Desmond HenryTREASURE BEACH:
ABOUT TWO years ago I was invited, in my capacity as a marketing consultant in the hospitality industry, to address a group of African-American businessmen in Atlanta, Georgia. Known as the National Association of Black Hospitality Alliance (NABHA), they represented a part of the cream of black US investors who were looking for new areas in tourism and hospitality in which to invest. As one of their members stated frankly at the meeting, "Blacks need to get more involved on the ownership side of the hotel business."
I felt I did a pretty good job in my formal address, pointing out not just the appropriateness of the gathering, but the role that a country like Jamaica could play as a stepping-stone into other areas of the Caribbean. I spoke on the concept of 'Kith and Kin' and how Europe had used the principle (and still do) as a huge plank in their worldwide economic expansion and domination. I told them of Countrystyle, and how we were using the island's rural community structure, as the epicentre in a new form of hospitality experience called 'community tourism'. I told them that our aim was to help strengthen the economic base of rural communities, through any programme of investment development that recognises the differences between rural and urban centres.
I got the distinct impression that my message was well received, and that there could be a future of real co-operation between African-American and Jamaican businessmen, not just in tourism but in other areas as well. That was 2 1/2 years ago.
Early last month I received a call from the gentleman who headed NABHA, telling me of an amazing new product being used to pave secondary roads in Georgia. Because he knew Jamaica - and remembering my address to his group - he asked me whether I'd be interested in working with him to see whether it could be applied here.
Naturally I told him yes, and discussed how best we might finesse the experiments here. One of my partners in Countrystyle knew someone in the construction business, and together we formed a natural alliance for the operation.
Highly positive
Based on details from the Atlanta group we selected an undeveloped dirt road in Manchester for the experiment, and sent back samples of the clay-content in the dirt for testing in their labs. The results came back highly positive and we were all excited. After some back and forth formal contacts with Minister Peart and his technical team, we agreed to do an experimental mile strip on a road in Somerset, Manchester.
The experiment is now over, and indications are that the new product performed excellently creating the real possibility that pretty soon there could be the likelihood of 'no more dirt roads in Jamaica'. Indeed that is the theme of the product's introduction. But that is not all.
All comparative cost-benefit studies have indicated that through this product a better, longer-lasting road can be had on all roads in Jamaica at a price that would be some 40 per cent less than we are now paying for the same job. And what is more, the new process almost eliminates the need for maintenance or repair. You see, the final surface is so compact, that water cannot seep into it thus causing potholes. All interior districts in Jamaica, every hill and valley farmer, and all homes now cut off by impassable tracks are in for a new morning in their lives.
Outstanding training
And as we examine its logical application elsewhere we see schoolyards, churchyards and community play centres all in line to benefit enormously from its potential. On that day all rural voices will rise and sing a song of praise. And yet there's more.
NABHA had heard of Countrystyle's outstanding training of rural young women and men for work in the hospitality industry here and overseas. Word got out that the recruits from our Mandeville programme were being preferred by US recruiters, and that some properties might be willing to engage us to do recruiting for them. As it turns out many of the members of NABHA make up these properties in the US and could benefit greatly from Countrystyle's direct intervention. We are in discussion with the Ministry of Labour and depending on how these turn out, we might be teaming up with our kith and kin in Atlanta, in yet another area of common interest.
The final topping on the cake of opportunity, however, is the possibility of linking with partners in the Afro-American sports fraternity, to position Jamaica as a preferred investment destination for laying-off some of the enormous dollars they earn in football and basketball.
Again, Countrystyle and NABHA are working non-stop to try and give meaning to all the initial interests.
I have purposely used all these examples to illustrate what is possible when person-to-person contacts are appropriate, sincere and respectful. We may not achieve all that I've set out, but by God if we do even 50 per cent, look at the enormity of the possibilities. There is a principle in marketing and promotion known as 'Horses for Courses.' Match the right horse with the right course, and you'll end up with a winner most of the time. We at Countrystyle feel we're at the starting gates.
Hugh Shaw
Paid a visit, at his Mandeville home, to my friend and mentor Hugh Shaw who is recovering from colon surgery. For readers who may not know, Hugh Shaw is one of the finest agricultural intellectual minds this country has ever produced. He was an advisor to successive governments for many years, and now runs a real estate business in his retirement.
Hurry and get well, buddy.
THE BOTTOM LINE:
The fact that some were foolish in the past, is no reason for us to be that way in the present.
Desmond Henry is a marketing strategist based in Treasure Beach, St. Elizabeth.
