Issuu on Google+

Sport Tourism Strategy The

Greater Treasure Beach Sport Tourism Strategy The

Greater Treasure Beach

ter a e r G rk e o h t w e o t m a fr nts a e v . g s e t n i n g d ve vi tin e r o r l o p sp ca d o l n w ne a a xisting e r g A in c fe h u o c t d a nTourism Strategy e Intro ure BeSport m op l s e a v Tre e de h for t


Table of Contents Acknowledgements..........................................................................................................................................v Coordinator’s Note............................................................................................................................................vi Foreword ...........................................................................................................................................................vii Vision for Sport Tourism.....................................................................................................................................1 Why a Sport Tourism Strategy?.........................................................................................................................2 Benefits of Sport Tourism...................................................................................................................................4 The Experience for community members.......................................................................................................5 The Context .......................................................................................................................................................6 Community Sport Profiles..................................................................................................................................8 Treasure Beach..................................................................................................................................................8 Black River.....................................................................................................................................................10 Parottee, Barbary Hall, Pondside, Pedro Plains, Watchwell, and Newell..............................................11 Existing Competitive Local Events...................................................................................................................12 Netball Tournament.....................................................................................................................................12 21st Century 5-A-Side Football League ....................................................................................................13 Jake’s-Off-Road Triathlon............................................................................................................................15 Proposed Competitive Local Events................................................................................................................16 The Treasure Beach October Challenge (new) ......................................................................................16 Jamaica Soccer Cup (new) ......................................................................................................................17 Jamaica Cricket Cup 20/20 (new) ............................................................................................................18 Jamaica Scramble .....................................................................................................................................19 Appendices.......................................................................................................................................................21 Sport Tourism Assets within the Parish ........................................................................................................21 Analytical Report of Best Practices..................................................................................................................28 World Cup | Grand Prix | Olympics..........................................................................................................28

Greater Treasure Beach Sport Tourism Strategy

iii


iv

Greater Treasure Beach Sport Tourism Strategy


Acknowledgements The creation of this Spors Tourism Strategy was made possible with the support from the Canadian Urban Institute through the International Urban Partnerships Program (I-UPP). The International Urban Partnerships Program – Jamaica is undertaken with the financial support of the Government of Canada provided through the Canadian International Development Agency (CIDA).

Greater Treasure Beach Sport Tourism Strategy

v


Coordinator’s Note The purpose of this document is to put forward a strategy to increase tourism in St. Elizabeth Parish that takes advantage of current community strengths, and builds a common vision for the future development of the Parish. This document seeks to collate information which was already in circulation and combine it with new material which has recently become public domain. In this way, this Strategy provides a fresh overview of the development of sport tourism in St. Elizabeth and the Greater Treasure Beach Area. Sport related tourism is an important economic driver that can support local businesses, grow infrastructure and bring community and social benefits as inclusion and participation rates in sport and community events increase. While I was charged with coordinating and writing this body of work, a number of individuals from Canadian Urban Institute offered advice and support needed to make this project a reality. Specific appreciation must be extended to consultants who provided technical support, namely Blair McIntosh, Carole Beckford, Bert Lobo and Benjamin Bailey who, along with personnel from the Social Development Commission, Breds Treasure Beach Foundation and the St. Elizabeth Parish Development Committee, ensured that this project was completed within stipulated timelines and within budget. We are very proud of the first initiative of this Strategy -- the Jamaica Soccer Cup, which has already created employment opportunities and has engaged the Jamaica Tourist Board. St. Elizabeth has a strong foundation of assets including natural resources and people, on which to grow sport tourism; and there has not been a better time to do so. It is hoped that a robust sport tourism industry will lead to increased occupancy for hoteliers, increased patronage for local attractions and additional employment opportunities. We also look forward to sharing the wonderful culture of Greater Treasure Beach with international and Jamaican guests alike. Andre Gordon Sport Tourism Coordinator St. Elizabeth Parish Development Committee

vi

Greater Treasure Beach Sport Tourism Strategy


Foreword As the economic landscape across our parish continues to evolve in this global economy, we must stand ready for change. St. Elizabeth has always been at the forefront of change in the country. We were the first parish to receive electricity even before our North American neighbours. It was also in St. Elizabeth that the first motor car cruised on Jamaican roads. As a parish, we have by all counts developed an enviable reputation for innovation and creativity. The development of a Sport Tourism Strategy is yet another initiative that cements the parish’s tradition of being a pioneer. Sport Tourism represents a new hope for our people. It represents an opportunity for job creation, infrastructural development and crosscultural exchanges, all of which will help our parish to grow and stay on course to achieve the goals of Jamaica’s national development Vision 2030 plan. In recent years, many of our traditional industries yielded to the pressures of the global financial meltdown of recent times. The Sport Tourism Strategy represents an opportunity for the flame of prosperity to be reignited. The health and recreational offerings which come with Sport Tourism are consistent with the Council’s mission for healthy communities and youth empowerment. The Urban Partnership Project which is currently being facilitated by our Canadian partners is highly appreciated by the people of St. Elizabeth, and it is hoped that the transfer of knowledge will lead to sustainable development in the parish. This project is indicative of our mantra, which engages communities within the parish and demonstrates a sense of care as we listen to our constituents. As we embark on this project, it is imperative that the sport facilities be upgraded and, where possible, new facilities are constructed. It is my commitment to work towards the development of quality facilities in strategic locations across the parish. This will lead to the development of talented athletes and provide a catalyst for a new niche in the tourism offerings of the parish. As mayor, I am committed to working with the stakeholders in the parish to ensure that St. Elizabeth not only becomes the leading Sport Tourism destination in the country, but a beacon of hope for struggling Caribbean economies. Message from His Worship the Mayor Councilor Everton Fisher Chairman of St. Elizabeth Parish Council and Mayor of Black River

