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.

Develop local market through sports

The local sporting industry can grow and develop into a bigger business if there are enough events on the calendar. This is possible once the patrons are willing to purchase tickets, products and services associated with the particular event.

Jamaica has a significant number of sporting events from as early as the first week in January right through to the end of the year to satisfy the demands of a wide variety of sporting patrons. Organisers and promoters of these events must however ensure that patrons have a safe and secure environment to enjoy their respective events.

The venues for these events must therefore be in ‘safe’ locations. Facilities should have secure gate/doors to encourage patrons to pay; therefore tickets should be available. If patrons see a value to the event, they will pay, eventually. The venues should also have sufficient parking facilities, clean toilet facilities and other relevant amenities.

Opportunities for small businesses

Vendors in various communities across the island also have an opportunity to earn from plying their ware. Apart from the regular food products which are popular and needed, patrons should have an opportunity to find a nice piece of Jamaican art or craft or even a fine piece of fabric. T-shirts are also a good idea.

While I am on the subject of food products, can we encourage the patrons to dump the plastic containers in the same place? I know there is a plan afoot to have the JAAA sign a deal with a local recycling company to claim the plastics we so often discard incorrectly. I wish we could have the blue drums all around the island soon.

Community empowerment has to be a focus as we try to create viable opportunities for micro and small businesses to grow. What better way we can do it than through sports? This can have a positive spill over to each community where jobs and even a chance for upgrade of service offerings take place.
For example, in the upcoming weeks, as the track meets, football games and some community cricket matches, move around the island and obviously draw huge crowds, let’s support the communities.

I wonder how Kingston did in the recent first test of the West Indies versus England match. We hope to hear the results soon. These are important in planning for future events.



Formula

Communities must be prepared to offer top class service to people. The agencies with responsibility for community development should enhance the current model to empower the people to offer the service demanded and required.

What could happen from this is community can then use their own resources to organise these events, build on their own skills and develop on the capacity to do bigger and better things. What a recognition the community would then receive?

Note: Gibson Relays should provide a great preview for what is to come for the rest of the year for track and field, Saturday, February 28.

Gateway to wider 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!

Sport Tourism Outlook 2009

While the pundits are painting a dim outlook for travel and leisure, they are not painting an overall dim picture for 2009. One of the bright sparks about the tourism pie is Sport Tourism, which the same experts are predicting, will remain consistent as in former years.

The expected growth for that sector remains at 10 per cent per annum according to KPMG at least for the next seven years.

The question is, Can Jamaica aggressively promote the island as a sport tourism destination? Ireland plans to spend €86 million on what is called “national, lifestyle and general interest” areas, hoping to attract a higher number of sport tourists to its shores.

What then is Jamaica’s plan? How that can piece of the pie be had in these harsh economic times? I guess it calls from some creativity and innovation, with the budget to match.

The country had a few products which helped in promoting the island as a sport tourist destination and were satisfactory in 2008. The Jakes and Rose Hall triathlons, the Reggae Marathon were just some of the few events on the calendar. There was interest in the National Track and Field Championships with Usain Bolt’s entrée into the 100 metres fray; but only the hard core came to watch. We may have attracted a few more television viewers.

Focus on Trelawny Multi Purpose Complex (TMPC)

One attraction owner said “We need to market the TMPC as an ideal location for spring training for American baseball and football teams. Its proximity to hotels and good beaches should make it an easy sell to the major baseball and football teams in North America. The economic benefits/spin-offs would be immediate - including the attendant press coverage for the country.”

Also, we need to develop more of the sport which will draw participants and TV coverage. Oh how I pray for the day when top-class golf competitions will return to this country. How much harder are we going to have to work to convince a major sponsor that Jamaica is the place for golf? The Tryall Golf Club needs to get back to its glory days.

The Jamaica Tourist Board could do more in the use of the slogan “Once you go, you know” for sports, leisure, music, food, etc. Do an ad campaign to include our athletes for a superstar event. You may recall I recommended this sometime before.

So I am voting for more non-traditional events

• Cross country cycling (will force the National Works Agency to fix the roads)
• Mountain climbing
• Any form of extreme sport (will attract the college crowd)
• Superstar obstacle races
• An additional triathlon, in the spring (for the athletes on spring break, in time for 2010)

POST BEIJING

Jamaica experienced the most successful year at the Summer Olympic Games, which was held in Beijing this past summer. The 11-medals haul, with six gold medals was a superb feat by any standard. The world’s eyes have been on us and the conversations will continue for a long time.

Along with the individual athletes, Jamaica has also been able to maintain prime spots in the international media and now the expectations, like that of Barack Obama are HIGH.

What will Berlin bring for Bolt and company? That too is something to look forward to. The opportunities are endless; the creative skills exist. And the financial support can be found.

The prospects are good for Jamaica for 2009 and beyond.

Year in Review 2008, Preview of 2009

Most of you would have read all my contributions regarding the need for Jamaica to capitalise more on Sport Tourism. As we close 2008 and look forward to 2009, let us hope for a brighter tomorrow

Highlights of 2008

Summer Olympic Games in Beijing

Usain Bolt's 9:69 seconds in the 100 metres, 19:30 seconds in the 200 metres
Jamaica's women sprinters in the 100 metres all on the podium

Michael Phelps in the pool, eight medals

American Football: New York Giants taking the Super Bowl over the New England Patriots. Manning was stunning!

NBA: Boston Celtics win in the NBA. Pierce was fierce!

Look out for the SuperBowl

NFL: Indianoplis Colts, New York Giants, Miami Dolphins (winner could come from here)

NBA: Boston looks vulnerable, but could repeat. Lakers are looking FOINE!

Track and field: Bolt, Asafa Powell, Tyson Gay
Shelly Ann Fraser, Veronica Campbell, Melaine Walker will sizzle in Berlin

Sport fan prepare thyself for an exciting ride in 2009

More time!

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.