Title: Kerala kalamandalam
Author (s) : Dhanesh Madhavan
Don Jose
Rejitha Menon
Thara Ravi
Kerala kalamandalam is a center of tourist attraction in Kerala. It is located at Cheruthuruthy, Thrissur district. Kalamandalam is a learning centre for traditional art forms of Kerala. This as a place of tourist attraction has been concerned and executed by Dr V Venu I.A.S (then director of PR Dept, Govt of Kerala) and Mr V Kaladharan (P.R.O of Kerala Kalamandalam). Mr Kaladharan is very clear in his mind that the Kalamandalam will not get diluted when it is promoted as a tourist attraction.
INTRODUCTION
Foreigners who are interested in art forms of Kerala started visiting Kalamandalam. The reason why they choose Kalamandalam was here they can see the art in its pure and natural form. When the flow of tourist to Kalamandalam started increasing, the authorities thought of converting this opportunity for the better growth of the institution. They decided to promote Kalamandalam as a tourist attraction with this intention they started “A DAY WITH THE MASTERS” at Koothambalam. The idea was proposed by Dr V Venu I.A.S and Mr V Kaladharan on providing cultural tourism package for the tourists. This project was proposed in collaboration with Kerala Tourism.
ORGANISATION
Kerala Kalamandalam was founded by Padmabhooshan Vallathol Narayana Menon along with Manakulam Mukundaraja in 1930. It is a premier institution providing training on traditional art forms of Kerala like Kathakali, Koodiyattam, Mohiniattam, Thullal and Panchavaadyam. It is situated near Bharathapuzha in Cheruthurithy, Thrissur district.
Earlier, art forms like Kathakali were popular only among upper class people. With the introduction of English education, people started loosing their interest in this art form. Kathakali enthusiasts like Vallathol Narayana Menon conceived the fact that these art forms are going to extinct in the near future. They realised the need to preserve the traditional art forms especially Kathakali. He along with his associates conducted performances in front of the public and tried to popularise these art forms among common people. In their effort to preserve and revive this art form, they institutionalised their ideas and paved way to form Kalamandalam.
Kalamandalam comprises of an ART gallery where statues of different art forms like Kathakali, Mohiniattam etc are displayed. A temple theatre in its traditional form is also seen here named as Koothambalam, also known as Natyagriha. It is designed and constructed according to Natyasastra by late architect D.Appukuttan Nair. Koothu and Koodiyattam are performed traditionally in Koothambalam. Watching the recitals of performing arts at the Koothambalam is a delightful experience.
Kalamandalam is conducting the Nila festival every year, on the banks of river Nila in which many famous artists are invited for performing their particular art forms. This festival is planned to be conducted in the month of January as enormous number of tourists are observed in this period. By this more and more national and international tourists were attracted to the inner aesthetics of traditional arts.
Hunter College from the City University of New York visited Kalamandalam in the month of January as a token of Cultural Exchange, as students from Kalamandalam had made their visit in this college. Cultural exchanges are seen here every year. Scholars of different institutes come here for training in their interested art forms and stay here for 3months to 2 years.
CONCEPT
India has a cultural heritage that is worth exploring. Indian culture comprises of Indian music, Indian dance, Indian cuisines and Indian festivals. The art form like Kathakali, Mohiniattam, and Koodiyattam is attracting foreigners to our country since long back. Kerala Kalamandalam was started with the intention of preserving the traditional art forms. So it was quite natural that the foreigners were attracted to this place. And once the authorities realised that there lies an opportunity before them, they decided to promote it by designing a package so that the amount received from this tourists could be effectively used for further building the infrastructure.
A DAY WITH THE MASTERS
This is a program that provides an opportunity to the tourists that arrive Kalamandalam to spend almost half a day here to enjoy and experience the art forms. The program is conducted at a fee of $20 per tourist. They can have personal interaction with the masters of various art and disciplines. They are provided with refreshments but not accommodation. The tourists are allowed to visit the classrooms where the training programme is conducted. With the commencement of this programme, there were steady flow of tourists from different parts of world, especially from France and Israel.
In addition to this package, there were tourists who come either as individuals or in groups. Most of the tourists who visit here are particularly coming to visit this place rather than visiting along with other tourist spots. Tourists with deep knowledge of some artistic forms are also the visitors of this institution. If they have any preferences to enjoy a particular part in any of these specific art in which they are well versed, then provisions are made for that too. A guide, mostly Mr. Kaladharan or Ms Ranjini (asst PRO) will accompany them. Tourists of the age group 60 – 80 visit this place as most of them are retired who like to spend a part of their savings to see different art forms. They spend maximum of 1- 2 days. The peak season is observed between August to September and December to February.
With the commencement of more and more tourists, more promotion of resorts and shops are seen in the nearby locality.
MARKETING and Sustainability– Few efforts are taken to publicize these art forms. Tourist mainly recognises this spot from the website info@kalamandalam.org. There are also articles and other write ups on Kalamandalam which provide the tourists and the citizens with a wider knowledge on the same. Efforts like good hospitality, clean campus etc is ensured. Also for gaining better knowledge there is “a day with the masters”.
PROBLEMS FACED AND ACTIONS PLANNED
Most tourists are from France and Israel. When tourists arrive from both these places together there are higher chances of problems because their cultures are entirely different and enjoy the art forms in extremely different ways. Thus different guides are assigned for them.
Students are trained to work as guides but it is not fully successful because the students can’t compromise with their classes.
As it is a government educational institution, public holidays and summer vacations affect them to provide packages during these periods. Mr. Kaladharan has framed out the plan of holding some staffs and students for those tourists who visit the campus on public holidays. Incentives will be offered for those who stay back to entertain the tourists on these days. This might result in a greater flow of tourist in this institution. Although efforts have been taken to maintain the tourists coming here, they ensure that education is not diluted. Also Rs5 Crore project have been submitted to the government so that the infrastructure can be more developed and rebuild. Mr Kaladharan assures a clear line between tourism and education.
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