Attracta Lyndon

The Irish Examiner USA's Woman Of The Year 2012

By Laura Neill

"Anything a man can do, a woman can do better" is an all too familiar saying. This is not necessarily true.

Ireland has however excelled in producing its fair share of female entrepreneurs with Darina Allen (Ballymaloe Cookery School) and Ann O'Brien (Lily O'Brien's chocolates) springing to mind.

One woman who has risen above circumstance and taken the bull by the horn in the US is Atracta Lyndon.

It is with great joy for the Irish Examiner newspaper to recognize and award Attracta for her achievements, by titling her the Irish Examiner USA Newspaper's Woman of the Year 2012.

To be chosen as woman of the year means that the individual's company has accomplished and displayed entrepreneurial excellence, with a traditional Irish-American drive to make their ventures outperform within their field of expertise.

Upon accepting the award, Lyndon said, "It is a great honor to be awarded Woman of the Year. It is something I thought I didn't have in me or would ever obtain and achieve. My family and friends are absolutely thrilled and I would like to thank Paddy for choosing me."

Ms Lyndon is not shy to awards. She was recipient of the Dreamers of Dreams Award from the Irish Voice Newspaper for her outstanding spirit of entrepreneurship, and the Arthur Clements Award from the IBO for her contributions to the organization and her business acumen.

In 1996, Lyndon received the Regina Nostra Award from the Metuchen for her many years of service.

Further, in July 2008, the Irish Voice recognized her as one of the 50 most influential women. The Michael Flannery award was presented to her in October 2008, recognizing her as an exemplary businesswoman who devotes her time and talent to promoting Ireland and its culture.

Ms Lyndon was honored to lead the Council of Irish Associations of Greater Bergen County in the annual St. Patrick's Day Parade as their Grand Marshal in March 2011.

Earlier this year, The Business Excellence Award was presented to Ms Lyndon from the Irish Echo, Irish Small Business 50 in April 2012.

Lyndon is Vice President of North America, Dooley Car Rental, the premier car rental company in Ireland.

She was born in Malahide, County Dublin.

Dooley Car Rental opened its doors over 50 years ago out of a small office in Limerick. Over the years its business grew so rapidly that it had to open an additional office in the U.S.

This is where Attracta's role came in.

Pat Dooley recognised that America needed its own headquarters and asked Attracta to found it.

Together they realized the business would need an 800-number in order for people to easily contact them.

After obtaining this, Lyndon launched the U.S. office in 1986 in her family's garage in New Jersey, with a direct phone line, $1000, verve and plenty of imagination.

Working endlessly she established a customer base, and through her promotional and marketing savvy helped play a major role in building the business into a million dollar success.

Lyndon said, "I started out with a reservations box and paper. There was no money at this stage, just pieces of paper with names and numbers on them. I had my office in the garage so that when the phone rang it would not disrupt or wake the house up."

"I kept track of reservations and went into competition with myself to reach the biggest number of reservations possible"

Through networking and the solid support system of the Irish community, Lyndon says she has been able to see the company flourish into one of the largest car rental agencies in Ireland.

Lyndon admits she is still competitive with herself in keeping track of reservation numbers, and says no matter how hard she tries cannot match the highest number of reservations recorded in 2001.

Talking about the future of Dooley Car Rental and the travel and tourism industry, Lyndon said, "this year has been better with people once again choosing Ireland as a holiday destination. There has been a lot of repeat clients coming back including golfers, which haven't been going to Ireland for a few years. Business is picking up and it is better than it has been for the past three years."

This could be down to Ireland's current trend in producing successful world-class golfers, Rory McIroy, Graeme McDowell and Darren Clarke to name a few.

Prior to launching the U.S. reservations office for Dooley Car Rentals, Lyndon worked in a variety of sales and marketing positions in Chicago for the Irish Tourist Board and the Bank of Ireland.

Her career began, as a flight attendant with Aer Lingus, interacting with customers from all over the world.

Travel and tourism has always been a passion in her blood

Reflecting the core values and culture of Ireland in Dooley Car Rental's persona has as a result came naturally.

Lyndon said, "obviously when talking to clients I have an Irish accent therefore people are inclined to ask questions about Ireland and for advice. My background in working for Air Lingus and Tourism in Ireland, as well as growing up in Ireland has made it is easy to portray the country."

Dooley Car Rental delights in differing from other large scale, multi national car hire companies.

It has a personal touch with people of Irish roots and connections operating the company on senior levels.

This differs from the usual call centre operations of employees in front of computer screens that are perhaps not familiar with, or have never been to Ireland.

Lyndon feels this enables them to be competitive in Ireland in that regard.

According to Lyndon, Dooley is the only car rental company in Ireland that is independently owned and operated.

Lyndon served as president of the Irish Business Organization, New York for two years in 2006 and 2007 and has been a member since 1998.

Offering a few words of wisdom from a "been there done that and got the t-shirt to prove it" perspective, Lyndon gives a pointer in what it takes for success.

Besides joking and saying "have loads of money". Lyndon said the key to success is to "choose something you are very enthusiastic about and love to do, however work hard and be careful about what you choose!"

Even in this day and age, women face discrimination and prejudice, yet women all over the world continue to work hard to make a difference to their lives, and the lives of others.

Lyndon proves that women can be every bit as successful as men.

Lyndon said, "in some instances it is a man's world but I got around it. Just keep smiling with your head up. 'If they can do it, I can do it.' I told myself."

Lyndon also demonstrates how it is possible to juggle the difficult and often under rated task of raising a family and obtaining and maintaining a successful career.

She has three grown daughters, Liz, Laura and Trish, one grandson, Tyler and one baby granddaughter, Lily.

Lyndon said, "As a mother when starting the business I was fortunate to be at home although, I probably didn't get interacting with my children the way I would like to have. Speaking to them now today however they say 'I was there' and that's all that matters."

Dooley Car Rental is one of the largest car rental companies in Ireland with 65 employees and the largest fleet in the country.

Bases include Belfast City, Belfast International, Cork, Derry, Dublin, Galway, Kerry, Shannon and Sligo airport.

Popular tourist spots to drive through in Ireland include the rugged scenery of the Ring of Kerry or the figure eight through the hills of Connemara.

Lyndon said, "besides Malahide, I love the coast and some of my favourite places to visit include Co. Clare and west Cork. Anywhere with Irish set dancing and I'm there! I particularly love the slowness and relaxed pace of west Ireland compared to Dublin."

A resident of Colonia, Lyndon is currently an active member of the Ireland-U.S. Council, Comhaltas Ceoltoiri and the Iselin Ceili and Set Dancing Club. She has lived in the U.S. for over 30 years.

The annual Irish Examiner Woman of the Year event will take place on July 26 in Eamonn's Bar & Grill (9 East 45th Street, between Madison and Fifth Avenues).