Greater Treasure Beach Sport Tourism Strategy

vii


Treasure Beach is the most idyllic, egalitarian place on the planet. For a visitor, it’s an ‘Eden’ that balances the strains of urban life. As a brand, it works brilliantly! The citizens of Treasure Beach believe in their community and consistently offer an invaluable world-class experience. To the consumer, by that I mean tourists, Treasure Beach is a real luxury; it is an experience to which a monetary value cannot easily be assigned. As the community seeks further economic development, I am encouraged that they will do so with great care for this branded experience. Sporting events and fitness vacations make great sense in our Jamaican Eden; it is the best place on the planet to get fit while letting go. Benjamin Bailey Executive Creative Director and Brand Planner McCann World Group & Generousitas

The directors of Breds congratulate Andre Gordon, Dramaine Jones, Carole Beckford, the Canadian Urban Institute and members of the St. Elizabeth Parish Development Committee (PDC) on the first Sport Tourism Strategy done for a parish in Jamaica. The Greater Treasure Beach Sport Tourism strategy highlights early actions for creating sporting festivals which will position St. Elizabeth as a parish committed to taking the lead as a sports and fitness destination in the Caribbean. When reading the document it is easy to tell that the team was made up of persons who have vision, passion and commitment. Jason Henzell Chairman BREDS Treasure Beach Foundation

viii

Greater Treasure Beach Sport Tourism Strategy


The Canadian Urban Institute (CUI) wishes to congratulate its partners in St. Elizabeth Parish on its Sport Tourism Strategy for the Greater Treasure Beach area. The formulation of this strategy represents an important step towards the realization of the Parish’s vision for sustainable development along Jamaica’s south coast. Sport tourism is a fast-growing sector of the travel industry that offers great potential to bring a new and inclusive prosperity to local communities in the Greater Treasure Beach area, which has significant assets to offer Jamaicans and visitors alike. The plan of action outlined in this Sport Tourism Strategy leverages those many community assets while tapping Jamaica’s love of sport to offer a strong framework for sustainable economic growth. The CUI would like to thank its partners – the St. Elizabeth Parish Development Committee, St. Elizabeth Parish Council and the Ministry of Local Government and Community Development – for giving us the opportunity to participate in this important project and to further strengthen the bond of friendship between Jamaica and Canada. It is with gratitude that we acknowledge the financial contribution of the Canadian International Development Agency (CIDA) to this initiative. Andrew Farncombe Vice President, International Partnerships Canadian Urban Institute

Greater Treasure Beach Sport Tourism Strategy

ix


x

Greater Treasure Beach Sport Tourism Strategy


Vision for Sport Tourism “The Greater Treasure Beach Area is a premier destination for Sport Tourism in the Caribbean complemented by renowned attractions, entertainment and community engagement with an empowered citizenry.


Why a Sport Tourism Strategy? Purpose of Strategy This strategy has been developed to help steer the work of the St. Elizabeth Sport Council and the St. Elizabeth Parish Development Committee. It will provide a clear vision for the development of tournaments, regattas, facilities and support services within the Greater Treasure Beach Area and the Parish of St. Elizabeth over the next five years. This initiative was conceived during an exchange programme to Canada in June 2011. This Sport Tourism Strategy has been formulated with extensive consultation of the general public, key sector groups and partner organizations. It also responds to various needs assessments. Funding for this project was made possible through the efforts of the Canadian Urban Institute under the International Urban Partnership Programme of the Canadian International Development Agency. The St. Elizabeth Parish Development Committee has initiated several sustainable development plans. These plans seek to develop a local planning policy framework that will guide the physical development of the parish. An important part of this process is the identification of social and economic community conditions. The Sport Tourism strategy is critical to establishing a clear path to economic and social viability for the area. This document will form part of the evidence base that supports the Greater Treasure Beach Sustainable Development Plan. The strategy aims to carve a new niche in the tourism market and increase the current occupancy ratio of twenty-five per cent on an annualised basis for hotels, villas and guest houses in the parish. It is also envisioned that the sport sector will benefit from infrastructure development and the generatation of more employment opportunities. The parish, which enjoys a rich local heritage, should benefit from an influx in visitor arrivals. In addition, bed and breakfast facilities should experience growth. It is anticipated that dormitory accommodations will be introduced, thus boosting the revenue of education institutions that have empty dormitory facilities during the summer months. Growth is also anticipated in the transportation, entertainment, and tour and attractions sectors, as the industry develops. Sport Tourism is both environmentally and economically sustainable as it involves low-cost physical development in communities. St. Elizabeth is poised to benefit from the Sport Tourism Strategy as it currently enjoys a low crime rate, thereby making it a desirable place to visit. The parish boasts several talented athletes and is home to many establishments that can be ramped up to take advantage of this programme. The Greater Treasure Beach Area, with its available inventory of accommodations, tours and attractions (all of which are within close proximity to renowned tourism hubs), has a rich sporting and recreational tradition, making it the premier location in Jamaica to undertake this venture.

