National Diaspora Centre - Feasibility Study April 2013 Contents

Executive Summary 3

Introduction 4

Market Environment 5

Existing Embryonic Schemes for a National Diaspora Centre 16

An Attraction 18

A Conceptual Framework for a National Diaspora Centre 19

Location 29

Scale 30

A Virtual and Web Presence 33

Genealogy at the NDC 34

Operations at the National Diaspora Centre 35

Financial Analysis 37

Results and Conclusions 41

Prepared for Fáilte Ireland Appendix 1: List of Consultees 42 Submitted by:

Event Communications Appendix 2: International Benchmarks 43 India House, 45 Curlew Street, London SE1 2ND Tel +44 (020) 7378 9900 Fax +44 (020) 7378 9911 Email [email protected] www.eventcomm.com Appendix 3: Providers of Genealogical Services in Ireland 46 with

Appendix 4: Financial Projections 48 CHL Consulting Group 70b Patrick Street, Dún Laoghaire, Co. , Ireland Tel +353 (01) 2844760 Email [email protected] www.chl.ie

London +44 (0)20 7378 9900 [email protected] 2 Executive Summary

For a number of years now, there has The study team consulted with The financial appraisal indicates that the been growing recognition of the stakeholders, parties interested in the centre could operate sustainably on a importance of the Irish Diaspora in the project and potentially affected by it, revenue basis. Use of an existing building cultural, political and economic including the existing genealogical and sponsorship would reduce the capital development of Ireland - industry, institutions with genealogical required appreciably. There is an option and the Republic, as well as in host resources and promoters of versions of of installing a reduced exhibition in an communities. This recognition has come the National Diaspora Centre. Desk existing facility or institution in the event at a period in which cultural tourism is research established market opportunity. that total available funds are €5 million or growing rapidly worldwide and is of Competitive and comparative bodies less. particular significance. It is also a period were analysed. An outline exhibition in which there seems to be a weakening concept gives a basis for operational and At a time of increased emigration from of kinship ties to Ireland, through ageing financial models, as well as giving flesh Ireland, the National Diaspora Centre of first and second generation emigrants, as to how the National Diaspora displays could help to recast the relationship particularly from the very important North might be approached. It opens with a between Ireland and its diaspora, by American visitor market. There continues focus on the lives of the present diaspora, developing key linkages and resources. to be interest in genealogical research the major events of the historic diaspora It has the potential to enhance the image and in academic diaspora studies in in host countries, challenges encountered and appeal of Ireland, both at home and which Ireland, as the country with the and the social, political and economic abroad, not just for the benefit of tourism largest overseas diaspora compared to impacts of the Irish abroad. This but also for economic, academic and its native population, has taken a leading approach is considered appealing to its socio-cultural benefit. part. potential visitor markets and avoids conflict with famine/emigration-related The Government has taken the position presentations. that a National Diaspora Centre is desirable. An apparent opportunity to A National Diaspora Centre appears to be establish an Irish Diaspora Centre has led a significant opportunity to add a c.250 to a number of preliminary proposals -300,000 visitors p.a. to Ireland’s tourism being put forward for development, product which would have strong appeal mainly by public sector bodies. Fáilte to the Irish Diaspora, to overseas visitors Ireland has been tasked to consider to Ireland and to the local Irish Market. It whether a National Diaspora Centre is could provide a focal point for the feasible and, if so, what parameters need fragmented genealogical market and a to be considered, financially, operationally centre for contact with and from the Irish and about location. An Advisory Group, Diaspora, strengthening ties to mutual under Chairman John Bowman, set out a advantage. To achieve this result a series of challenges to be investigated by project of substantial scale needs to be the Feasibility Study. Following developed. This could be approached in competitive tender, Event a number of different ways, as a new Communications with CHL Consulting build landmark attraction or inserted into was appointed to carry out the study. an existing building. Exhibitions must be of international standard with appropriate quality and number of staff. The location needs to be suited to the level of visitation and access.

London +44 (0)20 7378 9900 [email protected] 3 Introduction

The Medium Term Exchequer Framework Context for this study Basic proposition Brief Study Methods and Timeframe (Infrastructure and Capital Investment 2012-2016) published in November 2011, The question of creating a Diaspora The immediate intention in this project is Event’s brief from Fáilte Ireland was to Stakeholders to be consulted included a noted that ‘in terms of iconic projects, Centre reflects a number of that while such a centre may act as a scope out what a National Diaspora broad range of bodies and individuals support will be given to a Diaspora Centre developments and themes that have focus for those with an interest in the Irish Centre could and should offer in terms of involved in the genealogical sector, as or Diaspora Museum should a suitable emerged in recent years. The Diaspora, more importantly, it must in its meeting its goal as a major tourist well as Diaspora Project Proposers. project and partner be available’ (p24). announcement in 2011 of The Gathering form and function serve as a significant attraction and driver of tourism. Further consultees were selected by the Since then, a number of project 2013, and subsequent work since then attraction, contributing to the further project team in consultation with Fáilte proposals have emerged laying claim to on project implementation, has served to development of Irish tourism. The centre The tender outlined a number of Ireland, and these are included in the title National Diaspora Centre. As a remind us of the unique national attribute should be of a scale commensurate with challenges to be addressed. Identified by Appendix 1. result, Fáilte Ireland was asked by the and asset which is represented in the the weight of its subject, underscoring an Advisory Group convened by Fáilte Minister of Transport, Tourism and Sport global Irish Diaspora. The advent of the importance of the diaspora to Ireland. Ireland in 2012 and chaired by John Market analysis and comparative to carry out a scoping study on the digitised census data, and the increasing It should be flexible in design and have Bowman, these include: benchmarking were undertaken through development of such a centre and the availability of such data on-line has the capacity to address the needs and research, investigation and consultation. most suitable means by which it could be accelerated an interest in genealogy interests of a broad community of users. • Definition The issues and parameters that emerged financed, developed and managed. This across many countries, and has made It should also facilitate the development • Location have informed the development of an report, prepared on behalf of Fáilte meaningful the concept of ‘genealogical of links with and within the diaspora, • Creative Commons outline Diaspora Centre concept. A Ireland by Event Communications with tourism’. These trends have been including the fostering of networks within • Future Proofing financial assessment of the proposed CHL Consulting, is the outcome of that reinforced in the broadcast media where the academic, educational and business • Sustainability project was developed. study. ancestry, genealogy and roots have communities. • Dispersal emerged as the foundations for a new • Form and Function This study was carried out between programme genre. • Market January and April 2013. Event and CHL • Brand would like to extend their thanks to The growing international interest in • Funding Model everyone who so generously gave of their ancestry and genealogy, and the fact that • Business Model time and ideas during the consultation for many decades Ireland has been a • Stakeholders process. country from which people have • Governance and Management emigrated, provide a contextual setting • Comparator Benchmarking within which the development of a Diaspora Centre is now being considered.

London +44 (0)20 7378 9900 [email protected] 4 Market Environment Background

Ireland occupies a unique position in the Market Environment for a National pattern of emigration worldwide because Diaspora Centre of the numbers of its emigrants relative to the total population of the country. According to Mark Boyle and Rob Kitchin President Mary Robinson’s lighting of a Throughout, the Irish government has This thinking has formed the context for at NUI Maynooth, ‘Ireland’s relationship candle in a window at Áras an Uachtaráin undertaken periodic consultations with the creation of the National Diaspora For over a thousand years, Irish people with its diaspora is now in unchartered in 1995 in solidarity with the Irish stakeholder groups with a direct interest Centre. In many respects its success will have left this island to seek a better life or territory’1. worldwide marked the beginning of a new in diaspora strategising. As the country’s be based on it becoming more than a to bring their vision of the world to others. phase in diaspora-homeland relations. highest profile and most symbolic event tourism project. The Gathering, which Their stories are part of one of the truly ‘For much of its history, the relationship Since then the Irish government has of 2013, the Gathering has the potential began as a tourism project has become a defining narratives of Irish history – the between Ireland and its diaspora has steadily scaled up its capacity to interface to amplify this conversation and actively domestic engagement and a Irish Diaspora. People from all segments been characterised by flows of support with the Irish abroad and rolled out a incorporate the views of the wider public. conversation with the global Irish, as well of the Irish community who made up this from the diaspora to nationalist political number of programmes. Landmarks The furore which followed in the wake of as an international tourism drive. There is diaspora played integral, even pivotal, movements in Ireland and flows of include the 2002 Task Force on Policy Gabriel Byrne’s criticisms of the Gathering also a belief that the National Diaspora roles in the history of many nations: the remittances from the diaspora to Regarding Emigrants which mapped the in November 2012 suggests that there is Centre (NDC) may have a role to play in , , , Britain, impoverished families in Ireland. Indeed, extent and geography of the Irish an appetite for debate. Given that the legacy of The Gathering. , , and , many of the seminal moments in Irish Diaspora, identified the scale and nature Ireland’s diaspora strategy remains at an as well as in the countries of and history have been shaped by, and of the welfare needs of vulnerable embryonic stage, a public conversation in many locations at less than national occasionally even triggered by, political, emigrants, and provided a roadmap for would help the Irish government to level. The ‘Irish Empire’ is a patchwork military, financial, and soldiering initiatives affirmative action in their support. In 2004 generate and harness an untapped pool quilt of individual lives, success and sponsored by the diaspora. And in its the Department of Foreign Affairs of creative ideas, promote greater failure, wealth and poverty, achievement darkest hours were it not for migrant established the Irish Abroad Unit which awareness and more effective and vulnerability, hero and villain. These remittances it is indisputable that Ireland has in turn administered Ireland’s consultation, maximise buy-in and lives impacted often unexpectedly on the might have been visited by greater pioneering Emigrant Support Programme. participation, allow concerns and cultures with which they made contact. poverty and starvation. But times have In 2009 the Global Irish Forum held at problems to be aired and pre-emptive changed. The peace process in Northern Farmleigh led to the establishment of the and remedial actions to be taken. This is a story worth telling. Ireland has calmed political activism in Global Irish Network. The Gathering, a the diaspora, the emergence of Ireland as tourism-led campaign designed to The Irish state is approaching its an advanced economy (notwithstanding encourage all those who consider centenary and now is the time to take the crash) has removed the need for themselves part of the Irish Diaspora to stock of the country’s journey thus far and remittances, and with socio-economic visit during 2013, constitutes another the possibilities which lie ahead. With advancement and a historically milestone. over 1 million Irish born citizens and 3.1 unprecedented prominence in their (new) million Irish passport holders living countries of residence, the Irish Diaspora overseas, and with 70 million people has new concerns, resources, around the world claiming Irish heritage, motivations, tastes, and capacities. Ireland has the largest diaspora in the world in relation to its population at Against this backdrop, the Irish home. Given the central role of emigration government has been revisiting and in Irish history, and the waves of refreshing its relationships with its emigration which have marked the past overseas communities for nearly 20 years 100 years, the status, meaning, and now. implications of the idea of the global Irish family are a core resource for Ireland’s future.’ 1 Boyle M and Kitchin R (forthcoming) A diaspora strategy for Ireland (Publisher TBC)

London +44 (0)20 7378 9900 [email protected] 5 Market Environment Key Markets for the National Diaspora Centre

The key markets identified for analysis The Global Irish Diaspora Community are: There are frequent references in • The Global Irish Diaspora Community documents about the diaspora to an • The Existing Overseas Tourism estimated 70 million people globally who Market claim Irish heritage or ancestry. Of this • The Domestic Tourism Market 70 million: • The Genealogy Market • Over one million people born in The Global Irish Diaspora Community has Ireland are living overseas (estimates been identified as a key market on the vary with some as high as 1.2 million) basis that the story to be told is their • A further estimated 3.1 million Irish story. Genealogy is a route by which citizens/passport holders living those living outside their country of origin overseas are entitled to citizenship can reconnect with their ancestral home through parents or grandparents. – one aim of the NDC. This sector was • The commonly used figure of an Irish identified in the tender documentation as Diaspora of 70 million has been having untapped tourism potential. In estimated from census statistics in order to be sustainable the NDC must countries where Irish communities attract the visitors that are already are most numerous and where the choosing Ireland as a destination so that census allows for ethnic origin to be it can achieve reasonable numbers from indicated. It is impossible to get a the first year. In a market as small as complete picture. The most accurate Ireland, the NDC must also be a statistics come from the US, Canada compelling attraction for the domestic and Australia. Very little hard market living on the doorstep. information is available for the rest of the world. Based on available data, it appears that the actual figure for the Irish Diaspora may be between 60 and 65 million – see Table 1.

Table 1: Geographical Distribution of the Irish Diaspora

Country Approx. population of Irish Descent (millions) United States 34.7 Britain 14.0 Canada 4.5 Australia 2.0 Mainland Europe 3.0 Rest of World 4.0 – 7.0 Total 62.2 – 65.2

London +44 (0)20 7378 9900 [email protected] 6 Profile of the Irish Diaspora by Region (Figure 1)

Profile of the Irish Diaspora by Region (Figure 1)

United States Britain Canada Australia • By far the largest Irish Diaspora is to • The USA occupies a very different • More than three-quarters of the • Britain occupies a distinctive place in • The 2006 Canadian Census revealed • In the 2006 census, 1.8 million be found in the United States. place in the Irish Diaspora from that Irish-born living outside Ireland now the Irish Diaspora for a number of that the Irish were the 4th largest (9.1%) of the population claimed Irish • The number of US residents claiming of Britain. As a country of live in Britain. reasons which relate to the proximity ethnic group with 4,354,155 ancestry. Irish ancestry: immigration, the USA openly • In the post-1945 period, Britain has between the two countries. As the Canadians claiming full or partial Irish • Australia has the third largest 2010:US Census 34.7 million. encouraged entry from Ireland until replaced the USA as the primary closest destination Britain has descent, representing 14% of the Irish-born population outside Ireland, (144,588 Irish born). the 1920s. There have been destination. attracted migrants who saw the nation’s total population. This may after Britain and the USA. 2000: US Census 30.5 million opportunities to move up the social, • Although numbers declined from a move as temporary rather than understate the Irish contribution to • Throughout the later nineteenth and 1990: US Census 38.7 million economic and political hierarchies to peak of 957,000 Irish-born in 1971, permanent. Secondly, the political Canada’s population, as many of twentieth centuries, it has accounted 1980: US Census 40.2 million. occupy key positions while retaining the total was still high at 850,000 in relationship between Britain and those describing themselves as for a small but remarkably steady • America’s ethnic make-up is and proclaiming an Irish identity. 1991. In the 2011 census, 531,087 Ireland until recently left a legacy of ‘Canadian’ in census surveys are proportion of Irish emigrants. In 1861 changing and there is some debate • Irish people in the USA tend to be Irish-born were living in and distrust of Irish people as potentially thought to be largely of British or the census recorded 177,405 people about whether the Irish connection is concentrated into certain parts of the Wales. subversive. Thirdly, Britain was an Irish descent. as having Irish ancestry, 6.2% of the weakening or getting stronger. The country. The large majority are in the • It is estimated that a further 1.7 imperial centre for Ireland rather than total in the four major destinations. census does not record generational most heavily urbanised and earlier- million children have been born to a settler destination. Finally, This rose to 7.9% in 1891 but fell to levels and whether those who are 3rd, settled North-East States. Irish parents. Many second and educated Irish were not considered 3.5% in 1951. However, as in other 4th, 5th generation Irish maintain that • The Irish immigrant and ethnic third-generation children are raised ‘foreign’ and easily assimilated into destinations with large nineteenth strong sense of Irish heritage or if population in the United States is with a strong sense of their Irish the professional, business and elite century immigrant populations, the they even respond to having Irish divided into many more groups with heritage, especially in large centres social communities. number proclaiming Irish ancestry ethnicity. This is important to very different identities than the of Irish settlement. rose steadily and reached 803,372 consider when looking at the community in Britain. There is a far • Figures on the Irish Diaspora in by 1986. American Irish Diaspora market. As more visible and very large number Britain vary widely and are in • The relative importance of Australia more generations pass, the Irish of Irish Americans spanning several constant flux but there were an as a destination for very recent Diaspora in America appears to generations. In fact, however, the estimated 5 million people with an emigrants has changed dramatically. shrink as the Irish connection number of second-generation people Irish parent or grandparent in the In the annual emigration figures becomes more removed – indeed, is substantially smaller than in Britain 1991 census, accounting for 10% of published by the CSO, Australia this likelihood is borne out by where over 80% of 1950s migrants the population. forms a large proportion of the successive U.S. censuses, as settled, so that many Irish Americans • In the 2011 Census, 606,000 people residual category ‘Rest of World’ indicated above. have more distant connections with were Irish passport holders. which rose from 13.4% of the total in • According to the CSO Estimates of Ireland. • A 2001 survey sponsored by 1987 to 40.7% in 2001. Destinations of emigrants, 1987- Guinness suggested that 14 million 2001, there was an increase in the people in Britain lay claim to Irish Figure 1: Distribution of Global Diaspora number and proportion of new heritage though this is likely to be an emigrants choosing to go to the USA exaggerated figure or at least going in the 1990s. This was primarily as a back many generations. The desire result of visa lottery programs. The to claim Irish descent seemed most movement reached a peak in the prevalent in the 18 – 34 age-group years 1994-95 when over 10,000 of (42%). the 40,000 Irish emigrants went to • Much of the Irish Diaspora in Britain the USA compared with 16,000 to goes back only two or three Britain. But the burst was short-lived generations. The family connection and returned to the 1988-92 is often sufficiently strong that their proportion of around 12% of the visits to Ireland may be characterised total. By 2001 this was much smaller as VFR (visiting friends and relatives) than the proportions going to Rest of rather than diaspora tourism or the World (mainly Australia, Britain or tracing of ancestry. Rest of the EU). • Those of reported Irish Ancestry in the US represent a higher percentage of third level education, high school graduation, home ownership and median household income that the national average.

