BY CONRAD HAMILTON

Senior staff reporter

hamiltonc@jamaicaobserver.com

ONE of the organisations associated with the famed Penn Relays, held in the United States each year, is asserting that Jamaican enterprises, as well as the Government, have failed to capitalise on the major marketing opportunities that the event provides.

The Penn Relays, held in the US state of Philadelphia, is the oldest collegiate track meet in America and attracts more than 20,000 track and field athletes from the junior high school, high school, college, senior and professional levels. Athletes from more than 60 countries, including Jamaica participate in the three-day event.

However, Irwine Clare, the executive director and founder of Team Jamaica Bickle — a not-for-profit United States-based entity, established by Jamaicans — is of the view that Jamaica has not been benefiting from the marketing opportunities presented by the annual carnival.

In addition to being an official sponsor of the relays, Team Jamaica Bickle provides significant financial and material support to Jamaican and other high school teams from the Caribbean participating in the Penn Relays.

Speaking at the Jamaica Observer’s weekly Monday Exchange, Clare said the Penn Relays attract in excess of 150,000 spectators, and also benefits from significant media coverage.

“We are looking at vehicles to promote Jamaica, and again I say we are tired of being spectators, tired of being spectators and everyone else benefits,” said Clare as he highlighted the need for corporate as well as State agencies, such as the Jamaica Tourist Board and Jamaica Promotions (JAMPRO), to capitalise on the event.

He said while a few corporate entities — including GraceKennedy, LIME, Digicel and Capital and Credit Merchant Bank — have come on board and have been showcasing their products and services, other companies need to come forward.

“The Penns bring to you all the colleges on the north-east, and what are these students looking for when they hear about Jamaica, they want to vacation. Do we have a strong spring break product there? I haven’t seen it. Businesses out here seem not to be interested,” said Clare as he emphasised that local entities could be facilitated through Team Jamaica Bickle.

Clare said that he would love to see the Jamaica Business Development Corporation establish booths at the event, showcasing Jamaican products.

Clare’s position was endorsed by Lance Clarke, the chief financial officer of Team Jamaica Bickle.

“The bottom line is how do we make this all work for Jamaica,” he said. “We missed the reggae train, because when we came and said reggae, and a certain artiste was the world beater people didn’t believe it. When he died, we got on board. We came here about seven years ago, we had a meeting with JAMPRO, we didn’t know where it was going. We had a message that Team Jamaica Bickle was a medium through which we could realise economic development.”

Clare, however, expressed some optimism that the new chairman of JAMPRO, Milton Samuda, will drive that State entity to take a closer look at the benefits that could accrue from establishing an even greater Jamaican presence at the Penn Relays.

“I think the new chairman of JAMPRO is sensitive to what we are doing. I am quite certain that Mr Samuda, at some point, will guide us through to see where we can partner, because the city of Philadelphia is a very significant city. I still envision us doing a full-blown Jamaica week there, because when you are going into town on a horse like our athletes, everybody will be looking,” he said.

See related story on Page 35.