Krista Henry, Staff Reporter
THE SYNERGY of music and tourism is opening new avenues for Jamaica. From ska to reggae and now dancehall and, on the imported side, soca, Jamaica has long been a root of musical creativity. It is the island's unique mix of entertainment that sets it apart from all the rest and makes Jamaica the premier destination.
Annual shows such as Reggae Sumfest, the Air Jamaica Jazz and Blues Festival, Reggae Sunsplash, Bacchanal Jamaica, Jamaica Carnival and East Fest, among others, are more than just 'another show'. They benefit the island economically and culturally.
President of the Jamaica Federation of Musicians (JFM), Desmond Young, claims that "These events showcase the best of Jamaican music that has saturated the whole world. Festivals like these show our authentic culture. Reggae shows abroad are not as genuine as those held here."
Entertainment has changed the face of tourism in Jamaica.
Reggae Sunsplash was the original festival of its kind and, according to Charles Campbell, director of operations and producer of Reggae Sunsplash, has generated much change.
YEAR-ROUND ENTERTAINMENT
He claims that "When Sunsplash started Jamaica only enjoyed a summer tourist season, Sunsplash generated a year-round entertainment plan."
Furthermore, "Jamaica was traditionally a hideaway of the elite. What Sunsplash and entertainment have produced is that the working class tourist can come down and mingle with the people. Jamaica has a high end market and created a middle market."
Michael Ammar Jr., director of Bacchanal Jamaica, states "The entertainment aspect is more attractive than the sand and sun. A lot of places offer sand and sun. Jamaica has a unique package. We have so many events happening each weekend."
Walter Elmore, executive producer of the Jamaica Jazz and Blues franchise and director of Reggae Sumfest, elaborates: "There has been a move from the sun and sand outlook. It's what we call event marketing. Our music carries a mystique and it is that extra thing that draws persons to Jamaica."
JTB's deputy director David Shields further says ,"These events emphasise the diversity of Jamaica. We are not just sun, sea and sand; we have to offer cuisine, athletes, literary works seen through Calabash, culture through stage performances."
The marketing for such events takes a lot of effort, expanding to all media forms.
Elmore disclosed that "Jazz and Blues starts marketing six months prior to the event. We target everything from TV, radio, billboards, magazines, etc. We allow for persons to book in advance too."
For Sunsplash, Campbell uses "Tour operators, travel agents, Jamaicans who live abroad, ethnic media. We are also having a launch in New York and South Miami."
Some event planners are trying to work with the JTB to effectively market Jamaica.
