Make Trelawny Jamaica’s first Sporting Parish

As Jamaica bids for continued sport supremacy in the world, on and off the field, there are always more things to look at to create the competitive edge in a more organised way. Within the next three to five years the country will participate in a number of regional and international competitions which are aimed to reposition the country’s top-rated position in the sporting arena.

International competitions will come in football, cricket, track and field, netball, basketball and volleyball and the national athletes will have numerous opportunities to make Jamaica even prouder. There are two world championships and one summer Olympic Games up to 2012.

But while we continue to perform well externally, we need to capitalize on the income the country can and should be earning as a sport tourism destination. Even in this recession, consumers are going after products/services to suit their sophisticated taste buds…Jamaica, once you go you know.


Designate Trelawny Jamaica’s Sporting Parish

For economic gains we could establish a direct link with the success of the country’s sport industry with the parish. Here are some ideas

- Establish a museum/hall of fame/walk of fame with information of those from the parish
- Form a partnership with a major international firm to sponsor the facility. Start with a three to five year plan to host one major event a year
- Re-structure the Mutli Purpose facility to meet the growing demands of the sport and entertainment industries
- Get the schools involved to research the history of the parish
- Twin the parish with a town in either the UK, USA or Canada
- Re-brand the parish

Other cities have done this successfully in Canada, Malta and the UK. Why not Jamaica?

What makes Trelawny special?

A good percentage of our sporting stars come from Trelawny. The parish also has a sporting facility, Trelawny Multi Purpose Stadium, which has not even begun to be used to its full potential. The capacity of that facility has shown that it is able to host international competitions to bring about big crowds. With some structural adjustments the facility could do much more.

Here are just some of the famous sons and daughters of that parish: Usain Bolt, Veronica Campbell Brown, George Kerr, Astia Walker, Michael Green, Debbie Ann Parris, Michael Frater, Marvin Anderson – track and field; Gerald ‘Hero’ Scott – football are just some of the people who have recorded success at the highest level.

There is accommodation – Braco, Starfish, FDR Pebbles; there are attractions – Outameni, Glistening Waters, Cockpit Country , just to name a few. There is also great potential for a cruise ship pier; and this parish is between St. James and St. Ann. Now if those reasons aren’t good enough, then.

A total of nine months after the success the country had in Beijing, I think this is a great way to consolidate our efforts in a serious way. Make way for the rest of the Trelawny stars to emerge. Let’s get to work.

Trelawny Multi Purpose Complex

Coming up:

I weigh in on the use of the Trelawny Multi Purpose Complex and more importantly on the parish of Trelawny.
What should be done for the parish to maximise on the earning potential of the parish?

Please send your comments...

Use technology to promote sport

Jamaica's innovativeness will come into question over the next three to five years as we battle harsh economic times to continue to promote the island as a sport tourism destination.

So it is well known that we have the product, athlete and some reasonably cared facilities. We need to package them for two reasons:

1. To attract visitors to the island for the period of the events.

2. To have wide viewership around the region and the world.

I, therefore, call on the local producers, members of the film production community to merge their resources to create made-for-television events to distribute to the world community. Use the Internet as a way to distribute the product in a way that can also attract earnings.

The Internet has become a most valuable tool for distribution of content, why not sports?

Stream our events and ask consumers to pay. We have some events which have become prime content and our diaspora community which is hungry to view these events will pay and even advertise to provide additional income.

So, for 2010, let's look at Gibson Relays, Manning and daCosta Cup finals, senior netball finals, Boys and Girls' Championships are just some of the events we could stream. The alumni groups across the US and UK, I am sure, would be interested in these products. They must be marketed and promoted in an effective way to yield the best results.

opportunities

There are opportunities at international trade fairs which the island can capitalise on by attending. A senior film official says, "While it is important to attend these events, we should look for agents who handle distribution of sports products in the regions being targeted as primary markets. The official noted that agents have specific catalogues they promote and distribute and the best way is to court those agents."

There are sport networks which may be open to negotiation to air some of these programmes, so we should seek that opportunity too. While we seek to promote in international markets, there is room for more local consumption. It is also a way of preserving our history so the next generation is up to speed.

Feedback: cubeckford@gmail.com


Should Jamaica go after major sport events?

Jamaica was the featured country of the past Olympics and our athletes excelled beyond thought and expectations and there was no advertisement from the JTB saying, "Come to Jamaica ..." If it were not for Puma sponsoring Usain Bolt, Jamaica would have had no media presence.

Your ideas are excellent and I hope 'the powers that be' hear you and start implementing some internal changes in Jamaica to accommodate such a bold idea.