2

Greater Treasure Beach Sport Tourism Strategy


The Greater Treasure Beach Sport Tourism Strategy aims to: • maximize the benefits for Sport Tourism in the Greater Treasure Beach Area and the parish of St. Elizabeth • enhance the development and maintenance of sporting facilities • improve the cadre of certified officials and administrators • identify where resources will be allocated and how new and existing funding streams can be utilized • increase participation of international teams in Jamaican sports events • enhance the development of attractions and other support services needed for Sport Tourism • develop and promote existing events • promote volunteerism and team building • strengthen local sporting organizations • recognize the significant commitment to invest in the sport facilities across the parish of St. Elizabeth The Objectives of the Sport Tourism Strategy are : • To introduce new sporting events to the Greater Treasure Beach Area; and • To provide a framework for the development of existing local events

Greater Treasure Beach Sport Tourism Strategy

3


Benefits of Sport Tourism Employment Sport Tourism provides an avenue to train and employ large numbers of youth directly in the production of events and in support services, which would be developed to ensure the success of the industry.

Regeneration of community resources The community will benefit from the construction of new sporting facilities along with the upgrading of existing facilities to world class standards. Revenue earnings within the Greater Treasure Beach community will be boosted as athletes, coaches and sporting enthusiasts will be able to improve their skills or participate in five star events.

Scholarship opportunities for talented youth Student athletes will have the opportunity to showcase their skills to top high schools as well as college and club coaches through their participation in sporting events.

Consistent economic activity during the off-peak tourist season The Greater Treasure Beach Area’s Sport Tourism will provide an opportunity for businesses to remain open during the off-peak tourist season.

Increased promotion and marketing of the parish The parish will benefit from increased international publicity, as the parish and its offerings will be appropriately positioned in vacation, sporting and home and leisure magazines.

Improved health of the local population due to an increase in physical activity With the high level of community involvement that this programme demands, health benefits will be transferred to those who participate.

4

Greater Treasure Beach Sport Tourism Strategy


The Experience for community members Sport tourism will give key types of individuals in the community opportunities to participate. psychographic profile of key types of community members:

A

The progressive is a classic generation X progressive thinker. They are passionate about their community and believe in the transformational power of sports. The progressive enjoys recreational sports and is an avid fan of community football, netball or basketball. The community person is, on average, high school educated but may also be college educated. He or she is someone who is constantly researching ways to convert community sports into new revenue streams for the community. The teacher or coach may be the high school or college coach who believes in finding new and exciting ways to challenge his or her team. For the coach, the strategy provides a window into competitive and recreational sports in Jamaica. The student is the inquisitive mind in search of information to fulfill academic requirements; the student may also be an intelligent soul in search of information to satisfy a hunger for knowledge.

Greater Treasure Beach Sport Tourism Strategy

5


The Context National The success of Usain Bolt and other Jamaican athletes in the 2008 Beijing Olympic Games highlighted the opportunity to monetize our sporting assets and sporting experiences. It further provided a huge impetus for developmental work in sports and the associated significant economic and social opportunities for Jamaica. The government recognized the success of the athletes as an opportunity and has embarked on a process geared at revamping the National Sports Policy and creating a framework for the development of the sport tourism industry. Carole Beckford, a private sector sports administrator, journalist, president of The Business of Sport and Usain Bolt’s publicist, launched an international event entitled, ‘The Business of Sport Conference’. This annual conference has been quite successful in bringing together the best minds in the field to discuss issues and opportunities in sports promotion. For track and field, local universities have also begun the process of offering scholarships to talented athletes. This has resulted in more athletes benefitting from formal training in Jamaica. This move by universities coincides with the emergence of professional track clubs such as MVP and Racers -- clubs which include some of the fastest track athletes of all time. Building on the success of these athletes at the Beijing and London Olympic Games, a new wave of hope has been generated, as the government and the private sector seek to find a formula to monetize the success of the nation’s athletes.

