Ryder Cup 2027 sparks business optimism in Adare as traders plan for global spotlight

Local traders are embracing new branding, infrastructure upgrades and opportunities ahead of the global sporting event

Annette Mann, owner of Annette's boutique on Main Street. Picture: Manon Gilbart

As tourists flock to Adare, many are already asking about the Ryder Cup, while business owners have been in regular contact with tournament organisers as they prepare for 2027.

A source told the Irish Examiner a “new Ryder Cup logo" is available for licensing for local businesses as they are not able to use the official image. 

They will be using a “Ready for 2027” logo, created in partnership with Ryder Cup Europe.

Angelika Butler, who owns the Adare Cottage on Main Street, has already put a banner up for the occasion.

“We're hoping to produce something special for the Ryder Cup. My sign outside has attracted a lot of attention, and people are coming in and they're asking about it. But they're looking for merchandise for the Ryder Cup,” Ms Butler said.

Angelika Butler at her Adare Cottage. Picture: Eamon Ward

She said the bypass would take the main traffic out, but locals would “all have to really get behind it” and do “the best we can”.

“We did get tickets for the businesses because it is going to be difficult for us during that week because we're going to have a big influx of people. It’s the first time that the Ryder Cup actually has a village attached to it.” 

On Monday, Limerick City and County Council unveiled its own strategic marketing initiative, Golf Limerick, designed to position Limerick as a premier international golf destination ahead of the Ryder Cup. 

Developed as a legacy project, the initiative is in partnership with the seven golf courses across the county, all under a unified identity.

Meanwhile, business owners were told 10 parking spaces on Main Street would be removed, though 20 additional spaces would be made available at the Heritage Centre car park. They were also told roadworks in the village are due to start in August.

Aoife McNamara at Aoife's Cottage. Picture: Brian Arthur

Designer Aoife McNamara said the tournament would be “incredible” for the village, as she is expecting a business boost.

“Oh my God, it's going to come up around so quickly. We got tickets, so we're absolutely honoured. So many people have been asking about it. There’s so much hype, a lot of Americans and a lot of Irish as well are asking about it,” she said.

Ms McNamara said they were getting fully prepared for what is to come.

“We are getting fully prepared, we're actually looking into the whole US side of our market, which is such a popular market for us already. But we're really looking at that expansion into the US over the next year.

“We’re hoping for a really big difference in sales within the next year and especially obviously the week of.”

Annette Mann, who owns the fashion boutique Annette's, said hosting the tournament was a privilege for the village. 

“I think a lot of credit is due to the McManus family for helping to put it here,” she said. The bypass is going very quickly, so I think that will be a big plus for the village. There'll be a lot more parking available for people.” 

During the 2022 JP McManus Pro-Am, Mr McManus gifted 60 pre-paid credit cards worth €10,000 each to the wives and partners of participating golfers and celebrities.

The move generated a boost for local boutiques, and 20% of all purchases made with the cards were donated to charities supported by the JP McManus foundation across the Mid-West region.

“Of course it was wonderful, but these are women who are used to shopping in Rome, Paris, Milan, all that sort of thing,” Ms Mann said.

At a meeting, she suggested the gift cards could be given to “for a lack of better word, ordinary people” instead.

“If there was somebody handing out €1,000 vouchers indiscriminately to people, I think that would have a huge impact. It would be lovely if the general public, the other side of golfing, not the billionaire side of golfing, it would be lovely for them,” she said.

Eleanor Purcell, whose boutique, Black Abbey Crafts, is inside the Heritage Centre, said the village was getting a “huge facelift” and that it is “about time” Adare got its bypass.

“The Adare bypass — 32 years later,” she laughed. “At last, we’re going to have the much-needed bypass. 

"For many years, the heavy traffic has been a disincentive for people stopping in Adare. If you have to drive in and out every day, it’s absolutely killing, and it’s all day.” 

As construction has begun on a former railway station in Adare, locals are hoping it will remain open after the tournament and not be used as a temporary station.

“We got a bit shaky last week when they suggested the train station would only operate for the Ryder Cup. Please, please, please, we need the train line to operate,” Ms Purcell said.

It's a sentiment Limerick TD Niall Collins agrees with, as he told the Irish Examiner he has "no doubt" Adare will soon have a passenger railway line.

"Irish Rail are well aware of the issue. The CEO is from Co Clare and recently ran Shannon Airport successfully, she knows and understand the region. We’ve put a huge investment into refurbishing the railway line and rightly so. I’ve no doubt in my mind, it’s common sense that there will be a passenger railway line," Mr Collins said.