The annual St Thomas Jerk Festival is a one-stop shop for great food, top-notch entertainment, and ‘clean’ family fun.

What’s more is that the Sunday-vibe event — according to the collective view of stakeholders — is playing its part in creating opportunities for people of St Thomas to show their best side. It is seen as an escalator for self-expression and a spark for entrepreneurial spirit in a parish that is commonly regarded as the “forgotten” one.

Event principal Barrington Gordon deems the event an “investment in the parish and its people”. His commitment is to build a brand that St Thomas can own and be proud is second to none.

For repeat vendor Rodriquez Hutchinson of Whap Whap Jerk, the family-themed festival is “a good highlight for the parish” and he is looking forward to Sunday, July 30, for yet another day of great food and excitement.

The event takes places at the Lyssons Pavilion, only two miles east of parish capital Morant Bay, with activities set to get going at noon.

For woman police Deidre Douglas of Deidre’s Restaurant, Lounge and Catering Services, the St Thomas Jerk Festival “gives me the chance to showcase and market the restaurant and to give people a taste of what we have to offer”.

The return from the event may be small, she said, “but for us it’s more than money; it fits into our marketing strategy”.

Started back in 2018, Gordon says the festival has grown and he expects the next edition to set a high bar.

“This is our fourth staging as we… missed two when the coronavirus hit us in 2020 and 2021… This year I am seeing a buzz and the people are gravitating to the event more,” Gordon said.

Last year, dancehall giant Bounty Killer was the headliner. Many will remember a verbal face-off between the artiste and police while he was on stage when they tried to shutter the show for overstepping permit limitations.

“The incident with Bounty Killer and the police last year has actually helped the event as it was viewed across the world, and people were sympathetic to us,” Gordon noted.

The veteran promoter of near-40 years, who has staged high-quality productions in Canada, Jamaica, the USA and the Caribbean, says this year’s line-up stays true to the goal of maintaining a clean show for both adults and children, including Christian folk.

There will be two segments — gospel and reggae — as parts of the family entertainment package.

“Also, this year I am mixing in a little comedy. So the Christian people can go to church in the morning, then leave church, have their dinner, and then come out to St Thomas Jerk Festival by four or five o’clock and they would get their money’s worth from about seven o’clock to about nine o’clock, and that is the gospel segment,” Gordon explained.

This year’s top acts will be Jah Vinci, Kevin Downswell, Kukudoo, Laa Lee, Duane Stephenson, Petra Kaye, Apache Kid and Sarge, and Hilarious Granny.

“I am satisfied with the line-up this year, although I would have liked to go for more, but some of the artistes are charging too much money,” Gordon lamented.

“I am a native of St Thomas and I see it as a forgotten parish… If you look at it, we have few signature events in the parish to pull people from the outside, and that is one of the main reasons why I took on this venture… I want to give people something good and wholesome to come to St Thomas for at least once a year,” said the Jamaican-born Canadian.

Gordon, who also operates the stylish 360 Lounge and Restaurant in Port Morant, says poor corporate response has forced him to dig deep into his pocket to execute the event.

“The only partnership in this is just me and my girlfriend Nadia Cobourn, she is my personal secretary, my assistant, she is everything… My only disappointment I have with this event is that corporate people don’t respect St Thomas, but I want to tell them…to get on board now and cement your place in what is set to become an iconic event, not only for St Thomas, but Jamaica at large,” said Gordon.

“Still, I must recognise those corporate sponsors who have supported the festival over the years, like Wisynco, who came on board the second year, and Grace, who was on board as well. I must also big up Denisian Gas and Ian Flemmings and R&R Auto, and Darren Young, those two people from day one have been supporting us and they never quit,” he added.

In a final appeal to those who are undecided whether they will attend the show, Gordon said: “Anybody who is thinking about coming to the festival, I am inviting you to book your ticket and come to the parish of National Hero Paul Bogle and have some authentic Jamaican food, fun, and music.”

— Sean Williams