Managing Director of Dream Entertainment, Scott Dunn says the company’s flagship summer event Dream Weekend has evolved significantly since it was first held 14 years ago.

“It has evolved a lot. It has become one or more international events. When we started off, it was primarily locals, now, a big part of our patronage are internationals. People have grown up with the brand, and it’s just a quality event, and a safe event,” Dunn shared in an interview with the Jamaica Observer at the launch of Campari’s Level Up Your Summer campaign at TacBar, Devon House on Tuesday night.

Campari has partnered with Dream Weekend as title sponsor, a move which further solidifies Campari’s commitment to the Jamaican entertainment landscape.

“We’ve partnered with Dream Weekend this year as their presenting sponsor and the idea is elevating the experiences at each and every event at Dream Weekend,” shared Campari’s brand manager Mark Telfer.

Telfer declined to state the level of investment that his brand has pumped into the event. He however said “We’re investing heavily into the entertainment industry.”

Campari Dream Weekend runs from July 28 to August 1. Some eight events will be held over the period. They are:

Celebrity Playground – Friday July 28 featuring Skeng

Daydreams with Shenseea and Yush with Wayne Wonder – Saturday July 29

World Vibes with Chronic Law and Wet N Wild – Sunday July 30

Mawnin After with Stalk Ashley and Island Beats with Stefflon Don, Ding Dong and Roze Don – Monday July 31

Igloo with Valiant – Tuesday August 1

Asked about the criteria for the selection of artistes who are booked for the event, Dunn said “It’s a delicate balance that we try to strike each year. It’s about having artistes who are relevant, and are hot in the streets right now and can also deliver a good performance. Sometimes you have an artiste who’s really hot, but they can’t perform. Not everybody is the greatest performer, maybe not everybody has the hottest song on the road. But there’s a good balance of artistes.”

Dunn is pleased that with the evolution of Campari Dream Weekend, the event has been able to contribute significantly to the economy and residents of Negril.

“It’s really about continuity and giving back to Negril. Obviously Negril depends a lot on that income coming in the summer. It’s not the tourist season, and the government has said it brings about $4.3 billion into the economy each year. When you see what that does for Negril, from the pan chicken man to the peanut man who can send their kids to school in September, that really makes it worth it for us. We’ve had our ups and downs, some years we make money and some years we don’t make as much. But we always give back to the community of Negri and that means a lot.”