Entertainment
Bolt party, travel cost taxpayers millions
JTB says money spent on promoting Bolt worth it
BY STEVEN JACKSON Observer Staff Reporter
Friday, December 24, 2010
THE partying and accommodation of triple Olympic gold medallist Usain Bolt, and related promotion has cost taxpayers at least $2.4 million this year, recently released data have revealed.
It shows the untold side of government's deal with Bolt to sell tourism.
The Jamaica Tourist Board (JTB), however, explains that it was part sponsorship in lieu of the super-sprinter waiving his appearance fee in a tourism advertising campaign.
The government spent $1.6 million on accommodation for the JTB/Usain Bolt promotion in Berlin, Germany and $861,500 to sponsor the Usain Bolt Super Party. Both contracts were awarded in August according to the Office of Contractor General contract listings released this month.
"This was part of the overall sponsorship arrangement with the Bolt management team," stated the JTB in response to Splash queries sent through Kingsley Roberts, head of communication.
The JTB told Splash that the country benefited by receiving global exposure and special pricing promotions from tour operators to drive sales.
"Likewise, another benefit was the significant public relations exposure that was achieved from Jamaica's activities in Berlin, leveraging the sporting activities, Bolt and his successes to promote Jamaica," the JTB added.
Government sponsorship is usually granted to sporting bodies and associations rather than individual athletes. And it may be argued that Bolt however, isn't a typical athlete, but one of the world's most known which increases his marketability.
The JTB said that its sponsorship activities in Germany focused around sporting activities and targeted key tour operators in that market.
"This was to leverage the sport event to communicate and excite the travel trade about Jamaica," the JTB noted.
Last December, tourism minister Ed Bartlett announced that Bolt released all rights to using his imagery and gave his talent free of cost for a series of commercials that began airing on several major international networks in February 2010.
The cost to produce the commercials was not released at the time of the launch, but Bartlett lauded Bolt for waiving his fee.
"We could not afford what he gave in terms of that talent and skill and the reach that is going to be across Canada, the UK, United States and Europe and elsewhere," Bartlett said at the time.
Bartlett explained that the photo shoot for the commercial was done two-and-a-half weeks ago at various locations across the island. A rough cut, he said, would be seen this Saturday followed by a launch in New York in January.
 
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12/27/2010
It is almost as if the headline was meant to stir up some controversy. Considering that J$2.4 million is less than US$30,000 the headline should have reflected the bargain that this deal was.
12/25/2010
It is almost as if the headline was meant to stir up some controversy. Considering that J$2.4 million is less than US$30,000 the headline should have reflected the bargain that this deal was.
12/25/2010
MONEY WELL SPENT !!
12/25/2010
Someone's sleeping on the job. This is good news, and I am going to presume the writer meant it as such. Does the Observer have an Editor? The headline doesn't do justice to the writer's intent. Moreover, I can't believe they only spent $2.4. I hope it is US$, To spend any less would be a waste of an opportunity..
12/25/2010
So what Obsever. I think it is money well spent we have had super stars in the past and have not capitalised on it To Usain I say thaks for being a part of this thrust and to waive his fees.
Let the others come aboard musicains atheletesetc
12/25/2010
@Aulie Sterling, it certainly seemed like cheeky journalism. But I am pleased with alll the comments, as we weren't mislead by the headline. Usain is a priceless product to the Jamaican economy. This expense that the country incurrs is chicken feed to the possible returns we will receive. As many of the comments said, ask PUMA!!! Great comments
12/25/2010
I don't think that this should be news worthy, who do you want this money to spend on? If not Bolt, who else?
12/25/2010
...and your point is?
12/25/2010
Any money spent on Usain Bolt to promote Jamaica is money well spent, we have so many other Jamaicans who we should be using to help in this direction, we have Yendi Phillips, Asafa Powell, Sean Paul, Shaggy, Lennox Lewis and Bob Marley's Legacy, to name a few, we also have several Martial Artists, such as Kenneth Edwards and others who would be good promotionals tools, we need to show that Jamaica is not just about Sun, Fun and our beaches!!!!!!!!!!!!!!!
12/25/2010
Any money spent on Usain Bolt to help promote tourism in Jamaica is money well spent, there is so many Jamaican who have and are doing well in other areas and should be used as a promotional tool as well, we need to capitalize of these people, we have Yendi Phillips, Asafa Powell, Lennox Lewis, Chris Gayle, Shaggy, Sean Paul, Bob Marley's legacy to name a few, we need to show that Jamaica is not just about sun, fun and our beaches, we need to use every available tools we have to promote us!!!!!
12/25/2010
Remember how the Dudus incident and the government's involvement tarnished the Jamaica brand? At that time the accomplishments of Usain Bolt was the best thing that could have happened to lift our spirits and remind the world that all of us are not crooks. Money well spent!
12/25/2010
Steven Jackson, if this is J$2.4M so what?
Are you informing the public that Mr Bolt worked for his country almost for free? If yes say so, commend Mr Bolt and move on. There are bigger fish to fry
12/25/2010
What is the point of this article? Mr. Bolt was GROSSLY UNDERPAID for his work! This is CRAP about cost to taxpayers. HE IS A BRAND with which Jamaica should be proud to associate. J$2.4 million? Come now; which world class athlete would have accepted that chicken feed to do a publicity blitz for his/her country? I really want to know the point of this article. There are other countries (e.g., Romania) that use athletes to promote the country. Do you think they pay them chicken feed?
