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Cameras flashed and video rolled on Sunday evening, as Sir Richard Branson welcomed about 50 guests to Necker Island for the launch of the territory’s newest water sports event: BVI Kite Jam.
About a dozen professional kiteboarders flew to the territory for the weeklong event, joining a handful of non-professionals for races, trick competitions and clinics. By most standards, the competition is not a large event. But with crews from major United States television networks and journalists from water sports magazines, the territory is hoping to make a big splash — drawing new tourists from international markets. Last year, the BVI Tourist Board began rolling back some of its sponsorships of local water sports events in response to the difficult economic climate. Abigail O’Neal, the BVITB’s director of marine marketing, said the cuts were even across the board. “Our goal is to bring all the marine events to the same level,” Ms. O’Neal said. One strategy is targeting journalists from magazines and sports channels to cover niche events — like kiteboarding, windsurfing, diving, sport fishing and sailing. “It’s no more run-of-the-mill, same old, same old; it’s time to freshen our approach,” Ms. O’Neal said. Sitting on the balcony of the Royal Virgin Islands Yacht Club, Ms. O’Neal explained that the territory has wind nearly year round, something that could help grow the kiting scene in the VI.
The full article appears in the March 4, 2010 issue.
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