DO A FAM TOUR

So the last two times we spoke, I recommended we target college students and to have a joint marketing effort for Sport Tourism and Entertainment. The response to those two suggestions has been good.

Another recommendation I would like to put on the table is a familiarization (FAM) tour of well known and targeted journalists/media entities who would find this concept of “Jamaica as the Sport Tourism Capital of the World” exciting and interesting enough to take a trip.

Well as we approach probably one of the most exciting sporting calendars anywhere this side of the world, with the track and field, netball, football, basketball and volleyball events scheduled to take place in 2009; let’s make a special effort to promote this destination.

Track and field has been given the edge, simply because the World Championship is on this year in Germany and the Jamaican athletes have grabbed the attention of the world and there are other athletes who are out to get them. Not just there though, there are other athletes in Jamaica who will be jostling for positions on various teams.

So the Gibson Relays, the high school spectacle – Boys and Girls Championships will maybe attract one of the biggest crowds in 2009. Fans are hungry for good sporting competition. And with the Reggae Boys out of the World Cup, the other sports will fill the gap. These sporting disciplines are traditional and so it is the packaging of the participants which will have to marketed properly.

NON TRADITIONAL SPORT

On the non-traditional side; how about a mountain climbing competition on the Blue Mountain Peak? I know it is just over a mile up, but this is Jamaica. While there they can see where the best coffee comes from, possibility where some of the best tasting water comes from and lots of other fascinating history lessons to be learnt. Promote it for during the time of Misty Bliss. There is also a cycling trail which can be accessed to attract another type of participants.

How about a walk race from Ocho Rios to Runaway Bay? I am just thinking of the many possibilities we have and in these challenging times, creativity and innovation must take precedence.




MEDIA

Invite targeted media here and show them the lay of the land. This has to be directed at the Sport/Business journalists. Go outside the United States and look seriously at Germany for example. Following the performance of Jamaica at the Summer Olympic Games in Beijing, the world is expecting great performances and competition. Bring them here to excite them from early.

There are nine strong newspapers in Germany which cover sport. Here is a quote from a website “After the fall of the Berlin Wall, in 1990, Germany became one of the greatest nation sport ever had, and sport press couldn't be different!”

They take sport seriously. Let us capitalize.

Note: The feedback has been great from you all this great keep the emails and phone calls coming. I appreciate them.
As we are in the Yuletide season, let us care for those among us who are less fortunate.

Joint Marketing for Sport Tourism and Entertainment

Ever since the days of Reggae Sunsplash and in recent times Reggae Sumfest, Jamaica has had a tremendous impact on the entertainment market both at home and abroad. Equally, sporting events hosted in Jamaica has had equal impact, from the Norman Manley Games to the May Invitational. So what this means, is, there is great importance on cultural and sporting events.

In capitalizing on the synergy which exists, the country has to be committed to ensuring that the systems are in place for joint marketing to take place. In these trying economic times, creativity in promotion is way more necessary.

There first has to be political commitment. At the planning level, however, the best event planners must be consulted. Also all the stakeholders have to be on board for this to be successful; from small to large properties. When the crowds come, we ought to have the capacity to accommodate them. Plan these events for when tourist arrival is at the peak periods, so there is guaranteed support from the overseas market.

Synergy

Studies have shown that the people who like entertainment, generally like sport and vice versa. As promoters in this country we should first of all agree that sport = entertainment. So whether it is a sport event or a concert, we must give the consumers value for their money. It would even be more worthwhile when they are combined in the same package.

In 1999, the Germans reported a total of 58 million outbound holiday trips. Of that total they reported that 32 million or 55 per cent involved a sport oriented trip. The report also stated that 55 per cent of that total were men, ages 35 – 44 years of age, who spent from four to seven nights spending anywhere between 250 – 499 Euros each.

The same report highlighted that also in 1999, 52 per cent of the 13 million outbound holiday trips from the Netherlands involved a sport oriented trip with the same spend, but the most dominant age group was men aged 25 – 34 years of age. While France had a 23 per cent of its travelers attending sport related trips, they spent up to 500 – 749 Euros each.

