ATI Weekend Welcomes Party-Goers to Negril

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The Appleton Temptation Isle (ATI) weekend is already shaping up to be a fabulous and unforgettable weekend. Jamaicans residing locally and aboard and visitors to the island are ready to be apart of the biggest event to ever touch the white sand beaches of Negril, an idyllic town in western Jamaica this Emancipation weekend.

With the 2011 staging of Appleton Temptation Isle, ATI, already shaping up to be a fabulous and unforgettable Emancipation weekend. Jamaicans who reside on the rock and overseas are already making arrangements to ensure they are part of the biggest event to ever touch the white sand beaches of Negril but those who claim Jamaican citizenship are not the only ones who will be making the trip to the idyllic town in western Jamaica.

According to CEO of Absolute Entertainment, Alex Chin, the mastermind behind this remarkable weekend, about 30% of ATI patrons are not Jamaican, whether by residence or parentage.

'Some of them hear about it from Jamaican friends. As well as there is the Tourist that came to Jamaica for vacation and coincidentally this weekend was going on in Negril. So they come back every year and spread the word”

With over a decade under its belt the party series continues to grow from strength to strength with each staging aimed at heightening the experience for patrons.

"We bring down international DJs and performers and every year we try to add someone new to the lineup from overseas to make it more appealing. That way they come not just because Jamaica is the place to be but to see a performance from an act from the overseas market. "

And that's not all. The Absolute Team also infuses international flair into the party series in an effort to cater to foreign tastes. Darren Allwood promoter of Colours, one of the parties on the ATI armband says this year organizers will be going a step further by bringing South Beach, Florida and even Trinidad right here to the rock. Well, sort of. ''This year in particular we are talking about partying internationally. We have added the number 1 party in Florida, Naked to the roster and then we have the jokers wild party, Colours which will this year have a trini jouvert flavor so that way we have the International and Caribbean flavours," Allwood said.

Not all the foreigners who journey to Negril for ATI hail from the US, Allwood said,"Last year we had a contingent out of Sweden. Also per capita we had a lot of people from the Cayman Islands, Trinidad, Barbados, and Canada and London.

Emphasis is also placed on interweaving the very best of the island from food to drinks (liquor) and of course music to see to it that tourists go home having had a truly Jamaican experience.

"That's very important because we're not trying to lose our culture or trying to imitate anybody else's culture. We want them to experience our culture, the Jamaican culture, the vibe of partying in the sand enjoying good music eating some Jamaican cuisine the jerk chicken, jerk pork and of course Appleton rum," Chin said.

The Absolute team is able to pull off such stellar events year after year with the support of the Negril Chamber of Commerce. President Carey Wallace says ATI is a welcome stimulus for the economy of the otherwise sleepy beach town. "It's the biggest set of activities for the year for the area. And the spread in terms of revenue generating opportunities span the hotels, the restaurants and even the vendors because while there people have to sleep somewhere, they have to eat and they require other services."

The Chamber also puts measures in place to ensure the comfort of ATI patrons, particularly those for whom Jamaica is a foreign country. 'We have a shuttle, we speak with the police to ensure that people are safe, we work with the NSWMA to make sure the streets are constantly cleaned so we do our part to facilitate this world class event and ensure that it's up to international standards. Wallace said.

Appleton Temptation Island takes place on Friday July 29 to Monday August 1 in Negril, the party central. Title sponsor Appleton is joined by Kirov the Vodka of ATI. Other sponsors include Jamaica Tourist Board, Ford, Calico Jack, Zip 103 FM and The Jamaica Gleaner to name few. Tickets can be purchased across the island in Kingston, Mandeville, Ocho Rios, Portmore, Montego Bay, Savanna-la-mar, Negril, Grand Cayman and Florida. Tickets can also be purchased on-line on the website. Please visit the ATI part series website for the specific outlets for the eleventh Staging of ATI weekend party series.


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Khorie Ann Beckford
Breakthrough Communications
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