Newly-Launched Horse Country Is For “Betterment Of The Industry” Says CEO

[Wandering Eyes]

Have you ever fancied gaining an insight into how trainers like Jessica Harrington or Johnny Murtagh prepare their horses to win big-race riches all over the globe? Or perhaps you'd like to better understand the breeding industries and take a peek behind the scenes at some of the biggest stud farms in Ireland? 

The recently-launched Horse Country, which is funded by Failte Ireland, Horse Racing Ireland and the Kildare and Tipperary County Councils, will offer such experiences to interested parties and its CEO Laura Magee spoke of her excitement about the concept. 

“The industry can be quite closed doors unless you are working in it or know somebody who is working in it,” Magee explained. “I'm from Dublin with not a really strong horse background but my Dad and Granddad had a huge love for it and worked in the sport. That's where I got the love from but, even for me to try and get in behind the scenes and find out a little bit more when I knew it was something I wanted to do as a career, it was tricky.” 

She added, “The race day is not the full story but, for some people, it might be their only touch point. But so much has gone on behind the scenes in the build-up to the race day. As our relationship with Failte Ireland has grown, so too has their appreciation for how important our industry is. 

“Obviously it's important on an economic basis, but much more than that, the connection that the Irish people have with the horse is also extremely important. We looked at a destination development plan, which sounds wicked fancy, but it is similar to the Wild Atlantic Way and Ireland's Ancient East. They give a name and a theme to an area that they want to collectively promote. In this instance, we looked at Kildare and Tipperary as being the areas we wanted to try and promote. Kildare is known as the HQ for the horse racing and breeding industries in Ireland while in Tipperary we have Aidan O'Brien and Coolmore which are recognised globally so that's what sets us apart.”

Horse Country is something that has thrived in recent years in Kentucky. Magee concedes that her friends in America “are 10 years ahead” but spoke of her excitement about what the future might hold for Ireland's newest tourism destination ahead of its official launch at Punchestown on April 30 where Minister for Enterprise, Tourism & Employment, Peter Burke and Minister for Agriculture, Food, Fisheries and the Marine, Martin Heydon, will be in attendance. 

Magee said, “By allowing visitors access to your training yard or stud farm, that's not going to make anyone rich. Nobody is doing that to have another revenue stream although they are paid for it. This is for the betterment of the industry because, if we don't start opening the doors and letting people in and experience what happens on these stud farms and the various stages of a thoroughbred's life, to be honest, I think the industry might look very different in 10 years time.

“Not everyone can be an owner and get that behind-the-scenes feel and knowledge and get to go into Johnny and Orla Murtagh's kitchen and have breakfast and ask them questions. We've developed these experiences where people can feel like an owner for the day and really feel a part of it.”

A VIP experience with Johnny and Orla Murtagh is advertised at €2,000 for a group of eight on the Horse Country website while an hour with Jessica Harrington is priced at €400 for two people. That includes a gift and afternoon tea. There are also behind the scenes tours at the Curragh, which are priced at €25 per person, the Kildangan Stud 'Foal to Fame Tour' at €35 per person and much more.

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