North Westmeath Creative Tourism

North Westmeath Creative Tourism believes that there is scope in the Tourism Plan for the area to consider a Visitor Experience Development plan for rural?North Westmeath.

The area is a stunning, rich in built, cultural, archaeological and natural heritage with a vibrant community and endless opportunity for authentic, immersive tourism experiences.

Where existing commercial players and significant public funding has developed, and created prime movers in Westmeath eg Belvedere, Uisneach, the Luan Gallery, Athlone Castle the Cycleways – the fantastic Tourism experience of North Westmeath has been built largely by active community and volunteer development groups.

This social asset is extraordinary and to be applauded but it means when reviewing and planning, decisions are made to enhance investments already in place – so events, campaigns, marketing will follow, and rightly so, the long term investments already made in the sites and those like it named above.

North Westmeath has a significant hand to play in the development of tourism for our county; one that is just emerging, and requires fostering to help it to be part of the Westmeath Offering rather than falling between the two emerging overarching plans for Ireland’s Ancient East ( just outside the Boyne trail developments) and Ireland’s Hidden Heartlands.

Much can be made of the idea that North Westmeath is a place that is just that bit further on than where all the tourists are going. Much can be made of the fact that mobile signal is poor, there is so little car traffic that locals know the time by distant church bells marking the hour and ever quarter, that local people are involved in rural activity, heritage craft, great hyper local food and also ready to give a visitor the best of their imagined, expected Ireland.

Perhaps our role is in the “Explore More” , “Rest and Immerse”, “Restore and remember”. In the last decade, the Fore Heritage and Amenity Group has picked up 3 National Awards recognising the development of the looped walk – one for Heritage, taking the top spot in a field that included Collins Barracks and Seamus Heaney’s Homeplace, the top spot for Community Pride of Place and a second place for Community Led Tourism Development.

These three awards were not won by Fore the place ; But by the Fore the people. It was the work of a volunteer board, the judging took place where the judges came into the area and met all the volunteers – not just the development group but all the sports clubs, a Joyce reading group, the local motorbike club, the ICA, our artists, our craftspeople, the three amazing women (now four with the addition of Sarita Nolan), Jane, Beatrice and Ita, who own and run the coffeeshop, and 2 pubs in the village – and who are nearly every visitors welcome party, storyteller and guide. It was also won by the wider North Westmeath Community who supported the applications, helped with preparation, turned up on the day to praise the area and the people – they shone a light into every corner.

This is North Westmeath’s Hand- its extraordinary creative interesting community with an authentic rural culture, approach and value set.

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1 Recognise North Westmeath as a specific destination with its own narratives and cultural experiences specifically the shared creative and rural community of the villages and their hinterlands

-??????Work with existing community groups?to create and promote coherent visitor experiences with?distinct identities that can be used to drive visitor footfall and encourage visitors to tour North Westmeath.

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-??????Maximise the potential of North Westmeath’s rich built, natural and cultural heritage in a sustainable way to increase footfall, dwell time and spend in the area. Community groups can be both geographical – like the extraordinary Collinstown and Clonmellon councils behind wonderful hyperlocal rural markets, creative like the work in the community of artists like Teresa Doyle and Ursula Meehan, immersive engaging the CCE, Irish speakers, skillset engaging the GAA, Angling, ICA and commercial bundling of accommodation, food and beverage, guide and storyteller.

The Community of North Westmeath has demonstrated that it is creative and innovative and there many strands across the area of inspirational, immersive sincere and authentic visitor experiences; these need to be drawn together into a more coherent ‘blanket’ experience.

-??????North Westmeath has so much to offer; and where many may see absence of as a barrier, it is in fact another strength. Key, open sites such as Fore, the Cut in Lough Lene, Mullaghmeen, The Stations in Multyfarnham, numerous countryside walks, access to lakes, access to bog, no mobile signal, no urban characteristics, no large carparks and huge numbers descending provide?places of great peace and tranquillity. Places of rest and reset.

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-??????Many of these places stretch in the past to important sites; Streete is part of the Black Pig Dyke network and as such should be included in any tourism plan of action around this feature. The Tain Trail travels through this area and it would be critically important that North Westmeath is part of any development to revitalise this stunning trail in line with the Ancient Story and the modern love of cycleways and pilgrim routes. It would also be critical that the modern county boundary is not a barrier to the critical links that will benefit the peripheral villages. Clonmellon should be included in any and all developments in Kells and Athboy, Fore and Castlepollard have significant opportunities to explore lined up alongside Loughcrew and the entire area has much to explore when you delve into the ancient stories – The Children of Lir, Rathcroghan, Coolure, The Tain, Brigid of the Gael,?

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There may be an ‘absence’ of built visitor sites attending these stories but there is a rich cultural creative community that can deliver their part of a wider regional development of ancient stories.

