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Acknowledgement
This research was carried out by Accelerate Business Coaching, supported by
the Economic Department of Tipperary County Council
February 2016.
3
Chapter 1 – Introduction and Background 4
Chapter 2 – Macro Environment of Town Centres 7
Chapter 3 – Strategic Capabilities 13
Chapter 4 – Structure and Governance 16
Chapter 5 – Marketing for Town Centres 20
Chapter 6 – Finance and Funding 24
Chapter 7 – Town Overviews 28
Thurles 32
Roscrea 41
Templemore 50
Chapter 8 – Common Town Centre Initiatives Recommendations 61
Chapter 9 – Monitoring, Implementation and Conclusion 63
Appendix 1 64
Bibliography 65
4
Chapter 1
Background
Introduction
Tipperary has a strong network of towns
spread across the county, all of which
have felt the effects of the downturn in
economic activity to a greater or lesser
extent. Tipperary County Council, as the
new unified authority for Tipperary,
identified a need to develop a coherent
Town Centre Strategy to help restore
vibrancy and vitality to the retail areas in
the centre of the major towns.
Scope of the initiative
The towns of Clonmel, Nenagh, Thurles,
Carrick-on-Suir, Roscrea, Tipperary,
Cashel, Cahir and Templemore represent
40% of the population of Tipperary and the
influence of these towns extends across
the full county. This was considered an
important fact in terms of focusing
particular targeted attention to these
centres. The population of the towns is
shown in Table 1 below.
Table 1: Towns included the Town Centre
Initiative and their Population
.
Description of the Initiative
Experience from Ireland and abroad
demonstrates the value of local
partnerships in developing well-considered
and effective solutions and this was at the
core of the Town Centre Initiative (TCI).
The success of measures to support town
centres is predicated on facilitating a
strong town centre partnership vision and
strategy that takes account of the town
people, economy, heritage, physical
features and role within the wider network
of town centres.
The initiative focused on two parallel
approaches – facilitating town centre
groups and consolidating a range of other
council supports to town centres, backed
by additional, innovative measures.
Town Centre Forums
Retail Excellence Ireland recently
published a “Strategy for Rural Retailing”
document which emphasises the
importance of town centre groups in
driving positive change for towns. It
suggests that these groups should
comprise local stakeholders from across
the public, private, voluntary and
community sectors. Facilitating these
groups to organise effectively and devise
plans to drive increased footfall and
commercial activity in the town centre,
thus generating increased vibrancy and
vitality, was a key requirement of this
initiative.
Town Centre Forums had already been
developed in South Tipperary under the
South Tipperary Retail Development
Programme 2012, therefore the initial
objective of this process was to evaluate
the effectiveness of these models, identify
Town 2011 Population
Clonmel 17,048
Nenagh 8,439
Thurles 7,933
Carrick-on-Suir 5,886
Roscrea 5,403
Tipperary 5,310
Cashel 4,051
Cahir 3,578
Templemore 2,071
Total Population 59,719
Source: 2011 Census of Population, CSO
5
a model of best practice and implement
this model across the towns in Tipperary.
The Town Centre Forums were
subsequently tasked with contributing to
the development of their own 3-year
Action Plan, including identifying priorities
and sourcing potential funding.
Complementary Council Supports
The council provides a wide range of
additional supporting measures, including
grants and incentives for retailers, support
to groups to deliver festivals in their town,
and business mentoring supports amongst
others.
In the context of the Town Centre Initiative
(TCI), the council will commit to providing
some seed funding over the 3 years for
initiatives agreed by the Town Center
Forum. It is expected that this seed
funding will be matched by contributions
from the retail trade itself and/or other
sources. The Council will also commit to
having an appropriate senior staff member
attend the TCI meetings, including
convening and minuting the meetings if so
required by the group. Finally, the council
will use the advice and knowledge at its
disposal to assist the TCF groups to
maximize the value for their area.
External Funding Sources
There are a number of programmes and
other initiatives run by government
departments and agencies to support
towns to help themselves which will be
identified in this report.
Methodology
As part of this research, the following work
was undertaken to inform the content of
the action plans:
A review of National, regional and
local policies and strategies and
identifying the overarching retail policy
considerations and objectives to be
implemented by planning authorities.
Particular emphasis was placed on the
settlement hierarchy; enhancement of
the built and natural heritage and
vitality of the nine town centre’s; and
assessment of the appropriate retail
mix in each of the towns.
A full SWOT analysis was undertaken
and a physical audit of the retail
streetscape was undertaken. Within
the analysis there are details on
vacancy, retail mix and suggested
usages to be targeted.
The review also included a comprehensive
overview of retail and economic data
which includes national and local trends. A
review of the grocery and comparison
goods sectors was undertaken with
particular emphasis on the impact that
online retailing has on the sectors. The
potential role of technology in retailing
within each of the towns is also assessed.
Consultation with Stakeholders:
A consultation process with stakeholders
was conducted. Key stakeholder opinions
were sought and documented. On
completion, a briefing document was
distributed to each of the towns which
incorporated the opinions expressed. This
has formed the basis for discussion
regarding the development of the Town
Centre Forums.
Following on from this and taking into
account the research undertaken with
retailers, other stakeholders and
consumers and customers, an action plan
was developed for each town. The
component of each plan consists of:
1. An analysis of the town and its retail
sector including a review of the
vacancy and retail mix.
6
2. Identification and analysis of each
town’s strengths, weaknesses,
opportunities and threats – a SWOT
analysis.
3. Development of a mission (or purpose)
statement for each of the towns.
4. The recommended model for the Town
Centre Forum structure
5. Town specific marketing
recommendations (as applies).
6. Presentation of a draft three-year
Action Plan with specific goals and
objectives for each town to assist the
initial work of the newly established
Town Centre Forums and to enable
the development of basic strategies to
fulfil their mission or purpose.
Conclusion
An overall Town Centre Strategy for
Tipperary with detailed strategies for each
of the nine towns is presented. Funding
sources have been identified through all
existing and potential national programs
(including LEADER programs) plus
European programs. It also includes a
detailed and targeted marketing plan
framework.
Findings and recommendations with
particular emphasis on a county and sub
county perspective are presented also.
The report is conscious of new game
changing innovative strategies and
incentives that could be submitted to
Central Government and existing
European projects for possible funding for
either the towns or county.
7
Chapter 2
Macro Environment of
Town Centres
Introduction
Many Irish towns and villages are in a very
distressed state. Following years of out of
town retail development, the growth of on-
line shopping and reduced consumer
spending, the town centre can lack
consumer engagement, in many cases
suffers from significant vacancy and has
for some become a secondary shopping
alternative for many consumers. The
problem is not a result of the economic
cycle – the problem will remain long after
market growth returns. It is likely that the
deterioration of Ireland’s towns and
villages will intensify without strategic
intervention.1
Understanding the Macro
Environment of Irish Town Centres
In order to understand the macro
environment of Irish town centres, the
PESTEL framework was used. This
framework highlight six environmental
factors in particular; political, economic,
social, technological, ecological and legal.
This range underlines that the
environment is not just about economic
forces; there is an important non- market
environment”2. The key impact areas are
identified under the various headings
rather than exhaustive lists.
Political
There appears to be a general acceptance
in Irish Government that town centre
retailers and other businesses are
experiencing difficult times and that a
strategic approach is needed to revitalise
town centres. In September 2015, a €30
million package of spending was
announced by the government to revitalise
the attractiveness and sustainability of
towns and villages.
Some of the key policy documents in
Retail and Town Centre Development
currently referred to by government
include:
Retail Ireland – Strategy for Retail 2014 -
20163,
Retail Planning Guidelines 2012,
Retail Excellence Ireland ‘A Strategy for Rural
Retailing’4
Ireland’s Rural Development Programme 2014
– 2020)5
At a local government level, the key policy
documents which are relevant in this
project at a County level are:
South Tipperary County Development Plan
2009 - 201567
North Tipperary County Development Plan
20108
South Tipperary County Retail Strategy 20109
North Tipperary County Retail Strategy 201110
South Tipperary Retail Development
Programme 201211
At a town level, the most important policy
documents are the Town Development &
Environs Plan which set out the strategic
objectives for town centres and these
have been referenced in this document.
Economic
In 2015, Retail Ireland Director Thomas
Burke stated that “Outside of construction,
the retail sector was the worst hit by the
recession with sales falling by a
staggering 24% from the peak. While the
recovery is gaining momentum in major
urban centres, many regional towns and
villages are still struggling with a lack of
consumer spending and empty retail units
on the main street. Urgent investment is
needed to make them more attractive
places for consumers and businesses
alike, and ensure they are not left behind
by the recovery."12
8
In a more positive vein, Retail Excellence Ireland CEO, David Fitzsimons commented on October 23rd 2015 in Checkout magazine that “Q3 2015 experienced the best quarterly performance since Q2 2007 as all major sectors rebounded (Diagram 1). Diagram 1: Retail Sales Index August 2015.
Source: CSO
13
There was a decrease of 1.7% in the
value of retail sales in August 2015 when
compared with July 2015 and there was
an annual increase of 5.6% when
compared with August 2014.
If Motor Trades are excluded, there was a
monthly increase of 0.3% in the value of
retail sales and an annual increase of
3.7%. According to the CSO Retail Sales
Index Report for August 2015, the sectors
with the largest month-on-month volume
increases were Furniture & Lighting
(+13.2%), Other Retail Sales (+5.8%) and
Hardware, Paints & Glass (+4.1%).
The sectors with the largest monthly
decreases were Motor Trades (-4.6%),
Books, Newspapers/Stationery (-0.3%)
and Non-Specialised Stores excluding
Department Stores (-0.2%) (Diagram 2).
However, David Fitzsimons contends that
the Grocery sector continues to track
behind the retail industry average as it
sees intense competition and continued
price deflation. Considered a good
barometer of footfall and consumer
activity, the Hot Beverage category saw
quarterly gains of 13.15%. A recent
Kantar Worldpanel report for the 12 weeks
to October 11th 2015, “…show a year-on-
year growth in sales of 2.1% across the
Irish grocery market”. This tells a more
positive story about the Irish grocery
market.
David Berry, Director at Kantar
Worldpanel, explains: “This is the most
positive performance the market has seen
in over five years. The growth in sales this
period was ahead of the rate of inflation
indicating that consumers are becoming
less restrictive in what they buy and
adding extra items to their baskets.”
Diagram 2: Annual & Monthly Volume %
change for Combined Groups.14
9
This positive trend towards less restricted
purchasing patterns among Irish
consumers also bodes well for non-
grocery retailers.
Consumer sentiment
It should be noted that there are
differences in consumer sentiment
between Dublin and the rest of the
country. There is a general perception
that the Irish economic recovery has been
concentrated to a large degree in Dublin
with far less perceivable improvements in
the regions. This view is supported by the
differences and divergence in consumer
sentiment15 highlighted in Diagram 3.16
Diagram 3: What Does the Recovery mean
for the Average Irish Consumer?
National improvements in the state of the
retail sector need to be considered in the
context of the consumer sentiment
differences identified here. Anecdotal
evidence suggests that significant
challenges remain for retailers in rural
towns with consumer spending
improvements perceived as marginal at
best.
Access to Credit
Access to appropriate debt finance and
other funding options continues to be a
challenge for businesses. The issue is
substantiated in the report by the
Commission for the Economic
Development of Rural Areas (CEDRA)
Energising Ireland’s Rural Economy which
identifies the need “to improve access to
finance by enterprises by addressing
problems with loan guarantee and micro
finance schemes”.17
Retail and Tourism
The economic opportunities created by
tourism are significant for town centre
development. Increased footfall and
visitor numbers to Town Centres create
opportunities for retail sales among
retailers.
Revenue from overseas tourism in 2014
was €3.5 billion18 so Government expects
an increase of in excess of 42% in
overseas tourism revenue up to 2025.
This represents a very significant
economic opportunity for town centre
businesses. The Department of
Transport, Tourism and Sport policy,
‘People, Place and Policy Growing
Tourism to 2025,19 also refers to the
economic opportunities presented by the
Diaspora and the opportunities to make
local communities more attractive through
festivals and events.
Social
Macro environmental social considerations
for town centre development include
megatrends like an aging population and
the depopulation of town centres. The
overall share of the national population
living in towns fell from 12% to 9%
between 1991 and 2011.
There are several interrelated drivers
behind these developments which when
taken together undermine the social and
economic viability of many towns which, in
turn, has affected their capacity to attract
and sustain investment.
10
Other pertinent social issues include the
responsible use of alcohol and anti-social
behavior, ethical sourcing of products, fair
business practices and the promotion of
healthy lifestyle choices. Making town
centres safer and more appealing for night
time trade is of significant importance from
both a social and economic perspective.
Technological
Online shopping and the opportunities
presented through Digital Marketing
including Social Media are the key
considerations here. The joint committee
on Jobs, Enterprise and Innovation in their
March 2015 paper - Policy Options to
Support Business Growth and Job
Creation and Retention in Town and
Village Centres state that “according to the
Department of Communications, Energy
and Natural Resources, Irish consumers
are now spending more than €6 billion
online every year. However, less than a
third of this spend goes to Irish retailers,
and only 23% of small Irish companies
have engaged in online sales.”20
Retail Ireland identified a strategic action
around ecommerce and assisting retailers
operating bricks and mortar outlets in
Ireland to gain a larger share in the
growing online market in the following
ways:
Annually surveying members
regarding their existing online
presence, their plans to develop that
presence and their experience of
online retailing.
Identifying barriers to online trading
and drawing up proposals that would
help members to provide an online
offering.
Presenting proposals to increase
domestic retailers share of this market
to the Department of Jobs, Enterprise
and Innovation and other
stakeholders.
Working with the IBEC Retail Skillnet
to provide advice and training to
retailers seeking to trade online, or
improve their online offering.
In the 2013 book ‘Social Media Marketing
– A strategic Approach’21, Barker et al
define Social Media Marketing as “… a
term that describes the use of social
networks, online communities, blogs, wikis
or any other online collaborative media for
marketing, sales, public relations and
customer service. Common social media
marketing tools include Twitter, blogs,
LinkedIn, Facebook, Flickr and YouTube.
