“IT’S a bit of of a kick in the backside when you see a motor dealer from another town advertising on Mullingar roundabouts,” commented Eddie Tyrrell, Chairperson of the local branch of the Society of the Motor Industry (SIMI), when he challenged the present policy of Westmeath County Council in regard to roundabouts advertising.
On the large roundabout at Robinstown catering for Lough Sheever Business Park, Mullingar – where most of the town’s motor businesses are located – the advertising signs on the roundabout are for ‘Audi Athlone’ (Michael Moore Car Sales). A trio of similar signs for the Athlone firm appear on the biggest town centre roundabout in Mullingar, at Dominick Street.
“It feels like a bit of an insult, having to look at an Athlone company advertised at our front gates, as you might say,” another local motor trader told us. Other motor dealers at Lough Sheever Park said that Eddie Tyrrell would speak for them.
The strong views expressed by local motor dealers were also supported by other Mullingar business people this week. They say that the Roundabout Advertisement Scheme should be aiming to have local roundabouts allocated to local businesses.
Remarking on the Athlone advertisement on the Dominick Street roundabout, Tomás Nally of Rochforts said local businesses should be given first option. “Athlone advertising in Athlone and Mullingar advertising in Mullingar. If a delivery man comes to Mullingar and sees this on a roundabout, he doesn’t even know what town he’s in. I don’t care what money it is bringing in. Local businesses were not consulted about what was going on the roundabout,” he remarked.
The County Council has advertised the 2017 Roundabout scheme, with 2 September the closing date, and are inviting “bids offers” for each of ten roundabouts in Mullingar (the Dominick Street roundabout is not included), with eight in Athlone, one at Moate, and in Kinnegad, one called “Kinnegad (near Tesco) Roundabout”. Four advertising signs are allowed on all in Mullingar and Athlone, and applicants can bid for as many of the roundabouts as they wish.
“I believe letting people from outside Mullingar come in and advertise on local roundabouts is quite shortsighted, and could lead to companies from further afield advertising,” Eddie Tyrrell said.
“I wonder how long before the likes of Liffey Valley or someone else is on a roundabout discouraging people on their way to Mullingar, telling them Liffey Valley is only 45 minutes and to go around that roundabout and head for Dublin.”
Commending Westmeath County Council on their schemes that benefitted the town of Mullingar, Mr. Tyrrell said commercial activity needs to be assisted also.
“Local advertising for local businesses is what motor traders think. Let the guy interested put in the best bid and get it. I’m not anti any business in Athlone, but there’s plenty of roundabouts in Athlone for them to advertise on.”
“I think the Council would get a lot of support if they kept local roundabouts for local businesses,” he said. “Businesses operating close to roundabouts should be given first preference with regard to advertising. The Council has plenty of staff and have a list of people who pay rates within a kilometre or two of each roundabout they are putting out for hire. Let those battle over it.”
Calling it a “quick buck mentality” Mr. Tyrrell said in the grand scheme of the Council’s budget, what they were getting was a pittance. “They say it goes towards flowers and beautifying the town, but give locals a chance, and simply make it if you’re not from the area ‘Sorry, you can’t go for that roundabout’. People will definitely take up the offer here, as businesses in this estate want it, and will go for it, and I wish them well,” he added.
“There’s a roundabout in front of Cleary Electrical, a medium sized local family business, providing jobs and a good service. If that roundabout goes up for auction, what’s to stop Harvey Norman or suchlike taking that, if it goes to the biggest cheque book. When it’s the big guy versus the little guy, the latter won’t win.
“I would also go so far as to say the roundabout outside the Park Hotel should not be used for advertising,” he added.
MAJOR CONTRIBUTION
Eddie Tyrrell and other business people pointed out that twelve years ago, when they moved to Lough Sheever park, a roundabout was one of the things stipulated, and they made big contributions towards it and the built environment. “I would say every motor trader and garage, and all businesses have all been contributing to that roundabout at the entrance.
“When I and other local businessmen met the Council last year, after the scheme first came into place, they told us they followed due process by placing one ad in the paper about roundabouts being put up for auction. I’m not sure if our meeting was worthwhile, as it was pretty much signed, sealed and delivered at that point. This year they did email a number of us, but I believe the principle is just not right.”
‘There’s bits of positivity coming into the town, like Eddie Rockets, so discouraging people or encouraging them to go elsewhere makes no sense. Do they want rates from businesses able to pay, or do they feel maybe they don’t need the rates, and have a town with no businesses?”
“If you keep your business in town, you keep your town in business – there’s a simple maxim for everyone,” he concluded.
Gavin Keogh of Wines Direct (Lough Sheever Park) said his late father Pat would have pioneered the idea of advertisements on roundabouts, “but I think it should be directed towards local businesses and the town itself.
“I don’t think advertising to leave the town and go to Athlone makes sense. There’s plenty of local motor firms looking to sponsor the roundabouts.”
He said that he’s not against outside advertising, but if he put Wines Direct signs in Athlone, it would confuse people. There had to be common sense.
A shop visitor last week told him she had gone to Red Earth for lunch, and then to Miller & Cook to buy a few things, and to Days Bazaar – “a very kitch cafe” – and bought a shirt for her fiancé in Galvins. She was really impressed with Mullingar, he said, “ so locals should be also”. If no locals were interested, the Council could then tender the roundabouts out.
