An enhanced redemption centre, all-inclusive parties, and a new event on its roster are among some of the new offerings at this year’s staging of Campari Dream Weekend.

Festivities kick off tonight (Friday) and runs until August 1.

Eight events will be held over the five-day period.

In an interview with the Jamaica Observer on Wednesday, Scott Dunn, managing director of Dream Entertainment, promoters of Campari Dream Weekend, shared details about what patrons can expect.

“Well, there’s one huge difference to our executions and that’s everyone is a VIP. We realised over the last few years that more and more patrons were craving that VIP experience, particularly coming out of COVID. We found that people just want the best of everything, so we decided to make the entire VIP experience so the entire event is drink and food inclusive, [so] all the luxuries will be available for all the patrons,” said Dunn.

According to Chieftin Campbell, sales and marketing manager at Dream Entertainment, the redemption centre has a new location and will be converted into a one-stop shop for all things relating to Campari Dream Weekend.

“The Dream info Hub which is where our patrons redeem their tickets will be a source for all Campari Dream Weekend information. Patrons can redeem tickets, they can engage our concierge services, or book an adventure tour or even grab merchandise. It’s a one stop to get all you need for the weekend,” said Campbell.

The Redemption Centre (Dream Hub) is located at Jam West Beach Club, next to the Azul Beach Resort on Norman Manley Boulevard in Negril.

This year, the promoters have introduced a new event called Island Beats which takes place on Monday, July 31 and will feature performances by Stefflon Don, Ding Dong and Roze Don.

Said Dunn, “As the brand develops, we continuously see if stuff works; and we keep those and stuff that we can tweak we tweak, so we’ve always added events over the years and taken off. The new event is called Island Beats and its a partnership with Romeich Entertainment.”

Cari-Med, Murray’s, Plantation Smokehouse, and Wavez Beach in Negril are among the caterers who will provide mouth-watering treats for patrons while they soak up the fun and the musical vibes.

Dunn alluded to some surprise performers but was tight-lipped in revealing names.

“What we have in store for patrons is the best event in the entire Caribbean, a true VIP experience, true festival on the beautiful white sands of Negril. It’s our first year of only VIP, and it’s going to be tremendous. Yes, you can always expect surprises at Dream Weekend. We have performances lined up that we haven’t announced yet and there are always different stuff and engagements with the patrons that nobody is expecting but everyone loves,” he disclosed.

He said the event has evolved significantly since its first staging 14 years ago.

“It has evolved a lot. It has become one or more international events. When we started off, it was primarily locals; now, a big part of our patronage are internationals. People have grown up with the brand, and it’s just a quality event, and a safe event.”

Campari has partnered with Dream Weekend as title sponsor, a move which further solidifies Campari’s commitment to the Jamaican entertainment landscape.

“We’ve partnered with Dream Weekend this year as their presenting sponsor and the idea is elevating the experiences at each and every event at Dream Weekend,” shared Campari’s Brand Manager Mark Telfer.

He declined to state the level of investment that his brand has pumped into the event. He, however, said: “We’re investing heavily into the entertainment industry.”

Dunn is pleased that with the evolution of Campari Dream Weekend, the event has been able to contribute significantly to the economy and residents of Negril.

“It’s really about continuity and giving back to Negril. Obviously, Negril depends a lot on that income coming in the summer. It’s not the tourist season, and the Government has said it brings about $4.3 billion into the economy each year. When you see what that does for Negril, from the pan chicken man to the peanut man who can send their kids to school in September, that really makes it worth it for us. We’ve had our ups and downs; some years we make money and some years we don’t make as much. But we always give back to the community of Negril and that means a lot.”