WITH the successful staging of three events in the Dream Weekend 2026 series, Montego Bay Convention Centre (MBCC) is now looking at how it can leverage that exposure to help it meet this year’s $650-million revenue target, $20 million more than it now costs to run the massive facility each year.

The events have now become a case study the centre can include in its pitch to potential clients.

“Dream Weekend demonstrated that MBCC can essentially become an event campus, where different areas of the property can serve different functions while allowing organisers to create a complete guest experience. Going forward, we intend to build on that exposure in our marketing. We will continue aggressively pursuing the MICE [meetings, incentives, conferences, and exhibitions] market, because it remains an important part of our business, but we are also positioning MBCC for large-scale entertainment events, festivals, concerts, cultural productions, lifestyle experiences, culinary events, sporting-related functions, and other major public events,” Executive Director Mureen James said in written replies to the Jamaica Observer’s Real Estate on the Rock.

She manages MBCC, guided by the Ministry of Tourism, which has owned the Urban Development Corporation-built facility since 2018. Operating within the context of a post-Hurricane Melissa market, revenue targets are the same as last year’s and the push now is for greater diversity in revenue generation from the facility located on prime real estate in Rose Hall, St James.

Dancehall artiste Dexta Daps performing at Daydreams at Montego Bay Convention Centre. (Photo: Aceion Cunningham)

“Our objective is, therefore, not simply to host more events, but to broaden the categories of events that see MBCC as their natural home in western Jamaica,” James explained.

MBCC opened its doors in 2011, two years after ground was broken for construction, and a lot of work has gone into ensuring the venue remains visually impressive and functions effectively.

“Maintaining a facility of this scale requires continuous investment, and over the last three years, MBCC has undertaken a significant programme of repairs, upgrades, and modernisation. Major works have included the installation of a new chiller; reinsulation of chiller piping; roof repairs and renovations; repainting of event spaces; installation of new carpeting; upgrades to IT and audiovisual equipment; and improvements to our fire and life-safety systems, including updated equipment and certifications,” said James.

“We have also invested in the less visible, but equally important, side of modernisation — our people and internal systems…The objective is not simply to maintain the building, it is to continuously improve the customer experience and ensure that MBCC remains relevant to the changing requirements of international conference organisers, local businesses, event promoters, and patrons. We have big plans for the continued development of the centre, and our future improvements will be geared towards making the property even more flexible, technologically capable, sustainable, and attractive to both Jamaican and international event organisers,” she added.

Mini road march on the grounds of Montego Bay Convention Centre during Xodus Remedy. (Photo: Aceion Cunningham)

So far, it appears MBCC, designed as a versatile, multi-purpose event facility, has been doing something right as it has steadily built a reputation as a premier venue. For the last 15 years, World Travel Awards has named it the Caribbean’s Leading Meetings & Conference Centre and it has again been nominated this year.

“Our property offers approximately 10,000 square feet of meeting space across nine meeting rooms, a grand ballroom, a highly versatile exhibition hall, extensive outdoor areas, and significant paved parking, including capacity for more than 500 vehicles. These spaces can operate independently or together, giving promoters tremendous flexibility in designing an event,” noted James.

Read on as she provides lessons learnt from Dream Weekend 2026 and highlights what’s next.

Lounge 2727 owner, Christopher Gordon (left), and Phillip Gray, owner of Classic Gardens and Grounds Maintenance, share a photo op inside the Lounge 2727 Cabana at Daydreams, one of the events during Dream Weekend 2026 at the Montego Bay Convention Centre. (Photo: Aceion Cunningham)

Explain how Dream Weekend made use of the Montego Bay Convention Centre.

Mureen James (MJ): Dream Weekend made extensive use of MBCC’s outdoor property, which was particularly well suited to the festival’s style of events. Three events were staged on the property: Daydream, the signature all-white event; Yush, the 1990s dancehall-themed event; and Xodus Remedy, a carnival-themed, ring road experience.

These events demonstrated the ability of the MBCC grounds to be transformed into very different entertainment environments. Our expansive property provided the promoters with the flexibility required to create those experiences while benefiting from the centre’s permanent infrastructure.

For Dream Live, which was held elsewhere, MBCC’s parking facilities were also utilised as a secure parking location for attendees, demonstrating another way in which the centre can support major events taking place within the wider destination.

