SUMMER series Flex Week returns to Kingston and St Catherine during Independence Week, on August 5 to 9.

Organiser Andrew ‘French’ Wright said this year’s staging will be tweaked to provide the premium party experience for patrons.

“This year’s staging will feature the five most successful events from the 2014 staging rather than the 10 previously held. The decision was taken to provide our patrons with the most premium experience possible,” he told the Jamaica Observer.

Flex Week’s theme this year is Celebrate a Culture, Celebrate Dancehall.

“Flex Week is for young professionals and entrepreneurs who want a party series that is outside of the norm. We are creating an urban experience through our dancehall theme in celebration of Independence as this genre has become a large part of our culture,” he continued.

Title sponsor for Flex Week is Montego Bay-based ASPIRE Investment and Financial Services.

Michelle Chang, acting marketing manager of ASPIRE, is pleased with the partnership.

“The ASPIRE team was very impressed with the recent staging of Chug It in Negril. So we approached the organisers as we wanted to be involved in a partnership. Since Chug It is a featured event on Flex Week, it was definitely something we wanted to be involved with, given the success of the event. Further to this, as a supporter of Brand Jamaica, ASPIRE gravitated towards the party series as its theme is in celebration of dancehall music, which is of course a big part of our culture,” she said.

Other sponsors include Luc Belaire, Remy Martin and Tequila Patron.

The five-day series starts with Image at the Boardwalk Beach in Portmore, on August 5; Portmore’s Sugarman’s Beach hosts Chug It on August 6; Juice Theory is scheduled for August 7 at White Bones in Kingston; and Boardwalk Beach in Portmore is the venue for Levels on August 8. The series culminates with Frenchbook Live at Fort Clarence Beach in Portmore on Sunday, August 9.