Red Stripe Experience at Rick's Café to create over 140 new jobs and generate about US$1.5 million annually
Published:Sunday | January 19, 2025 | 5:46 PM
Tourism Minister Edmund Bartlett has announced that the new Red Stripe Experience at Rick's Café in Negril, Westmoreland, is projected to generate US$1.5 million in revenue annually and create more than 140 new jobs.
He made this announcement while speaking at the grand opening of the Red Stripe Experience at Rick's Café, on Saturday. He shared that the partnership between Red Stripe and Rick's Café is a perfect match that will enhance Jamaica’s tourism offerings.
The Red Stripe Experience will be offer an interactive audiovisual tour that captures the history of the two world-renowned brands.
“This collaboration is set to create 146 new jobs, bring 60,000 additional visitors, and generate about US$1.5 million in revenue annually,” Bartlett said.
He also said that beyond these figures, the Red Stripe Experience will create opportunities for local vendors, artists and musicians to showcase their talents and share in the tourism benefits.
According to the tourism minister, Rick's Café, perched on Negril’s cliff, has become a popular spot for visitors wanting to experience Jamaica’s famous sunset and the thrill of cliff jumping. Over the past 25 years, it has developed a partnership with Red Stripe that has morphed into a global experience.
“By adding the Red Stripe Experience, we are creating something even more special through art, music and digital displays, where locals and foreigners alike will journey through almost 100 years of the history of this iconic brand, all while experiencing the Jamaican culture and people that make our island so unique,” said Bartlett.
Sean Wallace, head of commerce at Red Stripe, said the partnership will provide the finest ingredients of Jamaica’s rich culture, and the unbeatable Jamaican passion and creativity for everyone who enters the property.
“Most of you wouldn’t understand this, but when we started this journey back in 2021, we didn’t just want to create another tourist attraction; we wanted something that would really resonate deeply with both locals and visitors alike,” Wallace told business and hospitality stakeholders at the opening of the Red Stripe Experience.
He said the people who will be employed as brewers will receive the required training to equip them to share the Red Stripe story with visitors and explain what it means to be Jamaican.
“The brew tenders, they are the people who are pouring the beer of Jamaica, and they will also be sharing stories both about the beer of Jamaica and about what it means to be Jamaican, what it means to exist in this wonderful space,” explained Wallace.
- Albert Ferguson
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