The West End can kick-start the process of Bermuda regaining its position as the "crown jewel" of tourism and become a major arts and cultural centre, Island businessmen heard yesterday.

The West End Consortium, a group of businessmen, arts entrepreneurs and the West End Development Corporation (Wedco), said Dockyard could become a world class arts centre that would be a magnet for the growing market of wealthy tourists looking for a cultural vacation.

Developers behind the planned new Lantana health and spa resort in Sandys, the businessmen hoping to transform the former Morgan's Point US naval annex into a leisure and housing complex, and Wedco, have joined forces with US-based arts festival organisers to come up with a vision to transform the Island.

The Consortium say Bermuda should overtake competitors by targeting the emerging 50 million-strong US market who are called "cultural creatives" and who want enriching cultural experiences on vacation. Through sport, cultural and artistic ventures, the Island could become a year-round destination that would provide constant work for Bermudians.

At a presentation paper given in the Fairmont Hamilton Princess, the Consortium said: "Bermuda can be a global cultural Mecca, enhance the quality of life for all its people, and once again become the crown jewel of tourism simultaneously.

"The Consortium proposes to reposition Bermuda as a leading destination in the global market attracting the emerging culture (some 50 million people in the US alone) who seek vacations that have meaning and that are rich in experience.

"The goal is to help Bermuda `leap' beyond the competition and into the 21st century by appealing to multiple niche markets of the emerging culture, rather than playing `catch up' to other countries currently holding the major market share through conventional, and soon to be antiquated, resort approaches.

"The Consortium's strategic plan is to create a Total Island Resort, which is rich in benefits for both vacation guest and Bermudians alike.

"The concept merges culture, community, commerce and entertainment in a Bermudian theme, all in a sustainable environment, which can create significant economic growth for the entire Island."

The Consortium consists of: Wedco, which is responsible for Dockyard; BEAM Ltd, which aims to develop Morgan's point into a golf, residential and yachting development; Don Burkett and Associates, which plans to develop a world class spa, sports and well-being centre at the closed Lantana Resort; New York-based creative solutions guru Ron Pompei, who has worked with Levi's, Dockers, the Discovery Channel, and the Sony Wonder Technology Lab; and New York-based arts promoters and designers Gregory Turpan and Simon Watson.

Mr. Pompei said cities and resorts around the world were building icons - such as the Guggenheim Centre in Bilbao, Spain - but Bermuda already had its icons in the various forts, which complemented the natural beauty of the Island.

These icons, which used art to drive business, resulted in huge increases in visitor numbers, and created more businesses, hotels, restaurants and jobs.

With the BEAM development, which would be known as King's Point, and the new Lantana resort, Bermuda could become a year-round sports venue for sailors, golfers, tennis players, and those seeking spa treatment. Mr. Pompei said Dockyard had a number of magnificent venues which could be use to house artists from around the world, who could teach artisan skills to Bermudians and hold keynote exhibitions which would pull in tourists.

The number of people using spas had jumped by 70 percent between 1997 and 1999, and the revenue in the same period had shot up by 152 percent.

Mr. Burkett said: "The key to success is to figure out what is next and to ride that wave to success. We know the next wave is the opportunity of the emerging culture, the 50 million people who are looking for a vacation with meaning.

"After 9/11, people started to focus even more on what matters. Our vision is to create a Total Island Resort to reach critical mass. You have got to have enough cool stuff so the whole becomes more than the sum of the parts. Some will say `here we go again, more consultants coming to Bermuda to tell us how to recreate the Island'.

"But we are not coming here as consultants. This is a serious and realistic proposal that could transform Bermuda to create a quality of life that exceeds what there is now, and to reverse the trend in tourism.

"We have to move from what we can't do to what we can do. Rather than play the game not to lose, we have to play to win. It is a serious game and you have to move from inaction to action."

Alan Burland of BEAM said the whole concept could take up to 15 years to complete, so it would not overheat the island's construction industry.

Mr. Turpan said the idea of the initial discussions was to get Bermudians excited so they would contribute ideas and eventually "take ownership" of the transformation.