In the context of internet marketing, social
media refers to a collective group of web
properties whose content is primarily
published by users and not direct
employees of the company (e.g. the vast
majority of video on YouTube is published
by non-YouTube employees). Typically,
the end goal of social media marketing is
a “conversion”, such as the purchase of a
product, subscription to a newsletter,
registration in an online community, or
some other desirable consumer action.”
A key recommendation of this report is the
continued and augmented support of
businesses and towns to harness the
power of Digital Marketing and to explore
options around online sales.
Environmental
The natural and built environment is a
strategic resource for many towns in
Ireland. The result of Fáilte Ireland’s
survey (Diagram 4 over) indicates the
importance of the natural and built
environment for tourists visiting Ireland.
11
Diagram 4:
Importance and rating of destination issues among overseas holidaymakers (%) Source: Fáilte Ireland’s22
Protecting, appreciating and leveraging
the natural and built environment are all
equally important considerations in town
centre development. Many of the towns
under review have extensive resources
available to them, resources which could
be perceived as under-appreciated and
under-utilised.
The alignment between the economic
management of these resources and local
access to them for the purposes of
augmenting the attractiveness of towns for
both local people and visitors, can pose a
problem for local initiatives.
The Retail Planning Guidelines 201223
refer to the importance of design quality in
supporting town centre environments:
“Quality design ensures attractive,
inclusive, durable, adaptable places which
contribute positively to making places
more pleasant for people to work in, to live
in, to shop in, or pass through”.
Legal (including Legislative and
Regulatory considerations)
The key Irish Government Policy
Document which sets out the required
best practice and regulatory
considerations in Retail Development in
Ireland is the Guidelines for Planning
Authorities Retail Planning 2012. The key
messages in the document are:
To continue to support competitiveness and choice in the retail sector commensurate with promoting the vitality and viability of city and town centres.
The retail sector is a key element of
the national economy in terms of
employment, economic activity and the
vitality of Ireland’s cities and towns.
From a retail planning context, development must:
Follow the settlement hierarchy of the state and be appropriate to the scale and function of the settlement or part of the settlement in which it is located.
Enhance the vitality and viability of city and town centres in all their functions through sequential development.
A range of caps on the size of convenience and retail warehouse stores is required to ensure both competitiveness in the retail sector and strong city and town centres.
The planning system has facilitated a
major expansion of retail development
and activity; however more work
needs to be done to ensure that such
0 20 40 60 80 100
Friendly, hospitable people
Beautiful Scenery
Safe & Secure Destination
Good range of natural attractions
Interesting history & culture
Natural unspoilt environment
Attractive cities & towns
Easy, relaxed pace of life
Satisfied
Important
12
development takes place in city and
town centres.
Planning for retail development must
also take account of the wider policy
context in relation to relevant planning
guidelines, smarter travel, climate
change and architecture.
Opportunities and threats to Town
Centre and Retail Development
The following represent the most
significant opportunities and threats for
Town Centre Development in County
Tipperary.
Opportunities
Town centres need to capitalise on a
projected increase in excess of 42% in
overseas tourism revenue up to 2025,
to increase footfall to town centres and
thus an increase in town centre retail
revenues.
Leverage off the natural and built
environment to improve the
attractiveness of towns and generate
increased footfall.
Digital Marketing and Online Sales
opportunities. Collective and digital
marketing of town centres, digital
marketing of individual businesses and
business groups, collective online
sales opportunities and individual
online sales opportunities (e.g. LEO
Trading Online Vouchers).
Festival and events to create a buzz in
towns, generate the activities and
stories to market towns both online
and offline and generate increased
footfall in town centres
Creating and maintaining links with the
Diaspora
Threats
Spend leakage due to online sales
Town depopulation and the resultant
reduction in town centre vitality,
vibrancy and potential reduction in
customers
Challenges for towns to achieve a
balance between conserving heritage
and using natural heritage challenge of
overcoming issues regarding access.
Lack of recovery in consumer
spending in regional towns compared
to large urban centres like Dublin.
Lack of accessible and appropriate
finance for business development.
13
Chapter 3
Strategic Capabilities
The key resources that all subject towns
have could be listed under the following
six headings:
1. Natural and Built Environment
2. Heritage
3. History
4. Culture
5. Local People
6. Retail and Services Offering
Towns have differing key resources with
some towns stronger than others. The
resources are to a large extent fixed in
nature – towns have what they have. The
key determinant of development, success
and progress is in how these resources
are appreciated, leveraged and capitalised
on.
This is where competencies in Town
Centre development; the systems and
processes by which they are managed;
the relationships and cooperation between
people; their adaptability; their innovative
capacity; their relationships with
customers and suppliers and the
experience and learning about what works
well and what does not are vital.
Some of the key competencies required in
towns are as follows;
Structures that allow people to work
effectively together e.g. Town Team
structures as suggested by Retail
Excellence Ireland24 and the Association
of Town and City Management.
Organised Groups. Within any Town
Team structure there needs to be
cohesive and well organised groups who
have particular areas of interest. These
groups can operate as sub groups in the
Town Team Group structure to lead
relevant actions for the benefit of all.
Examples would include Tidy Town
Groups leading public space
enhancement projects or Chamber of
Commerce groups leading vacancy
reduction initiatives.
Partnership approaches between local
community groups, business groups and
government agencies including the local
authority. Creating a forum where such
relationships can be forged and developed
to drive the local agenda maximises the
potential and resources of all.
Stakeholder engagement in supporting
and developing their ‘local place’.
Activation of resources
In general terms, the research of this
project found that resources in towns are
often under-appreciated and under-
utilised, particularly in how they can be
leveraged to improve the vitality, vibrancy
and commercial success of towns.
Notwithstanding, some towns and their
stakeholders have engaged proactively in
developing these competencies.
Good stakeholder engagement is the key
competency which is a fundamental
precursor to developing all other key
competencies.
One of the key objectives of this research
was to create an atmosphere of
engagement through an inclusive, positive
process which culminated in a practical,
deliverable action plan. The philosophy
here is that creating momentum locally
through the successful delivery of this
action plan would further foster
engagement and a sense that progress
was being made. This would create further
opportunities for the town team to design
and develop bigger, more challenging
strategies and plans.
14
Benchmarking
In order to understand what is possible in
town centre development, examples of
initiatives in other towns were researched.
There have been initiatives in Limerick
City25, Waterford City26, Dublin City
Centre27, Carlow Town28, Dún
Laoghaire29, Dundalk30 and elsewhere
which have had varying levels of success.
The town centre initiative that was
considered most relevant to this project is
in Letterkenny Town31. Their Town Team
initiative commenced in mid-2014, after a
consultative and strategy forming period
when local stakeholders came together in
partnership to actively engage with a view
to improving the town for all.
Following an agreement between a local
business grouping and the Local Authority,
finances were put in place to recruit a
Town Centre Manager to manage and
steer the project. This manager took up
his post in 2014 and the Town Team
began the implementation phase. Some of
the key challenges in Letterkenny which
spurred on their project included:
Dwindling retail mix
Traffic management, accessibility, car
parking
Vacancy levels
Online trading and consumer
behaviour
Rates and charges on commercial
property
Linkages to extended areas
Currency trends
Against this backdrop, a backdrop familiar
to many of the subject towns in this project
(with the exception of currency trends),
Letterkenny Town Team devised the
following mission statement to guide their
endeavors:
“To promote Letterkenny as a vibrant,
modern, safe and secure town centre
environment that will attract potential
investors and increase citizen
engagement. Utilising all available
resources to the maximum potential will
allow us to think globally, interact
regionally and act locally”
The Town Team organised themselves
into three sub committees to achieve three
distinctive objectives;
1. Attracting Retail Investment
2. Fostering Citizen/Visitor Engagement
3. Transform the Town Centre
Key activities
There are a number of initiatives and
activities under each objective. These are
the key activities of most relevance:
Attracting Retail Investment
Retail mix assessment and gaps
identification.
Prospectus of vacant properties.
Proactive identification and targeting of
attractive national and multinational
brands.
Fostering Citizen/Visitor Engagement
Development of a dynamic Marketing
Plan (online and offline focus).
Creation of a distinctive Local Brand
Identity.
Host and promote seasonally themed
international, national, regional and
local events.
Engage in partnership approaches to
linking with the Donegal Diaspora.
Transform the Town Centre
Strive to achieve a Purple Flag status
for the Town Centre’s night-time
economy from ATCM.
15
Introduce concepts that will increase
digital footfall to the commercial
sector.
Encourage the reintroduction of
traditional trading practices and street
entertainment.
Underpinning all of these actions and
activities is an understanding of the
importance of stakeholder engagement.
With this in mind, a Stakeholder
Engagement Plan was devised to ensure
clear, high quality communication
practices were fostered and supported.
Key Performance Indicators
A number of Key Performance Indicators
(KPI’s) were identified in order to
benchmark the impact and progress of the
Initiative. These were based in the
following areas:
Vacancy rates
Footfall count
Feedback from businesses and
community
Digital analytics and local media
coverage
Consumer behaviour analysis
Key Results to date
Improvement in occupancy rates –
Over an eighteen month period
occupancy in the Town Team focus
area, the traditional town centre,
improved from 75% to 85%.
Improvement in citizen and visitor
engagement – Emphasis was placed
on improving and augmenting existing
events with anecdotal evidence
suggesting a four to five-fold increase
in the support of these events.
Marketing Plan in place and driving
increased footfall – two very prominent
and well established retail businesses
in the town centre installed footfall
counters and reported a 30% increase
in footfall in December 2015 compared
with December 2014
Local and National media interest and
coverage through a number of
avenues but most effectively by
Letterkenny winning the title of
“Ireland’s Tidiest Town 2015 for the
first time.
Key Challenges to date
The most significant challenge
experienced by Letterkenny Town Team is
the absence of a sustainable funding
model to maintain the initiative. The
funding which sustained the model since
its inception has been exhausted and
alternative funding has not been secured.
The initiative in its current form has
therefore come to an end.
Conclusion
The Letterkenny strategy is relevant to all
subject towns in this project. The Purple
Flag award may not be a plausible or
beneficial use of resources in all towns;
however, reviewing the town resources
through the Purple Flag framework32 could
be a useful exercise, without applying to
get the award.
Attracting national or international brands
might not be realistic in certain towns,
however understanding the town retail mix
and the town’s position within the retail
hierarchy and proactively dealing with a
weak mix would be desirable.
All of the other objectives and the
supporting activities identified would make
practical sense in all of the subject towns.
16
Chapter 4
Structure and Governance
Structures for Town Centre Forums
There are a number of potential structures
which may make sense for Town Centre
Forums depending on town specific
considerations.
In some towns there are existing
groups/structures in place which appear
suitable to drive the Town Centre agenda.
This Plan reviewed these structures to
ensure that their governance is
appropriate and fit for purpose. If aspects
of governance are deemed sub-standard,
actions to address/rectify same are
proposed.
In other towns there are no appropriate
structures currently in place and a Town
Centre Forum structure is proposed for
same.
There are decisions to be made in terms
of whether Town Centre Forums require
an incorporated identity i.e. company
limited by guarantee with no share capital,
or an unincorporated identity. There are
advantages and disadvantages to both
options. Decisions on the appropriate form
for each Town Centre Forum will be
informed by factors including; pre-existing
structures, whether there will be an
employee(s) of the Forum, will the Forum
be required to be incorporated in order to
access particular funding, will the Forum
Steering Committee or Board need the
protection of an entity with its own legal
personality and definition.
For the purposes of many Forums, a
simple unincorporated structure which is
run along good governance procedures is
appropriate. Whether Forums decide to go
the incorporated or unincorporated route,
there are comprehensive advice
documents, checklists and other
resources available on The Governance
Code website33. Using the resources and
templates available correctly, will ensure
the Town Centre Forum is run in
accordance with best practice governance
procedures for organisations of this type.
Examples of the most relevant documents
for Forums which choose to be
unincorporated and without employed staff
members are the Governance Code for
Type A Organisations34 and the Checklist
for Type A Organisations. If an
incorporated structure is deemed more
suitable, the relevant information is
included is the Governance Code for Type
B Organisations35 and the Checklist for a
Type B Organisation.
Constitution
The appropriate starting point in the
governance of a Town Centre Forum is a
written constitution. This document sets
out what the Forum is going to do and how
it is going to do it. It is a valuable
document for a number of reasons:
It is the fundamental communication
tool that allows people to understand
what the Forum is about.
It sets out the basic rules of the
Forum.
It allows those outside the Forum (e.g.
funders) to see that the Forum has
sound fundamental procedures, is
democratic and is accountable. It also
serves as a reference point and allows
for clarity when decisions are proving
difficult or when boundaries are
blurred.
Some appropriate headings for a written
constitution for a Town Centre Forum, and
some possible entries, are set out in the
Constitutional Template shown over leaf.
17
Constitutional Template
These are suggested heading which should be included in a written constitution. There
will be other headings deemed appropriate depending on town specific situations.
Name of the Forum
Function, Purpose and Vision – (A vision statement is proposed in each of the
individual Town Action Plans)
Principle Objective (e.g. To increase the Vibrancy and Vitality of our Town Centre)
Supporting Objectives (e.g. To increase footfall to the Town Centre; To support all
activities that increase footfall to the Town Centre; To devise strategies and activities
that convert footfall into business revenues; To make our Town Centre a more
attractive place to live in, work in and visit, etc.)
Membership
Statement of Equal Opportunities
Structure
Board of Directors/ Steering Committee
Subcommittees
Officers – Chairperson, Secretary, Treasurer
Officer duties
Election to Board/ Steering Committee
Rotation of positions on Board/ Steering Committee (e.g. annually or
biannually)
Nomination procedure & length of service on the group
Feedback structures to representative groups/organsiations
Management of subcommittees
AGM’s and other meetings
Board/ Steering Committee meeting frequency
Attendance requirements
Subcommittee meeting frequency
Communication procedures from/to board/ committees
Rules of Procedure
How are decisions made? (ideally consensus or else simple majority)
How will meeting be run?
