The historic St. Thomas synagogue has been through two fires, two rebuildings and numerous hurricanes. But the spirit of the congregation cannot be defeated by fire, storm or old age. In that spirit, the temple is undergoing extensive restoration.
Planning for the project started a couple of years ago, and the actual work began in July, restoration architect William Taylor says.
"The entire building and premises are being reconstructed," he says, "but the main focus is on the plaster."
During the early 1970s, much of downtown Charlotte Amalie went through what Taylor describes as a "rustication" phase, as building walls were stripped down to what was believed to be the original open brickwork. The synagogue was among the buildings affected.
"The bricks, of course, look attractive, but they are not what was originally intended," Taylor says. "What happened was that, after stripping the plaster off, a sealant was then put on the bricks, which held in moisture, causing the bricks to disintegrate." The bricks had originally been sealed with a lime plaster which preserved the walls.
"The bricks were never intended to be exposed," Taylor says. "I've had to send samples of the sealant to the states, to find a solvent to dissolve it."
Charles Ellick, restoration committee chair and an engineer for the Water and Power Authority, knows the building like his own child. Walking on the soft sand covering the floor (a tradition dating back to the Spanish Inquisition, when the Jews were forced to hold their services in secret and used sand to muffle the sounds), Ellick pointed out other aspects of the project.
The interior pillars, handmade in Denmark from rounded bricks, have deteriorated.
"You can see what has happened, between the termites and the plywood used to cover them," Ellick says sadly. It's another example of work done "in good faith, but incorrectly, in the '70s renovation," he says, and the result is that the pillars are rotting away at their foundation.
The interior walls will all be covered in white plaster, which Ellick sees as serving a spiritual as well as an architectural need. "During services, sometimes your mind wanders to explore all those bricks," he muses, and the white interior will be more conducive to prayer.
Another aspect of the project is restoration of the treasured French brass chandeliers, which have Baccarat crystal chimneys. "We have metal conservators coming from New York to make bids on the project," Taylor says.
The Crystal Gade building is badly in need of shoring up. Walking up the stairs to the entry, one sees greenery wistfully peeping out of the top of one of the porch columns, a dead giveaway to the structure's immediate need of attention.
The synagogue was originally built in 1796, when the Jews of St. Thomas founded their first congregation, Bracha V'Shalom, meaning Blessing and Peace. It's commonly known today as the Hebrew Congregation of St. Thomas.
The structure, a popular tourist stop, is the oldest under the American flag to have never missed Sabbath services. It is the third-oldest synagogue in the Western Hemisphere and is included in the National Historic Trust.
The historical significance of the building and its contents cannot be underestimated.
The menorah, a seven-branched candle holder, behind the bimah, or pulpit, is Spanish and dates from the 11th century. The arc, which contains six Torah scrolls (three Sephardic and three Ashkenazic, from different ethnic origins within Judaism), is now constructed of a faux finish of wood and marble. This will be replaced with real marble and mahogany.
Taylor has traveled to England to have a new set of tablets containing the Ten Commandments fabricated.
"The old ones were made from cast plaster, and we want these to be accurate," he says. The new ones will be made of stone with gilded lettering. They are being crafted by the same artisan who created the memorial over Princess Diana's grave.
More than $350,000 is being spent to restore the synagogue to its original integrity, "a significant undertaking," Taylor says, reflecting the feelings of the small but loyal congregation from whom the money is being raised.
While the restoration work is under way, services are being conducted across the street at Lilienfeld House, the congregation's social and educational facility.
Viewing the construction debris all around him at the synagogue, Ellick says with a determined smile, "It will be ready in December."
That will make the congregation proud and happy, and also please the almost constant stream of tourists who currently have to be turned away at the gate.
'ELMO D.' PAYS TRIBUTE TO 'EARLE B.'
My fascination for the art of politics was primarily influenced by "Earle B. Ottley, the Godfather of Virgin Islands politics."
Our rich history will record that "Earle B." was a political genius – one of the greatest civic, labor and political leaders of the United States Virgin Islands. He was at the forefront of every fight for our many social and economic causes and he displayed much courage and strong political leadership.
He personally groomed many of us who have held and now hold leadership positions throughout the Virgin Islands government and beyond.
He was sometimes perceived by some as a political dictator, but I can vouch from my personal relationship with this master politician for almost four decades that he was a soft-hearted and very compassionate human being.