London +44 (0)20 7378 9900 [email protected] 7 Mainland Europe Rest of the World Irish Diaspora Market Survey • Although there have been close • Other parts of the world which • Argentina is home to South • The majority of Irish immigrants to A substantial number (32%) of overseas connections between Ireland and experienced some levels of migration America’s largest Irish community. were Catholic and arrived visitors to Ireland feel some level of European countries other than Britain from Ireland during the 18th, 19th and The true numbers of Irish during the time when Ireland was connection or ancestral tie and is for centuries, migration for 20th centuries were Mexico, descendants is unknown due to poor under British rule. Mexican Irish therefore worth pursuing as a target employment on a significant scale is Argentina, Chile and . It record keeping during the early communities existed in Mexican market segment. However, the profile of a very recent phenomenon (apart is difficult to get a realistic picture of immigration wave. The fact that the Texas until the Texas Revolution. the Irish Diaspora is very varied, from the extensive recruitment of the number of people of Irish descent Irish were counted as English until Many Irish then sided with Catholic depending on where in the world they live Irish soldiers in the 17th and 18th in these areas due to poor record 1920 further confuses the issue. Mexico against Protestant pro-U.S. and how far back their Irish connection centuries.) keeping, assimilation into the local There are currently approximately elements. The Batallón de San goes. For example, Irish Americans • As yet there is very limited culture and generational distance. half a million people of Irish descent Patricio was a largely ethnically Irish consider their Irishness in the context of information available on the • 19th century South Africa did not reported though some reports put battalion of U.S. troops who first being American within what destinations of Irish emigrants in attract mass Irish immigration, but this number as high as 1 million. deserted and fought alongside the developed as a migrant country. After Europe. This is partly due to scope of Irish communities are to be found in • Chile has an English-speaking Mexican Army against the United , Ireland has provided the census data in Europe, where Cape Town, Port Elizabeth, proportion of about 4.5% of the States in the Mexican-American War second highest number of emigrants to birthplace has often not been Kimberley, and Johannesburg, with population, almost all of whom are of of 1846 to 1848. In some cases, the US. recorded. smaller communities in Pretoria, British or Irish descent. Unfortunately Irish immigrants or Americans left • The most useful statistic comes from Barberton, Durban and East London. it is difficult to find a clear distinction California (the Irish Confederate army The Irish story in South America is more embassies in the 1990s for the A third of the Cape’s governors were between British or Irish ancestry in of Fort Yuma, Arizona during the removed from Ireland and assimilated Harvey Report which reported Irish, as were many of the judges and Chile. Of the 700,000 or so American Civil War in 1861) and into the local culture, yet a strong history approximately half a million Irish- politicians. Both the angloparlantes in Chile, half live in blended into Mexican society. Today remains particularly with regard to the born people living in Europe, and the Colony of Natal had Irish Santiago, 100,000 are in the it is estimated that there are between military experience and revolutions. The predominantly in , Germany, prime ministers. A large contingent of Valparaiso-Viña del Mar area, and 300,000 – 600,000 people of Irish story of the Irish in Britain is a very Belgium and . However, it is Irish troops fought in the Anglo-Boer 200,000 are in Patagonia and the descent living in Mexico City and the different and, for most, more recent impossible to estimate the number of War on both sides and a few of them Lake District. The far south feels like Northern region of Mexico. experience. Not being so far away from people of Irish descent living in stayed in South Africa after the war. an extension of angloparlante • Many Irish people migrated to the ‘home country’, the Irish Diaspora in Mainland Europe. Others returned home but later Argentina. In the southernmost Uruguay from the 1700s up until the the UK does not seem to demonstrate as returned to settle in South Africa with region of Chile, the British/Irish 1900s. There are currently much interest in seeking out its Irish their families. Between 1902 and population of 60,000 makes up 40% approximately 120,000 people in connections in a touristic way. The Irish 1905, there were about 5,000 Irish of the total. A bit further north, the Uruguay of Irish descent. connection means very different things to immigrants. No records of Aisén region is almost 30% of British • Recent economic events have led to different groups and therefore the immigration from Ireland were kept or Irish descent. emigration to the Middle East and question arises as to whether all these until the 20th century, but many of the Asia though it is unlikely that these groups be catered to in a Diaspora Catholics of South Africa are Irish or represent permanent migrants given Centre and, if so, how can this be done in of Irish descent and so give some the residency regulations of these a successful and meaningful way. indication of an Irish Diaspora. In countries. 2003, statistics from Catholic Dioceses in South Africa recorded 3.8 million Catholics but it is most unlikely that all or even most of these are of Irish descent. On the other hand, this does not account for the Protestant Irish who may also be a substantial number.

London +44 (0)20 7378 9900 [email protected] 8 The Overseas Tourism Market

Overseas Visitors to Ireland Profile of Existing Tourist Market Diaspora Visitors to Ireland Overseas Tourism Market Summary Total overseas tourism to Ireland peaked (Figure 2, Table 2) In the 2011 Survey of Overseas Travellers Overseas visitor numbers are improving in 2007, with 7,739,000 visitors, and Britain by Fáilte Ireland, it was found that 32% of after a substantial drop off in 2010. subsequently fell back sharply with 2010 Britain is Ireland’s biggest tourism market overseas visitors had some ancestral Sightseers and culture seekers have been seeing the lowest numbers experienced at 45% of total arrivals in 2011. family connection with Ireland, whether it identified by Tourism Ireland as the in a decade. However some ground has 39% of British visitors come during the was an Irish parent, grandparent or other strongest prospect tourists from Britain, been made up since then. Britain is the off peak season. ancestor (Table 3). Britain had the highest US, France and Germany. The success of largest source of overseas tourism 72% of British visitors make up the short number of visitors who were born in a Diaspora Centre in terms of visitor followed by Mainland Europe. North break holiday market stays of 1 to 5 Ireland or had Irish parents. North numbers would be dependent on America, including Canada, constitutes nights. America had the highest number of engaging not only the 32% of overseas 15% of our overseas tourism market. Dublin, the South West and Northern visitors with Irish grandparents while visitors with Irish heritage but also the Ireland are the most popular destinations North America and Australia had the 68% who have no connection with with British visitors. highest number of visitors with older Irish Ireland but seek an Irish cultural 60% of British visitors are repeat visitors. ancestry. experience. 45% of British visitors are interested in culture.

United States In 2011, 70% of American visitors came between May and September. 71% of visitors from the US in 2011 were Table 2: Overseas Visitors to Ireland, 2009-2011 (000s) first time visitors. 33% of visitors from the US come on Market 2009 2010 2011 package holidays while approximately Britain 3,034 2,759 2,825 29% book online. Figure 2: Profile of Overseas Visitors to Ireland, 2011 Mainland Europe 2,323 2,011 2,231 83% of US visitors are interested in sightseeing and culture. North America 920 864 917 Rest of World 301 311 352 Canada Total 6,578 5,945 6,325 114,000 visitors in 2011. 42% stay 9-14 nights while 37% do a Source: Fáilte Ireland, 2012 1-5 night stay as part of a wider European tour. 75% of visitors in 2011 were first time visitors. Table 3: Survey of Irish Connection of Overseas Visitors, 2011 (%) Highest proportion of ABC1s (92%). Britain N. America M. Europe Australia All Visitors Australia % % % % % 132,000 visitors in 2011. 33% came during off-peak times. Born Here 25 11 6 20 15 Typical stay of 6-8 nights. Parent Born Here 11 5 1 4 6 Tendency to travel widely. Grandparent Born Here 6 10 1 4 4 83% of Australian visitors are culture Any Ancestor Born Here 6 21 1 23 7 seekers. No Personal Link 53 52 92 49 68 Mainland Europe The highest numbers from Mainland Europe came from Germany and France with 420,000 and 400,000 visitors respectively in 2011.

London +44 (0)20 7378 9900 [email protected] 9 The Market for Genealogy

Overview of Genealogical Tourism Genealogy Market Summary An estimated 92,000 overseas visitors • Over the three year period from 2009 As shown in Table 5, the number of • The genealogical market currently • A visitor who has travelled engaged in tracing roots/genealogical to 2011, North America (the USA and genealogical tourists as a proportion of represents a very slim segment of specifically to trace their ancestry is activities in 2011 (Table 4). This is a Canada) produced the greatest total arrivals is highest for the Other our overall market and therefore it likely to want to see more than a reduction from the 2009 figure of number of genealogical tourists at Overseas and North American markets. A would be very hard to justify making digitised record. They may want to 120,000. These figures are derived from 133,000, followed by Britain at very small proportion of British tourists is this the primary focus of a Diaspora see originals to get a feel for their the Survey of Overseas Travellers 95,000. Mainland Europeans interested in this activity. This is indicative Centre. If anything, genealogy story. The National Library can conducted by Fáilte Ireland. The findings showed the lowest interest at only both of the profile of the British Diaspora, represents a niche market within the provide this and can also advise the however may not give a particularly 25,000, whilst 49,000 were visitors discussed in Section 2.3, and of the broader cultural tourism sector. visitor on where to look next through accurate picture as they are taken from a from other parts of the world. consumer behaviour of our British • While there is a broad range of their genealogical advisory service. small sample. Moreover, the questions • The total number of recorded visitors Tourists, almost three quarters of whom primary genealogical sources The national network of county asked in the survey did not give any engaging in genealogical activities engage in short break holidays in Ireland. available, it is difficult for a genealogy centres affiliated to the detail on what level of genealogical over three years was a meagre genealogical tourist to know where to Irish Family History Foundation interest the visitors had. North America 302,000. The total number of It is also important to bear in mind that find them and there is a need for a provides personal advisory services was the most important market for this overseas visitors to Ireland during very little detailed research has been coherent pulling together of the at county level. activity in 2011, accounting for more than this same period was 16,899,000; conducted into the number of visitors various sources of records. • The National Library currently half of such visitors. therefore visitors recorded as having tracing ancestral roots. There are also • Genealogical tourism could be provides the principal central engaged in genealogical activities many visitors who do in fact have an Irish further encouraged through a more advisory service to the genealogical during their stay accounted for only connection, be it an Irish parent, user-friendly system of accessing tourist and is best positioned to 1.7% of total overseas visitors. grandparent or an ancestor from further records. continue to do so, given that they, back, who do not actively engage in • There is already a range of online together with the National Archives, tracing their Irish links but may be genealogical resources. It seems to are the main keeper of documents interested in other facilities or events that make sense to have one main portal and archives. They are currently the a Diaspora Centre may provide, or in a that would accommodate all the main hub of genealogical research in fun form of genealogy. different sources of records in Ireland and arguably should remain digitised format. www.findmypast.ie so. This raises the question of See Appendix 3 for providers of is already moving in this direction, whether there is a gap in the Table 4: Overseas Visitors with an Interest in Genealogy, (000s) Genealogical services in Ireland. and both www.rootsireland.ie and genealogy market. What can a www.genealogyireland.ie have Diaspora Centre provide to the ambitions to be portal sites. This genealogy market that is not already throws up the question as to whether there? there is a gap in the online space to be filled by a Diaspora Centre or even if this should be the role of a Diaspora Centre. • There is a need for standardisation across the sector in terms of fees and level of services. • There is agreement within the genealogical sector that mere access to records is not enough. Due to the number and complexity of Irish records, interpretation is crucial and there is a need for trained genealogists to guide visitors seeking Source: Fáilte Ireland Survey of Overseas Travellers their ancestry.

Table 5: Genealogical Tourists as a % of Overall Visitors, 2009-2011

2009 2010 2011 Britain 2 >1 >1 Mainland Europe >1 >1 >1 North America 4.2 5.4 5.6 Other Overseas 5.7 5.2 6.2

London +44 (0)20 7378 9900 [email protected] 10 The Domestic Market

Overview The domestic market is hugely important Engagement of Domestic Tourists in not only in terms of visitor numbers and Culture / Heritage Attractions expenditure but also in terms of involving In 2011 6% of domestic tourists cited the Irish at home in the Irish Diaspora culture/history as a reason for choosing a debate and the on-going story of the Irish holiday while 9% travelled for a specific abroad. event or festival. However in both 2010 and 2011, 14% of domestic holiday In 2011, just under 9 million overnight makers visited a heritage or interpretative trips were taken by Irish residents within centre, and 13% visited a museum or the Republic (Table 6), with an associated gallery in 2011. expenditure of €1.8 billion. Total expenditure by overseas visitors Domestic market visitation at cultural (including Northern Ireland) for the same attractions varies considerably from site year was €3.2 billion; thus the domestic to site. For example, in 2011, only 7% of market yields a considerable proportion visitors to Ireland’s number one of overall tourism revenue. It is also attraction, the Guinness Storehouse, worth noting that, while overseas visitor were from the domestic market. In 2012, numbers have decreased since 2007, 30% of The Dunbrody Famine Ship domestic trips have increased. Experience were domestic visitors. At the Ulster American Folk Park in Omagh, Domestic visitors are also more likely to 68% of visitors in 2010 were from be repeat visitors to a Diaspora Centre Northern Ireland. Attractions which are particularly if there is an on-going family-oriented tend to attract a higher programme of events, educational proportion of domestic visitors compared resources and family appeal. with those that do not have family appeal. Potential domestic visitor numbers will The people of Ireland will be key very much depend on the form and influencers in introducing the NDC to its function of an attraction and will also rely overseas visitors. heavily on a programme of changing exhibitions and events. A strong education programme and family appeal can boost domestic visitor numbers and go some way to keep visitor numbers up during the off peak times of year when overseas visitor numbers are relatively low.

Table 6: Consumer Behaviour of Domestic Tourism, 2008-2011

2008 2009 2010 2011 Overseas Visitors 7,436 6,578 5,945 6,326 Northern Ireland Visitors 636 985 1,189 1,304 Domestic Trips 8,339 8,340 8,614 8,994

London +44 (0)20 7378 9900 [email protected] 11 Cultural Tourism and Existing Attractions with a Diaspora Theme

This section of the study looks at existing organisations in Ireland that tell a piece of the diaspora story to determine whether there is a gap in the market which could be filled.

