GtrTreasureBeach STS Full Version (1)

The
Greater
Treasure
Beach
Sport Tourism Strategy
Sport Tourism Strategy
The
Greater
Treasure
Beach Sport Tourism Strategy
Introducing new sporting events to the Greater
Treasure Beach Area and providing a framework
for the development of existing local events.

Greater Treasure Beach Sport Tourism Strategy iii
Table of Contents
Acknowledgements..........................................................................................................................................v
Coordinator’s Note............................................................................................................................................vi
Foreword ...........................................................................................................................................................vii
Vision for Sport Tourism.....................................................................................................................................1
Why a Sport Tourism Strategy?.........................................................................................................................2
Benefits of Sport Tourism...................................................................................................................................4
The Experience for community members.......................................................................................................5
The Context .......................................................................................................................................................6
Community Sport Profiles..................................................................................................................................8
Treasure Beach..................................................................................................................................................8
Black River.....................................................................................................................................................10
Parottee, Barbary Hall, Pondside, Pedro Plains, Watchwell, and Newell..............................................11
Existing Competitive Local Events...................................................................................................................12
Netball Tournament.....................................................................................................................................12
21st Century 5-A-Side Football League ....................................................................................................13
Jake’s-Off-Road Triathlon............................................................................................................................15
Proposed Competitive Local Events................................................................................................................16
The Treasure Beach October Challenge (new) ......................................................................................16
Jamaica Soccer Cup (new) ......................................................................................................................17
Jamaica Cricket Cup 20/20 (new) ............................................................................................................18
Jamaica Scramble .....................................................................................................................................19
Appendices.......................................................................................................................................................21
Sport Tourism Assets within the Parish ........................................................................................................21
Analytical Report of Best Practices..................................................................................................................28
World Cup | Grand Prix | Olympics..........................................................................................................28

iv Greater Treasure Beach Sport Tourism Strategy

Greater Treasure Beach Sport Tourism Strategy v
Acknowledgements
The creation of this Spors Tourism Strategy was made possible with the support from the Canadian Urban
Institute through the International Urban Partnerships Program (I-UPP).
The International Urban Partnerships Program – Jamaica is undertaken with the financial support of the
Government of Canada provided through the Canadian International Development Agency (CIDA).

vi Greater Treasure Beach Sport Tourism Strategy
Coordinator’s Note
The purpose of this document is to put forward a strategy to increase tourism in St. Elizabeth Parish that
takes advantage of current community strengths, and builds a common vision for the future development
of the Parish. This document seeks to collate information which was already in circulation and combine
it with new material which has recently become public domain. In this way, this Strategy provides a fresh
overview of the development of sport tourism in St. Elizabeth and the Greater Treasure Beach Area.
Sport related tourism is an important economic driver that can support local businesses, grow infrastructure
and bring community and social benefits as inclusion and participation rates in sport and community
events increase.
While I was charged with coordinating and writing this body of work, a number of individuals from
Canadian Urban Institute offered advice and support needed to make this project a reality. Specific
appreciation must be extended to consultants who provided technical support, namely Blair McIntosh,
Carole Beckford, Bert Lobo and Benjamin Bailey who, along with personnel from the Social Development
Commission, Breds Treasure Beach Foundation and the St. Elizabeth Parish Development Committee,
ensured that this project was completed within stipulated timelines and within budget.
We are very proud of the first initiative of this Strategy -- the Jamaica Soccer Cup, which has already
created employment opportunities and has engaged the Jamaica Tourist Board.
St. Elizabeth has a strong foundation of assets including natural resources and people, on which to grow
sport tourism; and there has not been a better time to do so. It is hoped that a robust sport tourism industry
will lead to increased occupancy for hoteliers, increased patronage for local attractions and additional
employment opportunities. We also look forward to sharing the wonderful culture of Greater Treasure
Beach with international and Jamaican guests alike.
Andre Gordon
Sport Tourism Coordinator
St. Elizabeth Parish Development Committee

