Business

Jamaican hotel chain SuperClubs has chosen to give one of its most famously named resorts, Hedonism III, a new image, but is still targeting a market of fun-loving holidaymakers.

The property at Runaway Bay in St Ann is being rebranded SuperFun Beach Resort & Spa ahead of the winter tourist season. The relaunch, which SuperClubs said is in response to customer and industry feedback and is aimed at ginning up business from a wider market, is set for October 14.

The Hedonism name has become known for adult entertainment, including at least two controversial nude mass weddings.

The transformation of the property will begin four months before the relaunch on August 22, during which time bookings will be honoured at Hedonism II in Negril, SuperClubs said.

"With the successful Breezes re-branding in 2009, we've listened to our guests and travel partners yet again, and to meet their needs and to further support Jamaica's growing tourism sector, we're welcoming SuperFun Beach Resort & Spa to the SuperClubs family," said Paul Pennicook, president of International Lifestyle Inc, the worldwide representative of SuperClubs Resorts, in a company-issued statement.

The new SuperFun Beach Resort's target market is couples and singles, 18 and older.

The 225-room property includes 15 suites with ocean and pool-front views, multiple dining options, including Japanese, Italian and authentic regional cuisine, the world's only see-through-bottom Jacuzzi, a four-story waterslide, three freshwater pools, and spa facilities, said SuperClubs.

The SuperClub chain, which offers all-inclusive vacations, comprises 10 properties spread across Jamaica, Brazil, Panama, Curaçao, and The Bahamas, operating under two proprietary brands - Breezes and Hedonism. SuperFun adds a third. The resort chain also manages the Rooms on the Beach franchise, as well as Starfish and Negril Beach Villa.

SuperClubs has not said whether it plans to rename the other Hedonism property. Efforts to reach marketing executives Pennicook in Florida and Zein Issa-Nakash in Kingston were unsuccessful.

business@gleanerjm.com