The Jamaica Star :: Entertainment :: A 'Best Dressed' US$1m gospel celebration

Mel Cooke, Freelance Writer

Singer Carlene Davis will perform at the Best Dressed 50Fest. - Yahneake Sterling

Nothing is free in life except for salvation, the popular saying goes, but somewhere, somehow, someone always has to foot the bill.

In late April and early May, the Jamaica Broilers Group will do just that as they celebrate their 50th anniversary with Best Dressed 50Fest, a Christian gospel-centred combination of evangelism, extreme sports, children's fun events and performances by outstanding gospel performers which had a double launch earlier this month.

Whether or not people will be dressed at their best remains to be seen, but entry to the family-oriented affair is free. Staging the six-event celebration in three county centres, though, will cost the Jamaica Broilers Group US$1 million.

Good planning

In a release, the group's president and CEO Robert Levy noted that the group has been able to invest so heavily in the festival, not only because of the strong performance of its ethanol arm, but because the company has been planning for the higher level of spending by cutting back, over time, on the amount that it spends on some areas of marketing, including advertising.

"It is an acknowledgement that we feel the people of Jamaica deserve ... and what better time to do so than during a major milestone event, such as this 50th anniversary?" Levy asked.

Climactic staging

Best Dressed 50Fest begins at the Manchester High School in Mandeville, Manchester, on April 26 and 27, then moves to Montego Bay, St James, where it will be held at the Dump-Up Beach. The climactic Kingston staging takes place from May 2-3 at Kings House.

The word will come from Andrew Palau in Mandeville, Miles Mc-Pherson in Montego Bay and Luis Palau in Kingston.

Henzley King, Grace Thrillers and Prodigal Son will perform on the first day in Mandeville, Carlene Davis and DJ Nicholas performing on the second day. On the first day at Dump-Up Beach, New Generation, Israel & New Breed, DJ Nicholas and Prodigal will perform, Omari, Carlene Davis, Papa San and Toby Mac taking the stage on the second day.

And Sherwin Gardner, Chevelle Franklin, DJ Nicholas and Israel will be onstage the first day at Kings House, while Prodigal Son, Carlene Davis, Papa San and Toby Mac help wrap up 50Fest.

The Veggie Tales will help entertain the children.

With the gospel focus, it is no surprise that the Church is heavily involved. Six organisations, the Church of God in Jamaica, the Jamaica Association of Evangelicals, the Jamaica Asso-ciation of Full Gospel Churches, the Jamaica Council of Churches, the Jamaica Pentecostal Union (Apostolic) and the West Indies Union of Seventh-day Adventists have come together to be a part of 50Fest.

Reverend Karl Johnson, co-chair or the festival's oversight committee for Kingston, speaking at the event's Kingston launch, said the intense involvement "underscores not only the ecumenical nature of the initiative but, in a country in which people are often so divisive ... will also serve as an excellent example of what can be achieved when people identify their similarities and commonalities and work in a unified manner toward a common good".