Shane’s Castle Game Fair set to become ‘superfair’

Major investment over the last five years by the Great Game Fairs of Ireland team has seen its fairs at Shane’s Castle and Birr Castle developed to a stage where they are unchallenged in their domination of their sector within the Irish market place.

In doing so they have gained substantial credibility not only in Ireland and Great Britain but, increasingly, on the wider world stage.

The announcement that The Irish Game and Country Fair held annually at Birr Castle, County Offaly, will receive substantial funding in 2013 to enable it to play a major part in Failte’s international ‘The Gathering’ programme, has prompted The Great Game Fairs of Ireland to take a strategic look at the wider international opportunities for the entire brand - and the Irish Game Fair at Shane’s Castle is set to benefit.

As part of that strategic re-think the game fair at Ballywalter will be combined with the Shane’s Castle event to create a new, giant ‘super fair’, positioned for further rapid growth.

Reflecting on three great years at Ballywalter, Albert Titterington, Director of Great Games Fairs of Ireland, said he had been delighted over that time to work with the sporting, tourism and business communities there to create an event which brought so many tangible benefits to the local economy.

He said: “I strongly feel, however, that the moment is right for The Great Game Fairs brand to focus on driving forward really exciting expansion plans for our two key events and the ones with the greatest international potential: the Irish Game & Country Fair held each August at Birr Castle in County Offaly and the ‘jewel in our crown’, the Irish Game Fair at Shane’s Castle.

“I believe that the Shane’s Castle Game Fair already has the key ingredients needed to take it into the world league with the ambition of attracting still more international exhibitors, participants and visitors.

“Shane’s is set in one of the most glorious, yet easily accessible, regions of Ireland and the Fair itself is a totally unrivalled showcase for the huntin’ shootin’ and fishin’ sports and lifestyles and a wonderful blend of sporting, cultural and family entertainment. Add to that the superb support we receive from an ambitious local Council which fully understands the relationship between major events and tourism as an economic generator and we have a recipe for growth.”

In addition to seeking to combine the attendance and exhibitor base of the two fairs, Mr Titterington went on to say that many of the competitions and new attractions staged at Ballywalter would move to Shane’s Castle, giving members of the public still more to see and do – and even better value for money.

He will also be making a major investmentin the overall prize fund in particular boosting the Fair’s high profile all-Ireland and international competitions.

Giving an early taste of the additional attractions already planned for the ‘Super Fair’, Albert said: “We will instantly treble the entertainment offer at Shane’s Castle 2013 by adding not just one but two extra arenas.

“With three arenas in constant action just imagine what this will mean in entertainment terms for the public – and that’s just the beginning of the extra dimensions we have in plan.”

Mr Titterington went on to announce that the ‘Flavour Fine Food Festival’ will become a headline feature of our Shane’s Castle event, with a massive increase in marquee space to cater for additional exhibitors from right across the fine food spectrum.

Top Irish chefs are already being lined up for personal appearances demonstrating their specialties alongside the largest and most diverse range of trade stands ever seen here.

For the first time the Fair will also play host to a major celebrity chef, adding television cachet to an event that promises to be a must for ‘foodies’ everywhere.

“Our fair at Shane’s Castle has impeccable credentials and annually attracts more than 25,000 people to the region, delivering a timely boost to tourism and an opportunity for town and country to come together to celebrate and enjoy some of our finest sporting, cultural and, increasingly, culinary rural traditions,” Albert said.

He added: “We are confident that our focus on food will open up the pleasure of the Fair to still wider audiences.

“When you add to that already substantial attendance figure the potential of the c 15,000 people and the c 130 exhibitors who attended Ballywalter one can really appreciate the immediate potential for this ‘super fair’.

“The event at Shane’s Castle is, by any standards, a much acclaimed success but I remain ambitious for its future growth and development and 2013 will see the start of a creative development and investment programme which will take the event to new heights.”

This year Albert celebrated a daunting 50 years as a specialist Game Fair Director, in the process earning the accolade of being the longest serving Game Fair Director in the world.

He said: “It has been a great honour to be recognised for a long and successful career within a sector for which I have an absolute passion, but achieving that milestone made me think more about the future than the past.

“Details will be rolled out on our site at www.irishgamefair.com and we all look forward to an amazing event at Shane’s Castle in June 2013.”