forum to bring together the disparate elements that will help deliver an experience.

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8.2 Recommendations A. Community, Partnerships & Networking

A1. Wild Atlantic Way and Related Engagements: From the outset (and building on Responsibility: LRF Working relationships/dialogue established through this Study) continue to engage with key officers from Failte Ireland Group and the WAW team. There are many mutually beneficial common goals. The Experience needs to be aware of the development of the Ireland's Hidden Heartlands proposition on its doorstep where Manorhamilton will likely Indicative Budget: Not be the most northerly point. From the outset, the development of the Experience needs to be perfectly aligned Applicable with Leitrim Tourism and the roll out of the Leitrim Tourism Strategy. Indicative Outputs: 1. Building relationships and understanding with strategic partners. Personal relationship will prove to be valuable Time Frame: On- going going forward. 2. Ensuring operational, promotional, commercial and funding opportunities are harvested. Priority: High 3. In future 'case making' it will be important to demonstrate a mature attitude to practical relationship building.

A2. Engaging with the Diaspora: Talk to the diaspora online and ask their opinions on how best to build Responsibility: LRF Working the Experience. Media such as the online version of the Leitrim Observer could be a useful tool as would a well- Group. crafted feature on the annual Leitrim Guardian publication (the only such county publication in Ireland going since 1968). There could be unforeseen positive consequences to actively reaching-out e.g. sponsorship and Indicative Budget: creating small bursaries. Be mindful that there are four recognisable communities that make up the Melvin Currently not Applicable but will namely Tullaghan, Kinlough, Rossinver and Garrison however there could be argued a fifth the diaspora spread across the world. They have to be seen as an active part of the conversation going forward. need seed finding into the future. Indicative Outputs: Time Frame: Medium 1. Create and manage an active database of North Leitrim / West Fermanagh related diaspora from around the world. Priority: Medium 2. Think about possibly buddying up with a local GAA Club in expansion mode like Melvin Gales. 3. This task could be as much about facilitating connections made to any one of the six big ideas as an investment into the whole exercise. 4. At the start of each year, identify a budget to aid engagement and importantly match this with a suitable sum it is anticipated to raise. Annual presentations to Leitrim Clubs and related in the UK and USA could be a target. 5. Encourage Leitrim County Council to consider investigating creating a County Leitrim Foundation in the US similar to the County Mayo Foundation Inc. (tax efficient mechanism for donation giving and good governance for overseas bequests whose mission is to “ ... engaging our diaspora in supporting projects that strengthen civic engagement and improve the lives of people from County Mayo.” See: www.mayo.ie/mayofoundation

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A3. ‘Getting to know you and your community’ and Local Historical Guides. Aim to Responsibility: Local have at least 20 local people from each community visit the other and participate in exchanging ideas over an community development afternoon. This type of initiative worked well with the Glens to Sea, the template exists. A variation on this could associations supported by partners be to run a formal 'Know Your Area' as a formal autumn/winter Night Class organised in 3/4 leading centres like such as LDC. the Benwisken Centre, Ballagh Centre or Kinlough Community Centre under the umbrella of the ETB. The recently announced Guide Training Programme (FETAC Level 6) to be run in the Rossinver Community Indicative Budget: Centre is welcomed. Upwards of 15 guides are anticipated to participate. This network should be supported both Training (6 X half day session + during their course and importantly post course as they have a significant role to play in advancing sustainable site visit) = 2k tourism in the Melvin area. Indicative Outputs: Time Frame: Medium 1. This lays the foundations for improved joint working between communities. An output of this could be an enhancement of the proposed new Lough Melvin Festival. Priority: High 2. It would be wise to examine identifying and training four local guides (one per community) that are available to take walking tours of their community. Schedule a series of free tours once every four week therefore once a week during the summer months there will be a tour of one of the communities (open to all but donations accepted).

A4. Respecting and Valuing the Catchment and Coastline: Work with the likes of the Water Responsibility: Water Officers & Communities Officers on initiatives such as “The Value of Water” an informative afternoon programme during with required support from National Biodiversity Week and/or National Heritage Week: Identifying water quality and minimising impact and community development consider the “Adopt a River” initiative by a local primary school(s) to get EU Wild Rivers recognition for one local associations, LCC and others. river (as promotion of the unique and pristine quality of the Melvin Catchment). It is essential to encourage active local school involvement as has been regularly stated throughout this Study. Public participation has been Indicative Budget: Not identified as key to protecting and restoring our water environments under the EU Water Framework Directive. This presents a great opportunity on many fronts for Lough Melvin, the coastline and local communities. applicable to LRF Working Group Integrated catchment management also requires active involvement of all relevant stakeholders to protect and improve freshwater and coastline water quality thus providing a healthy, resilient, productive and valued resource Time Frame: Immediate that supports vibrant communities. Indicative Outputs: Priority: High 1. Enhanced multi community engagement through educational, citizen science, environmental appreciation and entertaining programming. Most of these initiatives will have proved popular elsewhere.

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A5. Build on Glens to Sea: There is a considerable amount of community information and contact Responsibility: LRF Working databases gathered under the Glens to Sea project that covered all the area. This should be harvested and some Group with relevant partners such of the networking recommendations proposed in their final report should be actioned. as LDC. Indicative Outputs: 1. Secure access to the Glens to Sea community contact database and relevant research acquired by the group. Indicative Budget: Not 2. Merge the Glens to Sea material with similar databases from stakeholders such as Leitrim County Council Applicable (tourism, arts, sport, heritage, community development and cross border partnerships). Leitrim Development Company have considerable databases and knowledge that should be mined. Likewise the community Time Frame: Immediate development groups on the ground possess considerable information. All these sources should be merged. This data should be viewed as the beginning of an engagement with communities. Priority: Medium

A6. Dedicated Member of the Working Group Addresses Community Responsibility: LRF Working Engagement: In order to ensure the community get on board the Experience it is recommended that a Group suitable local representative on the Working Group be tasked with putting a communications/action plan in place, implementing it and reporting progress. This sends out a strong message that this needs to be a bottom Indicative Budget: Not up / community owned initiative from the outset. Progress needs to be closely monitored. Applicable Indicative Outputs: 1. The delivery of quantifiable outcomes on the ground from numbers participating in events to training conducted Time Frame: Immediate to growing social media traffic. Potential funders will require such analysis. 2. The capacity and commitment from this nominated person will be critical to success. Given the voluntary Priority: High demands on the person, it would be advisable to rotate the task every 24 months.

