KINGSTON, Jamaica — Kingston is being positioned as the entertainment destination of choice for Heroes Weekend as organisers of Greatness Weekend seek to attract Jamaicans, members of the diaspora and international visitors to the capital for a four-day celebration of music, nightlife, food, fashion and lifestyle.

The second staging of Greatness Weekend was officially launched at the Jamaica Pegasus Hotel on Tuesday, with organisers placing the “I Choose Kingston” campaign at the centre of this year’s concept.

Running from October 16 to 19, the initiative brings together four established event brands in an effort to create a weekend that encourages patrons to stay in Kingston and experience the city beyond the parties themselves.

The series begins on Friday, October 16, with the 10th anniversary of PCF: Pool Cooler Fete, which will take on a South Beach theme. RECALL: Throwback Festival follows on Saturday with its own 10th anniversary staging, while Sunday will see CUPS: Château Blanc, a premium blue-and-white breakfast experience. The weekend concludes on Heroes Day, Monday, October 19, with the Greatness Pink & White Brunch, combining food, entertainment, fashion and lifestyle.

For Greatness Group Chief Executive Officer (CEO) Larone Brown, the objective is to challenge the long-standing tradition of Jamaicans travelling outside Kingston for Heroes Weekend celebrations and instead encourage them to make the capital their base.

“Kingston is the mecca of Jamaican entertainment,” Brown said, describing “I Choose Kingston” as an invitation for people to come into the city, stay here, eat here, support local businesses and experience the weekend.

Responding to questions about Greatness Weekend competing with the established tradition of heading outside Kingston for the holiday, Brown said the focus should be on creating an experience that can stand alongside what is offered elsewhere.

“It’s not about competition, it’s about finding your niche and creating something that’s just as good as the country,” he said.

Promoter Dane Lynch, who is behind CUPS, believes Kingston already has the ingredients to make the concept work.

“Kingston is the mecca for entertainment, Kingston is the mecca for nightlife. So why not bring the vibes, the fun, the greatness to Kingston?” Lynch said.

Mayor of Kingston Andrew Swaby welcomed the initiative, noting the potential economic benefits for the city.

“Obviously it is creating excitement in the city, offering employment but it’s all about the experience,” Swaby said.

He said the Kingston and St Andrew Municipal Corporation (KSAMC) is focused on facilitating events while ensuring that the necessary measures are in place for patrons and performers.

Dr Carey Wallace, Executive Director TEF (left), Mikisha Silvera Destination manager Kingston and St Andrew Tourism Product Development Company and Mayor of Kingston Andrew Swaby

“We want to make sure that the patrons, performers and everyone involved are all safe,” Swaby said.

The four events each bring their own established following and identity to the weekend.

PCF promoter Curtis Hyatt said the event’s 10th anniversary represents a decade of creating an experience that patrons continue to embrace.

Luther Raphael, CEO Raphael Financial Limited and Scheryll Hines Promoter pink and white

“Ten years of PCF represents 10 years of building an experience that people continue to choose,” Hyatt said.

Meanwhile, RECALL promoter Fabian O’Hara is also marking a decade with the throwback festival, themed “Straight Jeans & Fitted”, which celebrates the music, fashion and party culture of the 1990s and 2000s.

A weekend season pass is priced at US$150, providing access to all four events, including the food-inclusive experiences.

With four events spread across the holiday weekend, organisers hope Greatness Weekend can help shift the traditional Heroes Weekend conversation, from simply deciding which party to attend to deciding whether Kingston itself can be the destination.