As the summer crowds disappear and the beach towels are packed away, a group of Portrush businesses and creatives are shining a spotlight on the people who keep the seaside town thriving all year round.
Elephant Rock Boutique Hotel has launched The People’s Port, a celebration of the independent businesses, artists, makers and tourism operators whose stories have become part of the fabric of Portrush.
The campaign brings together Morelli’s, Troggs Surf Shop, artist Adrian Margey, Atlantic DESIGN Studio and tour guide Mark Rodgers to share their memories, experiences and love of the North Coast.
Perched overlooking the Atlantic, Elephant Rock has itself become part of Portrush’s newer story, with 18 individually designed bedrooms, sea views, cocktails and dining at Eldon’s restaurant.
Managing Director Charlotte Dixon said the campaign was created to remind people that Portrush has just as much to offer outside the traditional summer season.
“The community message is really important to us,” said Charlotte.
“Summer in Portrush is fantastic, but when things become quieter it is even more important to support local businesses and remind people that there is a wonderful town here throughout autumn and winter.
“Guests might come to Elephant Rock for dinner at Eldon’s, cocktails overlooking the Atlantic or a night away, but we also want them to get out and experience Portrush.
“There are brilliant businesses here that have been part of people’s lives for generations, alongside newer independents adding fresh energy and creativity.”
And few businesses have a longer association with the town than Morelli’s.
The family business began in Coleraine in 1911 before Angelo Morelli opened Morelli’s Shamrock Corner on Eglinton Street in Portrush in 1953.
Daniela Morelli said the business regularly hears from customers who first visited as children and now return with their own families.
“We feel privileged to be a part of so many people’s special memories,” she said.
“It has something that many seaside towns have lost; a real sense of identity. The goal should be not to stop change but to make sure the change enhances Portrush.”
Artist Adrian Margey, who moved his artistic practice and home to Portrush around a decade ago, said it is the people behind the town who make visits memorable.
“The coastline might be what first draws people to Portrush, but it is the character of the town and the people they encounter that makes the experience memorable,” he said.
“It’s the independent businesses, the hospitality, the familiar faces, the characters, the artists and the events that give the town its personality and encourage people to come back.”
Designer Lou Gillett, owner of Atlantic DESIGN Studio, said the North Coast has become central to her creative work.
After years working in London, she described moving to Portrush as “a breath of fresh air”.
“Everywhere you turn in Portrush is a small independent business which enriches its character and is a real testament to the people of Portrush,” she said.
“There’s something interesting around every corner.”
Surfing has also played an important part in Portrush’s identity for decades.
Troggs Surf Shop officially opened in 1989, although Andrew Hill’s father Ian had been selling surf equipment from the family guest house on Mark Street since 1984.
Today Andrew’s son Ethan manages Troggs Surf School, continuing the family connection to the town and the sea.
Andrew said Portrush now attracts surfers from around the world.
“This week alone we have had visiting surfers from Japan, Western Australia, America and Hawaii,” he said.
His advice to visitors is simple. “A day trip does not suffice. Spend at least three days in Portrush and base yourself here to experience all the area has to offer,” he added.
Tour guide Mark Rodgers, of Dalriada Kingdom Tours and Landmark Luxury, also believes visitors are increasingly looking beyond the traditional summer season.
Mark, whose tours take in Dunluce Castle, the Giant’s Causeway, Carrick-a-Rede and the wider North Coast, said his busiest months are May, September and October rather than July and August.
“Ireland is a people and place destination and on the North Coast we have a nice blend of both,” he said.
“Here, where life is lived slower and more meaningfully, we can afford our guests life-changing experiences – and that’s the magical part of it.”
Charlotte added: “Portrush is famous for its beaches, golf, food and spectacular scenery, but behind all of that are people who work incredibly hard to give the town its character.
“The People’s Port is simply our way of celebrating some of them and reminding people that the summer may end, but Portrush doesn’t.”
1.
Charlotte Dixon from Elephant Rock Hotel, Artist Adrian Margey, and Troggs owner, Andy Hill Photo: Fergus Stewart