How have we capitalized on those three markets in marketing Jamaica as a sport tourism destination? It was suggested at a sport tourism conference some years ago that sport makes a society feel like themselves (again), especially in a time of stress.

Talent abound

The talent in both sport and entertainment is plenty in Jamaica and so we have the basic ingredients. I know there are some calendar events which may not be easy to adjust, so let us work with what we have. Jazz and Blues in January – how about another triathlon then? We have 3,000 extra rooms built in recent times.

Sumfest in July…how about a beach football, beach volleyball, mountain climbing tournament? These are just a few of the non traditional sporting events which attract the sport and entertainment tourists.

Try it

I want us to try these new and innovative ways in our thinking. I see where the Jamaica Tourist Board has appointed an officer to pay close attention to sport tourism. It has to be the best move in a long while. I just hope Howard McIntosh gets the support he will need for the programmes to be effective.

Employment and the Sporting Industry in Jamaica

With sport being one of the fastest growing industries in the world, more and more jobs can and are being created as a result.

Jamaica should be no different and it is a clear opportunity to be able to build the capacity of the industry which has given so much to this country for well over 60 years. The Ministry of Sport and its agencies along with private sector partners must now create the environment where sport is recognized and seen as a viable option for growth and development in the Jamaican economy.

Former Prime Minister, Hon. Edward Seaga, in his research has indicated the sporting industry employs approximately 22,474 people generating some US$700 million. This figure people employed directly to sport and its related areas.
Without proper measurement tools to capture the real value, it does contribute something to the gross domestic product (GDP). What then is the plan to formalise this industry and use it to the benefit of our society?

The employment figure represents almost the same as the number of teachers, which is significant enough to be noticed. That number can be increased and add value to the industry and eventually to the economy. While we devise those strategies we may want to liaise with the Planning Institute of Jamaica to see how we can measure the impact on GDP.

In challenging economic times, there are some products which will always be consumed and sport, like entertainment remains attractive. I urge the powers that be to take this much more seriously than we have.

Sporting federations cannot carry the burden alone. There main aim is to prepare their athletes for respective competitions which the country benefits from; but the management of the industry has to be guided by a policy which enables the environment for sport to be economically viable. Credit must be given to those federations which have been vigilant over the years and they continue to do well. The environment has not been the easiest to work with. Policy will help to level the playing field and NOW is the time. We are sitting on a gold mine and we are not capitalizing on it.

Businessman, Michael Hall, wrote “the resources required to make the policy work must come out of a partnership between those who control the means to make it happen and those with a common vision.”

We however will have to be patient as we develop the process and the plan; as the success will not happen overnight.

If we look at the football situation, we can safely say, planning has been missing from that equation and hence our talent growth could be affected due to lack of motivation.

It may be a requirement for the country to declare its hands on the sporting areas that matter

• Core sports – those to invest in to achieve excellence, e.g track and field, football, netball, cricket and basketball
• Network sports – those that can give us great networking opportunity e.g. golf, tennis, beach volleyball (great made for TV events)
• Targeted sports – investment in individual athletes who can be identified at the world level in KEY events e.g. equestrian, swimming, badminton
• Non-investment sports – those which are taught from the basic level and are part of a general physical education programme from the primary school level. This is a good opportunity for development of potential teams

We ought to make up our minds!

Burrell blames Simoes

Management of a Sporting Organisation

Jamaica has so many pluses regarding sport and its ability to unite the people. The men and women of Jamaica has, for in over 60 years performed at the highest level and have brought significant attention to the country, right across the world.

One thing that has been questionable, is the ability of our sport adminstrators to manage effectively. It becomes even more difficult when we have the extensive talent we still continue to have in this country.

On the matter of football...Brazilian, Rene Simoes came to Jamaica in the 1990s and returned in the 2008, but the results were different. Jamaica qualified for France in 1998; in 2008 the story change. Both times though under the leadership of Captain Horace Burrell. What then has changed...error in judgement.

Burrell as the employer is to be blamed as was Simoes for the failure of the Jamaican team to make it to the final round of the 2010 World Cup, scheduled for South Africa.

