WESTERN BUREAU – Hoteliers in Negril are reporting 100 per cent occupancy for the upcoming Independence weekend as more than 6,000 Jamaicans, mostly from Kingston, are expected in that northwestern resort town for this year’s round of the Appleton (Jamaican Rum) theme parties.

“Negril has come alive. You can’t get a room, not even if you paid a million dollars… And everybody benefits… It is good business for Negril,” Volney Williams, the Jamaica Tourist Board representative in that area, told the Sunday Observer on Friday.

The four-day event – named Appleton Temptation Isle (ATI) – is costing promoters, Absolute Entertainment, an estimated $14 million to put on this year.

Appleton Temptation Isle will feature 10 parties, all of which are being held under different themes and at a range of locations across the resort town known the world over for its seven miles of white sand beach.

The parties are:

. “Temptation” being held at Rick’s Café;

. “Beach Bum” at Margaritaville;

. “Summer Shots” at Waves

. “Bikini and Martini” at Risky Business;

. “Ripple Effect” at Tamboo;

. “First Fridays” at Risky Business;

. “Stages” also being held at Waves;

. “Colours” at Risky Business;

. “Atlantis” at Chances; and

. “Flirt” at Bourbon Beach.

“People can expect just a well-organised event… it will be amazing fun for the four days,” Alex Chin, president of Absolute Entertainment, told the Sunday Observer.

He added: “They will have shuttle service… We are encouraging drinking responsibly and we’re working with the police force and other security personnel to ensure that everybody is safe and secure in Negril.”

Chin’s promise and the business it is bringing the resort town have more than pleased hoteliers, who said that Jamaicans make up the majority of their bookings for the weekend.

“The (Appleton) parties that they have each year are really the attraction for the locals. Negril could have been sold four times over last year,” Michelle Biggs, administrative assistant at the 14-year-old, 23-room Sea Splash Hotel, said.

She added that 90 per cent of their own guests had made their bookings three to four months in advance.

Jacqueline Porter, who is employed to the reservations department of the 21-year-old, 70-room Negril Tree House, said they were showing up to 100 per cent occupancy over the Independence weekend and that 50 per cent of that were locals.

“Last year, there were more (locals) because we didn’t have the group that we have now,” she added in reference to an overseas group staying at the property.

Larger properties have also been impacted by the Appleton Temptation Isle parties, which began in the resort town last year.

Burchell Henry, public relations manager for Sandals Negril, said the parties brought Negril alive, with the influx of locals – mostly from Kingston and Mandeville – and foreigners who get their fill of the resort town even as they enjoyed the parties on offer.

“Last year was just magic!” Henry said Friday, adding that he did not expect this year to be any different.

ATI was born from what was formerly a one-day, all-inclusive food and drink party called “Stages”, which began in Miami over nine years ago. It was later brought to Jamaica where it was held for four years – prior to its evolution into ATI last year, which saw Appleton becoming lead sponsor.

Last year, the event, which cost an estimated $10 million to put on, earned the promoters approximately $3 million in profits. For Appleton, their involvement was precipitated by their desire for brand equity, said Andrew Price, head of communications and promotions at J Wray and Nephew, makers of Appleton Jamaican Rum.