1 month ago
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It was the mother of all recent New York City reggae parties.
Last week was Caribbean Week in New York, a time of the year when the spotlight is placed on Caribbean travel. Scores of regional executives were in town to promote their respective destinations, and while many countries were distributing brochures, pens, candy and luggage tags, Jamaica served up an immersive experience and stamped its brand with a four-hour, all inclusive reggae party that is sure to be added to the archives of standout bashments in New York.
The by-invitation-only party was hosted by the Jamaica Tourist Board and was held at the Hard Rock Café Times Square last Wednesday. It was, in part, a celebration of the JTB’s 70th birthday. Oh yes, it was a private event with a hi-tech RSVP capability that enabled those accepting the invites to see who else was attending.
However, New York is not very good at keeping secrets. Word quickly leaked about the hot list of attendees, Stone Love playing the music and Busy Signal performing and PIX 11 and TVJ’s coverage of the event. And in a city where two mixed drinks can easily cost a cool US$70, the open complimentary bar was an additional magnet. Folks started clamouring early to claw their way on to the guest list.
Long before doors opened at 7 p.m., waves of attendees were already lined up, snaking from west to east outside the venue. They waited Studio 54 style. Pure nice magical vibes outside on West 48 Street with folks meeting, greeting and reconnecting before they went inside.
All told, there were more than 400 stylishly dressed Jamaicans and those who love the culture attending, and the party was overloaded with positive vibrations from start to finish. Fashion models, travel professionals and creatives tunnelled through the packed party showing off eye-popping outfits.
Tourism Minister Ed Bartlett and Tourism Director Donovan White warmly welcomed the happy guests. Reggae Sumfest CEO Joe Bogdanovich was in the house and he announced the festival’s line-up. “Happy birthday ya mi fren, one more year pon dem” reverberated throughout the two-level party space as a birthday cake was cut to honour the remarkable accomplishments of the JTB over the decades.
The organisation started seven decades ago at a quaint pink building on Harbour Street in Kingston, when, with the assistance of Pan American, BOAC, BWIA, Trans Canada Air Lines and Avianca, Jamaica attracted 161,386 guests a year later, marking the first six-figure arrivals enjoyed by the island. Now there are hundreds of flights per week bringing in millions of passengers from all corners of the globe.
But back to the reggae party. The moment came that many were waiting for. Busy Signal. He took to the stage with screams and shouts and cheers, and he dazzled the audience with a catalogue of captivating hits including Happy Birthday, Jamaica Jamaica, One More Night and Sweet Love. The crowd chanted along as the room erupted in unrestrained national pride and joy.
The event was conceptualised by Phillip Rose, deputy director of tourism.
“I remain unapologetically authentic when sharing our culture. My commitment in showcasing the beautiful grit and the poetic honesty that is dancehall is unwavering,” Rose told The Gleaner.
At the end of the evening, guests were treated to an elegantly designed gift box- a Jamaica black box containing premium goodies. A PIX 11 feature on the event airs Tuesday, June 10.
English (US) ·