A major revitalization of Montego Bay’s Jimmy Cliff Boulevard is quietly gaining momentum, with over 80 percent of local businesses backing plans to create a Business Improvement District (BID) to rejuvenate the once-thriving strip.
Mayor Richard Vernon has confirmed growing private sector support for the initiative, which would see businesses not only funding upgrades but also taking an active role in the strip’s future development. “We are laying the foundation for a new model of growth — one that is collaborative, sustainable, and deeply rooted in the interests of the local economy,” Vernon said.
Although the financial blueprint is still being finalized, the BID is expected to draw funding from the Tourism Enhancement Fund (TEF), the St James Municipal Corporation (SJMC), the Tourism Product Development Company (TPDCo), and private business contributions. Vernon emphasized that transparency and community engagement would guide the funding structure as planning progresses.
Long known as the Hip Strip, Jimmy Cliff Boulevard has served as a vital artery for tourism and entertainment in Montego Bay. Landmarks like Margaritaville, Doctor’s Cave Beach, The Pelican Grill, Coral Cliff, and the newer S Hotel have long anchored the area’s appeal to visitors. However, aging infrastructure, sidewalk disrepair, and patchy building maintenance have sparked calls for a more organized approach to urban renewal.
With touting largely under control, Vernon believes a formal BID could be the catalyst for deeper transformation. “We envision a revitalized boulevard that not only attracts tourists but also inspires local pride — a vibrant commercial hub that offers economic opportunity and an elevated visitor experience,” he said.
To date, discussions have been held with 48 businesses along the strip, as well as the Destination Assurance Council and TEF leadership, both of which have given their endorsement. Upcoming consultations with the Montego Bay Chamber of Commerce & Industry and the Jamaica Hotel and Tourist Association are planned to solidify broad-based support.
Importantly, Vernon said, private sector leadership will be key. The BID committee — to be chaired by business representatives — will set priorities, manage projects, and oversee investments. Municipal and tourism officials will remain closely involved but in a supportive, rather than controlling, role.
While the revitalization effort is still conceptual, groundwork is being laid. A Montego Bay Urban Renewal Committee (MBURC) is slated for creation in the 2025/26 fiscal year. Its first task: launching beautification projects around Sam Sharpe Square and adjacent areas, which Vernon describes as the “heartbeat” of the broader urban renewal push.
In parallel, legal preparations are underway to ensure the BID’s establishment complies with Jamaica’s Local Governance Act. A legal draft is being circulated among stakeholders for feedback before submission to the Ministry of Local Government for final approval.
“Our focus is to move carefully but decisively,” said Vernon. “By ensuring legal robustness and community buy-in from the start, we are positioning this BID — and Montego Bay itself — for a new era of growth and vitality.”
