As you make the first turn strolling west past the roundabout, you reach the beginning of the West End. This is where the South Negril River divides the beach from the West End. The cliffs really haven't started yet in the area near the Post Office, Quality Traders and the Hi Lo Supermarket. There is no real sand in this area, nor is it a real cliff location - it is a place on the West End where the cliffs are just beginning to reveal themselves, where you can look back at the full stretch of Long Bay, which is the real name of the bay that defines Negril's seven mile white sand shore.