Irish Sea Marine Sector:

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Irish Sea Marine Sector
Marketing and Business Development Programme
An Interreg IIIA Programme. Ireland/Wales
Initiative of the European Union.
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Irish Sea Marine Sector
Marketing and Business Development Programme
Partners Ireland Lead Partner, Irish Marine
Federation Marine Institute, DLR County
Enterprise Board, Irish Sailing Association, Dun
Laoghaire Harbour Company Partners Wales North
Wales Watersports Limited
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JOINT AIMS OBJECTIVES

• Develop the Irish Sea into a Leading European
  Marine Leisure Market.
• Collaborate in Joint Marketing, Joint Product
  Development, Joint Training.
• Grow the Marine Leisure Market in a Planned Way.
• Collaborate to Collectively Grow the Marine
  Leisure Sector on Both Sides of the Irish Sea.
• Build Awareness of the Socio-economic Benefits
  of Marine Leisure Activities

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Strategic Pillars of the Programme.
1 Development of a Marine Industry Strategy
2 Business Development
3 Marketing and Promotion
4 Capability Building and Skills Enhancement
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Irish Sea Marine Sector

• Development of an Irish Sea Industry Strategy
  and Business Plan

• Joint Activity

• Activity to be Undertaken in Ireland

Total of 21 actions in the programme
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Irish Sea Marine Sector

• 245 Companies On Database
• 105 SMEs Assisted.
• I Ireland/Wales Company Matchmaking Event.
• I Ireland/Wales Marina Workshop.
• Marina Operators Exempla Visits to Holland,
  Belgium and Brittany.
• 3 Cruise in Company trips to Wales.
• 42 Companies Completed Management Training.
• 98 Disadvantaged young people Completed
  Watersports for All Courses.
• 2 Issues of the Ireland/Wales Directory.
• Participation at London, Southampton, Malahide
  and Dublin Boat Shows.

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Marine Leisure Study
The Potential for Growing Marine Leisure
A Study Establishing the Scope and Opportunities
for Expansion on the East Coast of Ireland
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Marine Leisure Study
The Potential for Growing Marine Leisure
1. Audit from the Boyne to the Blackwater.
2. Socio-economic Study of the Impact of Marinas
3. Spatial Plan for Marine Leisure Development.
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Marine Leisure Study
The Potential for Growing Marine Leisure
Authors of the Study Audit of Facilities Eoin
ODriscoll, Drima Marketing. Socio-Economic
Study David MacNulty, Tourism Development
International. Judith A. Annett, Countryside
Consultancy. Boat Audit Thomás Ochman.
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Sector Overview

• In 2003, the marine leisure sector contributed
  707 million to the Irish Economy
• Almost 1.5 million adults in Ireland participate
  in some form of marine leisure activity.
• Boat ownership in Ireland is low by international
  standards
• The number of marina berths in Ireland is low by
  comparison with other European countries
• There is a need to promote the opportunities
  arising from marine recreation as a stimulus to
  promote the rejuvenation of small ports
  harbours.

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Market Research Overview

• Primary Research
• Local Authorities, Marine Service Providers
  Sports Organizations within the survey region
  were interviewed for the ISMS Study
• Desk Research
• A review of relevant reports on the Irish marine
  leisure sector

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Sector Value

• In the UK, the British Marine Federation
  estimates that for each 1.00 spent on boating,
  6.00 is spent ashore.

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Declining Fishing Industry

• Ongoing conservation measures are likely to lead
  to further rationalisation of older whitefish
  vessels in the Irish fishing fleet.
• Fishing opportunities for the pelagic fleet are
  likely to remain volume restricted.
• Pelagic fleet renewal will take place within
  current fleet capacity constraints.
• Any further diversification from the whitefish
  fleet to pelagic fisheries will reduce fishing
  opportunities and profitability for the pelagic
  segment in addition to putting increased pressure
  on these stocks.

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Small Ports Harbours

• Changes in European Union (EU) fisheries policy
  and quotas allied with technical changes in
  vessels and fishing techniques are a major driver
  of change in fishing harbours.
• Alternative marine enterprises can provide a
  replacement for displacement caused by changes in
  the fisheries sector.
• The search for new marine tourism projects and
  activities can be a force for the rejuvenation of
  small ports and harbours.

