Ayanna Kirton, Staff Reporter
TAKING A vacation from the eternal headache otherwise known as university is mandatory for most students every year. This year's Spring Break is no different.
The mass exodus of students from the north to the south, which began earlier this month, signalled the beginning of yet another spring break season.
Though hoteliers have bemoaned the fall in the number of those who chose Jamaica as their spring break destination this year, many students agree that there's no other place they'd rather be.
"I don't want to go back," said Jeff, a 23-year-old university senior from the United States. He came to Negril for a week with three of his friends to get away from the "sub-zero" temperatures of Illinois and had no complaints.
For some, shelling out US$1,200 is a small price to pay to relax on beautiful white sand beaches and party all night. On the other hand, if their expectations conveyed by glossy brochures and "beautiful commercials" are far from what they get, Jamaica may be blacklisted on their options for future spring breaks.
Howard University students, Keisha and Michelle, made their own travel arrangements to stay in Montego Bay and Negril but were not impressed with Montego Bay.
REALLY EXPENSIVE
Although they paid US$600 a piece for their week-long vacation (covering hotel stay, airfare and airport transfers), they felt short-changed. "The hotel in Montego Bay was raggedy and when we got to Negril we had to change hotels because the one we booked originally was terrible," said Michelle. "The drinks are really expensive here too but we're still trying to have a good time."
The girls were spending their last Saturday in Negril looking for small souvenirs to take home to Washington, D.C. in memory of their trip.
Ed, a 22-year old University of Connecticut student, was getting ready to leave Negril after a week of what he described as a "fun holiday".
"I think I got what I paid for; I enjoyed myself," he said. One thing he didn't enjoy though was the concert at Waves Beach in Negril. According to him, he waited several hours for the concert, which was scheduled for 8:00 p.m. "I heard that's the norm down here, but that was after we got to the concert. If I had known I would have stayed at the hotel and had a few drinks before heading out."
"The best thing about the all inclusive spring break package is that liquor is included", said Marcy. "I can't imagine paying for a drink every time I go to the bar." She and her friends decided to come to Negril after watching MTV's coverage of Spring Break 1998. "We've had such a great time and we have been drinking responsibly," she said.
Stephanie and Mandy, two students from the University of Southern Maine, had never been to Jamaica before this spring break.
On their second day in Negril, they were gearing up to go to the popular spring break hangout, Risky Business Bar & Grill. "We're totally psyched to be here. We intend to make the best of this week."
Though the war was pending when they left the U.S., the girls decided to travel to Negril anyway. "Since each of us already paid US$1,500, we decided to come," they explained. "So far the parties have been great."
Karim Kuzbari, president of Sun Splash Tours, one of the leading spring break tour operators, began the company in 1987 to provide affordable travel prices for the student market.
According to Kuzbari, this year his company has planned spring break vacations complete with travel arrangements, accommodation, and entertainment for up to 65,000 students to the Caribbean, Mexico, and Florida.
Sun Splash Tours dubs Negril one of the hottest spots for spring break, and has used the once sleepy fishing village as its major destination since the company's inception. "This year we have done pretty well. The kids are having fun. A few have called to enquire about cancellations because of the war but a lot of them have come to Negril," he said.
TYPICAL SPRING BREAK PACKAGE TO NEGRIL:
Round trip airfare via Air Jamaica (from select cities)
Seven nights hotel accommodation
Round trip airport transfers
All hotel taxes
24-hour on-site staff
Welcome orientation
More than 28 hours of free drinks
Free wristband offering free cover or discounts at the hottest night clubs
Free welcome and beach parties
Total: US$1,200-2,500 per person, depending on choice of hotel.
(Prices based on the number of persons in your party).
Student Travel Services (STS), one of the largest tour operators to the Caribbean and Mexico, shares the market of spring break travellers with Sun Splash Tours.
Handling travel plans for students since 1984, STS began with Montego Bay before considering Negril a viable destination. Spring break, according to Jake Jacobson, vice-president of STS, has been "fantastic" for most destinations, even though the numbers have gone down. "But the kids don't realise that the numbers are down," he said.
Jacobson attributed the reduction in student travellers to the war in Iraq and the current U.S. recession. "American families don't have the discretionary income for travel," he admitted. "Our numbers have been off by about 40 per cent this year."
SLOWER THAN NORMAL
Director of Risky Business Bar & Grill, Patrick Brady, agreed that this year has been slower than normal.
Although external forces have impacted the current state of the industry, he feels that the level of advertising for this period by tourism authorities leaves much to be desired. "We have not done as well this year as we have in the past few years as a result of this," said Brady.
After 15 years in Negril, Risky Business still manages to maintain its popularity among spring breakers because of the large variety of entertainment activities available.
Eric Clarke, manager of Risky Business, shared the same sentiment. "It's been nothing compared to pre-9/11," he said.
Negril has depended heavily on spring break for revenues over the years with its beneficiaries ranging from hotel owners to pan-chicken vendors. "Without spring break many properties would fold.
It is the highest money-making earner for the small hotelier and the other beneficiaries are all around taxi men, vendors, club owners, local food and beverage companies everyone stands to gain," said Clarke.
Caroline Wright, general manager of Rondel Village, a group of resort villas, felt that the reduction in the marketing of Negril as a destination will continue to impact the number of arrivals. "The key is to try to strike a balance for the spring breakers as well as the local travellers without alienating either segment," she said.
Rondel Village saw a fair amount of spring breakers this year since adding an additional 40 rooms to the property.
"Taking world travel trends into consideration, Jamaica is doing considerably well despite the size of the destination," said Negril Beach Club's Jean Gaynair. According to Gaynair, the Jamaica Tourist Board has done a great job marketing Jamaica, though they neglect to sell the island as a spring break destination.
She agrees that while the emphasis should be on marketing, especially for those properties which suffer from low occupancy levels, both large and small players in the industry need to deliver what they promise to their customers. "If we give the visitors the hospitality we advertise, we'll be better off," she said. "Our product has to match up to the image we promote. Falling short of this will have a direct impact on the number of visitors that come to Negril."
