Sport Tourism Events and Branding

Carole Beckford, Contributor

Lights! Camera! Action!
June 27 - 29
National Stadium
"You would not want to miss this."

Is it a new movie? Is it the launch of a new drink? Is it Reggae Sumfest? Is it Portland Jerk Festival? No! It is the national track and field championship, June 27 to 29.

This event will be used to select the Jamaican track and field contingent for the 29th Summer Olympic Games for Beijing, China, August 8-24. This year in particular is shaping up to be one of the most, if not the most, exciting trials in a very long time.

Well, thanks to the usual top-class performances from our athletes since January, we can certainly look forward to close and nail-biting finishes in a number of events. I know you are thinking that the 100 metres for men is the stellar event, and maybe it is, but there are the 100 and 200 metres for women and the 400 metres for women which will be closely competed.

be a part of history

Wherever you are, plan to be a part of history and attend the meet for three days of 'world beaters on track'.

So the question here then is, do these major events have a brand image? Sure they do. Where else in the world can you find three or more athletes who are in the top ten in the world for 100, 200 metres (men and women) and 100 metres hurdles (women)? Nowhere else - except in Jamaica. And we should brand it accordingly. 'World beaters compete for spot on Olympic team' - a possible theme for the trials.

questions

We have to look at it from the spectators' perspectives at all times and what the expectations are likely to be and there are three questions we should try to answer:

1. What are the attributes of the event?

2. What are the benefits of the event?

3. What are the attitudes toward the event?

A lot of these questions can be answered by the media exposure, word of mouth (that is still the best tool for promotion these days); and from all the other experiences of great track meets we have hosted in Jamaica.

The Jamaica Amateur Athletic Association and its officials have to take credit for the fact that they have been hosts to well-run events for a long time and the national trials 2008 will be no different. So let's get this show on the road.

I have deliberately stayed away from calling names of these athletes and I know the sport columnists/writers will do enough of that. Needless to say, Jamaica has a plethora of athletes who can perform creditably in a number of events and they should be encouraged to 'keep on track'.

PS: Whether we get insane (Usain) or we go faster (Asafa), June 27-29 will be as good a time as ever to be in Jamaica. Book your tickets early! And remember, we have some of the finest restaurants in Kingston.

published: Hospitality Jamaica, Wednesday, June 25, 2008

Blackwell has his own rum

Entertainment guru, Chris Blackwell, has launched his own line of rum...Black(well) Gold. Blackwell is currently on his Jamaica tour, having done Kingston and Montego Bay already.

In Kingston, the launch was at Terra Nova and in Montego Bay at the Pavillion at Half Moon.

Blackwell will take the tour to other major cities across the world.

Reggae and rum...what a great combination

Cecile Levee and Blackwell sharing a joke (Photo 1)

Blackwell sharing with Lennox Lewis and his partners from J. Wray & Nephew Photo 2)

Beyond the Asafa-Bolt hype

Are the JAAA, JTB cashing-in at National Trials?
BY ANDREW HANCEL Observer staff reporter hancela@jamaicaobserver.com
Sunday, June 15, 2008

When Usain Bolt broke Asafa Powell's world record recently, many avenues open. Bolt and Powell are now expected to meet over the distance at the Jamaica Olympic Trials (June 27-29) in a contest that has already triggered massive interest around the globe.


Established international media entities such has BBC, ESPN, FoxSports and NBC and a host of other broadcasting agencies from as far as Japan, Italy and L'Equipe of France, have all indicated their desire to give coverage to this stellar event.




But beyond the hype and drama that is about to unfold at the National Stadium in Kingston, the issue of how the nation can capitalise on the expected influx of revenue gathers momentum.

At a glance the possibilities are endless. By virtue of Jamaica being a great tourist destination, coupled with its world acclaimed reggae music, the little Caribbean island stands to benefit immensely - if shrewdly and prudently executed - from these Olympic Trials.

From the look of things, however, the governing body for the sport, the Jamaica Amateur Athletic Association (JAAA), appears to have already dropped the baton.

Carole Beckford, author of the book, Keeping Jamaica's Sport on Track, indicate that another opportunity to market Jamaica via sport could go abegging.

"One of the things that we fail to do effectively is to mix sports with entertainment, because that is a package all to its self," Beckford told Sunday Observer in a recent interview.

"We've been in the Olympics for 60 years, so it's time to re-engage our youngsters and our people into Jamaica's history of... the Olympics games," she pointed.

Meanwhile, Jamaica gained invaluable experience in the hosting of major events from the 2002 World Junior Championships and the 2007 Cricket World Cup.