One of the interesting cultural story sets that has yet to be explored and may be a unique exploration for the area is ‘cures’ and ‘science’. The two are at two opposite ends of a line and that tension is what makes them so interesting.

Fore’s Wonders as an example – some of them have really interesting science behind them – the water from Lough Lene does run uphill to arrive in the village- it has to do with capillary action and limestone, you can date the walls by the shape – which tells a story of load bearing, maths and physics that can be traced through history and links Fore to the Normans, the Crusades and we have stone masons in the area that can show and tell this extraordinary craft. Monastic sites in Ireland may have swapped rural communities into organised townlike communities as skilled craftsmen were accommodated for building and industry grew around servicing the sites. Theses sites had learning, information, shared across Europe and were often a place where people came to be healed. When science works out why cures work it’s called medicine – when it’s still unknown – cures- there are so many cures still being sought and given in North Westmeath – its bound to be a direct link back to the power of these early Christian Monastic sites or further back the powerful families that made the area important that made it the reason for the site – such fascinating cultural social science. More tangible is the still dark skies that stretch over North Westmeath.

Here the night sciences were significant – again absence – we may not have the built site that Birr has – but there are places where it is still so dark we can see the Milky way, the Northern Lights. The story of William Edward Wilson and Daramona House, Streete would sit beautifully with reflecting on the importance of the nights sky to the early people who built the 3,000 year old bronze age oak road would sit beautifully with exploring the history hidden inside the place names Derravaragh.

Again to return to Fore; there is a lintel – said to have been raised by St Fechin’s prayers- but how did they raise it – there is an opportunity to link North Westmeath sites by the science of building and engineering from the geology of the landscape providing the materials, to the skill of the local craftsmen to the information arriving with each new wave of invasion. North Westmeath is rich in accessible built heritage that could benefit nearby business in towns and villages.

Water could be a third cultural exploration – linking communities with Ancient Stories (Children of Lir) (4 of the 7 wonders of Fore’s), cultural heritage, fishing and open water recreation, built – mills, weirs and cuts to the modern science that governs communities and water today. Fore is about to fit solar powered drinkers to bring cattle away from the source of a water system to foster biodiversity and reintroduce life that has been declining – science and mystery in Fore again. Water is the characteristic of the landscape across Westmeath but in North Westmeath it is magical – it cures, it doesn’t boil, it races uphill, it contains ancient fortifications and Royal sites that are globally significant (Coolure Desmene), it’s a place where science is now engaging community custodians and it’s a place where retired and younger people could commit to creating visitor experiences – as the Angling community are so generous of their time and skill that you find skilled anglers of all ages.

There is also a Hyper Local culture that is thriving in North Westmeath – it is championed by Weirs in Multyfarnham – whose boards describe where their produce comes from in the area, Jane O Reilly in Fore who carried the work of local writers, artists and producers, Elaine Guinan and The Petal Café in Castlepollard who has sourced local suppliers for her milk, eggs and ingredients as a stocking policy and the community groups that created the space for their local producers and have established thriving markets in Collinstown and Clonmellon.

There are also key destination commercial tourist sites in the area eg Tullynally Castle and Gardens and Killua Castle that will be hubs for craft, artists and other producers and who are critically important to the development of tourism in their area.

Hyper Local is not just good business sense -?if visitors dwell and spend, the multiplier for the area is significant if the supply chain is all local. It is also now a factor influencing many on how they spend their money. Hyper local is environmentally friendly – the shorter the supply chain the better it is for the world. Hyper local can have a relevant direct message to the visitor – it can be swiftly part of a brand of authentic, rural Ireland. Hyper local is also responsible – it reinforces that tourism is everyone’s economy and opportunity.

Talk to the Bees. There are ancient Brehon Traditions were bees played a role in community life. People often went and told them what was happening. Each area in North Westmeath now has bees and beekeepers. They would be an excellent addition to the storyteller culture that needs to be fostered. And their produce should be marketed in line with the ancient tradition of the area of cure, rest and reset. So an audit of storytellers and guides needs to be undertaken and drawn together as part of the VEDP; where people who farm, fish, raise bees, create art are encouraged into the world of VEDP and the notion of a guide like you would formally associate with Big Houses and sites is consolidated with something less formal too.

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2 Identify and secure funding for a ?Visitor Experience Development Plan that identifies existing and potential compelling experiences, events, sites and storytellers.

Including a plan of catalytic actions for North Westmeath?to drive greater numbers of visitors to our area.

1)?????Work with Fáilte Ireland to create a plan for our business people – when IAE was first floated – photos taken at events in Fore were used to illustrate the workbooks, online offerings and overseas advertising – but the area is peripheral to current campaign strategies – we need to get back in there

2)?????Develop project proposal concepts for visitor attractions that have not been availing of the commercial supports that are in place because they are managed by volunteers.