"Earle B." was responsible for my appointment as the youngest commissioner in the government of the Virgin Islands in 1964, and for my entrance on the political scene in 1970. He had a way of recognizing the talents of many young Virgin Islanders and he sparked the development of the successful careers of many of us who remain forever grateful for his mentorship.
He was better known for his generalship of the many strategies we utilized on the early political battlegrounds that ended in enormous benefits for the people of the Virgin Islands. His deftness in bringing warring fractions of the Unity and Democratic Parties together was miraculous.
I will remember fondly the myriad of political meetings, the planning of election strategies and the interchange of ideas which led to many political victories. I often wondered whether "Earle B." slept at all.
To the end, he was involved in the politics of the Virgin Islands. He never hesitated to maintain contact with all fractions on the political landscape. I will miss his weekly calls when we discussed local politics and his vision for the future development of his beloved Virgin Islands.
"Earle B." throughout his lifetime believed in the truism, "A man's word is his bond." He believed that a mere handshake was enough to make a firm commitment that was irrevocable. He bemoaned the fact that this is sorely lacking in today's political leaders.
He had an insatiable desire to serve his people even when suffering the pains of his illness. He remained actively aware of what was going on in the Virgin Islands community.
He will be truly missed by those of us who had an opportunity to know him.
To his dear wife, Alma, and the rest of the Ottley family, I extend my heartfelt condolences at this time of your sorrow. May God give you the strength to carry on the legacy which "Earle B." has left with us as "Chief Servant of His People."
Elmo D. Roebuck
Former Senator
Our rich history will record that "Earle B." was a political genius – one of the greatest civic, labor and political leaders of the United States Virgin Islands. He was at the forefront of every fight for our many social and economic causes and he displayed much courage and strong political leadership.
He personally groomed many of us who have held and now hold leadership positions throughout the Virgin Islands government and beyond.
He was sometimes perceived by some as a political dictator, but I can vouch from my personal relationship with this master politician for almost four decades that he was a soft-hearted and very compassionate human being.
"Earle B." was responsible for my appointment as the youngest commissioner in the government of the Virgin Islands in 1964, and for my entrance on the political scene in 1970. He had a way of recognizing the talents of many young Virgin Islanders and he sparked the development of the successful careers of many of us who remain forever grateful for his mentorship.
He was better known for his generalship of the many strategies we utilized on the early political battlegrounds that ended in enormous benefits for the people of the Virgin Islands. His deftness in bringing warring fractions of the Unity and Democratic Parties together was miraculous.
I will remember fondly the myriad of political meetings, the planning of election strategies and the interchange of ideas which led to many political victories. I often wondered whether "Earle B." slept at all.
To the end, he was involved in the politics of the Virgin Islands. He never hesitated to maintain contact with all fractions on the political landscape. I will miss his weekly calls when we discussed local politics and his vision for the future development of his beloved Virgin Islands.
"Earle B." throughout his lifetime believed in the truism, "A man's word is his bond." He believed that a mere handshake was enough to make a firm commitment that was irrevocable. He bemoaned the fact that this is sorely lacking in today's political leaders.
He had an insatiable desire to serve his people even when suffering the pains of his illness. He remained actively aware of what was going on in the Virgin Islands community.
He will be truly missed by those of us who had an opportunity to know him.
To his dear wife, Alma, and the rest of the Ottley family, I extend my heartfelt condolences at this time of your sorrow. May God give you the strength to carry on the legacy which "Earle B." has left with us as "Chief Servant of His People."
Elmo D. Roebuck
Former Senator
NO-NONSENSE APPROACH BY BORNN AND RUTNIK
Michael Bornn, acting Tourism commissioner, told the Senate Finance Committee the territory must change its thinking about the way the Department of Tourism does business.
Calling tourism the engine that fuels the economy, Bornn said he needs $20 million to properly advertise the territory.
"If we start at $20 million, it will tell people that we're finally interested in the game," he said.
Bornn spoke frankly about the competitive nature of Caribbean tourism — and tourism in general — and the vast sums of money being spent by other island nations to attract visitors. He told the committee Tourism must employ a toll-free phone information system and develop an Internet website because high-tech information tools have become standard in the world tourism industry.
He said Internet advertising is cheap and the way of the future.
He also blasted current policies in the Tourism Department, saying such events as the V.I. Carnival are very successful but have reached a point where they must become self-sufficient.
