Osmosis goes for celebrity

Curtis Campbell, Gleaner Writer

Osmosis continues to be a top summer party and tomorrow's staging is expected to surpass all expectations, as the promoters are determined to apply the required formulae from their fun lab to top all previous editions.

The party, which has been held for over a decade, stands out with its exquisite décor and super all-inclusive element.

Dean Shepherd, a member of the party's promotion team, Mad Circle Entertainment, said the name came up as three friends conceptualised the event. "The original members were brainstorming and a medical student was passing and said 'Osmosis'. We decided to go with it, because it sounded cool," he sad.

At tomorrow's Osmosis, the promoters will explore the concept of celebrity. "Celebrities have already flown down to get a taste of the experience, such as two English Premier League footballers - one from Chelsea and the other Manchester United," Shepherd revealed.

Shepherd said Osmosis was first held in 1999 as a pool party in Beverly Hills, St Andrew, and did not attract major sponsorship. However, the response led to it being staged again, this time as an all-inclusive affair. Still, they were unable to secure a major sponsor until 2002, when they attracted Red Stripe Light. Currently, there are over 30 sponsors.

"We are always checking out new sponsors, as well as maintaining existing ones, and we are always coming up with new ideas to attract them," he said.

In shaping an event, Shepherd said, "Every party must have a patron focus. Some promoters tend to plan a party based on their own perspective."

Some of the areas which must be addressed to host a successful party are parking arrangements, ticketing, ensuring a smooth bar flow and having reliable bathroom facilities. Shepherd also said that promoters should always be in tune with what is taking place in the market.

The experienced promoter says that the only challenge faced by Osmosis is staying fresh and maintaining its relevance.

"There are millions of events that are being kept and not all of them are original. Ideas are stolen, so to create new ideas is always a challenge - even the theme," he said.