6

Greater Treasure Beach Sport Tourism Strategy


Local St. Elizabeth has a special affinity for sports and is the only parish in which cricket is played all year round. In fact, St. Elizabeth Technical High School boasts the most successful high school cricket team in the Caribbean. The parish is also home to Olympians such as Bridgette Foster-Hylton and Shericka Williams. According to sports industry professional Carole Beckford, over half a billion people live within a four hour flight from Jamaica. This makes the island quite accessible and, by extension, an easy-to-reach sport tourism destination. Many of those people are English speakers, also making Jamaica an ideal destination. Spanish is the second most spoken language in the region, and it is taught by a number educational institutions in Jamaica. The continued development of highways along the south coast makes for an easy commute from any location on the island. With support being given from the relevant government ministries and departments, Sport Tourism is poised to become a leading sector in the economy of the Greater Treasure Beach Area, St. Elizabeth and Jamaica.

Did You Know? • St. Elizabeth Technical High School has produced more cricketers who play 1st class cricket internationally than any other high school in the world. • Former West Indian cricketer Daren Powell, who is now St. Elizabeth’s Local Government Official and President of the St. Elizabeth Cricket Association, attended St. Elizabeth Technical High School. • Major League football player Lovell Palmer is a former student of High School.

St. Elizabeth Technical

Greater Treasure Beach Sport Tourism Strategy

7


Community Sport Profiles Treasure Beach The vibrant fishing village of Treasure Beach has attracted adventurous travelers for decades. Treasure Beach is known as having the ultimate Jamaican outback experience -- with rugged cliffs, eight bays with golden sand beaches, nature trails and caves -- it offers a unique vacation experience. The landscape is dotted with beautifully appointed villas that take advantage of the spectacular sea views and mountainous landscape. Local and returning residents are helping to build a strong tourism industry. The community of Treasure Beach is currently served by one main sport facility, the Breds Treasure Beach Sport Park and Academy. The park sits on seventeen acres of land and boasts four football fields, a cricket pitch with three strips, basketball and netball courts, solar lights and modern change room facilities. The Great Bay beach, located in the Treasure Beach area, is another prospective site that can be upgraded to host beach volleyball and other beach tournaments. Currently, Great Bay beach is used primarily for beach football. The Sandy Bank Primary field is another location that could be upgraded for use as a practice field for the community. Owners of the 21st Century supermarket have also developed a small facility at Pedro Cross, adequate for hosting traditional five-a-side football matches during day or night. (See Appendix .) Within the parish of St. Elizabeth, the community of Treasure Beach has the greatest concentration of hotels, villas and bed and breakfast options. There is a wide range of accommodations – in terms of rates and amenities and star ratings. On the higher end, the ultra-exclusive Sea Weed Villa comes to mind, and on the other end, the well-known bed and breakfast accommodation of Shakespeare Cottage. Hotels include the Treasure Beach Hotel with thirty suites; Jakes Hotel Villas and Spa with fifty suites; Golden Sands and the Cove Hotel, each with nine rooms; and several other exclusive hotels. (See Appendix for complete list.) In the nearby Parish capital, Black River, the town is named after the river that runs through the town. Black River has several attractions that are within close proximity to the Treasure Beach area. Several tours are on offer that are accessible to visitors across the St. Elizabeth terrain: bicycle tours, treks to the Great Pedro bluff where historical remnants of the Tainos culture can be found, and amazing hikes up the hills to the fabled Lovers Leap. The Treasure Beach and Black River area offers a wide range of travel and tour options for the adventurous and nature-loving tourist.

8

Greater Treasure Beach Sport Tourism Strategy


The Breds Treasure Beach Sport Park and Academy sits on 17 acres of land and boasts football fields, a cricket pitch with three strips, basketball and netball courts lit by solar lights, as well as change rooms and showers.

The Black River is in itself an attraction, as several safaris ply the long river route. Visitors can see and interact with American crocodiles that have made the river and the surrounding wetlands their home. The crocodiles are legally protected and roam freely throughout the vast wetlands and morass area. Fishermen also use the river to catch shrimp and fish which are sold to local establishments. The Pelican Bar is a quaint restaurant and bar located on a sand bar in the Caribbean Sea. This unique ‘hot spot’ is six hundred meters from the Parottee shoreline where fishermen from the area earn their keep by offering canoe rides to the off-shore restaurant and bar. The latest attraction is a river tour to the Fishing Sanctuary located at Malcolm Bay, west of the Black River Harbour. Educational tours are offered to showcase the flora and marine fauna in the area. Plans are also in the works to offer snorkeling opportunities. There is also an exciting heritage tour of the town, available to guests who want to step back in time and enjoy the stories of the town. (See Appendix. )

