Community Craft Centres Grenada

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Community Craft Centres Grenada

• Stakeholder Consultations - Phase 2

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Craft Marketing Development

• New approach encompasses Grenadas natural,
  cultural and historic features by integrating
  popular tourist sites and attractions with rural
  craft marketing facilities
• Opportunities include markets and distribution
  channels, employment in rural sectors, linkages
  to community tourism
• Challenges include applying a business-orientatio
  n to the crafts sector, new promotional
  strategies and a new institutional approach

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Overall Objective

• Transform Grenadas cottage industry model of
  craft production into a vibrant and integrated
  entrepreneurial venture by linking the crafts
  sector more closely with Grenadas diversified
  tourism product, which includes nature, heritage,
  culture, marine and community tourism niches
• Provide opportunities for craft producers to
  diversify their products to meet the demands of
  the different tourism segments

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Characteristics

• Market-oriented model will be self sustaining and
  able to service local market demand as well as
  participating in export markets

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Step 1 Social Profile

• Who are the producers? their products? what are
  their needs?
• Predominantly women living in rural areas,
  working part-time weaving spice baskets
• Create rural employment and improve the
  livelihood of families marginalized by the
  downturn in the agricultural sector

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Social Profile (cont)

• Area of concern shrinking pool of producers, not
  attractive to the youth
• Solution make crafts an attractive venture with
  real economic benefits, more producers and the
  youth will be attracted
• Develop an artisan model for crafts that
  features a key artisan, with a recognized
  reputation, who then fosters a group of
  apprentices

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Step 2 Market supply demand

• Craft sector follows trends in the tourism
  industry production expands when demand is high
  and contracts during periods of decline
• Areas of concern fragmentation in the supply and
  demand structures
• Little attempt to align product specialization
  with market segmentation

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Market supply

• Producers dont tend to produce ranges of
  products for specific market segments (cruise,
  marine, eco-tourists, stay-over visitors,
  returning residents, etc.)
• Produce simple items at low cost, little
  investment, that sell quickly and cheaply

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Market demand

• Retail outlets and vendors forced to import
  crafts
• There is a demand for genuine, locally produced
  crafts, for each segment
• Retail Stay-over visitors (58), local sales
  (30), cruise passengers (12)
• Cruise tourists important for rural communities,
  take tours, purchase on-site, authentic items
  made by local producers from indigenous materials

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Step 3 Sites and Attractions

• Grenada has an excellent tourism product (tours
  and attractions)
• One in three visitors take a tour to visit sites
  and attractions
• Need to improve the management of these sites to
  maximize the benefits from the different tourism
  segments

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Sites and Attractions (cont)

• Potential for the crafts sector develop sales
  and marketing facilities on location at sites and
  attractions
• Potential for strengthening the attractions to
  enhance the natural, heritage, cultural and
  community tourism

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Step 4 Government Strategy

• Government has targeted tourism in its economic
  strategy, encouraging growth in the sector
• New cruise ship terminal, increased hotel rooms,
  assisting small hotel sector privatizing sites
  and attractions
• Expand the benefits into rural areas by
  developing villages and towns into cottage
  industries or craft centres

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Step 5 Best Practices

• Successful arts and crafts initiatives in the
  Caribbean Barbados, Jamaica, St. Lucia, Dominica
• Asia collaboration among local producers, NGOs,
  fair trade organizations, between local and
  foreign firms
• Innovative arrangements between artisans and
  buyers establishing distribution channels,
  providing training, using the Internet, etc.

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Step 6 Craft Development Strategy

• Formulated from (a) employment and income needs
  in rural areas
• (b) a healthy market demand supplied by touring
  visitors
• (c) outstanding sites and attractions, and
• (d) the Governments desire to diversify the
  tourism product

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A. Arts and crafts initiative

• Suited to Grenadas unique brand of tourism
  natural, historical, and cultural features, small
  hotels and guest houses
• Main elements a business orientation marketing
  and promotion strategies and an effective
  institutional structure
• Market-oriented model self sustaining, able to
  service local market as well as export markets

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B. Sites and attractions strategy

• Promotion of sites and attractions strategy along
  with an arts and crafts is a new approach to
  crafts development
• Enhance the unique offerings of Grenadas
  tourism natural ecology, historical sites,
  cultural heritage, and marine and community
  tourism
• Strengthen management and promotion of the
  attractions sector

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C. Community tourism strategy

• The linkages between sites and attractions and
  crafts will be integrated into a community
  tourism strategy
• Strengthen management of both the crafts and
  sites initiatives, rural areas will gain
  significant benefits from the tourism sector
  (income and employment)

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Step 7 Select Craft/Tourism Sites

• Dougaldston Spice Factory
• Grand Etang
• River Antoine Rum Distillery
• ? Belmont
• ? La Sagesse
• ? Annadale Falls

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Other possible sites

• Production Sites
• Marquis/Soubise
• Vendome
• Possibile Sites
• Bathway/Levera
• Hillsborough

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Part 2 - Community Assessment

• Defining the capacity requirements needed to
  support the project

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Local committees for each site

• Craft Initiative (committee)
• Craft marketing strategy

• Sites and Attractions (committee)
• Sites and promotion strategy

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Proposed project structure
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Craft Marketing Strategy
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Operational Structure