"They have to go out and get money for their paint, their glitter and their whatever," Bornn said.
Tourism should also stop subsidizing special events promoters who can't create successful productions on their own, he said.
Committee Chairwoman Lorraine Berry applauded Bornn's "no nonsense" approach toward the problems that plague his department and said she was confident that, given the opportunity to do what he envisions, Bornn will be a dynamic force in this government.
In its afternoon session the committee heard from the Department of Licensing and Consumer Affairs and the Public Services Commission.
DLCA Commissioner Andrew Rutnik said he wanted to increase certain licensing fees and develop a new policy for dealing with business operators who consistently submit worthless checks.
He characterized the outcome of a recent amnesty program on business license fees as unprofitable.
Rutnik also called for a crackdown on "briefcase businesses" which operate illegally without valid business licenses.
He also said loopholes that defraud the V.I. government must be closed.
"There is much corruption here," Rutnik said. "Legislation may have to be put in place prohibiting businessmen from closing their doors one day, only to re-open shortly thereafter almost at the same place of business with the same corporate management. Tax dollars go out the door."
Committee members asked Rutnik if he would consider absorbing the Taxi Commission as part of DLCA. Under the current structure the commission operates under Licensing only for budget purposes. The Finance Committee wants to cut the budget for the Taxi Commission.
Eva Richardson, acting executive director of the Taxi Commission, testified that she currently has no administrator and works in her spare time to perform clerical duties in the office.
Rutnik said he would not want to hold authority over the Taxi Commission.
PSC Chairman Walter Challenger declined to defend his agency's budget because, he said, he was given only two hours' notice to appear at the hearing, had never seen the budget before and did not know who had prepared it.
Calling tourism the engine that fuels the economy, Bornn said he needs $20 million to properly advertise the territory.
"If we start at $20 million, it will tell people that we're finally interested in the game," he said.
Bornn spoke frankly about the competitive nature of Caribbean tourism — and tourism in general — and the vast sums of money being spent by other island nations to attract visitors. He told the committee Tourism must employ a toll-free phone information system and develop an Internet website because high-tech information tools have become standard in the world tourism industry.
He said Internet advertising is cheap and the way of the future.
He also blasted current policies in the Tourism Department, saying such events as the V.I. Carnival are very successful but have reached a point where they must become self-sufficient.
"They have to go out and get money for their paint, their glitter and their whatever," Bornn said.
Tourism should also stop subsidizing special events promoters who can't create successful productions on their own, he said.
Committee Chairwoman Lorraine Berry applauded Bornn's "no nonsense" approach toward the problems that plague his department and said she was confident that, given the opportunity to do what he envisions, Bornn will be a dynamic force in this government.
In its afternoon session the committee heard from the Department of Licensing and Consumer Affairs and the Public Services Commission.
DLCA Commissioner Andrew Rutnik said he wanted to increase certain licensing fees and develop a new policy for dealing with business operators who consistently submit worthless checks.
He characterized the outcome of a recent amnesty program on business license fees as unprofitable.
Rutnik also called for a crackdown on "briefcase businesses" which operate illegally without valid business licenses.
He also said loopholes that defraud the V.I. government must be closed.
"There is much corruption here," Rutnik said. "Legislation may have to be put in place prohibiting businessmen from closing their doors one day, only to re-open shortly thereafter almost at the same place of business with the same corporate management. Tax dollars go out the door."
Committee members asked Rutnik if he would consider absorbing the Taxi Commission as part of DLCA. Under the current structure the commission operates under Licensing only for budget purposes. The Finance Committee wants to cut the budget for the Taxi Commission.
Eva Richardson, acting executive director of the Taxi Commission, testified that she currently has no administrator and works in her spare time to perform clerical duties in the office.
Rutnik said he would not want to hold authority over the Taxi Commission.
PSC Chairman Walter Challenger declined to defend his agency's budget because, he said, he was given only two hours' notice to appear at the hearing, had never seen the budget before and did not know who had prepared it.
RITZ CARLTON "WORLD'S BEST" IN SURVEY
For the second consecutive year, The Ritz-Carlton, St. Thomas ranked among the top hotels in the Caribbean, Bermuda and the Bahamas in Travel & Leisure magazine's 1999 "World's Best Service" reader's poll.
The oceanfront resort moved from fifth to third place in the poll and ranked number 33 in the Top 100 Hotels and Resorts in the World category, up from number 84 in last year's poll.
