Dublin-based commercial and personal insurance broker Brady Insurance has introduced a new scheme to help companies in the so-called experience economy – covering everything from leisure, sports and visitor/community centre operators to more niche businesses like petting zoos, glamping sites, snooker halls, mobile saunas and skate parks.
While such experience-based businesses receive €1 in every €3 of Irish household consumer spend, many have struggled to secure or maintain insurance, forcing some to close permanently.
To address this challenge, Brady Insurance has introduced a new scheme that provides a vital lifeline—expanding limited insurance options and offering accessible, comprehensive coverage to support these enterprises.
According to Ibec, the experience industry contributes €4bn to the economy every year and supports over 330,000 jobs both directly and indirectly.
By ensuring greater security for these essential businesses, the scheme is set to particularly benefit rural areas and regions with fewer employment opportunities. IBEC reports that 70% of these enterprises are located outside of Dublin.
Brady Insurance. says that while exact figures on closures due to insurance issues are unavailable, many affected businesses cite the lack of accessible and affordable coverage as a major factor in their operational uncertainty.
“The scarcity of insurance options has placed immense pressure on the experience economy, leading to business closures and job losses,” said Jane Brady, Managing Director of Brady Insurance.
“Our new scheme not only addresses this critical gap by providing comprehensive coverage but also aims to stabilise the industry, safeguard existing jobs, and foster growth particularly in rural Ireland.
“By offering tailored solutions from our A-rated insurance partners, we are committed to supporting these businesses, ensuring they continue to thrive and contribute to Ireland’s cultural and economic landscape.”
The experience economy consists of businesses and a workforce that operate across multiple sectors in Ireland, including organisations in the tourism, entertainment, arts, cultural, sporting, and heritage sectors. This includes attractions and venues, entertainment, events, and activity providers- vital to Ireland’s economic and social fabric.
Backed by a panel of A-rated insurance providers, the new product offers property and liability cover. It is available directly through Brady Insurance’s team of expert brokers for those requiring tailored solutions and advice, or via Brady’s wholesale business to the broker network around Ireland.
“The success of companies like Brady Insurance demonstrates the depth of skills and expertise within our domestic insurance sector. By responding to market needs and working with industry groups in identifying underserved areas, insurers and brokers play a vital role in helping businesses and communities across the country thrive,” said Robert Troy TD, Minister of State for Financial Services, Credit Unions and Insurance.
Brady Insurance enjoys a strong reputation as a market leader in providing specialist cover for major music and arts festivals, including St Patrick’s Day celebrations, as well as film and TV productions for global players such as Netflix and Disney.
