Gay Nagle Myers
Are jazz festivals proven moneymakers for the Caribbean islands that promote, host and tout them to travelers?
The festivals cost a lot to stage, require manpower and time to market and may have limited appeal to a niche market of music lovers.
Some are huge international events where the top names in jazz perform. Others are more regional and highlight local talent.
Nonetheless, jazz fever has spread from Aruba, whose festival this year is set for Oct. 4 and 5 and stars Chaka Khan, to the British Virgin Islands, Curacao, Puerto Rico, St. Kitts, St. Lucia and Tobago, among others.
St. Lucia is an interesting case study of a destination that rebranded its jazz festival this year (it had a 13-day run in May) and broadened its audience base by including two new components for the first time.
“In fusing the artistic and culinary product with jazz, direct benefit was easier to track. The festival invested heavily in the marketing of fine arts, fashion and cuisine, which created new avenues for promotion, networking and exposure,” said Louis Lewis, director of the St. Lucia Tourist Board.
Lewis said the introduction of the Hot Couture component, in particular, benefitted the local fashion industry and added value to the reputation of St. Lucia as an arts mecca for the eastern Caribbean region.
Organizers of the festival, which celebrated its 22nd year, also added dance and music classes, workshops run by jazz trumpeter Etienne Charles and a musicians’ forum.
“I would say we scored high marks this year. The Jazz and Arts Festival will improve St. Lucia’s visibility in the marketplace,” Lewis said.
Other innovations this year included new traffic management procedures at the main stages where jazz was performed, greater use of social media in advance promotion and during the staging of main events, an increase in the number of free shows and more events that highlighted the culture of the island.
“The local people feel more ownership with and pride in the festival now, which will help maintain our strategic edge as the festival trendsetter in the Caribbean,” said Thaddeus Antoine, chairman of the festival committee.
Next year’s festival is set for April 30 to May 14. Planning is under way with 50 jazz artists already in the lineup.