THE EDITOR, Sir:
I REFER to several letters to the Editor regarding the issue of the costs of upgrading Sabina Park and the construction of a stadium in Trelawny for use during the Cricket World Cup. There appears to be an erroneous view recently promoted by the Leader of the Opposition that since there will be no immediate profits but a massive loss from the hosting of the World Cup, such significant investments amount to economic mismanagement.
Although I am sure that Mr. Golding knows better, the fact that such economic nonsense has found fertile ground is proof that the Government has yet again failed to effectively educate the populance on policy decisions. Every investment involves some risks, and only history will adequately judge whether the Government made the correct decision in the investments made in staging this international event. One would hope that Mr. Golding is feigning surprise, in order to gain political mileage, that there will be a massive short-term loss on the investments. Otherwise, we should conclude that under his leadership, Jamaica's hope of participation in the hosting of any international events would be nil.
TICKET SALES
Host nations of international events do not tend to make a profit on ticket sales. The benefits are gained in other ways and usually over the long term when the remaining assets, usually in the form of bricks and mortar, are effectively managed.
Such an international event will provide Jamaica with a unique opportunity over a concentrated period of time to market itself simultaneously to billions of people on all the continents of the world, a demographic which will be bombarded with brand Jamaica repeatedly. In terms of marketing value for Jamaica, this would be money well spent and a marketer's dream come true. Just imagine what the cost of advertising by the Tourist Board on such a massive scale would have cost the country. During the transmission of the cricket matches, there are likely to be infomercials promoting Jamaica's scenery, music and other cultural values. The spin-off is an expected increase in tourism and trade in the medium and long term, as Jamaica wins more admirers as a direct result of hosting this prestigious event.
The new stadium and upgrade facilities will remain in Jamaica after the World Cup is over. Had it not been for the World Cup, these facilities would most probably never have become reality and upgraded. They will remain national assets with the potential to generate significant income for the country if managed properly. With world class facilities in place, Jamaica could host other international events, concerts, forums, exhibitions and fairs with the potential of significant earnings. International planners of corporate events will not be watching the stroke plays of the cricketers, but moreso examining the facilities' suitability and attractiveness for use as an events venue.
ILLUSION
No one should have been under the illusion that the Cricket World Cup would result in an immediate break-even on costs, let alone a profit on ticket sales. Managed properly, these facilities could turn a profit in addition to providing modern sports and entertainment venues. It will be up to the government to formulate strategies to make these investments profitable long after the Cricket World Cup is over.
Some detractors have argued that Jamaica needs no more exposure. There are still vast areas of the world when people have no idea where Jamaica is or have misconceptions of Jamaica. This is an opportunity for Jamaica to re-educate the world of who we are and the positive things which define us as a proud people.
I agree that there are other pressing issues which could be addressed with the money being spent on the hosting of the World Cup and only history will be the true judge of whether the Government made the correct decision. And since we wouldn't want Mr. Golding to miss yet another historic event in Jamaica's history, I hope plans are already in place to ensure that he gets a seat.
I am, etc.,
C. O. CAMPBELL
olcam@msn.com
London
Via Go-Jamaica
