Yush thrives on no concept

Curtis Campbell, Gleaner Writer

In planning parties, promoters usually seek an attractive concept, but that is not the case with Yush. According to Carrie Sigurdson, one of three promoters responsible for the event, Yush is a party that thrives on the concept of 'no concept'.

"This party is just a good-vibe (party) with the best music and the best liquor," she said.

The other Yush team members are Phillip Palmer and Scott Dunn.

Yush has been a part of Smirnoff Dream Weekend for three years, and according to Sigurdson, this year, it is going to be gigantic in all aspects, hence the theme 'The Giants of Dancehall'.

Yush is slated to take place on Saturday, July 31, at Margaritaville in Negril. This party has a dominant '90s music element. Although Dream Weekend is known to attract a young audience, Sigurdson says that Yush has never disappointed and patrons from all age groups always enjoy it.

"It's the only party couples come and vibe in a way that is inseparable," she said.

According to the promoter, this year's musical selections will be presented by Renaissance and Stone Love, alongside a much younger Coppershot which has carved out a name for itself. "The music is going to be giant and, trust me, we have something else up our sleeves that patrons should come out and experience," Sigurdson said.

The all-inclusive party is set to go extreme this year, as the Sigurdson indicates that every aspect of the fun will be maximised so as to give patrons that intended giant effect. "The production will be premium, the music will be premium, the décor will be premium and the experience will be premium, plus we have a must-see wow effect," she promised.

Sigurdson also said that Yush is about being simple and enjoying life fully. "We bring a unique vibe. You can just dress simple and come bruck out to some '90s music," she said.

The entry fee is $3,000 without a season band. Bands cost $15,000. According to Sigurdson, patrons should either purchase season bands or pay at the gate as there won't be any presold tickets. "Smirnoff Dream Weekend is the place to be and if you don't have a season band, yu lose. So go get one," she said confidently.

She also said that Smirnoff Dream Weekend always puts patrons first and, as such, security will be of paramount importance. No weapons will be allowed in the venue and a strict 18-year-old-and-over policy will be maintained.

Sigurdson said Smirnoff always pushes the message of responsible drinking and, as such, patrons are being reminded to drink responsibly and should practise pacing their liquor intake.