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BACKGROUND & OVERVIEW

By Finola Prescott – all rights reserved.

Training and Consultancy in Design, Product Development and Marketing for Local
Producers of Lifestyle Goods, Décor and Crafts and for Flow -– The Essence of Island Life
(Trade Fair and Expo) is a project designed to develop the creative industries in content, quality
and marketability and consequently, income earning ability through development of their visual
elements and design. It is planned to take advantage of the catalytic opportunity provided by the
upcoming Cricket World Cup (CWC) 2007 and so to set up a legacy of increased capacity,
sustainable systems, organizations and businesses that will be enabled to continue to enrich St.
Lucian cultural life, products and economy.

The potential economic, social and quality of life benefit that can be accrued from the creative
industries is immense. “Only the creative industries can provide the innovative content needed to satisfy
increasingly sophisticated consumer demand. The creative and media businesses also play a pivotal role in
contributing to cultural diversity and a well-informed, pluralist society.”1 , “Worldwide, the creative
industries are growing faster than other economic sectors, reflecting the changes in today's wealth-
generating economies.” 2

St. Lucia as a small island developing nation with limited physical resources must rely on
innovative approaches to its development. Not only is this is true for the economic welfare and
standard of living of nationals, but as a country that relies heavily on tourism, innovation is essential
to ensure the competitiveness and sustainability of the tourism product.

The legacy value of CWC will be maximized by capitalizing on the economic potential of the event
and this will be found primarily within tourism & related sectors. Incentives are ensuring the
infrastructural development of hotels and renovation of buildings and the Heritage Tourism
Programme has already effectively encouraged the development of sites and attractions. However,
the success and sustainability of the tourism sector relies heavily on the quality of the experience of
1
Why the Creative and Media Industries must be put at the Centre Stage of the Lisbon Agenda at http://www.ifpi.org
2
Creative Industries: Dollar Value at http://www.sdi.qld.gov.au
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visitors: While a good hotel infrastructure and interesting sites go some way in providing a
memorable experience for visitors, well designed cultural goods and services are essential in
ensuring that St. Lucia is recognizable as a destination with its own identity and in firmly imprinting
the “St. Lucian Image” in visitors’ minds. To date there is still limited or inadequate development of
support industries – entertainment and marketable, merchandisable goods, together, the creative or
cultural industries.

However, as stated by UNESCO:

“It is a well-known fact that tourism can be a deadly foe as much as a firm friend in the matter of
development.
Considering the economic might of the tourist industry—now regarded as the biggest in the world ahead of
automobiles and chemicals—careful attention should be paid to this many-sided phenomenon with its global
repercussions. The impact of tourism is such that progressive strategies are vitally needed…” (My
emphasis)3

We must move decisively to ensure that the opportunity provided by the unprecedented economic
impact potential of CWC is guided by values that are set by St. Lucia and for St. Lucia. There is a
lot to gain and there is much that needs to be done in order that those gains can be made. This
opportunity brings into play factors - tools and means – that can be used to facilitate development
projects that would otherwise be far less feasible.

Past development initiatives have met with limited success due mostly to an incomplete approach
that has not taken into account issues necessary for sustainability. For instance, much “Skills
Training” has and continues to be done, but effectiveness is hampered by failing to train in areas
such as: servicing changing market demands, design, presenting/packaging for sale, secure
materials sources or even sourcing assistance in these areas. Additionally the tendency to train large
groups dilutes training effectiveness and minimizes value for the few dedicated trainees in the end
generating a view that training programmes have little value.

The need for development of more competitive goods in all areas of the St. Lucian product has been
acknowledged both by local experts and foreign consultants. Good diverse design, quality control
3
Cultural Tourism http://portal.unesco.org/culture/en/ev.php-UL_ID=11408&URL_DO=DO_TOPIC&URL_SECTION=201.html
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and incubatory institutions or businesses to assist in marketing have all been recognized as key
factors; however, the focus has been mostly limited to handicraft and hand made souvenir
production. This project proposes a wider view that takes into account the broader role good
product development, design and marketing can play and the need for good local lifestyle products–
encompassing such areas as:

Product designs Décor – tourism industry, home, business, public spaces

Merchandizing for events
Contemporary crafts, gifts and lifestyle products
New products based on traditions
Manufactured products
Clothing
Accessories
Jewelry

Graphics Brand ID – all local products/businesses

Packaging and labeling
Crafts
Foods – cultural snacks, beverages
Music – CD cover designs,
Literature - book covers, illustrations
Promotional items/Advertising

Performing Arts Theatre - set design, props, costuming

Carnival - costume designs
Event Merchandizing

Display Events displays, Exhibitions, Retail displays

Visual Arts Public sculpture, paintings and other artworks

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This proposed initiative will not only develop the production industries but also the service
providers in the area of design and product development – contrary to common perceptions, there
are a number of highly qualified local individuals and businesses who can provide these services.
Use of such local resources is inherently preferable considering the need for cultural relevance
throughout. Where necessary, regional experts could be brought in to supplement certain skills
training – however, this has not been specifically budgeted for.