An elevated element of the experience for events held on the MBCC property was access to the centre’s modern, permanent restroom facilities. Outdoor events often depend heavily on temporary amenities, so having established facilities available added another level of comfort and convenience for patrons.

The experience demonstrated that MBCC is much more than the space contained within the walls of the building. The entire property is an event asset.

What were the biggest lessons learnt from the staging of Dream Weekend 2026?

MJ: One of the biggest lessons was confirmation of just how adaptable the MBCC property is. Large-scale entertainment events have very different requirements from conferences and corporate meetings, they involve significant movement of people, production equipment, temporary infrastructure, security operations, transportation, and parking considerations. Dream Weekend provided a real-world demonstration of how effectively our property can accommodate those requirements.

It also reinforced the importance of early coordination and clearly defined responsibilities between the venue and event promoter. With events of this scale, detailed planning around access, security, traffic management, utilities, sanitation, emergency procedures, venue protection, and restoration is critical.

Another important lesson was the value of our existing infrastructure. Patrons were able to enjoy the atmosphere of major outdoor events while still benefiting from permanent venue amenities, including access to modern restroom facilities. That combination of an outdoor festival environment with established convention-centre infrastructure gives MBCC a significant advantage.

Perhaps most importantly, Dream Weekend showed us that there is a market opportunity beyond our traditional event categories. We now have tangible proof that the centre can accommodate events of this nature, and that experience will inform how we package, price, and market the property for future large-scale productions.

What efforts are being made to tap into these potential revenue streams?

MJ: We have strengthened our website and social media presence, digital advertising and targeted promotional activities, while continuing to position MBCC directly to meeting planners, conference organisers, corporations, associations, promoters, and other potential clients. We are also using the visibility generated by successful major events to show prospective clients what is possible at the centre.

Our digital platforms are particularly important because they allow us to visually showcase transformations of the venue. A potential client should be able to see MBCC hosting an international conference one week, an elegant wedding or gala another week, and a major entertainment production on another occasion. We are also continuing to build relationships with tourism partners, the business community, event promoters, and other stakeholders while strengthening our sales processes and using technology to better manage leads, enquiries, bookings, and revenue opportunities.

Our intention is to be much more deliberate about segmenting and targeting new markets rather than waiting for those markets to discover us.

Dream Weekend has now given us another powerful case study. We can approach promoters of major events and say: ‘This has been done successfully at MBCC, and here is what the property is capable of delivering.’

We see MBCC developing into one of Jamaica’s leading multipurpose event destinations — a venue where business tourism, entertainment, culture, gastronomy, weddings, exhibitions, and major lifestyle events can coexist.

Our recent renovations and continued modernisation are part of preparing the centre for that future.

We are also committed to ensuring that the growth of MBCC creates opportunities locally. Wherever possible, our activities should support Jamaican suppliers, producers, service providers, entertainers, creatives, and businesses while strengthening Montego Bay’s overall tourism and entertainment product.

Dream Weekend 2026 provided an opportunity for thousands of people who may never previously have attended a conference at MBCC to experience the property.

Now that they have seen it differently, our job is to build on that momentum.

The message we want promoters, planners, and the public to take away is simple: If you can imagine the event, talk to us about how we can make it happen at MBCC.

A play was staged at the venue earlier this year and there has been a resumption of calls for a proper venue in Montego Bay to host cultural events. Is this an area worth exploring?

MJ: Absolutely. One of the messages we want the public to understand is that MBCC should not be viewed exclusively as a convention facility. Our grand ballroom, exhibition hall, meeting rooms, and other adaptable spaces can accommodate plays, theatrical productions, concerts, awards ceremonies, graduations, cultural showcases, fashion events, and other forms of live entertainment. The staging of theatrical productions at the centre demonstrates that capability.

There is clearly an opportunity to further develop the cultural and entertainment market in western Jamaica, and MBCC is well positioned to play a role in that growth. Importantly, this also supports a wider objective of creating greater opportunities for Jamaican producers, performers, creatives, technicians, suppliers, and other service providers.

We, therefore, see cultural programming not only as a potential revenue stream for the centre, but also as an opportunity to contribute to the development of Jamaica’s creative industries and to provide additional entertainment experiences for residents and visitors to Montego Bay.