Greater Treasure Beach Sport Tourism Strategy vii
Foreword
As the economic landscape across our parish continues to evolve in
this global economy, we must stand ready for change. St. Elizabeth
has always been at the forefront of change in the country. We
were the first parish to receive electricity even before our North
American neighbours. It was also in St. Elizabeth that the first motor
car cruised on Jamaican roads. As a parish, we have by all counts
developed an enviable reputation for innovation and creativity.
The development of a Sport Tourism Strategy is yet another initiative
that cements the parish’s tradition of being a pioneer.
Sport Tourism represents a new hope for our people. It represents an
opportunity for job creation, infrastructural development and cross-
cultural exchanges, all of which will help our parish to grow and stay
on course to achieve the goals of Jamaica’s national development
Vision 2030 plan.
In recent years, many of our traditional industries yielded to the pressures of the global financial meltdown
of recent times. The Sport Tourism Strategy represents an opportunity for the flame of prosperity to be
reignited. The health and recreational offerings which come with Sport Tourism are consistent with the
Council’s mission for healthy communities and youth empowerment.
The Urban Partnership Project which is currently being facilitated by our Canadian partners is highly
appreciated by the people of St. Elizabeth, and it is hoped that the transfer of knowledge will lead to
sustainable development in the parish.
This project is indicative of our mantra, which engages communities within the parish and demonstrates a
sense of care as we listen to our constituents. As we embark on this project, it is imperative that the sport
facilities be upgraded and, where possible, new facilities are constructed.
It is my commitment to work towards the development of quality facilities in strategic locations across the
parish. This will lead to the development of talented athletes and provide a catalyst for a new niche in
the tourism offerings of the parish.
As mayor, I am committed to working with the stakeholders in the parish to ensure that St. Elizabeth not
only becomes the leading Sport Tourism destination in the country, but a beacon of hope for struggling
Caribbean economies.
Message from His Worship the Mayor
Councilor Everton Fisher
Chairman of St. Elizabeth Parish Council and Mayor of Black River

viii Greater Treasure Beach Sport Tourism Strategy
Treasure Beach is the most idyllic, egalitarian place on the planet. For a visitor, it’s an ‘Eden’ that balances
the strains of urban life. As a brand, it works brilliantly! The citizens of Treasure Beach believe in their
community and consistently offer an invaluable world-class experience. To the consumer, by that I mean
tourists, Treasure Beach is a real luxury; it is an experience to which a monetary value cannot easily be
assigned. As the community seeks further economic development, I am encouraged that they will do so
with great care for this branded experience. Sporting events and fitness vacations make great sense in
our Jamaican Eden; it is the best place on the planet to get fit while letting go.
Benjamin Bailey
Executive Creative Director and Brand Planner
McCann World Group & Generousitas
The directors of Breds congratulate Andre Gordon, Dramaine Jones, Carole Beckford, the Canadian
Urban Institute and members of the St. Elizabeth Parish Development Committee (PDC) on the first Sport
Tourism Strategy done for a parish in Jamaica. The Greater Treasure Beach Sport Tourism strategy highlights
early actions for creating sporting festivals which will position St. Elizabeth as a parish committed to taking
the lead as a sports and fitness destination in the Caribbean. When reading the document it is easy to tell
that the team was made up of persons who have vision, passion and commitment.
Jason Henzell
Chairman
BREDS Treasure Beach Foundation

Greater Treasure Beach Sport Tourism Strategy ix
The Canadian Urban Institute (CUI) wishes to congratulate its partners in St. Elizabeth Parish on its Sport
Tourism Strategy for the Greater Treasure Beach area.
The formulation of this strategy represents an important step towards the realization of the Parish’s vision
for sustainable development along Jamaica’s south coast.
Sport tourism is a fast-growing sector of the travel industry that offers great potential to bring a new and
inclusive prosperity to local communities in the Greater Treasure Beach area, which has significant assets
to offer Jamaicans and visitors alike.
The plan of action outlined in this Sport Tourism Strategy leverages those many community assets while
tapping Jamaica’s love of sport to offer a strong framework for sustainable economic growth.
The CUI would like to thank its partners – the St. Elizabeth Parish Development Committee, St. Elizabeth
Parish Council and the Ministry of Local Government and Community Development – for giving us the
opportunity to participate in this important project and to further strengthen the bond of friendship
between Jamaica and Canada.
It is with gratitude that we acknowledge the financial contribution of the Canadian International
Development Agency (CIDA) to this initiative.
Andrew Farncombe
Vice President, International Partnerships
Canadian Urban Institute

x Greater Treasure Beach Sport Tourism Strategy

Vision for Sport Tourism
“TheGreaterTreasureBeachAreaisapremierdestinationforSportTourismintheCaribbeancomplemented
by renowned attractions, entertainment and community engagement with an empowered citizenry.

