THE 2010 Jamaica Jazz and Blues Festival will cost taxpayers up to US$450,000 (J$40 million) in support but the Jamaica Tourist Board (JTB) argues that Jamaica benefits from this private event.

“The JTB has provided sponsorship of US$150,000 (J$13.3 million) towards the event and has committed an additional US$300,000 (J$26.7 million) to offset expenses associated with public relations promotion of the event… in Canada, USA and the United Kingdom,” wrote deputy director of tourism Jason Hall, in response to Observer queries.

The amount represents a 10 per cent reduction of sponsorship and commitment over last year, which was criticised by stakeholders including the opposition People’s National Party utilising public funds for private gain. But Hall stated that during the festival hotels are usually fully occupied in Montego Bay and 90 per cent in Ocho Rios, which benefits Jamaica in foreign exchange earnings.

“This year is no different despite the recession,” he said, adding that JTB collaborated with the event organisers to extend the festival to one week in order to maximise the financial benefit to Jamaica.

On Thursday, Minister of Tourism Ed Bartlett told the Observer that western Jamaica was projected to earn US$3 million (J$267 million) from the event, or 10 per cent more than last year.

The sponsorship of the festival represents 15 per cent of the JTB’s US$2.91-million budget for major events sponsorship and promotion for the fiscal year ending March 2010. This budget has been committed to 35 events.

Turnkey Productions which organises the event told the Observer’s Caribbean Business Report that “sponsorship accounts for 40 per cent of our entire budget” but did not reveal the actual budget. Hall’s disclosure of JTB sponsorship however could extend the festival’s budget beyond US$1.1 million based on JTB’s commitment and sponsorship, as a major title sponsor. Up to press time, Turnkey Productions did not respond to written Observer queries.

Hall also refuted arguments that visitors do not come specifically for the festival but travel to avoid winter.

“…The JTB is also in touch with the various tour operators who sell packages specifically designed for Jazz in tandem with the organisers. Immigration forms completed by visitors also provide information,” he later added. “The timing of the event is also key, the very fact that this event occurs in January, during the peak booking period, serves to keep Jamaica top of mind during this very important period.”

Hall said that every JTB-endorsed or sponsored event incorporates visitor surveys that examine demographics, expenditure, length of stay, accommodation, reason for vacation, amongst other criteria.

“Events on a whole are a critical component of the tourism product mix providing additional visitor pull, creating opportunities for valuable public relations exposure and generating a host of spin-off economic activities for a range of stakeholders within communities where the events are staged, ensuring additional tourism expenditure and enhancing the overall visitor experience. Jamaica Jazz and Blues provides all of these to Jamaica as we continue to position the island as the hub in the region for events of this nature, and destination of choice,” he said.

The Jamaica Jazz and Blues Festival, now in its 13th staging, has moved into a new venue, at Greenfields, Trelawny. The change was due to the ongoing construction of the convention centre across from Rose Hall, which would have inconvenienced patrons whilst waiting for shuttle service, the organisers said last week.

“The relocation of the event is justified not only by the suitability of the venue, which is ideal for this type of event, but by moving it closer to Ocho Rios more hotels and communities can benefit from this major event,” stated Hall.

The festival begins on Sunday, January 24 and runs through to Saturday, January 30. It will feature former Billboard charters including Erykah Badu, Joss Stone, Babyface, Gladys Knight, Jon Secada, The Queen Project, Billy Ocean, Maxi Priest, Marion Hall, Robin Banks, and Hall & Oates.