There were way too many experiments at the national level with coaches and the selection of the team for each match was way off. Burrell has to take the blame.

As for his comment regarding local coaches and the national team, lesson 1: "we have to believe in our own, for others to believe is us"...Captain, your comments are way off base and is a disservice to Theodore Whitmore, who has a 100 per cent record. Doesn't results matter? I thought so!

Whitmore needs to be invested in. He knows the football, create in him a master of Jamaican style of football. Why countries want to import our services and we are busy importing services from overseas.

Train him! It can be done! Burrell has to be made responsible for his action, it is not for him to pass the blame.

Track and field has successfully used local coaches and its success is tremendous. Look at Glen Mills, Stephen Francis and DOnald Quarrie, they are all being sought overseas.

Football can copy this template. Especially when the Manning and Dacosta Cup competitions are just as competitive as the high schools track and field. Both have the same base at the school level.

Just some ideas for the Jamaica Football Federation...plan, plan, plan; short, medium and long term planning.

Let's get cracking for the 2014 World Cup!

Using Sport Tourism as a gateway to wider tourism initiatives

Sport tourists are passionate! Sport tourists are high spending! Sport tourists are always open to new experiences! What can Jamaica do to attract more of these types of visitors? In this challenging economic climate, a destination must have diverse offerings to attract and keep tourists coming back over and over again.

The US$4.5 trillion industry is expected to see at least 10 per cent growth by 2011, according to Sport Business International. Cities around the world are becoming increasingly dependent of the visiting tri-athlete, golfer, cricketer, track athlete and footballer and Jamaica can benefit from these sports.

The average golfer is passionate, high spending and will more than likely try a new experience, so attractions become very important. So the Mystic Mountains, Chukka Blue and White River (tubing) are key attractions to maintain.

Passion

Take a look at the typical football fan, which travels to support his/her team of choice. Fully prepared with clothing to wear to the games, but will also spend to buy any kind of souvenir items available. There are also some items which a fan is not able to travel with and so those items, if available, are purchased at the venue for the games. These are flags or anything with sticks. Locals have a real opportunity to earn. The passionate sport tourist may also like great music/entertainment, so plays, musical shows and night clubs are a great addition to a package.

High Spending

Golfers are deemed to be some of the highest spending tourists in the world, and so the tastes are generally in the higher end. So great entertainment – Jazz shows, expensive wines, great cuisine. They will spend. Development of packages to suit the tastes must be done. The element of research should not be avoided and companies should invest.

The Business of Sport Tourism Report by Ross Biddiscombe is available for €690/476 pounds/US$815. This publication gives an extensive range of intelligence report in the sport tourism industry. It also identifies events and destinations which are key contributors to the growth and development of this sector.

The events which were used as case studies include, Athens Olympic Games 2004, Volvo Ocean Race, World Cup Cricket 2003 (South Africa); and the New York Marathon, to name a few; while some of the more popular destinations for sport tourism include Australia, Canada, Northern Ireland and South Africa.

In doing the research for this column, it was interesting to note than the major buyers for this report are private sector organisations. Financial institutions were also heavy on the list. So while we expect Government to develop policy, private sector activity must drive the economy.

I therefore call for an Advisory Team to work with the Ministry of Tourism, specifically on Sport Tourism. The team should consist of a planner, researcher, marketer, communicator, manager and maybe two other persons who are sport-business minded. Not more than seven is needed. A ten year plan can be drafted and must be done in conjunction with the ministries and agencies which design and implement activities worthy on capitalizing on the trillion dollar sport tourism industry.

Note: I know the Rose Hall team is already on the phone for the 2009 version of the Rose Hall WATA triathlon. What an event that should turn out to be? Triathletes, on average take up to five members of their families…so do the math!

Triathlon, an event to boost sport tourism in Jamaica

Carole Beckford, Contributor

The Rose Hall Triathlon, which ended in Jamaica last weekend, was a clear indication that the tourism sector is maximising its opportunities for the development of sports as a valuable aspect of the tourism product.

