In the summer of 2001, Alex Chin envisioned a weekend, one where there were parties non-stop for days with free-flowing liquor, great music and great vibes. That was the birth of what is now known as the ultimate party weekend in the English-speaking Caribbean - Appleton Temptation Isle (ATI). This year, the event will be held from Wednesday, August 5 to Sunday, August 9, for a total of 11 parties over 74 hours of non-stop partying.
But before 2009, ATI had its berth as Absolute Temptation Isle before liquor giants Appleton came on-board. "Our first major sponsor was Appleton. That was big for us," said Chin, before adding that the partnership was structured so that both brands could grow together for events that were outside the scope of the ATI weekend.
"When people saw ATI, they thought of Appleton. When people saw Appleton, they thought of ATI. That's the kind of impact we made on the scene when we debuted," added Chin, head of Absolute Entertainment. First ATI a nightmare
"We parted ways with Appleton for a little while and Red Stripe came on-board."
The first ATI was a three-day event, with six parties on the weekend, and Chin says logistically, it was a nightmare.
"The first year was tough, but we grew from the experience and the next year, we were better able to accommodate patrons, we were more prepared to deal with the problems we encountered in the first year, like the congestion."
Now the weekend is a no-holds-barred, all-inclusive event with shuttles, improved security patrols and the endorsement of organisations such as the Jamaica Tourist Board and Air Jamaica, solidifying the event's status as a true 'Jamaican innovation'.
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