Finances
Annual budgeting
Funding Partners and Status of Funding
Financial Management procedures
Spending sign off procedures e.g. two officer signatures for cheques
Statement of accounts at each Board/ Steering Committee meeting
Full financial overview statement at AGM’s
Annual Financial Statements for Revenue (incorporated)
Changes to the Constitution
In what cases and the procedure
Dissolution of the Forum
How can this decision be made
What is the procedure
18
Effective Partnerships
Retail Excellence Ireland set out some
suggestions around the structure and
governance of a Town Centre Forum in
“A Strategy for Rural Retailing.”36 They
advise that the Town Centre Forum
could be drawn from a wide range of
organisations and individuals including:
Local authorities
Retailers
Town Centre Shopping Centre
Managers
Landlords
Employers
Local media
Chambers of Commerce
Business Associations
Residents
Tourism Groups and Agencies
An Gardaí Siochana
Charities & Community groups
Universities, Colleges, or Schools.
The REI document makes further
suggestions on structure and approach:
It is noted that for the team to be
effective it should have a core of
perhaps ten members or less. It must
actively communicate decisions and
progress reports to all other town
stakeholders.
These partnerships must focus on the
needs of the town and devise a succinct
and measurable plan for the town
centre. It must be a realistic,
collaborative, prioritised plan and the
inclusion of costings is necessary. The
partnership must take responsibility for
the plan and engage with all the relevant
stakeholders.
To enable implementation of agreed
actions the partnership requires funding.
It is unfair and unrealistic to expect one
partner to fund the plan and thus the
partnership must implement a more
collaborative and innovative approach to
funding its activities.
Recommendations for Structure
and Governance
The Key recommendations for the
structure and governance of Town
Centre Forums in Tipperary are as
follows:
1. Ensure the correct stakeholders are
involved. Local situations will direct
this, but the key relevant stakeholder
groups may include:
Tipperary County Council,
Chamber of Commerce,
Business Associations,
Retailer Specific Groups,
Tidy Towns,
Festivals & Events Groups,
South Tipperary Development
Company,
North Tipperary LEADER
Partnership,
The Office of Public Works.
2. The group should be unincorporated
unless there is a specific reason to
incorporate it (e.g. if it is a
requirement to access particular
financing or funding or if it is deemed
necessary to protect the Directors or
those running the Forum). A suitable
incorporated form would likely be a
company limited by guarantee with
no share capital.
3. The representative groups (i.e. non
agency) need to elect a new person
every two years and no one person
19
can serve for more than 2
consecutive years on the Forum
(non-agency).
4. The steering committee would have
a chairperson, secretary and
treasurer.
5. Three to five sub committees
formed, each with an agreed set of
actions.
6. Each subcommittee has a convener
and one other nominee to an overall
steering committee. The convener
and nominee would be elected by
the subcommittee and rotate every 2
years as would the steering
committee membership.
7. Initially the Steering committee
meets every 2-3 months and sub
committees every month.
8. Clear communication procedures
between steering committee and sub
committees.
9. Decisions based ideally on
consensus but alternatively on
simple majority vote.
10. A Stakeholder Engagement Plan
devised and actioned to ensure
clear, high quality communication.
11. Each action of the Town Centre
Forum Strategic actions will be
identified. It is recommended that a
partnership approach is adopted in
relation to funding.
12. These structures can be adjusted to
accommodate town specific
requirements.
13. Adoption of a written constitution or
guidance document as described
previously.
20
Chapter 5
Marketing for Town Centres
Marketing
In a recent presentation on Strategic
Marketing Professor John Fahy, University
of Limerick, refers to creating a business
model which involves value creation and
value capture. In terms of town centre
development; tourism, festivals, local
events, markets and similar activities
which generate footfall in the town centre
represent value creation activities. These
create increased footfall levels and
therefore increased numbers of potential
customers for retailers. The focus for
retailers then needs to be “How do we
convert this footfall into retail sales?” This
is the value capture. In order to develop
an effective Marketing Plan, this question,
in terms of the Marketing Mix, needs to be
addressed. In this context, designing an
effective marketing plan for a town needs
to focus on marketing the town as a
whole.
Towns will differ in terms of their SWOT
analysis and target markets and each
Town’s specific considerations will be
dealt with in the individual town plans.
In a recently produced document called
Local Authority Retail Support – Improving
our Cities and Towns, it is stated that “A
positive retail experience is often sufficient
reason for people to return to a town.
However, the provision of added
attractions impacts the overall visitor
experience, and contributes significantly to
footfall. These include heritage and civic
buildings together with ancillary activities
such as festivals and events, which are all
critically important to provide that added
value and boost retail trade. “37
Further to this, Retail Excellence Ireland’s
strategy for rural retail suggests that “Our
town centres are owned by the people. It
is their public realm. It is thus important
that we remind citizens that the public
realm is theirs to enjoy. Anything that
attracts citizens into their town and
increases their dwell time in that town
must be cherished. As stated above, a
fundamental to citizen engagement is
having an engaging retail and hospitality
product. But many other matters can
influence consumer behaviour such as
reminding people that the town is
theirs to enjoy and support.
There are many ways to engage citizens
with their public realm. One of the best
ones is to host regular events in the town
centre.38 Any town marketing plan needs
to incorporate tourism, festival and events,
as well as retail, into its design.
Whilst the focus of a marketing plan on the
town as a whole for certain
activities/promotions is important, it is
equally important to develop actions that
bring strict focus upon the retail strengths
of the town. Choosing a particular
marketing theme such as ‘the grey pound’,
‘youth days’; ‘sport’ themes; or town ‘shoe
blitz’ days, and by retailers selling similar
products collaborating together, greater
reach can be made into a wider and
broader catchment area.
Retail Marketing
There is numerous worthwhile
collaboration with the retail sector
involving market research, marketing and
promotion. The four Dublin authorities
publish a quarterly Dublin Economic
Monitor that includes retail sales as one of
its key indicators. Tourism websites have
21
also been used to brand locations with a
positive impact on retail, including
examples such as www.intokildare.ie and
‘Destination Athlone’.39 Similarly,
Tipperary Tourism Company in
conjunction with Tipperary County Council
has commenced the development of a
Strategic ‘Tourism Marketing, Experience
and Destination’ Development Plan for
County Tipperary.
In March 2015, the Joint Committee on
Jobs, Enterprise and Innovation in their
submission “Policy Options to Support
Business Growth and Job Creation and
Retention in Town and Village Centres” 40
made two recommendations to
government under the heading “Online
Sales and Creating a Digital High Street.”
The recommendations in relation to on-
line sales and marketing requirements of
the nine towns in Tipperary are currently
being progressed and rolled out by the
Tipperary LEO.
The Marketing Mix Model.
There are opportunities for improvement in
marketing in every town. Using the
Marketing Mix Model as the basis for a
generic Marketing Plan one can focus on
important opportunity areas:
Diagram 5: Marketing Mix Model
Product
•Design – what do we need?
•Quality considerations
•Branding
•Features & Benefits
•Sponsorship?
Price
•List price
•Discounts
•Bundling
•Voucher System
•Cost leaders or Quality driven?
Promotion
•Advertising
•Sales Promotion
•PR
•Social Media
•Online presence
Place
•The town appearance
•Where in town?
•How will we decorate our premises?
•What do we want visitors to see/ think/ feel?
People
•Who is doing what?
•How will we coordinate ourselves?
•Ownership and Responsibility
•Rotation of responsibilities
22
Online presence
The areas identified in the market model
mix above for this initiative in relation to
promotion are particularly relevant to all
towns.
By dividing promotion into online and
offline promotion some of the key
questions in regard to online promotion
present themselves:
Maintaining an Online Marketing
Strategy.
Development of Social Media Marketing
and Online Marketing of towns is a key
recommendation of this report. In order to
ensure the successful implementation and
efficacy of these key marketing strategies,
it is important that a subcommittee is
established who will have responsibility for
the implementation process and assuring
the continued commitment to fulfilling the
actions outlined in the strategy, particularly
in relation to updating the website.
Online Promotion
Town website
Does one exist?
Is the best domain name being used?
Is the content current and updated
regularly?
Is there an identified person for
maintaining and updating the website?
Is the website design modern and
attractive?
Is high quality photography being used?
Is the website optimised?
Are the appropriate key words being
used?
Are the marketing messages consistent
with our target market requirements?
Is video being used?
Are we connected with our Social Media
platforms?
Is the site easy to navigate?
Does the website represent the town well?
Social Media
Facebook, Twitter, YouTube, and other
social media platforms provide the
opportunity to promote and market to a
wide range of potential customers.
Facebook Tactics
Facebook is the most popular social
network, with more than 750 million users.
The following list of Facebook tactics
could be progressed by any of the nine
towns:
If not already in place, create an
officially branded town Facebook page
(not account) that represents the town
and allows users to follow or become
fans of the town.
Customise the page to reflect the
town’s style and values.
Frequently update the town page with
content that is relevant and engaging.
Focus on content:
1. Create share worthy content that
encourages further discussion among
the target market to advance the
brands position by making the brand
more memorable or personable.
2. Content needs to be light, funny and
informative.
3. Offer a special deal or value.
4. Give away free products to encourage
likes so that the town’s brand will
spread rapidly through Facebook friend
networks.
5. Run contests or offer discounts to
Facebook members to convince
people to follow a Facebook profile.
Contests should be tailored to the
product being offered.
6. Give useful tips, or ask open questions
which will interest the audience.
7. Not every content item must be
original; sharing links to interesting
items can also be valuable.
Facebook is about personal
connections, so letting some
personality through in updates and
23
giving a human voice to a brand are
some of the most powerful advantages
of this social networking platform.
Facebook is an excellent tool for
business to consumer marketing.
Use Facebook to offer special deals
when visitors check in.
Create local market events, or host a
charity drive to bring visitors to the
Places page.
Use Facebook advertisements to
generate traffic to the town website.
Twitter tactics
Twitter is a free social networking service
that allows broadcasting of short posts
called tweets. Tweets are limited to 140
characters, and because tweets can be
delivered to followers in real time, and
they are permanent, searchable and
public interactions. The following tactics
can be applied in any marketing plan:
Customise the town profile page
consistent with the town brand.
Use Twitter to start a discussion or to
participate in an ongoing conversation.
Use targeted follow strategy – search
for and follow target markets and
always follow back.
Putting out updates when people are
online to see them is essential to make
an impact; research shows that
midday and midweek tend to produce
the best results.
Promptly respond to questions and
comments.
Ask for opinions and product reviews
to seek feedback and engage the
followers.
Tweet things that are of interest to
your target market. Be sure to use the
appropriate hash tags(#).
Twitter profile must answer the
question, “Why follow and listen to the
messages being offered?”
Offer special deals on Twitter including
coupons, promotional discounts and
special products.
YouTube Tactics
YouTube is the second most popular
social media platform, with more than 450
million unique monthly visitors. As more
people chose to consume information
visually, YouTube’s vast (and growing)
reach and compelling content makes it the
perfect platform for engaging consumers
to drive word of mouth recommendations:
Create authentic videos with real
people in actual locations to make the
videos more persuasive in order to
engage viewers. Offbeat and unusual
videos tend to get more attention.
Include links to video on all other
social media properties (Facebook,
Twitter etc.).
Actively comment on videos that relate
to your sector in order to make
connections. The more influential you
appear in the community, the more
credibility you will have.
Get to the point quickly -make your
video two minutes or less. Research
shows that less than 45% stay beyond
the 1 minute mark, while only 24%
stay past the 2 minute mark.
Cross marketing: Include links to your
website or other social media
properties in your videos, and promote
the video on your town website and
social media properties.
Conclusion
All towns need to consider the information
above and apply it. There are specific
marketing actions and plans relevant to
different towns which are covered in the
individual town sections but what is
consistent across the towns is necessity to
assign responsibility for the continuous
online promotion and updating.
24
Chapter 6
Finance and Funding
Introduction
The recent Retail Excellence Ireland
document – A Strategy for Rural
Retailing41 references the funding
challenges being experienced by town
centre retailers: “Many high street and city
centre retailers complain that it is
impossible to compete “toe to toe” with the
many out of town shopping locations
which are better resourced and organised.
It is therefore necessary to explore a new
funding methodology to allow town and
cities to control their own destiny and thus
promote their own unique point of
customer engagement.”
Local Government Retail Initiatives
To date, Tipperary County Council has
worked with traders in supporting a
number of initiatives to improve and
revitalize their town centres including:
Developing and implementing town
and village enhancement initiatives.
The revitalisation of vacant and
derelict properties/shop units.
Active funding and personnel support
for Tidy Town and festival groups.
The establishment of retail forums
which are responsible for developing,
marketing and promoting retail.
Appropriate tourism infrastructural
development and other actions and
supports which assist the independent
retailer in increasing footfall and
encouraging additional spend.
The following are some of the more recent
initiatives implemented by Tipperary
County Council:
Christmas 2015 Retail Support
Programme
The Christmas Retail Support Programme
is an additional support to the
aforementioned measures aimed at
providing assistance to towns and villages
to implement strategies designed to attract
new customers, retain existing customers
and encourage increased spend in
Tipperary’ towns and villages over the
festive period.
Commercial Incentive Scheme
The Commercial Incentive Scheme has
been designed and developed to reduce
the number of vacant retail units and to
stimulate a differing and engaging retail
mix and experience by limiting the risk
associated with the establishment of a
new retail business and providing an entry
point to entrepreneurs wishing to start-up
in the retail industry.
Painting Grant Scheme
A Painting Grant Scheme is a scheme that
provides a financial incentive to support
and encourage individuals to upgrade their
buildings thus to enhance the character
and appearance of the townscape.
Support of Festivals and Events
The Local Authority in County Tipperary
have historically grant aided festivals,
Saint Patrick’s Day parades, Tidy Towns
Committees, Christmas lights and other
cultural and heritage groups within their
25
administrative area. Such events are
normally staged in town centres and add
to the colour and vibrancy. Retailers can
perhaps better align their offerings with
such events in order to attract the
additional visitors into their premises,
increase their turnover and add to the
reputation of the town as a visitor centre.
Support of Tidy Towns initiatives
The Tidy Towns competition is organised
each year by the Department of the
Environment, Community and Local
Government. SuperValu sponsor the
competition. The competition involves
villages, towns and cities being rated on
all aspects of their local environment.
Thus it assists in improving the
environmental quality of the towns.
Government Funding Initiatives
National Initiatives
Town and Village Renewal Scheme
This scheme was announced in
September 2015 and will run over six
years with a budget of €30 million euro.