3)?????Undertake an audit of story tellers, food producers and the hyperlocal culture of the area identify year-round saleable rural?experiences with growth potential.

4)??????Support development of The Tain section in North Westmeath as part of the wider and examine the potential of linking to monastic and early Christian sites in a pilgrimage format

5)?????Support appropriate development of lake access walks

6)?????Reinforce the North Westmeath Creative Tourism networks, undertake facilitated discussions, and work with key tourism businesses in

7)?????Undertake a training needs analysis for tourism providers within our area specific to our area.

8)?????Promote and support North Westmeath including ?series of familiarisation trips for tourism trade within and between the area and Mullingar and Athlone.

9)?????Work to promote 1-2 day Explore More ?packages for North Westmeath with Community engagement for skilled hosts.

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3. Identify and secure funding for a mobile app to accompany the Visitor Experience Development Plan (VEDP) and?encourage visitors to key locations linked to our sites to travel another 10 – 15 miles to our area; to explore why the towns and villages of North Westmeath were so important at critical points in our history. Funding may be available from the Department of Rural and Community Development, Town and Village Renewal Scheme and the Covid 19 Accelerated Measure.

4. Explore how?the Interregeurope Local Flavours could be used to build on the significant national success of Fore and reinforce the strong natural and build heritage features with cultural heritage and fostered tourism economy?

The objective of the Interreg Local Cultural Flavours project is to improve policies supporting smaller, more rural areas to fully maximise the potential of their unique culture and heritage. Attracting tourists to less recognised places can create a more even distribution of tourism while at the same time upgrading the authentic cultural heritage offering. Offering specific experiences rooted in local history and the preserved cultural legacy of communities adds unique flavours and excitement to the experience of the visitor and positions these areas as authentic destinations that can simultaneously sustain the local cultural heritage and create better prospects for local communities.

https://www.interregeurope.eu/localflavours/

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5 Accelerate the establishment of a tourism hub infrastructure in Castlepollard

This action point is already well underway with significant actions completed. There is a need to review and hopefully accelerate the action points if possible to allow the increase in visitor numbers to the area to increase dwell time and spend. Vacancy on the Square needs to be addressed. Perhaps the Story of Cionn Torc could be explored and placed into the area somewhere as it links into an ancient story with sites across Ireland and with the cultural significance of water.

Castlepollard attracts a specific cohort every year and the numbers linked to it are significant. The children born in the Mother and Baby Home in Castlepollard return to the area each year in September. This is a diaspora who travel back with their families every year – This cohort and this site could do with an area to meet in, with appropriate information and a quiet and dignified area to reflect.

6 Interact with Coilte with respect to greater development in Mullaghmeen – including downhill bike trails, play areas and picnic areas.

Mullaghmeen is the highest point in Westmeath. It is beautiful throughout the year. It has built heritage linked to sites across Ireland. It has remained undeveloped while Forest Parks across Ireland receive attention and development. To get something started on this – the community need a stakeholder that Coilte recognises and will interact with. The community in the area would like to see amenity development for the area – including bike trails, places where horses can use, playground, better landing facilities like carparking, toilet, picnic benches, benches along the trail, signage and information about the site.

7 Work to create a better recreational infrastructure at the Cut at Lough Lene and other open water areas

Lough Lene is a safe area to swim. This attracts hundreds and hundreds of people – once only in good weather but with the increase in open water swimming throughout the year. The Cut needs a plan to address the increase in numbers, including the risk to the water body of people from other areas and boats, breach of by-laws, Blue Flag Status and water quality and community.

A neighbouring club in Meath has secured funding for inflatables for use in triathalon activity and their swimming activity. It would be amazing if the Council would consider the development of the area- including its selection for activity similar to canoeing instruction that takes place in the Harbour in Mullingar, placing a lifeguard at the site and improving the infrastructure at the cut with respect to the management of parking, changing and toilet facilities and making boats safe entering and leaving the water.

Link the Lake to Collinstown Village for the benefit of the area – both as safe access for local community and to link dwell and spend to the village.

Explore further lake access and the link between Fore and the lake- including an existing paved pathway and bridge on Fore side of Lake that requires some attention – linking the lake, the monastic site and the villages of Castlepollard and Collinstown – walls and path is still intact where the ‘wires’ are – a really important site when cleared of rushes and debris – allows water to flow uphill to fore village through Limestone

Link the geological limestone at this location as part of a single limestone slab that is the Caven Burren, Geopark and Marble Arch caves and provide information on the geological info for this location.

8 Promote the significance of Coolure, the bronze age togher and link it to the developments in Uisneach – In a mobile app connect artefacts in Irish museum to the locations of their finds.