Cultural Tourism Diaspora-Related Attractions When looking at existing overseas Historical/Cultural visits during 2011 Ulster American Folk Park, Omagh Jeanie Johnston Famine Ship, Dublin Dunbrody Famine Ship and Irish Emigrant Kennedy Homestead, Dunganstown, Co. tourism as a market for a Diaspora Centre comprised the following: • An outdoor museum which tells the • Guided tours of a replica of the Experience, New Ross, Co. Wexford Wexford it is relevant to look at it in terms of story of emigration from Ulster to Jeanie Johnston Ship which carried • An interpretation of the Irish emigrant • The Kennedy Homestead, birthplace cultural/heritage tourism and what • Houses/Castles: 2.7 million visitors America in the 18th and 19th many Irish emigrants to North experience aboard a replica of an of President John F. Kennedy’s proportion of existing leisure tourists have • Monuments: 2.2 million overseas centuries. Presented as a living America between 1847 and 1855 1840’s ship. The experience of what great-grandfather Patrick Kennedy, an interest in engaging in cultural visitors history experience with costumed • Admission and Tour Price: €8.50 for became known as ‘coffin ships’ celebrates the story of five activities while staying in Ireland. • Museums/Art Galleries: 1.9 million demonstrators and a series of adults and €4.50 for children includes guided tours, costumed generations of the Kennedy dynasty. Currently, approximately 83% of overseas visitors buildings taking you through the • Also offers Segway tours of The performers and themed exhibitions. It is still owned by his descendants. visitors cite culture and heritage as a • Heritage/Interpretive Centres: 1.8 experience. Docklands and river tours. • Admission price of €8.50 for adults • A visitor centre was opened in 1999 reason for choosing Ireland as a holiday million visitors • Admission: for adults £7.00, children • Disappointing visitor numbers for its and €5.00 for children. but a new visitor centre is currently destination. £4.50. first year with 17,500 visitors from • Irish America Hall of Fame. under construction by the OPW and It may be noted that almost all of these • There are also collections relating to July 2010 when it opened until • Irish Emigrant Wall of Honour, a is due to open in the summer of In 2011 an estimated 3.5 million overseas visitors will have engaged in more than emigration. November 2011. However, Fáilte memorial to the Irish Diaspora. For a 2013. visitors engaged in cultural activities one cultural visit during their stay. • There were 167,000 visitors in 2010 Ireland says preliminary figures for ‘donation’ of €100, the names of while in Ireland, including visits to places with 68% of visitors to attractions in 2011 show a 50% rise in visitor ancestors can be carved onto the of historical/cultural interest and gardens, that year coming from Northern numbers at the tall ship over last memorial. attending festivals/events and tracing Ireland. year, with an average of 1,250 per • Irish Emigration Database (not to be roots/genealogy. Overseas visitors who • An on-going programme of events month compared to 833 monthly in confused with the Irish Emigration engaged in cultural activities spent an and exhibitions complements the 2010. Database at the Mellon Centre estimated €2.8 billion while in Ireland. core exhibition. compiled under the broader DIPPAM Mainland Europe is a key market for this • The site also houses the Mellon database). Since 2001, this database cultural heritage product, accounting for Centre for Immigration Studies which has been compiled by the JFK Trust 43% of those visiting cultural/historical includes a library of books on as a comprehensive database of Irish attractions. Visitor numbers at National migration history and also an Irish emigration to the United States, in Cultural Institutions are shown in Table 7. Emigration Database containing conjunction with the Balch Institute 33,000 primary source documents, of Ethnic Studies in Philadelphia, the passenger lists and letters. Up until Ellis Island Restoration Commission 2011, this was only available to the in New York and the Battery library users but is now accessible Conservancy in New York. The online through the DIPPAM website database is compiled from the http://ied.dippam.ac.uk/. (see 5.2) original Ships’ Passenger Manifests • 2010 20,434 visitors recording Irish, English, Scottish, and Table 7: Visitor Numbers at Selected Cultural Tourist Attractions, 2009-2011 • 2011 20,475 visitors Welsh immigrants arriving at the • 2012 22,028 visitors main US ports. Access to the • Entry to the library is free and visitor database is free through this website: Name Location Visitor Numbers 2011 numbers at Mellon Centre for www.dunbrody.com/get-involved/ Book of Kells Dublin 524,119 Emigration are based on an irish-emigration-database Ulster Museum Belfast 471,451 electronic entry gate. Printouts are available for a small National Museum, Kildare St. Dublin 402,582 fee. National Museum, Collins Barracks Dublin 295,488 • Visitor numbers for 2012 were over 60,000. Of these 30% were Kilmainham Gaol Co. Clare 294,095 domestic. Of the 70% of overseas Bunratty Castle & Folk Park Dublin 275,986 visitors, half came from Germany, Bru na Boinne Visitor Centre Co. Meath 228,550 27.5% from North America, 15% National Library Dublin 206,342 from the UK, 7.5% from France and Source: Fáilte Ireland, 2012 the remaining 5% from other areas. It is hoped to increase the visitor numbers to 100,000 in 2013.

London +44 (0)20 7378 9900 [email protected] 12 The Famine Museum at Strokestown The Queenstown Story, Cobh, Co. Cork Glasnevin Museum, Dublin Cultural Tourism Market Summary International Diaspora Centre Park, Co. Roscommon • Cobh Heritage Centre presents the • Glasnevin Museum tells the story of There is already a range of visitor Comparators • Located in the original Stable Yards Queenstown Story, an exhibition of Ireland’s past through a celebration attractions in Ireland which cater to the of Strokestown Park House, the the story of emigration of 2.5 million of the lives of the 1.5million people themes of emigration and famine, some A review of major international Famine Museum was designed to people through the port of Cobh. It buried there. more successful than others. What is comparator institutions is given in commemorate the history of the also chronicles Cobh’s connections • Adult admission price is €12, important is that there does not seem to Appendix 2. and provides a stark with the ill-fated Titanic. Children/Seniors/Students €8 and be a gap in the market for another visitor contrast to the lifestyle of the • Adult admission price is €7.00. School Groups €6. attraction which focuses on the grim Common features include: ‘landlord class’ residing in the main Children under 8 are free. • They offer a genealogical service history of emigration, coffin ships, and house. The Famine Museum displays • They offer a genealogical referral with a €3 charge starting point for the Great Famine. This is not the story Physical unique documents that were service for €10 for 30 minutes. online visitors. The entry ticket that needs to be told and the form and • Core exhibition discovered in the estate office, • There is a wall of dedication for includes a complimentary €10 content of a future Diaspora Centre would • Events and temporary exhibitions dealing with the administration of the ancestors who passed through Cobh genealogy voucher and a number of need to take this into consideration. • Lectures and cultural events estate during the famine years. to Queenstown. Names can be computer terminals where you can • Educational facilities (schools) • Admission Prices: €8 per adult (one engraved on-site for a fee or added begin your research. • Conference facilities attraction only); €12 - combined to an online E-Wall. • Visitor numbers of 50,000 in 2012 • Café/gift store House, Famine Museum and Garden; • 2009 81,145 visitors with c200,000 visitors to the • Genealogical research facility €5.00 per child (all 3 attractions). • 2010 78,642 visitors genealogy website when it was • Memorabilia centre (visitors bring • Visitor numbers are between 50,000 • 2011 86,173 visitors. launched but that number has their stories to the centre). to 60,000 for general entry though declined dramatically. not everyone visits the Famine • The challenge of encouraging visitors Intangible/Virtual Museum. to Dublin to make the 3 mile journey • Visitor experience and connection from the City Centre to Glasnevin • Relevance and context was highlighted during the • Broad appeal consultations. This is an important • Links to academic institutions point when considering the location • Links to other diaspora attractions of the National Diaspora Centre. globally • Connections with influential diaspora • Links to genealogical services globally. Opportunity to bring together various archives, genealogical facilities and organisations in a coherent manner. • Visitor interactive engagement is part of the experience.

The objectives of the Beit Hatfutsot Museum in Israel would appear to most closely reflect those of an Irish Diaspora Centre. The successful Ellis Island, Bremerhaven and Melbourne organisations are based on important historical sites with strong local and political support. It would seem useful to engage in dialogue with all of the above.

London +44 (0)20 7378 9900 [email protected] 13 Overall Market Summary and Recommendations SWOT Analysis for the Market Positioning of an Irish Diaspora Centre Table 8 sets out some considerations regarding the content of the proposed Diaspora It is evident from the analysis of the Centre arising from the market analysis. potential markets for a Diaspora Centre Strengths Vast Global Diaspora. that it is not enough to cater primarily to Table 8: Potential Functions and Form of Centre Existing overseas and domestic markets already engaging in visitors with an ethnic Irish connection. cultural tourism. While this market would certainly be part Currently no facility in Ireland that shows the complete and Markets Content of a target audience, a successful evolving Irish story. Diaspora Centre would need to have General Overseas Programme of cultural events and changing exhibitions. Support from Fáilte Ireland. broader appeal and attract a proportion Tourist with no Story of the Irish exhibition which is interactive. of the 68% of overseas visitors who do Weaknesses Very small genealogy market. specific Irish Hub for Irish culture and heritage, which will appeal to the not have Irish roots. It will also be Existence of already well developed genealogy services online. connection culture-seekers. challenging when targeting the diaspora Diverse Diaspora profiles are challenging to engage with. Genealogical Tourist A small but potentially expandable market particularly from market to cater to the expectations of the Current economic climate and associated lack of capital. and visitors with Britain. very different diaspora profiles. Opportunities Provide a new perspective on the Irish Diaspora as an on-going any Irish connection Genealogy Centre pulling together all the different resources story. available for tracing ancestry. Cultural tourism is an expanding segment Provide a strong link with Irish and other Diaspora Centres A central genealogy centre offering interpretation of of the general tourism industry, with 83% globally. documents and advisory services. of overseas visitors citing culture and Enable the people of Ireland to be engaged with the global Irish Tourists with an Irish Exploration of the story of the diaspora. heritage as a reason for choosing Ireland Diaspora. Connection Exploration of Irish culture. as a destination. A Diaspora Centre Create an educational centre as a starting point of a global story Contemporary diaspora contact / interaction. appealing to the general overseas visitor celebrating Irish culture and how and why the Diaspora feel that A way to weave visitors’ personal stories, memorabilia etc. would tap into this expanding market Irish connection. into the exhibition. segment. Further develop the Diaspora community outside the US. Links with all the Irish Diaspora Centres globally. With the largest visitor numbers coming from the UK, there is room Domestic Visitor Evolving story of the Irish and an interactive exhibition with to create a greater connection with the British Irish community The domestic market should also be means to enable visitors to contribute to the story. through a Diaspora Centre. targeted. Not only are the Irish at home Cultural events (music, dance, poetry, cinema, etc.) from Develop links and share exhibitions and records with other part of the diaspora story, they could also home and the Diaspora abroad. organisations such as Ellis Island and Melbourne Immigration form a crucial audience through a Temporary exhibitions relevant to the on-going story. Museum. programme of events, changing Family events/exhibitions. Academic links and conference potential. exhibitions and a vibrant education Engage with children and younger visitors. programme. Threats Virtual and online services will to some extent dictate the format a Virtual/Online Bringing together of Records/Archives. physical Diaspora Centre should take. Ability to interact with physical exhibition on-site by sending There is certainly scope to use a Diaspora Already a range of visitor attractions in Ireland with a focus on memorabilia/photos/documents online. Centre as a platform to encourage more emigration and the famine. Blog. visitors to explore their Irish roots in a The challenge to be relevant, forward looking and appeal to all Online exhibitions. way that looks forward as opposed to the markets and Diaspora groups. conventional emigration story. There is also an opportunity to forge greater connections with successful diaspora museums such as Ellis Island and the Immigration Museum in Melbourne, both of which have clear connections to the Irish story. These museums present the arrival of the Irish to their countries and how their stories unravelled there as opposed to Ireland which was the departure point.

London +44 (0)20 7378 9900 [email protected] 14 Target Markets

The NDC will target a very wide range of Mainland Europe is the largest market for In addition to the immediate links with the Table 10: NDC - Key Markets / Target Market Segments market segments as it is anticipated that this type of product, accounting for 43% main diaspora markets (North America, it will have a wide market appeal. The of those visiting cultural/historic UK, Australia, New Zealand etc.), the Category Main Market Target Segments selection of segments to be targeted will attractions. However, Britain is by far the cultural and identity themes of the NDC Catchment Population Residents 0-60 mins Families be influenced by the project content, by largest individual market, generating 28% should attract tourists from the main Special interests the national tourism agencies’ priority of all visits to places of historical/cultural European markets and elsewhere. Schools, colleges target markets and by those market interest. Recent research on the Tourism Ireland Ltd. have also identified Community groups segments which are productive for the important British market has identified new markets with long-term potential in General adult population (couples, empty nesters, visitor attraction sector. three key target segments for Ireland of Asia, including India, China and Japan, retired). which the segment considered the which should be factored into the The domestic market will be an important warmest for Ireland is described as‘the marketing strategy as the NDC source of business, especially in the early Culturally Curious’. This segment which establishes itself in the medium to long Population Families years. The domestic audiences will be comprises an older, more educated term. within 100 miles Community groups drawn from the local catchment audience, is interested in exploring Irish Special interests (military historians etc.) population and the domestic tourist culture and will be an important target Within the target markets, motivations to Day tours market. Relevant segments include family market for the NDC. visit the NDC will include: Schools, colleges and adult holidaymakers looking for a General adult population (couples, empty nesters, good day out, those with an interest in A second target segment in the British • cultural heritage and Irish identity retired) family history, those with an interest in market called ‘Social Energisers’ is also • Irish Diaspora history Culture seekers Irish cultural heritage and identity, the relevant to the NDC: this segment • genealogy Business / event tourists. education market (schools and colleges), comprises ‘young, fun-loving urban • education and research in diaspora and those who wish to enjoy the adventurers’ who would be drawn by the and cultural identity themes Domestic ROI / Republic of Ireland Families entertainment offered on site. contemporary nature of the proposed • Irish traditional and contemporary NI Tourists Northern Ireland City breaks/short breaks exhibition including the use of social arts. Genealogy As previously noted, the NDC will need to media for lively interaction. Special interests (military historians etc.) attract a wider tourist audience than The target markets and market segments Coach groups/tour operators those interested in genealogy or having The range of offerings at the NDC will be for the NDC are summarised in Table 10. Independent holidaymakers an ethnic connection to Ireland. The well suited to bespoke packages Culture seekers Centre should target the wider, and much targeting niche markets including those Business / event tourists. larger, cultural tourism market. As with particular interests in different referenced on Page 12, an estimated 3.5 aspects of Irish culture and identity, Overseas Tourists Great Britain VFR and genealogy million overseas tourists engaged in visits which will be the subject of regular Mainland Europe (France, City breaks/short breaks to places of historical/cultural interest and temporary exhibitions. Germany, Spain, Other) Culturally curious sightseers/culture seekers/ gardens in Ireland in 2011. These visits USA & Canada heritage explorers are broken down by type in Table 9. Australia/N.Zealand Social energisers Other Overseas Cruise visitors Business / event tourists Coach tour groups Self-drive tourists/independent holidaymakers.

Table 9: Visits by Overseas Tourists to Places of Historical/Cultural Interest, 2011

Category No. of Visits Market Distribution % (000s) Britain Mainland North Other Europe America Houses/Castles 2,666 23 46 23 8 Monuments 2,157 20 47 24 8 Museums/Art Galleries 1,969 23 46 24 8 Heritage/Interpretive Centres 1,833 21 46 26 8 Gardens 1,554 22 46 23 9 Festivals 510 33 36 21 10 Total 3,231 28 43 21 7

Source: Fáilte Ireland

London +44 (0)20 7378 9900 [email protected] 15 Existing Embryonic Schemes for a National Diaspora Centre

This section outlines current project Cork City Council Dublin City Council Dún Laoghaire Harbour Company – New schemes for a Diaspora Centre at various Build at Carlisle Pier locations around Ireland. These are listed The concept put forward by Cork City Dublin City Council has suggested two The Vat House Digital Hub Site CHQ Building, Museum of Irish Creativity in alphabetical order. The proposals are Council is of a World Centre for Irish locations in Dublin to be considered as The Vat House Building (No.7) is located This proposal has been in development The National Diaspora Centre in Dún not assessed and are set out here for the Heritage. This would include a substantial potential venues for the National on a corner site at the junction of Crane over the past two years, and is being led Laoghaire is part of a masterplan for the study to be cognizant of their background exhibition, a genealogy service (including Diaspora Centre. These are the Vat Street and Rainsford Street in Dublin 8. It by Declan Fearon, managing director of Harbour which was adopted in October and development to date. DNA testing of visitors), and an education House Digital Hub site and the CHQ is therefore hoping to capitalise on the Tipperary Crystal. The proposal involves 2011 and is due to be completed over a and research centre. The proposed Building in the IFSC next to George’s footfall to the Guinness Storehouse. The installing a number of tourism and leisure period of 15 to 20 years. The aim is to themes of the exhibition broadly cover: Dock. Both are brown field sites and building, a former vathouse dating to facilities in the CHQ building on Dublin’s realise the harbour’s potential as a major have many of the required services in 1860, was built as part of the extensive Custom House Quay. This is a very large marine, leisure, cultural and tourism • the origins of the Irish people place. Guinness brewery complex. The building building, comprising 13,760 m2 on the destination, as well as securing its • the inward influences from elsewhere has lain idle since 1990 and is currently in basement (vaults) and ground levels, plus long-term viability. The Harbour • the scattering of Irish people and The suggested sites have the flexibility to the ownership of the Digital Hub potentially a further 2,300 m2 of Company has set up an associate their contribution to other countries. be developed as an information & Development Agency and there are mezzanine space (currently not installed). company, the Irish International Diaspora research centre, an exhibition, a museum, extensive plans to develop their campus. Centre Trust Ltd. to develop the project. The centre in Cork City would an attraction or entertainment centre, or The Vat House Building footprint is The proposal includes: complement the Queenstown Story in some amalgam of these. The sites could 313m2 in its disused state. The shell of Location Cobh, which deals with emigration, and be developed in phases or clusters. One the building is in good condition. There is • Museum of Irish Creativity (c. 1,625 the proposed exhibition on transportation idea proposed is to create a partnership scope to create floor levels as required by m2) A new building will be constructed on to be presented on Spike Island in Cork with John McColgan’s World Irish the concept thus increasing the overall • a dance museum, studios and Carlisle Pier, which was originally built Harbour. The original proposal was to (http://worldirish.com), an Irish online square footage. performance space between 1855 and 1859 and used by the locate the Cork City exhibition at the network which brings Irish people and • genealogy centre (c. 850 m2) mailboat between Dún Laoghaire and former Butter Exchange in Shandon. those with an affinity for Ireland together, Dublin City Council’s view is that the Vat • other facilities including retail, Holyhead for over 100 years. Many Irish However, as this would be dependent on with the Diaspora Centre becoming the House Complex could potentially contain: restaurants, banqueting area, and a people emigrated from the Pier. the wider regeneration of Shandon, the physical home for World Irish and its Tipperary Crystal experience / focus has shifted to the City Centre and 51,000 members. • A new City Museum exhibition. Concept: Irish International Diaspora docklands. Various buildings have been • A Digital Technology Experience Centre suggested, including the former Beamish • The Jeanie Johnston famine ship It must be emphasised that none of these & Crawford Brewery, the Port of Cork experience components or their size allocations are The project envisages the construction of Company buildings, and other sites in • An Ambassador Hub ‘Ireland of the either certain or unchangeable. The a large building of up to 15,000 m² Cork docklands. 1,000 welcomes’ concepts must therefore be considered incorporating the Diaspora Centre, a • A new city library to be illustrative only. The proposed 350-seat auditorium and an unidentified In the absence of a defined location, the • A temporary exhibition space Museum of Irish Creativity includes second attraction to complement the scale of the facility and its exhibition area • An International Visitor Experience references to the Diaspora but is mainly Diaspora Centre. Inclusive of a shop, are uncertain at present. The proposal for • An interactive, dramatic based concerned with the story of Irish literature restaurant and genealogy centre, the the former Butter Exchange envisaged experience and visual art over the ages from pre- Diaspora Centre extends over about attracting 300,000 visitors a year, and history to the present. 6,000m² of which about 4,600m² is incorporated occupied by exhibitions. The proposed The building has now been put up for exhibition includes: • Diaspora exhibition: 1,508 m2 sale by Dublin Docklands Development • Temporary exhibition space: 259 m2 Authority with an asking price of €10 • 8 themed Emigrant Journey spaces • Butter Museum: 582 m2 million. It is an historic cast iron and brick • Hall of Fame • Education / research: 190 m2 warehouse, built in 1820/21 and formerly • Temporary exhibitions known as Stack A. It was refurbished and • DNA and Genealogy space The size of these spaces is dictated by converted for use as a shopping mall by the configuration of the building at DDDA at a cost of approximately €45 Dún Laoghaire will co-host the third Shandon, and the Butter Museum million. However, to date, this use has annual Global Diaspora Forum. Other component is specific to that site. The proved unsuccessful, and only 11 of the Forum events will take place in use of an alternative location would 25 units are currently occupied. Washington, Los Angeles and Silicon probably result in a different scale of Valley in May 2013. facility. A business plan has recently been commissioned by Cork City Council, with a view to targeting private and public sources of funding.

