Pennicook

WESTERN BUREAU:

AS PART of its strategic move to rebrand, elevate and expand its most successful Breezes brand, SuperClubs resorts will close the doors to its Montego Bay property today after 15 years on the popular Hip Strip.

The group, which had announced a September 30 pull-out date from the National Commercial Bank-owned property, made an early exit, Paul Pennicook, president of International Lifestyle, the marketing representatives for SuperClubs, confirmed to The Gleaner.

It is not clear what brand the 124-room beachfront resort will operate under, but sources close to The Gleaner say a number of scouts from the Colombian group, DeCameron, have been frequenting the property in recent weeks.

About 25 per cent of the approximately 135 employees who were based at the Montego Bay resort are being transferred to other SuperClubs properties.

"We have been working to place many of our staff into the system, and those who cannot be placed will be given their redundancy package," Pennicook said.

A bigger umbrella

In January, SuperClubs announced plans to expand Breezes, stating then that it would cease the use of its upscale Grand Lido brand, as it made a strategic move to bring all its properties, except the two Hedonisms, under the Breezes umbrella.

"After speaking with our valued agents and customers, and engaging in extensive market research about our brand positioning, we decided to realign all resorts and grow the Breezes brand. We're quite excited about this endeavour and, when it's completed, there will be a total of 11 Breezes resorts in six countries," Pennicook told the media at Half Moon in Montego Bay in May.

Noting that Breezes was Super-Clubs' best known brand with the widest appeal, Pennicook said the group was hoping to better capitalise on its name recognition in today's crowded marketplace.

He said that as of November 1, SuperClubs will rename its Grand Lido Negril and Grand Lido Braco, Breezes Rio Bueno and Breezes Grand Negril, respectively. Its family favourite, Starfish, will now be marketed under the Breezes umbrella as Breezes Trelawny, while Breezes Montego Bay will no longer be a member of the group.

Early closure

"In light of the realignment, SuperClubs has decided not to renew Montego Bay's lease as a Breezes resort when it expires in October," Pennicook revealed, adding that the property no longer "fits the elevated Breezes model".

The early closure comes one month ahead of the opening of the first SuperClubs Panamanian resort, Breezes Panama, which opens in September. Located in the luxury resort community of Santa Clara on the southern pacific coast of the Coclé Province, the 300-room property will feature a spa, multiple restaurants and bars to please singles, couples and families alike.

And on the heels of Panama's opening will be the launch of SuperClubs' third Brazilian property, Breezes Buzios in October. Sited on prime beachfront property in the 'St Tropez of Rio', singles, couples and families will have plenty to do with a mini golf course, cycling paths, roller-skating park, archery centre, bowling alley and fully appointed spa on property.

Said Pennicook: "While our resorts' names may be changing, the super-inclusive offerings are not. All breezes vacations will continue to include multiple dining options ranging from authentic Jamaican cuisine to Italian, Japanese and grilled fare, unlimited premium brand drinks and a host of complimentary land and water sports like scuba diving, kayaking, tennis, and even the flying trapeze at select properties."

janet.silvera@gleanerjm.com