2 Greater Treasure Beach Sport Tourism Strategy
Why a Sport Tourism Strategy?
Purpose of Strategy
This strategy has been developed to help steer the work of the St. Elizabeth Sport Council and the St.
Elizabeth Parish Development Committee. It will provide a clear vision for the development of tournaments,
regattas, facilities and support services within the Greater Treasure Beach Area and the Parish of St.
Elizabeth over the next five years. This initiative was conceived during an exchange programme to
Canada in June 2011.
This Sport Tourism Strategy has been formulated with extensive consultation of the general public, key
sector groups and partner organizations. It also responds to various needs assessments. Funding for this
project was made possible through the efforts of the Canadian Urban Institute under the International
Urban Partnership Programme of the Canadian International Development Agency.
The St. Elizabeth Parish Development Committee has initiated several sustainable development plans.
These plans seek to develop a local planning policy framework that will guide the physical development
of the parish. An important part of this process is the identification of social and economic community
conditions. The Sport Tourism strategy is critical to establishing a clear path to economic and social viability
for the area. This document will form part of the evidence base that supports the Greater Treasure Beach
Sustainable Development Plan.
The strategy aims to carve a new niche in the tourism market and increase the current occupancy ratio
of twenty-five per cent on an annualised basis for hotels, villas and guest houses in the parish. It is also
envisioned that the sport sector will benefit from infrastructure development and the generatation of more
employment opportunities. The parish, which enjoys a rich local heritage, should benefit from an influx in
visitor arrivals. In addition, bed and breakfast facilities should experience growth. It is anticipated that
dormitory accommodations will be introduced, thus boosting the revenue of education institutions that
have empty dormitory facilities during the summer months. Growth is also anticipated in the transportation,
entertainment, and tour and attractions sectors, as the industry develops.
Sport Tourism is both environmentally and economically sustainable as it involves low-cost physical
development in communities. St. Elizabeth is poised to benefit from the Sport Tourism Strategy as it
currently enjoys a low crime rate, thereby making it a desirable place to visit. The parish boasts several
talented athletes and is home to many establishments that can be ramped up to take advantage of this
programme.
The Greater Treasure Beach Area, with its available inventory of accommodations, tours and attractions
(all of which are within close proximity to renowned tourism hubs), has a rich sporting and recreational
tradition, making it the premier location in Jamaica to undertake this venture.

Greater Treasure Beach Sport Tourism Strategy 3
The Greater Treasure Beach Sport Tourism Strategy aims to:
• maximize the benefits for Sport Tourism in the Greater Treasure Beach Area and the parish of
St. Elizabeth
• enhance the development and maintenance of sporting facilities
• improve the cadre of certified officials and administrators
• identify where resources will be allocated and how new and existing funding streams can be utilized
• increase participation of international teams in Jamaican sports events
• enhance the development of attractions and other support services needed for Sport Tourism
• develop and promote existing events
• promote volunteerism and team building
• strengthen local sporting organizations
• recognize the significant commitment to invest in the sport facilities across the parish of St. Elizabeth
The Objectives of the Sport Tourism Strategy are :
• To introduce new sporting events to the Greater Treasure Beach Area; and
• To provide a framework for the development of existing local events

Benefits of Sport Tourism
Employment
Sport Tourism provides an avenue to train and employ large numbers of youth directly in the production
of events and in support services, which would be developed to ensure the success of the industry.
Regeneration of community resources
The community will benefit from the construction of new sporting facilities along with the upgrading
of existing facilities to world class standards. Revenue earnings within the Greater Treasure Beach
community will be boosted as athletes, coaches and sporting enthusiasts will be able to improve their
skills or participate in five star events.
Scholarship opportunities for talented youth
Student athletes will have the opportunity to showcase their skills to top high schools as well as college
and club coaches through their participation in sporting events.
Consistent economic activity during the off-peak tourist season
The Greater Treasure Beach Area’s Sport Tourism will provide an opportunity for businesses to remain open
during the off-peak tourist season.
Increased promotion and marketing of the parish
The parish will benefit from increased international publicity, as the parish and its offerings will be
appropriately positioned in vacation, sporting and home and leisure magazines.
Improved health of the local population due to an increase in physical activity
With the high level of community involvement that this programme demands, health benefits will be
transferred to those who participate.

The Experience for community members
Sport tourism will give key types of individuals in the community opportunities to participate. A
psychographic profile of key types of community members:
The progressive is a classic generation X
progressive thinker. They are passionate
about their community and believe in the
transformational power of sports. The progressive
enjoys recreational sports and is an avid fan of
community football, netball or basketball.
The community person is, on average, high school
educated but may also be college educated. He
or she is someone who is constantly researching
ways to convert community sports into new
revenue streams for the community.
The teacher or coach may be the high school or college coach who believes in finding new and exciting
ways to challenge his or her team. For the coach, the strategy provides a window into competitive and
recreational sports in Jamaica.
The student is the inquisitive mind in search of information to fulfill academic requirements; the student
may also be an intelligent soul in search of information to satisfy a hunger for knowledge.