To ensure the translation of the development activities into actual business improvement, it is
necessary to provide forums where producers can easily meet buyers. The emphasis of the training,
development and promotion should go far beyond the traditional souvenirs and crafts for gift shops
– targeting innovation in production to capture the interest and fulfill the needs of retail buyers and
corporate consumers such as restaurants, hoteliers, tour sites etc. Local consumers must also be
targeted through an ongoing public education programme of newspaper, news and radio features
and mini expos fostering a national change in the status of locally made creative products.

It is imperative that the concept of locally produced goods be moved far away from the outdated
and inappropriate image of cheap handicrafts and the “starving artist” and moved into the realms
of contemporary designer and lifestyle goods.

The potential for significant income and employment generation is staggering as can be seen in the
USA Study “Craft Organization Directors Association (CODA) Craft Industry Economic Impact
Survey Results” at: http://www.craftassoc.com/CODAsurveyresults.html where it was found in
1990 that “American Craft Industry Measures $14 Billion Per Year” or closer to home in Prime
Minister of Barbados Owen Arthur’s declared intention to make Barbados the Cultural Capital of
the West – for example, Barbados graduates approximately 20 Graphic Designers per year and has
not reached saturation yet, the BIDC invested heavily in a new Pelican Village – successfully
moving away from a 70’s handicraft vendors mall to an up market shopping experience.

The following proposal outline introduces a comprehensive plan to achieve real, valuable change in
the capacity and status of the creative arts industry in St. Lucia
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THE PROPOSAL OUTINE

A holistic approach to the development of the creative industries consisting of:

• Training
• Service Provision
• Certification – Seal of Quality and Authenticity
• Expose
• Business Generation

Training
Using local experts to provide targeted training of existing producing individuals, groups or
businesses aimed at improving design capacity, production efficiency, and market presentation.

Programmes designed to be repeated and developed as the overall industry needs.

Service Provision
Using qualified local (and possibly regional) service providers conduct development work
including:

• Product design and development / prototyping

• Packaging and labeling design and production
• Promotional material design and production
• Liaison with buyers / clients

Certification
The Seal of Quality and Authenticity is an initiative begun as part of a Heritage Tourism project for
Capacity Building in the Craft Sector. It is designed to be a certification process that will give
successful applicants permission for specified products, to use an insignia on their packaging /
labeling and to display a certificate. Retailers would also be able to display promotional material
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advertising that they carry such products. The seal is expected to give status and increase
competitiveness of products especially with the onset of more open markets.

While much groundwork has been completed, the actual setting up proved to be beyond the
capacity of the project. A proposal for follow on will be part of the final report on the Consultancy
and it would be ideal if it could be integrated into this proposal.

It is envisaged that the aim of the training and product development sessions would be to bring
beneficiaries to the level that they would be eligible for award of the Seal. To assure transparency
and legitimacy of the Seal programme the recipients would follow the “normal” procedure for
application but should at the same time be highly likely to be awarded. See the Appendix 1 for more
information on the proposed Seal.

Expose
A three pronged approach to marketing the improved goods and services

• Ongoing online, email, print and electronic media promotion of new designs, emerging
businesses, opportunities for buyers creating a forum for buyers to learn about and interact
with local suppliers.
• Mini Pre-Christmas Expos at Shopping Malls targeting local consumers
• FLOW – the Essence of Island Life – a major trade show of locally produced lifestyle and
contemporary design products and services. Promoted locally, regionally and internationally
to wholesale and corporate buyers also open to public after initial buyer days. Initially to be
held to coincide with Cricket World Cup 2007 and to be held every year or two years
thereafter.

