Physical Education & Sport vs the rest

The fact that Physical Education and Sport are now being recognised rightfully as an academic course and business respectively - this has opened up discussions which are highlighting the lack of understanding of the subject areas. I would clearly state here * There is a difference between Physical Education and Sport * Physical Education now has for the last five years, exams at the highest level from CSEC and to be offered soon at the CAPE level * Sport, through its competition has been known to impact on a society - socially, economically, psychologically * Sport Business world wide is valued at close to a trillion dollars Based on some recent outbursts, there may be suggestions that sport is being overused in high schools; is distracting the institutions from their core work; is damaging the reputation of students. I challenge the writer that the rest of the education system needs to catch so it can efficiently and effectively manage its portfolio, which includes Physical Education. The study of Physical Education is academic, it looks closely of the study of the relationship with mind, body and soul. What about that isn't academic? Then Sport is the competitive, strategic and now economic viability of PE aimed at generating wealth, equality and recognition for people and country. We treat tradition as tradition and think we should not make adjustments, because that is what it is...tradition. But the non-traditional PE and Sport, having become more user-friendly has used the traditional methods to overtake its competition (pun intended). What that process is dynamic, some of us are still stuck in the normal mode and not realising the potential of equality in the education system where we all can benefit. Picture this, a school, college, university where the best of the traditional and non-traditional meets....the athletes in any of those institutions are managed by their peers in the traditional line. Where the community stadium is managed by the people there and the earnings are spent there to improve services, accessories and the lives of people. What about this don't we get? The Business Model has been presented by The Business of Sport and I invite the doubters to engage us to catch up to speed with the information. Research has also shown that sport can be used as 'soft power' for a nation such as Jamaica which continues to battle with its economic activities. I could make the same justification for music and entertainment. One of the challenges of being in a small circle, is none of us are willing to make bold decisions and move on with the programme; we have (The Business of Sport) and we urge you to join us. Education needs to be redefined in Jamaica as part of a community where Parents, Teachers, Community Leaders forge partnerships with the students to build a nation. I challenge the Ministry of Education to create this model for growth for education. Be open to ideas that work and use people who are capable to manage. Get in the Game!

WHY? The Business of Sport

The third edition of the International Conference of The Business of Sport just ended in Kingston this past week and from all indications, the Caribbean at large has great potential. How many times are we going to be saying that though? And we will....however, there are some glaring opportunities available from this billion dollar industry (estimated at 632 billion US dollars) that makes up the world wide stake. The Caribbean with an estimated 7 million population which has produced some of the world's best in recent times is certainly creating those chances. The concept of the trilogy - the athlete, coach and manager to brand development, image rights, financial literacy, role of government to taking that break were the topics discussed at this year's renewal under the theme Change the Game. The other discussions were Get in the Game and Stay in the Game. How then can we really Change the Game? In borrowing a mission from Access Athletes, The Business of Sport is really "designed to provide professional athletes with the necessary tools to empower themselves and master their careers", but we can add that this process will also provide employment for support staff, a community and ultimately a nation, while strategically positioning the athlete, sport and the country's image. The point is, we all can get involved - we consume the product of sport through devices, live and related events; we buy merchandise , we follow them on social media, we send our children to camps and there are so many other ways to connect; so we have to consider who are the major contributors, sponsors to these brands (athletes) which generate a significant amount of money to be able to keep the business of sport ongoing? We are - we pay for the events, goods and we buy related products. How many of us, may want to buy a beverage because one of our favourite athletes promotes it? Or who wants to buy a shoe because....we know the answer. On the other hand, there are always the other side to the story....these same athletes make mistakes, all kinds of mistakes, not in keeping with the image that we want and then what... The Business of Sport then aims to educate, inform and provide a platform for entertainment. We are cognisant of that fact and the partners at Samuda & Johnson, Strategic Corporate Intervention Limited & Carole Beckford & Associates are committed to making this happen. See you in 2014... we will tell you where. We will Spread the Game! Keep in touch at thebusinessofsport@gmail.com

The Business of Sport Ministerial Forum

A Business Ministerial Forum KINGSTON, April 29 Ministers of Sport in the region will, have conversations with sport associations, coaches, managers, athletes, sponsors and corporate interests in the inaugural ministerial forum at the Business of Sport International Conference slated for May 1 and 2. Minister Natalie Neita-Headley will, along with Ministers of Sport from Barbados, the Hon. Stephen Lashley and from Belize, the Hon. Herman Longsworth, present in a session that will be moderated by Carole Beckford, President of the Business of Sport who describes the forum as "timely, relevant and essential to policy integrity, integration and efficacy both locally and regionally". The session "Sport Entities, the Government, National Policy and the Body Politic" will provide a blueprint for sport associations and federations in creating viable systems of management of the entity and the athlete. It will also examine the relationship between government and umbrella organizations in constructing and implementing a successful national sport policy and in fostering a viable sport industry. "This ministerial forum is the first at our conference and we intend to institutionalize it as we advocate for a Sport Ministers Council for the region to unify policy and action and establish mutually beneficial business models" remarked Business of Sport Partner Christopher Samuda. The Business of Sport seeks in this forum to bring together the governors and the governed, from a sport policy perspective, in re-enforcing the value of continual collaboration and partnerships in building a sport industry and economy. It will also underscore the need to bring stakeholders, particularly sport associations and federations, into the framework of policy making, action and implementation as part of their profile of success. The conference is being hosted by Carole Beckford & Associates and Strategic Corporate Interventions Limited under the theme "Change the Game".

