Darren Virtue
On his return from Sweden as an exchange student some years ago, Darren Virtue explored the option of throwing parties. This was done out of the desire to avoid attending a specific event and to give patrons other choices on a particular night. Throwing his bottle party was a huge success despite the other competition and, from then on, there was no turning back.
Almost nine years in the party planning and promoting business, he has many successful parties behind his name. Making a name for himself in the business and gaining the respect of other promoters, Virtue was invited on board the ATI train to Negril. "After throwing successful events between 2001-2004, I was invited on to the team by Absolute Entertainment. 'Pretty in Pink' was born and is now the most successful theme event in Negril.
ATI Brand
Appealing to persons right across the island and internationally, party promoters have found it easier to market their parties under the ATI brand. Since ATI was conceived and subsequently launched, it has carved its name in the hearts of many party patrons and 'Pretty in Pink' has apparently done the same. "Well, for my event it's natural. It's the only event that caters to females and it has been something that young women look forward to every Negril weekend. ATI is an interna-tional brand so that alone speaks volumes as to why people fly from all over the world to celebrate this party weekend."
Seeing your hard work become fruitful is always an overwhelming feeling. "I can't think of a bad experience but maybe the first 'Pretty in Pink' where I couldn't move in my own party (laughing). But my best experiences are every year when thousands of
Years from now, Virtue hopes to get more involved in a youth programme currently operated by his brother. He would also like to become active in charitable work and help the less fortunate.
- L.G.
latoya.grindley@gleanerjm.com