After becoming one of the first investors and ambassadors of the Sun Coast Beach Club in St Thomas, veteran reggae artiste Gramps Morgan is encouraging fellow creatives to broaden their horizon.

“I would definitely encourage other entertainers to diversify themselves, because no one is going to be on top of the charts forever. I’ve seen it with the greatest of artistes. But, investing into your life and your brand and family is very smart to do while you have the energy and strength and courage. My friends that got involved many of them have already came back to me and told me how I have inspired them. One of them even called me the ‘king of country reggae music’ and asked me when am I going to get back to work, and I told him about the different projects that I am working on…We both laughed and said we’re not getting any younger,” he told the Jamaica Observer.

The Sun Coast Beach Club is a residential community located approximately 15 minutes from the eastern boundary of Kingston. It is set to be a paradise home setting on 90 acres of beachfront property.

Meanwhile, Morgan noted that this isn’t his ‘first rodeo’ with real estate, citing his late father Denroy Morgan as an exemplary leader.

“Our family has always looked at real estate since the days my grandparents migrated to the United States, and my father saw real estate as a great investment always, and even his friends around him. So, this was always an example for me,” he said.

Morgan further said that the new residential development is a feasible investment because of its central location and the surrounding amenities.

“I would encourage anyone to invest in this venture because there is nothing like it in the parish. It is less than 15 minutes to the Norman Manley [International] Airport; 20 minutes to Kingston — just a quick drive and you’re in the middle of New Kingston and from the airport, you have access to the world all while having a home on the coastline of Jamaica. The amenities in this property also are incredible. It will have a supermarket, a hospital, and event centre just to name a few,” he said.

Morgan (real name Roy Morgan) is a member of sibling band Morgan Heritage. The outfit won the Grammy for Best Reggae Album in 2016 for Strictly Roots. Two years later, the act secured a nomination for Avrakedabra.