Ras Astor Black wants north coast highway renamed in honour of reggae

Western Bureau:

Businessman Ras Astor Black, renowned for his many unsuccessful attempts to win a seat in representational politics, wants the north coast highway, from the Sangster International Airport in Montego Bay to Mammee Bay, in St Ann, to be renamed the Reggae Highway.

According to Black, who has been involved in several tourism and music-related projects over the years, renaming the highway the Reggae Highway would give Jamaica a chance to further exploit the global popularity of reggae, which has been winning fans all over the world since the heyday of reggae legend Bob Marley.

“By renaming this highway the Reggae Highway, we aim to leverage Jamaica’s rich cultural heritage, particularly its globally renowned reggae music, to create a unique tourist attraction that will benefit the island significantly,” said Black, whose Montego Bay-based Music Mansion attraction, which showcases a Reggae Walk of Fame and Museum, is sanctioned by the Jamaica Tourist Board.

According to Black, a themed highway would draw music enthusiasts and curious travellers from all over the world to Jamaica, which would naturally be a boost to local tourism.

“It will undoubtedly enhance Jamaica’s appeal as a travel destination. Reggae Music’s roots are deeply embedded in Jamaican culture and has captivated audiences worldwide. Using this cultural element to promote the highway would attract tourists eager to experience the essence of Jamaica’s musical heritage,” said Black.

“Tourists will enjoy a distinctive journey filled with reggae-themed attractions, signage, and possibly even live performances along the way. Utilising reggae ambassadors like the legendary Bob Marley to promote the Reggae Highway can significantly amplify its appeal. These icons have left an indelible mark on the global music scene,” added Black.

Financial opportunities

According to the businessman, such an initiative would not only create the scope for more visitors, especially reggae lovers, to come to Jamaica, but it would also open a new window of financial opportunities to people with entrepreneurial skills who live in proximity to the highway.

“The communities surrounding the highway stand to benefit immensely from this initiative. Increased tourism will spur economic activities, benefiting local businesses, artisans, and service providers,” said Black. “Tourism-related ventures along the Reggae Highway will create employment opportunities, improving the livelihoods of local inhabitants.”

With stakeholders complaining that the new generation of young people has shown little interest in Jamaica’s cultural heritage, Black said he believed a highway dedicated to reggae and Jamaica’s rich cultural heritage would be an excellent tool to spur renewed interest in, promote and elevate Jamaica’s culture.

In relation to his Reggae Walk of Fame and Museum, which features a park showcasing mounted photographs of the most prominent stars in reggae music, Black said that, like the renowned Hollywood Walk of Fame in the United States, some reggae stars are to have their individual stars placed on the lawn of the museum to accompany their portraits.

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