Dream Weekend to fulfil party fantasies

Curtis Campbell, Gleaner Writer

The Smirnoff Dream Weekend has maintained its reputation for being effectively organised and a leader in putting on unique parties and new experiences. Popularised by strong media attention and huge patron turnout for each staging, the Smirnoff event promises to bring even more waves of fun to Negril Beach this summer.

The event is slated to take place from July 29-August 1. Smirnoff Dream Weekend has seven high-energy parties - Flavours, Twisted Spiritz, Daydreams, Yush, Xtreme Wet n Wild, Bere Vibes and Xclusive Celebrity Playground - and there are hints that there will be a bonus party, free to holders of a season band.

According to Dean Shepherd, public relations representative of Dream Weekend, this year's edition is focused primarily on consumer experience. "People already love our events, so this year our main focus is to increase the consumer experience. We want this year's staging of the event to be seamless," he said.

However, patrons will have to pay a little extra to indulge in the Dream this summer, as season bands now attract an additional $3,000. Shepherd said maintaining the high-calibre experience means extra spending on production. "We have always had a discounted price and we still do; it's just that this year we can't maintain that heavy discount as we normally do," Shepherd said.

He continued: "The band is always discounted by 60 to 65 per cent. This event would cost $50,000 to $40,000. If you do the calculations you will see that there is a discount," he said.

But why do patrons continue to be attracted to Dream Weekend? According to Shepherd, patrons are drawn to the unique themes, distinctive appeal, décor and the complete package - hence the name Dream. "It is the ultimate party experience in this side of the hemisphere. Nowhere else has this calibre of parties for such a reasonable price," he said.

Dream Weekend also holds the possibility of the supreme experience for partygoers who enjoy the finer things in life - a diamond band at a discounted cost of US$1,500. Shepherd says that this deal is for the more discerning patrons who want a highly exclusive experience. Diamond band holders will benefit from a dedicated entrance, dedicated shuttles and the more premium brands of Diageo liquor, among other advantages.

The event is known to promote responsible drinking and this year Dream Weekend has teamed up with Grace to provide detox for the patrons. "Smirnoff ensures that persons take regular water breaks and there will be regular announcements on the mike to remind patrons to drink responsibly," Shepherd said.

Rival weekend party ATI is also held in Negril, but Shepherd says they are complementary, as the events help to sustain each other.

The average consumer budget for the Smirnoff Dream Weekend is $20,000 to $30,000, taking into consideration phone calls, transportation, housing, food and miscellaneous expenses.