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A7. Help establish a Lough Melvin Traditional Rowing Club. Rowing clubs using traditional Responsibility: LRF Working craft (e.g. Currachs or Skiffs) are growing in popularity on the island of Ireland and beyond. Women’s rowing in Group with suitable partners such particular has become an important recreational, social, health enhancing pursuit. Establishment costs are low as Leitrim Sports Partnership, and communities compete against each other at regattas. A new club should actively embrace members from all possibly the Donegal Coastal of the four communities around the lake. The cross border nature of this venture should not be undervalued. Rowing Association The potential to get local school children from multiple schools out on the lake should be examined. The public jetty at Kinlough is a possible location as are Breffni Pier (angling club) and Garrison (NI Water). There would likely be an off shoot allowing visitors to have the Melvin Experience of being out on the lake in a self-propelled Indicative Budget: TBC – boat under supervision, in a traditional craft with a story to tell. Research suggests that there is no unique class or there will be establishment costs boat type associated with the lake. There would likely be a significant 'return on investment' given the probable - craft (X 3), training and basic social, community health, cross border community networking and tourism gains. For competitions see: promotion. www.stbfportsoy.org/skiff and www.rte.ie/news/dublin/2018/0506/960677-currach-racing-dublin. Indicative Outputs: Time Frame: Medium 1. Enhanced social connectivity between lake communities. 2. Contribute to the health of the community. 3. Be mindful of the health and safety responsibilities associated with a watersport. Priority: Medium 4. Identify an available and experienced coach (and train over time local coaches). 5. Identify a suitable 'meeting place' and jetty/slipway for the participants. 6. See: http://www.coastalrowing.net

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B. Product Development

B1. : Adopt and deliver the six big ideas listed earlier in the Study. Six Big Ideas Responsibility: LRF Working Note: The story of the Wild Atlantic Salmon is interwoven into all these concepts where possible/appropriate. Group in partnership with funding partners like LDC, FI, the LEO and related others on a multi-years Indicative Outputs: support programme for Melvin. 1. Virtually all these 'big ideas' will need further research and likely separate Feasibility Studies. 2. Individually the delivery of one of these concepts would be a significant 'win' for the area the combination of all Indicative Budget: six will be a transformative development. This will require considerable work over a number of years. The Individual Studies will require specific grant appropriate supports, networks and capacity are needed to arrive at successful outcomes. supports. To be confirmed. 3. Where possible and prudent incorporating a Leave No Trace Ethos into the product development stage of these 'big ideas'. This would have educational as well as amenity benefits http://www.leavenotraceireland.org/. It helps Time Frame: Immediate establish the environmental credentials and core values of the Experience. High Priority:

B2. Educational Packages & Initiatives: Education is key to protecting the coastline and Lough Melvin Water Catchment as a unique resource and motivating people to take action to protect it. Responsibility: LRF Working Create, for example, tailored all-year-round packages for the likes of the Donegal Language School (Bundoran) Group in partnership with funding partners like LDC, FI, the LEO and who are keen to work with the Working Group (they have over 1000 student per years staying from between related others on a multi-years 2wks-3months). Some of these packages could be accredited in time covering things like 'Conservation Tourism' support programme for Melvin. and 'Community Science' which would also open up the likes of the Transition Year market while giving interested local people a chance to go through a formal but enjoyable learning experience. Opportunities to integrate water resource management into education packages (schools, local community groups and tour Indicative Budget: TBC – it guides) offer people the opportunity to get involved in catchment management and decision making to protect is unlikely to have any direct bearing and improve the local water environment. Citizen Science opportunities exist for groups who would like to take a on the Working Group as it will be greater role in monitoring and conserving the coastline and Lough Melvin Catchment. channelled through other partners. Indicative Outputs: Time Frame: Medium 1. Work closely with the area Water Officers (Leitrim, Sligo and Donegal) on programme rollout. Likewise the ETB could well have a role in supporting on-going programming that builds up local capacity and awareness. Medium 2. Be open to the potential of identifying and supporting new local micro businesses. Priority:

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B3. Food: With a handful of notable exceptions like the Courthouse (Kinlough) the food offering is Responsibility: LRF Working underwhelming. This has to be addressed. A dedicated training programmes for all shades of local food Group. production/preparation /presentation needs to be delivered. The weakness of the combined accommodation and food offering severely minimises the economic returns (including employment). Without these twin Indicative Budget: Not deficiencies being systematically addressed it calls into question the viability of investing significantly in the immediately applicable however a Experience. training and development plan will Indicative Outputs: be required by end of Yr1 1. Multi-party structured approach combining with the sole focus to enhance the accommodation offering in line with market demands. Time Frame: Immediate 2. Encourage the Organic Centre to have its Cafe open to the public by spring 2019. 3. Piggyback on local assets like the Organic Centre to deliver training and micro enterprise development events. Priority: High

B4. Glenade Mountain Lamb / Slow Food: Through the selling of local Glenade mountain lamb a Responsibility: LRF Working 'story' can be told of a community/way of like under threat. There is certainly the potential of a high value 'food Group in partnership with relevant brand' being developed that could comfortably lie alongside the Experience. This could dovetail in time with others. creating a new Convivium (defined area of food character and importance) by Slow Food with the emphasis on local mountain lamb and fresh organic produce with the Organic Centre as a hub. The IFA (and related agri Not representative bodies) have a partnership role to play in making this happen, possibly through a regional Skills Indicative Budget: Net rural development programme based in Ballyshannon. Likewise, roles of Teagasc, Agricultural and Food immediately applicable Development Agency (which has resources in Manorhamilton) should be mobilised. Indicative Outputs: Time Frame: Medium 1. New mountain lamb orientated food brand offering reinforcing the Melvin/Glenade area as a clear environment with a valuable heritage. Priority: Medium 2. Helps raise the profile of the food offering from the wider area. 3. This will only be delivered by all relevant partners working together perhaps the Working Group has a 'coordination' role to play. 4. The interplay of this initiative with the longer term strategic goals of the Organic Centre could well be aligned.

B5. Artists in the Area: Their work is largely exhibited outside the area, sometimes out of state. Roughly half Responsibility: LRF Working are non-nationals living in the NW for many years. From stain-glass artists to painters, printers to literary artists Group with relevant partners such their inspiration often comes from the environment but it is not interwoven with the contemporary narrative of as LDC. the area, many of these artists are invisible to local people and visitors. The Gallery spaces created by artist Brigid Birney (Kinlough) is to be welcomed along with the new Gallery in Garrison. More spaces are required to Indicative Budget: Not applicable 110

showcase local works of art. The core concept is to create a driving/cycling trail to visit a network up to five local artists in their home studios at designated times of the week. The offering is simple ... meet an artist, hear of their inspiration, see their work and possibly purchase a piece. Keep it simple with everything booked in advance online (€10 per adult visit / 90min max duration / parties of two or more). Time Frame: Medium Indicative Outputs: 1. A new Melvin artists and craft workers driving /cycling trail. Priority: Low 2. In time this could be enhanced by having a) organic producers trail (including veg, flowers and herbs) and b) holistic healers and spiritual guides. This add another layer of value onto the overall Melvin Experience with the express aim of getting visitors to stay longer and leave more money in the area.

