Crossmaglen's first new hotel in more than a century officially opens this St Patrick's weekend.
The Cross Square Hotel, in the centre of much-maligned south Armagh, welcomed its first paying guest earlier this week.
The unnamed customer was able to enjoy a large room with underfloor heating, a spacious ensuite, flat-screen TV and full-length mirrors, for £50 (about €72) marketing manager Fiona Carragher-Kieran said.
"There's been no compromise as far as decor is concerned," she said. "A small rural town doesn't mean poor rooms." The 15 rooms are large and, on clear days, can afford guests views of four counties - Armagh, Down, Louth and Monaghan.
Business customers making the short detour off the Dublin-Belfast motorway are always welcome, she said, "but local people and local employment are very important".
The newly built hotel, standing on the site of a former bank and a draper's shop, was built and fitted by local tradesmen and as many suppliers as possible from the south Armagh hinterland are being used.
It promises to be a weekend of song and entertainment, says Ms Carragher-Kieran. "We're hoping to showcase the hotel and the site with plenty of music and fun. All the local people are invited."
The Carragher family behind the £1.5 million (€2.17 million) investment are not put off by the area's notoriety.
"Cross has been changing over the years," Ms Carragher-Kieran said. "We've seen the development of the town's first shopping centre. And most of the local businesses - MK Embroidery, McNamee's bakery - are all owner-run and doing well."
The proximity of the hotel to the Crossmaglen Rangers GAA club across the road is a definite plus, management believes.