Fáilte Ireland Careers

What were the main 'career decision' milestones in your life so far?

Catherine O'Grady Powers, Owner Gleenkeen Farms

From a young age I always had an interest in travel, I would make the trips to Shannon airport annually to pick up our relatives visiting from the states, always loved the buzz of the airport and always had a desire to work in the travel industry. I loved studying French in high school and struck up a pen pal relationship with my dear friend from Paris, whom I visited on many occasions.

I did a business studies course in Limerick and from there had an opportunity to attend an interview with Ryanair, they were recruiting for their reservations teams both in their Dublin and London offices, I was selected for London. Loved life in London, working for Ryanair was a lot of fun and I availed of the tax only air travel around Europe visiting Spain, Greece, Turkey often flying on the jump seats in the cockpit, a fun and carefree life!

When Ryanair decided to decentralise back to Dublin, I was fortunate to land a job with Royal Brunei, an airline owned by the Sultan of Brunei, this was an incredible experience and I started earning 3 times my Ryanair salary! I met my American Husband, Jim who is a Pilot in London and moved to the USA. Home was always pulling at my heart strings and a childhood desire to setup a business on my home-farm had never left my mind.

Who are the people who most influenced your career direction?

I have always had an interest in tourism and hospitality, I took inspiration from the many visitors who would stop by Glen Keen Farm when I was a child to see my Dad & Uncles cutting the turf or moving sheep. Some visitors would ask to park their motor homes on the farm and ended up coming back annually, I have fond memories of hiking on our farm with some of the visitors and their families.

We didn’t have a commercial business here when I was growing up it was a working sheep and cattle farm, but we are located in one of the most picturesque parts of Ireland at the gateway to the Doolough valley and Delphi regions attracting many drive-by visitors. These visitors had a major influence on our decision to build and open Glen Keen Farm as a major Visitor Attraction.

The announcement of the Failte Ireland Wild Atlantic Way route and acceptance for a Leader Funding grant for our premises were the 2 major influencers in proceeding with our idea and investment in a rural tourism attraction.

How did you go about getting your current job?

We started planning our business venture of opening Glen Keen Farm as a tourism facility back in 2004, this took 10 years. We had to go through a lot of different challenges, obstacles and of course raising the funds to build a purpose built tourism facility was a major challenge. Eventually after our planning application, Environmental impact study, Archaeological impact study and a complex process of applying for grant aid we finally opened the doors of Glen Keen Farm in July 2014!

Describe a typical day?

Because I am self-employed, I have to be very self-motivated and always provide quality and positive Leadership for my team, sometimes this can be challenging as I have to juggle a lot; we have a large working sheep farm coupled with my Husband Jim spending long stints away for work, we also have a 4 and ½ year old wonderful boy. While challenging this juggle is very rewarding, we live in a beautiful place, surrounded by wonderful people and happy Customers.

What are the main tasks and responsibilities?

Being self employed I have to wear many hats! In addition to being the marketeer for the business, I also need to communicate regularly with our customers, post regularly and consistently on Social Media, keep on top of the farm administration, stock orders for the business, employee schedules and deliver the Sheep Herding visitor experience – and also be on site to assist with the delivery of other visitor experiences. Juggling all of this can be very challenging.

Advance organisation and preparation is critical in managing my schedule and ensuring a smooth operation of both the farm and the business. I have learnt it is very important to expand the team and delegate to Staff where possible. I strive for perfection, fortunately I am very driven and thrive on success and positive feedback.

I am delighted to say, things are getting easier, the hard work is paying dividends now and new opportunities are opening up for us, I am very grateful and always remain thankful for what we have. I believe a key fundamental in a successful business is always appreciate what you have, try to turn the negatives into positives and always, always look on the bright side.

What are the main challenges?

One of the biggest challenges is lack of awareness of our location and region by the International market, we rely heavily on our International Coach Tour Customers and this has been a challenge in attracting new customers to schedule this area. The lack of accommodation in the area also poses as a challenge.

What do you like most?

I love the fact that we have created something on our farm to ensure its preservation and continuity for future generations. I have been chosen as the only female Shepherd in Ireland to participate in a year long arts project following the life of four female Shepherds in England, Ireland, Scotland and Wales.