Sam from California

It has always been said that during the winter months the people who reside in the cold temperature want somewhere to train. Has anyone in Jamaica ever really explored the possibility of earning from anything like that?

I think your idea is excellent and just hope some of the people who run our sports programmes will get with the programme.

Should Jamaica go after Major Sporting Events?

As the world is being battered by the current economic recession, governments are seeking new and innovative ways to earn well-needed funds and to also provide jobs.

What then could help to boost Jamaica's economy? I say we go after two major sporting events over the next three to five years. These major events could attract

Foreign-exchange income for the country

International media attention

Temporary jobs for residents

Opportunities for other residents to volunteer.

Over the next five years, World Track and Field championship is in Berlin (August 2009), World Cup Football, South Africa (July 2010) and Summer Olympic Games, London, (2012) are just some of the major events to take place; but there will be need for preparation tournaments and championships prior to these events.

I see where the Jamaica Amateur Athletic Association (JAAA) is about to host a USA and Jamaica bonanza; that would grab some attention, generating some well-needed funds. Also with Jamaica out of World Cup football, could we create a football festival where top teams (countries or clubs) can participate?

Also, could the cricket body look at its schedule over the next three years and see where a three/four nation five-day tournament could fit in.

Several news stories recently have shown where countries and states are moving towards sport tourism as an option, with the latest being Hawaii and also Thailand. One of the common reasons was "people need to feel good".

Last month, the Hawaii Tourism Authority voted to allow the NFL's Pro Bowl game to return to Hawaii in 2011 and 2012. The game has been held the week after the Super Bowl at Aloha Stadium in Honolulu since 1980, and has sold out every time.

JTB should see sport as a priority

Can the Jamaica Tourist Board work closer with the sporting federations to create our own sporting festival and throw their weight behind this venture? In light of the recent budget allocations to the industry, I am sure there are creative ways we can spread the money around effectively.

Malta recently signed a memorandum of understanding with Sheffield United and is using that collaboration to promote Malta as a sporting destination. Malta's training facilities, restaurants and other entertainment sites benefit over a two week period along with the media exposure. Malta's athletes also benefit from the technical courses run during this period; while volunteers are used to offer support services.

There are five or more internationally accepted sporting facilities across the island and so Jamaica should look to form relationships which will see countries, clubs and university/college teams come for a week or two to use the facilities, discover Jamaica and compete against our teams.

Let us look at a national football league, major league baseball, UK football club and any university in the US or Canada for starter and host one every half a year. That could generate the interest!

Note: The Jamaican people were the MVP for CHAMPS, April 1 to 4. Well done!

Sport tourism and research

Sport-based travel has been a phenomenon for many decades but it has not been on the cards of researchers until recently. It is now a great time to build on the literature available to ensure that economies benefit from the opportunities which are available.

There are a number of things to consider in doing research as we identify the trends in the sport tourism market. First, is the research has to identify sport as an attraction and then develop a series of questions which can be used to highlight the relationship between the sport and tourism and how they can be explored.

Here are some generic questions:

What time of year do these tourists travel?

What are the foods they are likely to consume?

What are the attractions they are likely to visit?

What is the length of stay?

What are the modes of transportation?

Jamaica's situation is peculiar but interesting. Why? The physical layout of the facilities, attractions, beaches, accommodation is perfect, but there is need to package this information attractively enough to woo these new categories of travellers.

The University of the West Indies (UWI) can now take this as a project for the next three to seven years and ensure that a reasonable percentage of the US$4.5-trillion sport tourism industry comes to the Caribbean and more specifically, Jamaica.

UWI's creation in the Caribbean was formed on one basis - that unity and integration are possible. So while some of the more academically-charged efforts are being pursued. The sport tourism phenomenon has to be given time and space. In addition, the curriculum must be adjusted to include courses which will complement the research to be undertaken.

Dr Carolyn Hayle has been instrumental in some initial discussions, and her role on the board of directors for the Jamaica Tourist Board is one where she can make the difference we so desperately need. The collaboration necessary must see UWI teaming with colleges and universities abroad which can offer support. There is credibility in partnership. Research has to drive our new(er) way of thinking and sport tourism is a critical component of the bigger tourism sector, aimed at making major contributions to the economies of developing countries.

Making Jamaica the Next Best Travel Destination

So since there is a recession and we are looking for great ideas, let's refocus some of our energies in who we reach out to. Take China, for example, Jamaica has been an approved destination since 2005. How are we going to get them to come to Jamaica in the numbers which can fill up the coffers? What about the Germans? They have a settlement on the south coast, rebrand it and package it in a way to make it attractive. Let's be our brother's keeper and clean up the crime situation. When all is said and done, no one will come if there is a perception of a crime-ridden society.

