My family & I (2 adults a 2 yr & 4yr old) just returned from a 2 week stay at the St James Beach club with Virgin Holidays. We thoroughly enjoyed the whole experience and have to advise any family or couple on this location.
We had the all inclusive deal staying in a superior room in papaya block. The accommodation was more than satisfactory with excellent AC, which is definitely needed. In general, with one or 2 exceptions, the staff were very friendly, accommodating and over all pleasant. They were particularly good with the kids. (Mr James, Carlene, Pearl & Troy, all from Cocos to name just a few)
The kids club was good & had structured timed activities that meant you can schedule the little ones time away, and even on an evening, open until 2200 if you fancy one dinner alone as we did!
The beach on our side had seaweed on it (it's only nature!), but I have to say, the landscaping staff were cleaning frequently, and the kids loved both the beach & the ocean, which incidentally is a great refreshing temperature in the nice weather.
In summary, as we did, I trust you will make up your own mind on this resort and not be fully taken in by the negative or positive reviews received. However, I am more than happy to offer a glowing testimony to our 2 weeks stay in a very good, sunny, friendly & accommodating atmosphere.
One final tip, take USD $ and don't bother with the ECU (Caribbean $) as everything is priced in USD $, and the calculations on exchange rates made by the vendors varied from a 'finger in the air' point of view!