A multiple visitor to Jamaica, Rich Hardesty is familiar with the party scene on the country’s north coast. He calls on that experience for Jamaican Daydream, a five-day event that takes place from January 25-29 at Wavz Beach in Negril.

Hardesty, a singer/musician who has recorded songs in Jamaica, will be featured alongside Hyryder, a rock band from his native Indiana. He told Observer Online that a specific demographic is being targeted.

“The name Jamaican Daydream fits the vibe of our getaway. Many people here in the States dream of coming in from the cold to Jamaica and we want to help them make it a reality,” said Hardesty. “The target audience is anyone who would like to dance in the sand barefoot, meet friends and keep the positive vibes.”

The American first visited Jamaica in 1993 when college students flocked tourist areas to shed the stress of studies. Before all-inclusives dominated its landscape, Hardesty recalls a different party vibe in Negril back then.

“I remember back in the day when The Grill Jamaica was packed and full of people, especially during the Sunsplash Tour and Spring Break. I would perform and bring people from all over the US. That ended in the late ‘90s but I always dreamed of bringing my fans back,” he said.

Last June, Hardesty released Jahmerican, his latest album, at Pirates Dock Bar in Negril. It contains 50 songs including covers of reggae classics such as Bob Marley’s Who The Cap Fit and Cottage in Negril, originally done by Tyrone Taylor.

Like several of his previous visits to Jamaica, Hardesty plans to do community work, this time in the district of Good Hope, Trelawny. Most importantly, Jamaican Daydream is about business.

“I am glad I can help bring business to the island and help the people. We also pay it forward and try to leave the island in a better place than it was,” he said.