Jamaica
News - Real Estate - Projects (July
30, 2004)
Chris Blackwell expands his resort properties in Jamaica
CHRIS BLACKWELL is one of the
Caribbean's leading entrepreneurs and has played no small part in putting
Jamaican culture on the map. His business ventures span entertainment, hotels
and property management all done with his distinctive verve.
He is now concentrating on establishing a
number of eclectic resorts which are a far cry from the more traditional
all-inclusive hotels that have come to define Jamaican tourism.
He is now expanding his tourism enclaves in
Jamaica, namely Goldeneye in Oracabessa, The Caves in Negril and Strawberry Hill
in rural St. Andrew, and is catering for a more discerning visitor in search of
a unique Jamaican experience.
Mr. Blackwell outlined his
vision for tourism in Jamaica and spoke of his plans for his tourism properties
on the island.
"I am aiming for a more discerning type of
market and people who like a particular lifestyle. Both Butch's (Gordon Stewart)
and John Issa's properties offer a different kind of product. They offer the
more organised and structured experience. In our case it is far different
nature is the star with us. Visitors create their own lifestyle choices and
entertainment on our properties. We don't organise events for visitors. Our
resorts are for people who want to come and get close to the real organic feel
of Jamaica, that's what I am trying to do here."
Mr. Blackwell says that the Jamaican tourism
authorities, more particularly the Jamaica Tourism Board, JTB and TPDCo, are
supportive of this alternative vision of tourism for the country. "When we
go to them for things they have been helpful to a degree. They do give us the
incentives and such and they appreciate what we are doing but these
organisations are structured in such a way that still sees the bigger bucks that
come into the country and the larger number of people employed going to the
larger hotels.
FUTURE OF TOURISM
What is the future of tourism in Jamaica?
Mr. Blackwell believes that tourism should be
the linchpin of the economy and that the entire country should buy into that. He
sees Jamaica as having unique attributes that cannot be replicated anywhere, and
that provides it with a unique selling point. Only yesterday Minister of Tourism
Aloun Assamba said that to date there has been an increase in arrivals year on
year and that the country looks like reaching its target figure for the year.
"I think that the main authorities should
really get behind tourism. For a long time they did not make a concerted effort
to make tourism the number one plank of the economy like, say, the Bahamas which
has one product essentially tourism. Jamaica is a fertile country and so a
great deal of emphasis has gone on agriculture but we should be selling our
culture to the world and we should try to incorporate it into as many areas as
possible. If we can get people behind tourism it can be the growth engine for
Jamaica and sustain it for a long time. Tourism should touch everything we do
here.
"For instance, when visitors come through
our airports, we should incorporate some kind of welcome to the island into the
customs and immigration experience. The people who work in these areas have a
job to do we know that but it's how it is done. I know we need security at
airports but visitors don't want to see a lot of people wandering around the
place with guns. People are coming to Jamaica to get away from that. Most of the
big cities around the world are like police states since 9/11. People are
looking for a dream experience and that's what Jamaica can offer."
EXPANSION OF PROPERTIES
Chris Blackwell owns and operates Goldeneye in Oracabessa, The Caves in Negril
and Strawberry Hill in Irish Town in rural St. Andrew. He also markets Jakes in
Calabash Bay. He is currently undergoing an expansion of his three properties so
that one model serves all three properties.
The Caves is situated on the western tip of
Jamaica and operates as an intimate 10-room boutique resort with a mini Aveda
spa that looks out on deep blue water. An additional eight-acre parcel connected
to the resort by a tunnel under the main road is being developed as a
residential resort community with 17 villa lots, a service lot and a commercial
lot reserved for expansion of the Aveda spa.
RESIDENTIAL UNITS
An affiliated entity, Island Real Estate (IRE) will design, build and sell all
residential units on a turnkey basis to a select group of local and
international clientele. Recently the Robb Report voted The Caves one of the top
10 getaways in the Caribbean and Aveda will be showcasing its products at The
Caves. There are now plans to build an Aveda destination spa at The Caves next
year.
"We will be expanding our presence in the
west end community of Negril and will be taking it to new heights."
Mr. Blackwell will be developing another 28 acres
at Strawberry Hill and will be dotting this resort with cottages and villas.
The plan is to expand the number of villas and
to add some cottages and a spa at Goldeneye. Goldeneye was the house where the
English thriller writer Ian Fleming wrote 17 of his James Bond books. The
property includes James Bond Beach which has become a venue for concerts and
shows. Mr. Blackwell said that the expansion of Goldeneye would cost
approximately US$50 million while the additions at The Caves should come in at
around US$10 million.
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