The Context
National
The success of Usain Bolt and other Jamaican
athletes in the 2008 Beijing Olympic Games
highlighted the opportunity to monetize our
sporting assets and sporting experiences. It further
provided a huge impetus for developmental
work in sports and the associated significant
economic and social opportunities for Jamaica.
The government recognized the success of the
athletes as an opportunity and has embarked
on a process geared at revamping the National
Sports Policy and creating a framework for the
development of the sport tourism industry.
Carole Beckford, a private sector sports administrator, journalist, president of The Business of Sport and
Usain Bolt’s publicist, launched an international event entitled, ‘The Business of Sport Conference’. This
annual conference has been quite successful in bringing together the best minds in the field to discuss
issues and opportunities in sports promotion.
For track and field, local universities have also begun the process of offering scholarships to talented
athletes. This has resulted in more athletes benefitting from formal training in Jamaica. This move by
universities coincides with the emergence of professional track clubs such as MVP and Racers -- clubs
which include some of the fastest track athletes of all time. Building on the success of these athletes at the
Beijing and London Olympic Games, a new wave of hope has been generated, as the government and
the private sector seek to find a formula to monetize the success of the nation’s athletes.

Local
St. Elizabeth has a special affinity for sports and is the only parish in which cricket is played all year round.
In fact, St. Elizabeth Technical High School boasts the most successful high school cricket team in the
Caribbean. The parish is also home to Olympians such as Bridgette Foster-Hylton and Shericka Williams.
According to sports industry professional Carole Beckford, over half a billion people live within a four hour
flight from Jamaica. This makes the island quite accessible and, by extension, an easy-to-reach sport
tourism destination. Many of those people are English speakers, also making Jamaica an ideal destination.
Spanish is the second most spoken language in the region, and it is taught by a number educational
institutions in Jamaica. The continued development of highways along the south coast makes for an easy
commute from any location on the island.
With support being given from the relevant government ministries and departments, Sport Tourism is
poised to become a leading sector in the economy of the Greater Treasure Beach Area, St. Elizabeth
and Jamaica.
Did You Know?
• St. Elizabeth Technical High School has produced more cricketers who play 1st class cricket
internationally than any other high school in the world.
• Former West Indian cricketer Daren Powell, who is now St. Elizabeth’s Local Government
Official and President of the St. Elizabeth Cricket Association, attended St. Elizabeth Technical
High School.
• Major League football player Lovell Palmer is a former student of St. Elizabeth Technical
High School.

Community Sport Profiles
Treasure Beach
The vibrant fishing village of Treasure Beach has attracted adventurous travelers for decades. Treasure
Beach is known as having the ultimate Jamaican outback experience -- with rugged cliffs, eight bays with
golden sand beaches, nature trails and caves -- it offers a unique vacation experience. The landscape
is dotted with beautifully appointed villas that take advantage of the spectacular sea views and
mountainous landscape. Local and returning residents are helping to build a strong tourism industry.
The community of Treasure Beach is currently served by one main sport facility, the Breds Treasure Beach
Sport Park and Academy. The park sits on seventeen acres of land and boasts four football fields, a
cricket pitch with three strips, basketball
and netball courts, solar lights and modern
change room facilities.
The Great Bay beach, located in the
Treasure Beach area, is another prospective
site that can be upgraded to host beach
volleyball and other beach tournaments.
Currently, Great Bay beach is used primarily
for beach football. The Sandy Bank Primary
field is another location that could be
upgraded for use as a practice field for
the community. Owners of the 21st Century
supermarket have also developed a small
facility at Pedro Cross, adequate for hosting traditional five-a-side football matches during day or night.
(See Appendix .)
Within the parish of St. Elizabeth, the community of Treasure Beach has the greatest concentration of
hotels, villas and bed and breakfast options. There is a wide range of accommodations – in terms of rates
and amenities and star ratings. On the higher end, the ultra-exclusive Sea Weed Villa comes to mind,
and on the other end, the well-known bed and breakfast accommodation of Shakespeare Cottage.
Hotels include the Treasure Beach Hotel with thirty suites; Jakes Hotel Villas and Spa with fifty suites; Golden
Sands and the Cove Hotel, each with nine rooms; and several other exclusive hotels. (See Appendix for
complete list.)
In the nearby Parish capital, Black River, the town is named after the river that runs through the town.
Black River has several attractions that are within close proximity to the Treasure Beach area. Several tours
are on offer that are accessible to visitors across the St. Elizabeth terrain: bicycle tours, treks to the Great
Pedro bluff where historical remnants of the Tainos culture can be found, and amazing hikes up the hills
to the fabled Lovers Leap. The Treasure Beach and Black River area offers a wide range of travel and tour
options for the adventurous and nature-loving tourist.