The magazine conducted a survey of frequent and experienced travelers from its readership to honor the world's best hotels. Rankings are based on five categories: room/ambiance, service, facilities/activities, location and value. For more information or reservations, call (340) 775-3333 or (800) 241- 3333.
The oceanfront resort moved from fifth to third place in the poll and ranked number 33 in the Top 100 Hotels and Resorts in the World category, up from number 84 in last year's poll.
The magazine conducted a survey of frequent and experienced travelers from its readership to honor the world's best hotels. Rankings are based on five categories: room/ambiance, service, facilities/activities, location and value. For more information or reservations, call (340) 775-3333 or (800) 241- 3333.
MORE PRAISES AND MOURNING FOR OTTLEY
Condolences for a Great Man:
There were two great black politically powerful men in my young life: Pop Chambers of St. Louis, Missouri and Leon Jordan of Kansas City, Missouri, both Democrats, who welded political power on behalf of a politically strapped black community. Presidential candidates from Mr. Kennedy backwards consulted relative to the "Negro" vote. Mr. Earle B. Ottley, in 1973 when I first met him, joined my knowledge bank with those great men.
These three men had the power to give political representation in a society which had determined that voting, exercising political power and receiving political favors would be considered opportunities not available to people of color. They all had the power to command audiences with the most prominent of political figures but they always exercised that power on behalf of the citizens they served.
Mr. Ottley had the power and yet the compassion to be able to allow you to enjoy and feel comfortable in his presence. He never exercised a feeling of subordination, never ignored one's plea for assistance, returned any and all phone calls, spoke to everyone on the streets and did not separate his humanity by partisanship. He, like those two others mentioned above, knew that every footprint they put down was a giant footprint for their perceived mankind. They knew that they were the conduit for opportunities for their people and they never compromised nor apologized for being that conduit but exploited it always on behalf of others.
Power and humanity for them were exercised by mere telephone calls and sometimes whispered suggestions and the people reaped the benefits. A Virgin Islander, no, Mr. Ottley was a politically powerful gentleman and humanitarian for all humanity. I respected him and will carry that respect, even as a Republican, for the rest of my life and attempt to pass what I know of his legacy on to our youth no matter where they live or where they're from.
As a Republican, my wife a Democrat, we join as a family in extending our heartfelt sympathy to Mr. Earle B. Ottley's family and friends. May he finally
rest in peace.
Sincerely,
Krim Menelik Ballentine
There were two great black politically powerful men in my young life: Pop Chambers of St. Louis, Missouri and Leon Jordan of Kansas City, Missouri, both Democrats, who welded political power on behalf of a politically strapped black community. Presidential candidates from Mr. Kennedy backwards consulted relative to the "Negro" vote. Mr. Earle B. Ottley, in 1973 when I first met him, joined my knowledge bank with those great men.
These three men had the power to give political representation in a society which had determined that voting, exercising political power and receiving political favors would be considered opportunities not available to people of color. They all had the power to command audiences with the most prominent of political figures but they always exercised that power on behalf of the citizens they served.
Mr. Ottley had the power and yet the compassion to be able to allow you to enjoy and feel comfortable in his presence. He never exercised a feeling of subordination, never ignored one's plea for assistance, returned any and all phone calls, spoke to everyone on the streets and did not separate his humanity by partisanship. He, like those two others mentioned above, knew that every footprint they put down was a giant footprint for their perceived mankind. They knew that they were the conduit for opportunities for their people and they never compromised nor apologized for being that conduit but exploited it always on behalf of others.
Power and humanity for them were exercised by mere telephone calls and sometimes whispered suggestions and the people reaped the benefits. A Virgin Islander, no, Mr. Ottley was a politically powerful gentleman and humanitarian for all humanity. I respected him and will carry that respect, even as a Republican, for the rest of my life and attempt to pass what I know of his legacy on to our youth no matter where they live or where they're from.
As a Republican, my wife a Democrat, we join as a family in extending our heartfelt sympathy to Mr. Earle B. Ottley's family and friends. May he finally
rest in peace.
Sincerely,
Krim Menelik Ballentine
SPRAUVE AND EMANUEL OFFER CONDOLENCES
Dear Source,
We at the Summer Institute of Virgin Islands Culture (SIVIC) wish to share with the families and friends directly concerned and with the Virgin Islands cultural family our profound regrets on the recent passing of four V.I. cultural heroes; namely, Mr. Frank Charles on St. Croix, the towering drummer and drum-maker; Mr. Geraldo Guirty on St. Thomas, erudite cultural chronicler and historian; Senator Earl B. Ottley brilliant politician and writer, and Mr. Wilfred Barry, Marshall and Folklife Festival volunteer.
