The inside story of the famous Mayo sandwich board

Billy Burke’s sandwich board has caught on in Mayo, writes JEMIMA BURKE

From sarcasm to wit to humour, the one-liners he chalks up every morning never fail to get people laughing on their way to work. Who wouldn’t chuckle at ‘You can only hold your stomach in for so many years?’

Born and bred on Glebe Street, Ballinrobe, Billy runs Outdoor Pursuits on the same premises where he and his seven siblings grew up.

Formerly one of six grocery shops on Glebe Street, Billy converted the store to a more niche line of business, fish and tackle, in 1998 having taken over from his mother 13 years previously.

"I thought there was an opening for it with no one in Ballinrobe doing outdoor," he recalls. "Also, at that time new supermarkets were opening, such as SuperValu. We changed, and those were good times!"

This innovative spirit has served Billy and his family well through the years. His daughter Ailíse, a clinical psychologist in training, tells how the idea for the unique sandwich-board came about.

"It was actually a promoter sign for Club Orange. We found it, painted it, and changed the colour to match the shop. Initially, Mam had suggested we get one for special offers.

"After Dad got lazy with that, Mam had another idea. Why not put up a funny saying to attract attention to the sign, and then attract attention to the window, giving people (who are often stuck in traffic) a good laugh at the same time?"

It’s been working ever since. A little goes a long way and not only for this business but for the people driving by. Billy’s quotes lighten the mood. They give people something to laugh about, taking their mind off work and worries.

"People come by taking photographs,” laughs Billy. "A lady came in shouting at me once, ‘I have a book for you, I have a book for you!’ It was Wrinklies’ Wit and Wisdom by Rosemarie Jarski.

"I google ‘funny quotes’ and get all sorts. These days, if the board’s not out people wonder where it is. The quotes put people in good form. They pass by and say to me: ‘I got a great kick out of that’."

Sometimes Billy will chalk up messages of goodwill for couples getting married in Ballinrobe, even when he doesn’t know them personally.

"It’s a family kind of thing," says Ailíse, who believes that positivity generates business. "The wedding thing is lovely. It’s even nicer for the couple if one of them isn’t local because they feel welcome to the town."

She hopes to take over from her Dad and keep the family tradition going, although it’s not part of her career: "The connections run deep. I’ve always known everybody in town because we were reared here. Even if I wasn’t around I’d still have the same heart for keeping it going because it’s family run. It’s part of Ballinrobe.

"People need prompts like Dad’s sandwich board to remember the small businesses," she added. "We’re all mindless when we’re driving, we’re thinking about what we have to do, but if your attention is drawn to something you remember, the shop will come to mind again."

Both Billy and Ailíse stress the value of shopping local, whether it’s buying a litre of milk or a new coat for the autumn season. If everyone contributes just a little, smaller communities will stay alive and strong.

"With online shopping people want it both ways," explains Billy. "They want businesses like mine here on Glebe Street and they also want to buy their products online. I’ve seen people look at something, go to take a photograph of it, and leave with all the information so they can buy the same thing online. It’s rife."

Ailíse often says that it’s better to contribute than just complain if your town is struggling: "A lot of people come home at Christmas or for the holidays and go, what happened to the town? Or sometimes I hear people that are in the town saying there’s not a lot happening.

"What I ask is: how much are they contributing to the town to keep it on its feet? Are they contributing enough? It’s easy to shop out of town, to go to bigger shops, to shop online. But it means a lot more to families when you shop in a place like here."

You could meet anyone in Outdoor Pursuits, and Billy always has the kettle on.

They call the couch in the corner Bruno’s couch. Bruno is the Burkes’ much-loved cocker spaniel and a ‘huge part of the operation’, according to his owners!

With quotes like ‘My wife says I don’t listen, at least that’s what I think she says!’ and ‘Growing old is when you’re told to slow down by the doctor instead of the police’ Billy keeps the town laughing.

Next time you’re in Ballinrobe watch out for Billy’s sandwich board.

There’s no knowing what gem he’ll have up next!