Knowing what it takes to stage a world event, the onus is now on the key players, including the government, to bring added value to this upcoming event - arguably is the most highly anticipated pre-Olympics meet heading into the 29th Olympiad in Beijing, China.According to the website www.sportbusiness.com, Sport Tourism is a multi-billion dollar business and one of the fastest growing of the US$4.5 trillion global travel and tourism industry.

But delving into this is relatively virgin territory in the Jamaican context and for the Jamaica Tourist Board (JTB), notes Beckford.

"It's (for) the Jamaica Tourist Board to now see the National Trials as a major event and package it properly so that it will engage and attract people to come into the country... associate it with the entertainment package," said Beckford.

Tourism Minister, Ed Bartlett, told the Sunday Observer that "Sport Tourism will become the centre-piece of the tourism new marketing approach to drive greater visitor arrivals into the country".
But it still remains unclear whether the JTB is on board for the most important weekend in June.

When contacted, lead organiser of the Jamaica Trials, Ludlow Watts, had little say.

"We're in our planning stage now and I don't want to make a lot of comment... but... a lot of interests is being generated. All the various components are being processed right now... and a lot of interest is being shown in the championships. We're actually planning for a high-quality meet," Watts stated.

"We expect it to be high quality based on the performance of the athletes and we in turn want... to provide a good structure and ensure that we have a good Championship for the benefit of the athletes and the spectators..."

It is yet to be seen, however, to what degree Jamaica reaps benefits from parading on local soil the two fastest human beings that have ever lived.

Taken from the Jamaica Observer www.jamaicaobserver.com

Diary of a SPORT TOURIST

I want to go to South Africa, somewhere between June 11 and July 10, 2010, so I can have lots to tell my friends about the wonderful world of football. Fans from all across the world will gather in the major cities in that country for 'The Greatest Show on Earth'. These fans can be considered sport tourists, as they travel to participate in or watch a sport.

Think about a major sporting event being held in Jamaica and a tourist who comes here, writes back to a friend to relate the wonderful time in Jamaica for the typical five/six days for an average stay.


Dear Louise:

Got in on Thursday for a Saturday event, so I could have a whole day to look around and soak up the IRIE Jamaican feeling.

Day 1

I landed in Montego Bay at the Sangster International Airport in what seemed to have had recent renovations. I spotted a picture of the great fast bowler, Courtney Walsh, as I walked through the halls. I got my duffle bag pretty quickly as the airport is fully equipped with staff. A JUTA bus picked me up and took me to my hotel. I asked the driver to roll down the window so I could smell and feel the wonderful Jamaican breeze - magnificent. First time in this place, WOW!

Day 2

Off to Negril where the road race is scheduled to be. My driver is early, said it would take about 45 minutes to get to my first destination. Nice, hot day, but 'sweet' breeze. Driver, whose name was Tom, said, "You feel good this early in the morning!" I gave in. It was the most refreshing drink I have had in a while.

Cars, trucks and buses whisked by us, but Tom takes his time, while trying to give me a guided tour. His accent is interesting, not to say the least. We reached Negril. Lots of action, mopeds, roller skaters, taxis, buses, and the town was hopping.

I got to the registration area to confirm that I was in the race and picked up my passes.

The race was on the next day at 5 a.m., so I didn't plan to walk around much - had to rest the legs. I told Tom to walk with me through the town for a while. So we parked and walk.

Day 3

I am up at 3 a.m., excited about competing in the Reggae Marathon for the first time. Tom is prompt and we leave at 3:30. I report to the starter by 4:30 and I am ready.

I placed 50th in my category, and was pleased; even more pleased that I could finally have a Red Stripe.

Day 4

Days three and four slipped into each other as we partied all night, grooving to the sounds of sweet Jamaican music, reggae, dancehall and some good old '70s hits.

Day 5

Back to Michigan I must go. Tom bid me goodbye, "Mek sure you buy a bottle of Appleton rum on your way out." I did. And I tried some patties, too. I had a great time!

How many times are these stories told and to how many people? Let's plan for more major sporting events in Jamaica so the stories can be told.

http://hospitalityjamaica.com/sports1.html

Thinking outside the box: Sport Tourism

Sport Tourism and its ability to attract visitors to the island should not be limited to traditional events, like golf, tennis, polo or even beach volleyball; it can instead look at the specific features of Jamaica and create events which can be ‘culturally inspired’.