In innumerable ways each one of these gentleman has left his marks on V.I. culture. We shall miss them dearly. May Their Souls Rest In Peace!
Gilbert A. Sprauve, Dir.
Gene Emanuel, Asst. Dir.
We at the Summer Institute of Virgin Islands Culture (SIVIC) wish to share with the families and friends directly concerned and with the Virgin Islands cultural family our profound regrets on the recent passing of four V.I. cultural heroes; namely, Mr. Frank Charles on St. Croix, the towering drummer and drum-maker; Mr. Geraldo Guirty on St. Thomas, erudite cultural chronicler and historian; Senator Earl B. Ottley brilliant politician and writer, and Mr. Wilfred Barry, Marshall and Folklife Festival volunteer.
In innumerable ways each one of these gentleman has left his marks on V.I. culture. We shall miss them dearly. May Their Souls Rest In Peace!
Gilbert A. Sprauve, Dir.
Gene Emanuel, Asst. Dir.
EDUCATORS MOURN LOSS OF 4 COMMUNITY LEADERS
Dear Source,
We at the Summer Institute of Virgin Islands Culture (SIVIC) wish to share with the families and friends directly concerned and with the Virgin Islands cultural family our profound regrets on the recent passing of four V.I. cultural heroes; namely, Mr. Frank Charles on St. Croix, the towering drummer and drum-maker; Mr. Geraldo Guirty on St. Thomas, erudite cultural chronicler and historian, Sen. Earle B. Ottley brilliant politician and writer and Mr. Wilfred Barry, Marshall and Folklife Festival volunteer.
In innumerable ways each one of these gentleman has left his marks on V.I. culture. We shall miss them dearly. May Their Souls Rest In Peace!
Gilbert A. Sprauve, Dir.
Gene Emanuel, Asst. Dir.
We at the Summer Institute of Virgin Islands Culture (SIVIC) wish to share with the families and friends directly concerned and with the Virgin Islands cultural family our profound regrets on the recent passing of four V.I. cultural heroes; namely, Mr. Frank Charles on St. Croix, the towering drummer and drum-maker; Mr. Geraldo Guirty on St. Thomas, erudite cultural chronicler and historian, Sen. Earle B. Ottley brilliant politician and writer and Mr. Wilfred Barry, Marshall and Folklife Festival volunteer.
In innumerable ways each one of these gentleman has left his marks on V.I. culture. We shall miss them dearly. May Their Souls Rest In Peace!
Gilbert A. Sprauve, Dir.
Gene Emanuel, Asst. Dir.
SIBILLY SCHOOL TO REOPEN MONDAY
Classes will resume Monday for Joseph Sibilly Elementary School students who were sent home earlier this week due to contaminated drinking water at the north side school.
After a report of contamination by volatile organic chemicals to the drinking water was leaked to the press Friday, Aug. 21, the Education Department reported the problem publicly on Monday and hastily called a meeting with parents and teachers for Wednesday.
Superintendent Rosalia Payne had nothing to offer at that meeting on what the contaminants were and what side affects parents or doctors should look for.
A press release from Education this Friday said Payne met with officials from the Department of Planning and Natural Resources late Thursday afternoon to discuss the school's water problems.
Christine Lottes, supervisor of the Public Water Supervision Program in the Division of Environmental Protection of Planning and Natural Resources, said, "The levels of the chemicals found in the cisterns at the Sibilly school pose no threat to the health of the students who have come in contact with them. Although the chemicals exceeded the maximum contaminant levels set by EPA, the potential for adverse health effects due to short-term exposure are minimal."
"Health risks could occur if the exposure was over a long period of time such as seven years or more," according to the release.
Lottes did not say where her information came from.
It was revealed at Wednesday's meeting that the water at Sibilly school was last tested for volatile organic chemicals in 1995 — five years ago.
Classés will resume Monday since the work to empty and clean cisterns has been completed, the release said. Water will be supplied from large plastic tanks for "sanitary necessities for the students and staff."
Ruby Simmonds, commissioner of Education, told Radio One news that all water will be obtained from the Water and Power Authority and will be delivered by a truck from the Department of Housing, Parks and Recreation.