Coolure Demesne crannog, Lough Derravarragh, is one of the most impressive and enigmatic archaeological sites in the Ireland. This site was locally and regionally important and is now globally important. It could be linked to Uisneach – but also lets link the rich finds of the area that people may see visiting museums with the places they were found. The Lough Lene bell, swords, boats, bodies, croziers and carvings. Within an app – the items and the sites could be linked together – can a list be requested from the museum of items found in the area to support local communities building a campaign if they wish.

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9 Develop narratives which are strong for the area eg Children of Lir and ensure the area is included in a meaningful way in developing national pilgrimage /story routes – eg The Tain Trail

To avoid being peripheral to Ireland’s Ancient east and Irelands Hidden heartlands campaigns North Westmeath needs to be included in narratives that have been selected for investment and opportunity. Our Big Houses are incredible and the area should be included in any narratives relating to The Tain trail, Black Pig Dyke, Children of Lir and linking monastic sites, Norman sites and tales of heroes and courage.

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10 Consider the significantly increased numbers of visitors in Fore and the number of businesses now trading in the village

- adapt infrastructure of footpaths to slow traffic at the old gates of the fortified walls, and create an area where pedestrians and cyclists have a priority to make the areas safer at points where they cross the road namely Abbey Gates, old graveyard, village itself.

There is an immediate need for Westmeath County Council to work with the OPW to prioritise cyclists and pedestrians in Fore. This requires infrastructural engineering to slow traffic at the gates on either side of the village and on the approach from Abbey avenue side – to recognise the large numbers of pedestrians now crossing at the carpark in the village itself and between the abbey gates and the footpath linking to the Nancy to Nelly portion. The village also needs an area for cyclists to secure their bikes and should be considered for an electrical charging point. There may also be an opportunity to pedestrianize a part of the village at the old gaol wall and remove a link road – providing an outdoor area for the businesses

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11. Work with the OPW on Fore to repair damaged picnic tables, address the well and tree with rags and improve accessibility for the trail

The recent works in Fore means there is now an off-road and pavement for the entire trail. This has improved safety but there is also a need to consider accessibility of the area – improve the access by improving surfaces, providing move sheltered areas and consider collection points for those unable to complete the entire loop.

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12 Support development of tourism bus routes working from town centres

Can Westmeath County Council consider funding a tourism bus link pilot from Mullingar into North Westmeath. Existing rural transport objectives and KPIs have routes connecting hinterlands into town centre. To bring visitors staying in Mullingar out would require a pilot scheme to gather sufficient and relevant data to inform an application for such a service. The pilot would need to be a shuttle service with multiple collection points in Mullingar before travelling into the area. The council could partner with TFI local link LWR to develop the pilot.

13 Support the development of places within North Westmeath where people travelling with campervans etc can be accommodated

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14 Engage the students that visit the county during the year

to begin to set up networks with their home countries and families. It is an untapped, immersive experience that could be used to link back to France, Germany and Spain. Perhaps a hosting gift when parents visit of tourism bundle.

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15 North Westmeath’s community groups require the support of the Tourism, Arts and Heritage Officer to help voluntary groups and small tourism businesses to engage with stakeholders on their behalf – including ?neighbouring councils, Failte Ireland, OPW and Coilte.

The community can provide defined itineraries with experiences that can be ?promoted both as part of the Ireland’s Ancient East regional brand and link into the Irelands Hidden Heartlands Offering that connect us to the southern part of our county and the Midlands.; lack of accommodation and the inadequate visitor infrastructure should not be a barrier to this – as the Fore heritage and Amenity group has demonstrated with three national wins for the county – this group is one of many in the North Westmeath area with the expertise and capacity, in a voluntary capacity to support such developments. But the time has come for a coherent VEDP. ?

Key opportunities to consider are

- creation of new and enhanced cluster of engaging experiences in North Westmeath

- increasing the capacity of tourism stakeholders to engage in cross selling, collaboration and promotion of bundled experiences;

-measuring numbers and having the data needed to build on

- visitors seeking open air destinations and experiences in Covid-19 context;

?- enhancing open air sites The Cut, Mullagmeen, Fore, the Stations in Multy, Bog sites

- industry collaboration; tapping into Ireland’s Ancient East promotions and nearby established sites

- use of Creative Ireland Funding to enhance existing public spaces and trails with art work that connects the sites – eg swans for Children of Lir –

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Thanks

Thank you so much for the opportunity to submit our findings over the last few years of our existence for consideration in the development of a tourism plan for the county. North Westmeath Creative tourism are a voluntary group with representatives from all the areas, including from tourism businesses, individuals who are artists and craftspeople, individuals promoting cultural heritage and history and volunteers working to improve their area both for the community and to develop amenities that fit with improving visitor experiences.

We appreciate all the support we receive from the SPCs, Tourism, Heritage and Arts officer and the elected representatives and staff responsible for the Coole Area.

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