Business Generation
By providing development services and making connections with the market in an incubatory
setting, suppliers of goods and services will both benefit by this project. The increasingly important
Tourism Industry will receive a long awaited boost in the area of sale of local goods to visitors –
significantly increasing the percentage of visitor expenditure that remains in country.
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THE PROPOSAL ACTIVITIES

• Group training
• Individual consultations
• Web site
• Ongoing promotion and buyer-producer dialogue
• Certification – Seal of Quality and Authenticity
• Trade Show and Exhibition – “FLOW”

Design & Product Development Training

• Principles of design – colour, composition, line, form
• Designing techniques – researching and adapting cultural traditions and modern trends
• Materials – adaptations for diversity, new materials - sourcing
• Targeting your customer – trends, tastes, niche-ing, customization
• Adapting existing Designs
• Creating New Designs
• Developing a Brand ID
• Preparing for Market – Packaging, Labeling, POS
• Quality – selecting, meeting and maintaining standards
• Efficiency – production techniques and systems

Example Materials and Techniques Training

• Colouring – dying, staining, painting, finishing techniques
• Glues / Adhesives and techniques
• “New” (to trainees) materials
• Craft techniques – jewelry making, basketry, pottery, mold making, paper mache, bookbinding
and card making, woodwork, leather craft, doll making, decorative painting
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Suggest workshops are run in small units to facilitate micro enterprises – not take key
personnel away from business for too long at any one time.
Keep numbers per workshop small to ensure targeted and effective interventions –
average 5 persons per workshop – allows for brainstorming, networking and
individualized attention, ensuring highest follow through.

Targeted number of trainees: minimum 50 and up to 75

Approximately 2 - 3 training sessions per 2 months of 4 days each

One-on-one consultations
These would follow the same development areas but would target companies that
wish to either have a consultant develop their product or wish to have in-house
training.
Targeted number of businesses: 10-15
1 per month averaging 10 days

Seal of Quality and Authenticity

During the development period, recipients of the training and other producers would
be invited to apply for certification and the awards used to promote the developments
and later the Trade Fair and Expo – FLOW.

FLOW Trade Fair and Exhibition

“FLOW – The Essence of Island Life” For the first year, to coincide with CWC
2007, would take the form of an extended expo covering up to a one month period.
FLOW would be a two part event starting with an actual trade show and continuing
with a smaller scale ongoing exhibition and sale of products.

Trade Show:
Duration – 2 days
Targeting local and regional buyers – wholesale and corporate
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Format:
Exhibitor stands from individual producers, companies and groups allowing buyers
to dialogue directly with the producers.

Exhibitors
Aim for 75-100 participants (possibly including up to 20% regional exhibitors)

Buyers
Aim for 150 trade buyers from St. Lucia, the Caribbean and North America

Fashion Show
One night event featuring exhibitors fashions – Entrance Fee event.

Follow on Exhibition
Duration – up to 1 month
Targeting – consumers, CWC visitors and dignitaries.
Format:
• Centrally managed exhibition of producers’ goods – producers / business
owners would generally not be in charge of their own stalls
• Selection of businesses remaining with full stalls for the duration – they must
fully man and stock throughout
• Featured producers – up to 10 per 3 day period – allowing continuation of
opportunity for consumer/buyer and smaller producer to meet.
• Side activities: music, dance, food, masquerade etc.

Promotion
• During the development period, a web site to be launched to showcase
products and producers and provide a forum for interaction with buyers.
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• Promotional emails to be sent to potential buyers and invitations to review

the product offerings for purchase or to initiate discussions between them and
producers for customized products/services.
• Monthly updates will be made as each set of interventions is completed.
• Leading up to the Expo, the website to be used to promote the event and pre-
Christmas, mini-Expos to be held at the two northern shopping malls to introduce the
new and improved products to local consumers at the height of the Christmas buying
season.

• The Expo to be promoted in regional newspapers* and on local Radio and TV and
regional lifestyle magazines.

*Guyana, Trinidad, Grenada, St. Vincent, St. Lucia, Martinique, Dominica, Guadeloupe,
Antigua, Jamaica.

• Follow on - the participants should be catalogued and CD’s both available for sale at
event and sent to known buyers.
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REQUIRED SUPPORT

There is real fear amongst existing producers about investing in development and marketing
“speculatively” – even with supported trade fair participation such as at Caribbean Gift & Craft
Show, many often lose as they are unable to conceptualize, design, plan and finance their
participation. This project is intended to remove much of the elements of chance in such
development with regards to targeting market needs and expense of marketing. For this it is vital
that this intervention cost as little as possible for its intended beneficiaries.

Additionally, time is short and there is the need to ensure meeting desired results in time for CWC
2007 for this and to ensure participation in general, we strongly urge grant funding for training and
the website and at the very least soft loan financing for individual product development
consultancies; the vast majority of the micro-enterprises involved in craft and local products operate
at too small a scale to undertake such development activities within their budgets. Ironically,
without such development investment they will remain unable to expand.