12/24/2010
The Tourism Industry will work for Jamaicans only when Jamaica itself is hospitable to the average Jamaican. Overseas Guests will want to visit Jamaica in far greater numbers when Jamaica does right by its citizens. Government should not be involved in the promotion of the Tourism Industry and there should be no taxpayer funding for the JTB. It is false to believe that the industry benefits Jamaicans. It's a loss making Industry for all but a very few Jamaicans. The devil is in the details.
12/24/2010
You know what? It's the same reason Merlene Ottey left> we watch and talk about the petty things. I mean spending $2m on Usain Bolt for anything is such a small price to pay. Please give him a break... No wonder the reggae boyz have reached their limit; it's because we thrive in success but aren't willing to invest alot to obtain success. Usain can easily repay this amount and run for Trinidad or USA and turn his back on his nation. Now you decide, spend on him and don't count petty cash, or ?
12/24/2010
When the topic said millions i was like HELL NO!!..
But 2.4 mil can barely buy a decent car as the other Jamaica Observer topic stated.
And it wasnt spent all at once so...... im ok with it. Still want my road in red hills fixed though. Damn Govt officials
12/24/2010
That is much less that Bolt normally earns for 10 seconds of work.
12/24/2010
Money well spent. Now the money spent to lobby the US for Dudus was a bad investment.lmao
12/24/2010
Well I can honestly say that this is one of the best investment that this administration has made.
12/24/2010
Good use of the $.
12/24/2010
That's money well spent.
12/24/2010
Well done Bolt. You are a Philanthropist, Humanitarian and a Patriotic Jamaican. Jamaican needs more like you. Tony Becca should take a few paragraphs from a page of your book.
12/24/2010
Money well spent..."it was part sponsorship in lieu of the super-sprinter waiving his appearance fee in a tourism advertising campaign ". The value of Usain as a PR boast is shown in the value that Puma currently pays to have the world’s greatest sprinter in signing fees. J$ 2.4 million can't pay him based on his market value(as his popularity makes him a commodity). We should be thanking him for supporting brand Jamaica vs. trying to build some negative vibes towards this great Jamaican.
12/24/2010
Slow news day I see
12/24/2010
would have been comfortable even if it was 100 million, the returns are invaluable and the man is worhth so much more than that, at least we get something from it and we not left in the 'dark' after tiefing...oops a meant spending 250 million.... for something that was supposed to be'free'
12/24/2010
Quite a few things have been eluded us in our development as a people in a organized way: public relations, entrepreneurship, scientific enquiry and promotion to name a few. Some of us got them organically like Bob Marley and Butch Stewart. You can't point to any high school where the kids are brimming with experiments in any field of endeavour on the verge of marketability. You can certainly find a vast scholl of naysayers, doubtful thomasses and judasses among the diaspora. Wise up people.
12/24/2010
Why do i suspect the Oberver writer is trying to demonise Usain. This money is chicken feed and was not paid to the athlete. How much did it cost taxpayers to send the government delegation including Ministers/MPs to the last World Championships and Olympics? It is no secret that the Government contributes USD$500,000 to both Sumfest and Jazz and Blues shows. Do the conversion JMD and both shows are incidentally owned by private individuals
12/24/2010
Bob Marley and Usain Bolt have done more for Jamaica than many of those in politics. I see nothing wrong in paying out to him. I feel that there are countries that would be happy to buy him off Jamaica’s hand too. At the same time, I would hope that he is using some of his money to help the unfortunate souls in his neck of the woods.
12/24/2010
Money well spent.
12/24/2010
Usain Bolt is a huge international success,therfore he has earned tremendous value attached to his name and image,and its wonderfull..He was asked and he agreed to use all of this to Promote the country where he lives,to the wider world,by waiving the fees that he has earned,is a noble gesture,Qudos to him...so what is the fuss about spending a Measley $28,500 (us) to cover his expenses for the greater good of the country...this must be a slow news day.
12/24/2010
@ Rain Water
I agree with you, it is money well spent, so what's the big deal? You spoke about "secret deal". We love to get carried away. Are you aware government ministries publishing on a daily basis every dollar it spends? Do you recommend that? And how much will it spend on the publication of the info? We too nuff. The media wants things to report on so they grab at every straw.
12/24/2010
Usain Bolt is always giving to his country.
12/24/2010
When the Minister and Director and assorted "officials" go on "marketing blitz", no one knows the cost. Its true when they say no good deed goes unpunished.
12/24/2010
Money well spent. Ask Puma.
12/24/2010
Rain Water, thats the Bruce Golding regime's style!
12/24/2010
once we benefited from it, then no problem. But why it appears that it was a type of secret deal between the government and Bolt, this never need to be done like that, always hiding and doing things.
12/24/2010
If it sells tourism and bring visitors to Jamaica, then it's money well spent. Jamaica need every hotel room filled at this point, because thousands need work. We also need forign exchange. What other Jamaicans must do is aspire to be like or better than Usain Bolt. With hard work and dedication one can accomplish great things.
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