NORTH STARS FORSAKEN BECAUSE OF AMBUSH MARKETING
Tuesday, December 1st, 2009
DENIS KELLMAN’S COLUMN- THE DEBATE
MAY 23, 2006
Ambush Marketing is now the catch phrase in Barbados. I was told that North Stars was not be allocated a place in the minds of the decision makers because of Ambush Marketing. I am appalled that a gentleman, who has contributed to the development of North Stars by being in the right position when employed by Barclay’s Bank, can now be heard using lame duck excuses for not allocating to North Stars first class cricket because Banks Beer contributed to the construction of North Stars. I am told that the Bank of Nova Scotia is now the official Bank of World Cup Cricket. So, am I to believe that because Barclay’s Bank financed the Hall that the official Bank was the one to stop Barbados from getting real development by hindering North Stars from getting a look-in? Am I to believe then, that the reason certain sections of the press don’t carry reports from me lately has to do with what they see as Ambush Marketing?
I was around long enough to know that Carib Beer took part in a finals at North Stars and that they were happy to be part of the new impetus that has seen cricket being hosted in Rural Barbados without traffic confusion. So impressed was the Minister of Public Works with North Stars, that he promised me to repair all the roads leading to North Stars. This would include the paving of Kellman’s Road, the widening of Sutherland Hill, the paving of the road from Nesfield to Crab Hill Police Station and from Colleton to Crab Hill. He also appreciated the potential of lands leading from Cluffs to Jordans and has already issued the necessary instructions which have seen work being started to relief the residents of Jordans and open up a new tourism frontier. I have said before that St. Lucy will make Barbados a developed country and Lucy’s Son Elmo will lead the charge.
The more I listen to persons trying to convince me that Kensington was the best place for the new complex, the more I appreciate that visionaries are not common in Barbados. Those of us who have the blessings of the Lord must appreciate that honour by behaving like mavericks in order for this country to develop. Only had we used the vision available to us, Kensington would have been the venue for One Day and Test Match Cricket against India. We would have been able to use both grounds to develop our tourism, the same National Trust that allowed the historical values of Kensington to be destroyed, would have been able to use it during World Cup to provide tours for the fans who heard so much about Kensington, but never had a chance to see it before. It would have been a wonderful thing to show on big screens those memorable moments of our past cricket as in the same setting. The National Trust has missed out on a wonderful opportunity to increase its revenue and take advantage of World Cup 2007.
This country, Barbados, which includes its tourism players and the National Trust can see the wisdom in retaining the Concorde, but cannot appreciate the legacy that has been created by the old-time planners and the cricketers. We have to learn to appreciate what is ours. It seems that we cannot appreciate anything local until it is accepted by outsiders. I begged this Government to give the new hotel to Almond, but instead, they give it to the Hilton and now that Almond is in St. Lucia, major players can now appreciate the point. The brand name Almond is not diluted but is known internationally, which means that previously, when the brand was discussed, Barbados was also being discussed. And all the goodwill associated with it came to Barbados. We as a country got 100 per cent promotion from the Almond Brand, until they opened their hotel in St. Lucia. St. Lucia has gained by the addition of the Almond brand, Barbados has lost.
We in the Caribbean have to learn that our experience in tourism is far superior to others. We cannot continue to promote external brands if we are to genuinely develop our tourism. If we are to be serious players, we must develop our local brands. These brands must suit our resources. We cannot continue to promote brands that will not give us our maximum returns for the money spent. When an international brand is promoted, it does not mean that the persons will come to Barbados because of the wide choice available to that person. When a local brand is promoted, a 100% return is expected.
Forty years and over of experience, and we are still expecting our competitors to promote us. This is occurring when the competitors have diversified their operations by adding cruise tourism and blending the two products to their advantage. Now the players are using the Hurricane season to cut back their cruise operation to our territory. This has occurred after we have allowed them to rape us. If we are serious about the CSME and the “E”, we must demonstrate that we can appreciate what we have by harnessing it. We have not learnt from what happened to us with sugar. We need to diversify our tourism, before we continue to allow outsiders to trade for us and then dump us after all the sweets have gone.
Mr. Allan Stanford must be congratulated for what he is attempting to do for cricket, CSME and Tourism. He must be careful though, that he is not seen as a person seeking to use our legends like how Mr. Chavez has used our Caribbean Leaders over oil money. Mr. Chavez has been party to the increases that are now killing poor countries. In order for a country to be Independent, its people must first be independent. Unity is strength, and if we cannot buy oil from Trinidad, how can we have a workable CSME? Why should Trinidad invest in the Caribbean, or buy our goods, when we would dump Trinidad for Venezuela? How can we go to CSME meetings and talk about supporting each other? It is really time for a change in the Caribbean. Those of us who understand those great men and what they wanted for the region, must come forward and put our hands to the plough in the interest of the Caribbean, where the carrot is now more important than the fields of carrots.
The project at North Stars which adds to the Tourism calendar is the best and first joint project between a Club and Government. This project should have been seen as a test case to real development and should have been used as the impetus for other clubs. Just imagine the development that could have occurred if World Cup 2007 had gone with North Stars. Look at the traffic alternatives for the spectators and the workers. Imagine the work that could have been created in the North for the Tourism players interfacing and replacing the cruise ships. A writer in Wisden has suggested that North Stars has one of the best grounds and the best cricket wake.
What is wrong with the North? Is it because of our propensity to produce greatness or is it to do with our unexpected ability to rise to the occasion? Or, is it our ability to ignore the talent among ourselves by looking elsewhere, only to be disappointed? Do not worry, it happened when Christ came to this World. Barbados and St. Lucy will be developed when we learn to listen to our own, without looking elsewhere, because the project at North Stars has shown our capacity to be different. North Stars and Moon Town, two originals of which we should be proud. It is only the tip of the iceberg.
Peace, love, unity, humility, wisdom and understanding.
“This is no less an offence than businesses charging and collecting the ABST and not submitting the funds to the Inland Revenue Department. The government is determined to stamp out this practice and has commenced an in-depth investigation of this matter.