The granting of duty concessions for imported materials and small equipment for the beneficiaries
of this initiative would make considerable difference to what can be achieved: One of the realities
of St. Lucia is that a large proportion of materials and most equipment must be imported in order to
ensure truly competitive goods can be created, however, the processes for application and use of
concessions are cumbersome often resulting in micro-industry not being able to afford to follow the
application through or giving up using concessions because they feel they are not really saving
when time and brokerage fees are taken into account. This only adds to the high cost of producing
competitive local goods. It is strongly urged that a simplified system to be put in place such as a
form similar to that being used for renovations of buildings with an authority such as CDF being
given the role of validating applicants as genuine creative industry members. This of course would
need to encompass a quick system for granting of the same concessions – perhaps the project could
be given, through an authorizing body - approval to grant concessions to an agreed value.
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For FLOW, it would be best if corporate sponsorship does not have to be a major financier as at this
time we anticipate most sponsorship will be allocated to higher profile activities where sponsors
ROI appears greater, therefore grant funding will be sought for this inaugural event.

Support could take the form of:

• Grant funding of training, development activities and FLOW.
• Duty concessions for all this project’s components on materials and small equipment by a
simplified application procedure.
• Grants, Soft Loans, Duty concessions for beneficiaries for continued development beyond
the scope of that provided for within this project.
• Logistical support for training and development activities - promotion, provision of
facilities, etc
• Logistical support for a FLOW – assistance with coordination, promotion, etc.
• Assistance with sourcing of financing for this project.
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SOCIAL IMPACT AND BENEFICIARIES

With many targeted persons from rural or depressed inner city areas. The benefits of this
development initiative will go far beyond the direct beneficiaries as practical links are forged once
client businesses, service providers and producers network to create sustainable community micro-
systems: Through the creation of niche merchandizing vital links will be forged between such areas
as Heritage Tourism Sites and Small Hotels and the producers in their areas. This will be achieved
by enabling the producers to make products customized for the clients in their own geographical
area maximizing the potential value added for both parties

The scope for sales would not be limited to local geographical areas though, with the website and
FLOW ensuring that opportunities are maximized within St. Lucia and for export to the region and
beyond. The needs and tastes of local consumers would not be left out either and with targeted
promotional activities local appreciation will be built for St. Lucian creative industry goods
ultimately leading to increased local consumption.

Some newly formed community groups desperately need solid financial gains to ensure the
sustainability of their existence. Areas of assistance will vary depending on need – e.g., a crafter
may be assisted with design training or provision of new designs, materials training or sourcing. A
Post Agri. producer may be assisted with Brand ID and product development and packaging,
musicians or performers with ID and creation of merchandizing, publicity materials or costuming.

There is potential for both increased use of local materials perhaps even creating a new area within
agriculture in the collection, farming and initial processing of materials. There also exist
opportunities for recycling of waste materials such as cardboard, plastics and metal.

Target groups
• Established individual producers
• Small groups with existing skills
• Established Micro businesses
• New individuals/businesses that show good promise and have skills.
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In areas such as:

• Crafters
• Visual Artists
• Post Agri producers – jams, snacks, beverages etc
• Woodworkers (joiners, carpenters…)
• Musicians
• Performers
• Writers, Magazines
• Designers, Product Developers, Graphic Artists, Printers
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SWOT ANALYSIS

Strengths
• Existing cadre of serious businesses and business persons interested in expansion
• Existence of small number of formal and informal producer/artist groupings
• Existing cadre of qualified designers, product developers and trainers interested in carrying
out this type of work
• Good working relationship of WFS with past trainees and clients – proven product design
successes
• Market potential and impetus provided by CWC2007
• Existence of agencies for funding – OPSR, NDC, CWC M of C (Export Development
Strategy)
• Existence of Cultural Development Foundation –for logistical assistance

Weaknesses
• Legacy of incomplete or failed training and development
• Tendency for arts and crafts not to be viewed as having serious economic value
• Lack of understanding of the scope of investment needed in order to outfit the creative
industries to enable them to fulfill their potential
• Poor coordination within Government of who is responsible for the development of the
creative industries – fragmented development programmes.
• Lack of local knowledge of level at which competitors operate – local producers often think
they are “ok” and don’t understand what they need to invest
• Inability of local producers to fund their expansion or development
• Poor local supply of materials
• High cost of importation of materials
• Poor image of industry as a career path
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Opportunities
• CWC 2007 – investment in development, increased hotel capacity, increased visitor arrivals,
increased local revenues
• CSME – opportunities to export to the region with much increased ease
• Reduced regional airfares
• Impending new inter-island fast and affordable ferry service
• Jazz Fesitval, Cricket, Carnival, Jounen Kweyol, Kalaloo Music Festival, Christmas –
opportunities for marketing and sales.
• Increased willingness for concessions (import duties etc) leading up to CWC2007