We can also take traditional competitions like a triathlon and tweak it so the country can benefit from visitors and residents getting the opportunity to see more of Jamaica, while enjoying the offerings of cuisine and various entertainment packages.

Jake’s Resort, recently completed Triathlon is a great example of a sport tourism product which can attract a new type of sport tourist and the island is able to benefit tremendously from media exposure at the same time.

The very-exciting 500 metres swim, 25 kilometer bike ride and the seven kilometer run along Jamaica’s south coast is a physical challenge; however for the spectators it is an opportunity to watch and cheer, while enjoying the tropical weather in Jamaica, even if it rains. Good job Jake’s and I look forward to an annual event. Let’s get major sports network on board to broadcast this so we can have bigger and better events.

JAMAICAN SUPERSTARS

Years ago, Jamaica was host of the Snapple Superstars where American superstars participated in swimming, weightlifting, kayaking, golf, basketball shoot-out, cycling, half mile run and a 100-metre dash. Jamaica is not short on stars and I am sure we could have our own “Superstars” event.

Imagine for a moment Asafa Powell, Ricardo Gardener, Elaine Davis, Winston Griffiths, Oberon Pitterson, Brigitte Foster Hylton, Kali McCarthy, Simone Forbes, Paul Lalor and more competing in such an event. Outside of the media frenzy it would create, it would be a ‘made for TV event’.

It is also an additional opportunity for spectators and fans to get to see another side of some of their favourite people; while it gives the superstar an opportunity to relate to their peers in other sporting areas. Even in the preparation/training for the challenging event, there would be an opportunity for interaction.

I challenge the Western Hotels Association to re-organise this event, under the Jamaican banner for next April/May, a full year to plan, so we can host this fabulous event. I know it can be a success. If this comes on the calendar every two years then we have something to look forward to. We could throw in one international sport star as special guest, to create international appeal.

The US Model featured Jason Sehorn (New York Giants); Tim Raines (New York Yankees), Erik Williams (Dallas Cowboys) and Michael Westbrook (Washington Redskins). It was aired on ABC and a number of international journalists came. Win win for all.

LIGHTNING “BOLT” was in true form on Saturday, May 3, and if you were not there to see it live and living colour, well there are a number of places you can see the race. The 21-year old lit up the track with a spectacular 9:76 seconds in his third major competitive 100 metres. I also saw the 10:03 a few months ago, so I knew he had it in him. FYI – by Sunday, May 4 up to 7:00 p.m. over 10,000 hits were on www.youtube.com for just that race. Phenomenal! Good luck in Beijing!

Polo – another option for sport in Jamaica. Jamaica recently hosted the 19th ICWI international ladies tournament with players from Singapore, Argentina, Britain and Zimbabwe and Lesley-Ann Masterton Fong Yee was one of the most valuable players. She also performed creditably in the NCB Tournament on Sunday, May 4. Non traditional game with a specific market appeal…why not?

Jamaica has the goods, look at the diversity. Let’s deliver.

Get a Professional Certificate in Sport Management

The GC Foster College of Physical Education and Sport, Spanish Town, Jamaica, is offering a course in Sport Management to begin Wednesday, June 4, 2008 in Kingston. The 27-year old teacher training institution, which currently offers courses for certificate, diploma and degree students for teacher training is adding the professional certificate course to diversify its offerings as it steps up its promotion for the 2008 to 2009 school year.

The course is comprehensive 30 hours programme which will look at functional areas of sport management, hisotrical, cultural features of sport management and how to identify and manage the current trends in sport management.

Principal of the College, Yvonne Kong, is pleased that the college is meeting the demands of the market. She also noted that the institution is prepared to ensure that the sporting sector gets all the support it needs to maintain and enhance its cuurent status. "Jamaica has to much of a rich history and sport and continues to do well, not to have the necessary support in place. GC Foster can assist in meeting that need."

The Principal added that the course is expected to be offered in the Masters' Programme which will be offered in the near future.

Applications are now being accepted at the College by calling 748 3227/984 2328
The course is being offered for J$35,000 + a registration/processing fee of $1,000

Bolt sizzles in 100 metres dash

Usain Bolt posted a world leading time of 9.76sec - second fastest time in history - to win the 100m Saturday at the Jamaica International Invitation athletics meet, held at the National Stadium in Kingston (May 3)

Jamaica's Bolt, following two false starts, won ahead of USA's Darvis Patton and Antiguan, Daniel Bailey, who were second and third respectively on 10:08 and 10.12 seconds.

American Wallace Spearmom faded into fifth place.
World record holder, Asafa Powell did not compete. He is out due to injury.