Note: Witness the greatest high school show on earth, Kingston, Jamaica, April 1 to 4 ... Boys' and Girls' Championships. It's going to be a cracker!

Sport to put Jamaican tourism in sprint mode

The stage was set at the recently concluded 33rd running of the Gibson Relays in Kingston. 14 records were broken and Jamaica has once again sent a message that there are more world beaters to come from this little rock.
The discussion is continuing about the country’s ability to churn out athletes year after year who continue to stun the world with credible and excellent performances and this year 2009 will be no different. The good thing about this is the pool is widening so there are a lot more athletes to choose from. Come June 2009 when the National Championships is over to choose the athletes to compete in the World Athletic Championships in Berlin, Jamaica should have a strong delegation.
The Diaspora should see themselves as part of this preparation by coming to Jamaica to witness the spectacular performances at a number of events this year:
1. Boys and Girls Championships – April 1 – 4
2. Jamaica Invitational – May 2
3. World Championship Volleyball Qualifier – May
4. National Track and Field Championships – June
There are a number of good options for sport; but we can collaborate with the theatre and music communities to see what plays and music shows will be on at that time and prepare a package for locals and visitors alike.
Studies have shown that people who generally love sports are the same ones who are likely to enjoy a good entertainment package, so I am urging organizers of these events to look to engaging visitors to come to REDISCOVER Jamaica around some of these dates. Reasonable air fares are now being advertised during these periods, so what more can we ask for.
I know there may be a bias towards the track and field events, but there are a number of activities we can think about which can be exciting enough to draw attention and certainly the visitors. Out west the Reggae Sumfest is on the calendar for July. So the attractions should benefit from these events. All I ask is that the proper packaging be done, so no area of the tourism gets left out.
The physical layout of the attractions, events and the warmth and hospitality of the Jamaican people are the most valuable assets; so I am urging us to take the advantage. Remember, in times of crisis, there is always a place for creativity and innovation (new ideas) which can emerge as a sustainable programme in years to come.

West Indies vs. England
I know the English men came to the Caribbean expecting little or no resistance from the West Indies; but what a wake up call they got. Cricket has once again proven to be a good sport tourism product and the Caribbean was the better off for it. So now that the tests are over, it is now on to the One Day Internationals and 20-20 matches.

Unofficial figures are showing that with each test the visitor number climbed, with Jamaica at the bottom of the table. If we do not fix the crime situation we are still going to be lagging behind our neighbours. We obviously have the best facilities and package to offer. Fix it!

Sport Tourism and Spring Break

Sports tourism and spring break



By now most destinations would have had their spring break plans in place and are hoping for higher numbers in visitor arrivals for this part of the winter tourist season.

Once Ash Wednesday passes, we know spring break is near. Entertainment is vital to this period, but I daresay we should, and must, include sport this time around to attract a different crowd to add to the already stressed college students who just want to have a great time on a tropical isle.

traditional sporting competitions

The real deal is the traditional sporting competitions may not work for spring breakers, but I am sure they will climb a rock for a margarita, or they would row a canoe across the ocean for a weekend for two, maybe even swim a channel or ride a five-mile distance. One thing is sure: They would apply physical skills while having fun and capturing a major prize, which has to be exciting.

What I also know is that these activities are done at individual properties, but I am advocating for these skill competitions to be done under the Jamaica Tourist Board banner and marketed as destination activity.

This would help to alleviate the stigma attached to spring break, which now seems to be boobs and booze. In addition to attracting just the MTV, BET-type stations, ESPN could be an outlet for the more sport oriented type of activity.

How about looking at a Brand Jamaica Strongest Man competition 'live' from Montego Bay, Jamaica? Now wouldn't that be something?

Another great idea would be to invite a professional team from the US or UK here for training for spring break. Major League baseball starts in the US on April 6 this year, so for next year, let's look at one of those teams which are located in one of the colder cities and have them here for a spring break practice session for a few days.

Let's take the Chicago White Sox, for example, a divisional champion of 2008. There are direct flights from Chicago; it gets very cold there and it is Obama's city. Just imagine the media attention the trip would make.

special invitations

We could work on the invitation immediately. Jamaica also has great ties with that city, so it may not be too difficult to get that arrangement going.

Some major cities across the US have not marketed their destination as a spring break attraction. Broward County in Florida, for example has suggested that "dropping spring break since 1986 has seen an increase from half a million to 10.8 million in 2008, over 20 years."

Jamaica, therefore, has to drive the demand for its new clientele by creating the products which are in demand.

Note: A campaign to plan for 2010 'Discover Jamaica for Spring Break 2010': Use our schools as an exercise in knowing our own country and then invite the world to do same.