As some 15,000 largely young patrons prepare to descend on Negril this Independence holiday for the much-anticipated Smirnoff Dream Weekend and Appleton Temptation Isle (ATI), sponsors Red Stripe and J. Wray & Nephew, along with the promoters of the events, are encouraging them to 'get in the know' about the new age verification system to be introduced.
The new system, which aims to restrict consumption of alcohol by minors, "will ensure that only adults 18 and over can come to our events and consume our alcohol," says Jomo Cato, head of marketing at Red Stripe.
THE NEW SYSTEM
Assuring that it will still be easy for legitimate patrons to obtain tickets and attend the shows, Cato said persons will simply be required to show IDs when purchasing tickets and redeeming them for a special band which allows entry to the event. He says this can be done at the various redemption centres set up in Negril.
"In other words, when you go to purchase a ticket or tickets at the outlets, you must show a valid ID, and the ticket will only be issued if you are 18 years and over," said Cato.
The head of marketing also made sure to point out that the tickets by themselves would not give anyone entry to the show.
"What you need to enter the event is a special armband, which will be issued to you at any of the redemption centres that have been set up in Negril," Cato added.
"All you need to do is present your ticket and your ID and if your age is verified, you will be given the armband as proof that you are 18 or over and can therefore be allowed to enter."
He said the armband will be put on by the attendants at the centres. Cato says the beauty of the armband is that once you put it on, it becomes non-transferable.
The redemption centres will be manned by ATI and Dream Weekend attendants, who have the responsibility for verifying the age of patrons and installing the armbands. "We will also have several mobile units strategically placed to make it easier for patrons to acquire the 18-and-over bands while in Negril," said Cato.
He warns, however, that "it makes no sense selling tickets to minors as, upon presentation of tickets for the armbands, they will have to show their ID to verify their age."
Cato stresses that for those who have already bought tickets and who are under age 18, they will have to take responsibility for that purchase. He explains that all communication about the events informs persons that they must be 18 or older.
ACCEPTABLE IDS
This, he says, is because the law permits them to serve alcohol only to persons who are 18 years old and over.
Cato informs that the IDs which will be acceptable for age verification at the ticket offices and redemption centres are those issued by the Government such as driver's licence, passport or national ID.
He urges patrons to be ready to present one of these forms of identification when purchasing tickets and redeeming them for armbands, and reminds them that they must collect their armband themselves, which will be put on by the attendants, thus ensuring that only persons 18 and over can wear them as, once it is put on, it cannot be removed without destroying the band.
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