Ballymahon's Boom: How Center Parcs Transformed a Midlands Town

Seven years after opening its gates, Center Parcs Longford Forest has become a powerful engine of local prosperity, turning the small town of Ballymahon into a thriving hub of commerce and community. The numbers are striking: the resort takes in roughly €2 million in revenue each week, operating profits climbed 4% to €34.5 million last year, and occupancy rates sit at a remarkable 99%. But the real story is on Main Street, where local traders say the resort has put their town firmly on the map.

What has Center Parcs meant for local businesses?

Marie O'Dowd opened the Wilder and Gold café on Main Street about six months before the resort welcomed its first guests in July 2019. She saw an opportunity then, but what followed has exceeded every expectation. With 1,300 people now working at Longford Forest and hundreds of visitors arriving each week, footfall in Ballymahon has risen dramatically.

“We get a lot of people visiting, coming in on the crossover days, which are Mondays and Fridays,” Ms O'Dowd said. “But in addition to that, there's an indirect knock-on effect where we get a lot of the staff coming in.”

She added: “I think if you rewind a couple of years, a lot of people would never have heard of Ballymahon. Center Parcs has really put Ballymahon on the map.”

The café owner describes the town as “much buzzier” and “much more vibrant.” New businesses have opened, and she says it is simply “a better place to live and work.”

How has the resort stabilised trade all year round?

Brendan Flanagan, co-owner of Jolly Boys, a restaurant and takeaway in the town, points to the consistency the resort brings. Midweek trade has been transformed, with customers regularly coming out from Center Parcs, and the business now makes weekly deliveries into the resort itself.

“It allows us to plan for the future, in that we know, given the occupancy in there is 99%, I think all year round, it allows us to put some planning in place,” Mr Flanagan said. “There's no significant difference in our turnover from during the summer to during the winter, so that's a huge bonus for us here.”

The success even led him to launch a second venture, Ethical Tours, offering bike and e-bike hire alongside guided tours. The Just Transition Fund provided crucial backing, and the business now supplies bikes and mobility scooters to Center Parcs when demand outstrips the resort's own stock.

What about tourism and the Greenway?

The benefits ripple outward. Investment in local amenities, including the Royal Canal Greenway, has drawn visitors to the wider region. John and Anne-Marie Fitzgerald run Ballymahon Greenway Cycles, hiring out bikes including wheelchair bikes, cargo bikes and tandems. Business has been excellent.

“It's unbelievable, I'm very busy this year with the greenway and I was last year too,” Mr Fitzgerald said. “The weather makes it a lot better as well but even today, there are people gone out on to the Greenway, and it's not a great day. But they are coming to the midlands more than they ever have before.”

He also fixes bikes for guests who break down at the resort. “Even the other day, a little kid came in with his parents, his pedals fell off and I fixed them and he was very happy with that. It has put Ballymahon on the map big time, it's a good story.”

How did the town prepare for this transformation?

Peter Dennehy chaired the Ballymahon Traders group when Center Parcs confirmed its choice of Newcastle Woods. He remembers the scepticism well; some locals doubted the project would ever materialise. But the announcement changed everything, unlocking funding that had long been out of reach.

“Back in 2014, we set up a development group to try and form a tourism project here in Ballymahon,” he said. The hope was to create a walkway and cycleway along the Royal Canal Greenway, but the project was stalled by a lack of funds coming out of the recession.

Once Center Parcs was announced, things moved quickly. Longford County Council invested €1 million in renovating the Greenway, the White Bridge over the River Inny was reinstated in 2019, and Irish Water upgraded the water pipeline. A gas pipeline was rerouted from Athlone, bringing supply directly to Main Street.

“That's something we would never have gotten only for Center Parcs,” Mr Dennehy said. The town now has water, gas, sewage, broadband and new electricity lines, everything required to expand into the future. New businesses, including a Maxol station, have followed.

What challenges remain for Ballymahon?

Auctioneer Marie McCormack sees the pressures first-hand. The resort is one of the area's main employers, but that success has strained the housing market. Rental and residential stock are scarce, and demand is rising from buyers across Longford, Roscommon, Mullingar and Athlone.

“Center Parcs has been very, very positive,” Ms McCormack said. “However, we've had challenges as a result. It's one of the main employers in this area and as a result, the housing levels have dropped.”

She is hopeful that the ongoing upgrade to the local wastewater treatment plant will unlock new development. “That will be a positive for Ballymahon,” she added.

What does the future hold?

Ballymahon's story is one of patient preparation meeting unexpected opportunity. The town had the vision and the community spirit; Center Parcs provided the catalyst. The result is a thriving Main Street, a bustling Greenway and a confidence that was hard to imagine during the lean years.

As Mr Dennehy put it, the town “is thriving,” and the infrastructure is now in place for continued growth. The challenge of housing remains, but with water, power and connectivity secured, Ballymahon is well positioned to meet it. The resort that some doubted has delivered far more than a holiday destination; it has delivered a future.

Frequently asked questions

How many people work at Center Parcs Longford Forest?

Around 1,300 people are employed at the resort, making it one of the largest employers in the region.

What is the occupancy rate at Center Parcs Longford Forest?

The resort consistently records occupancy rates of 99%, providing year-round stability for local businesses.

What investments have been made in Ballymahon since Center Parcs opened?

Longford County Council spent €1 million on the Royal Canal Greenway, Irish Water upgraded the water pipeline, and a new gas pipeline was brought to Main Street from Athlone.

What challenges has the town faced?

The main challenge is housing, with limited rental and residential stock available due to increased demand from workers and new residents.