Chuck Mangione - file
WESTERN BUREAU:
Questions have been raised regarding the 575 per cent increase in sponsorship that private promoter Turn Key Productions has received from the Jamaica Tourist Board (JTB) to stage the rebranded Jamaica Jazz and Blues Festival.
The Government's decision to pump US$500,000 (J$40 million) into staging the event from the coffers of the Tourism Enhancement Fund has caused immense criticism from several quarters, including opposition spokesman on tourism, Dr Wykeham McNeill, and jazz promoter and musician Sonny Bradshaw.
"It's a private event by private individuals in it to make a profit. How can Government justify the move from US$75,000 sponsorship to US$500,000, at a cost to Jamaica at this time when every cent is needed for marketing?" Dr McNeill asked.
Since 2004, the festival has been getting US$75,000 in JTB sponsorship money, a reduction from the US$200,000 the Government agency started with in 2002, while Air Jamaica, former title sponsor, gave seat support valued at US$250,000.
"The understanding was that as the event became more profitable, it would not need the extent of JTB funding. In other words, it would mature to a stage where it could stand on its own feet," stated the opposition spokesman.
Valuable tool
Pointing out that he was not against the mega event getting support, Dr McNeill said Jamaica Jazz and Blues was a very valuable tool in the marketing mix, playing a key role in the country's calendar of events. He added that the event filled hotel rooms during the soft period in January, but noted that public funds should not be used in such an arbitrary manner.
Dr McNeill has received support from several persons who have approached The Gleaner, including promoter of the Ocho Rios Jazz and Blues Festival, Sonny Bradshaw, who shared similar comments, questioning the justification of US$500,000 being awarded "to such a successful Jazz and Blues Festival".
"It would be of interest to know what is given to other starving events like Reggae Sumfest, Reggae Sunsplash that was killed, Sting - the world's greatest reggae show in December, the JCDC Festival, the Kite Festival in St Ann, the Tony Rebel show, Rebel Salute, the jerk festival and, of course, the 19-year-old International Jamaica Ocho Rios Jazz Festival," Bradshaw wrote to The Gleaner.
He continued: "My dear hardworking tourism minister seems to have fallen for the usual 'white line' given of taking the jazz event to another country?"
Admitting that the event was indeed, the best music festival in the Caribbean, Bradshaw said, even so, he thought the days of the three card man had passed.
Sponsorship deal
According to him, the money should have been spread right across the board.
In response to the heat generated from the sponsorship deal, Minister of Tourism, Edmund Bartlett, said the JTB is bent on bringing the Jamaica Jazz and Blues back on the map. Explaining the criteria under which Turn Key was eligible for the sponsorship, he said it must be an event that brings in large tourism flows into the country. Jamaica Jazz and Blues expects to attract about 5,000 visitors to the island.
Minister Bartlett said the purpose of allocating $40 million to the event was to provide a marketing outreach, ensuring that visitors are brought into the country. "We look at the returns in that sense, we don't look at monetary profit to the JTB, but advertising and promotional value in the marketplace," he said.
According to Minister Bartlett, he wasn't prepared to see the event die or move to another country. "It's the value that it brings to the destination," Bartlett pointed out.
Walter Elmore, president of Turn Key Productions, stoutly defended the support he has received, noting that the festival gives Jamaica millions of dollars' worth of exposure. In addition to the returns on taxes that it attracts, the event brings in approximately 5,000 tourists to the island and stimulates domestic tourism.
"When you add up all of the departure taxes from this one event, it adds up to approximately US$2 million," stated Elmore.
And that is not where it stops. He said Turn Key has bought advertising on The Oprah Winfrey Show, is doing radio promotions at all Air Jamaica gateways and up to last week there were only eight hotels on booking engine, hotels.com, with availability.
No longer a concert
Elmore said he had partnered with Travelocity, Expedia and Travel Impressions to offer a total destination marketing tool, taking in Jamaican attractions such as Chukka Caribbean Adventures.
"It's no longer a concert; it's now an event that markets the destination," said Elmore.
Jamaica Jazz and Blues Festival will be held at The Aqueduct, Rose Hall, Montego Bay, from January 22-24. Performers include Lionel Richie, The O'Jays, Matishu, Maxi Priest, the Lou Gramm Band, Atlantic Starr, Nikki Yanoksky and Estelle.
janet.silvera@gleanerjm.com
Left: Edmund Bartlett, minister of tourism. Right: Dr Wykeham McNeill, opposition spokesman on tourism. - File photos
Facts about the Jazz and Blues Festival
A majority (88%) of the festival's patrons were repeat visitors to Jamaica.
Approximately six out of every 10 visitors, who came specifically for Jazz and Blues were repeat attendees to the festival.
The visitors for last year's Jazz and Blues Festival were primarily from the USA (82%). Canada and the UK accounted for seven per cent of patrons, while other countries such as Bermuda, Curacao, Ireland, Israel, Russia, Scotland and Switzerland combined accounted for four per cent.
Approximately five out of every 10 visitors from the USA are from the Southern region.
More females (75%) than males (25%) attend the festival. This has been the trend for the last three years.
The largest number (37%) of Jamaicans at Jazz and Blues were from Kingston, St Andrew and St James. These were also the regions with the highest number of attendees in 2006 and 2007.
Almost all the tourists interviewed over the last three years at the festival stated that they came to Jamaica specifically for that event. In 2008, the majority (72%) indicated that the Jazz and Blues Festival was the reason they came to Jamaica.
Source: 2006 & 2007 Jamaica Tourist Board Exit Survey.