A number of disc jocks will have their hands on the console at Fresh Approach.
Shorts are the preferred attire for Fresh Approach - and the shorter, the better. - File
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Curtis Campbell, Gleaner Writer
Summer parties are well established in Jamaica. However, young promoter Tony Fresh Approach wants to live up to his name by applying a new strategy to his summer event - which is named Fresh Approach.
The event will be held on Friday, August 9, and goes from 9 p.m. to 2 a.m. The venue is the balcony of State Mall Entertainment Complex, beside KFC in Cross Roads, St Andrew. According to Tony, his event will launch the venue as a party location which is here to stay.
Fresh Approach is being staged for the first time and Tony is optimistic that he will get a good turnout. "We decided to bring it to Cross Roads because this area is very central. It's like a connection between downtown and uptown. The area is peaceful and is not highly residential, so it's perfect for events. At present, not a lot of promoters are hosting major events in Cross Roads, so we are taking a fresh approach and hosting this event there because we know there is a market for it. The venue is new and state-of-the-art," Tony said.
The promoter says, unlike some parties which are focused mainly on making profits, Fresh Approach is first about delivering quality entertainment.
"This season is hectic with parties, and some of them are going to be very good. So each promoter has to make their event stand out in an attempt not to be compared to another. For Fresh Approach, we nah pressure people pockets because we know that a lot would have been spent over the Emancipation weekend. So it's all about extending that summer vibe and delivering some quality entertainment," he said.
The promoter is, therefore, extending free admission to all ladies before 11 p.m. However, they will be charged $299 after, while males will be charged $500 for all night.
Tony said the name of the event is a broad term, but hinted that the dress code for patrons should reflect the fresh trend which normally marks the summer season. "Every summer, we have new styles. This summer, its short shorts for the ladies. So ladies, come out wearing those short shorts and you might receive a prize as a result of your dress code," he said.
There will be police on location as well as guards from reputable security firms.
"We have a sizeable parking lot at the venue that will be protected by guards, and it is gated. So you need not worry, this venue has everything that patrons look for - clean bathroom and clean, fresh environment, because, after all, it's a Fresh Approach," he said.
DJs booked to juggle at the event are a team of fresh acts which include DJ Yang, DJ Ali Black, Joe Bling, DJ Q, and DJ Scallawa. Fresh Approach is sponsored by MDTV, South Beach Coffee, and Monymusk.