Page 101 - Our Wexford

pants,” Tiernan says. “I used to
caddy for him and he’d tell me
about what was going here and
what was going there and I’d be
looking up at him wondering, does
Mum know about this?! I got a
love of the golf business very young
in that I saw how every aspect of
the golf business works… I got a
great feeling for what it took to
attract visitors to a destination and
that’s what St Helen’s was.”
Off the beaten track in terms of
conventional tourism and golf
travel, St Helen’s had to be sold to
an audience abroad and Larry took
it upon himself to make regular
trips to the UK, particularly South
Wales, and promote the brand.

That’s where the idea for Club
Choice originated. Initially based between The attraction to the UK visitor is
Dunshaughlin in Co Meath and clear - take the hassle and expense
“We had the idea that this was Wexford, the business is currently of finding the best golf destinations,
something that would benefit other re-locating entirely to Wexford, best hotels and easiest modes of
resorts, like ourselves, whereby going “home” to an area which travel out of their hands, provide
we would pool resources and go remains at the core of what they do them with a tailored package
out under one banner brand and well. according to their taste and budget.
promote golf in the southeast.” All they have to worry about is
Every year the business has more
Originally a co-operative, Club than doubled in terms of visitor arriving at the port or airport on
Choice became a business four numbers and now includes 44 time and bringing some spending
years ago, run on the ground in clients - hotels and golf clubs/resorts money to use in the local pubs,
Ireland by Tiernan with Larry - across nine different counties. restaurants and shops. Win-win.
flying the sales and marketing Director Larry Byrne recently
flag across the water, once his “We’re selling a product that’s very returned from the US where he
involvement with St Helen’s ended. saleable,” Larry says. “It’s fantastic was selling Wexford as a golf
value for money, people can’t
“I had built up a lot of contacts believe it, and at the same time it’s a destination as part of a Wexford
over the previous 25 years so it top-quality product as well.” business delegation led by County
made sense for us to continue in Council Chief Executive Tom
the golf business,” Larry says. The average group size is nine Enright and Minister Paul Kehoe,
people, playing an average of three so that gives an idea of Club Choice
Now he visits up to 200 golf rounds of golf and staying three Ireland’s future plans.
clubs in the UK each year, selling nights, often arriving by ferry
the product of Irish golf and through Dublin or Rosslare which “We’d be biased because I’m
hospitality directly, building up the is also part of the package. a Wexford man and Dad is
profile and raising awareness of the a Wexford man through and
brand. “The spend of your golfer is four through. At the same time, if a ABOVE:
times more than your average golfer didn’t enjoy it, they wouldn’t Bunclody
“We started in 2013 with 278 and tourist. They’re a premium come back. They lead the charge Golf Club
this year we’re bringing in 2,000 demographic,” as Tiernan points for Wexford because of the
visitors from the UK alone.” out. “One of the most satisfying experiences they’ve had. We’ve had
As Tiernan explains: “Our unique parts of our growth is the number groups who have come to Wexford
selling point is that everything we of repeats and referrals. The groups for years and they’re coming back
do is personalised. It’s all tailor- are coming back to us so we must again and again, letting us tailor
made. We’re not selling something be doing something right. I’m also things for them. They love what the
that’s already packaged; every getting people ringing up saying county offers. From a Club Choice
group I bring in from start to they got our name from someone point of view, we’re excited about
finish I practically hand-hold in who came over with us last year. the future and we hope the work
terms of their budget and their age That says a lot about what we’re we’re doing in places like the USA
and what their preferences are.” doing well.” and France will start to bear fruit.”

ACTIVITIES 101