Category 5 Hurricane Melissa Flattens Treasure Beach Hotels

The Foundation of Treasure Beach, St. Elizabeth

Treasure Beach, a collective of four main coves—Billy’s Bay, Frenchman’s Bay, Calabash Bay, and Great Bay—in the parish of St. Elizabeth, has historically stood apart from the mass tourism model that dominates other parts of the island. Its legacy is rooted in the hard work of its residents, who primarily rely on fishing and farming for their livelihoods. Farmers in this region, often referred to as Jamaica’s ‘breadbasket,’ cultivate essential crops like tomatoes and sweet peppers.

Over decades, Treasure Beach became the global poster child for community tourism, a movement centered on local engagement, small-scale accommodation, and genuine cultural exchange. This reputation grew, partly through the development of local attractions like the annual Calabash International Literary Festival and various community-led cricket competitions, all built and sustained by the residents. The lack of large all-inclusive resorts helped solidify its identity as a relaxed, authentic destination.

Melissa’s Unprecedented Impact on Local Infrastructure

Hurricane Melissa, one of the most intense Atlantic cyclones on record, surpassed the destruction of historical storms like Hurricane Ivan and even Hurricane Gilbert (1988), which long held the record for Jamaica’s most impactful storm. The World Meteorological Organization (WMO) warned of life-threatening storm surge and winds nearing 300 km/h, cautioning about “total structural failure” near the path of the eye.

The physical toll on Treasure Beach is overwhelming. Damage assessments from international news agencies confirm that the southwestern parish of St. Elizabeth is submerged, with widespread reports of total roof loss for homes and critical community buildings. The storm severed electricity and communications networks across the parish, plunging the region into darkness and isolation. The few passable roads are now treacherous obstacle courses, choked with uprooted trees, downed utility poles, and debris from landslides and flooding. A community restaurant on the beachfront was reportedly swept away without a trace, and tombstones were dislodged from their resting places, a chilling sign of the storm’s power.

Jakes and Lashings: Repeat Casualties

The devastating blow from Hurricane Melissa comes just over a year after both Jakes Hotel and Lashings Beach Club were significantly impacted by Hurricane Beryl in July 2024. For these boutique resorts, which embody the community’s tourism ethos, the successive nature of these Category 5 hurricanes is economically crippling.

Jakes Hotel, a property integral to the area’s rise to tourism prominence and a key backer of the local Breds Foundation, bore the brunt of Melissa’s ferocious winds and storm surge. Following Hurricane Beryl, owner Jason Henzell was quoted in the media discussing the need for resilience and careful rebuilding. Henzell stated, “We have to be very strategic, very focused and disciplined,” adding, “We must not restore exactly what was,” suggesting a need for more resilient, climate-conscious construction. Melissa has now tested that resolve to its limit, leaving the property severely battered.

Similarly, Lashings Beach Club, a popular hillside and beachfront property owned by David Folb, has reported extensive damage. Lashings had been in the process of recovering and refurbishing after the 2024 Beryl hit, which necessitated a massive clean-up and repair operation. Folb had previously spoken of his commitment to the area, noting his ambitious plans to redesign and extend the beach club to offer a high-end experience. The latest hurricane’s intensity, however, has nullified much of that recent recovery work, with the property now facing a rebuild far more extensive than that following Beryl. The widespread destruction, as documented by reports from credible news sources like The Guardian and the World Meteorological Organization, underscores a harrowing reality for a community already financially strained by successive natural disasters.

A Call for Solidarity

The immediate focus for the community is basic survival, securing food, clean water, and shelter. The humanitarian response, however, has been swift and deeply personal. Lashings Boutique owner David Folb, organizing from Maryland, recently completed a large fundraising effort focused on procuring essential Starlink units to restore connectivity for local communities and vital services. This initiative, which secured 10–15 units thanks in part to a single $25,000 USD donation, underscores the broad international commitment to Treasure Beach. These communication tools are set to be delivered directly to the ground by musician Rajive Gordon of UB40 for Rt. Hon. Floyd Green, who is mobilizing aid. Furthermore, Folb’s wife, Lisa, and staff members have been actively feeding residents day and night in some of the hardest-hit areas, highlighting the immediate, on-the-ground action being taken. Folb noted he was “genuinely humbled by how many friends, footballers, and cricketers stepped up to help,” underscoring the determination and global support behind the community. The long-term recovery will still require sustained global assistance.

To find out how you can help visit: https://supportjamaica.gov.jm/

The frequency and intensity of these extreme weather events raise serious questions about climate resilience and the future of coastal tourism.

Given the dual devastation of Hurricanes Beryl and Melissa in such a short period, what essential changes in construction and community planning must Treasure Beach adopt to ensure the long-term survival of its unique community tourism model?

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