The initiative will be channelled through
the Local Authorities with oversight by the
Local Community Development
Committees. Projects eligible under this
scheme will extend to the enhancement of
villages, small towns and the surrounding
countryside.
Projects such as greenways, cycle-ways,
upgrading parks and civic areas, public
utilities such as street lighting and
renovation of relevant derelict buildings
are just some of the possible projects
which could qualify for this funding.42
Rural Economic Development Zone
(REDZ) funding
The 2014 CEDRA43 report identified “Rural
Economic Development Zones or REDZ
as functional rather than administrative
geographic areas that reflect the spatial
patterns of local economic activities and
development processes, i.e. they are the
sub-county zones within which most
people live and work.” Funding support
was provided to a number of such zones
in Tipperary to assist in revitalizing rural
towns and rural catchments.
The Department of the Environment,
Community and Local Government
envisage that pending the success of the
pilot initiative that a call for proposals for a
more extensive REDZ initiative under the
LEADER elements of the Rural
Development Programme 2014 – 2020
(RDP) will take place during 2016 and all
of the nine towns the subject of this report
should be in a position to bid for funds to
realize some of the actions in this plan.
Rural Development Programme
2014 – 2020
The County Tipperary Local Development
Strategy44 recognises the issues facing
rural villages and towns and has aligned
its strategy funding to assist in addressing
some of these issues and needs. It is
anticipated that the call for applications for
funding under this programme will be
made mid 2016 and again all nine towns
will be eligible to access appropriate funds
to meet some of the actions identified in
these retail action plans. The total public
funding allocated to deliver the ‘Rural
Development Programme 2014-2020’ in
Tipperary is €10 million euro.
Irelands Ancient East
In 2015, The Minister for Tourism,
Transport and Sport, announced €1.2
million euro in funding for capital projects
in Ireland’s Ancient East along with an
additional €600k for the first stage of
branded signage for all counties within the
region. The €1.2million euro capital
funding is the first phase of investment
26
through Fáilte Ireland’s ‘New ideas in
Ancient Spaces’ Capital Grants Scheme
and is for an initial 12 projects within the
Ireland’s Ancient East initiative45. This
scheme is to encourage the development
of compelling visitor experiences
throughout the Ireland’s Ancient East
region. This is intended to be the first
phase of funding to ensure that the
Ireland’s Ancient East brand delivers on its
promise to visitors. There are
opportunities for the nine towns, where it
is appropriate and practical, to access
funds under this particular stream.
National Festivals and Participative
Events Programme 2016
Fáilte Ireland provides considerable
support to festivals, investing nearly €3.5
million euro in 214 festivals and events in
2015. The eligibility criteria for this
programme are such that a sub-county or
county wide initiative would need to be
considered in order to have a reasonable
opportunity to successfully attract funding
through this competitive grant process.46
The Arts Council
There are various funding opportunities
available through The Arts Council for
Local Authorities, Organisations,
Individuals, Festivals and Events.47
The Heritage Council
Fethard Walled Town Medieval Festival
was funded in 2008. The Thomas
MacDonagh Heritage Centre and the ‘Old
School’ The Commons, both in Tipperary,
received a grant offer in 2015.48 There
may be additional opportunities for the
relevant towns to access funds under this
structure.
Innovation vouchers
The Innovation Voucher initiative allows
small and medium-sized limited
companies to apply for a €5,000 euro
voucher. The voucher can be used to
purchase academic support from one of
the thirty eight registered knowledge
providers, listed on the website
www.innovationvouchers.ie. The aim of
the Innovation Voucher Scheme is to
improve a company's innovation capability
and to build links between Ireland’s public
sector knowledge providers and the small
business community. With a number of
exceptions49, small and medium-sized
limited companies, in all sectors of the
Irish economy are eligible to apply for an
innovation voucher.
Online trading vouchers
The Department of Communications,
Energy & Natural Resources (DCENR)
launched an Online Trading Voucher
Programme in 2015 and have teamed up
with the Local Enterprise Offices to deliver
this to Irish business. Vouchers are
available to a maximum value of €2,500
euro or 50% of eligible expenditure
(Inclusive of VAT)”50
Clann Credo
Clann Credo is a social lending
organisation and is part of the Community
and Voluntary Sector of Ireland. Clann
Credo provides loans to community
organisations, charities and social
enterprises. They assist organisations in
achieving their social, economic and
financial potential on terms and conditions
that may not be available to them
commercially.51
Community Tourism Diaspora
Initiative
The Community Tourism Diaspora
Initiative is administered at county level
where local authorities seek applications
for support from local community events.
The objectives of the initiative are to
provide support in the form of small-scale
funding incentives to community-based
27
tourism events that have the capacity to
carry through on the legacy of The
Gathering. This is a €3 million euro fund
over three years.
Microfinance Ireland
Microfinance Ireland (MFI), as a not-for-
profit lender, has been established to
deliver the Government’s Microenterprise
Loan Fund. All business sectors are
eligible to apply for unsecured loans
ranging from €2,000 to €25,000 with a
term of three to five years.
Applying Companies may be Sole
Traders, Partnerships or Limited
Companies with fewer than 10 employees
and an annual turnover of less than €2m.
Loans may be used to fund the start-up of
a business, including for the purchase of
stock, equipment, machinery and business
vehicles. They also fund loans to
established enterprises.52
Key Funding Recommendations for
Towns in Tipperary
Ensure appropriate Tipperary County
Council representation on the Town
Centre Forum with knowledge of
funding streams currently available.
Ensure administrators of LEADER
funding either sit on the forum or be in
regular contact with them.
Maintain linkage with the PPN who will
be in a position to advise of other
potential funding options.
Nominate someone on the Forum
(Treasurer) to maintain a constant
overview to identify potential funding
and financing sources. Some funding
opportunities are time sensitive with
limited windows of opportunity for
applications.
Develop well-crafted business cases
and applications when seeking to
access funding.
Look for feedback on applications from
funding or financing bodies, whether
applications are successful or
unsuccessful. Seek to be continuously
improving application abilities.
Ensure the Forum is always seeking to
maximise the benefits generated from
funding received.
Be an easy group to invest in.
Ensure there are effective financial
and funding management procedures
in place, and that the funding required
corresponds to the Town Forums
needs as outlined in the town forums
action plan.
28
Chapter 7
Town Overviews
Introduction
Tipperary covers a geographical area of
4,282 sq. km with a population of 158,754
(census 2011). The region is part of the
central plain of Ireland and is traversed by
key arterial routes such as M7, M8, N24
as well as train lines from Dublin to Cork
and Limerick and Waterford to Limerick.
Sectoral Employment Breakdown
Diagram 6, below, provides a percentage
breakdown of the total employment across
the various sectors in County Tipperary.
What is evident is that the Wholesale and
Retail sector accounts for the largest
proportion of the total employment at
14.96%.
This sector accounts for on average 17%
of the total employment in each of the nine
towns encompassed in the Town Centre
Initiative (TCI) with the sector accounting
for 20% of the total employment in the
towns of Tipperary and Thurles.
Diagram 6: Population Aged 15 Years and Over in the Labour Force (Number) by Broad Industrial Group in County Tipperary in 2011
0
2
4
6
8
10
12
14
16
Agriculture, forestry and fishing Construction
Manufacturing industries Transport, storage and communications
Public administration and defence Mining, quarrying and turf production
Electricity, gas and water supply Wholesale and retail trade
Hotels and restaurants Banking and financial services
Real estate, renting and business activities Education
Health and social work Other community, social and personal service activities
Industry not stated
29
Settlement Hierarchy
A settlement hierarchy of towns and
villages was developed in the South
Tipperary County Development Plan, 2009
(as varied), having regard to national and
regional level guidance. Information
pertaining to the settlement population, the
availability/capacity of services and
infrastructure, geographical location and
facilities in the key urban centres,
including health, education, legal and
transport facilities was used for the
development of the settlement hierarchy in
the county.
The Map below illustrates the settlements
defined as Regional, Sub-Regional and
District Towns. The strategic objectives for
the planning and development of each of
these settlement tiers are outlined below.
County Planning Settlement Hierarchy
Regional Town
As the largest town in Tipperary, Clonmel
is designated as a ‘Regional’ level town
with economic and social indicators
operating in line with, or above designated
‘Hub’ town status. Clonmel is targeted for
expansion with an important role in
realising balanced regional development
and providing regional level retailing as
outlined in the Retail Planning Guidelines
for Local Authorities (DECLG 2012).
Clonmel has significant potential to attract
large employers and regional services,
amenities and infrastructure to Tipperary.
The Council will support the role of
Clonmel as a location for large-scale and
high-tech industry, third-level education
and as a strong and attractive residential
centre with a growing population.
Sub-Regional Towns
Nenagh and Thurles provide
complementary roles to Clonmel as
regional towns in the hinterland of the
Limerick-Shannon Gateway. Both are
strategically located in the centre and
north of the county and are supported by
national rail and road transport
infrastructure. Both towns offer a range of
service functions to attract and drive future
growth in the county.
District Towns
These towns have been identified as
District Towns due to their respective
strategic locations and roles in Tipperary.
Tipperary Town and Carrick-on-Suir are
acknowledged as having strategic roles in
the south west and south east. The towns
of Roscrea, Templemore, Cashel and
Cahir form a strengthening spine from
north to south.
Collectively the District Towns underpin
and strengthen rural Tipperary. The
District Centres will continue to perform an
important role in the county by providing
employment opportunities, high quality
retail choice, regional transport services
and community services for their
hinterlands in line with their capacities for
growth and expansion.
30
Retailing in Tipperary
Tipperary County Council recognises the
role of retail quality and choice in
settlements in meeting local shopping
needs and in contributing to the viability of
town centres and the wider economy.
County Retail Hierarchy
It is the policy of the council to promote
and facilitate a competitive and healthy
environment for retailing, providing for
consumer choice and maintaining the
vitality and vibrancy of town centres,
having regard to the County Retail
Hierarchy and having regard to the
Guidelines for Planning Authorities on
Retail Planning, (DECLG 2012) and any
amendment thereof.53
Retail Premises Value Definition
The current retail strategy documents
relevant to Tipperary, the North Tipperary
County Retail Strategy 2011 and the
South Tipperary County Retail Strategy
2012 both categorise retail premises as:
1. High Retail Value: Retail, Pubs,
Restaurants, Shops.
2. Medium Retail Value: Service, Health
and Beauty, Educational.
3. Low Retail Value: Residential/Office,
Auctioneer, Turf Accountant.
Much of the analysis that follows focuses
on High Value Retail uses.
Retail Mix
The recent Retail Excellence Ireland
document – A Strategy for Rural
Retailing54 references the importance
attached to an appropriate retail mix. It is
important that the town centre is
welcoming to many use types, whether a
national retail operator or a local
specialist.
The town centre’s retail mix must also
accommodate retail types which trade
evening hours thus retaining town centre
life and vibrancy beyond standard office
hours and potentially motivating town
workers to remain in the town to socialise.
What is most important in the design of a
retail mix is that a balance is struck
between national retail brands and local
specialists. While the national retail brands
will attract footfall, overpopulation can mar
local distinctiveness and the sense of
place. And while the independent
specialists provide a unique consumer
experience, an underrepresentation of
national brands will weaken footfall levels
and customer engagement.”
This report provides an overview of the
retail mix in each of the nine towns and
potential opportunities. Importantly, the
retail mix assessment is undertaken in the
context of the town’s position in the retail
hierarchy. However, while the author
suggests potential opportunities, it is
important to note that this is the author’s
opinion; the commercial viability of a
particular business opportunity is a matter
for an individual/interested party to
discern.
The component of each plan consists of:
1. An analysis of the town and its retail
sector including a review of the
vacancy and retail mix.
2. Identification and analysis of each
town’s strengths, weaknesses,
opportunities and threats – a SWOT
analysis.
3. Development of a mission (or purpose)
statement for each of the towns.
4. The recommended model for the Town
Centre Forum structure Town Specific
Marketing Recommendations (as
applies).
31
5. Presentation of a draft three-year
Action Plan with specific goals and
objectives for each town to assist the
initial work of the newly established
town Centre Forums and to enable the
development of basic strategies that to
fulfil their mission or purpose.
A comprehensive strategic plan for each
of the nine towns incorporating National,
Regional and Local policies and strategies
with the research gleaned from the
consultation process with retailers, other
stakeholders and consumers/customers is
prepared. The plans provides a set of
actions under a number of Themes
32
Thurles
Introduction
Thurles with a population of 6,928
(Census, 2011) has an important retail
role with a good range of convenience and
comparison offer. The town services a
large rural catchment which according to
The North Tipperary County Development
Plan 2012 is predicted to increase to
9,372 by 202255
Retail Hierarchy
In relation to the Retail Hierarchy as
defined in The South Tipperary County
Development Plan, 2009 (as varied)
Thurles has an important sub-regional role
with a good range of convenience and
comparison offer. The town services a
large rural catchment and is not expected
to compete directly with the other sub-
regional town of Nenagh or with Clonmel.
Thurles town has strong established
central areas and their strengthening and
environmental improvement is a priority to
Tipperary County Council. Retail Strategy
and states that the Principle Retail Area is
Liberty Square, West Gate and Friar
Street shown below in Diagram 7.
Diagram 7: Principle Retail Area, Thurles. Source: North Tipperary Retail County Retail Strategy 2011
Retail Overview
A review of the retail provision was carried
out in September 2015. The area
surveyed included all retail units in the
Town Centre Zone, (Area marked in red in
Diagram 8 below). It is important to note
that a review such as this is fluid and may
not represent the actual situation on the
date of reading the report.
Diagram 8 Thurles Town Centre Zoning Map Source: Thurles and Environs Development Plan Map 2009 – 2015
33
The retail uses are presented below. In
the review retail outlets are identified by
their perceived primary function, therefore
if a pub has a food service element or
offering that appears to be the dominant
business, it will be described as a pub
restaurant.
