Tracings: Noreen Cassidy keeps the Rose in full bloom

By Olivia Tracey

They say that life begins at 40. Well, the International Rose of Tralee Festival, now in its 41st year, is truly in its prime. After three action-packed days at the legendary event, I witnessed a level of sophistication and style that could compete with any international extravaganza. Endless credit goes to the new CEO, Noreen Cassidy, who, in her own humble way, passes on the glory to her dedicated staff, eager volunteers and ever faithful sponsors.

A former International and Leeds Rose, in 1986, with a degree in history and politics, she began her career in the travel industry, moving on to British Telecom and finally to Eircell, where, in 1998, she was promoted to head of sales and distribution. Ironically, just as she was promoted, the Tralee Festival opportunity raised its attractive head, and so with encouragement from her partner, her bank manager and her boss, Stephen Brewer, CEO of Eircell, who were already Festival sponsors, and recognizing the festival position as a once-in-a-lifetime opportunity to promote and polish it with a New Ireland approach, she accepted a three-year contract.

Indeed, this savvy business woman has not been wasting any time, establishing a workable plan to develop a few key elements, including festival marketing, entertainment, career management for the Rose and the new Eircell Dome. Being one of three paid executives, along with her two hardworking secretaries, Eileen Kenny and Eleanor Carrick, a new board of directors, the president, Bryan Cunningham, and a team of 70 volunteers, she can tout delegation of duties as the key to accomplishment. Aiming for a corporate image, she engaged the professional services of Arks Advertising to handle the marketing with Niall O’Loinsigh as director. They have redefined the Rose of Tralee logo and created designer merchandise to be sold in the new Rose shop or on the website, which, incidentally, enabled millions of viewers across the globe to witness the pageant live for the first time (www.roseoftralee.ie). Also playing their part was no less than the RTE sports anchor and PR king Bill O’Herlihy, along with daughter Jill, who is definitely following in daddy’s efficient footsteps. Jill managed the professional assignments of last year’s Rose, the exceptional Luzveminda O’Sullivan, who also contributed to the pageant transformation by supporting one select charity, in this case Trocaire.

Of course, big plans require big sponsorship. Thankfully, major corporations were only too happy to either continue or initiate their support including Guinness, Millennium Festivals, National Lottery, Eircell, SuperValue, Kerry Group, The Brandon Hotel, VIP Magazine, The Examiner and Waterford Crystal. The latter were also instrumental in starting the new Rose of Tralee Supporters Club which, since its inception last March, has attracted a huge following both in Ireland and globally over the internet.

Needless to say, the Rose of Tralee Festival has always been known as a fun event, but this year’s entertainment, in terms of both quality and quantity, was second to none. Condensing the festival from six to five days, Noreen and her troupe set out to provide family street entertainment and live top-class concerts, all free of charge. And they succeeded. James Brown, Born Again, The Hooligans, The Beautiful South, Bagatelle and Tralee native Christie Hennessy are just some of the Guinness-sponsored concerts who kept the north Kerry town rocking into the small hours. By day and by night families were spoiled for choice, between a spectacular Watershow and Fireworks display, the ESB Millennium Drum, the Duan Gong Puppet Theater Group from China, Fossetts Circus, Championship Dog Shows. Magic Shows, Fun Ice, Bouncing Village, Castle Fever, Crazy Castles, street theater, face painting, baby shows, The Boggle Shop and so much more.

Indeed I had my own "boggling" of a different kind to deal with, staying out half the night as usual lapping up all that Kerry craic. Unfortunately, I didn’t make it to the famous Rose Ball, but I did get to host the afternoon fashion show at the Earl of Desmond Hotel, which turned out a display of style that would put Rodeo Drive to shame.

After that it was a quick dash back to the Brandon, where I dolled up in record time for The Kerryman Dinner. Thank God for heated rollers and hairspray. Another night I was entertained at the Golden Rose Dinner and the superb cabaret "Knighttime at Clontarf Castle" with Rebecca Storm, The Three Irish Tenors and comedian, Al Banim. I found myself in the delightful company of Galwegian, Teresa Conway and her husband, Patsy, who just happens to be a first cousin to Mike Glynn of Kennedy’s pub on 57th Street. I was in my element catching up with all my former RTE colleagues, including Gay Byrne, Kathleen Watkins and Marty Whelan, the U.S. contingency including Charlie Malone of the New York Rose Committee, Terry Anderson of the Southern California Committee along with Phyllis Mulvey and Dolores Nolan; Paula Jones’s legal spokesperson, Susan Carpenter McMillan, and her daughter Cameo, and a string of former Roses, each of them delightful. I was equally thrilled to bump into the ever gracious and elegant Loretta Brennan Glucksman and our own Phil Coulter who touched every heart in the place with his introduction on the piano of the blinded Omagh bombing victim, Claire Gallagher. It marked her dream come true to participate in the Rose of Tralee.

Indeed, I understand her enthusiasm. To be there live at the Rose Pageant for the first time in my life was fantastic. Only too happy with any opportunity to dress up, I headed off to the new Eircell Dome which was spectacular, complete with its star-cloth ceiling and impressive lighting effects. I was also in great company, being looked after like a princess by the hospitable Tralee native Oonagh ???. Afterward, it was post-pageant party time at The Brandon where I had a chat with the humorous and very cute Stanley O’Reilly, who was getting used to his new-found fame as Black Tie Male Escort of the Year winner. Of course, this award is yet another new addition to the pageant, and which left Stanley dumb-founded on live TV until he caught hold of that inspirational Waterford Crystal Cup, announcing in his droll way, "Sure, we’ll fill it up later on."

Also getting acquainted with her celebrity status was the Cork and International Rose winner, Geraldine O’Grady, who was signing autographs as we spoke. This is a girl who has it all, beauty, brains, initiative and talent. She was a deserving winner in a competition that must have been a nightmare to judge. As Noreen Cassidy put it with reference to the high caliber and talent of the contestants, "The girls epitomized everything we were trying to do."

As for the future, plans are already under way to market the Festival internationally. With Noreen and her team giving their all to what is quite clearly a labor of love, I’ve no doubt that the twenty-first century will see the International Rose of Tralee Festival on the lofty pedestal it so deserves.