Hedo's fab 29th!

Chester Francis-Jackson, Gleaner Writer

It is undoubtedly the most successful hotel brand in Jamaica, with a repeat guest ratio that makes the resort the envy of most hoteliers across the region.

When the resort was first launched nearly 30 years ago, its founder, John Issa, known for his shrewd marketing skill and international promotional savvy, recognised that the era of the traditional sun, sea and rum was coming to an end. The emerging markets were pointing to a more discriminating traveller, interested in a niche market, rather than a generic experience devoid of real social interaction between the resort's staff and guests. It was also a time when Jamaica came in for much battering in the international press and political pressure that led to the island's image taking some pounding. It was deemed by some as an unsafe and risky destination.

To counter that perception, as well as to carve out a niche for his hotel, Issa and his team created a marketing and promotional strategy with his new acquisition, Negril Beach Village. In a unique manner, he promoted the resort as a fun destination with Jamaica being a footnote in the promotional material surrounding the resort. In one fell swoop they created the impression that Negril was a destination separate and apart from Jamaica, and thus Hedonism II was born!!

It worked like a charm, so much so that today, in the eyes of many a traveller, Negril remains an autonomous destination in Jamaica. This stroke of marketing genius still defines Negril, its prime seven-mile white sand beach as fashionable as ever. The resort that gave birth to Negril as a place of laid-back fun and relaxed adventure is still the hottest and most-sought-after resort, bar none! Over the years, Hedonism II has earned a reputation for being the Caribbean's only adult playground. It's a resort with a hard-earned reputation for rocking parties, top-class and innovative entertainment, an all-embracing, non-discriminatory atmosphere and staff simply above the rest.

'Sexy and Fine at 29'

On November 1, Hedonism II commemorated its 29th year with its annual birthday party that was one fabfest! Guests came in from all across the globe to party and make merry, and that they did in an environment of friendship. Devoted fans, the many multi-repeat guests, poured into the resort, crowding out newcomers for the privilege of being present. There is something magnetic about the resort, in that not only does it provide a one-of-a-kind holiday experience, it attracts and captivates guests and has created a cult-like following across the globe, giving birth to many newsletters circulated among fellow guests. It has spawned chatrooms and a number of travel agencies by guests to cater to others who wish to travel and vacation at the resort at the same time.

With the anniversary theme being 'Sexy and Fine at 29', the celebrations started off with a lunchtime jazz serenade and

boasted entertainment that included belly dancers, Miss Sexy & Fine Beach Babes contest, followed later that evening with a lavish gala banquet around the pool with a beautiful happy 29th birthday ice carving. Saxophonist Damon Riley serenaded.

Dinner taken, the fabulously talented entertainment Razzle Dazzle team opened the night's show that saw the annual staging of the Miss Hedonism Pageant and a parade of its past contestants. The talented entertainer and songbird Ashley Martin then took the stage for her cabaret-style performance. She simply upped the ante with a masterful performance that was as electrifying as it was enthralling! There was also the piano bar anniversary reunion singalong and sexy and fine floor-stomper of a party in the resort's Club Hurricane Disco.

Kaya Newton captured the coveted title of Miss Hedonism 2010 from a field of nine. The girls made three onstage appearances and were judged on overall appearance, stage appearance and a question-and-answer segment. The contestants all won a complimentary night just for entering and the top three were awarded five-, four- and three-night stays, respectively.

Among the guests were: SuperClubs Vice-president Gary Williams and his fabulous wife, Anna; General Manager Kevin Levee and his gorgeous wife, Cecile; pillar of Negril and Westmoreland establishment, Eric 'Busha' Clarke; Dr Dale Foster; Dr Artherine Coverley, visiting from The Bahamas; hotel manager Lorna Clarke; Breezes Trelawny General Manager Richard Bourke; Couples Swept Away General Manager Ricardo Bowleg; general manager, Couples Negril, the lovely Karen Lanigan; Cosmo Brown, of the famed Negril eatery, Cosmo's; and Hedo II habitué Hugh Blount.

We spotted: Phillip and Patty Paxton; Robert Haughton, in from Kingston; as were Vin and Kalindra Pinnock; the fabulous Jackie Bird in from Montego Bay; the fab Pat Scott; Andi Gianni; the beautiful Rosa Young; Delano Miller; the gorgeous Britt Mitchell of Margaritaville Negril; Gareth Bailey, entertainment manager for Couples Swept Away; restaurateur, the lovely Loraine Washington; and Dr Howard Harenstein, in from New York, on his 100th visit to the resort; plus a number of others.