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How a guy from Shaker Heights built a 30-year tourism career in Jamaica

• Updated: Apr. 11, 2024, 11:04 a.m. |
• Published: Apr. 11, 2024, 10:18 a.m.

Shaker Heights native Lee Weinstock enjoys a cold coconut on the south coast of Jamaica, en route to YS Falls. Susan Glaser, Cleveland.com

• Susan Glaser, cleveland.com

MONTEGO BAY, Jamaica – Lee Weinstock made his first trip to Jamaica in the late 1980s, a student at Ohio State University enamored with reggae music.

He was hooked.

Fast forward more than 30 years, and Weinstock has spent the majority of his career helping to support the tourism economy of the small island nation.

His career here has run the gamut – organizing tours for thousands of cruise passengers, setting up meetings at the island’s swankiest resorts, even taking a fellow Shaker Heights native (yours truly!) on a tour of some of the country’s best jerk chicken.

He’s experienced the island’s tourism economy from nearly every angle – from the opening of the upscale Ritz-Carlton Golf and Spa Resort in 2000 to the COVID crisis two decades later.

Most recently, he’s relaunched his own business, Travel True Jamaica , an updated version of a tour company he started years ago. He’s working with both corporate and individual clients, crafting experiences and tours that highlight the island’s best known sites and hidden gems.

“I like both sides – being able to help Jamaicans and help tourists have great experiences,” said Weinstock, 57.

Kept going back

After traveling to Jamaica that first time, Weinstock found reasons to keep going back.

“I came back every year – spring break, winter break, sometimes both,” he said.

His roommate at Ohio State was Clevelander Packy Malley, a fellow Bob Marley fan who founded the Midwest Reggae Festival in 1991 in Cleveland and ran it for more than two decades.

Malley, a retired executive with family-founded Malley’s Chocolates, is currently serving in the Peace Corps in Jamaica and meets up with Weinstock from time to time for concerts and other occasions.

“I have a saying in Jamaica -- always trust Lee,” said Malley. “No one knows Jamaica better than him.”

After graduating from Ohio State in 1990, Weinstock took a job selling ads for an entertainment magazine in Columbus. But it didn’t take him long to figure out he wanted more.

“There’s more to life than Columbus,” he observed recently.

He got hired as a representative for Apple Vacations, and was assigned to Montego Bay.

Since then, he’s worked in Mexico, Arizona and Florida, for some of the biggest names in hospitality.

He always found his way back to Jamaica.

“I like being an hour from a waterfall,” he said.

He helped open the Ritz-Carlton in 2000 (now the Hyatt Ziva Rose Hall) and worked to establish Secrets St. James and Wild Orchid resorts a decade later.

Over the years, he’s had a front-row seat to Jamaica’s evolution from a country with a relatively modest tourism infrastructure to one with beaches lined with massive all-inclusive resorts. Last year, the Jamaica welcomed more than 4 million travelers, a record.

It hasn’t always been easy, of course.

Weinstock, a 1985 graduate of Shaker Heights High School, has been through his share of tourism slumps and economic downturns, including 9/11 and the COVID pandemic.

This year, Jamaica is dealing with the repercussions of the U.S. State Department’s updated travel advisory for the country , which earlier this year recommended that Americans “reconsider travel” to the Caribbean nation due to issues related to high crime and health-care accessibility.

The travel advisory perplexed Weinstock, who believes the country is safe for tourists (although not always for locals).

Tourism operators in Jamaica are already feeling the effects of the advisory. Some Americans aren’t coming, he said, “And a lot of people who are coming aren’t leaving their resorts.”

Despite the setback, Weinstock believes there’s a market for the service he provides. “I know where to go. I know how to get you on the golf course when no one else can.”

He offers these tips for both first-time and repeat travelers to Jamaica:

* Get away from the resort. Hire a driver or take a tour and see some sights. “It is safe to leave your hotel,” he said. “See Jamacia, experience Jamacia.”

* Everyone speaks English, although Jamaica patois is the local dialect, a lyrical creole language with influences from West Africa. “If you don’t understand, ask them to repeat what they said,” said Weinstock.

* There’s no need to exchange U.S. currency to Jamaican dollars. Every business accepts U.S. cash. Bring smaller bills for tips and roadside stops. “Tip like you do in the States,” he said.

* You can bargain for prices in most places. “But don’t get so caught up in bargaining that you don’t get what you want. If you like it and the price is fair, get it.”

* Try the local food, including jerk chicken, pepper shrimp and fried bammy. If you don’t know what it is, ask.

* Tap water is fine to drink everywhere.