Sporting events need stronger support

The week of March 10 – 17 this year was a spectacular week for Kingston starting with the Kingston City Run (March 10) and then CHAMPS (March 12 – 16). This precedes another massive sporting week to include Jamaica vs. Panama (Football) and the 22nd Venus International Volleyball Championship (March 22- 24). While the fire at the Wyndham was unfortunate and rooms stock depleted, there was the undisputed truth that Kingston was the place to be. Following the health fair, 5K, half marathon, after for the Kingston City Run, we should have had locations outside the stadium in select areas of the island where crowds could gather to watch the spectacle of CHAMPS to allow our residents and visitors alike to share in the vibe and the record-breaking track and field event. What then should have happened is a massive reggae concert on Saturday to give patrons an additional event to go to, as we seek to showcase the ‘best of Jamaica. Amazingly I saw an article in the Gleaner – Jamaica dips in Tourism Competitiveness – citing a lack of knowledge of the cultural experience in Jamaica. The article went on to suggest that many of our visitors know little of that cultural package Jamaica has to offer and that the marketing agency, the Jamaica Tourist Board, should pay keener attention to circulating that information to a wider global community. While I agree with some of that assertion, I also suggest that our event planners pay much keener attention to planning for calendar activities at least one year in advance to give patrons the opportunity to insert important events in their calendar. Much has been said about sport and its ability to attract a wide cross-section of patrons, much of whom are becoming the more affable members of society; they will have money to spend to ‘have a good time.’ That is the new trend of sport tourists and that good time includes not just the sporting event, but a great restaurant, party and access to good pieces of memorabilia. Can we at least get this going for 2014? What that means, is any event planned for January to July next year, should have already started some kind of planning, even to secure the dates and to get the right expertise on the teams. Go for teams of seven….no more, and take critical decisions to ensure the most efficiently run events. The decreasing sponsor dollar must attract the best return on investment and that to me is key. While the marketers look at the immediate returns on products/services, I differ and think a confident and assured consumer will eventually access the products/services later. Remember a disgruntled consumer takes seven times as much to convince to (re)like your services. The media is critical to the success of any event and with social media reaching far and wide, this platform must be used to promote and record the historical moments in all formats. We have to engage all demographics and create something for everyone, while focusing on a specific market share. If we commit to making sport an active part of our almost stagnant economy, we must make better decisions. Let’s look at the numbers, but do not underestimate the power of a satisfied internal and external consumer. I look forward to July 1 to June 2013 period, where Jamaica’s event will be structured around the strengths of what we are known for, a sporting destination with the best food, entertainment and PEOPLE.

CAMERON PRESENTS MANIFESTO

KINGSTON, March 8 West Indies Cricket Board (WICB) presidential candidate, Whycliffe ‘Dave’ Cameron is recommending the “re-engagement of Corporate Caribbean” as part of the process in growing the cricket product in the region. Cameron, who is a vice president now, officially presented his manifesto on Friday in Kingston. His campaign and recommendations for the sustained growth in West Indies should come mainly from systems which facilitate improved development of the talent, having greater access to revenue streams, and the restoration of Caribbean pride and unity. The presidential candidate also stated that “when the West Indies does well domestically and internationally the region enjoys a sense of togetherness which transmits positive vibe and energy, but the board will have to lead a process which makes that energy translate into a more successful business model for the sport.” He highlighted the successful performances of all the teams over the last three years, stating that there are tremendous opportunities to build on, and he hopes to be given the mandate to lead that charge stating that “those optimistic activities have opened doors for the rebuilding process to continue.” “Building cricket as an industry will take some paradigm shift and the process to do this must be an all inclusive one,” stated Cameron. He believes the region has the requisite skills to undertake this massive job, and knows the region is poised to foster the growth of cricket. Responsibility which has so far played a key role in how Cameron and his team want to operate and will see the territorial boards being empowered and being held accountable; upon which he believes will widen the talent pool and by extension giving the technical team much better options for the variety of competitions the teams will be involved in. Cameron’s support so far for the post of president has come from Jamaica and the Windwards, both of which have publicly declared their support. At the presentation in Kingston, the audience was a mix of corporate and cricket officials’ support. The March 27 election which will be held in Barbados will see current president, Julian Hunte against Cameron, while the candidates for vice president are Joel Garner, Barbados and Emmanuel Nathan, Dominica.

