CASTRIES, St. Lucia (CMC) – With a new name, eye-catching logo and a redefined artistic direction, St Lucia is gearing up to inaugurate the next chapter of its jazz festival

Now dubbed the ‘Saint Lucia Jazz and Arts Festival’, the 13-day event opens on April 30 with the organisers hoping to attract thousands to the historic Pigeon Island National Landmark, where the bulk of the festival events will unfold.

The 22-year-old festival will feature some of the best live performances mixed-in with various artistic portrayals from acclaimed local artisans.

Tourism Minister Lorne Theophilus at the media launch of the festival on Friday said that after setting the musical benchmark for over two decades, St Lucia as a destination needed to redefine not only itself, but critically its flagship special events activity.

“As we seek to implement our new strategic focus, it became necessary to forge closer linkages between the traditional festival line-up and a now burgeoning creative industries sector,” he said.

Tourism Director Louis Lewis said the redefined festival still boasts an impressive star-studded list of performers that would satisfy the most discerning music fan.

“While certain aspects of the festival needed to be redefined, it’s over two decade history of attracting some of the most recognisable and sought after names in the music business remains, intact,” he said.

More than 50 artistes will perform at the Saint Lucia Jazz and Arts Festival from the signature Atlantic Ocean backdrop of the Pigeon Island National Landmark, to quaint and rustic village settings on the east and west coasts.

The 2013 festival will also see the return of the hugely popular “Jazz on the Square” in the heart of the capital as well as a return to the open-air venue of Balenbouche Estate in the south of the island.

“Several of our traditional community celebrations like the Friday night street parties, culturally rich Fish-Fries, our creole music and the like will be woven in the fabric of the redefined Jazz and Arts Festival and showcased in all their splendour in a made-for-export fresh and exciting way,” says Deputy Director of Tourism ,Tracey Warner Arnold.

Among the Caribbean performers will be the local guitarist Ronald “Boo” Hinckson, Trinidadians David Rudder, trumpet player Etienne Charles; Cuban jazz pianist Roberto Fonseca; contemporary jazz bands from the French Antilles Fal Frett and The John Scofield Uberjam Band.

In addition R&B multi-platinum American singer, songwriter, dancer and actor Ginuwine, and the iconic American popular music family group the Jacksons, celebrated multiple Grammy-winner Robert Sylvester Kelly, as well as the 1980’s popular group, the O’Jays are slated to perform.