With the reunion of two major entertainment forces - party organisers Absolute Entertainment and liquor sponsors Appleton Rum - the directors of Appleton Temptation Isle (ATI) are promising one of the best Independence party weekends from August 5-9 in Negril. Key to the success, say the organisers, is the chemistry and vision both entities share. Absolute Entertainment's head honcho Alex Chin revealed to The Sunday Gleaner some of the plans for this year's ATI.

ATI has built a reputation as an impeccable party experience. How will you top what you've done over the last nine years?

The key to our ATI Negril weekend is consistent top-quality entertainment and value for money. Among our 11 events this year, we will be featuring eight all-inclusive events and live performances,featuring top local artistes.

We have unified parties from Absolute Temptation Isle and Appleton Treasure Isle to give our guests the best of both worlds. So, in addition to our favourite flagship parties, we have added three new established events.

There was a little confusion earlier whether Absolute Entertainment would partner with Appleton again. Care to clarify?

Absolute Entertainment and Appleton Rum, after careful deliberations, have decided to rejoin forces to deliver what most thought would never happen again - the return of the original ATI Weekend, Appleton Temptation Isle.

Appleton Jamaica Rum is our new title sponsor, and as we have both been the dominant forces in Negril for the past three years, a union such as this can only be seen as the Ultimate Negril Weekend.

Absolute also planned RTI for two years. What has happened to that brand?

That brand will no longer be present or advertised in Negril. It was formulated in accordance with the requests of our title sponsor at the time, and since they no longer hold that position that associated brand has been shelved.

What are some of the signature parties that are a part of ATI this year?

Our signature events include Stages, Wildsides, Pretty in Pink, Joker's Wild Colours, Tempted, Rhythm and Booze and Hip Hop J'Ouvert.

And it has been extended to five days instead of four, correct?

That's correct. Our events commence on Wednesday, August 5, with the ATI Kick-off party and concludes on Sunday, August 9, with Wildsides and Fusion.

What are some of the ATI parties leading up to the main event?

We have several ATI lead-up events spread across the months of June and July that we have branded 'Appleton Summer of Rum'. Our events include:

Kingston

Extatic Fridays at Cuddy'z, ATI Quad Wednesdays and Martini Mondays

Ocho Rios

ATI Fridays at Hard Rock

Montego Bay

ATI Pier Pressure at Pier One, Temperature, UTI, Appleton Desire

Mandeville

ATI at Beavers

What was the motivation for starting ATI in 2001?

We saw the success of the Spring Break events in Negril and noted that something similar would work during the summer for primarily Jamaicans. We selected the Independence weekend as it was traditionally a three-day holiday and would work perfectly. The multi-party formula, spread across day and night-time, was designed to create a similar party-hopping vibe of South Beach in Miami and Ibiza in Spain, but with an added dimension of non-stop partying.

The event has now grown to the stage where it is a flagship event on the entertainment calendar, attracts hundreds of tourists and is a major revenue generator for the town of Negril and the hotels, which is key now that Spring Break activities are not as strong as they used to be. Our motivation for producing ATI has matured since 2001 and we now envisage it to be an internationally renowned event that can attract more tourists to Negril and be a significant revenue generator for Jamaica.

There seems to be a special aura about Negril in early August. What is there about Negril on a summer day why it's such a great venue for a party, such as ATI?

Negril was made for ATI and ATI was made for Negril. Nothing can compare to 30,000 tanned bodies on seven miles of white-sand beach, partying by day under brilliant Jamaican sunshine, and by night under a clear, starlit sky, at the biggest and best open-air parties Negril has to offer. Case closed.

ATI in Negril during Independence weekend is a living breathing commercial for how to really enjoy life.

Alex Chin of Absolute Entertainment. - Contributed