Jywanza Hall, director of the Smirnoff Best Weekend Ever (BWE), said his team has put approximately a year of preparation into executing an even better staging for the third edition of the series this year.

“From the end of the last [staging] we started planning. We plan because we want to give our patrons the best experience ever. So, the planning starts from the get-go. We connect a lot with our business partners, which includes the small businesses in Ocho Rios, and our sponsors as well,” Hall told the Jamaica Observer at the launch of BWE at the AC Hotel Kingston on Tuesday.

BWE takes place in Ocho Rios, St Ann, between August 2-6 with seven events — I Love Soca (August 2), Daybreak and Milk & Honey (August 3), Zimi Seh Beach (August 4), Rise and Toast and Allure (August 5), and Late Checkout (August 6).

Hall also noted that the directors are deliberate about which event is held on each day, as well as the time of day they are hosted.

“It’s not hard for us. For example, Zimi Seh Beach… for Jamaicans Sunday is a beach day, so that was the reason for that. For I Love Soca, no matter which day it is held, the support will come. The challenge was not with the days, but ensuring that patrons are well comfortable,” he explained.

The director further said the holiday weekend party series will stay true to its name.

“There’s one word to describe best, and it’s best. The uniqueness of it starts there. Quite frankly, what makes us the best is because we cater more for an experience and more memories, and we try our best to let it be all about the patron experience,” Hall said.

He explained that he is conscious of the economic impact of the event series.

“We believe that the entertainment industry plays a pivotal role in driving economic growth and fostering community development,” said Hall at the recently concluded launch event on April 30th, “that is why for the second year in a row we are partnering with the St Ann business community to give our patrons a value-added experience as they enjoy the adventures, restaurants, bars and spas in the area.”

Meanwhile, Nadine Hylton, brand manager for Red Stripe, said that the partnership with the BWE team is expected to yield fruitful results and an unforgettable patron experience.

“When you talk about the Independence Weekend, it’s one of the biggest things in Jamaica and persons are looking for exciting things to do. Smirnoff, as the life of the party, including all our other brands, we’re all going to be there on the weekend creating those experiences,” she told the Observer at the launch.