Sporting events pay publicity dividends
The World Rugby Classic, Merrill Lynch Shoot-Out, the Omega Gold Cup, even the looming arrival of Australia's swashbuckling cricketers...has Bermuda finally come of age as a sporting Mecca? Not necessarily a golden age, but how about one with a silver lining? For cricket-loving Tourism Minister the Hon. C.V. (Jim) Woolridge, the answer is a resounding yes.
The Island, to him, is now a stage where the world's stars want to perform.
And he says it is just reward for a careful strategy in plugging Bermuda's potential as a sporting venue.
"All of these events come about from our promotion overseas,'' he declares.
To Mr. Woolridge, the Island boasts a sporting bonanza which firmly knocks on the head an entrenched myth among visitors and residents.
Namely, that Bermuda shuts up shop after Labour Day, and is... well...something of a yawn.
"People will now see there is plenty to do from October onwards,'' he said.
"I am delighted we are now staging these events, and people can see what a wonderful Island this is.'' Some of the prestigious events on the sporting calendar -- which grab the attention of the world's media -- bear him out.
Last week sailing enthusiasts, used to the summer excitement of the Marion and Newport Races, were caught up in the thrills and spills of the 1994 Omega Gold Cup in Hamilton Harbour.
For the uninitiated, the occasion pulled in international stars, such as New Zealand's Chris Dickson, and Australia's world number two Rod Davis.
Next month sees two more crowd-pullers -- the Bermuda Bowl and the World Rugby Classic.
The November 6-13 Classic has already created a buzz among sporting circles after organisers managed to woo the likes of South Africa.
It is the first time the green, gold and white strip of the famed Springboks will have illuminated Bermudian soil.
Also included in the star-studded cast are the New Zealand All Blacks.
And, of course, these events follow last month's Merrill Lynch Shoot-Out which pulled in such members of the golfing hall of fame as Corey Pavin, Craig Staddler, Jeff Maggert, Scott Hoch, and Brett Ogle.
For Mr. Woolridge the Shoot-out at Mid Ocean was a tourism triumph.
Particularly as it was played out in full glare of ABC cameras.
The ABC film footage will be aired on November 13 before an estimated 200 million people.
Exclaimed Mr. Woolridge: "I have just been watching a tape of it -- and it's absolutely beautiful! "ABC had a helicopter there and took some wonderful aerial shots of Bermuda.
The scenery is wonderful.
"It was a perfect day for the tournament and Bermuda is seen in a very good light. I'm really looking forward to the film going out next month.'' Mr. Woolridge said Government had pumped some $450,000 into TV coverage of the event.
"It is money well spent.'' Overall, Government forks out hundreds of thousands of dollars a year on such sporting promotion.
After Christmas, the international sporting feast continues in the best holiday tradition.
In January is the International Road Race Week, and April 17 sees the launch of the second XL Bermuda Open.
It will be one of three United States Tennis Association (USTA) tournaments of the 87 IBM/ATP events planned for 1995.
Organisers hope to parade such stars as Americans Todd Martin and MaliVai Washington, and the former Swedish world number one Mats Wilander.
Tournament director Mr. Alec Anderson said offers were on the table, and he was waiting for replies to come rolling in.
The appetite of local tennis fans has been further whetted by news the Island will take part for the first time in the Davis Cup.
Bermuda joins a record 115 countries in the 1995 competition after its application for full membership in the International Tennis Federation (ITF) was approved last month.
The Tourism Department's assistant director of marketing Mr. Peter Smith paid tribute to the private sector in helping to lay on sporting events.
Hundreds of people devoted their time to organising such spectacles. This was often overlooked.
Tourism Director Mr. Gary Phillips said Government wanted to plug Bermuda as a sporting venue.
"It is part of our strategy to promote the Island as an ideal location for a number of premier-type events,'' he said.
Big events did not necessarily draw big crowds, said Mr. Phillips.
"They do, however, boost the awareness of Bermuda, such as the Merrill Lynch Shoot-Out,'' he said. "We never expected to get hordes of people there, but with the aerial shots of Bermuda on TV people will get a chance to see what we have to offer.
"They will become aware of Bermuda as a golfing destination and maybe decide it is a place they would like to visit.'' Mr. Phillips also pointed out how major events turned the international media spotlight on Bermuda.
In the weekend New York Times he saw an article which described the Omega Cup as one of the world's premier sailing events.
"This type of publicity doesn't do us any harm whatsoever -- just the contrary. It does us a power of good!'' BIGGER THAN EVER -- Rising US tennis star Brian Shelton was the headliner at last year's XL Classic. The 1995 event could lure even bigger stars.
COREY PAVIN and Bemruda were winners at the Merrill Lynch Shoot-Out last month, according to Tourism Minister the Hon. C. V. (Jim) Woolridge. US network ABC will give extensive exposure to the Island in its broadcast of the event.