London +44 (0)20 7378 9900 [email protected] 16 Limerick City Council – Riverside Site Longford County Enterprise Board Shannon Development – Granard site Background The Diaspora Centre Concept Shannon Development has been involved Birr Workhouse Background in promoting two locations in the Limerick City Council has created a The exhibition is intended to be dynamic Shannon Region. The first, ‘The World of Background Diaspora Working Group consisting of rather than static. There are many angles A proposal to set up a National Diaspora Irish’ is proposed to be co-located with representatives from the Council, Fine they are considering that are relevant to Centre in Granard is linked to a the Bunratty Castle and Folk Park. The The workhouse at Birr, Co. Offaly, is Gael, the University of Limerick, Shannon Limerick (shipping, links with the community plan to purchase a building second is Birr Workhouse. believed to be the best preserved and Development as well as the Limerick City American Army, more recent diaspora, there from the National Asset least altered of all those left standing in Business Association. young entrepreneurs, links with school of Management Agency. An alternative site, Bunratty Folk Park Ireland. It is very close to being in the art and fashion world, music - Mícheál Ó also being discussed, is the Connolly exact condition, both internally and Location Súilleabháin Irish Music connection, etc.) Barracks in Longford Town. Background externally, in which it and other Irish and they are working towards a broad pre-Famine Wilkinson workhouses were The Diaspora Centre would be part of a concept that utilises the most up-to-date Concept Shannon Development first developed built and given its architecture and cultural campus that would include a new technologies. the concept of a Diaspora Centre in 2001. historical importance, the workhouse is city archive and library, a new city The concept proposed by Longford is The Centre for International Co-operation now listed as a protected structure. museum, performance space and tourism The Irish Ancestral Research Centre ‘triumph over adversity’. The proposed prepared a report in 2001, which information centre. There are a number (IARC) currently based in the University of content would explore the stories of Irish assessed the market potential for Concept of sites that they have in mind depending Limerick would become part of the people who were forced from their homes providing a world-class visitor attraction on the scale and scope of the attraction cultural campus bringing with them and arrived desperate and penniless on in the Shannon region. The attraction will The project proposers aim to build a – at this stage they have not developed a genealogical expertise. They have foreign shores. However, the story would depict the history of Ireland and the website and search engine that focuses detailed concept. identified potential collections that could also highlight the success of these global impact made by the many people on records at present be displayed as part of the diaspora emigrants in their adopted countries. who emigrated from this land. This report online. The aim is to create a single Their ideal location is the Riverside site exhibition. was followed up in April 2007 with a gateway to the country’s genealogical given its prominent position on the River The themes proposed by Longford ‘Scoping Study for a Diaspora Centre.’ records. The Workhouse in Birr would Shannon. It is currently owned by County Enterprise Board are as follows: become the base for online operations. Dunnes Stores but has been empty for a Concept number of years. The plan is to acquire • Who: Who emigrated? What can A Diaspora Centre would contain the site, demolish the existing building census and other records tell us The overriding theme of the World of multimedia, pictorial material, 3D models, and build a modest (but iconic) riverside about them? Ireland is Ireland, its people and their hands-on activities, interactive, building. Other locations – the Opera • When: When did emigration take contributions abroad. The two main reproductions, facilities for education, Site, Granary Building, Potato Market, place? Using maritime records and themes (a) The Story of the Irish at Home, facilities for adults and children, a library Limerick Courthouse – will undergo linking with databases housed and (b) The Story of the Irish Abroad. The and facilities for research. Different levels development in the coming years and abroad to paint a picture of subthemes will chronicle Irish success in of interest and sophistication would be might also prove to be good locations. emigration in the past. many spheres of life, namely, political, catered for: genealogy, social history, • Why: Why were people forced to economic, social and cultural. folklore, music, drama, literature, emigrate? nostalgia, etc. • How: How did people survive? What Visitors to the world of Irish will be are the stories from the other side? brought on a worldwide journey of Irish success and achievement, the story being told also along the way of the many hardships emigrants had to endure. The concept of leaving Ireland on a journey to the New World will be refected in the design of the facility. The Irish Centre will act as the focal point of the facility representing the logical start and finish of the journey. In addition, each continent will be represented by its own sub-centre. All sub-centres will be interlinked with one another.

London +44 (0)20 7378 9900 [email protected] 17 An Irish Diaspora Attraction

Further work needs to be done on the Throughout the consultations it was Academic links mission, goals, form, content and apparent that, in general, stakeholders functionality of a National Diaspora envisaged that the NDC should have a The present and historic Diaspora is a Centre (NDC), in the context of likely physical entity. While a virtual presence topic of great importance to Ireland and location, building, funding, visitor NDC has been considered, it is clear that to the Diaspora. The content of the numbers and flow, before a final concept virtual exhibitions are not a substitute for exhibition presentations requires emerges, but certain principles need to the concrete expression of a story, disciplined curatorial development and be considered in the course of supported by authentic material and monitoring. This is likely to be achieved development. These include examination historical insights, in a physical location. best through the appointment of an of the diversity of visitor segments, from The scale and diversity of the Irish academic group or through formal linkage overseas visitors, (with & without an Irish Diaspora requires a broad introduction as with an appropriate academic institution. affinity), family groups, education parties, well as the provision of detail, which is genealogy experts, etc. The solution the power of the virtual. We anticipate a The form of any connection would need must be far more than a synthesis of geographic/thematic/chronological matrix to be scoped out but there is no doubt ideas from other centres; it must be a structure underpinning interpretative that a partnership with a leading leading-edge institution of the 21st exhibits and displays. Visitors need to university has potential for both the NDC century, tapping into many sources of find themselves – or their part of the and the partner University. For example, expertise in Ireland and around the world. world – so that their direct knowledge NUI Maynooth offers a course in The Irish and experience connects with the Diaspora as part of the Department of We need to establish:- extraordinary richness of the Irish Geography’s range of undergraduate Diaspora story. Technology/internet modules, while University College Cork • A unique and overarching Vision access facilitates investigation, study and has an MA in Contemporary Migration which belongs to the Irish Diaspora communication on and off site. Through and Diaspora Studies. and the People of Ireland and reflects digital media, the NDC enables people, a forward looking culture. worldwide, to participate in its • The National Diaspora Centre must programmes and contribute to its work, become one of Ireland’s top building greater awareness of Ireland and attractions, high on the list of ‘must increasing its attractiveness for visitation. sees’ for overseas tourists and a major leisure destination for Irish Consultations, market research and desk people. research have all suggested that the • A competitive brand, including an focus of the National Diaspora Centre attractive name and strong visual should be a more modern interpretation identity, which will provide of emigration and the ‘scattering’ of the differentiation and reinforce the value Irish worldwide. The contemporary of what the NDC delivers to its experience of emigration is not to leave visitors. forever. Even when the physical • A clear and robust storyline with separation is for an extended period of optimum potential for engaging time, or indeed a lifetime, technology has interpretation. connected the world in new ways. There • Interpretative concepts fully is a coming and going of ideas and integrated in the built space. people in a globalised world. Ireland, as • A memorable introductory display the third most globalised economy in the which sets the mood for the visit, world in 2013, knows this better than captures visitors’ imaginations, most. The concept of ‘brain drain’ has builds anticipation and offers a been surpassed by ‘brain gain’. Cultures framework for making sense of the have gained from the mix rather than lost. displays. Ireland’s culture, a leading aspect of its • A rich variety of media and display brand, is no different. We have changed techniques to encourage every the world and it has changed us. The visitor’s participation at a level and lines on the map may have stayed the direction they feel comfortable with. same, but the geography of identity has altered dramatically. This is the core of the story being explored in the NDC.

London +44 (0)20 7378 9900 [email protected] 18 A Conceptual Framework for a National Diaspora Centre

The Concept

The ‘why’ for the NDC is clear and has been expressed elsewhere in this document. The Market Analysis clearly identifies ‘for whom’. ‘Where’ has yet to be decided and the scale of the enterprise requires clarification and debate. The following pages endeavour to establish a vision of ‘what’ and ‘how’.

The overarching concept for the NDC is that the Irish Diaspora is a reflection of Ireland: in exploring stories of the Diaspora, visitors gain a better sense of what it means to be Irish - yesterday, today and tomorrow. The Irish Diaspora exhibition is conceived as a continually developing dynamic experience, a living laboratory of Irish spirit, culture, character and achievement. We envisage three core elements supported as required by back of house, education facilities, retail, catering etc. These are:

• The Diaspora Today • Encountering Challenge – Yesterday & Today • How Ireland Changed World Culture and Society

These elements are related and interdependent. In aggregate, they stimulate discovery, understanding and appreciation of the scale and impact of the Irish Diaspora.

The three elements of the structure can be thought of as the skins of an onion where each layer coalesces with the next and the sum becomes the entire.

The diaspora community permeates the layers of the story: ...inhabiting the past ...engage with the present ...and make an adventure of the future

London +44 (0)20 7378 9900 [email protected] 19 Three Skins

Visitors enter directly into the first ‘skin’ at contemporary literature - or politics, or the heart of the experience, which medicine, or enterprise, or charity work. presents the world. Here visitors can The content of the pods could change on select any part of the world and discover an ongoing basis, with the choice of Ireland’s real time presence in a particular subject matter at any given time reflecting continent, country or city. It is an Irish or world events. immersive hub connecting the Centre to Ireland’s current Diaspora. What is proposed overall is a complex and rich presentation which establishes A second ‘skin’ is shown surrounding the itself in the hearts and minds of both local first. It might run parallel or equally be on and international audiences. another floor. Visitors are able to explore how Irish immigrants assimilated, how It will take time to establish the they affected the countries they connections around the world which will established themselves in and how they ensure continuing freshness and impacted the cultures they joined. Cross relevance. Ideally, when fully established, access between these two ‘skins’ the NDC will enable access to any encourages cross references and diaspora organisation that wishes to reinforces understanding of social contribute. At the start it will explore the development over time. current reality of the Irish Diaspora by filming individuals and communities The third ‘skin’ consists of a series of across a number of countries, pods: self-contained experiences, each demonstrating the huge variety of dedicated to a genre or discipline in experience and connections. which Irish migrants have impacted world culture. Each pod will have its own look The motif we have taken for the NDC is and feel, drawing inspiration from the connectivity – between Ireland’s Diaspora subject at hand, but the pods will work and the Irish at home, between visitors to together as a suite of experiences, Ireland and one of the central cultural amplifying the message of shared experiences of the Irish people, between identity. immigrants to Ireland as well as migrant communities across the world - and the Perhaps the most obvious subject to challenges faced by the Irish as explore within the third ‘skin’ is music. immigrants - between the past and the The influence of the Irish on music, present. particularly in America but also in Britain and mainland Europe, has been, and is While there is much to debate and extraordinary. Much of the contemporary resolve prior to content selection, this international music scene possesses an project represents an opportunity to Irish gene or two! develop a major tourist attraction which will foster a sense of self awareness, Further pods might explore the influence ownership and engagement among all of Irish writers on the development and these diverse communities. direction of 20th century and

London +44 (0)20 7378 9900 [email protected] 20 Three Skins

London +44 (0)20 7378 9900 [email protected] 21 Three Skins - Permeable

London +44 (0)20 7378 9900 [email protected] 22 Skin 1

Just Imagine – How the National Diaspora Centre might be

The starting point we propose is the Our emigrants go wherever opportunity Another source of content might be Diaspora Today. Why? Because ‘today’ is exists and, often, where others have gone provided by digital storytelling pods set immediate, meaningful and involving. before them - by and large with a good up in Ireland’s main airports. Departing Because Ireland’s young people are once education, a ‘can do’ attitude and or arriving emigrants could record their again colonising – making a contribution well-honed interpersonal skills. These stories or emotions on leaving (or in health, education, media, banking… as young people have been described by returning to) Ireland and these could be entrepreneurs and charity workers. As author/philosopher Charles Handy as uploaded to provide an ever-changing ever, the reasons for leaving are harsh – ‘Ireland’s gift to the world’. Technology picture of emigration. Analytics might be no job or no suitable job and a family to and social media form integral parts of used to create a digital representation of support, a career to develop and a life to their lives. They stay in touch with one the ‘mood’ of the diaspora using the make. But gone are the days, as another and with home. Many of them most frequently referenced words e.g. described by Detta O’Cathain, who subscribe to professional social ‘optimistic’, ‘pessimistic’, ‘scared’, remembers her grandmother in the late networks. One way of bringing their ‘excited’, ‘hopeful’, ‘homesick’ etc. 1950s bursting into tears and saying: ‘No voices into the NDC would be to create a Large scale displays are awash with one ever comes back from New York’. specific presence on one or more social interactive/social media opportunities. media platforms, such as LinkedIn or To be truly successful, the National Facebook, where the stories of Irish There are numerous online resources for Diaspora Centre needs to resonate with people working and living abroad can be the Irish Diaspora – for example, during the Diaspora as it exists now. As well as brought together and, from there, linked the last general election, many websites hosting stories of the Diaspora, past and to the NDC’s physical and virtual site. hosted mock elections that emigrants present, the Centre needs to consider could vote in. The Centre, virtually and how it can play a role in the lives of the We propose a major online project which on-site, could become a hub for these Irish Diaspora. The Centre might do this gets Irish people all over the world to resources and a way for emigrants to in a number of ways: by offering contribute. We kick-start the project with keep in touch with each other and with resources to members of the Diaspora, – say – a thousand stories. In this way home. The World Irish site (www. by hosting a link with home, by inviting people are encouraged to contribute worldirish.com) already offers this kind of emigrants to use the Centre as a platform another story… another… another. platform for the Irish worldwide. Among to share their stories and experiences. Included in the live/current mix would be its innovations is the @Ireland account on links – some physical - that the public Twitter, curated by a different person The core display of this ‘skin’ is an could visit in Melbourne, Milan, Montreal every week – always with an Irish immersive, live feed, real time or Manchester - to name just four. The connection but not necessarily in Ireland. presentation of Ireland’s Diaspora today. Diaspora Centre would host its own Twitter is an invaluable resource for Content is determined by physical and presence on social media sites and build constantly refreshed content. Content virtual interaction to create a ‘viral its own up to date social network. The from Ireland-relevant accounts and exhibition’ that takes on a life of its own City of a Thousand Welcomes project in hashtags could form a changing element in the same way that a story on Facebook Dublin has successfully matched visitors of the content within this ‘skin’. or Twitter takes on a life of its own to the city with Dubliners, in an effort to through the interactions of individuals. It maximise the warmth and welcome the shows the Diaspora’s current and ever city is famous for. The Centre might changing presence in the world, as well adapt this idea by matching visitors with as identifying where in the world Ireland is members of the Diaspora overseas, being talked about at any moment in allowing them to connect and share time. experiences. ...sparking and facilitating user- generated content ...sharing and creating dialogue ...contributing and accessing experiences

London +44 (0)20 7378 9900 [email protected] 23 Skin 1

The Irish Diaspora Today

The central hub of this skin is an immersive, live feed, real time presentation of Ireland’s Diaspora today. Content is determined by physical and virtual interaction to create a ‘viral exhibition’ that takes on a life of its own. It shows the Diaspora’s current and ever changing presence in the world with its people telling their own stories, as well as identifying where in the world Ireland is being talked about at any moment in time.