B6. Family Activities: There is obvious potential for family friendly activities like soft adventure and access to Responsibility: LRF Working the water/island. A self-guiding Treasure Trail encouraging access to all major sites/facilities may be worth Group with relevant partners developing targeting the domestic car touring market.

Not Indicative Outputs: Indicative Budget: 1. A variety of accessible, low impact and easily managed family friendly activities. applicable

Time Frame: Medium

Priority: Low

B7. Garrison Accommodation: Accommodation in the region ranges from Airbnb, self-catering units, Responsibility: Fermanagh caravan and camping facilities and hotels in periphery towns. The refurbishment of the Council owned Melvin and Omagh District Council Holiday Centre would be a significant boon for the Melvin, increasing visitors to the eastern part of the Experience. The caravan and camping facility likewise needs a thorough overhaul. The all-day food offering on Not site is to a high standard and should be promoted more widely across the whole area. Indicative Budget: applicable Indicative Outputs: 1. Refurbishment of the whole Garrison Holiday Centre offering especially accommodation offering as there has Time Frame: Medium been little upkeep investment since the mid/late 1980's. Priority: Medium

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B8. Family Water Play Zone & Guided Canoe Trail Access: Introduce new non-motorised Responsibility: LRF Working water play and recreation facilities into an agreed 'zone' of the lake adjacent to Garrison (possible Corralea Group with Leitrim County Council additional site). In addition, the area offers certain potential for guided canoe trails. Two experienced new and relevant partners. operators have expressed interest in developing unique packages. However further research and consultations are required. The beach area of Melvin on the Rossinver side of Garrison in Leitrim hosts tens of local children each summer doing certified water safety courses. It is a traditional and most worthwhile of events. However the Indicative Budget: Not lack of basic infrastructure on site is disappointing (children changing at the side of a busy cross border road). applicable This Study has to flag up serious road safety issues in relation children attending these events. Indicative Outputs: Time Frame: Medium 1. Possible new privately owned supervised water play area for children of all ages. 2. Possible new canoe and traditional boat (currach) guided tours of the lake. Priority: Medium 3. More support through basic infrastructure (e.g. Lay-bys) for the annual water safety courses.

B9. Create an all year round annual festivals and events programme including Responsibility: LRF Working one new signature event: There is no quicker 'win' than creating new festivals / events and Group enhancing existing ones. Momentum is built, the brand will be strengthened .The standards of delivery improve, more satisfied visitors will return. Sharing and economies of scale soon emerge in areas such as promotion, Indicative Budget: Not facilities and staff management, insurance, and programming. The area is ripe for the development of a significant national festival relating to its core stories namely a Lough Melvin Festival. A new lake wide festival of applicable currently but needs to scale (end July time 4/5 days minimum) bringing all communities together. Well branded, with a suitable lead be closely examined by the sponsor. Fermanagh and Leitrim Councils would be key in enabling this initiative. The Working Group should Working group with its partners lead with the first festive in 2019. The likes of Kinlough Fair Day Festival could easily be dovetailed into this new such as Leitrim Tourism. initiative (1st week August). Heritage Week is also a good week to showcase the natural, built and cultural heritage of the Melvin area. The Waters & Communities have been active in supporting communities to Time Frame: Immediate showcase their water heritage sponsoring for example a costumed storytelling event on the shores of Lough Melvin (August, 2019). The annual Lough Melvin Anglers’ Association Open Trout Angling Championships can Priority: High attract up to three hundred anglers from home and overseas for a festival that lasts up to four days. These festivals all need additional support possibly as part of a basket of acknowledged Melvin Festival. Indicative Outputs: 1. Support existing festivals both angling and non-angling. 2. Encourage new festivals and events like cycling and other recreational events. 3. Aim to create a new signature festival by 2020 e.g. ‘A new Lough Melvin’ 4. Enhance the professionalism and delivery of all new or existing festivals in the area in areas such as marketing.

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Responsibility: LRF Working Group and its partners LDC and B10. Electric Bikes: Develop the concept of an electric bicycle rental operation of scale (circa 20 bikes), principal LEO. hub based in Kinlough with satellite hubs in the Organic Centre, Garrison and possibly Tullaghan. The driver could be either community enterprise or private sector. Some people are examining the potential of this Indicative Budget: initial enterprise and they should be supported if their business plans are developed with the aim to establish on operation established for €20k. progressive enterprise by mid-2019. Indicative Outputs: Time Frame: Immediate 1. Sustainable and progressive enterprise linking many of the key hubs along the WAW and around Lough Melvin. Priority: High

B11. Develop a dynamic cluster of artisan, outdoor activity, and craft producers / Responsibility: LRF Working operators: It is the small micro businesses in the community that will lead on bring in visitors, increasing Group critical with partners such as LDC and LEO tourist expenditure in the community and generate employment. They will need on-going support. Gaps in provision need to be identified such as a bakery, micro-brewery or showcasing a local Glenade chocolatier (Teresa McMorrow). Both LDC and Leitrim LEO need to continue to lead on this however there are significant Indicative Budget: Not others who have a supporting role to play from academia and Bord Bia to the Crafts Council. applicable. Indicative Outputs: 1. More capable and networked artisan producers in the area. Time Frame: Medium 2. Aim to nurture (through partners) two new artisan businesses by end 2019. Priority: Medium

B12. Improving the Melvin Loop The 34km odd Melvin Loop, usually cycled / run anticlockwise, is a long established traditional and popular Responsibility: Leitrim route. Clubs and organised groups of recreational cyclists use the cycle regularly throughout the year, County Council particularly at weekend stopping off in Kinlough for refreshment (Spar, Dartry Centre - Claudio's Cafe & Coffee Shop or Simpson's Garage). The Organic Centre has also become a popular place to stop as has the Melvin Indicative Budget: Not Holiday Centre, Garrison. All have reported seeing increased traffic over the recent years. The Loop is also a applicable. popular fundraising route with large groups often meeting/ending at the Community Centre, Kinlough. The signage and supporting infrastructure are currently not up to the desired standard. Parts of the route, in Time Frame: Medium particular the busy southern road section, can be dangerous for cyclists/groups of cyclists. Car speed, blind corners and lack of basic lay-bys are just some of the obstacles preventing this becoming a more popular and safe route for recreational cyclists. There are relatively simple and inexpensive solutions to all these obstacles. Priority: Medium The role of Leitrim County Council is critical in putting these improvements in place. Indicative Outputs: 1. An improved, safer and more attractive strategic route around the Melvin.

