When we were in Negril at Christmas/NY the beach at Coco was very crowded compared to last year. Can't comment on the service etc as we weren't staying there, but last year we did and it was slow at that time as well. We love Coco, but I don't see us staying there again during busy season, too much $$$ for what they have to offer at that time of year. I've heard talk of renovating the existing rooms, so that would probably help...
VVHT - the superior rooms are all ground floor, they are the only ones with the covered patios (other than the oceanfront rooms). The new 1st & 2nd floor rooms are deluxe rooms and the 3rd floor ones are Coco Suites. They don't seem to show on their website yet...