In 1509, the new Governor of the Hispaniola, Diego Columbus, sent Juan de Esquivel, a Conquistador born in Seville, Spain, with 70 men to Jamaica to complete the conquest of that island. They first lived in the St. Ann's Bay area and soon Esquivel founded a town, "Sevilla La Nueva" (in English, "The New Seville") on the north coast, one mile to the west of St. Ann's Bay.