Moon Author's Review
Every summer at the end of July, masses of Jamaican youth descend on Negril and book virtually every room in town for what's known as ATI Weekend (www.atiweekend.com), or simply ATI. All-inclusive parties go virtually non-stop for three or four days straight. ATI stands for Absolute Temptation Isle, but in 2006, Appleton's Rum, a sponsor in previous years, formed its own competing ATI the following weekend -- adopting the same acronym, which in this case stands for Appleton Treasure Island.
The original ATI, organized by Alex Chin, promoter and founder of Absolute Entertainment, began in Negril in 2000 as Stages, bringing to Jamaica a regular party held in Miami a few times per year. The idea was to replicate the mood of Trinidad's or Brazil's Carnival, with crowds moving from party to party for days on end. The event has grown steadily with several promoters coming together each year to organize different parties at venues around Negril that include Wavz, Tamboo, Margaritaville, and Chances, each with a different theme -- from foam parties to stage shows. A host of selectors are brought in, as well as many of Jamaica's most popular contemporary dancehall artists. Selectors often include Black Chiney from Miami, Xcaliber from Trinidad, Jamaica's top sound, Renaissance, and DJ Chrome from Zip FM. There is no better week to be in Negril for those seeking an overwhelming dose of booze, flesh, and sound.
Even though Appleton's pulled its sponsorship of the original ATI, other sponsors stepped in readily. The Jamaica Tourist Board also endorsed the event for the first time in 2006. Appleton's competing event now bookends the festivities held to coincide with Jamaica's Emancipation and Independence celebrations. Spring break pales in comparison.
All-inclusive parties in Jamaica have been around since the early 1990s, when the famous Frenchman's Parties, organized by Ian Wong as Jamaica's most exclusive regular all-inclusive soiree, began. Frenchman's parties are held a few times annually, the main "sell-off" events being staged for New Year's and Heroes Weekend.
