Patrons enjoy the Jamaica Jazz and Blues Festival in 2007. While the festival aims at attracting visitors to the island, it has also enjoyed strong local support. - File photos

Walter Elmore, CEO of TurnKey Productions, producers of the annual Jamaica Jazz and Blues Festival, says next year's show may be the most challenging since it was first held in 1996.

The 2010 event runs from January 24-30, three days longer than previous years. The Rose Hall Aqueduct in St James is again its main location, but smaller venues have been added to win new fans.

"Two years ago, we had 4,000 to 5,000 hotel rooms near the festival to fill - next year we'll have double that amount. Looking at that, we have gone the way of St Lucia," Elmore told The Gleaner.

The St Lucia Jazz Festival is arguably the best known of the Caribbean's pop/jazz festivals. Unlike its Jamaican counterpart, its dates are held in several venues across the island.

Growing tourism

Elmore says the longer itinerary is a reach-out to a growing tourism market.

"We're looking to expand into Canada and the United Kingdom. We find that people from those countries usually spend more than a week here. It's important we keep them entertained," Elmore explained.

The Jamaica Tourist Board cites Canada as its most resurgent region, while the UK accounts for most visitors from Europe.

Elmore says the new-look Jamaica Jazz and Blues Festival will move to laid-back locations like Dunn's River Falls in Ocho Rios and five-star hotels in Montego Bay.

Reggae singer Maxi Priest will perform at Dunn's River and Cornwall Beach in Montego Bay, both leading cruise ship stops. Cuban-American singer, Jon Secada, and smooth jazz pioneer, Roy Ayers, are also down to perform more than once, at the Iberostar and Sunset hotels in Montego Bay, as well as on the main bill at Rose Hall.

Hall and Oates, one of the biggest names in 1980s pop music, and Academy Award-winning singer/actress, Jennifer Hudson, are headliners for the show.

Rhythm and blues singer, Billy Ocean, Jamaican jazz pianist, Monty Alexander, and reggae band Third World, are also on the Aqueduct roster.

Different launches

Elmore

The Jamaica Jazz Festival has had launches in New York City and Toronto, Canada. Next week, producers will be in London for another launch, at the World Travel Market.

Elmore said this year's festival cost US$2 million to stage. That included a US$500,000 boost from the Government, a gesture that was criticised by the Opposition People's National Party and promoters of smaller events like the Ocho Rios International Jazz Festival.

Elmore could not say how much the 2010 show would cost.