London +44 (0)20 7378 9900 [email protected] 24 Skin 1

The Irish Diaspora Today Visual showing interaction

London +44 (0)20 7378 9900 [email protected] 25 Skin 2

Encountering Challenge – Yesterday and Today

Exploring the challenges faced and One of the biggest changes in the lives of wonders experienced by those who the Diaspora is the resource provided by emigrate, Encountering Challenge – technology to keep in touch with home. Yesterday & Today includes historical and A display might powerfully contrast the modern day contexts and takes the form letters written home by previous of an exploration of the challenges, new generations with the skype, facetime and and old, faced by those leaving their whatsapp conversations of today. homeland. It includes the history of Irish Although the media may have changed, migration from the first millennium the content deals with many of the same through to the present day. The driving issues (how are you settling in? are you forces of Religion, Economics, Sociology making friends? finding work? interleaved and Politics are reflected in outcomes in with how are things at home? how’s host countries. The Irish presence, formal Mary/John/Colm?) Do emigrants feel less and informal, as well as Ireland’s far from home, knowing that they can see institutional links to each country are their friends and family on a computer recognised. A global story which finds a screen? Or does the tyranny of distance place here is the huge contemporary still create a feeling of isolation? growth in people living outside their country of origin / birth across the world Content cannot gloss over the hardships and the challenges they too encounter. faced by Irish emigrants, not least the The issues faced by Irish migrants racism and negative stereotyping overseas might be interspersed with the members of the diaspora have had to experience of emigrants to Ireland – the face. Although no member of the current voices of Polish or Nigerian residents generation of emigrants will have faced reminding visitors that migration is the infamous ‘no dogs, no Irish’ signs of increasingly part of life in the 21st the past, casual racism still abounds. century. The Centre can offer a platform to discuss Irish stereotypes, both negative A valuable contribution the National and positive, and to interrogate Irish Diaspora Centre can make is to query, identity in the 21st century. honestly and incisively, why emigration has been a near-constant feature of Irish life over the centuries. Is it inevitable that the inhabitants of a small island would travel beyond its shores to seek out new lives and new experiences? What are the comparisons and contrasts that might be drawn with other countries – for example, with New Zealand, where ‘the Big OE’ (‘overseas experience’) has become a part of the national identity, regarded as a milestone in a person’s formation.

Creating connections across: ...time ...space ...consciousness

London +44 (0)20 7378 9900 [email protected] 26 Skin 3

How Ireland Changed World Culture and Society

An outer circle expresses the overarching and see how you’re connected … visitors Dance music left Ireland in the heads, theme of how the Irish have left their will be delighted to know that they’re hands and feet of the emigrants. In mark on the world. Ireland’s Contribution sixth cousins seven times removed of America its seductive rhythms influenced to World Culture and Society examines Barack Obama, or that they went to a host of diverse traditions, from an eclectic diversity of experience and school with the great-great-great niece of Bluegrass to Country and Rock. When achievement. Displays within the third Michael Collins. Family tree-building Irish music met the Blues a whole new ‘skin’ explore the science, the artistry and software enables visitors to create (or genre was born and Irish influences can the emotion behind Irish contributions to start) a family tree on the spot, drawing be heard in most of the musical genres of the world. From DNA, through on genealogical resources such as the the mid to late twentieth century. In the genealogy, to achievement – what makes online censuses and registers of births, 1950’s, when the Clancy Brothers were success stories like U2, JFK, Once, Jim marriages and deaths. Show and tell perfecting their style in the clubs of Stynes - fundamentally Irish stories? sessions with genealogists might be Greenwich Village, the young Bob Dylan arranged on a regular basis to help was in the audience. Would Bob Dylan Ireland’s strong sense of connectedness interested visitors get started. sound the same if he had never heard with the Diaspora is never more obvious Irish Music? Numerous such encounters that when an Irish person (or person of The emotional impact of music, stage have added up to make modern music Irish descent) makes a name for him or and screen can be used to great effect what it has become today. What started herself on the international stage. This within this ‘skin’. Live sessions and as a mere flirtation soon turned into a seems to be connected to the notion of performances can take place in the full-blooded marriage of styles – Modern the Irish punching above their weight – multi-purpose space, while at other times Music. but is there more to it than that? The visitors select from a virtual ‘greatest hits’ Irish are known for their success in the of Irish talent. Visitors’ hair stands up on In the Diaspora project the complex story fields of music and literature, but Irish the back of their necks when they of the part that the musicians of Ireland accomplishment cuts across every walk encounter the tunes that speak to their played in this monumental music of life. Are there particularly ‘Irish’ traits Irish roots, whether this be U2’s ‘Pride in phenomenon can finally be celebrated in or skills that yield this kind of success? the name of Love’, Christy Moore’s ‘The a dynamic series of interactive Visitors might nominate the traits that City of Chicago’, Bing Crosby’s ‘Irish encounters and digital performances. they see as being characteristically Irish, Eyes are Smiling’ or a performance of while experts (geneticists, genealogists, Riverdance. You cannot escape the For the sake of this study we have historians, cultural commentators) debate influence that Irish music and musicians grouped the myriad possible subjects their opinions. have had and continue to have. The that offer themselves for exploration ‘Bringing All Back Home’ documentary within this third ‘skin’ under under the Next, a presentation of the science of represents an invaluable resource in following headings: genetic identity – where did the Irish exploring its roots and influence. come from? who are our ancestors? What Genealogy – Roots, Families, Records, is our genetic make-up? An exploration of The influence that Irish music had on DNA the evolution of the Irish people and world music is essentially an American/ Culture – Language, Literature, Drama, culture a la Robert Winston. This space Irish and British/ Irish phenomenon. Music, Art & Design could also offer a fun DNA testing , Canada and parts of Europe Enterprise – Industry & Commerce, experience for visitors and even generate however also have stories to tell. Irish Banking & Finance, Science the possibility of building a huge genetic music itself changed with the journeys Community – Politics, Military, Education, database for research on Irish identity. that the emigrants made but by far the Health, Missions, Public Service, Trade most fascinating story tells of the Unions Genealogy is a key content element for meetings that took place between Irish Sport – in all its aspects. exploration within the NDC. The success musicians and those of the New World of programmes like Who Do You Think and its African associates! You Are? attests to the public’s interest in A celebration of “Irishness” the subject, but also give clues to making it fun and engaging. One light-hearted ...its legacy way of pulling visitors into the topic is to present a version of ‘six degrees of ...its influence separation’: pick a famous Irish person

London +44 (0)20 7378 9900 [email protected] 27 Skin 3

London +44 (0)20 7378 9900 [email protected] 28 Location

The rationale for the selection of a • Locate in or near large population location for the proposed NDC depends centres: most tourist attractions with on the role and objectives of the high visitation levels are to be promoters. Most of the current NDC located in or near large urban proposals have been developed within a centres. The principal exceptions are wider context of urban regeneration and major natural heritage sites such as overall destination development. This the Giant’s Causeway and the Cliffs reflects the goals of the respective of Moher. promoters. The criteria that we propose • Locate close to tourist below are related solely to maximising the concentrations: it is essential that chances of success for the NDC as a the NDC be located, where or very sustainable operation, attracting large close to where, there is significant numbers of overseas tourists and Irish tourist footfall. A major influence on residents. decision-making by tourists is the limited time that they have available At present, a Dublin city-centre location is on a holiday or city-break. Research the most likely option to meet these into tourist behaviour in Dublin has requirements. found that by far the most common reason for not visiting an attraction of which they are aware is insufficient time. A Fáilte Ireland survey in 2010 also found that there is a very wide gulf between the number of attractions that tourists plan to visit in Dublin, and the number they actually visit. • Locate close to transport connections: one of the obstacles to generating large visitor numbers is the relative difficulty of access, which is a function of distance, availability of transport and any challenges arising from topography (e.g. steep hills etc.). The NDC should be located adjacent to major roads and public transport services. • Locate close to the sea: as an island nation, the subject of our diaspora and emigration has a strong emotional connection with the sea, and the vast majority of emigrants over the centuries left by boat. Air transport only became a good alternative in the 1960s, and has since become the primary mode of emigrant transportation. • Proximity to supporting attractions and other facilities: visitor attractions are more likely to prosper when located in an area where there is a selection of supporting tourist services – cafés, bars, shops etc. – and other, complementary attractions.

London +44 (0)20 7378 9900 [email protected] 29 Scale

One of the most significant questions As referenced above the rationale for Scale of Ambition Availability of Capital Funding Availability of Operational Funding Is the Development within an Existing facing the developers of any new visitor scale must be based on a close Building? attraction or museum is ‘how big should understanding of a series of factors – At the outset it is important to assess the Notwithstanding the standing and While the availability of capital funding is, it be?’ The answer to this question is not including expected visitor numbers, scale of a project’s ambition. Is the positioning of the project, the availability more often than not, regarded as a higher While a new build project (on either a straightforward and lies in the availability of funding and the extent and project to be of local, regional, national or of capital funding is a major determining order consideration than operational brown or greenfield site) has the luxury of consideration and analysis of a host of range of the non-core programming. international scale? If local, the initiative factor when thinking about the scale of a funding, the availability of ongoing flexibility in terms of determining the issues from availability of funding to What follows is an overview of these key is likely to be of a lesser size than a project. New attractions are capital funding is nevertheless a vitally important shape, form and scale of its forecast levels of visitor throughput. Any issues. Since there are many unknowns project designed for an international intense undertakings that demand consideration. It is worth noting that over accommodation, an attraction that is to analysis of scale is further complicated in with respect to the NDC at this point, the audience. For example, the Titanic funding for land, buildings (either the 50 year life of any project it is likely be located within an existing building has circumstances where the attraction being discussion is necessarily focused on project in Belfast was, from the outset, refurbishment or new build), exhibition that the capital cost will represent less less flexibility. Not surprisingly, this is a developed is supply rather than demand- general principles. designed to be of international scale and development, fit-out and launch. It than 10% of the total life time cost of the factor that plays a major role in led as is the case with the NDC. impact and was conceived as such with a stands to reason therefore that a major project. Given this is the case the issue determining the overall scale of an While a virtual presence NDC has been budget, design and location to match. determinant of a project’s scale is the of operation is of vital import and a attraction and very often a design Certainly, there is no simple answer and considered, it is clear that virtual This contrasts with the new visitor centre availability of funding. central question at the outset must be: solution is required to maximise the Europe is littered with projects that have exhibitions are not a substitute for the at the Giant’s Causeway which, while still how is the project to be operated and is it opportunity inherent within the physical either been too ambitious in terms of their concrete expression of a story, supported an important project of significant In the case of the NDC it is unclear at to be run as a subsidised or a self- constraints of a particular building (or set scale and have suffered on-going by authentic material and historical architectural merit, has a more national present the extent of capital funding sustaining undertaking? of buildings). An existing building will financial difficulty - or even failure - from insights, in a physical location. The scale focus. available in support of the project either have to be adapted if it is to house the outset (such as the Centre for Popular and diversity of the Irish Diaspora from Fáilte Ireland alone or from a more It is therefore important to determine collections or AV installations, both of Music in Sheffield, The Lowry Centre in requires a broad introduction as well as Given the subject matter being pluralistic collection of sources. This whether or not the NDC is to be which are sensitive to light and Salford or the Baltic Centre for the provision of detail, which is the power considered by the NDC, it is essential factor needs consideration both in established as a self-sustaining environment. Contemporary Art in Gateshead) or have of the virtual. Optimal impact will be that it has presence and scale so that it absolute terms and in the context of the undertaking with responsibility for its own been too modest in their initial achieved by combining the virtues of a has real stand-out positioning for wider economic benefits that will flow income and expenditure account or as a However, developing within an existing assessment of success and have sought web platform and a physical site. members of the diaspora and Irish from the development: what is the subsidised facility reliant on public building means a large cost will already almost immediate extension (such as the residents. It can justifiably be regarded as economic case in support of the funding. If the former, it will be essential be covered. Timescales will reduce Eden Project in Devon). Analysis in an initiative of international import, and its development? The present economic that it generates a sufficient surplus to because of the shortened development support of museum or attraction scale needs to reflect this. climate is unfavourable for raising project provide for its own renewal. If the latter, process. The existing building may development is a critical first step but it finance, and different options for project what is the appetite for supporting the already be a presence on the tourist or must always be remembered that it is an delivery are outlined in the Financial initiative, either in perpetuity or for a fixed local radar. Heritage buildings may also art rather than a science and that there is Analysis. term? be eligible for grants to aid refurbishment. never an exact or finite response to the question ‘how big should it be?’. At present it is unclear whether or not the NDC is to be accommodated within an Notwithstanding the above, part of a existing or new build facility. Alternatives visitor attraction’s success lies in its may exist for both scenarios and once scale. With appropriate scale comes the these alternatives are to hand the ability to create an impact through market preferred solution will need to be presence and to attract visitors. If an considered alongside a host of other attraction is small there is a sense that factors. there is not much to see, but too big and there is a risk it becomes hard to maintain interest throughout the whole experience. Equally, too small and the ability to generate revenues can be inhibited, too big and the operational costs fall out of kilter with the ability to generate income and financial sustainability becomes a challenge.

London +44 (0)20 7378 9900 [email protected] 30 Visitor Numbers Approach to Ticketing Strength of the Offer Events and Activities Programme Ancillary Functions

Perhaps the single most influential factor By contrast, a visitor attraction that The ability of a space (or set of spaces) to A further consideration is the strength of The scale and intensity of an attraction’s There is an increasing expectation on the when considering the scale of any new expects to receive 300,000 visits per accommodate visitors is also influenced the offer; its story and its collections and events and activities programme has a part of visitors that an attraction will have development (and particularly its public annum would generate a P-in-G figure of by the manner in which the space is the appeal of the offer to the market. It is major impact on the overall scale of a both a shop and a café / restaurant facing component) is the expected level 1,440. At an allowance of 2.0 m per managed. There are principally two important to assess the proposed scale development. Typically, a national outlet. These components will vary in of visitor throughput. As mentioned person this would generate a requirement approaches: free flow or controlled. The of any attraction development against museum development will seek to offer a scale (depending on location and above, if an attraction is too small there is for an exhibition area of 2,880 sqm. majority of attractions are free flow and prevailing market conditions. In this broad and varied programme of events expected visitor throughput) and may a sense that there is not much to see, but allow a visitor to turn up, buy a ticket and context a judgment needs to be made that require a range of non-gallery spaces either be operated in-house or by a too big and there is a risk it becomes It is important to note that this analysis wander through the galleries at their own about the size of a development. While in which to operate. These spaces might specialist third party. hard to maintain interest. As ever, generates an exhibition-only scale pace. However, more popular, time- or the story of the Titanic - with its include classrooms, corporate spaces balance is important. estimate. Depending on the events and space-limited attractions often seek to international reach and levels of brand and an auditorium (perhaps more than It is important to be able to assess activities programme of a facility (see maximise visitor throughput with the use awareness and central city location - can one) and are required to be flexible and accurately the demand for such facilities There are ‘rules of thumb’ that help guide below), the exhibition space might be of timed tickets. This enables the justify a new building of c 12,000 sqm, accommodate a host of activities from and shape provision accordingly. While design and development thinking and between 40% and 60% of the operator to ‘smooth’ the peaks and other attractions cannot (cf. the Robert traditional school activities to the hosting commercial activities of this nature can these build from expectations of visitor attraction’s total floor space. troughs of visitor movement and increase Burns Birthplace Museum in Alloway, of functions and events. make a valuable financial contribution throughput and make assumptions about throughput. Good examples of this or the John Murray Archive in they can also be loss making if poorly the peaks and troughs of visitor flow So, a facility expecting 100,000 visits per include difficult spaces like warships and Edinburgh both of which have gallery By contrast, some attractions may have planned and operated. It is essential that across an operational year. annum might have a total sqm of submarines, the newly opened Shard spaces of under 1,000 sqm). limited interest in such extensive facilities appropriate retail and catering expertise between 1,600 sqm and 2,400 sqm. A viewing gallery in London or the Titanic and seek a more modest and utilitarian are brought to bear on these functions. A key factor is the ‘Peak-in-Ground’ facility expecting in the region of 300,000 Belfast on its busiest days. approach to such space through the figure. ‘Peak-in-Ground’ (P-in-G) is visits per annum might reasonably provision of a single multi-functional area. Overall, the allocation of space within an defined as the peak number of visitors expect to total between 4,800 sqm and An attraction with a significant events and attraction will vary according to the within an attraction at the busiest time on 7,200 sqm. A facility of such a scale activities programme is likely to find its promoter’s objectives, the form and the busiest day in any given operational would enable a free flow of visitors at gallery spaces comprising closer to 40% content of the attraction and the year. It is driven by expected levels of peak times, and also provide for the of total floor space rather than 60% (see emphasis on or need for ancillary annual visitation and makes assumptions inclusion of capacious support and above). It is anticipated that the NDC services. An illustration of the average about flow through the high and low ancillary facilities. should operate a vibrant events and allocation of space is shown in Figure 3. seasons and across an operational day. activities programme to fulfil its remit as a As noted previously, the space allocation centre for engagement with the Diaspora. to exhibition typically ranges between For example, for an attraction that 40% and 60% of the total - those at the expects 100,000 visits per year, the lower end of this range tend to be in P-in-G figure is estimated at 480. attractions that either occupy very large Assuming an allowance of 2.0 m per buildings, or that incorporate extensive person, this would suggest a requirement ancillary functions. for an exhibition space of c. 960 sqm.

