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Community Craft Centres – Grenada. Stakeholder Consultations - Phase 2. Craft Marketing & Development. New approach : encompasses Grenada’s natural, cultural and historic features by integrating popular tourist sites and attractions with rural craft marketing facilities

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Community Craft Centres – Grenada

Stakeholder Consultations - Phase 2


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Craft Marketing & Development

  • New approach: encompasses Grenada’s 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-orientation to the crafts sector, new promotional strategies and a new institutional approach


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Overall Objective

  • Transform Grenada’s “cottage industry” model of craft production into a vibrant and integrated entrepreneurial venture by linking the crafts sector more closely with Grenada’s 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 (con’t)

  • 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 don’t 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 (con’t)

  • 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 Government’s desire to diversify the tourism product


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A. Arts and crafts initiative

  • Suited to Grenada’s 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 craftsis a new approach to crafts development

  • Enhance the unique offerings of Grenada’s 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 sitesand 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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Craft Initiative (committee)

Craft marketing strategy

Sites and Attractions (committee)

Sites and promotion strategy

Local committees for each site:





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