ERVICE. In Bermuda. It's truly unfortunate that the two aren't always linked in a positive way. Bermuda Public Services Union president Ed Ball lamented that fact this week, recalling the unparalleled standard that once existed here. A degree of service he himself provided while working part-time in the hospitality industry.

"The level of service required then was very high," he recalled in . "As an example, all the waiters were inspected before they went into the dining room. They were inspected by the Bermudian maitre d' or captain of the dining room. Fingernails, hair and facial hair had to be manicured and women had to wear hairnets. Shoes had to be clean and polished and clothing smart. That had to be done every day. So I'm very aware of the standard that Bermuda workers put in to the Bermuda hotel industry and it would be good to get that back. That goes for the restaurants as well. A lot of people have not had the mentoring from committed workers who made the hotel industry a career."

With Tourism Minister Ewart Brown rolling out a considerable plan to put some much-needed "sizzle" into Bermuda's boring nightlife, it is a shame employers haven't adequately addressed the basic tenet of good service.

It falls to those in positions of responsibility to provide proper training, to demand a certain standard and insist that customers' needs are met should staff want to continue in their employ. Without that, no matter how amazing the proposal put forward by Dr. Brown, it will fail.

Bermuda is still a beautiful island. Tourists don't stay away because we're too expensive a destination. The problem is we're overpriced. St. Bart's, a French territory in the Caribbean, is twice as expensive as Bermuda. As far as I am aware, tourism is its only industry.

Why isn't it struggling to lure visitors there? Having travelled there more than once I can tell you ? excellent value for money.

All it takes is one bad experience and I've known people to visit Bermuda and have several.

Friends of friends stayed at the Fairmont Southampton over Christmas. It took two days for the hotel to repair the problem they were having with the shower in their room. It took four days ? and one embarrassing incident ? for them to get a "Please Do Not Disturb" sign to hang on their door. And yes, they have shared this tale with others.

Most do. And unfortunately, that type of service isn't limited to major hotels on the island.

A colleague who is a frequent patron of M.R. Onions often complains of having to wait for 30 minutes or more to place an order for food even when the restaurant is almost empty.

Similarly, I stopped patronising the Esso Mart on Par-la-Ville Road long before it closed for renovations because I frequently had to wait in line with ten people or more because only one cashier was on duty.

There were other employees present mind you. Some of them swept, or stocked shelves, or made pizza while the customers stood and waited.

Retailers are no better. I received an expensive item of clothing from Max Mara which I decided to exchange. I mistakenly thought I had lost the receipt I had been given as proof that I had a credit with the store.

Well aware of its policy that the tiny slip was to be treated as cash, I appealed to the sales person for a break, explaining the value of my loss.

She said she would speak to the powers that be and get back to me. I haven't heard a word in three months. Why should I "Buy Bermuda" when the stores don't value my patronage? A phone call reiterating their policy would have been enough to placate me. Once I get rid of my credit, they've lost a customer.

I can't recall the last time I went out to dinner in Bermuda and left enthusing over a meal. A few years ago I took a couple of acquaintances here for the Bermuda International Film Festival to Aqua for dinner.

They were horrified, describing it as "mediocre" and not worthy of the bill which ensued. Worse, they said it was typical of most of their dining experiences while here ? a point I couldn't argue against.

There is no shortage of wealthy travellers, just more discriminating ones. If Bermuda is to rebuild its flagging tourism industry, it's time we faced up to that fact.