GC Foster College - repositioning Spanish Town

This past week (February 20), the GC Foster College of Physical Education & Sport, opened its Sport and Recreation Museum and held its inaugural Sport Symposium. For a 30-odd year old institution it is a significant stride to make for the College’s overall development and subsequent progress. What was evident in the two-day event was the integration of its management and staff, playing the role of moderator, presenter, lead coordinator, hosting along with the entire college population getting an opportunity to rub shoulders with the leaders of Jamaica’s sporting industry. What was even more significant was the opportunity to hear former Prime Minister, the Most Honourable P.J. Patterson, speak about a dream come true. The GC Foster story is largely untold, but as the programme and mandate of the institution are being executed, the word has to get out. Some facts on the institution reveal that there is at least one trained Physical Education trained teacher from that College in almost every secondary school in the island. It has been contributing to Caribbean Physical Education teacher development since the mid 1980s, training teachers from St. Lucia, St. Kitts, St. Vincent & the Grenadine & Antigua along with Jamaica. The College boasts some of the top technical experts in the field of football, cricket, basketball and track and field. The programmes which are key to supporting the potentially large sporting industry are growing – Massage Therapy, Coaching, Sport Management, to name a few. The museum however, has tremendous potential and if managed can propel the College’s stocks exponentially. Museums are attractions. Museums are historical sites. Museums are a great way to relive history. Those are valuable in the world today and should be marketed as such. The donation by retired and elite West Indies cricket umpire, Hon. Steve Bucknor, is just one way of indicating the significance of a museum which can eventually create a package deal for Bucknor and his impact on cricket from an umpire’s perspective. The fact that his daughter, Shari, now attends the institution is an indication of the continuity of his story and may serve to change a few lives. That is progress. On the development side though, is the potential for GC Foster to be a college town in St. Catherine, helping to reposition the first capital as a monument town, where we attract patrons from home and abroad to recapture the wonderful story that town has. Housing, manufacturing, entertainment and sporting activities can be reactivated. The linkages to the overall community development are to be explored. So the partnership has to be fostered and GC Foster College stands out as the place to make it happen. While the Parish Council & Chamber of Commerce have teams in place already handling Spanish Town as a Project; they should now move to seek to involve the College family as part of the dialogue going forward and refocus its attention on implementing plans for the further progress of Angels, Spanish Town. The opportunities are always endless, but it requires the will to make it happen. Let’s change the game and make this happen!

Australians will return to Jamaica - Successful track & field camp

After two weeks of hard work, dedication, commitment and competition the Australians who came to Jamaica on Monday, January 14 will return. Hayden Knowles, Managing Director, Competitive Edge took a group of ten athletes from all over Australia to Jamaica and partnered with The Business of Sport and GC Foster College under the leadership of International Coach, Maurice Wilson. Milton Samuda, leading partner in The Business of Sport shared "the best of knowledge is shared, what it does is raise the standards for everybody." This was in response to a question being asked of Coach Wilson as to why is he coaching the Aussies to beat "us" - Wilson responded "I am really an international coach." Wilson reflected on the days when the USA was largely responsible for preparation of Jamaica's athletes and gave credit to MVP's Stephen Francis as the leader in starting of a training base in Jamaica for Jamaican athletes. The rest we know is history. Wilson told the gathering on Sunday at the Courtleigh that his GC Foster, Sprint Tech and coaching staff along with the Aussies learnt confidence, motivation, time management which converted to 'life changing experiences' for all involved. Wilson had a 8-member team to include masseurs, assistant coach and an administrator who managed the activities for the 14-day experience. The delegation though based at the GC Foster College had exchanges with Olympians, Don Quarrie, Bertland Cameron, Michael Frater, Dennis Johnson and visited several facilities across the corporate area. A few of them competed at the Central Hurdles & Field Events Championships (January 19) and the Queens/Grace Jackson meet (January 26). The most outstanding was Andrew McCabe who won on both occasions, while Tom Robertson, Jarrod Geddes, Jordan Caldow and Tjimarri Mudara Sanderson-Milera were to receive honorary mentions. Knowles in his response to the meeting was emotional but solid in his support for the Jamaican system and promised to return with more track and field athletes, but also would help with track and field (throwing), rugby, swimming and even some construction assistance. There are and will be opportunities for further exchange. The inaugural camp, by all indications was a success and the Aussies will be back. This was brought to you by The Business of Sport, Competitive Edge and GC Foster College and assisted by the Courtleigh Hotel and Suites, Jamaica Tourist Board, Yellow Pages, Digicel, Pepsi Jamaica (Gatorade) and KFC.