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Boat Ownership in IrelandAn International
Comparison
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An International Comparison
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Market Potential - Domestic

• A survey on marine leisure (2003) by the ESRI /
  Marine Institute found that
• 294,100 people would take up water - based
  activities if facilities were improved
• 184,500 existing participants would increase
  their participation if facilities improved
• The Irish Marine Federation forecasts that the
  marine leisure sector in Ireland could grow by
  30 between 2005 2008

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Fáilte Ireland Tourism Development Strategy (2007
2013)

• Modern public facilities in Ireland and services
  for visitors, linked to best practice in beach
  management are not as high as the standards
  commonly seen abroad.
• The visitor marina network is incomplete,
  particularly along the West and North West
  coastline.
• There are no clear policies around planning and
  foreshore issues for marine tourism.
• There is a rather thin network of sailing,
  boating, watersports and dive centres. There are
  also very few marine or water themed visitor
  centres in key strategic locations.
• There are localised shortages of sea angling
  and small tourism vessels.
• Viewing points or vessels for whale and dolphin
  watching are poorly provided compared with our
  neighbouring competitors

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Development Constraints

• The marine tourism sector has traditionally
  suffered from a low level of marketing and
  promotion in both the domestic and the
  international marketplace, partly due to the
  small scale of many of its firms and their
  limited resources.
• Inadequacy of basic infrastructure and
  facilities.
• An over dependence on a few products e.g.
  sailing, cruising and angling.
• An absence of an integrated development plan for
  the sector.
• A lack of product investment, both in terms of
  new products and the upgrading of existing
  products.
• An overdependence on a few overseas markets e.g.
  Britain Germany.
• A lack of basic market research information for
  the sector.

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Development Constraints

• BOAT REGISTRATION
• The lack of boat registration makes the
  acquisition of data and boat statistics difficult
  to collect.
• At the start of this study the boat ownership
  ratio was estimated at 1172.
• After completing the boat audit and the
  extrapolation of known boat statistics we can
  estimate the ratio at 1158

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Foreshore Act (1933)

• The Process.
• Electronic applications are not accepted
• Lack of transparency in the application process.
• There is no appeal process.
• There is no proper public consultation process.
• Slow response time to correspondence.
• Applications can take up to ten years to process
• There is no fixed time frame for giving an
  outcome of the application.
• Unacceptable delays in securing valuations.
• The State Valuation Office is unrealistic in its
  valuation of the sea bed.
• A 35 year lease is an unrealistic time frame for
  potential investors.
• Investor expenditure is considerable before
  valuations reached.

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Marine Tourism Potential

• From a tourism perspective, the marine sector
  has not yet fully exploited its full potential
• Fáilte Ireland
• Opportunities exist to develop clusters of marine
  leisure activities utilising and rejuvenating
  existing infrastructure in ports and harbours
  through waterfront developments. Specialist niche
  opportunities exist for salmon angling, fly to
  sail holidays and water sports linked to seaside
  resorts
• Marine Institute

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Audit Overview

• The Audit undertook a review of the marine
  leisure facilities in existence on the East
  South East coast of Ireland

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Audit Outcome
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Development Issues

• Angling
• Lower fish numbers / A loss of angling facilities
  
• Beaches
• Maintenance of Blue Flag Status
• Diving
• High cost of entry
• Marinas
• New marina berths required
• Ports Harbours
• Adequate waste management

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The Potential for Growing Marine
Leisure-Summary Market Research Programme
November 2007
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Potential for Growing Marine Leisure
Kilmore Quay
Dun Laoghaire
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6 Marine Business Survey
5 Survey of visiting boats
4 Marina Case Studies

7 Business House Survey

3 Domestic Tourism Trends
Summary of Key Findings - Potential for growing
Marine Leisure
2 Irelands Population Projections
8 Survey of Bertholders
9 Consultations with County Councils
1 International Tourism Leisure Trends
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1. International Tourism Leisure Trends

• Long term international growth trends of just
  over 4 a year predicted in the UNWTOs 2020
  Vision Study has been confirmed.
• A key determinant of demand remains-
• Economic with the rule of thumb of a 2 rise in
  tourism demand for every 1 rise in GDP.
• An increasing proportion of travellers wanting to
  be engaged mentally and physically on their
  holidays.
• The tourism 2020 Vision Study identified the
  three Es - entertainment, excitement and
  education.