Since no one has been able to identify the source of the contaminants, parents raised concerns Wednesday that they may have come from some of the truckers who deliver water to the school.
Meals for the students will be prepared at Charlotte Amalie High School and delivered to Sibilly.
Kindergarten students with last names A-L are to report Monday with their parents; those with last names M-Z are to report Tuesday, with their parents. There will be an orientation from 8 a.m. to 12 noon both days. Wednesday marks the first full day for kindergarten students.
The release did not indicate how the lost days will be made up.
After a report of contamination by volatile organic chemicals to the drinking water was leaked to the press Friday, Aug. 21, the Education Department reported the problem publicly on Monday and hastily called a meeting with parents and teachers for Wednesday.
Superintendent Rosalia Payne had nothing to offer at that meeting on what the contaminants were and what side affects parents or doctors should look for.
A press release from Education this Friday said Payne met with officials from the Department of Planning and Natural Resources late Thursday afternoon to discuss the school's water problems.
Christine Lottes, supervisor of the Public Water Supervision Program in the Division of Environmental Protection of Planning and Natural Resources, said, "The levels of the chemicals found in the cisterns at the Sibilly school pose no threat to the health of the students who have come in contact with them. Although the chemicals exceeded the maximum contaminant levels set by EPA, the potential for adverse health effects due to short-term exposure are minimal."
"Health risks could occur if the exposure was over a long period of time such as seven years or more," according to the release.
Lottes did not say where her information came from.
It was revealed at Wednesday's meeting that the water at Sibilly school was last tested for volatile organic chemicals in 1995 — five years ago.
Classés will resume Monday since the work to empty and clean cisterns has been completed, the release said. Water will be supplied from large plastic tanks for "sanitary necessities for the students and staff."
Ruby Simmonds, commissioner of Education, told Radio One news that all water will be obtained from the Water and Power Authority and will be delivered by a truck from the Department of Housing, Parks and Recreation.
Since no one has been able to identify the source of the contaminants, parents raised concerns Wednesday that they may have come from some of the truckers who deliver water to the school.
Meals for the students will be prepared at Charlotte Amalie High School and delivered to Sibilly.
Kindergarten students with last names A-L are to report Monday with their parents; those with last names M-Z are to report Tuesday, with their parents. There will be an orientation from 8 a.m. to 12 noon both days. Wednesday marks the first full day for kindergarten students.
The release did not indicate how the lost days will be made up.
TOURISM MAKING DO WITH SLIM MARKETING FUNDS
As the winter tourist season approaches, the Department of Tourism is beginning its annual advertising campaign to attract visitors to the territory.
But while the department will place ads in 14 major U.S. consumer and trade publications beginning this fall, the government’s money crunch is hampering a larger marketing effort and pushing Tourism employees in new directions.
Based on the previous administration’s advertising schedule for September through January of last fiscal year, Beverly Petrus, Tourism’s director of marketing, said the fall campaign is about the same as last year.
"We’re not doing fewer," she said. "But we’d like to do more."
Although Petrus said $500,000 has been committed to placing ads in Black Enterprise, Boating, Bridal Guide, Caribbean Travel and Life, Essence, Food and Wine, Islands, The New Yorker, Scuba Diving, Travel and Leisure, Black Meetings and Tourism, Corporate and Incentive Travel, Recommend and Travel Weekly, a greater budget would mean more exposure for the territory.
"The amount is definitely inadequate," she said. "But it’s as much as we can do with the available funding."
Acting Tourism Commissioner Michael Bornn has said $20 million is needed annually to competitively market the territory. But a major source of money needed for marketing, the $8 million to $9 million a year collected in hotel occupancy taxes, is being used to cover the government payroll.
And that is forcing the staff at the Department of Tourism into new and challenging roles. The department’s New York City-based advertising agency Lowe and Partners is no longer placing ads for the government because it is owed money.
That means that the department now has to do its advertising in-house and that Petrus had to take a crash course in the ins-and-outs of the advertising world.
"It’s new for the department," she said. "I had two choices: not advertise or learn and jump in."
But the in-house advertising is time-consuming and doesn’t allow the department to gain from the purchase power ad agencies possess, Petrus said. However, when the department finds itself in a stronger financial position in the future, it may return to an agency.
In the meantime, the department is looking to get the most bang for its buck. Most of the publications targeted for the upcoming ad campaign are old standards, like the Caribbean-oriented glossies.
