Lloyd B Smith

MONTEGO Bay, Jamaica's tourism capital, has tremendous potential to become an entertainment and sports mecca. Unfortunately, the major players in the hospitality sector as well as cash-rich entrepreneurs in the western region have so far lacked the vision and the will to make it happen. Is it surprising that a large number of cruise-ship passengers who disembark in the western city often opt to take a trip to Dunns River Falls all the way in Ocho Rios?

The advent of the all-inclusive hotels has put a serious dent in the entertainment industry's already fragile armour. But now the word is out that many all-inclusive properties have been cutting back on the entertainment fare that they offer their guests inhouse because it is proving to be too expensive and cumbersome.It is well known, too, that these hotels do not mind at all if their guests venture out of their properties for fun and games because this means that they will consume less food and beverage at base which can make their bottom lines more favourable, especially in these days of heavy discounting. This situation, of course, opens up the opportunity for new and exciting entertainment fare outside of those properties.

Once upon a time, downtown Montego Bay was teeming with excellent entertainment fare. Many Jamaicans and frequent visitors will recall Banana Boat, Yellow Bird, Cat's Corner, King's Aquarius, Bojangles, Ocean View, Jolly Rogers, Juicy Rose, Cellar Club, to name a few once popular nightspots that come to mind, and whatever happened to Club Inferno?

At present, apart from the high-profile Margueritaville, The Brewery, Aquasol and Coral Cliff, all of which are in close proximity along the city's Hip Strip (Gloucester Avenue), Montego Bay for the most part is a ghost town after dark. Then again, because of the everpresent spectre of crime and violence, tourists are only taken to places such as those stated above where their safety can be reasonably guaranteed. Gone are the days when tourists ventured freely downtown Montego Bay for fun and frolic. What is even more startling, though, is that most residents now avoid the downtown area like the bubonic plague. In any event, it is too congested, dirty, grabage-ridden, foul-smelling and rife with beggars, pickpockets, petty thieves, street people, drug addicts and itinerant vendors. The recently-opened Civic Centre in Sam Sharpe Square stands out like an oasis in an arid desert and has tremendous potential to bring back respectable nightlife to the city. Incidentally, why is the best of the country's Festival of Arts not showcased in our hotels or in close proximity to them? And why has there not been a breakthrough for Jamaican theatre in the tourism sector? We are sleeping!

Once upon another time, Doctor's Cave Beach gave Montego Bay international acclaim. It attracted the then jet set and hoi poloi. Today, although that facility has been tremendously improved, it does not have that global allure it once had. As a result, the so-called second city lacks a signature attraction akin to a Dunn's River Falls. This vacuum presents a golden opportunity for bold and innovative business interests to come up with such an attraction that could enhance the city's tourism product. And as far as entertainment is concerned in the Bay, why is it that the Catherine Hall Entertainment Centre which is used annually to stage Reggae Sumfest for the rest of the year is left mostly deserted? Why can't it be truly developed into a multi-purpose facility that can be used year-round?

In the area of sports, Montego Bay has been even more shortchanged. Just look at Jarrett Park which still remains a work in progress after these many years. The city lacks sufficient playing areas which has seriously affected sports development. That is why football, for example, has taken a nosedive in terms of the city's performance in national competitions. Lest we forget, at one time Montego Bay was referred to as the "football capital of Jamaica". Why can't the members of parliament in St James take a leaf out of Dr Omar Davies's and Edward Seaga's books with respect to what they have done with Arnett Gardens and Tivoli Gardens?

Then there is the whole area of sports tourism which is yet to be fully explored and which has so much potential to attract the world's top sports personnel and teams, both for vacation and training as well as interaction with local sports people. The parish's sports development programme needs to be streamlined properly and structured in such a way that all the major sports get meaningful attention. Tourism minister, Aloun N'Dombet Assamba, should take a keen look at the areas of entertaimment and sports. Along with her relevant Cabinet colleagues, they should take on board plans and programmes to give priority treatment inclusive of venture capital opportunities and the encouraging of overseas investments. Reggae is our indigenous music, what have we done with it? And what of the Bob Marley mystique? Not to mention Ras Astor Black's great dream of establishing a Bob Marley School for the Performing Arts.

Now that a good winter season is being predicted, tourism interests should once again go back to the drawing board and place greater emphasis on entertainment and sports. In this vein, the introduction of casino gambling would be most apropos. This could well be the catalyst that is needed to propel these areas into profitable and positive niches.Both sports and entertainment have been elevated to ministerial portfolios, it is time therefore that they be treated seriously and not as merely public relations appendages.

E-mail: lloydbsmith@hotmail.com

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