Jamaica’s top premier event, Sandz, kicked off the celebration for their 10th anniversary in fine style on January 1, at the Stadium East in Kingston.

The event was originally founded and organised by Twenty 14 (formally Supreme Team Limited) as a ‘White Oasis’ theme dubbed ‘Sandz X’.

The main anniversary celebration will take place in May 2024, however, each staging of Sandz will have surprises in commemoration of 10 efficacious years. 

Andrew Ellis, the CEO of Twenty 14 Limited, has had profound success over the years with Sandz.

He shared, “The idea to first host Sandz started with us planning a holiday beach chill at Fort Clarence in Portmore. We decided as friends to send it out to our network and, based on the over-subscription of the beach on that given day, we thought that if we were to charge for this it would be good business. That is where the idea was born, and it was history in the making”. 

The event has maintained its high standard of entertainment and is described by Ellis as “commercially viable” while delivering authentic Caribbean vibes locally and internationally.

He added, “It’s a social media age, so we are very connected to the diaspora markets and vice versa. With all the media attention that we have received over the years, I think that that interest alone drove us to explore foreign markets when the opportunities came up”.

Sandz is presently being held annually in Jamaica, major US cities New York, Atlanta and Florida, as well as in Toronto, Canada.

Sandz has maintained sustainable growth over the years and looks forward to further expansion to new markets all over the world. Ellis said, “Separate and apart from acknowledging our growth, we are still diversifying, and we are making our Twenty 14 brand a force to be reckoned with in the corporate space.” 

After 10 triumphant years, the festival has lived up to its name as the “people’s festival” as it caters to the needs of the patrons who love to attend. 

Sandz X, powered by Smirnoff, featured the ‘Sandz Carnival Zone’ equipped with Mechanical Bulls, Dunk Tanks, Cotton Candy Machines, and more.

Music was be provided by Ricky Platinum, Lank and Dymond, X-Factor, and Di-Unit.

Additionally, the Comfort Access Lounge featured gourmet food and drinks, and concierge service.