The Black River is in itself an attraction, as several safaris ply the long river route. Visitors can see and
interact with American crocodiles that have made the river and the surrounding wetlands their home.
The crocodiles are legally protected and roam freely throughout the vast wetlands and morass area.
Fishermen also use the river to catch shrimp and fish which are sold to local establishments.
The Pelican Bar is a quaint restaurant and bar located on a sand bar in the Caribbean Sea. This unique
‘hot spot’ is six hundred meters from the Parottee shoreline where fishermen from the area earn their keep
by offering canoe rides to the off-shore restaurant and bar.
The latest attraction is a river tour to the Fishing Sanctuary located at Malcolm Bay, west of the Black River
Harbour. Educational tours are offered to showcase the flora and marine fauna in the area. Plans are also
in the works to offer snorkeling opportunities. There is also an exciting heritage tour of the town, available
to guests who want to step back in time and enjoy the stories of the town.
(See Appendix. )
The Breds Treasure Beach Sport Park and Academy sits on 17 acres of land and boasts football fields, a cricket pitch with
three strips, basketball and netball courts lit by solar lights, as well as change rooms and showers.

Black River
The historic, Georgian style town of Black River
is the largest community in the Greater Treasure
Beach Area and the capital of St. Elizabeth.
In its heyday, Black River was the first town to
have a motor car, electricity and telephone,
even before most of North America. This rural
paradise has found ‘new wind’ as the political
directorate and the business sector have joined
together to develop the historic town as one of
the economic dynamos for the parish.
The community of Black River is served by four main sporting facilities: Independence Park,
Crawford Multi-Purpose Stadium, Black River High Sport Complex and the New Town Sport Complex
(see Appendix ).
Independence Park is owned and operated by the St. Elizabeth Parish Council. The facility is currently
used for recreational football and cricket, and for official state functions such as an Annual Flower Show,
Primary School Football, SDC Cricket and other civic functions.
The park has amenities which include outdoor cooking facilities, a pavilion which can be used for meetings
and indoor games such as table tennis, a multi-purpose hard court suitable for netball and basketball, as
well as adequate washrooms.
The town of Black River is categorized as a heritage district by the Jamaica Heritage Trust. The town has
several guest houses including: the South Shore Guest House with six suites; Idlers Rest with twenty-six suites
and conference room; and Port of Call Properties offering nineteen suites.
One of the most important historic buildings in
the town of Black River is the Waterloo Guest
House, a property that has been in operation
for over two hundred years. Waterloo Guest
House also has the distinction of being the
first building in Jamaica to run on electricity.
Other villas are located along Crane Road
featuring waterfront properties, restaurants
and bars. (See Appendix for complete list).
Black River is centrally located, making it accessible by a short commute to several other outbound tours.
This includes the renowned Appleton Rum tour, the lush green lands that are home to YS Falls and Ruby’s
Bar and Jerk.

Parottee, Barbary Hall, Pondside, Pedro Plains, Watchwell, and Newell
Between the town of Black River, which is at the
westernmost end of St. Elizabeth, and Treasure Beach,
which is at the easternmost point, there are several
inbound communities that could also contribute to the
growth of Sport Tourism and benefit from its offerings.
It is anticipated that within the first three years, the
communities in Black River and Treasure Beach area
will benefit from Sport Tourism programme, such as
training of technical personnel. A training centre
may even be established, which would position these
inbound communities as a hub for recruiting and
training support personnel under the programme.
Barbary Hall, which is one of those inbound communities within the Greater Treasure Beach Area, has
suitable geographical terrain and access to modern amenities for the construction of an indoor multi-
purpose facility. The multi-purpose facility could serve as a catalyst for the expansion of Sport Tourism,
providing opportunities for employment in construction, paramedical services or training and fitness
instructors. This community is currently home to a highly competitive netball team that has won tournaments
all over the parish.
Parottee and Pondside, two other inbound communities, could become the parish’s bed and breakfast
zone and adding an important element to existing accommodation inventory in the Greater Treasure
Beach area. The development of Pondside and Parottee communities is also key to developing
another potential tourist destination: the Fort Charles area.
Fort Charles is rich in history and has the only extensive white sand beach in the parish, which can be used
for beach sport or recreational purposes.
The development of another first class cricket pitch and football facility between the communities of
Watchwell and Newell would aid in the development of the area and provide a base for visiting teams to
train and compete.
Pedro Plains is the farming hub of southern Jamaica. They would benefit from Sport Tourism, with farms
and plantations expanding to meet the demands of increased tourist arrivals.

Existing Competitive Local Events
Netball Tournament
Community Various communities across St. Elizabeth
Date Ongoing
Host St. Elizabeth Netball Association
Venue Various Venues
Event Summary
There is a proposal to host eighteen netball teams from across the parish of St. Elizabeth to participate in
a series of knockout competitions, resulting in a winner at the end of each competition. These games will
be used to stimulate and generate interest in netball, and sports in general, within the parish.
In 2012, the first steps were taken to have a parish association by way of establishing a transitional executive
body, which is a prerequisite for membership to the Jamaica Netball Association. It is expected that
several rounds of netball competitions will be held at the Breds Treasure Beach Sport Park and Academy,
to build the teams and satisfy the requirements as stipulated by the Jamaica Netball Association.