"We’re doing some of the same, but changed a couple," Petrus said. "A few we’ve deemed important like the African American publications. We’ve been pretty much on a high since Sinbad. It didn’t make sense to drop it."
Bornn is also urging members of the territory’s tourism industry to place their own ads in the same publications or others the department hasn’t targeted.
"We want to maximize this promotional effort by encouraging the private sector to piggyback on the advertising placements," said Bornn. "This is an interim campaign that will allow us to maintain a presence in the U.S. market. In spite of the economic crunch that has severely affected our advertising campaign, our schedule provides broad-based coverage that involves several niche markets."
But even if Tourism had $20 million to spend, Petrus said, the private sector has to supplement the government’s effort.
"You’ve got to let (potential tourists) know you’re an option," she said. "Yes, we’re definitely behind the eight ball. But it’s not just a V.I. government thing. It’s a destination thing."
But while the department will place ads in 14 major U.S. consumer and trade publications beginning this fall, the government’s money crunch is hampering a larger marketing effort and pushing Tourism employees in new directions.
Based on the previous administration’s advertising schedule for September through January of last fiscal year, Beverly Petrus, Tourism’s director of marketing, said the fall campaign is about the same as last year.
"We’re not doing fewer," she said. "But we’d like to do more."
Although Petrus said $500,000 has been committed to placing ads in Black Enterprise, Boating, Bridal Guide, Caribbean Travel and Life, Essence, Food and Wine, Islands, The New Yorker, Scuba Diving, Travel and Leisure, Black Meetings and Tourism, Corporate and Incentive Travel, Recommend and Travel Weekly, a greater budget would mean more exposure for the territory.
"The amount is definitely inadequate," she said. "But it’s as much as we can do with the available funding."
Acting Tourism Commissioner Michael Bornn has said $20 million is needed annually to competitively market the territory. But a major source of money needed for marketing, the $8 million to $9 million a year collected in hotel occupancy taxes, is being used to cover the government payroll.
And that is forcing the staff at the Department of Tourism into new and challenging roles. The department’s New York City-based advertising agency Lowe and Partners is no longer placing ads for the government because it is owed money.
That means that the department now has to do its advertising in-house and that Petrus had to take a crash course in the ins-and-outs of the advertising world.
"It’s new for the department," she said. "I had two choices: not advertise or learn and jump in."
But the in-house advertising is time-consuming and doesn’t allow the department to gain from the purchase power ad agencies possess, Petrus said. However, when the department finds itself in a stronger financial position in the future, it may return to an agency.
In the meantime, the department is looking to get the most bang for its buck. Most of the publications targeted for the upcoming ad campaign are old standards, like the Caribbean-oriented glossies.
"We’re doing some of the same, but changed a couple," Petrus said. "A few we’ve deemed important like the African American publications. We’ve been pretty much on a high since Sinbad. It didn’t make sense to drop it."
Bornn is also urging members of the territory’s tourism industry to place their own ads in the same publications or others the department hasn’t targeted.
"We want to maximize this promotional effort by encouraging the private sector to piggyback on the advertising placements," said Bornn. "This is an interim campaign that will allow us to maintain a presence in the U.S. market. In spite of the economic crunch that has severely affected our advertising campaign, our schedule provides broad-based coverage that involves several niche markets."
But even if Tourism had $20 million to spend, Petrus said, the private sector has to supplement the government’s effort.
"You’ve got to let (potential tourists) know you’re an option," she said. "Yes, we’re definitely behind the eight ball. But it’s not just a V.I. government thing. It’s a destination thing."
A NEED FOR GUN CONTROL
In an attempt to curtail violent crimes committed with assault weapons in the Virgin Islands, a bill is winding its way through the legislative process.
Sen. Lorraine Berry and Sen. George Goodwin have joined me on Bill #23-0038 which I initially proposed in the 22nd Legislature and is now in the Government Operations Committee.
The bill seeks to reduce or even eliminate dangerous assault firearms that are too prevalent in this community. Some of these very guns are in criminal hands—exposing decent law-abiding citizens and police officers to great danger.
This proposed legislation does not seek to prevent law-abiding individuals from bearing arms. The law basically restricts the type of weapons one may possess. It also intensifies the screening process and restricts easy access to this powerful weaponry. The policy will be very stringent indeed.
