Derry and Strabane businesses keen to support council festival and events programme

PICTURED ABOVE . . . Mayor of Derry City and Strabane District Council, Ruairi McHugh, pictured with, from left, Danielle McNally, Business Development Manager, DCSDC, Caroline Kilbane, Hello Marketing, Eve Blair, MC for the event, Jacqueline Whoriskey, Event Manager, DCSDC, Helena Hasson and Aisling McCallion, Event Co-Ordinators, DCSDC. The session, part of the Go Succeed NI initiative, was designed for local retailers, hospitality businesses, service providers, and creative brands looking to leverage the city's busy festival calendar. 

Local businesses from across Derry and Strabane turned out this week for a special engagement session designed to help them maximise the opportunities presented by the City and District’s packed festival calendar.

Derry and Strabane is widely recognised as a district of festivals, and the event highlighted the real potential for local enterprises to connect with new audiences, increase visibility and boost footfall by getting involved with the city’s major celebrations. They include the internationally renowned City of Derry Jazz & Big Band Festival, the Foyle Maritime Festival and the world famous Derry Halloween Festival, which this year marks its much anticipated 40th anniversary.

The session provided businesses with a comprehensive overview of programming to date, alongside practical insight into the trading, partnership and promotional opportunities available throughout the year.

Representatives from Derry City and Strabane District Council’s Events Team outlined how festivals take shape across the city and district, offering valuable insight into planning timelines and engagement opportunities. Council’s Business Support Team also shared practical guidance on how businesses can get involved through collaborations, themed promotions and wider support initiatives.

A key highlight of the event was an engaging session delivered by Caroline Kilbane, Marketing and Brand Activation Expert. Caroline explored how businesses can move beyond simply being open during festivals to actively activating their brand in ways that are authentic, creative and aligned with festival audiences - without overstretching time or budget.

Her practical advice equipped retailers, hospitality providers, service businesses and creative brands with clear steps to convert festival footfall into meaningful customer engagement.

Speaking after the event Mayor of Derry and Strabane, Councillor Ruairí McHugh, said: “Our festivals are at the heart of what makes Derry and Strabane such a vibrant and welcoming place. They attract tens of thousands of visitors each year, and it’s vital that our local businesses are supported to maximise the economic opportunities they create.

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"The strong turnout at this session demonstrates the appetite within our business community to collaborate, innovate and fully embrace the potential of our festival programme.”

Kevin O’Connor, Head of Business at Derry City and Strabane District Council, added: “We want businesses to see festivals not just as busy weekends, but as strategic opportunities to grow their customer base, strengthen their brand and build long-term relationships. Through practical guidance, partnership opportunities and initiatives like this session, we are committed to ensuring that local enterprises are equipped to benefit fully from our events calendar.”

The event reinforces Council’s commitment to ensuring that the economic and promotional benefits of its award-winning festival programme are felt across the local business community.

This workshop was delivered as part of Go Succeed NI, a significant investment in local entrepreneurs and businesses funded by the UK Government.

Businesses interested in learning more about upcoming festival engagement opportunities are encouraged to contact the Council’s Events or Business Support teams for further information.