WITH the successful staging of three events in the Dream Weekend 2026 series, Montego Bay Convention Centre (MBCC) is now looking at how it can leverage that exposure to help it meet this year’s $650-million revenue target, $20 million more than it now costs to run the massive facility each year.

The events have now become a case study the centre can include in its pitch to potential clients.

“Dream Weekend demonstrated that MBCC can essentially become an event campus, where different areas of the property can serve different functions while allowing organisers to create a complete guest experience. Going forward, we intend to build on that exposure in our marketing. We will continue aggressively pursuing the MICE [meetings, incentives, conferences, and exhibitions] market, because it remains an important part of our business, but we are also positioning MBCC for large-scale entertainment events, festivals, concerts, cultural productions, lifestyle experiences, culinary events, sporting-related functions, and other major public events,” Executive Director Mureen James said in written replies to the Jamaica Observer’s Real Estate on the Rock.