Pedals power tourism boost

THE county is set for a massive tourism boost when up to 3,000 cyclists pedal their way around Clare next summer as part of the 2011 Sky Ride Etape Hibernia.
Details of next year’s multi-million euro event were announced this week, which is expected to draw thousands of spectators on Sunday, August 21, 2011.
The inaugural Sky Ride Etape Hibernia took place last August and attracted 1,800 cyclists from all over Ireland and the UK, as well as Europe and the USA. Thousands of spectators turned out to cheer on the participants who included cycling legend Sean Kelly, British Olympic gold medallist Denise Lewis and Sky News presenter Dermot Murnaghan.
While organisers have not yet confirmed the value of this year’s event to the local economy, it is projected that it could provide a cash injection of approximately €10 million to the area between 2010 and 2014, by which time 5,000 cyclists are expected to take part.
Mayor of Clare Christy Curtin believes this year’s Sky Ride Etape Hibernia provided a huge boost to businesses locally and that there is no reason next year won’t prove even more beneficial. 
“The Sky Ride Etape Hibernia is very important and this year’s event was very successful with 1,800 participants. The people of Clare were very co-operative and any problems that did arise, we have learned from these and we hope this year we can bring the event to a wider part of Clare because the county has a lot to offer,” he told The Clare Champion.
“As well as the short-term gain, the positive affects of the event will be felt in the long term. The event projects Clare for what it is – a great county with a beautiful landscape. It is a county of contrast; we have the Shannon, Lough Derg, the Atlantic Coast and the Burren and we are a fine showpiece for any event of that nature and this event will get international recognition. The impact of the Sky Ride Etape Hibernia will be very positive going into the future,” he added. 
Details of the 82-mile cycle were revealed on Wednesday when it was confirmed that the event will once again begin and finish in Ennis, as well as taking in some of the county’s coastline and Burren Region. Indeed, tourist businesses in Clare’s county town were among the primary beneficiaries from the closed-road mass participation cycle.
“Overall, it was very successful this year. There are issues to work out but nothing insurmountable and I think it will be a great event for Ennis and Clare into the future from the point of view of what it generates in terms of the business, the buzz and the visitors. These type of sporting events are to be supported because they are the future. A lot of people are becoming involved in these kind of sports and taking part in these sort of events,” explained Rita McInerney of Ennis Chamber.
“It is up to us as businesses to maximize this event and to create more around it and look at things like creating a cycling festival, so we can enhance the experience for cyclists and their supporters. That is something we should be aiming for, capitalising on this event coming to our doorstep each year,” she added
“The beauty of this is that it is a five-year project initially and while we wanted to get it right the first time, we knew we were going into this looking to build on it in future years.
“Ennis Chamber is forming a group to meet with the organisers on a regular basis and if any business around the county wants to be part of this, they can contact me at the Chamber offices,” Ms McInerney concluded.
Entertainment company Sky is the title sponsor of the Sky Ride Etape Hibernia which is organised by IMG in partnership with Sky, Fáilte Ireland, Shannon Development and Clare County Council. 
“We are delighted with the success of the inaugural event. IMG is especially grateful for the cooperation and support of local residents and businesses along the route of the cycle for contributing to the overall success of the event in August,” said Jo Dytch, project manager IMG.
“Next year, we hope to attract everyone from novice cyclists up for a challenge to keen club riders eager to cycle on traffic-free roads.  Registration is now open on the event website and we would encourage people to sign up as soon as possible for what is already becoming an established fixture on the Irish sporting calendar,” she continued.
Speaking about the announcement, Fáilte Ireland’s Head of Business and Sports Tourism, Keith McCormack said, “As a national tourism authority, we are glad to be back in the saddle for the 2011 Sky Ride Etape Hibernia following the success of this year’s event.  This event is a perfect fit for Fáilte Ireland’s sports strategy and our commitment to promoting all of Ireland’s regions as tourism destinations and allows us to harness the growing popularity of cycling to the natural charms and allure of County Clare and the Mid-West.”
“With 34% of event-goers travelling from overseas, the event not only brings in visitors and revenue to the area but provides an excellent opportunity to showcase the Shannon Region as both a cycling destination in particular and a tourism ‘must see’ in general,” he continued.
John King, assistant chief executive Shannon Development, believes the event has a hugely positive impact on the local economy and that it is representative of what can be achieved when agencies work together.
“Shannon Development is delighted with the success of the inaugural Sky Ride Etape Hibernia event which exceeded our expectations and showcased some of the most scenic parts of the county and its coastline to the world’s cycling enthusiasts and media. The positive feedback from participants and spectators was fantastic. The fact that over one-third of participants were from overseas for the inaugural event is extremely encouraging, and we will be working to grow this number for next year’s event,” he commented.