Although the weapons banned by the legislation have been used only a few times in the commission of crimes in the territory, I feel that these weapons pose a threat to public safety because they are capable of firing many rounds in extremely rapid succession. My argument is that the characteristic of these weapons increases the offenders ability to kill and wound several persons at one time. Furthermore, these weapons inflict multiple wounds to a victim; therefore, a decrease in the use of assault weapons would reduce the fatality rate in gun attacks.
The penalty for the violation of gun laws in the Virgin Islands will be so strict that criminals will think twice before they commit a crime with an assault firearm. As far as I am concerned, we will continue to be a community under siege as long as criminals possess greater fire power than Virgin Island's law enforcement officials. Guns and criminals go hand in hand while the economy suffers.
Some of the detractors of this legislation, testifying at the August 13 Government Operations Meeting, complained that a $200 registration fee for an assault firearm was too steep. They further went on to say that previous gun bans proved ineffective.
I disagree with both issues. The guns we seek to ban are incredibly expensive to begin with. If someone will spend in excess of $1,000 for the initial purchase of a firearm, then why shouldn't a community exposed to this weapon expect a $200 licensing fee?
Additionally, according to the National Institute of Justice, the 1934 federal restriction banning the ownership of fully automatic weapons (machine guns) was very successful. The measure of success was based on the rarity of crimes committed with these weapons nationwide for ten years after the enactment of the law. Furthermore, Washington DC's restrictive handgun licensing system, which went into effect 1976, produced a drop in gun fatalities that lasted several years after its enactment.
I believe this bill, with some amendments will, stand on its own. If we save just one life, we will have been successful.
Those who are illegally importing guns to the Virgin Islands must be prepared to face the music. We must prevent the horse from getting out of the barn rather than chasing after it when it is gone.
I am asking every Virgin Islander to stand up and support this non-political, extremely important legislation. I am interested in hearing from everyone concerning your views and mine as it relates to the ban on assault weapons.
Sen. Lorraine Berry and Sen. George Goodwin have joined me on Bill #23-0038 which I initially proposed in the 22nd Legislature and is now in the Government Operations Committee.
The bill seeks to reduce or even eliminate dangerous assault firearms that are too prevalent in this community. Some of these very guns are in criminal hands—exposing decent law-abiding citizens and police officers to great danger.
This proposed legislation does not seek to prevent law-abiding individuals from bearing arms. The law basically restricts the type of weapons one may possess. It also intensifies the screening process and restricts easy access to this powerful weaponry. The policy will be very stringent indeed.
Although the weapons banned by the legislation have been used only a few times in the commission of crimes in the territory, I feel that these weapons pose a threat to public safety because they are capable of firing many rounds in extremely rapid succession. My argument is that the characteristic of these weapons increases the offenders ability to kill and wound several persons at one time. Furthermore, these weapons inflict multiple wounds to a victim; therefore, a decrease in the use of assault weapons would reduce the fatality rate in gun attacks.
The penalty for the violation of gun laws in the Virgin Islands will be so strict that criminals will think twice before they commit a crime with an assault firearm. As far as I am concerned, we will continue to be a community under siege as long as criminals possess greater fire power than Virgin Island's law enforcement officials. Guns and criminals go hand in hand while the economy suffers.
Some of the detractors of this legislation, testifying at the August 13 Government Operations Meeting, complained that a $200 registration fee for an assault firearm was too steep. They further went on to say that previous gun bans proved ineffective.
I disagree with both issues. The guns we seek to ban are incredibly expensive to begin with. If someone will spend in excess of $1,000 for the initial purchase of a firearm, then why shouldn't a community exposed to this weapon expect a $200 licensing fee?
Additionally, according to the National Institute of Justice, the 1934 federal restriction banning the ownership of fully automatic weapons (machine guns) was very successful. The measure of success was based on the rarity of crimes committed with these weapons nationwide for ten years after the enactment of the law. Furthermore, Washington DC's restrictive handgun licensing system, which went into effect 1976, produced a drop in gun fatalities that lasted several years after its enactment.
I believe this bill, with some amendments will, stand on its own. If we save just one life, we will have been successful.
Those who are illegally importing guns to the Virgin Islands must be prepared to face the music. We must prevent the horse from getting out of the barn rather than chasing after it when it is gone.
I am asking every Virgin Islander to stand up and support this non-political, extremely important legislation. I am interested in hearing from everyone concerning your views and mine as it relates to the ban on assault weapons.
