"Visualise this thing you want. See it, feel it, believe in it. Make your mental blueprint and begin."-Robert Collier .That is exactly what business tycoon, William Munro did 19 years ago when the idea of Soca Monarch popped into his head.Dressed in a comfortable all white linen suit-one of his trademark outfits, Munro, after making sure that he had a drink, sat down in the beautiful spacious veranda of his nine-bedroom, luxurious home at Moses Avenue in Santa Cruz, to discuss his feelings on what was dubbed "the most successful International Soca Monarch Competition," held in its 19 years in running."Before I say anything let me just say a special thanks to the honourable Prime Minister for facilitating the competition with the first prize and other prizes, and for supporting the product throughout the season. She is really trying to assist everyone and it is not an easy task," said Munro.
It belongs to the people
"Soca Monarch belongs to the people! When I started it was my idea but it now belongs to the people," declared Munro.Shedding some light on what his thoughts were on the outcome of this year's competition, Munro revealed that with respect to the turnout by patrons-it was the biggest in Soca Monarch history. And the presentations by artistes were by far, the best with regards to quality.
However, he also took time out to place particular emphasis on the negativism from many, regarding this year's $2M prize money, which was said to have been too much for the Government to offer soca artistes."We always talk about why we pay soca artistes so much money. But my question is-how do these same people who talk about 'too much money' spending on artistes expect good presentations and quality when they attend the competition?" asked Munro.
"Did you see Benji at Soca Monarch? Benjai is not an artiste who usually does presentations during his performances, but this year he shocked everybody, and presentations cost money."Look at the Americans and how much they invest in their athletes, singers, models...you name it."People from all over the world came in for the competition. Soca Monarch promoted T&T Carnival to the world...it was advertised to the world. A show of that quality and that magnitude cost a lot of money," Munro maintained."We have not confirmed the figures just yet... but our estimate is well over $19.5M. "People just don't understand. I tell you if it were not for the assistance of the Government and some sponsors, we could not have done it the way it was done."
Break away frominsular thinking
Shaking his head with a smile on his face, Munro made reference to the recent bid by Tobago to have the 2011 international, Miss World beauty pageant hosted on the island."Look, these people is something else yes! I hear on a station a week ago, Tobago would be willing to host Miss World. I want the population to pay attention. Now mind you, I am in favour of it, but can you imagine the amount of money it would cost T&T to host a show of that stature? But nobody will say a thing, and that is a private organisation. Caribbean Prestige is a foundation-not an organisation," explained Munro.
"They would look at the benefits that can be derived from the competition. But for our own, when the government invests in our culture and our artistes we ask the question-why so much money?"International artistes come here and are paid millions. We have to come out of that way of thinking," Munro preached.
T&T benefits fromSoca Monarch
Pointing at my reporter's note pad as his mobile kept ringing, Munro said: "I want you to write this...because the public has to know how much this country benefits from Soca Monarch."At the office we found out that all the hotels were booked with over 80,000 visitors, in for Carnival-majority of them attended the show, and if not, they watched it at home or where ever else they could have seen it. But they saw it."Besides that, taxi drivers, caterers-everybody benefited financially from the event," said Munro.He added that more than 500 security personnel with 120 dogs were employed for the event.
"Listen, when the office called me and told me how well the preparations for the show wasacoming along, I said I would show off," laughed Munro."I told them in my VVIP section I want it to be stocked with Johnnie Walker blue, gold, green, Chivas Regal, Grey Goose Vodka, Baileys for the women, and the cheapest must be Johnnie Walker Black."Man, I tell you, people flock that bar and didn't want to move. I even get blame for having too much 'nice drinks,' they say people was only studying the bar and not paying attention to the show," joked Munro.
"In that section I also used Food Express-the same caters for our President. That alone was more than $700,000. And we haven't mentioned the amount we had to pay our celebrities we brought in yet," he added.He said Soca Monarch gives a lot, but in years to come that will stop because all stakeholders in the Carnival industry, must learn that it is an invaluable product that must be nurtured and identified as T&T's product and not a Munro thing."We give so much with the Soca Monarch, but two hands must clap."
Munro explained that many people are of the notion that once an event had many sponsors then it received a lot of funding, but he dismissed this, elaborating on what exactly took place where sponsors were concerned."Soca Monarch had approximately 20 sponsors, but I want to let you know that out of that 20 sponsors, 70 per cent of them, Caribbean Prestige has to pay them."You see it is a contra agreement-a more modern type of barter. For example, Soca Monarch will get a certain amount of ads, but we must mention the sponsor's name during that advertisement," Munro explained.
Soca tourism
Munro, who had pitched the idea to the former administration to take Soca Monarch under its wings, said he had also made the proposal to the present Government."Soca Monarch has done well over the years but in order for it to reach its full capacity, it needs proper funding."So, I am saying, with regards to technology and other things that can get the show to a real world status, the Government is more poised to deal with that kind of funding...I don't have all that funding. It is ten times more profitable for the Government to embrace this product," said Munro.He mentioned that when he started integrating other islands into the Monarch, he received a lot of flack, but now everyone recognises the benefits of doing so."I call it 'soca tourism', because this event has not only generated foreign interest, but it has also united the Caribbean. Thousands of islanders grace our shores at Carnival time to support their artistes competing in the show."
Some negatives
Asked if he found there to be any area(s) that needed improvement, Munro stated: "The stadium was given to me too late, by my 'friend', Sports Minister, Anil Roberts."I couldn't understand why, after I spoke to him way in advance, and wrote him 12 times to discuss the time needed to produce a show of that magnitude, he never sat down with me to find out how the event would pull off. "Eventually, he gave me the stadium three days before the show."Thank God Machel allowed me to use the stage as is, because there was no time for a new set-up."
"I am saying if you want Soca Monarch to remain in T&T, then you must pay attention to it, because too many countries want it and are fighting for it. I was totally disappointed with the Minister and his actions," quipped Munro .He said another upset for him was the maintenance company he hired to ensure sanitary conditions were intact throughout the event. However, he applauded the work by security, saying it was to the max."This year it also had a lot of fuss about who should have won the competition. But I just want the public to know that the overall judging does not stop with crowd response, and maybe we should expose them more to what the criteria is on that night.
"Artistes are judged on presentation, rendition, diction, and there are also rules and regulations artistes must adhere to during their performances."For instance, there are to be no more than 20 persons on stage, there is also a time limit for both categories-eight minutes in Power and six in Groovy. Sometimes we allow the little extra time. But then, there are some who just over do it."All of that would be corrected and all who know that they are doing wrong just need to buck up," warned Munro.
Plans for Soca Monarch2012-2 million intact
In 2012, Munro promised that as long as his life was protected by God, and support stayed afloat-Soca Monarch would be nothing short of spectacular."I am looking forward to next year. Every year Soca Monarch brings something new to the event."I was inspired, after seeing Denise Belfon's presentation, to give prizes next year for 'best presentations.' So, I am stating now the first prize winner will receive $100,000, the second $50,000 and the third prize for best presentation would receive $25,000 dollars," vowed Munro.
As for the $2M prize money, Munro assured it would remain intact as promised by the Government."Soca Monarch is the biggest event in Carnival and our tourism benefits handsomely from it. We should be proud of being able to produce a product that has gained international momentum, and again if continued to be marketed properly, T&T would have produced yet another one-of-a-kind product." The official Soca Monarch prize-giving ceremony will be held today at the Hyatt Regency Hotel on Wrightson Road, Port-of-Spain, at 7.30pm.