Red Stripe Experience projected to boost tourism with annual earnings of US$1.5m
Published:Wednesday | January 22, 2025 | 12:06 AMAlbert Ferguson/Gleaner Writer
WESTERN BUREAU:
Tourism Minister Edmund Bartlett says the establishment of the Red Stripe Experience at Rick’s Café in Negril, Westmoreland, will generate an estimated US$1.5 million in earnings annually and provide approximately 150 new direct hospitality jobs.
Red Stripe Experience is said to be an iconic experience that will be offering an interactive audio-visual tour that captures the history of two world renowned brands, the awards winning Red Stripe Beer and and the world famous Rick’s Café.
“We are witnessing the coming together of two iconic Jamaican brands, Red Stripe, our beloved national beer, and Rick’s Café, one of our most famous attractions,” said Bartlett, who was speaking at the grand opening of the Red Stripe Experience, located on the Cliff at Rick’s Café, along West End Road in Negril.
“In fact, we could even say it is a celebration of three iconic brands, as Jamaica itself is a premier travel destination renowned worldwide,” the tourism minister noted. “You need not say very much, you just need to say hello, and everybody knows because we have a distinctive accent.”
Bartlett went on to state that the Red Stripe Experience at Rick’s Café represents what modern travellers seek in their vacations, which he described as intensity and meaningful connections.
“This remarkable venture is a wonderful collaboration of our culture, our history, and the unique experiences of our tourism industry,” said Bartlett, who projected that approximately 60,000 additional tourists will visit Negril and Jamaica, driven by the Red Stripe Experience.
He added that the new venture would create opportunities for local vendors, artists, and musicians to showcase their talents.
“The Red Stripe Experience will play a critical role in enhancing our tourism offerings. It will attract visitors from all over the globe,” Bartlett stated. “It will take the authentic flavours of Jamaica and engage with our vibrant culture.”
Sean Wallace, head of commerce at Red Stripe, said the partnership would provide the finest ingredients of Jamaica’s rich culture and the unbeatable Jamaican passion and creativity.
“Like our brewing process, this Red Stripe Experience really blends the finest ingredients. You have innovation, culture, amazing Jamaican energy, and, of course, the unbeatable Jamaican passion and creativity,” said Wallace.
Wallace further explained that the collaboration between Red Stripe and Rick’s Café, which began in 2021, aimed to create something that resonated deeply with both locals and visitors.
“Red Stripe is about creating memories, driving connections, living, and enjoying the moment. Rick’s Café is a natural choice for the venture as they share the same passion for creating unforgettable moments,” continued Wallace. “We are trying to take it a step further, and our vision is that when you come to the Red Stripe Experience at Rick’s Café, with just the scan of a QR code, you can dive into Red Stripe’s rich history here in Jamaica, from brewing our first crisp lager in 1928 to becoming a Jamaican icon loved worldwide.”
Wallace also said the Red Stripe Experience would upskill its employees to tell the Red Stripe story to visitors, both local and international.
“More than anything else, the Red Stripe Experience at Rick’s Café stands for what both Red Stripe and the team at Rick’s Café stand for. It is about creating jobs, uplifting communities, celebrating culture, and having world-class moments at a world-class venue,” said Wallace. “The brew tenders, they are the people who are pouring the beer of Jamaica, and they will also be sharing stories both about the beer of Jamaica and about what it means to be Jamaican.”
Steve Ellman, co-owner of Rick’s Café, praised Red Stripe and his management team for making the Red Stripe Experience a reality, saying he proudly shared his connection with Jamaica.
“I am really a Jamerican; my heart and soul are here. I have owned Rick’s since 1999, and it has been an institution for 50 years. We basically reunite people from all quarters of the globe,” said Ellman, who noted that in 2024, Rick’s Café served 394,000 tourists.