Issue link: https://digital.copcomm.com/i/113255
24-32__BMT_pg3-58 2/27/13 8:07 AM Page 32 CARIBBEAN CORNER MONTEGO BAY CONVENTION CENTRE IS ON COURSE & PARTNERING WITH INDUSTRY ince commencing operations in July of 2011, the Montego Bay Convention Centre has hosted 187 events. In fact, the facility has been utilized as an event venue on at least 279 days in the past 16 months, with over 200 contracts signed in total, including for future dates. Events which have been held at the Centre include Multi National Business Conference, Taste of Jamaica, Jamaica Bridal Expo, Conference on Nephrology, Caribbean Neurosciences symposium and the Caribbean Association of Banks. Considering no firm or agency was engaged in marketing efforts prior to opening its doors, the management team has been working to attract business to the convention centre in the short and long term. The latter is primarily focused on meetings and conventions that will fill not only This alliance approach allows the destination to be more effective in the international group meetings market by providing a unified sales and marketing program for the entire country. Complementing this is the effort of the Tourist Board (JTB) to market Jamaica internationally, which has had a very positive effect on the Convention Centre's ability to place Jamaica as an international meeting destination. The Centre will capitalize on these efforts to promote Jamaica, which will see the destination reaping positive results and increased usage. In the meantime, the Centre's staff has been aggressively partnering with convention hotels along the Elegant Corridor of Montego Bay, seeking to package these offerings to the benefit of the Convention Centre, but multiple hotels as well. Industry experts agree that a new convention facility typically takes about three years to "ramp up." In comparison, new hotels typically engage in pre-opening sales activity as much as 18-24 months prior to opening. Earlier in December, SMG (International management company contracted by the UDC to operate the center) hosted as part of its marketing thrust, a hospitality industry partner meeting and luncheon at the Centre. Invitations were sent to local hotel and attraction executives, tourism officials and those associated with hosting and transporting future convention attendees. During the presentation, SMG officials praised hoteliers who have engaged in joint sales and marketing efforts. SMG shared sample collateral that was developed by the Centre and customized for individual hotels to market this new "package" to event planners that may have now outgrown their hotels. major meeting planners. An indication of this is the International Women's Forum, which was contracted in partnership between the Hilton Rose Hall and the Convention Centre. Sales executives from both SMG and the Hilton worked with the client to close on this exciting piece of business that will bring over 500 delegates to Montego Bay in 2013. Hotel partners along the corridor are clear that this is the ideal scenario to capitalize on this new public asset. "We don't see the convention Centre as a competitor" said Ronald Day general manager of the Hilton Rose Hall. "We know that in the short term, local social functions will want to experience this new source of pride. But long term, and with a team approach to selling the region, we also know that this will drive demand from new market sectors that will help balance the individual leisure markets we have focused on for so long." S 32 B M & T ••• January/February 2013 ••• www.blackmeetingsandtourism.com