Retail Uses Thurles TOWN CENTRE ZONE
Clothing and Footwear Print shop 2
Ladies fashion (independent) 10 Angel Shop 1
Ladies fashion (multiple) 0 Outdoor shop 0
Men’s fashion (multiple) 0 Photo shop 1
Men’s fashion (independent) 3 Household
Children’s fashion (multiple) 0 Furniture 0
Children’s fashion (independent) 2 Electrical lights 1
Baby Fashion 0 Tiles 1
Footwear 5 Wallpaper and paint 1
Accessories 0 Blinds/ Curtains 2
Bridal 0 Antique 0
Sports shop 2 Kitchen/ Bathroom 1
Food/ Drink Services
Supermarket (multiple) 1 Financial institution 4
Supermarket (independent) 2 Estate agent 3
Convenience store 0 Post office 1
Butcher 1 Solicitor 4
Bakery 0 Accountant 1
Fish monger 1 Barber 7
Grocer 0 Video 0
Fruit and Veg 0 Locksmith 0
Health food 2 Casino 0
Wine shop 0 Pet shop/supplies 1
Specialist (e.g. African/Polish) 0 Bookmakers 4
Off license 1 Dry cleaner/ laundry 2
Pub 15 Mobile phone shop/repairs 1
Other Retail Optician 2
Pharmacy 7 Shoe repairs 1
Jewellers 2 Computer repairs 3
Haberdashery/ fabric/ wool 2 Insurance broker 5
Newsagent 2 Hair and beauty 16
Hardware 1 Tanning 1
School/ office/ play 1 Tattoo 2
Bookshop 1 Alterations 2
Gift shop 3 Health/ Leisure centre 1
Music shop 1 Florist 1
Baby/ Kids equipment/ kids bags/ oddities 2 Dentist 1 Department store 1 Night Club 1
Tourist shop 0 Food
Toy shop 1 Restaurant 12 Vapour 1 Café/ deli 8
Charity shop 1 Fast food 7
34
Thurles Shopping Centre is anchored by
Dunnes Stores and is an edge of centre
development. The centre has relatively
low vacancy, with only three units vacant
when surveyed. It has a good mix of local
retailers, national and international brands
including; Vera Moda, Name It, Jack &
Jones, Boots, Eurogiant, Pulse
Accessories, Easons, Carrig Donn,
Holland & Barrett, Vodafone, Meteor and
Xtravision.
Tesco occupies a town centre location
which requires some attention. Elvery
Sports and Heatons are also in the Town
Centre. Out of town brands include Lidl
and Aldi.
There is a significant differential between
the numbers of brands in Thurles
Shopping Centre compared with the Town
Centre.
There are retail warehousing units located
at the Racecourse and Thurles Retail Park
Stradavoher.
Retail Mix
There is good choice in Ladies Fashion
outlets with ten independent shops. There
is also a strong concentration of hair and
beauty services with sixteen providers.
This creates an attractive offer for
elements of the female market. Menswear
and children’s wear is more limited with
three and two independent outlets
respectively.
There is a reasonable food offer with
twenty seven restaurants/pub restaurants,
café/deli and fast food outlets but there
are possibly more opportunities for some
high end food establishments, particularly
given the stronger tourism role that
Thurles is seeking to develop.
Some of the gaps identified56 in retail
provision in Thurles Town Centre include;
no department store, no specialist ethnic
food store, no Artisan shop, no dedicated
bakery, no outdoor activities/equipment
store (Elvery Sports offers only a partial
solution here) . There is one butcher, one
fish monger, no grocer or fruit and
vegetable shop. Town centre convenience
provision is limited. There is also no
dedicated Accessories shop or Bridal shop
albeit some of the ladies fashion outlets
may offer solutions in these areas.
Vacancy Rate
A survey of vacancy in the Town Centre
zoned area suggests that of property
occupied as or available for high, medium
and low retail uses, 20% of this property is
vacant (43 vacant units out of 220) in
comparison to the national average
commercial vacancy rate of 12.6%.
(GeoView, Q4 2015 edition).
SWOT Analysis
Strengths
A newly developed Town Park with
great potential to link with the town
centre
A unique history and heritage
particularly in terms of sport
Enhancement Plans for Liberty Square
The Source Arts Centre set in the
heart of Thurles town and on the
banks of the River Suir, the arts centre
has a year round programme of
cultural events including theatre, live
music, comedy, dance, art-house
cinema, children’s theatre, youth arts
and ballet.
Hayes Hotel – where the GAA was
founded in1884.
Thurles Sarsfield International Hurling
Festival.
Good concentration of Ladies fashion
shops and associated services
35
Good concentration of good quality
shops – well-presented shop fronts,
well fitted out internally, good window
displays
LIT and St Patricks College in town.
Tipperary County Council’s economic
objective of developing a strong Digital
Media/Gaming corridor hub in the
Southern Region between Thurles and
Clonmel in order to build on the
County’s existing strengths and to
assist in diversifying the employment
base. The vision is to develop a high-
tech industry cluster with varied
trajectories into research, gaming,
creative industries, multimedia and
animation. This has the potential to
have a significant positive economic
impact on Thurles.
Good atmosphere in the town centre.
Good connection with Thurles
Shopping Centre
Good quality schools
Regular Train Service and proximity to
M8 Dublin to Cork motorway.
Weaknesses
Challenges in retail unit configuration.
Some retail units in the historical town
centre are not ideally configured for
retailing.
Traffic congestion in the Town Centre
Lack of brands in the Town Centre
Poor Sunday and Evening Trade
Vacancy and dereliction in prominent
locations
Absence of an effective tourism
strategy.
Limited accommodation for tourism
Inconsistencies in the standard of
presentation of buildings
Poor use of online and digital
marketing
Opportunities
Tourism is untapped at present. There
is a particular opportunity to leverage
off the unique history and heritage of
Thurles in sport.
Tourism Packages – walking, heritage,
cycling, adventure sports and all
sports.
The newly developed Town Park and
the Enhanced Liberty Square area will
provide a platform for Thurles.
Develop stronger links and synergies
with LIT and St Patricks College
There are opportunities to develop a
stronger Sunday Trade in the town.
There are opportunities to consider
enhanced evening trade
Purple Flag accreditation. A
comprehensive set of standards,
management processes and good
practice examples designed to help
transform town centres at night.
Opportunity to explore the possibility of
relocating the farmers market,
currently operating outside of the town
centre, to the centre of the town.
Coordinate and support existing
festivals and events to further benefit
the town centre.
Digital Marketing and Online Sales
opportunities. Focusing on the digital
marketing of the town centre,
individual businesses and business
groups. Identifying training
opportunities to capitalise on collective
and individual online sales
opportunities.
Creating and maintaining links with the
Diaspora.
Threats
Spend leakage due to online sales
Town depopulation and the resultant
reduction in town centre vitality and
vibrancy. The population of Thurles
36
remained largely static from 2006 –
2011.
Challenges for towns to fully utilise
natural and built assets due to the
economics of access to same and
achieving a balance between
conserving heritage and using heritage
Lack of recovery in consumer
spending in regional towns compared
to large urban centres like Dublin
Lack of accessible and appropriate
finance for business development
Stakeholder Engagement and
Preferred Structures
There were three stakeholder meetings
held. Stakeholders represented included;
Tipperary County Council and the
Chamber of Commerce. The Chamber of
Commerce and Tipperary County Council
were the only organisations represented at
these meetings. In this context, the town
centre initiative in Thurles will be initially
driven by the Chamber of Commerce with
the input of other local and community
groups but it will be necessary to actively
look to encouraging and including the
retail trade from the town centre if it is to
be effective.
It is recommended to expand the
membership of Thurles Town Centre
Forum to include other stakeholders.
Achieving this may be best facilitated by
the current group driving the action plan
devised and generating interest and
enthusiasm in other stakeholder groups
through successes and momentum
achieved.
Sub committees would then be developed
which are chaired by a member of the
steering committee who assumes
responsibility for the delivery of the
specified action and provides continuous
updates to the steering committee.
Interested individuals from the stakeholder
groups are co-opted to relevant
subcommittees.
Recommendations for Thurles
Town Centre Forum:
Call a public meeting of all traders and
other stakeholders in the Town Centre.
This should be well advertised through
local papers, radio stations, online and
through as many other channels as
possible
Propose a vision of what is possible
for Thurles Town Centre
Invite all stakeholders to participate in
one of three sub committees identified
in the following graphic. Identify the
work each committee will be tasked
with doing
Take names and contact details of
those immediately interested in
participating
Arrange follow up open meetings of
each subcommittee for the following
week
Each subcommittee should then elect
a chairperson and vice chairperson,
both of whom would then sit on the
Town Centre Forum steering
committee
The steering committee should elect
officers and agree a written
constitution and other governance
mechanisms as identified in Chapter 4
37
Diagram 9: Suggested Thurles Town Centre Forum Governance Structure
Town Specific Marketing
The requirements of the Thurles Marketing
Plan are set out in Chapter 5 and in the
Action Plan. There is a particular
opportunity to capitalise on the unique
history and resources of the town in terms
of sport.
The GAA was founded in Thurles in 1884
in Hayes Hotel which still operates in the
town. Semple Stadium, one of the finest
stadia in the country, is in Thurles as well
as a GAA museum.
There is an Elite Sports Programme run
from the Limerick Institute of Technology
complex in the town. There is a horse
racing track, a greyhound racing track, a
golf club, sports facilities in the new town
park, a leisure centre and a number of
other sporting resources available in the
area.
There has been a “Festival of Sport” held
annually over recent years with a focus on
growing tourism and the retail trade. A
key aspect of the marketing plan for
Thurles is to develop a “Town of Sport”
branding proposition. Appealing value
propositions could be created for a
number of target markets including Great
Escapers and the Culturally Curious.
Three year Action Plan
A proposed Strategic Vision Statement
and supporting Actions are presented
overleaf. The 3 Year Action Plan for
Thurles Town Centre Forum is proposed
under the following themes:
1. Governance Structure
2. Leveraging Resources and Local
Engagement
3. Town Branding and Marketing
4. Preparation for Liberty Square
Enhancement.
38
3 Year Action Plan – Thurles
Strategic Vision Statement for Thurles
“To improve the vibrancy and vitality of Thurles by
leveraging off the unique history and resources of the
town. To prepare for a new era of prosperity and
achievement for the entire town starting in 2016”.
All Actions outlined below need to support this Strategic
Vision Statement
*An annual action plan should be reviewed each year and
updated in terms of its achievements or otherwise.
Theme 1 Governance Lead Group
Partner
(s)
Estimated
Cost
Funding
source
1. Based on the Actions outlined in this
template, host an open meeting to
invite stakeholders to participate in
one of three sub committees
Elect steering committee members,
identify and agree the priorities as
outlined in this plan for the town.
Tipp Co Co Chamber
of
Commerce
Other key Stakeholders
2. Formulation and adoption of a
constitutional and governance
framework. (See Chapter 4).
3. Develop an annual action plan
which will be progressed by
stakeholders who have signed up to
assist in delivery of same.
Each subcommittee will need to
formulate and agree their own
action plan for inclusion in the
overall Forum action plan.
The steering committee should have
ultimate oversight over the final
plan.
Theme 2. Leveraging Resources and
Local Engagement
Subcommittee 2 TCF
2(a). Leveraging Resources
1. Develop an Action Plan to leverage the
Sporting & Cultural Heritage of Thurles
2. Through the support of the Tourism
Company, work with tourism providers
39
in the area to develop appropriate
tourism marketing bundles which are
tied in with the strong retail offering.
3. Support and compliment existing
footfall in a manner that increase footfall
into the town, including looking at
opening times; tying retail product offers
in with existing festivals etc.
2b). Local Engagement Subcommittee 2 TCF
1. Develop a town centre Presentation and
Planting Plan - Engage with local
business owners to champion the
benefits of well presented premises,
window boxes, window presentation etc.
and provide training supports for same
2. Develop a citizen engagement plan
which informs the public what is being
progressed in the town and which
highlights the offers available in the
town or events taking place.
3. Develop Greater Synergy with the
Source and Local Arts Groups to
develop the bundling of offers on the
night of Theatre/Arts Events.
4. Continue to deliver appropriate supports
to the retail trade through the operation
of initiatives such as the Commercial
Incentive Scheme and the LEO
Training supports
Theme 3 Town Branding & Marketing Lead Group Partner
(s)
Estimated
Cost
Funding
source
3a). "Town of Sport" Branding
1. Develop a marketing and branding plan
for the Town. This will involve
describing what the Town of Sport will
look like - what will the attractions be?
Identifying the target market &
developing a value proposition for
same; seeking support from key
stakeholders (TCC; LIT; GAA,)
Sub
committee 1
LIT/
LEADER/
Tipp Co Co
LEADER.
Tipp Co.
Co.
GAA
Failte
Ireland
2. Explore the option of engaging a final
year or masters marketing students in
LIT or St Patricks to develop a
40
Marketing & Branding Plan for the town
based on research above.
3b).Town Marketing
1. Review all current marketing initiatives
in the town (across all groups). Clarify
what needs to happen to incorporate
Tourism, Branding, Business and
Others under one marketing umbrella.
Sub
committee 1
LIT/
LEADER/
Tipp Co Co
LEADER.
Tipp Co.
Co.
GAA
Failte
Ireland
2. Develop and manage a Digital
Marketing Plan for Thurles which
includes the development of the town
website and its future management.
3. Develop a Social Media Strategy
ensuring that all social media platforms
and town website are linked
4. Develop a Calendar of Events to
encourage additional footfall and
actively work with the trade to ensure
value is leveraged from these events.
5. Seek to encourage appropriate Sunday
trade, particularly where it ties in with
festival activity.
6. Develop a plan to introduce a Thurles
Gift Voucher system to facilitate local
people in supporting local businesses
Theme 4 Preparing for Liberty
Square Enhancement
Lead Group Partner
(s)
Estimated
Cost
Funding
source
1. Develop a prioritised enhancement plan
for the town for the next 5 – 10 years
Subcommittee 3 TCF Tipp Co
Co
2. Generate ideas/uses which will link the
Town Park with Liberty Square and
increase dwell time
3. Research the Purple Flag award -
evening trade. Work with the Source
Theatre to identify if there are any
opportunities in this area
4. Develop a strategy for Sunday trade
Theme 5 Training and Up-skilling Lead Group Partner
(s)
Estimated
Cost
Funding
source
1. Training for retailers in areas such as
online sales, the use of social media,
merchandising and customer services.
