IF all goes to plan ? and a bit of spare cash is found ? St. George's is to undergo a huge revamp under the reign of E. Michael Jones. Elected Mayor earlier this month, the former town crier triumphed with only three votes over his closest contender.

"I am looking forward to the challenge and the new role," an exuberant Mr. Jones said at the time. "I thank the voters for putting their trust in me."

Mr. Jones' commitment to the local community ? and St. George's in particular ? has been well evidenced over the years. It was, in fact, the experiences gained through that commitment that led him to believe he was a suitable candidate for the role of Mayor.

As assistant manager of sales for the Department of Tourism, Mr. Jones promoted the island in Toronto and Boston. A member of the Ancient and Honourable Guild of Town Criers, he has received international recognition and multiple awards for his craft and, in his travels to competitions around the world, placed the spotlight on Bermuda throughout his five years of service.

He served on the Bermuda Tourism Board, was the founding chairman of the Visitor Industry Partnership, became one of the youngest sergeants in the Bermuda Regiment and one of its first Junior Leader Cadets, deputy chairman of the Bermuda Water Safety Council and director of public relations for Grotto Bay Hotel.

A past president of the Bermuda Society of Arts, founding trustee of the Masterworks Foundation and an instructor with the Dale Carnegie Institute for Public Speaking, Mr. Jones is president of the St. George's Historical Society, vice-president of the St. George's Chamber of Commerce and, for nine years, served the St. George's Corporation.

Former branch chairman of the United Bermuda Party in St. George's South, in 1992 he was adopted as the UBP candidate for St. George's North. The seat was taken the following year by Progressive Labour Party candidates Leon (Jimmy) Williams and former Premier Jennifer Smith.

His entrepreneurial efforts are just as varied ? Caf? Latte shops in Hamilton and St. George's, the Island Gift Market, the Art Connection and the East End Florist.

It's a gift, he has said, which stems from his upbringing: "My parents continue to serve our community and they often say 'apples do not fall far from the tree'."

This most recent attempt was Mr. Jones' second to secure the mayoral seat. His hopes were dashed during the last election in 2000, when he fell second to businessman Henry Hayward, who initially said he would not stand, but felt it important for someone with his financial acumen to lead the old town in what became a successful bid for UNESCO World Heritage Status.

Having had to resign as town crier in order to run for the election, Mr. Jones was asked by the Corporation of St. George's to resume the $35,000-a-year-post because of the enthusiasm and skill he brought to it.

"The key to town crying," he has said in the past, "is going up as high as you can without straining. You have to go up, find your level and stay there. You have to do it from your diaphragm, otherwise you lose your voice."

On becoming Mayor, Mr. Jones said he was glad to take on a new position and spoke of the challenges he would face in his attempt to make St. George's a better place.

"We will be looking at the hotels and also at the St. George's Police Station. I know that the Corporation is also looking at dealing with the sewage situation and raising needed finances. I am not going to disappear. I will be all over the place. I am still going to be the person around town ? I had my time as town crier and it was time for me to move on."