10 th Air Jamaica Jazz and Blues Festival Report 2007 January 23-27, 2007, Rose Hall, Montego Bay

The main objectives of this survey were to determine; –if overseas patrons at the event are coming to Jamaica specifically for the event. –the level of satisfaction of all attendees to this event.

Demographics- Visitors Country of residence The visitors for Air Jamaica Jazz and Blues Festival were primarily from the: –USA (79%) –Canada (7%) –UK (8%) –and other countries (5%) The visitors from the USA were broken down by regions. 42% of the USA visitors were from the South and Northern regions respectively. Gender 70% of the visitors were females and 30% males. Age The majority (51%) of the persons attending this year’s Jazz were aged Another (21%) were in the age group years.

Parish (42%) of the Jamaicans who attended Jazz were from Kingston and St. Andrew. Another (23%) were from St. James. These were the regions that had the highest number of attendees in Gender The majority of the patrons who attended Jazz were females (72%) And (28%) of patrons were males. Age As in 2006 the highest number of the patrons attending Jazz were between the ages of 25 – 49 years (76%). In 2007, (61%) were in this age group. Demographics- Jamaicans

Is this your first visit to Jamaica?- Visitors The majority (75%) of the persons interviewed at Jazz 2007 were repeat visitors to Jamaica. This a marginal decrease of 4% compared to First time visitors represented 20% of the respondents. n=502

Is this the first time your attending Jazz- Visitors The repeat visitors to Jamaica were asked if it was the first time they were attending Jazz festival. 50% stated that it was their first time attending the festival. This is 28.6% down from 2006 survey. Repeat visitors to the festival represented 46% of those interviewed. This is an increase of 70.4% compared to n=377 n=502

Is this the first time your attending Jazz -Jamaicans There were more repeat visitors than first time visitors to the festival in Repeat visit was (65%) of attendees to Jazz and 30 % indicated that it was their first time attending Jazz. n=251

Do you think the festival has improved?-Visitors 46% of the repeat attendees to the festival thought the festival had improved. While 39% stated that they did not think the festival had improved. n=175

Do you think the festival has improved?- Jamaicans The majority (60%) stated that they thought the festival had improved while 17% on the other hand stated that they have seen no improvement in the festival. n=165

Did you come to Jamaica specifically for Jazz? The majority(71%) of the visitors indicated that they came to Jamaica specifically for Jazz, while 28% did not.

Factors that influenced attendance The primary factor that influenced attendance to the festival was the line up of the performers (47%). This was the same factor that influenced close to 50% of the visitors in The coincidence of the festival and the time of their vacation influenced 19% of the visitors.

What factors influenced you to attend this year? -Jamaicans The line up of performers was the primary factor that influenced the Jamaicans to attend this year’s Jazz and Blues Festival.

How did you learn about the festival The visitors learned about the festival through various media. The primary medium through which they learned about the festival was through friends/ relatives (47%). The internet has increased it’s influenced moving from 13% of it’s share in 2006 to 18% in n=501

How did you learn about the festival?-Jamaicans Television (32%) was the top medium through which Jamaicans learnt about the festival in This was followed by friends or relatives (22%) and radio (15%). These were the top three media through which patrons learned about the festival in n=251

Overall, how do you rate this year’s Air Jamaica Jazz Festival The total of80% of the respondents gave Jazz an overall rating of excellent to good. It was given an excellent rating by 17%, a very good rating by 36% and a good rating by 27% of the visitors. In comparison to the 2006 festivals, an overwhelming majority (95%) of the visitors gave the Jazz festival an excellent to good rating.

Overall, how do you rate this year’s Air Jamaica Jazz Festival Overall this year’s Jazz festival received favorable ratings from the Jamaican patrons. The majority 78% gave it an excellent to good rating. Compared to the 2006 festival 88% gave the Jazz festival an excellent to good rating. n=251

Are you interested in attending another Air Jamaica Jazz Festival 48% of the respondents indicated there are very interested in attending another Air Jamaica Jazz Festival. Another 32% indicated that they were interested, 14% were somewhat interested and 4% were not at all interested. In 2006, more respondents indicated that they were very interested in attending another Air Jamaica Jazz Festival. This high percentage of very interested in 2006 could be a factor that resulted in the high percentage of repeat visitors in n=499