Physical Education instructors need to step in

Lots of sporting areas are being explored and lots more schools, clubs and teams are emerging into competition. The year all round has sporting events that any athlete can participate in. That is good for the consumers and even the sponsors as the consistent prmotion, display and even distribution of products and services get a lifeline for the period of the event. There are however, a few areas of concern. While we enjoy watching these athletes run, hop, play football, netball etc, we are keen to note the injuries and sometimes the inability of the athletes to perform basic skills. So it begs the question, who are the people who prepare these athletes? As a trained physical education teacher I know of the value of preparation (assessment of the athletes) equipment and training facilities competition - how to win recovery rest Once those areas are done effectively, the athletes will sometimes go through multiple competitions without sustaining any major injuries. The plan must be structured and be coordinated to benefit the athlete ultimately. There are too many reports of injuries and obvious inability of the athletes to go through their respective seasons without challenges. The other key area is nutrition which must be enforced. I think Jamaica has enough trained PE teachers in its system to support the work of these sporting bodies as they should, as with the sport industry evolving, the main stakeholders must be protected. The athletes are sport's brand and all efforts are to be made to keep them healthy, competitive and marketable. I do beleive it is an open opportunity for PE teachers to join forces to make a statement so the country can have better prepared athletes. There are ways of getting together - an association, meetings, forums, workshops and seminars. Dispel the myth that sports people are not as 'bright' as others and join hands and hearts for healthier athletes. What say you?

Caribbean Region MUST unite to capture valuable sporting dollar

January 19 Caribbean Sporting Industry has to re-focus its attention on an economic model before the end of 2013. This industry will become one of the biggest income earners for the region over the next five to ten years. With the world sporting industry currently valued of up to US$620 billion (AT Kearney) – live events are emerging as one of the areas to earn the highest income. A review on the Sport Market by AT Kearney, has revealed that “live sports events in particular offer a compelling proposition to different industry participants—from free-to-air broadcasters seeking viewers and advertising revenues and pay-TV broadcasters looking for loyal subscribers, to sponsors moving away from traditional media, event organizers, athletes and spectators.” Football (Soccer) is believed to capture 43 per cent of the earnings for sport, with the US NFL a distance second with 13 per cent and baseball 12 per cent. However, the Caribbean’s recent flurry of T20 cricket, which has seen an investment from ESPN has shown that this is an area that the region can focus on, with other live events to attract a wide cross-section of visitors and viewers of this sport. The same AT Kearney report has established that the sport industry is growing faster than GDP in Brazil, Russia, India and China. What that means the consumption of sport in the BRIC has become predictably high and in the next five years at least, track and field, cricket, football are three of the sporting areas that should be attractive packages for those markets both inside and out. China is one of the countries with the highest number of outgoing tourists and stays in countries an average of 14 days. They are also among the top spending tourists on sport. What then can the Caribbean do to ensure that it captures some of the pie of the ever-growing sport market? Here are some suggestions: • Make travel across the Caribbean more reasonable and convenient • Upgrade venues to host events • Engage international media partners to earn from media rights • Train personnel in the region for volunteer and paid work • Tertiary-level institutions should release information they have researched • Create a package of regional sporting ambassadors The Caribbean has enough stars of its own, it can create applicable merchandise to supply the world as the events and venues are properly prepared and managed. One of the burning issues too, is the accommodation for media at the venues; as once media is invited, the facilities ought to be able to host them properly. The involvement of the Tourist Boards is also critical, as time has come for them to realize the ‘sun, sea and sand’ way of promoting the region may be important, but the region is not just that, but more. As several countries in the region take the respective teams to Moscow in August 2013, Brazil in 2014 and 2016, and all over the world for major sporting competitions, now is the time to merge thoughts and ideas and implement programmes to earn from these exploits. Time is running out and the doors are closing quicker than we can imagine. Get in the Game and play!

USAIN BOLT FOUNDATION HOSTS JAMAICA WEEKEND EXPERIENCE

KINGSTON, JANUARY 8 - The World’s Fastest Man - Usain Bolt is always doing something extraordinary and come April 18-21, he is expected to take that to another level, when The Usain Bolt Foundation hosts its inaugural Jamaica Weekend Experience, at the IBEROSTAR Hotels and Resorts, Montego Bay, Jamaica. This exclusive four-day events will feature a range of exciting activities including a Taste of Jamaica, golf, comedy, beach volleyball, treasure hunt, themed parties and a gala dinner and auction. All proceeds from this event will benefit the Usain Bolt Foundation and the 13 projects it currently supports. The Foundation is aimed at developing opportunities through positive change for children by enhancing their life experiences through educational, social and cultural development. Usain Bolt has extended invitations to his business partners, friends and fans to participate in this event in what he considers “an exciting weekend to give back to his community.” The 2012 IAAF and Jamaica’s male athlete of the year has partnered with the Iberostar for what is expected to be a stellar weekend event. “I am excited to be able to positively impact the lives of our children – our future, in a meaningful way. We have 100 days to this event and I am counting on all my friends, fans and supporters to help us achieve our fundraising target,” said Bolt. The Foundation’s goal is to raise between three and five million US dollars.