21st Century 5-A-Side Football League
Community Pedro Plains
Date July and November annually
Host 21st Century Supermarket (Clive Todd)
Venue Parking lot (Supermarket)
Event Summary
The 21st Century five-a-side football competition is the only night-time competition in the parish. These
night-time games currently attract large crowds which participate in the carnival-like atmosphere of
the event. With the growth of Sport Tourism, these games are already poised for growth as night-time
entertainment and potential revenue earners.
Sunset 5K Run
Community Treasure Beach
Date 3rd Weekend in April annually
Host Sunset Villas
Venue Along the Roads of Treasure Beach
Event Summary
The Sunset 5K Run is an annual event scheduled to coincide with Jake’s-Off-Road Triathlon. This event has
imminent potential and is tipped for expansion as Sport Tourism develops in the parish. Effective marketing
and partnerships with organizations such as the Jamdammers, however, is required to significantly improve
the publicity that these events could enjoy and thereby grow the participation and revenue earned from
the event.

South Coast Hook ’N’ Line Fishing Tournament
Date October annually
Host Breds Treasure Beach Foundation
Venue Great Bay Beach Treasure Beach St. Elizabeth
Event Summary
The annual South Coast Hook ‘N’ Line fishing tournament takes place in Calabash Bay. In 2012, the 17th
staging of this prestigious event saw several locals and out-of-parish visitors vying for the top prize and
the biggest catch of the tournament. The three-day event culminates on Hero’s day, with an award
ceremony, beach party, regatta and table games. This event is one that can be exploited under the
Sport Tourism programme to increase revenue during the event and for the community in general.

Jake’s-Off-Road Triathlon
Date 3rd Weekend in April annually
Venue Breds Treasure Beach Sport Park
Event Summary
The Jakes-Off-Road-Triathlon is one of the oldest non-traditional sporting events in the community of
Treasure Beach. The competition has over the past eighteen years attracted many international and
island-wide companies which use the event as part of their team building activities.
In 2012 the event took place along its perennial route, which was established in 1995. The swim-a-
thon took place along the Great Bay beach; the mountain bike leg of the triathlon followed the route
from Frenchman’s Cove to Bluntas, across Newell through Beacon ending at Calabash Bay; while the
crosscountry run had runners pacing along Sandy Bank, Great Bay, Old Wharf, Calabash Bay, bringing
the event to an end at Jack Sprat Pizza and Seafood restaurant. There was also a children’s event held
at Jack Sprat while the adults were engaged in the triathlon.

Proposed Competitive Local Events
The Treasure Beach October Challenge (new)
Date October annually
Venue Breds Treasure Beach Sport Park and Academy
Event Summary
The Treasure Beach October Challenge is an exciting team building obstacle course designed to foster
teamwork under stressful conditions. This new activity is the latest innovation at the Breds Treasure Beach
Sport Park and Academy.

Jamaica Soccer Cup (new)
Date Easter and Summer annually
Host St Elizabeth PDC Breds Treasure Beach Foundation
Venue Breds Treasure Beach Sport Park and Academy, Munro
College Great Bay Beach
Event Summary
The Jamaica Soccer Cup will attract teams from Latin America, Canada, the United States, the United
Kingdom and the wider Caribbean region. Youth and masters teams will engage in highly competitive
events. At the end of the games, recreation and sight-seeing of the Greater Treasure Beach area will
await the competitors, showcasing the best of the area and providing an opportunity for each person to
experience the uniqueness of this secret location.

Jamaica Cricket Cup 20/20 (new)
Date June annually
Host St Elizabeth PDC and BredsTreasure Beach Foundation
Venue Breds Treasure Beach Sport Park and Academy,
ALPART and STETHS.
Event Summary
This event is designed to attract local
and international teams to the parish
of St Elizabeth and invite them to
participate in a series of exciting 20/20
cricket games. The 20/20 format, which
has in recent times been used at the
international level to revive the game
of cricket, is appropriate for inclusion
under the Sport Tourism progamme.
The Greater Treasure Beach area will
become another location in which
internationally staged cricket matches
can be established, thereby being a
significant driver of employment and
adding to the ‘heads to beds’ count
within the parish.

Jamaica Scramble
Date September
Venue Breds Treasure Beach Sport Park and Academy
Event Summary
The Jamaica Scramble is an exciting team building obstacle course designed to strengthen teams
which operate under stressful conditions within corporate Jamaica. This new activity is the latest innovation
at Breds Treasure Beach Sport Park and Academy.

