By Adrian Frater, News EditorWestern Bureau:
AFTER MONTHS of anticipation, it is now all systems go for the 2004 staging of the Red Stripe Reggae Sumfest, which will blast-off this Sunday at Cornwall Beach Complex, in Montego Bay, with its trademark, sea, sand and sun 'Welcome Beach Party.'
"We are absolutely ready," said businessman Robert Russell, the chairman of Summerfest Produc-tions, the promoters of the annual six-day event. "The line-up is completed, the venue is ready and we have settled all the complex issues relating to parking and security."
While the pay-per-view arrangement, which will see Black Entertainment Television (BET) bringing the festival into the homes of North American fans, was still not finalised on Tuesday afternoon, Mr. Russell said he was extremely confident that the requisite contract would be signed before the festival starts on Sunday.
In addition, the promoters are moving full steam ahead with plans to fully maximise the television coverage. According to Russell, the front stage area, which was formerly reserved for the media and VIP guests only, will now be expanded to facilitate a group of "dancing girls," who have been recruited primarily for "screaming and dancing purposes."
EXCITEMENT
"We want to bring some excitement to the front stage area for the cameras," Mr. Russell said. "We want the viewers to see the dancing and screaming and the people having a good time.
This is something that is done at most major festivals, where major television coverage is involved."
In terms of overall impact, businessman Johnny Gourzong, the executive director of Summerfest, told The Gleaner on Tuesday that he was most impressed with the local and international response to the festival, which he said is being staged at a cost of J$60 million.
PHENOMENAL RESPONSE
"The response has been phenomenal, especially for the final night, which has superstar Lionel Ritchie and Beres Hammond as the main acts," said Gourzong. "I don't know if it is a spin-off from the recent Air Jamaica Jazz Festival but numerous persons from Kingston and other parts of the island are indicating to us that they will be coming down for the festival."
Following the 'welcome beach party', there will be two additional satellite events before the festival moves into the Catherine Hall Entertainment Centre for the final three nights.