Are you interested in attending another Air Jamaica Jazz 53% indicated that they were very interested and 35% were interested in attending another Air Jamaica Jazz Festival. In 2006 an overwhelming majority (75%) stated that they were very interested in attending another Air Jamaica Jazz Festival. Again t his high percentage of very interested persons in 2006 could be a factor that resulted in the high percentage of repeat attendees in n=251

Music/artiste “I love music” “line – up of artiste” “I enjoy live jazz music” “I like the genre of music showcased” “it is very entertaining” Reason for interested or disinterest in attending another Air Jamaica Jazz Venue “spacious location” “fabulous venue” Overall “always coming to jazz” “always have a good/great/enjoyable time” Persons who were interested in attending the next Jazz festival cited the following reasons.-

Overall Atmosphere usually good Its always a pleasure Calendar of things to do each year It’s different from what we are use to Entertaining, clean fun Reason for interested or disinterest in attending another Air Jamaica Jazz Professional event It keeps getting better Just love outdoor music festival Support things that highlight Jamaica The ambience is excellent

Music/ artiste Too much repeat artiste and reggae artiste Poor line up, omit reggae and hip hop Need some different artiste” Persons who were disinterested in attending the next Jazz festival cited the following reasons.- Venue/Parking Don’t like the venue Awful parking Traffic was terrible Overall It’s too expensive

How would you rate this year’s line-up of performers- Visitors 35% of the visitors gave this years line- up of performers a very good rating, while 31% gave it a good rating. A much smaller number gave it an excellent rating 14% compared to 43% in 2006.

How would you rate this year’s line-up of performers- Jamaicans The 2007 line-up of performers were given an excellent to good rating by the majority (84%) of the Jamaican patrons. Overall more patrons in 2006 (93%) gave the line-up of the performers a more favorable rating than those in n=251

Would you recommend the next Air Jamaica Jazz festival to family or friends- Visitors The majority (68%) of the visitors stated that they would definitely recommend the next Air Jamaica Jazz Festival to family or friends. n=499

Would you recommend the next Air Jamaica Jazz festival to family or friends- Jamaicans An overwhelming majority (83%) of the Jamaican who attended Jazz in 2007 indicated that they would definitely recommend the next Air Jamaica Jazz Festival to family or friends. n=251

Expenditure- visitors Distribution of Expenditure of visitors % Accommodation32.3 Food and beverage outside of accommodation10.8 Transportation8.4 Shopping10.6 Miscellaneous Expenses5.7 Expense at jazz32.1 Total100 Average expenditure per person per night is US$187 Average length of stay was 5 nights

The Jamaican who attended Jazz were asked how much altogether they spent for Air Jamaica Jazz and Blues the cost quoted included accommodation, transportation, food and beverage etc. The average spent by those persons interviewed was JA $ This cost did not include cost of tickets. Expenditure/ Statistics- Jamaicans CharacteristicsAverages Average number of nights spent at the event 2 Size of party3 Average spent per person per night excluding the cost of tickets J$665.75

Positive The event was viewed as being – Good/Excellent/Wonderful/Terrific Had a good time Enjoyed myself Gets better every year Comments- Visitors

Negative Problems associated with transport to and from venue Poor parking facilities Control patrons from blocking aisles Too long set changes between acts Dance hall artistes not appropriate for Jazz & Blues 2006 line-up of performers were better Poor bathroom facilities Food too expensive Venue not prepared for crowd Festival ended too late at night Comments- Visitors

Recommendations Improvement on transportation to and from venue Better line-up or artistes Better bathroom facilities and lighting Provide seating Reduce food prices

Positives The event was viewed as being – A very good event Keep bringing more of the same Excellent management of event Layout is great New location is much better, easy access to booths Comments- Jamaicans

Negatives Bathroom facilities were not organized properly Car park must be better prepared Artistes line-up not so good Band changes too long Food costs are abnormally high Food much too expensive Have more Jazz headliners It is too expensive and does not cater solely to Jazz lovers Better seating arrangements Comments- Jamaicans

Suggested Artistes Anita Baker Eric Benet, Kenny Lattimore Toni Braxton Beres Hammond Diana Ross Celine Dion Kenny G Lionel Richie