Student-athletes transfer dilemma in high schools

As the debate rages on regarding the transfer of athletes in the high schools system for the sake of playing for a coach/team/school there are a number of issues which must be addressed. 1. The transfer story is old - dating back to at least four decades 2. It is not exclusive to Jamaica 3. Parents are as much a part of the problem as is the recruiters 4. The regulatory/monitoring bodies MUST be strengthened to ensure the goals of the education industry are met The dynamics of education are changing, strange but true...no longer are children being 'forced' to pursue the traditional career paths, but instead go after lucrative career areas, much of which include study in the non-traditional areas, some of which are frowned upon. While the split in where the choices should go, continue, the system is moving ahead and as a result policy leaders should be aware of what these changes are and create an environment for as much of us to exist as possible. I will cite examples from the states of Georgia, Florida and California where a lot of these problems exist. They have the equivalent of what is in Jamaica - the Inter Secondary Schools Sports Association (ISSA) and they are in charge of monitoring what happens in the schools. They monitor * students requests for transfer * schools from where the transfer is being sought * schools to which the transfer is required * grades of the students * general school records which may reveal behaviour * ability of parents to afford where applicable, or accommodate, sometimes in the case of relocation I am of the firm belief that parents have a responsibility to the children and should not be forced to move their children from school to school while accepting gifts. In deciding to move a child, careful consideration should be given whether the move is an advantage to the child in the pursuit of higher education. By the way, higher education in this instance can also relate to going after dreams of being an athlete, famous dancer, soulful singer etc. If the school the child wishes to go to offers the best environment for the student to learn, then move. The move is to be done within the rules of the system. The state of Georgia got 6,000 such requests in the 2010 - 2011 season and 76 per cent of that list was granted. The regulatory team keeps watch. In Florida, the Florida High School Athletics Association is the body which monitors the requests. So too is the Southern Commission in California. I say we boost the human resources of ISSA to help them with the work they have already started to ensure that the moves are above board and there is very little, if any, inappropriate behaviour by schools and/or coaches. Having identified that there is an issue, I say we move to resolve the issue soon and let's look at the 2013 to 2014 season how we can enforce the rules established by ISSA. The history of dialogue and setting up of teams in Jamaica (Task Forces) to look at issues doesn't have resolutions coming too quickly, but if we can 'stamp out' some of the known areas of activity where the transfers are blatant, then we would have been a few steps ahead. Parents have a right to offer their children the best option, but not for a fridge, stove, car or money.

Long term Operator for Hotel Braco Expansion Being Sought

Bid process entering final stage KINGSTON, November 21 The National Insurance Fund, owners of the Hotel Braco in Trelawny, Jamaica has set December 14th as the deadline for final bids from experienced hotel brands to be chosen to manage the famed hotel as of June next year . Currently, the bid managers Kronos Consultants, who are managing the process on behalf of the NIF, continue to accept Letters of Interest to prequalify candidates.”Based on the number of enquiries we have had we will continue to accept Letters of Interest with the understanding that the deadline for final bids remains at December 14th” said Michael McMorris, CEO of Kronos. “Presently , already approved bidders have more than three weeks to the final bid deadline but if a company feels it can do the necessary due diligence in two weeks, sends in their LoI next week and qualifies, then we will acknowledge them as Approved Bidders too and give them access to the final bid information. No one however will get more time for the final bid submission, that date is fixed at December 14th” added the Development Consultant. The Request for Interest document is now available upon request via email to the exclusive bid managers, KRONOS Development Consultants at (bracohotel@kronosid.com) or the National Insurance Fund. The elegant Property which currently has 226 rooms is set to double that number on the existing 84-acre property located in Braco, Trelawny, Jamaica over the next few years . According to McMorris, “Operators who wish to be considered for the leasing /management of the existing hotel can greatly strengthen their bid by offering to participate in the Development.” He added – “that will be one of the key areas of evaluation when considering the final bids after the December 14, 2012 deadline.” The winning Operator will be selected by the NIF on or before January 30th 2013. About The NIF The National Insurance Fund (NIF) is established under the National Insurance Act of Jamaica and resides within the Ministry of Labour & Social Security. The NIF currently manages J$71 billion (US$779 million) in real estate, fixed income and equity assets. About KRONOS KRONOS Consultants - Jamaica's premier Development Consultants are exclusive advisors to the NIF for the execution of the Operator Selection Process and have been involved in the development of new ventures and the repositioning of existing properties since 2005. KRONOS has provided a turnkey selection process solution utilizing its Virtual Data Room for the secure and confidential exchanging of information with candidates.