Greater Treasure Beach Sport Tourism Strategy

9


Black River The historic, Georgian style town of Black River is the largest community in the Greater Treasure Beach Area and the capital of St. Elizabeth. In its heyday, Black River was the first town to have a motor car, electricity and telephone, even before most of North America. This rural paradise has found ‘new wind’ as the political directorate and the business sector have joined together to develop the historic town as one of the economic dynamos for the parish. The community of Black River is served by four main sporting facilities: Independence Park, Crawford Multi-Purpose Stadium, Black River High Sport Complex and the New Town Sport Complex (see Appendix ). Independence Park is owned and operated by the St. Elizabeth Parish Council. The facility is currently used for recreational football and cricket, and for official state functions such as an Annual Flower Show, Primary School Football, SDC Cricket and other civic functions. The park has amenities which include outdoor cooking facilities, a pavilion which can be used for meetings and indoor games such as table tennis, a multi-purpose hard court suitable for netball and basketball, as well as adequate washrooms. The town of Black River is categorized as a heritage district by the Jamaica Heritage Trust. The town has several guest houses including: the South Shore Guest House with six suites; Idlers Rest with twenty-six suites and conference room; and Port of Call Properties offering nineteen suites. One of the most important historic buildings in the town of Black River is the Waterloo Guest House, a property that has been in operation for over two hundred years. Waterloo Guest House also has the distinction of being the first building in Jamaica to run on electricity. Other villas are located along Crane Road featuring waterfront properties, restaurants and bars. (See Appendix for complete list). Black River is centrally located, making it accessible by a short commute to several other outbound tours. This includes the renowned Appleton Rum tour, the lush green lands that are home to YS Falls and Ruby’s Bar and Jerk.

10

Greater Treasure Beach Sport Tourism Strategy


Parottee, Barbary Hall, Pondside, Pedro Plains, Watchwell, and Newell Between the town of Black River, which is at the westernmost end of St. Elizabeth, and Treasure Beach, which is at the easternmost point, there are several inbound communities that could also contribute to the growth of Sport Tourism and benefit from its offerings. It is anticipated that within the first three years, the communities in Black River and Treasure Beach area will benefit from Sport Tourism programme, such as training of technical personnel. A training centre may even be established, which would position these inbound communities as a hub for recruiting and training support personnel under the programme. Barbary Hall, which is one of those inbound communities within the Greater Treasure Beach Area, has suitable geographical terrain and access to modern amenities for the construction of an indoor multipurpose facility. The multi-purpose facility could serve as a catalyst for the expansion of Sport Tourism, providing opportunities for employment in construction, paramedical services or training and fitness instructors. This community is currently home to a highly competitive netball team that has won tournaments all over the parish. Parottee and Pondside, two other inbound communities, could become the parish’s bed and breakfast zone and adding an important element to existing accommodation inventory in the Greater Treasure Beach area. The development of Pondside and Parottee communities is also key to developing another potential tourist destination: the Fort Charles area. Fort Charles is rich in history and has the only extensive white sand beach in the parish, which can be used for beach sport or recreational purposes. The development of another first class cricket pitch and football facility between the communities of Watchwell and Newell would aid in the development of the area and provide a base for visiting teams to train and compete. Pedro Plains is the farming hub of southern Jamaica. They would benefit from Sport Tourism, with farms and plantations expanding to meet the demands of increased tourist arrivals. 

Greater Treasure Beach Sport Tourism Strategy

11


Existing Competitive Local Events Netball Tournament

Community

Various communities across St. Elizabeth

Date

Ongoing

Host

St. Elizabeth Netball Association

Venue

Various Venues

Event Summary There is a proposal to host eighteen netball teams from across the parish of St. Elizabeth to participate in a series of knockout competitions, resulting in a winner at the end of each competition. These games will be used to stimulate and generate interest in netball, and sports in general, within the parish. In 2012, the first steps were taken to have a parish association by way of establishing a transitional executive body, which is a prerequisite for membership to the Jamaica Netball Association. It is expected that several rounds of netball competitions will be held at the Breds Treasure Beach Sport Park and Academy, to build the teams and satisfy the requirements as stipulated by the Jamaica Netball Association. 

12

Greater Treasure Beach Sport Tourism Strategy


21st Century 5-A-Side Football League Community

Pedro Plains

Date

July and November annually

Host

21st Century Supermarket (Clive Todd)

Venue

Parking lot (Supermarket)

Event Summary The 21st Century five-a-side football competition is the only night-time competition in the parish. These night-time games currently attract large crowds which participate in the carnival-like atmosphere of the event. With the growth of Sport Tourism, these games are already poised for growth as night-time entertainment and potential revenue earners.

Sunset 5K Run

Community

Treasure Beach

Date

3rd Weekend in April annually

Host

Sunset Villas

Venue

Along the Roads of Treasure Beach

Event Summary The Sunset 5K Run is an annual event scheduled to coincide with Jake’s-Off-Road Triathlon. This event has imminent potential and is tipped for expansion as Sport Tourism develops in the parish. Effective marketing and partnerships with organizations such as the Jamdammers, however, is required to significantly improve the publicity that these events could enjoy and thereby grow the participation and revenue earned from the event.

