We are dedicated and waiting to provide you with the best experience in Negril Jamaica. Our tours are fully private and comfortable. We visit a 7-mile stretch of bright white sandy beach, and picturesque cliffs overlooking the emerald green sea. This is the place for you to come and soothe your soul. Founder, Richard Hershman, in April 1974. Rick's Cafe was the first public bar and restaurant of its type on the West End Cliffs, offering an alternative to Negril's majestic seven mile beach. Negril is the epitome of relaxation. Famous for beautiful sunsets.