GC FOSTER PRODUCING MORE PROFESSIONALS FOR THE GROWING SPORT MARKET

SPANISH TOWN, November 20 After three decades of contributing to the growth and development of Physical Education and Sport in Jamaica, the GC Foster College continues to prepare candidates to fulfil the growing demands of the sport industry. Continuing its core function to train PE teachers, the College has also been engaged in complementing and supplementing new and relevant skills sets through its offer of related courses. The 2012 version of the Graduation exercise scheduled for Sunday, November 25 will feature the success of some of those related courses and will see the successful candidates for the newly installed two-year coaching, sports instruction and sports massage therapy programmes. A total of 31 will collect certificates and diplomas for successfully completing their courses. Additionally, 88 persons will collect the bachelor’s degree in physical education and 76 persons the diploma in teacher education. The College recently celebrated five of its massage therapy programme graduates who were part of the Jamaican team to the London 2012 Olympic Games. The institution which was a gift from Cuba has been in existence since 1980 will also honour four stalwarts who were integral to the establishment of the College. They are the former Prime Minister, Michael Manley, Hugh Small, former Minister of Education, Youth and Sport; Derrick Heaven former Member of Parliament; and Cedric McCulloch former Permanent Secretary in the Ministry of Education Youth and Sport. According to Principal Edward Shakes “the College represents an enduring legacy of Michael Manley’s foresight and recognition of the importance of sport to national development, and with sport emerging as a great business opportunity, the institution is poised to prepare its students for the market.” Minister of Education, Deacon Ronald Thwaites will deliver the keynote presentation and will charge the new professionals to be excellent in their offer of service to Jamaica and the wider global market. Principal Edward Shakes is reiterating that he expects the graduates to continue to uphold the good reputation of the institution as they strive for personal growth while contributing to nation building. The College has a capacity for over 600 students and they are currently participating in courses for Certificates, Diploma, and Bachelor's Degree programmes primarily in Teacher Education and Coaching, but also in related programmes geared towards an ever-growing sport industry.

TOWARDS A RESOLUTION - JAAA

By nature there is expected conflict in sport as it relates to competition on or off the field/track. In this case there is a bid for leadership and what inevitably happens in a run up to an election, contenders present a best case scenario at the expense of their opponents. What has happened in the JAAA is unfortunate, but it is real. The previous years may have and did have conflict, however the conflict was managed and the public was not privy to some of the minor details which existed. Fast forward to 2012, there is a three pronged-bid for leadership of the most powerful sporting body in Jamaica and so far it is showing some not so pleasant sides. Tempers will flare, lies will be told, unkind things will be said and so many other issues will be brought to the fore, but at the end of the day, track and field must have the best option to lead the sport forward for a new agenda. It may be important to some stakeholders to dissect the personalities and issues at hand and at some point when the dust settles, those issues must be resolved. An election exercise is due on November 29 and a new team will be elected to lead and manage track and field at least for four years so the focus should and must change. The recommendation for a resolution should be of paramount interest at this juncture and we can think of some ideals to achieve * Fairness * Professionalism * Confidence - knowing a solution is close * Putting the sport first This issue can be best served as a teaching moment and while we acknowledge the public display of JAAA's inside activity is bad for the image of the sport. The resolution is going to be a positive end to this game. I am almost tempted to use of the analogy of 'break up to make up'. I suggested a mediator for the process and there are some neutral individuals I could recommend. Milton or Christopher Samuda - both attorneys, both have experience in mediation in sport too. The Samudas would then select the best team to carry out this process. The next few years are even more critical for track and field and the first step is to get the team on board to focus on the growth and development of track and field and create the best environment for athletes. Track and field's legacy will not be destroyed as long as the big picture remains the goal.

JAAA Presidential Candidates - Issues to debate

This is a call for the contending presidential candidates of the JAAA and their teams to put forward their plans to their delegates and the wider public. The track and field management in Jamaica must be transformed to meet the growing demands of the global society. The fact that there are three candidates suggests there is an interest in the development, but we would not want isolation of anyone. The debate is expected to highlight a few points 1. The mission and vision of the new team 2. The role track and field will continue to play in Jamaica's sport industry 3. As one of the most recognizable track and field brands in the world, how will it influence change on the global scale 4. What strategies will be employed for effective management? This is the first time I think we have three specific teams and it says something, but we should engage all. Also we should move away from isolating folks who genuinely want to help and the "slate' voting has been an issue in our politics - so I am hoping for a full engagement The quality of the folks running is of international repute and there should be a way to have them all on board regardless of who wins. The format I think should be • Presidential candidates debate • Audience be the other team members Moderators could come from independent private sector officials who can maintain as much neutral positions as possible. Additionally the new team should set up the following commissions • Medical • Press and Media • Marketing • Officials • Technical/Coaching • Finance • Legal • Records and Statistics • Overseas Liaisons - Diaspora • Education/Academic Development Whichever team wins the above-mentioned commissions should be set up for effective management.

