Sprinkling of elf dust boosts business in Limerick

Christmas in Limerick: Bobby O'Riordan, from Murroe, visits the Elf Enterprises HQ on O'Connell Street. Picture: Sean Curtin
TWO new ‘Elf’ themed stores opened in Limerick at the weekend, part of the new Christmas in the City initiative.

TWO new ‘Elf’ themed stores opened in Limerick at the weekend, part of the new Christmas in the City initiative.

Retailers were reporting a significant surge in business as Limerick’s largest ever investment into the festive season in the urban area.

The new units opened on O’Connell Street - the North Pole Post Office, where children got to post their letter to Santa and Elf Enterprises HQ, where children got to join the elves in wrapping presents - over the weekend.

The units are part of the new ‘Christmas experience’ in Limerick, being spearheaded by the Limerick Marketing Company and City Business Association.

Close to 12,000 people attended the recent switching on of the Christmas lights in the city, which began the festive season.

The push is part of an attempt by the Marketing Company and LCBA – who have brought in Big House Productions – to create a new experience for Christmas in the city that will grow over the next two years and “create something magical and a festive experience in the city” to attract visitors and shoppers in to the urban area.

Funding was raised from private sources and from City Council to produce the various events.

Helen O’Donnell, chairperson of the LCBA at the Chamber, said that the opening of the new retail units was “a great bit of fun for the children and we have got huge feedback.

“Business was way up this weekend and, anecdotally, we believe considerably up on the same weekend last year,” she said.

“We have no doubt that our investment has had a lot to do with the festivities we are putting on as people are coming in to see what exactly we are doing and they are going away delighted. It’s a win-win. The children and their parents are happy and we are delighted to have more people in the city.”

See www.limerick.ie/christmas for full details.