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2. Irelands Population Projections

• Population is forecast to reach 5 million in 2015
  (source NCB 2020 Vision).
• A growing population implies a growing domestic
  customer base.
• The fastest rates of growth in demand are likely
  to be seen in the more discretionary categories
  of spending particularly in leisure activities.

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3. Domestic Tourism Trends

• The number of domestic holidays taken has grown
  from 6.4 m in 2002 to 7.3 m in 2006

Source Fáilte Ireland

• 21 of all domestic holidaymakers participated in
  watersports

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4. Marina Case Studies

• Malahide Longest established of the Marinas
  owned and managed by the private sector within
  the Malahide estuary.
• Dun Laoghaire Established by the private sector
  within the harbour at Dun Laoghaire
• Kilmore Quay Owned and operated by Wexford
  County Council within a fishing harbour

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MALAHIDE
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DUN LAOGHAIRE
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KILMORE QUAY
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5. Survey of visiting boats

• Regarding expenditure on groceries, gifts,
  chandlery, entertainment and eating out, the
  survey of visiting boats to Dun Laoghaire found
  an average expenditure per boat of 142 and an
  average expenditure per boat night of 73.
• This is similar to visitor spend at Cahersiveen
  on the West Coast ( 144 per boat visit) and is
  consistent with expenditures found during the
  1998 survey by the Marine Institute.
• 2006 research undertaken by Fáilte Ireland
  indicates similar average boat expenditure for
  overseas visiting boats.
• Average daily boat expenditure for Irish boats at
  367 is approximately 21/2 times that of
  overseas boats.

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6. Marine Business Survey (1)

• Survey participants included sail makers,
  insurance providers, sail training, marine
  engineering, and boat sales.
• Strongly held view that there was little support
  for the marine industry as a sector.
• Key Findings
• East Coast has huge marine / leisure potential.
• Need to revise the current approach to planning.

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6. Marine Business Survey (2)

• Verbatim Comments
• Future strategies should create zones for
  powerboating, windsurfing, sailing
• Increase the usage of harbours by making them
  more attractive
• Unravelling the red tape will be necessary to
  attract quality developers / developments
• Marinas cannot be just about apartments

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7. Business House Survey (1)
Analysis of sample
Dun Laoghaire 40 Malahide
40 Kilmore Quay 20 ____________________
_____________________________ TOTAL 100 _____
__________________________________________________
__________________________________________________
___________________________________________
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DUN LAOGHAIRE / DALKEY
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7. Business House Survey (2)
Dun Laoghaire Key Factors that lead to
establishment of business
Positive Economic Circumstances
12
Market Demand for product/services
11
Climate right
9
Good location
8
Business well established
2
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7. Business House Survey (3)
Dun Laoghaire How has the marina effected your
business
No effect/DK
50
16
34
Improved quality of life
Increased business (especially during summer)
44
7. Business House Survey (4)
Dun Laoghaire Did your business grow/decline as
a result of the marina?
Grew
34
66
No change
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7. Business House Survey (5)
Dun Laoghaire
of businesses that grew due to new marina
Est of business income generated as a result of
marina
No of business in survey
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33 13 business
8
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7. Business House Survey (6)
Suggestions for improving Dun Laoghaire marine
product potential
Better public access to marina/water
15
More Family entertainment (attractions/parking/b
aths etc)
12
Do not over develop-more parks needed
5
Introduce community sailing courses
4
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7. Business House Survey (7)
Dun Laogharie Main obstacles towards improving
marine leisure activities
Too many local begrudgers
9
Lack of car parking/on-going roadwork's / traffic
7
Commercial greed amongst wealthy developers
4
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MALAHIDE
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7. Business House Survey (8)
Malahide Main Strengths (marine leisure)
Lots of things to do (outdoor activities)
13
Harbour/Marina is a wonderful extension to
village
8
Malahide is a quaint village
8
Good mix of restaurants/cafés/pubs
8
7
Malahide castle/parks
Good range of shops
5
Malahide is a tidy town Malahide is a social
town with a good close-knit community
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7. Business House Survey (9)
How has the marina effected your business
Marina has significantly enhanced area/created a
buzz
15
Good residential base/good spend
5
Malahide marina apartments quite popular for
short stay rental market
3
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7. Business House Survey (10)
Did your business grow/decline as a result of the
marina?
Business grew (average growth 19)
34
66
No change
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7. Business House Survey (11)
Suggestions for improving Malahides marine
product potential
More buzz/encourage more restaurants/cafés/shops/m
arkets
13
More family/community based water activity
9
Develop paths for walking/cycling etc.
5
Review parking/traffic
4
Too many apartments
4
More dredging
3
Atmosphere at marina can be a bit dead
In
Spain, where I come from, marinas are exciting
places to visit
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7. Business House Survey (12)
Malahide Main obstacles towards improving marine
leisure activities
Traffic congestion/lack of parking
6
Marina is too private/too many apartments
5
Lack of realisation that Malahide is beautiful
and has huge potential
4
Lack of a vision
4
Need to encourage further community involvement
3
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KILMORE QUAY
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7. Business House Survey (13)
Kilmore Quay Main Strengths (marine leisure)
Uniqueness of marine wildlife/natural environment