Analytical Report of Best Practices
World Cup | Grand Prix | Olympics
World Cup football and Grand Prix motor racing have been significant revenue drivers for the communities
and cities that host those events, as well as those who support and participate in them. The term ‘World
Cup’ has over the years been applied to any sporting event that includes teams or individual participants
from different countries, cutting across geographical and national borders. One of the most prestigious of
all ‘World Cup’ events is the ‘World Cup Football’ competition, which has several countries participating
and is a multi-billion dollar revenue earner for advertisers, the host country and other supporting
organisations.
The Grand Prix of motor sport is one other such ‘World Cup’ event that has a global audience that can
view it either on location, via satellite transmission or as a re-broadcast.
The most prestigious of all the events, standing head and shoulders above all others, is the Olympic Games.
This event epitomizes what marks a ‘World Cup’ event and establishes a benchmark for those organizers
of events who aim for ‘out of the box’ results.
Quite beside the universal aspect of the games, it should be noted that benefits are derived at every
level and are available for everyone to exploit, whether they are participants, organizers, supporters or
communication professionals. The foremost benefit to the participants relates to health, and includes
physical health, economic wealth and social well-being.
The Olympic Games in recent times have allowed several gold medal winners to spiral to instant economic
success by way of grand sponsorships, cash prizes and endorsements of all kinds; however, while this is
a truism for some, several others benefit at different levels and some with less grandeur and significance.
It is important to underscore that adopting the ‘best practices’ as established in the organizing of ‘World
Cup’ events such as the Olympic Games augers well for those who plan, organize, promote and support
events at any level and on any scale.
Within the Jamaican sporting arena, the Inter-Secondary Schools Association has the longest record
for hosting championship events, which are staged over a four-day period. The Inter-Schools Sports
Association has developed a template that outlines the procedure for coordinating and executing high
school competitions. The National Boys and Girls Championships has the largest high school track and
field competition in the Caribbean and that event has been used as a benchmark for other local events,
including those organized by the St. Elizabeth Sports Council.
Benchmarking is therefore imperative to the successful staging of an event, irrespective of duration. When
carefully tracked, it bodes well for those involved at all levels from a social, community and economic
perspective.

10 Priority Actions
1. Implement the Jamaica Soccer Cup (JSC)
2. Develop and establish the Jamaica Cricket Cup (JCC)
3. Develop and establish the Beach Volleyball Festival (BVF)
4. Develop and host an annual Sport Tourism Expo in the Greater Treasure Beach area
5. Participate in international Sport Tourism expositions as a marketing and general sensitization tool
6. Develop a Sport Tourism Volunteer Training programme
7. Establish a working relationship with GC Foster College for the training of coaches and other sport
officials
8. Seek grant funding from local and international multi-national agencies and organizations to
finance sport facility development within designated areas in the parish
9. Engage the Jamaican Government to lobby for public facility development (roads, water and ICT
infrastructure) as these are important for growing the sector
10. Establish a scholarship programme with local and international educational institutions

Reference Documents
Social Development Commission Community Profiles
Black River Community Profile 2010, Social Development Commission
Pondside Community Profile 2010, Social Development Commission
Parottee Community Profile 2010, Social Development Commission
Treasure Beach Community Profile 2010, Social Development Commission
Fullerswood Community Profile 2010, Social Development Commission
Pedro Plains Community Profile 2010, Social Development Commission
Local Sustainable Development Plan
Greater Treasure Beach Sustainable Development Plan Working Draft, St. Elizabeth Parish Development
Committee
International Sport Tourism Strategy
A Strategy for Sport & Recreation in Chelmsford 2006-2010, Chelmsford Borough Council

Appendix
Appendix 1
Tournament operations information sheet – Bert Lobo
Appendix 2
Jamaica Soccer Cup – St. Elizabeth Parish Development Committee and Breds Treasure Beach Foundation
Appendix 3
Sport Calendar 2013, BREDS Treasure Beach Sports Park and Academy

Sport Tourism Assets within the Parish
Greater Treasure Beach Sports Facility Data
Facility Name Facility Type Rating Seating Change
Rooms
Competitions
New Town sports
complex
Multipurpose
Football & Netball
Poor No None Major league and Division 1 football
Black River High Multipurpose
Football,
Cricket, Netball,
Basketball, Field
Hockey
Excellent No Yes All high school competitions and
division 1 community games
Crawford
Multipurpose
Stadium
Multipurpose
Football, Cricket,
Netball
Fair No Yes Corner league and Division 1
football, Community Cricket, Sports
Days
Independce Park Cricket pitch and
Recreational
space
Fair No Yes Community Cricket
BREDS Treasure
Beach Sports Park
Multipurpose 3
Cricket squares,
4 Football Fields,
tennis courts ,
Excellent No Yes Treasure Beach Sports Academy
Programmes, Edu Sports
STETHS
Multipurpose
Stadium
Cricket Pitch,
Football
Excellent Yes Yes STETHS Competitions
Munro College
Sports complex
Football, Cricket,
Tennis, Hockey
Excellent No Yes Munroe Intersecondary Compettions