Information: To reach Weinstock, email [email protected]

5 days in Jamaica, from Negril to Montego Bay, beaches, bamboo rafting and waterfalls

Is Jamaica safe? State Department advisory raises concerns; here’s what to know

Will this new Frontier flight from Cleveland to the Caribbean last? Enjoy it while you can

Lee Weinstock, with Travel True Jamaica, swings into a pool at YS Falls on the south coast of Jamaica. Susan Glaser, Cleveland.com

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Pictured: The 'world's narrowest house', which is only 3 feet wide... and built out of spite to spoil a neighbour's view

• Casa du Currivu is located in the small village of Petralia Sottana in Sicily 
• From the front it looks normal, with windows and a front door
• READ MORE:  Etiquette gurus reveal the do's and don'ts for your next trip  

Thought you had a petty neighbour? This tiny house was built entirely out of spite. 

Casa du Currivu, also known as 'House of Spite', is a very strange-looking house in the Sicilian village of Petralia Sottana.

Located in the heart of the Madonie mountains in the province of Palermo, it holds the unofficial title of 'world’s narrowest house'.

From the front, it might look like a typical house, with red brick walls, windows and a front door. There’s even a balcony and a street number on the side.

It all appears perfectly normal until you look from the side and realise the walls are only three feet thick - not nearly enough space for anyone to live in.

Not that the owner cared. It was built to serve a different purpose: Revenge.

According to a local legend , the House of Spite was built in the 1950s following a dispute between two neighbours.

In those days, it was common for Sicilians to expand their residence upwards by adding another floor. To do so, they had to get the consent of their next-door neighbours.

In this case, the owner of the House of Spite failed to get approval from one of his neighbours. The neighbour in question did not want his window view of the sprawling mountains obstructed.

The owner decided to seek revenge and found a petty loophole.

Although he needed the permission of the neighbour to raise the house between the existing properties, he only had to respect the minimum distance between both buildings. So he went ahead and constructed his wafer-thin abode. 

According to the Sicilian Post , the house is 'worthless' and is virtually empty inside. It features a floor and a staircase and is 'so tight that two people could not enter it together’.

To make matters worse, the back of the house was painted black, replacing the  picturesque views with an extra-dull facade. 

Today, the spot has become a popular tourist destination.

The local Wrexham business helped by tourism appeal: ‘It’s like we’ve won the lottery’

The impish grin welcoming shoppers to Wrexham Market is unmistakable. Ryan Reynolds, one-half of the Hollywood duo who have so transformed the local football club, is in a familiar pose, hand casually stuck in the pocket of the tux he’s sporting.

It’s only a cardboard cut-out of the film star. But judging by the steady stream of tourists drawn towards the Queen’s Square entrance this windy Tuesday afternoon, the life-sized model is enticing visitors.

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Reynolds’ presence can also be felt just around the corner on Henblas Street. There, plans are afoot to transform the previously disused site of the old Hippodrome into a vibrant public space named after the Deadpool star by fellow co-owner Rob McElhenney as a birthday present last year .

Local councillor Nigel Williams has described the project as “another example of how Rob and Ryan are making a real difference in Wrexham”.

Al Gilpin, owner of Boarder Collectables in the market, can only agree. He admits he cannot help but smile every morning when walking past the cardboard Reynolds — which belongs to Mad4Movies, who can be found at the entrance — en route to his shop.

“What has happened to us as a town and a football club is incredible,” says lifelong Wrexham fan Gilpin. “It feels like we’ve won the lottery. We know better than anyone how poisonous some owners can be in football but you just know these lads are genuine and here for the right reasons.

“Rival fans might question how long these guys are going to stay. But I do believe they have the bug, particularly Rob who seems to have been a big sports fan before all this.”

The Hollywood effect has been keenly felt in Wrexham again this week. With Phil Parkinson’s men playing at home twice in four days against Crawley Town and Forest Green Rovers, overseas visitors have flown in to attend both games. The fervent hope is promotion can be clinched on Saturday .

There was a similar double-header last month, as Harrogate Town and Tranmere Rovers visited the SToK Cae Ras in quick succession. The influx from abroad brought a timely cash injection to the local economy.

Most of this goes to hospitality, such as popular venues The Turf and the Fat Boar. But there’s also a welcome visitor boost for Boarder Collectables and Wrexham Trainer Revival, the popular Lord Street shop that was last year given a helping hand by Reynolds and McElhenney following a devastating burglary .

As if to illustrate this, Gilpin has to break off several times during our interview to deal with customers. “There’s been loads of Americans in today,” he says. “It’s been great, as I love chatting to them about the town.”

The shop is a veritable treasure trove of collectables ranging from manga figures through to comics, pin badges and model cars. But it is Subbuteo that provides the football flavour that those in town to watch Wrexham seek.