TCF Local
Enterprise
Office
41
Roscrea
Introduction
Roscrea with a population of 5,403
(Census 2011) is a historical market town
in County Tipperary located in a valley
between the Devil’s Bit Mountain to the
South West and the Slievebloom mountain
to the North East.
Retail Hierarchy
In relation to the Retail Hierarchy Roscrea
has an important sub-county role, with
good choice in convenience and
comparison retail offer. Existing vacancy
has been identified in dedicated retail
ware house parks and some shopping
centres. There are established central
areas with varying levels of retail vacancy
and the strengthening of and
environmental improvement of these will
be a priority to Tipperary County Council.
The Principle Retail Area is “Main Street
and Castle Street, including the Roscrea
Shopping Centre shown below in Diagram
10. It should be noted that since the 2011
strategy document, there has been
significant retail development in the town
centre of Roscrea with Tesco relocating
from Roscrea Shopping Centre to a larger
stand-alone premises at The Plaza, and
Aldi opening on Gantly Road.
Diagram: 10. Principle Retail Area, Roscrea Source: The Roscrea Local Area Plan 2012 – 201857
Retail Overview
A review of the retail was carried out in
September 2015. The retail in the area
zoned Town Centre were surveyed shown
below in red in Diagram 11. It is important
to note that a review such as this is fluid
and therefore may not represent the actual
situation on the date of reading the report.
42
Diagram 11: Roscrea Town Centre Zoning Map 2012 – 2018
Please note - Retail outlets are identified
by their perceived primary function e.g. if a
shop appears to primarily sell ladies
clothing although there may be some
gents products it is identified as a Ladies
Clothing shop. If a Pub has a food service
element and offering that appears to be
the dominant business, it will be described
as a restaurant.
Retail Uses Roscrea TOWN CENTRE ZONE
Motor Factors 1
Clothing and Footwear Toy shop 1
Ladies fashion (independent) 4 Home Décor 1
Ladies fashion (multiple) 0 Outdoor shop 0
Men’s fashion (multiple) 0 Art supplies/ picture framing 1
Men’s fashion (independent) 2 Household
Children’s fashion (multiple) 0 Furniture 2
Children’s fashion (independent) 0 Electrical lights 0
Baby Fashion 0 Electrical 2
Footwear 2 Antique 0
Bridal 0 Services
Sports shop 3 Financial institution 3
Food/ Drink Estate agent 2
Supermarket (multiple) 5 Post office 1
Supermarket (independent) 0 Solicitor 4
Convenience store 0 Accountant 1
Butcher 1 Barber 2
Bakery 1 Video 1
Fish monger 0 Locksmith 1
Grocer 0 Casino 1
Fruit and Veg 1 Credit Union 1
Health food 1 Bookmakers 2
Wine shop 0 Dry cleaner/ laundry 3
Specialist (e.g. African/Polish) 1 Mobile phone shop/repairs 2
43
Off license 2 Optician 1
Pub 9 Vet clinic 1
Other Retail Shoe repairs 0
Pharmacy 5 Computer repairs 1
Jewellers 3 Motor Works 1
Haberdashery/ fabric/ wool 2 Hair and beauty 10
Newsagent 2 Dentist 1
Hardware 3 Physio 1
€ shop/ discount shop 4 Acupuncture 0
Department Store (Shaws, Tesco and Dunnes)
3 Tattoo 1
Bookshop 0 Alterations 0
Gift shop 3 Health/ Leisure centre 0
Music shop 0 Florist 2
2nd hand clothes 0 Doctor 2
Photography 1 Printing 0
Bike shop 0 Domestic fuel 1
Tourist shop 0 Food
Pet Shop 1 Restaurant 8
Charity shop 3 Café/ deli 3
Interior Design 1 Fast food 3
Retail mix There is a high concentration of large
National and International retailers in the
town centre with Tesco, Dunnes Stores,
SuperValu, Aldi, Lidl and EuroGiant all
operating in or around the town centre.
Tesco and Dunnes Stores have a
comprehensive comparison offer, as do
Shaws, which creates intense competition
for comparison retailers in the town centre.
There is evidence of a number of vacant
retail units which were formally clothing
shops.
The presence of such a high concentration
of large retailers is certainly a challenge
but it also presents an opportunity. These
retailers drive significant footfall to the
town centre area.
Clothing and Footwear provision in the
town is limited other than Tesco, Dunnes
Stores and Shaws. There is an opportunity
for high end retailers in this business to
create a differentiated offer which could
draw on the footfall created by the large
multiples while not trying to compete with
them on the lower end or on price.
Gaps in the retail provision of the town
centre include; lack of a dedicated
bookshop, no dedicated music shop, no
sport equipment shop (bicycles etc.), no
local or artisan food shop and the quantity
of food service outlets is limited. These
would add to the retail mix subject to the
commercial viability of same.
Vacancy Rate
A survey of vacancy in the Town Centre
zoned area suggests that of property
occupied as or available for high, medium
and low retail uses, 19% of this property is
vacant (31 vacant units out of 164) in
comparison to the national average
commercial vacancy rate of 12.6%.
(GeoView, Q4 2015 edition)
44
SWOT Analysis
Strengths
Built Heritage – Roscrea Castle,
Damer House, Round Tower, Black
Mills and the various religious sites.
These have the ability to attract more
tourist traffic to the town
Good footfall drivers in the Town
Centre. The presence of large national
brands in the town centre drives
footfall to the town centre creating
opportunities for other retailers.
Public realm assets including the town
park and the playground. Encourages
people to come to the town centre and
improves dwell times.
A Tourist office has been recently
established, staffed by knowledgeable
staff
An Enhancement Plan for Roscrea
has been developed.
Several town centre car parks
Accessibility off the M7
Roscrea heritage audio guide currently
available as a mobile application
Weaknesses
Vacancy and dereliction in prominent
locations
Truncated opening hours and
lunchtime closing
Absence of atmosphere in the Town
Centre e.g. street
entertainers/musicians
Lack of distinctiveness in the Town
Centre
No obvious strategy to drive tourism
business
Damer House Hotel closed
A number of poor quality shop fronts
Inconsistencies in the standard of
presentation of buildings
Poor use of online and digital
marketing
Opportunities
Tourism opportunities around Roscrea
Castle, Damer House, Round Tower,
Black Mills and the various religious
sites
Tourism Packages – walking, heritage,
cycling, and adventure sports.
The Roscrea Local Area Plan 2012 –
2018 has a stated policy of supporting
the establishment of a farmers market
for the town.
Maintaining momentum with the
Enhancement Plan – there is a
comprehensive action plan.
Developing strategies for Roscrea to
capitalise on the new atmosphere and
resources that the enhancement plan
will deliver
Develop links and strategies with local
employers like FRS Network/ Turas
Nua, Stakelums Bakery and the large
retailers – Tesco, Lidl, Aldi, SuperValu,
Dunnes Stores and Shaws
Digital Marketing and Online Sales
opportunities. Collective and digital
marketing of town centres, digital
marketing of individual businesses and
business groups, collective online
sales opportunities and individual
online sales opportunities
Creating and maintaining links with the
Diaspora
Threats
Challenges to progress with the
enhancement plan
Spend leakage due to online sales
Town depopulation and the resultant
reduction in town centre vitality and
vibrancy. Also the potential reduction
in customers.
Challenges for towns to fully utilise
natural and built assets due to the
economics of access to same and
achieving a balance between
conserving heritage and using heritage
45
Lack of recovery in consumer
spending in regional towns compared
to large urban centres like Dublin
Lack of accessible and appropriate
finance for business development
Stakeholder Engagement and
Preferred Structures
There was one stakeholder meetings
Stakeholders represented included;
Tipperary County Council, Chamber of
Commerce, OPW, Roscrea Stands Up
group and Iarnrod Eireann.
A new group other than those focused on
the enhancement plan would be best
placed to drive this initiative with fresh
enthusiasm. It would be important that this
group would comprise a number of town
centre retailers and ideally the Town
Centre Forum should be led by these
retailers Sub committees would then be
developed which are chaired by a member
of the steering committee who assumes
responsibility for the delivery of the
specified action and provide continuous
updates to the steering committee.
Interested individuals from the stakeholder
groups are co-opted to these
subcommittees. See Diagram 12 over for
suggested Roscrea Town Forum
Governance Structure
Recommendations for Roscrea
Town Centre Forum
Call a public meeting of all traders and
other stakeholders in the Town Centre.
This should be well advertised through
local papers, radio stations, online and
through as many other channels as
possible
Propose a vision of what is possible
for Roscrea Town Centre
Invite all stakeholders to participate in
one of three sub committees identified
in the following graphic. Identify the
work each committee will be tasked
with doing.
Take names and contact details of
those immediately interested in
participating
Arrange follow up open meetings of
each subcommittee.
Each subcommittee should then select
a convenors and a nominee, both of
whom would then sit on the Town
Centre Forum steering committee
The steering committee should elect
officers and agree a written
constitution and other governance
mechanisms as identified in Chapter 4
Roscrea Town Centre Forum need to
establish an appropriate structure and
system of governance based on the
recommendations, resources and
checklists identified in Chapter 4.
46
Diagram 12 Suggested Roscrea Town Team Governance Structure
Town Specific Marketing
The requirements of a Marketing Plan are
set out in Chapter 5 and in the Action
Plan.
The key resources in Roscrea are the
Castle, Damer House, Black Mill, Round
Tower and the various religious sites.
There are also opportunities to market the
dense concentration of large national and
multinational retailers in the town centre.
These businesses drive significant footfall
and as such create opportunities for
businesses around them
There are a number of activities and
customer packages which could be
designed around Roscrea’s heritage and
other resources. There are opportunities
for walking, cycling, sports, adventure and
heritage offers which could create
appealing value propositions for a number
of target markets including Great
Escapers and the Culturally Curious.
Three year Action Plan
A proposed Strategic Vision Statement
and supporting Actions are presented
overleaf. The 3 Year Action Plan for
Carrick-on-Suir Town Centre Forum is
proposed under the following themes:
1. Governance Structure
2. Town Appearance & Local
Engagement
3. Town Marketing
4. Festivals and Events
5. Training.
47
3 Year Action Plan – Roscrea
Strategic Vision Statement for Roscrea
As one of the oldest settlements in Ireland, Roscrea will
re-establish its historical significance as an important
market and shopping town that capitalises on its rich
heritage asset base. Working together, the community
of Roscrea will utilise its extensive skillbase to ensure
that the town becomes a strong and welcoming tourist
destination and one which boasts a safe and vibrant
town centre in which to live, visit, socialise and conduct
business
All Actions outlined below need to support this Strategic Vision Statement
*An annual action plan should be reviewed each year and updated in terms of
its achievements or otherwise.
Theme 1 Governance
Lead Group Partner (s) Estimated
Cost
Funding
source
1. Based on the Actions outlined in this template,
to host an open meeting to invite
stakeholders to participate in one of three sub
committees
Arrange open invite subcommittee meetings
Elect steering committee members, identify
and agree the priorities as outlined in this plan
for the town.
Tipp Co Co Chamber
of
Commerc
e/
Other key
Stakehold
ers
2. Formulation and adoption of a constitutional
and governance framework. (see Chapter 4)
3. Develop an annual action plan which will be
progressed by stakeholders who have signed
up to assist in delivery of same. Each
subcommittee will need to formulate and agree
their own action plan for inclusion in the overall
Forum action plan. The steering committee
should have ultimate oversight over the final
plan
48
Theme 2
Town Appearance & Local Engagement
Lead Group Partner (s) Estimated
Cost
Funding
source
2.1) Vacant and Derelict Buildings Sub
committee 1
TCF Tipp Co
Co/
LEADER
1. Establish database of derelict or vacant
property owners
2. Engage with owners to improve property
appearance; significant remedial works,
painting, temporary uses, façade solutions
3. Prioritise significant eyesores in primary
locations
2.2. Engage with large businesses in Roscrea
1. Develop a plan to attract commercial
sponsorship from the large businesses in the
town
Sub
committee 1
TCF Tipp Co
Co/
LEADER
2. Engage with businesses to develop a plan to
attract more investment and jobs to Roscrea
2.3. Town Painting Scheme
1. Develop a phased Building Façade & Painting
Improvement Scheme and implement in a
targeted and time lined manner. Develop a
grant based scheme to encourage take up.
Sub
committee 1
TCF
Tipp Co
Co/
LEADE
R
2. Collaboration between Retailers and the
County Council to identify key locations to be
targeted over a 5 year period.
3. Agree communication strategy to contact and
encourage all relevant town centre building
owners within the key location to participate
2.4. Local Engagement
1. Engage with schools to:
a) Support town appearance initiative e.g.
Community environmental projects
b) To create opportunities for students to get
involved in generating ideas for the town
e.g. Town branding competition
Sub
committee 1
TCF
Tipp Co
Co/
LEADER
2. Engage with local business owners to
champion the benefits of well presented
premises, window boxes, window presentation
etc.
3. Develop a Town Centre Presentation and
Planting Plan
4. Develop a citizen engagement plan which
informs the public on what is being
49
progressed in the town and which
highlights the offers available in the town
or events taking place.
Theme 3 Town Marketing Lead Group Partner
(s)
Estimated
Cost
Funding
source
Improve the marketing of Roscrea Sub
committee 2
TCF €25,000 LEADER
/ Tipp Co
Co
1. Review all current marketing initiatives in the
town (across all groups) to adopt the most
effective and inclusive marketing strategy.
2. Develop and manage a Digital Marketing Plan
for Roscrea which includes:
a) The completion of the town website and its
future management.
b) A Social Media Strategy ensuring that all
social media platforms and town website
are linked
3. Develop a plan to introduce a Roscrea Gift
Voucher system to facilitate local people in
supporting local businesses
Theme 4 Festivals & Events Lead Group Partner
(s)
Estimated
Cost
Funding
source
1. Compile a list of festivals and events currently
active in Roscrea.
Sub
committee 3
TCF €15,000
pa
LEADER
/ Tipp
CoCo
Failte Ire
Sponsor
2. Develop a Calendar of Events to drive footfall
3. Develop a plan to develop chosen festivals
and events
4. Develop Greater Synergy with Local Arts
Groups to to develop the bundling of offers
on the night of Theatre/Arts Events.
Improve the appearance of empty shop units
by encouraging and promoting art installations
in shop fronts.