8
Good place for fishing (commercial leisure)
8
7
Fine Marina / Harbour
Good location for sailing/yachting
3
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7. Business House Survey (14)
Kilmore Quay Did you business grow/decline as a
result of the marina?
Grew
50
50
No change
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7. Business House Survey (15)
Suggestions for improving Kilmore Quays
marina/areas marine potential
Further enhance/extend/expand the marina
8
Encourage more bars/restaurants/cafés etc.
5
Visitor facilities needed (e. g. Petrol pump,
WCs, shower)
4
Introduce more outdoor visitor activities
(Whale-watching etc.)
3
More marketing of region
3
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7. Business House Survey (16)
Kilmore Quay Main obstacles towards improving
marine leisure activities
Lack of funding for future development
7
4
Planning restrictions
People come to Kilmore Quay for breakfast due to
the marina
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8. Survey of Berthholders (1)
Marinas surveyed
No of Bertholder survey participants
Malahide Dun Laoghaire Kilmore Quay TOTAL
10 17 14 41
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8. Survey of Berthholders (2)
Bertholders place of residence
Malahide 50 Malahide itself 50 catchment area
Kilmore Quay 60 Kilmore Quay itself 20
catchment area 20 outside catchment
Dun Laoghaire 55 catchment area 40 immediate
Dun Laoghaire area 5 outside
catchment
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8. Survey of Berthholders (3)
Average length of time boat in harbour/marina
Malahide Average 7 ½ years Range (3-10 years)
Kilmore Quay Average 4 years Range (9months-
10 years)
Dun Laoghaire Average 2 years Range (3months-
9 years)
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8. Survey of Berthholders (4)
How often do you purchase/update boat ?

• MALAHIDE Approx every 5/6 years
• KILMORE QUAY Approx every 5/6 years
• DUN LAOGHAIRE Approx every 6/8 years

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8. Survey of Berthholders (5)
Where did you purchase your boat?
Approx 60 UK / overseas Approx 40 Ireland
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8. Survey of Berthholders (6)
Use of boat (in days) 2005
KILMORE QUAY 94 days MALAHIDE 80 days DUN
LAOGHAIRE 55 days Average 76 days
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8. Survey of Berthholders (7)
Overall incidence of purchasing second-hand Vs
new boats
70 Second-hand 30 New
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9. Consultations with County Councils (1)
Preliminary Consultations County Councils

• Fingal
• Dublin City
• Dun Laoghaire Rathdown
• Wicklow
• Wexford
• Waterford

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9. Consultations with County Councils (2)
Examples of Marine Leisure Product Mix

• Coastal Walking Routes -Beaches
• Sailing -Surfing / Body Boards
• Angling (Sea / Shore) -Sea Kayaking
• Rowing -Jet Skis
• Sea Scouts -Passive Relaxation (Looking at
  Boats)
• Marinas -Sea-side Festivals / Events
• Harbours -Bird Watching
• Slips -Boat Trips
• Clubs (Sailing) -Car Ferry
• Parks -Cruise Liner Business
• Cycling -Fisheries
• (Search Rescue) -Wildlife Adventure /
  Exploration

