$12-m Negril sign came at no cost to taxpayers, says Seiveright
Senior Advisor and Strategist in the Tourism Ministry, Delano Seiveright says the recently unveiled $12-million Negril sign came at no cost to the taxpayer and is among the lowest priced sign attractions of its type in the world.
Developed by the Tourism Product Development Company Ltd (TPDCo), the Negril “Jam-Iconic Experience” sign attraction has triggered backlash on social media, with some Jamaicans declaring it a waste of money.
However, in a press release, Seiveright noted that that the project is essentially paid for by tourists via Government’s Tourism Enhancement Fund charges of US$20 for each and every incoming airline passengers and US$2 for cruise passengers.
“The sign also comes in well below similar touristic signage in other countries which range from around J$88 million for the famous TORONTO sign attraction in Canada to J$510 million for the popular WELCOME TO FLORIDA sign attraction in the United States,” the release stated.
Seiveright explained that the cost for the Negril sign attraction includes surveys, soil tests, layby, walkway, retaining wall, signage platform, fabrication and installation of lettering, landscaping, advanced solar lighting and highway tension barriers.
He also noted that the sign, which is located on the Hanover side of the resort town, sections of which are also in Westmoreland, “is already a huge attraction, generating from locals and foreigners alike and will undoubtedly contribute to enhancing Negril which earned approximately US$1 billion in tourism revenues for Jamaica in 2019.”
Seiveright further stated that “accessible photo and videographic experiences within destinations, in this hyper social media climate stretching from Instagram, Tiktok to Facebook, provide visitors with an additional incentive to travel longer and capture scenic shots as part of their vacation experience.”
He said that it is intended that the existence of these sites will also provide the home destination with user-generated content for marketing, which has a multiplier effect in attracting audiences.