Theme 5 Training Lead Group Partner
(s)
Estimated
Cost
Funding
source
Training and Up skilling:
Training for retailers in areas such as online sales,
the use of social media, merchandising and
customer services.
TCF LEO
Other key
Stakeholder
LEO
50
Templemore
Introduction
The North Tipperary County Development
Plan 2012 estimates that the population of
Templemore will reach 2,631 by 2022.58
The Principle Retail Area is Main Street
and The Square shown below in Diagram
13. There has been little new retail
provision since the County
Retail Strategy 2003. However, Lidl now
occupies a town centre site, which is well
located to benefit the town centre due
to their proximity and connectivity
and would ensure that expenditure
leakage from the town centre is
reduced.”59
Diagram 13: Principle Retail Area, Templemore. Source: North Tipperary Retail County Retail Strategy 2011
Retail Hierarchy
Templemore has an important sub-
county role, with good choice in
convenience and comparison retail
offer. Existing vacancy has been
identified in dedicated retail ware
house parks and some shopping
centres. There are established central
areas with varying levels of retail
vacancy and the strengthening of and
environmental improvement of these
will be a priority to Tipperary County
Council.
Retail Overview
A review of retail mix in the town was
conducted in September 2015. The area
covered was all retail units in the Town
Centre zone (See Diagram 14), however
note that a review such as this is fluid and
therefore may not represent the current
situation.
51
Diagram 14: Templemore Town Centre Zoning Map
Source: Templemore Town and Environs Development Plan 2012 – 201860
Retail outlets are identified by their
perceived primary function e.g. if a shop
appears to primarily sell ladies clothing
although there may be some gents
products it is identified as a Ladies
Clothing shop. If a Pub has a food service
element and offering that appears to be
the dominant business, it will be described
as a restaurant
Retail Uses Templemore TOWN CENTRE ZONE
Clothing and Footwear Forecourt with convenience store 1
Ladies fashion (independent) 4 Bookshop 0
Ladies fashion (multiple) 0 Gift shop 1
Men’s fashion (multiple) 0 Music shop 0
Men’s fashion (independent) 1 2nd hand clothes 1
Children’s fashion (multiple) 0 Bike shop 0
Children’s fashion (independent) 1
Footwear 1 Household
Accessories 0 Centenary Coop including home & garden, electrical, plumbing, farm supplies,
1
Bridal 0 Services
Multi product store - Sports, Ladies, Gents, Footwear
1 Financial institution 2
Food/ Drink Estate agent 2
Supermarket (multiple) LIDL 1 Post office 1
Convenience store/ supermarket 4 Solicitor 4
Butcher 3 Accountant 3
Bakery 1 Barber 1
Fish monger 0 Video 0
Grocer 0 Locksmith 0
Fruit and Veg 1 Health therapy clinic 1
Health food 0 Stoves 1
Wine shop 0 Bookmakers 2
52
Specialist (e.g. African/Polish) 0 Dry cleaner/ laundry 2
Off license 1 Mobile phone shop/repairs 1
Pub 10 Optician 0
Other Retail Electronics/ TV/ repairs 1
Pharmacy 2 Shoe repairs 1
Jewellers 2 Computer repairs 0
Haberdashery/ fabric/ wool 1 Hair and beauty 6
Arts & Crafts school supplies 1 Physio 2
Hardware 1 Alterations 0
€ shop/ discount shop 0 Health/ Leisure centre 0
Tourist shop 0 Florist 0
Vet centre 1 Food
Tyre centre 1 Restaurant 2
Motor Factors 1 Café/ deli 2
Car sales 1 Fast food 4
Retail Mix
In addition to Lidl, Templemore has four
convenience stores/ supermarkets in the
town centre. Comparison shopping
provision is very limited, with no national
or international brands. As well as
increased choice across all comparison
goods, the retail mix of the town would
benefit from the following which are not
available; a bookshop, an optician and a
sports equipment shop (Bicycles etc.) if
commercially viable.
There are no shopping centres, retail
warehousing units, out of town or edge of
town developments in Templemore.
Vacancy Rate
Of the units available for high, medium or
low value retail uses in the town centre
zoning, 80% are occupied therefore the
vacancy rate is 20%.
SWOT Analysis
Strengths
The Town Park – a key resource
which includes an Eco Lake with
fountain, parkland, walking trails, kids
play area, fairy trail and other
proximate resources like the GAA
pitch, the Pitch and Putt course and
the Athletic Track
The second widest street in Ireland
and an extensive car parking area with
potential to host casual trading,
farmers markets/ country markets and
other events
Templemore Arms Hotel.
A compact core along Main Street and
The Square with significant passing
traffic
Active Tidy Towns group working in
partnership with the local authority to
present the town well
A beautiful town hall standing in the
middle of the square
Ample parking in the town centre
The Garda college which attracts
students and generates business
opportunities in the town
Templemore College of Further
Education attracting students to the
town
Two car main dealers in the town –
footfall driver
Some traditional shop fronts of
character
53
Weaknesses
Poor retail mix
Truncated opening times and
lunchtime closing
Vacancy in prominent locations
The Town Park is poorly advertised
from Main Street/ The Square
A number of poor quality shop fronts
Inconsistencies in the standard of
presentation of buildings
Poor use of online and digital
marketing
Lack of employment opportunities
Opportunities
Increase local footfall to the town by
leveraging off key resources, in
particular the Town Park and the
Town Hall.
The wide Main thoroughfare, ample
parking areas and traffic volumes
through the town offer an opportunity
to entice motorists to stop in the town
Tourism Packages – walking,
heritage, cycling, and adventure
sports. There is a strong and active
Historical Society in the town who
have successfully hosted historical
and heritage groups in the past in the
local hotel.
The Templemore and Environs
Development Plan 2012 – 2018 has a
stated policy of supporting a farmers
market for the town. There is no
farmers market operating regularly in
the town. This is an immediate
opportunity to drive increased footfall
to the town centre. Casual trading
currently takes place in the large town
centre car park. This could be an ideal
location for a farmers market subject
to health and safety considerations,
traffic management and local
stakeholder agreement.
Develop links and strategies with local
employers like Tipperary Glass, Eltex
Manufacturing Ltd, Tailor Made Glass
and Systems and Centenary Co-op
Investigate how more business could
be facilitated with the Garda College
through a shop local promotions
campaign, etc.
Identified needs for Digital Marketing
and Online Sales opportunities.
Collective and digital marketing of
town centres, digital marketing of
individual businesses and business
groups, collective online sales
opportunities and individual online
sales opportunities
Creating and maintaining links with
the Diaspora
Examine opportunities from local
tourism opportunities such as the
historical society; Whyte Gypsy
brewery etc and see if these can add
value to the attractiveness of the town
centre
Threats
Spend leakage due to online sales
Town depopulation and the resultant
reduction in town centre vitality and
vibrancy. Also the potential reduction
in customers. This is a particular threat
in Templemore with a 13.9% fall in
population in the period 2006 - 2011
Challenges for the town to fully utilise
natural and built assets due to the
economics of access to same and
achieving a balance between
conserving heritage and using heritage
Lack of recovery in consumer
spending in regional towns compared
to large urban centres like Dublin
Lack of accessible and appropriate
finance for business development
Stakeholder Engagement and
Preferred Structures
There were three stakeholder meetings.
Stakeholders represented included;
54
Tipperary County Council, Trade
Association members, Tidy Towns,
Templemore Historical Society and
Community Representatives.
The structure recommended was a three
subcommittee structure facilitated and
managed by a steering committee. The
steering committee will comprise members
of the stakeholder groups mentioned
above.
The three subcommittees are;
Tidy Towns Committee involved in
town appearance, local engagement
and the town park
Historical Society Committee
involved in festivals, events and the
town park
Traders Association involved in town
marketing, the town hall and business
engagement
There will be an overlap of activities
across the sub committees with ongoing
support being provided to each other.
Diagram 15: Suggested Templemore Town Team Structure
55
Recommendations for Templemore
Town Centre Forum
Hold an open meeting of the Forum
and discuss the Forums vision for
Templemore. Invite stakeholders to
participate in the Forum through one of
the three subcommittees formed. This
will raise the profile of the Forum,
publicise its work, enhance the
representative nature of the Forum
and garner increased support
and numbers of Forum subcommittee
members
Form the three subcommittees and
elect a Chairperson and Vice
Chairperson on each. They in
turn sit on the Forum Steering
Committee
Elect officers on the Steering
Committee i.e. Chairperson, Secretary
and Treasurer.
Ensure all structure and governance
considerations are addressed using
the recommendations, resources and
checklists identified in Chapter 4.
Town Specific Marketing
The requirements of Templemore’s
Marketing Plan are set out in Chapter 5
and in the Action Plan included.
The two key resources in Templemore are
the Town Park and the Town Hall. A
commercial feasibility study forms part of
the 3 year Action Plan for the town to
understand what might be possible for the
currently vacant Town Hall. There may be
an opportunity to develop a key marketing
feature for the town in this building should
it be deemed viable.
The Town Park is the other key resource
which needs to be fundamental to how
Templemore markets itself. There are a
number of activities and customer
attractions which could be designed
around the Town Park resource. There are
opportunities for festivals walking, cycling,
sports, and heritage offers which could
create appealing value propositions for a
broader catchment of the local population.
Three year Action Plan
A proposed Strategic Vision Statement
and supporting Actions are presented
overleaf. The 3 Year Action Plan for
Carrick-on-Suir Town Centre Forum is
proposed under the following themes:
1. Governance Structure and Leveraging
Resources
2. Town Appearance & Local
Engagement
3. Town Marketing and the Town Hall
4. Festivals, Events and The Park
5. Training.
56
3 Year Action Plan – Templemore
Strategic Vision Statement for Templemore
To create a vibrant, commercially successful town centre
which provides substantially for the needs of the local
catchment population. This will be achieved through
increased local footfall by leveraging all of the town’s
resources including its people, heritage, history and
organisations
All Actions outlined below need to support this Strategic Vision Statement
*An annual action plan should be reviewed each year and updated in terms of its
achievements or otherwise.
Theme 1
Governance and Leveraging
Resources
Lead Group Partner(
s)
Estimated
Cost
Funding
Source
1.1 Governance
1. Based on the Actions outlined in this
template, to host an open meeting to
invite stakeholders to participate in one
of three sub committees
Arrange open invite subcommittee
meetings
Elect steering committee members,
identify and agree the priorities as
outlined in this plan for the town.
2. Formulation and adoption of a
constitutional and governance
framework. (See Chapter 4)
3. Develop an annual action plan which
will be progressed by stakeholders who
have signed up to assist in delivery of
same.
Each subcommittee will need to
formulate and agree their own action
plan for inclusion in the overall Forum
action plan.
The steering committee should have
ultimate oversight over the final plan
1.2) Leveraging Resources
1. Continue to deliver appropriate
57
supports to the retail trade through the
operation of initiatives such as the
Commercial Incentive Scheme and the
LEO Training supports
Theme 2
Town Appearance & Local
Engagement
Lead Group Partner(s) Estimated
Cost
Funding
source
2.1 Town Painting Scheme
1. Develop a phased Building Façade &
Painting Improvement Scheme and
implement in a targeted and time lined
manner. Develop a grant based
scheme to encourage take up
a) Collaboration between Retailers
and the County Council to identify
key locations to be targeted over a
5 year period.
b) Agree a communication process to
contact and encourage all relevant
town centre building owners within
the key location to participate
Sub
committee
1
TCF TBC Tipp Co Co/
LEADER
2. Agree a communication process to
contact and encourage all relevant
town centre building owners within the
key location to participate
3. Draw up a list of derelict sites, identify
steps to be taken to address same and
progress to a satisfactory conclusion
2.2.Local Engagement Sub
committee 1
TCF
1. Develop a citizen engagement plan
which informs the public what is being
progressed in the town and which
highlights the offers available in the
town or events taking place
2. Support and compliment existing
footfall in a manner that increase footfall
into the town, including looking at
opening times; tying retail product offers
in with existing festivals etc.
3. Engage with schools to:
a) Support town appearance initiative
e.g. community environment
projects.
b) Create opportunities for students to
58
get involved in generating ideas for
the town
4. Develop a Town Centre Presentation
and Planting Plan
5. Engage with local business owners to
champion the benefits of well presented
premises, window boxes, window
presentation etc.
2.3). National recognition Tidy
Towns
1. Three 3 year plan to continue
progress in the Tidy Towns
competition
2. Plan to attract "Nationwide" or
similar programme to
Templemore
Theme 3
Town Marketing & The Town Hall
Lead
Group
Partner
(s)
Estimated
Cost Funding
source
3.1) Improve the marketing of
Templemore
Sub
committee
2
TCF €25,000 LEADER/
Tipp Co
Co
1. Review all current marketing
initiatives in the town (across all
groups) to adopt the most effective
and inclusive marketing strategy.
2. Develop and manage a Digital
Marketing Plan for Templemore
which includes:
a) The completion of the town
website and its future
management.
b) A Social Media Strategy
ensuring that all social media
platforms and town website are
linked and its future
management. Particularly target
the local community catchment
area.
3. Seek to encourage appropriate
Sunday trade, particularly where it
ties in with festival activity.
4. Develop a plan to introduce a
Templemore Gift Voucher system to
facilitate local people in supporting
59
local businesses particularly The
Garda College; and local schools
3.2). Town Hall Traders
Association
Tipp Co
Co OPW
1. Feasibility study to understand the
commercial viability of the Town Forum
taking a lease on the Town Hall
2. Develop a plan for opening of re
developed Town Hall if commercial
viability is possible
Theme 4
Festivals, Events & The Park
Lead
Group
Partner
(s)
Estimated
Cost
Funding
source
4.1 Festivals and Events
1. Compile a list of festivals and events
currently active in Templemore.
Sub
committee 3
TCF €15,000
pa
LEADER/ Tipp
Co Co/ Failte
Ireland/
Sponsorship
2. Develop a Calendar of Events to inform
local communities of activities in the
area – particularly those that are family
focused
3. Develop a plan to develop chosen
festivals and events
4. nvestigate the possibility of hosting a
Farmers or Country Market weekly/
monthly on the Main Street.