Greater Treasure Beach Sport Tourism Strategy

13


South Coast Hook ’N’ Line Fishing Tournament

Community

Treasure Beach

Date

October annually

Host

Breds Treasure Beach Foundation

Venue

Great Bay Beach Treasure Beach St. Elizabeth

Event Summary The annual South Coast Hook ‘N’ Line fishing tournament takes place in Calabash Bay. In 2012, the 17th staging of this prestigious event saw several locals and out-of-parish visitors vying for the top prize and the biggest catch of the tournament. The three-day event culminates on Hero’s day, with an award ceremony, beach party, regatta and table games. This event is one that can be exploited under the Sport Tourism programme to increase revenue during the event and for the community in general.

14

Greater Treasure Beach Sport Tourism Strategy


Jake’s-Off-Road Triathlon

Community

Treasure Beach

Date

3rd Weekend in April annually

Host

Breds Treasure Beach Foundation

Venue

Breds Treasure Beach Sport Park

Event Summary The Jakes-Off-Road-Triathlon is one of the oldest non-traditional sporting events in the community of Treasure Beach. The competition has over the past eighteen years attracted many international and island-wide companies which use the event as part of their team building activities. In 2012 the event took place along its perennial route, which was established in 1995. The swim-athon took place along the Great Bay beach; the mountain bike leg of the triathlon followed the route from Frenchman’s Cove to Bluntas, across Newell through Beacon ending at Calabash Bay; while the crosscountry run had runners pacing along Sandy Bank, Great Bay, Old Wharf, Calabash Bay, bringing the event to an end at Jack Sprat Pizza and Seafood restaurant. There was also a children’s event held at Jack Sprat while the adults were engaged in the triathlon.

Greater Treasure Beach Sport Tourism Strategy

15


Proposed Competitive Local Events The Treasure Beach October Challenge (new)

Community

Treasure Beach

Date

October annually

Host

Breds Treasure Beach Foundation

Venue

Breds Treasure Beach Sport Park and Academy

Event Summary The Treasure Beach October Challenge is an exciting team building obstacle course designed to foster teamwork under stressful conditions. This new activity is the latest innovation at the Breds Treasure Beach Sport Park and Academy.

16

Greater Treasure Beach Sport Tourism Strategy


Jamaica Soccer Cup (new)

Community

Treasure Beach

Date

Easter and Summer annually

Host

St Elizabeth PDC Breds Treasure Beach Foundation

Venue

Breds Treasure Beach Sport Park and Academy, Munro College Great Bay Beach

Event Summary The Jamaica Soccer Cup will attract teams from Latin America, Canada, the United States, the United Kingdom and the wider Caribbean region. Youth and masters teams will engage in highly competitive events. At the end of the games, recreation and sight-seeing of the Greater Treasure Beach area will await the competitors, showcasing the best of the area and providing an opportunity for each person to experience the uniqueness of this secret location.

Greater Treasure Beach Sport Tourism Strategy

17


Jamaica Cricket Cup 20/20 (new)

Community

Treasure Beach

Date

June annually

Host

St Elizabeth PDC and Breds Treasure Beach Foundation

Venue

Breds Treasure Beach Sport Park and Academy, ALPART and STETHS.

Event Summary This event is designed to attract local and international teams to the parish of St Elizabeth and invite them to participate in a series of exciting 20/20 cricket games. The 20/20 format, which has in recent times been used at the international level to revive the game of cricket, is appropriate for inclusion under the Sport Tourism progamme. The Greater Treasure Beach area will become another location in which internationally staged cricket matches can be established, thereby being a significant driver of employment and adding to the ‘heads to beds’ count within the parish.

18

Greater Treasure Beach Sport Tourism Strategy


Jamaica Scramble Community

Treasure Beach

Date

September

Host

Breds Treasure Beach Foundation

Venue

Breds Treasure Beach Sport Park and Academy

Event Summary The Jamaica Scramble is an exciting team building obstacle course designed to strengthen teams which operate under stressful conditions within corporate Jamaica. This new activity is the latest innovation at Breds Treasure Beach Sport Park and Academy.