Team Home Base Coach Based at Facility Site Location Dimension Dimension
Black River Youth Club Fitzroy Ambursley, Level 1
JFF
New Town football 7035
m2
multi-purpose
4000 m2
All Black River High teams 6 coaches, 4 has level 1, 2
has level JFF & JCA
Black River 7035 m2 4000 m2
Crawford Football Club Gary Daley Crawford 7035 m2 4000 m2
None None Black River
Treasure Beach cricket Club,
Sandy Bank primary Treasure
Beach Sports Academy
Allan Roper, Tony Davies,
Altemont Graham,Victor
Ebanks
Treasure Beach
Andrew Edwards Santa Cruz 7035 m2
Potsdam 7035 m2

Accomodations Data
Facility Name Facility Type Type of
Registration
Insurance Rate
South Shore Guest House Guest house None None JA $3500
Port of Call Hotel JTB YES $2500-3500
Sunset Resort & Villas Hotel JTB YES USD $95-395
Jakes Hotel & Spa Hotel JTB Yes USD $130-180
Treasure Beach Hotel Hotel JTB YES USD$96-150
Villa Elegance Guest house JTB NO USD $50
Button Bay Beach Getaway HOTEL NO YES USD$25-35
Waterloo Guest House Guest House JTB YES $3500-400
Marblue Villa JTB YES USD$99-225
Idlers Rest Beach Hotel & Conference Center Hotel JTB YES USD$ 100
2 Seasons Hotel Hotel JTB YES USD$100
Taino Cove Hotel JTB YES 120-170

Group Rates Closest Sporting Facility Number of Rooms Capacity
NO Independence Park 7 16
NO Independence Park 19 60
YES Treasure Beach Sports Park 14 30
USD $75 Treasure Beach Sports Park 49 112
Negotaible Treasure Beach Sports Park 32 65
5% Treasure Beach Sports Park 9 22
5% Independence Park 16 22
USD $ 90 Indepence Park 26 65
USD$60 Treasure Beach Sports Park 10 20
5% 10 30

Name of Attraction Insurance Type of Attraction
St Elizabeth Safari YES River Safari
Ire Safari YES River Safari
Captain Dennis Boat Tour YES Sea & River Adventure Tour
King Fish Cookout Sea and River Adventure Tour
Appleton Rum Tour YES Taste Tour
Black River Safari YES River Safari
Y.S. Falls YES Water Falls and Canopy Zip line
Accompong Town Maroon Village No Cultural Tour
Way Back When Walking Tour of Black River YES Heritage Tour
Attractions Data

Type of Registration Cost Capacity Closest Accommodation
JTB and TPDCO USD $18 120 Guests Waterloo Guest House
TPDCO 45 Guests ALL TB Hotels
TPDCO USD $130 200 Guests All TB Hotels
JTB and TPDCO USD $25 30-40 Guests
JTB and TPDCO USD $ 8 30 Guests Black River Hotels
TPDCO USD $5.50 100 Guests 45 mins from TB
TPDCO USD $25 15 Guests Waterloo Guest House

J
J
J
JJ
J
J
JJ
J
J
J
Taino Cove
Idlers Rest
Port of Call
Villa Elegance
Marlblue Villas
Jakes Hotal & Spa
The Cove in Jamaica
Waterloo Guest House
Southshore Guest House
Map of St. Elizabeth Showing Accomodations
Legend
J Accomodations
MajorRoads
St_Elizabeth
¯
0 8,500 17,0004,250 Miles

^_^_^_
^_
^_^_
^_
^_
Irie Safari
Accompong Town
Black River Safari
Appleton Rum Tour
St. Elizabeth Safari
Captain Dennis Adventures
Black River Heritage Tour
King Fish Cook Out and Tours
Map of St. Elizabeth Highlighting Attractions
Legend
^_ Attractions
MajorRoads
St_Elizabeth
¯
0 8,500 17,0004,250 Miles

nm
nm
nm
nm
nm
nm
^_^_^_
^_
^_^_
^_
^_
J
J
J
J J
J
J
J J
J
J
J
Munro College
Independece ParkBlack River High School
Crawford Sports Complex
Treasure Beach Sports Park
St. Elizabeth Technical High School
Irie Safari
Accompong Town
Black River Safari
Appleton Rum Tour
St. Elizabeth Safari
Captain Dennis Adventures
Black River Heritage Tour
King Fish Cook Out and Tours
Map of St. Elizabeth Highlighting Places of Interest
Legend
J Accomodations
^_ Attractions
nm Feilds
MajorRoads
St_Elizabeth
¯
0 8,500 17,0004,250 Miles

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