Jazz boon for hotels
Published:Sunday | January 23, 2011 | 12:00 AM
Janet Silvera, Senior Gleaner Writer
WESTERN BUREAU:
As at Friday coming, patrons attending the Jamaica Jazz and Blues Festival will have to search hard to find rooms on the island's north coast between Ocho Rios and Montego Bay.
Checks made by The Sunday Gleaner revealed that since the relocation of the festival to the Trelawny stadium last year, the resorts have been getting a larger share of business.
"We started the festival to increase arrivals during the slow period, and that's the main reason to host the event," boasted an elated Walter Elmore, executive producer.
He said the annual event that has attracted the likes of Natalie Cole, Regina Belle, Maroon 5, Air Supply, Ron Isley, Diana King, Brenda Russell, and Alison Hinds continues to sell airline seats and hotel rooms. "It stimulates the local economy in transportation and food."
The event, which is costing the organisers just under US$2 million to stage this year - 10-15 per cent less than last year - has been credited with the increase in occupancy for the island's lifeblood industry: tourism.
Philipp Hofer, managing director of the three Iberostar resorts in Montego Bay, said his 980 rooms were fully booked for jazz weekend, continuing the current trend of high occupancies since the start of the winter tourist season, December 15.
"Compared to last year, I am about 15 to 20 per cent above the numbers, and the same with forward bookings for February and March. That's why we are still sponsoring the event, because it's good for the community. It's good for the economy and a fantastic PR opportunity for the destination."
'Sold-out' event
He said the line-up was solid. He is getting a good share of the local market, which he believes is a result of his proximity to the venue.
RIU Resorts' director of sales, Angella Bennett, expressed similar sentiments, describing the impact as "totally sold out".
"The event organisers have been able to deliver a world-class event that continues to impact higher occupancies in our hotels from local and international patrons. We hope to remain a sponsor for years to come as we have seen growth with the demand for accommodation over this period," said Bennett.
Within the parish where the event is being held, that area's chamber of commerce president, Richard Bourke, admits that they don't have the capacity to accommodate the jazz crowd and were forced to turn back business because of traditional clients who come into Trelawny at this time of the year.
He said he expected to see an increase in some small businesses, particularly for taxi operators, but a significant number of contractors have been with the event for years and are located outside the parish. However, there are still employment opportunities provided to local residents.
Over in Ocho Rios, Charmaine Dean, Sunset Resorts' director of communications, says she was forced to send back business from Sunset Jamaica Grande, but there were still a few rooms available at Sunset Resort and Spa, Montego Bay.