Let entertainment step out front

Only commerce can save Jamaica says MBCCI president operator

With the damage left behind by Hurricane Melissa estimated at near US$7 billion based on preliminary figures, Prime Minister Andrew Holness has already indicated that restoring economic activity must walk hand in hand with relief efforts.

At least one businessman agrees that getting the country up and running is the only way to ensure the country bounces back from immense loss.

Outlining that the entertainment sector, in particular, has come to a grinding halt over the past two weeks, Jason Russell, operator of Pier 1 in Montego Bay, says swift economic recovery is dependent on the sector rebounding.

“Entertainment is a business, and while it may seem whimsical or like it’s something we can do without, I mean, I know a lot of people think that the world would be a better place if we didn’t have dancehall, or we didn’t have liquor drinking and smoking, I beg to differ,” Russell said.

“That’s the business I am in, and it’s a very serious business that solves a lot of problems for a lot of people. There is a demand for it because it is necessary. It is important for us in this business to get back on track as fast as possible. The destination depends on it,” he charged.

Russell, who is also the president of Montego Bay Chamber of Commerce & Industry, was speaking with the Jamaica Observer as workmen cleaned the floors of his establishment earlier this week.

Pier 1 sustained visible damage following the passage of Hurricane Melissa and, according to Russell, he has yet to connect with some of his staff. This, he said, is the top priority now, but maintains that as soon as staff members have been offered the support needed to increase productivity it will be back to business at Pier 1.

“We have 160 staff that work here, and we’ve connected with many of them, but we still haven’t heard from some, and we’re hoping they’re okay. Of course, it’s life first, because to entertain you have to be comfortable, and have a clear mind. It’s hard to ask someone to put on a smile with our ‘Pier 1-like’ service when they don’t have a roof over their heads, their kids are out in the open,” he expressed. “It’s hard to demand them to put on a smile and come and be pleasant, so we’re just waiting and allowing everyone some grace, but we’re ready to open.”

In his address to the House of Representatives on Tuesday, Prime Minister Holness expressed concern that the country’s revenue will decline as economic activity slows. He urged Jamaicans to get back to work as soon as possible, “reviving production, reopening tourism, and restarting commerce are essential to restore incomes, rebuild confidence, and mitigate the wider economic shock”, he said.

Russell shared similar sentiments.

“We can’t donate our way [back to normal]. Donations are great, so don’t get it wrong. But only commerce can save Jamaica,” he said. “Donations can’t bring us out of the dark ages, only reopening businesses and getting back to a living can do that. Entertainment and hospitality, as a whole, need to get their acts back together. We need to start saying, ‘We’re looking forward to Sumfest next year.’ Dream Weekend needs to start advertising. We need to get going again.”

Fielding a question about promoters who may be battling survivor’s guilt, Russell outlined that, since time immemorial, entertainment players have always faced immense scrutiny for choices made in the interest of business. He said this time will be no different.

“Entertainment always gets the brunt of the blame in everything. Crime is because the artiste singing about killing. A man goes out and drinks and then goes home and abuses his spouse, blame again. We in the business tend to be [seen as] the reason why all bad things happen, but we don’t get our just due when it comes to the good that we do,” he lamented. “The quicker entertainment steps out in front of the disaster and shows the flip side, the quicker people can return to our shores.”

He shared that for parishes like St James, and especially the city of Montego Bay, entertainment and hospitality are its pulse. He shared that even now, as the nation picks up the pieces left behind by Hurricane Melissa, resorts and attractions have already begun opening their doors, as it is important to show the world something other than the devastation.

“The days we are in now with social media, the more we can push out images of people having fun and getting back to normal, then it can counter the images they’re now seeing. People are seeing Westmoreland and St Elizabeth and might be thinking I can’t go back to Jamaica for another 10 years, they’ll never get back. But if you flip and see a party with people drinking and having a good time, they’ll think we’re back. People choose to come to Jamaica because of our culture, and the minute we get that back up and running is the minute we can start truly recovering,” explained Russell.

“We need parties. Pier 1 will be open, and you will be able to come here and enjoy what you came to Jamaica for,” he continued. “Within two weeks, as sad as this sounds, Jamaica will be the last tragedy, and there will be a next one that all focus will be on, and we must be able to stand on our own two feet then.”