Analysis: When glamour disappears because the dress code does too

By Tito Laclé

Some topics may seem insignificant to many people. But once you experience them yourself, you realize they can completely change the way you experience a special moment. I wrote about this subject some time ago and received a great deal of feedback. Recently, however, I found myself in the same situation again, and once again it bothered me. It made me think that perhaps it is time to revisit the issue. You never know—maybe this time something will change.

As I mentioned, it certainly wasn't the first time this happened to me. It also made me wonder: am I the only one who notices this, or are there many others who feel exactly the same way?

Imagine you've made a reservation at an elegant restaurant for a special occasion. Perhaps it's a romantic dinner with your partner, an important business meeting, or simply an evening during which you want to enjoy a fine dining experience. You dress accordingly: a nice shirt, long trousers and proper shoes. Your partner is equally well dressed. Everything contributes to creating the atmosphere you were expecting.

Then, all of a sudden, a group of visitors walks into the very same restaurant wearing shorts, flip-flops and T-shirts, looking as if they had just stepped off the beach. What surprised me even more was that the staff welcomed them with a smile and seated them without hesitation. Of course, everyone has the right to dress however they feel comfortable, but the question is: does the atmosphere in that restaurant remain the same?

For me, the answer is no.

THEN

I clearly remember that years ago many establishments in Aruba maintained certain standards. Places like Club Scaramouche, Chez Matilde and Crystal Casino all had a clear dress code after 6 p.m. It didn't matter whether you were a local, a tourist or even a celebrity. If you weren't dressed appropriately, you simply weren't allowed in.

I even remember a Venezuelan television actor who was escorted out of a nightclub because he tried to enter wearing sneakers. Looking back, that may seem rather strict today, but the rules applied equally to everyone.

TODAY

Nowadays, the only requirement many establishments still enforce is the familiar sign that reads: "No shoes, no shirt, no service." In other words, as long as you're wearing something, you're welcome. Wearing shorts, flip-flops and a T-shirt in a luxury restaurant generally isn't considered a problem anymore. This doesn't apply only to restaurants, but also to casinos and many other establishments.

During the years I worked in the tourism industry, I often heard the same explanation, especially from American visitors. They would say they had spent a great deal of money to vacation in the Caribbean and that, precisely because they were on a tropical island, they wanted to dress comfortably. To them, holidays don't go hand in hand with long trousers or dress shirts.

To a certain extent, that way of thinking is understandable. However, the assumption that being on a Caribbean island automatically means you can dress casually everywhere doesn't always match the type of establishment you're visiting.

Interestingly, whenever I discussed this subject with restaurant owners and other business operators, I discovered that the decision has little to do with culture and almost everything to do with economics. The answer was almost always the same:

"I'd rather let someone in wearing shorts than have an empty table."

In today's competitive market, where operating costs continue to rise and every customer counts, many business owners simply cannot afford to be too strict.

And that is understandable.

But there is another side to the story.

A restaurant doesn't merely sell food. It sells an experience. The ambience, the atmosphere and the sense of elegance are all part of what customers are paying for. When that atmosphere changes dramatically, the experience of the other guests changes as well. Not because there's anything wrong with wearing shorts or a T-shirt, but because the expectations created by the establishment itself suddenly disappear.

Around the world, there is still room for dress codes. Luxury restaurants in destinations such as Monaco, Dubai, Singapore, Italy and New York continue to require a certain standard of dress after a certain hour. Even many upscale Caribbean resorts require long trousers and closed shoes for dinner. This isn't about discriminating against or embarrassing anyone; it's about preserving the experience those establishments promise to deliver.

Naturally, no business owner wants to turn customers away. But neither does a luxury brand want to lose the identity that sets it apart. That is probably the delicate balance many businesses in Aruba are struggling with today.

This is not a debate between locals and tourists. Nor is it about whether someone's T-shirt or shorts carry an expensive designer label. The real question is much broader:

What kind of experience does Aruba want to offer?

Personally, I believe there is room for a sensible middle ground. There's no need to require jackets and ties, but neither do I find it unreasonable for an elegant restaurant to ask guests to meet a minimum standard of dress after a certain hour.

That isn't a message against tourists. On the contrary, it is a way of protecting the atmosphere that the establishment has created for all of its guests.

Ultimately, the question isn't whether tourists have the right to wear shorts and flip-flops. The question is whether an elegant restaurant has the right to preserve the atmosphere it is selling.

Perhaps the answer to that question will help determine how Aruba's hospitality industry continues to evolve in the years ahead.

I hope this discussion reaches the businesses concerned and that, over time, we may begin to see a difference