4.2). The Park
1. Develop a plan to Market the Town
Park to local families and visitors. Liaise
with subcommittee 2 to include this
Action in Area 2. Liaise with Tidy Towns
re their schools engagement project
2. Explore possible leisure activities on
the lake
3. Develop a plan for new on street
signage highlighting the Town Park in
conjunction with Tipp Co Co
4.3). Historical & Heritage Events
1. Develop a plan to have Historical &
Heritage Events in the town including;
visits from historical societies, heritage
walks and events
60
Theme 5 Training Lead
Group
Partner
(s)
Estimated
Cost
Funding
source
Training and Up skilling: training for retailers
in areas such as online sales, the use of
social media, merchandising and customer
services.
Town
Centre
Forum
Local
Enterpris
e Office/
Traders
Assoc NA LEO
61
Chapter 8
Common Town Centre
Initiatives
A number of initiatives have been
identified which could be delivered in
terms of a county wide perspective such
as:
Training
Digital Marketing is a key requirement
for the effective marketing of towns and
the individual businesses within the towns.
There was a survey done (see Appendix
13 for summary results) as part of this
project to understand the appetite for
training in Digital Marketing and
associated disciplines. While Tipperary
Local Enterprise Office has been providing
some training in this area in the various
towns, it is recommended that the results
of the survey are considered and that
ongoing Digital Marketing and associated
training programmes are made available
across the various towns.
Customer Service quality has a
profound impact on town performance and
individual business performance.
Customer Service in this instance includes
effective communication, product
knowledge, personal appearance, local
area knowledge, enthusiasm, pride of
place, appropriate opening times including
lunchtime, ensuring customer parking
facilities are not occupied by staff and
respect for the customer. There are
opportunities for improved customer
service in all towns.
While acknowledging the work being done
in this area by Tipperary Local Enterprise
Office, Skillnet and others, high quality
town specific customer service training
programmes which have the objectives of
improving the quality of customer service
across the various areas mentioned above
are another key requirement and
recommendation.
Visual merchandising training or
consultancy to support businesses in
maximising the visual impact of their retail
units would be important across all towns.
Improving the general standards of
merchandising, window displays, store fit
out and understanding customer
psychology to maximise customer spend
would all support an improved customer
experience in each town
Sales training for customer facing staff.
Retail Management Training
Town Website Development/
Tipperary Branding
One of the challenges that exist in most
towns is the maintenance of a high quality
online presence for the town. Online
presence is growing in importance in
terms of communicating effectively with
customers and attracting and retaining
local business. The joint committee on
Jobs, Enterprise and Innovation figures
quoted previously suggest that Irish
consumers are now spending €6 billion
online each year with less than a third of
this revenue going to Irish businesses.
There may be an opportunity to include an
online trading feature to town website
design subject to funding eligibility and
funding availability, but even if this is not
feasible, having a high quality online
presence will allow a town to disrupt some
of this spend leakage and entice people
back into the town centre. More
importantly however, there is nothing to
prevent local businesses from developing
their own online shopping facility and
maximising their business reach beyond
62
the physical boundaries of the traditional
town.
It is recommended that a county wide
initiative to develop the online presence of
towns in Tipperary is pursued. Initial
research into how this might be achieved
suggests that this type of project would
likely be eligible as an “Umbrella Project”
under LEADER in the Rural Development
Programme 2014 – 2020. It should be
noted that the guidelines on umbrella
projects are subject to change at present.
A single funding application to LEADER
for the entire project could be made by a
lead partner, with each town dealing with
the lead partner. An important
consideration for partners is how to
facilitate an ongoing maintenance plan for
the online presence of each town or
indeed each business and this would need
to be addressed as a priority prior to any
funding application being made.
Packaged Entrepreneur Supports
There has been a number of valuable
incentive schemes made available by
Tipperary County Council to Town Centre
businesses over recent times. These
include a Commercial Incentive Scheme,
Christmas Retail Support Programme,
Shop Front and Painting Scheme.
There are also a range of services
available to businesses through Tipperary
Local Enterprise Office including;
Business Information and Advisory
Services, Enterprise Support and
Development Services, Entrepreneurship
Support Services and Financial Support
Services.
Coordinating and augmenting the
incentives and services identified above
into bespoke, targeted, packaged
solutions for Town Centre Entrepreneurs
would offer significant value.
Some of key challenges Entrepreneurs
and Business people face is limited time
and limited access to specific information
on appropriate supports available to them.
Making it easy for Entrepreneurs to
identify a suite of supports and incentives
that suit their sector and their level of
business development (setting up,
growing, and expanding) would be very
valuable.
These support packages should include
opportunities for vacant Town Centre
property owners to make their properties
available for short term initiatives including
pop up shops and window presentations
to improve the vibrancy and appearance
of the Town Centre.
63
Monitoring,
Implementation &
Conclusion
Experience from Ireland and abroad
demonstrates the value of local
partnerships in developing well-considered
and effective solutions for common issues
and this was at the core of this Town
Centre Initiative Report. The success of
measures to support town centres is
predicated on facilitating a strong town
centre partnership of key stakeholders that
takes account of the town people, town
economy, town heritage, physical features
and the role of the town within the wider
network of town centres.
One of the key challenges to addressing
the issues facing our town centres will
revolve around either a breakdown in
stakeholder partnership or unwillingness
for all stakeholders to work together. No
one stakeholder on its own will address
the issues facing our town centres.
Working together, there is an opportunity
to turn our town centres around. This will
require not just the honest efforts of the
County Council but also the honest efforts
of the retail trade itself; the local citizens
and consumers and the broader
stakeholder base of community and
business groupings.
The Action Plans laid out above for each
of the towns is only the first step in the
process – these plans should be managed
as “fluid vehicles ” with actions being
added and deleted as appropriate.
However, if there is to be progress, it is
important that the plans are regularly
reviewed by the Steering group in an
honest manner, changes made and new
directions taken as required. This
monitoring of the implementation is critical
to the success of the plan. There will be
many challenges facing the
implementation of the plan, including
difficulties around engagement; funding
constraints; challenging economic
environment; other emerging priorities etc.
It is therefore important that each TCF
reviews its plan at least once a year and
reports on progress to its Local Municipal
District/Borough District meeting.
64
Summary Results of TCI Retailing Online Survey
1. Do you currently sell online through
your business website or through
another online platform?
2. Do you use social media to promote
your business?
3. How interested are you in
developing your business online
presence?
4. If your local enterprise office were to
provide low cost, high quality social
media and online marketing training in
your town, would you attend?
37
63
Yes
No
0 10 20 30
Not at all
Some Social …
Significant Social …
Not at all
Some Social Media Activity
Significant Social Media Activity
0 20 40 60
Not Interested
Interested
Very Interested
Not Interested
Interested
Very Interested
0 50
No
Maybe
Yes
Definitely No
Maybe
Yes
Definitely
65
Bibliography
1 http://www.tipperarycoco.ie/planning/north-tipperary-county-development-plan-2010 2 Johnson, G., Whittington, R., Scholes, K., Angwin, D.,Regnér, P., (2014) Exploring Strategy Text and Cases, Pearson Education Limited, Harlow, U.K. 3 http://www.finance.gov.ie/sites/default/files/Retail%20Ireland%20-%20Strategy%20for%20Retail%202014%20to%202016.pdf 4 http://www.retailexcellence.ie/wp-content/uploads/2014/09/A-Framework-For-Retail-in-Rural-Ireland.pdf 5 http://www.agriculture.gov.ie/media/migration/ruralenvironment/ruraldevelopment/ruraldevelopmentprogramme2014-2020/RDPFinaldraft03072014.pdf 6 http://www.tipperarycoco.ie/sites/default/files/Volume%201%20Complete.pdf 7 http://www.southtipperaryinfo.ie/sites/default/files/County%20Dev%20Plan%20Vol%202%20%20Strategic%20Environmental.pdf 8 http://www.tipperarycoco.ie/planning/north-tipperary-county-development-plan-2010 9 http://www.tipperarycoco.ie/sites/default/files/South%20Tipperary%20County%20Retail%20Strategy%202010.pdf 10 http://www.tipperarycoco.ie/sites/default/files/North%20Tipperary%20County%20Retail%20Strategy%202011_4.pdf 11 http://www.southtipperaryinfo.ie/sites/default/files/Final_Retail_Development_Programme%2017%2007%2012_0.pdf 12 http://www.retailexcellence.ie/wp-content/uploads/2014/09/A-Framework-For-Retail-in-Rural-Ireland.pdf 13
http://www.cso.ie/en/releasesandpublications/er/rsi/retailsalesindexaugust2015/ 14
http://www.cso.ie/en/releasesandpublications/er/rsi/retailsalesindexaugust2015/ 15
The Consumer Sentiment Index is calculated by computing the relative scores (the percent giving favourable replies minus the percent giving unfavourable
replies (the balance), plus 100) for each question used in the different indices 16 http://www.cso.ie/en/releasesandpublications/er/rsi/retailsalesindexaugust2015/ The Consumer Sentiment Index is calculated by
computing the relative scores (the percent giving favourable replies minus the percent giving unfavourable replies (the balance), plus 100) for
each question used in the different indices 17 http://www.agresearch.teagasc.ie/rerc/CEDRA/CEDRA_Report.pdf 18
http://www.failteireland.ie/FailteIreland/media/WebsiteStructure/Documents/3_Research_Insights/3_General_SurveysReports/Tourism-facts-2014.pdf?ext=.pdf
19 http://www.dttas.ie/sites/default/files/publications/tourism/english/people-place-and-policy-growing-tourism-2025/people-place-and-
policy-growing-tourism-2025.pdf 20 http://www.oireachtas.ie/parliament/media/committees/Final----Policy-Options-to-Support-Business-Growth-and-Job-Creation-and-Retention-in-
Town-and-Village-Centres.pdf 21
Barker, M., Barker, D., Bormann, N., Neher, K., Social Media Marketing – A Strategic Approach, 2013, South-Western, Engage Learning, Port Survey of Overseas
Holidaymakers 2014 USA 22
http://www.failteireland.ie/FailteIreland/media/WebsiteStructure/Documents/3_Research_Insights/3_General_SurveysReports/Tourism-facts-2014.pdf?ext=.pdf 23 http://www.environ.ie/en/Publications/DevelopmentandHousing/Planning/FileDownLoad,30026,en.pdf 24 http://www.retailexcellence.ie/wp-content/uploads/2014/09/A-Framework-For-Retail-in-Rural-Ireland.pdf 25 https://www.limerick.ie/sites/default/files/Limerick_City_Business_%26_Retail_Incentive_Scheme.pdf 26
http://www.waterfordcouncil.ie/en/media/BUSINESS/Reports/Waterford%20City%20Retail%20Investment%20Prospectus.pdf 27 http://www.wearedublintown.ie/who-we-are/overview/ 28 http://www.carlowcoco.ie/business/Pages/carlow-town-team.aspx 29 http://www.dunlaoghaire.ie/ 30 http://www.dundalkbids.com/ 31 http://www.letterkenny.town/ 32 https://www.atcm.org/programmes/purple_flag/tools_templates 33 www.governancecode.ie 34 https://www.wheel.ie/sites/default/files/documents/Governance%20Code%20Type%20A%20only%20-
%20%2020%20March%202012%20Final.pdf 35 https://www.wheel.ie/sites/default/files/documents/Governance%20Code%20Type%20B%20only%20-
%20%2020%20March%202012%20Final.pdf 36
http://www.retailexcellence.ie/wp-content/uploads/2014/09/A-Framework-For-Retail-in-Rural-Ireland.pdf 37
http://www.lgcsb.ie/sites/default/files/newsfiles/150615_local_authority_retail_support-web.pdf 38
http://www.retailexcellence.ie/wp-content/uploads/2014/09/A-Framework-For-Retail-in-Rural-Ireland.pdf 39
http://www.athlone.ie/shopping 40
http://www.oireachtas.ie/parliament/media/committees/Final----Policy-Options-to-Support-Business-Growth-and-Job-
Creation-and-Retention-in-Town-and-Village-Centres.pdf 41
http://www.finance.gov.ie/sites/default/files/Retail%20Ireland%20-%20Strategy%20for%20Retail%202014%20to%202016.pdf 42
http://www.independent.ie/regionals/fingalindependent/news/30m-fund-to-boost-villages-31564337.html 43
http://www.agresearch.teagasc.ie/rerc/CEDRA/CEDRA_Report.pdf 44
http://www.tipperarycoco.ie/community-and-economic-development/local-economic-and-community-plan-county-tipperary 45
http://www.dttas.ie/sites/default/files/publications/tourism/english/people-place-and-policy-growing-tourism-2025/people-place-and-
policy-growing-tourism-2025.pdf 46
http://www.failteireland.ie/Supports/Identify-Available-Funding/National-Festivals-and-Participative-Events.aspx 47
http://www.artscouncil.ie/available-funding/ 48
http://www.heritagecouncil.ie/fileadmin/user_upload/Grants/2015/Grant_offers_2015.pdf 49
The agricultural sector, companies with charitable status, commercial semi state companies, “Not for profit” organisations, trade associations or
company representation bodies.
66
50
https://www.localenterprise.ie/Tipperary/Documents-and-Photos/Online%20Digital%20Voucher.pdf 51
http://www.clanncredo.ie/default.aspx?m=22&mi=171&ms=68 52
http://microfinanceireland.ie/about-us/who-we-are/ 53
South Tipperary County Development Plan 2009 (as varied http://www.tipperarycoco.ie/planning/south-tipperary-county-
development-plan-2009-varied 54
http://www.retailexcellence.ie/wp-content/uploads/2014/09/A-Framework-For-Retail-in-Rural-Ireland.pdf 55
http://www.tipperarycoco.ie/planning/north-tipperary-county-development-plan-2010 56
The commercial viability of opening any of the retail businesses mentioned here would need to be investigated and fully considered by a prospective business owner. 57
http://www.tipperarycoco.ie/planning/roscrea-local-area-plan-2012 58
http://www.tipperarycoco.ie/planning/north-tipperary-county-development-plan-2010 59
http://www.tipperarycoco.ie/sites/default/files/North%20Tipperary%20County%20Retail%20Strategy%202011_1.pdf 60
http://www.tipperarycoco.ie/sites/default/files/Pages%20from%20Templemore%20%26%20Environs%20Development%20Pla
n%20Part1.pdf