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Marina Leisure Product Mix
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9. Consultations with County Councils (3)
General Trends Marine / Leisure Activity

• Growth in Sea / Leisure activity Beach walking
  / surfing / angling etc.
• Growth in usage of Jet skis
• Many harbours have lost their traditional
  commercial activity (fishing)
• Ireland still does not have a real sea culture
• For an island nation we disregard the sea,
  thankfully this is beginning to change.
• Boat ownership has grown
• Marine / Leisure clothing now allows for year
  round activity
• Lack of progress re water treatment / major
  problem

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9. Consultations with County Councils (4)
General Trends Marine / Leisure Activity
Even during winter, Brittas Bay can be like
Grafton Street As society is becoming more
affluent we are witnessing a greater usage of
boats We have turned our backs on the water for
too long For too long, we have all collectively
turned our backs on the water
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9. Consultations with County Councils (5)
General Trends Environment

• With development levies now in place, Councils
  are far more resourced than before to action
  appropriate marine/leisure, amenity projects for
  the benefit of local communities and visitors
  alike
• Sea is still regarded by many as being quite a
  dangerous place / unpredictable
• Coastal erosion continues to be a major problem
• Lack of progress regarding water treatment
  remains an extremely serious issue
• Flooding remains a significant problem

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9. Consultations with County Councils (6)
General Trends Environment
Its no longer acceptable to say if nature brings
it in let the tide bring it out Councils now
have to maintain our coastline the blue flag
beach awards have been hugely successful in
prompting councils to put more resources into our
beaches the sea is outside the councils
jurisdiction, however when the tide is out we
have to clean and maintain the beach
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9. Consultations with County Councils (7)
Overall Opinion regarding maximisation of
Irelands East Coast marine leisure potential

• Huge potential to develop East Coast
• We are about to develop a major leisure strategy
  for our county and we will ensure that we
  maximise the potential of our coastline
• Present Approach
• In what way can the sea best serve .
• The above approach recognises that the coastline
  is multifaceted, and therefore requires zone
  specific plans

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9. Consultations with County Councils (8)
County Council Requirements for maximising
coastal potential (I)

• Need for a National Coastal Study that
  highlights the joint up thinking for
  the whole coast
• Such a study would ensure
• - development is in line with best
  International Practice
• - that duplication is avoided
• - maximise on the marketing effort
• Everybody cannot do their own
  thing

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9. Consultations with County Councils (9)
County Council Requirements for maximising
coastal potential (II)

• Confusion as to whether or not there is a
  national strategy for marinas along our coast
• Local authorities are largely under resourced
  when it comes to maintaining marine/leisure
  products. For example
• Broken footpaths will always get priority over
  broken piers
• It is very difficult to fund on going beach
  litter campaigns
• Lifeguards are absolutely necessary-but
  resources are extremely limited /scarce
• County Councils do not have marine engineers on
  staff

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9. Consultations with County Councils (10)
Marina Issues

• If planned appropriately marinas have the
  potential to act as Honey Pots for significant
  marine-leisure activity such as
• Sail and Powerboat Training - Sailing Clubs -
  Windsurfing
• Surfing - Kite Surfing - Rowing Clubs
• Diving Clubs - Diving Schools - Sea Scouts
• Sailing for disabled - Boat yards - Chandlery
• Electronics - Engine suppliers - Fuel supply
• and maintenance
• There is general acceptance that without public
  sector funding the cost of a break-water/marina
  can only be met by way of land based development
• The gated area of a marina should be kept to
  a minimum

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9. Consultations with County Councils (11)
Best practice
We have not developed a true concept of water
frontage maximisation from a development
perspective There seems to be a certain lack
of vision when it comes to developing our
coastline Ireland could learn from the many
examples of integrated marina developments in
northern France
78
9. Consultations with County Councils (12)
Development Issues

• For development to happen, it must be supported
  by zone specific objective research, that
  supports the proposed development
• By and large the community are extremely
  protective when it comes to new coastal
  development
• The biggest open public space we have is the
  sea

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9. Consultations with County Councils (13)
Other key issues

