Artisans – key players in Ja’s tourism success

Jamaica’s success as a tourism destination can be linked to various elements, chief among them the often overlooked street food and the art and craft sectors and the artisans who produce these items, oftentimes through very arduous labour.

Veteran artisan Jerome Johnson is among several artisans who, for many years, have been fulfilling the desires of visitors to preserve their experiences by connecting them to the heritage and culture of Jamaica through memorabilia.

On weeknights, Johnson can be found at Couples Sans Souci in St Mary, selling his handmade craft items on property, a courtesy extended to him by the hotel’s management which took over the property 14 years ago, and which, essentially, enables him to add to the Jamaican cultural experience and, at the same time, make a good living.

“I have been coming here for like 20 years now. They treat me good and everything. It was my brother who used to be here before, but my brother is not around,” he said.

“All of these are made in Jamaica,” he said, pointing to his array of craft items which ranged from jewellery to garments and wood sculptures. “I do some of them and what I don’t do, my friends do. A lot of people eat from this, because I have a lot of friends who do this work. I get the opportunity to sell so I am a here all the days, and I only take a break on weekends.”

For Johnson, his top in-demand product is his turtle carvings, which he started doing in honour of the highly popular, now-deceased turtle, Charlie, who lived in a pond at the property for many years. His Bob Marley pieces, and any item emblazoned with the ‘One Love’ slogan are also hot items.

“It is more than words can say to be here every day. It’s like a dream come true for me. The general manager, Mr Battaglia, is the one who gave us the opportunity; he has a good heart,” Johnson said.

The Jamaican craft sector and the tourism industry have always had a symbiotic relationship, as the collection of souvenirs and mementos is a popular activity for the majority of visitors to the island. In fact, the Association of Caribbean States in a 2017 article titled the ‘Craft Sector in Tourism’, noted that for the countries, like Jamaica, sales of locally made products to tourists and tourism businesses offer an important source of international exchange and a means of channelling revenues from tourism back into national and local economies.

“Craft is evocative of the local history, culture and tradition, and thus is inextricably linked to the tourism product and experience of the locality from which it originates. The craft tells the story of the place and the people, thereby generating interest and potentially repeat visits,” the ACS noted.

Janice Buchanan from Ocho Rios is another craft vendor who sells authentic Jamaican craft and other items at Couples San Souci. The 43-year-old has been involved in the craft industry for the past 23 years, and her sojourn has spanned even as far as Negril.

“Just recently, I got the opportunity to come here and I am very grateful. I used to showcase at Beaches Negril, but because of the distance I stopped selling in Negril,” she said.

“When you are in the craft market, it is very competitive, but this place is a great place. You just know that when you come here, you have to attire yourself properly and you know the rules,” she said.

The cultural food tradition often seen within the streets of Jamaica has been brought within the walls of some hotels on the north coast. Spotted at San Souci was Vinell Fairweather of Mango Valley in St Mary, who is part of a two-man team which has been faithfully delivering coconuts to the property for years.

According to him, while he has in the business for 12 years, his partner has been delivering coconuts several days per week to the hotel for approximately 40 years, long before Couples Resorts acquired it

One night per week, Fairweather comes to the property to cut jelly coconuts the traditional Jamaican way, with a machete, for the guests.

“I deliver jelly ever Monday and Tuesday, and I come here on Thursdays and Saturdays,” he said.

St Catherine native Wayne Dennis has been supplying warm, roasted peanuts, which he sources in St Elizabeth and hands out from his cart at the property.

Dennis comes to the hotel every Tuesday night and during holiday periods to prepare his warm peanuts and hand them out the delighted guests. He also visits other hotels to undertake the same task, but describes San Souci as his ‘original place’ which has provided a guaranteed market for his peanuts for the past 29 years, with orders of as much as 320 packs per night, depending on the house count.

“I used to sell on the streets in Ocho Rios, and SuperClubs used to run this hotel, and said they wanted to start it and see if di guest dem would like it. And them order 100 pack fi di first night and in less than 20 minutes, di guest dem eat it off,” Dennis told Hospitality Jamaica.

“The guests dem love it and from there, dem seh ‘Carry more, carry more’, till me deh here till now,” he said.

janet.silvera@gleanerjm.com