Nicholas “Zimi Nick” Mahfood, CEO of Zimi Entertainment, promoters of Zimi Seh River, Zimi Seh Beach, and Zimi Seh Brunch, says he has learnt many lessons since he first started out close to 10 years ago.

“Definitely putting the patrons first. Never think you’re better than people,” Mahfood told the Jamaica Observer on Tuesday during a tour of the brewery at the Wisynco plant at Lake’s Pen, St Catherine.

Shortly after the tour Zimi Entertainment signed a one-year partnership with Wisynco’s Legend Lager Beer,

“Wisynco has a wide portfolio of products, so it’s always good to partner with a company that can cater to the different chasers and now Legend. We’ve been working with Wisynco over the years, and it’s been a great partnership. They’ve been supporting us, they see the value of the brand and how much it has grown,” Mahfood shared.

He added: “Well, with any partnership, with any sponsor, its always good, because it helps to bring more value to the consumer, which is always the end goal — to create better experiences. It also helps the brands to show what their products are about.”

What started out in 2016 as a street dance named Zimi Seh Road, held at Suzie’s parking lot in Half-Way-Tree, has morphed into a massive event, now known as Zimi Seh River. This signature event for Zimi Entertainment attracts throngs of patrons at each staging.

“I started Zimi Tickets and we were selling tickets for other events. Through that I learnt the tricks of the trade of promoting events, and that’s where it began. My business partner Shae Stewart and I came up with the idea to keep a river-style event, we reached out to Tru-Juice and it exploded from there. We then grew into a brunch and the beach event. But there’s more Zimi events to come,” Mahfood disclosed.

According to Mahfood, the experience is what keeps patrons coming back to his events.

“We do like six to seven events per year. I think what has spurred growth and the continued support from our patrons is just the energy and the vibe. The experience is always top notch. It’s definitely a blessing and we appreciate the support that we get at each event. Without the patrons, the events are nothing,” he continued.

Chevon Lewis, brand manager for Legend beer, said the partnership with Zimi Entertainment was a no-brainer for the brand.

“Wisynco’s relationship with Zimi began years ago with some of the other brands and we felt like this is now a great time to extend the partnership. Wisynco is Jamaican-owned and we brand Jamaica. What we like with Zimi Entertainment is just that it fits perfectly with Legend. We really do believe that it’s a perfect party to align with,” Lewis told the Observer.

Melissa-Kim Johnson, Wisynco’s Consumer Division marketing manager, said the partnership with Zimi Entertainment signifies her company’s commitment to the Jamaica’s entertainment sector.

“We’re bringing even more to the Zimi patrons because we believe that, with our products, we want to offer consumers with lots of options and great food pairings. In addition to our brands, we believe that Legend brings that to the table. This is our commitment to the Jamaican entertainment sector and our commitment to Zimi,” said Johnson.

Zimi Entertainment’s next event is the popular Zimi Seh Beach which takes place on March 29 at Puerto Seco in St Ann.

Representatives of Wisynco Group Limited and Zimi Entertainment share a toast with Legend Jamaican Lager during a brewery tour at Wisynco’s Lake’s Pen Road facility. From left: Sheldon Sharpe, brewery manager; Chevon Lewis, brand manager, Legend Jamaican Lager at Wisynco; Nicholas “Zimi Nick” Mahfood, CEO of Zimi Entertainment; Victoria Cameron, marketing coordinator, Coca-Cola portfolio at Wisynco; and Brittany Thwaites, brand manager, WATA. (Photo: Rahyme McKenzie)