JAMAICA NEEDS THE FOOTBALL PROGRAMME

...as Jamaica heads to Brazil in 2014 The most watched sport in the world is football reporting some 3.5 billion fans across the world with a heavy concentration of those fans in Europe, Asia and Africa. The International Football Federation (FIFA) is reportedly valued at $1 billion with equity of $1.061 million. At the last World Cup in 2010, television rights were valued at $650 million. Football players are some of the highest paid, most valuable brands and have the biggest following on Social Media. They are also the most controversial, but at the end of the day, they are what make football one of the greatest sports in the world. Jamaica is now at a turning point with the development and enhancement of its own fledging sporting industry with track and field leading the way, in terms of popularity and impact. Football on the other hand with its splintered reach and impact has great value, but the difficulty is, there is no evidence of what the football brand is really worth. We know there are over 50 players in professional leagues all over the world, but the reporting of the impact the players are having in those international communities are not well known, neither is the overall financial value of their talents. As we progress towards Brazil 2014 with the hope that Jamaica will qualify for its second World Cup in 14 years; the country has to rally its troops to support the cause for a number of reasons. Qualification for the 2014 World Cup will attract a tremendous amount of sponsorship but the football administration will have some strategic work to undertake to make this bid more successful than in 1998. The current squad needs players who are more marketable – the team needs a star. The very good teams all around the world all stars. Liverpool has Luis Alberto Suárez Díaz and emerging is Raheem Sterling (I am a Liverpool fan); Manchester United has Wayne Rooney; on the country side, Cristiano Ronaldo is the star for Portugal while Lionel Messi is the star for Argentina and I could go on. Love them or not, they are the stars and the game is played based on their presence. Jamaica needs a star. I won’t try to choose one here, but in time the team needs one and fast. The players need stronger marketability…with the star appeal the team will be looked at more closely for market opportunities for endorsements, sponsorship, brand association and media presence. With those efforts the Jamaica Football Federation can then arrange more international friendlies at “The Office” where Jamaicans will have an opportunity to see their stars and promote the sport of football by the best public relations tool – ‘word of mouth’. The venues around the island need refurbishing giving greater access to young players who have football as part of their dream; while providing a better environment for inter-school competitions and a better player pool for transition in the national programme. So by the time we hit 2018, Jamaica’s team would have been solidly prepared for entry into the World Cup. The administration of the JFF has to then focus on accountability, transparency and must engage the newest forms of management expertise available, using technology to enhance its message. The support services for the sport have to be managed using the tertiary level institutions allowing for young players to move on to collegiate football to gain valuable experience on and off the field. The number of coaches, officials must increase, but offer quality and impartial service all aimed at growing the sport. Jamaica has to go back to the day where the natural progression from primary to college football is seen as the way to enter the national programme, developing the Jamaican Brand of Football. The island currently boasts the fastest men and women in the world. What of football? Isn’t it high time the Jamaican football brand is known and established into the minds of people firstly in Jamaica and also to the rest of the world. The current coach, Theodore Whitmore should be made to participate in leadership, management, communications workshops while capturing technical expertise from watching tapes and using data to select the best team Jamaica is to put on the field. The window of opportunity is not as wide open as it was then and with international competition closer to each other’s doorsteps, what is required is the competitive edge to get to Brazil in 2014, just two years before the Olympics. Football has to set the pace and return to its glory days. An important aspect of preparation is prevention and care methodology for the team and its staff…medical, psychological and financial. These areas will prevent any kind of distraction which can only hurt the overall journey of the team. The ball is now in the hands of Captain Burrell and his squad to lead, manage and deliver the efforts of the football team into Brazil 2014. Carole Beckford © October 2012

Jamaican Hume Johnson making academic waves

Most recently The University of Waikato in New Zealand appointed Dr. Hume Johnson for a third year in a row, Honorary Status as an Associate in The Political Science and Public Policy Programme. This means that the University still sees her as member of the community. She will continue to do good will on its behalf. That sucess has been translated to her being a part of the marketing for the Faculty of Arts and Social Science and in other ways, she continues to spread goodwill. She also, most recently also wrote a recommendation for her former Doctoral Supervsior in the Politics Department, Dr Priya Kurian, for a University wide Award for which she is nominated. Here is the profile of Dr Hume Johnson that is to be used as part of the marketing campaign of the Faculty of Arts and Social Science at the University of Waikato, Hamilton, New Zealand. She currently holds a Doctor of Philosophy, Political Science and Public Policy and is an Assistant Professor, Media and Communications and Public Relations at the Roger Williams University, Rhode Island, USA. Hume is now an assistant professor of media communications and public relations at Roger Williams University in Rhode Island, United States. She is also a Political Analyst with the Jamaican media and author of the book ‘Challenges to Civil Society: Popular Protest and Governance in Jamaica’. She spends much of her day doing research, preparing and researching her lectures, grading and giving feedback on students work, and attending meetings with students and faculty. Hume also spends a lot of time working on her second book which will address communication and media relations in crisis, writing papers and book chapters, and keeping up to date on what is happening in the area of civil society and governance in Jamaica. She also operates a blog entitled ‘Talking Politics’, and is regularly tweeting to influence national conversations in Jamaica. She is also working on a civics book, which she hopes will be added to the Jamaican school curriculum, especially given the recent re-introduction of the teaching of civics in schools in Jamaica. The book explores what it means to be a citizen of Jamaica. Another goal of Dr Johnson is to help to advance Brand Jamaica. For Hume, Jamaica’s brand is much more music and sport, but anchors also on the policies of the Government of Jamaica and the behaviour of Jamaican citizens. She hopes to be an ambassador with a focus on public and cultural diplomacy. Dr. Johnson attended the Ferncourt High School in Claremont, St. Ann.