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C. Communications & Marketing

C1. The Experience: A new brand e.g. ‘Melvin Experience’ is developed, adopted and managed by all relevant Responsibility: LRF Working parties. Note: At the date of writing both www.melvinexperience.ie & www.melvinexperience.com were both Group available as domain names. Indicative Outputs: Indicative Budget: Y1r: 1. Delivery of a brand and management plan. €5K (design and related) & €5k 2. Recruit an experienced graphic designer and supply them with a suitable brief. (marketing collateral)

Time Frame: Medium

Priority: Medium

C2. On-going Local Community Information Campaign: Use low tech/nominal cost solutions Responsibility: LRF Working like community bulletin boards in churches, supermarkets and post offices, local national school art, get Group with partners. information into parish notes, facilitate-sponsor student-scientist and writing competitions in schools and continuously input into the free 'events section' in local media like radio and newspapers to spread the messages Indicative Budget: and enhance visibility of the Experience. In many respects it’s the consistency of delivering the message which is Newsletter and poster design + every bit as important as the message itself. Fail to bring the local community along with you on this inter- generational journey and the project will not succeed. printing - €2k per annum Indicative Outputs: Time Frame: Immediate 1. Simple plan that is well executed to all the possible local media organs to spread the message about the regeneration of 'your lake'. Priority: High 2. Allocate responsibility to one experienced and committee person. 3. Encourage 'feedback' and report progress possibly through an annual newsletter and/or roadshow going to each of the four communities.

C3. Integrated Signage: The Organic Centre brown signs at Tullaghan and the Melvin angling signage on Responsibility: LRF Working

Group with partners LCC. the Bundoran by-pass are currently the most visible related signage. There is no relevant internal signage to build upon excluding the new Glenade related signage (Arroo Trail, Eagles Rock and Amenity Area). In time engage with LCC (and Fermanagh & Omagh District Council) on rolling out an integrated signage plan for the Indicative Budget: TBC whole area building on the emerging brand.

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Indicative Outputs: Medium 1. Integrated visitor friendly signage – internal and external to the area. Time Frame: 2. The signage plan must ensure it’s not duplicating existing signage and 'cluttering' major arteries or access roads. 3. Critically the signage must reinforce the Melvin brand. Priority: High

C4. Image Bank / Photographic Competitions: In today’s competitive tourism marketplace Responsibility: LRF Working communication is instant and the evocative picture is key. The Experience need to be represented by strong and Group in partnership with the likes creative pictures that hook the visitor. This type of professional photography is expensive. There are respected of Leitrim Tourism camera clubs in Ballyshannon, Sligo and Enniskillen always seeking competition themes and sponsors. The creation of an enhanced image bank/photo library would be a practical outcome of working with these clubs Indicative Budget: See over a couple of years. They would welcome the challenge. A fresh suite of images will be required to aid branding the area. The images that will represent the new experience have yet to be taken. brand building Indicative Outputs: Immediate 1. This is a subset of building the Experience brand. Art direction should be left to the graphic designer. Time Frame: 2. Create a set of core images that will be used in all traditional and online media to support the messages. 3. A secondary image bank can be made available free of charge for all local businesses and community enterprise Priority: High to help them sell and communicate more effectively.

C5. Awards / Peer Review & Acknowledgement: Actively aspire to be designated a European Responsibility: LRF Working Destinations of Excellence (EDEN) for Ireland within three years. This is a European Commission initiative that Group awards and promotes sustainable tourism development models across the EU. It is a prestigious Irish award. Aim also to enter the World Responsible Tourism Awards, 2023. If anything, these awards are a way of benchmarking and monitoring progress. A variation on this theme would be to create in time a local awards ceremony to Indicative Budget: Not acknowledge and celebrate outstanding contributions to sustainable tourism development. It could be a modest Applicable and low key while still being a valuable means to acknowledge contributions. Indicative Outputs: Time Frame: Long-term 1. Aim to receive national/international recognition for creating a sustainable rural tourism destination in a cross border region of Europe. In the Irish border region, there are few competitors in relation to achieving this. Priority: Low 2. Develop a scheme whereby local success stories and outstanding contributions are acknowledged.

C6. Media Management: As the destination gains commercial and media traction there will be an increased Responsibility: LRF Working on-going demand for the destination to adequately engage with all media platforms. A person with experience Group (nominated key person) (and some bespoke training if required) needs to manage all these opportunities. A basic annual media management plan would be advised (with targets). It is critical that all media coverage received (either paid or Indicative Budget: Not editorial) is kept. A Media File (online and hard copy) should be in place immediately. This will help evaluate Applicable performance and also support 'case making' into the future. 115

Indicative Outputs: 1. Planned and well executed media strategy. Time Frame: Immediate 2. Key Performance Indicators will be important from posted YouTube videos posted/viewed to FB likes and from

TripAdvisor reviews to Google rating. Priority: Medium 3. It would be advisable to 'keep track' of competitor destinations and benchmark performance on an on-going basis. This would be a simple, cheap learning tool. Competition could include: - Lough Erne, Lough Derg, Lough Neagh and possibly the Lake District and Loch Lomond in the UK. Examine criteria like New Product; Attraction Charges; Festivals; Strategies and Plans; Sponsors and New or Traditional media publications or initiatives. Also track their FB likes, YouTube videos/viewings and related evaluation or peer review criteria. 4. Create and manage a Media File capturing all relevant coverage. 5. This should also include a sub section enabling all relevant Report, Studies, Strategies and Papers to be captured for the use of the community and Partners.

C7. Document creating and progressing the Experience through a regular well- Responsibility: LRF Working crafted Video Blog. A Vlog is a public video media diary on the internet. Today it is a cost effective way Group to get your 'message' across, particularly if your message has a universal resonance which the Melvin Experience certainly has, i.e. local communities with a natural assets trying to help and sustain themselves, cross border Indicative Budget: identity in times of UK departure from EU, built on sustainable principles, potential world-class vision built on Possible small honorarium for the sustain, conserving and building something special in an Irish context. Critical to a successful vlog is that it comes come a real person who has a stake in the story being told. A mock vlog lead by a brand (which many are) is a blogger e.g €25 per vlog; two waste of time and will fail. However, if the media has an authentic voice and the stories are interesting you will vlogs per month. acquire a global following quickly, this converts into new business and mainstream PR interest. A vlog is a distinct feature of a new media PR/marketing strategy mentioned above. Time Frame: Medium Indicative Outputs: 1. A regular blog with a target to attract 20-25k followers by end of Yr1. Priority: Medium 2. The identification of a suitable blogger is critical.

