Desmond HenryTREASURE BEACH: The new Minister of Tourism, if nothing else, has studied her lines well. She has been saying the traditional things in the traditional fashion about tourism, and its need for growth and expansion. So far, so good. She will soon discover however, that the major growth area of the hospitality business is the area in which we continue to bury our heads, and kid ourselves. I'm speaking of course of casino gambling, or gaming if you wish.
I specifically invite the Minister to read the latest long-term development plan for the industry, and to show me the word 'casino' appearing at least once (yes, just once) in the entire plan. If she can, I promise to invite her to lunch at the restaurant of her choice. Unless I was given a misleading copy, nowhere in the copious document that is supposed to take us into the competitive future, do the authors mention the word, the activity or the principle of casino. Why? It's almost like inviting a hydraulic engineer to find more underground water, and then prohibits him from drilling. It is nonsensical, irrational and silly. Let those who continue to carry their hang-ups about casinos, crime and their fear of losing control, take a broad view of what's happening in the hospitality business, and where the additional room nights are going and the extra dollars are being spent.
Truth is, that the great surge in travel is towards destinations or locations that offer casino gaming and other organised activities of chance. In the industry, casinos are viewed as attractive after-dinner entertainment and psychological boosts for participative egos, when they win. The chances of building a successful economic add-on through casinos have been well demonstrated in competitive destinations throughout the region, and in once-desert areas like Las Vegas.
Minister Osamba, I invite you to take an official trip to Las Vegas and observe. And how come we now have lottery outlets on every street corner and bingos in every church hall, and continue to get all worked-up about casinos? The differences lie only in size, not in precept.
In reality casino gaming is becoming the single most demanded visitor attraction, whether on land or at sea. New complexes are opening up everywhere in sun destinations, in desert locations and on cruise lines. The miracle of Nevada, for example, has helped to infuse a demand that is unstoppable. New and longer cruise liners are projecting their enlarged casino cabins as part of the compelling reasons to cruise. Destinations around us are establishing casino halls to eventually outbid us in the markets. We continue to be impractical and silly, in return.
Jamaica has a distinct advantage in two other areas of acknowledged casino activity -- dining and entertainment. It is a known fact that casinos support top class gourmet dining, and first class Broadway-type entertainment. In both instances there would be great outlets for our creativity and presentation in jerk cooking and dining, and our music and performers. It would allow us to present the best in our spice combinations, and to give our fledgling artistes a taste of worldwide discriminating audiences. With good promotion and marketing, the ripple effects are beyond imagination. But it all requires an attitude that is mature, helpful and creative.
And just in case some wiseacre comes up with the old, lame, lament that you cannot discriminate against locals in the casino halls; you simply make the rule that anyone can play as long as they wager in US dollars only.
My appeal to the Minister therefore, is that if she wishes to enlarge substantially the industry's contribution, directly and indirectly to our country's economic base, her best bet would be to bring the casinos in.
THE BOTTOM LINE: Business is like riding a bicycle. Either you keep your speed up, or you'll fall off.
Desmond Henry is a marketing strategist based in Treasure Beach, St. Elizabeth.