Figure 3: Range of Uses in an Attraction (% of floor area)

London +44 (0)20 7378 9900 [email protected] 31 Approach to Operations Scale of the National Diaspora Centre Size and Breakdown

A final factor that needs to be considered We envisage that the building required to The cost of delivering a brand new 6,000 An exhibition in the region of 3,000 sqm is how a new attraction is to be managed. create the National Diaspora Centre sqm facility would be very substantial, represents an ideal size to house the This has an impact on scale by virtue of should be c 6,000 sqm. Of that, the and the availability of sufficient capital complexity of the NDC’s objectives and the requirement to accommodate staff. exhibition would take up approximately funding is undoubtedly an issue in the to fully realise the importance of the An attraction that is to be set up with a 3,000sqm. Visitor experiences that tell a current economic climate. There are subject matter. The space might new and wholly independent operating linear story tend to be more cost effective options to consider with regard to reasonably be allocated as follows: team needs to be able to accommodate in terms of space. This is the appropriate reducing the front-end cost. These The first and central exhibit dealing with those staff (with offices, breakout space, scale to achieve the visitor projection of include the Diaspora Today needs to provide a back of house etc.). However, a facility 300,000 visitors and would also provide • reducing the size and sophistication comprehensive overview of each of the that is either a satellite of an existing sufficient space to tell a compelling story. of the exhibition countries where the Irish have settled and organisation or perhaps being operated Details of the visitor projection are set out • reducing the size and/or range of where they make a difference. As by a specialist third party operator may in the Financial Analysis. ancillary functions explained, we envisage that the have a reduced requirement for on-site • using an existing building that complexity of the space will grow as the staff accommodation by virtue of the fact The proposed scale of the NDC is placed requires little work to convert it for countries involved become a living part of that a series of shared support functions in context in Figure 4. This shows that use as an NDC. the presentation. 750 sqm has been are accommodated elsewhere. major attractions and museums occupy allowed for this first skin. large buildings. It also shows that it is If, having worked through these capital Once the operational approach to the possible for smaller scale attractions to cost reduction options, there are still The second skin deals with the history of NDC has been decided this factor should achieve substantial visitor numbers. For insufficient funds, it is recommended that arrival and absorption into host be taken into account in the detailed example, the Science Gallery at Trinity the focus shift to an alternative solution. communities. If only 150 sqm were to be design process. College occupies a modest space of Rather than develop a weak centre of allowed per continent, this space would under 1,500 sqm, but it achieved a insufficient scale and quality to attract a need to be 750 sqm. Given the above and based on the throughput of 243,000 visitors in 2011, large audience and be a facility worthy of understanding of the NDC project from based on innovative programming of the title NDC, the possibility of having a As far as the changing pod displays in the discussion and conversation over the temporary exhibitions (it does not have a centre at an appropriate existing site third skin are concerned, it is not yet clear past weeks it has been concluded by the permanent exhibition), an educational should be considered. This would involve how many are required/can be afforded project team that the NDC is a project audience focus, visitor management and co-locating the NDC with an established but a subject like the Irish influence on that needs to be of a certain critical mass free admission. However, a small scale institution, either as a separately operated world music could hardly be done justice to succeed. Set out below is a rationale in facility does not create presence or tenant or as an integrated feature. to in less than 400 sqm. Others could be support of this argument enable the creation of a significant visitor Examples of such locations would be a smaller, say between 150-200 sqm, but experience with both permanent and university campus, where there is already one could easily envisage five or more temporary exhibitions, nor the provision a diaspora research programme, or a topics if a rounded picture of Ireland’s of extensive ancillary functions major national cultural institution such as influences on world culture is given. The the National Museum at Collins Barracks. third skin would therefore need in the region of 1,200 sqm. Figure 4: Attraction Comparative Sizes A central orientation/introduction space could be between 250-350 sqm.

In addition to the allocation of c. 3,000 sqm for the main exhibition, a further 500 sqm should be provided for temporary exhibitions.

London +44 (0)20 7378 9900 [email protected] 32 A Virtual and Web Presence

It is difficult to think of a museum, visitor It is clear that the National Diaspora The benefits of an online presence are Key Issues / Considerations • Can users take a virtual tour of the attraction, gallery, destination, or brand Centre needs to think about an integrated significant and potentially far reaching Needless to say there is a host of issues Centre? that does not have a web presence. This strategy that brings together its physical and include: that require thought and considerations in • Can users input text, stories, is the communication medium of choice presence with a virtual one. Given this • The creation of an online destination moving towards the planning and opinions, interpretations, recorded for the majority. And this is no surprise. context the website might be designed: with a different feel from the Centre’s technical set-up of a virtual presence. conversations, pictures, video Whilst physical outlets are restricted by physical home. Whilst knowledge and understanding of content? If yes, how will the Centre the location or how far they can travel, • To connect the virtual visitor to • The promotion of an inclusive technology and its capabilities are collect appropriate material? How the power of the virtual world is that it is Ireland, the Irish and concept of approach and encourage user essential, what is more important is a will it facilitate and respond to user boundless. belonging participation. clear strategy for the web site and how it generated content within reasonable • To act as a portal for Ireland’s • Making the Centre seem more relates to the Centre itself; what should it time? How will contributions be The new centre for the Irish Diaspora Genealogical Resources approachable. be, who should it serve and how will it moderated? Does the website must be supported by a virtual presence. • To offer access to archival material • Making the Centre more meaningful evolve? encourage connections between (objects, imagery, interpretive and to the public. experts and the general public? Does At the outset, it is worth clarifying that original texts, oral testimony, • Provision of access to content on The following give an indication of some it enable visitors to co-curate (online) there is a distinction between an interactivity, works of art, stories) demand. of the issues: exhibitions? attraction with a web site and a virtual • To include a social aspect / • Deepening of visitor dialogue and • What content is included on the • Is the website compatible with other attraction. Simply put, a virtual attraction collaborative platforms such as an engagement. website? Are there collections to be multimedia devices such as mobile (or centre, or museum) is an online online research and opportunities to • Increased marketing of brand and shown online? Are these digitised? phones? exhibition and resource. It has no input conversations and image. How can online collections be physical presence and while it might contributions • Better position the Centre protected? include a number of components, all its • To include an educational experience competitively in the (already • To what extent are the structure and assets are virtual. It is distinct from a • To provide high-resolution virtual fragmented) market place. content of the centre mirrored in the regular attraction web site by virtue of the tours of the site galleries • Provision of the opportunity for structure and content of the website? fact that it is not aligned to a physical • To personalise experiences ongoing consultation. Can audiences ‘visit’ the exhibition(s) space in any way. • To highlight programmes, events and remotely? activities • Who is the target audience? What is By contrast, an attraction with a web site • To highlight partnerships (subject- the demographic? How might the might use its virtual presence to related, regional, national and website reflect audience needs and introduce, characterise, reflect and international) be relevant to these audiences? Is promote its destination, its content, its • To connect with visitors using any part of the website solely aimed brand and its concept. The site is used different online and multi-media tools at children specifically? to magnify the reach of the physical – for consultation, contribution, • Is the website open to all? Does it space and offer visitor information to and collaboration or participation engage with the Diaspora community about the main site (or sites). It offers alone or is it open for all. Does it access to resources and content, Any online presence for the centre should attract the right users? Does the activities and programmes and enables also reflect the feel, character and sense website keep and attract new users? new connections with community of place of the Centre itself and provide: • Is the interface user-friendly? Does it members. use familiar, recurring and consistent • A unique experience with exciting navigational aids? Is the layout easy A good web site will work in harness with user-friendly appeal to follow and information easy to the physical institution and add an • Dynamic and intuitive software find? additional dimension that expands the interfaces • How future-proofed is the website? museum’s presence beyond that which is • A fluid and intriguing interactive What level of flexibility is provided? possible within the physical institution, its menu that enables exploration of rich • How personalised is the website? collections and programmes. content Does it prompt needs and interests • Layered content for different user (the Amazon model)? types and levels of engagement • Engaging ways to interact with the digitised collections • Meet best practice accessibility and usability standards

London +44 (0)20 7378 9900 [email protected] 33 Genealogy at the NDC

Many of the players in the genealogical • Genealogy is about having roots in space were interviewed during the Ireland and the consultations consultation phase as it was considered suggested that people’s affinity with that there was a large untapped tourism Ireland is broader than one purely market for genealogy and that it would based on blood ties. form a key market for a National Diaspora Centre. While genealogy should not be the primary driver of the National Diaspora Those working in genealogy were very Centre, there is potential for a more positive about the idea of a National accessible and fun presentation of the Diaspora Centre because they saw it as a subject. A number of the proposed physical space that would enable them to Diaspora Centres – notably Cork and Dún provide their expertise in interpreting Laoghaire – contained the idea of records for individuals interested in including genetic genealogy or DNA finding their roots. The genealogical testing. In 2010 it was used to identify industry is highly fragmented and there the remains of Australian soldiers from was a belief amongst the genealogists the First World War at Fromelles and that the online aspect of the Centre allow them to be buried with full military would provide the single portal for honours. Three generations on, hundreds genealogical research. of relatives and descendants traveled from Australia to see their loved ones There are many reasons why genealogy is finally laid to rest. DNA testing relies on not a primary driver of the National analysis of the Y-DNA that is passed on, Diaspora Centre: along with a surname, down the male line. DNA surname projects are a natural • Market research shows that the partner to genealogy research. Because potential for genealogical tourism is both surnames and y-DNA are passed much smaller than anticipated. from father to son down the generations, • To attempt to create a single portal bringing together lots of people who for genealogical records would share the same family name offers the represent an overlapping of opportunity to find matches, compare resources. The Department of Arts, genealogical findings and extend family Heritage and is working trees. Scoping out the possibilities for towards the creation of a single DNA testing all visitors to the NDC should portal at www.irishgenealogy.ie. At be explored. the same time, www.findmypast.ie is attempting the same from a commercial perspective. • The National Library Genealogy Advisory Services is a highly rated and popular service (13,000 people used the service in 2001) providing individual guidance on genealogical research. Other organisations providing services in this area are listed in Appendix 3. • Genealogy is an individual’s search for an ancestor and also a search for ‘place’ – the family’s historical homestead. With the increasing digitization of records and their availability online (either free or paid for) people tend to complete their research online and then, if really interested, visit the homestead rather than a visitor attraction.

London +44 (0)20 7378 9900 [email protected] 34 Operations at the National Diaspora Centre

This section provides an overview of key Ownership and Organisation Structure considerations regarding the operation of an NDC. Since there are many unknowns Promoter / Owner Management Company at this point, the discussion is necessarily The organisational structure and business Private Sector Promoter: a number of Most of the ownership options listed and that it is bound to these purposes by The board would have overall focused on general principles. model for the NDC will depend on the the NDC proposals - e.g. CHQ and Birr above ultimately involve the creation of a its governing instrument, i.e. its responsibility for the governance of the organisation(s) promoting it. The main Workhouse - are being promoted by private limited company to own and memorandum and articles of association. company, including its strategy, options for promoter are: private sector interests. The promoters operate the NDC. In cases where the The company will assume full operations, staffing and finance. In order intend to establish a limited company to public sector is involved, it is likely that responsibility for the management of the to work efficiently, it would be useful to • an existing local authority or other develop and operate the NDC. the company would be limited by NDC. Its responsibilities will include: establish committees of the board public body guarantee. In such a company, all profits covering, for example, marketing, • a new body established by an Public-Private Partnership: a number of would be retained for the future • the operation and maintenance of development and finance. This committee existing public body the public sector promoters have maintenance of the Centre and to build a the NDC and its exhibits. structure would facilitate a more even • a private sector promoter indicated that they plan to raise money fund to renew the exhibition on a periodic • the development, organisation, distribution of the overall workload • a public-private partnership. from private investors and/or basis. management and marketing of among directors. Moreover, it would not philanthropic sources. To facilitate this, tourism, education, cultural and be necessary that the committees be Existing Public Body: the majority of the they intend to set up a company which If the Centre is to hold valuable commercial activities, including the comprised solely of board members - organisations who are proposing to may be limited by shares, if they are collections, the latter might be protected organisation of events and temporary non-board members could also be invited develop an NDC are public sector bodies, securing investors, or by guarantee if they by retaining their ownership in a separate exhibitions. to participate in order to enhance the mainly local authorities. However, few, if plan to seek charitable status and attract entity or trust which then lends • recruitment, training and skills and experience available. This any, are proposing to operate the NDC philanthropic donations rather than collections to the management company management of necessary staff. would be particularly valuable in relation directly within their existing organisation commercial investment. The contributions for exhibition and maintenance. Such a • development of partnerships with to planning and programming exhibitions structure. The generally preferred by partners to the public-private venture structure is applied by the Hunt Museum key stakeholders in the Diaspora and and cultural events. approach is to establish a subsidiary could be in the form of cash, property or in Limerick. Another approach would be tourism fields, including academic corporate entity, usually in the form of a other hard and soft assets. A public- for the owner of the facility – building and institutions and other Diaspora company limited by guarantee, that private partnership could also be created contents – to lease or licence the facility centres and initiatives. would take on the development and in the delivery of the project through one to an operator, again to protect the • the security of the NDC, and the operation of the Centre. of a number of contract options, including primary asset in the event of an safety of employees, tenants and Design and Build, Design/Build/Operate operational failure. This model has been visitors to the Centre. New Public Body: the development and or Design/Build/Operate/Finance. used at a number of attractions including operation of the NDC could be assigned Titanic Belfast. The board of the company should to an independent, new public body, comprise nominees of the major created specifically for this purpose. If established on a not-for-profit basis, stakeholders/funders of the project. It Such a corporate entity, as a commercial the company should seek charitable will be important to ensure that the board public body, would have to be status to enable it to attract donations includes an appropriate mix of skills and established either by or pursuant to under favourable terms and to be granted experience among its members so that it statute (e.g. ESB, funded by statute, or exemptions from certain taxes, including can guide the future management and Dublin Port Co., established pursuant to corporation tax, income tax, deposit development of the NDC successfully. It the Harbours Act 1996.), or as a interest retention tax, capital acquisitions needs to be efficient and certain in its subsidiary company to an existing body tax and stamp duty. The ‘advancement of decision-making and be capable of (e.g. Viking Triangle Trust in Waterford), or the arts, culture, heritage or science’ is bringing influence to bear on other bodies as an independent entity established by defined as a charitable purpose by the where required by the interests of the one or more existing public bodies (e.g. Charities Act 2009; this Act has yet to be NDC. Titanic Foundation Ltd. which owns implemented in full. The Minister for Titanic Belfast). Justice recently announced further In addition to the members nominated by deferral on the grounds of cost. In the major stakeholders, provision might be interim, cultural activities may be eligible made for a number of further members for charitable tax exemption under the who may be co-opted by the board. This ‘advancement of education’ category. To would enable the board to ensure that gain exemption, the company, inter alia, there is a good balance of relevant skills must satisfy the Revenue Commissioners and experience among the directors. It that its income and property will be may be noted that most of the current applied for charitable purposes only, proposals for an NDC do not include specific visitor attraction management expertise or commercial tourism experience in their project teams. Such expertise is highly desirable for a new visitor attraction.

London +44 (0)20 7378 9900 [email protected] 35 Management and Staffing Figure 5: NDC Oganisational Structure

The management team at the NDC will comprise the following: CEO

• Chief Executive PA to CEO • Operations Manager • Exhibitions Manager / Curator • Marketing Manager • Finance Manager Asst. CEO, Operations • Heads of genealogy, education and Marketing & Retail Head of events. Sales Manager Finance Manager An illustrative organisation structure is Visitor Visitor Curator Genealogy Facilities Sales Shop Admin provided in Figure 5. The organisation is Experience Reception / Head Mgmt Team Staff Staff structured into 5 main operating / Guides Box Office departments: Operations, Marketing, Visitor Reception Exhibitions Genealogy Maintenance Experience Team Events Team Team Retail, Administration and Genealogy. Team Education Catering operations are assumed to be let to a specialist contractor. There would be flexibility in the staffing of each front-of-house section, with staff being Table 11: NDC Staff Complement enabled to move between visitor experience guiding, box office, retail and events. This would enhance the skills of front-line staff, offer a more interesting work experience, and facilitate rostering and operational management.

