HANOVER, Jamaica — Several people who have taken a close-up look at the recently unveiled $12-million sign welcoming travellers to Negril, dubbed a Jam-Iconic Experience, have expressed mixed views on its value.

OBSERVER ONLINE visited Negril on Monday afternoon and within 30 minutes a little under 100 people from private vehicles and tour buses were seen taking photos with the sign.

Like many social media users who reacted to the OBSERVER ONLINE story on Friday, a man from Clarendon, who gave his name as Donald, argued that while the sign is a good idea, he has concerns about the cost.

“They needed a sign but the sign that I am seeing is not worth $12 million,” he said.

“NHT (National Housing Trust) is giving $6.5 million to put a roof over your head. At least with a house, you still have the land, the wall, build a fence. And those lights are solar, I don’t think it costs that much on Amazon,” he added.

However, Tourism Minister Edmund Bartlett was of a different view when he spoke with OBSERVER ONLINE on Friday following a ceremony to unveil the sign.

“I think it is value for money,” Bartlett said.

The finished product, which includes solar lighting, landscaping, retaining wall, guard rails to minimise vehicle collision with the structure, palm trees and the fabrication of letters in red, green, and gold to reflect the vibe of Negril, is expected to increase tourism, add aesthetic appeal to the destination and provide a photo experience for locals and visitors alike.

The sign is located on the Hanover side of the resort town, sections of which are also in Westmoreland.

On Monday, Dalton a visitor from Portland, said that based on his experience in the construction industry, the sign “is not too bad”.

“Mi nuh think it could do more things, based on where cost a living is. Even yuh food ah thousands of dollars sometimes if you nuh stan strong,” he argued.

Sabrina from Montego Bay, who also stopped to see the sign, said that while the project is beautiful, she thinks it is overpriced. On Monday, Senior Advisor and Strategist in the Tourism Ministry, Delano Seiveright, said in a press release that the sign had cost taxpayers nothing. He said it was paid for by tourists via the Government’s Tourism Enhancement Fund, which charges US$20 for each incoming airline passengers and US$2 for cruise passengers. He added that it is among the lowest priced sign attractions of its type in the world.

However, some citizens who have now seen the sign remained unconvinced on Monday. A passerby who gave his name as Darren said while the view was beautiful, “mi ah tell yuh seh inna life it ah cost too much money”.

However Lucy, a visitor from England who stopped to take pictures at the sign on Monday, said she is happy to see something that she and other visitors’ money has funded.

Negril resident Kirk Haughton thinks the sign will have a positive impact.

“Forget the cost and think about the emotional and social impact it will have on workers within the tourism industry,” he urged.

Meanwhile, Kedar, who said he is from Hanover and works in Negril, shared that while $12 million is a lot of money, he loves what he has seen.