Subbuteo is a tabletop football game first released in 1947. People play by flicking miniature players with their fingers and trying to score a goal. Subbuteo was EA Sports FC before video games were invented.

Gilpin says: “I used to sell Subbuteo on eBay years ago. I loved it as a kid — I think everyone did. As everyone does, though, I gave my stuff away as I got older. But I was at this car boot sale one Sunday and this fella was there with all these accessories, old floodlights, stands — you name it.

“A lot of it was run down but I thought, ‘I’ll take the lot’. He was there a few Sundays after that and he seemed to have a bit more each time. I’d be buying a few things in the morning and selling them in the afternoon.

“Later, I got put in touch with a lad from Ellesmere Port. He used to buy and sell Subbuteo and asked if I wanted to come and have a look at his stock. This would be 15-20 years ago.

“He had a full attic-full, and again I bought the lot.”

From there, Gilpin graduated to all manner of Subbuteo-related stock, including Italian supplier Astrobase (the player bases are flatter than Subbuteo’s traditional design, and favoured by serious competitors).

He also now paints the figures to order, Wrexham naturally being a popular choice among his customers. “I’ve also done a couple of Chester teams,” he adds, suddenly looking guilty at the mention of Wrexham’s bitter rivals. “That was a couple of Christmases ago. They were to order.”

His personal favourite replica figures remain those sporting the 1978 Wales’ Admiral home kit. These feature the iconic tramline design pioneered by Coventry City in the old First Division.

Competitions have also been held in The Turf and the Hill Street Social. Subbuteo has also become an unexpected hit at Wrexham Inclusion, an all-abilities football team set up to help mental health and social inclusion, where Gilpin plays and coaches.

“They loved it straight away,” he says. “It was a quiet night in December. Liverpool were playing on the TV but there wasn’t a lot happening so we got the five-a-side pitch out. It’s easier than the full-size — a bit like the difference between pool and snooker.

“The session was supposed to be half an hour, just showing them the Subbuteo. But four hours later, everyone was still playing.”

With back-to-back promotions so close, Gilpin still pinches himself at the transformed fortunes of the club he first watched in the 80s with dad Owen under Reynolds and McElhenney.

“I’d been at Wrexham Inclusion when the missus (Val) phoned to say, ‘Have you heard who has bought Wrexham?'” he says. “She said, ‘Ryan Reynolds’. I was thinking she’s winding me up, as she’s always been a massive fan of him.

“Val didn’t like football back then but now she does! She even been in the documentary, when Rob and Ryan did the walkabout (in series one). Val is the one with the little chihuahua.

“I’ve never been so lucky. I’d love to meet Rob. He seems a great lad, a real sports nut who knows his stuff. He has the Wrexham bug. As does Ryan, to be honest. They are such a good pair.”

Wrexham’s success under their Hollywood owners is good for business, too. Hence the Reynolds cardboard cut-out at the entrance to the market.

Gilpin adds: “It’s become a real talking point for people, who love what they have both done for the town. He’s now on the lookout for one of Rob, as they do belong together.”

(Top photo: Richard Sutcliffe/ The Athletic )

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Guides and auto

Cars for comfortable movement

Rustar Tourism has at its disposal its own fleet and a professional team of guides drivers. Below is a list of all our vehicles, as well as our drivers, where you could clearly your desired car, as well as easily find your guide and driver

Beso Neparidze Driver-guide

Professional driver, quickly, safely and comfortably, will take you anywhere in the UAE.

Toyota Hiace RWD-minibus

Comfortable car capable accommodate up to 11 passengers.

Noriel Toledo Driver-guide

Toyota coaster 4wd-bus.

Comfortable car capable accommodate up to 30 passengers.

Zurab Turashvili Driver-guide

Bmw 7 series 4wd-sedan.

Luxury car capable accommodate up to 4 passengers.

Nodar Danelia Driver-guide

Mercedes vito 4wd-minivan.

Luxury car capable accommodate up to 8 passengers.

Vakhtang Gurgenidze Driver-guide

Mercedes sprinter 4wd-minivan, davit bortsvadze driver-guide, mercedes s class rwd-sedan, irakli mirotadze driver-guide, hyundai h1 rwd-minivan.

Comfortable car capable accommodate up to 9 passengers.

Lasha Garshaulashvili Driver-guide

Gmc yukon 4wd, jomarson bagara driver-guide, giorgi bortsvadze driver-guide, toyota previa rwd-minivan.

Comfortable car capable accommodate up to 5 passengers.

Rogelio C. Silva Driver-guide

Higer 4wd-bus.

Comfortable car capable accommodate up to 35 passengers.

Murillo Edward Sherwin Driver-guide

Vir lucas driver-guide, toyota corolla fwd-sedan.

Comfortable car capable accommodate up to 4 passengers.