It is envisaged that the Centre would operate on a year-round basis. The core management and staff team would work year-round, and would be augmented by seasonal staff for the Easter – October season.

The management and staff complement necessary to operate the NDC efficiently and successfully is based on an assessment of the functional requirements and the labour time inputs. The assumption is that the Centre will be open 7-days a week, for 361 days a year; opening hours will extend from 10 a.m. to 5 p.m. in the low season, and 9 a.m. to 7 p.m. in the summer and shoulder months. Based on a detailed analysis, the staff complement is assessed at 34 full-time positions, supported by defined pools of 9 seasonal and up to 14 casual part-time staff. The latter group would be on zero hours contracts to allow for the flexibility essential to efficient operation. The distribution of the staffing complement by category is set out in Table 11.

London +44 (0)20 7378 9900 [email protected] 36 Financial Analysis

Detailed projections are provided in Visitor Numbers Tables A2.1 – A2.5 in Appendix 4. The underlying assumptions and a summary Introduction The inherent drawing power of the visitor Location and Access Supporting attractions and other facilities Marketing of the main points are presented in this Making projections of the number of centre The primary factors to consider in Experience shows that isolated It is evident from the experience of other section. It should be noted that, as is the visitors that a future attraction will draw is The inherent drawing power of an location choice were outlined on page 29. attractions can find it difficult to draw sites that marketing plays a significant case with any projections, achievement an inexact science. There are numerous attraction is derived from its theme, These are vital considerations for any large numbers. Those in locations where role in building visitor numbers. The most of the results indicated is entirely examples of museums and other heritage content, how this is presented, its overall tourist facility and it will be essential that there is a range of retail outlets, cafés, successful sites are also those with the dependent on the various explicit attractions that have achieved visitor scale and the range of visitor services the NDC be located where, or very close bars and other attractions as well as most effective marketing. For this reason, assumptions being fulfilled. While these numbers far below the over-ambitious and facilities on offer. Themes of local to where, there is a significant tourist accommodation, tend to have greater we have made provision for a substantial have been calculated carefully and targets that had been set for them. The interest tend to attract local audiences, footfall. Proximity to a large residential levels of visitation due both to higher marketing budget in the financial conscientiously, and with reference to experience of these attractions has whereas themes of international interest population is also important. Distance footfall in the surrounding area and the projections. The marketing message is extensive research and experience, there provided a useful set of reference points - which include those of the NDC - have from tourism hubs, main roads and cities perception among potential visitors that highly influential. Even one glimpse at the can be no guarantee that they will be and has given rise to a greater sense of much greater drawing power. The nature impacts heavily on the potential demand there is a lot to do in the area. The NDC cover of a brochure or a logo can be fulfilled. Reference should also be made realism in the planning of new cultural of the content and its presentation are for an attraction. Remote attractions must would benefit from a location close to enough to convey the impression of to the disclaimer at the beginning of attractions. By the same token, a number also critical factors - are there unique be of destination standard, offering a other significant attractions which have whether a visitor attraction would Appendix 2. of attractions that have opened in recent features, is it authentic, and does it have sufficient range of features and activities high visitation levels. welcome particular groups. The years have outperformed their pre- a wide market appeal? Scale is also to promote longer dwell-times and thus marketing messages implicit in all opening projections – for example, Titanic relevant: small attractions tend to have make the journey worthwhile. Experience communications will help determine the Belfast, Tayto Park and the Titanic small audiences. Moreover, even if the suggests that entertainment attractions audience. It is assumed for the estimation Experience Cobh. In general, the majority content is a compelling draw, small size have greater appeal than museums, of demand that the marketing messages of leading visitor attractions in Ireland will limit capacity. The NDC must respond brand centres and education attractions will be broad and appealing to a wide have achieved good results over the past well to all of these criteria – uniqueness, in terms of drawing people over longer audience. two years as tourism has picked up. authenticity, market appeal and scale. distances. Ease of access to an attraction and around its features is also an The following factors have a significant important consideration, and a location influence on demand: adjacent to main transport arteries and public transport services should be • the inherent drawing power of the preferred. attraction (content, presentation, etc.) • location and access • overall expertise and experience of management/promotor’s team • supporting attractions and other facilities • pricing • marketing • overall market size.

London +44 (0)20 7378 9900 [email protected] 37 Total market size and repeatability Pricing Experience of Other Attractions Co-Location to Increase Visitor Numbers Summary The total size of the market and key This is an important factor - the In addition to the factors outlined above, The number of visitors to the NDC could In assessing the demand potential for the target market segments both defines experience in the Irish visitor attraction the experience of relevant attractions also be increased significantly above the NDC, we have assumed that the above opportunity and sets limits to that industry is that the market is price- informs the projection of visitor numbers. projected 300,000 if it is co-located, or points will be taken into careful account opportunity. Tourist attractions with high sensitive and few sites command Table 7 (page 12) shows the number of shares a building, with a complementary in locating and developing the NDC. We levels of visitation tend to be located in or premium prices. The Guinness admissions to leading cultural attractions cultural facility. For example, co-location have also considered the experience of near large population centres – the Storehouse is a good example of a in 2011. On the assumption that the with a major traditional music and/or other attractions in Ireland and diaspora principal exceptions are major natural premium-priced site, and CHL Consulting ambition of the NDC is to be a major dance performance and exhibition centre centres in other countries. In the light of heritage sites, such as the Giant’s have very recently conducted a detailed cultural attraction for both the domestic would contribute directly to the these considerations, we have applied Causeway, Glendalough and the Cliffs of analysis of its pricing strategy. CHL have and overseas tourist markets, and also generation of potentially a much larger appropriate market penetration rates to Moher. also advised on pricing at Titanic Belfast assuming that a positive stance is taken number of visitors to the NDC, especially each of the major market segments to for 2013-2014. Premium prices can be to the factors noted above, it is if attractively-priced joint ticketing arrive at a projection of visitor numbers. The effective size of the available market justified by scale, strong market reasonable to project admissions to the options were offered. A number of the The penetration rates applied are at the can be significantly increased if the NDC positioning, unique content and long NDC at comparable levels to mainstream proposals for an NDC incorporate such a lower end of the range for leading attracts repeat visits. This will depend on dwell times. However, attractions that cultural attractions in Ireland. concept. Of course, co-location implies attractions, and are specified in Table the quality and range of the visitor may not have this combination of the need for a much larger building, or A2.2a of Appendix 4. experience and whether the exhibition attributes must pitch their prices at a complex, to house both facilities. and supporting facilities and services level consistent with prevailing market Based on this analysis the projected provide a rich enough experience to rates. The price points selected for the visitor numbers are as follows: warrant repeat visits. NDC place it at a level below the premium sites, but consistent with quality Year General Admissions products offering a rich experience with 1 300,000 an extended dwell-time. 2 275,000 3 290,000 4 305,000 5 320,000

The pattern of demand reflects a surge in year 1, responding to the novelty of the attraction, curiosity about its content and strong advance marketing. This falls back by about 10% in year 2 and, thereafter, increases by about 5% a year in line with overall tourism market growth.

In absolute terms, the levels of demand projected are considered realistic in the light of the visitor experiences and products on offer, and the broad market appeal of these. The unique qualities of the NDC, the size of the target markets and the performance of tourist and leisure attractions elsewhere in Ireland support these demand projections. A breakdown of the composition of demand is provided in Table A2.2a, Appendix 4.

London +44 (0)20 7378 9900 [email protected] 38 Capital Costs Table 12 gives an indication of the type of Table 12: Exhibition fit out relative to cost per sqm exhibition fit out relative to the cost per The capital costs of the NDC will depend square metre, while Table 13 summarises Projects Notes Cost per sqm on the approach taken to its some of the advantages, disadvantages The Art of the Book at Chester Beatty Traditional. High quality objects and €3,500 establishment. The principal possibilities, and possible costs of locating the Library finishes. No interactivity. in descending order of likely costs, are as National Diaspora Centre in a purpose- Large objects in open space, flexible Riverside Transport Museum, Glasgow €4,000 follows: built building, within an existing building displays, interactives or installing it into an existing institution. Kuwait Oil Company Centre, Ahmadi, High quality, heavily interactive brand €6,000 • Construct a new building of 6,000 It should be noted that these costs are Kuwait centre with strong, immersive AV sqm containing a 3,000 sqm exhibition. broad, indicative estimates only, subject ARAS, Aras an Uachtarain, Dublin High quality finishes €7,000 • Conversion of an existing building of to considerable revision when the specific King Abdullah Petroleum Studies & Very high-tech interactives and finishes - €12,000 suitable size, condition and configuration details of a project are known. Research Centre, Riyadh very small area to contain a 3,000 sqm exhibition with Immersive AV, high-tech interactives and Bahrain National Charter Monument €14,000 supporting visitor facilities (café, shop exceptional finishes etc.) and ancillary functions (temporary exhibition space, lecture/performance Table 13: Options for the Development of a National Diaspora Centre space etc.) • Installation of the exhibition at an Advantages Disadvantages Possible Cost Range existing cultural or educational facility where there is sufficient suitable space • High cost (depending on • €20m to €30m, available, and there is the possibility of building specifications) assuming high • Purpose-built giving the NDC a distinctive brand. • Long development time exhibition specification • Could create an iconic including design and planning at €4,000 per sqm over building Further front-end capital cost adjustment 1) New stages. 3,000 sqm (€12m) – may be achieved by: • Possible to choose a Building • If design is very specific, may this could be reduced if suitable location be difficult to convert to an the size and/or • Reducing the size of the exhibition Could include other, • alternative use if NDC fails. specification of the area. complementary uses. Site purchase adds to total exhibition were • Diminishing the quality and • cost. reduced. sophistication of the exhibition. • Reducing the size and/or range of • Cost-saving, if building in Risk of high cost escalation if supporting visitor facilities and ancillary • good condition and building condition is poor and/or €13m to €25m, but risk functions. • suitably configured. very extensive conversion works of exceeding this; It is possible, in considering the above • Potential to use an are required. again assumes high options, to envisage the capital cost of historic building to gain • May be very limited choices of exhibition specification presence. of at €12m – reducing the project ranging from around €5 million 2) Existing location available. Co-location with the specification would to €26 million, or more. It is difficult to Building • • Building acquisition cost high, conceive of the establishment of an NDC complementary but possibly avoidable if part or lower this cost, but of any stature for less than €5 million, uses/attractions, if all of the building is leased, or if less than €5m for the with the actual final cost depending on building is large enough. a potential operating partner exhibition would location, scale and specification. • Faster development time, already owns the building. probably be too low for if no major planning major impact. For the purposes of the financial analysis issues. in this report, we have included only the cost of the exhibition itself. The • Few suitable choices available. recommended exhibition space allocation • Costs may rise if extensive • Speed of is 3,000 sqm. The cost of exhibition conversion or refurbishment implementation. design, construction and installation is 3) Install works are necessary. • €5m to €15m, • Potential operator put at €4,000 per sqm which would exhibition Risk of invisibility or lack of depending on already on-site. • produce a high specification exhibition of into an presence if NDC is subsumed exhibition specification Cost savings, although a standard comparable with that at existing • into a larger entity. and size, and enabling Titanic Belfast. the site-owning institution Challenges may arise in works required. institution may seek • ensuring the institution operates licence or lease fees. the NDC in accordance with the goals of its sponsors.

London +44 (0)20 7378 9900 [email protected] 39

Operating Revenue and Cost Technology relationships: Technology Assumptions and sponsorship

The main assumptions underlying the Inflation: included at an average rate of Table 14: Proposed General Admission Prices (incl. VAT) Much of the AV and IT equipment in the projections are detailed in the tables in 3% per annum. Centre will be supplied as standard Appendix 4. Key points to note are as € equipment, designed to carry out the follows: Gross margins: assumed to be 50% on right functions and be sourced through Adult entrance fees 12.50 shop sales and 97% on admissions. [The companies that can provide an integrated Concessions (OAP/student) 9.00 Pricing: admission ticket prices are 3% direct cost of admissions covers solution with experience and back up for based on the pricing structure in Table 14 ticket printing, credit and debit card Child entrance fees 7.00 service. However, for the Centre, we which is consistent with prices charged at charges.] School/group entrance fees (per person) 5.00 believe that company sponsorship could leading attractions regionally and Family entrance fees (2+2) 32.00 be very attractive, but this should be in elsewhere in Ireland. The key issue is the Staffing: assumed to be at 100% of full the form of sponsorship for content and Adult group entrance fees (per person) 8.00 overall yield achieved, as this takes into complement from year 1, in accordance funding, rather than donated equipment. account discounts and the visitor mix. with the staff schedule in Table A2.4, Allowance for discounts is included in the Appendix 4. Wages and salaries are set Where technology sponsorship does substantial provision for concessions. at prevailing rates for visitor attractions. provide exciting opportunities, is where a The yield averages just under 70% which technology company offers intellectual reflects a high proportion of adults in the Repairs and maintenance: charged at property or content that can be used. For visitor mix. 5% of total income. example, a large technology company like Google can provide access to Evening events: revenue based on 12 Professional fees: allowance for auditing powerful search facilities and databases events in year 1 increasing to 20 in year 2 / accountancy and other professional that would be impossible to reach on a and 26 per annum thereafter, with services (e.g. architecture, engineering, normal commercial basis, if they could be admissions averaging 80 per event. market research / audience surveys, approached and interested in the Centre. Additional revenue is earned from F&B management consultancy etc.) Other technology companies with a and retail sales to audiences. strong employment base in Ireland could Other operating costs: estimates based also be interested to provide additional Shop sales: based on an average on the scale and type of activity. funding, again on a reciprocal basis, to transaction of almost €2.45 per visitor, promote their role in employment and net of VAT. This is within the average Depreciation: depreciation is charged in maintaining family life in the region. Initial range for visitor attractions. accordance with the schedule in Table conversations with Google and Twitter A2.5, Appendix 4. This is based on a suggest that they are keen to be engaged Café concession: based on 12.5% of 3,000 sqm exhibition at €4,000 per sqm, in working on the project as it moves turnover (10% in year 1). This is towards which is in line with the cost of the forward. the lower end of concession fees – e.g. exhibition at Titanic Belfast. tenders for catering services at Titanic Belfast offered fees ranging from 12% to 21%. The per capita expenditure level of €2 in the café is below the average for leading visitor attractions (€3.50).

VAT: is charged at 9% on admissions and 23% on other sales.

London +44 (0)20 7378 9900 [email protected] 40 Results and Conclusions

A summary of the projected operating Risk Factors Visitor numbers: it is impossible to Table 14: Summary of Projected Operating Results results for the NDC over its first five years The development of new visitor predict visitor numbers to a unique, new of operation is provided in Table 14 in attractions carries significant risk. They attraction with precision – the margin of accordance with the assumptions listed are very expensive to establish and error is high. Advance market testing can above together with those detailed in the cannot easily be developed in a cautious, increase the confidence in projections. Tables in Appendix 4 (Tables A2.1 – A2.6). phased way. A certain minimum level of However, the challenge with a new visitor content must be in place from opening attraction is that consumers cannot really This preliminary financial analysis day to attract consumer interest – if an test and assess the experience before it indicates a potential to be sustainable in attraction is not well-received when it first is built; up to that point, all that is operations once the admissions targets opens, it is very difficult for it to establish available is imagery and text, which are reached. The project could also subsequently a stronger market position, essentially force consumers to imagine a generate a sufficient surplus to provide even if a lot more money is spent on future experience. The findings of such for periodic renewal of the exhibition and improvements. The following are major advance research must be treated with other features, which would be essential risk factors: caution. to its long-term sustainability. However, it is evident that the project could not Capital Cost overrun: the project may Market conditions: the operating service significant debt, nor could it be under-budgeted at the outset through environment may change significantly provide a commercial return to investors. inadequate specification, which has to be between the date a decision is made to This means that it will need to generate remedied, or because of unforeseen build the attraction and the date the its capital finance from non-commercial factors such as problems with the site or doors actually open for business. The sources – i.e. from grants or philanthropic existing buildings that were unknown at consequences of negative external donations with, perhaps, a very modest the time of costing. Changes may also be developments such as economic level of debt. made to the specifications during recession can be a failure to achieve construction, which add to costs, or visitor number and/or targets. The relationships and communication unforeseen input material price increases channels opened for Ireland during the may arise. Accurate specification and Operations: operational problems may many Gathering events this year could be building surveys are vital, as is effective arise in a number of areas including, inter fostered and further developed through a project management. alia, a failure to deliver a good visitor National Diaspora Centre, which could experience due to poor management and act as a permanent location for that Construction: the building quality and inadequate staff training, poor operating legacy, to the overall benefit of Ireland. exhibition fit-out do not meet required cost control, poor operating standards standards and consumer expectations. and unforeseen operating problems with Post-construction correction may be the building, exhibition and/or other possible, but this will add to costs. visitor facilities. Appointing experienced management, ensuring staff are well trained, and ensuring that contractors, suppliers and maintenance personnel meet required standards are essential measures.

