Shannon Development to beef up US links

In an effort to recapture the once-powerful advantage to Shannon of having a presence in the United States, Shannon Development is turning to the high-flyer of Irish-America.
Shannon Airport had a full-time presence in the USA since Brendan O’Regan’s sales and catering service established the New York outpost in the 1950s, which was instrumental in promoting the Shannon Duty Free Store. This was soon followed by the ‘Free 24 hours in Ireland’ promotion, which launched the Bunratty banquets to spearhead the development of a national tourism industry.
Later, when Shannon Development was the all-powerful development agency in the Mid-West with responsibility for overseas industry, the agency promoted both industrial investment and tourism from its 5th Avenue New York office and also had a permanent tourism promotion office in Los Angeles.
In that era, Shannon Development ranked beside the IDA, the Irish Tourism Board, the Export Board and other agencies of the State in status and influence in the North American market and its contacts in print and broadcasting were the envy of other promotion bodies. Direct Shannon presence in the USA has been in decline since the 1980s. Shorn of responsibility for overseas industry except at Shannon Free Zone, the agency subsequently lost its key airport promotion mission and the presence in New York was wound down in the years that followed.
With the preservation of Shannon Airport as the open door to US tourism and investment a top priority, Shannon Development has moved to re-establish its presence by proxy through an influential circle of friends in the upper echelons of the Irish-American business community.
In the course of last year, Shannon Development set up a North American Advisory Council. According to the agency’s tourism and corporate marketing manager, Paul Ryan, the grouping “comprises business leaders in tourism and industry throughout the United States, all of whom have a connection with the Shannon Region”.
Even though the first meeting of the advisory group only took place last December, “the initiative has already started to open up tourism and business opportunities to the Shannon Region”, Mr Ryan added.
The advisory group established in New York has made such an immediate impression that Shannon Development is now moving to open a second front. The agency’s chief executive, Dr Vincent Cunnane, revealed last week that a second group is likely to take shape in Boston, when he elaborated on the initiative at the launch of the Shannon Development review of 2009.
He pointed out that goodwill and interest in developments and initiatives around Shannon Airport in previous decades has left a lasting impression. “There is still a lot of empathy and knowledge about Shannon and these people have a direct interest in the Shannon Region,” he said, when outlining how the agency is bidding to tap the interest and influence.
“We are targeting highly influential people and we are charging them with the task of landing something of significance for the Shannon area.”
While the North American Advisory Council is only to meet twice a year and is likely to get together in Shannon later this year, Dr Cunnane added, “These Irish-Americans are movers and shakers in the American business community and are motivated by the desire to give something back to the land of their ancestors.”
The enormous potential to be tapped among the 36.65 million Americans who claim Irish ancestry is also in the sights of former TD James Breen. The independent councillor is calling for a concerted campaign to be launched from Cabinet level, which can encourage Irish-Americans to come home to the heartland of their heritage and culture. He is moving a motion for the county council to press the Minister for Foreign Affairs, the Minister for Tourism and the Tourism Ireland promotion agency to launch “a new and vigorous campaign”.
In support of his call, Councillor Breen is citing US Census Bureau returns, which show that only Germany has a higher level of Americans who identify with the country of their ancestry.
As a rich source of both upper income group visitors and potential sources of investment, Councillor Breen is also pointing out that, at 32%, the number of graduates among Irish-Americans of 25 years and upwards is above the US national average of 28%.
Irish-Americans also enjoy a higher than average income level and 39% of employed Irish-Americans are in management, professional and related occupations, according to the official census returns assembled by Councillor Breen.