Sandals Resorts International Deputy Chairman and CEO Adam Stewart yesterday endorsed a call by Montego Bay hotelier Robin Russell for the authorities to get serious about improving conditions on Gloucester Avenue, known as the ‘Hip Strip’, in that tourist resort city.

Stewart was responding to Russell’s appeal made at an investment forum held by the Montego Bay Chamber last week.

“I think the ‘Hip Strip’ needs direction and the direction has to come from the parish council and the Government. The number one issue is our security, and the truth be told, we have to get serious about security and harassment,” Russell stated.

His comments were published in yesterday’s edition of the Observer West, the weekly Jamaica Observer newspaper dedicated to issues and developments in western Jamaica.

Here is the response by Stewart, who is also deputy chairman and CEO of the Observer.

“I keenly read the article in the Jamaica Observer West of Thursday, August 3, 2017 under the headline ‘Stop it!’ It referenced discussions at the recent Montego Bay Chamber of Commerce’s Invest MoBay breakfast forum held under the theme ‘Unlocking the Opportunity in Tourism – Reviving the Hip Strip’.

As deputy chairman and chief executive officer of Sandals Resorts International, I agree with Robin Russell, a Hip Strip investor, that we must get serious about making changes to the area. This therefore is my plea to everyone in the public and private sector and particularly the Montego Bay stakeholders — think big; think international; think about revolutionising the offerings and the landscapes. Provide guests in all-inclusive hotels in the area — which predominantly make up the Montego Bay accommodation sector — with a compelling reason to leave their hotels.

“Right now the ‘Hip Strip’ experience is substandard at best, and we will never win the battle of experience and reputation with a substandard product. We must come out big and bold.

“I have been a full-time resident of Montego Bay for the past 15 years and over this time I have witnessed the steady decline whilst a blind eye is turned to the issues plaguing our number one main street opportunity. Montego Bay is the tourist capital of Jamaica and it is time that we hold hands as private and public sector partners and deal with the issues that have been articulated time and again and continue to stare us in the face.

“I am supporting the call for us to get serious and seize the opportunity to not just restore the ‘Hip Strip’ but take it beyond that. Let it become the South Beach, A1A of Jamaica showcasing a convergence of entertainment, gastronomy, lodging and international world-class shopping; exposing the authentic cultural richness of Jamaica that continues to fuel a worldwide obsession.

As Sandals CEO, I stand ready to work with those who have already put a foot forward including Ian Dear, Freddie Moe and the Russells, and look ahead for what’s to come. Transforming the ‘Hip Strip’ requires a big vision and bold action. The time is now!