C8. Develop & Promote a Dedicated Experience Travel Planning App.: Ireland Planner Responsibility: LRF Working is a white label web-based trip-planning platform, allowing visitors to create in advance mapped and timed Group with partners such as branded printable trip itineraries. Users add attractions or places of interest they are interested in to their www.irelandplanner.com who are ‘Favourites’ folder, and in one click the system will create the best/most expeditious routes for the things they'd keen to showcase the Melvin. like to see, for each part-day/full day of their visit. A supporting Experience App (SightseeAR platform) then provides ticket purchase options on your smartphone, and access to any online content independent of Indicative Budget: 5k to broadband access always a problem around the area. Augmented Reality (AR) is also possible to develop through this App. This would be the first destination in Ireland to employ this cutting edge technology. develop+monthly charge

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Indicative Outputs: 1. Visitor planning web site enabling visitors to plan their personalised Experience in advance. Time Frame: Medium 2. A downloadable purchasable App that enables the visitor on their smartphone add layers of value to their visit by providing advance ticketing, deep visitor information on key sites, places of interest, festivals/events and all Priority: Medium relevant commercial operations in the area. 3. There will be considerable PR benefits by being the first destination in Ireland to employ such an integrated, easy to employ and cost effective approach. 4. All possibly free to the end-user but may be wise to monetising features like the multilingual walkthroughs/self- guided tours.

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D. Management & Finance

D1. Project Management: Without adequate and capable management, there is no point in embarking on Responsibility: Leitrim this journey to refresh and enable the area position itself on the tourism map. The Leitrim Recreation Forum Recreation Forum (LRF) offers a perfect vehicle through establishing a special Working Group to implement these recommendations. There appears to be some goodwill to see this occur. Indicative Budget: Not It would be unrealistic and likely not justifiable to recruit a capable 'coordinator' to work on implementation on Applicable the ground reporting to the Working Group Chair. Overtime however, as momentum builds, such a post (along with funding opportunities to enable it happen) may arise. Time Frame: Immediate Indicative Outputs: 1. Clear and transparent organisational structure dovetailing into a wider county recreational and tourism Priority: High development remit. 2. Participation in the Group by all the necessary stakeholders be they community, private, public agencies or special interest groups. There should be a cross border representative from the outset. Keep the group relatively small in numbers.

D2. Project Leadership: Care has to be taken from the outset on who is the leader/driver of the LRF Working Responsibility: LRF Working Group outlined above. Group Indicative Outputs: 1. Recruit a suitably informed, capable, available, respected and experienced figurehead to drive forward these Indicative Budget: Not recommendations. Applicable 2. Be aware from the get-go of succession planning for such a responsible post. 3. It would be unwise to compromise on the calibre of person required to adequately drive the Working Group. Time Frame: Immediate

High Priority:

D3. Role and Composition of the Working Group: The Group's role should be that of a guide, Responsibility: LRF Working coordinator and facilitator not a bureaucracy. It is desirable that private, community, and NGO's in the area will Group continue to apply for support/development funding in their own right through normal channels however there may be a situation in the future where an application for funding may be required from the Working Group on Not behalf of the whole community (and the Group is recognised as the most appropriate vehicle). Opportunities Indicative Budget: Applicable must always be pursued. The Group should have no more than 10 representatives drawn from the communities, private sector, and relevant agencies. It will report progress to the Leitrim Recreational Forum at all its future sessions. The Forum in turn has representatives of all the relevant partners in attendance.

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Indicative Outputs: 1. Balanced composition on the Group. The Group can and will learn from the existing Working Groups delivering Time Frame: Immediate an extensive work programme for the Leitrim Recreation Forum. The Forum is recognised as likely the most effective such mechanise delivering broad recreation in Ireland today. Priority: High 2. The guidance, local experience and backroom support offered by key officers of LDC is and will remain a critical ingredient to success.

D4. Establish the necessary management systems built on transparency, effective Responsibility: LRF Working communication with all and good practice: To recoin a popular phrase 'fail to manage, manage to fail'. The Group volume and complexity of the work that awaits the community development apparatus around the area, led by the Working Group, is considerable. The status quo is not sustainable. To satisfactorily implement this Study a Not fresh approach is required on how the communities do their business. New relationships are required, new Indicative Budget: Applicable people on a voluntary basis need to be brought on board. A heightened professional awareness and strategic overview will vital. Time Frame: Immediate Thankfully there are existing models and approaches that can be relatively easily transferred over to the new Working Group. Priority: High Indicative Outputs 1. Consistent deliver of the work programme, good internal and external communication and a mobilisation of all the necessary partners. 2. An external evaluation after 24 months of delivery would be advised similar to the external review carried out by the LRF in 2016.

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E. Policy, Strategy & Regulatory Environment

E1. Adopting the Recommendations of this Study: After careful consideration it would be Responsibility: Leitrim advised that the Leitrim Development Company and Leitrim Recreational Forum adopt this Study. Thereafter it Recreation Forum (LRF) would appropriate for LCC formally to do likewise particularly with a review of the County Development Plan scheduled for 2019. In addition, the endorsement of the primary local development associations who engaged in the Study would be appropriate. There is then an outer layer of strategic partners that it would be welcome to Indicative Budget: Not have their endorsement such as the IFI, and Fermanagh and Omagh District Council, and the Leitrim Tourism Applicable Network. Indicative Outputs: Time Frame: Immediate 1. The Chair of the Leitrim Recreational Forum formally communicated with all the partners suggested above introducing them to the Study. Priority: High 2. Employ this early dialogue to identify likely / possible supports both financial and non-financial that may help deliver this ambitious programme of work. 3. Formally engage with FI/Wild Atlantic Way team to align Melvin Experience with the WAW brand offering.

E2. Address the tourism infrastructure deficits like accommodation, facilities, Responsibility: LFR Working access to coast and recreation: Even with its abundance of natural and heritage assets there Group with partners like LDC, Leitrim remains considerable work to be done addressing the lack of basic infrastructure especially accessing the Leitrim Tourism and the WAW team. coastline and accommodation. Linger time has to be increased, especially overnight stays. Melvin unquestionably has an accommodation deficit. The Benwiskin Centre (community hostel) and Melvin Holiday Centre (privately run hostel) provide the most amount of beds. There is a significant bed bank in Indicative Budget: TBC – Bundoran immediately outside the zone. However, there are a growing number (approx. 10) of unregistered it is unlikely to have any direct 'pop-up' B&B's /Airbnb’s spread equally across Leitrim / Fermanagh lake shore of Melvin. Accommodation bearing on the Working Group as it provision is at best patchy and inconsistent in quality. A new generation accommodation providers are required, will be channelled through other ideally offering activity/recreational/learning type packages. A multi-party development strategy addressing this partners. need will be required. Indicative Outputs: Time Frame: Immediate 1. Identify what type of accommodation option are required where to match the likely commercial demands, this will likely be a movable target as new enterprises spring up. Priority: High 2. There will be no displacement issues as the accommodation base is so low. 3. A multi-party structured approach is required ideally coupling with the food deficiency which is equally as weak when regionally/nationally benchmarked against the best in class rural tourism destinations.

