2011 St lucia Jazz – What was that?

So the 20th St Lucia Jazz festival has come and gone. Before the announcement of the artists in January 2011 the anticipation for the biggest Jazz fes ever in St Lucia was at an all time high. And why not, considered the 3rd biggest festival in the world 3 years ago, 20 years mark a great achievement for any festival, so no doubt the anticipation for a great festival was at an electrifying high.

However this is the least, the majority is saying about the 2011 St Lucia Jazz festival in st lucia. Apart from a damp weather that threatened the festival this year, the overall feeling is that of disappointment. The festival this year seem to capture more local artiste than any other year and lots of repeat of non local artiste. John Legend headlined the festival but some comments were that it was only 3 years ago he performed at the st lucia jazz festival!

No doubt the weekend papers and our famous Minister of Tourism are likely to label the 20th Jazz festival with a doubtful title ‘Best Jazz Ever’. In speaking with st lucia hotels the general feeling was that up until 2 weeks before the festival they were not seeing great booking numbers that are normally displayed for such a time, or most st lucia hotels would be overbooked then.

With every event you will find constructive and non constructive criticism. The general consensus is that perhaps the organizers were thinking more of what they would like to see than what the people want. Any marketer is likely to state that is the curse of any business. Perhaps financial restraints showed in the 2011 Jazz festival. If so, this is understandable, especially in this economy.
However how do you maintain the 3rd best festival in the world, how do you maintain the die hards from going elsewhere or not turning up at all? Carry out surveys, public surveys, both online and offline to get a feel for what the people want. And aim to meet them at least half-way if finance is an issue. At least one big name, current artiste for this year Jazz festival may have left st lucia hotels and service industries with a healthy bottom line and at the same time a satisfied audience.
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One Response to “2011 St lucia Jazz – What was that?”

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