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  • Writer's pictureKaboom Editors

'Sandz X' Draws Over 10,000 Attendees on New Year's Day

Sandz's grand celebration drew in thousands of revelers on first day of 2024, marking the commencement of the brand's 10th-anniversary festivities

Sandz attracts thousands of revelers.

Sandz's first staging for 2024 witnessed an impressive turnout, with over 10,000 patrons filling Stadium East in Kingston, Jamaica. The New Year's Day event embraced a 'White Oasis Theme,' attracting a diverse audience eager to revel in the musical offerings of selectors like Code Red’s Lank and Chris Dymond, Ricky Platinum, Di Unit, and X-Factor.

Renowned for delivering exceptional entertainment encompassing music and fashion, Sandz has consistently set itself apart as the premier cooler fête. Despite the event's overall success, an unexpected hiccup occurred at the main entrance, leading authorities to temporarily halt the festivities. This pause allowed organizers to address and rectify the issues, ensuring a seamless continuation of the event. "Sandz has a loyal fan base that we appreciate greatly. Our patrons, staff, sponsors, vendors, and contractors’ well-being will always be a priority for us. For this reason, we hired over 100 security personnel including members of the Jamaica Constabulary Force, as well as the implementation of several other security measures. There was just a small group of unruly patrons that created a breach at the gate, causing delays. We are thankful that the authorities worked with us to keep the peace and to assist us in continuing the show”, said Andrew Ellis, CEO, Twenty 14 (formally Supreme Team Limited), organizers of Sandz.

The event powered by Smirnoff, dubbed ‘Sandz X’ to symbolize the kickoff to their 10-year anniversary yearlong celebration. Ellis shared, “We will be hosting our main anniversary celebration in May 2024 but each staging of Sandz locally and internationally will commemorate 10 successful years”.

Sandz is presently held in Jamaica; New York, Atlanta, and Florida in the United States; and in Toronto, Canada. "Over the years we have garnered a lot of local and international attention. This attention sparked the interest of stakeholders in different and new markets giving us the opportunity to represent Brand Jamaica. As we expand, we are growing and learning how to meet the needs of our loyal patrons and make the experience even more seamless", added Ellis.


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