Negril is 80km (50 miles) west of Montego Bay and has a beach stretching for 11km (7 miles) which offers sailing, water-skiing, deep-sea fishing, scuba diving, parasailing and windsurfing. First coming to attention as an artists’ center, and later as a focus of ‘alternative’ culture in the 1960s, it is becoming increasingly popular as a holiday destination which seems likely to preserve much of its original character – indeed, the law requires all buildings to be of modest proportions. Along the street, entrepreneurial Jamaicans sell a variety of craft goods from the many shanty-like shops in Negril. There is also a hectic nightlife in the many clubs that have, over the years, proliferated along the beach. Rick’s Café, located at West Point (which is as far west as Jamaica goes), is a favorite haunt both for Jamaicans and visitors and is famous as the place from which to observe the sun going down.