Greater Treasure Beach Sport Tourism Strategy

19


Analytical Report of Best Practices World Cup | Grand Prix | Olympics World Cup football and Grand Prix motor racing have been significant revenue drivers for the communities and cities that host those events, as well as those who support and participate in them. The term ‘World Cup’ has over the years been applied to any sporting event that includes teams or individual participants from different countries, cutting across geographical and national borders. One of the most prestigious of all ‘World Cup’ events is the ‘World Cup Football’ competition, which has several countries participating and is a multi-billion dollar revenue earner for advertisers, the host country and other supporting organisations. The Grand Prix of motor sport is one other such ‘World Cup’ event that has a global audience that can view it either on location, via satellite transmission or as a re-broadcast. The most prestigious of all the events, standing head and shoulders above all others, is the Olympic Games. This event epitomizes what marks a ‘World Cup’ event and establishes a benchmark for those organizers of events who aim for ‘out of the box’ results. Quite beside the universal aspect of the games, it should be noted that benefits are derived at every level and are available for everyone to exploit, whether they are participants, organizers, supporters or communication professionals. The foremost benefit to the participants relates to health, and includes physical health, economic wealth and social well-being. The Olympic Games in recent times have allowed several gold medal winners to spiral to instant economic success by way of grand sponsorships, cash prizes and endorsements of all kinds; however, while this is a truism for some, several others benefit at different levels and some with less grandeur and significance. It is important to underscore that adopting the ‘best practices’ as established in the organizing of ‘World Cup’ events such as the Olympic Games augers well for those who plan, organize, promote and support events at any level and on any scale. Within the Jamaican sporting arena, the Inter-Secondary Schools Association has the longest record for hosting championship events, which are staged over a four-day period. The Inter-Schools Sports Association has developed a template that outlines the procedure for coordinating and executing high school competitions. The National Boys and Girls Championships has the largest high school track and field competition in the Caribbean and that event has been used as a benchmark for other local events, including those organized by the St. Elizabeth Sports Council. Benchmarking is therefore imperative to the successful staging of an event, irrespective of duration. When carefully tracked, it bodes well for those involved at all levels from a social, community and economic perspective.

20

Greater Treasure Beach Sport Tourism Strategy


10 Priority Actions 1.

Implement the Jamaica Soccer Cup (JSC)

2.

Develop and establish the Jamaica Cricket Cup (JCC)

3.

Develop and establish the Beach Volleyball Festival (BVF)

4.

Develop and host an annual Sport Tourism Expo in the Greater Treasure Beach area

5.

Participate in international Sport Tourism expositions as a marketing and general sensitization tool

6.

Develop a Sport Tourism Volunteer Training programme

7.

Establish a working relationship with GC Foster College for the training of coaches and other sport officials

8.

Seek grant funding from local and international multi-national agencies and organizations to finance sport facility development within designated areas in the parish

9.

Engage the Jamaican Government to lobby for public facility development (roads, water and ICT infrastructure) as these are important for growing the sector

10.

Establish a scholarship programme with local and international educational institutions

 

Greater Treasure Beach Sport Tourism Strategy

21


Reference Documents Social Development Commission Community Profiles Black River Community Profile 2010, Social Development Commission Pondside Community Profile 2010, Social Development Commission Parottee Community Profile 2010, Social Development Commission Treasure Beach Community Profile 2010, Social Development Commission Fullerswood Community Profile 2010, Social Development Commission Pedro Plains Community Profile 2010, Social Development Commission

Local Sustainable Development Plan Greater Treasure Beach Sustainable Development Plan Working Draft, St. Elizabeth Parish Development Committee

International Sport Tourism Strategy A Strategy for Sport & Recreation in Chelmsford 2006-2010, Chelmsford Borough Council

22

Greater Treasure Beach Sport Tourism Strategy


Appendix Appendix 1 Tournament operations information sheet – Bert Lobo Appendix 2 Jamaica Soccer Cup – St. Elizabeth Parish Development Committee and Breds Treasure Beach Foundation Appendix 3 Sport Calendar 2013, BREDS Treasure Beach Sports Park and Academy

Greater Treasure Beach Sport Tourism Strategy

23


Sport Tourism Assets within the Parish Greater Treasure Beach Sports Facility Data Facility Name