Threats
• CSME – increased potential for regional producers to trade competitive goods into St. Lucia
• Intransigence of producers and government agencies
• Past experience of retailers / buyers with local goods
• Short time-frame
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TIMEFRAME

With immediate effect:

1. Set up framework – obtain funding, arrange management of funding (grants, soft loans,
project financing), identify and confirm key facilitators / coordinators.
2. Initiate promotion of programme – through existing institutions, NTN, media articles and if
necessary, advertising.
3. Invite resource persons to participate and trainees / beneficiaries to register interest.
4. Continue with preparation and set up of the Seal of Quality and Authenticity (not yet costed)
January 2006
Start training programmes, individual consultancies and set up website.
March 2006
Award first set of Seals of Quality and Authenticity
Start organization of FLOW – secure venue, present to / make first contact with buyers
Sept 2006
Hype promotion of show to buyers
November 2006
Mini Christmas Expos of new products – One at Gablewoods Mall and one at Rodney Bay
Mall – End of November, December - Weekend before Christmas.
December 2006- February 2007
Regional and local promotion of FLOW
March – April 2007
FLOW
April – May 2007
Analysis and follow up – collection and collation of buyer and exhibitor report forms,
further promotion to buyers (CD mailing)
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APPENDIX 1

St. Lucia Seal of Quality & Authenticity

for Hand Crafted Goods

AIM

The concept for this seal came from the well recognized need to find ways in which locally produced
art, crafts and gifts can be made more competitive in the face of increasing globalization. It is proposed
as an integral part of a wider initiative to address the issues facing local producers, namely design,
packaging, labeling and presentation and marketing.

While in the long term, full recognition of artists or whole production studios may be possible, it was
felt that it would be most useful and more manageable to start with awarding a seal only to specific
products. Particularly in relation to the upcoming Cricket World Cup we feel it will be most useful to
have a system in place and operating as soon as possible.

The seal, in the form of an insignia that can be printed on packaging and display / point of sale materials
will:

• Identify authentic local goods

• Identify quality goods
• Assist with competitive edge
• Encourage and reward excellence

It is envisaged that both producers and sellers will be able to make use of the seal provided criteria are
met.

CONSIDERATIONS

In order to be useful, the seal must be held in high regard by all stakeholders - producers, sellers and
consumers – therefore award of the seal must be subject to stringent conditions and must be reviewed
periodically and its use monitored regularly. This will require certain institutions being made responsible
for the awarding and the monitoring – perhaps by means of setting up a committee. Additionally, an
awareness campaign must be undertaken and maintained to ensure the Seal becomes recognized and
respected - it is important that the Seal receive the support of the various stakeholders and becomes a
truly National initiative.
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UNESCO – CACSA SEAL OF EXCELLENCE

for Handicraft Products in Central Asia

Friday, November 19th, 2004, The United Nations Educational, Scientific and Cultural Organization
(UNESCO) and the Central Asian Crafts Support Association (CACSA) carried out the presentation for
the SEAL of Excellence for handicraft products in central Asia 2004 and chose the handicraft products
with the creation of a certificate that will have the SEAL of Excellence.
SEAL of Excellence for handicraft products enhances the international awareness of the crafts of Central
Asia. At the same time, it serves as a quality control mechanism and as a marketing tool for progress in
the global craft market of traditional and innovative craft products from the given region.
105 entries were received to participate in the reception of the SEAL of Excellence for 2004 from five of
the countries in the region: Kazakhstan, Kyrgyzstan, Tajikistan, Turkmenistan and Uzbekistan. The
products were examined in 6 various categories, such as: utensils and accessories for houses, clothes,
accessories, ornaments and jewelry, souvenirs and toys produced from natural materials, such as natural
fiber, wood, metal, stone and ceramics.
The jury, composed of regional and international experts selected the products that received the SEAL
of Excellence. Judging of handicraft products were based on the following criteria:
• Demonstrated excellence and standard-setting quality in craftsmanship
• Creative and successful alliance of traditional skills and innovation in material, form or design
• Expression of cultural identity and traditional aesthetics value
• Respect for the environment in materials and production techniques
• Marketability of the craft products with potential for the world market