JAMAICANS TO PRESENT AT ACADEMIC SPORT CONFERENCE IN AUSTRIA

Carole Beckford and Dr. Hume Johnson to discuss prospects for Economic and Social Transformation Through Sport (Kingston, October 16) – Sports management expert and publicist for track icon, Usain Bolt, Carole Beckford and Political Analyst, and Public Relations professor at Roger Williams University, United States, Dr. Hume Johnson, will discuss prospects for Jamaica’s sport brand at an international conference scheduled for November 7 – 9, 2012 in Salzburg, Austria. The conference, entitled ‘Sports: Probing the Boundaries’, is being organised by the UK based Research and Publishing group, Inter -Disciplinary.net. With 2012 seeing both the Olympic Games in being held in London/ the United Kingdom, and the European Football Championships in Poland and the Ukraine, the organisation believes examining the ways that sports influence and intersect with the many layers of modern life is a compelling subject. Carole Beckford and Dr. Hume Johnson, who will join a number of sports professionals and academics from around the world at the conference, will make two separate presentations around the theme ‘Branding Jamaica Through Sport’. Beckford will discuss the economic and business aspects of sports in Jamaica, and show how a developing country as tiny as Jamaica can create a competitive sport economy that can create economic activity, jobs and wealth, using the strength of its sports brand. Beckford, who is part of Bolt’s management team, has specific portfolio responsibility for communications. Beckford has suggested that “Usain Bolt, one of the most popular sports stars in the island has opened up a whole new marketability for Jamaica along with the exploits of the Reggae Boys, Sunshine Girls and the one off examples which continue to stun the world, including recently crowned, World Taekwondo Champion, Kenneth Edwards. Jamaica is yet to fully capitalise and to translate that powerful brand into economic gains for the developing economy.” She will also Chair the panel “Pedagogies and Sports Careers”, which will see presenters discuss and debate the value of sports in the education curriculum. For her part, Dr. Hume Johnson will discuss the role sport has played in building Jamaica’s global and national identity, and secured for the nation pride of place in the world. Within the context of Jamaica’s social and economic troubles, Dr. Johnson will explore whether sport can help to bolster and advance Jamaica’s brand image and standing on the world stage, as well as stir well-needed national unity, build social capital and lead to social transformation at home. The outspoken political commentator says “it is important to explore whether sport can be the great ‘leveler’ and ‘stabiliser’ in a society with social problems.” This is not the first time Carole Beckford and Dr. Hume Johnson have collaborated to discuss on Jamaica’s Sport Brand. The pair recently contributed to a Jamaica 50 Anthology in which they discussed the role of sports in advancing Jamaica’s international brand image over the past 50 years.

GC Foster honours home-trained masseurs

SPANISH TOWN, October 9 Masseurs are not the most recognised members of a sporting delegation, but the GC Foster College of Physical Education and Sport honoured five of its outstanding masseurs on October 9 in a brief ceremony. The five masseurs were part of the London 2012 Summer Olympic team. The gentlemen graduated from the Sports Massage programme which has been offered at the College from as far back as 2004. Everald Edwards, Shawn Kettle, Gavin James, Collin Turner and Patrick Watson were on hand to accept their awards. Although part of the overall squad, Edwards is the masseur for double world and Olympic champion, Usain Bolt; while Kettle is the significant figure behind the second fastest man in the world Yohan Blake. The other honorees were Collin Turner the most recent graduate from the massage program offered at the college, Gavin James masseur at the Racers Track Club and Patrick Watson one of the key persons behind the successes of former 100 meter record holder Asafa Powell. General Secretary from the JAAA, Garth Gayle applauded the gentlemen for their contribution to the sport of track and field, but was charging that he wants to see more females involved. The sports massage programme was first offered as a short programme at the certificate level back in 2004 but has been a formal diploma programme for the last two years. Honoree Patrick Watson is one of the first set of massage therapists to be trained at the college. The college has expanded the massage therapy programme and now offers along with the diploma part-time programme, short courses as well as a level II (intermediate) course.

Caribbean brand - affected by diversity

The Caribbean Tourism Organisation (CTO) will be hosting a State of the Caribbean Tourism conference in St. Kitts this October 9 - 10. The aim of that conference is to look at a few areas, but primarily how to promote the Caribbean as a destination. Some of the specific thoughts being pushed are: * What are the similarities within the Caribbean Brand * What are the differences? * How will the team of policy makers, marketers, sales people come up with a programme specific to the region of any value to the world tourist? Those questions suggest one thing, the Caribbean's tourism product is diverse and may not be able to be packaged enough to sell as one product. Each destination within the region has its own look, feel, taste and touch and while the people may have lots of similarities, the messages are different. That may be ideal within one location, but what distinguishes the Caribbean as an outstanding Brand. The Caribbean is easy to get to from anywhere in the world, but within the region it is becoming more and more difficult to get to each island. So air seats are an issue. With the disappearance of Air Jamaica; reduced flights on LIAT the inter island travel has not been the most convenient. We should consider 'building bridges'. (Smile) What then is the common thread for the Caribbean? How will we solve the age old problem of attracting more visitors to the region? Reports have surfaced recently where tourism arrival figures are down in some islands; while some are experiencing small margins of growth, however, with an international recession; more first world countries are promoting within; the Caribbean will have to find more creative ways to promote and attract more visitors to the region. We anticipate a summary of the new and refurbished ideas as we hit 2013 and beyond.