• Foreshore licence system is considered overly
  complicated/too much bureaucracy. This leads to
  huge time delays and very often missed
  opportunities
• In certain circumstances there is a real
  opportunity to develop on the water create
  islands
• Consideration should be given to preparing
  sea/estuary/river by-laws/codes of practice in
  particular for jet skis/other high speed crafts.
• consideration should be given to allowing
  councils to employ their own marine engineers

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9. Consultations with County Councils (14)
Other key issues
Its not appropriate that the state (dept of the
marine) can demand such huge amounts of money for
foreshore licenses In some ways the department
of the marine appear to have too narrow a focus
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Research Conclusion

• Market Research Programme undertaken by Tourism
  Development International confirmed that there is
  huge potential to develop marine leisure on the
  Irish sea.
• Such development is in line with latest
  international leisure trends where domestic and
  overseas visitors want to be engaged mentally and
  physically on their holidays / leisure time.

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• ENDS
• David Mac Nulty
• Tourism Development International
• www.tourismdev.com

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The Potential For Growing Marine Leisure
It is important to note that marine recreational
activity is not just about marinas. The
development of a slipway or pontoon alongside an
existing quay in a Small Port Harbour can
transform its usefulness in terms of marine
recreation. Land based facilities such as club
houses, toilet and shower facilities are equally
in demand. Secure parking and access to the
water is essential.
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The Potential For Growing Marine Leisure

• The benefits to be derived from rejuvenation
  projects based on marine recreation include
• More efficient use of redundant assets.
• Generation of revenue for the small ports and
  harbours and within their catchment areas.
• Attraction of investment, new business and
  additional visitors to the area.
• Retention of employment and the creation of new
  employment opportunities.
• A small marina can pay a crucial role in
  building a local tourism infrastructure.

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The Potential For Growing Marine Leisure
MARINE FACTS

• 1,553,080 People in the Survey Zone
• 708,221 People on the fringe of the Zone
• 9,860 Boats in the Zone or owned by
  people in the Zone
• 1,938 Marina Berths in the Zone
• Average Marina Berth Spend Per Annum 9,204

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The Potential For Growing Marine Leisure
MARINE FACTS

• Boat Ownership Ratio Ireland 1 158
• Boat Ownership Ratio UK 1100 (Low by European
  Standards)
• To bring the Irish boat ownership ratio to the
  UK Ratio is to increase the total market size by
  36.
• Estimate of berths needed in the zone
• 2,636
• Estimate of current value of marina berths in
  the zone
• 17,837,352.00
• Estimate of value of marina berths after
  expansion in the zone 24,261,744.00

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The Potential For Growing Marine Leisure
MARINE FACTS

• Boat Ownership Ratio Ireland 1 158
• Boat Ownership Ratio France 166
• To bring the Irish boat ownership ratio to the
  French Ratio is to increase the total market
  size by 140.
• Estimate of berths needed in the zone
• 4,652
• Estimate of current value of marina berths in
  the zone
• 17,837,352.00
• Estimate of value of marina berths after
  expansion in the zone 42,809,644.00

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The Potential For Growing Marine Leisure

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The Potential For Growing Marine Leisure

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The Potential For Growing Marine Leisure

Proposed Locations for Marine Leisure Development.
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The Potential For Growing Marine Leisure
For the first time we have sound economic data on
which to articulate the case for marine leisure
development. FUTURE ACTION Local authorities,
the Semi State Boards, the Sporting Bodies and
the Industry to should act together to develop a
sustainable development plan encompassing the
whole of the East Coast Zone.
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The Potential For Growing Marine Leisure
The development sites selected under the spatial
plan are all existing facilities with existing
marine leisure users who would form the nucleus
of any development making any economic risk
minimal. If the investments are made as contained
in this plan it will start to build the necklace
of marinas as first envisaged in the 2000
National Development Plan. THE SEA IS AN AMENITY
THAT BELONGS TO US ALL AND THE IMPROVED ACCESS TO
THE SEA BENEFITS ALL SOCIAL ECONOMIC CLASSES.

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Irish Sea Marine Sector
Marketing and Business Development Programme
Copies of the study are available in hard copy,
electronic download or on disc. www.irish-sea.org
Thank you for your attention.