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E3. Post Brexit Development Scenario: At this juncture it is unclear what impact the UK's departure Responsibility: Local from the EU will have on developing Lough Melvin as a cross border integrated tourism destination (42% of the community development groups in lake is in NI). It would be advisable for the Working Group to take guidance from Failte Ireland and Tourism Tullaghan, Kinlough, Rossinver and Ireland at the appropriate times in the future as they release 'papers' for the tourism sector (particular the border Garrison region). The role and advice of the local authorities will also be valuable. Be open to joining forces with other similar rural tourism destination across the border region that share similar uncertainties. Indicative Budget: The telling of the story of the border, smuggling, poaching of the salmon and restricted access should become Exhibition €3k (Yr2) parts of the development of the new Melvin narrative. Indicative Outputs: Time Frame: Immediate 1. Engagement with public and trade bodies to aid business planning for the Melvin area. 2. Historically Lough Melvin was one of the most severely impacted parts of the border with its unapproved Priority: Medium roads. The 'story' of these roads especially restricted access to Garrison from the Rossinver side and its impact on communities and commerce should be resurrected with a travelling local exhibition of photographs, recorded anecdotes, maps and related paraphernalia touring the Community Centres and local schools. Historical accuracy is essential.

E4. Walking and Cycling Plan: There are an impressive number of underdeveloped (and sometimes This could be unsafe) recreational routes in and around the study area. These have to be viewed as a significant asset to be Responsibility: delivered by a special Sub Working developed over the coming decade. There is a need for further work to be completed on deciding what routes Group. should be developed and what scale of work is required as sometimes less is more. This 'plan' should inform all investment decision in relation to route development. The Melvin Loop has significant potential regionally. The role of Leitrim County Council (and the Area Engineer) is critical. Indicative Budget: TBC Indicative Outputs: 1. Commission a simple plan with achievable recommendations in relation to prioritising recreational route development (including infrastructure). Time Frame: Q1/2019 2. Engage with relevant others on securing funding to carry out the required work on the ground over the coming years. Priority: Medium

E5. Aim for ‘Gold Medal’ standard in Tidy Town’s Competition: Leitrim County Council Responsibility: LCC / LDC with and other agencies should support the communities in their endeavours to progress to Gold Medal standard in a corresponding input from the Tidy Town’s competition by 2022. This is a challenging standard but if achieved would bring significant Fermanagh and Omagh District benefits to quality of community life, enhance civic pride and participation while provide even more attractive Council. villages to visit at key locations around Lough Melvin. The branding and marketing value of success in Tidy Town’s is significant in attracting visitors. Indicative Budget: Not Applicable 121

Indicative Outputs: 1. Greater coordination and support for the Tidy Towns Committees. Time Frame: Medium 2. Physical enhancement of the villages Priority: Medium E6. Create a Heritage Trust. This would be a bottom up structure overseen by representatives of the local community (see Rivers Trust article Responsibility: LRF Working https://www.catchments.ie/development-rivers-trusts-ireland/) to protect and improve the area. This Trust could Group play a key role in management, education, enhancement activities, have an oversight role and apply for funding to support activities which protect and improve the area for all users. They could, in time, be seen as the heir Indicative Budget: Not apparent taking over responsibilities from LRF Working Group. This should be viewed as an achievable exit Applicable strategy for the Forum. Long- Term Indicative Outputs: Time Frame: 1. A new community owned and managed water catchment heritage charitable trust structure. Priority: Low

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Image: sunset over Lough Melvin

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The future of this special area will be shaped largely by its past and the capacity by the current generation to reimagine a brighter tomorrow. Its rich, ancient and extensive land, and waterscapes, abound with stories and experiences awaiting future, discerning visitors. The repeated pattern of the mountains and water define the area like few others. It is a region less well visited. However, it lies adjacent to a tourism “Super Highway” in the Wild Atlantic Way. Therein lies the opportunity.

The Wild Atlantic Salmon is certainly a defining feature but in reality, it does not have the pulling power to sustain a completely sustainable tourism development strategy; it is an important part of the story but not the whole story. Likewise, there are no overarching tourism themes that make up the Experience; it should be seen as a cocktail of natural history exploration, recreational soft adventures and engagement with receptive authentic communities.

The cross border nature of the territory also helps to define it. This should be embraced, not shied away from. There is a wealth of common narratives and challenges that are best fixed and exploited together. Parochialism is the enemy of the positive vision and practical recommendations coming from this Study. Too often in the past, external indifference coupled with low self-esteem and an absence of enterprise have thwarted tourism development. Embarking on the challenge ahead while being aware of this legacy of underperformance, would be wise.

Inspirational leadership lies at the heart of the challenge. No paper plan has ever delivered a job, it is a small handful of local people working effectively (and tirelessly) together that creates that momentum. The Study is but a rough roadmap. An able leader is the essential orchestrator. An immediate task is the recruitment of such an individual.

There are a small number of key partners whose goodwill and practical support will greatly determine future outcomes. Chief among these are the Local Authorities and the local communities. Genuine partnership, never before seen in the area, is essential. The status quo is not an option. New thinking and fresh approaches to delivering mutually beneficial initiatives under the umbrella of this Experience will be critical; the change required is root and branches, not cosmetic. An inability to grasp this reality will result in failure. These initiatives will need resources both financial and non- financial. Every effort needs to go into securing the adequate level of day-to-day project coordination required. Starve the project of resources and it will die.

Lough Melvin is a water catchment of European significance. This has to be protected and strengthened by ensuring the local communities (especially the next generation) understand and respect this natural wonder on their doorstep. The salmon ecosystem is fragile. Multiple threads, mostly man- made, present us now with a vista where the Wild Atlantic Salmon could well be confined to local lore and history books. It is possibly not too bold a statement to say that the successful implementation of this Study, over the coming decades, will both directly and indirectly help play its part in conserving a valuable national asset. This Study represents a clarion call to action by those who care.

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Image: Glenaniff valley

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10.1 Introduction Failte Ireland recommended that the Study provide illustrations of the types of new tourism experience packages that could be taken to the international marketplace. Without being able to give the visitor what research tells us they want, the WASE project will fail, not just commercially for the operators but for communities and public sector partners. The following is an overview of original Sample Packages from local enterprises. It is by no means exhaustive. Some of these businesses are fresh and looking into their first season while other are longer established and aiming to reinvent their offering or reposition themselves in the marketplace.

The variety and themes, authenticity, the calibre of the promoters, the depth of experience being offered and value for money are encouraging. All packages below will be available to the visitor from 2019 onwards. Most are still being fine-tuned and market tested. Further information can be obtained from the individual operations.

10.2 Sample Package: Living History Living history is defined as “... an activity that incorporates historical tools, activities and dress into an interactive presentation that seeks to give observers and participants a sense of stepping back in time ...". The area is fortunate to have one of the finest exponents in the country willing to commit herself to developing a world class experience in North Leitrim. Regina, being a history teacher in Manorhamilton, refined her craft working for the OPW in Glenveagh Castle. Below is an outline of a sweep of ' women characters' she has researched and rehearsed spanning 1000 years of local history. Reginas's role will be to add value to a multitude of local tourism packages and offerings from 2019 onwards.

