Russell family expands Deja Resort brand with new Runaway Bay property in St Ann

WESTERN BUREAU: The children of the late Montego Bay businessman Robert Russell are widening the reach of the family's Deja Resort brand by adding a St Ann property to the flagship hotel in the western city.

The purchase of the former Ambiance Hotel in Runaway Bay, St Ann, was finalised shortly before Hurricane Melissa in October 2025. The family is now working to have the property ready in time for the 2025 winter tourist season.

Alongside Deja Resort on Jimmy Cliff Boulevard, the Russells run several other hospitality businesses in Montego Bay, including the Pier One locations at Doctors' Cave Bathing Club and on the waterfront — a portfolio that points to their deepening presence in the tourism sector.

The expansion is being driven by siblings Shari Edwards, Robin Russell, Anna-Kay Byles, Jason Russell and Peta-Gay King, the children of the late businessman and his wife Beverley Russell. The senior Russell was well regarded in business circles and set the entrepreneurial foundation for the family, while their mother offered the steady support that kept the ventures going — a legacy the next generation is now extending.

Edwards, who has already moved to Runaway Bay, said the project carries both personal and professional weight. She indicated that the new resort will reflect the same hands-on guest experience that has shaped the Montego Bay operation.

"We want it to be intimate … very similar to the feel you have here at Deja, very personal. We want to know our guests just like we do here," Edwards said.

The Runaway Bay resort is set to offer ocean-view rooms, two beaches, three restaurants, a spa, gym and nightclub, and will run as an adults-only all-inclusive property.

Speaking at the 10th anniversary celebration of Deja Resort Montego Bay last Tuesday, Jason Russell said the move reflects a changing outlook among Jamaicans.

"As young people, many of us believed we had to leave Jamaica to find opportunity," he said. "But we're at a point now where we can build Jamaica ourselves."

Jason, who also serves as president of the Montego Bay Chamber of Commerce and Industry, took aim at negative narratives about the country.

"When people call and talk about crime or instability, I tell them, stay where you are. We'll build Jamaica by ourselves, and we will grow," he said.

His brother Robin Russell said the company currently employs close to 400 people, with the Runaway Bay project expected to create another 100 to 200 jobs.

"That means hundreds of families benefiting from stable employment," he said.

Area Chapter Chair of the Jamaica Hotel and Tourist Association, Kerry-Ann Quallo Casserly, said the brand's growth is a sign of strong market appetite, citing high occupancy and rate performance at the Montego Bay hotel.

"When you are able to multiply a brand, it speaks volumes," she said, adding that the move suggests still more room to grow.

"I wish you every good fortune as you continue to put your footprints throughout Jamaica and even the Caribbean," she said.

With the Runaway Bay deal, the Russells are reinforcing their standing as a rising Jamaican-owned name in a sector still largely controlled by international chains.

"It's not just about our hotel," Edwards said. "It's about selling Jamaica."