Facility Type

Rating

Seating

Change Rooms

Competitions

New Town sports complex

Multipurpose Football & Netball

Poor

No

None

Major league and Division 1 football

Black River High

Multipurpose Football, Cricket, Netball, Basketball, Field Hockey

Excellent

No

Yes

All high school competitions and division 1 community games

Crawford Multipurpose Stadium

Multipurpose Football, Cricket, Netball

Fair

No

Yes

Corner league and Division 1 football, Community Cricket, Sports Days

Independce Park

Cricket pitch and Recreational space

Fair

No

Yes

Community Cricket

BREDS Treasure Beach Sports Park

Multipurpose 3 Cricket squares, 4 Football Fields, tennis courts ,

Excellent

No

Yes

Treasure Beach Sports Academy Programmes, Edu Sports

STETHS Multipurpose Stadium

Cricket Pitch, Football

Excellent

Yes

Yes

STETHS Competitions

Munro College Sports complex

Football, Cricket, Tennis, Hockey

Excellent

No

Yes

Munroe Intersecondary Compettions

24

Greater Treasure Beach Sport Tourism Strategy


Team Home Base

Coach Based at Facility

Site Location

Dimension

Dimension

Black River Youth Club

Fitzroy Ambursley, Level 1 JFF

New Town

football 7035 m2

multi-purpose 4000 m2

All Black River High teams

6 coaches, 4 has level 1, 2 has level JFF & JCA

Black River

7035 m2

4000 m2

Crawford Football Club

Gary Daley

Crawford

7035 m2

4000 m2

None

None

Black River

Treasure Beach cricket Club, Sandy Bank primary Treasure Beach Sports Academy

Allan Roper, Tony Davies, Altemont Graham,Victor Ebanks

Treasure Beach

Andrew Edwards

Santa Cruz

7035 m2

Potsdam

7035 m2

Greater Treasure Beach Sport Tourism Strategy

25


Accomodations Data Facility Name

Facility Type

Type of Registration

Insurance

Rate

South Shore Guest House

Guest house

None

None

JA $3500

Port of Call

Hotel

JTB

YES

$2500-3500

Sunset Resort & Villas

Hotel

JTB

YES

USD $95-395

Jakes Hotel & Spa

Hotel

JTB

Yes

USD $130-180

Treasure Beach Hotel

Hotel

JTB

YES

USD$96-150

Villa Elegance

Guest house

JTB

NO

USD $50

Button Bay Beach Getaway

HOTEL

NO

YES

USD$25-35

Waterloo Guest House

Guest House

JTB

YES

$3500-400

Marblue

Villa

JTB

YES

USD$99-225

Idlers Rest Beach Hotel & Conference Center

Hotel

JTB

YES

USD$ 100

2 Seasons Hotel

Hotel

JTB

YES

USD$100

Taino Cove

Hotel

JTB

YES

120-170

26

Greater Treasure Beach Sport Tourism Strategy


Group Rates

Closest Sporting Facility

Number of Rooms

Capacity

NO

Independence Park

7

16

NO

Independence Park

19

60

YES

Treasure Beach Sports Park

14

30

USD $75

Treasure Beach Sports Park

49

112

Negotaible

Treasure Beach Sports Park

32

65

5%

Treasure Beach Sports Park

9

22

5%

Treasure Beach Sports Park

12

26

5%

Independence Park

16

22

5%

Treasure Beach Sports Park

9

18

USD $ 90

Indepence Park

26

65

USD$60

Treasure Beach Sports Park

10

20

10

30

5%

Greater Treasure Beach Sport Tourism Strategy

27


Attractions Data

Name of Attraction

Insurance

Type of Attraction

St Elizabeth Safari

YES

River Safari

Ire Safari

YES

River Safari

Captain Dennis Boat Tour

YES

Sea & River Adventure Tour

King Fish Cookout

Sea and River Adventure Tour

Appleton Rum Tour

YES

Taste Tour

Black River Safari

YES

River Safari

Y.S. Falls

YES

Water Falls and Canopy Zip line

Accompong Town Maroon Village

No

Cultural Tour

Way Back When Walking Tour of Black River

YES

Heritage Tour

28

Greater Treasure Beach Sport Tourism Strategy


Type of Registration

Cost

Capacity

Closest Accommodation

JTB and TPDCO

USD $18

120 Guests

Waterloo Guest House

JTB and TPDCO

USD $18

100 Guests

Waterloo Guest House

45 Guests

ALL TB Hotels All TB Hotels

TPDCO TPDCO

USD $130

200 Guests

JTB and TPDCO

USD $25

30-40 Guests

JTB and TPDCO

USD $18

120 Guests

Waterloo Guest House

JTB and TPDCO

USD $ 8

30 Guests

Black River Hotels

TPDCO

USD $5.50

100 Guests

45 mins from TB

TPDCO

USD $25

15 Guests

Waterloo Guest House

Greater Treasure Beach Sport Tourism Strategy

29


Map of St. Elizabeth Showing Accomodations

ÂŻ

Waterloo Guest House J Southshore Guest House J Port of Call J Idlers Rest J

The Cove in Jamaica J Villa Elegance JJ MarlblueJVillas J JJ Taino Cove Jakes Hotal & Spa J

Legend J

Accomodations MajorRoads St_Elizabeth

30

0 4,250 8,500 17,000 Miles

Greater Treasure Beach Sport Tourism Strategy


Map of St. Elizabeth Highlighting Attractions

ÂŻ Accompong Town

_ ^

Appleton Rum Tour

_ ^

Black River SafariIrie Safari St. Elizabeth Safari Black River Heritage Tour

_ _^ ^

King Fish Cook Out and ToursCaptain Dennis Adventures

Legend

_ ^

_ ^

Attractions MajorRoads St_Elizabeth

0 4,250 8,500 17,000 Miles

Greater Treasure Beach Sport Tourism Strategy

31


Map of St. Elizabeth Highlighting Places of Interest

ÂŻ

Accompong Town

_ ^

Appleton Rum Tour

_ ^

St. Elizabeth Technical High School

m n

Crawford Sports Complex Black River High SchoolIndependece Park

m n

m mn n _ _^ ^

Black River SafariIrie Safari J St. Elizabeth Safari Black J River Heritage Tour

J J

Munro College

m n J

Legend J

Accomodations

_ ^ m n

Attractions

_Jn m ^ J

J

Feilds MajorRoads St_Elizabeth

32

JJ Captain Dennis Adventures Treasure Beach Sports Park J JKing Fish Cook Out and Tours

0 4,250 8,500 17,000 Miles

Greater Treasure Beach Sport Tourism Strategy



Gtrtreasurebeach sts full version