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“The broadening of destination Jamaica’s product mix will be another of our long term benefits from hosting CWC, as we will now have an established and well established bed and breakfast programme,” according to David Shields, Deputy Director of Tourism, Jamaica Tourist Board (JTB).
Shields made the point at a Debate Series, hosted by the Caribbean Business Club (JAMPRO) in association with the Mona School of Business. The Debate featured the Voice of Decision Makers “Do developing countries benefit from hosting Major Events”.
The diverse panelists were emphatic that hosting major events is worth it. With specific reference to the ICC World Cup 2007, Heather Shields said that Scotia Bank made the decision to be a global sponsor because “it was an opportunity to position their brand on the world stage and be a part of a historic event in the West Indies” that will provide economic stimulation as well as infuse passion in fans of the sport.
From his vast experience producing large-scale music events like Reggae Sumfest and the Jazz & Blues festival, Robert Russell added that the “advertising benefits that you can’t normally buy” gained from the heightened media exposure around major events was unparalleled. He also pointed to linkages in the different sectors – hotels, restaurants, entertainment facilities and vendors- who also benefit from the daily spend of visitors.
In response to a mandate from the Development Council, the Jamaica Promotions Corporation (JAMPRO) has developed a Legacy Strategy to accelerate positive economic growth. A vision for 2012 is the centerpiece of the Jamaica Legacy Strategy. It is designed to look well beyond the closing final match of the event and is directed towards outcomes in 2012, while leveraging immediate opportunities around the time of the event. Following sign-off of the Jamaica Legacy Strategy in August 2005, implementation activities began in September 2005. The final design of the strategy retained Brand Jamaica and Vision 2012 at its core, with the main elements being business, tourism and community, as illustrated below. JAMPRO’s role in the implementation of the legacy programme includes:
Overall management and leadership Facilitation and secretariat services for the Legacy Advisory Group Development of (Business) Brand JamaicaDesign and execution of business components: – Caribbean Business Club
– Caribbean Business Opportunity Service (CBOS)
– Jamaica Investment Attraction Programme
– Creative Industries
The panelists were: David McBean (President, CVM), Derek Jones (Senior Legal Council, ICC), Heather Shields (VP Marketing, Scotia Bank), Robert Russell (Chairman, Sumfest Promotions), David Shields (Deputy Director Tourism, JTB), Carole Beckford, Senior Consultant, JAMPRO), and Robert Stephens (Project Manager, National Legacy Coordination).