The world-famous Rick's Café, founded in 1974, is undoubtedly the epic Negril hangout spot for locals and visitors alike! Strategically located along the cliffs of Jamaica’s most western tip, Rick’s Café easily takes the prize for a must-do attraction, you don’t want to miss! Nowhere else in the world do you get the opportunity to see the daring 100ft. free-style cliff dives. Visitors also participate in the cliff jumps from a low of 10ft. to a high of 40ft. Take your pick, at your own risk (optional). Feel the adrenaline rush just watching the show put on by local divers who grew up practicing their skills right there on the cliffs. This is where you watch the most beautiful golden sunset, and enjoy drinks and food at the bar or on the terrace (extra cost) chosen from a menu with an array of unique choices, while dancing to the soothing sounds of live reggae music put on by some of our popular local entertainers. When the sun sets it will be time for your pickup Point.