No Character Details Time Back Story & Context Costume & Props Period

1. Woman of the Mac Clancy 1588 1588 – Francisco de Cuellar & 8 Spaniards hold Rosclogher Costume pertaining to the time. Clan Castle against an English army of over 1,700 men. Mac (16th Peasant woman- rough, Clancy and his clan leave the castle in the hands of the (Rosclogher Castle) Century) homespun cloak and tunic Spaniards and retreat to the mountains. Character tells the story.

Location: close to Lough Melvin – preferably close to Rosclogher Castle

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2. Peasant woman living on 1636 10th August 1636: a great history of Ireland covering the Costume pertaining to the time. banks of Drowes River period from approx. 3, 00 BC to 1616 AD was completed (Mid 17th close to the Franciscan along the banks of the River Drowes. This history became Century) foundation known as the Annals of the Four Masters. Character tells the Peasant woman – rough, story. homespun cloak and skirt

Location: bank of the River Drowes – (“Crooked Hole”) Rosfriar, Kinlough Rosfriar.

3. Peasant woman living in 1725 Peasant woman tells of the oppression of the Penal Laws and Costume pertaining to the time. Penal Law times the consequences of same for Irish Catholics. Character tells (Early 18th Peasant woman – homespun her story. Tawley, Kinlough Century) clothes. Location: the Mass Rock, Tawley

4. Poacher’s Wife living close 1850 The aftermath of the Great Famine in Ireland – with emphasis Black, knitted, shawl. Long black to the River Drowes and on the Kinlough area. Character tells her story. skirt. (Mid 19th Lough Melvin Century) Location: bank of the River Drowes – ( the “Crooked Hole”) Rosfriar

5. Landed gentry lady on a 1880 Victorian lady is a guest at Kinlough House/Massey Estate Costume of a Victorian lady of visit to Kinlough House or while she visits the Victorian bathing resort of Bundoran. landed gentry status. (Late 19th the Massey Estate, Laureen Character tells of her visit. Century) Location: Laureen Estate

6. Housekeeper at Kinlough 1914 Housekeeper at Kinlough House details life in the Great Costume of a servant of elevated House House and the ending of the era of the landlords – refers to level. (Early 20th the approach of war in Europe. Character tells of her life in Century) the “Big House”

Location: Church of Ireland graveyard, Kinlough

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10.3 Sample Packages from Arroo Alpacas- Starter enterprise in Melvin Experience Area

Name of Package Arroo Alpacas – Walking Experience

Location Edenvella, Kinlough, Co. Leitrim – R 2079

Operator John O’Donnell Long experience in sheep faming and horse care & management.

Description of Package Alpaca Walking will appeal to those who wish to engage with, and handle, animals, in a scenic and tranquil setting in North Leitrim. These most curious and placid animals make excellent walking companions in a

group setting and it is a therapeutic experience simply to amble along with them at a leisurely pace through a forest walk or alongside the banks of the River Drowes. Herd animals, Alpacas love company and are interdependent on one another. They generate a calming effect on those who work, and walk, with them, and offer people a hands-on experience that is gentle and soothing. They are especially attractive to children who love their “teddy-bear” like appearance when in full fleece. Alpacas are firm favourites in photographs, which cement those precious holiday or quality time, memories. We offer leisurely walks in a lakeside and river setting, a forest setting, and a general countryside setting, all of which display the beautiful scenery of the North Leitrim area.

Potential Customers Family groups, general groups, animal lovers, leisurely walkers, countryside and nature lovers, those who wish

to connect with, and handle, animals

Time At pre-arranged times: mornings and afternoons – initially at weekends. As the season extends, the package will become available on weekdays according to demand.

Contact Information John O’ Donnell, Edenvella, Moy Road, Kinlough, Co. Leitrim

Price E25.00 per animal – 1 walker per animal Children under 12 must have accompanying adult Additional walkers – E 5 per person

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Name of Package Arroo Alpacas – “ A Little Bit of Heaven!”

Mindfulness and Meditation Package

Location Edenvella, Kinlough, Co. Leitrim – R 2079

Operator John O’Donnell (Long experience in sheep faming and horse care & management.)

Description of Package “A Little Bit of Heaven!” offers those who seek to meditate or practise mindfulness, or indeed simply seek peace and quiet in the midst of a busy world, the opportunity to do just that in the company of two or more,

beautiful Alpacas.

Herd animals, Alpacas love company and are interdependent on one another. They are totally at ease with people and are most curious and trusting companions. They generate a calming effect on those who engage with them, and offer people a hands-on experience that is gentle and soothing.

We offer a chance to relax and step back from today’s hectic world and its constraints in a beautiful pastoral setting, in the company of two fleecy friends! A wooden gazebo is in location to offer a sheltered seating area where one may sit and simply enjoy being in the moment. Connect with the sights and sounds of nature in our “Little Bit of Heaven” under the majesty of Arroo Mountain and close to the soothing sounds of the River Drowes.

Potential Customers Individuals wishing to practise meditation and mindfulness in a pastoral setting, animal lovers, countryside and nature lovers, those who wish to connect with, and handle animals, on an individual basis with a view to

the experience being a meditative one.

Time At pre-arranged times: mornings and afternoons – initially at weekends. As the season extends, the package will become available on weekdays according to demand.

Contact Information John O’ Donnell, Edenvella, Moy Road, Kinlough, Co. Leitrim

Price E25.00 per 2 hour session ( with 2 animals – more if available)

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10.4 Sample Packages from the Organic Centre

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10.5 Sample Packages from Wild Atlantic Crusades All of our packages listed below will be operated from the old schoolhouse premises at Tullaghan, in our pop up reception. Tullaghan is an ideal location due to the footfall of visitors that pass by, including those travelling along the Wild Atlantic Way. Our package clients will be transported in our bespoke Landrovers which will be kitted out to a high standard. Our attractively kitted landrovers will also act as advertisement for the proposed packages.

