The Osmosis history

Sure, you may have been at a few Osmosis events but do you know the history of the event? We asked the Mad Circle team how it evolved and where it might be going.

How did you come up with the name (now brand) 'Osmosis'?

Founding members Philip Palmer, Jermaine Brown, Jeremy Owen and lone female Collette Morrison were brainstorming for a water-themed name because the first event was actually a pool party in Beverly Hills. Morrison's sister, a medical student at the time, in passing muttered, "how about Osmosis?". The team was not very clear on the meaning at the time, but something about how the name rolled off the tongue made it a hit and it was subsequently chosen as the party name. The rest is as you know it.

If you can remember, what were some of the other choices?

Slip 'n Slide, Tipsy, Slippery When Wet and Splash were some of the other choices.

Other than Port Royal and Caymanas Estate which immediately come to mind, what have been some of the other locations?

Changing our venues is something that we do deliberately to boost our marketing efforts, as persons like to look forward to the journey to a new location and the expectation of how it will be set up. Some of the other venues have included Norbrook Drive, Hopefield Avenue, Smokey Vale Great House, Sherbourne Estate (Stony Hill), and The Senior Common Room at the University of the West Indies, Mona.

When did you first get a 'major' sponsor for the event?

This would have been in July, 2004, when we staged the event at Hopefield Avenue. We were incorporated by Smirnoff as part of their 96 Degrees of Summer series. We were incorporated in their radio and television advertising. We have been especially proud of maintaining this great partnership with them over the years.

Would that have been about the time when it 'took off' and became more than just a house party?

Yes, it was, as it was at that staging that we moved off Beverly Hills. This saw us moving to a menu selection including shrimp and rotisserie chicken, a more elaborate venue set-up and decor, and a professional bar service. All these new elements caught the attention of many patrons and prospective sponsors. Once this change in profile was recognised, we began to move towards being the event we are today.

Any plans to expand the brand abroad, for example, what's the possibility of having an Osmosis on foreign soil?

A lot of the success of Osmosis has been in the memories that we have provided patrons with over the years, and the history that we have built here in Jamaica as a young event rising through the ranks. These feelings of nostalgia are not easy to replicate in a foreign environment, so we are not convinced that Osmosis is the brand to export. We are, however, listening to the feedback of patrons, as it has been a consistent murmur over the years to bring it to London, Florida and Trinidad, in particular. We will see.

Where do you hope the brand will be in five years?

In five years, we hope to see the event further cemented as the number-one super-all-inclusive event this side of the world, with an influx of foreigners coming down just to enjoy the Osmosis experience. When we compare our offerings, vibe and pricing, we believe we are unmatched and, therefore, we will be a must-go event for locals and tourists on the Jamaican event calendar.