My Journey as an Event Planner: From Dreams to Reality

Where the journey begins

My journey to become an event planner/concert promoter started in 1986, after attending Reggae Sunsplash for the first time. Held at Jarrett Park in Montego Bay, Jamaica, Reggae Sunsplash is an annual seven-day music festival featuring different genres of music over 7 days. Its most popular genres, Reggae and Dancehall, are held on Wednesday and Thursday nights. As I stood amidst the bustling Wednesday night crowd of over 86,000 people “Jammin” to the infectious melodic sound of dancehall artist Coca Tea (Calvin George Scott), I was in awe of the magic unfolding around me. The crowd erupted as they sang and danced the night away to their favourite songs. Captivated by Coca-Tea’s repertoire of hits, patrons were spellbound.

For a brief moment, I imagine what it would be like performing onstage to thousands of adoring fans. Suddenly, the surrealism of the moment was overshadowed by the raucous backstage. An emotionally charged promotion crew, artist management, entourage high-fiving, embracing and chattering as they celebrated Coca-Tea’s performance. Seeing their elated emotions, my mind consciously transported me to another realm. I began to analyze the intricate components of orchestrating an event of this magnitude. Closely examine the venue and the cost associated with the rental, the sourcing of vendors, security, artists, contract negotiations, corporate and media sponsors. And for some odd reason, I became intrigued by the idea of concert promotion and event planning. Interestingly enough, being an event planner or concert promoter was never a part of my plan growing up, but on that fateful day, my life was transformed. And I began to embrace the notion that life has a way of steering you toward your true calling. transformed. And I began to embrace the idea that life has a way of steering you toward your true calling.

Testing the Water

From a young age, I was captivated by the allure of bringing people together and celebrating life’s moments. I would eagerly anticipate my mother’s beach excursions and community events. I would be the one who organized impromptu gatherings for friends, drawing up detailed plans and creating magical moments. Little did I know that this innate passion for orchestrating joyous occasions would be the seed that sprouted my career. However, starting in the industry was not without challenges. In the early days, I put in long hours working with dancehall hopefuls like Stewy Ranks, a.k.a. Windell Wollaston and others. Network tirelessly with radio and television personalities, producers, promoters and venues, and I would face the occasional setbacks. A prime example was the night Stewy Ranks was scheduled to perform at Skate Land, Halfway Tree, for the first time. Upon arriving at the venue, we were accosted and harassed by four police officers and denied entrance, despite Stewy Ranks’ name being on the poster. 

However, in July of 1990, I got my first big break. Working with former teammate and member of Jamaica’s National Soccer Team, Desmond Smith, we organized a friendly soccer tournament featuring members of the Jamaica National Soccer team versus an all-star team of Premier League players. The game was followed by a concert with dancehall artists Beenie Man, Frankie Paul, Singing Melody and others. With thousands of patrons in attendance, the events, needless to say, were a tremendous success, exceeding all expectations. The challenge, the rush and the satisfaction of creating a platform that brings together athletes, artists and patrons were something I found incredibly fulfilling and exhilarating. And for the first time, I felt I had found my true purpose.

Beenie Man l Singing Melody l Frankie Paul.

The Taste of Sweet Success

With the success of two events under my belt, a burning desire to meet the next challenge head-on emerges. I was eager to get the next event started.  And after months of planning, organizing and unwavering spirit, I managed to execute several excursions throughout the Caribbean. Trips to Grand Cayman, Cayman Brac, Little Cayman and Curacao, along with several local attractions in Jamaica. Each trip consisted of twenty or more individuals in a group, and the excursions featured cultural sightseeing and tourist attractions, creating a rich and engaging experience for everyone involved. From selecting the venues to the attractions, from booking the flights to transportation and hotel accommodations, we were able to organize the excursions seamlessly, hassle-free and without a hitch.