Archives For Failure

http://www.royalgazette.com/article/20110908/NEWS04/709089976

One of the prevailing sentiments in Bermuda’s East End is that building new hotels and marina’s will without doubt revitalize the town and surrounding community. The problem with this strategy is that we have seen in other places on Bermuda that this strategy simply does not work. Look at the site that the new hotel will occupy, twice a hotel and twice a failure. The new condos and fractionals at Tucker’s Point and Newstead, while beautiful from the outside are empty units because people can’t afford the six figure prices  or they simply do not want to come to Bermuda. So the question on everyone’s mind is why is the Park Hyatt any different? Why is the new Boutique Hotel and Marina on Todd’s Wharf any different? I fear this will be another case of outside investors coming in, not really studying the tourism and heritage landscape, throwing some very posh building up, and then they go empty. Is there any value in that?

I think that it is great that there is an interest in the East End from investors both abroad and domestic. I also think it is fantastic that these plans will attempt to avoid impacting the heritage resources on the site. But I think it is a shame that people in Bermuda are spending countless number of hours and energy on a projet that will simply not work. I am not trying to sound negative, perhaps it will work in the short-term. But in the long-run there needs to be a fundamental shift in the way that everyone approaches St. George’s and its heritage resources and its tourism landscape.

More to come on this topic, just an update…..

You have to hand it to the Bermuda Tourism Board, it knows how to connect with the tech-savy American tourist—enter the Bermuda Guide iPhone App (I have not found an Android edition yet).

The free app is available from the App Store on iOS devices. Using the iPhone’s location services it can find where you are on the island and suggest nearby activities or eating establishments. The several filterable categories include: activities, beaches, dinning/nightlife, golf, lodging, info centres, spas, and transport. I strongly encourage all visitors to the island to download the app, as long as you do not mind paying the outrageous overseas data charges.

I want talk about the way that the app presents St George’s and the activities that are listed on the app. Just a reminder that this app was commissioned by the Bermuda Tourism Board so this is the official tourism line from Government. What is striking about the places listed in St George’s is the unevenness in which the heritage landscape is listed. The two Bermuda National Trust museum’s: The President Henry Tucker House and the Globe Hotel are listed however some key Heritage sites are left off of the app.

Most notably missing is the World Heritage Centre itself! How can the definitive Tourism app be missing the supposed centre of the ancient capital’s heritage centre??? Still too St Peter’s Church and the State House are missing. Pilot Darrell’s historic home is missing, as well as the Unfinished Church. Of course the beaches are listed prominently on the map! Most especially the Buzz concession at Tobacco Bay. So I guess my real question is WHERE DID THE TOURISM BOARD COME UP THIS LIST?? Clearly all the local stakeholders were not involved in this process!

This app further underscores the fractured and broken nature of Bermuda’s heritage tourism industry most especially in St George’s. If the Government tourist phone app can’t get the plot right then who can?

This weekend in New Jersey I was struck by the Bermuda tourism commercial running in the New York television market(I am told this same commercial is running in the Boston, Charlotte, and Philly markets as well). In the 30 second spot, a computer generated Bermudian landscape is displayed as if one was flying towards the island. Three main points are hammered home about why people should come to Bermuda. First, come to Bermuda because of the food and the English style of life. Second come to Bermuda for a massage, presumably at one of the high-end spas (Tucker’s Point and the like), and finally, come to Bermuda for the golf with an ocean view.

This commercial targets the markets with direct flights to the island from United, Jetblue, Delta, Airtran and US Airways. What is troubling about this ad campaign is that no where does it mention the heritage and history of the island. Even MORE troubling, is that there is no mention of the upcoming 400th anniversary of the island’s settlement which is set to begin 1 January 2012 (more on this later).

One of the major themes of this series is that Bermuda lacks a comprehensive tourism, AND heritage strategy. Ad campaigns such as these I fear are signaling a move away from any sense of history or heritage for the island, and instead choose to highlight Bermuda as just another island get away.

In an upcoming post, I will talk about the contents of culture and heritage presented on this website as well as on the Tourism Board’s new iPhone app.

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image source: www.gotobermuda.com