Name of package: 4x4 Green Lane Expedition of Rugged North Leitrim on the Irish Wild Atlantic Way Location: North Leitrim Green Lanes. The operator: Wild Atlantic Crusades. Description of package: Our Green Lane expeditions will treat customers to the hidden and often unexplored green roads of Ireland in our customised oﬀ road vehicles. In a country best known for being green, this is as Irish as it gets! Many people do not know about Green Lanes; this is what makes this experience special. Guests get to see wildlife and landscapes that haven’t experienced human activity for years. This package gives you the real deal of how rural Ireland was in the past and what families during the Great Famine would have experienced in North Leitrim. The routes are largely unsurfaced, ideally suited to the use of our Landrover Defenders, maximising your experience and the guarantee to take photos of a lifetime. This experience is not for the faint of heart and adrenaline rushes are part of the package. Additional Info: Price: €85-€110

Name of package: Majestic Native Red Deer Sun Rise Expedition around Lough Melvin with a visit to a local traditional bog Location: The Glens of North Leitrim The operator: Wild Atlantic Crusades Description of package: Customers will be greeted with tea and coffee at Tullaghan schoolhouse, approx. half an hour before sunrise, before we embark on our search for the majestic nave red Irish deer- a regular daily sighting in the glens of North Leitrim. During our expedition, we will take you to the highest point of the Glenaniff Mountain where you will be able to see the sunrise across Donegal, Fermanagh, Leitrim and Sligo. Throughout the experience, you get a chance to spot the majestic red deer in its natural habitat and Lough Melvin in all its glory. We finish off the morning with a visit to a local bog where a living history actress will pose as a North Leitrim Farmer, teaching you cut your own piece of turf and re-enact scenes from the past. Price: €110pp

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Name of package: Half day adrenaline packed off road drive and hike to regal valley of Eagles Rock and tour of the Gleniff horse shoe Location: Map: OSI DS No 16. Start/finish: Car park 2km east of R280 in Glenade. Time/effort: about 2hrs, 3km and 150m of climbing The operator: Wild Atlantic Crusades Description of package: On leaving Tullaghan customers will be taken along the the only piece of shoreline in Leitrim to let them experience the magnificent views. Following on from there we will take you on a tour of Gleniff horse shoe where we stop for a photo opportunity along to route and discover the magic road and see why it’s such a big attraction for tourists. From there we will proceed to drive past Eagles Rock to let you experience the beauty carved by glacial erosion many moons ago and to let you take a photo of the scenery before we embark on the hike up the mountain and through the valleys of untouched Irish landscape. We will finish off with a traditional Irish picnic of locally sourced produce. Price: €85-€110

Name of package: Full day hidden Glens cross border 4x4 expedition of Lough Melvin with boat tour, waterfall visit with re-enactments and storytelling of key moments in time Location: Lough Melvin and surrounding areas The operator: Wild Atlantic Crusades Description of package: The tour will start from Tullaghan, taking you on a tour around Lough Melvin, arriving to Lough Melvin Pier. The tour continues taking in the Horse Shoe, Eagles Rock, Glenade and Glenaniff Mountain. Back at the pier, we will have a boat ready to take you onto the Lough to experience the Lough in all its glory and you will have the opportunity to hear about the lake and its fishing history. We will travel by boat to see the wildlife inhabited island where the native red deer swim out to each year, and then we will return to the pier for a bbq and the opportunity to try some fly fishing with our experienced fisherman. After the lunch, we will drive to Fowley Falls where you will experience tales of the troubles and folklore from local actors from the region. The tour will finish with a green lane trip over looking Lough Melvin and upon returning to the centre you will have the unique opportunity to taste some local seaweed picked from the Leitrim shoreline. Price: €95-€145

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10.6 Sample Package from Adventure Gently DID YOU EVER HAVE A FLOATING PICNIC? Did you ever hunt for bears? Did you ever spot wild pigs? Did you ever have a ﬂoating picnic? Did you ever do all this in a Canoe? Join Adventure Gently, on a guided canoe trip of Lough Melvin’s Islands where you can do all this and so much more.

Calling all nature lovers and explorers of all ages, families, couples and groups. No canoeing experience necessary, Graham and Adrienne, your guides, will teach you canoeing skills along the way, ﬁll you in on the local history, stories and fascinating details about the Lough’s nature and wildlife.

WARNING.... you are in grave danger...... of wanting to buy your own canoe after this adventure! However, Graham can give you advice on this too!!!Meeting point: Breffni Pier, on the South shore of Lough Melvin GPS coordinates: 54.426163, -8.184336 Parking and toilets available.

To arrange your Lough Melvin Canoe Adventure, please contact Adrienne and Graham from Adventure Gently, contact details below. This is an all year round activity, day light hours. Adventure Gently, supply all the necessary canoeing gear. If you could bring your picnic and a big smile that would be perfect. Adventure Gently also take a photo journal of your adventure and email it to you later at no extra charge. This is an eco-sensitive activity, leaving only ripples and taking only photos.

COST: €100 for the ﬁrst adult, each additional adult €25 each, children under 16 yrs old €15each. Please note we do not take unaccompanied children and this activity is weather dependent. CONTACT: Graham and Adrienne, Adventure Gently, Guided Canoe Tours ROI 00353 851 821 547 / UK 0044 790 396 5272 [email protected] www.adventuregently.com facebook.com/adventuregently

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10.7 Sample Package: Sheepdog Demonstration

Working Sheepdog Demonstration at Lareen Estate by Shane Gallagher and local farmer.

Demonstration of working sheepdogs herding sheep on a working farm for individuals, families and groups of up to 30 people- 3pm Daily. Pre booking essential.

Additional Information- contact information: 087-8050806

10.8 Sample Package: Salmon Experience

Location / Coordinates (start and end point); Drowes Fishery, Lareen Estate, Kinlough, Co. Leitrim

Operator Shane Gallagher

An exploration of the lifecycle and conservation as well as the sporting and cultural impact of the wild Atlantic salmon. Visitors experience the culmination of one of nature's great migrations as we tell the story of the salmon's epic journey home and the stories, history and culture that human interaction with this journey has created.

For anyone with an interest in wildlife, nature, and the conservation, and cultural history, of this iconic species. Twice daily from Easter to September.

Additional Information; A range of ancillary options can be tailored to the requirements of specific groups such as fly tying, casting, comparison of wild and farmed salmon, tasting.

Contact Information; Shane Gallagher, [email protected]

Price. €25 to €75 depending on package and duration

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10.9 Sample Package from Crank and Cog:

Name: Crank + Cog

Photography by Bike

Location: (Start)Ballagh Centre, Rossinver – (Finish)Aghanlish Community Centre, near start of Arroo Trail

Operator: Crank + Cog

Description: You will be guided by bike to various locations around Lough Melvin and its surrounding hills capturing the wild beauty of this unspoilt part of Ireland. Ciaran will help develop your photography skills and guide you through the basics of landscape photography. There will be some moderately challenging terrain and hill walks.

Who is the package for: Outdoor enthusiast adults interested in active travel and developing their photography skills. Bikes can be supplied.

Times: 12-8pm. This may vary according to the time of year.

Additional Information: An introduction to DSLR photography will be held at the Ballagh centre before we start our cycle to our first location. A postproduction workshop will be held after the cycle when photographers will choose the photos they would like to print to take home. A light lunch will be provided. Photographers/cyclists will take home a quality print of their choice.

Contact info: [email protected]

Price: €100

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