The triathlon, by nature, suggests endurance, and so Jamaica is making sure there is diversity to its tourism product to attract a wider cross section of visitors to the island.

What was amazing about this massive three-day event was the opportunity for guests from home and abroad to not just experience the event, but also to see wellness in a new light.

fit principles

This event is well-timed, as following on the heels of the 29th Olympiad in Beijing, China; the curious onlookers tried to figure out what was it Jamaican athletes were doing that made them so great. The wellness aspect highlighted just some of the positives.

From the seminars which took place on October 24, it was evident that Jamaica's foods had something in them no other types of foods have, and the presenters called for the authorities to "ensure that all is done environmentally to protect the foods in Jamaica."

Most triathlons do not have this type of wellness fest, but trust Jamaica to be innovative, and it worked, as people from all walks of life listened and interacted with presenters on principles of staying fit and healthy. These principles varied, but the real story which emerged was "Jamaican athletes were special and it is something to nurture because of the nature in Jamaica."

big-city event

Triathlons are generally held in big cities and these competitions, which include cycling, swimming and running, date back to the 1920s. Reports have indicated that the triathlon was used as 'off-beat training exercise for runners'. Jamaica, as an island, is in a great place for the development of this event as an attraction and could even be seen as a source of early training for some of our athletes as we seek to further strengthen our athletics programme.

The sport made its debut in the 2000 Sydney Olympic Games and is now in a number of cities across the world, attracting thousands of competitors worldwide each year. There are even shorter versions for children.

Why not Jamaica then? The Treasure Beach group has hosted a successful triathlon, and now Rose Hall has come on board. It is the way to go for diversity and with proper organisation can also attract great media attention to the sport and Jamaica.

stage is set

Certainly our beaches are available for the swimming leg and with the major improvement in the road network, cycling is not too challenging either. For Montego Bay, the Catherine Hall Sports Complex, home of the Montego Bay Relays, could be the venue for the running aspect. So the stage is set.

This column supports diversity and new and innovative ideas, as in this time of strange economic events, a destination has to get creative. Jamaica, as always, sits on a gold mine and should explore all the opportunities.

Organisers of the WATA triathlon should be commended for going out on a limb and as we hope for the effective growth of Jamaica as a sports tourism destination, I welcome more initiatives of this kind.

TEN ways I think we can all serve JAMAICA

Disclaimer: This was inspired by a Time Magazine article I read recently...21 ways to serve America.

Social graces are declining in the world, but in developing countries such as Jamaica, the recovery process is much longer. However, we have to START EARLY...


1. SUPPORT LEGISLATION: We should make it compulsory for every Jamaican from 14 years up serve a community group, non for profit organisation or a sporting organisation.This is expansion of our National Youth Service
2. TAKE A TOUR: We should encourage families to take a tour of Jamaica, so we can see how our brothers and sisters exist/survive.
3. JOIN THE LIBRARY (online or the Physical one): This is an encouragement for all of us to read, this is in addition to the school texts...it is also a hint to Jamaican writers to write more of our own stories.
4. START YOUNG: Imagine if you wanted to be a great football player, you would start dribbling from as early as eight years old, well since so many of our social graces have declined, get in the game early. Eat out once in a while, visit a neighbour, attend church, go our of town to a sporting event etc
5. KNOW HOW PARLIAMENT WORKS: Know who your political representatives are and what their roles are. In other words, re-enter the CIVIC world.
6. VOLUNTEER: Go to a nursing home, a hospital, a prison facility, a school in your community; offer your service Free of Charge
7. EXERCISE: Walk 20 minutes a day for three days a week. Obesity and Heart related diseases are top in the list of killers of "black" people
8. IGNORE YOUR AGE: Not because you are a little older than some, do from "1" to "8" and stick to it. Retirement should be dynamic
9. TURN YOUR DREAMS INTO REALITY: Pass on the knowledge you have and the world will be a better place. Share, Share, Share
10. PREPARE FOR THE WORST: At all times, expect the worst, but if you are prepared you will be able to handle the challenges.

Let's work for a better JAMAICA.