London +44 (0)20 7378 9900 [email protected] 41 Appendix 1: List of Consultees

Association of Professional Glasnevin Trust Riverdance Genealogists George McCullough, CEO Moya Doherty Helen Kelly Google Ireland RTE / Entertainment Bank of Ireland David Geraghty, Director Small and John Bowman, Chairman of Diaspora Brian Wickham, Head of Branches Medium Business Sales. David is Centre Advisory Group Google’s representative on the The Mike Murphy, entertainer Clans of Ireland Gathering. James O’Higgens Norman Shannon Development Projects Irish Family History Foundation Flann Quilligan, Shannon Development, Cork City Manager Karel Kiely Tourism Product Development Manager Tim Lucey Irish Heritage Trust Tipperary Crystal Cork County Manager Kevin Baird, CEO Declan Fearon Martin Riordan Irish Times Tourism Ireland Department of Arts, Heritage and John Grenham Mark Henry Gaeltacht: Niall O’Donnchú Irish Tourist Industry Confederation University College Dublin Chris Flynn Eamon McKeon, CEO Pat Cooke Kevin Lonergan Sharon Barry Irish Tour Operators Association World Irish Orlaith Gleeson Ruth Andrews, CEO John McColgan

Department of Tourism, Transport and Limerick City Diaspora Project Sport: Tom Enright, Director, Economic John Kelly, Principal Officer Development & Planning Brian Murphy, Special Advisor to Minister Kieran O’Donnell, Fine Gael, Member of Leo Varadkar T.D. Oireachtas Eileen Humphreys, University of Limerick Diaspora Studies Pat Fitzgerald, Senior Executive Officer, Kingsley Aikens Limerick Council Michael Tiernan, Limerick Business man Dublin City Council Diaspora Project Lorna Moloney, University of Limerick Brendan Kenny, Assistant City Manager Eoghan Prendergast, Shannon Bruce Philips, Assistant Area Manager Development Edel Flynn, Chief Operating Officer, The Helen O’Donnell, Limerick City Business Digital Hub Association

Dun Laoghaire Harbour Company Mellon Centre for Emigration Studies Gerry Dunne Brian Lambkin, Director

Eneclann National Archives of Ireland Fiona Fitzsimons, Research Director Caitriona Crowe

Fáilte Ireland Research Team National Library of Ireland Caeman Wall / Nessa Skehan, Fiona Ross

Findmypast National University of Ireland, Maynooth Brian Donovan Philip Nolan, President Mark Boyle, Professor of Geography, The Gathering Head of Department Jim Miley, Project Director Marion Lyons, Professor of History, Head Tim O’Connor, Chairman of Department

London +44 (0)20 7378 9900 [email protected] 42 Appendix 2: International Benchmarks

Heritage / Cultural Attractions with Diaspora Connections

Form/Function Visitor Numbers Form/Function Visitor Numbers Beit Hatfusot Beit Hatfutsot is the National Centre for Jewish communities in There were over 200,000 visitors The Migration The Migration Museum is located in central Adelaide next to the Admission is free Museum of the Israel and around the world and this interaction gives the overall to Beit Hatfusot in 2011. Museum, Adelaide State Library. The Migration Museum’s aim is to work towards Jewish People, project its multi-dimensional appeal and strength. South Australia the preservation, understanding and enjoyment of South Visitors: 156,000 in 2011 Tel Aviv 70% of the visits are made by Australia’s diverse cultures. It is ‘a place to discover the many Of the building’s expansive 17,000sqm, some 4,200sqm is Israeli residents and of the identities of the people of South Australia through the stories of dedicated to the new Museum of the Jewish People. There is balance the majority are from the individuals and communities.’ Their programme includes palpable energy about the place and the new café, good United States. 20-25% of permanent as well as temporary exhibitions, education footfall, strong temporary exhibition programme and burgeoning visitors are Orthodox Jews and programmes, talks and tours. There is a shop on site and the education activities all illustrate that Beit Hatfutsot is on the over 25% come in school or venue is available for hire. cusp of something special. other groups. Only about 10% of visitors are made by non The Museum’s collections are at the heart of the Museum. The The goals and ambitions of the project are striking. The facility Jews. collections policy is to gather objects that relate in some way to has at its heart the exploration of the question of what it means migration stories, cultural heritage or the history of the current to be Jewish and how that is given personal reality through the Admission: NIS 42 (adult)ww site of the Museum. concept of Jewish Peoplehood. The Museum of the History of the Jewish People will be the anchor of the redeveloped Beit Hatfutsot.

The core exhibition is currently undergoing a massive renovation and is due to re-open in 2015. The Museum seeks to explore the full 4,000 year history of the Jewish People not as an end in itself, but as a means to arouse curiosity, stimulate Form/Function Visitor Numbers thinking, enable an informed dialogue of what it means to be Bremerhaven Situated at a historic site in the New Harbour, Bremerhaven, The first year saw 220,000 Jewish. A central objective is to connect Jewish people from German which opened in 1852, and which was the departure point for visitors. 2% of these were from around the world to their roots. This is a powerful agenda. Emigration Centre approximately 1.2 million emigrants to the New World by 1890. America. The New Harbour was adjacent to the Old Harbour, the Imperial Ongoing programme of temporary exhibitions of Jewish culture, Harbours and the Columbus Wharf, all departure points for the Now approximately 500,000 stories, events around the world. Some of these have seen 7.2 million emigrants who sailed for the New World from visitors annually. huge success and brought high visitor numbers Bremerhaven. The museum came about as a collaboration with Ellis Island. It was also marketed at Ellis Island with a joint School visits and education Strong education programme including ‘The School of Jewish exhibition: ‘A Gateway to Ellis Island’. programme keep numbers up Peoplehood Studies’ which is taught at Jewish Institutions year round. globally. BGEC is designed as an immersive experience. The admission ticket, an iCard, is an electronic boarding pass which allows Admission: €12.30 (adult) Family Gallery features a hugely successful interactive visitors to embark on a personal journey of 300 years of exhibition on the Hebrew language. immigration and emigration history. Each iCard contains the story of an individual who either emigrated to the New World or Online Virtual Museum project is underway. The aim of the found a new home in Germany. The iCard also activates many virtual museum is to cultivate a sense of Jewish Identity among audio stations and interactive displays. the global Jewish community by allowing access to archives and databases, but also by allowing users to add information, Exhibits and displays include object displays, a 1950s style images etc. of their own. cinema, and a Kids World section. Strong ties with influential Jewish Diaspora.

There are opportunities for visitors to trace their roots through access to international genealogy databases, all of which are already available online.

London +44 (0)20 7378 9900 [email protected] 43 Form/Function Visitor Numbers Form/Function Visitor Numbers Ellis Island The Ellis Island Immigration Museum New York was opened in 1,892,419 total visitors to Ellis Immigration Located in Melbourne’s Old Customs House, the Immigration The year 2011-2012 saw record Immigration 2001 and is part of the Statue of Liberty National Monument. Island 2011-2012. Ellis Island is Museum, Museum displays a range of permanent exhibitions relating to breaking visitor numbers of Museum, New often visited as part of a tour Melbourne identity, the common emigrant experience of journeys, emigrant more than 140,000 at the York From 1892 to 1924, Ellis Island was America’s largest and most which includes Staten Island and timelines and stories. Immigration Museum. The active immigration station, where over 12 million immigrants The Statue of Liberty. The Statue previous year saw 128,350 were processed. The museum is located in the Main building of of Liberty received almost 3 Temporary exhibitions focus on the culture and heritage of visitors. the former immigration station and is described as an ‘exciting million visitors in that year. migrant communities. For example, an exhibition on the work of family research facility’ that ‘provides visitors with advanced Irish photographer, David Monahan, chronicles the current Admission: $10 (adult) computer and multimedia technology, printed materials, and 121,504 people visited the generation of Irish immigrants across Australia. professional assistance for investigating immigration history, Immigration History Centre. family documentation, and genealogical exploration.’ The visit 91,128 searches were made at A Discovery Centre provides research facilities for those wishing begins with a 45-minute audio tour that invites visitors to relive the centre. to trace their ancestry. A vibrant education programme is linked the immigrant experience as if they were a ‘new arrival’. Website saw over 500,000 visits to the National schools curriculum. to the American Family The experience also includes self-guided exhibits as follows: Immigration Centre page. • ‘Journeys: The Peopling of America Centre 1550-1890 (an exploration of arrivals in America pre-Ellis Island) Admission: Free; Audio tours $8 • The American Flag of Faces (an animated flag filled with a montage of images submitted by individuals and their Visitor numbers are from The families) Statue of Liberty-Ellis Island • The American Immigrant Wall of Honor (the longest wall of Foundation Annual Report, Fiscal names in the world with more than 700,000 names) Year Ended March 31, 2012. Form/Function Visitor Numbers • The American Family Immigration History Centre (providing Museum of the Located inside St. Regis's new 42-story St. Regis Museum 125,000 visitors since opening access to passenger records for 22 million people) African Diaspora, Tower, next to the San Francisco Museum of Modern Art, the in 2005. This equates to less • Temporary exhibits San Francisco Museum of the African Diaspora, opened in 2005. than 18,000 a year.

Displays focus on North America, the Caribbean, and South 2010 Plan to increase visitor America, and trace the history of the African slave trade, African numbers to 60,000 annually by people's liberation movements in Africa and the New World, 2015. African music and its legacy in other musical forms, among other subjects. Admission: $10 (adult)

Programme of temporary exhibitions. Education Programme. Online Exhibitions.

London +44 (0)20 7378 9900 [email protected] 44 Archives and Genealogical Facilities

Form/Function Visitor Numbers Form/Function Visitor Numbers Irish Diaspora The Irish World Heritage Centre has been in existence since 1986 Scotland’s Records and Archives Centre dedicated to Genealogy and Free taster sessions (2,402 Museum at the as a focal point for the local and regional Irish community. A People Centre, Family History including census, births, deaths, marriages, wills, users in 2012). Irish World new contemporary building has been created costing €18 million Edinburgh testaments, church records. Day tickets (21,441 users in Heritage Centre, was opened in 2012. The IWHC's vision is to establish a centre Virtual access on their online database. 2012). Manchester of excellence outside Ireland which provides unique visitor http://www.scotlandspeople.gov.uk/ Assisted Search Service (102 facilities, exhibitions, entertainment, sport and accommodation. Charges are according to document type. users in 2012).

A proposed Diaspora Museum, resting in the heart of the Irish World Heritage Centre will explore the concept of the Irish Diaspora and its consequences. Form/Function Visitor Numbers Project awaiting funding. PRONI Public Record Office of Northern Ireland relocated in March 2011 The number of on-site visitors to new premises in the Titanic Quarter. Holds public records as for 2010/11 totalled 8,924 well as private archives. Like the NLI they have an onsite facility though this was during the Form/Function Visitor Numbers for people to come to research but do not offer an advisory transition from its former, Migration Museum Proposals for the Migration Museum Project in the UK began in service. smaller premises to the new Project, UK 2003. The project is still in the planning / funding stage. Barbara building in Titanic Quarter. The Roche, former Government Minister and long-standing Ongoing programme of exhibitions and events. number for the previous year advocate of the need for a National Migration Museum, chairs was 17,628. the project. The Ulster Covenant Archive and Freeholders Records are The short-term plan is to create a temporary museum that will accessible online Online at http://www.proni.gov.uk/index.htm. There were 3,171 distance tour the country. The impetus behind the project is to cast requests for documents during immigration issues in a positive light and create a forum for 2010/2011. discussion. Form/Function Visitor Numbers The museum aims to document the story of migration in and UK National Vast official archives of the UK holding over 1000 years of The National Archives at Kew out of the UK. Archives at Kew, records, both digital and physical. Free entry to onsite visitors. receive circa 90,000 site visitors London annually. Onsite Museum, ‘The Keeper’s Gallery’, Research, Enquiry and Reading rooms.

‘Looking for a Person’ page on website is geared specifically towards genealogical research.

There is a drive towards digitizing records so as to make them available online. Figures demonstrate an overwhelming trend towards online access as opposed to physical visits.

London +44 (0)20 7378 9900 [email protected] 45 Appendix 3: Providers of Genealogical Services in Ireland

Name Services Provided Free Online Presence Irish Family History IFHF has an all-Ireland network of local No www.rootsireland.ie Foundation county genealogical centres (there are 70 National Library The National Library currently provides the Yes www.nli.ie/en/genealogy- listed in their brochure). They originated at primary on-site resource for genealogical advisory-service.aspx local level as a result of local interest and research and sees a large number of visitors because local parish priests were often (4 times that of the National Archives). inundated with people asking for help Around half their visitors are North American finding their ancestral records. The first and approximately 40% are British but there initiative was in Clare and the number of are also an increasing number of domestic centres grew to a point in 1984 when the visitors. Visitors are often novice Irish Family History Society was formed, genealogists who require a lot of guidance in seeing its role as developing standard reading the records to find relevant procedures for indexing records and shared information. The National Library’s resources where possible. It later changed Genealogy Advisory Service is unique its name to the IFHF. 1988 Government among genealogy facilities in the free, tourism task force had a Roots and Tourism personalised approach to guiding visitors element. The Irish Genealogical Project and helping them find and read records. The emerged from this and in 1993 a company genealogical services at the NLI is provided was formed called Irish Genealogy Limited on contract by Eneclann in association with (which ceased to function in 2009). They Ancestor Network. This service is very busy continue to offer genealogical services and during the summer months when an access to over 20 million online records. additional genealogist is hired. There is usually a queue for this service during the General Registrar’s Office Records of births, deaths and marriages No www.groireland.ie busy months. dating back to 1864. Their office is located in Roscommon but can be searched online Archival material includes: Catholic Parish at their family research facility in the Irish Registers, property records, newspapers, Life Centre, Dublin 1. published family histories, local history society publications, directories and heraldic Irish Emigration Database Documenting Ireland: Parliament, People Yes http://www.dippam.ac.uk records. and DIPPAM and Migration is an online virtual archive of http://ied.dippam.ac.uk documents and sources relating to Ireland Visitors to Family History Room and its migration experience during the 2012 6,050 C18th and C19th. It is made up of three 2011 8,035 databases including the Irish Emigration 2010 7,083 Database which can be cross referenced. It National Archives The National Archives holds many records Yes www.nationalarchives.ie is a joint project between the Mellon Centre relevant to Irish genealogy and local history. www.census.nationalarchives.ie for Migration Studies, Queen’s University, The genealogical services at the National University of Ulster and The Libraries of Archive is provided on contract by Eneclann Northern Ireland. As it only went online in in association with Ancestor Network. 2011/2012 there are no user figures available at this time. Archival material includes: 1901 and 1911 Census Records, Wills and Testimonies, Find My Past Comprehensive digitised records from No www.findmypast.ie transportation records, estate records. census, births, deaths, marriages, passengers lists, military, newspapers, Visitor Numbers social organisations, etc. As a global 841 over a 22 week period from August 30th website there is scope for cross referencing 2012 records from UK, US, and Australia. Department of Arts, Offers free access to a selection of church Yes www.irishgeneaolgy.ie Ancestry.com Operations Website containing over 35 million Irish No www.ancestry.com Heritage and the records with plans to continue to add Inc. (USA) records. Also global allowing cross Gaeltacht records and become a major free portal for referencing of records from elsewhere. Irish genealogy.

London +44 (0)20 7378 9900 [email protected] 46 Family Search Non-profit family history organisation No www.familysearch.org historically known as the Genealogical Society of Utah which was founded in 1894. Its primary benefactor is The Church of Jesus Christ of Latter-day Saints that holds the largest database of genealogical records worldwide including over 33 million Irish records. There are 4,500 Centres around the world based out of their chapels including a growing number in Ireland – Limerick, Cork, Finglas, Londonderry, Coleraine, Belfast and a location in Galway that will open later this year. They offer services such as digital conversion, online indexing and preservation to record custodians. Eneclann Offers family history research and No Irish component of www.origins. genealogical services to private clients and net; also findmypast.ie (see media. The findmypast.ie website is being above) and www.eneclann.ie developed and operated by Eneclann in association with Bright Solid. Eneclann and Ancestor Network jointly also provide the genealogical advisory services at the National Library and National Archives.

PRONI Public Record Office of Northern Ireland Yes The Ulster Covenant Archive and relocated in March 2011 to a new premises Freeholders Records are the Titanic Belfast Quarter. Holds public accessible online Online at records as well as private archives. Like the http://www.proni.gov.uk/index. NLI they have an onsite facility for people to htm come to research but do not offer an advisory service.

Ongoing programme of exhibitions and events.

The number of on-site visitors for 2010/11 totalled 8,924 though this was during the transition from their former, smaller premises to the new building in Titanic Quarter. The number for the previous year was 17,628.

There were 3,171 distance requests for documents during 2010/2011.

London +44 (0)20 7378 9900 [email protected] 47 Appendix 4: Financial Projections

London +44 (0)20 7378 9900 [email protected] 48 London +44 (0)20 7378 9900 [email protected] 49 London +44 (0)20 7378 9900 [email protected] 50 London +44 (0)20 7378 9900 [email protected] 51