The project was launched at the Tate Museum Liverpool in Nov. 2019 and is being managed by Dr. Patricia McKinnon Day, St. John Moore’s University and Artscape Management, London. I am especially proud that our business supports the local community and is fast becoming an internationally recognised visitor attraction on the Wild Atlantic Way!

Is there anything that isn't great?

I am not too fond of admin / paperwork but this is an essential part of the job here so I need to keep myself motivated to keep on top of it!

What particular skills do you bring to your workplace?

My knowledge and experience of the travel and tourism industry has been key in establishing our business. My marketing experience has been essential in building our brand and relationships with our Tour Operator customers. My local knowledge allows me to deliver in-depth visitor experiences to our guests who are looking for a connection with Ireland and its history.

What subjects did you take in school and how have these influenced your career path?

I loved Business Organisation and French, these 2 subjects have really helped me in my business. My Business Org teacher, Carmel Featherston was very influential in my path on the business route, she really believed in me and even took time out after school to take me over to GMIT Castlebar to a talk on a career in Business! This really inspired me and made me feel empowered on choosing route in Business. I also took a typing course which, I use every day and am most thankful for!

I am now taking tin whistle lessons to broaden my skills in the business and I think it would be really nice to play some nice tunes for our guests on an adhoc basis or perhaps out in the field on a nice day after I deliver the Sheepherding experience for them. My motto has always been ‘Under promise, Over deliver’ this leaves your customers with lasting memories.

What is your education to date?

Sacred Heart Secondary Convent Westport

UL Business Studies Course, Limerick

HSI College, Limerick – typing skills course

What aspects of your education have proven most important for your job?

I would consider all aspects of my education being relevant to my current position. All parts of my educational experiences have shaped me into the person I am today. I am grateful to my former Teachers, Lecturers and everyone who helped and encouraged me along the way.

What have been the most rewarding events in your career so far?

In 2015 Glen Keen Farm was awarded ‘Best Tour Feature’ in Ireland, the whole country! We were so very proud of this amazing achievement after just 12 months in business! We are a major contributor to rural tourism, we invest in marketing not just Glen Keen Farm but our beautiful region at every trade event we attend both nationally and internationally.

We continue to facilitate Chinese delegation visits to Co.Mayo, these delegations vary from trade, environmental, cultural and tourism delegations. We have teamed up with Westport House and have attended two International marketing trips to the United States marketing our visitor attractions and the West of Ireland across several states in the USA!

What personal qualities do you have that helps you in your career?

I always have a positive outlook, a bubbly outgoing personality. I am self-motivated and very ambitious which is a big help when you are self employed!

What is your dream job?

I would like the Glen Keen Brand to become renowned as an International Exporter of speciality Irish Products. (we are diversifying at the moment and working on new opportunities)!

Does your job allow you to have a lifestyle you are happy with?

We built our business from scratch and it is now in a growth stage, we have had to make a tremendous amount of sacrifices. My husband Jim still works in America and our first little boy James was born in 2015 just one year after we opened our business. We need to work harder on a work life balance as unfortunately our business has always been at the forefront.

What is rewarding from our job is the feedback from our guests on the connection they feel with Ireland, some visitors describe it as re-tracing their ancestors footsteps because our surrounding landscape acts as a living museum telling the story of centuries gone by from the interpretaion of the potato ridges, existing pre-famine cabins and bronze age sites.

There is a tremendous feeling of pride that we have preserved this place to share with others. Also, we employ local people and provide a platform for local crafters, knitters, jewellery makers and musicians to sell their produce in an area that lacks enterprise and employment, it is not just about Glen Keen, it is about Community and preserving Irish heritage.

What advice would you give to someone considering this job?

The Tourism industry is extremely rewarding, you will meet people from all corners of the earth who are interested in our beautiful country and see you as the link to their perfect travel experience. There are so many opportunities in the industry and it will take you any where you want to go!

What are the three most important personal characteristics required for the job?

A great smile & personality

The ability to make people feel at ease.

Patience and a kind ear to listen – you never know what journey your customer has had in life, kindness is everything and will take you everywhere.

What is your pet hate at work?

Staff not being organised and prepared for our Customers.

What is your star sign?

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Have you undertaken, or do you plan to undertake any further training as part of your job?

I continue to avail of all of the wonderful training workshops and online courses made available to us by Failte Ireland and the LEO Offices. We are extremely lucky in this country for all of the supports and resources available to businesses.

What kinds of work experience would provide a good background for this position?